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
Feedback

Week 3-5: User interviews

Here we will explore why these are an essential piece of the Message-Market Fit puzzle; how to schedule interviews; how to run interviews and what questions are applicable to ask. By the end of the interviews you will have a clearer insight into why customers aren’t satisfied with competitors and love you.

32 Lessons