Ads refocused on email list building

In this episode of The Kelly Roach Show, Kelly pulls back the curtain on the eight biggest unexpected shifts that reshaped her companies this year (many of which came from frustration, pressure, or deep uncertainty).

From radically overhauling live events and flipping the entire portfolio business model, to narrowing the company's niche, shifting ad strategy, ending beloved programs, launching Substack, and rebuilding around daily sales — this episode is a masterclass in strategic adaptability.

Kelly explains what changed and why, and how you can apply these same lessons inside your own business as you plan for 2026.

If you're rethinking your offers, questioning your model, or feeling called to simplify and scale differently, this episode will help you see your challenges as leverage, not liabilities.

TIMESTAMPS:

01:46 – 06:10: Completely revamping our event strategy with a sponsor-led model

06:11 – 09:05: Ending long-running programs, narrowing authority and deepening market ownership

09:06 – 11:20: Writing a traditional book proposal, why this shift matters for global brand expansion, and the role Substack plays in the long-term straetgy

11:21 – 16:05: Replacing $30K offers with ~$1K trust builders (and eiminating the need for a "traditional" sales team

16:06 – 18:55: Building daily sales through ecosystem expansion, and why we shifted ad spend to email and audience building

18:56 – 20:45: Why faith work must be accessible without barriers

20:46 – 23:10: Building daily sales systems and using launches as amplification, not dependency

23:11 – 25:15: Changing the tech stack and going all-in on Substack

RESOURCES:

• Learn our complete daily sales system for generating predictable revenue online inside the Virtual Business School: https://www.virtualbusinessschool.com/

• Looking for more advanced support for scale? Virtual Business School GOLD layers on advanced strategies for launching and one-to-many selling, brand growth, and increasing customer LTV: https://go.virtualbusinessschool.com/gold

• Subscribe to my Substack, The Sacred Art of Selling, and get the behind-the-scenes breakdown on monetization, book proposals, and brand expansion when you become a FOUNDING member: https://kellyroachofficial.substack.com/

• Join us on October 1st in Boca Raton, Florida for the Call to Lead Movement: https://www.sandiglandt.com/called-to-lead

• Know a girl aged 7-14 who might be a fit for the Courage Club? This is where we instill leadership, confidence, and real-world skills for the next generation: https://courageclubforgirls.com/