The Client
Katelyn Bourgoin, aka the “Buyer Psychologist” to her audience of 270,000+, reveals the psychology behind why people buy so you can sell more stuff (without guru BS). She’s a brilliant entrepreneur, marketing geek, and digital product creator.
And her Why We Buy 🧠 newsletter? Forbes crowned it a “top marketing newsletter”—one that 63,000+ people read religiously each week for a realllly good reason. (Seriously, go subscribe after you read this.)
The Problem
For 5 months, Katelyn slaved over her PAINKILLER messaging system. She knew it would be a product that would help so. many. entrepreneurs. But she was knee-deep in creating it—right up until the day doors opened. So she didn’t have the capacity to create a bunch of shiny marketing materials.
She needed someone else to swoop in and craft a messaging strategy, build a waitlist, and write launch copy to get PAINKILLER out into the world and selling like literal hotcakes.
The Solution
I downed more cups of Starbucks French Roast than I care to admit, put on my Nancy Drew detective hat, and started researching her main target audience: online entrepreneurs (esp. freelance copywriters and marketers).
Some of the key insights:
→ They’d spend hours writing copy for their own business that wouldn’t convert—and never felt “right” no matter how many times they tweaked it.
→ They couldn’t explain why someone should buy from THEM over anyone else.
→ They feared another cricket-filled launch that’d force them to consider getting a real “job” (or fake their own death).
And because their messaging was broken, they stayed stuck in a verrry painful place: overworked, underpaid, and unable to scale.
Instead of glossing over those struggles, we addressed them head-on in her messaging strategy and launch copy, including pre-sale emails, a sales letter (for the pre-sale), and launch emails. That way her audience *stopped* feeling like they were alone in the middle of the ocean and *started* feeling like “hey, Katelyn actually gets what I’m going through. Let me check this out.”
We also needed to change how her audience thought about messaging itself. This is the core belief shift we created (contrary to popular marketing advice):
People don’t want dreamy transformations.
They want relief from their painful problems now.
(Btw, the sales letter was written on a plain ol’ Google Doc and *still* generated $33,750 in just 53 minutes. See what happens when you nail your messaging and copy? 😉)
Effective messaging flips that pain into a positive promise, showing how an offer provides much-needed relief *without* fear mongering.
And we practiced what we preached, positioning PAINKILLER as the speedy solution to finally start making the money they deserve. Every word was chosen to sound like it was coming from a friend who gives it to you straight, so readers felt like they were being understood—not sold to.
“This is hands down the best marketing email I’ve seen in my life.” – Mitchell, a reader of one of the launch emails. 🥹
The Results
Waitlist
Nearly 3,000 people (!!!) joined the waitlist for PAINKILLER.
Pre-sale campaign
Katelyn’s pre-sale campaign was supposed to last for 48 hours. (Key word, y’all: supposed.) But all 75 pre-sale spots sold out in just 53 minutes, pulling in $33,750. (Still kinda sad that we didn’t get to use more than 2 emails from the pre-sale sequence, but that’s ok.)
Launch
When doors opened to the entire list, the Stripe notifications were coming in HOT. Like, hotter-than-a-ghost-pepper HOT. In just a 5-day cart-open period, we flew past Katelyn’s launch goal of $100,000, generating more than $110,000 for her brand-new digital product… without using a single ad.
Alexa, play “What Dreams Are Made Of” by Hillary Duff.
The Review
“Jordyn doesn’t just write copy—she got inside my audience’s head and translated their deepest struggles into sales copy that made them feel seen. Her strategy-driven approach works. Want proof she knows what she’s doing? Our pre-sale sold out in 53 minutes. If you have the opportunity to work with Jordyn, take it.” – Katelyn Bourgoin
The Next Step
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