Selling Outcomes Instead of Knowledge in Course Creation

In this episode I talk to Katelyn Bourgoin. Katelyn is a creator and entrepreneur. She’s built several successful companies and agencies, and built a consultant company that she later sold.

We dive into why customers buy, and how to market and sell to them through the Jobs-to-be-Done framework. Katelyn has a wealth of marketing knowledge she shares with us today.

We talk about different business models. We get into why you should focus on selling checklists, cheat sheets, and outcomes rather than the traditional video courses. We also talk about how she grew her newsletter to 10,000 subscribers, and got to over 50,000 followers on Twitter.

In this episode, you’ll learn:

• Tips and strategies for acquiring more users
• A subtle mindset shift to make your marketing more effective
• What content should be free, and what should be paid for
• Why Katelyn transitioned away from launches and courses

Links & Resources

• Episode 061: Rachel Rodgers – Simple & Consistent: How To Build an 8-Figure Business
• April Dunford
• Nathan Barry: Authority

Katelyn Bourgoin’s Links

• Customer Camp
• Follow Customer Camp on Twitter
• The Why We Buy newsletter
• Jobs-to-be-Done
• The Trigger Technique
• Twitter thread about The Trigger Technique
• Follow Katelyn on Twitter