Year-End Authority Sprint with Matt Halloran

Q4 exposes the truth. Some of you are sprinting. Some of you are stuck in chaos. Either way, the calendar isn’t a magic wand—and the holidays won’t save sloppy execution. We go straight at that. Matt Halloran joins me to break down why year-end pressure is mostly a head game and how to turn the next 90 days into an authority sprint that actually converts. 

Authority beats volume. Every time. We talk the path from apprentice → expert → authority → celebrity, and why the crossing point is long-term discipline, staying on message, and giving value away like oxygen. Matt lays out how he used the exact system he teaches to land on top-influence lists in financial services. This isn’t theory—it’s reps and years. 

We dismantle the myths: “post more and you’ll win,” “be on every platform,” “AI replaces strategy,” and “sell hard in every post.” What works now: start with one high-quality recording, repurpose with intent by platform, use AI to sharpen the plan—not do the work—and practice attraction marketing. No cold-call cowboy energy. No Yetis. Build demand with value and consistency. 

Then we get practical. Matt’s “perfect content formula” (storytelling, education, entertainment, call-to-action). The 15-minute daily discipline. The simplest system to start today: finish a client meeting, hit record, share one insight. And the metrics that actually matter: growing the owned audience and driving real actions—calendar, downloads, snapshots—not dopamine. 

You want a filter? Use the brand test: would Nike/Red Bull post this? If not, it doesn’t go live. That’s how you stay clean, consistent, and on-message. Then go take the ProudMouth Influence Snapshot to see exactly where you sit and where the gaps are. We want you out of obscurity. Let’s go. 

Watch the full episode on YouTube: https://youtu.be/ALBvq9GdpqI

As always we ask you to comment, DM, whatever it takes to have a conversation to help you take the next step in your journey, reach out on any platform!

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DISCLOSURE: Awards and rankings by third parties are not indicative of future performance or client investment success. Past performance does not guarantee future results. All investment strategies carry profit/loss potential and cannot eliminate investment risks. Information discussed may not reflect current positions/recommendations. While believed accurate, Black Mammoth does not guarantee information accuracy. This broadcast is not a solicitation for securities transactions or personalized investment advice. Tax/estate planning information is general - consult professionals for specific situations. Full disclosures at www.blackmammoth.com.

Chapters

• 1:00 Q4 pressure vs clarity
• 3:00 Authority → celebrity: consistency over volume
• 6:00 One-to-many system; platforms; kill the Yeti
• 7:00 AI supports strategy, doesn’t replace it
• 10:00 Attraction marketing over hard sell (20 touches)
• 19:00 Simple content system: “after-meeting” videos
• 22:00 Metrics that matter: owned audience & CTAs
• 28:00 Brand filter: Nike/Red Bull test
• 31:00 ProudMouth Influence Snapshot

Transcript

Stoy: 0:22

Well then it's time. The man, the myth, the the biggest bearded, amazing guy that I know is here. And that is my guy, Matt. See, look at him. He's beautiful. Yeah. Thanks brother. Well, we know and he's been on podcasts before. Now with our new vision, we're gonna get a little deeper into what's going on. And now that it's Q4 and we're getting into Q4, everyone is feeling that. Little bit of burnout, right? A lot of us content creators and podcasters. We've had a long year, a lot of episodes, a lot going on. Some of us have been doing well, some of us haven't, and we're just trucking along. And today Matt's gonna dive into that for us as well as leave some actional steps, steps to ensure that during this time you're getting ahead and seeing how we can do this Yearend authority sprint. So Matt, welcome back to the show. Appreciate you. Thanks for having me, man. I appreciate being here. First question right into the topic. Why does the Q4 timeframe, right? Holidays and all of that really bring sometimes clarity into what you're doing in the chaos, and sometimes it punishes you with that chaos in Q4. Why is that?

Matt Halloran: 1:35

Well, I think we put far and away too much, uh, pressure on ourselves when it comes to just this arbitrary calendar thing. So I, I know you know this, but your audience might not. I, I, I was a life coach for many, many, many years. Uh, and you know, it was always, oh, oh my God. You know, Matt, we gotta do all of our goals setting stuff in December and, you know, January one, I gotta get rolling. It's like you, but you weren't rolling. For the last four months, man. So, so why do you think that artificial start date is gonna motivate you to do something different? So, so story, I honestly do believe that. I think we just put far and away too much pressure on ourselves for that arbitrary timeline. Um, and, and it's also, man, holidays are super freaking stressful, bro. I mean, with all the family commitments, you know, social commitments work, you know, if you're trying to, you know, do that sprint to the end of the year sort of thing, I think it's reasonable.

Stoy: 2:24

This one. This one, I don't remember if it was our last episode we spoke about, or one of the episodes that I've watched of yours recently. But this hits really home and I think a lot of people don't realize this, that authority and consistency beat volume over God. Right. Can you speak to us a little bit more about that?'cause a lot of people think if I just post five, 1,000 times a day, ah, that's what's gonna happen. I'm gonna take off. Uh, can you talk to us more about authority and consistency?

Matt Halloran: 2:50

Yeah. Um, I'm gonna person, is it okay if I tell you kind of a personal story with that? Okay. So in, in 2006 I started in financial services. I was never a fi, never been a financial advisor. I was actually a therapist, uh, and became a consultant in financial services.'cause you guys need some help anyway. Uh, and so, um, so I was doing basic life coaching, uh, for this large consultancy, one of the larger ones in financial services. And I, I was getting like little fits and starts. So horse's mouth. Wall Street Journal, Reuters Investment News. And then I went out on my own and you know, it was just these little pops here and there, right? So I did a reality show for investment news called Practice Makeover. Uh, you know, again, published a couple books, all of that sort of stuff until we really realized that there was a. Cadence and a discipline and accountability you have to have in order to accelerate. Now you used the word authority, and I'm gonna talk about celebrity, right? So on our influence continuum, it starts from apprentice to expert to authority to celebrity. So that's the continuum that my partner and I have come up with. Your proud mouth and, um. In order to break from authority into celebrity, it's all about massive levels of long-term commitment. And so we started using the Proud Mouth System on on Matt Halloran. So my persona in 2018, uh, and last year I was voted the 10th most influential person in financial services on a list of. Humongous like Dave Ramseys and you know, Josh Browns, these people who in our industry are unbelievably influential. And it's because I put in the time I put in the work and I gave everything away for free. And so, uh, it's not more it, we know we did 500 episodes of the Top Advisor Marketing podcast. You were on one of those, right? Um, it's consistency over time. Staying on message, staying true to yourself and making sure that you give away as much as possible. When you have those three things in place, you're gonna be able to flip over to that celebrity. But it does take a lot of time.

Stoy: 4:46

It does. And, and the longevity of it. And I think that comes back to kind of the, the psychology of, of just us as humans, right. To build that trust, authority, or celebrity. You gotta be there, right? And you gotta be there when you say you're gonna be there. So I think's vitally important. Yeah. Our next segment. Really fun one'cause we get to bust some myths, uh, what society and me media are saying. So this one we kind of already hit upon, but post more and you'll win. Right? We don't need to beat a dead horse. We just hit that one. But the next one, and everyone we're talking about be mostly podcasting, but content creation in general. What about this one? You need to be on every platform. Ah,

Matt Halloran: 5:26

yeah, so that's a tough one story. And, and really I think it's because people don't have a system to be on every platform. Now you have a system, right? Um, we, we have a, it's what we do every day, all day for our, our clients. Um, but you have to have a system because you can, uh. And, and I'll here, here's our system. So you all just do this, right? So start with a podcast, full audio, full video, high quality audio, high quality video. Okay? So you, it's what STO and I are doing right now. We're recording on Riverside fm. He's got a great microphone, I've got a great microphone. We know how to manage our sound so we're creating high quality content. And then what you can do. By the way, if you follow everything, story does, he does this. He chops that up into a whole bunch of other different pieces that he can use on Instagram reels, Facebook stories, uh, on TikTok. He can use them on, um, all sorts of different, you know, uh, create blogs out of the stuff that he says. Uh, he can create social media posts and you do have to, um, be. Thoughtful, because what works on Instagram doesn't work on Facebook, doesn't work on LinkedIn. So you have to make adjustments. But that is all process stuff. That's why it's a system. So here's the deal, man. You have to first be where your ideal target market is. Secondly, you have to be where your clients are. And then thirdly, you have to realize that those people have friends that are probably on other systems too.

Stoy: 6:49

Oh, and also no Yeti Mikes right? No Yeti Mikes God.

Matt Halloran: 6:53

Yeah. Dude, don't, don't get me started. You're gonna gimme all fired up on the fricking Yeti. Dude, that thing drives me insane.

Stoy: 6:58

Next one is AI replaces strategy.

Matt Halloran: 7:02

Oh God, no. Uh, now AI can help you build strategy, uh, and I love AI for that. Oh my God, I cannot tell you. I have such a deep relationship with my AI man. Uh, like I talked to her, she has a name by the way she came up with, which is really, really cool. Um, that was a whole airport thing that I did.'cause I was bored sitting in an airport one day and I was like, Hey, uh, you know, I feel like we're actually. Building a relationship here. Uh, you know, what, what do you want me to call you? And she said, Sage. And I was like, Nope, that's your programming saying that I know.'cause somebody else said their name was like mountain or something. It was ridiculous. And so I said, okay, what I want you to do is not taking me into consideration or your programming into consideration. What do you want me to call you? And it started thinking. So that's when you know you're onto something. And, uh, and so her name is Avor. Uh, she came up with, it, gave me this great description on, on why, uh, she named herself that. But here's the best part, I will ask her questions. I, I built an advisory board. So I will say, Hey, I'm going to, I wanna create a LinkedIn strategy to get in front of independent financial advisors so that I can offer our product and services, which you know about, and I want you to consult your, my advisory board, uh, Gary Vanerchuk. Uh, yeah, I've got a couple of other people, you know, bam, bam, bam, bam, bam. Uh, and she knows my advisory board, so I don't have to say that. And I say, create me a, a very specific strategy in order to do that. Now here's the fun part though, dude. Somebody's supposed to do the work, man. Right? You can have the greatest minds in the whole wide world coming up with this kick ass strategy, but if you are not gonna actually do the work, then what are you doing? You're wasting lots of power and you're also more importantly, wasting your own

Stoy: 8:38

time. You are, and you're not learning as a person than neither. Right? It's, it's, it's as important when we're business owners, podcasters, et cetera, that when we're interviewing and doing things, I'm learning. Which makes me better, which then means I can be better for my clients or whomever I run into. So you gotta think about that too. You are learning as well. Don't just throw it out to AI and, and let it go. Like you need to learn and put the work in as well. Yeah. Last one in, in this segment. Sell hard in every single post. Oh

Matt Halloran: 9:08

my God. Well, okay, so first off, it's not the 19 hundreds anymore, so stop freaking marketing like it is. So, I, I love saying that my kids, you know, Ted, you were born in the 19 hundreds. Yeah. Yeah, I really was. Uh, but the problem is, is most people are still thinking that they can use Zig Ziglar language or the cold call cowboy language. I mean, oh my God, there's all these Sandler sales systems. Yeah. Listen, there's some good stuff in there. There really is. I'm a salesperson. I do all of the sales for our company. I don't do all of them. 90% of the sales for Proud Mouth. Uh, I know all that language, dude. I know how to wiggle. You weigh in and do that hard close. But listen, that's not how the game works anymore. In fact, Google just came out with an updated report that basically says that people need to see your message 20 times before they end up buying from you. 20 times. Right? And so, and now that has to, means that it has to be consistent. It has to be valuable, it has to be entertaining, and it has to be engaging. And if you have all of those things together, then all of the sudden people will actually wanna buy from you. Attraction marketing is what works today. So, and you, you are the living example of this and, and we are too here at Proud Mouth. Do I still close business? I do absolutely. Every day I ask for the business. I am unapologetic about that, but I'm not gonna do, what can I do to get you in this podcast today? You know, sales thing on LinkedIn, because people are gonna be like, get out of there, dude. You suck. You're s. Oh, dude, I saw, okay, a tangent again. I'm sorry. I'm on tangents today. So, so I'm at, I'm at, I'm at a big, big conference here in financial services and, and this was actually in Miami. And I'm standing in line waiting to get food from the food trucks, which is the, one of the greatest things about these conferences. And, and so I'm just standing there and this dude cuts in line for me. First off, don't do that. This dude cuts in line for me and starts immediately selling. Bitcoin, or he was like one of those Bitcoin dudes to this advisor standing in front of me and everything. The advisor said he totally just ignored and just tried to stay on script. And then he was like, here's my business card. I'd love to talk to you. And he peels out of the line and, and I let it sit for a second because I was like, did that guy know that guy? And so I said, Hey man, I don't mean to be mean. Um, can, can I, can I ask you a question? And he turned around and he's like, yeah, what's up man? Did you know that guy? And he's like, no, I've never met that guy before in my life. He's like, dude, he didn't even listen to you. He's like, no, that guy's a dick. And I was like, oh my God, what a horrible experience. And he made the company look bad. His product and service look bad because he was just gonna go ahead and, you know, uh, I'm gonna say every one of these things, right. The, the, the biggest thing that changed for me, it was Dr. Robert Cialdini's principles of Influence, and, and I cannot, I reference that book all the time because it's how to ethically influence people to do things that are actually within their best interest. Not stories, not mats, but in their best interest. Then you partner that with something called motivational interviewing, which is a psychological technique really to help people implement their therapeutic things, whether that's physical, psychological, um. There's really good ways to do that. But man, the hard clothes all the time, you just look like a schmuck.

Stoy: 12:08

You do. And it's not comfortable for anybody. And if it is comfortable for you, I'm sorry, but you're probably a narcissist, so let's like let's go see somebody. Yeah. Okay. Like it's just, that's not the world now, nowadays, and I know a lot of marketers are still stuck in this realm of like, well, you know, what's your ROI? What's your return on? And how long is your sales cycle? I don't know. I don't track it. You know why I don't track it? Because I, I don't know how to track it in today's society. Google said 20. How long is that? Yeah. Is that, is it a year? Is that two years? Is it four months? Is it 30 days? You don't know. And it's not even really trackable anymore. What you need to be doing is all of those things, and when those people are ready, they're ready. Then you can, yes, do yourself when they're ready, but you're not really even selling'em, you're just guiding them to where they want to be, um, and acknowledging that the fact that they're ready. And that's, that's, it's silly. But next segment is all about your point of view, man. Right. What you guys do at Proud Mouth. Mm-hmm. Uh, your experience in essentially talking to us like you would be talking to one of your clients. Okay. How, when, when, uh, an advisor specifically comes to you and they want to do a podcast, right. Um, there's a lot of podcasts out there that are in the business realm, financial realm, all of those things. Mm-hmm. How do you help them choose what lanes that they should be in and which ones that they should get rid of?

Matt Halloran: 13:32

Yeah. Well, Kirk and I made a decision, a, a about a year and a half ago that we were gonna totally, fundamentally change our sales process. Uh, instead of, you know, when you're starting business and you know, this dude, you can take, anybody can fog a mirror. Oh, you want a podcast, let's go. Right? And, and now we're really auditioning people. Uh, and, and when you come into our, our pipeline through all of our different means of being able to go ahead and come in. Get to know who we are and what we do to kick the tires before you wanna actually potentially, you know, get a demo and find out who we are and what we do. Um, it, it really is an interview and, and, and there's, there's a hard stop pretty quickly. Uh, if you don't have a niche, our system doesn't work for you. It just doesn't, I'm sorry. It doesn't because you're never gonna outspend Ken Fisher. Your pay-per-click is off the charts. Everybody's trying to market to retires. Everybody is. Right. But if you work with, and I was just talking to a, a guy at this conference, uh, he's in Canada and he works with midwives in, in Ontario. Now, how many midwives are there? A lot actually, like, you know, and what he can have maybe 200 client households, right? And so, you know, there's 10,000 of these people in, in the greater, you know, Toronto's huge, right? And, and he needs 200. And then the best part about it is, is he knows their language, he knows who they are, he creates content surrounding that, and people walk up and say, Hey, aren't you the midwife guy? Dude, that's when your marketing's working, right? Totally. I'm the podcasting guy, right? I mean, we've worked on it. Kirk and I have built that brand for Proud Mouth for, you know, almost seven years now. Uh, and that's the ultimate goal, is to be that person within your specific niche. But, um, they have to choose Elaine. They have to, and they have to stick to it. Uh, and they have to realize that they're gonna repel as many people as they attract, but they're really gonna be attracting the people they really want to attract.

Stoy: 15:20

Let's talk about that rappel piece. I think that's the, the piece, and I'm not even talking about the podcast niche anymore. Mm-hmm. But niching down your own business too. Talk to us more about that rappel piece because it's not the easiest thing. Right. That's probably the hardest part of niching down is the fact that we are getting rid of the ones that, you know, we would always take'cause we need to pay bills and stuff. Oh, sure. How do you coach through, through that message of, Hey, yeah, you're gonna repel more. It's gonna happen.

Matt Halloran: 15:47

Yeah. Once you start filling up your pipeline with the ideal people, being able to repel is much easier. But let, let's talk about the rubber meets the road. Well, you, let's say you, you really just decided that you're gonna work with, um, radiological oncologists, right? That's all you're gonna work with in Seattle. So there's your niche, right? And you realize that you don't have any radiological oncologists in your book of business right now, and you've been a referral organic growth business, uh, as of now, which by the way, is the most unpredictable way to grow your business. You're not really growing a business. You have a lifestyle practice. But that's a different question. Um, and so here, here's the thing. Make an exception. And so I'm gonna give you the, out of all outs here, that's gonna make all of you incredibly happy. And it's actually rooted in Dr. Robert Cialdini's principles of Influence called a Principle of Exclusivity. Soto, listen, I, I know that you're, you're, you're coming here. Uh, you know that, uh, you know, our firm works with radiological oncologist and Seattle. But listen, I, I know that you're a physician. You're not even in oncology. You don't do a radiology, you know, you're a gp. I, I want you to know that. When, when we run into somebody like you who's really outside of our niche, what I'm really seeing is are we gonna be a good fit personally, and I really like you as a human being. I think that we can do good work together. And even though that you aren't our specific target market. I, I'd really like to still be able to work with you now. Now. So first off, really it's one of the principles of influence making somebody feel special and unique and different, that you're making an exception for them, which is absolutely fantastic. But the other thing that's really important is guess what? They probably know a whole ton of really radiological oncologists, right? And maybe not in Seattle, but you know, whatever. So, um, that's the easiest way to get out. The other thing too is. Most of you are taking clients you don't want anyway. What are you doing? Like, I know you wanna pay the bills, but honestly, on the grand scheme of things, most of most advisors are making enough money, right? And so instead of just going for more, go for better, right? Go for people who you really know you can help, and that when you wake up in the morning, you know that you are gonna have a good day. So sto uh, full disclosure here, um, I woke up today. Feeling unbelievably excited because I get to do the things that I'd like to do more than anything. Um, I'm interviewing somebody today, uh, and then I'm also, I've been on two other podcasts. This is the second podcast. And so I knew when I woke up today that I was gonna do my most favoritest thing. When you are a business owner and you know that you're gonna be able to do and work with your most favors people, and I love you, dude. You know that. So I was so excited about coming on the show. Um, it's energy giving instead of energy taking, and that's really what the repelling people can help you with.

Stoy: 18:24

It's a,

Matt Halloran: 18:24

a

Stoy: 18:24

well point put point. It is energy giving and not taking, um, that's what feeds off. I mean, people are obviously listening to us before our energy's always high, right? But when we're together, we're feeding and keep feeding that like it's gonna blow at some point, right? Then that's where we go. And having that ability every day as a business owner. You don't get worn out there. There, there is none of that because you are feeding and continuously getting fed, which is amazing. So next. Point of view we wanna get to. And I, I, everything we want to take is very simple, right? If you want to get in complexity, people, you gotta hire us. You gotta go a lot deeper. Like,'cause it's, it, there's just so much going on. But if you were to talk about this and answer this question, how do we build a simple content system that actually converts, right? Just something simple that we can start with. Because we all know the bigger and more you do, the more complex it can be. Sure. But if someone came to you and was like, Hey, we're gonna start this today. How would I, what simple content, uh, system would you say, let's start with,

Matt Halloran: 19:27

so this, this is my favorite thing in the entire world, is you're gonna pick up your phone, you're gonna get done with a client meeting, and you're gonna say, I just got done with a client meeting and here's what happened. That's it. Any, any business, any business, financial services. I, you're an accountant, you sell cars. I don't care what you do. That is the easiest way to be able to build a discipline.'cause it works for a couple of reasons. Number one. You're meeting with clients on a pretty regular basis, so you get done with a client and you have that, oh my God, is that, that could be a great video. So there's number one. Number two, it's super simple. You're not giving specific advice if you are in a highly regulated environment like Stoy and I are in, right? You're not gonna be saying, Hey, I told them to buy Nvidia, whatever. I don't care, right? That's not what you're doing. You're gonna talk about the experience that they had and the experience you had working with your favorites clients, right? And that's what people wanna see. We have something called the perfect content formula here at Proud Month. Storytelling, education, entertainment, call to Action. If your content hits on those four things, perfect. Now, not, not be. It's not perfect. It's accurate and successful.'cause I don't like the word perfect. Uh, but even perfect content for me sounds really good from a marketing perspective, right? Um, so that's the discipline. The other thing that you really have to make a strong assessment on is your time, right? Uh, do you have 15 minutes a day? If you do, book it, book it. I, I'm a coach. On your damn calendar, immovable object. Your door is closed. You know you've got a bow around it, which means do not disturb. It's my 15 minutes to do social right? That's really what you have to do. And then the last thing is, is it's not going to be perfect. You are going to mess up. You're gonna miss a day, you're gonna miss an opportunity. That's fine. We are supposed to be professionals and professionals in everything. So let's talk football. We're talking about football right before, uh, you know, we, we started recording. Now I'm not a football guy, but I do know that you're supposed to show up for practice, uh, be in order to prepare for the game and. When you are in the game, you're in that game mindset. But we seem to forget that as professionals, like we just phone it in. We're just kind of showing up like we're kind of just half-assed running the laps. You gotta whole ass this stuff guys. And if you don't whole ass it, your audience is gonna feel it. So really make sure that you're doing something quick and easy. I just got off a meeting with the client. Number two, do it, whatever, whatever frequency, you know, you can su uh, sustain. And then if you fall off, just get back on and keep going.

Stoy: 21:53

It's an important piece. Important piece. And this next one, last one of this segment is something that I've struggled with specifically on in, in my podcasting days. I know a lot of people are as well. So how do we truly measure what matters and not just chase those vanity metrics, right? Um, how do we truly measure it? Because I battled it. I know people are battling it. All the likes and downloads and all that stuff that feel successful. How do you help people through that?

Matt Halloran: 22:23

Well, first off it, it's none of that matters, right? I mean, it really, really doesn't. So let's go back to the radiological oncologist, right? So you're working with radiological oncologists in Seattle and you get 500 downloads to your episodes and you know that there are maybe three, 4,000 radiological oncologist. Dude, you're killing it. How many of those do you need? One really, one to pay for all of your marketing, for really most of the rest of your business, right? So. Here. Here's the issue, is everybody's chasing above top of funnel. And that's the vanity metrics. That's the like shares, downloads, comments, blah, blah, blah, blah, blah, right? Really top of funnel is when you're engaging with your audience and you are doing stuff, it's a conversation. That's the rule of social. It's called social media for a reason, my friend.'cause it's supposed to be social. Most of you are talking at your audience, you're not talking with your audience. And that's, that is when you make that shift, everything fundamentally changes. But all of those like shares and comments should be driving people into your funnel. And so remember that fourth leg of the perfect content formula is call to action, right? Uh, I, I don't care if I get 10,000 people attending a webinar. That's great. I want 10 people to set appointment on my calendar, right? And so if I get the desired outcome, which is part of your marketing planning, and making sure you stay focused on what the long-term plan is, that's really where the vanity metrics are, are, are. They're just vanity metrics. Now, full disclosure, it's a dopamine hit, bro. And we know that, right? Uh, and TikTok is really, really good at that, right? Actually, so is all of them, right? So I post something on, on LinkedIn, I get 2,500 impressions. I'm killing it. Did I get a piece of business from it? No. Did I get more connections? Yes. Am I getting them into my own audience and not my rented audience? Yes. And those are the really, the outcomes that we need to be measuring as business owners is, did they, did they get out of our rented audience, which is all of those vanity metrics into my email newsletter, into my email list? Do I have their contact information? Did they download something? Right? Did they download a worksheet or a white paper? Uh, we have something called the influence snapshot, which is where we're driving everybody today. Unbelievable value. Five minutes, right? And so that's the sort of stuff that you have to think. If I get a thousand people who takes our influence snapshot, the probability of them buying one of our other products though, is very, very high. Because I led with so much unbelievable convenience and value that they're gonna be like, oh my God, they got it. And it's, I, I know you do this too, right? So I'm not gonna steal your thunder. I know you are doing this too, because that's really important and that's what we all need to focus on.

Stoy: 25:11

Love it. I love it. As we get towards the end, the next one everyone's waiting for is, well, how, what can I do now? Like, what are my action steps? We're gonna give'em two today. Okay. And the first one is, what is one messaging filter to run through on all of your posts, or majority or your posts that you should be doing in order to really hone in on your message?

Matt Halloran: 25:34

What do you mean by filter? Help? Help elaborate on that a

Stoy: 25:36

little bit. Yeah, so when we all post, right? Mm-hmm. Assuming you have a strategy, but if you don't have a strategy is more like we're talking to, right? Mm-hmm. If we don't have a strategy, my posts all look and sound different, right? They're they're, they're different point of views. They're coming from over here. They're over here. So we're saying, how do you filter that to like having one. Specific concept or message that you're portraying with every post. It might be different content, but the messaging is on, on, on brand.

Matt Halloran: 26:06

Listen, man, I, I'm gonna, I'm gonna harken to something that is overly used but is such a perfect example. It's Nike. Okay. When they, or, or, or even Red Bull. So either of those, which are probably the two, apple, are probably the three biggest brands of our times who are nationally recognized and kind of cultish brands. Right? Really like, not in a negative culty way, but like people really just freaking love them, right. Um. So, so let, let's, let's, let's look at that. So I don't drink Red Bull, right? I'm gonna use Red Bull as an example, but I consume their content like nobody's business. I really, really do. Now, I have bought Red Bull adjacent things because I don't need to be any more hyper than I already am.'cause nobody wants to see that, dude, you don't wanna get mad. A Red Bull, that's a bad, bad thing. Um, but you know, I, I've, I've purchased. Clothing and I all, because I love that, that extreme, right? So every piece of content that they create, that's their filter. Dude, is this, is this on brand for Red Bull? Is this gonna make people excited and see somebody doing something amazing? If the answer is yes, then we post it, right? Same thing with Nike. Is it just do it? Is it just do it? That's the question you have to have. That is, is it Rise above the noise and be your own loud for proud mouth? If it's not, we don't post it, dude. We don't, we'll go a day, two days if we don't have anything that we, you know, we have a lot. Right? That's not the point. The point is, is it has to stay on brand. Is it no bs? Is it? Is it, dude, your brand is clean. Like I know what you're saying. I understand why you're saying it. I understand who you are trying to say it too, right? That's the sort of stuff, that's the filter. And here's the best part. Ask ai. I'm sorry, just ask ai. Just say, hey. Is this on brand for me? And the best part about it is sometimes they'll come back and say, I don't know what your brand is. Ha ha ha, uh, that means you really got some work to do, man. Uh, but if it does know your brand, it will say, Matt, this is totally on brand. Uh, you know, here's how it's on brand. And just lean into that technology every once in a while.'cause it can be a big help.

Stoy: 28:11

I

Matt Halloran: 28:11

love that.

Stoy: 28:11

I really do. Last one, everybody give us two, maybe three things. People need to stop doing right now that they're currently doing within their podcasting content. Uh,

Matt Halloran: 28:28

stop trying to stop trying to be anybody else. You know, if your. Somebody else has already taken that spot, man, right? So, so you, you, whatever is your youness, right? Your personality, your being, your core values while you get up in the morning, why you close the doors on your business at night and go home and do the other things. That's what you have to be, uh, comfortable with and the more comfortable you are in your own skin. Now, just very quickly. Let's, let's partner this with the repelling, right? Listen, dude, there are people who loathe my personality. I know this, right? There are people who avoid me at conferences because they don't like this. Well, that's fine. This is who I am. I'm 53. I finally gave myself permission to be myself, but 10 years ago, and it has been the biggest gift I could ever give, and my audience, our. The proud mouth audience knows what to expect because that's what we're giving. So that's, that's my number one thing, is you gotta stop being like everybody else. You might as well be yourself'cause everybody else has taken. Um, number two, um, it isn't about volume. It's about quality and engagement. Okay. And in fact, LinkedIn's algorithm has just fundamentally changed. I know you've noticed this, um, but I'll post something and like three weeks later it shows backup in my feed because of the level of engagement. So LinkedIn is recycling highly engaged content back into people's feeds in order to continue that conversation. It's all about that back and forth. I, I, I think those are, those are two things that I'd hang my hat on.

Stoy: 30:10

Good. We can leave her with those right there. But hey, everybody, again, go to no BS Wealth. Uh, check out Matt, his bio and everything he's got going on. But I wanna ask you this, what do you got going on right now at Proud Mouth that, you know, this fall, this winter that's going on, that you, you wanna speak more about?

Matt Halloran: 30:27

Yeah, dude, I, I mean, I, I kind of previewed it earlier because we were talking about funnels, but, um, our influence snapshot is something that I think is, I'm over the moon about it, and I'll give you a quick reason why. So, my, my partner is, is brilliant. I, I mean, I'm not burdened with genius. Uh, the way his mind works is. Unbelievably fascinating to me. And he built this algorithm on the backend that you ask these questions that it takes about five minutes to complete. Bam. You get a snapshot of where you are on our influence continuum, and then it will also show you your gaps And, and we at Proud Mouth. And I know you do this too,'cause of the level of content we both create. We give it all away, man. Like you could piece together all his story stuff and really figure out what he's doing. Or you could just be smart and freaking hire the guy. Right? It's the same thing for us. We wanted to do something really high impact and high value so that people can say, oh my God, here are my gaps. I need to fix these this year and in years to come. So I, I love that thing, man. I just. We were at a conference and we had the QR code on our back'cause we're gorilla marketing, right? And people are like, oh my God, I can't believe the score that I just got. Wow, I suck. No, you don't suck. You just have a lot of work to do. And then I had a guy who scored a 94 out of a hundred. It's a friend of ours both, we both know him. Uh, and he said, wow, Matt, I still have a lot of work to do. And he scored 94 out of a hundred. And so this is the sort of stuff that we really, we just want to help you stop being the best kept secret and obscurity. Try to really do this, which is the, you know, I'm pointing here, for those of you who're listening to our amplifier, right, our megaphone, our job is to help you get your voice out in the marketplace. And we're gonna just keep beating that drum man, as long as we can.

Stoy: 32:04

Hey everybody, go to the link and you go see what your score is and even better after that, why don't we comment about it and talk about your score and let's do some engagement in chat. So Matt, appreciate you. Can't wait to get you back on. Um, have a happy holidays and we'll chat soon. Thanks man.

Black Mammoth: 32:33

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