Marketing is harder than ever

Wanna quickly figure out what works with buyers?

You don’t need to spend 100s of hours doing research

There are only 4 questions you *really* need to answer to get started

If you can these Qs, coming up with smart marketing ideas feels easy

You need to know:

1. What triggers people to begin the buying journey?
2. What job are they trying to get done?
3. What are their pains with other solutions?
4. What are their selfish desires?

Answer these 4 Qs and you've got the foundation of your next big idea
I call this the Trigger Technique

It’s a simple strategy framework to turn real customer stories into smart marketing ideas that work

The best part? You don’t need to convince your team or client to *let* you do research

You can get everything you need from ONE buyer interview ImageImage
Let’s explore the Trigger Technique using an example…

I recently interviewed Jess (not her real name) about her decision to buy a BarkBox subscription

I asked Jess to retrace her buying journey in detail

What she shared was powerful and helped me come up with a killer idea Image
Q1: What triggered Jess to begin the buying journey?

A “trigger event” is a moment when your buyer moves from being uninterested in your product to being in the market for a new solution

Fun fact: Marketers who leverage trigger events spend 80% less on direct marketing costs 😲 ImageImage
Q2: What “job” was Jess trying to get done?

People don’t buy because of *who* they are

They buy because they have specific “jobs” they want to get done and they “hire” products to help them

When you understand the job, you can position your product as the best solution ImageImage
Q3: What pains did Jess have with other solutions?

Buyers typically seek out, try, and buy many different solutions to get their job done before looking for a product like *yours*

If you know what else they’ve looked at, you can find clever ways to get in front of buyers sooner ImageImage
Q4: What were Jess’ *selfish* desires?

People buy for emotional reasons and then justify their decisions with logic

When you understand the underlying personal motivations of your buyers, you can craft messages and offers that get them reaching for their wallets ImageImage
After just ONE customer interview...

You have the foundation of a killer marketing campaign

Think of these 4 cornerstone insights as your raw ingredients

And, much like cooking, the magic is how you combine these ingredients 👩‍🍳

Here’s a 5-step recipe to follow...
Step 1: Choose target buyer

Be specific about who you want to reach and, most importantly, *when* you want to reach them

When you know the trigger event and job they’re trying to get done, pinpointing the right target buyer is easy ImageImage
Step 2: Identify target moments

You already understand your buyer's "job" and pains with other solutions

Combining these insights will inspire clever ways to get in front of buyers sooner

You’ll discover channels and opportunities that aren’t even on your competitor’s radar ImageImage
Step 3: Brainstorm marketing ideas

If you’re a creative person, then you’ll be brimming with ideas by this point

And your ideas are more likely to work because you’re targeting the right people at the right moment

(Rather than blindly following the latest marketing trend) ImageImage
Once you’ve picked an idea, you’re ready for the next step

Step 4: Craft your promise

You already know what buyers have tried and how other solutions fell short and you know what selfish desires drive buyers

Combining these insights can help you craft a compelling promise ImageImage
Step 5: Choose your call-to-action

You’ve got a great idea and strong promise—now you need a call to action

When you understand your buyer’s underlying selfish desires...

And you know what triggered them to begin the buying journey...

You can entice them to act now ImageImage
This is powerful stuff, right?

You don’t need to spend weeks doing research or digging through survey data

Just ONE customer interview paired with The Trigger Technique framework can unlock 10, 20, or even 100 highly-targeted marketing ideas

Every buyer journey begins with a trigger event

That’s why smart marketers start there too

If you want to get in front of buyers sooner, in less crowded channels, with better messages…

And wow your team/client in the process...

It’s time to try The Trigger Technique! ImageImage
Did you find this thread helpful?

Follow me for more marketing tips

And if you could give the thread a quick retweet, I’d be so grateful 🙏

I should add that the Trigger Technique framework was inspired by the work to many smart people:

JTBD: @bmoesta @claychristensen @alanklement @Ulwick

Value prop canvas: @AlexOsterwalder

Trigger events: @CraigElias

Obviously Awesome: @aprildunford

4-fits framework: @bbalfour
Psssst: I've gotten 100s of requests asking for more info on the Trigger Technique

We're working on a new masterclass that will launch in Jan/Feb 2022

Only 100 spots will be available—jump on the waitlist below to get first dibs 👇

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More from @KateBour

Sep 23
Let’s play a game

It's called Brainy Battles 🧠

How it Works:

1. We compare 2 marketing assets—like product pages—and explain how each brand uses buyer psychology concepts to drive sales

2. You vote for your fav for a chance to win a prize (worth $997)

What could you win?
If you read this thread to the end and vote for your fav brainy brand...

You’ll be entered to win:

👉 A free mini ad in my Why We Buy newsletter (reaching ~20,000 readers)
👉 A free 15-min audit of one of your marketing assets by yours truly

Pretty sweet deal, huh?
Today’s Brainy Battles contest is generously sponsored by @SupersideHQ

Imagine this:

You need new ads designed for a big launch and you need them yesterday

The problem? No one on your team to make it happen

And you don’t have time to find and vet an awesome designer
Read 16 tweets
Sep 22
Which one would you choose?

A) $120 per night without breakfast
B) $135 per night with breakfast
C) $200 per night with breakfast for the royal bedroom villa

You likely chose C. And there’s a reason for it.

Let’s talk about Price Relativity (with 6 examples):
Before we get into it, et me ask you a question…

👉 Which of the orange circles on the image below is bigger?

The truth?

Both circles are exactly the same size 😲 Image
This is called the Ebbinghaus illusion:

The *perceived* size of the orange dot is dependent on what it’s compared to

In other words, our brains process images not exactly as they are—but in comparison to what else we see

Analyzing prices works the same way...
Read 13 tweets
Sep 20
We live in the attention economy

Your ideal buyers likely spend 2 hours and 27 minutes on social media each day

(That’s the average)

If you’re sick of wasting time and money creating content that gets ignored, read this:
A crazy stat:

The average person's thumb travels the equivalent of 2 marathons a year scrolling social media

That’s roughly 18,480 feet of scrolling per day

Getting people to *stop scrolling* and *pay attention* is mission-critical for your business

So how do you do that?
I’ll share 8 science-backed techniques to stop the scroll

I call them “The 8 Fs of Attention”

But first a caveat:

Getting someone to stop and pay attention is just the first step

You also need to hold their attention and deliver value—otherwise you’re just creating click-bait
Read 18 tweets
Sep 8
Your customer’s name is one of the more powerful assets in your marketing arsenal


Let me show you with these 7 examples:
First, the basics:

When we hear names, our brains release "happy hormones" (serotonin and dopamine)

But not just *any* name will do

The left side of your brain activates more to *your* name than any other

The more times somebody says it, the faster you'll build rapport
As Dale Carnegie famously said, “A person’s name is to that person, the sweetest, most important sound in any language.”

Salespeople are well-versed in the power of using names

And the world’s smartest marketers are starting to catch on too…
Read 14 tweets
Aug 16
Facebook. Amazon. Stripe.

Today each one is a massive company

But they all started the same way—by targeting a *very* small target market

8 questions to answer to identify your billion-dollar market:
You’ve heard the “riches are in the niches”, right?

Lotsa big businesses started by serving small niches

> Facebook served Ivy students
> Stripe served coders
> ConvertKit served bloggers
> Amazon served book lovers

But you can’t just choose a niche all willy-nilly...
Not all customers are created equal

Some may be easy to get, but will bleed you dry in the long run

Others may take more work to attract and be more demanding, but they're also more lucrative

So how do you decide who your *best-fit* buyers are?

Try ranking them...
Read 13 tweets
Aug 11
If there was a way to be 303% more likely to hit your marketing goals...

Would you do it?

You may *think* you would, but 65% of marketers aren't doing it (and it's costing them millions)

What is it?
Customer research

Coschedule surveyed

1597 marketers asking a simple question: Do you conduct customer research?

65% admitted they did it rarely or never

The shocker?

Teams that did customer research—even just once a year—were 303% more likely to reach their marketing goals
So if customer research is so powerful, why aren’t more marketers doing it?

Because they can’t get buy-in from leadership

I get DMs like the one below all the time

Does this sound familiar?
Read 18 tweets

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