How to Turn Readers Into Buyers Using Buyer Psychology | Katelyn Bourgoin | Send & Grow 2.0 Ep. 8
How do you turn an engaged audience into customers who actually want to buy? In this episode of Send & Grow, Hunter Kallay sits down with Katelyn Bourgoin, entrepreneur, marketer, and buyer psychology expert. Katelyn is the creator of Why We Buy, a newsletter with 60,000+ readers, and is now building Unignorable. Katelyn shares how she discovered marketing, what buyer psychology can teach us about communication, and why having a strong, “ownable idea” can help a business stand out. They also dive into one of the biggest challenges for newsletter creators: having readers who open, click, and engage — but don’t buy. Katelyn explains how to build an audience around a commercially valuable problem, use Jobs to Be Done to understand what people actually want, and create content that can ultimately support a real business. Find Katelyn at beunignorable.com, LinkedIn, and X. ABOUT SEND & GROW: Send & Grow explores the people, strategies, and stories behind some of the most interesting newsletters and media businesses in the world. Subscribe for more conversations about newsletter growth, audience building, monetization, marketing, and the future of digital media. 00:00–00:10 — Intro 00:10–01:23 — Katelyn’s unconventional path into marketing 01:23–02:48 — From PR school to falling in love with marketing 02:48–04:21 — Katelyn’s life outside of work 04:21–05:38 — Family, food, and life in Quebec 05:38–07:18 — Why Katelyn considers herself “unemployable” 07:18–07:36 — Has studying psychology ruined shopping? 07:36–08:28 — The psychology of negative social proof 08:28–10:03 — Why psychological tactics still work on Katelyn 10:03–11:43 — Why entrepreneurs need to become better communicators 11:43–12:12 — How to communicate a billion-dollar idea 12:12–13:19 — What is an “ownable idea”? 13:19–15:27 — Cody Sanchez, James Clear, and the power of an idea 15:27–16:19 — Failing 12 times before finding success 16:19–17:47 — Why you should figure out what you actually want 17:47–18:09 — Don’t chase a success that feels like failure 18:09–19:06 — Why engaged newsletter readers don’t always become buyers 19:06–20:18 — How to turn an audience into customers 20:18–21:18 — Jobs to Be Done and understanding what people want 21:18–22:29 — Building a newsletter around a commercially valuable problem 22:29–23:13 — Why attention doesn’t always equal monetization 23:13–24:07 — Where to find Katelyn 24:07–24:17 — Outro #NewsletterGrowth #EmailMarketing #BuyerPsychology #CreatorEconomy
