Leading with Heart: Haley Slade of Slade Copy House On The Power of Authentic Women’s Leadership
An Interview With Pirie Jones Grossman
It’s empowering. It’s a potent force of empowerment. By embracing authenticity, women leaders inspire a sense of belonging and encourage individuals to bring their authentic selves to the table, unlocking pent-up creativity and innovation. It breaks down traditional norms and lets all unique voices be heard. It shifts cultures, ignites fires, and it becomes a catalyst for overall change. Every woman is different and has something unique inside her, so when we see someone freely leading as themselves, it unleashes a movement among us all.
In today’s dynamic world, the concept of leadership is continuously evolving. While traditional leadership models have often been male-dominated, there is a growing recognition of the unique strengths and perspectives that women bring to these roles. This series aims to explore how women can become more effective leaders by authentically embracing their femininity and innate strengths, rather than conforming to traditional male leadership styles. In this series, we are talking to successful women leaders, coaches, authors, and experts who can provide insights and personal stories on how embracing their inherent feminine qualities has enhanced their leadership abilities. As part of this series, we had the pleasure of interviewing Haley Slade.
Founder of Slade Copy House, Haley has climbed the ladder in her industry writing for brands such as The Real Housewives, Lufthansa Airlines, and Dove. Due to her signature method rooted in human science, she has had press features in known publications and broadcasts such as Business Insider, HuffPost, & NTD News. Haley teaches methods including (but not limited to) A/B testing, psychology-backed approaches to building brand loyalty, and copywriting techniques that turn words into clients– giving her a multi-six-figure business that continues to grow.
Thank you so much for joining us in this interview series. Before we dive into our discussion about authentic, feminine leadership, our readers would love to “get to know you” a bit better. Can you share with us the backstory about what brought you to your specific career path?
I’m from a very tiny town that often feels “behind the times” and doesn’t understand the world of marketing and business as we know it. I’m also from the Bible Belt where most of the area believes women should grow up, get married, and just be a wife and not work. I knew that path didn’t feel big enough for me. I was a licensed mental health clinician for nearly a decade, serving people in my community who suffered from mental health disorders. But having a degree in Psychology and a love of human science and people didn’t protect me from being completely burned out. I wanted more and I wanted to impact as many people as possible. I wanted to help people in a way that was not as emotionally draining. I knew I was meant for more. Being someone who has read hundreds of books and loves to write, I discovered the art and science of copywriting and never looked back. I knew I could make a huge impact by fusing my love of human science and writing. I took a leap of faith, went against the grain of our societal norms, and became an entrepreneur. Within 2 years of starting my business, I quadrupled my corp income, was speaking on stages all over the US and my work even took me to Europe impacting people all over the world.
Can you share the most interesting story that happened to you since you started your career?
Picking the “most” interesting one is harder than I expected, so I’ll go with the most memorable interesting one! I made phenomenal business connections in Nashville and was asked to moderate a panel for a local Nashville business. I said yes before knowing fully who was going to be on the panel only later to find out it was with Shawn Booth, winner of Season 11 of The Bachelorette, Jessica Zweig, powerhouse leader of Simply Be, Lexy Burke, and Lauren Lowery, Emmy winning TV anchor. We had the most intimate, helpful conversations about business and imposter syndrome and our audience learned so much from the panel. After doing the panel, I was opened to a world of new clients from each of the panelist’s community and it’s taken me all over the US. Some of the best moments are the ones that are unexpected and surprise you most!
What do you think makes your company stand out? Can you share a story?
We stand out because we have a solid psychology-backed approach and we are very human-centered. What I mean by that is we keep our foundation extremely solid and consistent about treating each person as a human, a person worthy of love and attention specific to who THEY are…rather than treating them as just another paycheck. This keeps Slade Copy House relatable and inclusive. We only take so many clients at a time so we can provide a very high-end client experience that will be memorable. We have you leave our agency feeling cared for while also having confidence your ROI will be solid. On top of that, our use of consumer psychology makes our writing process undeniably accurate and leaves the highest chance of conversion for your business.
You are a successful business leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?
Resilience is something I feel like I never really thought I had until becoming an entrepreneur. I realized I’m extremely resilient and I’m where I’m at because of it. As successful entrepreneurs, we face so many challenges and setbacks. But when you can bounce back from failures, learn from them, and persist with adversity, you’re unstoppable.
Early on, I was still developing a method that worked time and time again. I would think I found “the one” and then a client’s ROI wasn’t as high as it should have been or CTRs weren’t in the right percentage, etc. It was extremely frustrating and made me doubt myself and my abilities. I wanted to quit SO MANY TIMES. But I knew that if I quit, I’d never go back. I knew I had to keep trying no matter how long it took. Because of this, I finally developed a method that has worked consistently since implementing it, eventually landing me working with brands like Dove and features with major publications like Insider.
Secondly, I’m adaptable. Adaptability is crucial. As someone who loves planning and routine, this was hard initially. You have to learn how to pivot your strategies, embrace change, and capitalize on emerging opportunities consistently.
To build adaptability, I keep up with industry trends, tech advancements, and market changes. I stay in the know as much as possible. Also, I experiment with different approaches and am willing to adjust my strategy based on feedback and results. This drives the best, most effective results no matter your industry.
Last, but probably one of the most impactful is being empathetic. Before I’m an entrepreneur, a business owner, or a leader, I’m someone who loves people. I’m a deeply empathetic person and my brand is known for being wholesome and empathetic. Without empathy, you can’t build community or meaningful relationships with your consumers. As humans, that emotional connection is what drives us all. Empathy helps you convey your vision and build successful teams as well as a strong community.
I practice active listening and try to understand others’ perspectives before responding. I live by “walk a mile in their shoes” and I work on developing my emotional intelligence. I think of what will serve my consumer best, not myself. This allows the best client relationships and also the best understanding of their target consumer which leads to overall success for my brand AND theirs.
Leadership often entails making difficult decisions or hard choices between two apparently good paths. Can you share a story with us about a hard decision or choice you had to make as a leader? I’m curious to understand how these challenges have shaped your leadership.
There was a time when I had to choose between a huge, well-known brand that I knew would give us traction, massive visibility, and an increase in leads/clients and a smaller, less-known brand that had a mission to die for but wouldn’t give us those same things. To some either option could seem like a no-brainer, but with the spot I was at in my business at the time, it was very difficult. I had to choose between something that would sky-rocket us vs something I could be passionate about — both options helping a business thrive, mind you. I chose to go with the smaller brand because I absolutely loved their mission and their heart and it ultimately aligned with the values of Slade Copy House while the other one didn’t. Sometimes we have to choose between something “big and flashy” and something authentic and valuable. You can’t put a price on staying true to your brand. Learning to “sacrifice” something that appears to have a big gain for something more meaningful and important helped me gain confidence to always put our values first because it will pay off every single time. Now, I say no to any client (big or small) if they don’t align with our values. Period. And it’s the best decision I’ve ever learned to make to protect my brand.
Ok, thank you for that. Let’s now jump to the primary focus of our interview. Can you share a personal experience where embracing your unique leadership style, which might not align with traditional expectations, led to a significant positive impact in your organization or team?
Part of my leadership style is leading by example. Integrity is an important value I have and I think you have to lead with honesty and integrity if you expect your team to embody those same things. I once had a junior copywriter that I just hired plagiarize someone else’s work. When it was brought to my attention, I had the choice to hide this and pretend it never happened so it wouldn’t mar my brand or I could be honest and hit it head-on and brace for impact. Because we do NOT stand for this, I chose to tuck my tail between my legs and put out a statement addressing it. I chose to be transparent and honest with my community (when barely anyone even knew about it to begin with) because I didn’t want to risk it coming out and ruining my integrity. I chose to be upfront about it, fire the copywriter, and let the chips fall where they may. I was terrified that my brand was done. Terrified that no one would trust us anymore. Terrified that I wouldn’t get clients after this. The complete opposite happened. I didn’t receive a single word of negative feedback and had an outpouring of messages thanking me for being honest and noting that it was a big step to come forward when I didn’t have to. I gained business from it because I chose to be honest and open. I had 3 new clients within the week from that instance alone!
In your journey as a leader, how have you balanced demonstrating resilience, often seen as a masculine trait, with showing vulnerability, which is equally powerful, but typically feminine? Can you give an example where this balance created a meaningful difference?
Sometimes I think we view resilience as putting on this front and letting nothing stop us. Just going as hard as possible to meet our goals and be a successful leader who wears a mask that no one can penetrate. But I would argue resilience IS vulnerability sometimes. To be resilient, you have to acknowledge the situation you’re in, the challenges you’re facing, and the need to overcome them. You have to admit to yourself that there’s something to overcome in the first place. That’s where you get the extra push and drive to go harder. For someone to know you’re resilient, they have to know there was a situation you faced. It requires vulnerability to be acknowledged. To find a balance between being resilient AND vulnerable, be open about your journey. Everyone has a story worth telling.
As a woman in leadership, how have you navigated and challenged gender stereotypes, especially in situations where traditional male-dominated approaches are the norm? What strategies have you employed to remain authentic to your style?
I honestly never thought I would experience gender stereotypes but I have almost consistently experienced this when working with male-dominated industries and businesses. We have had a male-only agency client for over 3 years now and it has been one of the hardest retainers due to the lack of understanding and respect of being a woman. I’ve personally attended their events with upwards of 40 men in a room — being the only copywriting professional of them all — and I’ve been treated as if I don’t know what I’m doing or worse, ignored completely. I’ve had my thoughts, methods, and solid, research-backed opinions completely pushed aside because I was the only woman in the room. If you’re a woman, you know how this feels. But I refused to let it “cramp my style” and I refused to be anything but myself in these situations. The strategies I’ve employed once learning how to effectively handle these situations are very simple: I let my work speak for itself and I don’t attach my worth to how I’m treated. I live in the confidence that I am a force to be reckoned with in my industry among both males and females and my work speaks for itself. My results speak for themselves. My brand speaks for itself. I treat everyone with kindness even when I don’t feel like being kind because it’s how I want to be remembered at the end of the day. I don’t attach feelings to being accepted or rejected as a woman. As cliche as it sounds, if you’re rooted in your identity as a woman and as a business owner, no male-dominated industry or approach can touch you.
How do you utilize emotional intelligence and active listening to create an inclusive environment in your team or organization? Could you share a specific instance where these qualities particularly enhanced team dynamics or performance?”
I may sound like a broken record here, but having empathy in communication is HUGE.
When working with my team, I actively listen to their needs, concerns, and goals. I ASK them about their goals so I can know how to support them best. I attempt to understand the emotions behind their requests and empathize with their challenges. When my team feels deeply understood and cared for, I notice they work harder, they want to go above and beyond, and they do it with happy and willing hearts. It’s chemically in us as humans to desire to feel cared for and understood. Overall performance is better when this is present.
I also have collaborative sessions as needed. In collaborative settings, such as brainstorming sessions or content strategy meetings, I again, actively listen to my team’s ideas and perspectives. It helps ME be more creative and I learn from them, but it also fosters an environment where they feel heard and they can be more creative as well because they feel it’s a safe space. This also fosters a sense of belonging and encourages diverse input, which keeps things spicy and fun!
My least favorite part is providing and receiving constructive feedback. When providing or receiving feedback, I approach it by acknowledging the effort and intentions behind the work and offering constructive suggestions in a supportive manner (or taking them in the same way.) This helps maintain positive relationships and encourages a culture of continuous improvement. It creates a safe space for everyone.
What role has mentorship played in developing your authentic leadership style, and how do you communicate authentically to inspire and empower both your mentors and mentees?
oh man. I don’t know how anyone gets anywhere without a mentor. Mentorship is so crucial to learning and developing as a leader because you’re forced to consider the other side of the coin. You’re open to new ideas and perspectives that you wouldn’t otherwise be told if you were working alone. It’s helped me keep a fresh perspective on things and also learn how I want to lead and how I DON’T want to lead.
I communicate authentically to inspire by being encouraging and open with my life and journey. There’s a great book by Andy Crouch called “Strong and Weak” that talks about the power of vulnerability and its role in authority. It’s a risk being so vulnerable and open with mentors and mentees but the reward is so great. You’ll never go wrong forming connections and meaningful relationships by encouraging either. If you’re not consistently encouraging others, I challenge you to make it a goal to encourage at least one person a day. You’ll be shocked at how it impacts you.
Ok super. Here is the main question of our interview. Based on your experience and research, can you please share “5 Ways Leading Authentically As A Woman Will Affect Your Leadership”? If you can, please share a story or an example for each.
Absolutely. Leading authentically produces the best leadership, in my opinion. Here’s why:
1. It cultivates trust through being vulnerable. Picture yourself where maybe a major project has hard, unexpected challenges. Is it relatable to anyone to hide these challenges and act as if you’re the perfect leader with the perfect business? Nope. Instead of projecting an invincible front, openly acknowledge the hurdles and be vulnerable. Why? This kind of honesty creates relatability among your audience resulting in massive amounts of trust. Psychologically, everyone wants to be understood and feel less alone. And every business owner faces brutal challenges. By embracing imperfection and sharing challenges, you humanize yourself and create a more authentic connection with your team and consumers.
And just a little tip to back this up: Research proves that leaders who display vulnerability are perceived as more authentic, relatable, and trustworthy.
2. Leading authentically creates emotional intelligence for team dynamics. There is a high amount of emotional intelligence in women who can lead authentically. We observe subtle cues in the room that others may not pick up on. And we gauge the emotions of both team members and consumers. By understanding and responding to these emotional dynamics, we can navigate conversations smoothly, ensuring everyone feels heard. Studies consistently show that leaders with high emotional intelligence create healthier work environments, fostering collaboration and resilience in their teams. It simply works.
3. Leveraging authenticity for innovation creates an atmosphere for openness and genuine expression. By communicating values, vision, and a willingness to embrace uncertainty, you create a culture of risk-taking. This not only encourages people to think creatively and contribute innovative ideas but also builds trust by showcasing transparency and shared purpose. When you express your passion and commitment to learning from failures and taking calculated risks for innovation, you inspire an environment of continuous innovation and adaptability.
4. Inspiring through purposeful communication. Authentic leaders are perceived as more charismatic and inspirational. When your communication aligns with your true self, it creates a compelling narrative that resonates with others. People can sniff out fake in two seconds. With the realm of influencers, fake UGC content, and social media platforms being overrun with ads, consumers CRAVE purpose conversations and genuine connections.
5. It’s empowering. It’s a potent force of empowerment. By embracing authenticity, women leaders inspire a sense of belonging and encourage individuals to bring their authentic selves to the table, unlocking pent-up creativity and innovation. It breaks down traditional norms and lets all unique voices be heard. It shifts cultures, ignites fires, and it becomes a catalyst for overall change. Every woman is different and has something unique inside her, so when we see someone freely leading as themselves, it unleashes a movement among us all.
Are there potential pitfalls or challenges associated with being an empathetic leader? How can these be addressed?
Empathy 100% comes with its own set of challenges, especially as a woman. Sometimes as a woman, empathy is perceived as a weakness. It can be perceived as being too soft or emotional, potentially undermining our authority.
But to address this, you can emphasize the strength of empathy. Connect empathetic leadership to a better understanding of team dynamics, target consumers, and a positive work environment. Prove how empathy contributes to strategic decision-making and hold strong to your empathetic approach no matter how much it is misunderstood.
Another pitfall is balancing empathy with assertiveness. Striking the right balance between empathy and assertiveness can be challenging for women. We can be concerned about being perceived as either too accommodating or too assertive. It often feels like “too much this” or “not enough that.”
To address this, demonstrate assertiveness only when needed and make decisions confidently. Don’t let people see you waiver. Communicate how empathy informs your leadership style and decision-making by reinforcing that it doesn’t compromise your ability to lead effectively.
Lastly, one of the hardest is the impact empathy has on tough decisions. Empathy may be perceived as a hindrance when making tough decisions, as it might be seen as a barrier to making necessary, sometimes difficult choices. As women, we can FEEL the emotions of others and we want to avoid putting people face to face with negative emotions. But sometimes, it’s just necessary in business. It’s where the most growth can happen.
To address this, understand that hard decisions are necessary and that people grow in the hardest, most uncomfortable spots. Don’t let this keep you from feeling empathetic and don’t let it keep you from making those hard decisions. You can be both empathetic and stern.
You are a person of great influence. If you could start a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. :-)
I want us to go back to the basic foundations of what makes us human. We were made for connection and relationships. This age of hyper-digital communication and social media has deconstructed what makes us humans. You walk into a room and every person has their nose in a phone, not speaking to or acknowledging anyone else. But when we connect emotionally with other humans, psychologically, it makes us better people. It releases chemicals in our brains, fosters creativity, it builds confidence, and it makes us feel better about ourselves too. I would love to see more in-person conferences, meetings, or events that aren’t focused on making money but fostering human connection and building relationships at the core.
How can our readers further follow you online?
You can find us on Instagram at @sladecopyhouse where we hang out most! We also have an active blog on our website at www.sladecopyhouse.com
Thank you for the time you spent sharing these fantastic insights. We wish you only continued success in your great work!
About The Interviewer: Pirie is a TedX speaker, author and a Life Empowerment Coach. She is a co-host of Own your Throne podcast, inspiring women in the 2nd chapter of their lives. With over 20 years in front of the camera, Pirie Grossman understands the power of storytelling. After success in commercials and acting. She spent 10 years reporting for E! Entertainment Television, Entertainment Tonight, also hosted ABC’s “Every Woman”. Her work off-camera capitalizes on her strength, producing, bringing people together for unique experiences. She produced a Children’s Day of Compassion during the Dalai Lama’s visit here in 2005. 10,000 children attended, sharing ideas about compassion with His Holiness. From 2006–2009, Pirie Co-chaired the Special Olympics World Winter Games, in Idaho, welcoming 3,000 athletes from over 150 countries. She founded Destiny Productions to create Wellness Festivals and is an Advisory Board member of the Sun Valley Wellness Board.In February 2017, Pirie produced, “Love is Louder”, a Brain Health Summit, bringing in Kevin Hines, noted suicide survivor to Sun Valley who spoke to school kids about suicide. Sun Valley is in the top 5% highest suicide rate per capita in the Northwest, prompting a community initiative with St. Luke’s and other stake holders, to begin healing. She lives in Sun Valley with her two children, serves on the Board of Community School. She has her Master’s degree in Spiritual Psychology from the University of Santa Monica and is an Executive Life Empowerment Coach, where she helps people meet their dreams and goals! The difference between a dream and a goal is that a goal is a dream with a date on it!
