Thread by @KateBour

How I made $14,950 in 57 minutes with 2 emails and a Google Doc:

I’ve teamed up with @GrowthTactics to create the Un-ignorable Challenge

But rather than build it and hope people wanted it... we pre-sold 50 early bird seats to test demand last month

We sold out in under an hour

Here are 7 psychology-backed tactics we used to drive sales:

1/ Priming

As Robert Cialdini explains in his book, Pre-suasion, it’s not always the sales pitch itself that persuades someone to take action, but what happens *before* you deliver your message

Behavioral scientists call this “priming”

And priming is powerful...

Before announcing Un-ingorable, I subtly primed my audience by sharing my unique POV

I wrote a thread cautioning against “building an audience” and instead urged readers to “build intent” with future buyers

I used “un-ignorable” in several posts

And I didn’t stop there...

2/ Curiosity gap

Curiosity is an itch that we can’t help but scratch

There’s a reason why “clickbait” headlines grab our attention—they tease at an interesting story without revealing the details

We’re unconsciously driven to read the article so we can close the curiosity gap

I wanted to build some pre-launch curiosity...

So I updated my Twitter profile and shared the tweet below to tease at what was coming

And I sent a timely email the day before the launch urging folks to “check your inbox tomorrow”

Create curiosity? ✅

https://twitter.com/KateBour/status/1594843833463881728

3/ Scarcity

For our pre-sale, we only opened 50 discounted early bird seats

People want something more when its in high demand with low supply

(There’s a reason why Apple consistently sells out of the newest iPhone)

Creating scarcity drove fence-sitters to take action

4/ Pattern Interrupt (aka Von Restorff Effect)

🍎🍎🍏🍎🍎🍎🍎

Which apple did you notice first? The green one?

There’s a reason:

When we see multiple things that all look the same, we remember the one that’s different

It’s true for apples and it’s true for online courses...

How many online courses have you bought and never finished?

(Be honest)

I knew experienced marketers and founders had seen 100s of overhyped course launches that failed to deliver

They didn’t want another audience-building course—they wanted to stop being ignored...

Un-ignorable isn’t an online course—it’s a 21-day group challenge

Participants learn how to create thumb-stoppingly good content and complete mini challenges with support from us and smart peers

There’s even a mystery prize 🤩

It’s a different kind of learning experience...

So we created a different kind of sales page

We ditched the sexy landing page and used a no-frills Google doc instead

This approach:

> Forced us to nail the copy
> Was unexpected and positioned Un-ignorable as something very different
> Created real urgency

On that note...

5/ Urgency

We made it clear that only 50 early bird seats were available and we updated the number of remaining seats in the Google doc in real time

Visitors could see that 90 other people were looking at that page when there were only 29 remaining spots

The FOMO was real

6/ Social Proof

The Un-ignorable Challenge is new, but it evolved from our past programs

We shared testimonials from past students including folks like @amandanat and @heykahn who took Demand Curve’s original audience-building course

Happy students are the best sales people

7/ Bandwagon Effect

Humans are a herding species and we’re heavily influenced by what other people are doing

When we see a new brunch spot with a line around the corner, we assume it’s good and join the line

In the online world, you must find ways to make demand *visible*...

When someone signed up for the Un-ignorable Challenge, we asked them to post on social media to build more hype

And when we sold out—in just 57 minutes—I posted a GIF sharing my shock and delight

This showcased demand and urged people to jump on the bandwagon

On that note...

The *official* Un-ignorable launch is tomorrow

We’ll open 125 more seats and when they’re gone... they’re gone

If you want first dibs, you must be on our priority waitlist (1000+ people are already waiting)

Comment on this tweet and I’ll DM a link to the waitlist

Here’s a summary of the psychology-backed tactics we used to crush our launch:

> Priming
> Curiosity gap
> Scarcity
> Pattern Interrupt
> Urgency
> Social proof
> Bandwagon Effect

But before you go...

A caveat:

If you wanna mirror these results, it starts with building trust and creating the right offer for the right people

If you’re not selling the right thing, these tactics won’t work for you

You must deeply understand your audience first, which you'll do in Un-ignorable

That’s a wrap

Did you enjoy this thread? Follow me for more tweets on buyer psychology @katebour

And if want a chance to join Un-ignorable before it sells out (and it will sell out) comment now to get a link to the priority waitlist

https://twitter.com/2828817653/status/1609550307272400896