[01] strategy
Growth Strategy & Positioning
Find the one lever that actually matters before you touch a single channel. This is where every plan should start.
$67USD, one-time
[course 04]
Brand & Messaging
If visitors cannot say what you do after five seconds, no channel will save you. This course covers customer interviews that give honest answers, a messaging hierarchy, a value proposition you can test, voice and tone, homepage and landing page structure, a sales narrative and a one-page brand guide.
- 8 lessons
- 8 worksheets
- Self-paced
- English
$67USD, one-time payment
- Delivered by email within minutes
- 30-day money-back guarantee
- Secure payment by Stripe
What you will be able to do
- Run customer interviews that reveal real problems and words
- Build a messaging hierarchy from one-liner to proof
- Rewrite your homepage and pitch around the customer's problem
- Keep every channel consistent with a one-page brand guide
Who this course is for
- Startups whose homepage lists features instead of outcomes
- Founders who explain the product differently every time
- Teams preparing a launch, a rebrand or a fundraising round
[curriculum]
The 8 lessons
In a deliberate order. Each lesson explains the why, gives you the worksheet or the template, and ends with an assignment.
- 01
Brand on no budget: how to use this course
You will know what brand means for a startup like yours, which lessons matter most at your stage, and how to work through the course.
- 02
Customer interviews that give honest answers
You will be able to run customer interviews that collect real behavior and real words instead of polite compliments.
- 03
Build your messaging hierarchy
You will be able to write a messaging hierarchy with a one-liner, a value proposition, three pillars and proof for each.
- 04
Write a value proposition and test it
You will be able to write several value proposition options and test them cheaply with real prospects before rebuilding pages around one.
- 05
Voice and tone guidelines a team can follow
You will be able to write short voice and tone guidelines that keep your copy sounding like one company, whoever writes it.
- 06
Structure a homepage and a landing page
You will be able to plan a homepage and a focused landing page section by section, using your messaging hierarchy as the outline.
- 07
A sales narrative and a founder pitch
You will be able to turn your messaging into a sales narrative anyone on the team can deliver and a short founder pitch for investors, partners and events.
- 08
Your one-page brand and messaging guide
You will be able to audit your channels for consistency and keep a one-page guide and a 12 week calendar that keeps messages aligned after the course.
What is included
- 8 complete written lessons
- 8 worksheets and templates to copy into a spreadsheet
- Worked examples with numbers
- An assignment at the end of every lesson
- Printable, or save any lesson as PDF
- Lifetime access, including future updates
How you receive it
Right after payment you see your access button, and the same personal link is emailed to you. Open it on any device to read every lesson. There is no account and no password to remember.
Lost the email? Use Resend my access and a new link arrives in minutes.
Education, not consulting. This course is general marketing education. It is not consulting, legal, tax or financial advice, nobody reviews your accounts or campaigns, and no revenue, growth or other result is guaranteed. Advertising platforms change their tools and policies often: always check their current rules. Read the results disclaimer.
[best value]
Want all four courses?
The Fractional CMO Playbook includes this course and the other three, 32 lessons in all, for $197. That saves $71 against buying them one by one.
More courses
[02] acquisition
Paid Acquisition
Rebuild paid around what actually converts, not what is easy to report on. Cut what is not working before adding anything new.
$67USD, one-time
[03] retention
Lifecycle & Retention
The unglamorous work that turns a signup into a customer who stays. Most growth problems are retention problems in disguise.
$67USD, one-time