Roy Redd is a 4-time #1 best-selling author of the book The Unnoticed Advantage and The Success Magnet: Cultivate the 5 values that attract success, The Six-figure Trainer and The Little Book of Mental Health. Roy also Is a performance coach who works with pro, college, and high school athletes. He works with the athletes to dramatically increase, tangible, measurable, and physical results. He also does this with companies, organizations and anyone who has a purpose.
At the age of 25, Roy realized he was not the person he wanted to become. That’s when he decided to make a change in his life. Since that startling realization, he went from broke to making six-figures, homeless to buying his first home, and depressed to feeling fulfilled.
Roy Found that his distinctions dramatically increased what he calls workability. Workability simply means the ability to get the job done. When we look at the workability of an object, we judge the object on its ability to do what the object was made for. With this knowledge, Roy realized that the workability of a human comes down to the human’s ability to achieve its purpose. This makes performance the most important thing in life because to perform means to do what it takes to achieve a purpose. Roy became a performance coach for Pro, collegiate, and high school athletes. With a new distinction, Roy calls UnBounded Performance Roy is coaching people to dramatically increases tangible, measurable and physical results.
Roy has spoken at Ted, National Head Start Conference, International Health and Wealth conference, La Sierra University, Unbounded Basketball Camp, Chaffey College, Stanford, Inland Empire One Love Christmas Party For Orphans, and Multiple High School, College, and NBA Teams. I have been featured on shows like Hollywood Unlocked, The daily Grind, Convos with Cole, and multiple radio shows and podcast.
Listen to this informative Publish. Promote. Profit. episode with Roy Redd about creating top-notch business performance using a book.
Here are some of the beneficial topics covered on this week’s show:
- How we are all perfect, but some things constrict us from being our best selves.
- How to work around the life sentences our brain creates and break free and thrive.
- Why self-expression is important and how it can lead to a happier life and more successful business.
- How writing a book can generate opportunities and leads to build a successful business.
- How to harness the electricity it takes to achieve anything we want.
Connect with Roy:
Links Mentioned:
royredd.com
Guest Contact Info:
Twitter
@roy_redd
Instagram
@roy_redd
LinkedIn
linkedin.com/in/roy-redd-91935064
Rob Kosberg:
Welcome, everybody. Rob Kosberg here with another episode of the Publish Promote Profit podcast. We have a great guest for you today, Roy Redd. Roy is a five-time bestselling author. If you’re watching this on YouTube, then you probably see that scrolling across, which I think is fantastic. I’m a little bit jealous. I don’t have something like that for myself. I have to talk to the tech team. His latest book, The UnBounded CEO, we’re going to talk about a little bit today. Roy’s a six figure trainer. He is a performance coach who works with pro, college, high school athletes, works with athletes to dramatically increase tangible, measurable, and physical results. He also does this with companies and organizations. He’s been everywhere, spoken on the Ted stage, spoken at Stanford, from the big stages to the big universities. We’re honored to have you here today, Roy. Welcome to the show.
Roy Redd:
Thank you so much, Rob. I’ve been following not just your podcast, but you for a while now. Love the work that you’re doing. You’re on my phone a lot, popping up, showing me great content. I just make sure I look at all your stuff and I love what you’re doing.
Rob Kosberg:
Thank you. Thanks for the kind words, my friend. I’ll make sure to send that check in the mail to you. We were talking a little bit beforehand. There’s a lot of different directions that we can go. I asked about your latest book, The UnBounded CEO, and where that term comes from and how that relates to your performance coaching. Maybe you could share a little bit about that, because I really like where you came up with that name, and really think there’s a lot that we can talk about with that.
Roy Redd:
Yeah. I was launching my first book, which was called The Success Magnet: Cultivate the 5 Values That Attract Success. I didn’t know what I was doing. I just knew I wanted to write a book. I had to learn a little bit about the importance of having a book for marketing and positioning and stuff like that. I launched it in November 2016. An NBA skills trainer by the name of Casey Trujeque found it somehow. I had just released it and he said, “Hey, this stuff that you talk about in the book, does it work on athletes?” I didn’t really know. I was like, “Sure. I suppose so. They’re human beings.” So, he said, “I need you to fly to Portland to work with one of my athletes.” I said, “Well, I’m in the middle of a book launch.” He said, “I’ll pay you. Just fly out here. You can stay in the house. It’s a three-story mansion.” So, we get there and he connected me with Allen Crabbe, who ended up earning himself a $75 million contract to play with the Portland Trail Blazers and Brooklyn Nets. Allen was on a road trip and he was coming the next day and I was explaining some of this stuff we do mindset-wise to Casey and he was trying to understand it. He was like, “It’s not really Tony Robbins. It’s not really rah, rah. I love the tactical things you say.” Then he said, “But what do you actually do to their mind to get them to do that? What is it we actually do?” I was like, “Actually, we don’t do anything. They’re already perfect just the way they are. We just need to get them to accept it and just be themselves, and they’ll automatically be the best.” And he was like, “So what’s keeping them from doing that?” I’m like, “They’re bounded by perceptions and social ideas.” He was like, “So we need to make them unbounded.” That is where that term got coined. It was unbounded athlete, then unbounded CEO. Everything I created comes from that unbounded idea. I don’t think any of us change. I think we’re perfect the way we are. I just think there’s things constricting us and bounding us from being our best selves.
Rob Kosberg:
I love it, man. I love that idea. I wonder if we can dive into that a little bit, because like you said, we’re all kind of bound up by something. What are the big three or the big five? What are the things that you see, whether it’s a CEO, a business owner, or even an athlete, that they’re bound up by?
Roy Redd:
The mind is a tool that cares about survival. It’s all about survival. As we’re growing up, mostly ages one to seven, we’re learning how to survive from whoever raised us. Survival comes not just physically; it also comes mentally. It comes from perception. It comes from communication in our social circles. The brain has three experiences basically, just to keep it simple. Whenever the brain goes into what I call a number one experience where you experienced some pain or some kind of unconsciousness, it will create what’s called a life sentence. Now what a life sentence is, it’s just a really strong brain pattern or belief or assumption or a hijack in the brain to keep you from getting hurt or becoming unconscious again. Let me give an example of that. I was working with a young lady who unfortunately was molested when she was younger. She had anxiety all the time at night. She would get anxiety and have panic attacks. We did some work together. What the brain does when it goes through a traumatic incident, it records everything. So, not just your thoughts. It records feelings, tastes, and smell. The entire experience is recorded. A lot of times we become unconscious of the parcel of experiences. So, we made her recall the experience. We were going to pre-frame it. We came to find out, I asked her, I said, “What do you smell?” She was playing that memory in her head and she was like, “Oh, I smell toothpaste.” Every day when she went to brush her teeth to get ready for bed, and she smelled toothpaste, the smell of toothpaste was bringing anxiety, because the brain just goes, “Hey. Hey, bro. We smelled this toothpaste and went through a really, really hard time while we were smelling this toothpaste.” It is a warning mechanism. Like, “Hey, look out into the world. Be alert, because we got hurt really bad in this situation.” Those life sentences aren’t just created with traumatic stuff. They’re created with just basic stuff. Imagine taking something like a popsicle from a kid. To a kid, it’s a big deal. We know it’s not a big deal. It’s just a popsicle but to a kid, it’s a huge deal. We created all these life sentences, and those life sentences then created our identity. Who I am? Roy. It’s just a whole bunch of life sentences built up in my brain. Every day I’m trying to bite those and become unbounded from those and live my best life.
Rob Kosberg:
Interesting. You’re already dealing with CEOs that are already making good money and that are, in some ways, successful. You’re dealing with athletes, whether professional, or even college, or high school, that are already people that are performing above average, maybe even excellently. How do you determine what it is that’s bounding somebody up and then dig deeper? Maybe somebody is listening right now, and they are like, “My life’s pretty good, and I’m doing really well, but there are just certain things. I don’t know why. I can’t get over this hurdle.” Maybe we don’t know what we don’t know. How do you pinpoint that for somebody that’s already doing pretty well?
Roy Redd:
Like you said, we don’t know what we don’t know. The more we can know, the more we have control over everything. What’s really cool about successful people is they’re successful and ambitious in order to fix whatever problems happened when they were growing up. It’s also a survival mechanism. It’s not like there’s some amazing person that thinks they have to be successful or do this thing in order to fix being insecure, or fix being overweight, or fix whatever. Let me give an example of that. I work out extremely hard. I don’t go over 8% body fat ever. I’m fluctuating between 4% and 8%. People are like, “You work out so much. You’re muscular. Where does your discipline come from?” It comes from being the little, skinny, weak kid. I’m still that person in my head. I’m working out in order to fix that problem. Every successful person is successful in order to fix something. What I want to get them to do is bring more self-expression to their work, more self-expression to their life, more self-expression. That way, they’re not always struggling and feeling bad about their successes. They’re not always working in their business. They’re working on their business. They’re able to detach a little bit. When they are able to detach a little bit, it’s no longer a grind. It’s more of just the lifestyle and more happiness. The next thing you know, the business is growing. Next thing you know, you’re playing better. Next thing you know, you’re more unbounded. Because some people are really good at being bounded, but they’re just grinding their gears.
Rob Kosberg:
They’re not happy or fulfilled inside. I’ve actually read a lot of stuff about this and I’ve always thought about it. When someone is working out and staying below 8% body fat and really engaged with that, in their mind they are still that skinny kid, or fat kid, or whatever. When you remove the pain, or the difficulty, or the challenge there, then do you also potentially remove the motivation to excel?
Roy Redd:
That’s a good point. When I talk about motivation, I call it electricity. So, I call it electricity because just understanding how the mind works for synaptic pathways to jump, and reach, and connect, there has to be a big charge. What gives us the electricity to want to achieve anything is, either we’re motivated, we get electricity from either loss, less, or never. People either don’t want to lose anything, they don’t want to have less of something, or they don’t want to not ever achieve something. I don’t want to have less abs. I don’t want to lose my abs. Right now, I’m like, “Oh, I got to hit the gym after this podcast,” just thinking about it. I also have goals where I want to inspire and instruct a billion people to live better lives or improve their business. I have that motivation of not losing or having less than, and then I have motivation for creating something in the future. It’s the contrast that gives us that electricity. That’s why they say, “Be clear about your goals. Make sure it’s measurable and tangible.” What happens is the contrast between where you are now compared to where you want to go is what creates that electricity. Then, the contrast between now to where you don’t want to go back to also creates that electricity. As long as you are doing it to a point to where you’re not hurting yourself, you’re not really living a fulfilled life and you’re not acting happy, you actually are happy, you’re doing well. I could work out, but I also know when I’m doing a little too much, when it’s time to relax, when it’s time to eat bad for a week. I don’t let it get too out of control.
Rob Kosberg:
I love this around that book. I love the science behind it. I love the thinking behind it. Maybe we can change gears for a bit and talk about the business part of it. I want to talk about a couple of different things, but tell me, you’ve done a lot of different things. It doesn’t seem like you’re slowing down with the writing of your books, speaking, and that sort of thing. You just mentioned that you want to inspire a billion people. That’s a large number of people. That’s all of America times three. Talk to me about what your business looks like. From a business perspective, are you primarily getting on stages and speaking for a fee? Instead of that, maybe you have a coaching program. Talk to me about your business a little bit and what that looks like.
Roy Redd:
We were working with Allen and doing that work. His trainer said, “Okay, how much are you going to charge him for this?” I didn’t really know. I was like, “Maybe a thousand dollars.” He’s like, “You got to charge them more. He’s a millionaire.” I was like, “Well what,” and he’s like, “You should charge him at least 10 grand a month.” When we went in there and I asked them for 10 grand a month, I almost threw up, because I wasn’t used to that. Well, yes. He just put his head down and was like, “Yeah.” He signed on the dotted line. That’s when it hit me. People will pay high ticket prices for information just to talk to me as long they have that money, as long as they can afford it, and all of that stuff. It’s something that they want. It was at that point that I realized I could sell high ticket coaching and high-ticket stuff like that. I wanted to figure out how to do that. One of the ways to do that was a book. The book is not just a really great lead generator, it’s something you can show people. It can help them by actually helping them, by actually giving them tangible good information in the book. The most efficient way to get leads is on stage, especially high-ticket leads. For example, in September, I’m talking to a hundred people in Dubai and 36 of them are billionaires. I don’t even know what I’m going to offer, Rob. I’m trying to figure out something that I can offer. I can’t say, “Hey, buy this and make more money.” They don’t care. They’re billionaires. We would probably go more along the lines of the fulfillment stuff, and the mental stuff, and stuff to have them feel good. and going towards their legacy. I get to do what I love, which is speak. I get to give my book away, which is like you taught, a business card, it’s positioning. We’ll talk about more stuff I used to use the book as a lead generator. Math plus marketing equals money. Once you know your math, you know how much money you need to make. I want to speak a couple of times a month, which will close me in a couple clients speaking on stage. For every 200 emails I sent, I get a speaking engagement. Instead of focusing on all the other stuff, I just dial in on the emails, and then I try to make the emails better. The email that’s working for me the best right now is, “Hi. My name is Roy Redd, a five-time bestselling author. I’m currently on a book tour. As a part of that book tour, I’m also on a speaking tour. Would you like me to come speak at your event?” That is getting a 30% response rate. That’s crazy, right? With the subject line, “Quick, Quick Question,” I’m reaching out to these people. Then of course, with the speaking stuff, some people want it free. I’ll speak for free, because I know my ability to sell on stage and I know I might close someone, plus I’m getting my message out. I’m on a stage. I can get more content by recording. There’s so much stuff that you can do. Some pay straight on the front end, some don’t, but I always get money on the back end somehow by having a product, getting a coaching client. My business is leads through books, speaking, podcasts, content, then high ticket coaching, and online courses.
Rob Kosberg:
I’d like to dive into that just a little bit more. You know your numbers. I love that. You’re going to send 200 emails out. You’re going to book a speaking engagement. Does that mean that you’re sending X amount, you’re sending 30 a day, or do you have a number per day that you’re sending? Then can you maybe talk about who you’re sending to and how you both determine and find the right people to send to?
Roy Redd:
So, we’re going to get tactical. I’m going to just tell you guys exactly what I do. What’s crazy is, because I’m speaking in Dallas at HiveMind, which has the best CRM on the planet. You guys go check that out. It’s called HiveMind CRM, where everything’s in one, website to CRM. You don’t have to have ClickFunnels and this and that. It’s just everything in one. Everything can go on there. I’m speaking there, and I’m giving a talk called, You’re Guaranteed Million Dollars. I’m going to give a talk guaranteeing them if they do what we say in the talk, they’ll make a million in the next year. The reason why we can say that is because they say entrepreneurship is risky. It’s really not once you know your numbers, because you have lead measures and you have lag measures. Lead measures is how many emails I’m going to send. Lag measures is the result. There’s a time in between there to get the result. That’s where the people can’t deal with that long timeframe. I know if I work out today, I’m not going to lose 10 pounds tomorrow, but I know if I did it every day, there’s a lag and then I’ll get that result. It’s kind of the same thing. What I do is, I have a VA, and I just give him the criteria, “Hey, can you find event planners in Dubai for business events, because I know world con’s coming up? Can you get all of them?” There were two or 300. I actually go through and I write custom first lines. This is the part that takes work, because you can go from converting from 2% to 10% by just doing custom first lines. I actually go to their LinkedIn. I connect with them. I see what school they went to. I see something. I actually say, “Hey Bob, you went to North Carolina State. That’s so cool. I was going to go there,” and I find some way to relate. We actually connect and I go on my Excel sheet. Then, once I have the Excel sheet with the first line, then I throw it in my emailer, and I send out emails. Right now, we’re probably sending out four or 500 a week. My goal is to do a thousand a week, but it works so well. I can’t even handle the leads right now. I can’t even handle the leads. That one I just told you, when I sent that out, I booked five speeches in Dubai between September and December. They’re all paid except one. Those ones that are paid, I’m going to do the trifecta. I’m going to get paid on the front end, I’m going to sell books, I’m going to sell online programs, and I’m going to sell coaching. I’ll be able do all of those because I know what to say on stage. I’m selling but I’m not pitching. I don’t do the buy my thing, meet me at the back of the stage. No, I just do something real light that my coach taught me where I say one thing. One thing I do with my private clients is we sit down. We make you a good cover for your book. We make you a good title and then we get you on track to write in your book. See that line? See that? I’ve never sold anything, and it’s weird. Then afterwards, you’re sitting back there with the awkward stand and you’re holding a book and people come up to you like, “Do you have something I can sign up with?” And then I kind of, “I’m already booked up, but give me your card and maybe I reach out to you in a week.” Keeping that positioning, and I actually am busy, is important.
Rob Kosberg:
Nice. I have one little question on the tactical piece. Are you just sending these through Gmail? A thousand a week isn’t that many, so it’s no problem. You don’t need a mass email server or something.
Roy Redd:
I use Gmail, but I don’t use a Gmail email. I use the actual website email. I make sure that I warm up the emails. I subscribed to some Buzzfeed. I actually use the emails so I don’t end up in spam boxes. There’s a pool software called Lemlist where they have this thing called Lemwarm where you connect your email and it’s sending emails and sending me emails back 40 a day. That way it looks like you’re using that actual email. It warms it up. We don’t get into spam boxes. My spam rate is really, really low, not even 1%.
Rob Kosberg:
Roy, good stuff, man. I love tactics. Thanks for your willingness to share those things. You’ve written five books. It doesn’t seem like you’re slowing down. Your books have obviously been doing cool things for you. You’re both getting your message out into the world in your books, but also your books are bringing back to you what you want. Talk to me a little bit about that. You shared one instance at the beginning of the podcast, just kind of off the cuff, but how are your books helping to grow your authority in your business?
Roy Redd:
People just take you serious when you have a book. Yeah, I know it’s not really hard to write and all those things, but they just take you serious because it positioned you when you can do things that others can’t do or they’re scared to do or not willing to do. The reason why speaking is such a good positioning tool is because when I post on my socials or people see you speaking, not only are we wired that the speaker is the authority, that’s the teacher. We’re looking at, to watch them. Speaking is more fear than dying. It’s like, “God, that guy can get up there and he speaks well, and he’s not even nervous,” even though I’m nervous but you just get up and you just do it and you just be yourself. Even if you make a mistake, they still love you because you have the vulnerability to get up there. You’re naked when you’re up there. You can mess up. You get speaker’s brain and say something that didn’t make any sense. There’s so many things that can go wrong, but it’s fine. There are so many ways to bring in leads with the book. The book gets me on stages. When I’m at the airport, when I’m traveling around, I have a book, I give it to someone. It’s a good way to connect. My book’s also on Amazon. This didn’t work for the NBA, but it works for CEOs and it also works with trainers. I help trainers do some of this stuff with their business. You can send your book, buy your own book on Amazon, but give it to someone as a gift. Write a little note on there saying, “Here’s my best-selling book. We’d love to connect. Please call or please email.” You can do that. You can give it as a gift, make it a best seller. It’s just so many different ways. And Rob, you know probably a hundred more ways than I do.
Rob Kosberg:
Yeah. Any cool stories come to mind of things that maybe came from the book, a cool speaking gig or somebody who read it and just called you and said, “I want to work with you,” or anything like that come to mind?
Roy Redd:
So, the main one was Casey with his trainer Allen. That one worked well.
Rob Kosberg:
10 grand a month is pretty good.
Roy Redd:
That’s pretty good. I spent years with Allen. There is a social media influencer by the name of Vance Fundora who has millions of followers through all social platforms. He reached out to me and hired me to help him write a book, put it together, and launch it. I knew how to do it, but I never actually was a writing book and creating coach. When you actually do it and you put it together, you put your thoughts together and then you figure it out and then you go, “Oh, I can sell this as a course.” He ended up paying me 10 grand to help him put everything together. I told him how I was able to make my book a bestseller, because it was important to him that he make his a bestseller. I said, “Bro, based on your category, you’re only going to need to sell a hundred books, how big your thing is.” He just wanted to speak. He didn’t need to. He was one of these 19-year-old kids making a hundred grand a month online doing stuff, so he didn’t need to. For prideful reasons, purpose reasons, significant reasons, he wanted to be a speaker and speak in Europe. We helped him do that, set that up. on. He, in turn, posted me. That took my social media from my 2000, to 15,000 in a day. That was pretty cool.
Rob Kosberg:
I love it. A lot of great tactics. We started really high level and even got down to the fact that you use Gmail and the tools you’re using. I love well-rounded podcasts like this. Where can people connect with you? You mentioned about wanting to give away something, so let’s give them some links and let them know where they can find Roy.
Roy Redd:
You can connect with me on every social media platform. Roy, R-O-Y, underscore Redd, R-E-D-D. I’m on Instagram the most. I’m still a millennial. I’m a millennial. I have ADD too. I’m on my phone all day. I have two of them. I have a free gift for you guys called, The UnBounded CEO. This is the ultimate productivity tool, that if you have a business, I guarantee you that you will be able to 2X to 10X. If you have actual business and actual lead generation, your income, impact and lifestyle by reading this book and applying the ideas, there’s only two ways to grow a business, that’s improving business processes or boosting your prices. And we explain how to do that, how to position yourself, how to find the money in your business. A lot of times, business owners have a hundred things they’re doing and a hundred things they regret that they’re not doing, and they’re frustrated. They don’t know what’s really working. In this book, I say, “Do this, it will work.” That’s wisdom. That’s what I got from my mentor. He said, “Do this. It will work.” Now I can tell you to do this, it will work. You can get that book at www.royredd, just my name, R-O-Y R-E-D-D, .com. Scroll down and it’s right there. It’s called The UnBounded CEO. That will put you on my list, but I promise I don’t spam you. I don’t send you anything. I’ll just say, “Hey, we’re doing a podcast,” or “Hey, here’s a product,” every now and then. If you just really hate to give me your email, then DM me on Instagram, and I’ll just email it to you, so you don’t have to come on my list. That’s fine. I just want to show you that I know what I’m talking about by actually helping you guys.
Rob Kosberg:
Love it. Love it. Roy, thank you, my friend. Great to get to know you today. Thanks for the stuff you shared. I look forward to reading, The UnBounded CEO. And hopefully many, many others will because of the podcast too. Great to have you here. Thank you.
Roy Redd:
Thank you so much, Rob. Thanks for having me.