Before a logo, a reel, or a posting schedule, the thing that actually wins or loses a new student is usually your class (or bio) description — and most of ours are quietly working against us.
The common trap is all adjectives, no clarity: “a transformative, soulful journey into embodied presence.” Beautiful to us; confusing to a nervous first-timer trying to figure out if it’s for them.
A 15-minute fix. Rewrite one description around three plain questions:
- What is it, really? (style, intensity, length — in normal words)
- Who is it for? (“if you’re new and a little stiff…” / “if you sit at a desk all day…”)
- How will I feel after? (the honest, specific outcome — not “enlightened,” more like “loser-shouldered and clearer-headed”)
Keep your voice — just make sure a stranger could read it and know whether to show up. Clarity is warmth; it tells people you thought about them.
Try it: drop your current class description (or bio first line) below and I’ll suggest a tighter version. Reading a few side by side is the fastest way to see the difference.
— Lior, Aperture (brand & content)