The Product Manager The Product Leader’s Guide to Buyer Psychology
Oct 21, 2025
Chris Silvestri, founder of Conversion Alchemy and a conversion strategist with a software engineering background, dives into buyer psychology and AI's impact on marketing. He emphasizes that buyers prioritize outcomes over features and reveals common pitfalls in conversion optimization. The conversation unveils his MPG framework for effective messaging: Match motivation, Prove value, and Guide decisions. Chris also discusses the importance of context in delivering messages and how to balance machine-readable clarity with human connection in an AI-influenced landscape.
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Buyers Seek Outcomes, Not Feature Lists
- People buy outcomes, not features, so messaging must translate features into the desired result.
- Product teams should study decision trade-offs, not just feature requests.
Prevent Marketing–Product Misalignment
- Align marketing messaging with product experience to avoid broken expectations.
- Test with purpose and write copy before finalizing design.
Customers Carry An Internal Decision Conversation
- Buyers hold an internal conversation asking trust, fit, and competence questions as they evaluate solutions.
- Use frameworks like JTBD's functional, emotional, and social motivations to map those forces.