Kelly Roach: The 5 Pillars of Conviction Marketing | Marketing | YAPClassic

0:00:13 Hello, young and profiters.
0:00:16 Most businesses fight for attention,
0:00:19 but the most successful ones command it.
0:00:21 The secret is conviction.
0:00:23 In this Yap Classic interview,
0:00:26 I had the pleasure of sitting down with Kelly Roach,
0:00:28 a powerhouse marketing coach that I look up to
0:00:30 who knows exactly what it takes
0:00:33 to make a brand truly stand out
0:00:34 in today’s crowded marketplace.
0:00:36 Kelly has helped countless businesses
0:00:39 break free from generic cookie cutter strategies
0:00:42 by embracing bold, authentic messaging
0:00:43 that commands attention.
0:00:46 She believes that the secret to powerful marketing
0:00:49 isn’t just tactics, it’s conviction.
0:00:52 In this episode, Kelly shared some actionable strategies
0:00:54 for infusing emotion into your brand,
0:00:56 creating marketing that deeply resonates
0:00:58 and building an audience
0:00:59 that’s not just engaged,
0:01:01 but fully invested in your mission.
0:01:04 Believe me, you don’t want to miss this conversation.
0:01:08 Here’s my interview with the amazingly talented Kelly Roach.
0:01:13 I want to take a step back
0:01:16 and really talk about your childhood and your upbringing.
0:01:17 So my team did some research
0:01:20 and they told me that you were raised in a family of five.
0:01:23 Your family was basically on the poverty line.
0:01:26 You were always working to make ends meet.
0:01:29 You were cleaning toilets to pay for dance lessons.
0:01:31 After high school, you attended a local college
0:01:35 and continued to work while you studied and danced.
0:01:36 So let’s talk about this
0:01:40 because obviously hard work was instilled in you at a young age.
0:01:43 So talk to us about the value of hard work
0:01:44 and who you are today
0:01:48 and how putting in the reps really helped you as an adult.
0:01:49 Yeah, absolutely.
0:01:51 Well, I mean, the number one thing that I learned,
0:01:53 you know, in my life is that
0:01:55 if there’s something that you don’t like, change it.
0:02:00 And that hard work makes absolutely any dream achievable.
0:02:04 And, you know, growing up, I had lovely parents.
0:02:06 My parents are wonderful people,
0:02:08 but my dad worked for a nonprofit.
0:02:09 My mom was a stay-at-home mom
0:02:10 because there was five kids.
0:02:13 It would have been more expensive to put us in daycare
0:02:14 than it would have been, obviously,
0:02:16 to have her home with us.
0:02:19 And my dad really had a false belief system
0:02:20 that in order to make a difference
0:02:21 serving for this nonprofit,
0:02:25 you know, that we basically had to struggle.
0:02:27 He couldn’t give back and make great money too.
0:02:31 And I believe that that was a false belief system.
0:02:33 And I decided to set out on a course in my life
0:02:36 to both do good and create wealth.
0:02:37 And that’s what I’ve done for myself
0:02:39 is what I teach other entrepreneurs to do.
0:02:42 But, you know, not having a fallback position,
0:02:45 not having, you know, wealth in my family,
0:02:47 getting a lot of no’s growing up
0:02:50 actually was the greatest service I ever could have had
0:02:52 because it really taught me the importance
0:02:54 of not giving up
0:02:56 and being willing to work towards goals
0:02:58 over a period of years.
0:03:01 You know, I think one of the biggest misconceptions
0:03:03 that really holds people back
0:03:05 from accomplishing their dreams
0:03:07 is this perception that success happens quickly
0:03:09 or happens overnight, right?
0:03:10 And I always say, you know,
0:03:13 every overnight success is 15 years in the making.
0:03:14 It doesn’t matter whether you’ve been working
0:03:17 towards that particular success for 15 years.
0:03:19 There were so many things
0:03:22 that you were working to become as a person
0:03:24 that led you to that success.
0:03:26 And that’s why we have to make sure
0:03:27 that we don’t get caught up
0:03:28 in people’s highlight reels.
0:03:30 We need to like run our own race,
0:03:33 you know, own the lane that we’re in kind of thing,
0:03:33 you know?
0:03:35 Yeah, 100%.
0:03:38 I love what you said around your mindset around money
0:03:41 and how you kind of broke that generational curse
0:03:43 that your, you know, your parents had.
0:03:44 They meant well,
0:03:47 but they just didn’t have the right mindset about money.
0:03:49 And a lot of people think money is bad,
0:03:50 but money is good.
0:03:51 You know, the more money you have,
0:03:53 the more you can give and help the world.
0:03:54 Yeah.
0:03:55 And I mean, that’s not,
0:03:57 that’s just not a nice saying
0:03:58 that you and I are tossing back and forth
0:04:00 because we run successful companies.
0:04:01 I’ve actually researched it.
0:04:04 I actually own my own philanthropic foundation
0:04:06 that I use to give back
0:04:07 that I’m able to now.
0:04:09 You know, when I was growing up,
0:04:11 we were on the receiving end of charity all the time.
0:04:12 We didn’t have any money,
0:04:15 so we couldn’t do anything to help anyone else.
0:04:17 Now I get to be on the other side of it
0:04:18 because I’ve created wealth for myself.
0:04:19 And if you research,
0:04:21 it’s the wealthiest people in the world
0:04:23 that do the most good.
0:04:24 Why?
0:04:25 Why is that?
0:04:26 Because they’re the people
0:04:28 that have disposable income
0:04:29 that they can use to give back
0:04:31 and do things for others.
0:04:33 If you’re using every dollar that you make
0:04:34 just to get by,
0:04:36 then obviously it makes it
0:04:38 pretty much impossible to do for others.
0:04:41 And so we have to really shift
0:04:42 this paradigm around money
0:04:45 and we have to really break this silo mentality
0:04:47 of like you can do good
0:04:49 or, you know, you can give back
0:04:50 or you can have a lot of money.
0:04:52 You can focus on being a good person
0:04:53 or you can focus on being wealthy.
0:04:56 You know, I believe that our generation
0:04:57 is the first generation
0:04:58 that is really showing like
0:05:00 these entrepreneurs
0:05:02 that are so dedicated to philanthropy,
0:05:03 to giving back,
0:05:05 to creating positive change in the world.
0:05:08 But again, the reason why we’re able to do that
0:05:10 is that we’ve been able to create wealth
0:05:11 for ourselves,
0:05:13 which enables us to then serve
0:05:13 and give back
0:05:15 and be, you know,
0:05:17 on the giving side of philanthropy.
0:05:19 One hundred percent.
0:05:20 I totally agree.
0:05:21 So let’s fast forward
0:05:23 to you graduating college.
0:05:24 You landed a job
0:05:25 at a Fortune 500 company
0:05:27 and then you quickly rose up the ranks
0:05:29 and became one of the youngest VPs
0:05:29 of the company
0:05:31 or the youngest VP
0:05:33 to ever work at that company.
0:05:34 So talk to us about
0:05:35 your experience in corporate,
0:05:37 how you rose up the ranks so quickly
0:05:39 and why you decided
0:05:40 to eventually start
0:05:41 your side business,
0:05:42 Kelly Roach Coaching.
0:05:43 Yeah.
0:05:44 Kelly Roach Coaching.
0:05:44 Sorry.
0:05:45 Yeah, for sure.
0:05:46 Yeah.
0:05:48 I mean, graduating from college,
0:05:48 I had no idea
0:05:49 what I wanted to do.
0:05:50 I was like,
0:05:50 I don’t want to sit
0:05:51 in spreadsheets.
0:05:52 I love people
0:05:54 and I wanted to get
0:05:55 into a big company
0:05:56 because I wanted to create
0:05:58 financial freedom for myself
0:05:58 and I knew
0:06:00 I had the work ethic
0:06:00 and the hustle.
0:06:01 I knew I could learn.
0:06:02 So I was like,
0:06:02 I’m just going to,
0:06:03 you know,
0:06:03 join this company.
0:06:04 I started in that
0:06:05 entry-level position
0:06:07 and I was literally
0:06:07 the first one in
0:06:08 and the last one out
0:06:10 every single day.
0:06:11 I showed up for work
0:06:12 even in my most
0:06:13 entry-level job
0:06:13 with no money,
0:06:14 in a suit,
0:06:15 hair and makeup,
0:06:17 like ready to take on
0:06:17 the world
0:06:18 every single day.
0:06:19 And, you know,
0:06:21 over a period of years,
0:06:21 I was promoted
0:06:23 seven times in eight years
0:06:24 and I ended up building
0:06:25 a team of a hundred people.
0:06:26 So I started off with,
0:06:26 you know,
0:06:27 one branch
0:06:28 with zero staff,
0:06:29 zero database,
0:06:31 complete turnaround,
0:06:32 hired one person
0:06:33 and then ultimately
0:06:34 built a team of a hundred
0:06:36 across 17 locations.
0:06:37 And, you know,
0:06:39 we broke every record
0:06:39 for growth
0:06:40 in the company’s history
0:06:43 and I have never claimed
0:06:43 and will never claim
0:06:45 to be the most talented.
0:06:45 I’m certainly
0:06:46 not the smartest.
0:06:47 I was like a B student
0:06:48 and I tried really hard.
0:06:49 I know a lot of
0:06:49 cool entrepreneurs
0:06:50 are like,
0:06:51 I never showed up
0:06:52 for class
0:06:53 and I was a horrible
0:06:53 student and blah,
0:06:54 blah, blah.
0:06:55 I actually tried.
0:06:56 I just wasn’t very smart.
0:07:00 I did math tutoring
0:07:01 and like getting up
0:07:02 at five in the morning
0:07:03 to study.
0:07:03 I just,
0:07:04 some people
0:07:05 have book smarts.
0:07:06 Some people
0:07:07 have street smarts.
0:07:08 I was always more
0:07:09 of a common sense
0:07:10 type person,
0:07:11 but that has actually
0:07:12 served me really well.
0:07:15 So I rose through
0:07:15 the corporate ranks,
0:07:16 you know,
0:07:17 did that whole thing.
0:07:18 My big dream was like,
0:07:19 I want to be this
0:07:20 corporate executive.
0:07:21 I want to be in the boardroom
0:07:22 and on the planes
0:07:22 and, you know,
0:07:23 running all the things.
0:07:24 And, you know,
0:07:25 it was an awesome dream.
0:07:26 It was a great ride.
0:07:28 I went through a lot.
0:07:29 I had a lot of people
0:07:29 that were like,
0:07:31 who is this young kid
0:07:31 that thinks she’s
0:07:32 going to come in here?
0:07:33 So that was,
0:07:35 that was very interesting.
0:07:37 It was not an easy rise.
0:07:38 I went through a lot,
0:07:39 including people
0:07:41 that I personally like
0:07:42 mentored and promoted
0:07:44 and really cared for,
0:07:45 like turning on me
0:07:46 and stabbing me in the back.
0:07:48 And that’s all par
0:07:48 for the course, right?
0:07:49 We all go through that stuff.
0:07:51 But, you know,
0:07:52 I got to the top
0:07:53 and I had met Dele,
0:07:54 who is now my husband.
0:07:55 We’ve been together
0:07:56 for 16 years now.
0:07:57 And, you know,
0:07:58 we really started thinking about,
0:07:59 like, what do we want
0:08:00 our life to look like?
0:08:01 You know,
0:08:02 what do we want our priorities
0:08:03 to be as a family?
0:08:04 And, you know,
0:08:06 I got really clear,
0:08:07 you know,
0:08:08 I wanted to have
0:08:09 financial freedom.
0:08:10 I wanted flexibility.
0:08:11 I wanted to be able to travel.
0:08:12 And, you know,
0:08:12 I wanted to be able
0:08:14 to put my family first.
0:08:14 And I was like,
0:08:15 that’s not happening,
0:08:16 you know,
0:08:17 working in a job,
0:08:17 right,
0:08:18 for someone else.
0:08:21 So I decided to really look at
0:08:22 what skills did I possess?
0:08:23 What was I good at?
0:08:24 You know,
0:08:25 how did I feel like
0:08:26 I could make a difference?
0:08:27 And the number one thing
0:08:28 that I had learned
0:08:30 during my time in corporate
0:08:32 was business growth strategy.
0:08:32 Like,
0:08:33 I really understood
0:08:35 better than anyone
0:08:35 I had ever seen
0:08:37 how to look at a scenario
0:08:38 and identify
0:08:38 the fastest,
0:08:40 most efficient way
0:08:42 to take a losing situation
0:08:44 and make it a winning one.
0:08:46 And I was really passionate
0:08:47 about helping people
0:08:48 reach their potential.
0:08:49 It was really just
0:08:50 those two things.
0:08:50 And I was like,
0:08:51 I’m going to go
0:08:53 and bring this business education
0:08:55 to small business owners,
0:08:56 right?
0:08:58 Because 85% of businesses
0:08:58 still fail.
0:08:59 Why did,
0:09:00 why did they fail?
0:09:01 Not because the business owner
0:09:02 isn’t working their tail off,
0:09:04 not because the business owner
0:09:05 doesn’t have a great idea,
0:09:06 it doesn’t have the energy,
0:09:07 the passion,
0:09:09 but because most small business owners
0:09:11 have no business education.
0:09:12 And I’m not talking about
0:09:13 going to business class,
0:09:13 okay?
0:09:15 I’m talking about
0:09:17 real world business skills,
0:09:19 the ability to understand
0:09:20 the mechanics
0:09:22 of how a well-run
0:09:24 company operates.
0:09:25 And so I was like,
0:09:25 you know what,
0:09:27 I’m going to do this.
0:09:28 So I went to my boss
0:09:28 and I said,
0:09:28 listen,
0:09:30 as a top performing executive
0:09:31 in the company,
0:09:32 and I said,
0:09:32 hey, listen,
0:09:34 I’m not making enough money here
0:09:37 and I’m going to start
0:09:37 my own company.
0:09:39 And I said,
0:09:40 I’m going to do it at night
0:09:41 and I’m going to do it
0:09:41 on the weekend.
0:09:42 And I said,
0:09:43 I’m going to continue
0:09:44 to be the top performing
0:09:45 executive in the company.
0:09:46 And I said,
0:09:47 you can fire me right now
0:09:47 on the spot
0:09:48 if you want to,
0:09:49 because I understand
0:09:50 you have the right to do that.
0:09:51 I’m not going to hide anything.
0:09:52 But I said,
0:09:53 this is what I’m doing.
0:09:54 And he said,
0:09:55 okay.
0:09:57 So I stayed there.
0:09:59 I built my business at night
0:10:00 on the weekends,
0:10:02 built a business
0:10:03 to pretty much
0:10:04 the million dollar mark
0:10:05 while still working full time
0:10:06 as a corporate executive.
0:10:07 And then,
0:10:07 you know,
0:10:08 eventually made the leap
0:10:10 once the business was,
0:10:10 you know,
0:10:11 really successful
0:10:12 on a staff and all of that,
0:10:12 you know,
0:10:14 now a multi-figure company.
0:10:16 But so many lessons.
0:10:17 I mean,
0:10:18 I think the biggest thing
0:10:18 is just,
0:10:19 you know,
0:10:19 for anyone listening,
0:10:20 you know,
0:10:22 if you’re willing
0:10:23 to work at something
0:10:24 over a period of years,
0:10:25 you can accomplish anything.
0:10:28 patience is the number one thing
0:10:29 that kills people’s dreams.
0:10:30 They’re not willing
0:10:32 to work hard enough,
0:10:32 long enough
0:10:33 at the same thing.
0:10:36 We expect overnight sensation,
0:10:38 overnight success.
0:10:39 I had someone say to me
0:10:40 the other day,
0:10:42 I’ve been working at this thing
0:10:43 in my business
0:10:44 for three months
0:10:46 and I’m just not getting traction.
0:10:48 And I actually started laughing.
0:10:49 I was like,
0:10:50 and?
0:10:51 talk to me
0:10:52 in a year and a half.
0:10:52 Like,
0:10:54 what are you talking about?
0:10:54 Right?
0:10:56 And it was one of the things
0:10:57 that really shocked me
0:10:57 when I entered
0:10:58 the business coaching space
0:11:00 because I saw that
0:11:01 there were so many people
0:11:02 promising to teach people
0:11:04 how to start and grow businesses
0:11:05 in like three weeks or less.
0:11:05 They’re like,
0:11:06 six weeks,
0:11:07 like laptop lifestyle,
0:11:08 like,
0:11:08 you know,
0:11:09 whatever.
0:11:09 And I’m like,
0:11:11 I don’t think
0:11:12 that’s how it works,
0:11:13 building a company.
0:11:14 But yeah,
0:11:15 so that’s just a little bit
0:11:16 about my story.
0:11:17 Oh my gosh,
0:11:18 so inspiring.
0:11:20 And we have so many parallels
0:11:21 to our story.
0:11:21 I mean,
0:11:23 my audience knows my story well,
0:11:23 but I mean,
0:11:24 I also,
0:11:25 you know,
0:11:25 went to corporate,
0:11:26 rose up the ranks,
0:11:27 started my podcast
0:11:28 and my business,
0:11:31 didn’t quit my corporate job
0:11:33 until I had 35 employees
0:11:34 and was making 80 grand
0:11:35 in revenue a month,
0:11:35 you know,
0:11:36 same thing,
0:11:37 like just waited
0:11:38 until there was absolutely
0:11:39 no risk
0:11:40 and worked morning nights,
0:11:41 weekends,
0:11:42 lunchtime,
0:11:43 anytime I could.
0:11:44 But the key is,
0:11:45 and you said it,
0:11:46 is that you’ve got to work
0:11:47 both jobs just as well.
0:11:49 You can’t go start a side hustle
0:11:50 if you’re going to,
0:11:50 you know,
0:11:51 slack on your day job.
0:11:53 That’s not how it works.
0:11:54 You’ve got to do both equally.
0:11:55 And to your point,
0:11:56 if you’re not willing to sacrifice
0:11:57 in the short term,
0:11:58 it’s not going to work out.
0:11:59 You’re going to have to sacrifice,
0:12:00 put in the time
0:12:01 if you do want to go
0:12:03 this side hustle route,
0:12:05 which is like the least form of risk
0:12:06 when it comes to starting
0:12:06 your own business.
0:12:08 So I’d love for you to talk about
0:12:10 that time sacrifice
0:12:12 and how you managed your time
0:12:13 working in corporate
0:12:15 and building this huge business
0:12:16 that you put together.
0:12:17 Yeah, absolutely.
0:12:18 And I just want to circle back
0:12:19 on your point there really quickly
0:12:21 because, you know,
0:12:22 there’s this huge idea
0:12:24 in the personal development world
0:12:25 of like burn the bridges,
0:12:26 quit your job,
0:12:28 like look what’s happening right now.
0:12:29 The great resignation,
0:12:30 everyone’s quitting
0:12:31 and no one has a job
0:12:32 and no one has a plan
0:12:33 and everyone’s going to go
0:12:34 spend their life savings
0:12:35 and they’re going to be broke
0:12:35 and they’re going to be
0:12:36 even more depressed
0:12:37 and they’re going to be
0:12:38 starting their life over
0:12:39 because they didn’t put the thought
0:12:41 into what’s my plan.
0:12:42 the best thing I ever did
0:12:44 was keep my corporate job
0:12:45 while I built my business.
0:12:47 It’s why I have this beautiful,
0:12:49 robust, amazing company
0:12:50 that I have today
0:12:52 because I didn’t have a sense
0:12:54 of this desperation
0:12:55 that you see
0:12:56 in the online marketing world.
0:12:58 I mean, people are so desperate.
0:12:59 That’s why they can’t build
0:13:00 a great company.
0:13:02 It’s like this has to work.
0:13:03 This has to be like
0:13:04 I can’t tell you
0:13:06 how many people I come across
0:13:06 that want to come
0:13:07 into my programs
0:13:07 that are like
0:13:09 and this has to produce
0:13:09 and I’m like,
0:13:11 no, no.
0:13:14 Like, don’t bring that energy
0:13:14 up in here.
0:13:16 Like, you are responsible
0:13:17 for setting up a situation
0:13:18 in your life
0:13:19 that you can sustain.
0:13:20 So I just want to point that out
0:13:21 because you mentioned that,
0:13:21 Hala,
0:13:22 and I think that’s really important.
0:13:24 Like, smart people have a plan.
0:13:28 Smart people have patience, right?
0:13:29 You don’t need to go
0:13:30 burn the bridges
0:13:32 and, oh, oh, and by the way,
0:13:33 and I’ll mention one more thing.
0:13:34 I am going back
0:13:35 and facilitating
0:13:38 as a guest trainer
0:13:40 for the Fortune 500
0:13:41 that I worked at for 10 years
0:13:43 and now bring me back
0:13:45 to literally do trainings
0:13:47 for their entire leadership team
0:13:50 on the East Coast
0:13:51 from, you know,
0:13:52 the most northern point
0:13:54 down into the Carolinas.
0:13:56 So isn’t that full circle?
0:13:58 So don’t burn the bridge.
0:13:59 Don’t burn the boat.
0:14:00 Have a plan.
0:14:02 Be patient, right?
0:14:02 So you asked about
0:14:03 how I spend my time.
0:14:04 So basically,
0:14:05 I would do an hour to two hours
0:14:06 in the morning before work.
0:14:08 I would go out
0:14:09 on my little Jeep Liberty
0:14:09 on my lunch break
0:14:10 and I would literally
0:14:12 make my sales calls
0:14:13 on my lunch break
0:14:14 and then I would do
0:14:15 my client calls
0:14:16 at seven and eight o’clock
0:14:17 at night, every night
0:14:18 and then I would work
0:14:19 on the weekends
0:14:21 and it’s the best thing
0:14:21 I ever did
0:14:23 because it actually taught me
0:14:24 how to build
0:14:25 a million dollar business
0:14:26 while only working
0:14:27 in my business
0:14:28 about 20 hours a week
0:14:31 and it really taught me
0:14:32 to be disciplined,
0:14:33 to be focused,
0:14:34 to understand
0:14:36 where I should
0:14:36 and shouldn’t be
0:14:37 spending my time
0:14:39 and it’s really such a gift
0:14:40 because now I have
0:14:40 a family,
0:14:41 I have a seven-year-old,
0:14:42 now I run a multiple
0:14:43 eight-figure company
0:14:46 and I have so much
0:14:46 time freedom
0:14:47 with my family
0:14:49 because I built
0:14:50 a business
0:14:51 where I have
0:14:51 and you’ve done,
0:14:52 our stories are like
0:14:53 eerily similar.
0:14:54 Very similar.
0:14:55 You have a very large team,
0:14:56 I do as well.
0:14:57 That was also
0:14:59 a very intentional part
0:14:59 of the design
0:15:00 of my business
0:15:01 and my brand,
0:15:02 I’m sure with you as well
0:15:03 but like I start my calls
0:15:05 at 11 o’clock every day,
0:15:06 like I can take off
0:15:07 when my daughter is off.
0:15:08 I go to the beach
0:15:09 a couple of times a week
0:15:10 with my family.
0:15:11 Now I work my tail off,
0:15:12 I’m not going to pretend
0:15:13 for a single second
0:15:14 and I don’t want anyone
0:15:15 to misinterpret
0:15:15 what I’m saying,
0:15:16 I work my tail off,
0:15:17 okay?
0:15:18 But what I’m saying is
0:15:20 is I have discipline
0:15:23 around where I spend my time
0:15:24 which allows me
0:15:25 to be intentional
0:15:26 and allows me
0:15:27 to put my family first
0:15:29 and I was able
0:15:29 to design a business
0:15:31 that worked that way
0:15:32 because I was working
0:15:33 full-time in my job
0:15:34 and because I sustained
0:15:35 the position
0:15:36 as the number one performer
0:15:37 in my company
0:15:39 while I was building
0:15:39 my own business
0:15:41 which was a huge
0:15:42 integrity thing for me
0:15:43 to make sure
0:15:44 that my results
0:15:45 in my full-time job
0:15:45 didn’t suffer.
0:15:48 Let’s hold that thought
0:15:49 and take a quick break
0:15:49 with our sponsors.
0:15:52 Hey, Young Improfters,
0:15:54 I know so many of you
0:15:55 are in your grind season.
0:15:56 You’re working that
0:15:57 nine to five
0:15:58 and then you’re five
0:15:58 to midnight
0:16:00 building that dream.
0:16:01 That’s how I started
0:16:01 Yap Media
0:16:02 so keep going
0:16:03 and hustling
0:16:04 but I do want to give you
0:16:05 some advice
0:16:06 because if you’re
0:16:06 a side hustler
0:16:08 I know personally
0:16:08 how hard it can be
0:16:10 to find the right tools
0:16:10 for your team
0:16:12 without breaking the bank.
0:16:13 All those tools
0:16:14 can get really expensive
0:16:15 but you need to collaborate
0:16:16 with your team
0:16:17 and that’s where
0:16:18 Microsoft Teams Free
0:16:19 comes in.
0:16:20 With Teams
0:16:21 you get pro-level
0:16:22 collaboration tools
0:16:23 without the hefty
0:16:23 price tag.
0:16:24 You can host
0:16:25 free video meetings
0:16:26 for up to 60 minutes
0:16:27 which is perfect
0:16:28 for brainstorming
0:16:29 with your team
0:16:31 or to look super professional
0:16:32 for your client calls.
0:16:33 Plus enjoy
0:16:34 unlimited chat
0:16:35 for real-time collaboration
0:16:37 with your side hustle team
0:16:38 no matter where you are.
0:16:40 I wish that I had
0:16:41 Microsoft Teams Free
0:16:42 back when I was
0:16:42 first starting Yap.
0:16:43 I have a remote team
0:16:44 and it was really hard
0:16:45 for us to keep organized.
0:16:46 If we had
0:16:47 Microsoft Teams Free
0:16:48 we would have gotten
0:16:49 way further faster
0:16:50 because with
0:16:52 Microsoft Teams Free
0:16:52 you can keep
0:16:53 your client documents
0:16:54 invoices
0:16:55 and brand assets
0:16:55 organized
0:16:56 with their shared
0:16:57 file storage.
0:16:58 You can access
0:16:59 everything you need
0:17:00 all in one place.
0:17:02 You can even create
0:17:03 community spaces
0:17:04 to organize your team
0:17:04 volunteers
0:17:06 or creative collaborators
0:17:07 making it easier
0:17:08 for you to keep
0:17:08 your project
0:17:09 or business
0:17:10 on track.
0:17:11 Built by Microsoft
0:17:12 Teams offers
0:17:13 a secure
0:17:13 professional
0:17:14 and reliable
0:17:16 platform for entrepreneurs
0:17:17 to build their businesses.
0:17:18 It’s flexible
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0:17:20 everywhere.
0:17:21 Best of all
0:17:21 it’s free.
0:17:23 Stop paying for tools.
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0:17:26 with Microsoft Teams.
0:17:27 So why wait?
0:17:28 Try Microsoft Teams today
0:17:29 and start growing
0:17:30 your side hustle
0:17:31 without the extra cost.
0:17:32 Head over to
0:17:34 aka.ms
0:17:35 slash profiting
0:17:35 today
0:17:36 to sign up
0:17:36 for free.
0:17:37 That’s
0:17:38 aka.ms
0:17:39 slash profiting
0:17:40 to sign up
0:17:40 today
0:17:41 for free.
0:17:42 Yeah fam
0:17:43 spring is just
0:17:44 around the corner
0:17:45 and I’m already
0:17:45 planning my next
0:17:46 getaway
0:17:46 and that’s
0:17:47 to Portugal
0:17:48 for my best
0:17:48 friend’s wedding.
0:17:49 Now I’m paying
0:17:50 for this one
0:17:50 out of pocket
0:17:51 because it’s
0:17:52 not for work
0:17:52 it’s a vacation
0:17:53 and so I love
0:17:54 for my vacation
0:17:55 trips to feel free
0:17:56 and I love
0:17:57 using points
0:17:57 for travel
0:17:58 and I’m always
0:17:59 looking for ways
0:18:00 to earn more
0:18:01 and in the last
0:18:01 six months
0:18:02 I’ve been using
0:18:03 a platform
0:18:04 called Built
0:18:05 to pay my rent
0:18:05 and it has been
0:18:07 a total game changer.
0:18:07 I’m getting
0:18:08 more airline points
0:18:09 and hotel points
0:18:10 than ever
0:18:10 just by paying
0:18:11 my rent
0:18:12 something I would
0:18:12 have already
0:18:13 been doing.
0:18:14 Now I’m sponsored
0:18:14 by them
0:18:15 and I can’t wait
0:18:16 to share with you
0:18:17 that you can join
0:18:17 as well
0:18:18 no matter what
0:18:19 your landlord
0:18:20 or apartment complex
0:18:21 situation is like
0:18:22 there’s no cost
0:18:22 to join
0:18:23 and just by paying
0:18:24 rent you unlock
0:18:25 flexible points
0:18:26 that can be transferred
0:18:27 to your favorite
0:18:28 hotels and airlines
0:18:29 a future rent payment
0:18:30 your next lift ride
0:18:31 and so much more.
0:18:32 When you pay rent
0:18:32 through Built
0:18:33 you unlock
0:18:34 two powerful benefits
0:18:35 first you earn
0:18:36 one of the industry’s
0:18:37 most valuable points
0:18:38 on rent
0:18:38 every month
0:18:40 no matter where you live
0:18:41 or who your landlord is
0:18:42 your rent now works
0:18:42 for you.
0:18:44 Second you gain access
0:18:45 to exclusive
0:18:45 neighborhood benefits
0:18:46 in your city.
0:18:47 Built’s neighborhood
0:18:48 benefits are things
0:18:49 like extra points
0:18:50 on dining out
0:18:50 locally
0:18:52 complimentary post
0:18:53 workout shapes
0:18:54 free mats or towels
0:18:54 at your favorite
0:18:55 fitness studios
0:18:56 and unique experiences
0:18:57 that only Built
0:18:58 members can access
0:18:59 and when you’re ready
0:19:00 to travel
0:19:01 Built points
0:19:01 can be converted
0:19:02 to your favorite miles
0:19:03 and hotel points
0:19:04 around the world
0:19:05 meaning your rent
0:19:05 can literally
0:19:06 take you places.
0:19:07 So if you’re not
0:19:08 earning points
0:19:08 on my rent
0:19:09 my question is
0:19:10 what are you waiting for?
0:19:11 Start paying rent
0:19:12 through Built
0:19:12 and take advantage
0:19:13 of your neighborhood
0:19:14 benefits by joining
0:19:15 joinbuilt.com
0:19:16 slash profiting
0:19:19 that’s j-o-i-n-b-i-l-t
0:19:20 dot com slash profiting
0:19:21 make sure you use
0:19:22 our url
0:19:22 so they know
0:19:23 that we sent you
0:19:24 that’s joinbuilt.com
0:19:25 slash profiting
0:19:25 to sign up
0:19:26 for Built today.
0:19:27 Hey app fam
0:19:28 you know
0:19:29 the other day
0:19:29 I was served
0:19:30 an ad
0:19:31 for a revolutionary
0:19:32 dog grooming kit
0:19:34 I don’t have a dog
0:19:35 I don’t groom dogs
0:19:36 and I’m not even sure
0:19:37 what a revolutionary
0:19:38 dog grooming
0:19:39 looks like
0:19:40 but that ad
0:19:41 reminded me
0:19:41 of something
0:19:42 that one of the
0:19:43 hardest parts
0:19:44 about B2B marketing
0:19:45 is reaching
0:19:46 the right audience
0:19:47 it doesn’t matter
0:19:47 how clever
0:19:48 your message is
0:19:49 or how great
0:19:50 your product is
0:19:51 if it’s not landing
0:19:52 with the people
0:19:53 who actually need it
0:19:54 it’s just noise
0:19:55 so when you want
0:19:56 to reach
0:19:57 the right professionals
0:19:59 use LinkedIn ads
0:20:00 LinkedIn is now
0:20:01 home to
0:20:02 a global community
0:20:02 of over
0:20:04 1 billion professionals
0:20:05 and that’s what
0:20:06 makes it different
0:20:06 from other
0:20:08 advertising platforms
0:20:09 you can reach
0:20:10 your ideal buyers
0:20:10 by targeting
0:20:12 specific job titles
0:20:12 industries
0:20:13 companies
0:20:14 seniority level
0:20:14 skills
0:20:15 company size
0:20:16 and so much more
0:20:17 LinkedIn is unlike
0:20:19 any other platform
0:20:19 in that regard
0:20:21 if there’s a professional
0:20:22 you need to connect with
0:20:23 chances are
0:20:23 they’re already
0:20:24 on LinkedIn
0:20:25 believe me
0:20:26 as the queen
0:20:27 of LinkedIn
0:20:28 I can tell you
0:20:29 there’s no other
0:20:29 online kingdom
0:20:30 like it
0:20:31 so stop wasting
0:20:32 budget on the wrong
0:20:33 audience
0:20:34 and start targeting
0:20:35 the right professionals
0:20:36 only on LinkedIn ads
0:20:37 LinkedIn will even
0:20:38 give you
0:20:39 $100 credit
0:20:40 on your next campaign
0:20:40 so you can
0:20:41 try it out yourself
0:20:43 we love a free
0:20:43 credit
0:20:44 yeah fam
0:20:44 that’s $100
0:20:45 just go to
0:20:46 linkedin.com
0:20:47 slash profiting
0:20:49 that’s linkedin.com
0:20:50 slash profiting
0:20:51 terms and conditions
0:20:51 apply
0:20:53 only on LinkedIn ads
0:20:58 oh my gosh
0:20:59 so many lessons
0:21:00 that you’re pouring
0:21:01 out right now
0:21:01 the one thing
0:21:02 that I really hear
0:21:03 is that
0:21:04 you sacrificed
0:21:05 in the short term
0:21:06 for the long term
0:21:07 and you created
0:21:08 freedom for yourself
0:21:09 and you still work
0:21:10 really hard
0:21:11 but the difference
0:21:12 is that you can decide
0:21:14 I’m going to take a vacation
0:21:15 I’m going to work here
0:21:16 I’m going to start late
0:21:16 I’m going to go to my
0:21:18 daughter’s dance recital
0:21:20 you don’t have anybody
0:21:21 kind of telling you
0:21:22 what to do
0:21:23 and you’re in control
0:21:24 of your life
0:21:24 and you did that
0:21:26 through sacrifice
0:21:27 and calculated risk
0:21:28 you didn’t just
0:21:29 jump the gun
0:21:30 and just go for it
0:21:31 and have no plan
0:21:32 and also the fact
0:21:33 that you built a team
0:21:34 I’m sure
0:21:35 even in that
0:21:35 side hustle
0:21:36 period
0:21:37 you were building
0:21:38 your team
0:21:39 and scaling
0:21:39 and figuring
0:21:41 all that parts out too
0:21:41 so I’d love to talk
0:21:42 to you about
0:21:44 how you built that team
0:21:44 even when it was
0:21:45 just a small business
0:21:47 oh I started right away
0:21:49 very much like you
0:21:50 I think I had
0:21:51 like over 30 team members
0:21:52 while I was still
0:21:52 working full time
0:21:53 I don’t even think
0:21:53 they knew
0:21:55 but you know
0:21:56 because I was
0:21:57 so structured
0:21:58 and so disciplined
0:21:59 with how I was
0:22:00 doing things
0:22:01 and just so
0:22:02 intentional about it
0:22:03 but to your point
0:22:04 about sacrifice
0:22:05 so much sacrifice
0:22:06 and the thing
0:22:07 that’s so interesting
0:22:07 is people
0:22:09 see people like us
0:22:10 I came from a family
0:22:11 with no money
0:22:12 nothing
0:22:12 right
0:22:13 I came from nothing
0:22:14 Billy came from nothing
0:22:15 my head has been
0:22:16 so we’re like
0:22:17 this like phenomenon
0:22:18 in our family
0:22:19 and people look at us
0:22:20 and they’re like
0:22:22 people change
0:22:22 how they see you
0:22:23 friends
0:22:23 family
0:22:24 colleagues
0:22:26 even your clients
0:22:27 as you rise
0:22:27 through the ranks
0:22:28 and they
0:22:29 make these assumptions
0:22:31 about what your life
0:22:31 is like
0:22:32 or what your life
0:22:32 must be like
0:22:34 and you know
0:22:34 it’s funny
0:22:35 because I’ll hear
0:22:36 Billy talking to people
0:22:36 all the time
0:22:37 and I’ll be like
0:22:38 no you don’t understand
0:22:40 like she was working
0:22:41 at 5 o’clock
0:22:41 in the morning
0:22:42 every day
0:22:44 for 15 years
0:22:45 like this didn’t
0:22:46 just like happen
0:22:48 yes exactly
0:22:49 exactly
0:22:51 this is 18 hour days
0:22:52 there was no
0:22:53 spontaneous combustion
0:22:55 like this was sacrifice
0:22:57 over years
0:22:57 and years
0:22:58 and years
0:23:00 because I had my eye
0:23:01 on the prize
0:23:01 and I knew
0:23:02 what kind of life
0:23:03 that I wanted to create
0:23:04 and build
0:23:05 and Billy sacrificed too
0:23:06 I mean he’s been home
0:23:06 with Madison
0:23:07 since she was born
0:23:08 so we’ve been a one
0:23:09 income family
0:23:11 you know since Madison
0:23:11 was born
0:23:12 because our priority
0:23:13 was we wanted her
0:23:14 to be home
0:23:14 we didn’t want her
0:23:15 in daycare
0:23:16 and it’s amazing
0:23:17 because even that
0:23:18 sacrifice
0:23:19 of like him
0:23:20 like really
0:23:21 he’s a musician
0:23:22 he completely
0:23:23 put his career
0:23:23 on hold
0:23:24 has been totally
0:23:25 focused on Madison
0:23:26 since she was born
0:23:27 and the payoff
0:23:28 from that sacrifice
0:23:30 has been massive
0:23:31 because I see her
0:23:32 and she is like
0:23:32 confident
0:23:33 she is like
0:23:34 she’s a leader
0:23:35 she speaks articulately
0:23:37 like you can just see
0:23:37 in everything
0:23:39 about her being
0:23:40 like yeah
0:23:42 that sacrifice
0:23:43 is going to pay off
0:23:44 for the rest of her life
0:23:45 so you know
0:23:45 I just want to encourage
0:23:47 everyone that’s listening
0:23:48 like you know
0:23:49 it can be terrifying
0:23:51 and it can also feel
0:23:53 it can feel discouraging
0:23:55 to make these sacrifices
0:23:57 knowing that there’s
0:23:58 no promise of reward
0:23:59 in the near term
0:24:01 and the biggest thing
0:24:02 I want to say to people
0:24:02 is like
0:24:04 these sacrifices
0:24:05 that you make
0:24:06 in the short term
0:24:07 the payoff
0:24:08 is so much bigger
0:24:09 and so much better
0:24:10 than you can ever imagine
0:24:12 like looking back
0:24:13 on my life now
0:24:14 at the sacrifices
0:24:14 that I made
0:24:15 to get to where
0:24:15 we are today
0:24:16 I would do it
0:24:17 a hundred times over
0:24:18 I would not change
0:24:19 a single thing
0:24:20 every sacrifice
0:24:21 is worth it
0:24:23 the times in which
0:24:24 it’s not worth it
0:24:25 is where you start
0:24:26 down the path
0:24:27 and then you quit
0:24:28 because you just
0:24:28 threw it all away
0:24:32 and that’s what happens
0:24:33 with a lot of people
0:24:34 it’s like they’ll sustain
0:24:36 for the short term
0:24:37 but not the long term
0:24:38 and then that little bit
0:24:38 of progress
0:24:39 that they had made
0:24:40 goes away
0:24:41 and it’s like
0:24:42 you start over
0:24:43 from nothing
0:24:43 right
0:24:45 so these are
0:24:45 the distinctions
0:24:46 like you have
0:24:47 to think about
0:24:47 your life
0:24:49 in the long term
0:24:49 of what you want
0:24:50 your life to be like
0:24:52 in 5, 10, and 15 years
0:24:53 and you have to be
0:24:55 making decisions today
0:24:56 for 15 years from now
0:24:57 you know
0:24:58 and I know no one
0:24:58 wants to hear that
0:24:59 but I’m a truth teller
0:25:01 and I’m going to be
0:25:01 the one to say
0:25:02 no you really
0:25:03 you really do
0:25:04 because there’s
0:25:05 nothing you’re going
0:25:06 to do 15 years
0:25:07 from now
0:25:08 that’s going to
0:25:09 dramatically change
0:25:10 what your life
0:25:10 experience is
0:25:11 in that moment
0:25:13 those decisions
0:25:14 are happening now
0:25:16 and that’s
0:25:16 what we all
0:25:17 have to recognize
0:25:18 oh my gosh
0:25:19 amen
0:25:20 I totally agree
0:25:21 with that
0:25:22 so let’s get
0:25:23 into your new book
0:25:24 Conviction Marketing
0:25:26 because I loved
0:25:26 your book
0:25:27 I you know
0:25:29 just ran through it
0:25:30 I’m a marketer myself
0:25:32 and so I
0:25:32 when I like
0:25:33 marketing book
0:25:33 I feel like
0:25:34 it means a lot
0:25:35 because I consider
0:25:35 myself to be
0:25:36 a great marketer
0:25:37 so great job
0:25:38 on the book
0:25:39 it comes out
0:25:40 February 22nd
0:25:41 and what was
0:25:41 the genesis
0:25:42 of the book
0:25:42 why did you
0:25:43 decide to write it
0:25:44 yeah I decided
0:25:45 to write the book
0:25:46 actually and it’s
0:25:46 so interesting
0:25:47 I started writing
0:25:47 this book
0:25:49 before the pandemic
0:25:50 and things got
0:25:50 so crazy
0:25:51 the last couple
0:25:52 years actually
0:25:53 that we had to
0:25:53 push back the
0:25:54 launch like twice
0:25:55 we actually
0:25:56 our company grew
0:25:57 quite a bit
0:25:58 over these last
0:25:58 two years
0:25:59 and so I needed
0:26:00 to really focus
0:26:00 on the team
0:26:01 and the organization
0:26:02 and everything
0:26:03 but I saw
0:26:04 that there was
0:26:04 just a crisis
0:26:06 going on online
0:26:07 with online marketers
0:26:08 like an identity
0:26:08 crisis
0:26:10 and I started
0:26:11 to see a lot
0:26:11 of business owners
0:26:12 just kind of
0:26:13 flailing
0:26:14 like just flailing
0:26:16 not knowing
0:26:17 how to anchor
0:26:18 in to building
0:26:20 their own brand
0:26:21 and that’s a really
0:26:22 dangerous thing
0:26:23 because you’ll
0:26:23 take yourself
0:26:24 out of business
0:26:24 right
0:26:26 there’s a million
0:26:27 people that can
0:26:28 put up a bio
0:26:29 in 30 seconds
0:26:30 and say they do
0:26:31 exactly what I do
0:26:32 they can do the
0:26:33 same with you
0:26:34 and with every
0:26:35 person listening
0:26:36 and so I saw
0:26:37 business owners
0:26:38 really falling
0:26:39 into these like
0:26:40 dangerous traps
0:26:41 to try and stand
0:26:42 out whether
0:26:42 it was like
0:26:43 copying other
0:26:44 people’s brands
0:26:45 or just following
0:26:46 the latest trends
0:26:47 and fads that
0:26:47 they’re seeing
0:26:48 on TikTok
0:26:49 or Instagram
0:26:49 or whatever the
0:26:51 case and I
0:26:51 really want to
0:26:51 emphasize like
0:26:52 there’s no right
0:26:53 or wrong like
0:26:54 in however you
0:26:54 want to do the
0:26:55 marketing for your
0:26:56 brand I’m not
0:26:56 here to tell
0:26:58 anyone do this
0:26:59 don’t do that
0:27:00 what I am here
0:27:01 to say is
0:27:02 you have a
0:27:03 unique calling
0:27:05 you have a
0:27:06 unique why
0:27:08 don’t go
0:27:09 position yourself
0:27:10 as the second
0:27:10 best version
0:27:11 of someone
0:27:12 else
0:27:13 that’s the only
0:27:14 thing you can
0:27:14 do wrong
0:27:15 is not honoring
0:27:17 the DNA
0:27:18 of your own
0:27:18 business
0:27:19 not honoring
0:27:20 the DNA
0:27:20 of your own
0:27:21 brand
0:27:23 and so I
0:27:23 wanted to help
0:27:24 business owners
0:27:25 to understand
0:27:26 how they could
0:27:27 identify their
0:27:28 core belief system
0:27:29 their convictions
0:27:30 how they could
0:27:31 really get clear
0:27:33 on how am I
0:27:34 different and
0:27:35 what makes me
0:27:36 different and
0:27:37 how do I share
0:27:38 that in an
0:27:38 authentic and
0:27:39 meaningful way
0:27:40 that builds my
0:27:41 legacy body of
0:27:42 work versus
0:27:43 doing stupid
0:27:43 crap that you’re
0:27:44 going to regret
0:27:45 later right
0:27:45 I mean just to
0:27:46 be completely
0:27:47 transparent and
0:27:48 you know obviously
0:27:49 there’s a huge
0:27:49 what’s in it for
0:27:50 me because I
0:27:51 teach business
0:27:52 owners how to
0:27:52 scale their
0:27:53 brands online so
0:27:54 I want my
0:27:55 clients and my
0:27:56 audience to be
0:27:57 more successful
0:27:58 at understanding
0:27:58 how to build a
0:27:59 category of one
0:28:00 brand I saw
0:28:01 that pretty much
0:28:02 everything that
0:28:02 people were doing
0:28:04 was great for
0:28:05 short-term clicks
0:28:06 and short-term
0:28:07 conversions but
0:28:08 not great for
0:28:10 actually building a
0:28:10 business of
0:28:11 substance and
0:28:12 significance that
0:28:13 will stand the
0:28:14 test of time and
0:28:15 so the goal of
0:28:16 the book is to
0:28:17 give a framework
0:28:18 that people can
0:28:19 follow to not
0:28:20 build a brand that
0:28:20 looks like mine
0:28:21 not build a brand
0:28:21 that looks like
0:28:23 yours to literally
0:28:23 walk away from
0:28:24 the book like
0:28:26 holy shit like I
0:28:27 have a unique
0:28:29 calling a unique
0:28:30 set of DNA a
0:28:30 unique set of
0:28:31 beliefs and
0:28:32 convictions and
0:28:32 I can do this
0:28:33 my own way
0:28:34 without compromise
0:28:37 I have to say I
0:28:38 was reading your
0:28:38 book and I was
0:28:40 like yes yes yes
0:28:41 everything that I
0:28:42 was reading I was
0:28:42 like you are so
0:28:43 right I never
0:28:44 thought of it you
0:28:45 know in the way
0:28:46 that you outlined it
0:28:47 in your framework
0:28:48 but I agree with
0:28:49 everything that you
0:28:49 say and I can’t
0:28:50 wait to dive really
0:28:51 deep on some of
0:28:52 the steps you know
0:28:53 to get to be that
0:28:55 category of one so
0:28:56 let’s talk about the
0:28:57 five essential steps
0:28:58 that you outline in
0:28:59 your book can you
0:29:00 walk us through them
0:29:01 at a high level yeah
0:29:03 definitely so I mean
0:29:04 let’s start at the
0:29:05 very beginning a very
0:29:05 good place to start
0:29:07 right the first thing
0:29:09 is you know I think
0:29:11 you have to step away
0:29:12 from a copy paste
0:29:13 trap and you have to
0:29:14 put yourself in a
0:29:16 position to really
0:29:17 say I am going to be
0:29:18 the best version of
0:29:20 me and only me versus
0:29:21 the second best version
0:29:22 of someone else so I
0:29:23 would say like first
0:29:24 things first let’s just
0:29:25 like set a baseline
0:29:27 of like we’re going
0:29:28 to go to market in a
0:29:29 unique way that
0:29:30 represents who we are
0:29:31 and what we’re called
0:29:33 to do and as a part
0:29:35 of that foundation it’s
0:29:36 really about identifying
0:29:37 what your core
0:29:38 convictions are you have
0:29:40 to know what you
0:29:41 believe in order to
0:29:43 make every decision in
0:29:44 your business about how
0:29:45 you’re going to stand
0:29:47 out and what you’re
0:29:48 going to do in order
0:29:50 to achieve your
0:29:51 financial and impact
0:29:52 goals and I know
0:29:53 everyone listening has
0:29:54 money that they want
0:29:54 to make and a
0:29:55 difference that they
0:29:56 want to create and if
0:29:57 you don’t know what
0:29:59 your anchors are those
0:30:00 those things that you’re
0:30:00 going to burn up a
0:30:02 stake for are you know
0:30:02 it’s going to be really
0:30:04 hard to do that so the
0:30:06 foundation is identifying
0:30:08 and deciding that you’re
0:30:10 going to build your own
0:30:11 brand not someone
0:30:13 else’s right and then
0:30:14 marrying that with
0:30:16 identifying your
0:30:17 beliefs your convictions
0:30:18 and you know I think
0:30:19 then people always have
0:30:20 the question right about
0:30:22 there’s things that
0:30:23 people do and don’t
0:30:23 feel comfortable
0:30:25 talking about online
0:30:26 and so I just want to
0:30:26 address that really
0:30:28 quickly I am a hugely
0:30:30 private person I don’t
0:30:31 share my opinions about
0:30:33 a lot of my personal
0:30:35 belief systems online I
0:30:36 don’t share a lot of my
0:30:37 personal life online I
0:30:38 have a seven-year-old
0:30:40 daughter you know my
0:30:41 family life is like my
0:30:42 everything and I’m not
0:30:43 the kind of person that
0:30:45 like documents my lunch
0:30:46 and like does all that
0:30:47 stuff not that there’s
0:30:48 anything wrong with it
0:30:49 but I’m sharing that
0:30:50 because I think that when
0:30:51 people hear conviction
0:30:52 and when people hear
0:30:53 beliefs they’re like but
0:30:54 I can you know and
0:30:56 it’s like no you can
0:30:57 have very deep
0:30:58 convictions that are
0:31:00 specifically related to
0:31:01 the way that you do
0:31:03 podcast production you
0:31:04 can have very deep
0:31:05 convictions specifically
0:31:06 about the way that you
0:31:08 teach people to position
0:31:10 their podcast you can
0:31:11 have very deep beliefs
0:31:13 about any area of your
0:31:15 business right that does
0:31:17 not put you in a space
0:31:18 of being controversial or
0:31:19 being afraid you’re
0:31:19 going to get your
0:31:20 account shut down or
0:31:22 talking about things
0:31:22 that you’re uncomfortable
0:31:23 talking about so I do
0:31:24 want to put that out
0:31:25 there because I know
0:31:26 that’s always the
0:31:26 question that people
0:31:28 have and you don’t
0:31:29 have to be controversial
0:31:31 in order to stand out
0:31:33 you don’t have to be
0:31:34 controversial in order
0:31:36 to be convicted but you
0:31:37 do need to have a
0:31:38 belief system because
0:31:39 otherwise why would
0:31:40 someone choose to work
0:31:41 with you versus choosing
0:31:42 to work with someone
0:31:43 else and that’s the
0:31:45 problem everyone wants
0:31:48 to say me too every
0:31:49 marketer wants to say
0:31:51 oh yeah like everyone
0:31:52 in my space is doing
0:31:53 this yeah we do that
0:31:54 too and we do it
0:31:55 better no one wants to
0:31:56 hear that like everyone’s
0:31:57 heard that a million
0:31:59 times like don’t tell
0:32:00 me that you do that
0:32:01 too tell me what you
0:32:02 do differently tell me
0:32:03 what you do that is
0:32:04 completely unique tell
0:32:05 me what your thought
0:32:06 process is that’s
0:32:07 actually different than
0:32:07 the rest of your
0:32:09 industry that makes me
0:32:10 say oh hey like yeah
0:32:11 I want to have a
0:32:12 conversation and check
0:32:13 out what you’re doing
0:32:15 right let’s pause
0:32:16 there because I know
0:32:17 I just kind of covered
0:32:18 a lot no I think that
0:32:19 totally makes sense I
0:32:20 feel like a lot of
0:32:21 people don’t understand
0:32:22 that you need to
0:32:23 differentiate if you
0:32:24 want to succeed and you
0:32:25 need to be the solution
0:32:26 for what people are
0:32:27 looking for and if
0:32:28 you’re out there saying
0:32:29 me too then you’re
0:32:30 just copying everyone
0:32:30 else and not really
0:32:31 differentiating yourself
0:32:33 so totally agree there
0:32:34 yeah and then you have
0:32:36 to really identify the
0:32:37 gap right this is
0:32:38 something that I have
0:32:39 been teaching for years
0:32:40 and I will tell you
0:32:40 that the business
0:32:41 owners that really
0:32:42 understand how to
0:32:43 identify the gap in
0:32:45 their industry they
0:32:46 become multi-million
0:32:47 dollar successes very
0:32:49 very quickly in every
0:32:50 industry there is a
0:32:52 wide open gap right
0:32:53 the best example that
0:32:54 I can give that
0:32:55 everyone can identify
0:32:56 is the taxi industry
0:32:57 right the taxi
0:32:59 industry was like off
0:33:01 the rails with so many
0:33:03 issues for decades no
0:33:04 one did anything about
0:33:05 it right it was
0:33:06 inconvenient you could
0:33:07 never get a taxi when
0:33:09 you needed it right we
0:33:10 could go on and on and
0:33:12 so in came uber they
0:33:13 filled the gap and it
0:33:14 was just like spontaneous
0:33:16 combustion right and
0:33:18 now look at that
0:33:19 industry and people are
0:33:20 even starting their own
0:33:23 private car fleets where
0:33:24 they have their own two
0:33:25 three cars that they’re
0:33:26 running out almost
0:33:27 similar to like the
0:33:29 airbnb vrbo industry
0:33:30 where they’re literally
0:33:31 like running out their
0:33:32 own cars right because
0:33:33 there’s there’s a gap
0:33:35 and now especially in
0:33:36 like the luxury space
0:33:37 like people want to you
0:33:38 know they’re going on
0:33:39 vacation right you go to
0:33:41 normal car dealership
0:33:42 you’re like I don’t
0:33:43 really want a jeep
0:33:44 liberty on my vacation
0:33:45 I want like a ferrari
0:33:47 right so right so
0:33:48 that’s like an obvious
0:33:49 thing but the thing
0:33:51 that’s so interesting is
0:33:53 that there is a gap in
0:33:55 every industry there are
0:33:57 big issues that no one
0:33:58 has taken the time no
0:33:59 one has taken the
0:34:01 concern no one has
0:34:02 taken the money to
0:34:03 innovate and create a
0:34:05 solution to I saw it in
0:34:06 the coaching industry I
0:34:07 looked at every single
0:34:08 one of my peers and
0:34:10 what did I say they
0:34:11 were all running these
0:34:13 like massive programs
0:34:13 where they’re dumping
0:34:15 people into a Facebook
0:34:15 group they didn’t have
0:34:17 any team to support
0:34:18 them people couldn’t get
0:34:19 their questions answered
0:34:20 someone would post a
0:34:21 question in the Facebook
0:34:22 group and there would be
0:34:22 a hundred comments that
0:34:24 just said F I didn’t know
0:34:25 what that meant and
0:34:26 then I found out that
0:34:27 meant following so it’s
0:34:28 the blind leading the
0:34:29 blind no one has any
0:34:31 answers everybody’s
0:34:31 looking around there’s
0:34:32 no coach to be found
0:34:33 and then we wonder
0:34:34 why people are spending
0:34:35 a hundred thousand
0:34:36 dollars on coaching for
0:34:37 their business and
0:34:38 they’re right back where
0:34:38 they started so what did
0:34:40 I do I said I’m going
0:34:41 to build a full-time
0:34:42 team of 30 support
0:34:43 members I’m going to
0:34:45 have every single person
0:34:45 that goes through my
0:34:47 program have one-to-one
0:34:48 support in addition to
0:34:49 the group program that
0:34:50 they’re going through
0:34:50 they’re going to have
0:34:51 accountability they’re
0:34:52 going to have
0:34:53 accessibility I took the
0:34:54 whole model flipped it
0:34:56 on its head my business
0:34:57 exploded there’s a gap
0:34:59 in every industry it’s
0:35:01 not hard it’s just
0:35:02 instead of you saying
0:35:04 how do I replicate
0:35:05 what my industry is
0:35:07 doing you say what are
0:35:07 the issues in my
0:35:09 industry and how do I
0:35:10 step up to fill them
0:35:12 or to fix them I love
0:35:13 that so let’s move
0:35:15 into your pyramid if
0:35:16 you wouldn’t mind
0:35:17 because I feel like it’s
0:35:18 a good place to talk
0:35:19 about it so your
0:35:21 pyramid is made up of
0:35:22 three levels the first
0:35:23 level is how-to
0:35:24 marketing and then it’s
0:35:25 hope marketing and
0:35:27 conviction marketing so
0:35:27 from my understanding
0:35:29 the how-to marketing is
0:35:30 really the foundational
0:35:31 piece that you got
0:35:31 to start with to
0:35:33 command credibility and
0:35:34 authority talk to us
0:35:35 about this how-to
0:35:36 marketing and how to do
0:35:38 it effectively yeah
0:35:39 absolutely so how-to
0:35:40 marketing is the most
0:35:41 basic element of
0:35:42 marketing and it’s
0:35:43 typically the way that
0:35:43 people enter your
0:35:45 ecosystem it’s simple
0:35:47 it’s easy to do anyone
0:35:48 can do it cost you
0:35:50 nothing record a quick
0:35:51 video on your iPhone
0:35:52 pop it on your stories
0:35:53 pop it on your page
0:35:54 share it across
0:35:55 different profiles boom
0:35:56 you’re doing how-to
0:35:57 marketing this is
0:35:58 literally a transfer of
0:35:59 knowledge it’s where
0:36:01 I’m showing you hey
0:36:02 Hala I know how to do
0:36:03 something that I know
0:36:04 you’re interested in
0:36:05 in doing I’m going to
0:36:07 be your teacher so all
0:36:08 of a sudden Hala watches
0:36:10 my video she spent two
0:36:10 minutes with me she’s
0:36:11 like damn I like this
0:36:12 girl she just taught me
0:36:13 how to do something I
0:36:14 didn’t know how to do
0:36:14 all of a sudden she’s
0:36:16 like cool okay this is
0:36:17 someone that I like this
0:36:18 is someone I trust you
0:36:19 know whatever the key
0:36:21 so how-to marketing serves
0:36:21 a really important
0:36:22 purpose because when
0:36:24 people are scanning the
0:36:25 airwaves and when they’re
0:36:26 looking for new accounts
0:36:26 to follow and they’re
0:36:27 looking for new people to
0:36:28 learn from they want
0:36:30 quick digestible instant
0:36:33 tips easy okay the
0:36:33 problem is that’s where
0:36:36 most people stop now the
0:36:37 problem with this is just
0:36:39 like people are scanning
0:36:40 the airwaves looking for a
0:36:41 quick easy actionable tip
0:36:43 they’re doing that all day
0:36:44 every day it’s called
0:36:46 escapism right that’s why
0:36:47 people go online and
0:36:47 scroll and scroll and
0:36:49 scroll it’s escapism so
0:36:50 it’s kind of like you got
0:36:51 the girl she said yes to
0:36:52 the date and now you’re
0:36:53 like cool I already had a
0:36:54 date with that girl let me
0:36:55 see oh she’s really cute
0:36:56 over there right and
0:36:58 then someone right so
0:37:00 the problem with how-to
0:37:01 marketing is it’s a great
0:37:03 way to get people in your
0:37:06 ecosystem it’s not a great
0:37:07 way to keep them in your
0:37:09 ecosystem and we have to
0:37:10 remember what’s the purpose
0:37:11 of marketing the purpose of
0:37:14 marketing is to attract so
0:37:15 that you can nurture and
0:37:17 finally convert people into
0:37:20 paying customers well if you
0:37:22 miss this middle section of
0:37:23 nurture they never make it
0:37:25 over here to conversion and
0:37:26 that’s what’s happening to
0:37:27 a lot of marketers they
0:37:28 pump out this how-to
0:37:30 marketing and this is you
0:37:31 know a lot of people are
0:37:32 doing their pointing and
0:37:33 they’re dancing and you
0:37:34 know their lip syncing and
0:37:36 all those things and that’s
0:37:39 fine do you have a way to
0:37:41 then bring them through that
0:37:43 process and finally get them
0:37:44 to convert okay so how to
0:37:46 get some in it doesn’t keep
0:37:47 them there we want you to
0:37:49 not just do how to but we
0:37:51 want to elevate from okay I
0:37:52 see you as a credible
0:37:53 teacher I see you as an
0:37:55 authority wonderful now
0:37:57 let’s elevate let’s figure
0:37:58 out how are we going to get
0:37:59 people to keep coming back
0:38:02 well if you notice in the
0:38:03 conversation that we’re
0:38:04 having here today Hala we
0:38:06 talked a lot about stories
0:38:08 right we talked a lot about
0:38:10 experiences that I had
0:38:11 experiences that you had
0:38:12 ways that we resonate with
0:38:14 each other we talked about
0:38:15 failure we talked about
0:38:16 setbacks we talked about
0:38:19 patience and sacrifice what
0:38:21 did we just do bring out
0:38:24 emotions exactly so the
0:38:25 people that are experiencing
0:38:27 this show are going to say
0:38:29 you know what I’ve only been
0:38:30 working at that goal for a
0:38:31 year I think I can keep
0:38:33 going Kelly kept going
0:38:34 Hala kept going they both
0:38:36 run these wildly successful
0:38:37 companies now maybe there’s
0:38:38 nothing wrong with me that I
0:38:39 wasn’t an overnight success
0:38:41 in six months maybe if I
0:38:42 stick with it I am going to
0:38:44 achieve my goals after all
0:38:46 okay now we’re on to
0:38:48 something right and this is
0:38:50 why of course podcasting is
0:38:52 so powerful it’s such an
0:38:53 amazing medium for hope
0:38:55 marketing so hope marketing
0:38:56 is the biggest chunk of your
0:38:58 pyramid and this is where
0:38:59 you really connect with your
0:39:02 audience in an emotional and
0:39:04 a sensitive way where people
0:39:05 are like you’re not just a
0:39:06 teacher you’re not just an
0:39:07 authority figure you are my
0:39:09 friend you are my
0:39:10 convident you are my
0:39:11 cheerleader you are the
0:39:13 person that has been in my
0:39:14 shoes you understand
0:39:15 everything that I’ve gone
0:39:16 through you understand
0:39:17 everything I’m going through
0:39:19 now and you cross the bridge
0:39:21 the other side so hope
0:39:23 marketing is really about
0:39:24 reaching down grabbing your
0:39:25 audience and like wrapping
0:39:26 your arms around them and
0:39:28 saying like no you’re not
0:39:29 quitting you’re coming with
0:39:30 me on this journey I’m going
0:39:31 to support you every step of
0:39:33 the way I’ve been there you
0:39:34 can get there too and hope
0:39:36 marketing is really what’s
0:39:37 going to keep people coming
0:39:38 back I call it like the
0:39:40 sweetness factor of your
0:39:41 brand it’s the thing that
0:39:43 really makes people feel
0:39:45 deeply connected to you as
0:39:47 a person not just as a
0:39:48 marketer that can give
0:39:50 instruction but as a human
0:39:52 being that has feelings that
0:39:53 has emotion that’s been
0:39:55 through some things right
0:39:56 does that make sense oh my
0:39:58 gosh totally makes sense and
0:39:59 I can attest to this I mean
0:40:01 when I go on a podcast for
0:40:03 example and share my story
0:40:04 that’s when I get all these
0:40:05 people like you know hitting
0:40:07 me up asking to do business
0:40:07 with me and things like that
0:40:08 because they feel so
0:40:10 emotionally connected they
0:40:11 could see any sort of
0:40:13 PowerPoint slides about my
0:40:14 results or whatever but
0:40:15 that wouldn’t seal the deal
0:40:16 it’s about liking the person
0:40:18 and feeling connected with
0:40:18 the person that you want to
0:40:20 work with which is so key
0:40:21 so what are some other
0:40:23 actionable ways that we
0:40:25 can bring this emotion to
0:40:26 our branding aside from the
0:40:27 obvious ones which is like
0:40:30 social media posts and you
0:40:31 know having a podcast where
0:40:32 you tell your personal
0:40:33 story it’s literally you can
0:40:35 do it with anything I mean
0:40:38 you can tell stories I mean
0:40:39 for me a lot of times even
0:40:40 when I do like Instagram
0:40:41 stories or Facebook stories
0:40:42 like I’m literally just
0:40:44 giving like encouragement
0:40:46 it’s encouragement it’s
0:40:47 it’s you know it’s
0:40:49 sharing mistakes it’s
0:40:50 sharing setbacks that you
0:40:52 work through I think one
0:40:53 of the things that’s most
0:40:54 endearing when you’re a
0:40:55 teacher that you know
0:40:57 wants people to want to
0:40:59 work with you is not when
0:41:00 you just show your
0:41:01 highlight reel of all of
0:41:02 your greatness and all of
0:41:03 your wonderful
0:41:04 accomplishments but
0:41:05 instead when you say
0:41:06 listen I felt at this and
0:41:07 I felt at this and I felt
0:41:08 at this and this is what I
0:41:09 learned from it and this
0:41:10 is who I became and this
0:41:11 is why I’m successful
0:41:12 today and these are all
0:41:13 the things that you can
0:41:14 skip over that you don’t
0:41:15 have to go through because
0:41:16 I did and I’m going to
0:41:16 tell you what to do
0:41:19 instead so I think it can
0:41:20 be in podcasts it can be
0:41:22 in live streams it can be
0:41:23 in videos it can be in
0:41:24 emails it can be in posts
0:41:26 on social media stories
0:41:27 right it can be from the
0:41:28 stage it can be from
0:41:29 behind the microphone
0:41:31 anywhere that you connect
0:41:32 with your audience it can
0:41:34 be in a in a book right
0:41:36 and you know in a book
0:41:38 any way you want but the
0:41:39 bottom line is it’s going
0:41:42 from transaction which is
0:41:44 not emotional and it
0:41:45 doesn’t have staying power
0:41:49 to relational which now is
0:41:50 what once creates that
0:41:51 desire that stickiness
0:41:52 factor in the brand for
0:41:53 people to want to stay
0:41:55 with you yeah and then I
0:41:55 think there’s another
0:41:57 mistake that people make
0:41:58 in all this is just
0:41:59 focusing on hope marketing
0:42:02 alone and not doing any of
0:42:03 the informational how-to
0:42:05 stuff so talk to us about
0:42:06 that amen and
0:42:10 all the time and well
0:42:11 and that’s why I wanted
0:42:12 to actually give the
0:42:13 illustration and the
0:42:15 exercises in the book
0:42:17 about the pyramid because
0:42:18 it’s not about swinging
0:42:20 the pendulum from one
0:42:20 side to the other it’s
0:42:22 about understanding how
0:42:23 these things work
0:42:25 together right there’s so
0:42:26 many people that it’s
0:42:27 like their entire brain
0:42:29 is just fluff and it’s
0:42:30 like what do you even
0:42:33 do like why are we
0:42:34 even like get out of my
0:42:35 feet like why are you
0:42:36 even here like what is
0:42:37 this I don’t understand
0:42:39 what the context of this
0:42:41 soft like just fluff is
0:42:42 all the time so I
0:42:43 completely agree with you
0:42:45 like there has to be an
0:42:46 intelligence to your
0:42:48 brand like what is it
0:42:49 that you teach what is
0:42:50 it that you do there’s a
0:42:52 lot of people that go so
0:42:53 deep in the wrong
0:42:54 direction that literally
0:42:56 you don’t even know what
0:42:57 their business is right
0:42:58 if I go to your social
0:43:00 media and I don’t even
0:43:02 understand what your
0:43:03 offer is what your
0:43:04 business is what it is
0:43:06 that you do like that’s
0:43:07 a problem right so
0:43:10 again the pyramid is
0:43:11 about you know think
0:43:12 about it like Maslow’s
0:43:13 hierarchy of needs
0:43:15 right like you work
0:43:15 your way through the
0:43:16 pyramid you don’t say
0:43:17 oh I’m going to pull
0:43:18 out this one piece of
0:43:19 the pyramid and that’s
0:43:20 going to make me happy
0:43:22 and fulfilled no right
0:43:23 each of the pieces of
0:43:24 the pyramid go together
0:43:25 so I’m really happy you
0:43:26 brought that up Paula
0:43:28 totally one more thing
0:43:29 about how to marketing
0:43:29 that I think is
0:43:31 important if you’re
0:43:32 going to do how to
0:43:33 marketing isn’t it true
0:43:34 that you should really
0:43:35 focus on a couple things
0:43:36 and not just do like
0:43:38 how to’s about everything
0:43:40 in your industry because
0:43:40 then nobody’s going to
0:43:41 know what you’re really
0:43:43 about yeah thank you
0:43:44 for bringing that up I
0:43:45 mean this goes back to
0:43:46 what we were talking
0:43:47 about you know at the
0:43:48 beginning of the show
0:43:49 where this lack of
0:43:51 patience is the number
0:43:52 one saboteur for small
0:43:53 business owners I mean I
0:43:55 see so many businesses
0:43:56 that one day they’re
0:43:58 marketing this and
0:43:59 then the next day you
0:44:00 see them marketing
0:44:01 something that has
0:44:02 nothing to do with that
0:44:03 other thing and you’re
0:44:05 like so now you’re
0:44:07 expert of nothing you’re
0:44:08 literally expert of
0:44:09 nothing the more that
0:44:10 you keep changing your
0:44:12 messaging over and
0:44:12 over and over again
0:44:13 we’ll talk about this
0:44:14 also with the
0:44:15 conviction the top of
0:44:16 the pyramid but you
0:44:18 keep changing what
0:44:19 you’re talking about all
0:44:19 the time and you’re
0:44:20 doing how-to marketing
0:44:22 on things that have
0:44:23 nothing to do with the
0:44:24 core anchors of your
0:44:25 brand of course that’s
0:44:26 going to create a
0:44:27 confused mind and a
0:44:28 confused mind always
0:44:30 says no right so
0:44:31 that’s a great point
0:44:34 I totally agree she is
0:44:35 dropping bombs right
0:44:36 now I would advise
0:44:37 everybody to go rewind
0:44:38 that part back and now
0:44:39 we’re going to move to
0:44:41 the top level of the
0:44:42 pyramid which is like the
0:44:43 elite level you can’t
0:44:44 get to it until you
0:44:45 finish steps one and
0:44:47 two how to and hope
0:44:49 and then you can be you
0:44:50 know top of your field
0:44:50 if you can get
0:44:52 conviction marketing right
0:44:53 so talk to us about what
0:44:54 that definition is and
0:44:56 what that is yeah it’s
0:44:57 absolutely true so the
0:44:58 way that you want to
0:44:58 think about it is at the
0:44:59 bottom of the pyramid
0:45:01 you’re a teacher right
0:45:02 you’re giving tips you’re
0:45:03 giving strategies you’re
0:45:05 giving how-tos you are
0:45:06 demonstrating that you
0:45:07 have knowledge and
0:45:07 expertise that your
0:45:08 audience does and
0:45:09 therefore you’re in a
0:45:11 position of authority in
0:45:13 the second category now
0:45:14 you’re their confidant
0:45:15 you’re their friend you’re
0:45:16 someone that they want
0:45:16 to hang out with they
0:45:17 want to have a glass of
0:45:19 wine a cup of coffee you
0:45:19 know they want to have a
0:45:20 beer with you there’s
0:45:21 someone that you like so
0:45:22 they know you now they
0:45:24 like you right and and
0:45:26 you’re kind of like that
0:45:27 cheerleader that friend
0:45:28 that they kind of want to
0:45:30 stay connected to but let’s
0:45:31 talk about how we get from
0:45:33 the friend category right to
0:45:35 the mentor the trusted
0:45:37 advisor category because
0:45:38 you’re just going to give
0:45:39 your friends money right
0:45:40 you’re going to give your
0:45:42 money to the mentor that
0:45:43 you believe is going to
0:45:45 change your life and when
0:45:46 you asked earlier about the
0:45:47 people that are just
0:45:49 focused on hope marketing
0:45:50 marketing that’s a big
0:45:51 problem that’s why a lot
0:45:51 of people struggle to
0:45:52 convert because they
0:45:53 literally put themselves
0:45:55 square in that friend
0:45:57 category you’re not going
0:45:58 to go by from the person
0:45:59 that you like the most
0:45:59 you’re going to go by from
0:46:00 the person that you think
0:46:01 is going to change your
0:46:02 life that’s going to solve
0:46:04 your biggest problem that’s
0:46:05 going to make the biggest
0:46:05 difference that you’re
0:46:06 going to get the biggest
0:46:08 transformation from so
0:46:09 conviction marketing is
0:46:10 about stepping into that
0:46:12 role of trusted mentor
0:46:13 it’s about stepping into
0:46:15 that role of your greatest
0:46:18 advisor right when you think
0:46:19 about the category that
0:46:20 you’re in you want to own
0:46:22 that word in the mind of
0:46:23 your audience you want to
0:46:25 own that category in the
0:46:26 in the mind of your
0:46:27 audience and conviction is
0:46:28 the only thing that’s going
0:46:29 to do that for you
0:46:30 conviction is what’s going
0:46:31 to lead to conversions I
0:46:32 would write that down
0:46:33 conviction equals
0:46:34 conversions what does it
0:46:36 mean to be convicted it
0:46:39 means to be so strong and
0:46:40 so powerful in a set of
0:46:42 beliefs right it’s about
0:46:44 beliefs and when you think
0:46:45 about conviction why is
0:46:47 conviction important and why
0:46:48 why do so many marketers
0:46:50 struggle to convert because
0:46:52 they’re not convicted because
0:46:53 they’re so worried about what
0:46:55 everyone else is doing and
0:46:56 the things that they’re
0:46:57 saying aren’t really their
0:46:59 authentic message there’s
0:47:01 someone else’s message that
0:47:02 they’re trying to make their
0:47:04 own it’s very difficult to
0:47:05 have conviction when you’re
0:47:07 saying things that aren’t
0:47:08 grounded from like your heart
0:47:10 and your soul that aren’t a
0:47:11 part of who you are that
0:47:13 aren’t so deep in your belief
0:47:16 system that every area of your
0:47:18 business from your messaging
0:47:20 your marketing the way that
0:47:21 your offer is delivered the
0:47:22 way that you service your
0:47:24 clients the focus of your
0:47:25 programming the result that you
0:47:27 provide conviction marketing is
0:47:29 about taking a set of core
0:47:31 beliefs and infusing them in
0:47:33 every single element of your
0:47:35 brand so that when anyone
0:47:37 interacts with you they
0:47:39 understand that you believe
0:47:41 above all else that these
0:47:43 elements must be present and
0:47:44 that they expect a certain
0:47:46 experience they expect a
0:47:48 certain result they feel
0:47:50 confident that they are going
0:47:51 to achieve a certain outcome
0:47:53 when they open up their wallet
0:47:54 and give you their credit card
0:47:57 because you are so convicted you
0:47:59 have such a high level of
0:48:01 belief about the result that
0:48:02 you’re going to provide and the
0:48:04 why of how you provide that
0:48:06 result and this is why in the
0:48:07 book we start off with
0:48:09 identifying your belief system
0:48:10 and then talking about how
0:48:12 that materializes in your
0:48:13 brand identifying the gap in
0:48:15 your market and then really
0:48:16 getting clear on how you’re
0:48:17 going to fill the gap in the
0:48:19 market like these are actual
0:48:20 exercises that you do in the
0:48:23 book because you might have to
0:48:25 do a little self work to do
0:48:27 this this is about slowing down
0:48:28 and peeling the idea back a
0:48:31 little bit and I think that you
0:48:32 know and I know I felt this way
0:48:33 when I first started in the
0:48:35 online space I felt a little
0:48:38 scared to lead with conviction
0:48:41 because I was no one and I had
0:48:43 no clients and I didn’t really
0:48:45 know how the heck am I going to
0:48:46 get someone to want to buy from
0:48:48 me when I’m a nobody when
0:48:50 everyone else in my space is over
0:48:51 here talking about this and doing
0:48:54 this but it actually doesn’t work
0:48:56 that way it actually works when
0:48:59 when people interact with you the
0:49:00 number one thing that they’re
0:49:02 saying is do I believe this
0:49:05 person like do I believe this
0:49:08 person like do I trust you do I
0:49:10 trust that linking arms with you
0:49:11 is going to make my life better
0:49:13 do I believe that by giving you my
0:49:16 money this result is going to
0:49:17 happen it’s all about
0:49:19 believability so if it’s all about
0:49:21 believability you better know what
0:49:23 your convictions are and you
0:49:24 better be able to say those
0:49:26 convictions with a level of
0:49:28 confidence and certainty that is
0:49:31 going to go from this warm and
0:49:32 fluffy brand that people think oh
0:49:34 I learn a lot from this person oh
0:49:36 I really like this person they’ve
0:49:37 been through a lot they really
0:49:39 inspire me to know this person is
0:49:40 pretty certain that they’re the
0:49:41 best in the world at what they do
0:49:43 and I believe them so I’m going to
0:49:45 pull out my credit card and spend
0:49:46 my money to work
0:49:49 we’ll be right back after a quick
0:49:51 break from our sponsors what’s up
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0:54:53 what keeps floating in my head every time
0:54:56 while you’re talking is that if you’re
0:54:58 going to move to the conviction marketing
0:55:00 you really actually have to be an expert
0:55:02 of your industry because it doesn’t allow
0:55:04 you to not be an expert i see too many
0:55:06 people for example trying to like make it
0:55:08 in the podcast industry and they don’t
0:55:10 even know how the podcast industry works
0:55:12 and i’m like how are you even trying to
0:55:14 succeed in this industry if you don’t even
0:55:16 take the time to understand it and to
0:55:18 your point understand the gaps and how
0:55:20 you would fill them so it forces you to
0:55:22 really know your industry and really know
0:55:25 your stuff whereas the other things you
0:55:26 could get away with like learning one
0:55:28 little thing and like seeming like you
0:55:31 know your stuff you actually need to know
0:55:33 your entire industry and the ins and
0:55:35 outs of it to be good at conviction
0:55:36 marketing and then i think a lot of
0:55:39 people if they are experts they might go
0:55:40 about it in the wrong way where they just
0:55:42 keep shouting from the rooftops what’s
0:55:45 wrong instead of shouting what they
0:55:47 should be doing to make it right so talk
0:55:49 to us about that i want to peel that back
0:55:51 a lot because those are really great
0:55:53 points so number one this is what i love
0:55:56 about conviction marketing you can’t do
0:55:57 conviction marketing if you’re not an
0:55:59 expert so you better either become an
0:56:01 expert or you better get yourself into a
0:56:03 business where you are actually an expert
0:56:04 i mean just like you said you see that
0:56:06 with podcasting i see that with business
0:56:08 strategies there’s like teenagers that
0:56:10 teach business coaching now and i’m like
0:56:14 oh god help me but i’m like it doesn’t
0:56:17 worry me because when you’re talking
0:56:20 about using this pyramid to create
0:56:23 marketing that leverages all three of
0:56:26 these capacities you simply can’t execute
0:56:29 on what i’m talking about if you don’t
0:56:31 have the skill set to do it it will show
0:56:35 through it will be so obvious right so
0:56:37 it’s beautiful because it forces you
0:56:39 either to get better or to understand
0:56:42 why you are better right one or the other
0:56:43 one or the other you gotta do one or the
0:56:45 other so i i definitely agree with that
0:56:47 and then yeah i did address that in the
0:56:49 book and i do have a concern about that
0:56:51 you know i see a lot of people kind of
0:56:54 get bitter um about you know the
0:56:56 competition in their space or about what
0:56:59 they see going on with other people or
0:57:00 about trends that they see in their
0:57:03 industry and they kind of have a lot to
0:57:06 say about like what’s wrong and you know
0:57:07 i talk about this in the book there’s a
0:57:09 whole chapter about this but like this
0:57:12 isn’t about like complaining and like
0:57:14 shouting from the rooftops about what’s
0:57:16 wrong this is about like get off your
0:57:18 butt and do something about it like this
0:57:21 is about calling you out and saying okay
0:57:23 you believe it can be better you believe
0:57:25 it can be different how are you making it
0:57:27 better how are you making it different
0:57:30 what are you doing that’s addressing
0:57:32 those things when i saw the coaching
0:57:33 space and i was like this isn’t fair and
0:57:35 this isn’t right that these people think
0:57:36 they’re going into these coaching
0:57:37 programs and their life is going to
0:57:38 change and then they get in there and
0:57:40 they’re totally lost there’s no one
0:57:42 accessible there’s no one available
0:57:44 there’s no one to help them i didn’t
0:57:46 start creating all this content talking
0:57:49 about like the coaching industry sucks and
0:57:51 there’s no support for people and i
0:57:53 didn’t say a word i literally was like
0:57:55 here’s what i’m doing about it and i did
0:57:58 it and then i sold what i was doing
0:58:02 and our business exploded so this isn’t
0:58:05 about pointing out or calling out what
0:58:07 other people are doing wrong this is about
0:58:09 identifying well what do you think could
0:58:12 be done better or different go and do it
0:58:15 and don’t run your mouth about it you
0:58:17 know share what you’re actually doing and
0:58:19 it is about critical thinking and it is
0:58:22 about going the extra mile and i say this
0:58:24 all the time that the extra mile is so
0:58:27 not crowded it’s crazy like it’s not
0:58:29 crowded so it’s really really busy down
0:58:33 here but like as you climb the ranks it
0:58:35 becomes easier and easier to stand out
0:58:36 because people are like there’s nothing
0:58:39 that compares because most people aren’t
0:58:42 willing to go the extra mile right i
0:58:45 totally agree so okay let’s talk about
0:58:47 how to actually come up with our
0:58:48 convictions and talk about some
0:58:50 actionable strategies to do that because
0:58:52 from my understanding it’s really about
0:58:55 identifying the gaps then figuring out
0:58:57 what’s wrong and then reframing that to
0:58:59 how you’re going to make it better so can
0:59:00 you kind of just walk us through some
0:59:01 steps we should take
0:59:04 yeah the first thing to do is to really
0:59:06 take yourself all the way back to the
0:59:08 beginning of when you decided to get
0:59:11 into business and the most important
0:59:14 thing is hopefully you are a consumer in
0:59:16 your own space or have been at some point
0:59:19 right so go all the way back to the
0:59:21 beginning of your experience doing what
0:59:24 you do and really ask yourself what was
0:59:26 the thing that compelled you more than
0:59:28 anything to kind of throw your hat in the
0:59:30 ring and say i’m going to start a business
0:59:36 doing x right typically when we decide to
0:59:38 go into a certain space there’s something
0:59:40 that we believe to be true there’s
0:59:43 something deep that’s driving us that makes
0:59:46 us feel that we can do something better or
0:59:49 different or at least that can compete with
0:59:51 all of the millions of other people that are
0:59:53 doing the same business we’re doing and in
0:59:55 their own way right and so it’s really going
0:59:57 back to the very beginning and saying well
0:59:59 what compelled you to even start this
1:00:02 business what made you to decide that you
1:00:04 are going to dedicate your life to doing this
1:00:06 thing that you’re doing and that’s a great
1:00:08 place to start because there’s usually a
1:00:11 pretty deep why there for people but what
1:00:12 happens is we get into our business and
1:00:14 we’re like starry-eyed and we’re so excited
1:00:16 and we’re so optimistic and we have all
1:00:18 these big ideas and we have this grand plan
1:00:21 for what we’re going to do and then life
1:00:23 like hits us like a map truck right because
1:00:27 we realize oh my gosh this is hard and when
1:00:29 when we realize this is hard that’s when
1:00:32 people start to push aside their their
1:00:35 deep passion their deep conviction their
1:00:38 big why and they start scrambling to kind
1:00:40 of like keep up with and do what’s being
1:00:42 done already because they want to be
1:00:45 competitive so you need to kind of like
1:00:49 almost like clean your palate I’ll say let
1:00:52 go of those things and return to the very
1:00:54 beginning of what compelled you to get
1:00:56 started in the first place what was your
1:00:58 big why what made you say I’m going to
1:01:00 dedicate my life to doing this thing that
1:01:01 I’m doing that’s your foundation
1:01:05 beautiful so I want to move on to the
1:01:06 third step of your framework which we
1:01:08 haven’t talked about at all and that’s
1:01:10 building your tribe so I know we only
1:01:13 have about 10 minutes left or less so tell
1:01:15 us about building your tribe and what are
1:01:18 the components of that yeah absolutely so
1:01:21 when you think about stickiness which
1:01:23 stickiness is the only way that you’re
1:01:25 going to get from the attraction all the
1:01:27 way over to the conversion again so what’s
1:01:29 the point of all of this the point is we
1:01:31 want to help you to be more effective at
1:01:33 attracting attracting people into your
1:01:35 ecosystem and ultimately converting them
1:01:37 into paying clients we want to help you
1:01:39 make your dreams come true that means that
1:01:41 you need to be really good at creating a
1:01:43 stickiness factor because it can take
1:01:44 people sometimes three months six months
1:01:47 nine months a year a year and a half to
1:01:49 work their way through your ecosystem some
1:01:51 people are going to buy in a day some
1:01:52 people are going to buy after studying
1:01:55 you for years at a time right so there has
1:01:58 to be a stickiness factor the stickiness
1:02:00 factor a lot of times is the tribe that you
1:02:02 create it’s the community it’s the brand
1:02:05 and this is about having common beliefs
1:02:08 common language common ways that you
1:02:11 think about the world common values right
1:02:13 which again of course go back to
1:02:16 conviction so you want to think about how
1:02:19 are you creating community what is the
1:02:21 belief system of your community what’s
1:02:23 kind of the code of ethics how do you
1:02:25 interact with each other what’s the
1:02:28 language that you use what do you believe
1:02:30 in your community and what are the pillars
1:02:32 of this community right and when you think
1:02:36 about that usually in any really tight
1:02:37 knit community there’s something that
1:02:40 people are raging against and there’s
1:02:41 something that people are fighting for
1:02:44 right and so what you want to think about
1:02:47 is what’s the common language that you’re
1:02:48 going to create that you’re going to get
1:02:50 everyone to kind of use and operate with
1:02:52 so it’s like we have this thing between us
1:02:56 that is common and sacred what is it that
1:02:59 you’re going to be rallying against and
1:03:00 what is it that you’re going to be
1:03:03 fighting for and again we’re not rallying
1:03:06 against people we’re not disparaging other
1:03:08 brands right we’re playing nice in the
1:03:11 sandbox you know but but you have to
1:03:13 understand what it is that you’re trying
1:03:16 to create a distinction around you have to
1:03:18 be really really clear when I launched the
1:03:21 live launch method and I started teaching
1:03:23 that what I really was rallying people
1:03:26 against was the complexity of technology
1:03:28 I said look I’m going to teach you how
1:03:31 to launch from your phone with no tech
1:03:34 tools no slides no outside tech team no
1:03:36 pre-reporting none of that stuff you’re
1:03:37 going to throw it all out the window and
1:03:39 you’re just going to show up live for
1:03:40 90s and you’re going to convert a million
1:03:42 dollars and and that’s what we were
1:03:44 rallying people against is this this
1:03:47 complexity that was standing in the way
1:03:49 of people being able to actually focus
1:03:51 on connecting with their audience which
1:03:53 is why they couldn’t convert because
1:03:55 they’re managing web slides and pre-record
1:03:57 and doing all these other things so
1:03:59 again this is we’re going to keep it
1:04:01 clean okay we’re going to keep it clean
1:04:03 you always want to think about building a
1:04:05 legacy body of work that you’ll be proud
1:04:08 of 5 10 15 years from now but you have
1:04:10 to understand the operating reality of
1:04:12 your people what are you fighting
1:04:14 against and what are you fighting for
1:04:18 right and make that a common language
1:04:20 and a common energy and you know get
1:04:22 everyone in a space where they don’t
1:04:24 want to disconnect from you and they
1:04:26 don’t want to disconnect from your
1:04:28 community because they feel a sense of
1:04:30 belonging they feel a sense of shared
1:04:34 values they have common language and
1:04:36 again they feel like their life is going
1:04:38 to be enhanced as a result of staying
1:04:40 connected to this community
1:04:42 could you just give us a few examples
1:04:44 of this language aspect that you’re
1:04:45 talking about because I just want to
1:04:46 make sure that’s clear
1:04:49 yeah it can be anything it can literally
1:04:51 be anything so like for me I picked the
1:04:53 word unstoppable and I literally
1:04:56 defined the word unstoppable and like
1:04:58 people will refer to me and they’ll say
1:05:00 she’s the unstoppable girl right because
1:05:03 I started so many years ago talking
1:05:04 about this word unstoppable and I
1:05:06 defined it as you know you’re
1:05:09 unstoppable if you’re a person that
1:05:12 despite setbacks and challenges and
1:05:14 chaos and turbulence and every reason
1:05:16 that you can make an excuse to fail
1:05:19 that you decide to keep fighting for
1:05:21 your dreams anyway and you don’t stop
1:05:23 taking action until you accomplish them
1:05:25 and I literally talked about this
1:05:28 hundreds and hundreds and hundreds of
1:05:29 times I wrote a book named
1:05:31 unstoppable I built the names of my
1:05:33 groups around it I built the name of my
1:05:35 program around it so it literally
1:05:37 created this tribe mentality of people
1:05:41 that suffered setbacks went through the
1:05:42 challenges went through all these
1:05:44 things but believe so deeply in their
1:05:46 goals and dreams that they’re making
1:05:49 them come true anyway you can pick any
1:05:52 word you can pick any language you can
1:05:54 pick anything you want but again this
1:05:56 is about taking a step back and not
1:06:00 trying to be or do or compare or compete
1:06:03 with anyone it is literally what are the
1:06:05 words that you want to build your
1:06:07 ecosystem around what is the mentality
1:06:10 that you want to have as a shared
1:06:12 mentality amongst you and ultimately
1:06:14 your clients what do you want that
1:06:17 relationship to be yeah and I think it
1:06:19 also kind of makes it like exclusive
1:06:21 because it’s like only if you know you
1:06:23 know like for example all my listeners
1:06:25 are called young and profiters and so
1:06:26 it’s like you only know that if you
1:06:28 listen to the show and all the other
1:06:30 young and profiters know that they’re
1:06:31 young and profiters you know so I feel
1:06:33 like it’s also that common language
1:06:35 that kind of bonds everyone in the
1:06:37 community so that it really feels like
1:06:39 a tribe so whether that’s like some
1:06:40 framework that you came up with that
1:06:43 has a specific name or phrase so I
1:06:45 totally agree there even your word
1:06:47 conviction marketing is is like one of
1:06:50 your tribe words I think so we don’t
1:06:51 have time to get into steps four and
1:06:53 five of your framework so everybody out
1:06:55 there make sure you go grab conviction
1:06:57 marketing February 22nd is there
1:06:59 anything you want to round out before
1:07:01 we move on to the last question of the
1:07:04 day no I would just say yeah absolutely
1:07:06 if if standing out and becoming a
1:07:08 category one brand is important to you
1:07:11 know that there’s a framework to do it
1:07:12 it’s going to take a little courage
1:07:14 right but it’s accessible to everyone
1:07:17 love it okay so the last couple of
1:07:19 questions that I ask all my guests is
1:07:22 first what is one actionable thing we
1:07:24 can do today to become more profiting
1:07:27 tomorrow connect with a human being
1:07:29 about your business I have too many
1:07:31 times to ask business owners that tell
1:07:32 me that they want to grow and I’ll say
1:07:33 well how many prospects did you actually
1:07:36 get on video or send a message to or
1:07:38 connect with this week and it’s like
1:07:40 zero so just go talk to another human
1:07:43 being love it great advice and what is
1:07:45 your secret to profiting in life
1:07:49 alignment it’s doing what I say I’m
1:07:51 going to do and acting in alignment
1:07:54 with what I want to experience very
1:07:56 clear crystal answer thank you so much
1:07:59 Kelly I loved this conversation I
1:08:00 admire you thank you so much for your
1:08:03 time it was an awesome conversation and
1:08:05 you guys can get on the waitlist for the
1:08:07 book at conviction marketing.com thank
1:08:08 you so much for having me hello thank you
1:08:15 thank you so much Kelly.
1:08:15 you