Young and Profiting with Hala Taha - Kelly Roach: Conviction Marketing | E155

Episode Date: February 7, 2022

This week on YAP, we’re chatting with the resilient coach, author, and leader - Kelly Roach. Kelly is the founder and CEO of Kelly Roach Coaching, helping entrepreneurs build their business, legacy, and portfolio with her programs Legacy Leaders, Legacy Builders, and of course Unstoppable Entrepreneurs. Along with her coaching business, Kelly is also the host of The Kelly Roach Show podcast as well as the author of three books with a fourth, Conviction Marketing, coming out early this year. In this episode, we chat with Kelly about how she started her consulting business alongside her full time job, working 70+ hours a week to create the life and career she wanted. She tells us how to lay a strong marketing foundation by delving into the 5 essential steps to catapult your business to a category of one. And lastly, we learn all about her signature 3 tier pyramid and how you need to build off of How-To Marketing and Hope Marketing to reach the peak of Conviction Marketing!  Sponsored by -  Athletic Greens - Visit athleticgreens.com/YAP and get FREE 1 year supply of immune-supporting Vitamin D AND 5 FREE travel packs with your first purchase. BrandCrowd - Check out brandcrowd.com/yap to learn more, play with the tool for free, and get 73% off your purchase.   HubSpot - Search for My First Million on Apple Podcasts, Spotify, or wherever you listen to podcasts. Constant Contact - To start your free digital marketing trial today, visit constantcontact.com. Jordan Harbinger - Check out jordanharbinger.com/start for some episode recommendations, or search for The Jordan Harbinger Show on Apple Podcasts, Spotify or wherever you listen to podcasts.  Woven Earth - Make Woven Earth a part of your night routine and save 20% on your order with code YAP20 on WovenEarth.com/YAP  Social Media: Follow YAP on IG: www.instagram.com/youngandprofiting Reach out to Hala directly at [e-mail] Follow Hala on Linkedin: www.linkedin.com/in/htaha/ Follow Hala on Instagram: www.instagram.com/yapwithhala Follow Hala on Clubhouse: @halataha Check out our website to meet the team, view show notes and transcripts: www.youngandprofiting.com Timestamps: (00:27) - Kelly shares about her childhood and how it shaped her career (04:37) - We learn about her time working as a VP in a large corporate company and her transition into consulting (11:34) - She shares how she managed working both her main job and side hustle (15:17) - Kelly tell us how she build her consulting team as a small business (19:43) - She shares about the genesis of her book “Conviction Marketing”  (23:20) - A high level walkthrough about the 5 essential steps in her book (29:44) - She explains her 3 level pyramid by starting with “How Marketing” (34:58) - Actionable ways to bring emotions to our branding (36:33) - Kelly tells us how you can’t have Hope Marketing with out How Marketing (38:05) - The best way to go about How Marketing (39:18) - Once you succeed at “How” and “Hope” Marketing you get to “Conviction Marketing”  (44:28) - How to prepare yourself to conduct “Conviction Marketing”  (48:23) - Kelly shares how to actually come up with your Convictions and actionable strategies (50:44) - Learn about the components of how to build your tribe  (57:02) - Kelly’s asked: What is one actionable thing we can do today to become more profiting tomorrow? (57:27) - Kelly’s asked: what is your secret to profiting in life? Mentioned In The Episode: Website: https://kellyroachcoaching.com/  Books: https://kellyroachcoaching.com/books/  Instagram: https://www.instagram.com/kellyroachofficial/  Facebook: https://www.facebook.com/kelly.roach.520  Twitter: https://twitter.com/kellyroachlive  Youtube: https://www.youtube.com/c/KellyRoach  Linkedin: https://www.linkedin.com/company/kellyroachcoaching/  Podcast: https://podcasts.apple.com/us/podcast/the-kelly-roach-show/id1052353755 Learn more about your ad choices. Visit megaphone.fm/adchoices

This episode of YAP is sponsored in part by Shopify. Shopify simplifies selling online and in-person so you can focus on successfully growing your business. Sign up for a $1 per month trial period at Shopify.com-profiting. You can crush your fingers and all your toes during a data center migration. You can knock on wood, pluck a dozen for leaf clovers or look to your lucky stars for a successful office expansion.

You could hold your breath, shut your eyes, and say all the well wishes to help avoid cyber attacks. But none of that truly helps you. Because next level moments need the next level network. With the security, reliability, and expertise to take your business further. AT&T Business. The network you can rely on. You're listening to YAP, Young and Profiting Podcast,

a place where you can listen, learn, and profit. Welcome to the show. I'm your host, Halla Taha, and on Young and Profiting Podcast, we investigate a new topic each week and interview some of the brightest minds in the world. My goal is to turn their wisdom into actionable advice that you can use in your everyday life, no matter your age, profession or industry.

There's no fluff on this podcast, and that's on purpose. I'm here to uncover value from my guests by doing the proper research and asking the right questions. If you're new to the show, we've chatted with the likes of XFBI agents, real estate moguls, self-made billionaires, CEOs, and bestselling authors. Our subject matter ranges from enhanced and productivity, had again influenced the art of entrepreneurship, and more. If you're smart and like to continually improve yourself, hit the subscribe button, because you'll love it here at Young and Profiting Podcast.

This week on YAP, we're chatting with Kelly Roach, a marketing mastermind coach, author and founder and CEO of Kelly Roach Coaching. Kelly has a passion to help entrepreneurs build their businesses and legacy. Kelly is a true no-love coach. Before launching her business, she worked away up at a Fortune 500 company going from entry-level sales to the youngest VP in the

company's history. Kelly launched her coaching firm on the side of her Fortune 500 career and quickly turned her thriving side hustle into one of the most prominent coaching brands in the country. Kelly is also the host of the Kelly Road Show podcast as well as the author of four books with her latest conviction marketing just released earlier this year. In this episode, we chat with Kelly about how she started her consulting business alongside her full-time job, working 70 hours a week to create the life and career she's always dreamed of.

We learned all about her signature three tier marketing content pyramid and how you need to build off of how to and hope marketing to ultimately dominate your market and niche with conviction marketing. If you're trying to understand how to stand out in a saturated market, keep on listening. Hi Kelly, welcome to Young and Profiting Podcast. I am so excited to be here thanks for having me. Likewise, super excited. I thinkiting Podcast. I am so excited to be here. Thanks for having me. Likewise, super excited. I think you're going to share so much valuable information today. So for those who don't know you, you are a podcaster.

You're an author and the CEO and founder of the Kelly Roach Coaching Company, which is an extremely successful online business. And today, we're really going to focus on your methodology around conviction marketing, which I think is brilliant. But before we get into that, I wanna take a step back and really talk about your childhood

and your upbringing. So my team did some research and they told me that you were raised in a family of five. Your family was basically on the poverty line. You were always working to make ends meet. You were cleaning toilets to pay for dance lessons. After high school, you attended a local college and continued to work while you studied and danced. So let's talk about this because obviously hard work was instilled in you at a young age.

So talk to us about the value of hard work in who you are today and how putting in the reps really helped you as an adult. Yeah, absolutely. Well, I mean, the number one thing that I learned, you know, in my life is that if there's something that you don't like, change it. And that hard work makes absolutely any dream achievable. And, you know, growing up, I had lovely parents. My parents are wonderful people, but my dad worked for a nonprofit.

My mom was a stay at home mom, because there was five kids. It would have been more expensive to put us in daycare than it would have been, obviously, to have her home with us. And my dad really had a false belief system that in order to make a difference serving for this nonprofit, that we basically had to struggle.

He couldn't give back and make great money too. And I believe that that was a false belief system. And I decided to set out on a course in my life to both do good and create wealth. And that's what I've done for myself is what I teach other entrepreneurs to do. But not having a fallback position, not having wealth in my family,

getting a lot of nose growing up actually was the greatest service I ever could have had because it really taught me the importance of not giving up and being willing to work towards goals over a period of years. You know I think one of the the biggest misconceptions that really holds people back from accomplishing their dreams is this perception that success happens quickly or happens overnight, right? And I always say you know every overnight success is 15 years in the making.

It doesn't matter whether you've been working towards that particular success for 15 years, there were so many things that you were working to become as a person that led you to that success. And that's why we have to make sure that we don't get caught up in people's highlight rails. We need to run our own race only in that we're any kind of thing, you know? Yeah, 100%.

I love what you said around your mindset, around money and how you kind of broke that generational curse that you're, you know, your parents had, they met well, but they just didn't have the right mindset about money. And a lot of people think money is bad, but money is good, you know, the more money you have, the more you can give and help the world. Yeah, and I mean, that's not, that's just not a nice saying that you and I are tossing back and forth because we run successful companies. I've actually researched that I actually own my own philanthropic foundation that I used to give back that I'm able to now.

I, you know, when I was growing up, we were on the receiving end of charity all the time. We didn't have any money, so we couldn't do anything to help anyone else. Now I get to be on the other side of it because I've created wealth for myself, and if you research, it's the wealthiest people in the world that do the most good. Why? Why is that? Because they're the people that have disposable income that they can use to give back and do things for other. If you're

using every dollar that you make just to get by, then obviously it makes it pretty much impossible to do for others. And so we have to really shift this paradigm around money and we have to really break this silo mentality of life. You can do good or you know, you can give back or you can have a lot of money. You can focus on being a good person, or you can focus on being wealthy. I believe that our generation is the first generation that is really showing these entrepreneurs that are so dedicated to philanthropy,

to giving back to creating positive change in the world. But again, the reason why we're able to do that is that we've been able to create well for ourselves, which enables us to then serve and get back and be on the giving side of philanthropy. 100% I totally agree. So let's fast forward to you graduating college. You landed a job at a Fortune 500 company

and then you quickly rose up the ranks and became one of the youngest VPs of the company or the youngest VP to ever work at that company. So talk to us about your experience and corporate, how you rose up the ranks so quickly, and why you decided to eventually start your side business, Kelly Roaching Coaching. Kelly Roaching Coaching. Kelly Roaching Coaching, sorry. Yeah, I mean, graduating from college, I had no idea what I wanted to do.

I was like, I don't want to sit in spreadsheets. I love people. And I wanted to get into a big company because I wanted to create financial freedom for myself. And I knew I had the work ethic and the hustle I knew I could learn. So I was like, I'm just going to join this company, started in that entry-level position. And I was literally the first one in and the last one out. Every single day, I showed up for work,

even in my most entry-level job with no money, in a suit, hair and makeup, like ready to take on the world every single day. And over a period of years, I was promoted seven times in eight years, and I ended up building a team of a hundred people. So I started off with one branch, with zero staff, zero database,

complete turnaround, hired one person and then ultimately built a team of 100 across 17 locations. And we broke every record for growth in the company's history. And I have never claimed, I will never claim to be that it was talented. I'm certainly not the smartest. I was like a B student and I tried really hard.

I know a lot of cool entrepreneurs are like, I never showed up for class and I was a horrible student and blah, blah, blah. I actually tried, I just wasn't very smart. So I was in math tutoring and like getting up at five in the morning to study. I just, some people have book smarts, some people have street smarts.

I was always more of a common sense type person but that has actually served me really well. So I rose through the corporate ranks, you know, did that whole thing. My big dream was like, I want to be this corporate executive, I want to be in the boardroom, and all the planes, and, you know, running all the things, and, you know, it wasn't all some dream, it was a great ride. I went through a lot. I had a lot of people that were like, who is this young kid that thinks she's going to come in here? So that was very interesting. It was not an easy rise. I went through a lot, including people that I personally mentored and promoted and really cared for, like, turning on me and stabbing me in the back. And that's all part for the course,

right? We all go through that stuff. But, you know, I've gone to the top and that's all part for the course, right? We all go through that stuff, but I've gone to the top and I had met Deli who is now a husband we've been together for 16 years now. And we really started thinking about what do we want our life to look like. What do we want our priorities to be as a family? And I got really clear, I wanted to have financial freedom. I wanted flexibility, I wanted to be able to travel,

and I wanted to be able to put my family first, and I was like, that's not happening, working in a job, right, for someone else. So I decided to really look at what skills did I possess, what was I good at, how did I feel like I could make a difference. And the number one thing that I had learned during my time in corporate was business growth strategy. Like I really understood better than anyone I had ever seen how to look at a scenario and identify the fastest, most efficient way

to take a losing situation and make it a winning one. And I was really passionate about helping people reach their potential. It was really just those two things. And I was like, I'm'm gonna go and bring this business education to small business owners, right? Because 85% of businesses still fail. Why do they fail?

Not because the business owners aren't working their tail off, not because the business owner doesn't have a great idea, it doesn't have the energy, the passion, but because most small business owners have no business education, and I'm not talking about going to business class, all right. I'm talking about real-world business skills, the ability to understand the mechanics of how well-run company operates. And so I was like, you know what, I'm going to do this. So I went to my boss and I said, listen,

it's a top-performing executive in the company. And I I said, he listened, I'm not making enough money here. And I'm going to start my own company. And I said, I'm going to do it at night. And I'm going to do it on the weekend. And I said, I'm going to continue to be the top performing executive in the company. And I said, you can fire me right now on the spot if you want to, because I understand you have the right to do that. I'm not gonna hide anything, but I said, this is what I'm doing. And he said, okay. So I stayed there.

I built my business at night on the weekends, built a business to pretty much the million dollar mark while still working full-time as a corporate executive. And then eventually made the leap once the business was really successful, and it was staff stopping all of that. Now, we'll take a bigger company. But so many lessons, I think the biggest thing is just for anyone listening, if you're

willing to work at something over a period of years, you can accomplish anything. Patience is the number one thing that kills people's dreams. They're not willing to work hard enough long enough at the same thing. We expect overnight sensation, overnight success. I had someone say to me the other day, I've been working at this thing in my business for three months and I'm just not getting traction. And I actually started laughing. I was like, and, talked to me in a year and a half. Like, what are you talking about, right? And it was one of the things that really shocked me when I entered the business coaching space,

because I saw that there were so many people promising to teach people how to start and grow businesses in like three weeks or less. They're like six weeks, like, lots of lifestyle, like, you know, whatever. And I'm like, I don't think that's how it works, building a company. But yeah, so that's just a little bit about my story.

Oh my gosh, so inspiring. And we have so many parallels to our story. I mean, my audience knows my story well. But I mean, I also, you know, when the corporate rose up the ranks, started my podcast and my business, didn't quit my corporate job until I had 35 employees and was making 80 grand in revenue a month, you know, same thing. Like just waited until there was absolutely no risk and worked morning nights, weekends, lunchtime, anytime I could. But the

key is, and you said it, is that you've got to work both jobs just as well. You can't go start a side hustle. If you're going to, you know, slack on your day job, that's not how it works. You've got to do both equally. And to your point, if you're not willing to sacrifice in the short term, it's not going to work out. You're going to have to sacrifice put in the time if you do want to go this side hustle route, which is like the least form of risk when it comes to starting your own business. So I'd love for you to talk about that time sacrifice and how you managed your time working in corporate and building this huge business that you put together. Yeah absolutely and I just want to circle back on your point there really quickly because you know there's this huge

idea in the personal development world of like burn the bridges quit your job like look what's happening right now the great resignation everyone's quitting and no one has a job and no one has a plan and everyone's going to go spend their life savings and they're going to be broke and they're going to be even more depressed and they're going to be starting their life over because they didn't put the thought into what's my plan. The best thing I ever did was keep my corporate job while I built my business. It's why I have this beautiful, robust, amazing company that I have today because I didn't have a sense of this desperate vision that you see in the online marketing world. I mean people are so desperate.

That's why they can't build a great company. It's like this has to work. This has to, like I can't tell you how many people I come across that when I come into my programs that are like, and this has to produce, and I'm like, no, no. Like, don't bring that energy up in here. Like, you are responsible for setting up a situation in your life that you can sustain. So I just want to point that out because you mentioned that, Hala, and I think that's really important.

Like, smart people have a plan. Smart people have patience, right? You don't need to go burn the bridges. And, oh, and by the way, and I'll mention one more thing, I am going back and facilitating as a guest trainer for the Fortune 500 that I worked out for 10 years. They now bring me back to literally do trainings for their entire leadership team on the East Coast from the most northern point down into the Carolina.

So, isn't that full circle? Go on the bridge. Don't burn the mood. Have a plan. Be patient. Right? So, you asked about how I spent my time. So, basically, I would do an hour to two hours in the morning before work.

I would go out in my little Jeep Liberty on my lunch break and I would literally make my sales calls on my lunch break and then I would do my client calls at seven and eight o'clock at night, every night, and then I would work on the weekends. And it's the best thing I ever did because it actually taught me how to build a million dollar business while only working in my business about 20 hours a week. And it really taught me to be disciplined, to be focused, to understand where I should and shouldn't be spending my time. And it's really such a gift because now I have a family, I have a seven-year-old, now I run a multiple eight-figure company.

And I have so much time freedom with my family because I built a business where I have, and you've done our stories are like eerily similar. Very similar. You have a very large team I do as well. I was also a very intentional part of the design of my business and my brand. I'm sure with you as well. But like I start my calls at 11 o'clock every day. Like I can take off when my daughter is off. I go to the beach a couple of times a week with my family. Now I work my tail off. I'm not going to pretend for a single second and I don't want anyone to miss introvert what I'm saying. I work my tail off. Okay. But what I'm saying is I have discipline around where I spend my time, which allows me to be intentional and allows me to

put my family first. And I was able to design a business that worked that way because I was working full time in my job. And because I sustained the position as the number one performer in my company while I was building my own business, which was a huge integrity thing for me to make sure that my results in my full-time job didn't suffer. Let's hold that thought and take a quick break

with our sponsors. Young and profitors, do you have a brilliant business idea but you don't know how to move forward with it? Going into debt for a four-year degree isn't the only path to success. Instead learn everything you need to know about running a business for free by listening to the Millionaire University podcast. The Millionaire University podcast is a show that's changing the game for aspiring entrepreneurs. Hosted by Justin and Tara Williams, it's the ultimate resource

for those who want to run a successful business and graduate rich, not broke. Justin and Tara started from Square One, just like you and me. They faced lows and dug themselves out of huge debt. Now they're financially free and they're sharing their hard earned lessons with all of us. That's right, Millionaire University will teach you everything you need to know about starting and growing a successful business. No degrees required. In each episode, you'll gain invaluable insights from seasoned entrepreneurs and mentors who truly understand what it takes to succeed.

From topics like how to start a software business without creating your own software, to more broad discussions such as eight businesses you can start tomorrow to make 10K plus a month, this podcast has it all. So don't wait, now is the time to turn your business idea into a reality by listening to the Millionaire University podcast. New episodes drop Mondays and Thursdays. Find the Millionaire University podcast on Apple Spotify or wherever you get your podcasts. Your dog is an important part of your family. Don't settle when it comes to their health. Make the switch to fresh food made with real ingredients

that are backed by science with NOM-NOM. NOM-NOM delivers fresh dog food that is personalized to your dog's individual needs. Each portion is tailored to ensure your dog gets the nutrition they need so you can watch them thrive. NOM-NOM's ingredients are cooked individually and then mixed together, because science tells us that every protein, carb, and veggie has different cooking times and methods. This packs in all the vitamins and minerals your dog needs, so they truly get the most

out of every single bite. And Nom-nom is completely free of additives, fillers, and mystery ingredients that contribute to bloating and low energy. Your dog deserves only the best, and Nom Nom delivers just that. Their nutrient-packed recipes are crafted by board-certified veterinary nutritionists, made fresh and shipped to your door. Absolutely free! Nom Nom meals started just $2.40, and every meal is cooked in company-owned kitchens right here in the US.

And they've already delivered over 40 million meals, inspiring clean bowls and wagging tails everywhere. Ever since I started feeding my dog Nom Nom, he's been so much more energetic and he's getting older, he's a senior dog, but now we've been going on longer walks and he's much more playful. He used to be pretty sluggish and sleeping all the time, but I've definitely noticed a major improvement since I started feeding him nom nom. And the best part, they offer a money back guarantee. If your dog's tail isn't wagging within 30 days, they'll refund your first order. No fillers, no nonsense, just nom nom.

Go right now for 50% off your no risk two week trial at trinom.com slash app. That's trinom and om.com slash app for 50% off trinom.com slash app. Oh my gosh, so many lessons that you're pouring out right now. The one thing that I really hear is that you sacrificed in the short term for the long term and you created freedom for yourself and you still work really hard but the the difference is that you can decide I'm going to take a vacation, I'm going to work here, I'm going to start late, I'm going to go to my you know, daughter's dance recital. You don't have anybody kind of telling you what to do and you're in control of your life and you did that through sacrifice and calculated risk.

You didn't just, you know, jump the gun and just go for it and have no plan. And also the fact that you built a team, you know, I'm sure even in that side hustle period, you were building your team and scaling and figuring all that parts out too. So I'd love to talk to you about how you built that team even when it was just a small business.

Oh, I started right away. Very much like you. I think I had like over 30 team members while I was still working full time. I'm not even thinking they knew. But you know, because I was so structured and so disciplined with how I was doing things like and just so intentional about it. But to your point about sacrifice, so much sacrifice. And the thing that's so interesting is people see people like us, I came from a family with no money, nothing, right? I came from nothing. Billy came from nothing, I had a spend. So we're like this like phenomenon in our family. And people look at us and they're like, people change how they see you, friends, family, colleagues, even your clients as you rise through the ranks and they make these assumptions about what your life is like

or what your life must be like. And you know, it's funny because I'll hear Billy talking to people all the time and I'll be like, no, you don't understand. Like she was working at five o'clock in the morning every day for 15 years. This didn't just like happen. Yeah, exactly.

Exactly. This is amazing. It's been our days. There was no spontaneous combustion. Like, this was sacrifice over years and years and years because I had my eye on the prize and I knew what kind of life that I wanted to create and build and Billy's sacrifice too.

I mean, he's been home with Madison since she was born. So we've been a one-in-one family, you know since Madison was born because our priority was we wanted her to be home. We didn't want her in daycare. And it's amazing because even that sacrifice of like him like really he's a musician. He completely put his career on hold, has been totally focused on Madison since she was born, and the payoff from that sacrifice has been massive because I see her and she is like confident, she is like, she's a leader, she speaks articulately, like you can just see in everything about her being, like yeah, that sacrifice is going to pay off for the rest of her life. So, you know, I just want to encourage everyone that's listening, like, you know, it can be terrifying and it can also feel, it can feel discouraging

to make these sacrifices knowing that there's no promise of reward in the near term. And the biggest thing I want to say to people is like, these sacrifices that you make in the short term, the payoff is so much bigger and so much better than you can ever imagine. Like looking back on my life now at the sacrifices that I need to get to where we are today, I would do it a hundred times over.

I would not change a single thing. Every sacrifice is worth it. The times in which it's not worth it is where you start down the path of when you quit, because you just threw it all away. And that's what happens with a lot of people. It's like they'll sustain for the short term, but not the long term, and then that little bit of progress that they had made goes away, and it's like you start over from nothing, right?

So these are the distinctions, like you have to think about your life in the long term of what you want your life to be like in five, 10, and 15 years, and you have to be making decisions today for 15 years from now. You know, and I know no one wants to hear that, but I'm a truth teller. And I'm gonna be the one to say,

no, you really, you really do, because there's nothing you're gonna do 15 years from now that's going to dramatically change what your life experience is in that moment. Those decisions are happening now. That's what we all have to recognize. Oh my gosh, amen. I totally agree with that. So let's get into your new book, Conviction Marketing because I loved your book. I just ran through it. I'm a marketer myself. And so when I like marketing book, I feel like it means a lot

because I consider myself to be a great marketer. So great job on the book. It comes out February 22nd. And what was the genesis of the book? Why did you decide to write it? Yeah, I decided to write the book actually. And it's so interesting. I started writing this book before the pandemic. And did you decide to write it? Yeah, I decided to write the book actually. And it's so interesting. I started writing this book before the pandemic.

And things got so crazy the last couple of years, actually, that we had to push back the launch like twice. We actually are company grew quite a bit over these last two years. And so I needed to really focus on the team and the organization and everything. But I saw that there was just a crisis going on online, with online marketers, like an identity crisis.

And I started to see a lot of business owners just kind of failing, like just failing, not knowing how to anchor in to building their own brand. And that's a really dangerous thing because you'll take yourself out of business, right? There's a million people that can put up a bio in 30 seconds and say they do exactly what I do. They can do the same with you and with every person listening. And so I saw business owners really falling into these dangerous traps to try and stand out, whether it was like copying other people's

brands or just following the latest trends and fads that they're seeing on TikTok or Instagram or whatever the case. And I really wanna end this day, it's like there's no right or wrong, and however you wanna do the marketing for your brand, I'm not here to tell anyone, do this, don't do that. What I am here to say is, you have a unique calling.

You have a unique why. Don't go position yourself as the second best version of someone else. That's the only thing you can do wrong. Is not honoring the DNA of your own business, not honoring the DNA of your own brand. And so I wanted to help business owners to understand how they could identify their poor belief system, their convictions, how they could really get clear on how am I different and what makes

me different. And how do I share that in an authentic and meaningful way that builds my legacy body of work versus doing stupid crap that you're going to regret later, right? I mean, just to be completely transparent. And, you know, obviously there's a huge what's in it for me because I teach business owners how to scale their brands online. So I want my clients and my audience to be more successful at understanding how to build a category of one brand.

I saw that pretty much everything that people were doing was great for short-term clicks and short-term conversions, but not great for actually building a business of substance and significance that will stand the test of time. And so the goal of the book is to give a framework that people can follow to not build a brand that looks like mine, not build a brand that looks like yours, to literally walk away from the book. Like, I have a unique calling,

a unique set of DNA, a unique set of beliefs and convictions, and I can do this my own way without compromise. Mm. I have to say, I was reading your book, and I was like, yes, yes, yes. Everything that I was reading, I was like, you're so right. I never thought of it, you know, in the way that you outlined it in your framework,

but I agree with everything that you say, and I can't wait to dive really deep on some of the steps, you know, to get to be that category of one. So let's talk about the five essential steps that you outline in your book. Can you walk us through them at a high level? Yeah, definitely. So I mean, let's start at the very beginning,

a very good place to start, right? The first thing is, I mean, let's start at the very beginning, a very good place to start, right? The first thing is, you know, I think you have to step away from the copy-paste trap and you have to put yourself in a position to really say, I am going to be the best version of me and only me versus the second best version of someone else. So I would say, like, first things first, let's just set a baseline of like, we're going to go to market in a unique way that represents who we are and what we're called to do. And as a part of that foundation, it's really about identifying what your core convictions are. You have to know what you believe in order to make every decision in your business about how you're going to stand out and what you're going to do

in order to achieve your financial and impact goals. I know everyone listening has money that they want to make and a difference that they want to create. And if you don't know what your anchors are, those things that you're going to burn up a state for are, you know, it's going to be really hard to do that. So the foundation is identifying and deciding that you're going to build your own brand, not someone else's, okay? And then marrying that with identifying your beliefs, your convictions. And, you know, I think then people always have the question right about, there's things that people do and don't feel comfortable talking about online. And so I just want to address that really quickly.

I am a hugely private person. I don't share my opinions about a lot of my personal belief systems online. I don't share a lot of my personal life online. I have a seven-year-old daughter. You know, my family life is like my everything. And I'm not the kind of person that like documents my lunch and like does all that stuff. Not that there's anything wrong with it. But I'm sharing that because I think that when people hear a conviction and when people hear beliefs, they're like, but I can, you know, and it's like, no.

You can have very deep convictions that are specifically related to the way that you do podcast production. You can have very deep conviction specifically about the way that you teach people to position their podcast. You can have very deep beliefs about any area of your business, right? That does not put you in a space of being controversial or being afraid you're going to get your account shut down or talking about things that you're

uncomfortable talking about. So I do want to put that out there because I know that's always the question that people have. And you don't have to be controversial in order to stand out. You don't have to be controversial in order to be convicted.

But you do mean to have a belief system because otherwise, why would someone choose to work with you versus choosing to work with someone else? And that's the problem. Everyone wants to say me too. Every marketer wants to say, oh yeah, like everyone in my space is doing this.

Yeah, we do that too, and we do it better. No one wants to hear that. Like everyone's heard that a million times. Like, don't tell me that you do that too. Tell me what you do differently. Tell me what you do that is completely unique. Tell me what your thought process is that's actually different than the rest of your industry.

That makes me say, oh, hey, like, yeah, I want to have a conversation and check out what you're doing, right? So many things. What do you cause there? Because I know I just kind of cover it all up. No, I think that totally makes sense. I feel like a lot of people don't understand that you need to differentiate if you want to succeed, and you need to be the solution for what people are looking for. And if you're out there saying me too, then you're to be the solution for what people are looking for.

And if you're out there saying me too, then you're just copying everyone else and not really differentiating yourself. So totally agree there. Yeah. And then you have to really identify the gap, right? This is something that I have been teaching for years. And I will tell you that the business owners that really understand how to identify the gap in their industry, they become multimillion dollar successes very, very quickly.

In every industry, there is a wide open gap. The best example that I can give that everyone can identify is the taxi industry. The taxi industry was like off the rails with so many issues for decades. No one did anything about it. It was inconvenient. You could never get a taxi when you needed it. We could go on and on and on. In came Uber, they filled the gap and it was just spontaneous combustion. Now look at that industry and people are even starting

their own private car fleets where they have their own two or three cars that they're running out almost similar to the the Airbnb the RDO industry Where they're literally like running out their own cars right because there's there's a gap and now especially in like the luxury space like People want to you know, they're going on vacation right you go to the normal car dealership. You're like, I don't really want a Jeep Liberty on my vacation. I want like a Ferrari, right? So that's like an obvious thing. But the thing that's so interesting is that there is a gap in every industry. There are big issues that no one has taken the time, no one has taken the concern, no

one has taken the money to innovate and create a solution to. I saw it in the coaching industry. I looked at every single one of my peers and what did I say? They were all running these like massive programs where they're dumping people into a Facebook group. They didn't have any team to support them. People couldn't get their questions answered. Someone would post a question to Facebook group and there would be a hundred comments that just said, I didn't know what that meant. And then I found out that meant following. So it's the blind leading the blind.

No one has any answers. Everybody's looking around. There's no coach should be found. And then we wonder why people are spending $100,000 on coaching for their business and then right back where they started. So what did I do? I said, I'm going to build a full time team of 30 support members. I'm going to have every single person that goes through my program have one-to-one support in addition to the group program that they're going through.

They're gonna have accountability, they're gonna have accessibility. I took the whole model, flipped it on its head, my business exploded. There's a gap in every industry, it's not hard. It's just instead of you saying, how do I replicate what my industry is doing? You say, what are the issues in my industry and how do I step up to follow them or to fix them? I love that. So let's move into your pyramid if you wouldn't mind,

because I feel like it's a good place to talk about it. So your pyramid is made up of three levels. The first level is how to marketing, and then it's hope marketing and conviction marketing. So for my understanding, the how to marketing is really the foundational piece that you got to start with to command credibility and authority, talk to us about this how to marketing and how to do it effectively. Yeah, absolutely. So how to marketing is the most basic element of marketing and it's typically the way that people enter your ecosystem. It's simple, it's easy to do. Anyone can do it, cost you nothing. Record a quick video on your iPhone, pop it on your

stories, pop it on your page, share it across different profiles of boom. You're doing how to marketing. This is literally a transfer of knowledge. It's where I'm showing you, hey, Hala, I know how to do something that I know you're interested in doing. I'm going to be your teacher. So all of a sudden, hello, watch my video. She spent two minutes with me. She's like, damn, I like this girl. She just taught me how to do something.

I didn't know how to do. All of a sudden, she's like, cool. Okay, this is someone that I like. This is someone I trust, you know, whatever the case. So how to marketing serves a really important purpose because when people are scanning the airwaves and when they're looking for new accounts to follow and they're looking for new people to learn from they want to click digestible instant tips.

Easy. Okay. The problem is that's where most people stop. Now the problem with this is just like people are scanning the airwaves looking for a quick easy actionable tip. They're doing that all day every day. It's called a scapeism, right? That's why people go online and scroll and scroll and scroll and scroll It's escapism. So it's kind of like you got the girl She said yes to the date and now you're like cool. I already had a date with that girl Let me see. Oh, she's really cute over there, right? And then something right so the problem with how to marketing is it's a great way to get people in your ecosystem It's not a great way to keep them in your ecosystem, it's not a great way to keep them in your ecosystem. And we have to remember what's the purpose of marketing?

The purpose of marketing is to attract so that you can nurture and finally convert people into paying customers. Well, if you miss this middle section of nurture, they never make it over here to conversion. And that's what's happening to a lot of marketers They pump out this how-to marketing and this is you know a lot of people are doing their pointing and their dancing and you know They're lip-singing and all of those things and that's fine. Do you have a way to then Bring them through that process and finally get them to convert okay? So how to get some in it doesn't keep them there We want you to not just do how to, but we want to elevate from, okay, I see you as a credible

teacher, I see you as an authority, wonderful. Now let's elevate. Let's figure out how are we going to get people to keep coming back? Well, if you notice in the conversation that we're having here today, Hala, we talked a lot about stories, right? We talked a lot about experiences that I had experiences that you had ways that we resonate with each other. We talked about failure, we talked about setbacks, we talked about patience and sacrifice. What did we just do? Freeing out emotions.

Exactly. So, the people that are experiencing this show are going to say, you know what? I've only been working at that goal for a year. I think I can keep going. Kelly kept going. How have I kept going? They both run these wildly successful companies now. Maybe there's nothing wrong with me that I wasn't an overnight success in six months. Maybe if I stick with it, I am going to achieve my goals after all. Okay, now we're on to something, right? And this is why of course, podcasting is so powerful.

It's such an amazing medium for hope marketing. So hope marketing is the biggest chunk of your pyramid. And this is where you really connect with your audience in an emotional and a sensitive way where people are like, you're not just a teacher, you're not just an authority figure, you're my friend, you're my company, you're my cheerleader, you're the person that has been in my shoes. You understand everything that I've gone through, you understand everything I'm going through now and you cross the bridge the other side. So hope marketing is really about

reaching down, grabbing your audience and like grabbing your arms around them and saying like no, you're not quitting. You're coming with me on this journey. I'm going to support you every step of the way. I've been there. You can get there too. And hope marketing is really what's going to keep people coming back. I call it like the sweetness factor of your brand.

It's the thing that really makes people feel deeply connected to you as a person, not just as a marketer that can give instruction, but as a human being that has feelings, that has emotion that's been through some things, right? Does that make sense? Oh my gosh, totally makes sense. And I can attest to this. I mean, when I go on a podcast, for example, and share my story, that's when I get all these people like, you know, hitting me up, asking to do business with me and things like that because they feel so emotionally connected,

they could see any sort of PowerPoint slides about my results or whatever, but that wouldn't seal the deal. It's about liking the person and feeling connected with the person that you want to work with, which is so key. So what are some other actionable ways that we can bring this emotion to our branding aside from the obvious ones, which is like social media posts and having a podcast where you tell your personal story. It's literally, you can do it with anything. I mean, you can tell stories. I mean, for me, a lot of times, even when I do Instagram stores or Facebook stores, I'm

literally just giving encouragement. It's encouragement. It's sharing mistakes. It's sharing mistakes, it's sharing stepbacks that you work through. I think one of the things that's most enduring when you're a teacher that wants people to want to work with you is not when you just show your highlight reel of all of your greatness and all of your wonderful accomplishments, but instead when you say, listen, I fell to this, and I fell to this, and I fell to this. And this is what I learned from it,

and this is who I became, and this is why I'm successful today. And these are all the things that you can skip over that you don't have to go through, because I did, and I'm gonna tell you what to do instead. So I think it can be in podcasts, it can be in live streams, it can be in videos, it can be in emails, it can be in posts on social media stories, right? It can be from the stage, it can be in emails, it can be in posts on social media, stories, right? It can be from the stage, it can be from behind the microphone, anywhere that you connect

with your audience. It can be in a book, right? In a book, anyway you want. But the bottom line is it's going from transaction, which is not emotional, and it doesn't have staying power to relational, which now is what once creates that desire, that stickiness factor and then ran for people to want to stay with you. Yeah, and then I think there's another mistake that people make in all this is just focusing

on hope marketing alone and not doing any of the informational how to stuff. So talk to us about that. Amen. And I will, yeah, yeah. It's all the time. And that's why I wanted to actually give the illustration and the exercises and the book about the pyramid.

Because it's not about swinging the penalong from one side to the other. It's about understanding how these things work together, right? There's so many people that it's like their entire brand is just fluff and say, what do you even do? Like, why are you even, like get out of my feet, like why are you even here? Like what is this?

I don't understand what the context of this soft, like just fluff is all the time. So I can't really agree with you. Like there has to be an intelligence to your brand. Like what is it that you teach? What is it that you do? So I can't really agree with you like there has to be an intelligence to your brand like What is it that you teach? What is it that you do? There's a lot of people that goes so deep and in the wrong direction that literally you don't even know what their business is Right, if I go to your social media and I don't even understand

What your offer is what your business is what it is that you do like That's a problem. So again, the pyramid is about, you know, think about it, like Maslow's hierarchy of needs, right? Like you work your way through the pyramid, you don't say, Oh, I'm going to pull out this one piece of the pyramid and that's going to make me happy and fulfilled. No, right? Each of the pieces of the pyramid go together. So I'm really happy you brought that up, Holly.

Totally. One more thing about how to marketing that I think is important. If you're gonna do how to marketing, isn't it true that you should really focus on a couple things and not just do like how to's about everything in your industry because then nobody's gonna know what you're really about?

Yeah, thank you for bringing that up. I mean, this goes back to what we were talking about, you know, at the beginning of the show, where this lap of patience is the number one sabotage or for small business owners. I mean, I see so many businesses that one day they're marketing this, and then the next day, you see them marketing something that has nothing

to do with that other thing, and you're like, so now you're expert of nothing. You're literally expert of nothing. The more that you keep changing your messaging over and over and over. And we'll talk about this also with the conviction, the top of the pyramid, that you keep changing what you're talking about all the time.

And you're doing how to marketing on things that have nothing to do with the core anchors of your brand. Of course, that's going to create a confused mind and a confused mind. Or we says, no, right? So that's a great point. I totally agree. She is dropping bombs right now. I would advise everybody to go rewind that part back. And now we're going to move to the top level of the pyramid, which is like the elite level. You can't get to it until you finish steps one and two, how to and hope. And then you can be top of your field if you can get conviction marketing, right? So talk to us about

what that definition is and what that is. Yeah, it's absolutely true. So the way they want to think about it is at the bottom of the pyramid, your teacher, right? You're giving tips, you're giving strategies, you're giving how to's, you are demonstrating that you have knowledge and expertise that your audience does and therefore you're in a position of authority. In the second category, now you're there confident, you're there a friend, you're someone that they want to hang out with, they want to have a glass of wine, a cup of coffee, you know, they want to have a beer with you, they're someone that you like, so they know you now, they like you, right, and you're kind of like that cheerleader, that friend that they kind of want to say connected to. But let's talk about how we get from the friend category, right,

to the mentor, the trusted advisor category, because you're just going to give your friends money, right? You're going to give your money to the mentor that you believe is going to change your life. And when you asked earlier about the people that are just focused on hope marketing, that's a big problem, that's why a lot of people struggle to convert, because they literally put themselves square in that friend category. You're not gonna go by from the person that you like the most,

you're gonna go by from the person that you think is gonna change your life. It's gonna solve your biggest problem, that's going to make the biggest difference that you're gonna get the biggest transformation from. So conviction marketing is about stepping into that role of trusted mentor. It's about stepping into that role of your greatest advisor, right?

When you think about the category that you're in, you want to own that word in the mind of your audience. You want to own that category in the mind of your audience. And conviction is the only thing that's going to do that for you the in the mind of your audience. And conviction is the only thing that's going to do that for you. Conviction is what's going to lead to conversions. I would write that down. Conviction equals conversions. What does it mean to be convicted? It means to be so strong and so powerful in a set of beliefs, right? It's about beliefs. And when you think about conviction, why is conviction in court and why do so many marketers struggle to convert? Because they're not

convicted. Because they're so worried about what everyone else is doing. And the things that they're saying aren't really their authentic message. There's someone else's message that they're trying to make their own. It's very difficult to have conviction when you're saying things that aren't grounded from like your heart and your soul that aren't a part of who you are that aren't so deep in your belief system that every area of your business from your messaging, your marketing, the way that your offer is delivered, the way that you service your clients, the focus of your programming, the result that you provide. Conviction marketing is about taking a set of core beliefs and infusing them in every

single element of your brand so that when anyone interacts with you, they understand that you believe above all else that these elements must be present. And that they expect a certain experience, they expect a certain result, they feel confident that they are going to achieve a certain outcome when they open up their wallet and give you their credit card because you are so convicted, you have such a high level of belief about the result that you're going to provide and the why of how you provide that result. And this is why in the book, we start off with identifying your belief system

and then talking about how that materializes in your brand, identifying the gap in your market and then really getting clear on how you're going to fill the gap in the market. Like these are actual exercises that you do in the book because you might have to do a little self work to do this. This is about slowing down and killing me on your back a little bit. I think that, and I know I felt this way when I first started in the online space, I felt

a little scared to lead with conviction because I was no one and I had no clients. I didn't really know how heck am I going to get someone to want to buy from me when I'm a nobody, when everyone else in my space is over here talking about this and doing this. But it actually doesn't work that way. It actually works when people interact with you. The number one thing that they're saying is, do I believe this person? Like, do I believe this person? Like, do I trust you? Do I trust that linking arms with you

is going to make my life better? Do I believe that by giving you my money, this result is going to happen. It's all about believability. If it's all about believability, you better know what your convictions are and you better be able to say those convictions with a level of confidence and certainty that is going to go from this warm and fluffy brand that people think, oh, I learn a lot from this person. Oh, I really like this person. They've been through a lot. They really inspire me to know this person is pretty certain that they're the best in the world at what they do.

And I believe them. So I'm going to pull out my credit card and spend my money to work. We'll be right back after a quick break from our sponsors. Hear that sound, young and profitors. You should know that sound by now, but in case you don't, that's the sound of another sale on Shopify. Shopify is the commerce platform that's revolutionizing millions of businesses worldwide. Whether you sell edgy t-shirts or offer an educational course like me,

Shopify simplifies selling online and in person so you can focus on successfully growing your business. Shopify is packed with industry leading tools that are ready to ignite your growth, giving you complete control over your business and brand without having to learn any new skills in design or code. And Shopify grows with you no matter how big your business gets. Thanks to an endless list of integrations and third-party apps,

anything you can think of from on-demand printing to accounting to chatbots, Shopify has everything you need to revolutionize your business. If you're a regular listener, you probably know that I use Shopify to sell my LinkedIn Secrets Masterclass. Setting up my Shopify store just took me a few days. I didn't have to worry about my website and how I was going to collect payments and how I was going to trigger abandoned cart emails and all these things that Shopify does for me was just a click of a button, even setting up my chat bot was just a click of a button.

It was so easy to do. Like I said, just took a couple of days. and so it just allowed me to focus on my actual product and making sure my LinkedIn masterclass was the best it could be, and I was able to focus on my marketing. So Shopify really, really helped me make sure that my masterclass was gonna be a success right off the bat and enabled focus. And focus is everything when it comes to entrepreneurship.

With Shopify single dashboard, I can manage my orders and my payments from anywhere in the world. And like I said, it's one of my favorite things to do every day is check my Shopify dashboard. It is a rush of dopamine to see all those blinking lights around the world showing me where everybody is logging on on the site. I love it. I highly recommend it. Shopify is a platform that I use every single day and it can take your business to the next level. Sign up for a $1 per month trial period at shop Shopify.com-profiting, shopfly.com-profiting, all lowercase. This is Possibility powered by Shopify. Yeah, bam, if you're ready to take your business to new heights, break through to the six or seven-figure mark, or learn from the world's most successful people,

look no further because the Kelly Roach show has got you covered. Kelly Roach is a best-selling author, a top-ranked podcast host, and an extremely talented marketer. She's the owner of NotOne, but six thriving companies, and now she's ready to share her knowledge and experience with you on the Kelly Roach show. Kelly is an inspirational entrepreneur, and I highly respect her. She's been a guest on YAP. She was a former social client. She's a podcast client. And I remember when she came on Young & Prof profiting and she talked about her conviction marketing framework It was like mind blowing to me. I remember immediately Implementing what she taught me in the interview in my company and the marketing efforts that we were doing and as a marketer

I really really respect all Kelly has done all Kelly has built in the corporate world Kelly secured seven promotions in just eight years But she didn't just stop there all Kelly has built. In the corporate world, Kelly secured seven promotions in just eight years, but she didn't just stop there. She was working in 9 to 5 and at the same time she built her eight-figure company as a side hustle and eventually took it and made it her full-time hustle. And her strategic business goals led her to win the prestigious Inc. 500 award for the fastest growing business in the United States. She's built an empire. She's earned a life-changing wealth. And on top of all that, she maintains a happy marriage and healthy home wife. On the Kelly Road Show, you'll learn that it's possible to have it all. Tune into the Kelly Road Show as she unveils her secrets for growing your business.

It doesn't matter if you're just starting out in your career or if you're already a seasoned entrepreneur. In each episode, Kelly shares the truth about what it takes to create rapid, exponential growth. Unlock your potential, unleash your success, and start living your dream life today. Tune into the Kelly Road Show available on Apple Podcasts, Spotify, or wherever you listen to podcasts. Hey, ya fam! As you may know, I've been a full-time entrepreneur for three years now. Yet media blew up so fast it was really hard to keep everything under control, but things have settled a bit and are really focused on revamping and improving our company culture. I have 16 employees, so it's a lot of people to try to rally and motivate, and I recently had

best-selling author Kim Scott on the show. And after previewing her content in our conversation, I just knew I had to take her class on master class, tackle the hard conversations with radical candor to really absorb all she has to offer. And now I'm using her radical candor method every day with my team to give in solicit feedback, to cultivate a more inclusive culture, and to empower them with my honesty. And I can see my team feeling more motivated and energized already. They are really receptive to this framework, and I'm so happy because I really needed this class. With Masterclass, you can learn from the best to become your best, anytime, anywhere, and at your own pace.

And we all know that profiting in life doesn't just mean thriving in business. With Masterclass, you can brush up on your art skills or your cooking skills, or even your modeling skills. With over 180 classes from a range of world class instructors, that thing you've always wanted to do better is just a few clicks away. On masterclass, you'll find courses from many appa-alster guests like Chris Voss and Daniel Pink. I've been taking their sales and negotiation classes and I've been feeling like a real shark lately. I've totally leveled up my sales skills. How much would it cost you to take a one-on-one class from the world's best?

A lot. But with masterclass annual memberships, it just cost you $10 a month. I have to say the most surprising thing about masterclass since I started this incredible journey on the platform is the value. For the quality of classes, instructors, the platform itself is beautiful, the videos are super high quality, you can't beat it. Game new skills and as little as 10 minutes on your phone,

your computer, tablet, smart TV, and my personal favorite way to learn is their audio mode to listen on the go. That way, I can multitask while I learn. Get unlimited access to every class and right now as a app listener, you can get 15% off when you go to masterclass.com slash profiting. That's masterclass.com slash profiting for 15% off an annual membership masterclass.com slash profiting. What keeps floating in my head every time while you're talking is that if you're going to move to the conviction marketing, you really actually have to be an expert of your industry because it doesn't allow you to not be an expert. I see too many people, for example, trying to like make it in the podcast

industry and they don't even know how the podcast industry works. And I'm like, how are you even trying to succeed in this industry if we don't even take the time to understand it? And to your point, understand the gaps and how you would fill them. So it forces you to really know your industry and really know your stuff. Whereas the other things you could get away

with like learning one little thing and like seeming like you know your stuff, you actually need to know your entire industry and the ins and outs of it to be good at conviction marketing. And then I think a lot of people, if they are experts, they might go about it in the wrong way where they just keep shouting from the rooftops of what's wrong instead of shouting what they should be doing to make it right.

So talk to us about that. I want to peel that back a lot because those are really great points. So number one, this is what I love about conviction marketing. You can't do conviction marketing if you're not an expert. So you better either be common expert or you better get yourself into a business where you are actually an expert. I mean, just like you said, you see that with podcasting. I see that with business strategist. There's like teenagers that teach business coaching now and I'm like, oh, me, but I'm like, it doesn't worry me because when you're talking about using this pyramid to create marketing that leverages all three

of these capacities, you simply can't execute on what I'm talking about. If you don't have the skill set to do it, it will show through. It will be so obvious, right? So it's beautiful because it forces you either to get better or to understand why you are better, right? What are the other? What are the other? You've got to do one or the other. So I definitely agree with that. And then yeah, I did address that in the book and I do have a concern about that. You know, I see a lot of people kind of get bitter about, you know, the competition in their space or about what they see going on with other people or about trends that they see in their industry and they kind of have a lot to say about like, what's wrong. And, you know,

I talk about this in the book, there's a whole chapter about this, but like, this isn't about, like, complaining and like shouting from the rooftops about what's wrong. This is about like get off your butt and do something about it. Like this is about calling you out and saying, okay, you believe it can be better. You believe it can be different. How are you making it better? How are you making it different? What are you doing that's addressing those things? When I saw the coaching space and I was like, this isn't fair and this isn't right, that these people think they're going into these coaching

programs and their life is gonna change and then they get in there and they're totally lost. There's no one accessible, there's no one available, there's no one to help them. I didn't start creating all this content talking about like the coaching industry sucks and there's no support for people and I didn't say a word. I literally was like, here's what I'm doing about it.

And I did it. And then I sold what I was doing. And our business exploded. So this isn't about pointing out or calling out what other people are doing wrong. This is about identifying, well, what do you think could be done better or different? Go and do it.

And don't run your mouth about it, you know, share what you're actually doing. And it is about critical thinking, and it is about going the extra mile. And I say this all the time, the extra mile is so not crowded. It's crazy. Like, it's not crowded. So it's really, really busy down here. But like, as you clang the ranks, it becomes easier and easier to stand out because people are like, there's nothing that compares because most people aren't willing to go the extra mile, right? I totally agree. So, okay, let's talk about how to actually come up with our convictions and talk about some actionable strategies to do that because for my understanding,

it's really about identifying the gaps Then figuring out what's wrong and then reframing that to how you're gonna make it better So can you kind of just walk us through some steps we should take? Yeah, the first thing to do is you're really take yourself All the way back to the beginning of when you decided to get into business and the most important thing is Hopefully you are a consumer in your own space or have been at some point, right? So go all the way back to the beginning of your experience, doing what you do, and really ask yourself, what was the thing that compelled you more than anything to kind of throw your hat in the ring and say, I'm going to start a business doing X, right?

Typically, when we decide to go into a certain space, there's something that we believe to be true. There's something deep that's driving us that makes us feel that we can do something better or different or at least that can compete with all of the millions of other people that are doing the same business we're doing in their own way, right?

And so it's really going back to the very beginning and saying, well, what compelled you to even start this business? What made you to decide that you were going to dedicate your life to doing this thing that you're doing? And that's a great place to start because there's usually a pretty deep why there for people. But what happens is we get into our business and we're like starry-eyed and we're so excited and we're so optimistic and we have all these big ideas and we have this grand plan for what we're going to do and then life like hits us like a maf drop right because we realize oh my gosh this is hard and when we realize this is hard that's when people start to push aside their deep passion, their deep conviction, their big why, and they start scrambling to kind of like keep up with and do what's being done

already because they want to be competitive. So you need to kind of like almost like clean your palate, and also let go of those things and return to the very beginning of what compelled you to get started in the first place. What was your big why? What made you say I'm going to dedicate my life to doing this thing that I'm doing? That's your foundation. Beautiful.

So I want to move on to the third step of your framework, which we haven't talked about at all, and that's building your tribe. So I know we only have about 10 minutes left or less. So tell us about building your tribe and what are the components of that? Yeah, absolutely. So when you think about stickiness, which stickiness is the only way that you're going to get from the attraction all the way over to the conversion. Again, so what's the point of all of this? The point is we want to help you to be more effective

at attracting people in your ecosystem and ultimately converting them into paying clients. We want to help you make your dreams come true. That means that you need to be really good at creating a stickiness factor because it can take people sometimes three months, six months, nine months a year, a year and a half to work their way through your ecosystem. Some people are going to buy in a day, some people are going to buy after studying you for years at a time.

So there has to be a stickiness factor. The stickiness factor a lot of times is the tribe that you created. It's the community. It's the brand. And this is about having common beliefs, common language, common ways that you think about the world, common values, which again, of course, go back to conviction.

So you wanna think about how are you creating community? What is the belief system of your community? What's kind of the code of ethics? How do you interact with each other? What's the language that you use? What do you believe in your community and what are the pillars of this community, right? And when you think about that, usually in any really tight-knit community, there's something

that people are raging against, and there's something that people are fighting for, right? And so what you want to think about is what's the common language that you're going to create, that you're going to get everyone to kind of use and operate with. So it's like we have this thing between us that is common and sacred. What is it that you're going to be rallying against? And what is it that you're going to be fighting for? And again, we're not rallying against people, we're not discouraging other brands, right?

We're playing nice in the sandbox, you know? But you have to understand what it is that you're trying to create a distinction around. You have to be really, really clear. When I launched the live launch method and I started teaching them, what I really was rallying people against was the complexity of technology. I said, look, I'm going to teach you how to launch from your phone with no tech tools, no slides, no outside tech team, no pre-reporting,

none of that stuff. You're going to throw it out the window and you're just going to show it live for 90s and you're going to convert $1 million. And that's what we're rallying people against is this complexity that was standing in the way of people being able to actually focus on connecting with their audience, which is why they couldn't convert, because they're managing web slides and pre-recorded and doing all these other things. So again, we're gonna keep it clean, okay? We're gonna keep it clean. You always wanna think about building a legacy body of work

that you'll be proud of five, 10, 15 years from now, but you have to understand the operating reality of your people, what are you fighting against? And what are you fighting for, right? And make that a common language and a common energy and, you know, get everyone in a space where they don't want to disconnect from you and they don't want to disconnect from your community because they feel a sense of belonging. They feel a sense of sharing values, they have common language, and again, they feel like their life is going to be enhanced

as a result of staying connected to this community. Could you just give us a few examples of this language aspect that you're talking about because I just want to make sure that's clear? Yeah, it can be anything. It can literally be anything. So, like for me, I picked the word unsolvable, and I literally defined the word unstoppable. And my people refer to me and they'll say,

she's the unstoppable girl, right? Because I started so many years ago talking about this word unstoppable, and I defined it as, you know, you're unstoppable if you're a person that despite setbacks and challenges and chaos and turbulence in every reason that you can make an excuse to fail, that you decide to keep fighting for your dreams anyway. And you don't start taking action until you accomplish that.

And I literally talked about this hundreds and hundreds and hundreds of times. I wrote a book named Unstoppable. I built the names of my groups around it. I'd built the name of my groups around it, I built the name of my program around it. So it literally created this tribe mentality of people that suffered setbacks, went through the challenges, went through all these things, but believed so deeply in their goals and dreams that they're making them come true anyway. You can pick any word, you can pick any language, you can pick anything you want. But again, this is about taking a step back and not trying to be or do or compare or compete

with anyone. It is literally, what are the words that you wanna build your ecosystem around? What is the mentality that you wanna have as a shared mentality amongst you and ultimately your clients? What do you want that relationship to be? want to have as a shared mentality amongst you and ultimately your clients. What do you want that relationship to be? Yeah, and I think it also kind of makes it like exclusive because it's like only if you

know, you know, like for example, all my listeners are called young and profitors. And so it's like, you only know that if you listen to the show and all the other young and profitors know that they're young and profitors, you know, so I feel like it's also that common language that kind of bonds everyone in the community so that it really feels like a tribe. So whether that's like some framework that you came up with that has a specific name or phrase. So I totally agree there.

Even your word conviction marketing is like one of your tribe words, I think. So we don't have time to get into steps four and five of your frameworks. So everybody out there, make sure you go grab conviction marketing February 22nd. Is there anything you want to round out before we move on to the last question of the day? No, I would just say, yeah, absolutely. If standing out and becoming a category one brand is important to you, know that there's

a framework to do it. It's going to take a little courage, right? But it's accessible to everyone. Love it. Okay, so the last couple of questions that I ask on my guests is first, what is one actionable thing we can do today to become more profiting tomorrow? Connect with a human being about your business. Too many times I ask business owners that tell me that they want to grow and I'll say, well, how many prospects did you actually get on a video or send a message to or connect

with this week and it's like zero? So just go talk to another human being. Love it. Great advice. And what is your secret to profiting in life? Alignment. It's doing what I say I'm going to do and acting in alignment with what I want to experience. Very clear crystal answer. Thank you so much alignment with what I want to experience. Very clear crystal answer. Thank you so much, Kelly. I loved this conversation. I admire you. Thank you so much for your time. It was an awesome conversation and you guys can get on the wait list for the book at conviction marketing.com. Thank you so much for having me. Hello. Thank you so much, Kelly.

What a great conversation with Kelly. I love talking marketing. It's one of my favorite things to do. And Kelly's story was amazing. There's so many parallels to my story. And I think people, they really only see where you are now. And especially when it comes to side hustles, they don't realize how hard it is to start a side hustle, maintain your full time job, and then turn it into your main hustle. Early in our conversation, Kelly shared her story about working 70 hours a week between her consulting job and her full time job at a Fortune 500 company. And she worked that crazy schedule for months before she felt confident enough to make that

jump. And look how that all paid off. It was short term sacrifice. Today Kelly is one of the only female lead eight figure companies in the online coaching space. And as a marketer myself, I found myself flying through her book. There were so many gold nuggets in conviction marketing. First of all, Kelly believes that leaders need to encourage people to do deep reflection about why they've been called to do what they're doing. Instead of just trying to copy a formula

or replicate other leaders in the market, she thinks people need to realize that they are uniquely called to do their work in only a way that they can do it. And in today's world, the most important strategy for any business is to articulate how and why they are different. Whether you're looking to start a business or have one, you must believe that there's space for things to be better. That's why you

started or wanted to start that business in the first place. You can't just replicate what others do. If you want to have an attractive brand, you must have a sense of conviction around what you're doing, why you're doing it, and why you believe it to your core. So how will you show up differently? You know, when I host my Ask Kala anything sessions, a question I often get is, how do you stand out in such a saturated market? I get this question asked over and over again, no matter what the person's niche is,

and the short answer is, stop doing what everybody else is doing in your market. The long answer, well, I think Kelly summed it up best with her conviction marketing content pyramid. You need to understand and progress through three levels of content in order to separate yourself from the pack. The base layer of the pyramid is your foundation and it's called how to marketing. How to marketing content allows you to build credibility and authority by providing transactional value. Through strategies, tactics, and information, you show potential clients

in your market that you know what you're talking about, and that you can be trusted. This type of content lets followers know that you understand how to take them from where they are to where they need to go. When you share how to content, you demonstrate your knowledge and step into the role of a teacher. By offering this kind of value for free, you build rapport and reciprocity within your community. This first level of how to content is super important. It never stops, you never stop this kind of work, but it's not enough, especially if you have high ticket offers,

which brings us to the second layer of the pyramid, hope marketing. If how to marketing is what people come for, meaning this is how they search and find your content, hope marketing is what keeps people engaged, retained, and staying within your community. Hope marketing isn't tactical, it's personal. It's all about sharing your stories,

sharing the stories of those who you've helped, it's inspiration, motivation, and showing your followers what's possible, and helping them to believe in what's possible, even when they try to call it quits. It's reminding people of their potential and stepping into the role of trusted mentor and friend versus simply being a great teacher. Elevating your marketing to the hope level is what makes your market both like you and want to be like you. It builds an empathetic rapport and strikes a chord with your audience, tying people to your journey. This is how you set yourself apart and stand out from those who only leverage how to marketing. This is how you become an

influencer or a person of interest. At last, we've reached the top of the content pyramid and the highest level of marketing, what Kelly calls conviction marketing. As your business grows, you begin to identify the gaps in your market and you start filling those gaps, getting super clear on who you want to be in your market and what your market needs most. You will begin to see a core set of deep beliefs bubble to the surface. These core beliefs about what your market needs and deserves, when thoughtfully articulated, can become the convictions you bring to market. Sharing these convictions will be the highest level of distinction you have amongst your peers.

This is how you become a category of one by understanding the gap, filling the gap, and then sharing your convictions in a meaningful way. Don't just have an opinion about what's wrong. Instead, commit to do what's right. When you voice your convictions and have an offer and results that can show you can back up your convictions with action, that's when you can move from teacher to mentor to visionary.

A lot of businesses struggle with crossing over from hope marketing to conviction marketing, and they're keeping themselves and the marketing friend zone, so to speak, rather than taking on the role of trusted visionary advisor. You're never going to buy from the person you only like the most. You're going to buy from the person that you think is going to change and transform your life. Now, that is a great marketing lesson. Man oh man, if there's one marketing book I enjoyed it was this one and it's going to be my top marketing book that I recommend for 2022. Conviction

marketing is out now so make sure you go out and grab your copy all of Kelly's links are in my show notes. Thanks for listening to Young and Profiting podcast. If you enjoyed this episode make sure you take a few moments to drop us a five star review on your favorite podcast platform. This is the number one way to thank us here at Young and Profiting Podcast. You can find me on social media on Instagram at Yapp with Hala or LinkedIn, just search for my name, it's Hala Taha. Big thanks to the amazing Yap team, as always, this is Halah signing off. Are you looking for ways to be happier, healthier,

more productive and more creative? I'm Gretchen Ruben, the number one best-selling author of the Happiness Project. And every week, we share ideas and practical solutions on the Happier with Gretchen Ruben podcast. My co-host and Happiness Guinea Pig is my sister Elizabeth Kraft. That's me, Elizabeth Kraft, a TV writer and produceren podcast. My co-host and Happiness Guinea Pig is my sister Elizabeth Kraft. That's me Elizabeth Kraft, a TV writer and producer in Hollywood. Join us as we explore

fresh insights from cutting-edge science, ancient wisdom, pop culture, and our own experiences about cultivating happiness and good habits. Every week we offer a try this at home tip you can use to boost your happiness without spending a lot of time energy or money. Suggestions such as, follow the one-minute rule. Choose a one-word theme for the year or design your summer. We also feature segments like, know yourself better, where we discuss questions like, are you an over buyer or an under buyer? Morning person or night person, abundance lever or simplicity lever? And every episode includes a happiness hack, a quick easy shortcut to more happy. Listen and follow the podcast Happier with Gretchen Rubin.

Whether you're doing it tans to your favorite artist in the office parking lot, or being guided into Warrior I in the break room before your shift, whether you're running on your Peloton tread at your mom's house while she watches the baby, or counting your breaths on the subway. We're inhaling and long exhale out. Peloton is for all of us, wherever we are, whenever we need it. Download the free Peloton app today.

Peloton app available through free tier or paid subscription starting at 12.99 per month. you