Client / Project Description: 

 

The Dance Studio Owners Association is a business coaching organization that offers elite coaching to dance studio owners.

They offer high-value free trainings to their community on a periodic basis.

After attending the free trainings, many studio owners opt into DSOA's paid services.

Registration pages like this are part of a larger, multi-part funnel designed to demonstrate the benefits of the paid program.

 

My Role: 

 

I support DSOA's wonderful internal marketing team on projects like this by writing the bulk of the registration page copy, and then I take feedback and implement whatever changes they'd like.

 

(NOTE: Leadership bios are co-written with the people featured.)

 

 

Strategy: 

 

Dance studio drama might sound silly to folks outside the performing arts, but it is often very damaging to the people involved.

 

I wanted to stick to a light, playful tone to keep things approachable and shame-free without diminishing how severe the problem is.

 

This team always has a very clear idea of what angles they'd like emphasized in each deliverable, which I love!

 

I take the guidelines they provide me and then layer in benefit-driven language, along with a storytelling approach.

 

I want the studio owners reading the copy to be able to relate to the topic on a visceral level-- the goal is to trigger a "THAT'S ME!" reaction so they feel like DSOA really understands them (and can help them succeed).