070: Katelyn Bourgoin - Stop Selling Courses & Start Selling These

What It Covers

Katelyn Bourgoin explains the Jobs To Be Done framework for understanding customer buying decisions, shares how she grew her newsletter to 10,000 subscribers, and advocates selling actionable templates over traditional video courses.

Key Questions Answered

• •Customer Research Method: Conduct one-on-one interviews with recent buyers focusing on their trigger event, what solutions they tried before, why those failed, and what circumstances led them to purchase—not product feature feedback or hypothetical questions about future needs.
• •Product Format Strategy: Sell cheat sheets, templates, and checklists instead of video courses because busy marketers have course fatigue and want immediate action over hours of content. Bourgoin's Clarity Call Cheat Sheets sold 1,000 copies with minimal marketing effort by prioritizing outcomes.
• •Newsletter Growth Tactic: Post social proof screenshots of subscriber feedback on Twitter and LinkedIn the day before and day of newsletter publication, driving approximately 150 new subscribers weekly. One viral thread with 19 buyer psychology insights generated 2,400 newsletter signups alone.
• •Service-to-Product Transition: Start with service-based work to refine processes and generate immediate revenue, then gradually transition to digital products. This approach validates your methodology through real client work before packaging knowledge into scalable offerings that don't require growing headcount.