March 4, 2021
Today we’re talking about MARKETING. But not just any marketing. We’re talking about how to stand out in an oversaturated market, set yourself apart, and become a category of one while focusing on leaving a legacy.
Today’s guest is the incredible Kelly Roach. Kelly is a business strategist who transforms overworked entrepreneurs and business owners into six, seven, and even eight-figure CEOs, by teaching them how to leverage timeless business principles used and employed by billion-dollar corporations and combine them, with the speed and agility of today’s most powerful online marketing strategies.
Kelly’s company, The Unstoppable Entrepreneur, has helped hundreds of clients around the world find financial freedom through entrepreneurship. Kelly is also the creator of the Live Launch Method, bestselling author, and co-founder of The Courageous Brand.
On today’s show, we talk to Kelly about the three types of marketing she believes will set you apart from the rest, what conviction marketing is and how to embrace it to revolutionize your business and your industry, the biggest problems she sees entrepreneurs struggling with when it comes to online marketing, how to position yourself as an authority in your niche when you’re just starting, and tons of other gems.
Starting her career working in fortune five hundred at an entry-level position and working her way up through that organization. Kelly was promoted seven times in eight years and built a team from zero to one hundred. From running one location to seventeen. In that time that is when she fell in love with coaching, teaching, leading, and breathing success into each person and having them see their potential. This is also where she recognized that she was not on the right path for the level of financial success, freedom, or family first kind of living she wanted.
Splitting off from the company she started her coaching and consulting business. Now fast forward to today, the Unstoppable Entrepreneur is an eight-figure coaching and consulting company with a staff of fifty. They teach and coach entrepreneurs around the world how to scale six, seven, and multiple seven-figure businesses online.
Kelly’s passion more than anything is helping people create financial freedom through the world of entrepreneurship so that they can put their families first and live a fulfilling life where they have true freedom.
We need to think about this from the standpoint of not just what is going to attract people to your brand, but what is going to have people stay the course with you. Then ultimately be your best customers and be investors in the market for you. We are too focused on the instant gratification of acquiring a customer, getting a client, getting a sale, and not thinking about the long term or what your business looks like 3, 5, 10 years from now. How will this continue in the future?
As business owners, you are going to get to a point where you will want to retire, do philanthropy work, or other projects, so you want to build a company that can stand the test of time. There is an element of sustainability, and that is what is forgotten in online marketing. The three prongs are ‘how to’, ‘hope’, and ‘conviction’ marketing. Each of these serves a very different purpose and has a unique role that they play in building your business. When business owners bring together these three prongs that is when you will truly position yourself as a category one thought leader at the top of your industry.
The sooner you can implement those three elements into your business the more you can separate yourself from the pack.
There are varying levels of competency. In the beginning, you know what you know. In the beginning, you may be down in the categories of ‘how to’ and ‘hope’ marketing, but with that mobility, you can still build a million-dollar business. If you want to have a pull in the multi-millions, you want to be an industry leader, you want to create change on a global level. You will have to step into conviction.
The degree to which you can bring all three together, the sooner you can bring it together, will be more powerful and meaningful. For some people, it does take a little evolution and time to truly understand how they are going to bring those convictions forth but it is learnable. It is something that anyone can learn and step into.
Look at your business as a body of legacy work versus a transaction of how many sales you can get today. Yes, the sales are very important, but the continuum comes from who you are becoming and what this body of work means to the world.
There are a couple of things. On one hand in the online world, there is an infatuation with marketing tactics. They build people up into this froth of always feeling like they are missing out, always feeling like they need to do the greatest/latest thing, always feeling like they need to jump from the next thing to the next because what they are doing isn’t good enough. That is online marketing and that is a culture of online marketing. It is one to understand that and then deciding who you are going to be in the presence of that. You can’t change what the culture is, you can decide who you are going to be in the culture.
Then the second thing is when people are struggling to generate sales, it is like a hierarchy of needs. If you are struggling for food and shelter it is really hard to think about decorating a wedding cake. When you don’t know how to put food on the table it is really hard to focus your energy on legacy. It is important at every stage of the game, why you are doing this and the big why behind it and the impact and changes you are trying to create with it. We also know how it is to be a new business owner and go through that initial phase of trying to get those first few sales each month to get by. The caveat with that is when you are obsessed with the transformation and results you can get from people and the belief and change you can make in the world, it is so much easier to sell. It is so much easier to get out of that state when you are focused on how you are serving, how are you showing up, who are you helping? When you are focused on me it is tough, when you focus on us it gets easier.
It sticks. The thing that is challenging for entrepreneurs when they scale to that level is that although so many pieces of the business are being taken care of because you have a team, the demands continue to grow. You’re playing at such a high level, a high-stakes game. Once people get to that level they can shift and stay there, but how much of their energy are they able to exert on that is another question. You are also dealing with the demands of people and businesses at that level and scale. Once you get to that space you can stay there at varying degrees.
The problems that Kelly tackles inside the Unstoppable Entrepreneur are very different from what she sees happening in the broader market. The people who join the Unstoppable Entrepreneur are there because they are the right fit and understand the level of seriousness that they have to take. Whereas in the broader market there is a lack of consistency in implementation. In the broader market it is the tactic chasing, the focus on continuing to learn new things versus executing the drills. Many of the fundamental foundational things that we teach, we still do today.
It is excellence and execution of the fundamentals. That is what people in the world of entrepreneurship don’t understand because they are being peddled every single day. That is this latest greatest tactic or this! Entrepreneurs have so much competition for their energy and time that they are dabbling in hundreds of different things versus picking a handful of things and executing with all their might, energy, and focus to get a specific outcome and result.
Teach what you know. Kelly teaches on camera between six to eight hours a day. People ask her if she uses a teleprompter or notes, how does she teach for hours on end. What she always tells them is to teach what you know. Really, what are you good at? If you are teaching something that is so innately what you believe or what you do, or how you operate or how you have gotten success or results. Then you are an authority. You are an authority over your life, your results, and your an authority over this person who doesn’t know how to do what you know how to do.
Where people get themselves into trouble is when they think they need to teach what other people are teaching. They need to be in this space, that space, or do this or that. Teach the thing you can talk about for eight hours without notes or slides. That’s how you know you are in your zone and the space you belong to.
Learn it, practice it, do it and share. If you want to get into a new space and learn a new skill to turn around and teach. You first need to invest in yourself and invest in learning and acquiring that skill. You learn it, practice it, you do it for yourself, you generate results, you figure out what works for you and your formula to success with that specific way of doing whatever it is. You figure out your unique approach to getting that outcome that you want, document it and then you teach what you know.
If you currently don’t know what you want to teach, you have to put the cart behind the horse and go sign up to work with someone that has the knowledge and expertise of what you want to learn.
There are so many levels of teaching and so many nuances of what you are teaching and who it is for. You might think “how will you ever be able to compete?”, but you have to remember there are varying levels. If you are at the beginning stages of learning something new, don’t think that there isn’t a market for people who need to learn at the early stages. There is a place in the market for every single level, every single level matters and you fit where you fit. Don’t worry about where that falls on the spectrum because it is just as much needed.
Patience and humility. When you have patience you don’t quit. When you have humility you don’t think you are too good to try. Everything in business comes back to that. Having the patience to keep going and having the humility to try and not care what you look like, who’s watching, or who has a comment for you. It doesn’t matter. Patience and humility.
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WASSUP FRIENDS. We’re Evie + Lindsey, co-founders of this wild partayyy called The Heart University. Our goal is to empower entrepreneurs to kick freaking BUTT in their businesses, dive down into the heart of their why and how, and serve you with all possible tools you’ll need to up-level your business game and CRUSH those goals of yours.
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