Case Study: Rewriting A Brand Story To Be Client-Centric

I was first impressed with the Studentessa Matta brand as I listened to her bilingual podcast. She demonstrated an impressive amount of creativity and tenacity by leveraging a blog and podcast to learn Italian. Though, I wasn’t sure what her offer was.

After conducting a Story Find interview, I was able to outline a high-level story for her brand. I took a brand that used to be me-centric, and I flipped the script so that it would be you-centric. I positioned Studentessa Matta as a guide and her clients as the heroes of her story.

This allowed me to rewrite her homepage, sales page, and about page on her website. Her unique value that was formerly The Crazy Linguist, became Elevate Your Passion For Italian.

I also took generic descriptions for her products and named them so they would be more memorable and referable.

• Video Chat In Italian became Chat Italiano
• Group Trip became Andiamo in Italia
• Homestays became At Home In Italy

This new positioning acted as the guide for the content analysis that I then conducted. This allowed me to find 3 dozen blog posts that were the most closely tied to her offer. I repurposed that content to set up 4 marketing funnels. These fed into: