Why High-Level Clients Don’t Care About Your Resume (And What Actually Converts)

This podcast is sponsored by Granola. Granola is an AI-powered notepad built for the way real people actually meet. You can try it totally free for 3 months. Just head to granola.ai/earn. Shopify, try the e-commerce platform I trust for Glossy. Sign up for your $1 per month trial period at shopify.com/happy. Indeed, need to hire? This is a job for Indeed Sponsored Jobs. Just go to indeed.com/podcast right now and support our show by saying you heard about Indeed on Earn Your Happy. Rella. Go to getrella.com and start your 14-day free trial. Use code EARN for 10% off your first 3 months and see why social media teams are ditching the tool. Chaos. Women want someone to believe in them, and truly they may not have this at all in their lives. We buy hope, we buy possibility, we want to buy a new identity. I'm going to be this person for you. I'm going to be a mirror. I'm going to reflect back to you what I see as possible, what I know you want, and I'm just going to keep putting that back in your fucking face until you get it. Welcome back to the podcast. It's time for another quickie because there's always time to fit in inspiration. You guys, I just got back from Dallas yesterday. We partnered with Loop, so Glossier partnered with Loop and we did an incredible wellness event with a workout, a panel, a marketplace, and it was all about bringing women together to stop gatekeeping what actually works for us in every single chapter of our life. And also to show that every chapter only gets better with the right tools in the right community. And so that was super fun kicking off our first one in Dallas. We are gonna do another one on May 9th in Newport Beach. So I would love for you guys to be there May 9th in Newport Beach. It is going to be at the stunning Pendry Hotel. If you don't know, it's one of the hottest hotels here that has just the most beautiful property. We hosted a mastermind there and also it's kind of the hotspot to go for dinner, cocktails, et cetera. It's absolutely going to be the most amazing event. If you wanna come and get a free set along with your ticket, meaning a free outfit along with your ticket, you don't have to wear it if you don't want, but if you want to, it's super fun, and you're gonna meet so many incredible women, including a lot of my friends at the event. And you're also going to get to have a Glossy bar, a mimosa bar, snacks, workout, like I said, a panel, a marketplace with a ton of my favorite vendors there. I'm talking jewelry, piercings, shopping, all of the fun stuff, smoothie bars. You guys are absolutely going to love it. And that is May 9th. And also, if you wanna try Glossy, you can Go to getglossy.com for 40% off as a listener, getting 40% off of Glossy. You can use code HAPPY. I'm telling you, summer is coming. I know that you're probably dehydrated. I know that your skin needs this. I know that you could all use more skin glow and debloating. I'm telling you, go and check it out. I drink minimum 2 every single day of my life because I'm a toddler and I need things to flavor my water. And if you're like me where you struggle to get water in, go Go grab it now, cuz 40% off is actually insane. All right, I wanna talk to you about something that has been coming up a lot. And as you guys know, Chris and I run two different masterminds, and this actually comes up in both of our masterminds. So we have a mastermind called Mentor Collective Mastermind. That one is for anyone from essentially around $25K or beginning of a business that you have a business idea. To $500K. And then we have the Elite Mastermind, which is $500K and up. We have a lot of 7 and, um, some 8-figure earners in that, uh, Mastermind. But I would say our Mentor Collective Mastermind gets this question a lot. We definitely have it in Elite sometimes, but I would say Mentor Collective, obviously more beginning phases of business. When I say beginning, I literally mean like 0 to 5 years. Even 0 to 7 years can feel like you're such a beginner. I mean, I feel like a beginner all the time because I'm pivoting in business So it's becoming a beginner again. But the question is how to attract high-level women to your brand before you feel credible. It's like, always, always get this question. So someone asked recently, Lori, how do I attract high-level women to my brand and my business before I feel like I have all of the results that I want? Before I have the resume? Before my page looks a certain way? Before my Instagram looks a certain way? Before my website is where I want it to be? And So we went on to answer this question and got a lot of people weighing in. And then I gave it a lot of thought afterward of why I believe people have bought from me long before I had the results that I wanted back in the day. And then also really went through my life and thought why I bought from different women. And there's definitely been times where I've bought from women who have on paper far less accolades than me, but I've paid them for coaching. or I've paid them to help me with something that I'm working through, or confidence, or an issue that I have. And trust me when I tell you, on paper, these people do not have even a quarter of the accolades that I have or the business that I have. In fact, some of them weren't making a ton of great money. So let's dive into that because I really want to talk about exactly what goes into this so that you guys can borrow the belief that you're fucking amazing now and that you don't need all the results. If you've ever been to a Tony Robbins event, you when he's questioned about what his background is in the beginning, and even when he was, you know, the beginning, middle, whatever, wherever he was in his career. But he talks a lot about in the, the beginning of his career, and he would always think in his head— I'm not sure if he ever said it out loud, but it would be very Tony of him to say, I have a fucking PhD in motherfucking results. So that's a Tony Robbins— that is what he says at his events, and it is true. Because if he's getting results for people and you've gotten a result for somebody, you have gotten a result. So when I started out in personal training, I just felt like the biggest fraud. When I started, I worked at an LA Fitness for $6 per 30-minute session, and I remember like just getting my personal trainer certificate, and I got placed with this doctor, and I was like, oh my God, they're gonna know that I suck. They're gonna know that my— like, I'm not gonna understand form. They're gonna call me out. Oh my gosh, I'm so new. This is horrible. Like, I was spiraling. I'm like, I cannot take this doctor. Like, I almost pawned off, you know, anyone who came that, that threatened me at all or made me feel threatened in terms of not feeling smart enough. That was my version of threat back then, you know. I completely always had that story in my head that I wasn't smart enough and people were going to find out and I was a fraud because I didn't graduate high school and I was new. And so whenever I would get these people, it took everything I had to not pass them off. And I'm like, I need some fucking money, so I can't pass these people off and I'm gonna have faces eventually. And so I had to realize that I have gotten my own results. So at that time, I literally only had my own results for me to cling on to. And I was like, okay, you were a heavier kid who didn't understand food, who didn't have anybody around them who, uh, knew about nutrition, who knew about exercise. And I literally completely changed my life and created an amazing life of fitness, where people always asked me about how I, you know, got the body that I had and how I got the results and etc. And so I was like, okay, even if I just have me as the result, that's what we're going to start with. So I'm just going to always reflect to my own story of, hey, here's what I did, like always deferring back and remembering, okay, maybe I'm the only result in the beginning, but sometimes that's all that we have and that's enough. Everybody starts somewhere, you guys. Everybody starts somewhere. So How do you attract powerful, high-level women when you're still building your own result, when you're still trying to figure it out before that you even feel like you're ready to be seen? And so many women really believe that credibility can only come from achievements or from money or from status or having everything figured out. But how do you ever begin if this is, you know, how you're feeling? And I have a feeling that you have felt this way before, or maybe you're feeling this way again cuz maybe you're in a pivot or maybe you are at the beginning, but credibility is is truly built way before external proof, you guys. It's built long before this because people are drawn to energy, people are drawn to conviction, they are drawn to your story, and they are drawn most of all to the way that you make them feel. Now I want to say that number one, every new level is gonna make you a beginner again. So no matter how successful you have been Every single new chapter is gonna create a new learning curve where you kind of feel this all over again. Whatever that first initial fear was, that first initial feeling of being a fraud, like, hello, here it is again, just dressed in a little bit fancier clothes, and you're dealing with it once again, trying to remember this and root into this. So to be successful in business, you have to really know that it's up to you to build your own belief. So this takes me into point number 2. I want you to use the credibility that you've already earned. And so this is what I opened with, the story about I really only had my own results. So I want you to ask yourself, have you overcome hard things? Have you reinvented yourself before? Have you built up resilience? Have you learned through failure? Have you kept going when things got hard? What is the results that you have gotten for yourself or for somebody else? It could even be a friend. It could be results that you've gotten for free. And so you have to paint a picture that is bigger than what you believe it is. So the most successful people I know, and myself, I will lump myself into saying that I have learned from other people the ability to make the picture appear larger than it is. So even if it was a result of a friend and I did get the result and I did train them for free, you don't have to share those details. You can say, here's the result I got, here is the client that I trained, here is the person that it was, and you can share exactly what you did. Now, what some people are going to do is go, well, I have trained someone, but, you know, they were a friend and they didn't pay me. And like, I got a good result. Okay, well, I like did not feel good at all about how you said that. I couldn't feel any belief in you. I actually feel like you question yourself and I don't want any part of that. I only want to pay people for their belief in what they believe is possible through their result and what they believe is possible for me. So your credibility is not about your current results, it's really about how you are making the other person feel and what you are making them believe is possible. So let's move into 3, because people buy your energy and your certainty. We're gonna just talk about Tony again, because if you've ever been to his event— and this is things that I swear by, it has changed my life He says the most certain person in the room wins. Certain meaning the most confident person in themselves, the most certain in the direction that they're going, the most certain in what they just said. Even if it's something that they have convinced themselves to believe. I know you people, I know you've seen people like this where you're like, holy shit, they believe their own shit. Like it doesn't matter because somehow you're like, how is this person successful? They have literally completely brainwashed themselves into believing their own line of shit. I'm not recommending you do it, but I am saying to convict convict yourself in the message that you know you are good at and the reason why you're here. Convict yourself in that message. People are not buying perfection. I have to tell you a story. When I very first started, after working at the LA Fitness, one of my clients who was, uh, I, I was 27, she was 28, or was I 26? I don't remember, 26 or 27. She was 28 and she was opening her own chiropractic office. This was in Minnesota. and she was super young to be doing this at the time. And she was like, hey, I know you always tell me that you want your own studio, you want your own gym, and you wanna be on covers, whatever. She was like, I'm opening my chiropractic studio in a couple weeks. I have an unfinished lower level of a basement. And she's like, trust me, it's rough, you know, but it's cement basement, but 2x4s, you can see the wiring, all of that stuff, but it's clean and it's a space and it's free and it's open. And she said, why don't you go down there and you train your clients and you train me and, uh, someone on my staff for free. Until we can talk about you paying rent. So maybe 2 to 3 months, we'll reassess and you can start paying your rent. And so I was like, deal. I immediately ended up doing this and switching over to her basement. And I remember getting clients, and we had put some ads on Craigslist— or I didn't, my husband did— and I was like, holy shit, I'm like freaked out because I don't want a Craigslist killer. But long story short, we pulled those down. But I was literally putting out ads in other places and word of mouth, and somehow this woman— I have no idea who she was at the time, and she pulled up. I remember meeting her because it was like a new client day, and I went upstairs to go and meet her. I looked at the window and she pulled up and she was driving a Range Rover. Now, back in the day, I didn't even know what the fuck a Range Rover was. I just knew it was expensive. I was like, oh shit, that's like a luxury vehicle. And even in Minnesota, like, we didn't see Range Rovers. We saw a lot of Toyotas, you know what I'm saying? Which, great, Toyotas are great, but a Range Rover was just a different level. I was like, oh my God, I'm about to take this woman who looks super nice and super professional who's getting out of this brand new Range Rover, and I'm about to take her down into the lower level of this dungeon that is not finished. Like, what am I gonna do? And I was like, first of all, like, what is she gonna think, and is she gonna stay? And I was just like having such an anxiety attack. And I, um, introduced myself to her and I was like, Lori, literally just make her feel amazing. I remember that thought. I was like, just act like— try to completely ignore what's going on inside of and make this the best fucking session of this woman's life. Make her feel amazing, give her a fun session, really listen to her. And so she walks in and I go, hey, you know, I'm new. I just started down here. I had come over from LA Fitness. I said, we're under construction, you guys. I had no money to finish that basement, but I was like, wow, we're under construction. She was like, great, no problem. And I gave her the best session that I possibly could at the time, made her feel amazing. Was I the smartest? Absolutely not. Did we have a great time? Absolutely. And she ended up buying my biggest package literally that day and stayed with me for 2 or 3 years until I closed the gym. So that was probably about 3 years. And that is the reminder that people are not buying perfection. They are buying how you are making them feel. And we had such a good time. She had fun. She felt strong. I told her, you know, what her strong points were, where I really think she could get the results and what I could see happening for her in 3 months, 6 months, and a year. And I built that belief inside of her because I believed it. I knew that together we could do that. I really felt that for us. It was great energy, it was great chemistry, and we just went on to have an incredible relationship. Rella is something I wish I had way sooner. If you've ever felt like your social media is pure chaos, like I have, like 47 tabs open, Slack messages everywhere, and you're constantly asking Where's that post again? When is it supposed to go out? You know exactly what I mean, because social media isn't just posting. It is planning, it's feedback, it's approvals, it's revisions and constant coordination with multiple people. And that's exactly why Rella exists. Rella is a project management platform built specifically for social media teams. It's where you plan content, collaborate with clients, get approvals, and actually get work done all in one place. And one of my favorite parts is clients can approve content via public links, no login required, which means no more, can you send that in an email chaos. They also have Ella, your AI creative assistant that connects to your accounts, understands your brand, and can literally create your content calendar, identify trends, and write scripts and captions based on what will actually perform. And this is not just. Awesome new tool. There are thousands of paying customers globally using this, from agencies to founders to in-house teams. So if your team is juggling a million tools right now, this is your sign to simplify everything. Go to getrella.com and use code EARN for 10% off your first 3 months or annual plan. That's G-E-T-R-E-L-L-A.com to start your free 14-day trial and use code EARN for 10% off and see why social media teams are ditching the tool Chaos. Starting something new isn't just hard, it can be terrifying. I remember right before I launched my first business and even this podcast thinking, is this really the right decision? What if this totally bombs and nobody listens? What if no one buys anything? And the doubt got super loud. But choosing to do it anyway was one of the best decisions of my life. And having the right tools underneath you helps that jump feel a whole lot safer. Shopify is the commerce platform behind millions of businesses around the world and 10% of all e-commerce in the US. From brands just getting started to household names, and it's what I trust with Glossier. With hundreds of ready-to-use templates, Shopify helps you build a beautiful online store that matches your brand's style. It's packed with helpful AI tools that write product descriptions, page headlines, and even enhance your product photography. Which saves you so much time. You can tackle everything in one place, inventory, payments, analytics, and more. No juggling platforms, no tech overwhelm. And if you're wondering, what if I get stuck? Shopify's award-winning 24/7 customer support is always there to help. Plus, that iconic purple Shop Pay button gives you the best converting checkout on the planet, helping boost conversions and turn more carts into real sales. It's time to turn those what-ifs into with Shopify today. Sign up for your $1 per month trial today at shopify.com/happy. Go to shopify.com/happy. That's shopify.com/happy. If you've ever run a business, you know the workplace chaos is real. I'm talking deadlines slipping, someone's out sick, your tech decides to break mid-launch, and suddenly you're doing 3 people's jobs. Like, I'm totally cool, I'm fine, don't worry about me. And in those moments when you realize you don't need another person, You need the right person. This is a job for Sponsored Jobs. And if I had to hire for my team right now, I wouldn't just post a job and hope that the right unicorn magically finds it. I'd want someone who understands our pace, can handle the chaos, and has the exact skills we need, whether that's editing, ops, social, or customer experience. That's why I'd use Indeed Sponsored Jobs because it boosts your job posts in search results so you can reach quality candidates. Who actually match what you're looking for, like specific skills, certifications, or even location. And with sponsored jobs, you only pay for results. People are finding quality hires on Indeed right now. In the minute I've been talking to you, companies like yours made 27 hires on Indeed according to Indeed data worldwide, which is wild and also exactly the point. When you need the right hire, sponsored jobs is the solution. Spend less time searching and more time actually interviewing candidates who check all your boxes. Less stress, less time, more results. When you need the right person to cut through the chaos, this is a job for Indeed Sponsored Jobs. And listeners of this show will get a $75 sponsored job credit to help get your job the premium status it deserves at indeed.com/podcast. Just go to indeed.com/podcast right now and support our show by saying you heard about Indeed on this podcast. Indeed.com/podcast. Terms and conditions apply. Need to hire? This is a job for Indeed sponsored jobs. So my point 4 is that you're really selling belief because women want someone to believe in them, and truly they may not have this at all in their lives. We buy hope, we buy possibility, we wanna buy a new identity, we wanna buy the belief that we can do hard things. And if someone is literally telling you that this is possible for you, who really is convicted by that message. Convict yourself in the fucking message that you believe that this person can do what they are telling you. Like, hey, I'm gonna be this person for you. I'm gonna be a mirror. I'm gonna reflect back to you what you've already done, what I think is possible, what I see is possible, what I know you want. And I'm just gonna keep putting that back in your fucking face until you get it. And so I have always always been this way from the beginning because I have not been the smartest. I mean, if you look at my life on paper of what I had done up till that point, it was like, okay, high school dropout and barista and waitress and worked at an Ulta, you know, retail jobs. Like, why would somebody who is super successful, who could work out at a luxury gym, come and work with me in a lower level of a basement that is unfinished and who is new. By the way, this woman was a celebrity psychologist and she flew to LA all the time to work with celebrities. I didn't find that out until much later. And I was like, why the fuck did you work with me? She was like, you made me feel amazing, like I could do anything. And I was like, oh my God, this is the— like, this is the best feedback I could ever get for this message for you guys today. Because feelings create action and action creates results. So I want you to remember, if you're waiting to feel credible, it's never gonna happen. I want you to look at your life and the things that you have done, and I want you to know that you are so capable of believing in someone else. You don't even have to fully believe in yourself yet. How much can you fucking believe in someone else? And I know that if you got into the industry of helping people build their business or coaching or wanting to get a product out into the world, that it's literally because you have a belief that something can shift for people, that something can change. And you desperately want to transform people, and you want to find the people who are willing to transform. And so if you believe that you can find the people who are like a hell yes, who are like, I'm ready, and you can meet them where they're at and say, I'm going to be on this journey with you, I'm going to reflect back a mirror, I know you can do this, this is possible for you. And so that is what people are buying. They are buying the conviction that you have to your message. They're buying the conviction that you have to your belief. They're buying the conviction that you have to what you believe is possible for them. Because when I first started out in fitness competitions and I went to my very first fitness camp, which was all about teaching you how to do fitness competitions, I did not have experience whatsoever. I was like so scared, didn't know if it was possible. And when I went, it took one person, one person who said to me, Well, one person, Kathy Savage, who ran the camp, and she literally said to me after I had done like one of the exercises, which was essentially doing like a stage walk for the first time, and she was like, you're made for this. And even though it was, I'm sure it was terrible, you guys, it was brand new, like a deer with these clear high heels on. And because she had conviction in her message, literally I believed it. And I took that belief all the way to winning Miss Bikini America, Miss Bikini Universe, and Miss Figure America all in one year, 4 years later. And I can tell you that point of making the scary decision to invest in a coach and have that coach believe in me was what changed everything. And so that is why I have so much belief in what I do, in our masterminds, in our program, Because I know what I do is give people belief, and I know that I also have an incredible innate ability to spot talent. So when people are in my mastermind and I see it, I'm like, hey, you, you literally have something so special, you need to get the fuck out of your way. And here's what you need to do, because you have to know that you can't see it yet, but I can see it, and it is my absolute talent. And I hope that you can borrow whatever is coming through the airwaves right now and letting it hit your heart and letting it hit your soul, that you can know that you can borrow my belief and conviction in you, that if you listen to this podcast, if you want to do the thing, like, you can go and find those people, make them feel the way that you feel or have felt by other people's belief and conviction, and know that you weren't just buying a result that you saw online. Know that you weren't just buying like, oh yeah, well, she's got all the money and she's got the results. Some people actually don't resonate with people in a way that you could by giving them that energy of hope and belief to make them run through a wall. So you guys, I would love if you have somebody that you know who is in this spot right now, and maybe they have their business and they're like, wow, I'm just kind of hitting this plateau, like send them this podcast or let them know how much you believe in them because you have the power to change someone's life and someone's day and the trajectory of their life. Through our words. So get convicted by your own message. Breathe belief into yourself, into your people, into your sales messages. I'm telling you, it is the most powerful, powerful thing that you have access to, and the most powerful sales tool, and the most powerful transformational tool. So I'm sending you guys so much love, and until next time, earn your happy. Bye everyone. [MUSIC] [MUSIC]