In this episode of the Legend Effect Podcast, host Howie Chan interviews Katelyn Bourgoin, the buyer psychologist, creator of the acclaimed Why We Buy newsletter, who has built an audience of 280,000 marketing geeks around the world.
They delve into Katelyn's tough but life-changing journey of building and shutting down a venture-backed startup, creating a new path that aligned with her dreams, as well as some game-changing buyer psychology concepts to help you build authority and become influential.
The discussion emphasizes the importance of garnering the right type of attention because attention is the gateway to trust, and trust is the gateway to everything else. Katelyn provides buyer insights, some challenging but necessary questions, and practical techniques to help you become unignorable, influential, and sell more.
Episode Breakdown:
03:12 How Katelyn ended up killing her startup
07:07 The crazy surprises that came afterward
13:53 The birth and evolution of Customer Camp
18:27 How ‘Why We Buy’ became the business
23:33 Jobs to be done and other customer insights that shaped Why We Buy
27:36 Using behavioral science to influence others (including toddlers)
31:07 The difference between influence and attention
33:05 The hard choice behind building authority and becoming influential
37:32 How to become Unignorable
43:11 The role of reactance, envy, and mimetic desire in our choices
49:04 The 7 F's of attention and other techniques for building influence
59:02 Why shortcuts sabotage your influence
1:04:21 Wallet-opening words and numbers
1:08:19 The 80/20 of influencing buyers
1:09:51 A letter to Katelyn Bourgoin’s younger self
From Our Guest:
Join over 63,353 marketing geeks in the Why We Buy Newsletter.
Get the book, Wallet-Opening Words.
Check out Katelyn's blog post about killing her startup.
Participate in Katelyn's Pre-selling with Pre-suasion email challenge.
Want prospects to become customers and passers-by to become fans?
Sign up for Behavior Blueprint, my FREE 7-day email course.
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