Summary of “The Copywriter Club Podcast #447: How to Open More Wallets with Katelyn Bourgoin”
Podcast Information:
- Title: The Copywriter Club Podcast
- Host: Rob Marsh
- Episode: TCC Podcast #447: How to Open More Wallets with Katelyn Bourgoin
- Release Date: May 13, 2025
- Description: Ideas and habits worth stealing from top copywriters.
Introduction and Kaitlyn’s Background
In this episode, Rob Marsh welcomes Kaitlyn Bourgoin, a renowned buyer psychologist and the author of the Why We Buy newsletter. Kaitlyn brings her expertise in using science and psychology to enhance sales strategies, making her an invaluable guest for copywriters and marketers aiming to understand consumer behavior better.
Notable Quote:
“If you want to sell more of the products and services that you write about, you're definitely going to want to listen to this entire episode.” — Rob Marsh [00:00]
Challenges and Business Pivot
Kaitlyn shares her entrepreneurial journey, highlighting the challenges she faced before launching her successful newsletter. She previously ran a branding agency and ventured into the tech industry by launching a startup aimed at building a LinkedIn-like platform for women. Despite initial successes and venture capital funding, the product failed to resonate with customers, leading to burnout and eventual bankruptcy.
Key Points:
- Initial business focus and identity crisis
- Launching and failing with a tech product
- Emotional and financial toll of bankruptcy
- Pivoting from a failed startup to consulting and eventually starting her newsletter
Notable Quote:
“Once you've gone through that, you realize there's nowhere to go but up.” — Kaitlyn Bourgoin [10:20]
Understanding Customer Behavior
A pivotal moment for Kaitlyn was realizing that many entrepreneurs struggled to understand their customers' true needs. This insight led her to delve into marketing literature, particularly the “Jobs to Be Done” framework by Clayton Christensen and Bob Moesta. Recognizing a gap in how businesses comprehend customer motivations, she decided to create an insights agency to help companies better understand their clientele through customer research.
Key Points:
- Importance of comprehending why customers buy
- Introduction to “Jobs to Be Done” theory
- Identifying and addressing the gap in customer understanding
Notable Quote:
“If you could just figure out what the next step is, they wouldn't meet us. They wouldn't be looking for a solution.” — Kaitlyn Bourgoin [15:04]
The 'Why We Buy' Newsletter Growth
Kaitlyn explains the strategic approach behind her newsletter, Why We Buy. Initially aimed at priming potential clients for her insights agency, the newsletter quickly gained traction. Key growth strategies included leveraging social networks, collaborating with other newsletters, and utilizing early-access tools like Sparkloop for subscriber recommendations.
Key Points:
- Building from 0 to 10,000 subscribers through collaborations
- Implementing reverse lead magnet strategies to delight and engage subscribers
- Utilizing Sparkloop for exponential growth through newsletter recommendations
Notable Quote:
“They would see this post that were reading the newsletter already, and they go, oh my God, this is my favorite newsletter too.” — Kaitlyn Bourgoin [30:35]
Psychological Tactics in Marketing
A significant portion of the discussion revolves around various psychological effects that can be harnessed in marketing and copywriting. Kaitlyn delves into three main effects:
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Pratfall Effect: Small imperfections can make brands and individuals more relatable and likable. For example, minor mistakes humanize a brand and build trust.
Notable Quote:
“Small imperfections can actually make us like and trust that thing more because we don't trust perfect.” — Kaitlyn Bourgoin [40:36]
-
Fresh Start Effect: People are more receptive to change during temporal moments like New Year’s, Mondays, or personal milestones. Aligning marketing messages with these times can enhance engagement.
Notable Quote:
“When you can put a message in front of somebody when they're likely to experience one of these fresh starts, they're going to be way more open to your message.” — Kaitlyn Bourgoin [44:47]
-
Peak-End Rule: The overall perception of an experience is heavily influenced by its most intense point and how it ends. Ensuring that customer interactions conclude on a positive note can significantly enhance satisfaction and retention.
Notable Quote:
“The way that we experience and remember something comes down to the peak and how it ends.” — Kaitlyn Bourgoin [43:05]
Practical Applications for Copywriters and Marketers
Kaitlyn emphasizes the necessity for copywriters and marketers to move beyond selling products and focus on addressing the underlying jobs that customers are trying to accomplish. By understanding and leveraging psychological triggers, marketers can craft messages that resonate more deeply and ethically with their audiences.
Key Points:
- Shift focus from product features to customer’s jobs to be done
- Utilize psychological effects to create more effective and ethical marketing messages
- Balance aspirational “why” with tangible value and differentiated messaging
Notable Quote:
“What's the job is because that'll allow you to differentiate your messaging and make sure that you're speaking to that.” — Kaitlyn Bourgoin [25:04]
Conclusion and Key Takeaways
Rob and Kaitlyn wrap up the conversation by highlighting the transformative power of understanding buyer psychology in copywriting and marketing. Kaitlyn’s insights provide actionable strategies for creating compelling, customer-centric messages that not only drive sales but also build lasting relationships.
Key Resources Mentioned:
- Why We Buy Newsletter: learnwhywebuy.com
- Wallet Opening Words PDF: Available on The Copywriter Club website
- Buyer Breakthrough Workshop: Scheduled sessions for deeper learning
Notable Quote:
“We all just get to be these very curious individuals examining humans and trying to understand them.” — Kaitlyn Bourgoin [48:21]
Final Thoughts:
This episode of The Copywriter Club Podcast offers invaluable insights into the psychology of purchasing behavior. Kaitlyn Bourgoin’s expertise in buyer psychology and her strategic approach to building a successful newsletter serve as a blueprint for copywriters and marketers aiming to enhance their skills and achieve greater sales through a deeper understanding of their customers.
For more resources and to join Kaitlyn’s newsletter, visit learnwhywebuy.com.