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- đź“Ś Why We Buy - the psychology of selling more
đź“Ś Why We Buy - the psychology of selling more
Surprising insights to drive more sales
Anatoly Zaslaver
November 09, 2024
Hey, glad to see you! đź‘‹
Today’s review is about the Why We Buy newsletter.
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Here are this week’s useful links:
Backstory
"Why We Buy" began as a side project by ​Katelyn Bourgoin​.
It’s now a top resource with 64K+ subscribers and major earnings.
The newsletter decodes customer psychology for marketers.
It helps them understand what drives purchasing decisions.
Perfect for anyone aiming to boost their marketing impact.
What's in it for you?
1. Tips on building engaging, memorable content
2. Strategies for maintaining high deliverability rates
3. Proven growth techniques using social media and partnerships
4. Ideas for diverse, effective monetization
Katelyn’s content is packed with practical, educational insights.
She goes beyond research, offering steps for readers to act on ideas.
Her advice is clear, with a “how-to” angle that’s easy to follow.
Katelyn has a distinguished delivery style, she doesn’t just share facts.
She weaves them into stories.
Her style includes memes, infographics, and visuals to drive points home.
She believes newsletters are personal, a space to let personality shine.
Whether it’s humor, sarcasm, or unique views, authenticity wins.
Attracting the right audience means some may unsubscribe—and that’s okay!
Here’s Katelyn’s framework for engaging newsletters worth adopting...
1. Start with a hook – a “Did you know” question that intrigues and sets up the topic
2. Set the scene – introduce a relatable situation with “Imagine this…”
3. Present the problem – outline the phenomenon or challenge you’re tackling
4. Deliver the solution – show how to apply the knowledge effectively
5. Offer practical applications – ways readers can implement this in their work or life
6. Summarize – recap the issue for clarity
7. Include “How I can help” – a direct, approachable offer
8. Add subtle ads
Takeaways:
1. Make your content like an almond in chocolate - solid insights, sweet wrap
2. Use a consistent structure so subscribers can easily follow and anticipate the flow
Deliverability
Did you know there are 3 key goals in a signup flow?
1. Convert visitors to subscribers - your ​landing page​
2. Get new subscribers to open the welcome email - your ​thank you page​
3. Prove to email providers you're reputable - a strong ​welcome email​
Here’s how Katelyn achieves this...
Landing Page
- The highlighted "Why We Buy" headline captures interest & clearly explains the offer
- Featuring a Forbes review testimonials with real faces and addresses objections
- "Join 63,000 smart people" replaces generic "subscribe" buttons
Thank You Page
Big-name influencers use thank-you pages to reinforce their brand.
If you are not a top-creator yet - keep it simple.
Aim for one goal - direct subscribers to check their inboxes.
Katelyn’s message is focused: “You’re in! Now go check your inbox - like right now.”
Welcome Email Goals
1. A brief poll offers tailored help, boosting clicks, gathering data, and building trust
2. Delivering helpful content the next day creates excitement and enhances credibility
3. Gently introducing her services adds value without overselling
A cohesive brand helps subscribers recognize her messages.
Plus, she includes surprises to reduce skepticism and increase loyalty.
The result? Solid 40% open rate.
Takeaways:
Sign-Up Flow Success Criteria
1. Conversion: A visitor becomes a subscriber
2. Engagement: The new subscriber opens the welcome email
3. Interaction: The subscriber clicks on a link within the email
4. Response: The subscriber replies to the email
Growth
​Why We Buy ​exemplifies effective growth strategies through buyer psychology.
Here's a concise breakdown of her approach:
1. Leveraging Buyer Psychology
- Katelyn shares testimonials, tagging others to foster community & engagement
- Posting testimonials before releasing new issues builds anticipation & news subs
2. Creating Shareable Content
- Crafting threads on buyer psychology attracts thousands of new subs
3. Strategic Networking
- A mention by Amanda Natividad led to a surge of over 10K followers in a day
4. Delivering Actionable Insights
- Delivering actionable insights empowers readers, making them feel smarter.
- This encourages them to share the content, which in turn fuels continuous growth.
5. Katelyn Bourgoin’s brand is unmistakable
- She sticks with purple and yellow across her profile pictures, website, landing pages
- These consistent colors make her memorable and instantly recognizable
Monetization
To monetize her newsletter, Katelyn doesn’t rely on revolutionary methods.
She uses tried-and-true strategies, but with a calculated approach that sets her apart.
- ​Sponsorships:​ She partners with sponsors for long-term relationships
- ​Digital Products:​ She sells digital products to an audience that trusts her expertise
- ​Unignorable Challenges: A high-ticket partnership challenge
- ​1:1 Coaching:​ She offers high-ticket 1-on-1 coaching
Takeaways:
1. Start with affiliate marketing and paid promos (e.g., SparkLoop) for growth
2. Once trust builds, promote your digital products as valuable solutions
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