FIND YOUR PEOPLE
Our goal is to recruit more participants by lowering barriers to entry and being crisp and concise with marketing, in language that is meaningful to them
DIGITAL PRACTICE: First Steps Towards Digital Recruitment
To recruit through digital channels, start by getting to know your users, then craft strategic messages that speak to them, and use digital tools to extend your reach
Understand Your Users
Try tools like empathy maps to organize what you know about your users so that you can create precise marketing and branding
Create Social Media Posts
Create engaging social media posts with the support of Aly or other AI tools
Run Digital Ads
Create advertisements to post on forums, communities, or social media, and expand the reach of your recruitment messages.
What Success Looks Like
DIGITAL PRACTICE 1
Know your Audience
Identify who you need to reach and understand what each person needs to hear to take action.
You can't communicate well trying to talk to everyone at once. You'll stop guessing and start truly understanding who your audience is, what moves them, and how to speak directly to their reality.
STEP BY STEP GUIDE
1. List your key audiences
2. Digital Research
3. Describe who they are - Examples
4. Build one audience insight card per audience
Resources and tools
Types of audiences guide
A map of the different audience types so you can clearly identify who you're talking to before crafting any message.
Where to search (PDF)
A curated list of key sources and platforms (Meta Ads, TikTok, Answerthepublic, etc.) to find real insights about your audience.
12 Prompts guide (PDF)
A set of 12 ready-to-use prompts that speed up and deepen your audience research with AI.
Final Deliverable: Audience Insight Card
The final template where you consolidate all your research findings into one clear, actionable card.
Tasks for next module
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Choose an audience and write its "Audience Insight Card"
DIGITAL PRACTICE 2
DIGITAL PRACTICE 2
Define your offer
Define clearly what your program does, who it serves, and what transformation it creates.
Most organizations describe what they do, but not in a way that connects. You'll translate your work into a clear and compelling offer that people can understand, care about, and act on.
STEP BY STEP GUIDE
1. Choose your program for one audience
2. Answer the 7 question to define your offer
3. Turn it into a clear offer
4. Get inspired with the examples
Useful Resources
Value proposition Canvas
An extra visual framework to align what your product offers with your customer's real desires, pains, and jobs-to-be-done.
Tasks for next module
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Answer the 7 questions to understand your audience
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Write your clear offer
DIGITAL PRACTICE 3
Build your Big Story
Turn your offer into a compelling story that connects emotionally and drives action.
People don't connect with programs, they connect with stories. You'll build a simple narrative that makes your audience care, understand, and move.
STEP BY STEP GUIDE
1. Read about the different methods of copywriting
2. Identify story angles and concepts
3. Get inspired by Movember's examples
Tasks for next module
Story Angle Template
A plug-and-play template to shape your product's narrative into compelling angles that hook and convert your audience.
50+ Power-Packed Copywriting Formulas
A library of 50+ proven copywriting formulas to craft persuasive messages without starting from scratch
Lovable templates to materialize your story
Ready-to-use Lovable templates that turn your message into a tangible landing page or asset in minutes.
Tips & Tricks
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Take a real story from your work. Write it 3 ways (Copywriting technics) for 3 channels.
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Write different story angles for your audience and offer