Kelly Roach

And this is, you know, a lot of people are doing their pointing and their dancing and, you know, their lip syncing and all of those things. And that's fine. Do you have a way to then bring them through that process and finally get them to convert. Okay. So how to get some in, it doesn't keep them there.

So it's kind of like you got the girl, she said yes to the date, and now you're like, cool, I already had a date with that girl. Let me see. Oh, she's really tuned over there, right? And then someone, right? So the problem with how-to marketing is it's a great way to get people in your ecosystem, right? it's not a great way to keep that in your makeup.

We want you to not just do how to, but we want to elevate from, okay, I see you as a credible teacher. I see you as an authority. Wonderful. Now let's elevate. Let's figure out how are we going to get people to keep coming back? Well, if you notice in the conversation that we're having here today, Hala, we talked a lot about stories, right?

And we have to remember, what's the purpose of marketing? The purpose of marketing is to attract so that you can nurture and finally convert people into paying customers. Well, if you miss this middle section of nurture, they never make it over here to conversion. And that's what's happening to a lot of marketers. They pump out this how-to marketing.

We talked a lot about experiences that I had, experiences that you had, ways that we resonate with each other. We talked about failure. We talked about setbacks. We talked about patience and sacrifice. What did we just do? Bring out emotions. Exactly. So the people that are experiencing this show are going to say, you know what? I've only been working at that goal for a year.

And this is, you know, a lot of people are doing their pointing and their dancing and, you know, their lip syncing and all of those things. And that's fine. Do you have a way to then bring them through that process and finally get them to convert? Okay. So how to get some in, it doesn't keep them there.

I think I can keep going. Kelly kept going. Paula kept going. They both won these wildly successful companies now. Maybe there's nothing wrong with me that I wasn't an overnight success in six months. Maybe if I stick with it, I am going to achieve my goals after all. Okay, now we're on to something. And this is why, of course, podcasting is so powerful.

We want you to not just do how-to, but we want to elevate from, okay, I see you as a credible teacher. I see you as an authority. Wonderful. Now let's elevate. Let's figure out how are we going to get people to keep coming back. Well, if you notice in the conversation that we're having here today, Hala, we talked a lot about stories, right?

It's such an amazing medium for hope marketing. So hope marketing is the biggest chunk of your pyramid. And this is where you really connect with your audience in an emotional and a sensitive way where people are like, you're not just a teacher. You're not just an authority figure. You are my friend. You are my confidant. You are my cheerleader. You are the person that has been in my shoes.

We talked a lot about experiences that I had, experiences that you had, ways that we resonate with each other. We talked about failure. We talked about setbacks. We talked about patience and sacrifice. What did we just do? Bring out emotions. Exactly. So the people that are experiencing this show are going to say, you know what? I've only been working at that goal for a year.

You understand everything that I've gone through. You understand everything I'm going through now. And you cross the bridge to the other side. So hope marketing is really about reaching down, grabbing your audience and like wrapping your arms around them and saying like, no, you're not quitting. You're coming with me on this journey. I'm going to support you every step of the way. I've been there.

I think I can keep going. Kelly kept going. Paula kept going. They both won these wildly successful companies now. Maybe there's nothing wrong with me that I wasn't an overnight success in six months. Maybe if I stick with it, I am going to achieve my goals after all. Okay, now we're on to something. And this is why, of course, podcasting is so powerful.

You can get there too. And hope marketing is really what's going to keep people coming. I call it like the speediness factor of your brand. It's the thing that really makes people feel deeply connected to you as a person, not just as a marketer that can give instruction, but as a human being that has feelings, that has emotion, that's been through some things, right? Does that make sense?

It's such an amazing medium for hope marketing. So hope marketing is the biggest chunk of your pyramid. And this is where you really connect with your audience in an emotional and a sensitive way where people are like, you're not just a teacher. You're not just an authority figure. You are my friend. You are my confidant. You are my cheerleader. You are the person that has been in my shoes.

Oh, my gosh. Totally makes sense.

You understand everything that I've gone through. You understand everything I'm going through now. And you cross the bridge to the other side. So hope marketing is really about reaching down and grabbing your audience and like wrapping your arms around them and saying like, no, you're not quitting. You're coming with me on this journey. I'm going to support you every step of the way.

I've been there. You can get there too. And hope marketing is really what's going to keep people coming. I call it like the meanest factor of your brand. It's the thing that really makes people feel deeply connected to you as a person, not just as a marketer that can give instruction, but as a human being that has feelings, that has emotion, that's been through some things, right?

It's literally, you can do it with anything. I mean, you can tell stories. I mean, for me, a lot of times, even when I do like Instagram stories or Facebook stories, like I'm literally just giving like encouragement. It's encouragement. It's It's, you know, it's sharing mistakes. It's sharing setbacks that you work through.

Does that make sense? Oh, my gosh.

I think one of the things that's most endearing when you're a teacher that, you know, wants people to want to work with you is not when you just show your highlight reel of all of your greatness and all of your wonderful accomplishments, but instead when you say, listen.

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