How can marketers achieve true message-market fit and stop fixing the wrong layer when conversion drops?
Our latest CTM lightning talk featured Chris Silvestri unpacking a hard truth: when pages and ads aren’t converting, the problem usually isn’t the copy. Chris breaks down “message-market fit” as delivering the right message to the right audience at the right time, in the right language and explains why most teams jump straight to rewrites, redesigns, or random A/B tests instead of addressing the deeper issue. He walks through the three-layer research model that separates surface-level voice-of-customer insights from structural behavioral data and deep buyer psychology. From internal alignment workshops and competitive positioning exercises to applying Jobs-to-be-Done and the Four Forces of Progress, Chris shows how positioning drives messaging, messaging drives copy, and alignment drives revenue. If your team keeps tweaking headlines without fixing strategy, this session is a must-watch.
In this lightning talk, we cover:
Understanding message-market fit and why copy is the final layer, not the starting point
The three research layers and how to uncover real differentiation through internal, user, and market insights
How to translate positioning into messaging pillars, value stacks, and strategic narrative
Writing conversion-focused copy that mirrors buyer psychology, builds trust with proof, and addresses switching friction
Huge thank you to Chris Silvestri for delivering a practical, research-driven framework that helps teams stop chasing surface fixes and start building messaging systems that truly convert.
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