From one noob to another: Assuming the 3 wires are arranged in a flat, side-by-side pattern on both the speed control and the motor, it makes sense that you'd plug them in left-left, middle-middle, and right-right. If the motor runs backwards this way, flip the speed control over and re-plug with the former "right" wire on the "left" and vice versa. It worked for me.

Mr. Remedial Electronics