Kelly Roach
speaker
1,101 appearances
6 recordings
3 series
first heard Jan 2025
last heard 18 Sep
Kelly Roach’s voice in public audio — every appearance, attributed to the second.
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recordings per month · last 12 monthsRecordings per month over the last 12 months — 2 in all, peaking in Sep 2026 with 1.
Appearances
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, Paula.
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 lack of patience is the number one saboteur 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 again, we'll talk about this also with the conviction, the top of the pyramid, but 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 always says no. Right. So that's a great point.
Yeah, it's absolutely true. So the way that you want to think about it is at the bottom of the pyramid, you're a teacher, right? You're giving tips, you're giving strategies, you're giving how-tos. 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 their confidant, you're their 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 stay 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 not 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 going to go buy from the person that you like the most. You're going to go buy from the person that you think is going to change your life. That's going to solve your biggest problem.
That's going to make the biggest difference that you're going to 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, 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 important 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, they're 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 you might have to do a little self-work to do this. This is about slowing down and peeling the onion back a little bit.
And 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. And I didn't really know how the 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.
So 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 for them.
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 become an 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.
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