Clients from Content

How to get more buyers (10 expert tactics)

Feb 5, 2025

Caitlin Bourgoin, the founder of Why We Buy, specializes in buyer psychology and offers insights into what drives customer decisions. She discusses the importance of customer discovery calls and the 'Jobs to Be Done' theory for understanding buyer motivations. Caitlin reveals three powerful questions to ask during these calls and challenges common marketing assumptions. She emphasizes the need to shift from vanity metrics to genuine engagement, advocating for strategies that prioritize client conversion and authentic communication in marketing.

01:04:16

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Episode guests

Caitlin Bourgoin

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Quick takeaways

Understanding buyer behavior through open-ended customer discovery calls is crucial for refining marketing strategies and improving sales.

The 'Jobs to Be Done' theory emphasizes that consumers purchase products to fulfill specific needs, which can inform more effective marketing and product development.

Challenging common assumptions in marketing can uncover genuine customer preferences and behaviors, leading to better targeting and engagement strategies.

Deep dives

The Power of Clarity Calls

Clarity calls, or customer discovery calls, are crucial for understanding buyer behavior and driving sales. These conversations should feel more like discussions rather than scripted surveys, focusing on the customer's experiences and feelings about your product. When conducting these calls, it's important to ask open-ended questions that help trace the buyer’s journey, from the moment they recognized a problem to their decision to purchase. This exploration often reveals underlying motivations and insights that can refine marketing strategies and product offerings.

Intro

2min

Mastering Customer Discovery Calls

22min

Gaining Client Insights Through Onboarding Questions

3min

Mastering Discovery Calls

5min

Challenging Marketing Assumptions and Identifying True Customers

3min

Navigating the Creator Economy: Focus on Functional Entrepreneurship

3min

Redefining Social Media Success: Beyond Likes and Followers

2min

Navigating Consumer Behavior in Marketing

24min

How to get your ideal clients to buy.

My free Clients From Content: 1-Page Masterclass: https://fortheinterested.com/subscribe-yt/

12 things you'll learn in this episode:

04:00: The most important thing to learn when interviewing your customers
09:00: How to apply the "jobs to be done" theory to your product
13:00: The difference between understanding buyers and understanding why they bought a product
19:00: How to combine customer research with customer conversations you already have
24:00: The two questions I ask everyone who buys from me
27:00: 3 powerful questions to ask in a customer discovery call
33:00: 3 assumptions marketers make that are usually wrong
41:00: The one thing you should assume drives most customer decisions
46:00: How to get more conversions from your headlines
47:00: How to improve your call to action
50:00: The best way to improve your email list signup page
1:01:00: The best news perfectionists will ever hear

Show Notes:
The Innovator's Dilemma by Clayton M. Christensen: https://amzn.to/4jHcAkR
The Innovators Solution by Clayton M. Christensen and Michael E. Raynor: https://amzn.to/4jCvwBn

Breakthrough Advertising by Eugene Schwartz: https://amzn.to/3CLDerZ

To Connect with Katelyn Bourgoin:

Website: https://learnwhywebuy.com/
Twitter: https://x.com/KateBour

LinkedIn: https://www.linkedin.com/in/katebour/

To connect with Josh Spector:

Newsletter: https://fortheinterested.com/subscribe/

Skill Sessions: https://joshspector.com/sessions/

Consulting: https://joshspector.com/consulting/

Twitter: https://twitter.com/jspector

Apply to be a guest on the show: https://joshspector.com/questions/

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