Young and Profiting (YAP) with Hala Taha
Kelly Roach: The 5 Pillars of Conviction Marketing | Marketing | YAPClassic
Fri, 02 May 2025
Marketing and social media weren’t part of Kelly Roach’s world when she grew up just above the poverty line in rural Pennsylvania. She cleaned toilets to pay for dance lessons and learned early that hustle trumps circumstance. That same grit propelled her from an entry-level sales desk to the youngest vice president at her Fortune 500 company in just eight years, landing the “impossible” accounts her peers had chased for years. Instead of settling, she rose at 5 a.m. to build a coaching side hustle that became an eight-figure enterprise guiding founders from six to seven figures. In this episode, Kelly unpacks her five-step Conviction Marketing framework and three-tier pyramid that turns ordinary how-to content into a category-of-one brand. In this episode, Hala and Kelly will discuss: (00:00) Introduction (01:11) Kelly Roach's Humble Beginnings (05:20) Rising Through Corporate Ranks (09:27) Building a Business While Working Full-Time (10:16) The Importance of Sacrifice and Patience (20:19) Conviction Marketing: The Book (29:35) Identifying Industry Gaps and Building a Support Team (30:10) Introduction to the Marketing Pyramid (30:36) How-To Marketing (32:57) Hope Marketing (39:40) Conviction Marketing (51:05) Building Your Tribe Kelly Roach is the founder and CEO of Kelly Roach Coaching, creator of the Unstoppable Entrepreneur Program, and host of the top-20 marketing podcast The Kelly Roach Show. She is a bestselling author of four books, including Conviction Marketing. A trusted expert featured on ABC, NBC, Fox, and The CW, she equips entrepreneurs with the Live Launch Method, content marketing playbooks, and influencer marketing strategies to scale sustainably. Her work bridges the gap between Fortune 500 strategy and entrepreneurial agility, drawing from her background as an NFL cheerleader turned corporate executive. Sponsored By: Shopify - Sign up for a one-dollar-per-month trial period at youngandprofiting.co/shopify Airbnb - Find yourself a co-host at airbnb.com/host Indeed - Get a $75 sponsored job credit at indeed.com/profiting Microsoft Teams - Stop paying for tools. Get everything you need, for free at aka.ms/profiting LinkedIn Marketing Solutions - Get a $100 credit on your next campaign at linkedin.com/profiting Bilt - Start paying rent through Bilt and take advantage of your Neighborhood Benefits™ by going to joinbilt.com/PROFITING. Mercury - Streamline your banking and finances in one place. Learn more at mercury.com/profiting Active Deals - youngandprofiting.com/deals Key YAP Links Reviews - ratethispodcast.com/yap Youtube - youtube.com/c/YoungandProfiting LinkedIn - linkedin.com/in/htaha/ Instagram - instagram.com/yapwithhala/ Social + Podcast Services - yapmedia.com Transcripts - youngandprofiting.com/episodes-new Entrepreneurship, entrepreneurship podcast, Business, Business podcast, Self Improvement, Self-Improvement, Personal development, Starting a business, Strategy, Investing, Sales, Selling, Psychology, Productivity, Entrepreneurs, AI, Artificial Intelligence, Technology, Marketing, Negotiation, Money, Finance, Side hustle, Startup, mental health, Career, Leadership, Mindset, Health, Growth mindset, Marketing, SEO, E-commerce, LinkedIn, Instagram, Social Media, Digital Marketing, Content Creator, Storytelling, Advertising, Social Media Marketing, Communication, Video Marketing, Social Proof, Marketing Trends, Influencers, Influencer Marketing, Marketing Tips, Digital Trends, Content Marketing, Online Marketing, Marketing podcast
Chapter 1: Who is Kelly Roach and what is her background?
After high school, you attended a local college and continued to work while you studied and danced. So let's talk about this because obviously hard work was instilled in you at a young age. So talk to us about the value of hard work and who you are today and how putting in the reps really helped you as an adult.
Yeah, absolutely. Well, I mean, the number one thing that I learned in my life is that if there's something that you don't like, change it. And that hard work makes absolutely any dream achievable. And growing up, I had lovely parents. My parents are wonderful people, but my dad worked for a nonprofit. My mom was a stay-at-home mom because there was five kids.
It would have been more expensive to put us in daycare than it would have been, obviously, to have her home with us. And my dad really had a false belief system that in order to make a difference serving for this nonprofit, you know, that we basically had to struggle. He couldn't give back and make great money too. And I believe that that was a false belief system.
And I decided to set out on a course in my life to both do good and create wealth. And that's what I've done for myself is what I teach other entrepreneurs to do.
But not having a fallback position, not having wealth in my family, getting a lot of no's growing up actually was the greatest service I ever could have had because it really taught me the importance of not giving up and being willing to work towards goals over a period of years. I think one of the biggest misconceptions that really holds people back from accomplishing their dreams
is this perception that success happens quickly or happens overnight, right? And I always say, every overnight success is 15 years in the making. It doesn't matter whether you've been working towards that particular success for 15 years. There were so many things that you were working to become as a person that led you to that success.
And that's why we have to make sure that we don't get caught up in people's highlight reels. We need to like run our own race, you know, own the lane that we're in kind of thing, you know?
Yeah, 100%. I love what you said around your mindset around money and how you kind of broke that generational curse. that your parents had. They met well, but they just didn't have the right mindset about money. And a lot of people think money is bad, but money is good. The more money you have, the more you can give and help the world.
Yeah. And I mean, that's just not a nice saying that you and I are tossing back and forth because we run successful companies. I've actually researched it. I actually own my own philanthropic foundation that I use to give back that I'm able to now You know, when I was growing up, we were on the receiving end of charity all the time.
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Chapter 2: How did Kelly rise through the corporate ranks and start her coaching business?
And he said, OK. So I stayed there. I built my business at night on the weekends, built a business to pretty much the million dollar mark while still working full time as a corporate executive. And then, you know, eventually made the leap once the business was, you know, really successful, had a staff and all of that, you know, now a multi-figure company. But so many lessons.
I mean, I think the biggest thing is just, you know, for anyone listening, you know, if you're willing to work at something over a period of years, you can accomplish anything. Patience is the number one thing that kills people's dreams. They're not willing to work hard enough, long enough at the same thing. We expect overnight sensation, overnight success.
I had someone say to me the other day, I've been working at this thing in my business for three months and I'm just not getting traction. And I actually started laughing. I was like, and? And? Talk to me in a year and a half. Like, what are you talking about? Right.
And it was one of the things that really shocked me when I entered the business coaching space, because I saw that there were so many people promising to teach people how to start and grow businesses in like three weeks or less. They're like six weeks, like laptop lifestyle, like, you know, whatever. And I'm like, I don't think that's how it works. Building a company.
But yeah, so that's just a little bit about my story.
Oh my gosh, so inspiring. And we have so many parallels to our story. I mean, my audience knows my story well, but I mean, I also, you know, went to corporate, rose up the ranks, started my podcast and my business. Didn't quit my corporate job until I had 35 employees and was making 80 grand in revenue a month, you know, same thing.
Like just waited until there was absolutely no risk and worked morning, nights, weekends, lunchtime, anytime I could. But the key is, and you said it, is that you've got to work both jobs just as well. You can't go start a side hustle if you're going to slack on your day job. That's not how it works. You've got to do both equally.
And to your point, if you're not willing to sacrifice in the short term, it's not going to work out. You're going to have to sacrifice, put in the time, if you do want to go this side hustle route, which is like the least form of risk when it comes to starting a your own business.
So I'd love for you to talk about that time sacrifice and how you managed your time working in corporate and building this huge business that you put together.
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Chapter 3: What sacrifices and time management strategies did Kelly use to build her business?
The one thing that I really hear is that you sacrificed in the short term for the long term and you created freedom for yourself and you still work really hard, but the difference is that you can decide, I'm gonna take a vacation, I'm gonna work here, I'm gonna start late, I'm gonna go to my daughter's dance recital.
You don't have anybody kind of telling you what to do and you're in control of your life. And you did that through sacrifice and calculated risk. You didn't just, you know, jump the gun and just go for it and have no plan. And also the fact that you built a team, you know, I'm sure even in that side hustle period, you were building your team and scaling and figuring all that parts out too.
So I'd love to talk to you about how you built that team even when it was just a small business.
Oh, I started right away. Very much like you. I think I had like over 30 team members while I was still working full time. I don't even think they knew. But, you know, because I was so structured and so disciplined with how I was doing things like and just so intentional about it. But to your point about sacrifice, so much sacrifice.
And the thing that's so interesting is people see people like us. I came from a family with no money, nothing. Right. I came from nothing. Billy came from nothing. My husband. So we're like this like phenomenon in our family. And people look at us and they're like, people change how they see you, friends, family, colleagues, even your clients as you rise through the ranks.
And they make these assumptions about what your life is like or what your life must be like. And, you know, it's funny because I'll hear Billy talking to people all the time and I'll be like, no, you don't understand. Like she was working at five o'clock in the morning every day for 15 years. This didn't just like happen. Yeah, exactly. Exactly. This is 18 hour days.
There was no spontaneous combustion. Like this was sacrifice over years and years and years because I had my eye on the prize and I knew what kind of life that I wanted to create and build. And Billy sacrificed too. I mean, he's been home with Madison since she was born. So we've been a one income family, you know, since Madison was born because our priority was we wanted her to be home.
We didn't want her in daycare. And it's amazing because even that sacrifice of like him, like really he's, he's a musician and, He completely put his career on hold, has been totally focused on Madison since she was born. And the payoff from that sacrifice has been massive because I see her and she is like confident. She is like, she's a leader. She speaks articulately.
Like you can just see in everything about her being like, yeah, that sacrifice is going to pay off for the rest of her life. So, you know, I just want to encourage everyone that's listening, like, you know, it can be terrifying and it can also feel It can feel discouraging to make these sacrifices knowing that there's no promise of reward in the near term.
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Chapter 4: What inspired Kelly to write the book 'Conviction Marketing'?
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.
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Chapter 5: What are the core principles behind Conviction Marketing?
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What keeps floating in my head every time while you're talking is that if you're going to move to the conviction marketing, you really actually have to be an expert of your industry because it doesn't allow you to not be an expert. I see too many people, for example, trying to like make it in the podcast industry. And they don't even know how the podcast industry works.
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Chapter 6: How can identifying industry gaps help entrepreneurs succeed?
Yeah. The first thing to do is to really take yourself all the way back to the And the most important thing is hopefully you are a consumer in your own space or have been at some point. Right.
So go all the way back to the beginning of your experience doing what you do and really ask yourself, what was the thing that compelled you more than anything to kind of throw your hat in the ring and say, I'm going to start a business doing this? Right. Typically, when we decide to go into a certain space, there's something that we believe to be true.
There's something deep that's driving us that makes us feel that we can do something better or different or at least that can compete with with all of the millions of other people that are doing the same business we're doing in their own way, right? And so it's really going back to the very beginning and saying, well, what compelled you to even start this business?
What made you decide that you were going to dedicate your life to doing this thing that you're doing? And that's a great place to start because there's usually a pretty deep why there for people. But what happens is we get into our business and we're like starry-eyed and we're so excited and we're so optimistic and we have all these big ideas and we have this grand plan for what we're going to do.
And then life like hits us like a Mack truck, right? Because we realize, oh my gosh, this is hard. And when we realize this is hard, that's when people start to push aside their deep passion, their deep conviction, their big why. And they start scrambling to kind of like keep up with and do what's being done already because they want to be competitive.
So you need to kind of like almost like clean your palate, I'll say, let go of those things and return to the very beginning of what compelled you to get started in the first place. What was your big why? What made you say, I'm going to dedicate my life to doing this thing that I'm doing? That's your foundation.
Beautiful. So I want to move on to the third step of your framework, which we haven't talked about at all, and that's building your tribe. So I know we only have about 10 minutes left or less. So tell us about building your tribe and what are the components of that?
Yeah, absolutely. So when you think about... stickiness, which stickiness is the only way that you're going to get from the attraction all the way over to the conversion. Again, so what's the point of all of this? The point is we want to help you to be more effective at attracting people into your ecosystem and ultimately converting them into paying clients.
We want to help you make your dreams come true. That means that you need to be really good at creating a stickiness factor because it can take people sometimes three months, six months, nine months, a year, a year and a half to work their way through your ecosystem. Some people are going to buy in a day. Some people are going to buy after studying you for years at a time, right?
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