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Hey there and welcome to Conversations Worth Your While.
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It's the podcast where we dive into real meaningful conversations with heart-led experts who bring wisdom and insight and a whole lot of humanity to the table.
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And together we explore ideas that spark growth and that shift perspectives and that help you live and lead more fully, both personally and professionally.
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And today we're going to explore this topic, clarify your message, and captivate your audience.
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And this conversation is worth your while because it will help you uncover and communicate that unique magic that only you bring, your authentic strengths, your gifts, and your lived experiences, so that you can grow a business that people love without blending into a sea of look-alike brands.
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So I am Linda Booker, and honestly, I have the best job in the world because I do help people to get unstuck.
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And that is my superpower.
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But I love to help high potential, multi-passionate humans, like just like you, to find those superpowers, but to level up.
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There's so many good reasons for that.
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Because that's especially what you're here for, and you're supposed to be helping the world and your gifts matter.
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You gotta get them out there.
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So I'm a transformational speaker, a master certified life coach.
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But before any of that, I was a chameleon in like the first 45 years of my life, I was just trying to be what the world needed me to be and quietly feeling like a victim of circumstance.
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Um, so I know what that's like if you're there, guys.
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Um, but everything changed when I stopped chasing someone else's version of success.
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And I started showing up as who I am and like who I really am, right?
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Um, and then I aligned my life with my truth, with my values, with my gifts, and I aligned my business with that too.
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And I've never looked back.
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So the cool thing about doing that, everybody, is that this journey doesn't just transform your life, it fuels your mission, it helps you find your purpose.
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And um, you know, you have a rich full life to lead, you have gifts that matter, you have a splash to make.
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And if you're really finally ready to get unstuck and do that, do this good work you're here to do in the world, just come on over and say hello at lindabooker.com.
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There's a lot of goodness waiting for you there.
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Okay, so back to today's show.
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Clarify your message and captivate your audience.
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Today, I have the pleasure of being joined by Hillary Hartling, and she is uh of the company, Hillary Hartling Headquarters.
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That's a lot of alliteration.
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Ha ha ha ha.
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And she's making beautiful positive ripples as a brand messaging strategist who is helping people take that long, blurby stuff I just said two minutes ago and like clarifying it so it's captivating.
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So, and and she's gonna help do that right on the air today.
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So that is gonna be so cool.
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But before we get to that, Hillary, can you just tell us a little bit more about what you do, who you serve, why you do it?
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Um, you know, I we'd love to hear more about that and how and how you got started.
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Yeah, well, first of all, thank you for having me, Linda.
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I love your enthusiasm.
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That entire intro is inspiring.
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But I also in my head was taking notes.
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So we'll get to that.
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But really, what I do and I have done for uh almost 10 years now as my own business is I I help founders and leaders and entrepreneurs really turn brand confusion into brand clarity that resonates with their audience, really, so they can tap into their authentic strengths, they can stand out, they can really scale their influence and really get excited about how they show up in the work they're doing in the world.
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And I've done it twofold.
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So I've done it for entrepreneurs for so many years, a lot of them solopreneurs, some with small teams.
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Um, every once in a while, a big brand comes back in there because I do come from the entertainment world and I have some people who come back and work with me.
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But also, I am now newly this year the chief brand officer of Growth Mode, which is a personal brand agency.
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And we're really focused on personal brands helping grow your platform to extend your influence, whether that means it's for your own next chapter or if that's part of your career in your company.
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So both for leaders and founders in that personal brand agency.
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Um, but my background and why I love what I do with brand strategy and messaging is I spent 15 years marketing movies at Disney.
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And so it was with these powerhouse global entertainment brands, Disney, Pixar, Marvel, Touchstone, and some dreamworks thrown in there too.
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And it was really this idea that, like in the entertainment industry, your whole job is to captivate an audience, right?
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It's to get a butt in the theater seat and to just take them on a ride and immerse them in this world for two hours or more.
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And I always loved the idea that everything in that industry was based on storytelling, but also um the marketing was this messaging, not to say what it is, but why you would love it.
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And so I've taken that idea and I've now transferred it to business owners and entrepreneurs and people who are just excited about doing the thing that feels more on purpose for them.
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So that's kind of what I do and why I do it.
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Well, that's beautiful.
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Thank you so much for sharing that.
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Okay.
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So um, so I know you have what it takes to help me clarify, which I honestly feel as if I mean, I've been I've been a coach for 16 years and a speaker for 16 years.
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Yeah.
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And through the journey, I've amassed way more wisdom and knowledge than I had when I started.
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And the more I get, the less niche.
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It's it, it's not so easy to be so niched.
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I'm like, oh, and now I can help people with this.
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And now now I'm an expert in that.
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And now I know this good stuff that everybody needs to know.
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Right.
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So it's instead of being like, I picked this thing and that's it, and I've been running with it, like it's it's it's evolved and and expanded.
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It is getting bigger, bigger and bigger and bigger.
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So so like I'm like, oh, what do I do?
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Well, I'm this, I'm that, I do this, I do that, I love this, I love that.
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Here's my core messages, but and here's my other core messages, and here's some of you.
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I hear you.
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So so here's um one place to start that I think will actually have your audience probably sigh a breath of relief, is you are a multi-hyphenate.
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That is a thing these days, right?
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So saying though the what you do almost just brings more credibility.
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So the what you do, whether you, you know, a master coach, a speaker, an author, you know, a podcaster, all those things together create credibility for your brand.
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It is who you are, these are the modalities that you deliver your brilliance in, and that's a great thing.
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And from what I heard, I believe your audience is probably full of multi-hyphenates as well.
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It's not a bad thing.
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It's okay to aggregate those things where you do want to clarify and maybe hone in a little bit.
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And I don't want to use the word niche or niche because it's not about making what you do smaller, it's just it's positioning your brand in a way that's gonna bring in the audience that you can really, really serve best.
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And it doesn't mean you have to lead with everything, it means behind the curtain, as they come into your world, you can start introducing them to all these ways of doing that for them.
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But that that top of the funnel, that core message you put out into the world needs to be something that number one, you want to be known for, and number two, connects with what they desire.
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Okay, so that's where we're headed, right?
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So from your intro, what what my brain heard is yes, all these things, but what you're really helping people do is create purposeful alignment.
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That's one of them, yes.
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What would you okay?
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And there's a lot of what yeah, um, yeah, exactly.
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So, like I have a I have a process too, but uh an alignment is a giant part of that process.
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Tell me what the process is.
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Okay, so the the process is, and it's like a wagon wheel, you gotta go down all the spokes and then the center, right?
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Yeah, so the framework.
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The framework, the framework, yeah.
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So it's our own framework.
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Exactly.
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So the initial framework is really uh the first thing is getting to know yourself and repair your sense of worthiness.
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Those are two giant, really big pieces.
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Because if you don't feel you're worthy, you're never gonna live that big, full, rich, full life and be able to give your gifts to the world, which is what you're here to do.
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That's like my big main thing.
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Um so so you've gotta know who you are and you've got to repair that sense of worthiness.
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Those are huge.
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Right.
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What's next?
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So then as you know who you are, you're discovering your gifts.
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So it's a real lot of discovery.
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You're discovering your gifts.
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And as you're discovering your gifts, you're starting to get clear about how the world, how, how the world, why the world wouldn't might need them.
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And you're also, while you're discovering your worthiness and repairing that sense of worthiness, now you're by the time you do that, now you're ready to realign what you do and how you do it with who you found, how worthy you are, and what your gifts are.
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So the alignment comes after this discovery.
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It's happening during a little bit, so it's not completely linear by any means.
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And now once you've aligned all that and you're living in in alignment, now you're getting even clearer on the why that's bigger than you.
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The question I asked you earlier today.
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Um, like, why?
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So, what's the why that's even bigger than you?
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And so, what I say, my why is it's even bigger than me, is like I I believe all our gifts matter and that the world needs what only we can bring.
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So, my job is to help you unleash what you were born to bring.
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Like, that's it.
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Hold on.
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Hold on.
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That's a core message because here's the thing.
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I probably don't even need to hear all the spokes of your wheel because here's what it is that's the framework, that's the how of what you do.
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These are the steps you take people through, but your core message is what that helps them do once they've gone through all that, and you just said it.
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So, what did you say?
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Unleash what you are born to bring.
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Literally, that could be a book title, by the way.
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Unleash what you were born to bring.
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That's what you help people do, and you do it by going through this full framework where alignment is a big thing.
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But that is literally your your core message of what you do with all the things you do, how you talk to people, how you teach people, all the elements you bring forward in your coaching, help people do that.
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Yes, it's true.
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Yeah, it's true.
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So lead with that because you don't necessarily, because here's the thing, you know more than your people, right?
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You are the coach who has all this experience and all this this uh experience, not only yourself, but also experience in coaching others to help them get there.
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And so you know more than your audience.
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You're you just need to connect on the surface level with your audience in terms of where they are right now, where they are in the process and how you can help them now.
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And when you connect with them on that level, they don't need to know the 12 things that you help them do once they're inside the program.
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They discover that as they learn and grow.
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And if they heard it all at once, it might be overwhelming.
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Probably.
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Yeah.
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Right?
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So you have to do that step as a coach.
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You already know this.
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You go step by step by step by step.
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You can always say, I have this framework that's called the whatever you call your framework.
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And this is my own proprietary method that helps you unleash the thing you were born to do in the world, right?
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And that's why I have this podcast, because I'm having conversations worth your while to show people other people's dreams and what they're born to do so it can inspire and motivate them too.
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Oh, I like that.
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Because you know, that makes me want to even change my intro to this podcast.
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It would be great.
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It would be a great way to intro it.
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Yeah, because instead of trying to tell everybody all the things, you tell them that nugget and you say, I have so many different modalities to help you do this.
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And it begins here, and you can even do, if you wanted to, I don't know if you do them, solo episodes where you're taking people through the different aspects of that framework to just give them an introduction to think about this first, because if you if you can't unlock this part, you're not gonna get to the thing you were born to do because you're gonna come up against resistance, you're gonna come up with your your stories that that aren't true and all these things, right?
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And it's why you're this brilliant life coach.
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It's because you're doing, and so you can come up with also, you probably already have one, Linda.
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Um, what kind of life coach you are, right?
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You can name it, you can title yourself whatever you want that aligns with that core message.
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So whether it was, I'm gonna make this up on the spot, whether it was, you know, purpose-driven alignment coach or something, you know what I mean?
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Like you can make up the title that makes sense for how you do what you do best.
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Yeah, that's a good point.
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And then I would say the only other thing you would need to know is like then you kind of need to go into how do you want your brand to make your audience feel?
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And I think you know that very clearly because you deliver it so well.
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You have an enthusiasm, you want them to have that same enthusiasm for what they're up to, right?
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Yeah, oh, absolutely.
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Yeah, so there's all these ultimate benefits.
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You know, I use this example of uh for my Disney days of Jack Sparrow from Pirates of the Caribbean.
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Um, when I talk about features and benefits, right?
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So, like he was obsessed with the black pearl, which is his ship.
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And the black pearl is made up of the keel and the hull and the sails and the steering, all the things that make the ship the ship.
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Those are the features.
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So think of this in terms of your brand.
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Those are the features of your brand and the what it is.
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Now, why is he so obsessed with this boat?
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Well, because he can go anywhere he wants to go whenever he wants to go, right?
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That's part of the why.
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The ultimate why, why he loves the black pearl, because it represents freedom.
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And that is his number one core value for Jack Sparrows.
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He needs freedom, right?
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And so that becomes kind of like um a template for you to think about.
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Okay, for my brand, yes, the features are I have a coaching program and it's 12 weeks, and I have a framework and it's all these things.
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But why does that matter to your audience?
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It's because that helps them do this.
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And then ultimately, what's the why of that?
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Why?
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It's this bigger like freedom, right?
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Whatever that thing is for your audience, right?
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So if you think about it from that perspective, you can really easily start to kind of list because a lot of people start from the features and they lead with the features when what what resonates and how you can captivate your audience is when you lead with the benefits.
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Wow, that's beautiful.
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That's yeah.
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And and it's it, you're right, it's so focused on the how and and not the modalities.
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Like I can list all those models.
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I already know those are the how.
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This is like someone called me the um the Swiss Army knife of coaches because I've got so much diverse experience.
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I can pull out all these different things.
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She's amazing.
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That's part of your uniqueness in your magic for sure.
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That's part of it.
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Yeah, yeah, I guess it is.
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Yeah.
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Um, yeah.
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And so, so first of all, I love, you know, like I love starting from the why.
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And even that question you asked me, like, because I know, you know, why do I help people unleash what they're born to bring?
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Because they have a responsibility in the world to get those gifts out in the world, because that's what we're ultimately here for.
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So I already know the answer to that question.
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Yeah.
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It's, you know, we're we're not here to just be in our own little worlds, we're here to give something bigger.
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And something bigger doesn't mean doesn't have to be so scary.
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I mean, we're not gonna all turn into Oprah, right?
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So Yeah, I mean, someone's purpose can be being the best mom ever.
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Like it depends on the person.
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Yeah.
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And I will say this too uh your core message, if you were gonna say it another way, it is finding your purpose.
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That's just the Linda way to say it, which is amazing.
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Makes your brand unique.
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Yes, yes, exactly.
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Yeah.
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And so, okay, so um um off air, we were talking about hook, right?
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So, like, um, you know, I've been, I've discovered as an entrepreneur that um money is not my currency.
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And when I start letting that lead, everything grinds to a halt, and I and I get like I go, I'm like procrast a builder, procrastinarner, procrastin, I procrastinate everything, right?
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So I'm like, well, then just build this other thing, right?
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Yeah, and so I've discovered over the past couple of years that my my currency is impact.
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So so for me, I want to be measuring impact.
00:17:49.359 --> 00:17:56.880
So I I've decided that um uh you know it's my duty to reach more people.
00:17:57.119 --> 00:17:59.440
How am I gonna have more impact if I don't reach more people, right?
00:17:59.519 --> 00:18:00.880
So that's kind of like my duty.
00:18:01.519 --> 00:18:03.440
That's and so it's a goal to reach my people.
00:18:03.599 --> 00:18:16.640
So um I was just listening, listening to this um this the guy who is the founder of Podmatch that matches podcast guests with with podcasts, you know, that are in alignment.
00:18:17.200 --> 00:18:21.440
Um and and there's so much other education he does, teaches like there's so much stuff.
00:18:21.599 --> 00:18:37.359
And so um one of the things that I would say held me back, holds me back still as an entrepreneur, and maybe this happens with your clients as well, is how do I say this thing in such a startling way that someone's like, huh, nice.
00:18:37.519 --> 00:18:39.119
So that would be the hook, right?
00:18:39.279 --> 00:18:42.480
So, you know, I help you unleash what you were born to bring.
00:18:42.720 --> 00:18:50.799
Okay, that's cool, but is it enough for a podcast to want to bring me on?
00:18:50.960 --> 00:18:52.319
Is it different enough?
00:18:52.480 --> 00:18:54.079
Is it unique enough?
00:18:54.319 --> 00:18:55.440
Is it right?
00:18:55.599 --> 00:19:01.200
And so for for some for reaching audio more audiences, what's that wow factor?
00:19:01.279 --> 00:19:04.400
How do we and and I this is for not just for me, this is for our listeners.
00:19:04.480 --> 00:19:05.519
Like, how do they do that?
00:19:05.680 --> 00:19:06.240
You know?
00:19:06.559 --> 00:19:19.359
Yeah, well, I I also want to back up and say to this point, there is you want to stand out as unique and to wow people, but also you have to start from a foundation of clarity.
00:19:19.519 --> 00:19:27.119
So you don't want to make something so unique on the surface that people aren't gonna get it right away either, right?
00:19:27.279 --> 00:19:29.440
You can't be too clever with your wording.
00:19:29.519 --> 00:19:33.440
You need people to understand in seconds because that's all you get with people, right?
00:19:33.599 --> 00:19:35.359
They land on something, they look at it.
00:19:35.519 --> 00:19:36.640
Oh, does that resonate?
00:19:36.799 --> 00:19:37.359
Yes or no?
00:19:37.519 --> 00:19:39.039
And if it's a yes, they dive deeper.
00:19:39.119 --> 00:19:40.880
If it's a no, they pop off, right?
00:19:41.039 --> 00:19:47.519
And so it's gotta start with clarity, both for you internally and so that you know your audience gets it.
00:19:47.680 --> 00:19:53.279
I would also say the one big, big, big key for messaging.
00:19:54.160 --> 00:19:55.519
There's two for messaging.
00:19:55.680 --> 00:20:05.279
If you want to look at your industry of what you do, and there might be, there will be in any industry, a lot of people doing something similar.
00:20:05.519 --> 00:20:12.799
You need to look at where the industry trends are going and decide how you can be a disruptor of those trends.
00:20:12.960 --> 00:20:14.000
That's how you stand out.
00:20:14.079 --> 00:20:14.720
Number one.
00:20:15.039 --> 00:20:21.519
And number two is what are the words coming out of your clients' mouths when they come to you?
00:20:21.680 --> 00:20:22.960
What are they seeking?
00:20:23.279 --> 00:20:28.799
Because using their exact words in your messaging will help you attract more of those people too.
00:20:28.960 --> 00:20:36.640
And when you go as a guest on another podcast, you can also say, here are the five top things that my clients are always telling me.
00:20:36.720 --> 00:20:39.279
And this is how my solution helps them.
00:20:39.519 --> 00:20:39.839
Right.
00:20:40.000 --> 00:20:40.880
That's a good point.
00:20:41.279 --> 00:20:41.519
Yeah.
00:20:42.319 --> 00:20:42.640
Yeah.
00:20:42.960 --> 00:20:44.960
So it's a combination of those things.
00:20:45.279 --> 00:20:45.759
Yeah.
00:20:46.000 --> 00:20:46.640
Yeah.
00:20:46.960 --> 00:20:58.400
It's this is um, you know, I've I've learned over the years, because you know, I'm like, okay, I don't pretend to be know anything about marketing, advertising, messaging, branding at all.
00:20:58.640 --> 00:21:01.839
Um, but I've so I but I love to learn.
00:21:01.920 --> 00:21:04.240
So I've always educated myself with things.
00:21:04.559 --> 00:21:10.720
And um I have some books that, you know, I read the first or second chapter because I'm a scanner, and that's about how far I get.
00:21:10.960 --> 00:21:22.480
And they're not that they're they feel those things feel more checklist and your approach feels so much more heart-led.
00:21:23.279 --> 00:21:39.119
Um, because you said something early on um a few minutes ago about um, you know, basically we're here to be of service and to our to our clients, the people who need us.
00:21:39.359 --> 00:21:54.240
And so that's you know, that's the the heart led part of this is to be of service and know why it's so important to them, you know, and and what we're really doing, what we're really helping them with.
00:21:54.720 --> 00:21:56.720
So I really I like your approach very much.
00:21:56.960 --> 00:21:57.599
Well, thank you.
00:21:57.759 --> 00:21:59.759
Honestly, that's part of my own.
00:22:00.319 --> 00:22:13.920
sort of unique differentiator, I think, in the marketplace, because I would say that like there's a lot of brand strategists out there, or maybe they're called brand designers sometimes too, that might focus solely on surface level design.
00:22:14.240 --> 00:22:23.680
Or there are other maybe brand strategists that will kind of get stuck in these purely tactical marketing things.
00:22:23.839 --> 00:22:26.720
And I try to to bridge both.
00:22:26.880 --> 00:22:30.079
It's sort of I call it a soul meet strategy approach.
00:22:30.160 --> 00:22:43.839
So it's it's blending that internal clarity, understanding your purpose, um, connecting on a deep level with your audience, having emotional resonance and tying that with external expression.
00:22:44.720 --> 00:22:50.559
So having then the right messaging, positioning, visual identity that matches the feeling you want your audience to have.
00:22:50.799 --> 00:22:54.480
So your brand isn't just pretty it has substance.
00:22:54.720 --> 00:22:56.480
It's magnetic, right?
00:22:56.720 --> 00:22:57.759
People fall in love with it.
00:22:57.839 --> 00:23:08.640
And I would say my Disney background really taught me how to create brands or build brands that people really fall in love with and want to stick with and come back to again and again and again.
00:23:08.880 --> 00:23:27.839
But my years as an entrepreneur and dealing with so many other entrepreneurs taught me how to adapt that sort of big brand magic to make it more personal, to make it more individual, to make it an authentic way for entrepreneurs to express their brand without losing the heart.
00:23:28.000 --> 00:23:31.599
And the method that I used with my clients is called the shape method.
00:23:31.680 --> 00:23:36.240
So it's how to shape your brand so that you can clarify your message and captivate your audience.
00:23:36.400 --> 00:23:38.079
And the S is soul strategy.
00:23:38.160 --> 00:23:47.200
You start from your soul you start with that inner clarity because you need to have that so that you you understand and you resonate with how you're talking about it in the world.
00:23:47.279 --> 00:23:52.880
If it feels like you're putting on a persona that's not going to be the thing that is easy to sustain.
00:23:52.960 --> 00:23:54.480
So it starts with soul strategy.
00:23:54.640 --> 00:23:55.920
Then the H is heartwork.
00:23:56.000 --> 00:23:59.039
Heartwork is how you connect heart to heart with your audience.
00:23:59.119 --> 00:24:07.839
So it's really identifying not the demographics of your audience but the psychographics the motivations that really drive them the what they really want.
00:24:08.000 --> 00:24:20.960
And by the way for your brand I would say based on how you do what you do, the vision that you have for your brand I would say that you are um your target audience is impact driven people.
00:24:21.279 --> 00:24:29.519
It's people who want to make that impact in the world to actually find what they're here to do, what they're meant to do, their purpose and align everything in their lives.
00:24:29.680 --> 00:24:52.640
When you said in your intro, I've now aligned everything with my values it's so my work, my coaching everything I do is now aligned right which is why that word really popped off to me that's what you help others do is you help with this alignment is a huge part of you know unleashing the thing that they were born to do in the world.
00:24:52.720 --> 00:24:53.119
Yeah.
00:24:53.359 --> 00:24:53.680
Right?
00:24:54.000 --> 00:25:04.559
Absolutely going back to my shape method the A is for aligned messaging because once you've figured out the strategy and the heart of your audience you need to align your messaging so it flows.
00:25:04.799 --> 00:25:08.880
The P is purposeful packaging because it's not designed for design sake.
00:25:09.039 --> 00:25:15.519
It's informed by your strategy and how you want to make your audience feel and experience your brand every single time.
00:25:15.680 --> 00:25:20.720
And then the E is something that I have held on to from my days in the entertainment industry.
00:25:20.880 --> 00:25:22.480
It is emotional resonance.
00:25:22.720 --> 00:25:35.680
When you can make an audience feel something that is when you have hooked them if you look at Coca-Cola one of their taglines was literally taste the feeling because they know this too.
00:25:35.920 --> 00:25:58.000
Or another one of theirs is open happiness Disney the happiest place on earth right like when you can connect with a feeling and connect that feeling to your brand even something like Honda helpful Honda right they do these commercials commercials all about helping families in their community local communities has nothing to do with selling cars.
00:25:58.079 --> 00:26:11.759
It's that they want you to attach the feeling of helpful to to their Honda to their cars so that when you go into a dealership you actually think their salesmen aren't car sleazy salesmen but they're helpful right that's why they do it.
00:26:12.000 --> 00:26:13.359
It's association.
00:26:13.599 --> 00:26:24.880
So you have to focus on the feeling and that's a big part of what emotional resonance is you can't build a brand unless you know how you want your audience to experience what you do.
00:26:25.839 --> 00:26:26.319
Yes.
00:26:26.559 --> 00:26:50.000
Beautiful thank you so much and thank you for sharing your method with our listeners and with me personally for helping me out as well like I like I think I have um some really good um starting points that I have been circling around for a long time I'm like ready to go on my homepage and change my message like woo I got I gotta go on Facebook.
00:26:50.079 --> 00:27:05.920
I got to go on Instagram like I got so many places to um streamlined and and as I introduce myself my bio like all these things it needs to it needs to be the same message everywhere because I loved what you mentioned earlier.
00:27:06.000 --> 00:27:07.680
You what do you want to be known for?
00:27:07.839 --> 00:28:08.240
Yeah right that's key that is key so and and it's very hard for a multipassionate person like me to be to pick one thing right but you know and I think about like be a big thing it can be an over it's almost think about it it's like your umbrella brand yeah exactly have all these things underneath that umbrella but you gotta pick this one thing that you're known for so that every podcast person is like oh well we're talking about this we have to bring Linda on right yes so yeah so I'm gonna I'm gonna you know I'm gonna I got these I got these words you know I've already had some of them but again I wasn't using them they're not on my website right now like unleash what you were born to bring um for impact driven people you know and help you know help them align everything in their lives around that like so they get to they're aligned they're impactful and they're giving their gifts to the world like that's amazing and do you call your framework something?
00:28:08.480 --> 00:28:15.359
Uh yeah it's called something um I think it might be called like my your gift matters framework.
00:28:15.599 --> 00:28:33.599
Okay think about it this way um um if yours is in like a circle like you said it's kind of a wheel with all the spokes of the things that you do yeah think about they start at the top and that's the first thing they do and by the time they get around the wheel they've finished all the different things that they need to do in order to get this result.
00:28:33.759 --> 00:28:37.279
So think about where they are at the beginning what do you call that?
00:28:37.519 --> 00:28:42.720
You know is it is it I don't know stuck you said the word they say stuck.
00:28:42.799 --> 00:29:05.039
They say stuck yeah so you go from stuck to what right clearly defining your purpose and able to unleash what you're born to bring or something you know like so think about that maybe put that into chat GPT and say here's my framework here's where they start here's where they end what give me some options for what to call this framework.
00:29:05.200 --> 00:29:20.640
So it's very clear and easy to say my audience gets it and it gives the from this to this that transformation that this this proprietary framework that I own and I teach all the time to my clients this is what it helps them do.
00:29:20.720 --> 00:29:46.400
And name it that's really good because I would I would have been saying oh well here's all the parts you know based on the parts what should I call it and it's not that's not how you would name it you name it you know I used to have when I was first a coach like in 2010 under my under my name my little tag line was just like from here to there like I'll help you get from here to there from where you want that is that is clear from here to there.
00:29:47.839 --> 00:29:53.359
What you're correct about in that even that phrase is it's about the transformation.
00:29:53.519 --> 00:30:04.160
So it's not necessarily about the steps because they're gonna trust you with those right based on your experience and your testimonials and all the things that you're doing.
00:30:04.319 --> 00:30:08.480
It's you they need to understand what is that transformation that I can expect.
00:30:08.720 --> 00:30:09.039
Yeah.
00:30:09.279 --> 00:30:09.920
Yeah.
00:30:10.160 --> 00:30:40.400
Yeah exactly nice wow well this has been super cool I mean personally for sure but also super informative to our listeners to our our you know entrepreneurs or solopreneurs who are trying to do it all and try to figure it all out and um you have just exemplified your expertise so beautifully and like you know some people can talk about what they do but you actually just showed it you did it you showed it you helped me tremendously so I want to say thank you so much for that.
00:30:40.640 --> 00:30:41.680
Yeah it was fun.
00:30:42.000 --> 00:30:46.240
Yeah and so I think there's two more things we got to just mention.
00:30:46.559 --> 00:30:58.079
One is if people want to clarify their brand so that they can reach more people and you know like um what shall they do next?
00:30:58.240 --> 00:31:04.000
What's a small step they can take right now and then the second thing is some news that I know you have I want to definitely touch upon.
00:31:04.240 --> 00:31:15.440
Oh I would love that but yeah no I think if if someone wants to take away something from this episode to try to put into practice right now I would say um let me actually actually I'm gonna give them three things.
00:31:15.599 --> 00:31:15.759
Okay.
00:31:15.920 --> 00:31:22.240
I'm gonna give them three I want them to clarify their why so I want them to start with that internal clarity for themselves.
00:31:22.319 --> 00:31:38.960
So like think about it this way if your dream client was comparing you to like three other competitors in your industry why would they choose you and go deeper than like you care more or I'm passionate about right so you want to anchor it in what you're so good at.
00:31:39.119 --> 00:31:44.880
And sometimes you you need to ask some other people about that because it's hard to see that in yourself.
00:31:45.039 --> 00:31:49.279
But usually it's those things that come so easily to you that people really want from you.
00:31:49.440 --> 00:31:51.680
So start with your why try to answer that.
00:31:51.839 --> 00:31:55.440
But then I want you to write like a one sentence brand statement.
00:31:55.519 --> 00:32:05.359
It's a little bit like a positioning slash mission but just describe what you do, who you do it for and the result that you help them achieve.
00:32:05.839 --> 00:32:31.599
If you can start there, that clarifies so much about your brand and then if you want to dip into the feeling like we were talking about I would say identify five brand keywords five keywords that really describe how you want your brand to feel and how you want your audience to experience what you do and let those words guide all of your content your messaging your offers your design decisions they filter everything for your brand.
00:32:31.759 --> 00:32:34.319
So if you can start with those three things you are well on your way.
00:32:34.640 --> 00:32:50.400
Wow fantastic fantastic well Hilary I'm definitely going to put your contact information into the show notes because I think you're probably gonna get some people being like yeah I want some of that give me some of that give me some of that Hillary and Hillary magic.
00:32:50.559 --> 00:33:05.920
So um and and you are certainly unleashing what you were born to bring you I absolutely love that and I I love your energy and your attitude and I love your the fact that you wake up every day loving what you do.
00:33:06.079 --> 00:33:20.799
I do that you do that like like we want everyone to join the club like you wake up smiling right and so that leads it's a nice little segue into I know you've got some big exciting news for something that you're working on and uh where it's gonna go.
00:33:20.960 --> 00:33:23.599
So I'd love if you just share that before we hang up.
00:33:23.839 --> 00:33:36.079
Yeah I actually am gonna be publishing my first book so I entered the Hay House Hay House is a big publisher a lot of people might know they publish like Gabby Bernstein and all kinds of coaches.
00:33:36.160 --> 00:33:39.519
They do business books but they do a lot of spiritual stuff as well.
00:33:39.680 --> 00:34:03.519
Anyways I won the first runner up prize which means it's not Hay House proper but it's their self-publishing R in Balboa press which a lot of authors start at and so I um won this whole package so they're gonna do it and help me release my first book and it's called Wake Up Excited the Rebel's Guide to Reclaim Joy, trust your gut and live an unapologetic life that lights you up.
00:34:03.839 --> 00:34:04.319
Amen.
00:34:04.720 --> 00:34:12.800
Woo yeah and really who I wrote it for it's really it's an empowering guide for women ready to break free from burnout, reclaim joy.
00:34:13.039 --> 00:34:26.559
I use my glow up toolkit and I take you through what that method is and it's really grounded in my experience having been an executive at Disney but also as a branding expert and also as a single mom.
00:34:26.719 --> 00:34:31.840
But I also align these spiritual practices for these women in seasons of transformation.
00:34:31.920 --> 00:34:34.480
So I'm super excited for Wake Up Excited.
00:34:34.800 --> 00:34:36.239
Oh that's fantastic.
00:34:36.400 --> 00:34:54.800
Thank you so much for sharing that so we're you know when you get uh right before you're ready to publish let's do another episode and we'll and we'll just deep dive on that and then or even if you're doing like a a pre-published something you want to get some hoop up or whatever, you know, I would love to have you back.
00:34:54.960 --> 00:34:58.320
I mean your expertise in in the branding area is huge.
00:34:58.480 --> 00:35:12.800
And then you know what you're doing with with your book like that's so aligned with helping people do the very thing that I'm helping people do just in a different way but unleashing what we're born to bring right it's true.
00:35:13.039 --> 00:35:17.360
Yeah I would love to come back yeah so absolutely come back that would be wonderful.
00:35:17.440 --> 00:35:23.840
So Hilary I just want to say thank you so much again for being a guest on Conversations Worth Your While.
00:35:24.719 --> 00:35:35.599
Okay so everyone that's our show once again I'm Linda Booker and you know I'm on a mission to unleash what you were born to bring like I'm just gonna keep using that all day long.
00:35:36.800 --> 00:35:43.119
Because um when you know your worth and you share your gifts you can deliberately create big beautiful ripples in this world.
00:35:43.280 --> 00:35:51.599
And so if this episode sparked something in you, be sure to like it subscribe to this podcast and share it with someone that you care about.
00:35:51.679 --> 00:35:56.400
And then come back next week for another honest uplifting conversation to help you grow.
00:35:56.480 --> 00:36:03.039
And until next time make sure that you've made this conversation worth your while by fueling the spark that it ignited
00:00:02.080 --> 00:00:04.879
Hey there and welcome to Conversations Worth Your While.
00:00:04.959 --> 00:00:13.919
It's the podcast where we dive into real meaningful conversations with heart-led experts who bring wisdom and insight and a whole lot of humanity to the table.
00:00:14.080 --> 00:00:22.480
And together we explore ideas that spark growth and that shift perspectives and that help you live and lead more fully, both personally and professionally.
00:00:22.719 --> 00:00:29.039
And today we're going to explore this topic, clarify your message, and captivate your audience.
00:00:29.199 --> 00:00:46.000
And this conversation is worth your while because it will help you uncover and communicate that unique magic that only you bring, your authentic strengths, your gifts, and your lived experiences, so that you can grow a business that people love without blending into a sea of look-alike brands.
00:00:46.479 --> 00:00:53.920
So I am Linda Booker, and honestly, I have the best job in the world because I do help people to get unstuck.
00:00:54.320 --> 00:00:56.079
And that is my superpower.
00:00:56.240 --> 00:01:02.960
But I love to help high potential, multi-passionate humans, like just like you, to find those superpowers, but to level up.
00:01:03.119 --> 00:01:04.959
There's so many good reasons for that.
00:01:05.439 --> 00:01:10.000
Because that's especially what you're here for, and you're supposed to be helping the world and your gifts matter.
00:01:10.079 --> 00:01:11.439
You gotta get them out there.
00:01:11.599 --> 00:01:15.359
So I'm a transformational speaker, a master certified life coach.
00:01:15.519 --> 00:01:26.079
But before any of that, I was a chameleon in like the first 45 years of my life, I was just trying to be what the world needed me to be and quietly feeling like a victim of circumstance.
00:01:26.239 --> 00:01:28.799
Um, so I know what that's like if you're there, guys.
00:01:28.959 --> 00:01:32.719
Um, but everything changed when I stopped chasing someone else's version of success.
00:01:32.879 --> 00:01:36.879
And I started showing up as who I am and like who I really am, right?
00:01:36.959 --> 00:01:42.480
Um, and then I aligned my life with my truth, with my values, with my gifts, and I aligned my business with that too.
00:01:42.560 --> 00:01:43.599
And I've never looked back.
00:01:43.760 --> 00:01:52.719
So the cool thing about doing that, everybody, is that this journey doesn't just transform your life, it fuels your mission, it helps you find your purpose.
00:01:52.959 --> 00:01:58.879
And um, you know, you have a rich full life to lead, you have gifts that matter, you have a splash to make.
00:01:59.040 --> 00:02:07.840
And if you're really finally ready to get unstuck and do that, do this good work you're here to do in the world, just come on over and say hello at lindabooker.com.
00:02:07.920 --> 00:02:09.680
There's a lot of goodness waiting for you there.
00:02:10.000 --> 00:02:12.319
Okay, so back to today's show.
00:02:12.479 --> 00:02:15.759
Clarify your message and captivate your audience.
00:02:16.000 --> 00:02:24.080
Today, I have the pleasure of being joined by Hillary Hartling, and she is uh of the company, Hillary Hartling Headquarters.
00:02:24.159 --> 00:02:25.599
That's a lot of alliteration.
00:02:25.759 --> 00:02:26.400
Ha ha ha ha.
00:02:26.560 --> 00:02:40.719
And she's making beautiful positive ripples as a brand messaging strategist who is helping people take that long, blurby stuff I just said two minutes ago and like clarifying it so it's captivating.
00:02:40.960 --> 00:02:44.159
So, and and she's gonna help do that right on the air today.
00:02:44.319 --> 00:02:45.599
So that is gonna be so cool.
00:02:45.759 --> 00:02:52.319
But before we get to that, Hillary, can you just tell us a little bit more about what you do, who you serve, why you do it?
00:02:52.479 --> 00:02:57.039
Um, you know, I we'd love to hear more about that and how and how you got started.
00:02:57.360 --> 00:02:59.680
Yeah, well, first of all, thank you for having me, Linda.
00:02:59.919 --> 00:03:01.439
I love your enthusiasm.
00:03:01.599 --> 00:03:04.000
That entire intro is inspiring.
00:03:04.080 --> 00:03:06.159
But I also in my head was taking notes.
00:03:06.240 --> 00:03:07.280
So we'll get to that.
00:03:07.599 --> 00:03:32.719
But really, what I do and I have done for uh almost 10 years now as my own business is I I help founders and leaders and entrepreneurs really turn brand confusion into brand clarity that resonates with their audience, really, so they can tap into their authentic strengths, they can stand out, they can really scale their influence and really get excited about how they show up in the work they're doing in the world.
00:03:32.879 --> 00:03:34.639
And I've done it twofold.
00:03:34.719 --> 00:03:40.479
So I've done it for entrepreneurs for so many years, a lot of them solopreneurs, some with small teams.
00:03:40.639 --> 00:03:48.080
Um, every once in a while, a big brand comes back in there because I do come from the entertainment world and I have some people who come back and work with me.
00:03:48.240 --> 00:03:55.120
But also, I am now newly this year the chief brand officer of Growth Mode, which is a personal brand agency.
00:03:55.280 --> 00:04:08.159
And we're really focused on personal brands helping grow your platform to extend your influence, whether that means it's for your own next chapter or if that's part of your career in your company.
00:04:08.240 --> 00:04:12.400
So both for leaders and founders in that personal brand agency.
00:04:12.560 --> 00:04:22.399
Um, but my background and why I love what I do with brand strategy and messaging is I spent 15 years marketing movies at Disney.
00:04:22.480 --> 00:04:31.680
And so it was with these powerhouse global entertainment brands, Disney, Pixar, Marvel, Touchstone, and some dreamworks thrown in there too.
00:04:31.839 --> 00:04:39.360
And it was really this idea that, like in the entertainment industry, your whole job is to captivate an audience, right?
00:04:39.439 --> 00:04:48.560
It's to get a butt in the theater seat and to just take them on a ride and immerse them in this world for two hours or more.
00:04:48.879 --> 00:05:04.000
And I always loved the idea that everything in that industry was based on storytelling, but also um the marketing was this messaging, not to say what it is, but why you would love it.
00:05:04.240 --> 00:05:18.560
And so I've taken that idea and I've now transferred it to business owners and entrepreneurs and people who are just excited about doing the thing that feels more on purpose for them.
00:05:18.720 --> 00:05:21.680
So that's kind of what I do and why I do it.
00:05:22.079 --> 00:05:23.040
Well, that's beautiful.
00:05:23.199 --> 00:05:24.800
Thank you so much for sharing that.
00:05:25.120 --> 00:05:25.439
Okay.
00:05:26.240 --> 00:05:38.800
So um, so I know you have what it takes to help me clarify, which I honestly feel as if I mean, I've been I've been a coach for 16 years and a speaker for 16 years.
00:05:38.959 --> 00:05:39.199
Yeah.
00:05:39.519 --> 00:05:46.240
And through the journey, I've amassed way more wisdom and knowledge than I had when I started.
00:05:46.560 --> 00:05:50.079
And the more I get, the less niche.
00:05:50.480 --> 00:05:53.120
It's it, it's not so easy to be so niched.
00:05:53.279 --> 00:05:56.319
I'm like, oh, and now I can help people with this.
00:05:56.399 --> 00:05:57.920
And now now I'm an expert in that.
00:05:58.000 --> 00:06:00.959
And now I know this good stuff that everybody needs to know.
00:06:01.120 --> 00:06:01.439
Right.
00:06:01.600 --> 00:06:11.439
So it's instead of being like, I picked this thing and that's it, and I've been running with it, like it's it's it's evolved and and expanded.
00:06:11.600 --> 00:06:13.600
It is getting bigger, bigger and bigger and bigger.
00:06:13.759 --> 00:06:17.839
So so like I'm like, oh, what do I do?
00:06:18.000 --> 00:06:21.360
Well, I'm this, I'm that, I do this, I do that, I love this, I love that.
00:06:21.519 --> 00:06:27.600
Here's my core messages, but and here's my other core messages, and here's some of you.
00:06:28.560 --> 00:06:29.600
I hear you.
00:06:29.920 --> 00:06:39.279
So so here's um one place to start that I think will actually have your audience probably sigh a breath of relief, is you are a multi-hyphenate.
00:06:39.519 --> 00:06:41.279
That is a thing these days, right?
00:06:41.439 --> 00:06:46.079
So saying though the what you do almost just brings more credibility.
00:06:46.319 --> 00:06:58.720
So the what you do, whether you, you know, a master coach, a speaker, an author, you know, a podcaster, all those things together create credibility for your brand.
00:06:58.800 --> 00:07:05.120
It is who you are, these are the modalities that you deliver your brilliance in, and that's a great thing.
00:07:05.199 --> 00:07:09.759
And from what I heard, I believe your audience is probably full of multi-hyphenates as well.
00:07:10.000 --> 00:07:11.519
It's not a bad thing.
00:07:11.759 --> 00:07:17.759
It's okay to aggregate those things where you do want to clarify and maybe hone in a little bit.
00:07:17.920 --> 00:07:33.439
And I don't want to use the word niche or niche because it's not about making what you do smaller, it's just it's positioning your brand in a way that's gonna bring in the audience that you can really, really serve best.
00:07:34.000 --> 00:07:46.000
And it doesn't mean you have to lead with everything, it means behind the curtain, as they come into your world, you can start introducing them to all these ways of doing that for them.
00:07:46.240 --> 00:07:59.439
But that that top of the funnel, that core message you put out into the world needs to be something that number one, you want to be known for, and number two, connects with what they desire.
00:08:00.319 --> 00:08:02.480
Okay, so that's where we're headed, right?
00:08:02.720 --> 00:08:14.879
So from your intro, what what my brain heard is yes, all these things, but what you're really helping people do is create purposeful alignment.
00:08:16.079 --> 00:08:18.160
That's one of them, yes.
00:08:18.480 --> 00:08:19.439
What would you okay?
00:08:19.519 --> 00:08:24.000
And there's a lot of what yeah, um, yeah, exactly.
00:08:24.319 --> 00:08:31.360
So, like I have a I have a process too, but uh an alignment is a giant part of that process.
00:08:31.600 --> 00:08:33.200
Tell me what the process is.
00:08:33.440 --> 00:08:40.720
Okay, so the the process is, and it's like a wagon wheel, you gotta go down all the spokes and then the center, right?
00:08:40.799 --> 00:08:42.559
Yeah, so the framework.
00:08:42.720 --> 00:08:44.000
The framework, the framework, yeah.
00:08:44.080 --> 00:08:45.679
So it's our own framework.
00:08:45.919 --> 00:08:46.320
Exactly.
00:08:46.399 --> 00:08:55.279
So the initial framework is really uh the first thing is getting to know yourself and repair your sense of worthiness.
00:08:55.360 --> 00:08:57.360
Those are two giant, really big pieces.
00:08:57.440 --> 00:09:03.759
Because if you don't feel you're worthy, you're never gonna live that big, full, rich, full life and be able to give your gifts to the world, which is what you're here to do.
00:09:03.919 --> 00:09:06.240
That's like my big main thing.
00:09:06.559 --> 00:09:12.240
Um so so you've gotta know who you are and you've got to repair that sense of worthiness.
00:09:12.399 --> 00:09:13.200
Those are huge.
00:09:13.440 --> 00:09:13.679
Right.
00:09:13.759 --> 00:09:14.320
What's next?
00:09:14.799 --> 00:09:17.919
So then as you know who you are, you're discovering your gifts.
00:09:18.080 --> 00:09:19.600
So it's a real lot of discovery.
00:09:19.679 --> 00:09:20.639
You're discovering your gifts.
00:09:20.720 --> 00:09:28.159
And as you're discovering your gifts, you're starting to get clear about how the world, how, how the world, why the world wouldn't might need them.
00:09:28.879 --> 00:09:43.679
And you're also, while you're discovering your worthiness and repairing that sense of worthiness, now you're by the time you do that, now you're ready to realign what you do and how you do it with who you found, how worthy you are, and what your gifts are.
00:09:43.840 --> 00:09:46.639
So the alignment comes after this discovery.
00:09:46.960 --> 00:09:50.480
It's happening during a little bit, so it's not completely linear by any means.
00:09:50.720 --> 00:10:00.000
And now once you've aligned all that and you're living in in alignment, now you're getting even clearer on the why that's bigger than you.
00:10:00.159 --> 00:10:01.759
The question I asked you earlier today.
00:10:02.159 --> 00:10:03.120
Um, like, why?
00:10:03.200 --> 00:10:04.960
So, what's the why that's even bigger than you?
00:10:05.039 --> 00:10:13.279
And so, what I say, my why is it's even bigger than me, is like I I believe all our gifts matter and that the world needs what only we can bring.
00:10:13.440 --> 00:10:16.240
So, my job is to help you unleash what you were born to bring.
00:10:16.399 --> 00:10:16.879
Like, that's it.
00:10:17.440 --> 00:10:17.679
Hold on.
00:10:18.559 --> 00:10:18.960
Hold on.
00:10:19.039 --> 00:10:20.879
That's a core message because here's the thing.
00:10:21.039 --> 00:10:28.639
I probably don't even need to hear all the spokes of your wheel because here's what it is that's the framework, that's the how of what you do.
00:10:28.879 --> 00:10:38.320
These are the steps you take people through, but your core message is what that helps them do once they've gone through all that, and you just said it.
00:10:39.200 --> 00:10:40.320
So, what did you say?
00:10:40.639 --> 00:10:42.960
Unleash what you are born to bring.
00:10:43.200 --> 00:10:45.679
Literally, that could be a book title, by the way.
00:10:46.399 --> 00:10:48.159
Unleash what you were born to bring.
00:10:48.320 --> 00:10:54.320
That's what you help people do, and you do it by going through this full framework where alignment is a big thing.
00:10:54.559 --> 00:11:07.759
But that is literally your your core message of what you do with all the things you do, how you talk to people, how you teach people, all the elements you bring forward in your coaching, help people do that.
00:11:09.440 --> 00:11:10.960
Yes, it's true.
00:11:11.519 --> 00:11:12.639
Yeah, it's true.
00:11:13.120 --> 00:11:18.960
So lead with that because you don't necessarily, because here's the thing, you know more than your people, right?
00:11:19.039 --> 00:11:28.559
You are the coach who has all this experience and all this this uh experience, not only yourself, but also experience in coaching others to help them get there.
00:11:28.799 --> 00:11:31.200
And so you know more than your audience.
00:11:31.279 --> 00:11:41.360
You're you just need to connect on the surface level with your audience in terms of where they are right now, where they are in the process and how you can help them now.
00:11:41.519 --> 00:11:48.559
And when you connect with them on that level, they don't need to know the 12 things that you help them do once they're inside the program.
00:11:48.639 --> 00:11:51.200
They discover that as they learn and grow.
00:11:51.360 --> 00:11:54.320
And if they heard it all at once, it might be overwhelming.
00:11:54.720 --> 00:11:55.440
Probably.
00:11:55.679 --> 00:11:56.080
Yeah.
00:11:56.639 --> 00:11:56.879
Right?
00:11:57.039 --> 00:11:58.720
So you have to do that step as a coach.
00:11:58.799 --> 00:11:59.519
You already know this.
00:11:59.600 --> 00:12:01.519
You go step by step by step by step.
00:12:01.679 --> 00:12:06.480
You can always say, I have this framework that's called the whatever you call your framework.
00:12:06.559 --> 00:12:14.240
And this is my own proprietary method that helps you unleash the thing you were born to do in the world, right?
00:12:14.480 --> 00:12:28.240
And that's why I have this podcast, because I'm having conversations worth your while to show people other people's dreams and what they're born to do so it can inspire and motivate them too.
00:12:29.600 --> 00:12:30.960
Oh, I like that.
00:12:31.440 --> 00:12:38.399
Because you know, that makes me want to even change my intro to this podcast.
00:12:38.639 --> 00:12:39.360
It would be great.
00:12:39.440 --> 00:12:40.960
It would be a great way to intro it.
00:12:41.120 --> 00:12:49.919
Yeah, because instead of trying to tell everybody all the things, you tell them that nugget and you say, I have so many different modalities to help you do this.
00:12:50.000 --> 00:13:17.120
And it begins here, and you can even do, if you wanted to, I don't know if you do them, solo episodes where you're taking people through the different aspects of that framework to just give them an introduction to think about this first, because if you if you can't unlock this part, you're not gonna get to the thing you were born to do because you're gonna come up against resistance, you're gonna come up with your your stories that that aren't true and all these things, right?
00:13:17.279 --> 00:13:20.480
And it's why you're this brilliant life coach.
00:13:20.639 --> 00:13:25.679
It's because you're doing, and so you can come up with also, you probably already have one, Linda.
00:13:26.159 --> 00:13:30.159
Um, what kind of life coach you are, right?
00:13:30.320 --> 00:13:35.279
You can name it, you can title yourself whatever you want that aligns with that core message.
00:13:35.519 --> 00:13:43.279
So whether it was, I'm gonna make this up on the spot, whether it was, you know, purpose-driven alignment coach or something, you know what I mean?
00:13:43.440 --> 00:13:49.039
Like you can make up the title that makes sense for how you do what you do best.
00:13:50.080 --> 00:13:51.600
Yeah, that's a good point.
00:13:52.159 --> 00:14:02.480
And then I would say the only other thing you would need to know is like then you kind of need to go into how do you want your brand to make your audience feel?
00:14:02.799 --> 00:14:07.120
And I think you know that very clearly because you deliver it so well.
00:14:07.440 --> 00:14:12.559
You have an enthusiasm, you want them to have that same enthusiasm for what they're up to, right?
00:14:12.720 --> 00:14:13.840
Yeah, oh, absolutely.
00:14:14.320 --> 00:14:16.240
Yeah, so there's all these ultimate benefits.
00:14:16.320 --> 00:14:22.720
You know, I use this example of uh for my Disney days of Jack Sparrow from Pirates of the Caribbean.
00:14:23.440 --> 00:14:26.639
Um, when I talk about features and benefits, right?
00:14:26.799 --> 00:14:30.399
So, like he was obsessed with the black pearl, which is his ship.
00:14:30.639 --> 00:14:38.879
And the black pearl is made up of the keel and the hull and the sails and the steering, all the things that make the ship the ship.
00:14:38.960 --> 00:14:39.919
Those are the features.
00:14:40.080 --> 00:14:41.600
So think of this in terms of your brand.
00:14:41.679 --> 00:14:44.240
Those are the features of your brand and the what it is.
00:14:44.559 --> 00:14:46.960
Now, why is he so obsessed with this boat?
00:14:47.120 --> 00:14:51.200
Well, because he can go anywhere he wants to go whenever he wants to go, right?
00:14:51.519 --> 00:14:52.879
That's part of the why.
00:14:53.039 --> 00:14:57.759
The ultimate why, why he loves the black pearl, because it represents freedom.
00:14:57.840 --> 00:15:02.000
And that is his number one core value for Jack Sparrows.
00:15:02.159 --> 00:15:03.840
He needs freedom, right?
00:15:04.080 --> 00:15:08.799
And so that becomes kind of like um a template for you to think about.
00:15:09.039 --> 00:15:16.080
Okay, for my brand, yes, the features are I have a coaching program and it's 12 weeks, and I have a framework and it's all these things.
00:15:16.320 --> 00:15:19.120
But why does that matter to your audience?
00:15:19.360 --> 00:15:21.840
It's because that helps them do this.
00:15:22.159 --> 00:15:24.799
And then ultimately, what's the why of that?
00:15:24.960 --> 00:15:25.360
Why?
00:15:25.519 --> 00:15:27.759
It's this bigger like freedom, right?
00:15:27.919 --> 00:15:30.320
Whatever that thing is for your audience, right?
00:15:30.480 --> 00:15:44.240
So if you think about it from that perspective, you can really easily start to kind of list because a lot of people start from the features and they lead with the features when what what resonates and how you can captivate your audience is when you lead with the benefits.
00:15:45.039 --> 00:15:46.399
Wow, that's beautiful.
00:15:46.559 --> 00:15:47.679
That's yeah.
00:15:48.240 --> 00:15:56.960
And and it's it, you're right, it's so focused on the how and and not the modalities.
00:15:57.039 --> 00:15:58.480
Like I can list all those models.
00:15:58.559 --> 00:15:59.360
I already know those are the how.
00:15:59.519 --> 00:16:05.679
This is like someone called me the um the Swiss Army knife of coaches because I've got so much diverse experience.
00:16:05.840 --> 00:16:07.200
I can pull out all these different things.
00:16:07.519 --> 00:16:08.320
She's amazing.
00:16:08.480 --> 00:16:12.000
That's part of your uniqueness in your magic for sure.
00:16:12.159 --> 00:16:13.120
That's part of it.
00:16:13.360 --> 00:16:14.799
Yeah, yeah, I guess it is.
00:16:14.879 --> 00:16:15.200
Yeah.
00:16:15.519 --> 00:16:16.639
Um, yeah.
00:16:16.799 --> 00:16:22.799
And so, so first of all, I love, you know, like I love starting from the why.
00:16:23.039 --> 00:16:29.440
And even that question you asked me, like, because I know, you know, why do I help people unleash what they're born to bring?
00:16:29.759 --> 00:16:34.720
Because they have a responsibility in the world to get those gifts out in the world, because that's what we're ultimately here for.
00:16:34.799 --> 00:16:36.480
So I already know the answer to that question.
00:16:36.639 --> 00:16:36.879
Yeah.
00:16:37.120 --> 00:16:43.039
It's, you know, we're we're not here to just be in our own little worlds, we're here to give something bigger.
00:16:43.200 --> 00:16:46.159
And something bigger doesn't mean doesn't have to be so scary.
00:16:46.240 --> 00:16:48.559
I mean, we're not gonna all turn into Oprah, right?
00:16:48.639 --> 00:16:52.480
So Yeah, I mean, someone's purpose can be being the best mom ever.
00:16:52.639 --> 00:16:54.639
Like it depends on the person.
00:16:54.799 --> 00:16:55.120
Yeah.
00:16:55.360 --> 00:17:02.480
And I will say this too uh your core message, if you were gonna say it another way, it is finding your purpose.
00:17:02.879 --> 00:17:05.599
That's just the Linda way to say it, which is amazing.
00:17:06.319 --> 00:17:07.759
Makes your brand unique.
00:17:08.240 --> 00:17:09.680
Yes, yes, exactly.
00:17:09.759 --> 00:17:10.160
Yeah.
00:17:10.480 --> 00:17:17.279
And so, okay, so um um off air, we were talking about hook, right?
00:17:17.599 --> 00:17:26.319
So, like, um, you know, I've been, I've discovered as an entrepreneur that um money is not my currency.
00:17:26.480 --> 00:17:38.799
And when I start letting that lead, everything grinds to a halt, and I and I get like I go, I'm like procrast a builder, procrastinarner, procrastin, I procrastinate everything, right?
00:17:39.039 --> 00:17:41.279
So I'm like, well, then just build this other thing, right?
00:17:41.359 --> 00:17:45.920
Yeah, and so I've discovered over the past couple of years that my my currency is impact.
00:17:46.240 --> 00:17:49.200
So so for me, I want to be measuring impact.
00:17:49.359 --> 00:17:56.880
So I I've decided that um uh you know it's my duty to reach more people.
00:17:57.119 --> 00:17:59.440
How am I gonna have more impact if I don't reach more people, right?
00:17:59.519 --> 00:18:00.880
So that's kind of like my duty.
00:18:01.519 --> 00:18:03.440
That's and so it's a goal to reach my people.
00:18:03.599 --> 00:18:16.640
So um I was just listening, listening to this um this the guy who is the founder of Podmatch that matches podcast guests with with podcasts, you know, that are in alignment.
00:18:17.200 --> 00:18:21.440
Um and and there's so much other education he does, teaches like there's so much stuff.
00:18:21.599 --> 00:18:37.359
And so um one of the things that I would say held me back, holds me back still as an entrepreneur, and maybe this happens with your clients as well, is how do I say this thing in such a startling way that someone's like, huh, nice.
00:18:37.519 --> 00:18:39.119
So that would be the hook, right?
00:18:39.279 --> 00:18:42.480
So, you know, I help you unleash what you were born to bring.
00:18:42.720 --> 00:18:50.799
Okay, that's cool, but is it enough for a podcast to want to bring me on?
00:18:50.960 --> 00:18:52.319
Is it different enough?
00:18:52.480 --> 00:18:54.079
Is it unique enough?
00:18:54.319 --> 00:18:55.440
Is it right?
00:18:55.599 --> 00:19:01.200
And so for for some for reaching audio more audiences, what's that wow factor?
00:19:01.279 --> 00:19:04.400
How do we and and I this is for not just for me, this is for our listeners.
00:19:04.480 --> 00:19:05.519
Like, how do they do that?
00:19:05.680 --> 00:19:06.240
You know?
00:19:06.559 --> 00:19:19.359
Yeah, well, I I also want to back up and say to this point, there is you want to stand out as unique and to wow people, but also you have to start from a foundation of clarity.
00:19:19.519 --> 00:19:27.119
So you don't want to make something so unique on the surface that people aren't gonna get it right away either, right?
00:19:27.279 --> 00:19:29.440
You can't be too clever with your wording.
00:19:29.519 --> 00:19:33.440
You need people to understand in seconds because that's all you get with people, right?
00:19:33.599 --> 00:19:35.359
They land on something, they look at it.
00:19:35.519 --> 00:19:36.640
Oh, does that resonate?
00:19:36.799 --> 00:19:37.359
Yes or no?
00:19:37.519 --> 00:19:39.039
And if it's a yes, they dive deeper.
00:19:39.119 --> 00:19:40.880
If it's a no, they pop off, right?
00:19:41.039 --> 00:19:47.519
And so it's gotta start with clarity, both for you internally and so that you know your audience gets it.
00:19:47.680 --> 00:19:53.279
I would also say the one big, big, big key for messaging.
00:19:54.160 --> 00:19:55.519
There's two for messaging.
00:19:55.680 --> 00:20:05.279
If you want to look at your industry of what you do, and there might be, there will be in any industry, a lot of people doing something similar.
00:20:05.519 --> 00:20:12.799
You need to look at where the industry trends are going and decide how you can be a disruptor of those trends.
00:20:12.960 --> 00:20:14.000
That's how you stand out.
00:20:14.079 --> 00:20:14.720
Number one.
00:20:15.039 --> 00:20:21.519
And number two is what are the words coming out of your clients' mouths when they come to you?
00:20:21.680 --> 00:20:22.960
What are they seeking?
00:20:23.279 --> 00:20:28.799
Because using their exact words in your messaging will help you attract more of those people too.
00:20:28.960 --> 00:20:36.640
And when you go as a guest on another podcast, you can also say, here are the five top things that my clients are always telling me.
00:20:36.720 --> 00:20:39.279
And this is how my solution helps them.
00:20:39.519 --> 00:20:39.839
Right.
00:20:40.000 --> 00:20:40.880
That's a good point.
00:20:41.279 --> 00:20:41.519
Yeah.
00:20:42.319 --> 00:20:42.640
Yeah.
00:20:42.960 --> 00:20:44.960
So it's a combination of those things.
00:20:45.279 --> 00:20:45.759
Yeah.
00:20:46.000 --> 00:20:46.640
Yeah.
00:20:46.960 --> 00:20:58.400
It's this is um, you know, I've I've learned over the years, because you know, I'm like, okay, I don't pretend to be know anything about marketing, advertising, messaging, branding at all.
00:20:58.640 --> 00:21:01.839
Um, but I've so I but I love to learn.
00:21:01.920 --> 00:21:04.240
So I've always educated myself with things.
00:21:04.559 --> 00:21:10.720
And um I have some books that, you know, I read the first or second chapter because I'm a scanner, and that's about how far I get.
00:21:10.960 --> 00:21:22.480
And they're not that they're they feel those things feel more checklist and your approach feels so much more heart-led.
00:21:23.279 --> 00:21:39.119
Um, because you said something early on um a few minutes ago about um, you know, basically we're here to be of service and to our to our clients, the people who need us.
00:21:39.359 --> 00:21:54.240
And so that's you know, that's the the heart led part of this is to be of service and know why it's so important to them, you know, and and what we're really doing, what we're really helping them with.
00:21:54.720 --> 00:21:56.720
So I really I like your approach very much.
00:21:56.960 --> 00:21:57.599
Well, thank you.
00:21:57.759 --> 00:21:59.759
Honestly, that's part of my own.
00:22:00.319 --> 00:22:13.920
sort of unique differentiator, I think, in the marketplace, because I would say that like there's a lot of brand strategists out there, or maybe they're called brand designers sometimes too, that might focus solely on surface level design.
00:22:14.240 --> 00:22:23.680
Or there are other maybe brand strategists that will kind of get stuck in these purely tactical marketing things.
00:22:23.839 --> 00:22:26.720
And I try to to bridge both.
00:22:26.880 --> 00:22:30.079
It's sort of I call it a soul meet strategy approach.
00:22:30.160 --> 00:22:43.839
So it's it's blending that internal clarity, understanding your purpose, um, connecting on a deep level with your audience, having emotional resonance and tying that with external expression.
00:22:44.720 --> 00:22:50.559
So having then the right messaging, positioning, visual identity that matches the feeling you want your audience to have.
00:22:50.799 --> 00:22:54.480
So your brand isn't just pretty it has substance.
00:22:54.720 --> 00:22:56.480
It's magnetic, right?
00:22:56.720 --> 00:22:57.759
People fall in love with it.
00:22:57.839 --> 00:23:08.640
And I would say my Disney background really taught me how to create brands or build brands that people really fall in love with and want to stick with and come back to again and again and again.
00:23:08.880 --> 00:23:27.839
But my years as an entrepreneur and dealing with so many other entrepreneurs taught me how to adapt that sort of big brand magic to make it more personal, to make it more individual, to make it an authentic way for entrepreneurs to express their brand without losing the heart.
00:23:28.000 --> 00:23:31.599
And the method that I used with my clients is called the shape method.
00:23:31.680 --> 00:23:36.240
So it's how to shape your brand so that you can clarify your message and captivate your audience.
00:23:36.400 --> 00:23:38.079
And the S is soul strategy.
00:23:38.160 --> 00:23:47.200
You start from your soul you start with that inner clarity because you need to have that so that you you understand and you resonate with how you're talking about it in the world.
00:23:47.279 --> 00:23:52.880
If it feels like you're putting on a persona that's not going to be the thing that is easy to sustain.
00:23:52.960 --> 00:23:54.480
So it starts with soul strategy.
00:23:54.640 --> 00:23:55.920
Then the H is heartwork.
00:23:56.000 --> 00:23:59.039
Heartwork is how you connect heart to heart with your audience.
00:23:59.119 --> 00:24:07.839
So it's really identifying not the demographics of your audience but the psychographics the motivations that really drive them the what they really want.
00:24:08.000 --> 00:24:20.960
And by the way for your brand I would say based on how you do what you do, the vision that you have for your brand I would say that you are um your target audience is impact driven people.
00:24:21.279 --> 00:24:29.519
It's people who want to make that impact in the world to actually find what they're here to do, what they're meant to do, their purpose and align everything in their lives.
00:24:29.680 --> 00:24:52.640
When you said in your intro, I've now aligned everything with my values it's so my work, my coaching everything I do is now aligned right which is why that word really popped off to me that's what you help others do is you help with this alignment is a huge part of you know unleashing the thing that they were born to do in the world.
00:24:52.720 --> 00:24:53.119
Yeah.
00:24:53.359 --> 00:24:53.680
Right?
00:24:54.000 --> 00:25:04.559
Absolutely going back to my shape method the A is for aligned messaging because once you've figured out the strategy and the heart of your audience you need to align your messaging so it flows.
00:25:04.799 --> 00:25:08.880
The P is purposeful packaging because it's not designed for design sake.
00:25:09.039 --> 00:25:15.519
It's informed by your strategy and how you want to make your audience feel and experience your brand every single time.
00:25:15.680 --> 00:25:20.720
And then the E is something that I have held on to from my days in the entertainment industry.
00:25:20.880 --> 00:25:22.480
It is emotional resonance.
00:25:22.720 --> 00:25:35.680
When you can make an audience feel something that is when you have hooked them if you look at Coca-Cola one of their taglines was literally taste the feeling because they know this too.
00:25:35.920 --> 00:25:58.000
Or another one of theirs is open happiness Disney the happiest place on earth right like when you can connect with a feeling and connect that feeling to your brand even something like Honda helpful Honda right they do these commercials commercials all about helping families in their community local communities has nothing to do with selling cars.
00:25:58.079 --> 00:26:11.759
It's that they want you to attach the feeling of helpful to to their Honda to their cars so that when you go into a dealership you actually think their salesmen aren't car sleazy salesmen but they're helpful right that's why they do it.
00:26:12.000 --> 00:26:13.359
It's association.
00:26:13.599 --> 00:26:24.880
So you have to focus on the feeling and that's a big part of what emotional resonance is you can't build a brand unless you know how you want your audience to experience what you do.
00:26:25.839 --> 00:26:26.319
Yes.
00:26:26.559 --> 00:26:50.000
Beautiful thank you so much and thank you for sharing your method with our listeners and with me personally for helping me out as well like I like I think I have um some really good um starting points that I have been circling around for a long time I'm like ready to go on my homepage and change my message like woo I got I gotta go on Facebook.
00:26:50.079 --> 00:27:05.920
I got to go on Instagram like I got so many places to um streamlined and and as I introduce myself my bio like all these things it needs to it needs to be the same message everywhere because I loved what you mentioned earlier.
00:27:06.000 --> 00:27:07.680
You what do you want to be known for?
00:27:07.839 --> 00:28:08.240
Yeah right that's key that is key so and and it's very hard for a multipassionate person like me to be to pick one thing right but you know and I think about like be a big thing it can be an over it's almost think about it it's like your umbrella brand yeah exactly have all these things underneath that umbrella but you gotta pick this one thing that you're known for so that every podcast person is like oh well we're talking about this we have to bring Linda on right yes so yeah so I'm gonna I'm gonna you know I'm gonna I got these I got these words you know I've already had some of them but again I wasn't using them they're not on my website right now like unleash what you were born to bring um for impact driven people you know and help you know help them align everything in their lives around that like so they get to they're aligned they're impactful and they're giving their gifts to the world like that's amazing and do you call your framework something?
00:28:08.480 --> 00:28:15.359
Uh yeah it's called something um I think it might be called like my your gift matters framework.
00:28:15.599 --> 00:28:33.599
Okay think about it this way um um if yours is in like a circle like you said it's kind of a wheel with all the spokes of the things that you do yeah think about they start at the top and that's the first thing they do and by the time they get around the wheel they've finished all the different things that they need to do in order to get this result.
00:28:33.759 --> 00:28:37.279
So think about where they are at the beginning what do you call that?
00:28:37.519 --> 00:28:42.720
You know is it is it I don't know stuck you said the word they say stuck.
00:28:42.799 --> 00:29:05.039
They say stuck yeah so you go from stuck to what right clearly defining your purpose and able to unleash what you're born to bring or something you know like so think about that maybe put that into chat GPT and say here's my framework here's where they start here's where they end what give me some options for what to call this framework.
00:29:05.200 --> 00:29:20.640
So it's very clear and easy to say my audience gets it and it gives the from this to this that transformation that this this proprietary framework that I own and I teach all the time to my clients this is what it helps them do.
00:29:20.720 --> 00:29:46.400
And name it that's really good because I would I would have been saying oh well here's all the parts you know based on the parts what should I call it and it's not that's not how you would name it you name it you know I used to have when I was first a coach like in 2010 under my under my name my little tag line was just like from here to there like I'll help you get from here to there from where you want that is that is clear from here to there.
00:29:47.839 --> 00:29:53.359
What you're correct about in that even that phrase is it's about the transformation.
00:29:53.519 --> 00:30:04.160
So it's not necessarily about the steps because they're gonna trust you with those right based on your experience and your testimonials and all the things that you're doing.
00:30:04.319 --> 00:30:08.480
It's you they need to understand what is that transformation that I can expect.
00:30:08.720 --> 00:30:09.039
Yeah.
00:30:09.279 --> 00:30:09.920
Yeah.
00:30:10.160 --> 00:30:40.400
Yeah exactly nice wow well this has been super cool I mean personally for sure but also super informative to our listeners to our our you know entrepreneurs or solopreneurs who are trying to do it all and try to figure it all out and um you have just exemplified your expertise so beautifully and like you know some people can talk about what they do but you actually just showed it you did it you showed it you helped me tremendously so I want to say thank you so much for that.
00:30:40.640 --> 00:30:41.680
Yeah it was fun.
00:30:42.000 --> 00:30:46.240
Yeah and so I think there's two more things we got to just mention.
00:30:46.559 --> 00:30:58.079
One is if people want to clarify their brand so that they can reach more people and you know like um what shall they do next?
00:30:58.240 --> 00:31:04.000
What's a small step they can take right now and then the second thing is some news that I know you have I want to definitely touch upon.
00:31:04.240 --> 00:31:15.440
Oh I would love that but yeah no I think if if someone wants to take away something from this episode to try to put into practice right now I would say um let me actually actually I'm gonna give them three things.
00:31:15.599 --> 00:31:15.759
Okay.
00:31:15.920 --> 00:31:22.240
I'm gonna give them three I want them to clarify their why so I want them to start with that internal clarity for themselves.
00:31:22.319 --> 00:31:38.960
So like think about it this way if your dream client was comparing you to like three other competitors in your industry why would they choose you and go deeper than like you care more or I'm passionate about right so you want to anchor it in what you're so good at.
00:31:39.119 --> 00:31:44.880
And sometimes you you need to ask some other people about that because it's hard to see that in yourself.
00:31:45.039 --> 00:31:49.279
But usually it's those things that come so easily to you that people really want from you.
00:31:49.440 --> 00:31:51.680
So start with your why try to answer that.
00:31:51.839 --> 00:31:55.440
But then I want you to write like a one sentence brand statement.
00:31:55.519 --> 00:32:05.359
It's a little bit like a positioning slash mission but just describe what you do, who you do it for and the result that you help them achieve.
00:32:05.839 --> 00:32:31.599
If you can start there, that clarifies so much about your brand and then if you want to dip into the feeling like we were talking about I would say identify five brand keywords five keywords that really describe how you want your brand to feel and how you want your audience to experience what you do and let those words guide all of your content your messaging your offers your design decisions they filter everything for your brand.
00:32:31.759 --> 00:32:34.319
So if you can start with those three things you are well on your way.
00:32:34.640 --> 00:32:50.400
Wow fantastic fantastic well Hilary I'm definitely going to put your contact information into the show notes because I think you're probably gonna get some people being like yeah I want some of that give me some of that give me some of that Hillary and Hillary magic.
00:32:50.559 --> 00:33:05.920
So um and and you are certainly unleashing what you were born to bring you I absolutely love that and I I love your energy and your attitude and I love your the fact that you wake up every day loving what you do.
00:33:06.079 --> 00:33:20.799
I do that you do that like like we want everyone to join the club like you wake up smiling right and so that leads it's a nice little segue into I know you've got some big exciting news for something that you're working on and uh where it's gonna go.
00:33:20.960 --> 00:33:23.599
So I'd love if you just share that before we hang up.
00:33:23.839 --> 00:33:36.079
Yeah I actually am gonna be publishing my first book so I entered the Hay House Hay House is a big publisher a lot of people might know they publish like Gabby Bernstein and all kinds of coaches.
00:33:36.160 --> 00:33:39.519
They do business books but they do a lot of spiritual stuff as well.
00:33:39.680 --> 00:34:03.519
Anyways I won the first runner up prize which means it's not Hay House proper but it's their self-publishing R in Balboa press which a lot of authors start at and so I um won this whole package so they're gonna do it and help me release my first book and it's called Wake Up Excited the Rebel's Guide to Reclaim Joy, trust your gut and live an unapologetic life that lights you up.
00:34:03.839 --> 00:34:04.319
Amen.
00:34:04.720 --> 00:34:12.800
Woo yeah and really who I wrote it for it's really it's an empowering guide for women ready to break free from burnout, reclaim joy.
00:34:13.039 --> 00:34:26.559
I use my glow up toolkit and I take you through what that method is and it's really grounded in my experience having been an executive at Disney but also as a branding expert and also as a single mom.
00:34:26.719 --> 00:34:31.840
But I also align these spiritual practices for these women in seasons of transformation.
00:34:31.920 --> 00:34:34.480
So I'm super excited for Wake Up Excited.
00:34:34.800 --> 00:34:36.239
Oh that's fantastic.
00:34:36.400 --> 00:34:54.800
Thank you so much for sharing that so we're you know when you get uh right before you're ready to publish let's do another episode and we'll and we'll just deep dive on that and then or even if you're doing like a a pre-published something you want to get some hoop up or whatever, you know, I would love to have you back.
00:34:54.960 --> 00:34:58.320
I mean your expertise in in the branding area is huge.
00:34:58.480 --> 00:35:12.800
And then you know what you're doing with with your book like that's so aligned with helping people do the very thing that I'm helping people do just in a different way but unleashing what we're born to bring right it's true.
00:35:13.039 --> 00:35:17.360
Yeah I would love to come back yeah so absolutely come back that would be wonderful.
00:35:17.440 --> 00:35:23.840
So Hilary I just want to say thank you so much again for being a guest on Conversations Worth Your While.
00:35:24.719 --> 00:35:35.599
Okay so everyone that's our show once again I'm Linda Booker and you know I'm on a mission to unleash what you were born to bring like I'm just gonna keep using that all day long.
00:35:36.800 --> 00:35:43.119
Because um when you know your worth and you share your gifts you can deliberately create big beautiful ripples in this world.
00:35:43.280 --> 00:35:51.599
And so if this episode sparked something in you, be sure to like it subscribe to this podcast and share it with someone that you care about.
00:35:51.679 --> 00:35:56.400
And then come back next week for another honest uplifting conversation to help you grow.
00:35:56.480 --> 00:36:03.039
And until next time make sure that you've made this conversation worth your while by fueling the spark that it ignited
