a single source, nothing corroborates it

Take one test to the team and let them choose

Fix the objective first so ideas have a target, then pull in the colleagues who already talk to buyers and hand them the choice of which single test to run. The point is ownership: people who picked the experiment are the ones who later find you the budget and the build time.

The method

1. 01

   Fix one growth objective before you brainstorm anything, so the ideas have a target to hit.

2. 02

   Pull your customer-facing colleagues into the idea session, since support and sales already know things about buyers you do not.

3. 03

   Set a three-minute timer, write down every idea without editing, then take three of them to the team and let the team choose one.

4. 04

   Tell the customer's buying story before you show any of the ideas, then ask for one test rather than a programme.

What it returned

• 8

  Katelyn Bourgoin's own objective was traffic to her Clarity Call Cheatsheets page, which already converted at 8 percent on average while getting almost no promotion.

• Katelyn Bourgoin's second reason is ownership: colleagues who helped shape the test are the ones who later find you the budget, the development time and the copy.

• Katelyn Bourgoin's reason for handing over the choice is that a test your colleagues picked is a test they are invested in.

• Katelyn Bourgoin's reasoning is that the story supplies the logic behind the strategy, and one test that works earns the trust and budget for deeper audience research.

Sources

• Katelyn Bourgoin's Trigger Technique Framework - Why We Buy 🧠Katelyn Bourgoin · customercamp.co · Step 3: Plan, design, and run trigger tests · undated