Creating a persona—Example

In this video I will take you through JRNY's persona to give you a sense of what a completed persona may look like.

Complete Message-Market Fit Programme

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Week 0: Introduction to Message-Market Fit

Introduction to the Message-Market Fit course

Impact of improving your messaging

Do you have a messaging problem?

What is message-market fit?

What is positioning?

What are "jobs to be done" and why are they important?

What is the language element of message-market fit?

Working out the right audience

How to find message-market fit

Step 1: Review mining

Step 2: Competitor analysis

Step 3: Surveying your customers

Step 4: Interviewing your customers

Step 5: Defining and testing your messaging

Step 6: User test your messaging further

Step 7: Increasing the ROI of your new messaging further

Week 1: Review Mining & Swipe Files

What is review mining?

What are other sources of data for review mining?

How to complete your swipe file

The "do"s and "don't"s of review mining

Completing the swipe file—Example

How to speed up the review mining process

Using AI to automate your tagging

TEMPLATE: Swipe File

ACTION POINT: Fill in your swipe file

Why you should review mine your competitors

ACTION POINT: Analyse competitor reviews

How to analyse and use your swipe file

ACTION POINT: Analyse your swipe file

ACTION POINT: Use your swipe file to write copy

Week 1: Competitor Analysis

Introduction to the competitor analysis

How to complete the competitor analysis template

How to automate some of the competitor analysis

Competitor analysis—Example

TEMPLATE: Competitor Analysis

How to use competitor analysis insights

ACTION POINT: Fill in your competitor analysis

Week 1-2: Surveying your existing customers

Introduction to surveys

Checking for Product-Market Fit

Audience size for the survey

Other questions to include in the survey

Why we use open-ended questions in the survey

TEMPLATE: Survey Questions

ACTION POINT: Setup your survey

Offering a reward for the survey

Emailing the survey

TEMPLATE: Survey Email

ACTION POINT: Send out your survey

Analysing the survey data

ACTION POINT: Analyse your survey data

Week 3-5: User interviews

Introduction to user interviews

Who should you interview?

Rewards for user interviews

What tools should you use to schedule user interviews?

Email template for user interviews

TEMPLATE - Email - Survey sent first

TEMPLATE - Email - No survey sent

Tools to use for conducting and recording your interviews

ACTION POINT: Send out the email to schedule your user interviews

Objectives and learnings you want to gain from user interviews

ACTION POINT: Define what you'd like to learn

Introduction to user interviewing, including questions template

TEMPLATE: User Interviewing Questions - Google Sheet

TEMPLATE: User Interviewing Questions - Document Alternative

Walkthrough of the template

Understanding your demographic, and questions to ask

Questions to ask to learn about the user's first impression(s)

Questions, concerns and challenges questions

Ways to uncover your direct and indirect competitors in interviews

Understand your existing customers better

Bonus: Referral questions

Addressing previous customer questions

Adding your own questions

ACTION POINT: Decide which questions you are going to ask

What are the best practices to conduct user interviews?

Recommended flow of questions

Fun little interview situation

Handling negative feedback

The 2 critical questions to ask when you're interviewing

Test run interviewing

ACTION POINT: Test run a user interview (Optional)

ACTION POINT: Conduct the user interviews

Week 6: Analysis

Introduction as to how you can analyse your data

What is position mapping?

What's the best way to complete a position map?

TEMPLATE: Position Mapping

ACTION POINT: Setup your position map

How to map out your Jobs-to-be-Done

Narrowing down your jobs to be done

TEMPLATE: JTBD & Brainstorming copy

ACTION POINT: Map out your potential JTBDs

Mapping out your persona

Creating a persona—Example

TEMPLATE: Persona

ACTION POINT: Create your persona

How should I start to brainstorm my copy?

ACTION POINT: Brainstorm Copy

Week 7-10: Testing your messaging

Introduction to testing your messaging

How should you test your messaging?

How to test with lower-intent traffic

Meta ads—What budget will be needed?

Meta ads—How do you use a budget calculator?

Meta ads—How can you reduce your testing budget?

TEMPLATE: Calculating budget for Meta Ads

ACTION POINT: Check what budget you'll need to run your test

Meta ads—What copy and imagery should you use?

ACTION POINT: Setup your creative and copy for the test

Meta Ads—What is the best type of landing page to use?

Meta ads—How should you set up your test?

ACTION POINT: Run your meta ads test

Meta ads—How do you analyse the results?

ACTION POINT: Analyse your meta ads results

Email—Introduction to email testing

Email—How can you determine if you can test via email?

ACTION POINT: Calculate if you can test via email

Email—How do you establish an audience to email?

Email—How should you set up your email experiment?

ACTION POINT: Setup your email and send out your test

ACTION POINT: Analyse your email test results

Email—How should you continuously test via email?

ACTION POINT: Decide if you are going to test further via email

5-second testing—Introduction to 5-second testing

5-second testing—What types of tests exist?

ACTION POINT: Decide what type of test you'd like to test

5-second testing—What testing platform should you use?

5-second testing—What are alternative testing platforms?

5-second testing—How do you recruit a test panel?

ACTION POINT: Decide on your platform and if you will recruit a panel

5-second testing—How do you set up a 5-second test?

5-second testing—How do you set up a preference test?

ACTION POINT: Setup your 5 second/preference test

5-second testing—How do you analyse the results?

ACTION POINT: Analyse the results of your 5 second/preference test

Week 11-12: User testing

Introduction to user testing

How to define your user testing task

Recruiting users for user testing

Rewards for user testing

Email template for user testing

TEMPLATE: User Testing Email

ACTION POINT: Go out and recruit users for user testing

How to conduct a rainbow analysis

TEMPLATE: User testing rainbow sheet

Key considerations for running your user test

What questions should I ask when screening?

How should I guide my user throughout the test?

What follow up questions should I ask after the test?

ACTION POINT: Conduct the user tests

How to analyse the results

ACTION POINT: Analyse the data and decide next steps

TEMPLATE: User testing rainbow sheet

Week 12: Onwards—How to keep testing

Introduction to where to go from here

Ways you can continue to test

How you can start implementing your messaging

Worried you're not seeing a difference in results?

How to segment your messaging even further

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