The Only 4 Skills That Will Make You Rich (And Why You're Probably Focusing on the Wrong Things)

Stop. Stop trying to learn everything. Stop collecting certifications. Stop feeling like you're not ready because you don't know enough.

Because I'm about to tell you the only four skills that actually matter when it comes to building wealth as a service provider. And if you master these four things, you will never be broke again - no matter if you're a nine-to-fiver, a freelancer, or you want to create your own digital products.

In fact, skill number four is the one that actually puts money in your bank account, and most of you are completely ignoring it.

Here's what I know to be true after working with over 3,000 service providers: You don't need to know everything. You need to know four things. That's it. Just four.

Topics Covered In This Episode:

1. Why most service providers focus on the wrong things - the trap of endless learning instead of mastering high-leverage skills
2. Persuasive messaging - how to communicate value in a way that attracts premium clients
3. How the 4 skills work together - messaging, traffic, funnels, and selling as an integrated system
4. Selling as the skill that actually deposits money - why most people avoid it and how to get good at it through reps
5. Adding the strategy layer - becoming invaluable by understanding the "why" behind execution, not just doing tasksually the best opportunity for service providers willing to evolve

Find the full post at:  https://brandimowles.com/271

Want More Like This? ⬇️

🎧Hourly vs Package Pricing: What Do Clients Really Want?

🎧You Don’t Need A Different Service. You Need Better Offers.

Additional Resources:

If you’re thinking, “Okay, Brandi, I hear you. I need to make the pivot, but I don’t know how to restructure my offers or reposition myself or add that strategy layer,” that is exactly what we do in Strategist Society. We help you make the transition from doer to strategist. We help you restructure your packages, rewrite your messaging, and step into premium positioning so you can charge premium prices while working less.

Head to thestrategistsociety.com and apply for a Strategist Success Audit with me. We’ll look at exactly where you are now and map out the pivot you need to make.

Follow the Podcast: https://podcasts.apple.com/us/podcast/serve-scale-soar/id1477998650

Follow Brandi on Instagram: https://www.instagram.com/brandimowles

Follow Brandi on Facebook: https://www.facebook.com/Brandiandcompany

Transcript

The Only 4 Skills That Will Make You Rich (And Why You're Probably Focusing on the Wrong Things)

===

Brandi: [00:00:00] Stop, stop. Stop trying to learn everything. Stop collecting certifications. Stop feeling like you're not ready because you don't know enough. Because I'm about to tell you the only four skills that actually matter. And if you master these four things, you will never be broke again

no matter if you're a nine to fiver. A freelancer, or you want to create your own digital products.

In fact, scale number four is the one that actually puts money in your bank account, and most of you are completely ignoring it. So let's jump into this week's episode of the Serve Scale SOAR podcast. Welcome, welcome back, my friends to the Serve Scale SOAR podcast. My name is Brandy, and

you are here. If you wanna make big girl money, get your clients ridiculously good results and live a life full of freedom and flexibility and most importantly choices.

So if you're new, welcome. If you're a returning listener over the last six years, I'm so glad you're back and I'm so glad we are doing the dang thing [00:01:00] together. And today I'm simplifying everything for you because I know you, you're overwhelmed. It's just part of being in the online space, it's part of running a business as a mom, as someone with a nine to five, just being an entrepreneur in itself.

Can be overwhelming. But this is why I love making things simple for us all. I know you're consuming courses and podcasts thinking you need to learn this platform and that strategy and get certified and master that tool. We all think we have to know more and more.

I see you drowning in information, thinking. Once I learn blank, then I'll be ready. Then I can raise my prices. Then I can land those big clients. But here's what I know to be true. After working with other 3000 service providers, you don't need to know everything. You need to know four things. That's it.

That's it. Just four, and that's what I'm covering today in this episode, the only four skills that make you highly paid [00:02:00] and why everything else is just noise. Why skill number four is one that actually deposits money into your account and why most service providers are terrified of it, how to master these skills without actually having to do the work yourself.

And why most service providers stay broke because they're focused on the wrong things. If you've been stuck in learning mode, consuming mode instead of earning mode, this episode is for you.

Okay, so let me ask you something. How many of you have thought I just need to take one more course? I just need to get one more certification. Once I learn this one more thing, then I'll be ready. Have you ever thought that, because I sure as heck have at some point in my business, I see you. I've been there.

I get it.

Here's what's wild y'all. So many people think that oh, Brandy, she has it together. She went to college, she went to law school, blah, blah, blah. Or you see someone else and you're like, but because of her circumstances, she's able to be successful. And we [00:03:00] put these stories in our head, but y'all, most people don't know this.

I couldn't even read until middle school. I used to throw up so I wouldn't have to get up and spell words. 'cause I'm a horrible speller. Even to this day, I cannot spell. And we don't even wanna talk about my grammar.

And I say this to show you like we all have things that we have to work on. And what I love about the skills that I'm about to teach is they're all learnable. None of them are natural traits that you were just born with.

There's some career paths that like you really do need to be born with certain factors in order to achieve. And then there are career paths that are skills that you just have to learn. And some of us, it will take us longer to learn. Skill than maybe someone else, but that doesn't mean that you can't get there.

It took me a long, long time to learn how to read and now I just finished up 2025 reading 65 books this year. But what if I would've given up in middle [00:04:00] school? I would've never got into law school. I would've never been, not top of my class in undergrad. It didn't come easy. It took practice and it took me a whole lot longer than it took other people.

But it didn't give up. Same thing with writing copy. We're gonna talk about this. It doesn't come naturally to me. I have to put in a lot more work where there are skills like strategy that do come more naturally to me. So what I'm about to share with you, these four skills, they're not something you're innately born with.

They're all things. That can be learned with practice repetition and diving in and doing the dang thing. So if you're sitting there telling yourself a story about why you're not smart enough, or you're not good enough, or you don't know enough, guess what? Stop telling yourself that story. We've all been there at some point.

Every single skill I'm about to go over. You are capable of learning.

So you don't have to be born smart or born with these skills to make big girl money. You don't need to know [00:05:00] everything, but you do need to master the high leverage skills, the ones that actually move the needle. But here's where most of us get stuck in the overwhelm trap.

You see someone teaching ads, SEO podcasts, so you think you need to learn SEO podcasts, whatever the skill is. Then someone starts, starts talking about Pinterest. So now you need to learn Pinterest. Oh, and then TikTok. So we better hop onto that too and learn that. And don't forget, email marketing and webinars and challenge funnels.

And stop. Just stop. You are collecting skills like little kids collect Pokemon cards when what you actually need to do is go deep on the four that matter most because here's what I know, the people making the most money, they're not the ones who know the most. They're the ones who know the right things can articulate the value of those things to clients, and most importantly, they can actually [00:06:00] close the sale.

So let me break down what those four skills are. The first skill is persuasive messaging. This is the ability to communicate in a way that makes people wanna work with you, buy from you, and trust you. And y'all, this is where so many of you are leaving money on the table because you know what to do.

You know you're good at it, but you can't talk about it in a way that makes clients go, oh my gosh, I need that right now. Persuasive messaging is knowing how to speak to pain points, not just features. Understanding what makes your clients stop scrolling, being able to write a sales page, email ads, social posts that convert, positioning yourself or your client as the solution, not just a solution.

And here's the beautiful thing. You don't have to be the one writing every single piece of copy, but you do need to understand the principles so you can lead the strategy. Let me give you an example that you may be using for your own business. I help start up businesses [00:07:00] run their first ads. That's bargain bin messaging. That's calling in broke clients. But I help successful HVAC companies get off the content hamster wheel and automate their lead generation. That is champagne client messaging.

That's calling in clients with money who are ready to invest. Same service, different messaging. One makes two KA month, the other makes five KA month. This is a skill you can learn and when you master persuasive messaging, you become invaluable because you help your clients articulate their value too.

When you can do it for yourself, you can do it for other. People, one of my VIP day clients, she comes in, she paid me $8,000 and within our first call, within the first 20 minutes, she said on the recorded line, she said that right there was worth the entire $8,000. And you know what I did? I changed her messaging.

I made one tweak to her messaging, one [00:08:00] tiny tweak, and that to her was valued at $8,000. We hadn't done any implementation. I just said, actually, what I think you're missing is this right here. Let's flip this and then let's change it to this. 20 minutes on the call and she had already got her $8,000 worth.

That's the power of persuasive messaging. When you can do it for yourself, you can do it for others, so then you're gonna call in and write people to your business and then you're gonna be able to do that for other businesses and they're gonna pay you a whole bunch of money to do it for theirs. Okay?

Skill number two. This one is one of the skills that I'm most known for, and that's traffic getting eyeballs. That's all traffic is, is getting eyeballs. Persuasive messaging is calling in the right eyeballs, but traffic is actually getting eyeballs on whatever you're selling. So the second skill is traffic.

And I don't mean just paid ads, some people think when I say traffic, that's only paid ads. And yes, that's what I specialize in. That's what I'm known for, and that is part [00:09:00] of it. But it's that. The ability to get eyeballs on your client's stuff, whether that's organic social media strategy, paid advertising, Facebook, Instagram, Google, YouTube, whatever yours is, SEO, and content marketing, partnerships and collaboration, PR and media.

It doesn't matter how you get the eyeballs. What matters is that you know how to get them and you know you're getting the right ones because your clients can have the best offer in the world, but if no one sees it, they don't make money. Period. And here's what's so cool about traffic. You don't need to be the one physically running the ads or posting the content every day, but you do need to understand the strategy behind the traffic generation.

You need to know where your client's ideal customers hang out. What kind of messaging will make them stop and pay attention? How to test and optimize for better results, what metrics actually matter, not just the vanity metrics. And so with me, [00:10:00] I don't run ads for people anymore except for myself. I run my own ads really good at it, but I don't actually run ads for any clients anymore, but they pay me to come in and do consulting on their ads. So I will go through and create a full strategy for them. I do audits for 'em. I'll walk them through how to set up ads, and knowing that gets me paid more than actually setting up the ads.

For them, same thing with social media. I have a client in Strategist Society who, she is a social media strategist. She doesn't actually do the posting, but she will create the full strategy for them and then review full organic strategy. She doesn't actually do any of the posting, but she gets paid for the strategy.

That's the important part. With these skills, you can be the one doing them or you can be the one strategizing.

And clients, they pay big money for that knowledge because traffic equals revenue. No traffic, no revenue. It's that [00:11:00] simple. Traffic is so important and every single business has to have traffic or they don't have a business.

Okay, so the third skill is funnel architecture, and no, I don't mean you have to physically build the funnels and click funnels or whatever software you're using. You need to understand the buyer journey. You need to know how to map out the path from, I don't know, you to here's my credit card. A funnel architect is understanding what offers should exist at which stage of awareness, Knowing what someone needs to see, hear, experience before they buy. Mapping out the touch points that build trust. identifying where the bottlenecks are in the sales process. This is so valuable y'all, because most business owners, they're throwing spaghetti at the wall. They're creating content randomly.

They're running ads without a clear path to purchase. But when you can come in and say, okay, here's your funnel, here's the customer journey, and here's where people are falling off. Here's what you need to fix. You become irreplaceable. And again, you [00:12:00] don't need to be the one building the sales page or setting up the email automations, but you do need to understand the architecture so you can lead the strategy.

So one of my bestselling offers that I do is my done with you SLO Funnel build. These are self-liquidating offers. They're under $97 and they have specific elements. Part of the funnel, people pay me $10,000. To go through four weeks of them doing most of the work, me telling them what to do, and that is so powerful.

I am the architect, they are the builder. I'm not the one building it. They're building it, but I know the what needs to be built and why, and that's what they're paying me for. And it came to my attention. How many people just don't understand this? Even funnel builders who build out funnels, they don't understand the importance of this.

We were at our strategist Summit live in September of last year. We have one coming up. Look out for details on those tickets, but one of the most highly rated training sessions I [00:13:00] did was selecting a conversion event. Based on your ad strategy and what I was showing them is based on the offer. Based on ad strategy and then based on goals, how we pick what funnel is actually appropriate.

so many people, even like people who have been in the industry, they build funnels, they run ads, they get highly paid. This was a missing link for them. And when you can connect all of these together, you become so highly sought after and highly paid. This is what I get paid $10,000 a month for, is because I know how to connect the pieces.

I don't build the funnel or run the ads. I connect the pieces. Okay? See how this is all playing in together? Okay, so now here's the skill that ties everything together. The skill most of you are avoiding like the plague, the skill. That's the difference between being busy and being paid.

You ready? It is selling, and so many of you [00:14:00] attach a negative feeling that sleazy, pushy, icky feeling when you hear the word selling, but selling is not a bad thing. Selling is service. And when you start to realize that people every single day and every aspect of your life are selling and you don't feel icky, pushy, sold to for that, then you understand that selling is a service.

We need to sell one. Our economy needs it. Two, you need it to make money for your family. Three, whoever you're selling to needs the product or service that you are selling. It is gonna make their life better.

And the selling that I teach most in Strategist Society is a selling that takes conversations to conversions without filling. Like you're pushing or feeling gross. We're leading people to what best suits their needs. We're not coming from, this is what I need. We're coming from what do you need and how can I serve you in that?[00:15:00] 

Listen, you can have the best messaging in the world. You can drive all the traffic. You can build the perfect funnel, but if you actually can't close when someone gets on a call or slides into your dms. You're leaving money on the table. Selling is of service and is how you actually have a business.

Here's what selling actually is. Having a discovery call that positions you as the expert. Asking the right questions to uncover what your clients actually need. Handling objections with confidence, not desperation. Presenting your offer in a way that makes the decision easy. Actually asking for the sale, instead of hoping they'll just say yes, following up without being weird about it.

And y'all, this is where I see so, so many talented service providers struggle. They're amazing at what they do, but when it comes time to talk about money. They freeze up, they discount, they apologize. They get clients to think about it and never follow up.

Let me tell you something. I have [00:16:00] done over 10,000 sales calls since I was 21 years old, since I was 14. I've worked in a restaurant and many years at working at restaurants. I earned the upsell award where I was the queen of upsells. If you go into a restaurant and when I was bartending and they would ask for jack and Coke, I would upsell them into top shelf If they were at the table and said, okay, we wanna start with drinks, I'd be like, but what about our starter appetizer? We have our spinach and artichoke dip, and it can be out within 10 minutes, and it's so good. Like y'all, I was always selling and then bartending, upselling.

Then I went to college and I had to sell myself to try to get internships and then. When I joined MLM, I was selling, selling, selling through products, physical products, which I was queen of sales. I also had to do recruiting calls. That sales y'all, [00:17:00] it didn't happen overnight. I've literally been doing this.

For 20 years, which makes me feel so old. I'm 35. I started in the selling space when I was 14, 15, so y'all, I put in the reps. Most of you may be avoiding selling 'cause you feel like you're not good at it. And it's not that you're not good at it, you just haven't put the reps in to get good at it. That's why

always encourage people to get on discovery calls, even if it's not the right fit client, because the more practice you can get, the better. If you're doing cold emails, great, but guess what? You'd probably have better chances if you did cold calling and y'all, I used to do cold calling every single day.

After I got outta law school, I'd call 50 brides Monday through Friday every single week for eight years. That's how I grew my business with my MLM. And so many of us things that we're actually selling when we have never picked up the phone, which you don't have to. There's other ways. You've never had a [00:18:00] conversation with someone in the dms or if you do, you like wanna know about their personal life instead of getting right down to business, or you get on discovery calls and you let them lead the.

You have to learn how to sell. And a lot of times our clients, when we work with them and they're not getting the numbers they want, it's 'cause they're bad at selling and they haven't spent the time putting the reps to do it. So that's why someone will do a webinar and they're like, Ugh, it didn't work, so I'm gonna jump and do this other thing.

And then that doesn't work. It's not the mechanism that doesn't work, it's their selling. I was doing a consulting client. She, we took her live launches and made them into an Evergreen webinar she had never pitched live before. 'cause her launches were a video series and then they opened the doors through email.

So she's never actually pitched live. She sent me the recording of her first webinar, zero sales zero. I made two tweaks. Two tweets to her pitch, and we went from 0% conversion to 10% conversion, and then after that we went up to [00:19:00] 18% conversion. That's the difference between just leaning in and putting in the reps and having someone look over your sales, and this is why in strategists Cied, they submit their discovery calls.

To me so they get better. And we've seen this happen time and time again. They implement what I teach and then they get better results for their discovery call. Because if it makes you feel uncomfortable, it just means you haven't done it enough. You've gotta put in the reps and you have to have direct feedback on what's going on.

And another part of selling that a lot of us get wrong is you want to come in and be the expert and talk, talk, talk. But most selling is listening more than you're talking. You're listening and you're repeating back the words. So this is why on a discovery call, we say, okay. What's happening in your business right now?

What have you tried? What's not working? What would change if we fix this? And then I'm just gonna repeat back, okay, so I hear you're struggling with X, Y, and Z. You've tried this, it didn't work. You're [00:20:00] thinking we should go this, and if we do that, this is what you're hoping for.

Am I right? Okay. Awesome. So here's how I can help you with those things. And then I'm quickly gonna bullet point. And so is that what you're looking for? Yes. Awesome. Okay, so my next onboarding date is on X date, are you ready to go in and get started with that timeline?

And then they may ask you for oh, but how much is it? Great. So this package starts at 8,000, and with you, we'll start you at the 8,000. You can do 50% before as your deposit, and then the day that we start the contract, the rest of the payment would be due. So I can send over your contract and invoice and we can get this started.

Does that work for you? See how you're leading the call, you are already assuming they're gonna say yes. So many of us are already assuming they're gonna say no and you're setting yourself up for failure. Start assuming they're gonna say yes.

This is a skill you can learn here's what's beautiful about being good at selling. You can help your clients get better at selling too. You can look at [00:21:00] their sales process and say, here's where you're losing people. Here's how we fix it, and that makes you invaluable.

Like holy bananas. And when you can sell, you can go anywhere and work no matter what happens. If the internet shut down today, I would not stress because I know I have these skills and I can go take these skills and get a nine to five. I can go do this door to door. I can take my skills that I know selling traffic, persuasive messaging, and funnel architect and apply them to any position and I can make money.

So did you catch how all four of these work together? Messaging gets attention. Traffic brings people in funnels, guide them through the journey, and selling closes the deal. You can be brilliant at messaging, traffic, and funnels, but if you can't sell, you'll still be broke. You can be incredible salesperson, but if you had bad messaging, no traffic and a broken funnel, you're working way too [00:22:00] hard for too little.

But when you master all four, you're unstoppable. You become the growth partner. Businesses desperately need. You can consult at premium prices. You can help clients make more money while working less. And the best part, you don't have to do all four. You can specialize in one or two and have a solid understanding of the others.

But having all four in your toolkit, that's when you become irreplaceable and highly paid.

And now I know some of you may be thinking, okay, Brandy, but I'm not a copywriter. I'm not running ads, I'm not funnel building funnels, and I'm definitely not a salesperson. How does this apply to me? Here's the thing. You don't have to be the one doing these things, but you need to understand the strategy behind them.

Let's break this down with a few examples.

Okay, my oms, you don't need to write the copy, but you should be able to look at the sales page and say, this isn't converting because the messaging off, here's what you need to change. You don't need to run ads, but you should understand enough to say, we're spending money on [00:23:00] traffic, but the funnel isn't converting.

We need to fix the funnel before we scale the ads. You should be able to get on a sales call with a potential client and confidently present your services and ask for a sale. And for my O bms, this is how you go from an OBM to a consultant. You already know all the things, but when you start showing up like this.

You move into consulting no longer OBM and you'll get paid more by, and you'll be doing less if you're a podcast manager. You don't need to run ads, but you should understand how to use the podcast as a traffic sorts that feeds into your client's funnel. You should understand messaging so you can help them with episode topics that actually convert into clients.

And you should be able to sell your podcast management services at a premium price by demonstrating the ROI you provide. See what I'm doing here. I'm adding the strategy layer on top of the execution. Execution is cheap. Strategy is expensive, so even if you're still doing execution work, and that's totally fine, you need to [00:24:00] add this strategy layer.

You need to be able to lead your clients through these four areas. That's why one of my consulting clients pays me 10 KA month. She has a team. She has people doing all the things, but she needs me to look at her messaging, her traffic, her funnels, her sales process and say, here's what's working.

Here's what's not. Here's what we need to do to change it. I'm not doing the actual work, but I understand the strategy behind all four of these skills so I can lead her team. And here's the really cool part, when you understand all four of these skills, strategically, you become better at selling your services because you can articulate the value you bring.

You can show clients exactly how you're gonna help them make more money. You can handle objections because you understand the strategy behind what you do. That confidence that comes from mastering these four skills. Alright, so here's what I want you to do this week. Step one is audit yourself. Which of these four areas are you the strongest in messaging, traffic funnels or selling?[00:25:00] 

And be honest, which one are you avoiding because it makes you uncomfortable. You don't have to be an expert in all four right now, but you should be working towards a solid understanding of each. Step. Two, add the strategy layer. If you're currently just executing, just doing the task, I want you to start asking strategic questions.

Before you write a social post, ask, does this messaging speak to your ideal clients'? Pain points, those champagne client pain points, not the bargain bed clients. Before you run ads, ask, do we have a clear funnel that converts for this traffic? Before you build a landing page, ask, does the customer journey make sense from an awareness to purchase?

And before you get on a sales call, ask what questions do I need to ask to position myself as an expert to make this an easy yes. That's how you start thinking like a strategist instead of a doer. And step three, invest in one of these skills. Pick one of the four messaging, traffic funnel or selling and go deep on it for this [00:26:00] quarter.

Not surface level deep. And if you're not sure where to start, I would start with selling. Because even if you're not at the other three yet, if you sell, you can make money while you're learning the rest. When you truly master one of these four skills, you can apply it strategically to any business.

You'll never be broke. I can promise you that. And when I say go deep, this doesn't mean go buy courses or anything like that. That means pick up a book. There are so many books on selling, and if you need a suggestion, just DM me at BrandiMowles on Instagram. I'll ask you a few questions and I can lead you to the best book that's gonna serve you and where you're at now.

Okay, my friends. If you're sitting here thinking, Brandy, I wanna develop these skills. I wanna add the strategy layer. I wanna get confident selling, but I need help actually implementing and stepping into the strategist role. That's exactly what we do in Strategist Society. We don't just teach you the concepts, we help you apply these four skills to your specific services.

We help you reposition yourself [00:27:00] as a strategist, not just a doer. We work on your messaging so you can charge premium prices. We help you understand traffic and funnels so you can lead your clients strategically and we get you confident at selling, so you can actually close those high ticket deals.

Head to the strategist society.com to book a strategist success Audit with me. We'll look at where you are on these four skills and map out your path for becoming irreplaceable. And listen, you don't need another certification. You don't need to know everything. You just need to master these four skills and learn how to talk about 'em in a way that makes clients say, I need you.

That's it. That's the formula. Stop collecting information and start implementing the stuff that actually matters. Alright, my friends, this was another great episode. Go out and do the dang thing. Serve your clients, scale your business and soar into the success you deserve.