Transcription
This is the personal brand operating system that runs my $15 million company in seven steps. And I'm going to walk you through every single one of them, including the clogged AI skills that now do about half the work.
Most founders build their personal brand on sheer willpower. They write every post, chase every lead, and take every sales call themselves. And it all works until it doesn't. So, I built a machine instead. A set of proven systems, 48,000 pieces of content, all of it compressed into skills that work while I sleep. And at the end, I'll tell you the number of hours a week I actually spend running this brand. Let's build the machine.
Step one, nail your message. When people get going building their personal brand, often times they're just trying to be everything to everyone, putting out just whatever they feel like that day. While I love the enthusiasm, the danger of it is that your brand doesn't stand for anything. This is why I think it's so important to have a clear point of view. And so, the question then becomes, well, how do you go and you get your message out there? Well, more recently over the last year, I found a super useful way of going and creating content that I'm going to share with you here. I call it the content ritual. Essentially, over a 1-hour walk here in the Balines Mountains, I'll go and answer 10 authenticity questions. And then I'll go and articulate just my actual voice, my own stories around these given questions, all into the voice memo app on my phone. And then when I'm coming back from that hike, I'm uploading that voice memo mp4 file, airdropping it to my computer, putting it into cloud code, transcribing it, and then I have a whole authenticity dock, typically around 15 pages long. That's my actual voice from that hike. We all know, right, you can spot AI content from a mile away. And so, too many people are using skills and AI to go and kind of morph their voice to the point where people can't feel the soul. The beautiful thing about this technique is that it's your actual voice and then I'm going and using my brand foundation skill to upload my voice, things like my icky guy, my resonant copy document, my point of view so that it can then go and take all of my words and then package it into the right content formats per platform. And once the message is nailed, the machine can multiply it. And the multiplication math is honestly stupid. Watch this.
Step two, one idea becomes 30 plus pieces of content. I have been creating content over 48,000 pieces over the last 18 years. And let me tell you, without the right system in place, you quickly find yourself on the content treadmill. The best system to go and make sure that you're translating your core voice to as many platforms as possible is the content waterfall system. And it works like this. What we want to do is start with one pillar piece of content, right? That pillar piece of content could be something like a newsletter, a long form LinkedIn post. It could be a book you've written, a long form article, or a YouTube video just like this one. What we're then going to go do is then use the content waterfall skill to go and then take that long form piece of copy really at the end of the day and then go and translate it to 30 plus other pieces of content. And what this allows you to do is really focus on being less but better. It's your effort multiplied and it allows you to go and get your time back. And I can tell you that six months later, right, the waterfall content actually ends up producing like 3 to 4x more views and engagement, which translate to leads, than the original post itself. But let's be honest, views don't pay rent.
Step three is where all that attention turns into an asset that you actually own. Step three, grow your email list. All right, so it's all good to have the right systems in place, but if you're just relying on the social platforms to build your entire business, you have one of the riskiest strategies out there. They call it platform risk. going and relying solely on Facebook or Instagram to really go and drive you all the leads and generate all your cash flow is something that at any point someone like Zuck could just go and rugpool you. Growing your own email list allows you to go and actually control your destiny, right? Because you actually have a customer list that you control. Whether you're using Beehive, Kit, HubSpot, doesn't really matter. The key thing is that you own that list and you're communicating and building a rich onetoone relationship with these people on a weekly basis. You know, it's statistically proven that your email list converts 37 times better than any social media post. And so then the question is, well, Matt, how do I grow my email list? The number one technique for growing your email list are contextual lead magnets. When you go and you think about the different content categories that you have across social, you may be putting out content, let's just say around deep work. So, the best way to go and translate your community to your email list, right, under this example, is to go and create maybe a contextual lead magnet that's your entire deepwork checklist, thereby allowing your audience that's looking to get into deepwork to actually use your specific checklist that they can get in exchange for their email. Below this YouTube video, you can see a link to go and get the lead magnet for this video. Every single post needs a contextual lead magnet. And so, how do you go and create these contextual lead magnets? Well, this is exactly where a Claude skill can come in. When I go and think about creating lead magnets for what I got to do, I've written over seven different book manuscripts, over 180 lessons of curriculum. If I'm looking to go and create a new lead magnet, I can simply use one of the lead magnet skills I have to create a Google Sheet, Google Slide, or Google Doc lead magnet that's going to be based on my voice, my actual curriculum, the systems that I've made, and it's going to be able to just pull the right stuff for a given video, formulate it, then create a web flow landing page for it so that we can simply direct people to the Web Flow page, get their email, get their phone number, and in exchange for that, then give them the lead magnet. And by the way, everything I'm walking you through lives in one place. Now, the profitable personal brand playbook. You find your level. You grade yourself on all seven steps of the machine, one to five, and you total your score out of 35. That score tells you exactly which step is leaking. I recorded a full walkthrough inside. It's completely free, and the link is in the description.
Step four, build trust. About 4 years ago, I started making workshops after watching this retro video from Russell Brunson. He had gone and filled up a stadium. I think it was at the 10X conference. There was about 20,000 people in the stadium. In the matter of 47 minutes, he made $3 million. So much of internet marketing is so salesy. And while some of them may work, a lot of your audience is watching you and going, "This doesn't feel authentic." For the past 4 years, I have done probably over 87 of these killer workshop. And so, here's the tactic that I find most useful. Think of a workshop just like you going and teaching people for 40 minutes. You don't need to sell them. Just go and blow their minds with 40 minutes of knowledge that you know will be super valuable and helpful to them and allow them to take action and have some key wins. After those folks have been able to have some of the wins, go and simply go and present your offer for 15 minutes. And so how do we go and promote our killer workshops and make sure that people actually attend these things for the 30 days of the month across social media? 20 of those days I'm promoting the contextual lead magnets and 10 of the days of the month I am going and actually promoting a killer workshop. And so what are these workshops about? I go and just simply think about the most valuable things that I think my community really wants to learn from me. And so this month, as an example, I'm running a workshop called Fire Yourself. Those workshops are promoted for 7 days across social. And then the real magic too is making sure that you have a really engaging email sequence that goes out after the workshop along with an irresistible offer. And we'll get to that here in the next step.
Step five, the irresistible offer. A member once told me inside of Founder S, word for word, I saw your offer doc and I didn't even need to be on a sales call, I was already sold. That's what a real offer does. And that's what I'm going to show you here. The pre-sold system is essentially using that killer workshop we just talked about and then an offer dock to be able to go and sell live to people that attend your workshop and never need a sales team again. And so what I do here is that on a given workshop, right about 45 minutes in, I'm going in now talking about a given offer. Typically what I'll say is something like, "Have you enjoyed our time here today?" You know, "Would you like to go and spend more time working together? Would you be open if I went and showed you an insane offer that I think you guys would really be into?" People in the chat are going like, "Yeah, we'd love to see it. Let's go." And then what I'll essentially do is pull up an offer dock that lists all the benefits and how it works inside of Founder OS and then present an exclusive offer to those who attend live. And so the beautiful thing here, right, is that for the the client, they don't have to go through some crazy loops to go and join your thing. And so when they're on a sales call, they're just clearing up a couple questions they may have, figuring out the payment terms, and then getting started. A great offer fills your calendar with calls.
And step six is what happens on them. And I'll tell you right now, one specific mistake kills more of those deals than price ever will. Step six, close and deliver. In most offers, okay, that I go and speak to founders about, they are having troubles closing deals. And the issue is is that they're getting on calls, they've scheduled it for 30 minutes long, one thing leads to another, and they're hearing the same old objections at the end of every call. You know, I need to think about it. I'm not sure if this is right for me, how exactly does this work? This is where the sales pitch OS comes in. and the 202020 rule. Listen, if you're using sales calls to go and sell your offer to drive clients and cash, you need to make sure that you are leaving 20 minutes for discovery, 20 minutes to pitch, and then 20 minutes for objection handling. Your discovery is the most important part of the call. And way too many people get to the pitch way too fast. You know, inside of Found, we actually give people our skill for actually analyzing and grading sales calls, right? so that you can see how effective was your sales team at running a proper discovery process. From there, all amazing closers and rain makers know that the actual sales process begins when the objections begin. And so, you need to make sure that you have core scripts that your sales team can use when they're hit with time, partner, you know, financial objections on calls. The better your team is at going and responding to these objections, the more deals you close. The more deals you close, the more cash you bring in. The more cash you bring in, the more content you're able to invest in to drive more leads and get your own founder flywheel ripping.
Now, everything I've shown you so far can still trap you inside of the machine, where you find yourself just running it all yourself. Step seven is finally how you get out of the machine, and it's where the hours per week number I promised you comes in play. Step seven, scale your operating rhythm. I get asked all the time, Matt, you know, what exactly do you do for meetings? How do I make sure that people are able to make decisions without constantly needing me? Well, this all comes down to the core three, which is the operating rhythm and structure that I've used the last 18 years to sell over $60 million online. And so, the core three operating rhythm consists of your CEO scorecard, quarterly targets, and a weekly leadership meeting. The CEO scorecard is simply going to go and synthesize kind of like the 18 core metrics all the way from your top ofunnel, middle of funnel, bottom of funnel to make sure you understand your overall organic content funnel math and can make sure that every single week your team is focused on the stuff that's the biggest constraint so you solve that and then unlock new levels of growth. Your quarterly targets are essential so that essentially across the whole team, everyone knows what the company target is for the year, for the quarter, and then every leader and person in your company has clear 90-day goals in their given area so that everyone is marching to the same beat and aiming at the same thing. Every single Tuesday, I'm running a leadership meeting with my team with a specific agenda that gets us fostering this winning feeling amongst the team and then going and getting clear on how are we tracking versus the quarterly targets. How are we tracking based on the CEO scorecard? And then what are the core opportunities we see as a team? From there, there's core weekly to-dos for each single person and we're holding people accountable to that. Now, along the way, this is also where I find that different cloud skills can be insanely useful. Skills to make sure that your CEO scorecards updated each week. Skills to make sure that after those leadership and content meetings that there's an automated scheduled task being sent in your company Slack. You know, it's a sort of AI layer mixed with these seven core steps that make sure that nothing slips through the cracks and you're running a lean, mean operation that's going to help you go and really accomplish what you're looking to do with your brand. So, no matter what level you're stuck at here, this is exactly what I help founders with inside of Founder OS.
"We just crossed over 100K in revenue for January. We've never done anything like that in any company. We run that high. We install the exact personal brand operating system that's helped me build a $15 million a year business and scale my own personal brand over 3 million and help thousands of founders do the same."
"What Matt put together with all the Claude stuff, it's nuts. This is insane value. I showed my head of ops and he was laughing, crying as he was looking at this."
"Helping you nail your message, your content waterfall system, helping you with your content ritual, scale up your team, and all the processes required so that everything doesn't fall on your shoulders. See, this is the kind of stuff that lights me up."
"That's interesting. You want my help and my team's help scaling up your profitable personal brand, be sure to go and apply to Founder Us via the link in the description. Well, I just want to say thanks for watching this video. If you've gone and enjoyed this seven-part system, you love my Clawude business operating system that I go and run through in this video. So, go and check that out. I'll see you in the next one. Be sure to like and subscribe and let's win."