Dedicate one channel to it
Run the Phase 3 tournament again, scoped to the new segment. It rarely has the same winner.
Group 6.4.4
Inside this
- Pick five channels where this segment already gathers1h
Ask the five customers you interviewed where they learn. Use their answers, not your habits.
- Run the four-week test on each, with win and kill numbers written first20h
Same rule as Phase 4: the numbers are fixed before the test, so a result cannot be argued into a win.
- Score them on signups, payback and ceiling, and drop the bottom three1h
The winner for this segment is often not the winner for the core one.
- Write the SOP for the winning channel2h
Steps in order, an owner, and hours per week, so it can run without you.