The Design Business Show 242: The Magic of Consistency + Power Positioning to Skyrocket Your Brand Sales with Hillary Weiss

2023-09-01

Hillary Weiss is a creative director, positioning coach, and founder of Statement Piece Studio @ hillaryweiss.com. She’s also the former co-host of the cult-favorite YouTube marketing talk show Hillary and Margo Yell at Websites (#HAMYAW), and has had her work featured on Business Insider, The Next Web, The Observer, and more. Since 2011, she’s helped thousands of brands all over the world get seen and heard (and make serious cash) through her 1-1 client work, writing, coaching, and videos. Nowadays, she’s on a mission to help more small businesses define their “statement piece”, a.k.a. the bold point of view that makes them radically relevant to their perfect people. Wanna know more? Catch her riffs on all of the above on her blog, or say whaddaaap! to her on Instagram @hcweiss. Here’s what we covered on the episode: We first met Hillary Weiss and how she went from copywriter to creative director on episode 128

Wanna know more? Catch her riffs on all of the above on her blog, or say whaddaaap! to her on Instagram @hcweiss.

Here’s what we covered on the episode:

We first met Hillary Weiss and how she went from copywriter to creative director on episode 128
Why I invited her to come back on the show because I like how she tastefully shares her success stories and what she’s doing now as a creative director
How Hillary was first on the show in 2020, she officially retired her copywriting business and was making the transition to creative director
She worked on projects for 10 years of the copywriting space before copywriting courses existed
How copywriting puts you on the engine room of lots of businesses to see how people do things, and she had to fill in the blanks of launch strategies, offer design, positioning, execution
She realized that she loved strategy + creative direction and started to seek mentorship and moved slowly to the space because it felt selfish because it felt easy to her, but she wasn’t feeling the satisfaction it used to give her
How she made a 52-point turn from copywriter to creative director for 3 years
Why Melissa relates so much to Hillary’s story when she was working with clients and offering the entire kitchen sink but charging for the faucet

The scoop on how Hillary booked $500K in revenue by June of 2023

The details behind the post that Hillary shared on social media that prompted me to invite her back on the show
Hillary breaks down how 50% of her business is coaching + mentorships and 50% done for you services
She shares how she launched an offer every quarter because she knew she was going to build new brand equity
She shared how she hired a CMO and team to help her with social media so she could focus on sales
By doing that, she filled her programs and gave people a heads up about what she was selling, how it worked, and she became an evangelist of your own work
By being consistent on social media helped her build that new brand equity and sales

The breakdown of Hillary’s offers and what they look like now

Thunder, which is on ice now, her group program of 15 people where she did business coaching
The breakdown of her creative direction services, where she offers positioning, photoshoots, oversees website design and web development for some clients
Power Positioning, her group program, the framework, the offer suite, messaging and all of it
Hillary shares how positioning can help your business between your audience, offers, differentiators and your unique selling proposition
Hillary shares an examples of positioning with clients
Hillary shares how she first charged $3000 for her first creative direction clients, and photoshoots now start at $15K
Hillary started out charging $5000 for positioning clients, and stayed at $6500 for a long time, and finally listened to her coach Susan Hyatt who told her it was a $10K offer
She charges $6500 for VIP Days, and $1800 for a 90-minute session
Hillary shares her thoughts on whether you should list pricing on your website (or not) and shared her experience of listing and not listing prices on your site
Melissa shares her strategy for approach to pricing her new services in new industries

How Hillary balances her mental health, spiritual health, and doing all the things she’s doing now

Hillary shares how she had a panic attack in a restaurant when her sister was visiting; and before that, all the things she was doing to help her mental health were not working anymore
Hillary shares what she did to help her anxiety, because her anxiety door was still open, and wasn’t mentally stabbing herself on her leg, and got her energy back and deepened her spiritual practice
Melissa shares how her mental health has improved since starting medication
How Hillary balanced her workload by limiting the amount of clients she worked with and shortened the time frame
When it comes to her team, she decided what she wanted to do, and what she didn’t want to do anymore
And how she has a schedule director + OBM, and shares what they all do inside her business
How she only does calls on Tuesday, Wednesday’s and Thursday’s, and does her content on the fly