Pre.S: This is the final day of the Pre-sell with Pre-suasion Challenge.

If you haven’t already, make sure you read each email from the challenge to get your mystery prize 🎁

Read time: 3.4 minutes

Taylor Swift has some realllllllllllllly diehard fans…
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​Her fans will camp out for 8 hours to get concert tickets or pay $2678 to a scalper for a ticket that originally cost $79.
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They’re also extremely loyal and constantly jump to defend her online. (Taylor actually had to ask fans to stop cyberbullying her ex, John Mayer 😬)
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Why are some of Taylor’s fans so intense?
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​Because they’re not just fans—they’re “Swifties.”
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​A “Swiftie” is a name fans use to describe themselves.
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(Which Taylor cleverly trademarked.)
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​Being a Swiftie is part of their united identity.
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​And, if you want people to buy the stuff you’re selling, creating a sense of unity with buyers is very pre-suasive…

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🧠 The Science Behind Unity

Wanna hear something slightly unsettling?
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​You’re more likely to help an injured person if they share a common identity with you.
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​It’s true.
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For example, in one study, bystanders were more likely to help an injured person if they were wearing a football jersey of a team the bystander liked.
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Knowing the injured person was also a fan of the same sports team made bystanders feel like they were helping someone who shared a common identity.
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They weren’t helping a stranger—they were helping one of their own.

When we feel united with a group, our sense of self gets entangled with that of the group.
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​Humans are tribal creatures. From an evolutionary perspective, we need others to survive, which is why we’re more easily influenced by people in our “in-group.”
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Your “in-group” includes other people who share a common identity. Your family is part of your in-group along with other people of the same race, nationality, or political and religious views.
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​Two categories of factors lead to a sense of “we-ness”:
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1. Being together (e.g. being from the same place, sharing the same ethnic background, being related, sharing a united identity like a “mom” or “entrepreneur”)
2. Acting together (e.g. rooting for the same sports team, walking together in unison)

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Have you ever met someone from your home city (or even country) while traveling abroad? I bet you felt an instant bond even though they were a stranger.
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That’s the power of unity.
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​Acting in unison is also shockingly persuasive.

Research shows that simply having people walk together with a stranger in lockstep makes them act more generously towards each other.

Participants who walked in lockstep with a stranger were 50% more likely to share a financial reward with their walking partner equally vs. the control group that didn’t walk side-by-side.
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Going through an experience in unison makes us identify with the people that shared the experience. It removes the “me” and “you” and replaces it with “we.”
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Acting in unison unites us—even with complete strangers.
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​Smart brands understand the power of unity…

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​🤓 Pre-suasion in the Wild

When Steve Jobs returned to Apple in 1997, the company was on the brink of bankruptcy.
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​Steve Jobs did something that seemed crazy at the time...
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​He slashed Apple’s product line by 80%, going from 20+ computers to only 2. He stopped trying to sell computers to businesses, a huge segment of Apple’s buyers at the time, and focused on selling directly to consumers.
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Why was Steve confident that his strategy would work? Because he knew exactly who Apple was for.
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Apple’s most famous ad campaign appealed to “the crazy ones,” “the rebels,” “the ones who think different.”

By speaking directly to people who saw themselves as “rebels” and “misfits,” Apple created a sense of unity among customers.
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​Owning an Apple product helped people to showcase their shared identity.
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And it worked… crazily well.
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Apple created legions of “Macheads.” For hardcore Apple fans, the brand triggers a reaction in the brain that's similar to how the brains of religious devotees react to gospels.
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Steve understood the pre-suasive power of unity.
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​And I’m following Steve’s lead with Un-ignorable…
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​Building your personal brand is a “shortcut” to business growth.
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Neal and I have both learned this firsthand, which is why we’re so passionate about helping other hardworking entrepreneurs to do the same.
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​We created UNIGNORABLE exclusively for ambitious entrepreneurs.
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​(Not people who dream of maybe starting a business "someday" or people who want to be full-time influencers.)
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​Entrepreneurs already have stories to tell. They're in the trenches building a business and they have a unique point of view to share. They just need to reach more of the right people.
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Eric completed UNIGNORABLE and built his LinkedIn following to 115,000 in only 6 months after joining.
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Today he has more than 1,000,000 followers.

And Alex Smith hit 60,000 followers within a few months of completing UNIGNORABLE.

Today, Alex has more than 126,000 LinkedIn followers. And he recently launched his first online course, allowing him to scale his consulting business.
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Eric and Alex's LinkedIn growth was fast, but it took them both years to build the expertise they freely share on LinkedIn.
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​We want to bring smart entrepreneurs like Eric and Alex together to work towards a similar goal.
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The people who join may be at different stages of their entrepreneurial journey...
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​Some may be just getting started.
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Others may be looking to transition from an existing business to something new.
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And others may be serial entrepreneurs who have built and operated multiple businesses.
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Their stories may be different but they all share an important commonality:
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​They're smart entrepreneurs who recognize that building their personal brand will drive business growth.
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​Simply put, when people share a common identity and come together to act in unity, BIG things happen.
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​UNIGNORABLE won't ever be a trillion-dollar company like Apple…
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​(That’s not the kind of company Neal and I ever wanted to build. And it may not be what you want either.)
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​But I wouldn’t be surprised if “the next Steve Jobs” was an UNIGNORABLE alumni.
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After all…
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​People want to buy from people.
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​Ok. Now let’s find your people ⬇️

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🎯 Today’s Pre-suasion Challenge

There’s only one question to answer in the final pre-suasion challenge.
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​What united identity do your buyers share?

• Are they crazy ones and misfits?
• Are they world-changers?
• Are they working moms?
• Are they contrarian thinkers?
• Are they solopreneurs?

Speaking to people who share a united identity attracts your people.
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​Think about it and write down your answer.
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​Feel free to hit reply and share with me for extra accountability.
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​(If you’re not entirely clear on who you serve, joining UNIGNORABLE will help you figure it out.)

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💥 The Short of It

Effective marketing PRIMES people to be receptive to a pitch BEFORE they hear it.
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​If you want to maximize the odds that people will buy what you’re selling, you must first pre-suade them to be in the right frame of mind.
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Pre-suasive entrepreneurs leave little crumbs in their content and social profiles that makes people think, “Hmm. I really like this person.”
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​Pre-suasion is about:

→ Strategically directing attention to your big ideas…

→ You want to link your brand with memorable phrases, topics, and emotions…

→ You want to be likeable…

→ And showcase your credibility...

→ And if you really want to persuade someone to love your brand, unite your tribe around a shared mission or experience
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This is how you build a loyal audience and become a magnet for your ideal customers.
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If you apply everything you’ve learned in the last 6 days and put in the work to build an un-ignorable personal brand…
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​Next time you’re ready to sell, people will be ready to buy.
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​I’m not saying any of this is easy. But, believe me… it’s worth it.

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With ❤️, from Katelyn​

Katelyn Bourgoin​ ​Why We Buy 🧠​ ​Helping 265,000 smart people learn buyer psychology ​ ​Advertise with us >​ Follow me on Twitter & LinkedIn​

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P.S. I've received a bunch of replies from people asking if there's any way they can get early access to UNIGNORABLE's materials rather than waiting until we launch this self-guided course.
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Unfortunately, the answer is no.
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​I want to pre-suade you to take massive action… so you actually get your money’s worth.
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​Because once you’re properly pre-suaded? It’s easier to commit.
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And once you do, we give you everything you need to succeed, including outlining *exactly* what you need to do on a week-by-week basis so you don’t fall behind or get overwhelmed.
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Even if you’re a new mom like Sarah Hart, an UNIGNORABLE alumni.
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She joined after coming back from mat leave. And as you can imagine, with a newborn, she had very little time to commit to social media.
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But once she learned the timeless psychological principles we space out in the course, she was *still* able to build an audience the right way.
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No chasing trends. No posting random crap 3x/day, 7 days a week just for the sake of “showing up.”
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But the best part? She felt like she was no longer chasing clients.
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Instead, she had a waitlist for her design services.

So no, you can't get the materials early. But you can join the waitlist so you get first dibs.

​Scribble your name on the waitlist now >​​

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