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Nov. 23, 2022

Matthew Hunt Reveals How To Grow Your Business Through Automation (#180)

Matthew Hunt Reveals How To Grow Your Business Through Automation (#180)

Matthew Hunt is a serial entrepreneur, B2B sales and marketing expert, and coach to company CEOs, marketing directors, and entrepreneurs. 

His extensive experience of over a decade of helping B2B companies succeed in sales and marketing has driven him to create several seven-figure businesses, and he's just getting started. His company Automation Wolf is known for helping clients generate a full month of LinkedIn content in just one hour per week.

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Your liquidity event is the most important financial transaction of your life. You have one chance to get it right, and you better make it count. 

But unfortunately, up to 90% of liquidity events fail. Think about all that time, money and effort wasted. Of the "successful" liquidity events, most business owners leave 50% to over 100% of their deal value in the buyer's pocket and don't even know it.

Our founders said "no" to a 7-figure offer and "yes" to a 9-figure offer less than two years later. 

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Enjoy the interview!


[00:00:00] Jeffrey Feldberg: Welcome to the Deep Wealth Podcast where you learn how to extract your business and personal Deep Wealth.

I'm your host Jeffrey Feldberg.

This podcast is brought to you by Deep Wealth and the 90-day Deep Wealth Experience.

When it comes to your business deep wealth, your exit or liquidity event is the most important financial decision of your life.

But unfortunately, up to 90% of liquidity events fail. Think about all that time and your hard earned money wasted.

Of the quote unquote "successful" liquidity events, most business owners leave 50% to over 100% of the deal value in the buyer's pocket and don't even know it.

I should know. I said "no" to a seven-figure offer. And "yes" to mastering the art and the science of a liquidity event. Two years later, I said "yes" to a different buyer with a nine figure deal.

Are you thinking about an exit or liquidity event?

Don't become a statistic and make the fatal mistake of believing the skills that built your business are the same ones to sell it.

After all, how can you master something you've never done before?

Let the 90-day Deep Wealth Experience and the 9-step roadmap of preparation help you capture the best deal instead of any deal.

At the end of this episode, take a moment and hear from business owners like you, who went through the Deep Wealth Experience.

Matthew Hunt is a serial entrepreneur, B2B sales and marketing expert, and coach to company CEOs, marketing directors, and entrepreneurs.

His extensive experience of over a decade of helping B2B companies succeed in sales and marketing has driven him to create several seven-figure businesses, and he's just getting started. His company Automation Wolf is known for helping clients generate a full month of LinkedIn content in just one hour per week.

Welcome to the Deep Wealth Podcast. And I have a rhetorical question for all your business owners out there. Would you love to grow revenue, get your brand out there? Just increase profits, all those wonderful things that you're looking to do. And the answer is of course you would.

That's what we're gonna be doing a deep dive on today, amongst many other things with our guests. So Matthew, welcome to the Deep Wealth Podcast. A pleasure to have you with us and Matthew, there's always a story behind the story. What's your story, Matthew, what got you to where you are today?

[00:02:37] Matthew Hunt: That's a very big question. Where do you want me to begin?

So I started my career as an entrepreneur, probably just pre-2010 at the end of the last recession, or I guess that'd be the last major recession we had. And I was probably always an entrepreneur, but it took me a while to figure out what that was. And so once I discovered that it was just being able to solve problems better than other people could solve, I was like, oh, I can do that.

And started my first business, not knowing what I was doing. And so I built the first business, which was a digital marketing agency in 2010 through 14. And I exited that one. And I was only successful because of timing. I was not very good at what I did. But I was just early to the market. So anybody who did SEO and Google AdWords would've crushed it because it was so net new, but I probably started being able to actually learn how to build a business better in my second agency, which was from 2014 to 18.

And then I exited that one and then took a year off. And built my third agency at that point. And I'd say finally, after doing it all wrong twice, I think that I'm starting to get some things right this time around, both on how to go to market, how to do it well and effectively how to go from, go to market, to startup, to stay up, to scale up to big business problems.

And the only reason I was able to do that is well too, is I was lucky enough that individuals and companies were sweet enough and trusted me enough to help them market their businesses. And it really is a gift because you get to work. When you have a marketing company, you get to work in thousands of different verticals.

You get access to the P and L, you get access to senior leadership team members, and it gives you an insight where you can start seeing the trees from the forest and start spotting patterns. And I feel like at this point in my career now that there's probably just about any business I could touch and there's certain foundations and frameworks and systems that just work over and over again, anytime you're trying to scale a business and if you apply them they work.

[00:04:43] Jeffrey Feldberg: Matthew, I would be remiss. I mean, after all we're on the Deep Wealth Sell My Business Podcast to take a little bit of a side trip, which really isn't a side trip for the community. You've had two exits and, you know what the old saying, I'd rather be lucky than smart. And sometimes we can't control trying, but it sounds like it worked out to your advantage on the timing side.

But let me ask you this quickly, before we dive into your magic formula, your magic sauce here of what you're doing for businesses and really helping them out. When you look back at both of your exits, both of your liquidity events, what stands out for you? What really worked for you that you would do again now with your third one?

[00:05:17] Matthew Hunt: So the most important thing, if you're gonna, if so two things, so most people end up exiting a business, usually out of stress not out of a place of like strategic planning, from all the entrepreneurs, I've been around in all my peer groups and all the masterminds and all those things it's very regularly done well. And it's usually from being tired is usually it or medical issue that's come up and surprise them or divorce or all kinds of things that happen in life. Some sort of thing that you didn't plan for. And so I think the most important thing at the end of the day is planning for it before you're ready to plan for it.

And it always comes down to creating systems and investing in people. And so there's a lot of great systems you can stand on the shoulders of to learn, but like some of the ones that stand out that are really easy, that except they're really good is adopt the EOS system, read the book traction and learn how to create systems to your business in a cadence, to your business, where you working yourself out of the job where you're not actually needed.

And then what I'd also recommend is if you're thinking about selling, even if you are tired, a more benefit plan is you probably have people on your team and I guarantee you they're ready to step up and do more if you just got out of the way and admitted it. So sometimes taking a sabbatical is the best thing you can do.

If you're not ready to take a year sabbatical or even a six months sabbatical start with just taking a month or six weeks, you have to take at least a month to six weeks for people to step up and give them the permission they have the ability to make whatever decisions they want, as long as it's under the decision of something like a $10,000 price.

You make the decision go and do this. And what you'll find is that they're gonna start stepping up and running the business the way you expected it to do. And you'll have a little bit of breathing room to think more clearly. Cause the last thing you want to do is exit a business under stress. You're never going to make the right decisions.

And I would argue, in fact, most people, I know, even when they Exit, they never wanted to actually Exit the business. And once they find out they have to completely rebuild one again, when they get back in the game, cause that's always what they do is they realize, oh shit, those early years are really hard.

I really wish I didn't sell the business. I just needed a break. And so what I usually recommend to people, if they're even thinking about it, Is before you do just take a sabbatical for a year. This way you can stress test the business and really see how it is. If it goes down great. If it stays the statement flat.

Great. If it goes up great, it doesn't matter what the result is. At least you find out where the business is and you can begin the build from there and you can begin to build with a little bit of clarity and a little bit of a break. Cause most of the time, most entrepreneurs are running 24/7 and they can't see the trees from the forest.

And there's no way there's any clarity of clear decision-making happening whatsoever. And what I find at the end of it is they usually end up going, I didn't actually wanna sell. I just needed a break. Or I just needed to do this other thing. That's what I would recommend for most people.

[00:08:08] Jeffrey Feldberg: You know what words from the wise to the wise and for our listeners out there, Matthew really touch upon one of my favorite questions. When we go through this is actually an X-Factor step number two in our nine-step roadmap. And this is Matthew in our 90-day Deep Wealth system. And my favorite question.

It's a yes or no question. No ifs, maybes buts hums, or hums it's does your business run without you and as you alluded to from most business owners, the answer is no, it doesn't. And that's just a huge problem when it comes to having some kind of liquidity event. So terrific. Some wonderful insights from you there.

Let's now focus on your magic sauce because you're putting this claim out there that in less than an hour, a month when you're on LinkedIn, some magic starts to happen with the system that you have of having authentic outreach and building community, and just really moving the dial in terms of bringing in new business.

So what's that all about? Matthew? Walk us through that.

[00:09:00] Matthew Hunt: So we mostly work with right now, busy CEOs and founders who run B2B businesses. And so their biggest problem is not like knowing what to do or how to do it. It's really, their obstacle is time. That's the truth. And sometimes they think they can solve it with processes and people, but again, that takes time, more people, more processes.

More problems usually. So when we discovered that what we decided was we said, hey, these individuals, we know that they know that they believe that they need to create content and lead with Goodwill. Just like you are here at this podcasting. They know they need to be on LinkedIn but they're not at this time, how can we help them solve that problem?

So we created a service where we can help them create all of their LinkedIn content. And it's in actually an hour and a half per month, not an hour because that's one hour to create it. And then 30 minutes to approve it or provide feedback so that we can begin syndicating it. Cause the reality is this is they need to be there.

And they know that the more often they're there, the more top of mind they're gonna be with their existing clients right away. And it's just a consistency problem at the end of the day. So this is what we did. We lead with video. We interview them very much like a podcast like this, but instead of it being long, format it's short form snackable content, and we do it privately as well.

So there's no pressure to be able to get it right. And this way editing can be your friend and we can coach them through it and basically get them trained to be media trained so that the end result is perfect snackable video content at the end of the day. And then we can take that video content and it's gonna inspire all the other formats that you need to do.

So polls, text, images, PDF, carousel, cause not everybody consumes video. And it ends up becoming net new content because you published it in a new format. And this gives you a nice little way of coming across as different ways as we create that content so that it gets consumed and you can stay top of mind with your existing warm network.

And when you're top of mind, with your existing warm network, guess what else happening? All kinds of good things happen. You get a more podcasts, you have more opportunities of JVs your clients. Keep you top of mind, it becomes client enablement. It becomes talent acquisition things become talent enablement as well, too, because you're spending more time with them without actually having to spend more time with people.

And you can also be discovered for new clients who might ladder up to your other content assets. So there's a litany of really good reasons to do it. It becomes a lead domino to many other big things and that's why people are doing this and why it's working for them.

[00:11:27] Jeffrey Feldberg: And so let me ask you, Matthew, that sounds wonderful, but let's take a quick step back. So when you begin to work with most business owners, and you're saying some don't even have a LinkedIn profile, but for the ones that do, what are the classic mistakes that you're seeing that these are the things, hey, stop what you're doing.

Don't pass go. Don't collect your $200. Stay in jail because until you fix these things, it's just not gonna work for you.

[00:11:49] Matthew Hunt: Yeah, sure. So in general most businesses are growing basically on their referrals and word of mouth, which is like awesome best kind of business ever, but it can be very unpredictable at the end of the day. Some businesses start to deploy some very basic outbound or inbound strategies. But again, it leads to not always the best leads, like, at the end of the day, you may get lots of leads, but it's not about getting lots of leads, but getting the right leads, so they still also have a noise factor. You want fewer leads, but the right leads like no founder or even senior leader want to have 20 phone calls that are one on one to close two deals, what they want to have is two phone calls and two close and they want all the wrong people that you wanna repel just magically disappear.

So they need a system that's easy like this to do that. And what that's actually called is demand gen today. And so people need the focus on demand gen because demand gen, allows you to build demand, but also repel the wrong people and attract absolutely the right people. It also allows you when you do it the right way, which is our three-pillar system, which is a short form, long form controlled form allows you to be intentional with who you're doing it with.

So who you're specifically going after? So there's a great book. I think it's called The Ultimate Sales Machine by Chet Holmes. It's the late great Chet Holmes. It's a little bit old, but it's well, it's evergreen. It's worth reading. Even to this day, he talks about everybody needs to have a dream 100 list.

Well, you need to have two dreams, 100 lists. Okay. One of your dream, 100 clients. And then one of your dream, 100 influencers. And when you strategically go after these two individuals and create communication that goes after those two groups, you find massive leverage.

And so when you do that those are things are gonna get you in the right direction at the end of the day, because what we're really trying to do is we're trying to remove noise and create more leverage for you where you don't need more headcount per se.

You don't need to do more work, but it provides more results. And the challenge is at the end of the day is people are confusing. The difference between activity and productivity. They're very different things. And so when I ask people like, hey, these are all kinds of things you can do, but when we measure it based on impact versus effort, your time or your team's time, it immediately starts to melt away all the silly things that you really don't need to be doing.

And it comes back to that 80/20 rule type thing.

[00:14:15] Jeffrey Feldberg: And so walk us through that what does that really mean? What's involved with that and how does that work?

[00:14:19] Matthew Hunt: Okay. So here's the thing. So when you're working with people and why people buy from you, they only buy from people they know and trust. Well, they can't trust you if they don't like you and they can't like you if they don't know you. So knowing you is about being consistent. Somewhere consistently showing up.

So, short form is this is the snack will content you'll see in social media. Okay. And it can be there organically or through paid ads. The mistake that people make with their paid ads on social media is that they actually make a direct response instead of education based, particularly in my niche, which is B2B high ticket, long buying cycles.

Okay. That would be yours as well, too. You're helping people build Wealth, helping people Exit. This is not something people do lightly without funding the right partner. So it's a long buying. So you're in it for the long. So it requires a lot of education. This is why you have a podcast. So I already know you get this, but for your listeners who don't get this is what we're trying to do.

All we're trying to do is speed that up at a one-to-many level, there's something called the 7, 11, and 4 rule. And it wasn't created by me as created by a guy named Daniel Priestly. He wrote a book called oversubscribed again, another one of these books, just like the ultimate sales machine by Chet Holmes.

It's evergreen. You could pick it up, read it today. You could read it in 20 years. It's still gonna apply to every business, no matter what, there's just some principles that never changed. The 7 11 and 4 rule is one of those. Have you heard of the 7 11, 4 rule before?

[00:15:35] Jeffrey Feldberg: I have heard of it before our listeners who haven't, why don't you walk them through that?

[00:15:39] Matthew Hunt: Great. So the 7 11 4 rule is this. Dan Priestly discovered and did some consumer insight. What does it take to take an individual who is investing a lot of money in something? Okay. So this is like buying a car. This is investing your Wealth. This is making a major B2B purchase, maybe software that you're gonna spend half a million dollars on.

Okay or something like this, something you're not gonna do it lightly. We don't buy from strangers when we're doing that. We only buy from people who are strategic advisors. And so what does it take to get someone to see you as a stranger to a strategic Advisor? One is time. It requires seven hours of consuming you and your brand.

Okay. Also, it requires different interactions. It requires 11 interactions. Not only that, it requires it on different locations, both offline and online on four different locations. And so what you're trying to do is serve the 7, 11, and 4 rules to move yourself from stranger to strategic advisor. Because when you're a strategic Advisor, you are already preemptive to all of your other competitors.

You own the relationship. This is nothing net new. Everybody knows this. This is why referrals work, but you're trying to do it a one-to-many level. So what we've done is we said, hey, how do we serve that 7 11, 4 rule? How do we do it really simply without it taking up someone's time where they can find leverage and build trust with people at a one-to-many level?

And so we call this the one-to-many selling system. So the short form is that snackable content in social media like LinkedIn where you can show up organically or through paid ads to stay top of mind or add value. Now, no, one's gonna buy from you on the snackable content, but so what we need to do is ladder them up to a long-form format.

Usually, this is called a conversion event in marketing. Okay. You might know this is a webinar, but don't call it a webinar. Instead, call it a workshop. Don't make it prerecorded. Do it live okay? You can't serve people well, doing it prerecorded. They know it's prerecorded. It just becomes a pitch Fest. It doesn't really work.

So what we're gonna do is a workshop and you put all these people in the workshop instead of doing one-to-one sales calls or a one to one demo calls, why not put 20, 50, a 100 150 a 1000 people in one call and help them be more awesome? You're not trying to solve all their problems. You just wanna solve one problem that they have to build trust, take them from A to B and make them instantly more awesome in that one hour.

And what will happen is if they're in a market where they believe they have a problem that you can solve and they have a budget, they will naturally end up in your sales pipeline. If they are not in market, which is totally okay. Only 1 to 3% is ever in the market at this time. Doesn't mean they can't buy from you.

It just means they can't buy from you right now. You still want to invest and think of the whole market of where the future is going. You need somewhere to stick them. This is why you have that controlled form pillar. And so you need to be able to take them and put them into something that's controlled for that

you can do one to many selling or one to many Goodwill and reciprocity building with them to be able to stay top of mind so that when the timing is right, you are the most logical choice. And so that control form is usually something like a private community online or offline, or it could be a podcast, or it could be a newsletter, something that adds a lot of value in their lives that they're looking forward to participating in on a regular basis.

But it doesn't feel like you're pitching them. You're just depositing trust because trust equity is really what we wanna build at the end of the day. That is the most valuable asset on the planet. If you own the trust with a group of people, an audience, or a community, you literally have a license to print money.

And so those are the three pillars. Yeah. So if you just wanna keep really simple, what is your short-form snackable content that you're gonna do? What is your long-form conversion event? What is your controlled form pillar that you're gonna do to be able to stay top of mind and continue to keep building Goodwill that's easy?

And so this is what we want to do, and we want to do it as little as possible. So when someone works with us, for example, we're able to help them create their conversion event and their snackable content. And they can do all of this in just two and a half hours per month. And for most businesses, if they're under a couple million dollars per year in revenue, that's enough to sustain it.

They don't need to do ads. They don't need to do SEO. They don't need to write articles. They don't need to do conferences. They don't need to do at home. They don't need to run billboards. They don't need to be doing cold-out meals. They don't be running a ton of ads on different networks. They don't need be doing any of those things.

They just need to do those very simple things to create leverage on things that are already working by building a strategic continuous plan of referrals and building Goodwill and trust and just continue to keep doing that. And if you do this, it compounds and anybody. Who understands the laws of compound interest understands this.

It's not about timing the market. It's about time in the market and everything that you do adds to itself, that it gets bigger and bigger and bigger over time. And the more you do it, the better it gets.

[00:20:22] Jeffrey Feldberg: What's the story behind the story on that system? How did you get this system evolved? And where did that come from?

[00:20:28] Matthew Hunt: From a lot of trial and error and mistakes even on myself. And also the permission of a lot of other people allowing me to figure it out with them. You know, a lot of times, like even when I started this business, you know, I started it as a beta and just with my warm network. So I already had enough credibility after having two businesses and being a part of a million masterminds and events and conferences that I just went to my network.

And I said, what do you need? So one asking them, okay, cool. You need this. And then I came up with a concept of the idea, no website, no nothing. I said, cool, I'm gonna do a beta, but give me money. And then I will figure it out and it's gonna be terrible, but you're paying a quarter of the price of what it's really gonna be at.

So if people are not willing to vote with your wallets, they'll do that. And they collaboratively as I stumbled through it. And I said, what are the universal things that work no matter what business you're in and started piecing those things together. And eventually, I was able to create a signature system that had three pillars and 12 steps.

So I just shared with you the three core pillars at a 10,000-foot view, but obviously, there's a lot of little things that you could do throughout this to, to nail it. And that's like how it was figured out. Mostly through pain of my own needs. So I needed a system that would work for me on a bootstrap company with no funding and needed to stay profitable while growing, what were those things that we needed to do?

And so I did a lot of the wrong things myself too, like investing in ads. I remember having a website with geez, blogging, and contenting eventually realizing that it was creating so much noise for us that I deleted 75% of the content on there because I was pleasing my peers, not my buyers two, it was all how-to information.

And none of my clients wanted to know how to do it. They just wanted to learn what to look for and what to look out for when buying it. Cause they didn't want to be DIYers. They didn't want to be, do it with me either. They wanted done for you services. And so yes, my traffic went down. Yes. My leads went down.

But it was fantastic because then I started attracting only the right leads on the right content, the ones who wanted to buy the services. And I stopped caring about impressing my peers, who would never give me any money at the end of the day anyways. And it becomes much more strategic. So once you start to understand these things, you start to, you start piecing it together.

So it's just 15 years of trial and error on hundreds and thousands of accounts and doing it wrong more times than doing it right.

[00:22:43] Jeffrey Feldberg: Yeah, you put the heavy lifting in, so all your clients can benefit in 15 years overnight success in the making of course. And there you go. And so let me ask you this. So depending on what a client would do with you from one and a half hours to two and a half hours per month, roughly is what you're looking at.

And you're behind the scenes. You've got the system you're really guiding them. Mentoring, coaching them to do all the right things. So how long does it take for it to begin to start getting that traction to start getting the flow of leads coming in and sales starting from month, one onwards? What are we looking at?

[00:23:16] Matthew Hunt: Yeah, transformation's really quick. But the first month we actually need people for more time than that. We actually require seven hours with their time. And so the first three hours are three separate meetings that are, go to market meetings where we do some workshopping and we pick your brain and ask questions to get your IP outta your headed on paper.

And we use frameworks to do this and it works really well. So basically not only do we wanna go through who your ideal buyers are because that's who we wanna speak to, not what your needs are but your clients' and customers' needs are. And then we figure out what are their hot buttons. We use an empathy, mapper type thing to do this, which is like fierce frustrations want, and aspirations.

And then we go even deeper. Then we start getting into positioning. How do we make you look different than all your competitors where you're not beige and boring. And so this is the whole idea of getting outta the red ocean into the blue ocean. If you've ever read the book blue ocean, and then we get into creating your signature system, what is gonna make you stand out that you can clearly articulate what you do in three pillars with three steps.

So you have a three-by-three matrix. Once we have that, now we're ready to start creating content. But until we have that, a lot of times we're not able to start. And then, so once we have that actually inspires the content. So in one of our exercises, we're always like, hey, what's the old way of doing something versus the new way?

So I might say in my business, the old way is focusing on leads and sales. The new way is focusing on community and trust, right? Or maybe in, I'd say the old way is building marketing teams. The new way is building a media company. And then I would unpack what that is. You will have your versions of that, but it is evergreen.

But if we can get people thinking differently about how they buy or what to look for and look out for, and how to think about something, they have this aha moment. And when they have this aha moment, you earn trust. And to be able to get there, we always follow the same framework, which is we're always focused on what is that, so there's the hook.

And then there's the, what is the pain they're going through right now? Where is it that they want to go? Cause humans are simple. We move away from pain and we move towards pleasure. You must stack both at the same time together. And then we explain how to get on to the other side. And when they have that moment, they, it becomes very contagious.

It becomes people really want it. And so once we do those exercises, we're able then to create really compelling content that attracts the right people and repels wrong people in the right way. And so that's how we get there to create content and how it turns into content. And then what we do is we just do these sessions, like honestly, like a zoom, we actually use Riverside, but it's like this via zoom like you and I are doing right now. And we have a private session where we train you on and coach you through creating this excellent content. Now, this content gets put out, the next goes out and it's up and running very quickly. We'll have your first content out the door within four weeks. And as soon as it goes out the door, you're gonna start seeing results.

Cause you're gonna see right away. And the first results you usually see as your team notices it. They're like, whoa, that's cool. Your existing clients notice it. Your past clients notice it, your family and friends and warm network notice it. And you'll start getting positive feedback from them right away.

And you'll start seeing you get more referrals right away. Also, you'll start seeing that you'll get more buy-in and upsells internally, you're gonna attract more talent. You're going, you're like all these good things happen when you start getting consistent and you start articulating the right messaging.

You'll also notice that you've effectively become a more effective communicator. And once you become a more effective communicator, guess what ends up happening? You end up upselling more clients, more programs, you end up being able to train your team better. You're able to close more deals better.

You are ready to show up on the six o'clock news with your soundbites and do this amazing stuff. You can become an eloquent speaker with soundbites, which is just amazing. So that's the first thing that people notice right away. And then if you're strategic, we'll connect you with your ideal ICPs after that.

So they can start discovering you. Because they don't have an opportunity to discover you if you're not connected with them. And so the big mistake that people make when they're connecting is they connect and pitch. Eww.Yuck. No, it's terrible. We don't want to do that. Stranger equals danger, but if you connect with a personalized message and then you share your content and you give it some time to breathe and you're patient, then we can see who's engaging with it.

And then it makes sense to do some probing questions or to start building that relationship, and so this social selling aspect of it, and then we can also invite them to your long-form content at that point. So that usually happens 60 days later. That you do your first workshop, and we're gonna promote people to go to your workshop and people are gonna raise their hand and they're gonna sign up for it.

And you're gonna get their first name, their last name, their company name, and their email address. And they're gonna show that they're interested and this will be considered an NQL in your CRM. Not an SQL. They're not ready to buy yet. Some people are like, oh boy, let's go sell 'em. These are leads. Those are not leads.

Those are marketing qualified leads. Who said that they would, they're interested in it. And what you'll find is what 25% of people watch it between the live and the replay. And 75% do not. That is normal. That is okay. doesn't mean that you don't nurture them or you don't follow up or you don't make any other offers within reason, depending on what they signed up for.

But that's how far you go. And so within 60 days, you're gonna know whether it's working or not. Now you still have to nurture them and close them and take them to your sales process. And depending how long your sales process is some people's it's 30 days and other people. It's 12 months, but the point is that's a lagging indicator success.

So what you wanna look at is a leading indicator success. So it's always am I doing the right content? Is it easy for me? Is it making me more effective community? Am I building a list? Garbage you being strategic? Are they engaged with my content or are they setting up for my workshop? If those things are happening logically, the next good things are gonna happen, which is eventually gonna build enough Goodwill and trust equity, that's gonna lead to sales.

[00:28:59] Jeffrey Feldberg: Matthew sounds terrific. That said, I know there's people listening to this podcast that are saying, okay, you know what? Matthew, you seem like a nice guy. You tell a great story. But last time I checked, there is so much noise out there. Whether it's LinkedIn or some of the other platforms that are out there, how am I gonna stand out from all of that?

Because there's just so much going on and I hear what you're saying, but it's almost too good to be true. So what's the catch or what's really going on. Why and how is this cutting through all the noise?

[00:29:26] Matthew Hunt: Yeah. So LinkedIn's great for a couple reasons. So two reasons. So one is that, it's only your first connections that see your content. So it's not like an algorithm in the same way. Like it's TikTok, if it goes viral or not, in this case, if you connect with more people and you do good content that.

Speaks to their needs. It's gonna get seen. And then on top of that, even if it doesn't get seen organically, what's so great about LinkedIn is you can build a list and scrape the list and upload it to LinkedIn ads and get pretty much a 90% match. So then they're guaranteed to see your content in the news feed.

So most direct way without friction and without coming across as salesy or sleazy to get your content and your message or value prop. To your ideal prospects where you can't really do that on other platforms, you can't have an upload and guarantee it. You can build retargeting audiences and other audiences based on other actions, but this guarantees that.

So that's why I would focus on LinkedIn. If you're in a B2B business, particularly if you sell high ticket, long buying cycle type stuff, like if you're an agency or a coach or a consultant, or, you have high ticket B2B, SAS, This is really the number one place to be. But generally speaking, you go wherever your audience is or wherever your customers are.

If you're a B2C business and you sell to a different demographic, then obviously you might go to TikTok or you might go to Instagram or you might go to Google, or if it's heavy search, you could go to search. But even then search is usually a bottom of funnel type thing, not a top of funnel thing where you get discovered.

I like to be preemptive and be discovered before people go to search. Because even when they go to search, they're gonna treat you like a commodity if you don't own the trust. So really you want to own the relationship. And this is are ways that you're trying to find to own the relationship.

And all I ask you is when you're doing things is just look at the simple filter. It's just like an Eisenhower matrix or something. How much time is this gonna take me? How much budget is gonna take me versus how much impact that's all you have to ask.

[00:31:15] Jeffrey Feldberg: There's so many things that you've talked about and for our listeners, some big takeaways, hey, don't confuse activity with progress and you know what, it's better to be less busy but to be really focusing on the people who are actually gonna open the wallet and give you the order.

And last, but not least of the many, many things that you shared. Matthew is, hey, this is a done-for-you system. You're not doing the heavy lifting. You're not doing 15 years of trial and error. And who knows how much money that you're spending. You figured it out, you're working it and taking your clients to LinkedIn and the marketplace.

And that's where the results start happening. So, Matthew, we can go on and on about this and who knows, perhaps it'll even be another episode to talk a little bit more about this, but we're starting to bump up against some time. So I'd like to do a little bit of a transition and have a quick thought experiment with you.

So if you will think of the movie Back to the Future and in the movie, you have that magical DeLorean car that will take you to any point in time. So Matthew, imagine now it's tomorrow morning, you look outside your window, and there it is the DeLorean car. It's not only waiting for you, but the door is open for you to hop on in.

And you're gonna go to any point in your life, Matthew, as a young child or a teenager, whatever the case would be. What are you telling your younger self in terms of, hey, Matthew, here's some life wisdom or here's some life lessons or do this, but don't do that. What does that sound like for you?

[00:32:33] Matthew Hunt: Oh, it could be a business related. That's first thing came to mind. And so I would say that, in one of my businesses, I got partners because I was overwhelmed and I thought that we could divide and conquer, but really what I needed to do was actually hire coaches. And I would've hired a business coach first and a consultant, particularly someone who's done it before, who could guide me through it, cause that's really what I needed at the time.

I didn't need partners. I needed actually a coach. And then the second thing is if I needed the partners, I would've spent a lot more time in due diligence in evaluating that we had the same values because those are the rules of the game that you play at the end of the day. And if you don't have the same values, you're not gonna make it as partners.

And so that would've avoided me a lot of grief in my life and stress and gray hairs. If I'd known those two things before going out on a partnership.

[00:33:24] Jeffrey Feldberg: Absolutely brilliant advice, partners. On just as it is, it's tough enough. And you have the chemistry and the background and the values like you're saying, and if you can get it done with a coach and a consultant, and you're keeping a hundred percent of the business yourself, and you're really not having some of those potential issues, that is the absolute way to go.

Couldn't incur with you more on that.

[00:33:44] Matthew Hunt: Partners are great. They give you a lot of leverage if you get the right ones, but it is the trickiest sailboat to sail that's for sure. So I'm not against partners. I just think that you really, it's like a marriage. People who only spend five minutes planning their life together, hours and hours on their wedding usually fail.

But those that spend many hours planning on being together and little time on the actual wedding are the ones that survived the business at the end of the day, so just take your time date.

[00:34:09] Jeffrey Feldberg: Absolutely. Take your time date. See what it's all about on the business side that will treat you very, very well. Matthew, if someone would like to reach you online, what's the best place?

[00:34:20] Matthew Hunt: Yeah, you can just go to it's a one-page website on purpose, or you can go to LinkedIn and search Matthew Hunt and you'll find me. Those are the only two places you'll find me.

[00:34:30] Jeffrey Feldberg: Terrific. And we'll put all that in the show notes. It'll be point and click can't get any easier for listeners. Well, Matthew, as we wrap up this episode, a heartfelt thank you for taking part of your day and spending it with us on the, Sell My Business Podcast. And as always, please stay healthy and safe.

[00:34:44] Matthew Hunt: Thanks for having me, Jeffrey.

[00:34:44] Sharon S.: The Deep Wealth Experience was definitely a game-changer for me.

[00:34:48] Lyn M.: This course is one of the best investments you will ever make because you will get an ROI of a hundred times that. Anybody who doesn't go through it will lose millions.

[00:34:58] Kam H.: If you don't have time for this program, you'll never have time for a successful liquidity

[00:35:03] Sharon S.: It was the best value of any business course I've ever taken. The money was very well spent.

[00:35:09] Lyn M.: Compared to when we first began, today I feel better prepared, but in some respects, may be less prepared, not because of the course, but because the course brought to light so many things that I thought we were on top of that we need to fix.

[00:35:24] Kam H.: I 100% believe there's never a great time for a business owner to allocate extra hours into his or her week or day. So it's an investment that will yield results today. I thought I will reap the benefit of this program in three to five years down the road. But as soon as I stepped forward into the program, my mind changed immediately.

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[00:36:10] Kam H.: I've done an executive MBA. I've worked for billion-dollar companies before. I've worked for smaller companies before I started my business. I've been running my business successfully now for getting close to a decade. We're on a growth trajectory. Reflecting back on the Deep Wealth, I knew less than 10% what I know now, maybe close to 1% even.

[00:36:29] Sharon S.: Hands down the best program in which I've ever participated. And we've done a lot of different things over the years. We've been in other mastermind groups, gone to many seminars, workshops, conferences, retreats, read books. This was so different. I haven't had an experience that's anything close to this in all the years that we've been at this.

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[00:36:56] Kam H.: I would highly recommend it to any super busy business owner out there.

Deep Wealth is an accurate name for it. This program leads to deeper wealth and happier wealth, not just deeper wealth. I don't think there's a dollar value that could be associated with such an experience and knowledge that could be applied today and forever.

[00:37:14] Jeffrey Feldberg: Are you leaving millions on the table?

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