Reclaim Your Brand Voice and Rise Above the AI Slop with Chris Silvestri

Shifting the Search Paradigm: How Branch Discovery Powers On-Device Intent for Half a Billion Users with Harish Thimmappa

What if the most intimate device in your pocket could understand exactly what you need—before you even search for it? In this episode of How I Grew This, hosts Amanda and Adam sit down with Harish Thimmappa, SVP and GM of Discovery Ads at Branch, to explore an on-device solution revolutionizing app discovery. Learn why first-party data is becoming the ultimate competitive advantage, how Branch powers search experiences on half a billion devices worldwide, and the counterintuitive strategies that balance user privacy with advertising performance. Whether you're a marketer looking to diversify beyond Meta and Google, an app developer navigating a crowded ecosystem, or an AdTech enthusiast curious about the future of personalization, this conversation reveals the technology and thinking that's reshaping mobile commerce. Tune in to discover why the next generation of advertising isn't about who bids the most—it's about who understands the user best.  What You’ll Learn: * How to build trust by prioritizing user experience over ad load * Why on-device bidding and ad selection outperforms cloud-based systems * The power of behavioral pattern recognition beyond search intent * How to align supply and demand in ad tech marketplaces * Why first-party data is now the competitive moat in advertising * How to position experimentation as table stakes for modern marketers About the Guest(s): Harish Thimmappa is the SVP and GM of Discovery Ads at Branch, leading a standalone business unit that has grown into a major force in mobile advertising. With over two decades of experience in adtech, Harish has built a reputation for scaling technology and advertising businesses, previously holding key roles at InMobi, Supersonic Ads, Kensho, and Unboxed. In this episode, he reveals how Branch Discovery leverages on-device machine learning and first-party data to deliver contextually relevant search results and ads to over 500 million devices globally, while maintaining user privacy and trust. Harish shares actionable strategies for marketers on experimenting with emerging ad platforms, demanding performance-based results, and diversifying spend beyond Meta and Google. His work in developing privacy-first, performance-driven advertising solutions makes this conversation essential listening for digital advertisers and adtech professionals seeking to understand the future of mobile discovery and app monetization.  If you enjoyed this episode, make sure to subscribe, rate, and review it on Apple Podcasts, Spotify, and YouTube Podcasts. Instructions on how to do this are here [https://www.fame.so/follow-rate-review]. Episode Highlights: [00:07:50] Maintain a 90/10 Organic-to-Ad Ratio to Build OEM Trust [00:12:32] Capture Non-Intuitive Behavioral Patterns to Unlock Deeper Targeting [00:17:03] Move Ad Selection On-Device to Overcome Connectivity and Privacy Constraints  [00:19:58] Align Supply, Demand, and Product Teams to Prevent Monetization Failures  [00:22:56] Win Advertiser Confidence Through Performance Rather Than Features Alone  [00:33:20] Marketers Should Experiment Beyond Meta and Google to Find Information Asymmetries  Episode Resources: * Harish Thimmappa on LinkedIn [https://www.linkedin.com/in/thimmappa/] * Amanda Vandiver on LinkedIn [https://www.linkedin.com/in/amandavandiver/] * Adam Landis on LinkedIn [https://www.linkedin.com/in/adlandis/] * Branch on LinkedIn [https://www.linkedin.com/company/branch-metrics/] * Branch Website [https://www.branch.io/] * How I Grew This on Apple Podcasts [https://podcasts.apple.com/us/podcast/how-i-grew-this/id1502505526] * How I Grew This on Spotify [https://open.spotify.com/show/5t4JYyNJs02P6vraE4b7fZ] * How I Grew This on Simplecast [https://how-i-grew-this.simplecast.com/]

The Viral Growth Blueprint: How Nic Weber Turned Creators Into a Scalable Acquisition Engine

What if you could turn creator content into your most cost-effective acquisition channel? In this episode of How I Grew This, Amanda and Adam sit down with Nic Weber, Co-Founder and Chief Product Officer of Noise, to explore why creator-powered marketing outperforms traditional ads, how to build viral campaigns at scale, and the strategies that transform unknown creators into growth engines for your brand. Whether you're a mobile app founder struggling with user acquisition costs or a marketer looking to unlock authentic engagement, this conversation reveals actionable frameworks on relatability, need, and novelty—plus real examples of brands achieving pennies-on-the-dollar CPMs. Tune in to discover how to leverage 950,000+ creators and tap into the future of performance marketing.  What You’ll Learn: * How to build a two-sided marketplace that aligns creator incentives with brand performance * Why the interest graph has replaced the social graph * The three-lever framework for viral content: relatability, need, and novelty * How to reverse-engineer virality by finding existing successful content in your niche, iterating on it with multiple creators, and then scaling the winning variation * Why users acquired through short-form content are higher-intent than traditional paid ads * How to leverage organic platform algorithms as a free ad network About the Guest(s): Nic Weber is Co-Founder and Chief Product Officer at Noise, known for his expertise in creator-powered marketing and viral content strategy. With a background spanning graphic design, mobile publishing, gaming, and consumer apps, Weber has built scalable growth systems that transform how brands acquire customers through short-form content. At Noise, he has pioneered a two-sided marketplace that connects creators with brands, enabling acquisition costs as low as 8¢ effective CPM through viral video campaigns—a model Weber himself validated by building a consumer app to 2 million downloads. In this episode, Weber reveals the psychology behind viral content, the formula for creating trends, and how brands can leverage an army of everyday creators to dramatically reduce customer acquisition costs while maintaining authentic brand messaging. His insights on relatability, need, and novelty provide actionable frameworks for marketers looking to move beyond traditional influencer partnerships and tap into the most addictive social platforms in the world.  If you enjoyed this episode, make sure to subscribe, rate, and review it on Apple Podcasts, Spotify, and YouTube Podcasts. Instructions on how to do this are here [https://www.fame.so/follow-rate-review]. Episode Highlights: [00:09:07] Why Human Creators Beat AI for Social Media Marketing – Nic reveals that despite AI videos achieving 20 million views, human creators remain essential because they understand audience psychology and can adapt messaging in real-time. The challenge for brands is that algorithms favor authentic human connection, which AI cannot replicate, making creator-led campaigns fundamentally more effective at driving conversions. While AI can generate volume, it lacks the contextual awareness needed to resonate emotionally with viewers, causing audiences to immediately recognize and skip synthetic content. To leverage this insight, brands should prioritize recruiting diverse creators over investing in AI video generation, even when scaling campaigns across multiple platforms. A concrete example: Noise saw dramatically better performance when they had thousands of creators post variations of a concept rather than relying on a single AI-generated video, because the human variations naturally included hooks and messaging tweaks that resonated differently with different audience segments. For brands looking to maximize ROI on short-form platforms, this means building creator armies that can iterate in real-time based on performance data, not betting on automation. [00:10:49] The Formula for Viral Content: Find, Iterate, Scale – Nic breaks down virality into a repeatable three-step framework: find existing viral content in your niche, iterate on it with multiple creators to test variations, then scale the winning formula across your entire creator base. Most brands fail because they try to create original viral content, ignoring the fact that the internet has already validated what works—making "not being smarter than the internet" the key to success. The real work happens in the iteration phase, where real creators bring their own creativity to hooks, text overlays, and presentation styles, naturally producing variations that hit different audience segments. Brands should start by identifying viral videos in their category with 1+ million views, then brief 50-100 creators to create their own versions with slight modifications, tracking which variations generate the highest views and conversions. For example, if a competitor's cleaning product video went viral, a brand selling a mop should create dozens of variations showing different mom personas, different pain points, and different product demonstrations—then double down on whichever version outperforms. This approach transforms viral success from a lottery into a predictable, scalable system. [00:14:18] CPM-Based Creator Partnerships Outperform Flat-Fee Influencer Deals – Nic explains that paying creators a fixed amount per post ($500–$10,000) creates misaligned incentives, while CPM-based pricing ensures both brand and creator profit when content performs well. When a brand pays a creator a flat fee for a single post that underperforms, the creator has already been paid and has no incentive to improve, while the brand absorbs the loss—this is why traditional influencer marketing often fails to deliver ROI. With CPM pricing, creators are incentivized to post repeatedly, test variations, and double down on high-performing content because their earnings scale with views and conversions. A creator earning $3,000 from a viral post that converted well will stay committed to that brand and continue optimizing, whereas a creator who received a one-time $10,000 payment that didn't convert will move on to find another client. Brands should set CPM targets ($0.50–$2.00 depending on category) and let creators decide when and how to participate, creating a continuous flywheel rather than one-off campaigns. This approach also filters for creators who genuinely understand audience psychology, because only skilled creators can consistently deliver high-view, high-converting content at scale. [00:35:13] The Three Pillars of Viral Content: Relatability, Need, and Novelty – Nic identifies three non-negotiable elements that drive engagement and conversions on short-form platforms: relatability (audiences must see themselves in the content), need (addressing a real problem), and novelty (offering something unexpected or improved). Without relatability, content fails to stop the scroll; without addressing an actual need, viewers won't take action; and without novelty, the message blends into the noise of competing products. Brands can audit their content strategy by asking: Does my audience see themselves in this? Am I solving a real pain point? Am I showing something they haven't seen before? The most powerful products combine all three—like the self-wringing mop that's relatable to busy parents, solves the frustration of manual wringing, and delivers a novel product feature. To apply this framework, start by researching viral content in your category that already demonstrates these three elements, then craft your creator briefs around how your product amplifies each pillar. This transforms vague creative direction into a measurable framework that creators can execute against, dramatically improving the odds that content will gain traction. Episode Resources: * Nic Weber on LinkedIn [https://www.linkedin.com/in/nicmweber/] * Noise on LinkedIn [https://www.linkedin.com/company/getnoise/] * Noise Website [https://getnoise.com/] * Amanda Vandiver on LinkedIn [https://www.linkedin.com/in/amandavandiver/] * Adam Landis on LinkedIn [https://www.linkedin.com/in/adlandis/] * Branch on LinkedIn [https://www.linkedin.com/company/branch-metrics/] * Branch Website [https://www.branch.io/] * How I Grew This on Apple Podcasts [https://podcasts.apple.com/us/podcast/how-i-grew-this/id1502505526] * How I Grew This on Spotify [https://open.spotify.com/show/5t4JYyNJs02P6vraE4b7fZ] * How I Grew This on Simplecast [https://how-i-grew-this.simplecast.com/]

The Ad Monetization Paradox: How User Experience Drives 3x Revenue Growth with David Leviev

What if you could transform your app's revenue without sacrificing user experience? In this episode of How I Grew This, hosts Amanda and Adam sit down with David Leviev, Chief Revenue Officer and Co-Founder of Nimbus, to explore how publishers can build custom monetization solutions, why user experience directly impacts long-term revenue, and the key strategies to leverage AI and first-party data in a post-IDFA world. Whether you're a mobile app publisher looking to optimize ad performance or an ad tech enthusiast curious about the future of auction mechanics, this conversation is packed with actionable insights on balancing monetization with retention. Tune in to discover how the right decisioning layer can unlock premium CPMs and sustainable growth.  What You’ll Learn: * Why building a custom monetization stack makes sense * How to identify the magic retention threshold through testing * The decisioning layer framework for auction optimization * Why omitting proprietary demand creates competitive advantage * The three-pronged approach to overcome signal loss post-IDFA * How to structure dedicated publisher support for sustainable growth About the Guest(s): David Leviev is Chief Revenue Officer and Co-Founder of Nimbus, a full-stack mobile ad monetization platform. With a background in ad tech spanning companies like Pubgears and pivotal experience monetizing the popular Timehop app, David brings deep expertise in programmatic advertising, auction mechanics, and publisher-first monetization strategies. In this episode, David shares practical insights on building sustainable ad experiences that balance revenue optimization with user retention, providing actionable strategies for app publishers looking to maximize their monetization without sacrificing user experience. His work at Nimbus—where he champions transparency, direct demand relationships, and AI-driven auction optimization—has helped publishers reclaim control over their ad stacks and significantly increase CPMs, making this conversation essential for anyone interested in mobile app monetization and ad tech innovation.  If you enjoyed this episode, make sure to subscribe, rate, and review it on Apple Podcasts, Spotify, and YouTube Podcasts. Instructions on how to do this are here [https://www.fame.so/follow-rate-review]. [00:14:21] Find Your App's "Magic Number" for Ad Duration Through Retention Testing -  David discovered that Timehop's optimal ad display duration was 1.3 seconds—far shorter than industry standards—by systematically testing retention metrics rather than relying on generic benchmarks. Publishers often assume longer ad exposure equals higher revenue, but this approach overlooks the silent user churn that happens when friction increases without generating app store complaints. By monitoring uninstall rates alongside clickthrough rates and viewability scores, you can identify the exact threshold where user experience breaks down. Start with incremental testing, pushing duration limits while watching for organic drops in daily active users or session length. This precision-based approach protects lifetime value and prevents the revenue decay that comes from aggressive ad placements. Smaller publishers can apply this same framework to their own apps, treating retention as the north star metric that balances monetization with sustainable growth. [00:18:56] Assign Dedicated Cross-Functional Teams to Each Publisher Instead of Generic Support Channels -  Nimbus provides each onboarded publisher with a dedicated team of five people—an account manager, customer success representative, solutions engineer, technical account manager, and demand facilitator—plus a shared Slack channel for streamlined communication. This stands in stark contrast to industry-standard support models where publishers email a generic address and receive responses from rotating staff across multiple time zones, leading to unresolved issues and missed optimization opportunities. The cost of dedicated support is offset by the ability to deeply understand each app's unique monetization challenges and implement tailored strategies that generic solutions cannot address. These teams proactively monitor ad performance, recommend market trends, and evaluate inventory quality—transforming support from reactive troubleshooting into strategic partnership. For publishers evaluating ad tech partners, demand dedicated support structures as a non-negotiable contract requirement. This investment in human infrastructure becomes a competitive differentiator that directly impacts your ability to optimize revenue while protecting user experience. [00:24:04] Use Machine Learning to Optimize Auction Costs by Predictively Throttling Bid Requests -  David explains that applying ML and agentic AI to auction mechanics allows publishers to reduce cloud infrastructure costs (AWS bills) while simultaneously improving bid prices by selectively inviting only demand partners likely to win at premium rates. Traditional waterfall and open-auction approaches waste compute resources by running bids from all demand partners on every impression, even when specific partners have historically shown no intent or ability to compete on that inventory. By analyzing historical bidding patterns, buyer behavior, and performance trends, you can predict which demand partners will generate winning bids on specific user segments and throttle unnecessary bid requests accordingly. This "offensive" strategy preserves DSP budgets for higher-value inventory, encouraging demand partners to bid at their true ceiling rather than low-ball testing bids designed to learn your auction models. Publishers implementing this approach report both lower AWS costs and higher effective CPMs, turning infrastructure expense into a revenue optimization lever. Start by reviewing your last 60-90 days of auction data to identify which demand partners win most frequently on which user segments, then implement bid throttling rules that reflect those patterns. [00:28:39] Build First-Party Data Packages by Identifying User Behavioral Patterns in Auction Data -  Instead of relying solely on third-party identifiers like Trade Desk UID or LiveRamp Ramp ID, publishers can reverse-engineer their own audience segments by analyzing which advertisers consistently bid on specific users and what creatives they deliver. For example, if user "John Smith" repeatedly sees BMW and Mercedes ads across multiple auction windows, you can confidently tag him as an "auto enthusiast" and package millions of similar users into curated deals that command premium pricing. This first-party signal approach gives smaller publishers leverage with SSPs and DSPs without requiring massive scale, as SSPs now bundle mom-and-pop apps into curated packages based on performance KPIs rather than audience size alone. Start by tagging users with authenticated credentials (Gmail login, phone number), then analyze 30-60 days of auction data to identify behavioral clusters and their historical CPM performance. Once you understand your audience segments and can quantify their value with performance data, you can confidently pitch curated packages to demand partners. This transforms raw auction data into a proprietary asset that protects against signal loss and increases your negotiating power. [00:32:40] Set Competitive CPM Floors Based on Historical User Monetization Patterns -  Publishers without access to third-party identifiers or SSP curation tools can still reclaim significant revenue by implementing dynamic CPM floors that reflect how valuable specific users have historically been in auctions. Rather than using a flat floor across all inventory, analyze your auction history to understand whether a particular user consistently generates $5+ CPMs or $0.50 CPMs, then set asymmetric floors that prevent valuable users from being sold at commodity rates. This approach requires no external partnerships or complex data infrastructure—just historical performance data and the discipline to say "no" to low-priced bids on premium inventory. Even mom-and-pop publishers with limited scale can gain a competitive edge by ensuring their most engaged or high-LTV users don't see cheap remnant ads, which directly impacts long-term revenue and user retention. Start by segmenting your user base into quartiles based on historical CPM performance, then set floor prices that reflect each segment's actual market value. This simple lever can increase effective CPM by 10-20% without requiring audience data partnerships or sophisticated ML infrastructure. Episode Resources: * David Leviev on LinkedIn [https://www.linkedin.com/in/david-leviev-3326422b/] * Nimbus on LinkedIn [https://www.linkedin.com/company/nimbusadvertisingsolutions/] * Nimbus Website [https://www.adsbynimbus.com/] * Amanda Vandiver on LinkedIn [https://www.linkedin.com/in/amandavandiver/] * Adam Landis on LinkedIn [https://www.linkedin.com/in/adlandis/] * Branch on LinkedIn [https://www.linkedin.com/company/branch-metrics/] * Branch Website [https://www.branch.io/] * How I Grew This on Apple Podcasts [https://podcasts.apple.com/us/podcast/how-i-grew-this/id1502505526] * How I Grew This on Spotify [https://open.spotify.com/show/5t4JYyNJs02P6vraE4b7fZ] * How I Grew This on Simplecast [https://how-i-grew-this.simplecast.com/]

Why Your MarTech Stack Is Broken—And How to Fix It Without Starting Over with Rebecca Nackson

What if your MarTech stack was actually working *for* you instead of against you? In this episode of How I Grew This, hosts Amanda and Adam sit down with Rebecca Nackson, CEO of Notable, to explore why most companies fail at implementation after buying tools, how to enlist salespeople as strategic partners in your buying process, and the key strategies to build a system of continuous testing and iteration. Whether you're drowning in marketing software or trying to make sense of your growth stack, this conversation is packed with actionable insights to help you move from tool chaos to strategic clarity. Tune in to discover why the best-performing teams aren't using more tools—they're using them smarter. What You’ll Learn: * How to reframe your career as intentional pattern recognition rather than random luck * Why the sales process is broken and how to fix it as a buyer  * The critical implementation gap no one talks about * How to act as "connective tissue" across distributed teams * The test-learn-scale framework that separates high-growth teams from stalled ones * Why build vs. buy decisions are about to shift dramatically with AI and low-code tools About the Guest(s): Rebecca Nackson is the CEO of Notable, a marketing consultancy specializing in helping companies navigate and optimize their marketing technology stacks. With a background spanning Audible, iHeartRadio, Bandsontown, and Prolific, Rebecca brings deep expertise in digital transformation, marketing operations, and cross-functional alignment. In this episode, she shares candid insights on bridging the gap between buying marketing tools and successfully implementing them—a critical pain point for modern marketing teams. Her philosophy centers on understanding the "job to be done" rather than defaulting to solutions, and her work has helped numerous companies avoid costly MarTech missteps while building sustainable growth systems. This conversation is essential listening for marketers and product leaders seeking to maximize ROI from their technology investments and create alignment across distributed teams. If you enjoyed this episode, make sure to subscribe, rate, and review it on Apple Podcasts, Spotify, and YouTube Podcasts. Instructions on how to do this are here [https://www.fame.so/follow-rate-review]. Episode Highlights: [00:01:45] Embrace "Career Squiggles" Over Linear Planning -  Rebecca Nackson reframes career success not as following a predetermined path, but as recognizing patterns across seemingly random opportunities—what she calls "career squiggles." Most professionals assume their early roles must align with their end goal, but Rebecca's trajectory through Audible, iHeartRadio, and Bandsontown shows that adjacent experiences compound into unexpected expertise. The pressure to have a five-year plan can actually blind you to emerging patterns and opportunities that only make sense in hindsight. Instead, focus on developing deep skills in each role and staying alert to common denominators across different industries and companies. By the time you've worked across multiple verticals, you've gained a superpower: seeing what others miss because you recognize repeating patterns. This approach transforms career uncertainty into a competitive advantage, especially when building businesses or advising others through similar challenges. [00:15:45] Fix the Implementation Gap Between Buying and Using MarTech Tools -  The largest missed opportunity in enterprise software purchases happens after the contract is signed—the step from buying to actually using the tool is routinely skipped, leaving companies paying for solutions they can't operationalize. Most vendors invest heavily in the sales process but provide little support for the critical transition to implementation and integration. Instead of treating your tool evaluation as a final decision, use it as an opportunity to simultaneously inform both your sales process and your implementation strategy by clearly articulating what's broken today and what success looks like for your specific business. This forces vendors to be specific about cost, resource requirements, and phased rollout timelines—information you'll desperately need the day after signing. By reversing the typical process and enlisting salespeople as partners who understand your real constraints, you create a feedback loop that strengthens both the evaluation and the execution. Companies that front-load this discovery work dramatically improve their ability to extract ROI from new tools rather than letting them gather dust. [00:21:31] Become the "Connective Tissue" Across Siloed Internal Teams -  One of the most underrated services agencies provide—and one any leader can replicate internally—is acting as connective tissue between teams that rarely interact, especially in remote-first organizations where marketing, product, and engineering don't naturally cross paths. Without deliberate bridging, these teams often become adversarial, with acquisition blaming retention and retention blaming acquisition quality, when in fact they're two sides of the same customer lifecycle coin. The first step is documentation: ask each team to share their current processes, then synthesize and redistribute this information so teams understand how their work feeds into the next stage. Next, facilitate conversations where product marketing shares customer acquisition data with the retention team, and lifecycle marketing shares churn patterns with product, so each team gains visibility into the upstream and downstream effects of their work. When teams understand the complete journey and see how customer data flows from acquisition through retention, they stop treating each other as obstacles and start collaborating on shared metrics. This internal connective work often generates as much value as the external consulting itself because it permanently changes how teams operate together. [00:28:24] Build Compounding Growth Through Small, Tested Loops Instead of Big Swings -  The clearest separator between high-growth teams and stalled ones is whether they operate within a system of continuous, small experiments with clear success metrics and predetermined scaling/kill decisions, or whether they take periodic large bets with no learning mechanism. Successful teams treat growth like compound interest—each week they test a hypothesis (if we onboard in this way, will retention improve?), define what success and failure look like before launching, and have a pre-committed plan for scaling if it works or killing it if it doesn't. This approach generates incremental wins that compound throughout the year, so these teams consistently end the year higher than they started, even if individual experiments fail at a normal rate. In contrast, teams taking big swings often see dramatic results one way or the other, but because they didn't isolate variables or document the test conditions, they can't extract learnings or replicate success. The framework is simple: form a hypothesis, run a test, measure against pre-defined success criteria, scale what works, kill what doesn't, and repeat weekly. This systematic approach transforms growth from a series of desperate gambles into a predictable, compounding process that any team can operationalize. Episode Resources: * Rebecca Nackson on LinkedIn [https://www.linkedin.com/in/rebecca-nackson-3520443/] * Notable on LinkedIn [https://www.linkedin.com/company/notablegrowth/] * Notable Website [https://www.notablegrowth.com/] * Amanda Vandiver on LinkedIn [https://www.linkedin.com/in/amandavandiver/] * Adam Landis on LinkedIn [https://www.linkedin.com/in/adlandis/] * Branch on LinkedIn [https://www.linkedin.com/company/branch-metrics/] * Branch Website [https://www.branch.io/] * How I Grew This on Apple Podcasts [https://podcasts.apple.com/us/podcast/how-i-grew-this/id1502505526] * How I Grew This on Spotify [https://open.spotify.com/show/5t4JYyNJs02P6vraE4b7fZ] * How I Grew This on Simplecast [https://how-i-grew-this.simplecast.com/]

Reclaim Your Brand Voice and Rise Above the AI Slop with Chris Silvestri

What if your messaging could be the infrastructure powering growth instead of just surface-level copy? In this episode of How I Grew This, hosts Amanda and Adam sit down with Chris Silvestri, Founder of Conversion Alchemy, to explore why research and strategy matter more than writing, how to craft messaging that cuts through AI slop and sameness, and the key strategies to balance point of view with value-driven messaging. Whether you're building a brand, launching a product, or navigating the creator economy, this conversation is packed with actionable insights on positioning, personalization, and preparing your messaging for the future of AI agents. Tune in to discover how to make your brand truly stand out. What You’ll Learn: * How to Reframe Copywriting as 70% Research and Strategy, Not Writing * The Point-of-View + Value Messaging Framework * How to Extract Voice-of-Customer Language Before AI Touches Your Copy * Why Message-Market Fit Matters More Than Message-Product Fit * The Three-Layer Research Blueprint * How to Recognize and Avoid AI Slop in Your Brand Communication * Why You Need to Validate Messaging Before Launch * How to Adapt Your Messaging for the AI Agent Economy About the Guest(s): Chris Silvestri is the Founder of Conversion Alchemy, a strategic messaging consultancy that helps B2B and B2C companies clarify their positioning and craft compelling copy that drives conversions. With a unique background spanning over a decade as a software engineer in industrial automation and UX design, Chris brings a technical, infrastructure-focused approach to messaging strategy that goes far beyond surface-level copywriting. In this episode, Chris shares how to balance point of view with value-driven messaging, leverage AI without falling into generic "slop," and adapt your communication strategy for an increasingly attention-scarce market. His methodologies for research, positioning, and testing provide actionable frameworks for organizations looking to stand out authentically and connect meaningfully with their audiences in a crowded digital landscape. If you enjoyed this episode, make sure to subscribe, rate, and review it on Apple Podcasts, Spotify, and YouTube Podcasts. Instructions on how to do this are here [https://www.fame.so/follow-rate-review]. Episode Highlights: [00:05:46] Reframe Copywriting as 70% Research and Strategy, Not Writing -  Chris reveals that in today's AI-driven world, the mechanical act of writing now represents only 10% of his copywriting work, while research comprises 70% and strategy comprises 20%. This shift is critical because most companies and marketers assume copy is the primary deliverable, missing the foundation that makes copy effective. Without thorough research into internal alignment, customer needs, and competitive positioning, even the most eloquent copy falls flat. The process begins with internal research across product, marketing, support, and customer success teams to identify messaging inconsistencies that undermine brand coherence. Next, external research examines how customers experience transformation through your product, combined with market research analyzing competitor positioning and messaging approaches. This strategic foundation ensures that when copy is finally written, it emerges naturally from deep customer and market understanding rather than guesswork. [00:09:37] Balance Point-of-View with Value-Driven Messaging to Generate Genuine Attention -  Chris explains that most companies excel at either showcasing a strong industry perspective or communicating customer value, but rarely balance both effectively—and this imbalance is precisely why they sound generic and forgettable. To create distinctive messaging, ask your team provocative questions like "What misconceptions in your industry drive you crazy?" and "What lies do you want to expose with your product?" These insights form your hook—a unique point of view that makes prospects think "You understand me." However, a strong opinion alone won't convert; you must pair it with clear value messaging that answers "What's in it for me?" When both elements carry equal weight, your messaging becomes a seesaw in perfect balance, generating the attention and engagement competitors cannot replicate. For B2C brands, this point of view shifts from industry-focused to customer-experience-focused, using vivid examples of how your product transforms daily life. [00:17:08] Absorb Customer Language Before Feeding Data to AI Tools -  Chris emphasizes that the most common mistake brands make when using AI for messaging is feeding customer data directly into AI models without first deeply absorbing that voice themselves. Before running 500 customer reviews through AI, Chris personally reads every single one to internalize the authentic language, emotions, and concerns customers express naturally. This human-first approach creates an intuitive foundation that allows him to edit and refine AI-generated copy with confidence and accuracy, ensuring it reflects real customer voice rather than generic AI patterns. You can apply this by reconstructing vivid "day-in-the-life" narratives of your customers—either through real interviews or AI-assisted synthesis grounded in actual data—to capture the specific language, pain points, and desires that define their experience. When AI tools then generate variations or enhancements to your copy, you'll recognize immediately whether they've preserved the authentic voice or drifted into corporate jargon and hollow sentiment. This intuition-building phase is non-negotiable if you want AI to amplify your brand's voice rather than replace it. [00:22:12] Validate Messaging Before Launch Using Usability Testing and Synthetic Research -  Chris stresses that launching copy without validation is a costly gamble; instead, conduct pre-launch message testing using platforms like UserTesting, UXTweaks, or Winter (for B2B) to observe how real prospects respond to your messaging in context. Usability testing requires carefully crafted test questions that prompt genuine reactions rather than leading responses—track prospects from landing through the entire conversion journey to identify where messaging resonates or confuses. For B2C brands with tight budgets, synthetic research using AI personas yields approximately 50-60% accuracy on its own, but jumps to 80% accuracy when grounded in real customer research data and transcripts from actual interviews. Chris recommends using synthetic research to expand limited interview data—if you've interviewed only three customers, use AI to generate richer voice-of-customer variations that make your copy more vivid and resonant without relying solely on synthetic insights. Post-launch, run A/B tests on value propositions and email subject lines, then conduct quarterly research refreshes to stay aligned with shifting market dynamics and competitive positioning. [00:28:04] Prepare for AI Agents by Making Copy Crystal Clear and Jargon-Free -  Looking five years ahead, Chris warns that AI agents and bots will increasingly browse websites and make purchasing decisions on behalf of humans, forcing companies to rethink how they communicate across all channels. These AI agents extract the core essence of what you do and who you serve to determine relevance and fit—meaning vague language, marketing fluff, and industry jargon that confuse bots will also confuse or repel human visitors. Your copy must become radically clear about your positioning, value proposition, and ideal customer, using plain language that both humans and AI systems can parse and recommend to others. This doesn't mean abandoning brand personality; rather, it means building clarity as the foundation upon which personality and voice sit. Begin now by auditing your website copy for unnecessary jargon, softening language, and vague claims, replacing them with crystal-clear statements of what you do, who benefits most, and how you're different—the same clarity that will help AI agents recommend you to the right customers.  Episode Resources: * Chris Silvestri on LinkedIn [https://www.linkedin.com/in/christophersilvestri/] * Conversion Alchemy on LinkedIn [https://www.linkedin.com/company/conversion-alchemy/] * Conversion Alchemy Website [https://christophersilvestri.com/] * Amanda Vandiver on LinkedIn [https://www.linkedin.com/in/amandavandiver/] * Adam Landis on LinkedIn [https://www.linkedin.com/in/adlandis/] * Branch on LinkedIn [https://www.linkedin.com/company/branch-metrics/] * Branch Website [https://www.branch.io/] * How I Grew This on Apple Podcasts [https://podcasts.apple.com/us/podcast/how-i-grew-this/id1502505526] * How I Grew This on Spotify [https://open.spotify.com/show/5t4JYyNJs02P6vraE4b7fZ] * How I Grew This on Simplecast [https://how-i-grew-this.simplecast.com/]