Creator Science

#199: Katelyn Bourgoin – How to write great social content (and lessons learned from her recent launch) [Greatest Hits]

Mar 4, 2025

Katelyn Bourgoin, founder of Customer Camp and writer of the popular buyer psychology newsletter 'Why We Buy,' shares her expertise in crafting engaging content. She discusses her unique approach to short-form writing, likening it to chocolate-covered almonds—engaging yet substantial. Katelyn highlights the risks of growing social media accounts too large and reflects on lessons learned from her recent cohort launch. She also explores how identifying a 'villain' can deepen brand engagement and the importance of authenticity in building community.

01:04:35

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Episode guests

Katelyn Bourgoin

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Episode notes

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Quick takeaways

Caitlin Bourgoin emphasizes the importance of engaging content that combines a captivating hook with substantial core information for effective audience connection.

She highlights the psychological aspect of familiarity bias, warning creators that large accounts risk complacency in content quality and engagement.

Reflecting on her recent launch, Caitlin discusses the need for improved pricing communication and pre-sales strategies to enhance enrollment and customer alignment.

Deep dives

Caitlin Burgoyne's Approach to Audience Building

Caitlin Burgoyne emphasizes the importance of effectively building an audience of future buyers through her cohort program, Unignorable. She acknowledges that while measurable success can be seen in the number of students enrolled, around 306 in the latest cohort, there were aspects of the launch that could have been handled better. With a focus on psychological triggers, Caitlin teaches creators how to understand and engage their audience more effectively. She highlights that creating trust and an opportunity for people to learn is a significant achievement in itself, showcasing her commitment to fostering genuine connections.

Intro

2min

Crafting Engaging Social Content

15min

Crafting Engaging Content: Balancing Audience Attraction and Depth

3min

Content Strategy as a Balancing Act

15min

The Power of the Villain in Branding

4min

Understanding Consumer Behavior and Course Engagement

16min

Navigating B2B Content Trends and Audience Burnout

2min

Katelyn Bourgoin is the founder of Customer Camp and the writer behind the buyer psychology newsletter, Why We Buy, which has nearly 75,000 subscribers.

Katelyn is also the co-creator of a couple of great products. The first being Unignorable, a 36 day group challenge designed to help you build an audience of future buyers. That's a collaboration with the Demand Curve team.

And the second is Wallet Opening Words, 26 and a half science-backed copywriting techniques. That's a collaboration with friend of the podcast, Phil Agnew.

So in this episode, you'll learn