Imagine this…

You’re an entrepreneur, a new parent, and you write one the most popular email newsletters for marketers.

Overall life is good, but the last 8 months have been a rollercoaster.

Just as you were easing into life with a newborn…

Your partner breaks their neck and needs emergency spinal surgery. Then you throw your back out—twice in two months—and your whole family gets COVID, leaving you without childcare for weeks and weeks at a time.

You’re averaging about 10-15 hours of work each week (if you’re lucky) AND you’re trying to launch a new product too. So finding time to write a weekly newsletter is pretty tricky.

On top of all of that, your newsletter readers want MORE.

They keep asking you to make the newsletters available online so they can easily refer back to them and share them with others.

You care deeply about your audience and want to deliver for them, but you don’t have any extra minutes in the day.

(Even finding time to wash your hair is tricky most weeks)

Then one day, a man named Igor appears in your Twitter DMs with an attractive offer…

He offers to sponsor your newsletter.

You’ve been approached by sponsors before, but never seriously considered it.

But this time feels different. This time, you know exactly how the partnership could work.

So what do you do? Do you accept Igor’s offer or politely tell him to buzz off?

If you haven’t already figured it out, today’s story isn’t hypothetical…

This all actually happened to me.

Spoiler alert: I did accept Igor’s offer.

Today’s special edition of Why We Buy is sponsored by—and inspired by—Ahrefs.

We’re taking a look at LEVERAGE – how to make more impact without expending more effort.

Let’s get into it.

“Top Marketing Newsletters You Need to Subscribe To”

The Definition of Leverage 🧠

Leverage is anything that multiplies the force of your inputs.

In Morning Brew’s Founder’s Journal podcast, Alex Lieberman describes leverage by saying: 

“For one unit of input—that input could be time, connection or money—with leverage, you get way more than one unit of output.”

Clearly, the folks at Morning Brew (and their smart sponsors) understand leverage. They’ve grown Morning Brew from a scrappy startup to a $100M+ media empire in 6 years.

Leverage is a multiplier. And that’s precisely what I needed…

Inside MY Mind 🧐

I knew that if I wanted to release a new Why We Buy newsletter each week AND also convert all our past issues into expanded SEO-friendly blog posts… 

I needed LEVERAGE.

Partnering with Ahrefs gives me that leverage. I can reinvest the money I get from the sponsorship into hiring a killer copywriter specifically to work on the blog.

And, as our blog posts start ranking on Google (with help from Ahrefs’ free tool, of course), we’ll get more web traffic—which we’ll push to sign-up for the newsletter, allowing us to grow our audience even faster.

That’s leverage.

We’re partnering with 5 premium sponsors in Q2 of 2022. We’ve committed to 3 awesome sponsors already which means we only have 2 spots left. 

I see sponsorships as a win-win-win:

You win by getting even more geeky buyer psychology goodness (see next section for a sneak peek)

Partners like Ahrefs win by getting in front of smart people like you consistently, thus benefiting from The Halo Effect (Ahref’s CMO Tim Soulo clearly understands leverage)

And Customer Camp wins because I don’t have a nervous breakdown trying to juggle a gazillion things at once #kiddingnotkidding 😜

What’s Coming Next 🤑

Alright, so how will we leverage our partnerships to deliver even more value to YOU?

Expanded Content Library: Both new and old editions of Why We Buy will soon be available as expanded articles on our blog. Each article will give an in-depth overview of a concept we’ve covered in the newsletter—like Scarcity or Priming—and include lots of example marketing campaigns. 

We wanna create your go-to source for brain-friendly marketing inspiration—think Harry Dry’s Copywriting Examples but all the examples are rooted in behavioral science.

Most of the examples out there today feature big, well-known brands like IKEA, Apple, or Snickers. But we wanna change that, which brings me to my next point…

Bragging Rights for YOU: If you’re already using buyer psychology principles to create smart marketing campaigns, we wanna show off your work. 

The theme of last week’s newsletter was Distinctiveness. I asked readers to share their own campaigns that used distinctiveness. Alan Cassinelli submitted a GENIUS email campaign that he worked on. This campaign is definitely going on the blog as an example. Thank you, Alan 🙏 

New Mini-Series: We’re working on a new mini-series. I can’t reveal too much about it yet, but it’s gonna be super rad. Stay tuned.


The Short of It 💥

Leverage is a multiplier. 

If you want to do more without exerting more effort, you need leverage.

It took us two years to build Why We Buy to where it is today. But with the right partnerships in place, we’ll have the leverage needed to create more, better content for you and (hopefully) grow much faster.




Wanna really get inside your buyer’s head?

There are a few ways I can help:

  1. Get explosive clarity about what works with buyers by learning how to conduct 1:1 Clarity Calls (2000+ happy students)
  2. *NEW* Learn how to mine online reviews from real buyers to generate ideas and copy that converts (250+ happy students)
  3. Book a 1:1 strategy call with Katelyn and get the answers you need to get unstuck and move forward with confidence

Written By Katelyn

Katelyn Bourgoin is the CEO of Customer Camp, a 4X founder, and a cheese lover. She lives by a simple mantra: whoever gets closer to the customer wins.

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Wanna get inside your buyer’s head? Join our newsletter and get one customer psychology tip delivered straight to your inbox each week. It’s like a 2-min workout for your brain.

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Wanna get inside your buyer’s head? Join our newsletter and get one buyer psychology tip delivered to your inbox each week. It’s like a 2-min workout for your brain.

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If you can figure out what makes people tick, click and buy, you can make big $$$. We're working on a new research certification program. Want first dibs when we launch it? Hop on the waitlist.

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Wanna get the buyer insights you need from key stakeholders (and look like a boss)? Our new Stakeholder Mining Kick-off Session training is coming soon. Join the waitlist to get first dibs.

You're in!