Apr 22, 2022
Today I am very excited to
introduce you to Katelyn Bourgoin. As you will hear during our
conversation, I met Katelyn via Twitter where she has been kind
enough to tag me many times when people ask for recommendations for
people who are using psychology in marketing or for business as
well as for podcast recommendations, books, or just for someone to
follow. Katelyn also has a phenomenal newsletter that is so
engaging — I just love how well she understands her audience. We
will be talking about that a lot more during the conversation
Katelyn uses reciprocity so well
by shining the light on others and it comes back in a really great
way. Before any non-marketers tune out and say this episode is not
for you, know that creating engaging content that people want to
respond to matters for everyone whatever your industry, whoever you
are communicating with, and whatever you want to achieve. People
like to work with those they like. Framing your messages with the
recipient in mind is never a bad idea. Katelyn is a marketer and
market researcher so that is the lens of her statements throughout
the episode, but I challenge you to consider all the ways this can
be useful to you in your life and business. For anyone with a
newsletter or striving to have one, and who has ever been mystified
by Twitter and especially Twitter threads, get ready for some
awesome tips and free resources.
- [00:41] Today I am very excited
to introduce you to Katelyn Bourgoin.
- [02:13] Katelyn is a marketer
and market researcher so that is the lens of her statements
throughout the episode, but the tips are for everyone!
- [04:24] Katelyn shares about
herself and how she found herself in the behavioral
- [05:50] She ended up working
with a bunch of companies and seeing the same problem over and
over: they just didn’t know who their best customers were or why
they bought. That led her to launch the company she has today
called Customer Camp.
- [08:18] When she decided that
she wanted to help people overcome that problem she discovered an
innovation framework known as Jobs to Be Done.
- [09:56] Jobs to Be Done is
really important for understanding the context of the customer
situation and what would cause them to seek out and choose a new
- [11:44] Their company exists to
help people build a better understanding of their buyers through
educating them on why people buy, training, and
- [12:39] It was thinking beyond
the research and what they do to what would be engaging for
- [14:54] Having a functionally
better product is important but there are all these other factors
that you also need to consider when you think about the job
- [16:00] You have to not just
look at the functionality of a product but you have to consider the
social and emotional aspects too.
- [18:45] In having these
conversations about the buyers' journey, pulling out the details,
and mapping them, that is what leads to being able to design better
- [20:14] Talk to buyers who have
bought to try and understand their buying journey — that’s a step a
lot of marketers are missing.
- [23:00] The trigger technique
is a good solution for pulling out the bits that you can make most
actionable and share with your team to back up your strategy.
(Freebie in the links below!)
- [25:47] When they designed the
newsletter, they thought about what was the job of the newsletter.
They wanted to create a newsletter to make people feel like it was
food for their brains.
- [26:58] It has to be something
really quick to consume and it has to be something where you walk
away feeling like you have ideas for applying them to your own
- [29:55] People need to feel
like they are getting something back to open and read a
newsletter. It can be inspiration, validation, or something
- [32:02] They realized it was
better to have consistency with their newsletter even in the
- [34:44] Testing and seeing what
works is very helpful.
- [37:54] Choose the social media
platform where you think you can be consistent.
- [39:21] Make a big effort to
follow the right people. She follows people who inspire her and she
can learn from.
- [40:57] Leverage the
opportunity to highlight work that other people are
- [42:54] Melina shares about one
of Katelyn’s Twitter threads.
- [44:32] When it comes to
writing a thread, the first tweet is the most important
- [47:34] Understanding your
customers when it comes to figuring out demand is everything.
Clarity of what works doesn’t come from sitting around in a
boardroom and thinking about it. It comes from actually engaging
- [49:05] If you want to market
better, really be obsessed about understanding
- [50:28] Melina shares her
- [52:31] If you enjoy the
experience I’ve provided here for you, will you share about it?
That could mean leaving a rating/review or sharing the episode with
a friend (or 10!
Thanks for listening. Don’t
forget to subscribe on
Android. If you like
what you heard, please leave a
review on iTunes
and share what you liked about the
I hope you love
everything recommended via The Brainy Business! Everything was
independently reviewed and selected by me, Melina Palmer. So you
know, as an Amazon Associate I earn from qualifying purchases. That
means if you decide to shop from the links on this page (via Amazon
or others), The Brainy Business may collect a share of sales or
More from The Brainy Business:
Get the Books Mentioned on (or related to) this
Connect with Katelyn:
Top Recommended Next Episode:
The Most Important Step in Applying
Behavioral Economics: Understanding the Problem (episode
Already Heard That One? Try These:
Other Important Links:
What Your Customer Wants and
Can’t Tell You on Amazon, Bookshop, Barnes &
Noble, Book Depository, and Booktopia