The BTL Client

If you follow me on Instagram or subscribe to my weekly newsletter, Tuesday Table of Contents, you’ve likely heard of these lovely ladies before. (I talk them up and refer to their resources all the time.)

Duo Collective is a Minnesota-based boutique organic marketing agency specializing in branding, social media strategy, and—of course—SEO, made up of two extremely talented women, Courtney Petersen and Abbey Oslin.

They also happen to be some of my favorite clients ever.

(Am I allowed to say that…?)

In this case study, I’m giving you the inside scoop on the sales page copy we developed for their SEO group coaching program created for copywriters and website designers.

Because we’ve collaborated on practically every service I offer (can you tell we’re in profesh-love?)—more on the rest of our projects to come later—I’ve written probably at least 10 different bios for both Abbey and Court, all for different reasons.

You’d think it would be difficult to keep writing about the same people while making the bios sound different, however with every bio I draft, there’s a different goal—aka a different strategic approach I take to write an ‘About’ that’ll resonate with its intended audience.

My goal with their bios on this program’s sales page was to highlight their SEO expertise, their general marketing knowledge, and speak to both their education skills and their desire to educate.

And, of course, showcasing their casual, down-to-earth brand voice by including things like “#agencylife” and, naturally, a coffee reference.

The Program Details

Duo Collective’s SEO Group Coaching Program is for copywriters and website designers who are ready to take their services to a whole new level of optimization.

Throughout the 6-week program, Duo takes the guesswork out of SEO and completely tailors their curriculum based on what the curated group of like-minded creatives wants to learn.

The Ideal Student Avatar

This program was designed for copywriters and web designers who *kinda sorta* understand SEO—but don’t quite feel great about (yet).

These service providers want to offer search engine optimization to their clients, and know how beneficial mastering SEO would be to their offerings.

…but they don’t necessarily have an interest in teaching themselves, because search engine optimization is a difficult topic to gain a complete understanding of without some guidance.

Their ideal client values having the educational support of a team of SEO experts, as well as the moral support of a group of people who offer similar services.

Their Main Pain Points/Hesitations and Our Solutions

The three most common pain points we felt their target audience suffered from were:

1. Frustration about not having yet mastered SEO, because they know how beneficial a complete understanding of search engine optimization would be.
2. Annoyed about their lack of understanding of the various algorithms across search engines and social media.
3. Not knowing which SEO resources were valuable or legit, making it difficult for them to learn the craft on their own.

We wanted to directly call out all of these, to help their potential students feel that Duo understands exactly what they’re dealing with. We addressed those frustrations, and then immediately after provided the list of solutions that their coaching program provides.

Something else their ideal student is struggling with is figuring out how Google works. Everyone knows how important the powerhouse search engine is, but few know how to make Google work for them. 

Duo wanted to stress to their students that, inside the program, they’d learn exactly how to take advantage of all of Google’s tools (in addition to optimizing content for it).

The Final Product

Working with the Duo is always a pleasure, but this project was among my favorite I’ve ever done for them, because the offering is both so unique and so perfect for them.

They’re great educators and even better friends, so group coaching simply made sense. At the time of this post (Winter 2021), their first group of students has already graduated from the program, and they’re currently enrolling their second group.

Whether you’re a copywriter, web designer, or just someone interested in seeing my work in action–I highly recommend checking out the sales page to view the details of their SEO group coaching program!

Website design by Courtney of Duo Collective, hosted on Showit. 

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If we haven’t had the chance to *virtually* meet yet, hi! I’m Sara Noel—website copywriter and marketing mentor for creatives, copywriters, and all-around cool people. If you like my content and you want even more BTL in your life, here are a few ways you can connect with me:

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Enlist me as your mentor. I have an entire in-depth blog post about my one-on-one consulting process for new and aspiring copywriters, if you’re interested in having a big-sis-style mentor to help you grow your freelance copywriting business & get results.

To get in touch with me directly, send me a DM or email sara@betweenthelinescopy.com. Have a great day!