October 29, 2025 • 34 mins
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!
Twitter, FaceBook, Instagram, Tiktok, Linkedin
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.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Stoy (00:22):
Well then it's time.
The man, the myth, the thebiggest 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 onpodcasts before.
Now with our new vision, we'regonna get a little deeper into
(00:43):
what's going on.
And now that it's Q4 and we'regetting into Q4, everyone is
feeling that.
Little bit of burnout, right?
A lot of us content creators andpodcasters.
We've had a long year, a lot ofepisodes, 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 intothat for us as well as leave
(01:04):
some actional steps, steps toensure that during this time
you're getting ahead and seeinghow we can do this Yearend
authority sprint.
So Matt, welcome back to theshow.
Appreciate you.
Thanks for having me, man.
I appreciate being here.
First question right into thetopic.
Why does the Q4 timeframe,right?
Holidays and all of that reallybring sometimes clarity into
(01:28):
what you're doing in the chaos,and sometimes it punishes you
with that chaos in Q4.
Why is that?
Matt Halloran (01:35):
Well, I think we put far and away too much, uh,
pressure on ourselves when itcomes to just this arbitrary
calendar thing.
So I, I know you know this, butyour audience might not.
I, I, I was a life coach formany, many, many years.
Uh, and you know, it was always,oh, oh my God.
You know, Matt, we gotta do allof our goals setting stuff in
December and, you know, Januaryone, I gotta get rolling.
It's like you, but you weren'trolling.
For the last four months, man.
(01:56):
So, so why do you think thatartificial start date is gonna
motivate you to do somethingdifferent?
So, so story, I honestly dobelieve that.
I think we just put far and awaytoo 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 familycommitments, you know, social
(02:16):
commitments work, you know, ifyou're trying to, you know, do
that sprint to the end of theyear sort of thing, I think it's
reasonable.
Stoy (02:24):
This one.
This one, I don't remember if itwas our last episode we spoke
about, or one of the episodesthat I've watched of yours
recently.
But this hits really home and Ithink a lot of people don't
realize this, that authority andconsistency beat volume over
God.
Right.
Can you speak to us a little bitmore about that?
'cause a lot of people think ifI just post five, 1,000 times a
(02:45):
day, ah, that's what's gonnahappen.
I'm gonna take off.
Uh, can you talk to us moreabout authority and consistency?
Matt Halloran (02:50):
Yeah.
Um, I'm gonna person, is it okayif I tell you kind of a personal
story with that?
Okay.
So in, in 2006 I started infinancial services.
I was never a fi, never been afinancial advisor.
I was actually a therapist, uh,and became a consultant in
financial services.
'cause you guys need some helpanyway.
Uh, and so, um, so I was doingbasic life coaching, uh, for
this large consultancy, one ofthe larger ones in financial
(03:13):
services.
And I, I was getting like littlefits and starts.
So horse's mouth.
Wall Street Journal, ReutersInvestment News.
And then I went out on my ownand you know, it was just these
little pops here and there,right?
So I did a reality show forinvestment news called Practice
Makeover.
Uh, you know, again, published acouple books, all of that sort
of stuff until we reallyrealized that there was a.
(03:34):
Cadence and a discipline andaccountability 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 tocelebrity.
So that's the continuum that mypartner and I have come up with.
Your proud mouth and, um.
In order to break from authorityinto celebrity, it's all about
(03:56):
massive levels of long-termcommitment.
And so we started using theProud Mouth System on on Matt
Halloran.
So my persona in 2018, uh, andlast year I was voted the 10th
most influential person infinancial services on a list of.
Humongous like Dave Ramseys andyou know, Josh Browns, these
people who in our industry areunbelievably influential.
(04:19):
And it's because I put in thetime I put in the work and I
gave everything away for free.
And so, uh, it's not more it, weknow 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 trueto yourself and making sure that
you give away as much aspossible.
When you have those three thingsin place, you're gonna be able
(04:42):
to flip over to that celebrity.
But it does take a lot of time.
Stoy (04:46):
It does.
And, and the longevity of it.
And I think that comes back tokind 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 yousay you're gonna be there.
So I think's vitally important.
Yeah.
Our next segment.
Really fun one'cause we get tobust some myths, uh, what
(05:06):
society and me media are saying.
So this one we kind of alreadyhit upon, but post more and
you'll win.
Right?
We don't need to beat a deadhorse.
We just hit that one.
But the next one, and everyonewe're talking about be mostly
podcasting, but content creationin general.
What about this one?
You need to be on everyplatform.
Ah,
Matt Halloran (05:26):
yeah, so that's a tough one story.
And, and really I think it'sbecause 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 wedo every day, all day for our,
our clients.
Um, but you have to have asystem because you can, uh.
And, and I'll here, here's oursystem.
(05:47):
So you all just do this, right?
So start with a podcast, fullaudio, full video, high quality
audio, high quality video.
Okay?
So you, it's what STO and I aredoing 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 soundso we're creating high quality
content.
And then what you can do.
By the way, if you followeverything, story does, he does
this.
(06:07):
He chops that up into a wholebunch of other different pieces
that he can use on Instagramreels, Facebook stories, uh, on
TikTok.
He can use them on, um, allsorts of different, you know,
uh, create blogs out of thestuff that he says.
Uh, he can create social mediaposts and you do have to, um,
be.
Thoughtful, because what workson Instagram doesn't work on
(06:29):
Facebook, doesn't work onLinkedIn.
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 yourideal target market is.
Secondly, you have to be whereyour clients are.
And then thirdly, you have torealize that those people have
friends that are probably onother systems too.
Stoy (06:49):
Oh, and also no Yeti Mikes right?
No Yeti Mikes God.
Matt Halloran (06:53):
Yeah.
Dude, don't, don't get mestarted.
You're gonna gimme all fired upon the fricking Yeti.
Dude, that thing drives meinsane.
Stoy (06:58):
Next one is AI replaces strategy.
Matt Halloran (07:02):
Oh God, no.
Uh, now AI can help you buildstrategy, uh, and I love AI for
that.
Oh my God, I cannot tell you.
I have such a deep relationshipwith my AI man.
Uh, like I talked to her, shehas a name by the way she came
up with, which is really, reallycool.
Um, that was a whole airportthing that I did.
'cause I was bored sitting in anairport one day and I was like,
(07:23):
Hey, uh, you know, I feel likewe're actually.
Building a relationship here.
Uh, you know, what, what do youwant me to call you?
And she said, Sage.
And I was like, Nope, that'syour programming saying that I
know.
'cause somebody else said theirname was like mountain or
something.
It was ridiculous.
And so I said, okay, what I wantyou to do is not taking me into
consideration or yourprogramming into consideration.
What do you want me to call you?
(07:44):
And it started thinking.
So that's when you know you'reonto something.
And, uh, and so her name isAvor.
Uh, she came up with, it, gaveme this great description on, on
why, uh, she named herself that.
But here's the best part, I willask her questions.
I, I built an advisory board.
So I will say, Hey, I'm goingto, I wanna create a LinkedIn
strategy to get in front ofindependent financial advisors
(08:06):
so that I can offer our productand services, which you know
about, and I want you to consultyour, my advisory board, uh,
Gary Vanerchuk.
Uh, yeah, I've got a couple ofother people, you know, bam,
bam, bam, bam, bam.
Uh, and she knows my advisoryboard, so I don't have to say
that.
And I say, create me a, a veryspecific strategy in order to do
that.
Now here's the fun part though,dude.
Somebody's supposed to do thework, man.
(08:27):
Right?
You can have the greatest mindsin the whole wide world coming
up with this kick ass strategy,but if you are not gonna
actually do the work, then whatare you doing?
You're wasting lots of power andyou're also more importantly,
wasting your own
Stoy (08:38):
time.
You are, and you're not learningas a person than neither.
Right?
It's, it's, it's as importantwhen we're business owners,
podcasters, et cetera, that whenwe're interviewing and doing
things, I'm learning.
Which makes me better, whichthen means I can be better for
my clients or whomever I runinto.
So you gotta think about thattoo.
You are learning as well.
Don't just throw it out to AIand, and let it go.
(09:00):
Like you need to learn and putthe work in as well.
Yeah.
Last one in, in this segment.
Sell hard in every single post.
Oh
Matt Halloran (09:08):
my God.
Well, okay, so first off, it'snot the 19 hundreds anymore, so
stop freaking marketing like itis.
So, I, I love saying that mykids, you know, Ted, you were
born in the 19 hundreds.
Yeah.
Yeah, I really was.
Uh, but the problem is, is mostpeople are still thinking that
they can use Zig Ziglar languageor the cold call cowboy
language.
I mean, oh my God, there's allthese Sandler sales systems.
(09:29):
Yeah.
Listen, there's some good stuffin there.
There really is.
I'm a salesperson.
I do all of the sales for ourcompany.
I don't do all of them.
90% of the sales for ProudMouth.
Uh, I know all that language,dude.
I know how to wiggle.
You weigh in and do that hardclose.
But listen, that's not how thegame works anymore.
In fact, Google just came outwith an updated report that
basically says that people needto see your message 20 times
(09:50):
before they end up buying fromyou.
20 times.
Right?
And so, and now that has to,means that it has to be
consistent.
It has to be valuable, it has tobe entertaining, and it has to
be engaging.
And if you have all of thosethings together, then all of the
sudden people will actuallywanna buy from you.
Attraction marketing is whatworks today.
So, and you, you are the livingexample of this and, and we are
(10:12):
too here at Proud Mouth.
Do I still close business?
I do absolutely.
Every day I ask for thebusiness.
I am unapologetic about that,but I'm not gonna do, what can I
do to get you in this podcasttoday?
You know, sales thing onLinkedIn, because people are
gonna be like, get out of there,dude.
You suck.
You're s.
Oh, dude, I saw, okay, a tangentagain.
I'm sorry.
I'm on tangents today.
(10:33):
So, so I'm at, I'm at, I'm at abig, big conference here in
financial services and, and thiswas actually in Miami.
And I'm standing in line waitingto get food from the food
trucks, which is the, one of thegreatest things about these
conferences.
And, and so I'm just standingthere and this dude cuts in line
for me.
First off, don't do that.
This dude cuts in line for meand starts immediately selling.
Bitcoin, or he was like one ofthose Bitcoin dudes to this
(10:56):
advisor standing in front of meand everything.
The advisor said he totally justignored and just tried to stay
on script.
And then he was like, here's mybusiness card.
I'd love to talk to you.
And he peels out of the lineand, and I let it sit for a
second because I was like, didthat guy know that guy?
And so I said, Hey man, I don'tmean to be mean.
Um, can, can I, can I ask you aquestion?
(11:16):
And he turned around and he'slike, yeah, what's up man?
Did you know that guy?
And he's like, no, I've nevermet that guy before in my life.
He's like, dude, he didn't evenlisten to you.
He's like, no, that guy's adick.
And I was like, oh my God, whata horrible experience.
And he made the company lookbad.
His product and service look badbecause he was just gonna go
ahead and, you know, uh, I'mgonna say every one of these
things, right.
The, the, the biggest thing thatchanged for me, it was Dr.
(11:39):
Robert Cialdini's principles ofInfluence, and, and I cannot, I
reference that book all the timebecause it's how to ethically
influence people to do thingsthat are actually within their
best interest.
Not stories, not mats, but intheir best interest.
Then you partner that withsomething called motivational
interviewing, which is apsychological technique really
to help people implement theirtherapeutic things, whether
(12:00):
that's physical, psychological,um.
There's really good ways to dothat.
But man, the hard clothes allthe time, you just look like a
schmuck.
Stoy (12:08):
You do.
And it's not comfortable foranybody.
And if it is comfortable foryou, I'm sorry, but you're
probably a narcissist, so let'slike let's go see somebody.
Yeah.
Okay.
Like it's just, that's not theworld now, nowadays, and I know
a lot of marketers are stillstuck in this realm of like,
well, you know, what's your ROI?
What's your return on?
(12:28):
And how long is your salescycle?
I don't know.
I don't track it.
You know why I don't track it?
Because I, I don't know how totrack 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 reallytrackable anymore.
What you need to be doing is allof those things, and when those
(12:49):
people are ready, they're ready.
Then you can, yes, do yourselfwhen they're ready, but you're
not really even selling'em,you're just guiding them to
where they want to be, um, andacknowledging that the fact that
they're ready.
And that's, that's, it's silly.
But next segment is all aboutyour point of view, man.
Right.
What you guys do at Proud Mouth.
Mm-hmm.
Uh, your experience inessentially talking to us like
(13:10):
you would be talking to one ofyour clients.
Okay.
How, when, when, uh, an advisorspecifically comes to you and
they want to do a podcast,right.
Um, there's a lot of podcastsout there that are in the
business realm, financial realm,all of those things.
Mm-hmm.
How do you help them choose whatlanes that they should be in and
which ones that they should getrid of?
Matt Halloran (13:32):
Yeah.
Well, Kirk and I made adecision, a, a about a year and
a half ago that we were gonnatotally, fundamentally change
our sales process.
Uh, instead of, you know, whenyou're starting business and you
know, this dude, you can take,anybody can fog a mirror.
Oh, you want a podcast, let'sgo.
Right?
And, and now we're reallyauditioning people.
Uh, and, and when you come intoour, our pipeline through all of
our different means of beingable to go ahead and come in.
(13:54):
Get to know who we are and whatwe 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 aninterview and, and, and there's,
there's a hard stop prettyquickly.
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 nevergonna outspend Ken Fisher.
Your pay-per-click is off thecharts.
(14:16):
Everybody's trying to market toretires.
Everybody is.
Right.
But if you work with, and I wasjust talking to a, a guy at this
conference, uh, he's in Canadaand he works with midwives in,
in Ontario.
Now, how many midwives arethere?
A lot actually, like, you know,and what he can have maybe 200
client households, right?
And so, you know, there's 10,000of these people in, in the
(14:38):
greater, you know, Toronto'shuge, right?
And, and he needs 200.
And then the best part about itis, is he knows their language,
he knows who they are, hecreates content surrounding
that, and people walk up andsay, Hey, aren't you the midwife
guy?
Dude, that's when yourmarketing's working, right?
Totally.
I'm the podcasting guy, right?
I mean, we've worked on it.
Kirk and I have built that brandfor Proud Mouth for, you know,
(15:01):
almost seven years now.
Uh, and that's the ultimategoal, is to be that person
within your specific niche.
But, um, they have to chooseElaine.
They have to, and they have tostick to it.
Uh, and they have to realizethat they're gonna repel as many
people as they attract, butthey're really gonna be
attracting the people theyreally 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 ownbusiness too.
Talk to us more about thatrappel piece because it's not
the easiest thing.
Right.
That's probably the hardest partof niching down is the fact that
we are getting rid of the onesthat, you know, we would always
take'cause we need to pay billsand stuff.
(15:40):
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 yourpipeline with the ideal people,
being able to repel is mucheasier.
But let, let's talk about therubber meets the road.
Well, you, let's say you, youreally just decided that you're
gonna work with, um,radiological oncologists, right?
That's all you're gonna workwith in Seattle.
So there's your niche, right?
And you realize that you don'thave any radiological
(16:08):
oncologists in your book ofbusiness right now, and you've
been a referral organic growthbusiness, uh, as of now, which
by the way, is the mostunpredictable way to grow your
business.
You're not really growing abusiness.
You have a lifestyle practice.
But that's a different question.
Um, and so here, here's thething.
Make an exception.
And so I'm gonna give you the,out of all outs here, that's
gonna make all of you incrediblyhappy.
(16:30):
And it's actually rooted in Dr.
Robert Cialdini's principles ofInfluence called a Principle of
Exclusivity.
Soto, listen, I, I know thatyou'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 thatyou're a physician.
You're not even in oncology.
You don't do a radiology, youknow, you're a gp.
I, I want you to know that.
(16:51):
When, when we run into somebodylike you who's really outside of
our niche, what I'm reallyseeing is are we gonna be a good
fit personally, and I reallylike you as a human being.
I think that we can do good worktogether.
And even though that you aren'tour specific target market.
I, I'd really like to still beable to work with you now.
Now.
So first off, really it's one ofthe principles of influence
(17:11):
making somebody feel special andunique and different, that
you're making an exception forthem, which is absolutely
fantastic.
But the other thing that'sreally important is guess what?
They probably know a whole tonof really radiological
oncologists, right?
And maybe not in Seattle, butyou know, whatever.
So, um, that's the easiest wayto get out.
The other thing too is.
Most of you are taking clientsyou don't want anyway.
What are you doing?
(17:31):
Like, I know you wanna pay thebills, but honestly, on the
grand scheme of things, most ofmost advisors are making enough
money, right?
And so instead of just going formore, go for better, right?
Go for people who you reallyknow you can help, and that when
you wake up in the morning, youknow that you are gonna have a
good day.
So sto uh, full disclosure here,um, I woke up today.
(17:54):
Feeling unbelievably excitedbecause I get to do the things
that I'd like to do more thananything.
Um, I'm interviewing somebodytoday, 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 uptoday that I was gonna do my
most favoritest thing.
When you are a business ownerand you know that you're gonna
be able to do and work with yourmost favors people, and I love
(18:15):
you, dude.
You know that.
So I was so excited about comingon the show.
Um, it's energy giving insteadof energy taking, and that's
really what the repelling peoplecan 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 nottaking, um, that's what feeds
off.
I mean, people are obviouslylistening to us before our
energy's always high, right?
But when we're together, we'refeeding and keep feeding that
like it's gonna blow at somepoint, right?
Then that's where we go.
And having that ability everyday as a business owner.
(18:45):
You don't get worn out there.
There, there is none of thatbecause you are feeding and
continuously getting fed, whichis amazing.
So next.
Point of view we wanna get to.
And I, I, everything we want totake is very simple, right?
If you want to get incomplexity, people, you gotta
hire us.
You gotta go a lot deeper.
Like,'cause it's, it, there'sjust so much going on.
(19:05):
But if you were to talk aboutthis and answer this question,
how do we build a simple contentsystem that actually converts,
right?
Just something simple that wecan start with.
Because we all know the biggerand more you do, the more
complex it can be.
Sure.
But if someone came to you andwas like, Hey, we're gonna start
this today.
How would I, what simplecontent, 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 upyour phone, you're gonna get
done with a client meeting, andyou're gonna say, I just got
done with a client meeting andhere's what happened.
That's it.
Any, any business, any business,financial services.
I, you're an accountant, yousell cars.
I don't care what you do.
That is the easiest way to beable to build a discipline.
'cause it works for a couple ofreasons.
(19:47):
Number one.
You're meeting with clients on apretty regular basis, so you get
done with a client and you havethat, 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 specificadvice if you are in a highly
regulated environment like Stoyand 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.
(20:08):
You're gonna talk about theexperience that they had and the
experience you had working withyour favorites clients, right?
And that's what people wannasee.
We have something called theperfect content formula here at
Proud Month.
Storytelling, education,entertainment, call to Action.
If your content hits on thosefour things, perfect.
Now, not, not be.
(20:28):
It's not perfect.
It's accurate and successful.
'cause I don't like the wordperfect.
Uh, but even perfect content forme sounds really good from a
marketing perspective, right?
Um, so that's the discipline.
The other thing that you reallyhave to make a strong assessment
on is your time, right?
Uh, do you have 15 minutes aday?
If you do, book it, book it.
I, I'm a coach.
On your damn calendar, immovableobject.
(20:50):
Your door is closed.
You know you've got a bow aroundit, which means do not disturb.
It's my 15 minutes to do socialright?
That's really what you have todo.
And then the last thing is, isit's not going to be perfect.
You are going to mess up.
You're gonna miss a day, you'regonna miss an opportunity.
That's fine.
We are supposed to beprofessionals and professionals
(21:11):
in everything.
So let's talk football.
We're talking about footballright before, uh, you know, we,
we started recording.
Now I'm not a football guy, butI do know that you're supposed
to show up for practice, uh, bein order to prepare for the game
and.
When you are in the game, you'rein that game mindset.
But we seem to forget that asprofessionals, like we just
phone it in.
We're just kind of showing uplike we're kind of just
(21:31):
half-assed running the laps.
You gotta whole ass this stuffguys.
And if you don't whole ass it,your audience is gonna feel it.
So really make sure that you'redoing something quick and easy.
I just got off a meeting withthe client.
Number two, do it, whatever,whatever frequency, you know,
you can su uh, sustain.
And then if you fall off, justget back on and keep going.
Stoy (21:53):
It's an important piece.
Important piece.
And this next one, last one ofthis segment is something that
I've struggled with specificallyon in, in my podcasting days.
I know a lot of people are aswell.
So how do we truly measure whatmatters and not just chase those
vanity metrics, right?
Um, how do we truly measure it?
(22:14):
Because I battled it.
I know people are battling it.
All the likes and downloads andall that stuff that feel
successful.
How do you help people throughthat?
Matt Halloran (22:23):
Well, first off it, it's none of that matters,
right?
I mean, it really, reallydoesn't.
So let's go back to theradiological oncologist, right?
So you're working withradiological oncologists in
Seattle and you get 500downloads to your episodes and
you know that there are maybethree, 4,000 radiological
oncologist.
Dude, you're killing it.
How many of those do you need?
(22:43):
One really, one to pay for allof your marketing, for really
most of the rest of yourbusiness, right?
So.
Here.
Here's the issue, is everybody'schasing 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 whenyou're engaging with your
(23:06):
audience and you are doingstuff, it's a conversation.
That's the rule of social.
It's called social media for areason, my friend.
'cause it's supposed to besocial.
Most of you are talking at youraudience, you're not talking
with your audience.
And that's, that is when youmake that shift, everything
fundamentally changes.
But all of those like shares andcomments should be driving
people into your funnel.
And so remember that fourth legof the perfect content formula
(23:28):
is call to action, right?
Uh, I, I don't care if I get10,000 people attending a
webinar.
That's great.
I want 10 people to setappointment on my calendar,
right?
And so if I get the desiredoutcome, which is part of your
marketing planning, and makingsure you stay focused on what
the long-term plan is, that'sreally where the vanity metrics
(23:51):
are, are, are.
They're just vanity metrics.
Now, full disclosure, it's adopamine hit, bro.
And we know that, right?
Uh, and TikTok is really, reallygood at that, right?
Actually, so is all of them,right?
So I post something on, onLinkedIn, I get 2,500
impressions.
I'm killing it.
Did I get a piece of businessfrom it?
(24:12):
No.
Did I get more connections?
Yes.
Am I getting them into my ownaudience and not my rented
audience?
Yes.
And those are the really, theoutcomes that we need to be
measuring as business owners is,did they, did they get out of
our rented audience, which isall of those vanity metrics into
my email newsletter, into myemail list?
Do I have their contactinformation?
Did they download something?
(24:32):
Right?
Did they download a worksheet ora white paper?
Uh, we have something called theinfluence snapshot, which is
where we're driving everybodytoday.
Unbelievable value.
Five minutes, right?
And so that's the sort of stuffthat you have to think.
If I get a thousand people whotakes our influence snapshot,
the probability of them buyingone of our other products
though, is very, very high.
(24:54):
Because I led with so muchunbelievable convenience and
value that they're gonna belike, oh my God, they got it.
And it's, I, I know you do thistoo, right?
So I'm not gonna steal yourthunder.
I know you are doing this too,because that's really important
and that's what we all need tofocus on.
Stoy (25:11):
Love it.
I love it.
As we get towards the end, thenext one everyone's waiting for
is, well, how, what can I donow?
Like, what are my action steps?
We're gonna give'em two today.
Okay.
And the first one is, what isone messaging filter to run
through on all of your posts, ormajority or your posts that you
should be doing in order toreally 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, myposts all look and sound
different, right?
They're they're, they'redifferent point of views.
They're coming from over here.
They're over here.
So we're saying, how do youfilter that to like having one.
Specific concept or message thatyou're portraying with every
(26:00):
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 usedbut is such a perfect example.
It's Nike.
Okay.
When they, or, or, or even RedBull.
So either of those, which areprobably the two, apple, are
probably the three biggestbrands of our times who are
nationally recognized and kindof cultish brands.
Right?
Really like, not in a negativeculty way, but like people
(26:28):
really just freaking love them,right.
Um.
So, so let, let's, let's, let'slook at that.
So I don't drink Red Bull,right?
I'm gonna use Red Bull as anexample, but I consume their
content like nobody's business.
I really, really do.
Now, I have bought Red Bulladjacent things because I don't
need to be any more hyper than Ialready am.
'cause nobody wants to see that,dude, you don't wanna get mad.
A Red Bull, that's a bad, badthing.
(26:49):
Um, but you know, I, I've, I'vepurchased.
Clothing and I all, because Ilove that, that extreme, right?
So every piece of content thatthey create, that's their
filter.
Dude, is this, is this on brandfor Red Bull?
Is this gonna make peopleexcited and see somebody doing
something amazing?
If the answer is yes, then wepost it, right?
Same thing with Nike.
(27:10):
Is it just do it?
Is it just do it?
That's the question you have tohave.
That is, is it Rise above thenoise 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, twodays if we don't have anything
that we, you know, we have alot.
Right?
That's not the point.
The point is, is it has to stayon brand.
Is it no bs?
Is it?
Is it, dude, your brand isclean.
(27:33):
Like I know what you're saying.
I understand why you're sayingit.
I understand who you are tryingto say it too, right?
That's the sort of stuff, that'sthe 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 issometimes they'll come back and
(27:54):
say, I don't know what yourbrand is.
Ha ha ha, uh, that means youreally got some work to do, man.
Uh, but if it does know yourbrand, it will say, Matt, this
is totally on brand.
Uh, you know, here's how it's onbrand.
And just lean into thattechnology 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 rightnow 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 takenthat spot, man, right?
So, so you, you, whatever isyour youness, right?
(28:48):
Your personality, your being,your core values while you get
up in the morning, why you closethe doors on your business at
night and go home and do theother things.
That's what you have to be, uh,comfortable with and the more
comfortable you are in your ownskin.
Now, just very quickly.
Let's, let's partner this withthe repelling, right?
Listen, dude, there are peoplewho loathe my personality.
(29:10):
I know this, right?
There are people who avoid me atconferences because they don't
like this.
Well, that's fine.
This is who I am.
I'm 53.
I finally gave myself permissionto be myself, but 10 years ago,
and it has been the biggest giftI could ever give, and my
audience, our.
The proud mouth audience knowswhat to expect because that's
(29:30):
what we're giving.
So that's, that's my number onething, 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'tabout volume.
It's about quality andengagement.
Okay.
And in fact, LinkedIn'salgorithm has just fundamentally
changed.
I know you've noticed this, um,but I'll post something and like
(29:50):
three weeks later it showsbackup in my feed because of the
level of engagement.
So LinkedIn is recycling highlyengaged content back into
people's feeds in order tocontinue that conversation.
It's all about that back andforth.
I, I, I think those are, thoseare two things that I'd hang my
hat on.
Stoy (30:10):
Good.
We can leave her with thoseright there.
But hey, everybody, again, go tono BS Wealth.
Uh, check out Matt, his bio andeverything he's got going on.
But I wanna ask you this, whatdo you got going on right now at
Proud Mouth that, you know, thisfall, this winter that's going
on, that you, you wanna speakmore about?
Matt Halloran (30:27):
Yeah, dude, I, I mean, I, I kind of previewed it
earlier because we were talkingabout funnels, but, um, our
influence snapshot is somethingthat I think is, I'm over the
moon about it, and I'll give youa quick reason why.
So, my, my partner is, isbrilliant.
I, I mean, I'm not burdened withgenius.
Uh, the way his mind works is.
Unbelievably fascinating to me.
And he built this algorithm onthe backend that you ask these
(30:50):
questions that it takes aboutfive minutes to complete.
Bam.
You get a snapshot of where youare on our influence continuum,
and then it will also show youyour 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 togetherall his story stuff and really
figure out what he's doing.
Or you could just be smart andfreaking hire the guy.
(31:12):
Right?
It's the same thing for us.
We wanted to do something reallyhigh impact and high value so
that people can say, oh my God,here are my gaps.
I need to fix these this yearand in years to come.
So I, I love that thing, man.
I just.
We were at a conference and wehad 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.
(31:32):
Wow, I suck.
No, you don't suck.
You just have a lot of work todo.
And then I had a guy who scoreda 94 out of a hundred.
It's a friend of ours both, weboth know him.
Uh, and he said, wow, Matt, Istill have a lot of work to do.
And he scored 94 out of ahundred.
And so this is the sort of stuffthat we really, we just want to
help you stop being the bestkept secret and obscurity.
Try to really do this, which isthe, you know, I'm pointing
(31:53):
here, for those of you who'relistening to our amplifier,
right, our megaphone, our job isto help you get your voice out
in the marketplace.
And we're gonna just keepbeating 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 afterthat, why don't we comment about
it and talk about your score andlet's do some engagement in
chat.
So Matt, appreciate you.
Can't wait to get you back on.
Um, have a happy holidays andwe'll chat soon.
Thanks man.
Black Mammoth (32:33):
The proceeding program was sponsored by Black
Mammoth.
Any awards, rankings, orrecognition by unaffiliated
third parties or publicationsare in no way indicative of the
advisors future performance orany individual client's
investment success.
No award ranking or recognitionshould be construed as a current
or past endorsement of blackmammoth.
(32:55):
Information regarding specificawards, rankings, or
recognitions is available on theBlack Mammoth website, www.black
mammoth.com.
All investment strategies havethe potential for profit or loss
Investment strategies such asasset allocation,
diversification, or rebalancingdo not assure or guarantee
(33:15):
better performance and cannoteliminate the risk of investment
losses.
There are no guarantees that aportfolio employing these or any
other strategy will outperform aportfolio that does not engage
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This broadcast should not beconstrued by any client or
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attempt to affect transactionsand securities or the rendering
(33:38):
of personalized investmentadvice due to various factors
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The information discussed inthis broadcast may no longer be
reflective of current positionsor recommendations.
While information presented isbelieved to be factual and up to
date, black mammoth, do notguarantee its accuracy and it
should not be regarded as acomplete analysis of the
(34:00):
subjects discussed.
The tax and the state planninginformation discussed is general
in nature and is provided forinformational purposes only and
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Listeners should consult anattorney or tax professional
regarding their specific legalor tax situation.
Past performance is notindicative of future results.
Well then it's time.
The man, the myth, the thebiggest 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 onpodcasts before.
Now with our new vision, we'regonna get a little deeper into
(00:43):
what's going on.
And now that it's Q4 and we'regetting into Q4, everyone is
feeling that.
Little bit of burnout, right?
A lot of us content creators andpodcasters.
We've had a long year, a lot ofepisodes, 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 intothat for us as well as leave
(01:04):
some actional steps, steps toensure that during this time
you're getting ahead and seeinghow we can do this Yearend
authority sprint.
So Matt, welcome back to theshow.
Appreciate you.
Thanks for having me, man.
I appreciate being here.
First question right into thetopic.
Why does the Q4 timeframe,right?
Holidays and all of that reallybring sometimes clarity into
(01:28):
what you're doing in the chaos,and sometimes it punishes you
with that chaos in Q4.
Why is that?
Matt Halloran (01:35):
Well, I think we put far and away too much, uh,
pressure on ourselves when itcomes to just this arbitrary
calendar thing.
So I, I know you know this, butyour audience might not.
I, I, I was a life coach formany, many, many years.
Uh, and you know, it was always,oh, oh my God.
You know, Matt, we gotta do allof our goals setting stuff in
December and, you know, Januaryone, I gotta get rolling.
It's like you, but you weren'trolling.
For the last four months, man.
(01:56):
So, so why do you think thatartificial start date is gonna
motivate you to do somethingdifferent?
So, so story, I honestly dobelieve that.
I think we just put far and awaytoo 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 familycommitments, you know, social
(02:16):
commitments work, you know, ifyou're trying to, you know, do
that sprint to the end of theyear sort of thing, I think it's
reasonable.
Stoy (02:24):
This one.
This one, I don't remember if itwas our last episode we spoke
about, or one of the episodesthat I've watched of yours
recently.
But this hits really home and Ithink a lot of people don't
realize this, that authority andconsistency beat volume over
God.
Right.
Can you speak to us a little bitmore about that?
'cause a lot of people think ifI just post five, 1,000 times a
(02:45):
day, ah, that's what's gonnahappen.
I'm gonna take off.
Uh, can you talk to us moreabout authority and consistency?
Matt Halloran (02:50):
Yeah.
Um, I'm gonna person, is it okayif I tell you kind of a personal
story with that?
Okay.
So in, in 2006 I started infinancial services.
I was never a fi, never been afinancial advisor.
I was actually a therapist, uh,and became a consultant in
financial services.
'cause you guys need some helpanyway.
Uh, and so, um, so I was doingbasic life coaching, uh, for
this large consultancy, one ofthe larger ones in financial
(03:13):
services.
And I, I was getting like littlefits and starts.
So horse's mouth.
Wall Street Journal, ReutersInvestment News.
And then I went out on my ownand you know, it was just these
little pops here and there,right?
So I did a reality show forinvestment news called Practice
Makeover.
Uh, you know, again, published acouple books, all of that sort
of stuff until we reallyrealized that there was a.
(03:34):
Cadence and a discipline andaccountability 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 tocelebrity.
So that's the continuum that mypartner and I have come up with.
Your proud mouth and, um.
In order to break from authorityinto celebrity, it's all about
(03:56):
massive levels of long-termcommitment.
And so we started using theProud Mouth System on on Matt
Halloran.
So my persona in 2018, uh, andlast year I was voted the 10th
most influential person infinancial services on a list of.
Humongous like Dave Ramseys andyou know, Josh Browns, these
people who in our industry areunbelievably influential.
(04:19):
And it's because I put in thetime I put in the work and I
gave everything away for free.
And so, uh, it's not more it, weknow 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 trueto yourself and making sure that
you give away as much aspossible.
When you have those three thingsin place, you're gonna be able
(04:42):
to flip over to that celebrity.
But it does take a lot of time.
Stoy (04:46):
It does.
And, and the longevity of it.
And I think that comes back tokind 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 yousay you're gonna be there.
So I think's vitally important.
Yeah.
Our next segment.
Really fun one'cause we get tobust some myths, uh, what
(05:06):
society and me media are saying.
So this one we kind of alreadyhit upon, but post more and
you'll win.
Right?
We don't need to beat a deadhorse.
We just hit that one.
But the next one, and everyonewe're talking about be mostly
podcasting, but content creationin general.
What about this one?
You need to be on everyplatform.
Ah,
Matt Halloran (05:26):
yeah, so that's a tough one story.
And, and really I think it'sbecause 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 wedo every day, all day for our,
our clients.
Um, but you have to have asystem because you can, uh.
And, and I'll here, here's oursystem.
(05:47):
So you all just do this, right?
So start with a podcast, fullaudio, full video, high quality
audio, high quality video.
Okay?
So you, it's what STO and I aredoing 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 soundso we're creating high quality
content.
And then what you can do.
By the way, if you followeverything, story does, he does
this.
(06:07):
He chops that up into a wholebunch of other different pieces
that he can use on Instagramreels, Facebook stories, uh, on
TikTok.
He can use them on, um, allsorts of different, you know,
uh, create blogs out of thestuff that he says.
Uh, he can create social mediaposts and you do have to, um,
be.
Thoughtful, because what workson Instagram doesn't work on
(06:29):
Facebook, doesn't work onLinkedIn.
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 yourideal target market is.
Secondly, you have to be whereyour clients are.
And then thirdly, you have torealize that those people have
friends that are probably onother systems too.
Stoy (06:49):
Oh, and also no Yeti Mikes right?
No Yeti Mikes God.
Matt Halloran (06:53):
Yeah.
Dude, don't, don't get mestarted.
You're gonna gimme all fired upon the fricking Yeti.
Dude, that thing drives meinsane.
Stoy (06:58):
Next one is AI replaces strategy.
Matt Halloran (07:02):
Oh God, no.
Uh, now AI can help you buildstrategy, uh, and I love AI for
that.
Oh my God, I cannot tell you.
I have such a deep relationshipwith my AI man.
Uh, like I talked to her, shehas a name by the way she came
up with, which is really, reallycool.
Um, that was a whole airportthing that I did.
'cause I was bored sitting in anairport one day and I was like,
(07:23):
Hey, uh, you know, I feel likewe're actually.
Building a relationship here.
Uh, you know, what, what do youwant me to call you?
And she said, Sage.
And I was like, Nope, that'syour programming saying that I
know.
'cause somebody else said theirname was like mountain or
something.
It was ridiculous.
And so I said, okay, what I wantyou to do is not taking me into
consideration or yourprogramming into consideration.
What do you want me to call you?
(07:44):
And it started thinking.
So that's when you know you'reonto something.
And, uh, and so her name isAvor.
Uh, she came up with, it, gaveme this great description on, on
why, uh, she named herself that.
But here's the best part, I willask her questions.
I, I built an advisory board.
So I will say, Hey, I'm goingto, I wanna create a LinkedIn
strategy to get in front ofindependent financial advisors
(08:06):
so that I can offer our productand services, which you know
about, and I want you to consultyour, my advisory board, uh,
Gary Vanerchuk.
Uh, yeah, I've got a couple ofother people, you know, bam,
bam, bam, bam, bam.
Uh, and she knows my advisoryboard, so I don't have to say
that.
And I say, create me a, a veryspecific strategy in order to do
that.
Now here's the fun part though,dude.
Somebody's supposed to do thework, man.
(08:27):
Right?
You can have the greatest mindsin the whole wide world coming
up with this kick ass strategy,but if you are not gonna
actually do the work, then whatare you doing?
You're wasting lots of power andyou're also more importantly,
wasting your own
Stoy (08:38):
time.
You are, and you're not learningas a person than neither.
Right?
It's, it's, it's as importantwhen we're business owners,
podcasters, et cetera, that whenwe're interviewing and doing
things, I'm learning.
Which makes me better, whichthen means I can be better for
my clients or whomever I runinto.
So you gotta think about thattoo.
You are learning as well.
Don't just throw it out to AIand, and let it go.
(09:00):
Like you need to learn and putthe work in as well.
Yeah.
Last one in, in this segment.
Sell hard in every single post.
Oh
Matt Halloran (09:08):
my God.
Well, okay, so first off, it'snot the 19 hundreds anymore, so
stop freaking marketing like itis.
So, I, I love saying that mykids, you know, Ted, you were
born in the 19 hundreds.
Yeah.
Yeah, I really was.
Uh, but the problem is, is mostpeople are still thinking that
they can use Zig Ziglar languageor the cold call cowboy
language.
I mean, oh my God, there's allthese Sandler sales systems.
(09:29):
Yeah.
Listen, there's some good stuffin there.
There really is.
I'm a salesperson.
I do all of the sales for ourcompany.
I don't do all of them.
90% of the sales for ProudMouth.
Uh, I know all that language,dude.
I know how to wiggle.
You weigh in and do that hardclose.
But listen, that's not how thegame works anymore.
In fact, Google just came outwith an updated report that
basically says that people needto see your message 20 times
(09:50):
before they end up buying fromyou.
20 times.
Right?
And so, and now that has to,means that it has to be
consistent.
It has to be valuable, it has tobe entertaining, and it has to
be engaging.
And if you have all of thosethings together, then all of the
sudden people will actuallywanna buy from you.
Attraction marketing is whatworks today.
So, and you, you are the livingexample of this and, and we are
(10:12):
too here at Proud Mouth.
Do I still close business?
I do absolutely.
Every day I ask for thebusiness.
I am unapologetic about that,but I'm not gonna do, what can I
do to get you in this podcasttoday?
You know, sales thing onLinkedIn, because people are
gonna be like, get out of there,dude.
You suck.
You're s.
Oh, dude, I saw, okay, a tangentagain.
I'm sorry.
I'm on tangents today.
(10:33):
So, so I'm at, I'm at, I'm at abig, big conference here in
financial services and, and thiswas actually in Miami.
And I'm standing in line waitingto get food from the food
trucks, which is the, one of thegreatest things about these
conferences.
And, and so I'm just standingthere and this dude cuts in line
for me.
First off, don't do that.
This dude cuts in line for meand starts immediately selling.
Bitcoin, or he was like one ofthose Bitcoin dudes to this
(10:56):
advisor standing in front of meand everything.
The advisor said he totally justignored and just tried to stay
on script.
And then he was like, here's mybusiness card.
I'd love to talk to you.
And he peels out of the lineand, and I let it sit for a
second because I was like, didthat guy know that guy?
And so I said, Hey man, I don'tmean to be mean.
Um, can, can I, can I ask you aquestion?
(11:16):
And he turned around and he'slike, yeah, what's up man?
Did you know that guy?
And he's like, no, I've nevermet that guy before in my life.
He's like, dude, he didn't evenlisten to you.
He's like, no, that guy's adick.
And I was like, oh my God, whata horrible experience.
And he made the company lookbad.
His product and service look badbecause he was just gonna go
ahead and, you know, uh, I'mgonna say every one of these
things, right.
The, the, the biggest thing thatchanged for me, it was Dr.
(11:39):
Robert Cialdini's principles ofInfluence, and, and I cannot, I
reference that book all the timebecause it's how to ethically
influence people to do thingsthat are actually within their
best interest.
Not stories, not mats, but intheir best interest.
Then you partner that withsomething called motivational
interviewing, which is apsychological technique really
to help people implement theirtherapeutic things, whether
(12:00):
that's physical, psychological,um.
There's really good ways to dothat.
But man, the hard clothes allthe time, you just look like a
schmuck.
Stoy (12:08):
You do.
And it's not comfortable foranybody.
And if it is comfortable foryou, I'm sorry, but you're
probably a narcissist, so let'slike let's go see somebody.
Yeah.
Okay.
Like it's just, that's not theworld now, nowadays, and I know
a lot of marketers are stillstuck in this realm of like,
well, you know, what's your ROI?
What's your return on?
(12:28):
And how long is your salescycle?
I don't know.
I don't track it.
You know why I don't track it?
Because I, I don't know how totrack 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 reallytrackable anymore.
What you need to be doing is allof those things, and when those
(12:49):
people are ready, they're ready.
Then you can, yes, do yourselfwhen they're ready, but you're
not really even selling'em,you're just guiding them to
where they want to be, um, andacknowledging that the fact that
they're ready.
And that's, that's, it's silly.
But next segment is all aboutyour point of view, man.
Right.
What you guys do at Proud Mouth.
Mm-hmm.
Uh, your experience inessentially talking to us like
(13:10):
you would be talking to one ofyour clients.
Okay.
How, when, when, uh, an advisorspecifically comes to you and
they want to do a podcast,right.
Um, there's a lot of podcastsout there that are in the
business realm, financial realm,all of those things.
Mm-hmm.
How do you help them choose whatlanes that they should be in and
which ones that they should getrid of?
Matt Halloran (13:32):
Yeah.
Well, Kirk and I made adecision, a, a about a year and
a half ago that we were gonnatotally, fundamentally change
our sales process.
Uh, instead of, you know, whenyou're starting business and you
know, this dude, you can take,anybody can fog a mirror.
Oh, you want a podcast, let'sgo.
Right?
And, and now we're reallyauditioning people.
Uh, and, and when you come intoour, our pipeline through all of
our different means of beingable to go ahead and come in.
(13:54):
Get to know who we are and whatwe 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 aninterview and, and, and there's,
there's a hard stop prettyquickly.
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 nevergonna outspend Ken Fisher.
Your pay-per-click is off thecharts.
(14:16):
Everybody's trying to market toretires.
Everybody is.
Right.
But if you work with, and I wasjust talking to a, a guy at this
conference, uh, he's in Canadaand he works with midwives in,
in Ontario.
Now, how many midwives arethere?
A lot actually, like, you know,and what he can have maybe 200
client households, right?
And so, you know, there's 10,000of these people in, in the
(14:38):
greater, you know, Toronto'shuge, right?
And, and he needs 200.
And then the best part about itis, is he knows their language,
he knows who they are, hecreates content surrounding
that, and people walk up andsay, Hey, aren't you the midwife
guy?
Dude, that's when yourmarketing's working, right?
Totally.
I'm the podcasting guy, right?
I mean, we've worked on it.
Kirk and I have built that brandfor Proud Mouth for, you know,
(15:01):
almost seven years now.
Uh, and that's the ultimategoal, is to be that person
within your specific niche.
But, um, they have to chooseElaine.
They have to, and they have tostick to it.
Uh, and they have to realizethat they're gonna repel as many
people as they attract, butthey're really gonna be
attracting the people theyreally 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 ownbusiness too.
Talk to us more about thatrappel piece because it's not
the easiest thing.
Right.
That's probably the hardest partof niching down is the fact that
we are getting rid of the onesthat, you know, we would always
take'cause we need to pay billsand stuff.
(15:40):
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 yourpipeline with the ideal people,
being able to repel is mucheasier.
But let, let's talk about therubber meets the road.
Well, you, let's say you, youreally just decided that you're
gonna work with, um,radiological oncologists, right?
That's all you're gonna workwith in Seattle.
So there's your niche, right?
And you realize that you don'thave any radiological
(16:08):
oncologists in your book ofbusiness right now, and you've
been a referral organic growthbusiness, uh, as of now, which
by the way, is the mostunpredictable way to grow your
business.
You're not really growing abusiness.
You have a lifestyle practice.
But that's a different question.
Um, and so here, here's thething.
Make an exception.
And so I'm gonna give you the,out of all outs here, that's
gonna make all of you incrediblyhappy.
(16:30):
And it's actually rooted in Dr.
Robert Cialdini's principles ofInfluence called a Principle of
Exclusivity.
Soto, listen, I, I know thatyou'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 thatyou're a physician.
You're not even in oncology.
You don't do a radiology, youknow, you're a gp.
I, I want you to know that.
(16:51):
When, when we run into somebodylike you who's really outside of
our niche, what I'm reallyseeing is are we gonna be a good
fit personally, and I reallylike you as a human being.
I think that we can do good worktogether.
And even though that you aren'tour specific target market.
I, I'd really like to still beable to work with you now.
Now.
So first off, really it's one ofthe principles of influence
(17:11):
making somebody feel special andunique and different, that
you're making an exception forthem, which is absolutely
fantastic.
But the other thing that'sreally important is guess what?
They probably know a whole tonof really radiological
oncologists, right?
And maybe not in Seattle, butyou know, whatever.
So, um, that's the easiest wayto get out.
The other thing too is.
Most of you are taking clientsyou don't want anyway.
What are you doing?
(17:31):
Like, I know you wanna pay thebills, but honestly, on the
grand scheme of things, most ofmost advisors are making enough
money, right?
And so instead of just going formore, go for better, right?
Go for people who you reallyknow you can help, and that when
you wake up in the morning, youknow that you are gonna have a
good day.
So sto uh, full disclosure here,um, I woke up today.
(17:54):
Feeling unbelievably excitedbecause I get to do the things
that I'd like to do more thananything.
Um, I'm interviewing somebodytoday, 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 uptoday that I was gonna do my
most favoritest thing.
When you are a business ownerand you know that you're gonna
be able to do and work with yourmost favors people, and I love
(18:15):
you, dude.
You know that.
So I was so excited about comingon the show.
Um, it's energy giving insteadof energy taking, and that's
really what the repelling peoplecan 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 nottaking, um, that's what feeds
off.
I mean, people are obviouslylistening to us before our
energy's always high, right?
But when we're together, we'refeeding and keep feeding that
like it's gonna blow at somepoint, right?
Then that's where we go.
And having that ability everyday as a business owner.
(18:45):
You don't get worn out there.
There, there is none of thatbecause you are feeding and
continuously getting fed, whichis amazing.
So next.
Point of view we wanna get to.
And I, I, everything we want totake is very simple, right?
If you want to get incomplexity, people, you gotta
hire us.
You gotta go a lot deeper.
Like,'cause it's, it, there'sjust so much going on.
(19:05):
But if you were to talk aboutthis and answer this question,
how do we build a simple contentsystem that actually converts,
right?
Just something simple that wecan start with.
Because we all know the biggerand more you do, the more
complex it can be.
Sure.
But if someone came to you andwas like, Hey, we're gonna start
this today.
How would I, what simplecontent, 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 upyour phone, you're gonna get
done with a client meeting, andyou're gonna say, I just got
done with a client meeting andhere's what happened.
That's it.
Any, any business, any business,financial services.
I, you're an accountant, yousell cars.
I don't care what you do.
That is the easiest way to beable to build a discipline.
'cause it works for a couple ofreasons.
(19:47):
Number one.
You're meeting with clients on apretty regular basis, so you get
done with a client and you havethat, 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 specificadvice if you are in a highly
regulated environment like Stoyand 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.
(20:08):
You're gonna talk about theexperience that they had and the
experience you had working withyour favorites clients, right?
And that's what people wannasee.
We have something called theperfect content formula here at
Proud Month.
Storytelling, education,entertainment, call to Action.
If your content hits on thosefour things, perfect.
Now, not, not be.
(20:28):
It's not perfect.
It's accurate and successful.
'cause I don't like the wordperfect.
Uh, but even perfect content forme sounds really good from a
marketing perspective, right?
Um, so that's the discipline.
The other thing that you reallyhave to make a strong assessment
on is your time, right?
Uh, do you have 15 minutes aday?
If you do, book it, book it.
I, I'm a coach.
On your damn calendar, immovableobject.
(20:50):
Your door is closed.
You know you've got a bow aroundit, which means do not disturb.
It's my 15 minutes to do socialright?
That's really what you have todo.
And then the last thing is, isit's not going to be perfect.
You are going to mess up.
You're gonna miss a day, you'regonna miss an opportunity.
That's fine.
We are supposed to beprofessionals and professionals
(21:11):
in everything.
So let's talk football.
We're talking about footballright before, uh, you know, we,
we started recording.
Now I'm not a football guy, butI do know that you're supposed
to show up for practice, uh, bein order to prepare for the game
and.
When you are in the game, you'rein that game mindset.
But we seem to forget that asprofessionals, like we just
phone it in.
We're just kind of showing uplike we're kind of just
(21:31):
half-assed running the laps.
You gotta whole ass this stuffguys.
And if you don't whole ass it,your audience is gonna feel it.
So really make sure that you'redoing something quick and easy.
I just got off a meeting withthe client.
Number two, do it, whatever,whatever frequency, you know,
you can su uh, sustain.
And then if you fall off, justget back on and keep going.
Stoy (21:53):
It's an important piece.
Important piece.
And this next one, last one ofthis segment is something that
I've struggled with specificallyon in, in my podcasting days.
I know a lot of people are aswell.
So how do we truly measure whatmatters and not just chase those
vanity metrics, right?
Um, how do we truly measure it?
(22:14):
Because I battled it.
I know people are battling it.
All the likes and downloads andall that stuff that feel
successful.
How do you help people throughthat?
Matt Halloran (22:23):
Well, first off it, it's none of that matters,
right?
I mean, it really, reallydoesn't.
So let's go back to theradiological oncologist, right?
So you're working withradiological oncologists in
Seattle and you get 500downloads to your episodes and
you know that there are maybethree, 4,000 radiological
oncologist.
Dude, you're killing it.
How many of those do you need?
(22:43):
One really, one to pay for allof your marketing, for really
most of the rest of yourbusiness, right?
So.
Here.
Here's the issue, is everybody'schasing 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 whenyou're engaging with your
(23:06):
audience and you are doingstuff, it's a conversation.
That's the rule of social.
It's called social media for areason, my friend.
'cause it's supposed to besocial.
Most of you are talking at youraudience, you're not talking
with your audience.
And that's, that is when youmake that shift, everything
fundamentally changes.
But all of those like shares andcomments should be driving
people into your funnel.
And so remember that fourth legof the perfect content formula
(23:28):
is call to action, right?
Uh, I, I don't care if I get10,000 people attending a
webinar.
That's great.
I want 10 people to setappointment on my calendar,
right?
And so if I get the desiredoutcome, which is part of your
marketing planning, and makingsure you stay focused on what
the long-term plan is, that'sreally where the vanity metrics
(23:51):
are, are, are.
They're just vanity metrics.
Now, full disclosure, it's adopamine hit, bro.
And we know that, right?
Uh, and TikTok is really, reallygood at that, right?
Actually, so is all of them,right?
So I post something on, onLinkedIn, I get 2,500
impressions.
I'm killing it.
Did I get a piece of businessfrom it?
(24:12):
No.
Did I get more connections?
Yes.
Am I getting them into my ownaudience and not my rented
audience?
Yes.
And those are the really, theoutcomes that we need to be
measuring as business owners is,did they, did they get out of
our rented audience, which isall of those vanity metrics into
my email newsletter, into myemail list?
Do I have their contactinformation?
Did they download something?
(24:32):
Right?
Did they download a worksheet ora white paper?
Uh, we have something called theinfluence snapshot, which is
where we're driving everybodytoday.
Unbelievable value.
Five minutes, right?
And so that's the sort of stuffthat you have to think.
If I get a thousand people whotakes our influence snapshot,
the probability of them buyingone of our other products
though, is very, very high.
(24:54):
Because I led with so muchunbelievable convenience and
value that they're gonna belike, oh my God, they got it.
And it's, I, I know you do thistoo, right?
So I'm not gonna steal yourthunder.
I know you are doing this too,because that's really important
and that's what we all need tofocus on.
Stoy (25:11):
Love it.
I love it.
As we get towards the end, thenext one everyone's waiting for
is, well, how, what can I donow?
Like, what are my action steps?
We're gonna give'em two today.
Okay.
And the first one is, what isone messaging filter to run
through on all of your posts, ormajority or your posts that you
should be doing in order toreally 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, myposts all look and sound
different, right?
They're they're, they'redifferent point of views.
They're coming from over here.
They're over here.
So we're saying, how do youfilter that to like having one.
Specific concept or message thatyou're portraying with every
(26:00):
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 usedbut is such a perfect example.
It's Nike.
Okay.
When they, or, or, or even RedBull.
So either of those, which areprobably the two, apple, are
probably the three biggestbrands of our times who are
nationally recognized and kindof cultish brands.
Right?
Really like, not in a negativeculty way, but like people
(26:28):
really just freaking love them,right.
Um.
So, so let, let's, let's, let'slook at that.
So I don't drink Red Bull,right?
I'm gonna use Red Bull as anexample, but I consume their
content like nobody's business.
I really, really do.
Now, I have bought Red Bulladjacent things because I don't
need to be any more hyper than Ialready am.
'cause nobody wants to see that,dude, you don't wanna get mad.
A Red Bull, that's a bad, badthing.
(26:49):
Um, but you know, I, I've, I'vepurchased.
Clothing and I all, because Ilove that, that extreme, right?
So every piece of content thatthey create, that's their
filter.
Dude, is this, is this on brandfor Red Bull?
Is this gonna make peopleexcited and see somebody doing
something amazing?
If the answer is yes, then wepost it, right?
Same thing with Nike.
(27:10):
Is it just do it?
Is it just do it?
That's the question you have tohave.
That is, is it Rise above thenoise 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, twodays if we don't have anything
that we, you know, we have alot.
Right?
That's not the point.
The point is, is it has to stayon brand.
Is it no bs?
Is it?
Is it, dude, your brand isclean.
(27:33):
Like I know what you're saying.
I understand why you're sayingit.
I understand who you are tryingto say it too, right?
That's the sort of stuff, that'sthe 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 issometimes they'll come back and
(27:54):
say, I don't know what yourbrand is.
Ha ha ha, uh, that means youreally got some work to do, man.
Uh, but if it does know yourbrand, it will say, Matt, this
is totally on brand.
Uh, you know, here's how it's onbrand.
And just lean into thattechnology 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 rightnow 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 takenthat spot, man, right?
So, so you, you, whatever isyour youness, right?
(28:48):
Your personality, your being,your core values while you get
up in the morning, why you closethe doors on your business at
night and go home and do theother things.
That's what you have to be, uh,comfortable with and the more
comfortable you are in your ownskin.
Now, just very quickly.
Let's, let's partner this withthe repelling, right?
Listen, dude, there are peoplewho loathe my personality.
(29:10):
I know this, right?
There are people who avoid me atconferences because they don't
like this.
Well, that's fine.
This is who I am.
I'm 53.
I finally gave myself permissionto be myself, but 10 years ago,
and it has been the biggest giftI could ever give, and my
audience, our.
The proud mouth audience knowswhat to expect because that's
(29:30):
what we're giving.
So that's, that's my number onething, 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'tabout volume.
It's about quality andengagement.
Okay.
And in fact, LinkedIn'salgorithm has just fundamentally
changed.
I know you've noticed this, um,but I'll post something and like
(29:50):
three weeks later it showsbackup in my feed because of the
level of engagement.
So LinkedIn is recycling highlyengaged content back into
people's feeds in order tocontinue that conversation.
It's all about that back andforth.
I, I, I think those are, thoseare two things that I'd hang my
hat on.
Stoy (30:10):
Good.
We can leave her with thoseright there.
But hey, everybody, again, go tono BS Wealth.
Uh, check out Matt, his bio andeverything he's got going on.
But I wanna ask you this, whatdo you got going on right now at
Proud Mouth that, you know, thisfall, this winter that's going
on, that you, you wanna speakmore about?
Matt Halloran (30:27):
Yeah, dude, I, I mean, I, I kind of previewed it
earlier because we were talkingabout funnels, but, um, our
influence snapshot is somethingthat I think is, I'm over the
moon about it, and I'll give youa quick reason why.
So, my, my partner is, isbrilliant.
I, I mean, I'm not burdened withgenius.
Uh, the way his mind works is.
Unbelievably fascinating to me.
And he built this algorithm onthe backend that you ask these
(30:50):
questions that it takes aboutfive minutes to complete.
Bam.
You get a snapshot of where youare on our influence continuum,
and then it will also show youyour 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 togetherall his story stuff and really
figure out what he's doing.
Or you could just be smart andfreaking hire the guy.
(31:12):
Right?
It's the same thing for us.
We wanted to do something reallyhigh impact and high value so
that people can say, oh my God,here are my gaps.
I need to fix these this yearand in years to come.
So I, I love that thing, man.
I just.
We were at a conference and wehad 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.
(31:32):
Wow, I suck.
No, you don't suck.
You just have a lot of work todo.
And then I had a guy who scoreda 94 out of a hundred.
It's a friend of ours both, weboth know him.
Uh, and he said, wow, Matt, Istill have a lot of work to do.
And he scored 94 out of ahundred.
And so this is the sort of stuffthat we really, we just want to
help you stop being the bestkept secret and obscurity.
Try to really do this, which isthe, you know, I'm pointing
(31:53):
here, for those of you who'relistening to our amplifier,
right, our megaphone, our job isto help you get your voice out
in the marketplace.
And we're gonna just keepbeating 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 afterthat, why don't we comment about
it and talk about your score andlet's do some engagement in
chat.
So Matt, appreciate you.
Can't wait to get you back on.
Um, have a happy holidays andwe'll chat soon.
Thanks man.
Black Mammoth (32:33):
The proceeding program was sponsored by Black
Mammoth.
Any awards, rankings, orrecognition by unaffiliated
third parties or publicationsare in no way indicative of the
advisors future performance orany individual client's
investment success.
No award ranking or recognitionshould be construed as a current
or past endorsement of blackmammoth.
(32:55):
Information regarding specificawards, rankings, or
recognitions is available on theBlack Mammoth website, www.black
mammoth.com.
All investment strategies havethe potential for profit or loss
Investment strategies such asasset allocation,
diversification, or rebalancingdo not assure or guarantee
(33:15):
better performance and cannoteliminate the risk of investment
losses.
There are no guarantees that aportfolio employing these or any
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This broadcast should not beconstrued by any client or
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attempt to affect transactionsand securities or the rendering
(33:38):
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The information discussed inthis broadcast may no longer be
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