BLOCK A: CRO CONTENT (for the buyer)

Unignorable by Katelyn Bourgoin

Introduction

Unignorable is a psychology-based personal branding course created by Katelyn Bourgoin (founder of the Why We Buy newsletter, 63,000 subscribers) and Neal O'Grady (co-founder of Demand Curve). The course teaches entrepreneurs and marketers how to build an audience that actually buys by applying the science of attention and persuasion — not platform algorithms. The program spans 17 core video lessons plus Expert Q&A sessions, co-writing workshops, and a full newsletter masterclass, and was developed over five live challenge cohorts that generated over $1M before being converted to its current self-paced format.

Here's What You Get

Course Stats (verified from content report):

29 video lessons | 100 downloadable PDFs | 1 workbook document | 12h 59m 01s of content | 3.90 GB total

✅ Core Video Curriculum — 17 bite-sized lessons covering the full Unignorable system, from the science of attention and personal positioning to content creation, hook writing, and converting followers to leads

✅ The 7 Fs Framework Deep-Dives — Six dedicated video lessons on the psychological forces that make content unignorable: Fun, Fears, Fables, Familiar, Fascinates, and Faces — each with its own exercise PDF

✅ Expert Q&A Sessions — 3 recorded expert Q&A sessions covering Building Unshakeable Confidence, Finding Your Writing Rhythm, and Crafting High-Demand Offers (combined duration: approximately 2h 38m)

✅ Co-Writing Sessions — 4 live co-writing session recordings where students write content in real time alongside instructors (Sessions 1–4, approximately 2h 53m combined)

✅ UNIGNORABLE Newsletter Masterclass Replay — A standalone masterclass on building and growing a newsletter audience (2h 39m video + dedicated workbook .docx)

✅ 100 Downloadable PDF Resources — Includes lesson summaries, exercises, mini challenges, “Nugget” tip sheets, channel optimization guides (Twitter/X, LinkedIn, TikTok, Instagram, YouTube), the Hook Vault resource, Storytelling Frameworks, AI prompt bots, and reference materials

✅ 1-Page Personal Brand Plan — Editable .pptx template to document your personal brand mission, goals, and positioning

✅ Un-Ignorable Newsletter Masterclass Workbook — Downloadable .docx companion to the newsletter masterclass

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What You Will Learn in Unignorable

✅ Apply the Science of Attention & Persuasion framework to engineer scroll-stopping content grounded in buyer psychology, not trending formats

✅ Identify your “One-ness” — the specific intersection of topic, perspective, and personality that makes your content impossible to replicate

✅ Use the 7 Fs of Attention (Fun, Fears, Fables, Familiar, Fascinates, Faces) to systematically trigger the psychological forces that make humans stop scrolling

✅ Write hooks using the Hook Vault's 400+ example library, then practice rewriting real posts with new hook styles via structured exercises

✅ Apply the Job-to-Be-Done (JTBD) framework to understand what your future customers are actually hiring you to help them accomplish — then write content that speaks to that job directly

✅ Implement the Iceberg CTA method to turn profile visitors into email subscribers and leads without aggressive selling

✅ Build a Content Creation System with Neal O'Grady's Notion-based template for generating 10+ post ideas using a structured ideation process

✅ Craft an Attractive Character through the Relatable Backstory exercise — developing the narrative layer that creates emotional connection with your audience

✅ Optimize your profile across Twitter/X, LinkedIn, TikTok, Instagram, and YouTube using platform-specific channel cheat sheets

✅ Develop Branded Content (BIG Idea posts) that positions you as the go-to thinker in your niche rather than a content commodity

✅ Convert followers into newsletter subscribers using the 8 documented strategies from the “Divert to Newsletter” nugget

✅ Write a one-liner that communicates your value proposition in a single sentence using the Future Me positioning exercise

Who Should Take Unignorable?

• The consultant with expertise but no audience — You have years of real-world results and clients who love you, but your social profiles are sparse and your reach is limited to warm referrals. Unignorable gives you the Personal Brand Plan template and the One-ness exercise to translate your expertise into content that attracts clients cold.

• The entrepreneur whose content gets zero engagement — You post consistently but your content disappears without likes, comments, or leads. The course's 7 Fs framework gives you the specific psychological levers that trigger engagement, and the Mini Challenges put each lever into practice immediately.

• The marketer who knows buyer psychology but hasn't applied it to their own brand — You study customer behavior for clients but haven't systematically used that lens on your own content. The JTBD framework and the “Future Me” module connect buyer psychology directly to your personal brand positioning.

• The solopreneur building a newsletter — You want an email list but your follower-to-subscriber conversion is near zero. The Followers to Leads lesson, the Iceberg CTA exercise, and the standalone Newsletter Masterclass Replay (2h 39m) give you a documented conversion system.

• The professional who posts but never goes viral or gains momentum — You understand the basics of content creation but struggle to write hooks that stop the scroll. The Hooks 101 lesson, the Hook Vault PDF, the AI Hook-Crafting Nugget, and the co-writing sessions provide both frameworks and live demonstrations.

• The creator who keeps changing niches — You've started multiple content accounts and abandoned each one because you couldn't figure out what to post about. The Topic Selection exercise, the Your Customers lesson, and the Identify Best-Fit Customers exercise provide a structured path to a single, sustainable content direction.

Complete Curriculum Breakdown

Core Lessons: The Unignorable System

This section builds the foundational framework — from the psychology of attention through to the mechanics of converting followers into paying customers. Lessons are structured as 10–20 minute video modules, each paired with an exercise PDF.

• Lesson 1: The Science of Attention & Persuasion (17m 01s)
• 📕 Exercise: Identify 10 Attention Masters
• 📕 Lesson PDF: Science of Attention & Persuasion
• 📕 Resource: How to Find Attention Masters
• Lesson 2: You 2.0 (14m 40s)
• 📕 Exercise: Goal Visualization
• 📕 Lesson PDF: You 2.0
• Lesson 3: Your One-ness (18m 25s)
• 📕 Exercise: Topic Selection
• 📕 Lesson PDF: Your One-ness
• Lesson 4: Your Future Customers (8m 55s)
• 📕 Exercise: Identify Best-Fit Customers
• 📕 Lesson PDF: Your Future Customers
• 📕 Mini Challenge 2: Headline Update
• Lesson 5: Finding Content Inspiration (12m 59s)
• 📕 Lesson PDF: Finding Content Inspiration
• Lesson 6: Content Creation System & Template (10m 31s)
• 📕 Exercise: Generate 10 Post Ideas using Neal's Content Creation System and Notion Template
• 📕 Lesson PDF: The Different Types of Posts
• 📕 Action: Build your Swipe File
• 📕 Action: Block Time to Create, Ideate and Engage
• 📕 Action: Grab a screenshot of your social profile
• 📕 Mini Challenge 1: Get F**king Going
• Lesson 7: Followers to Leads (17m 26s)
• 📕 Exercise: Brainstorm Iceberg CTA Ideas
• 📕 Lesson PDF: From Followers to Leads
• 📕 Mini Challenge 3: Add CTA to Profile

The 7 Fs of Attention

The psychological core of the Unignorable system. Each lesson isolates one of the seven attention forces, explains the neuroscience behind it, and assigns a hands-on exercise to put it into practice.

• Lesson 8: Fun (16m 23s)
• 📕 Lesson PDF: Fun
• Lesson 9: Fears — Part 1 (11m 33s)
• 📕 Lesson PDF: Fears — Part 1
• Lesson 10: Fears — Part 2 (15m 11s)
• 📕 Exercise: Identify the “Villains” you Fight
• 📕 Lesson PDF: Fears — Part 2
• Lesson 11: Fables (22m 31s)
• 📕 Lesson PDF: Fables
• 📕 Storytelling Frameworks PDF
• Lesson 12: Familiar (19m 28s)
• 📕 Lesson PDF: Familiar
• 📕 Lesson PDF: Branded Content
• 📕 Exercise: Brainstorm Your BIG Ideas
• 📕 Mini Challenge 4: Publish BIG Idea Post
• Lesson 13: Fascinates (20m 20s)
• 📕 Lesson PDF: Fascinate
• 📕 Exercise: Craft Post Using Novelty
• Lesson 14: Faces (15m 18s)
• 📕 Lesson PDF: Faces
• 📕 Lesson: Killer Profile Pics
• 📕 Exercise: Create Scroll-stopping Profile Pic

Personal Brand & Conversion

Covers the commercial side of the Unignorable system — understanding what buyers actually want and engineering your brand to deliver it.

• Lesson 15: Getting People to Buy (16m 05s)
• 📕 Lesson PDF: Getting People to Buy
• 📕 Lesson: Writing a Job Statement (JTBD)
• 📕 Exercise: Understanding the Job-to-be-Done
• 📕 Additional JTBD Resources
• Lesson 16: Understanding the Job (4m 55s)
• Lesson 17: Future Me (18m 47s)
• 📕 Exercise: Crafting Your One-Liner
• 📕 Mini Challenge 5: Optimize Your Profile
• 📕 Lesson: Comment Mastery
• 📕 Exercise: Create Channel Plan
• 📕 Lesson: The Attractive Character
• 📕 Exercise: My Relatable Backstory

Expert Q&A Sessions

Three recorded expert sessions addressing the real obstacles that prevent consistent content creation and audience monetization.

• Expert Q&A 1: Building Unshakeable Confidence (48m 48s)
• Expert Q&A 2: Finding Your Writing Rhythm (53m 25s)
• Expert Q&A 3: Crafting High-Demand Offers (59m 57s)

Co-Writing Sessions

Four live co-writing session recordings where participants wrote content alongside instructors in real time — a practical demonstration of the system applied under pressure.

• Co-writing Session 1 (46m 02s)
• Co-writing Session 2 (42m 17s)
• Co-writing Session 3 (46m 31s)
• Co-writing Session 4 (46m 12s)

Nuggets: Tactical Video Tips

Short, standalone video lessons on specific tactical topics.

• Easter Eggs: Un-Ignorable Nuggets (1m 33s)
• Engaging On Other Accounts (3m 58s)
• Typefully and Hypefury (9m 01s)
• Videos Assuming No Sound (1m 47s)

Bonus Materials Included

✅ UNIGNORABLE Newsletter Masterclass Replay — A 2h 39m full-length masterclass on newsletter growth, accompanied by a downloadable workbook (.docx). Originally a standalone event priced at $200. Covers newsletter strategy, audience conversion, and growth mechanics.

✅ Hook Vault — A curated library of 400+ hook examples with the accompanying PDF resource guide. Referenced in the course as the practitioner's reference library for writing scroll-stopping openers.

✅ AI Content Bots — Three custom GPT tools included as PDFs: the Follow-Worthy Headline Bot, the Endless Content Ideas Bot, and the Cha-cha Ching Offer Naming Bot — AI-powered prompt systems for generating platform-optimized outputs.

✅ Channel Optimization Guides — Platform-specific profile optimization PDFs for Twitter/X, LinkedIn, TikTok, Instagram, and YouTube, plus a Channel Cheatsheets summary document.

✅ 1-Page Personal Brand Plan — Editable .pptx template for documenting your personal brand mission, goals, and positioning in one page.

✅ Nugget Library — 20+ standalone PDF tip sheets covering topics including: post types ranked for follower growth, your first 1,000 followers, readability and skimmability, re-using content, scheduling tools, engaging with commenters, reach killers, easter eggs, sending content to larger accounts, copywriting tips, using visuals to communicate ideas, and more.

✅ Reference Library — Curated PDFs including Storytelling Frameworks, Copywriting Resources, a Pre-suasion Book Summary, a Breakthrough Advertising Summary, Recommended Books, Recommended Newsletters, and Recommended Tools.

About Katelyn Bourgoin

Katelyn Bourgoin is a 4x founder and the creator of the Why We Buy newsletter, which she has grown to over 63,000 subscribers by teaching buyer psychology to marketers and entrepreneurs. Her career began with a branding agency that landed clients including Target and Holiday Inn. She subsequently built and sold a restaurant consulting business in under two years, then founded a VC-backed tech startup, and later established Customer Camp — a training company focused on helping product and marketing teams understand what triggers customers to buy.

Forbes has called her an “influential entrepreneur,” and she has been named one of the top 20 wonder women of SaaS marketing and growth. Her work has been featured in Forbes, Inc., USA Today, HuffPost, CBC, and CTV. She has 228,000+ combined followers across Twitter and LinkedIn, and her Customer Camp training programs have reached students from solopreneurs to Fortune 100 companies.

Verified Credentials:

✅ Founder of the Why We Buy newsletter — 63,000+ subscribers covering buyer psychology and persuasion science

✅ CEO of Customer Camp, which she has grown to generate $1M+ per year in revenue teaching psychology-based marketing

✅ Named “influential entrepreneur” by Forbes; listed among top 20 wonder women in SaaS marketing and growth

✅ Former branding agency founder with clients including Target and Holiday Inn

✅ 4x founder: branding agency, restaurant consulting business (sold), VC-backed tech startup, Customer Camp

✅ Media appearances: Forbes, Inc., USA Today, HuffPost, CBC, CTV, Creator Science podcast, Marketing Power Ups podcast, Growth in Reverse

✅ 228,000+ combined social followers across Twitter/X and LinkedIn

✅ Co-created Unignorable with Neal O'Grady (co-founder of Demand Curve, one of the largest growth marketing newsletters); the program generated $1M+ across five live cohorts serving 1,482 students

BLOCK B: SEO CONTENT (for Google)

What Problems Does Unignorable Solve?

“I post consistently but nobody engages with my content and I'm not getting any leads from social media” — The course's 7 Fs of Attention framework identifies the specific psychological forces that trigger humans to stop, engage, and share. Rather than teaching posting frequency or hashtag strategies, Lessons 8–14 address the neurological and social triggers (Fun, Fears, Fables, Familiar, Fascinates, Faces) that determine whether content gets noticed in the first place.

“I have thousands of followers but none of them buy anything from me” — Follower count and revenue are two separate problems requiring different solutions. Lesson 7 (Followers to Leads) and the Iceberg CTA exercise teach a specific conversion architecture for moving social followers into your email list, and Lesson 15 (Getting People to Buy) applies the Job-to-Be-Done framework to align your content with what your audience is actually trying to accomplish.

“I've tried personal branding before but I don't know what to post about or who I'm talking to” — The course opens with the One-ness exercise (Lesson 3) and the Identify Best-Fit Customers exercise (Lesson 4) — structured processes for pinpointing the topic intersection and audience segment where you have both expertise and differentiation. These exercises precede any content creation instruction.

“My social media content gets likes from peers but never attracts paying clients” — The Branded Content lesson and the BIG Idea Post mini challenge address the gap between “content that gets engagement” and “content that positions you as a buyable authority.” The JTBD framework in Lessons 15–16 specifically addresses how to write content that speaks to purchase triggers rather than interest triggers.

“I keep starting a newsletter but can't grow it past a few hundred subscribers” — The UNIGNORABLE Newsletter Masterclass Replay (2h 39m) addresses newsletter growth specifically, covering audience conversion strategies and the “8 ways to convert followers into subscribers” documented in the course's Nugget library. The Iceberg CTA method from Lesson 7 is the conversion mechanism that feeds the list.

“I know my stuff but I feel like an imposter when I post and I freeze before hitting publish” — Expert Q&A Session 1 (Building Unshakeable Confidence, 48m 48s) is dedicated to this problem. The You 2.0 lesson and the Goal Visualization exercise also address the psychological barriers that prevent experts from showing up consistently as a creator.

What Makes Unignorable Different

• Psychology of attention, not algorithm optimization — Every major course in the personal branding space teaches platform-specific tactics: LinkedIn posting times, Twitter thread formats, TikTok hooks. Unignorable is built on the premise that human attention is governed by timeless psychological principles (the 7 Fs) that predate and outlast any platform's algorithm. The course teaches those principles directly, which means the framework applies across platforms and doesn't become obsolete when platforms change.

• Built by a buyer psychology researcher, not a content creator — Katelyn Bourgoin's background is not content creation — it's buyer psychology research. Her Why We Buy newsletter, Customer Camp training programs, and the Trigger Technique she developed for customer interviews are all grounded in JTBD theory and persuasion science. This means Unignorable approaches personal branding through the lens of “why people buy” rather than “what gets views,” and the curriculum reflects that: the JTBD framework is integrated into the personal brand architecture, not treated as an afterthought.

• Co-written with Demand Curve's Neal O'Grady — Neal O'Grady brings a complementary set of frameworks from growth marketing rather than personal branding. His Content Creation System (Lesson 6, with Notion template) and his co-writing session methodology add a systems-based layer to what would otherwise be a purely psychological curriculum. The combination means students receive both the “why” (Katelyn's attention science) and the “how” (Neal's repeatable production system).

• Proven at scale before becoming self-paced — The curriculum was developed through five live cohort runs with 1,482 total students before being converted to a self-paced format. The Expert Q&A sessions, co-writing recordings, and mini-challenge structure all reflect real-time refinement based on where students got stuck — making the self-paced version substantially more developed than most courses built for asynchronous delivery from day one.

Frequently Asked Questions About Unignorable

What is Unignorable about?

Unignorable is a personal branding course built on the science of attention and persuasion. Created by Katelyn Bourgoin and Neal O'Grady, the course teaches the 7 Fs of Attention — a framework of psychological forces (Fun, Fears, Fables, Familiar, Fascinates, Faces, and Future Me) that determine whether content gets noticed or ignored. Rather than teaching platform tactics or algorithm hacks, the Unignorable course focuses on timeless principles of human psychology that apply across Twitter/X, LinkedIn, TikTok, Instagram, and email newsletters.

Who created Unignorable?

Unignorable was created by Katelyn Bourgoin, founder of the Why We Buy newsletter (63,000+ subscribers) and CEO of Customer Camp, and Neal O'Grady, co-founder of Demand Curve. Katelyn is a 4x founder with a background in buyer psychology research; Forbes has called her an “influential entrepreneur” and she has been named one of the top 20 wonder women in SaaS marketing and growth. Together, they ran five live cohorts of the Unignorable Challenge before converting the program to a self-paced course.

What is included in Unignorable?

The Unignorable course includes 29 video lessons (12 hours 59 minutes 01 second of video content), 100 downloadable PDF resources, 1 editable workbook document, and 1 presentation template — totaling 3.90 GB of content. The 29 videos include 17 core lessons, the 7 Fs deep-dives, 3 Expert Q&A sessions, 4 co-writing session recordings, 4 tactical nugget videos, and a standalone Newsletter Masterclass Replay (2h 39m). The 100 PDFs include exercise workbooks, mini challenges, lesson summaries, AI prompt bots, channel optimization guides for 5 platforms, a Hook Vault, storytelling frameworks, and a Nugget library of 20+ tactical tip sheets.

Who is Unignorable best suited for?

Unignorable is best suited for consultants, solopreneurs, and B2B marketers who have real expertise but an underdeveloped audience — specifically those who have tried posting on social media without measurable results in follower growth, engagement, or lead generation. The course is particularly relevant for people who understand their field but struggle with the positioning, hook-writing, and conversion architecture needed to turn an audience into buyers. It is not designed for beginners exploring a new topic; it is designed for practitioners who already have something to sell and need to build the audience to sell it to.

What will I learn in Unignorable?

The core learnings include: how to apply the 7 Fs of Attention to engineer psychological engagement into your content; how to identify your “one-ness” — the positioning intersection that makes your content unreplicable; how to write scroll-stopping hooks using the Hook Vault library and the Hooks 101 framework; how to apply Job-to-Be-Done theory to align your content with what buyers are actually trying to accomplish; how to use the Iceberg CTA method to convert followers into email subscribers; and how to build a Branded Content strategy (BIG Idea posts) that positions you as an authority rather than a commodity.

What format is Unignorable delivered in?

Unignorable is delivered as downloadable video files (.mp4), downloadable PDF resources, a .docx workbook, and a .pptx template. The complete package is 3.90 GB. Video lessons include English subtitle files (.srt) for accessibility. All content is self-paced with no live sessions required.

Does Unignorable include any bonus materials?

Yes. The course includes: the UNIGNORABLE Newsletter Masterclass Replay (2h 39m, originally a $200 standalone event) with its own workbook; the Hook Vault PDF with 400+ hook examples; three custom AI GPT bots (Follow-Worthy Headline Bot, Endless Content Ideas Bot, Cha-cha Ching Offer Naming Bot); platform-specific profile optimization guides for Twitter/X, LinkedIn, TikTok, Instagram, and YouTube; a 1-Page Personal Brand Plan template (.pptx); and an extensive Nugget library of 20+ standalone tactical tip sheets covering topics from scheduling tools to comment psychology to content re-use strategies.

What is Katelyn Bourgoin known for?

Katelyn Bourgoin is best known as the creator of the Why We Buy newsletter, which covers buyer psychology and persuasion science for marketers, with 63,000+ subscribers. She is also the CEO and founder of Customer Camp, where she developed the Trigger Technique — a customer interview framework that extracts the specific triggers, jobs-to-be-done, and purchase anxieties that drive buying decisions. Forbes has called her an “influential entrepreneur,” she has been featured in Inc., USA Today, HuffPost, CBC, and CTV, and she has 228,000+ combined followers across Twitter/X and LinkedIn. She has appeared on the Creator Science podcast, the Marketing Power Ups podcast, and multiple growth marketing podcasts discussing buyer psychology and content strategy.

How is Unignorable different from other personal branding courses?

Most personal branding courses teach platform-specific tactics: optimal posting times, content formats that are currently trending, and engagement growth hacks that depend on how a specific algorithm works at a specific moment. Unignorable is built on the 7 Fs of Attention — a framework derived from attention science and buyer psychology that explains why humans notice and engage with content at a neurological level. Because the framework is rooted in psychology rather than platform mechanics, it applies across all major platforms and does not become obsolete when algorithms change. Additionally, the JTBD (Job-to-Be-Done) framework embedded in the curriculum connects content strategy to purchase behavior — a connection that most personal branding courses omit entirely.