Grinding day in, day out, and yet feeling like your business is stuck in a rut? The high-pressure environment demands you to always be on top, to innovate. And yet somehow, you find your venture not hitting the mark.
The crux of the issue might be more familiar than you think. There’s a high chance that it’s rooted in a marketing approach that lacks authenticity and a genuine connection with the audience. It’s precisely at this juncture that conviction marketing comes into play.
The thing is, it’s not just about selling a product. Rather, it’s about creating a narrative, a personal connection that resonates on a commercial level as well as touches the hearts of your audience.
This is what the recent episode of Honest Conversations with Kristina Mänd-Lakhiani brings to the fore. Featuring Kelly Roach, a seasoned business strategist and author of Conviction Marketing, this episode dives deep into the transformative potential of conviction marketing.
It’s more than a strategy. It’s a revolution, a call to action for you, the entrepreneur, to rediscover the true essence of your brand and share it unapologetically with the world.
Kelly Roach, a celebrated business strategist and CEO of Kelly Roach Coaching, transforms entrepreneurs into seven-figure CEOs by integrating timeless business principles with today’s top online marketing strategies. She’s the brain behind the innovative Live Launch Method, steering businesses to six-figure earnings. Kelly’s expertise isn’t just confined to coaching; she’s a best-selling author, a recurrent figure on media outlets such as ABC and NBC, and the host of the top-10 marketing podcast, “The Kelly Show.”
What Is Conviction Marketing?
The art and strategy of leveraging your unique story to forge deeper connections with your audience and build a brand that is both authentic and resonant—that’s the essence of the “conviction marketing” definition. It’s a proactive approach that pivots away from surface-level selling to focus on business interactions steeped in authenticity and shared values.
Consider the success of Sara Blakely, the mind behind Spanx. She started with a mere $5,000 and a real concern—the lack of comfortable and aesthetic shapewear.
Rather than lavish marketing campaigns, Sara shared her authentic journey, a narrative of trials, errors, and, ultimately, triumph. This approach, rooted in conviction marketing, helped her build a brand synonymous with authenticity and practical solutions—one that resonates with people globally.
Even a 2019 survey highlights just how crucial being real is in business today: a whopping 90% of consumers stress that authenticity plays a big role when they’re picking which brands to support—a number that’s gone up from 86% back in 2017. So it’s a clear signal that conviction marketing is not just a buzzword but a fundamental shift in the way you can approach business now.
“I think all of us have something about who we are that shines through in our natural way of life, in our natural everyday interactions,” says Kelly. So then it boils down to whether or not you want to take that thing and translate it into something that you help people with.
How Can It Help Your Business?
Conviction marketing builds an unshakable foundation for your business based on trust and genuine connection, going beyond simply promoting a product. Here are a few ways it can be beneficial for your business:
- Builds trust between the brand and consumers through genuine and heartfelt narratives.
- Increases loyalty by aligning the values and beliefs of the business with those of the consumers.
- Creates deeper connections with your audience by showcasing the authentic self of the brand.
- Helps build a positive brand reputation by promoting transparency and ethical business practices.
- Encourages higher engagement rates through content that resonates with the target audience on an emotional level.
- Supports the organic growth of the business through a steady and patient approach to building a solid foundation.
- Helps build a devoted community of customers who share the brand’s values and are likely to become brand advocates.
- Allows your business to stand out in a crowded market by leveraging its unique stories and perspectives.
- Engages customers on a deeper emotional level, which can lead to a stronger customer-brand relationship.
- Can be more cost-effective in the long run as it relies on organic growth and word-of-mouth marketing, which tend to retain customers for longer periods.
The fact of the matter is, many leaders in business echo a sentiment: the power of consistency and commitment play a pivotal role in the roadmap to success and happiness. As Kelly explains, “slow and steady wins the race from the standpoint of being patient, really investing in building a foundation for success that the business can stand on.”
And when it comes to conviction in marketing, there’s no such thing as a quick fix. It’s more like a deliberate, steady approach, letting consumers join a story that’s real and unique to your brand.
Kelly Roach’s Insights on How to Best Use Conviction Marketing
It seems like everyone’s got a business. And with social media being the go-to marketing platform, it also seems like everyone’s trying too hard to fit in.
Conviction marketing can be a way for you to stand out. Here are three insights from Kelly that can help you up the ante in your business approach:
1. Know Yourself
Before you can begin to build an authentic connection with your audience, you need to have a deep understanding of yourself. This means being clear about your passions, strengths, and even your weaknesses.
To craft a marketing strategy that is both potent and genuine, start by identifying the values that resonate with you. Then, build your business narrative around these core beliefs.
It is this narrative, grounded in self-awareness, that will create a magnetic pull. It’ll draw people to your products and services, as well as to the heart and soul of what you stand for.
As the saying goes, “To thine own self be true.” And in the competitive business landscape of today, the one thing that can truly set you apart is your unique perspective and authenticity.
Insight from Kelly Roach: “How can you be true to yourself if you don’t know yourself?
So it’s taking a step all the way back and really asking yourself, ‘What brings me happiness? What brings me fulfillment? You know, what are the things that really light me up?
And also, what are the things that really stress me out? What are the things I’m trying to maximize in my life? And what are the things I’m trying to minimize in my life?
2. Know What You Want
Being an entrepreneur means juggling many roles, including handling finance, leadership, and operations. On top of loving what you do, you also need to understand the immense responsibilities that come with it. And even if you have a team, Kelly explains, that means you’re managing, coaching, and leading them.
“So you have to really look at it from the perspective of, ‘Do you want the challenge?’ and ‘Do you want the dynamic of working in all of these different areas: sales, marketing operations, service delivery, and finance?’” she adds. “Or do you just love doing this thing?”
The thing is, whether you’re interested in the business aspect or more in being a passion-driven freelancer, both lead to financial freedom and a heart-centered life—but it’s a matter of how you view it. Kelly suggests that anyone can achieve this freedom as long as they are “willing to focus on aligning the desires that they want for their life with the actions that they take day to day.”
Insight from Kelly Roach: “You can find financial freedom as an employee working for someone else’s company. You can find financial freedom as an entrepreneur. I think the most important thing is, ‘Do you have a plan?’”
3. Know How to Tell a Story
Let’s be honest, social media is our go-to for everything, even business.
“We’re all leveraging social media as a tool to get an outcome in our business,” says Kelly. “We’re not doing this, you know, just for fun. We’re doing this because we want an outcome.”
And if you’ve sat down long enough to scroll through the content, you know that the power of storytelling plays a huge role. Whether it’s TikTok, Instagram, Facebook, or what have you, Kelly adds that when you share your authentic stories, while it might not always get the “likes,” it forms a greater impact and connection with people.
Insight from Kelly Roach: “When you look at social media, you have to look at what you’re doing through the lens of what is the outcome that you want.
If the outcome that you want is you want your ego to feel really good because you have a lot of people liking and commenting on yourself, then all of those strategies are perfect for that.
If the outcome that you want and are most concerned about is the impact, which leads to income, then you may have content that has far less ‘engagement,’ but people are being deeply impacted and affected by your work.”
Crafting Your Conviction
In business, they often say, “The customer is always right.” But perhaps it’s time to add a new adage: “Be true to your story.”
Conviction marketing, as Kelly outlines, isn’t a mere selling strategy. No, it’s building that rapport with your audience on a deeper level, sharing the highs, the lows, and everything in between.
Yet, this only scratches the surface. If you’re curious to learn more from experts like Kelly, head over to Kristina Mänd-Lakhiani’s YouTube channel. Her Honest Conversations’ series is packed with advice from people who’ve been there, done that, and are ready to share their golden nuggets of wisdom.
In the meantime, you can watch the full episode of “Creating an 8 Figure Business Through Conviction Marketing with Kelly Roach” here.
Kelly Roach | LinkedIn
Tatiana Azman is a content writer for Mindvalley and a Certified Life Coach. With a background in spa and wellness as well as being a cancer survivor, she's constantly on the lookout for natural, effective ways that help with one's overall well-being.