Do you know what your brand personality is? 

Today we are joined by Kira Hug, a personality-driven conversion copywriter, co-founder of The Copywriter Club and co-host of The Copywriter Club Podcast. She helps small business owners craft their personal brand by following her signature Brand Living Room Framework™.


In today’s episode, Kira and I are talking all about adding brand personality to your business: how to add it, where to add it and why it is important.


I was a little skeptical at the beginning, but I love how she explains exactly how to add our brand personality into our proposals, our discovery calls and our websites. She has a really interesting approach that I think you’re going to love.

Value Bombs:


  • What brand personality is 
  • Why everyone needs a brand personality 
  • How it helps you land clients faster 
  • The process of coming up with something that people will connect with 
  • The Brand Living Room Framework™
  • How to capture your actual voice 
  • What it means to use your brand personality as a service provider 
  • The importance of using proposals to stand out 


I have seen first-hand what a difference brand personality can make, so I really hope you will take some of Kira’s tips and use them to your advantage!


If you’re anything like me, you probably think your brand personality won’t be that exciting. You might think you’re boring and don’t have anything unique to say. I challenge you to change your mind on that. You are special, and your clients should see that! You will be glad that you allowed your clients to see your personality through the full onboarding experience. 


Resources Mentioned: 

The Copywriter Club Community on Facebook



Kira’s Website

The Copywriter Club Website



Additional Resources:


Don’t forget to sign up for my free training >> How to Scale to Consistent 10K Months Without Hiring a Team 

Subscribe to the Podcast

Follow Brandi on Instagram 

Follow Brandi on Facebook

Read Full Transcript

Brandi Mowles: Hey, Serve Scale Soar, I'm so excited today because I have a special guest on here, Kira Hug, and she's talking to all about adding your brand personality to your business. And I was a little skeptical at the beginning, but I love how she lays out how we can add our brand personality into our proposals, our discovery calls, our website. This is not going to be one you want to miss. So let's jump on in.

Welcome to the Serve Scale Soar podcast, the podcast dedicated to helping service-based entrepreneurs scale their online business to five figure months so they can soar into six figure years. Your host, Brandi, is a wife, mom and in less than one year created a six figure business and now she is spilling all her secrets. So you can to.

Brandi Mowles: Hey, hey, hey, Serve Scale Soar family, I am so excited to have you all on here today and I am chatting with Kira Hug and she is all about copywriting and we were chatting before this and she's in Virginia, D.C. area, and I'm a Virginia native, so I love connecting with other Virginians. And Kira, tell us a little bit more about yourself.

Kira Hug: All right. Well, thank you for having me here. I'm excited to geek out on copy with you. So a little bit more about me. I am in D.C. We just moved here a year ago from Brooklyn. And I have a young family like you. I have a seven year old and a five year old. And which is also the reason I went into my own business to back five years ago. And so I started out as a copywriter and really kind of honed in on personality driven copywriting conversion copywriting. And as I was growing my micro agency and figuring out the copywriting business and working with clients when I'm one, I also started another business called the Copywriter Club with a business partner where we have a podcast and talk about copywriting and business. And we've built out a training and community model business over there. So over the last five years, I've been juggling both businesses and a young family and like for moves, we move four times and there do so. It feels good at this point to just kind of be here to have the business is built to just make them better and kind of do better work, but not necessarily to be in a building mode right now. And other than that, I just also want to share that they got a new kidney. And I feel like that's it's worth talking about because it's covid time. And I have found that the kidney kind of solves all the covid woes and like, oh, the big downer moments with covid. It's like the kidney fix is all of that right now for us.

Brandi Mowles: This is so funny because my husband and I are fix for covid has been Netflix. We never had Netflix before. Like we would get it for Ozark and then cancel. And so we were never we were strategic about it. So we always cancel it and then we'd bring it back for Ozark. And that's all we ever did, because we like cable, like we like to flip the channels. But now cable shows aren't like filming, so we can't. So we like deep dive into Netflix. And now I can see it's a very dangerous place to be. Super funny that you have a cat and we have Netflix.

Kira Hug: So we have both and we also have Netflix. I will not get rid of Netflix. And I love that you watch Ozark because I love that show. But yeah, I think Netflix like kiddie's, ice cream like that all kind of helps with the whole covid situation.

Brandi Mowles: Oh, we're so going on a tangent. But I have to say this. We saw a stat and I don't know if anyone knows this, but since covid deodorant sales have dropped dramatically and ice cream, sales have skyrocketed. So it's funny that you said ice cream. And I'm like, but even if you still work from home, I mean, I worked for him before covid, so I still put on deodorant every day. And I'm like, why are people not?

Kira Hug: I, I definitely stopped wearing deodorant for a while. Like at the beginning I was just like I just stopped and stopped buying it and then did eventually get back on the bandwagon. So but yeah, it decreased even though I was working from home before, it does not make any sense. Like my life is not dramatically changed. We work from home. I still work from home. So why am I wearing less deodorant less social outings though.

Brandi Mowles: I live in Florida. We have to wear deodorant so we have to wear a lot to different. Yeah. Ok, so now that we've talked about covid and all the fun things that have kept us distracted, let's talk about brand personality and what exactly is a brand personality.

Kira Hug: Yes, great question. So when I'm thinking about a brand personality, I'm thinking about your voice, what you sound like, what your style, your tone. I'm also thinking about your values, and that's more about who you are as a human in face of your brand, what messages are sharing, what you're really obsessed with, what you care about, what you're passionate about, what you don't care about. And then I'm also thinking about your advantage in the marketplace, which is also reflected in your brand personality and stories like what you do differently, what's your X factor and what problem you're solving in the marketplace. And so I kind of bundle up all three, your voice, your values, and then your advantage into the brand personality to kind of get a full a full, multidimensional look at how you're showing up in your copywriting specifically.

Kira Hug: But of course, it could show up in other ways, in customer experiences and your imagery and in other areas. But I typically focus on the copy and marketing strategy side of it.

Brandi Mowles: Ok, so is this. Applicable to like course creators and specifically like copy writers that are providing that service, or is this something that like a VA, a Pinterest manager, like someone who's not in the marketing space for say, like, do they need to have one of these?

Kira Hug: Yes, every just like every human has a personality. Every brand has a personality. And so you either can define it for yourself and be intentional about it, or if you don't, it'll actually be created for you by in action or just by the marketplace or by your clients and customers who kind of will determine what that brand personality is for you, which could go either way. Right. That could be good or bad for you. But every business has it. And when you're aware of it and you're strategic about sharing it, it can help you connect with the right clients and build trust faster and land bigger, better projects and ultimately grow your business.

Brandi Mowles: Ok, so I know my listeners just heard you say that it's going to help you land clients faster. And that's like I know that, like, everyone just stopped what they were doing and they wanted to know, like, how is this going to help us land clients faster? Like, how do we get one of these so we can start attracting those ideal clients?

Kira Hug: Right. OK, so we can talk through exercises to help you figure out your brand personality. Because typically when I work with clients and talk to business owners about brand personality, they tend to think that it has to be this big personality. Right. They're like, OK, brand personality means you're allowed or like more of like a cheerleader and more rah rah or more quirky or weird or in your face. And so it's actually not that like that is a personality and that could match you, which is great, own that. But there's so many other personality types, again, just like there's so many different types of people and humans in this world with different personalities. So I think the struggle always starts with, like, I don't know how to define mine. It's really hard for me to figure it out, like I don't know what it is, so I don't know where to start. So I know we can talk through that. But before that, when we're thinking about why it's important, it goes back to market sophistication in your marketplace. And so there are different levels of market sophistication, which is basically like the awareness level of the market and how well they know you and your products and your services and how many competitors are in the space with you. So most likely, if you're listening to this podcast, you're probably I think it's safe to say you're probably in a crowded marketplace and you have a lot of competition, as many of us service providers do, and this online marketing space.

Kira Hug: And so if you're in a crowded market space, the big claims and promises that we used to make around, like helping people make more money or grow their list or get more visibility, that's not working anymore because it's all been said and done previously. So at this point, your audience is starting to tune that out. And it's nothing personal. It's just they've heard it before and it's not grabbing their attention anymore. And so once it's too crowded in the marketplace, the messages that connect and the brands that connect are ones that help their audience and prospects identify with their brand. So it's all about the identification. And what that means is it's the desire of your prospect to act out certain roles in their life through your brand, through your brand messaging, through the brand imagery, through your brand, the copy that you create. And so ultimately, it's like what makes you weird? They kind of see their own weird and what makes them unique in your brand. And it may not be the full picture, but it me see something that they want in their business or in their personal life or an emotion that you trigger for them and they see it in you.

Kira Hug: And so that's what's working today. That's why you may see more successful people in the space are fully showing up and sharing their personality and not hiding behind who they are today. That's what's working. And at this point, that's kind of the way we have to market today. If you're in that crowded marketing space and the way to allow people to identify with you is to fully share your brand personality like Ozark, integrating the fact that you love Ozark that should be showing up somewhere in your marketing. Right, because that pulls me in because I can relate to that. Pop culture references work. The fact we're talking about deodorant. Like little things like that that are part of your everyday conversation, that may reflect something about you, right? The fact that you wear it because you live in Florida, I don't wear it all the time because I'm in D.C. and I'm a bum. But like, those little details start to create you as a multifaceted human and brand. And that's what allows people to connect with you, identify with you, build trust, ultimately buy from you, because they have built that connection that other people in your space aren't building.

Brandi Mowles: Ok, I love this. And I think that this is so helpful. And so can you take us through how we actually figure out how to create ours? Because I know one of my thing is I've always said I'm such a boring person. I don't have like you. We're talking about like I'm not some like I like to sit at home and watch Ozark. Like, there's nothing really fun about me except I say y'all. So other than that, like, how do I come up with something that people actually like can connect with.

Kira Hug: Yes. And that's such a great question because we all I don't know, I haven't met too many people who think that they're not boring. Those are the people who I like. We all think we're boring. But it doesn't matter if you feel like you're boring. There's first of all, you're not. And they're also those details that make you relatable. Like even the fact that you think you're boring makes you relatable to your audience because it's a human it's like innate in all of us to feel that way. So we can kind of run through this brand living room framework that I've created. It's just a fun visualization that will help you. It'll give you the foundation you need if you're staring at a blank page. Right. If you're like trying to write copy for my own business, I want to share my personality, but I have no idea where to start this visualization could just help trigger some creative ideas so we can run through a couple of steps of this together. And as you're listening, you can just kind of jot down any ideas that stand out. The more specific you can get with ideas and concepts, the better, because that could show up in copy. It could show up in a subject line, it could show up in a headline, or it could just be a component that shows up as a visual element on your website. So if it's cool with you, we can run through it. And I can ask you some of the questions. Yeah, and we can play.

Kira Hug: Ok, so the first step is really about you in a figurative living room. So your brand has a living room, you personally have a living room. We're going to focus on your brand living room. And this could be reflect what your actual living room looks like. If you feel like your actual living room reflects who you are and reflects your brand.

Kira Hug: Most of us, it might not match because it's not exactly where we want it to be. So just start from scratch with a blank living room that's empty. So I want you to start to focus on you in your living room. How are you showing up? Like, let's say that you're hosting a get together in this living room. If you're more of an extrovert or more social, maybe you want to have a party. So you have a bunch of people in your living room. If that sounds awful, then maybe shrink it down and you have a couple people over. So I would first want to start and ask my client, like, how are you moving through that room? What is your energy level like? Are you more low key? Are you dancing or are you having, like, wild movements and really animated as you're talking to people? What does that look like? And if you're struggling to figure that out, just think about how you normally show up in real life when you're hosting people at your house. So go back to like what? Actually, the way that you actually move through the world and your living room space to start to figure out these details that could show up in your copywriting and show up in your messaging and your voice. So what does that look like? And for you? What does that look like? And you're thinking about your living room. What, like how would you move through your own living room?

Brandi Mowles: Yeah, so this is great because we just had my master mind over not too long ago. So we had I like a midsize, I love hosting, I love having like a midsize group. But in that I'm always there having individual, very intimate conversations. So I move around the room a lot, but it's at a slower pace and I'm giving each person very individual attention conversation. They're very intimate. It's not with the group as a whole. Casual, definitely low key, like barbecue drinking out of solo cups, non wine glasses.

Kira Hug: Ok, I love that you're getting into those details, too. That's another question I want to ask. What are people eating? Drinking. So the fact that for you it's more intimate, slower pace, more casual would start to change the way that I would write the copy. Right. So maybe for you wouldn't necessarily be like anything that's too in your face to radical or maybe even too shocking. So. That would affect the type of maybe you wouldn't use all caps ever and you wouldn't use a lot of exclamations or anything that feels too jarring. It might be a little bit more subdued and feel really intimate. And maybe you would also personalize your emails a little bit more than normal, because you do have that one on one intimacy with the people in your space. And so how could you reflect that through your copy on your website or through your email copy and pull that intimate feel into your copy?

Brandi Mowles: But I think here's the thing, though, that's interesting is like I love to write in all caps and I do a lot of exclamation. It's like I like the intimate, but I'm also that person that will sneak in like the dirty joke that makes everyone laugh. So I do. I like that. I like to go against the grain. But I still I think it's like I love building relationships with people.

Kira Hug: Ok, so that's a really important detail, though, because you can have like an intimate vibe. And then it sounds like there's this element of surprise of like maybe it's slightly contrarian, slightly like you said, maybe it is slightly more provocative or shocking or just really fun. And so that should definitely be reflected in what you're showing up and sharing. And maybe it's just in parentheses as like an aside comment that feels like the real you, the same way that you might say a joke like whisper a joke to a friend in a room. I would definitely want to capture that because that's part of your brand personality. So that's a really fun detail. And then we can talk about kind of some fun components to, like talking about your voice. So we talked a little bit about that. But capturing your voice, too, how do you actually talk? What does it sound like again? Is it like louder, softer, more jokin or more sarcastic? What is that tone? And then I also want to start to pull in other elements, like details of the space that you're in. So I want to know what you're serving. So the fact that you mention like solo cups, that's really important detail and that may show up in an email or a subject line. And even like the splash of a red cup, that might be a splash color you can use at some point, too. And so details about like what are you serving, what are people eating, what are they listening to? What is playing, is there music? Is it raining outside? So little details like that can start to create this environment that could also trigger ideas to help you start to write or have a stronger picture of what this looks like. You can go as deep into this as you want, right? Like we could start talking about the actual room and the furniture and the floors and so. Well, I'd love to know, too, like, what is the space look like? So we know what you what you're doing. But what's actually what is the space and interior look like in this room.

Brandi Mowles: Yeah. So super cozy couches like rugs, plants very like welcoming. It's not like you can't sit there, it's like yeah I take your food to the couch like let's get comfy if you want to go outside and stand by the grill. Like that's totally fine, like very low key chill vibe.

Kira Hug: Ok, so I love it. So even those little phrases, words and phrases could come into the copy. Right. It feels very inviting. So that could show up in a welcome series too, especially for people who don't know you as well. It could be exactly what you said, like take your food to the couch, take your food to the couch. Let's meet over there after you grab your food at the grill. And so I kind of already by you saying that in your copy, I already feel welcome. And it's not like it's not a living room where you can only drink clear liquids and you can only small hors d'oeuvres like it feels very welcoming, inviting. And so I would want to capture that, too. So those are little details you can start to focus on.

Kira Hug: And then outside of that, we can start to think about step two of this, which is really about your guests. So like thinking about your guests at the living room at this party, this is your audience. So this is where you can start to think about your level of awareness. And so the way to talk through this, it's the five levels of awareness. And that's basically like how well does your audience know about you and know your products that you're selling, your services that you're selling. And so I like to think of this again in terms of the living room. So if you're thinking about the people here and thinking about how well they know you and your services, are they most aware? And if they're most aware, this means that they're in the living room. They're talking to everyone else, all your other guests and telling everyone how awesome you are. They're raving about your services. They're talking about how you're the best social media manager or the best copywriter. And they're kind of doing the work for you and. That means they're most aware that you're superfans. Of course, we know that not everyone is a super fan. So the next level is your product aware audience members. Right.

Kira Hug: And so these are the guests who are next to you and they're talking to you, but they have questions. If they have questions about your services, they know your service and your signature package, but they haven't bought it yet. And so they're also familiar with your competitors and they're just not sure if what you have to offer is best for them. So those are your product aware guests and audience members. So you can think about how many people in your audience currently on your list are fitting into that category and maybe some more information. And then the next category is solution-aware. So these are the people in your living room who showed up to the party because they heard someone could help them at this living room party, but they just haven't met you yet. So these are your audience members who are solution aware, and they know that solutions and services like yours exist out there in the world, but they don't know that you're the person who's created it, that yours is the best service for them. So they're just kind of showing up and they're like, hey, what do you have for me? Do you have the right service? Because I know I need a service.

Brandi Mowles: I would say those are like the people and correct me if I'm wrong, that are posting and Facebook groups job opp, they know they need someone to hire, but they don't know who they're going to hire. And the one before that would have been like when you're getting on a discovery call, they've been doing all these discovery calls. They know that there's other competition out there and they're trying to feel if you're the right one for them.

Kira Hug: Exactly. Yeah. And so working through this, it's really helpful for you as the business owner and the service provider to have a firm understanding of where most of your audience members are currently living. And again, it just helps me to visualize it in the living room space. But I want to know if they're aware of the service or they just know that they need the service. And then, of course, like we typically hear about problems aware that's usually the most popular bucket when it comes to levels of awareness, because people know when they have a problem. So these might be the guests that are at your house, in your living room and are there solely because they have a problem. And they were told that they had the problem. It could be fixed at your in your living room. And so they're the people who are on your list. And you could start to agitate the pain points because they're aware of the pain points. They just don't know that there's a service and a solution that could help them. So, again, that's a very big category. And in a lot of copy, we speak to those audience members in those guest members in the living room and in the last bucket for awareness is unaware. And we all we're all aware of what those audience members look like. They are outside of your living room party. You could just picture them like outside your house.

Kira Hug: They are walking by. They don't realize they have a problem. They have no idea. Maybe they're like listening to music, just walking by in their own bubble and they have no idea that you exist. They have no idea that services like yours exist and they have no idea that they have a problem. Those are the five categories that we talk about frequently. You probably have heard about all five of them, but when you're in working within this living room framework, I would just challenge you to start thinking about where most of your audience fits in. And especially when you're selling and you're creating your own copy, you want to know which bucket they're in so that you can speak to them based off where they are, where they are. Because the way that you would talk to someone who is your brand ambassador and loves your service is going to be very different in the way you talk to that person who's walking by your house and has no idea that they have a problem, you're probably going to shout them down and wave them down. Like, don't you know that something's wrong here? And so being aware of which category and then making sure that you're speaking to them based on where they are is the next step as you're thinking through your brand living room framework.

Brandi Mowles: Perfect. I love this. And I would say that most of my listeners are in that the problem aware people are searching out their services, they know there's a problem. And that's where most of I would say, the audience that listens to this podcast, we're there, people are at the up.

Kira Hug: And that's a great place to start. And I would say, like most copy in our space is starting there and just like agitating pain points. So the best way to work on your copy in that space is to start figuring out the exact pain points that are most pressing so you can start to talk about that and grab attention that way before talking about your solution and before talking about how awesome you are. Start with the problem.

Brandi Mowles: Oh, I love that. So I'm reading Your World-Class Assistant right now with Michael Hyatt, and I was reading through this book and I was like, oh, my. Gosh, all the service executive assistants need to read this because he's laying out every problem that, like their ideal client, is struggling with, like they're overwhelmed in the calendar. And then he also goes like they don't realize, like this book's pretty much moving them through. It's not for service providers, it's for the perks hiring. But I'm like, oh, my gosh, all your like copy, your social media post, everything is in this book because he's already done the research for you. So when it comes to, like, doing a Facebook live or Instagram post or sending out an email, is that the type of thing that we should be addressing, like you're overwhelmed with your calendar? Here are some ways like helpful tips. Is is that how that falls into play?

Kira Hug: Yeah. It can fall into play with like content like you're sharing definitely leading up to any type of sale, whether you're launching a new service or just promoting your current service or launching some other product like the pre-launch content would focus on hitting on those pain points and starting to educate as well. Because if your audience doesn't know that there's a solution and there's a service, there's some education needed before you sell your unique service. So first you wanna make sure they're really clear about their problem and then they can connect the dots between their problem and then services that solve that problem. And then from there, once you start to kind of hit more of the sales mode, that's when you want to start talking about why your service is the best service so that they understand and they are ready and they're eager and educated and ready to make the right decision.

Brandi Mowles: I love this. OK, so now that we know how to kind of like go through the framework, how does this show up for service providers? Because most of my audience doesn't have an email list or if they do, it's very small or it's not their ideal. So how can we use our brand personality working with clients?

Kira Hug: Yeah, so I would say the first place to start is on your website. So especially if you're not emailing your list necessarily, you're not focused on that. It's your website so that you can attract the right clients. And so when you meet them or there's a referral, which referrals are great, that when the right client lands on your website, your brand personality is shining through. And again, going back to what we were talking about earlier so that they can identify with your brand personality and feel that connection, which will help set you apart and give you an advantage over your competition. Right. Especially if they're shopping around. You don't want to show up as a commodity. You want to show up and build that relationship. So they're like, oh, my gosh, Ozark. Like, yes, I want to talk about Ozark and deodorant with you. Or they have strong feelings either way. Right. It doesn't have to be that they love Ozark, that they get to see you and have a better idea of who you are, which kind of just like crystalizes who you are, so that the next step is to get on a call with you and actually meet you. And they feel like they already know you. So any details you could pull in even from these basic steps that we talked through today, any of those visuals, any of those details, specific details that you can pull into your copy of, whether you're DIYing it or working with a copywriter like the more specific you can get with these references and the language that you're using. Again, going back to the language, you said like take your food over to the couch, like you take your food to the couch, I'll meet you there. That could be copy that you put into your about page to make it feel inviting and warm. Part of it is like capturing the words and phrases that you're using to and maybe even doing this exercise through audio and just recording what you're saying to start to pull in that copy into your website.

Brandi Mowles: I love that. And so, OK, we get our website besides just the website, how can we really use this in other forms? So like proposals and things like even a message that we send someone in a Facebook message to be like, hey, so you have a job opp. I'd love to jump on a discovery call with you. Is this something that we can infuse in there as well?

Kira Hug: Totally, yeah. So definitely with any type of pitch, connecting on that personal level is so important and doing your research before pitching anyone, it's a little bit different in that sense that it's not starting with you and kind of like, here's my personality, I want to attract you. But if you're choosing particular clients that you want to reach out to because their dream clients or, you know, it's like you can help them, then I would start with them and start to actually go through and understand more about their brand personality. So you can start to pick little details of that that pull you in and relate to you and something that you may feel inspired by or you have in common or just speaks to you. So in that sense, I would start with them and sort of pull that information and make that connection. And say like, oh, like you, you also share the similar value here is like here's what it means to me. And then you kind of have this entryway in so that you can say also, like I have this this service that I know could be a really good fit for you, but you've already warm them up because you've done your homework and built that connection through their brand personality. So it's like it's almost reversed in that respect, but it could still work well.

Kira Hug: Proposals I know we were talking about proposals before I started recording proposals are such a great way to stand out and the time for the day of proposals being boring and like word documents, it's just over for service providers. So now there are enough platforms and programs we can use to create highly visual, really interactive proposals that allow you to show up and to showcase your brand personality not only through imagery, but through the copy and through treating your proposal almost more like a sales page and making sure that you're focusing on the prospect and like being really clear about how you can solve their problem. But you're also like you're also integrating pieces of you throughout through your tone, through your voice, through little details that you share about your process and your story so that you're creating that connection through the proposal. So I see proposals as like a sales page that you want to help build that relationship, but also be really clear about the problem that you're going to solve. And I know that you've had experience to receiving those like personality and proposals and they just stand out like you can't even compare them to just like the average ones that are just more like about objectives and goals and a little bit more dry today.

Brandi Mowles: I have probably always sent dry proposals. It's just what I've done. And so but I received two proposals and they were so fantastic because they were full of personality. I don't even remember. I heard both of them. And I remember one, my copywriter, Brittany Bean, and we were talking and it was so funny because in her proposal, it says, like, I don't have a cool logo or something like that. It was like because I have crappy initials because it's. Those are my initials. And I was like, that's why we don't have those initials on anything. And it was just something like you were talking about that connected us. And then Erica's was so full of like she has a whole, like, cocktail type theme and it was just so much personality. But she incorporated both of them, incorporated their personality with like my brand. And it was so well done. It felt so like unique and really helped stand out from all the boring ones. So it definitely changed my opinion on proposals.

Kira Hug: Proposals are so fun and I think it's the best way and the best investment if you can make an investment. And that could be your own time doing it and rewriting or reworking your own proposals or hiring someone to help with that, I think that's your best investment. And if you can infuse any copy with personality, start there and then and then go to the website. So I guess I'm changing what I said earlier, but like, start with the proposal and then work on the website. But that's the copy. You can best leverage to close more projects. So start there.

Brandi Mowles: Yeah, I definitely agree. So I would start with the proposal as well because I didn't I don't even think I looked at either one of their websites. It was like the proposal just hooked me and I've never read a full proposal. I just want to pay the price like I don't care about all the other stuff. But these, like, hooked me and I was like reading it. And I don't read welcome packets. I read the whole thing. Even from the proposal to the whole onboarding experience was an experience. It was a fun experience to go through. And I definitely think that that set them apart.

Kira Hug: Yeah, definitely. So revisit your proposal. It's never too late. I constantly am tweaking mine and updating it, and there's always room for improvement. So just figure out one thing, one change you could make to add a little bit of personality, even if it's just the headline that's progress and that could help.

Brandi Mowles: I love this and I love actionable steps. And I think this gave my listeners an actionable step that they can go and just change the headline on your proposal or just like go and give your proposal a little bit more like your brand personality as you've talked through going through the living room framework that we went through. And so I just love this so much. I think it definitely gives my listener something different to think about. And it's so unique. And so I so appreciate you being on here. But before we end, I'd love to do some rapid fire. So are you ready?

Kira Hug: I'm never ready for Rapid Fire, but yes, I'm ready.

Brandi Mowles: OK, so it doesn't have to be the first word. It can be like the first phrase. And so there's no buzzers. So you're totally fine.

Kira Hug: It makes me sweat two hundred and like this makes me sweat. OK, we're good.

Brandi Mowles: OK, so what's your favorite part of your business?

Kira Hug: So I love collaborating and mentoring team members and building a team, which is something I never thought I would say a couple of years ago, people change.

Brandi Mowles: I love that. OK, so what is your favorite software tool that you can't live without?

Kira Hug: It's so boring, but it's like type form Calendly. It's just those two. They're not invented like anything different. But I use them all the time.

Brandi Mowles: That's funny. OK, what is the best conference, virtual or live you've ever been to?

Kira Hug: It's cheating, but I'm going to say my own for the copywriter club.

Brandi Mowles: I thought you had one and I was like, this is going to be interesting.

Kira Hug: TCC. We call it The Copywriter Club in real life. We posted three two in New York and one in San Diego this past March before everything shut down. And we love it. It's awesome.

Brandi Mowles: Ok, so tell me, what's the best piece of advice you've ever received? Business advice?

Kira Hug: I mean, I want to go back to the Eleanor Roosevelt like the whole do. The thing that scares you the most has been really inspirational. Then I'm going to just add another one. I read in some book that I do not remember, but the quote was more about people will love you for your weaknesses, not your strengths. And that really resonated with me because it is OK to talk about your weaknesses and to be real and even to talk about vices in the parts of yourself that you're not as excited or happy about. And that's actually what can bond people when it's done well.

Brandi Mowles: I love that so much. Well, thank you so much. Tell my listeners where they can connect with you and just learn more about what you do.

Kira Hug: Thank you. Thank you for having me on. This is really fun. And if you want to learn more about my copywriting services, you can find me at And if you are interested, if you're a copywriter, a writer, you can learn more about building the copywriting business at

Brandi Mowles: Love it. Thank you so much.

Kira Hug: Thank you for having me.

Brandi Mowles: Y'all. How good was that? Please go connect with Kira because she laid it down for us. I love how we sat in our living room and we pulled out our voice, we put out our words and I have personally seen what a difference it can make in your proposals and your website when you add that personality. Just remember, I thought I was boring too. But we are not boring. We are all special. We are all unique. And you need to let your potential clients see that through your full onboarding experience. So please go tell your biggest takeaways and let me know how you're going to create your brand personality and where you're going to infuse it first and until next week, go out, serve your clients, scale your business and soar into that six-figure year you deserve.

Thanks again for tuning in to the Serve Scale Soar podcast with your host, Brandi, if you loved our podcast. Please be sure to leave a comment or review and be sure to tune in next time.

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Meet Brandi

Brandi Mowles is the host of the Serve Scale Soar podcast which is a podcast dedicated to helping service-based entrepreneurs scale their online business to five-figure months so they can soar into six-figure years. Brandi is a wife, mom and in less than one year, created a six-figure business.   Now she is spilling all her secrets so you can too.

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