The Client

Katelyn Bourgoin is a wickedly smart entrepreneur obsessed with understanding what makes people click, tick, and buy. So it’s no surprise that her newsletter, Why We Buy, was crowned a “top marketing newsletter” by Forbes.

And as the co-creator of UNIGNORABLE, she turned that obsession into the only personal branding course based on the science of attention and persuasion.

Let’s talk a bit more about that last point.

The Problem

Okay, there were actually 3 problems.

→ First: the personal branding space is noisy AF.

And a whoooole lot of options compete on tactics, like algorithm hacks, guru “secrets,” or the promise of virality.

To stand out, we’d have to lean hard into UNIGNORABLE’s differentiation factor to show why *this* course is better than any other option on the market.

→ Second: UNIGNORABLE wasn’t just launching in a saturated space. After being retired earlier in the year, it was being revived one final time in a different format due to so many requests.

But this time, there would be no live challenge. No real-time accountability. No gamification. These were elements that made the original UNIGNORABLE challenge so special and so beloved, but also so draining for Katelyn and her partners at Demand Curve.

This meant we had to overcome a BIG, HAIRY layer of resistance in buyers’ minds: “Is this still worth it without the live experience?”

→ Third: did I mention this launch was happening during the holidays? AKA a time when 99% of the Internet is in hibernation offline and sipping gingerbread lattes?

Challenge accepted.

The Solution

To cut through the noise, we anchored every piece of copy on what makes UNIGNORABLE fundamentally different. Not shortcuts or hacks, but timeless psychological principles that drive attention and persuasion regardless of algorithm changes.

And with a short runway before the holiday launch, we made a strategic choice.

Instead of building out a massive funnel, we focused on optimizing 2 high-impact assets: the pre-launch sequence (to prime the audience and build up the waitlist) and the sales page (to reframe the new on-demand format as an advantage, not a downgrade, and explain the reason for the brief revival).

The sales emails were crafted from scratch and addressed the core problem uncovered during buyer research:

They knew they needed to build a personal brand, but they struggled to post consistently. The underlying reason? They didn’t know what the hell to post and were worried they’d look stupid and be judged if they *did* post anything.

So we met them there.

We revealed the real barriers holding them back (imposter syndrome and perfectionism)—and how UNIGNORABLE was designed to obliterate those defense mechanisms.

We addressed their main objections (like thinking they’d need to learn how the algorithm works #nothx) and flipped them into UNIGNORABLE’s differentiator: psychological principles that work no matter *what* the algorithm does.

And we used strategic social proof, like a new mom with limited time who now has a waitlist, to show this course doesn’t require posting 3+ hours a day to gain momentum.

We also leaned into what behavioral scientists call the ‘Fresh Start Effect,’ framing this personal-branding course as the tool buyers could use to kick off the new year strong.

This strategy tapped into universal human motivation and tackled a top objection plaguing all online courses today: the concern that this would be another unused course. Instead, UNIGNORABLE was presented as the zero-filler playbook they could start applying immediately. (Once they came out of their carb coma and returned to adulting, of course.)

The Results

We crushed the $80,000 launch goal during the 4-day launch window, generating $113,000 instead.

→ Waitlist-only deal: $37,000 within 24 hours
→ Full-list launch: $76,000 within 3 days.

The Review

“This launch had everything stacked against it—a saturated market, a format change that removed the live elements people loved, and a holiday timeline when most people are checked out. I was genuinely worried about how we’d hit our goal. Jordyn nailed the messaging. She reframed the new format as an advantage, tackled buyer objections head-on, and helped us crush our $80K goal by generating $113K instead. She just gets it.” – Katelyn Bourgoin

The Next Step

Ready to have your phone blow up with Stripe notifications during *your* next launch?

Let’s make launch magic →