Ep. 165 / How to Build a 6-Figure Coaching Business Without Funnels or Ads with Stacey Brass-Russell
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In this episode, we sit down with Stacey Brass-Russell, a former Broadway actress turned transformational business coach, who now helps coaches and creatives build authentic, profitable brands. She shares her unique journey from the stage to the coaching world, and the signature strategies she uses to help clients thrive — including her Yellow Brick Road Marketing Method.
Stacey Brass-Russell is a Business Strategist and Master Life Coach who helps transformational coaches, teachers, and experts turn their passion and genius into impact-driven, profitable businesses doing what they love.
A former Broadway actress turned yoga studio owner, award-winning speaker, and host of the Passionate & Prosperous podcast, Stacey draws on 25+ years of experience as a performer, course creator, teacher trainer, and transformational leader. Through her signature frameworks like The Yellow Brick Road Marketing Method and The Transformation Effect, she helps clients develop standout offers, master their messaging, and grow their visibility and confidence as the face of their brand—so they can attract the right clients with authentic marketing and human-focused strategies.
Stacey has helped hundreds of coaches and entrepreneurs embrace change as their opportunity to evolve, rewire their brains for success, and create sustainable businesses that reflect who they really are. She’s been featured in Forbes, Entrepreneur, The New York Post, and was named one of NYC’s Top 15 Coaches in 2023 and 2024 by Influence Digest.
She lives in NYC with her husband and their three cats. You can find her drinking cappuccino on weekends, heading out to a jazz club or Broadway show, and hosting one of her signature dinner parties for friends, clients, and fellow changemakers.
You will learn:
Why selling transformation beats selling sessions
The key to authentic, relationship-based marketing
How to grow your business organically without relying on funnels or ads
Why charging high-ticket prices isn’t just smart — it’s strategic
How to take empowered action and stop waiting for “the perfect time”
The mindset shift that helps coaches overcome fear and imposter syndrome
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TRANSCRIPT:
(00:01) I am bringing in Stacey Brass-Russell. She's a business strategist and master life coach who helps transformational coaches, teachers, and experts, their passionate genius into impact driven profitable businesses and what they love. She is a former Broadway actress turned yoga studio owner, award-winning speaker, and host of the passionate and prosperous podcast.
(00:20) Stacey draws on 25 years of experience as a performer, course creator, teacher, trainer, and transformational leader through her signature frameworks like the yellow brick road marketing method and the transformation helps clients develop standout offers, master their messaging, and grow their visibility and confidence as the face of their brand so they can attract the right clients with authentic marketing and human focused strategies.
(00:39) She's helped hundreds of coaches and entrepreneurs embrace change as their opportunity to evolve, rewire their brains for success, and create sustainable businesses that reflect who they really are. She's been featured in Forbes Entrepreneur of the New York Post and was named one of New York City's top five coaches in 2012, 2023 and 2024 by Influence Digest.
(00:57) She lives in New York City with her husband and three cats and you could find her drinking cappuccino on the weekends heading out to a jazz club or Broadway show and hosting one of her signature dinner parties for friends, clients, and fellow changemakers. Stacey, thank you for joining us. Thanks, Kim, for having me. And I want to jump right in.
(01:12) I find it so interesting. So you used to be an actress and talk to me about how you got into coaching and I love that coaching did not come early in your career did not come like as a natural thing. So talk to me about how you kind of got into this how you went from actor to business coach. Yeah, I mean I always talk about evolution and I think it's because I'm like the I'm like the epitome of the evolution.
(01:35) Um, so you know, I actually don't think acting to coaching is that far off, but um, you know, when I was an actor, one of the things that I did, uh, when I needed to make money and have what I used to refer to as money jobs, uh, in between acting gigs was, um, eventually when I really got tired of doing temp jobs and catering and the things that didn't light me up, I realized, wait a minute, I love yoga and so I would be a great yoga teacher.
(02:03) And so I became a yoga teacher originally thinking that's how I would like kind of have gigs to make money. But I became a very popular yoga teacher because I also really really loved talking about inspiration and you know creativity and talking about helping people to really like be living their fullest lives.
(02:26) And um and so I ended up really going deep into my yoga teaching career. I owned a yoga studio in New York. Um, and so I think I became like an inspirational, motivational speaker in a lot of ways just by, you know, being in front of the classroom leading so many workshops, retreats, and trainings like over the course of almost two decades.
(02:47) And so when I did my health and life coach training, it felt like a natural extension of how could I take what I was doing in the yoga classroom, which was really like in a group environment and actually support people in a more uh specific action-oriented way. like how could I help people take that feeling that they love after a yoga class and actually use it to make substantial changes and choices and decisions in their lives.
(03:19) And that's really how the coaching started. And then to be totally transparent, so many other coaches and yoga teachers and wellness professionals and people in that space started reaching out to me and asking, "How did I get so many clients and start making money as a coach?" because that's not an easy thing to do.
(03:39) And so originally I just started helping people and at some point my business my coach said to me, "Well, when are you going to just call yourself a business coach?" And I was like, "I'm not a business coach." And he was like, "Yeah, you are." You know, because I just had to accept the fact that there's lots of different ways that we help people with their businesses.
(03:57) And I have a particular way that I help people with theirs. What do you see as one of the major things that coaches are doing wrong? Okay. Um, I think that coaches, one of the things that coaches do wrong is that they think that what they're selling is first of all, like the concept of coaching and they don't actually they don't actually realize that in order to in order to like have someone invest in coaching, you really have to be able to be pretty specific about what coaching can do for that particular person. Like
(04:34) I really teach coaches to sell the outcomes and the transformation and not what I call the tools or the logistics. So a lot of times a coach thinks they're just going to put together a package and it's this many sessions and you know it and it's this many months and that's what they think they're selling.
(04:54) And I have to tell people very frequently that's actually not what people are buying. And so that's the number one thing I think people are I think coaches try to sell information and expertise and they're not really selling transformation and outcomes which is at the end of the day what you have to be able to sell someone if you want them to invest in coaching and talk to me about the idea of like authentic marketing.
(05:21) You know your yellow card. What does that mean to say okay be authentic? Like I think when people are going on social media they they're trying to be authentic. that's in theory what they're trying to do. Talk to me about how people can do that, what they're doing right, what they're doing wrong. Yeah.
(05:36) So, I think of authenticity as relationship-based and value-based like marketing. And so, there's a lot out there of like tactics and the perfect post or the perfect, you know, sales strategy. And I actually think that especially nowadays, people want authenticity, meaning they want to actually know who they're who they're buying from and they want to feel like that person, especially if you're a coach, right? So, this is a little different than if you're selling like maybe like a digital course or a product where the person buying it is never
(06:09) going to interact with you anyway. If they're spending like 50 bucks or something, you know, it's not the same. But what I the people I help are people who are selling, you know, higher ticket things and things that actually offers that actually involve the coach or the teacher themselves being in direct relationship with you.
(06:30) And I think that nowadays people are buying from people where they feel connected to their values, where they feel like they trust that that person's actually going to show up for them and deliver what they say, that they're going to feel well taken care of, that they're going to feel a personal connection, that if I'm investing to work with a coach or a mentor, a teacher, I'm going to do that with someone who I feel is really going to be invested in me as an individual and not me just as like another client that paid
(07:03) them and now I'm just part of some big group of anonymous people. So when I use the term authentic marketing, I think it it's really really really talking from a place of what's going to make the other person on the other side feel connected to you, feel that there's a relationship building, and also feel that what they get, what they're going to get is what they see now.
(07:30) Talk to me about one thing I thought was interesting when I was preparing for our interview is that you don't rely on funnels or ads. Talk to me and take me through a little bit. What does it mean to be bringing in clients and be building your business, but you're not relying on traditional funnel? I think a lot of people actually don't necessarily all use ads.
(07:48) I think that's like a certain level of like I'm going to scale and I'm definitely go to ads, but funnels certainly a lot of people are using funnels. So talk about what it means to be growing your business without using funnels or ads. How did you get there? Well, let's be clear. We all have funnels. What I mean is automated funnels.
(08:05) In other words, like the very old school, like I run an ad to a webinar that's been pre-recorded that someone when they sign up, they get access to a video and then in that video I'm like, you know, you're they're getting sold something and they end up in a funnel. Like, that's what I'm referring to. We all have funnels. I teach people how to build organic funnels.
(08:27) I teach people how to bring in the right people into their audience with their organic free content or by going out into the world and meeting people and talking about what they do. And I teach my clients how to basically what I call move people off of social media or out of the rooms that they may meet them in and into their own ecosystem.
(08:52) And that's what the yellow brick road marketing and attraction system is. It's an organic essentially a funnel. It's just that I think when people hear the word funnel a lot of times it makes people's nervous systems get a little out of whack because funnels sound stressful. And also a real funnel that's automated is very expensive.
(09:13) And I don't believe that business owners should be investing money in ads and automations and all of that kind of stuff, tech, until they've reached a certain point in their business where they've validated their offer, where they're making some money, where they know who they're really attracting and how they want to attract people and they know their messaging.
(09:34) I think you need to know all of those things and you should be making money before you go to what I would consider like a next level business strategy. So, you know, and listen, I have a multiple six-figure business. I have a very successful business and a very profitable business because I don't uh invest a lot of money in ads, tech, and team. I have my team. I use tech.
(09:58) Um, I do use ads at this point for very specific things, but at the end of the day, I also really consider myself to have a very organic business because I believe that you can grow your business a lot with like with brand recognition, with referrals, with retaining, and with being visible.
(10:19) And so I think putting yourself out there and being visible and knowing what it is that you're talking about, which is what I really help people with is like how to talk about what they do. I think that's going to be your best strategy is, you know, is being visible and attracting. Yeah. So I think that the when I refer to no funnels, I'm really responding I'm really talking about those automated old school webinar funnels that you know to be honest with you, they don't work that well anymore because people are really seeking more connection and they also
(10:50) don't work for coaches especially that are selling higher ticket offers. And unfortunately, people come to me at a certain point where they've already invested. Like sometimes they tell me they spent $30,000 to be in a program that taught them one thing, which was to make a webinar and then start running $5,000 worth of ads to it.
(11:14) And they do that and they end up with no clients. They end up with discovery calls booked that people are no shows and cancel. And what they find out the hard way is that a real coaching business where people are investing in working with like an individual even in a group program is not built that way. It's not built on impersonal automations.
(11:36) One thing that we have in common is I believe very strongly that a lot of people and I love my coaches but I will say especially for coaches I think the messaging around their value is very challenging because it's a lot of soft I like to say like I come from journalism so I like to say it's a lot of like soft and fluffy language but then people are but then people are like well what does that mean for me like are you going to help me make more money? Are you going to help me have a more balanced life? Are you going to help me work less
(12:02) hours? Like what is the output? Um, and so talk to me about, you know, I people come to me to make video and they're like, I'm not really sure what I want to talk about, what I want to focus on. I'm like, no, no, I don't just help you make the videos. Like, I help you actually clarify who you are and what's unique about you, which I love that I feel like you do this a similar thing as well.
(12:19) When you start working with people, what do you say to people who are struggling to talk about what they do? What's the advice you give them? Well, you know, there's so much controversy out there about niche, and I really do. I like I'll triple down. I'll 10 times down on the importance of niche.
(12:39) And I just don't think of niche as the simple way that maybe other people think of it. I don't think of your niche as like just who your ideal client is. I think of your niche as like I consider it a four-part equation. And it's really made up of like who you are because you such a big part of like what defines what sets you apart, what your message is you and your story and like what brings you to the work that you do and what's your passion for the work that you do and why.
(13:10) Right? Then I believe that the next part of your niche is like what's your zone of genius? What are the outcomes that you're really best at helping people to get? So you might be a life coach or a health coach or a relationship coach or a even a business coach, but like what are the specific outcomes that your ideal clients can expect? And when I say specific, I don't mean a more balanced life because everyone could use a more balanced life.
(13:35) But if your ideal clients are CEO moms, then you're going to be giving examples of what their balanced life looks like. And those are going to be very different examples than what a balanced life a new mom who's a stay-at-home mom or something, you know, I'm using I don't know what came up with moms.
(13:54) I'm not even a mom. But anyway, so there's those specific outcomes. And then the third piece is your unique way that you do your work. So I think that we all have to know what our I call it your signature transformational system. It's kind of like what is your framework? What is your proprietary process that you have put together after all of your years of experience and all of your certifications and all the things? How have you taken that and turned it into a unique and specific journey that you can say to another person, I know this
(14:27) works, right? And then the fourth piece is who's going to want all of that? Who's going to want to work with you and get those outcomes in that specific way? So that is what if someone says to me I don't know how to talk about what I do then what I know is they need to know those four things first and once you know that you can't not know how to talk about what you do right um what do you know I see a lot of people struggling with how do I get in front of the right audience you know people trying to sell their services what
(14:57) do you advise for that I mean that is always going to be our challenge like the right audience so you know I think first of all any audience in the beginning is important because I I always tell my clients your number one activity in your business should be to talk about what you do all the time everywhere like anywhere you go make sure you tell people what you do you know make sure you can bring it into every conversation but as far as audience exposure I do think that you know that's where we have to really
(15:28) learn how to leverage like other people's audiences and also how to form aligned uh partnerships and collaborations with people. So, I mean, look, we all know there's like there are Facebook groups that your ideal clients are in. You probably can't just go in and post offers and pitch in there, but there are ways of showing up in spaces and providing value and being in service and asking the right questions and being generous around your ideal clients.
(15:57) That's actually a major strategy of mine, just so you know. And then there's what we're doing right now. Like you know, like I think at any stage of your business, you could be pitching to be on podcasts. Like you might not get on the biggest podcast, right? But I believe that everybody could be looking for podcasts that have their audience and pitching and saying, "Hey, I'd love to come provide value to your audience.
(16:23) " Being on summits, eventually making friends with business owners where you find out who's doing some sort of collaboration. So I think aligned audience largely has to do with finding those opportunities. That's first of all. And then second of all, creating content, your content, whether it's your talk or whether it's a little 20 minute thing that you can offer or if it's what you do on social media, higher value content that you create like having your own stage, your own podcast, um doing workshops, how you show up and speak in
(17:00) the places where you can attract, you've got to be really dialed in with that content so that the right clients or the right fit people are the ones who end up seeing it. So growing an audience at large is the hardest one, but the way you do it is by having content that is so dialed in with your offer and what you really do that the people who want to listen to you, come to your workshop, come to your talk are the people that are most likely going to be the most aligned with moving along your yellow brick road. And as you're uh coaching
(17:36) people for business strategy, does this also include like pricing and building their business and like the you know all the fun numbers yucky numbers stuff that I don't love doing? Is that is that a part of your business coaching? I'm a numbers you know I myself coming from the background of being like an actress and a yoga teacher and all the careers where like you're you have the mindset of like I'm a starving artist you know I can't ask for money.
(18:02) We don't make a lot of money. I have actually become someone who is I'm obsessed with data. I'm obsessed with numbers and I even have a podcast episode called six figures is just a math problem, right? So, I absolutely talk to my clients about pricing. I think we all have to like price our offers in ways that feel like aligned with where we are in, you know, in our businesses and what in our confidence, but we also have to be pushed to understand um strategy.
(18:34) Like, you know, when clients come to me and they think they should start their business with a low ticket offer, you know, or something that costs very little money, I'm like, that is backwards. That is not how you should start your business. So, I want you to think about the difference between having one person pay you $2,000 for your amazing coaching or needing to get 20 people to pay you $100.
(18:57) Like, what feels easier to you? And when I start mapping those things out for people, they act it's actually logical. Your brain goes, "Oh, wait a minute. I it actually would be easier to find one person to pay me $2,000 than 20 new people to pay me a hundred." So, we go we do all of it like that. I am I really believe that I help people go from, you know, from not having any idea how to have a business to really feeling um very empowered around knowing exactly what they're doing, how much their offers are, how to sell their offers.
(19:30) And then when people come to me that are already a little established or making money and are ready to grow or scale by adding in group programs um and doing things where you know they're hopefully going to get more people at once, they're going to launch. They're going to try and have 10 or 15 or 20 people sign up for a program at once.
(19:52) Then I teach them the strategies around that because, you know, it's very different to try to get a bunch of people to sign up for something at once than it is to just get one client at a time, which is how I teach people to grow their businesses. I do not teach people to come in and try to get a huge amount of people at once.
(20:13) And I'm also very, very transparent with people about what it really takes to grow. For example, I think a lot of people have a really weird misperception, which they think that all they're going to have to do is start posting on social media that they are now a coach, right? I've seen so many coaches get out of a certification and then go on Facebook and they're like, I'm so proud to announce, you know, I got my certification.
(20:37) Who wants to book a discovery call? And then nobody books a discovery call. And I have to say to them really lovingly, let's just like really look at who's following you on Facebook right now. It's mostly like your mom and your aunt and your friends from college and not any ideal clients. And so let's get a really good understanding of what it really takes to grow on social media.
(21:01) And if you want to do that, we can work on that, but we got to simultaneously do the things that are going to get you a client faster because social media ain't the fast road to your next client. So, what is the fastest road to someone's client? You know, if they're looking to really jump in and start optimizing and start bringing in clients, the fastest road to your next client is going to be within the people that you already know.
(21:26) And everybody knows someone who could be their next client. And I believe that firmly. So, when we are really looking for who's my next client at any stage of business, this goes for you, Kim. It goes for me. If I literally woke up today and said, I really need a new client. Like, I just looked at my numbers and I really, oh no, like I'd like a new client.
(21:46) I would not post on social media, I'm looking for a new client. I would literally go into my email list. I would go into my inner circle. I would think about all the conversations that I've had in the last year. I'd go to people that I'd spoken to before and nothing ever came of it and I would start doing personal outreach and I believe I would get someone on a call with me.
(22:09) I would also go to my trusted inner circle and I would let them know. I'd say hey listen I'm looking for I'd love a new client and then I would say here's who is my ideal fit client. And I would be super specific about it. Awesome. Um and now I want to jump into your advice for other business owners. Um I really liked one thing you said uh earlier before the call is about permission.
(22:34) So what is your what's your best advice about when to take the leap? Do you mean to start a business or to do something? You submitted advice about stop waiting for some external permission or a sign that it's the perfect time. Oh yeah. Well, there is never a perfect time. There's literally never a perfect time.
(22:52) There's never going to be I always say there's never going to be um and this goes for starting your business or doing something new in your business or making that next sort of leap. There's never going to be a time when life just like gets really like perfect and quiet and you've got nothing going on and you've got oodles of money and you know and you're like oh it's so spacious you know and this is perfect for me to like really take action or there's never going to be a time when you feel ready for anything. I don't even believe
(23:23) there's anything called ready. I also don't believe that we can wait for when I say the permission thing, I don't remember how I referenced it, but for me, permission is we can't have lives where we're waiting for other people to tell us if it's okay or pick us. So, if you if you want to do something, you have to create it for yourself.
(23:45) And that's what I help people do is create their own stages, their own workshops, their own talks, and then figure out how can you go out and do that. But as far as the feeling ready and all of that, I really do believe that. And I know not everybody like wants to hear about mindset work and some people think mindset work is like too woo for them.
(24:05) And I'm like, do you have a mind? Do you have a brain? Are you a human being? Then mindset work is not woo. Like if you recognize that you have a brain and a mind and thoughts and fears and all of the things that human beings have, then mindset work should not be something that you're like, "Oh, that's not for me.
(24:25) " Because I actually think that the only way that we can succeed if we want to be the more than the I would say it's only 1% of people that actually pursue their dreams and actually step outside their comfort zones and take risks and do the things that scare them and that are hard, which often involves doing things that we don't know what the outcomes are going to be or taking our chances, being afraid of what other people are going to think.
(24:52) The only people who do those things are people who are willing to do the work to change their belief systems and their mindset and become so courageous and so empowered that they recognize that there's never going to be like every all signs from the universe saying this is a safe time to do it. But there will be signs from the universe saying you better do something now or you're going to regret not doing it.
(25:20) Awesome. And um a funny story I would love to hear uh about how you were on Broadway with Sarah Jessica Parker. I'd love for you to share that with our audience. Yeah. So I mean when I So I was in the original Broadway production of Annie. So I wasn't in the original cast. So I'm not on that red album that everybody played until it was warped.
(25:43) But um but I was in the original cast which means within the first year and a half of the show being on Broadway I entered the show into the cast. At that time Sarah Jessica Parker who was not famous yet uh was playing Annie and I was hired as a lastm minute replacement for the understudy for all of the orphans. So when I was brought in the one of the orphans was going to be going to film a movie.
(26:10) She had gotten cast in a movie and she was going to be out of the show for three months. And so the understudy for The Orphans, there was one little girl that understudied five parts. She was going to be playing that part for three months. And so they had to immediately get someone else to come be the understudy. Uh you can't be without an understudy because if any of the girls got sick, there would be nobody to be in the show.
(26:33) And so I was hired at that last minute to be the understudy. and they just didn't think like that anybody anything would happen. Like they were hedging their bets that like it would be okay. They kind of would be with like an understudy for maybe a couple of weeks that didn't actually know the show yet. I was hired immediately.
(26:53) I started my job which was to be the understudy. I was at the theater watching the show. And I just want the audience to imagine I started on a Monday. I had rehearsal like two rehearsals by myself because they were teaching me this orphan part. I was also watching the show all the shows. So we have Monday, Tuesday, Wednesday, Thursday, Friday.
(27:16) I only had rehearsal on the Monday, Tuesday, Thursday and Friday because on Wednesday there's matinees. And then on Saturday during the matinee Sarah Jessica Parker hit herself in the tooth with her scrub brush during Hard Knock Life. her tooth broke and she went running off the stage in the middle of the show. I was watching the show from the audience.
(27:37) I had no idea what happened. I'm 10. I'm 10 years old. And so they the orphans finished out the number. They brought the curtain down. They put the lights on and they said to the audience over the loudspeaker, you know, please stay in your seats. The show will resume shortly. And then Kim, within like three minutes, the stage manager had come out.
(27:57) They whisked me backstage. They put my costume on. They did my hair in pigtails. They were showing me like the script that I had been learning. Do you remember? You go here, here, here, here. And I am not even kidding you. Within 10 minutes, the curtain was back up. The show had restarted with the girl that was the understudy for Annie.
(28:18) She was on as Annie. And I was in the show. And I made my Broadway debut with four rehearsals because Sarah Jessica Parker broke her tooth. So funny. I always think about this. When I was a TV producer, I would go interview people for a news segment and you kind of like never know what's going to happen, right? Like maybe you need to like leave immediately.
(28:39) Maybe they need to leave immediately. So I always think what's the one thing you really need out of this interview, right? So I always used to think about that like god forbid like what if the building goes up in flames like and you run out. What is the one thing you really need? And I feel like that's always like kept me on target is like what's the one thing you actually need? Everything else is just garbage. everything else is garbage.
(28:56) It's like one thing you need. You have to stay focused on that. There's always noise. There's so much noise. Um, and I feel like that's actually even more relevant now when there we live in such a noisy digital world. It's like totally really staying focused on what's the most important thing. I also have a sticky note.
(29:12) Put two things on a sticky note and if what you're doing doesn't align with one of those two things, it's a no. I like that. Stacey, where can people find you and connect with you? I mean, where can they not? I mean, first of all, I'd love for people to listen to my podcast, Passionate and Prosperous, so that's always a nice place.
(29:31) And then, you know, I'm on Instagram, Facebook, all at Stacey Brass-Russell. I don't have any weird names out there that you can't find me with. And yeah, and I think those are all the places, Kim. Great. Thank you so much, Stacey. I hope you had fun. I had a really great time chatting with you. I had a great time, too.
(29:50) Thank you so much for having me.
Timestamps & Highlights:
00:00 – Intro: Meet Stacey Brass-Russell
01:12 – From Broadway actress to business coach
03:39 – How Stacey got her first clients organically
04:34 – The #1 mistake most coaches make
05:21 – What is authentic marketing?
07:30 – Why Stacey doesn’t use funnels or ads
09:13 – Building a 6-figure business organically
10:50 – Why high-ticket coaching makes more sense
12:39 – Stacey’s 4-part framework to define your niche
15:57 – How to get in front of the right audience
18:02 – Money mindset: from yoga teacher to numbers-driven CEO
21:46 – What Stacey would do today to get a new client
22:52 – Stop waiting for permission — create your own opportunity
24:52 – The mindset shift that changes everything
27:57 – Fun Broadway story: stepping in on stage at 10 years old
29:31 – Where to find and follow Stacey online
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LinkedIn: https://www.linkedin.com/in/staceybrassrussell/