Kelly Roach

I failed at this and I failed at this and I failed at this and this is what I learned from it and this is who I became and this is why I'm successful today. And these are all the things that you can skip over that you don't have to go through because I did and I'm going to tell you what to do instead.

So I think it can be in podcasts, it can be in live streams, it can be in videos, it can be in emails, it can be in posts on social media, stories, right? It can be from the stage, it can be from behind the microphone, anywhere that you connect with your audience. It can be in a book, right? And, you know, and Book any way you want.

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 sharing mistakes. It's sharing setbacks that you work through.

But the bottom line is it's going from transaction, which is non-emotional and it doesn't have staying power, to relational, which now is what once creates that desire, that stickiness factor and the brand for people to want to stay with you.

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

But instead, when you say, listen, I failed at this and I failed at this and I failed at this and this is what I learned from it and this is who I became and this is why I'm successful today. And these are all the things that you can skip over that you don't have to go through because I did and I'm going to tell you what to do instead. So I think It can be in podcasts. It can be in live streams.

Amen. And I'll do that all the time. And that's why I wanted to actually give the illustration and the exercise in the book about the pyramid. Because it's not about swinging the pendulum from one side to the other. It's about understanding how these things work together, right? There's so many people that it's like their entire brand is just sloth. And it's like, what do you even do? Like, what?

It can be in videos. It can be in emails. It can be in posts on social media, stories, right? It can be from the stage. It can be from behind the microphone. Anywhere that you connect with your audience. It can be in a book, right? In a book, any way you want. But the bottom line is it's going from transaction, which is non-emotional, and it doesn't have staying power, right?

Why are we even, like, get out of my feet. Like, why are you even here? Like, what is this? I don't understand what the context of this soft, like, just fluff is all the time. So I completely agree with you. Like, there has to be an intelligence to your brand. Like, what is it that you teach? What is it that you do?

There's a lot of people that go so deep in the wrong direction that literally you don't even know what their business is. If I go to your social media and I don't even understand what your offer is, what your business is, what it is that you do, that's a problem. So again, the pyramid is about, think about it like Maslow's hierarchy of needs. You work your way through the pyramid.

And that's why I wanted to actually give the illustration and the exercise in the book about the pyramid. Because it's not about swinging the pendulum from one side to the other. It's about understanding how these things work together, right? There's so many people that it's like their entire brand is just sloth. And it's like, what do you even do? Like, what?

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. Each of the pieces of the pyramid go together. So I'm really happy you Totally.

Why are we even, like, get out of my feet. Like, why are you even here? Like, what is this? I don't understand what the context of this soft, like, just fluff is all the time. So I completely agree with you. Like, there has to be an intelligence to your brand. Like, what is it that you teach? What is it that you do?

There's a lot of people that go so deep in the wrong direction that literally you don't even know what their business is. If I go to your social media and I don't even understand what your offer is, what your business is, what it is that you do, that's a problem. So again, the pyramid is about, think about it like Maslow's hierarchy of needs. You work your way through the pyramid.

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,

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. Each of the pieces of the pyramid go together. So I'm really happy you've Totally.

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? Yes, that's a great point.

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,

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.

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