Led a team of content marketers to provide engaging marketing content for brands across web, email, blog, social media, and sales channels. Developed content strategies that generated brand awareness and boosted revenue. Supported six- and seven-figure launches by creating copy for websites, sales pages, social media, email marketing, Facebook ads, Google ads, blog posts, and video scripts. Leveraged search engine insights to adjust web copy to improve SEO rankings.

• Success is evidenced by clients’ successful product launches, increased sales revenue,  increased website traffic, improved social media engagement, higher email open rates, and consistent repeat buyers.

• Managed all marketing, sales, and customer service functions for the business, from ideation to activation

• Partnered with 300+ small businesses to Fortune 500 corporations, including Hertz, Indeed, Intuit, Ashley Furniture, US News, and DR Horton, to create strategic content aligned with client sales and engagement goals

• Managed, trained, & developed a remote team of copywriters, editors, and marketing assistants to successfully deliver content marketing projects, from consultation and content strategy to deployment and measurement

Content Marketer, Content Strategist, & Copywriter

ThriveDX

Served as Lead Instructor for the Digital Marketing Certification program, teaching coursework for continuing education students enrolled in programs at Kansas State University, Loyola University, New Jersey Institute of Technology, North Carolina State University, Old Dominion University, University of Miami, and the University of Wisconsin-Madison. Responsible for teaching curriculum, classroom management, and formal assessment of student assignments.

• Taught digital marketing certification courses: Intro to Digital Marketing, Digital Marketing Fundamentals, Content Marketing, Customer Relationship Management, Social Media Marketing, and Email Marketing

• Helped students understand the material by providing real-world examples and insights from my own work in digital marketing roles in corporate, agency, entrepreneurial, and freelance environments

• Supported students in their agency groups, where they delivered digital marketing strategies and marketing assets for their agency clients who were real minority and women small business owners across the U.S.

Lead Digital Marketing Instructor

Alliance of Professionals & Consultants, Inc. (APC)

Served as a contract copywriter for IBM, supporting the SaaS and Customer Marketing initiatives for the Hybrid Cloud team. Developed compelling blog posts, emails, in-app messaging, and video scripts for campaigns focused on customer onboarding, education, engagement, expansion, and advocacy. Managed all aspects of user experience (UX) copywriting and content strategy. Worked cross-functionally with other departments to create copy for various IBM cloud products. 

• Collaborated with UX team to update IBM Cloud Customer Support’s website, offering strategic input and writing the final copy, which resulted in a 25% decrease in customer support tickets within the first 3 months

• Leveraged data analytics from the Cloud customer support team to identify the top concerns & questions IBM Cloud customers have in order to write copy that would help customers troubleshoot more effectively

• Served as project manager for the team’s copy projects while working in an Agile environment to provide status updates, sprint results, department milestones, metrics, and completion rates

Digital Marketing Writer (Contract with IBM)

Telit

Created, implemented, & developed content marketing strategies and systems from the ground up as Telit’s first Content Manager. Managed the content marketing department & day-to-day activities, including developing & managing content strategy & editorial calendars, writing copy for all channels, sourcing and hiring freelance tech writers, editing all content for brand voice, sharing content across social media channels, and evaluating content performance based on KPIs.

• Interviewed and collaborated with Telit’s global C-suite executives and technical subject matter experts to identify trending industry topics, gather information, and ghostwrite thought leadership content to be published in leading business publications like Forbes, C-suite executives’ LinkedIn profiles, and Telit’s blog

• Absorbed technical details from SMEs and distilled that knowledge and expertise into digestible, enjoyable content that explained product benefits from both a technical and business perspective

• Led content development for a website redesign project, managing the overall website content strategy and creating all copy for the industry solution pages and case studies

• Created content strategy, wrote copy, and optimized episode notes for “First Things First,” Telit’s newly developed branded podcast, which supported customer retention, new customer acquisition, and sales

Digital Marketing Content Manager

Sequoia Technologies IMS

Created & developed the niche marketing agency’s first content department from the ground up. Managed SEO content strategy development, editorial planning, copywriting, & editing for 50+ clients across the U.S. Partnered cross-functionally with graphic designers, marketers, sales reps, SEO experts, & clients to identify ways to support ongoing sales initiatives through content. Analyzed website metrics as well as global and local SEO keyword trends to adjust content strategy & optimize content based on SEO goals and other KPIs

• Built and managed the comprehensive blog and social media strategies and editorial calendars for 50+ HVAC and Telecom clients across the U.S. taking into account geographic and seasonal trends as well as the distinct audiences, products, local SEO keywords, and brand voices for each individual client

• Created content strategies and wrote copy that resulted in three clients achieving recognition on a list ranking the best blogs for the HVAC industry

• Hired and managed remote freelance copywriters & edited all content for accuracy and brand voice

Content Strategist

Accusoft

• Wrote and formatted language for online channels, including websites, landing pages, and social media
• Produced highly optimized web content and stay up-to-date with the latest trends in online copy 
• Responsible for managing multiple copywriting projects from concept to completion while meeting aggressive deadlines
• Wrote press releases, white papers, online articles, blog posts, brochure copy, emails, and thought-leadership commentary across multiple industries
• Worked with Manager of Content Marketing to create and develop messaging for advertising copy
• Assisted with copy, messaging, and positioning statements for event-related materials.
• Assessed the marketing execution of the competition to derive placement, mediums, and messaging
• Collaborated with other content writers/collaborators/departments

Content Specialist

Florida Gulf Coast University

Adjunct Instructor for ENC 1101: Composition I:
• Responsible for planning and curriculum design, instruction, and formal assessment of students in university composition course with emphasis on narrative technique, grammar and mechanics, and developing ideas for a specific audience.

Adjunct Instructor for ENC 1102: Composition II:
• Responsible for planning and curriculum design, instruction, and formal assessment of students in university composition course with emphasis on research, argument, and rhetoric.

Adjunct Instructor, Department of Language and Literature

• Provide individual consultation to students with academic essays and assignments, graduate theses, creative pieces, resumes, cover letters, and scholarship applications, as well as instruction for general skills improvement
• Help writers from a variety of academic backgrounds to improve their skills by assisting them with various stages of the writing process, including brainstorming/pre-writing, construction and revision of thesis, development and organization of ideas, mechanics, and MLA/APA/AP/Turabian/Chicago formatting.

Writing Consultant

• Responsible for on-campus outreach and development of the FGCU Writing Center. 
• Develop and maintain relationships with colleges and departments within the university to ensure that the Writing Center’s services are being utilized to their full potential. 
• Design and manage marketing materials, including promotional resources and website content.
• Create and develop educational materials, including presentations and instructional worksheets.
• Curate and create compelling content for social media, while engaging with the FGCU community through the Center's social media channels.
• Facilitate small-group writing workshops and in-class presentations. 
• Serve as a writing consultant for university students, faculty, and alumni through one-on-one, individualized tutoring sessions both in person and online.

Writing Center Program Assistant

• Served independently as instructor for two sections of ENC 1101: English Composition I, with emphasis on narrative technique and mechanics/grammar.
• Served independently as instructor for two sections of ENC 1102: English Composition II, with emphasis on research, argument, and rhetoric.
• Responsible for planning and design of curriculum, as well as formal assessment of students.

Composition I/II Teacher of Record (Graduate Teaching Assistant)

Rich Dad Education

• Responsible for managing all social media content for five distinct financial education brands: Rich Dad Education, The Independent Woman, Brick Buy Brick, Women in Wealth, and Greatest Potential. 
• Create, curate, and manage relevant and engaging content published on social networks. 
• Monitor, listen, and respond to those engaging with the company while cultivating leads and sales and promoting a positive company reputation. 
• Responsible for all aspects of brand blogs: Coordinate with blog contributors, manage content schedule, research and write articles, edit submissions and revise format for readability and SEO, share posts across social networks, moderate and respond to reader comments and questions, track audience and engagement. 
• Design, create, and manage social advertisements. 
• Compile monthly analytic report tracking progress in audience, engagement, and asset value for all social media channels and blogs. 
• Design and implement social media contests and manage live contests at events across the United States. 
• Coordinate with and assist international social media staff to ensure that social efforts are effective and efficient across countries and brands.

Social Media Assistant

CONRIC PR & Marketing

• Primarily responsible for all written content for large and small businesses in a variety of industries, including banking, homebuilding, real estate, health and beauty, legal, and medical. 
• Researched, wrote, and edited SEO web copy, press releases, various marketing materials, blog content, crisis communication resources, ghostwritten articles, and scripts for radio and television advertisements. 
• Managed social media content and distributed press releases via various online outlets. 
• Assisted in other creative writing capacities for clients.

Content Writer

In today's loud AF online marketplace, "content that converts" isn't good enough.

Your clients don't want to be talked at, put down, or sold to. They want to feel heard. They want education, engagement, and entertainment. And they want to feel empowered to make the right buying decisions.

After 12 years in content marketing as a copywriter and content strategist, I can confidently say, to HELL with content that converts!

I want to create content that makes your people feel seen.

👀 Content that communicates your value beyond just dollars and cents. 
👀 Content that sells your stuff without scarcity, manipulation, or ultimatums.
👀 Content that makes 'em say, "Get out of my dreams and into my cart!"

I want to create content that builds fan clubs and fuels empires.

If you're tired of doing the bare minimum with your content marketing, stick with me, and I'll give you tips for standing out in the chaos and creating content people actually enjoy and look forward to.

Want me to do it for you? Hit me up: hello@sarahjaneburt.com

Sarah Jane Burt

“The Customer Whisperer” 🧠 I reveal the hidden reasons why people buy | 58,000 smart marketers read my newsletter on buyer psychology

You wanna understand why customers *really* buy, right? I can help.

Here's the skinny: I built an audience of 280,000 smart people and grew my businesses from $0 to 7-figures. And I did it without a big team or a financial safety net (and as a new mom). 

How? 

By learning buyer psychology.

When you figure out what makes people tick, click, and buy... it’s easier to:

→ Sell more stuff
→ Attract better customers
→ Make more money, more predictably
→ Look like a genius to your clients or team

I don't peddle "hacks" or "quick tricks". And I won't promise you can 10X your growth in 30 days while working 10 hours a week from the beach. (We both know that's B.S.)

But if you're ready to stop guessing and start growing...

Here's how I can help:

________

1. Join 63,000 smart people who get my weekly newsletter

Why We Buy 🧠 is the free buyer psychology newsletter. Forbes says it's one of the "top marketing newsletters"

Subscribe today for $0 (and get a surprise gift)

https://learnwhywebuy.com/wwbnews/

________

2. Uncover the "ouchy" problems buyers will pay to solve—in just 4 minutes

My AI-powered Ouchy Pain Finder bot helps you uncover the deeper, “ouchier” pains your buyers are struggling with so you can craft copy that converts.

Get the bot free:

https://learnwhywebuy.com/ouchy

________

3. Craft copy that converts using 26.5 science-backed techniques 

Wallet-Opening Words is the conversion copywriting playbook for busy people. Ditch bloated courses and learn how to make tiny copy tweaks that drive BIG sales.

Write smarter copy that converts:

https://learnwhywebuy.com/wow

________

4. Get your business in front of 280,000 smart marketing geeks

I work with a select few brands for win-win-win partnerships across my newsletter (63,000 readers), LinkedIn (87,000 followers), and X (137,000 followers).

Want more info? 

Apply here: https://learnwhywebuy.com/advertise


________

Are you still here?

Let's connect ❤️

Katelyn Bourgoin

I found the most petty use for ChatGPT ever.
(Yes, I said "petty")

If you ever find yourself scrolling LinkedIn and rolling your eyes, you're gonna wanna steal this.

When I see a post I'd loooooooove to argue with—the rage bait, AI overhype, the oversimplified BS, the "just niche down" advice—I don't comment anymore.

I screenshot it. Drop it in ChatGPT. And ask:

"Tell me why this is wrong. And then tell me when it might be right."

I often get the satisfaction of eviscerating the post without the drama of internet beef. Other times, I realize I'm the one being a dumbass and I reframe my perspective.

Either way, it's a win.

Yes, it's stupid. But it works.

Try it next time someone posts rage bait that makes your eye twitch.

Katelyn Bourgoin 🧠

The Buyer Psychologist | Sell more using science (not guru B.S.) | 63,000+ marketing geeks read my free newsletter

Most content advice is built for influencers. If you’re a consultant, copying their playbook will keep you broke. Try this:

—
I’ve helped 1,000+ entrepreneurs build personal brands. Many became dominant voices in their space (and their sales exploded in the process).

But here’s what I’ve also seen: the most qualified experts often remain painfully invisible.

You’re excellent at what you do, but your content doesn’t drive pipeline.

(And, no. You don’t need to “hack the algorithm” or spend hours per day commenting.)

What you need is content that makes your expertise unignorable—so clients come to you, cash in hand.

That’s what I call ‘authority content’.

And there’s a simple equation for creating it:

—
Authority =
(Problem + POV + Promise + Proof)
× Repetition

Each element is backed by behavioral science and maps directly to your buyer’s journey.

Here’s how it all works together:

—
Problem — Name their struggle

Example: “You don’t have a lead gen problem. You have a positioning problem.”

↳ The science: Problems activate survival mechanisms (fear/urgency) and when you articulate their problem better than they can, they lean in
↳ Buyer stage: Attracts new people who recognize the problem

—
➕ POV — Show your differentiated thinking

Example: “Most content advice is built for wannabe influencers. If you’re a consultant, copying their playbook will keep you broke.” (Look familiar?)

↳ The science: Sharing your contrarian beliefs, proprietary frameworks, and ownable ideas triggers the von Restorff effect (you stand out) while challenging best practices signals status
↳ Buyer stage: Engages problem-aware people seeking fresh perspectives

—
➕ Promise — Tease what’s possible

Example: “My client went from stuck at $200K for years to $600K in 11 months—same expertise, better packaging.”

↳ The science: Triggers social comparison and self-efficacy while tapping into identity aspiration (we want to become who we admire)
↳ Buyer stage: Converts lurkers into believers

—
➕ Proof — Build credibility

Example: “Three of my clients doubled their revenue this quarter by making this one change…”
↳ The science: Social proof and authority heuristic bypass skepticism to build trust
↳ Buyer stage: Converts believers into buyers

—
✖️ Repetition — The multiplier

Clarify your messageing and then repeat key talking points consistently.

↳ The science: repetition builds familiarity and trust. And the more we hear an idea, the more we come to like it. 
↳ Buyer stage: Reinforces recognition across the entire buying journey

🟰 Authority 

—
I’m no mathematician, but I know this:

Strategy beats volume. Every time.

Once you understand the authority equation, you’ll stop posting randomly and start building a reputation that commands premium pricing.

Your competitors might post more. But you’ll be the one clients seek out.

No alternative text description for this image

You’re afraid to say the same thing twice.
But your audience hasn’t heard it once.

After guiding 1000+ entrepreneurs through the Unignorable Challenge, I’ve watched the same self-sabotage play out over and over.

Someone finds a message that’s clicking.
People engage.
It looks like they’re onto something.

Then they… abandon it.

*whomp whomp*

You think people notice when you replay your hits. Like they’re tracking every post.

The reality? Nobody’s paying that close attention.

This is “the spotlight effect” in action—we vastly overestimate how much people notice us.

So to avoid sounding repetitive, you keep switching messages and topics before any of them actually stick.

The result?

You talk about a lot of things.
And never become known for anything.

Stop it.

You’ve gotta learn to say the same thing 1000 different ways.

Repetition builds riches.

Here’s what actually happens in your audience’s brain when you repeat yourself:

→ Repetition builds familiarity, and familiarity builds trust (mere exposure effect)

→ Hearing something over time makes it stick in memory (spacing effect)

→ Your audience starts attributing that idea to you—and referring people your way who need help with it

By the time you’re sick of sharing the same message, your audience is juuuuust starting to notice.

Commit to a few core messages and ideas. Vary the execution.

--
P.S. Are you guilty of jumping topics too frequently?

I feel your pain. As a newly diagnosed ADHD’er, I get bored easily and staying consistent can feel downright painful. But then I look at my sales dashboard and the pain kinda goes away, haha.

What’s your best one-line marketing advice?

Mine:

You need people to *feel* something if you want them to *do* something

3 dead giveaways you’re automating LinkedIn comments (and how to avoid getting caught)

Look I get it...

You’re told, “comments are the fastest way to grow!!” You’re told to “warm the algorithm” for 30 minutes before posting.

But you’re not a full-time creator who can spend hours on LinkedIn each day. You’re a busy entrepreneur with a business to run, so you decide to outsource commenting.

It’s perfectly normal response. But automated comments are also pretty easy to spot.

If you’re using an automation or a VA to engage on LinkedIn, here’s what makes it obvious:

—
1. Your comment summarizes the post back to the author

“Great point about X! I especially loved the part about Y.”

This pattern is a common tell. It proves you read the post, but doesn’t add anything new to the conversation.


2. You use the exact same format every single time

> Statement of agreement + emoji
> Vague observation + question
> Punchy rhetorical summary

When the structure never varies, it reveals the template. You might fool someone the first few times, but they’ll eventually catch on.


3. You comment within a few minutes of every post going live

Suspiciously consistent timing is the tell. Either you’re glued to my profile 24/7, or you’re using an app to auto-engage the second I post.

—
Here’s how to avoid getting caught:

Just stop f#cking doing it.

It’s hurting your reputation with people who matter to your business. 

—
Just because the people selling courses and coaching do it doesn’t mean it’s a smart strategy for *you* to attract clients. 

Why? The gurus are all in on the game. They know it’s just their VAs talking to each other’s VAs. They’ve usually coordinated it.

But when YOU do it while trying to attract actual clients or build relationships?

It’s an immediate turn-off.

You look like you’re either using me to get in front of my audience... or you’re too lazy to engage yourself build a real connection (and think I’m too dumb to notice).

People don’t like feeling tricked.

What works for influencers selling courses actively harms people trying to build real client relationships.

So stop automating comments. Start connecting.

Kk?

—
P.S. Ever caught someone doing this?

(2) Notifications | LinkedIn

JSESSIONID

li_at

linkedin.com/feed/update/urn:li:activity:7386127387308179456/

Talks about #growth, #marketing, #unignorable, #buyerpsychology, and #behavioralscience

Alex Hormozi grew from zero to 9 million followers in under 4 years.

He's also well on his way to building a billion dollar business.

These two things are related...

But not just in the obvious way.

--
Everyone wants to know Hormozi's content hack.

He has one. But I don't think it's just using AI. Or hiring ghostwriters. Or spending all day on LinkedIn commenting. (He hasn't commented in weeks).

What do I think Alex's "hack" is?

It's making time to think.

--
Over the past 4 years, Hormozi wrote 3 books and created thousands of posts documenting his entire approach for growing companies.

Those weren't just marketing. They became playbooks for his team. Mental shortcuts for decision making. The operational backbone of how he scales.

*This* is why he's building so fast.

--
Writing is thinking. And wrestling with ideas drives deeper clarity. 

When you create content yourself, you're forced to articulate what lives in your head to make it useful for others. It often reveals gaps in your thinking—which is painful in the moment but creates huge leverage later. 

And documenting your intuitive approach helps codify your process, which eases execution.

(I've experienced this firsthand—many of the frameworks I teach in my courses and content started as me trying to think more clearly about my own work.)

--
Every piece of content you create builds two assets.

1️⃣ One: your audience and pipeline.

2️⃣ Two: a deeper understanding of what works in your business and why.

Most people rush to outsource the pesky thinking part to AI tools or ghostwriters. Then wonder why scaling feels so hard.

Alex makes time to *think in public*. And it pays.

--
Still think you're "too busy" to create your own content?

I spent 16 hours on our sales pitch deck.
We sold 4 out of 5 Unignorable beta seats without ever opening it.

I haven’t done a sales call in more than 5 years.

Confession? I kinda built my entire business to avoid needing to do sales. I don’t like it.

(I know that’s dumb, but it’s honest)

When Pete Sena and I launched the Unignorable Beta, I thought we’d have to do sales calls. 

The investment is $7500 and it’s a brand new offer. So I assumed people would need “the pitch” before they’d fork over that much money.

I went overboard preparing...

I read April Dunford’s book Sales Pitch, obsessed over the conversation flow, rehearsed it over and over until I had it down cold.

I was ready for everything... except for what actually happened.

People reached out ready to work together. They’d seen me teasing Unignorable 2.0 and signed up through simple email exchanges, barely asking questions.

This is THE core promise of Unignorable: build authority the right way and you don’t chase clients—you attract people who are pre-sold on working with you.

This is literally slide 20 in my pitch deck.

The method works.
We just proved it by living it.

Feels damn good.

—
P.S. what’s holding you back from being the expert people chase down?

Content isn't king
(Not anymore)

With AI, now anyone can create endless “good-enough” content.

How do you break through?

Original thinking.

According to a psychotherapist, there are 10 common fears that people encounter. The top 10 fears are: 1. Something bad happening 2. Getting hurt 3. Loneliness 4. Failure 5. Rejection 6… | Katelyn Bourgoin 🧠 | 97 comments

Most entrepreneurs are optimizing for the wrong thing on LinkedIn.

They’re spending hours on their profile…

Tweaking their headline.
Perfecting banner images.
Choose the purrrrrfect profile photo.

Meanwhile, the people actually building authority and making money?

They own ONE idea their target audience remembers.

→ Justin Welsh: “Solopreneurship is freedom”
→ Codie Sanchez: “Get rich building boring businesses”
→ Peep Laja: “Test your messaging”

These aren’t just catchy phrases. 

They’re sharp takes these people repeat relentlessly until you can’t think about their space without thinking about them.
__
Here’s the uncomfortable part:

You’re avoiding the hard work (figuring out what you actually believe) by focusing on the easy work (tweaking your profile).

I saw this a lotttttt when running the Unignorable Challenge...

Entrepreneurs would obsess over their banner image for days, then spend 10 minutes thinking about their actual point of view or problems they solve.

Why?

Because your brain is wired to swap hard problems for easier ones.

Banner images require less cognitive load than articulating what makes your thinking different.

Profile optimization feels productive. It’s tangible. You can see the changes.

It’s ok. We all do it.

But it is avoidance.
__
Stop endlessly optimizing (aka hiding)
Start thinking, preferably in public.

Some tough love: your profile doesn’t matter if you don’t have an idea worth remembering.

__
P.S. Are you guilty of this?

No shame. But now that you know it’s a problem, you’re one step closer to fixing it.

The rules of business have changed for consultants, freelancers and agency owners…

AI can now deliver “good enough” work at a fraction of your price—which means good work alone no longer wins clients.

What does? Your personal brand.

People want to buy from people, not faceless companies. They need to buy into you—how you think, what you believe—before they’ll hire you.

→ Your POV is your pitch.

But here’s the problem: even brilliant people often can’t articulate what makes their thinking distinctive. 

You suffer from the curse of expertise—your best insights feel basic to you, so you dismiss them as “too obvious” to share.

You can’t see what makes your thinking distinctive because you’re too close to it.

So you do what the gurus taught you: post helpful tips, create mass appeal content, spend hours commenting each day. 

This approach might have worked a few years ago if you wanted to sell courses or become an influencer. But it won’t get you clients.

And AI tools have made creating content so easy that social feeds are noisier than ever.

You’re brilliant, but invisible.

Most solutions can’t fix this.

❌ The same AI tools the gurus sell produce templated, forgettable content.

❌ Ghostwriters can mimic your voice but not your thinking.

❌ DIY courses expect you to do it alone—but you can’t see yourself clearly.

That’s why I’m building Unignorable—the ownable ideas studio.

I help you solve the hardest problem:

It’s not creating content—it’s knowing what to say to become the authority clients seek out.

I extract your distinctive positioning through strategic conversation—pulling out what you cannot see alone—then shape it into a personal brand strategy and content system built around one ownable idea.

Because you don’t need a bigger audience.
You need a sharper idea you can own. 

Get it right, and you’ll stop chasing clients. They’ll be pre-sold and start chasing you.

—
P.S. We’ll be accepting 10 new clients early in the new year. Jump on the waitlist to get first dibs when we open applications: beunignorable.com

"That person isn't even a real expert—how are they growing on LinkedIn so much faster than me?"

I hear this complaint constantly from brilliant consultants.

They sit back and watch in disbelief as less experienced people build their audience faster.

Here's the uncomfortable truth: 

That "less qualified" person is winning BECAUSE their expertise is limited.

It’s not like they don’t want to sound impressive. They just think their Intro to 101 insights are groundbreaking.

What feels like a revelation to them—the kind of thing they can't wait to share—you know is actually pretty basic stuff.

But basic is exactly what your target buyers often need.

Because your buyers aren't experts. 

They're just people trying to solve a problem, and they need someone who can explain what's going wrong in a way that finally clicks.

Meanwhile, you're over here adding layer upon layer of nuance. Caveats. Sophistication.

You know too much to keep it simple.

Every time you draft something clear, your FOBO kicks in (aka "Fear of being Obvious »).

You add complexity because you're worried a peer might think it's not "expert" enough.

(I catch myself doing this constantly—I'll write something direct, then overcomplicate it because I'm afraid it sounds too basic.)

Real talk?

This is your status anxiety dressed up as quality control.

You're afraid to dumb it down because you want to prove to peers that you know your shit.

But your ideal buyers don't need to be impressed by the depth of your expertise—they need to feel like you understand their challenges and can help them.

So you have a choice...

Create content that earns nods from your peers (who will never hire you)... OR create content that attracts clients.

One feeds your ego. The other will feed your family.

Now I want to ask you a tough question (and you need to answer honestly):

Are you creating for peers or for your clients?

The smartest entrepreneurs I know can’t figure out their own positioning. It’s not a skill problem...

It’s a BRAIN problem.

I’m beta testing Unignorable 2.0 right now. Two of my current clients, Joe Daniels 📦  and Chris Piper, are brilliant marketers.

Joe has done positioning and messaging work professionally for years. Chris helped grow Scribe Media from $2M to 8-figures. Then he did it again with Codie Sanchez and Contrarian Thinking... in just 12 months.

Both have been paid a lot of money to help other people fix their marketing.

Yet when it came to their own personal brand strategy, they needed help seeing themselves clearly.

This isn’t a coincidence. 
It’s neuroscience.

🧠 Curse of Knowledge:
Once you know something deeply, you can’t imagine not knowing it. Your expertise feels obvious, so you undersell it.

🧠 Hedonic Adaptation:
You live with your brilliance daily, so it stops feeling special.

🧠 Cognitive Blind Spots:
You literally can’t see what you can’t see. Your brain filters out information about yourself.

🧠 Self-Serving Bias:
We’re unreliable narrators of our own strengths and weaknesses.

This is why outside perspective isn’t a nice-to-have—it’s essential.

Every month you stay unclear is another month stuck at the same revenue ceiling. Same clients. Same rates. Same grind.

Clear positioning is the unlock—but you keep waiting.

It’s time to accept the cold hard truth:

👉 You can’t bottle your own brilliance.

So swallow your pride and hire an expert.

It’ll pay off.
I promise.

Zuckerberg: “Move fast & break things.”
Buffett: *waits years between investments*
Who’s right?

If you’re confused, you’re not alone.

You’re trying to build a business, but everywhere you turn, there’s a different “expert” telling you the complete opposite of what the last one said.

Back when I was building my tech startup, one of my mentors had a name for this feeling: “advice whiplash.”

That’s exactly what it is. Jarring. Disorienting. Painful.

So which advice should you follow?

Here’s the truth: Both can be right.

And if that sounds like a cop-out, look at these wildly successful entrepreneurs who took opposite approaches:

--
Build in public 🆚 Stealth mode:

Public: Pieter Levels - tweets his revenue, shares his code, builds entire businesses transparently

Stealth: Steve Jobs - legendary secrecy, sued employees for leaks

--
Premium 🆚 Cheap

Premium: Hermès Birkin bags - $10K+ waitlists, artificial scarcity

Undercut: Amazon - “Your margin is my opportunity,” razor-thin profits for market share

--
Bootstrap 🆚 Raise capital:

Bootstrap: Mailchimp - bootstrapped to $700M+ acquisition by Intuit

Raise: Uber - raised $25B+ to blitzscale globally

--
Niche down 🆚 Diversify:

Niche: James Clear - built entire empire on ONE topic (habits)

Diversify: Richard Branson - built record company, airlines, hotels, space tourism

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Completely opposite strategies. Completely opposite philosophies.

They all won.

The lesson? The advice that works depends entirely on *your* context.

Moving fast works when you’re hunting for product-market fit. It becomes reckless when you’re managing billions of users’ data.

Charging premium works when you’ve built undeniable authority. It fails when you’re still proving yourself.

The business advice that works as a 20-something with few commitments falls apart as a working parent with 2 kids under 5.

I’ve lost count of how many times my instinct contradicted the popular advice, and following my gut was the right call. Not because the advice was bad, but because it wasn’t right for where I was.

The question isn’t “what’s the right advice?”

It’s “what’s right for MY business, at THIS stage, given MY goals?”

Stop taking advice from people playing a different game than you.

Have you experienced advice whiplash?

–
👋 I’m Katelyn, and I help entrepreneurs build unignorable personal brands using science (not guru B.S.)

Wanna grow your reach, reputation, and revenue? Join 63k smart people who get my Why We Buy 🧠 newsletter

The best marketing ideas come from studying your customers

(not your competitors)

Authority isn’t built suddenly. 
It’s built stubbornly. 

Keep staking wins in the real world. Keep posting your lessons and POV. Keep learning. Keep tweaking your message until it lands with target buyers. 

Because once you break through—and you will eventually break through—everything changes.

Your buyers may read your sales page on the latest iPhone but... 

The hardware they use to process it—their brain—is running 300,000 year old software 

The lesson?

Smart marketers find new ways to connect with old emotions

👉 Learn buyer psychology

This year, Favikon released their Authenticity Score. It exposed people who’d been faking engagement. And guess what?

Many of them were personal branding experts.

You can’t make this up.

These are the folks teaching you how to “be authentic” and to “hack the algorithm”...

They tell you to spend hours commenting. To NEVER post links. To use their AI content writing tool—it’s always *their* tool—to write 20 viral posts in 20 minutes.

They promised this stuff will help you grow.

Meanwhile, many of those same folks were using pods, comment bots, and even click farms to inflate their own numbers.

Favikon’s Authenticity Score exposed the cheaters. And many of the top “LinkedIn growth” gurus were quietly cut from Favikon’s rankings this year.

In their pursuit of vanity metrics and follower growth, these folks missed something important:

The algorithm changes constantly. 

Chase it and you’re always one update away from irrelevance—or getting banned.

But the people on the other side of the screen reading your posts? They’re humans. And they’re much more predictable than the algorithm.

The psychology principles that drove attention and persuasion 100 years ago still work today.

When you create content for people—not just for the algorithm—you may not go viral, but you’ll actually attract clients. And isn’t that the damn goal?

This year I made Favikon’s Top LinkedIn thought leaders in Canada—alongside the Prime Minister and co-founder of Shopify.

I also made the Top 10 globally for Branding & Positioning.

I don’t have the biggest audience. (Not even close.)

But I’ve spent years studying what makes people pay attention and take action.

So no, the algorithm isn’t against you.
You’re just solving the wrong problem.

Learn what makes humans tick, click, and buy… and you’ll never need to “hack” anything.

Deal?

Favikon’s 2025 rankings

Breaking through on social media is like punching your way out of a coffin. 
Let me explain...

There’s this scene in Kill Bill 2 where Uma Thurman gets buried alive.

She’s trapped in a wooden coffin, buried six feet underground in total darkness.

The first thing she does? Uses her flashlight to see where she is.

Then she feels around. 
Taps the wood. 
Listening for just the right spot.

She doesn’t just start swinging blindly.

She does the work up front to figure out exactly where to hit. Once she picks her one spot, she hammers it. Over and over and over. 

Some hits feel like nothing’s happening.

It hurts like hell.
No visible cracks yet.

That’s when most people would try a different spot.

But then... the first crack appears. Proof it’s working.

So she keeps hammering that same damn spot until the wood splits open. 

Her force is so strong she breaks through the coffin, catapults through six feet of dirt, and erupts out of the ground.

That’s what breaking through the noise looks like.

—
Here’s the thing: 

I didn’t build an audience of nearly 300K by talking about random shit.

I chose my spot strategically... and then hammered the same messages in a 1000 different ways.

Most people skip the strategy part. 

They never get clear on what they want to be known for.

So they try a little of everything, copy whatever’s working for other people, then wonder why they stay stuck.

You need the *strategy* first.
The clarity on *your* ONE spot.

Then have the guts to keep hammering it... even when you can’t see the cracks yet.

Painful repetition—that’s how you break through.

—
Real talk: Are you hammering one spot, or testing ten?

People don’t buy the best solution.
They buy the idea they trust most.

taplio

The Battle

Sarah Jane Burt

Katelyn Bourgoin

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taplio

The Battle

Sarah Jane Burt

Katelyn Bourgoin

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Katelyn Bourgoin's LinkedIn Performance

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