Social Media Marketing Podcast Advanced Messaging Strategy: Making Your Product a Must Have
6 snips
Jun 26, 2025 
Katelyn Bourgoin, a buyer psychologist and founder of Why We Buy, shares insights on making products essential through advanced messaging strategies. She emphasizes the need to address real customer pain points instead of relying on demographics. Katelyn discusses the significance of thorough research in understanding consumer needs and suggests using compelling messaging that highlights positive solutions. Real-world examples from brands like Snickers and Nike illustrate how effective communication can deepen customer connections and enhance marketing success.
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From Bankruptcy to Buyer Psychology
- Katelyn Bourgoin shared her journey from bankruptcy after building a tech company to consulting for startups with great products but poor customer understanding.
- She realized many businesses fail to truly understand their customers, sparking her passion for buyer psychology and effective messaging.
Messaging Strategy is Foundational
- Messaging strategy underpins marketing success; without clear messaging, marketing tactics fail.
- It involves consistent positioning and core messages that define why people should care, beyond just changing words.
Start With Real Customer Problems
- Begin product messaging by identifying a real, painful problem your product uniquely solves.
- A strong opinion and clear point of view on the problem distinguish your solution and message.
