Transcript of Kelly Roach: Scale Your Business Without Sacrificing Your Life | Entrepreneurship | YAPClassic

What's up, YAP fam? Today we're unlocking the archives of Young and Profiting for a YAP classic that feels even more relevant today than when we first recorded it. My guest today is Kelly Roach, a bestselling author, business strategist, and powerhouse entrepreneur who went from Fortune 500 sales leader to building multiple 8 and 9-figure companies. Now, Kelly broke down all of her amazing marketing and business insights. She's a guru when it comes to business. But what made this conversation so special for me was her take on building success without sacrificing your family values or identity. She explained why integrity is becoming one of the biggest advantages in business and why genuine human connection still wins in a world obsessed with over-automation and shortcuts. So yeah, fam, sit back, relax, and enjoy this conversation with the incredible business and marketing expert Kelly Roach. Young and Profiters, welcome back to the show. And today I have the honor of interviewing one of my all-time favorite entrepreneurs and marketers, and that's Kelly Roach. Kelly Roach is one of my role models. I interviewed her back in episode number 155, and she's back again today on the podcast to give more general entrepreneurship advice.

If you haven't heard of Kelly, she's an author, a speaker, a podcaster, and an amazing entrepreneur. She's built over 8 different multimillion-dollar businesses. She's one of the most accomplished and successful online entrepreneurs in the world, in the entire world's history, in fact. And she's just absolutely an incredible entrepreneur. So I know today's gonna be jam-packed with amazing information. She last came on for episode number 155, where we talked about her conviction marketing framework. Now, this is a conversation that I constantly go back to for my own business. So if you want her 101 on conviction marketing, I highly recommend that all entrepreneurs go check out episode number 155, our first interview together. And like I mentioned before, today's conversation is gonna be more general entrepreneurship advice from Kelly. We're gonna talk about how to create a business that is prioritizing your family, how to pick the right spouse if you wanna be an entrepreneur. We're gonna talk about sales, how the market is shifting, and then also we'll touch on her live launch method. So without further ado, Kelly, welcome to Young and Profiting Podcast.

So excited to be here. Thanks.

I'm very excited for this conversation. So the last time I had you on was actually 2 years ago, and I couldn't believe it because I feel like that conversation was just yesterday because I'm constantly reflecting back on everything you taught about conviction marketing. And I just wanna say that there's very few entrepreneurs and marketers that I truly look up to, and you are one of them. So thank you for being on the show, and I can't wait to hear all the gold that's gonna come out of your mouth today.

Aw, thank you. I appreciate that so much. Yeah. Yeah, I, I remember that conversation and I feel like we've had just so many, uh, our interactions have been so beautiful and there's just so many synergies between the way that you teach and the way that I teach and what we do and the overlap. So I'm excited to be here today.

Yeah. And I've got to pick your brain on so many different topics related to selling and launching and starting a family-focused business and all this great stuff that we didn't get a chance to talk about last time. Yeah. And so, uh, before we did that, for anybody who missed the conversation and didn't get your backstory, I did wanna touch touch on that. So I know that you actually didn't grow up wealthy, right? You, you, there's a lot of kids in your family. You guys grew up on the poverty line. Yeah. So talk to us about that. Talk to us about the hustle that instilled in you over the years.

Yeah, absolutely. I mean, I think, you know, I, in my first book, I wrote about a story called Naked in the Lunchline, and it was the story of, you know, how I was on the free lunch line and all of the cafeteria helpers knew that. But one day there was a volunteer there that didn't know that, and this was back in the day when you turned in envelope and mine was empty every day. And she ripped it open and it was like in front of everyone in the line. And I just like completely panicked. And, um, that was probably like my low point of just like embarrassment and feeling really like naked, right?

Mm-hmm.

In that moment. And I think that was a defining moment of my life because I was like, yeah, I don't ever wanna feel that again. And I think that that was such a catalyst for me to say, It doesn't need to be like this. It's not going to be like this for me, and I'm gonna find a way. And you know, one of the things that I've said since a really young age is like, there's a lot of things that happen in your life that are controllables, and there's things that are uncontrollables, right? Being financially free, that's a controllable. That's something where you can utilize your God-given brain, your talent, your energy. You can learn the skills that are required to build financial freedom, and we're all invited to do that. And so that kind of set me on a journey, um, so many different jobs in college, uh, 5 different jobs while I was working to, you know, pay my way through college, starting in a Fortune 500, um, working my way up to the top of the corporate ladder really quickly. Um, and then, you know, building my businesses online and, and, you know, I think that it's such an important thing for us all to remember that every experience that we have in our life is an invitation and an opportunity to say, do I want more of this?

Mm-hmm.

Or do I want something Different, and then to do something about it. If you want more of it, then ask yourself, how did this happen? Why did this happen? How do I take this and grow it exponentially? And if it, it's an experience that you didn't like, that you don't ever wanna have again, well then that's why we have free will and we're given the opportunity to go out and make new decisions, different decisions, uh, to make life different. Right?

Mm-hmm. So I, I do know something really unique in your story is that you actually were an NFL cheerleader.

I was.

And you're like a very, like, even now, like, like you're super attractive, you're very fit. And a lot of women actually would, would've just like kind of leaned into that. Yeah. And not strived for much more. But you actually went off and quit and got a sales position, entry level in a Fortune 500 company when I think a lot of girls in your position would've just stayed on that cheerleader track. Yeah. So why, why did you do that?

Yeah, 100%. I mean, my defining moment was, uh, when I was, so I was the youngest girl on the NFL team I cheered in, in college. It was one of my like 5 jobs that I had during school. school, and I loved it. I loved performing. I loved being on the team. I loved everything about it. People were always like, oh, were the girls so catty? No, actually there were scientists and teachers and real estate agents and all these amazing women. And I, I loved that experience. But, um, my, my first year I was so excited. They used to do a swimsuit calendar on a tropical island for years and years and years, and it was this huge PR event. And this is where everyone got all the opportunities for modeling and talent agencies and performing and all these things.

Mm-hmm.

Well, I, they make the announcement like the first year that I'm on, we're not doing that anymore. Now we're doing a lingerie calendar.

Wow.

And I was like, oh, hell no. So I actually went to them and I was like, sorry, like I'm not doing it. And I just was like, damn, you know, like I'm really gonna miss out on all of these opportunities because I was a performer. I was a competitive dancer, competitive cheerleader. I definitely was like progressing on that track, but I was like, I'm not doing that. Like I wanna get married, I wanna have kids. someday, I wanna be able to look my daughter in the eyes and be like, this is the choice that I made in that defining moment. And that was when I really decided like, no, like my life is gonna be about using my brains, not my body. And that's when I really got serious about saying like, okay, I'm gonna really go deep into the world of business because that's not how I'm gonna make my name. That's not how I'm gonna create my career. You know?

I love that. I love that so much. And so you ended up going into sales in a Fortune 500 company, and then you quickly became like a VP and kind of jumped over people twice your age. Yeah. Why do you think you were so naturally good at sales, or why, why were you good at sales?

I think because I always focused more on listening. Mm-hmm. So my approach to sales, and I've now taught thousands and thousands of people the same approach, is really about understanding what someone's needs are and how you can provide a solution for them that can make a difference in their life. And I think there's like so many different ways of learning sales, so many different ways of doing sales. Um, so many people, especially in online marketing, think that it's all about the pitch or it's about the hook or it's about this, it's about that. And to me, it, it's, it's a transfer of inspiration and it's, uh, it, it's sharing an effective invitation for someone to change their life. And I think if that's the energy that you carry, uh, it makes a huge difference. Now, That said, I also was the hardest working person. So let's just be really honest. I was the first one in, I was the last one out every day. So that didn't hurt, right? Like a lot of it was just simple discipline, grit, consistency over time, all of that. But from the standpoint of sales effectiveness, I think it was definitely, uh, a focus on listening and making a difference and actually being of service.

And I think that, um, that's one of those things that Whenever those are your intentions, you can pretty much guarantee that even if you don't win in that moment, you're gonna win big, uh, down the road. So I think that's just a great life principle in, in anything that we do. Right. Mm-hmm.

And I have to say, I, I have to assume that you also having all these unique experiences, being a performer, being a dancer, being a woman, I feel like all of those, you probably figured out how to use that to your advantage. Yeah.

Oh, for sure. For sure. Yeah. I mean, and that's the thing, right? Is like, People always say like, oh, you know, I did this job or I worked for this company and I hated it. Or they don't, um, use their past experience when they're building their entrepreneurial companies. And I always say to people like, every experience that you've had in your life is something that is a connection point for people that are searching for you. They're searching for what you do and what you teach, plus someone that also either has this life experience, this business experience, this Uh, life pathway, you know, whatever it is. And that's why it's so important to not assume that your business starts the day that you started your business. Your business started with every life experience that you had leading you up to why you created that business to begin with. And then that's your opportunity to really give depth to the relationship that you're building with the market that you're serving, right?

Mm-hmm. Totally. So. Last time we talked, we went really deep into like your side hustle, how you built it. Yeah. For, uh, I, I would, I don't wanna cover that because there's so much other material to cover, but can you just give us like high level, like talk to us about how much you've done with your business since you've like, you know, you took it from side hustle to then launching it. Yeah. Like brag a little bit so people understand like how big your business is.

Oh yeah. Well, I'll just give like a little bit of the trajectory. So yeah.

Yeah.

So I was a senior vice president in a Fortune 500 company. I started my business as a side hustle. I did it on the side for Over 5 years actually built my business to $1 million while I was working full-time. Uh, joined entrepreneurship full-time, uh, within like 2 years, took my business to 8 figures. And then over the last couple years actually built out a portfolio. Now I have 6 companies, um, several of them million and multimillion dollar companies. And obviously I still have my, my first business and I love that business. That's the business advisory. That's like my crown jewel that we keep growing and refining. Um, and you know, now I have all these other subsidiaries and, um, Um, kind of satellite businesses that I've been building, and it's just been really cool, really fun. Uh, enjoying the journey. I don't recommend that most people have 6 companies, but for me, I love leadership.

Mm-hmm.

My whole background is in leading people. So I have, you know, teams in each of these companies and I have leadership and I have, you know, really strong staff and I've been focused for 10 years. And so now as I'm growing my newer companies, I'm able to promote people from my first company. into my second company, into my third company.

Mm-hmm.

So I don't recommend that unless, you know, you have that, that, you know, background. But for me, yeah, because I teach business and because I'm a business mentor, it's very important to me that one, I stay connected to the journey that my clients are going through. So I may be running a multi-eight-figure company, but I still wanna be in tune with and in touch with my clients that are still in the startup phase, which is why I love having businesses that are at Mm-hmm. All the different phases of the journey. The other thing that's really important to me is really understanding different business models, different price points, different go-to-market strategies. And so that was one of the other reasons why I've built my companies and the portfolio the way that I have, because I don't want to be teaching through the lens of a singular approach to doing things. And I found that what has happened in the online space is a lot of people that are teaching business, they don't have depth and breadth of experience. And so what happens is they know their one thing, and when their one thing tilts off a little bit, they're screwed, their clients are screwed, and now everybody's screwed.

Mm-hmm.

So my focus is how do I really deepen and strengthen my depth and breadth of experience as a business mentor so that when I'm teaching business, I can teach from a very well-rounded perspective of What's right for this person sitting in front of me, not what's the one thing I recommend cuz it's the only one thing that I know, right?

Mm-hmm.

And that is a very, very, very important distinction for people to understand when they're choosing to learn business from someone. So this is a journey for me that I wanna build the portfolio to 9 figures. I'm gonna work for the next 10 years to do that. I think I can get the portfolio to 9 figures within 10 years. Um, but for me it's really as much about the learning experience and how that learning experience will actually be enriching for the people that I'm here to help, um, as it is about the goal or the outcome or what level of success any one of these companies is able to achieve.

I love that. I feel like that's so smart and I really appreciate how you're so thoughtful about making sure that the businesses that you design sort of like feed into each other and help you learn about how you can be a better business coach and all that kind of stuff. So I love that. Um, when you first started your company, Did you already have kids and a husband?

No. So I, so let me just think back. So I was dating my husband for a couple years while I was still in corporate. And then I don't remember if we got engaged first or if I started the business first, but I was already with my husband. I didn't have a business. Um, I was already with my husband and we had been together for years. I started the business and then just as my business started like taking off, I found out I was pregnant with Madison and I was like, oh, oh shit.

Like what?

Right. So that was crazy and awesome. Um, obviously we were, you know, so excited and so thrilled. Madison's about to turn 10, uh, you know, this month. And, um, you know, that was amazing, but that was also like a huge new learning curve for me because now I'm like, you know, my biggest focus in my life is my family, right?

Mm-hmm.

And so, um, figuring that out was, was really key. But I'm actually super thankful because I was still working my full-time job, so I had to learn how to run and grow my business in really small increments of time. And actually what that created for me was the discipline that even now that I am a full-time entrepreneur, I still feel like I'm able to put my family first and have time for my faith and be able to invest in other areas of my life that matter. Because I was never kind of one of those entrepreneurs that was working, you know, 80 hours a week in my business. Simply cuz I couldn't, it just was off the table. But for me it worked out great because I had to figure out how to be more efficient. I had to figure out how to do this thing without leaning on all the hours, but instead being better and more intentional about what I was doing to get, you know, a result in less time.

Mm-hmm. I'm gonna dig deep on this cuz I think that a lot of women are facing this issue.

Yeah.

Even I am facing this issue of, yeah, it is very hard to figure out how to build a family.

It is.

And build a business. So now I'm in my mid-30s. Uh, I was with somebody for like 12 years and we broke up because he didn't want me to start my business. This was like 3 years ago. Mm-hmm. And I've been dating, but I haven't been able to find a person. Yeah. Who like feels secure with what I'm doing. Yeah. Who understands. And I also feel like who would accept the fact that I have this baby that's not a real baby, it's my business. Right?

Yeah. Yeah.

And so I just wanna understand, like, what do you think as a woman you need to do to build a, a business that prioritizes family? Because I think a lot of women want a business and a family now.

Yeah. I mean, absolutely. Well, I, I think, you know, knowing what your values are and being clear about them, right? Um, and, and I think to your point, Hala, you know, finding a spouse, uh, I was actually, my husband and I were having this conversation this weekend. Um, your marriage is the greatest form of generational wealth that you can ever pass down, right? Because if you look at all the experiences that we've all had in our own lives, good and bad, right? Your whole family tree gets reshaped by having a great marriage. And I think the first step in answering that question that you just asked, how do you have a business and have a family and be able to do both of these things, is you have to choose someone that is gonna be all in supporting you to both pursue your dreams, go as high and as far as you can possibly go. Um, be all in, you know, on, on supporting you, but also know that, um, it's gonna be this balancing act. And so I think you're good, good for you. You know, that you made that choice both when you were like, I wanna have both and, you know, I need this, you know, support to do it.

And also taking your time to find someone that's gonna be supportive of that. Um, because I would say you have to have as strong of a team at home as you do in the office. And that's rule number one. I've actually recorded a bunch of podcasts about it because so many women, they say they wanna have a family and they wanna have a business, but then. They don't set themselves up at home with the right support system to make that viable. Like, I'll hear from women that are like, and I'm still cleaning the kitchen at 10 o'clock at night, and I'm doing dishes and I'm doing laundry and I'm doing this. And it's like, no, like if you wanna be a CEO, if you wanna be paid like a CEO, you need to act like one. And that means that you need to have support at home. Now, not everyone is gonna have a spouse. For me, Billy and I made the decision he's home full-time, so he is literally like, he runs our home. He manages our vendors. He is driving Madison to school and picking her up every day. Like we have a system, but we also have help.

And not everybody has that with their spouse where their spouse is gonna be home. Not everybody's spouse wants to be home. Not everybody's spouse is able to be home. That's okay. But you have to staff at home, right?

Mm-hmm.

So it's either gonna be you and your spouse and then added help, or it's gonna be you and a lot of added help knowing that both you and your spouse are gonna be out in the workforce, right? And so, um, I actually put together a training for my clients on this showing, you know, it's, it's a 40 to 60 hour a week set of responsibilities at home that either need to be divided between you and your spouse on top of your full-time jobs, or you need to get help to do it. And I think the reason why it's so hard for so many women is they have guilt or shame or, um, they don't believe that they're worthy or deserving of having the support and help that they need at home to manage those other things so that they can build their business. And then what happens is they're just burning the candle at both ends and they can't meet the needs either place.

Mm-hmm.

They can't meet the needs in the home, they can't meet the needs in the office, and then they have no time for their relationship with their children, with their husband, and, and then everything kind of like implodes, right? So I know this is a really long answer to your question.

No, it's great.

But it's, it's a topic that I'm really, really passionate about. I think that.

I think it's becoming more and more important. I think a lot of women are single now because of this. Yes.

This is what's happening. And, and I, I have been speaking more and more and more about this because I think there's a lot of unrealistic expectations that need to be broken down both in business and at home in order to make it viable. And I also think that you have to understand that like every moment that you spend at home, like cleaning, doing dishes, doing laundry, doing like tasks that someone can be doing for you, that's a moment that you're not spending with your spouse, with your children. That is so, so, so precious. And so I think everybody thinks about in business when you're building a team, if someone can do it better, faster, and cheaper than you can, you should get help. But you need to think about your team in the office and your team at home, and you have to make sense out of this equation. It's a mathematical equation. There's only a set number of hours each day. Prioritizing family means that you need to accommodate for that all the way down and pull that all the way through. So I think it's, it's one being with a person that's gonna support you and gonna be like all in on that.

And, and being clear on, um, your roles in the family I think is huge. Like it's huge. And I think the more that women can be empowered to be clear about that when they're getting into a relationship, um, they're gonna be set up for success for the long term.

Yeah.

Right? Mm-hmm. And then I think the other part of it is just, um, the evolution of women at work is much earlier in its historical trajectory than men. And so there's a massive dynamic change that's happened in the last 20 years of now a lot of women being the bread earners, uh, the breadwinners, a lot of women that are working outside of the home. But what's happened is although Uh, the evolution of women at work has changed. The evolution of women at home has not in a lot of instances. Mm-hmm. And that's our responsibility. That's not someone's job to come in and do for us. We have to take the bull by the horns and say like, I'm gonna lead the family in this way, and that means I'm gonna need support and help, you know, in these other areas. And I think we need to like speak about that, right? And encourage women.

Yeah.

To like give themselves that gift of freedom to be able to make millions of dollars and put put their family first and have the support so that they're not burning themselves out, you know, in the process of doing that.

So yeah, and I'm seeing a lot of these really successful female entrepreneurs, like Jenna Kutcher's another example. Her, her husband is a stay-at-home dad now. So what was that conversation like with your husband? Like, did he have to quit his career and like just basically, so, you know, those roles could, yeah. Tell me about that.

Yeah, it's so interesting. So yeah, so we were both working corporate jobs when we met and started dating and And then when we started talking about a family, this is like before we were engaged, before we were married, before we had Madison, we both had decided that we did not wanna put our children in daycare. Mm-hmm. So we made the decision before we like moved forward with our family that we didn't wanna put our children in daycare, that we wanted to like fully raise them ourselves, and that we wanted to make sure that our core focus was on family and building a life together. Right. And then during that time, I started my business, the business started to take off. I was I became really passionate about the work and, you know, Billy was working his corporate job and he was like, you know, this isn't like the passion of my life. Like, you know, like it was just, and so it just made sense for us because we already knew what we wanted and what we wanted was to both be home. We wanted to both be working outta the home. We wanted to be both able to put our family first and be able to really put a focus on our children, our family as our family grew.

Um, and it just made sense. And I'm, I'm really lucky and I, I do say like I am privileged because.

Yeah.

I have a husband that was willing to embrace his role becoming full-time focus on our family, our home, Madison, you know, the things that, that are needed. And it's a big job and it's a lot. Um, I think as business owners, we think we do a lot. I, I think a lot of times, um, people that have never been home full-time don't realize like how significant and how heavy that responsibility is too, because you are also feeling. Um, all the things that your partner or your spouse are going through. Um, but you can't do anything about it. Right. So, yeah. Um, yeah. So, so we were really lucky in that way because it was a very just natural evolution for us and it just fit in with kind of our life plan, which was we wanted freedom. We wanted to be able to travel. We wanted to be able to be home with our children. We wanted to be able to prioritize family. And I knew the reason that I wanted to build this business was not just to Make a difference and be of service, but also so that those other family goals could be met.

Because in corporate, I was traveling all the time. I was on planes and trains and I was away and I, I was managing 17 branches. So I had that experience of what it looks like to be out in the world like that. And I was like, mm-hmm, I'm never gonna be able to have a relationship with my husband or my daughter in the way that I want to.

Mm-hmm.

if I don't rearrange these chess pieces, right?

Yeah.

Um, so yeah, I think, I think, um, life design is really important. And I think that we forget, you know, we dream so much about the goals that we wanna have in our business, or we dream about the income that we wanna make, or, you know, people have dreams of things that they wanna accomplish. And I think a lot of times what people forget is like life design. Like you get to design your life.

Mm-hmm.

But you have to be thoughtful and intentional and spend hours thinking and talking about what you want life to look like. And I think that sometimes we forget we have so much power. We have so much power to create change in our lives and to make things look how we want them to look. And sometimes how we want them to look looks really different from where we're sitting. Maybe someone listening to this podcast today is like, uh, You're talking about all these things, Kelly, but like, I don't have that support system and I don't have this and I don't have that. And I fully understand that. And so you're being called to consider what is a new decision that needs to be made?

Mm-hmm.

What is that next step in courage that you need to make that takes you from saying, I don't have that support, I don't have that potential, I don't have that structure, I don't have that in place, it's not possible to me, to making a decision that will begin to make that possible for you. Just like my day on the lunch line where I was like, Like, never again.

Yeah.

Never again. And we all have the opportunity every time something happens in our life. Maybe for you it's listening to this podcast today to be like, what am I tolerating? Because what we tolerate, we perpetuate, right? Mm-hmm. And so sometimes it's just a little pattern interrupt that we are like, I'm gonna make a different decision. Right.

One more question for you on this, uh, family approach to business.

Yeah.

Men like to provide and it's like their nature to provide. Yeah. I feel like when they don't have purpose or they're not providing, they can get really insecure.

Yeah.

And like feel like they're not contributing. Yeah. So I have a couple questions on this. Like, does your husband have equity in your business? Is he actually working in your business or is he completely like separated from the business? Yeah.

Yeah. That was another thing that we talked a lot about and that we've been, um, very definitive about. Um, he does not work in the business. Um, he's on the payroll as a risk consultant because I will bring him in if I have a very specific situation that comes up that I want unbiased, you know, feedback on. Um, where I don't want someone that has an agenda outside of our family.

Mm-hmm.

Um, but he does not work at all in the business, and that has been another life-changing decision. Life-changing decision because I don't wanna sit at dinner every night after I worked all day long and talk all night long about the business, right?

Mm-hmm.

So what happens so many times is this idea of working together sounds very romantic and wonderful and amazing. And would it be great to have extra set of hands in my business? Sure. But do I wanna take my marriage and turn it into a business partnership on my side? No, thank you.

Mm-hmm.

There are lots of people that do this that would say the exact opposite. that work in their business together. They love it. It's great for them. They wouldn't have it any other way. On my side, I'm like, heck no. Yeah. I want my marriage to be about our life.

Mm-hmm.

I want my marriage to be about our relationship. When we're sitting and having dinner, I just wanna talk to Madison about her day. I wanna be focused on what we're doing, what we're creating as a family. And so that was another definitive decision that we made, um, that he's not in the business. And, and that's why, I mean, he certainly could be, and he's more than capable, and I'm sure he asks me all the time. He's like, do you want me to come in? Do you? And I'm like, no. Like, I'm so happy with our life dynamic that I would never wanna mess with that just to get a little further ahead in the business.

Mm-hmm. Okay. I do have one last question on this. Yeah. 'Cause it's so interesting. Do you think 2 entrepreneurs can make it work, or do you feel like that's tough?

I mean, I'm never gonna say never, right? Because I'm sure there's, there's always examples. Of, of everything. Just like when we talk about marketing, right? It is like it all works. You can find an example of every single marketing strategy that works. I'm sure you can find an example of 2 entrepreneurs that work. What I will say is that the divorce rate is climbing and climbing and climbing for a reason. And when you don't have time together as a couple to talk, Mm-hmm. to dream, to focus on your life, to focus on your children, to be emotionally available for each other, to be present. Because you know, Hala, you know what it's like.

It's—

I know. When you run a company, it is so hard to switch that off. It is so hard to switch that off. Now imagine both people in the relationship are carrying that burden with them from the moment that they wake up in the morning until the moment that their head hits the pillow.

Mm-hmm.

I mean, it's not surprising why that doesn't work in a lot of instances. So again, am I like against that? No. I have, I actually have a, a couple clients of ours that do very, very well. Um, you know, that, that either work together or both have businesses. So it's not like a philosophical difference. Mm-hmm. For me, it's experiential. Like, what do you want your life design to be? For me, I would never want to be in a relationship with another entrepreneur because it would be very difficult for us to create space that was pure, that was just ours. You know what I mean?

Yeah. I love this. I love that we had this conversation. Yeah. I feel like it's such a hot topic. Um, I wanna shift into talking about customers, getting customers, launching, selling. Yeah. All that kind of stuff. Um, so a lot of my listeners are on the younger side. I've got listeners of all ages, but a lot of them are not entrepreneurs yet, wanting to be entrepreneurs. Yeah. And I've heard you say lately that you feel like this space is like really shifting, like the marketplace in general is shifting, what customers want is shifting. Can you give us some insight on that?

Yeah, I mean, I, I love what I see happening in the market. I've seen, um, a massive shift in buying mentality, like in the last 90 days. Um, you know, we onboarded almost 200 clients in the last 2 months, and what we're seeing and what we're hearing is that, um, The currency of integrity has just exploded. And what I mean by that is, you know, I think when we were in a big expansion cycle, people were just so focused on like, what can this person do for me? What can I get? What's the outcome? You know, all of those things, um, which is fine, right? And you know, if you have a great product or a great service, like cool, you know? But what, what I keep hearing from people over and over again is like, I trust you. I trust your organization.

Mm-hmm. Mm-hmm.

Um, I believe in the values that you share about. Um, a lot of people have been coming to us and saying, and we sell obviously high ticket, you know, so people are spending $30,000, $50,000, $80,000 when they're joining, you know, a lot of my products. And they're saying, you know, you have been so outspoken and truthful about the dynamics of what's happening in the market and the shifts and the changes. And you, you were one of the only people that was really sharing like, Here are the things like we don't know yet, and these are the things that we're doing testing on, and these are the things that we need to explore. So that's why I say the currency of integrity. I think that people are making decisions much more through the lens of values now, and they're looking for people and organizations to partner with that they genuinely feel reflect Uh, the values that, that matter to them and that there's a congruence and an alignment in that beyond just a product or a service or the outcome that you can get from it. I think also what's happened is there's been just a huge, um, uh, there, there's been a big collapse of trust in the market because over the last year, obviously, you know, we saw 2023, there were more business closures than, you know, the last, I don't even know, probably 10 years.

If you look at the, the chart of business business closures is a hockey stick to the moon. Mm-hmm. And that is continuing in the first quarter of the year as well. And, you know, I think that there's been a lot of trust loss because a lot of business owners have started doing really like frantic and fast pivots. Mm-hmm. And some of it business closures, some of it's programs being shut down, some of it's complete business changes, niche changes, uh, focus changes, um, very or I'll call it like erratic behavior.

Hmm.

And, you know, and, and like no judgment because listen, like the last couple years were hard, you know what I mean? So like I get it, like I'm not judging anyone. Everyone is doing their best in that given moment, right? And different people have different levels of business expertise and capability and all of that. So it is what it is. But when you ask me like what is happening in the market from a, a buyer mindset, from a buyer inclination, um, they're watching this erratic behavior from so many people that when they see brands that are really focused on continuity, trust building, consistency, core messaging, values, um, and they feel like they know what to expect from a brand, they feel a lot safer investing. in the brand. Mm-hmm. And so I'm seeing my businesses, I feel like, you know, we've had great years in the past, we've had bad years, good years. I've been through every season and cycle of business. I've been in business since 2012 for myself. I feel like this year we're just seeing all the ships rise already just a couple months in as kind of like payback for that consistency that they saw from us of unwavering focus and diligence and customer-centric behavior over the last year as things were getting so insane and crazy.

We were like, nope, we're here. Like we're, we're here. We're steady. We're consistent. Um, so did that answer your question?

Yeah, definitely. And, and another piece of this that I'd love for you to touch on is this element of people wanting more intimacy. Yeah. Wanting to actually speak to the cus— uh, companies that they might work with or the people that they might work with. Oh my gosh. And not just like relying on this like automation of technology that so many people are relying on.

Oh my God. It's massive. I mean, I could do a whole, we could do a whole show about this, Hala, because it's so fascinating and this goes back to conviction marketing, you know, and, and conviction marketing will always be the core of that methodology of, of self-trust and be willing to zig when everybody else zags. You know, starting in 2023, we saw this explosion of people leveraging AI, um, starting to do their content through AI. They're firing their copywriter cuz they wanna use AI and everybody wants to over-digitize, automate, you know, whatever But what's happening is customers are voting with their dollars to say, I don't want that. I wanna work with a person. I wanna speak with a member of the team. I wanna have a relationship with my service provider. And so it's really, really interesting because, uh, especially in the space that I'm in, right? Like a lot of my peers and competitors immediately pivoted in 2023 to launching, leveraging AI, writing copy using AI. Like everything my competitors were doing. And I was out here screaming like, no, like it's, it's about the human-centric approach. It's about the relationship. And we're seeing that in the growth of my businesses.

So, you know, I think there's a time and place for automa— automation. I have a black belt Six Sigma that runs the operations, you know, for my, my largest company. And so we will leverage technology and automation on the backend of repetitive tasks where, uh, it doesn't take away from the human-centric focus of the business and the brand. Um, but I think I think people should really move with caution around that because people are sick of dialing into a system. They're sick of tech where they can't get a human. They're frustrated by spending money and making buying decisions and then not being able to access support. And they're making decisions differently. It's, it's not like they're just getting frustrated and then they're continuing to buy that way. They're getting frustrated and then they're making a different buying decision.

Mm-hmm.

So this is just a massive opportunity Because, um, you know, you and I have had this conversation, Hala, you know, obviously with what you're doing with the podcast agency, you know, brand building is like the most valuable thing that an entrepreneur or business owner can focus on, which is why what you do is, is so important and so powerful. And, um, I, I've been talking so much lately about the, the tortoise and the hare, right? Because I think that a lot of what's happening in the market right now is there's this like huge separation happening of the people that choose the, the fast, easy button and they're really struggling. And then there's the people that chose the slow and steady wins the race.

Mm-hmm.

And from my view, and I'm seeing it with my own customers as well, I mean, they're exploding right now. And what's happening is I think that slow and steady wins the race approach, it's translating to the market and people, like I said, they're voting with their, their dollars. You know, that's, that's the kind of service provider they wanna work with, you know?

Totally. I'm so aligned with everything that you're saying. And by the way, guys, I know that Kelly touched on Conviction Marketing. We did a whole hour-long episode, episode number 155. Go check that out. I highly, highly recommend it. Also recommend Conviction Marketing, the book. So we have about 10 minutes left, or a little less than 10 minutes. And speaking of this, like having more of a client-facing approach, actually having two-way communication, you've got this live launch method, which I know incorporates Can you give us like a high level of what that is?

Yeah. So, you know, I've been teaching the live launch since 2018. I wrote a book on it, trademarked the methodology. Um, it became kind of common vernacular, uh, in the online marketing space, but a lot of people have learned it from someone other than me. Um, and so there is the live launch and I just wanna clarify that. Mm-hmm. And, and if you're interested, you guys can, you know, look up my brand and get the book and all of those things. But, um, the live launch method, Hala, going back to what you were asking me earlier about sales, is really about, mm-hmm. Taking this heart of leading by giving, serving, teaching, really focusing on connecting with your market and your audience, uh, leveraging the power of intuition, two-way communication. And it's creating these virtual live experiences that move people through an awareness shift. They get information, education, inspiration, contextualization, implementation, and then ultimately you make an invitation. Mm-hmm. And it's a process and a system that you bring people through, uh, that allows them to get to a yes. And it doesn't require any high-pressure selling tactics. It doesn't require any slick, crazy, weird, you know, pressure-filled marketing tactics.

It's just, uh, leading people to come to the conclusion, um, that yes, like this is, this is experience, the result, uh, and the team that I wanna partner with. And so there's, there's a lot that goes into the way that we teach the method. And I actually just did a, a full update, um, 9 hours of teaching on all of the updates. Mm-hmm. Because the market has shifted, right? The market has shifted, buyer mentality has shifted. So we made a lot of changes to the way that we teach the strategy for 2024. Um, but I do do those workshops periodically. There's gonna be another one in April that people can come and learn for free, um, the method. But I would say definitely, you know, if you're listening to the show and you don't have a, a one-to-many selling mechanism that is working in your business yet, The Live Launch is a great methodology to explore, especially if, you know, similar to Hala and I, you really want a methodology that is service-based, that focuses on inspiring, educating, empowering, and inviting, uh, in a meaningful way that feels really good both ways.

Mm-hmm.

Um, and you know, we tend to teach people to use the Live Launch method with, you know, high-ticket products, but you can also use it with mid-ticket. Some people use it with low-ticket. Um, so there's lots of different formats and platforms that you can deliver it on.

Yeah. And from my understanding, like you said, it's like these live workshops. I'm having so much success with webinars.

Yeah.

So I can't even imagine what, like a more, it sounds like a more concerted effort around like many webinars. Yeah. Right. I can't even imagine the results. So I can't wait to join that free session that you have. Mm-hmm. And I'd love for you to come back on and promote it before that happens so that we can really talk deep about that. Oh, I would do that.

I would so love that. I would so love that.

That.

How— yeah, and, and that's what I would say. Like, this is the thing, it's like taking what you do in a webinar and it's just like exploding it like 10x, 100x, because it's taking those same principles except the only difference is, is, um, from a psychological standpoint, people need 7 to 9 hours to engage with your brand to really go through the whole know, like, trust, buy process. So all it's doing is condensing the buying cycle down. So maybe instead of someone Attending 3 webinars, you know, maybe they'll, they'll need less than that. But it also, my favorite thing about the live launch is that it really allows you to position your business as a category of one.

Mm-hmm.

Because you design your launch once and you do launch cycles over and over again. So what that allows you to do is you become known, you become the go-to for that thing. So what I love about the live launch, cuz people are always asking me like, do you do them paid? Do you do them for free? I always do them for free. Mm-hmm. And the reason I do them for free is I wanna focus on people getting so much value from interacting with my brand that every person that experienced that live launch, they're either gonna be a customer, be a future customer, or they're gonna be an ambassador that tells someone else that ends up becoming a customer. Mm-hmm. Right? So, mm-hmm, there's a lot of value beyond just the sales transaction in the experience that you're creating.

I, I, I can completely understand. I feel like for somebody like me, I've got like podcasts to trust me with all this social proof. Yeah. Like I've, I'm already dominating my field, so it makes sense that somebody can go to an hour-long webinar and convert a high-ticket offer. Yeah. But for somebody who doesn't have that, you need to like warm them up. Yeah. Same reason why I feel like I, I personally hate paid ads. Yeah. I don't know. Are you do, are, do you suggest doing paid ads for lead generation for any of this, or is it all organic?

I do. I do.

I do both.

I do both. Mm-hmm. So we just finished a, a launch in January and we did a mix. We did a little bit of paid advertising, a lot of organic. So we do a mix. Um, and I think like advertising, it plays a role, right? In, in, it has its place. I love organic.

Yeah.

Um, I think the degree to which you can build that rapport and engagement with your audience is huge, right? And then I think, you know, advertising is a, a way that you can enhance it even further. But I think like, especially for someone listening to this show, if you're earlier on in the process. Like you want to start building your brand, building your audience, building your rapport, and you should start by doing it organic. Um, and then maybe down the line you'll expand, you know, and build upon that. Okay.

One last question, then we're gonna have to close this out. Yeah. How do you suggest that we price our offer?

Oh gosh, that's such a, that's such a good question. That is a complex question. Um, so here's the thing, right? The, the thing is, is is when someone invests in one of your product services or programs, you want what they spend to feel really insignificant in comparison to the outcome that they achieve, right? So you wanna think about what do you want to invest in this product in order to maximize the potential for transformation, result, or outcome that it can create, right? And so I always lean on the high end. Um, I'm always, I always recommend that people price in like the 75th percentile of like the span. Because when you look at any product, any market, there's a low end and there's a high end, right? I always say there's Walmart, there's Louis Vuitton, right? You can be the kind of brand that you wanna be. You can place yourself where you wanna be. What I tell to people all the time is that a lot of people underprice their business and then they think that they'll get more business because of it. And a lot of times what that does is it actually mispositions you in the market.

it because now you're looking like a novice, right? You're not looking like you're the best in the world at what you do. So it's a complex, uh, it, it's a complex conversation because I think that it depends on the outcome that people get. It depends on, for example, when I price my products, I'm looking at how do I wanna staff this product?

Mm-hmm.

And what is that investment from me going to require?

Mm-hmm.

To staff this product in a way that we can way overdeliver for clients. So there's a big difference between if you're, you're doing a digital product that doesn't require any human touch, no interaction, no anything, versus if you're staffing a high product where there's actually client delivery. And so your strategy has to be very different depending upon the outcome, the client experience, the results that you want them to be able to get, and what you need to spend in order to make sure that that product is exceptional. Hmm. Okay.

Well, I wanna be super respectful of your time, Kelly. I'd love for you to come back to have like a very like sales, the live launch focus before that launch. So let's coordinate that. Okay. So what is one actionable thing our young and profiters can do today to become more profiting tomorrow? Ooh.

Well, I would say get on podcasts, right? Come talk to Hala, figure out how you can get on more podcasts. I mean, I think that there is is, um, there's nothing— let's put it this way— there's nothing more beneficial or valuable to do with your time than build brand, because brand always supersedes a single sale. Brand will help you make multiple sales, whereas a single sale is just a transaction. So take action by either starting your own podcast, getting on other people's, or ideally Both, ideally both growing your show and going on other people's. And it's a great way to get clear on articulating your message, which is gonna then translate into your sales, your marketing, your growth strategy, all of those other things. The more that you speak about what you believe and about what you teach and about what you wanna serve on, the easier it's gonna become to sell it.

Hmm.

Okay.

And my last question, and you can be super short cuz I know you gotta go. What is your secret to profiting in life? Can be anything.

It's, it's just staying focused. You know, I think the biggest thing is like, get clear on what you really, really, really want and say no to everything that isn't that. Mm.

So good. That's it.

That's it.

Kelly, you've been amazing. Thank you so much for your time. Uh, where can everybody learn more about you and all of your programs?

Yeah, I would definitely say check out the Kelly Roach Show. That's, that's my favorite place to serve and teach and and, and, and give. So The Kelly Roach Show, and then connect with me, connect with me on Facebook, Kelly Roach, or Instagram, Kelly Roach Official.

Awesome. Well, we can't wait to have you back. Thank you so much.

Thanks for having me.