Episode 16: Matthew Hunt

Entrepreneur Conundrum Podcast

Episode Summary

Today we are joined by the automation king himself, Mr. Matthew King.  When you listen to the show today you will want to hear how Matthew works to keep the balance in life.  To keep a low number of clients and to keep a small amount of team members working for him.

EC 01   |    4min

About The Guest

Today, I’m talking with Matthew Hunt about how he helps businesses grow.

Matthew Hunt is a founder of Automation Wealth and has owned and exited to other marketing agencies in the last 13 years.

He has run thousands of marketing campaigns and has had hundreds of clients from small businesses to Fortune one hundreds.



Episode Transcript

Virginia [00:00:01] Welcome to Entrepreneur Conundrum with Virginia. Now we are growing entrepreneurs share how they get visible. 

 Virginia [00:00:09] Hi, everyone. Today, I’m talking with Matthew Hunt about how he helps businesses grow. Matthew Hunt is a founder of Automation Wealth and has owned and exited to other marketing agencies in the last 13 years. He has run thousands of marketing campaigns and has had hundreds of clients from small businesses to Fortune one hundreds. Welcome, Matthew. 

 Matthew [00:00:29] Hey, thank you for having me. 

 Virginia [00:00:32] I Am so glad that you’re joining us today. 

 Matthew [00:00:35] Yeah, me too. Yeah. Can be fun. 

 Virginia [00:00:39] Yes. Can you tell us a little bit about yourself in terms of experience where you came from? 

 Matthew [00:00:48] Yeah, sure. 

 Matthew [00:00:49] So I kind of stumbled into entrepreneurship and I would say that that’s not always the case for everybody, but that was my case for me. And I stumbled into it because I was actually doing toward your sales and it kind of sucked. So I just thought there’d be a better way. And so they started to figure out better ways. I went from door to door sales to do my own telemarketing, from telemarketing to fax broadcasting for a vast broadcasting to actually starting with a little bit about paid ads online, which was I think the first time I figured that out was I bought a book called The Definitive Guide to Google AdWords by Perry Marshall. And I learned how to do AdWords. 

 Matthew [00:01:34] This is way back in what you see now, two thousand and seven. 

 Matthew [00:01:40] And so this is when people call cards were really, really cheap. And I could get, like, you know, a click on credit card processing for like 25 cents. And the big banks were doing it yet. And that’s kind of how I started. My first business was just the myself lady because I hated doorknocking. 

 Virginia [00:02:00] I agree. I sold door to door to for a summer. And it was challenging, especially during the recession. 

 Matthew [00:02:08] Yeah, it’s a it’s a tough job. 

 Matthew [00:02:10] Now, I think everybody should do it at least once because it’s you learn a lot and learn a lot about, you know, accepting the answer. No. Right. 

 Matthew [00:02:21] That’s true. And it’s interesting, too, because sometimes. 

 Matthew [00:02:23] No, it doesn’t act like it’s not like. No, no, never. But it might just be. No, not right now. That’s right. Yeah. 

 Matthew [00:02:30] And it’s a long time just to offer. It’s not you personally. So I think the challenge for a lot of people is it’s the fear that disables for going forward or the answer of getting know is is what’s painful. And that’s normal because humans are very, very basic. We move we move away from pain and towards pleasure. And so it wouldn’t make sense that we would naturally, you know, want to get a whole bunch of notes. That’s a counterintuitive thing that most of us want to do. However, it it all being a bit of a thick-skinned for you is what will make you survive in entrepreneurship. So it’s a natural evolution for me to stumble into entrepreneurship. I think if I hadn’t have had those experiences first and hadn’t got comfortable with with, you know, some basic knows, I probably wouldn’t survive. Later on in entrepreneurship because we’ve been too painful. 

 Virginia [00:03:23] That’s true. And I like what you said, too, when you were like they are saying no to the offer. I guess not to you. How about you personally? So we have to remember that. That’s right. Remember that. What do you like most about the work that you do? 

 Matthew [00:03:42] So for me, I spent a lot of time right now really helping other entrepreneurs. 

 Matthew [00:03:47] That’s what I spend most my time, even though the company I’m running has to deal with automation. A big part of it is actually coaching and changing people’s mindsets. And I think I get the most value from that. I mean, the automation is just a tactic or just the thing that happens. It’s kind of boring, to be honest with you. Not that exciting, but watching someone think differently and approach things differently or have those aha moments. That’s got to be one of the most enjoyable things to them to witness at a distance. 

 Virginia [00:04:23] I agree. What is some of the best advice you’ve ever received. 

 Matthew [00:04:31] Huh. That’s great question. Now would you say that. I’ll give folks like business and personal because I think both are important. So I think the personal stuff will stay with me. The longest, and it supports the business, too. So one of the best piece of advice that I received personally and I needed it at the time was I had it. I had a teacher that’s probably 17 or 18 at the time as theater teacher. And I looked up to me as a bit of a mentor. And I think I did a lot of. Talking and not a lot of listening. And he snapped at me one day and he said, Matthew, there’s a reason why you have two years and one mouth. You need to start using it accordingly. It just it struck me great. And I was like, holy shit. I think I just I flab on my lips. Way, way too much. Being more curious and asking more questions as most teenagers do. Well, it’s stuck with me and has served me well throughout my life. 

 Matthew [00:05:39] And to this point I hear myself saying the same thing to my children today and I use it my business and sales, like the best sales people in the world, are actually the best listeners. I was going to make that correlation, too, and it’s probably helped a lot with your sales, helped in everything in life, being an entrepreneur and being a good father and a good husband and a good friend. 

 Matthew [00:06:03] I think if you can spend more time being curious and asking questions and listening than flapping the lips, it’s usually it’s usually it works out better for you. 

 Virginia [00:06:14] Great advice. Thank you. What is the best advice that you have ever given? 

 Matthew [00:06:22] I don’t know if I can give in and give advice sometimes. What is the best advice that I’ve given? I just I don’t know how to answer that question either. I think I think, you know. The best advice that I try to give people in general is to try to live. 

 Matthew [00:06:49] Their authentic life as much as possible. You know, it’s kind of like Oscar Wilde says, there’s, you know, there’s only one of you. You might as well just be yourself is important. And finding some sort of peace with just with that. I mean, I really believe that. I mean, I don’t know. I have a crystal ball, but I don’t know if there’s anything else after this life. And so as far as I know, we only have one life and there’s no dress rehearsals. So he might as well just be yourself and a little bit of fun doing it and enjoy your life as much as possible. 

 Virginia [00:07:20] Yes.

 Virginia [00:07:21] And with a Dr. Seuss, that’s so like you are. No one can. In essence, something I think like nine can be you as much as you can be you. 

 Matthew [00:07:31] Yes. I love doctors as they did. The books are great. I mean, I actually miss reading them. My kids, we don’t read them anymore, but they’re great. I would still read one today. Yeah. 

 Virginia [00:07:43] What is some of that a big goal that you have for your business within the next one to two years? 

 Matthew [00:07:51] It’s a great question. You know, and so it’s funny. 

 Matthew [00:07:55] I used to have big hairy audition, audacious kind of goals. 

 Matthew [00:07:59] And I find now that I’m on my fourth business that my goals are actually very, very small. 

 Matthew [00:08:07] They’re not they’re not that big. They’re as big as they used to be. Here’s something that I’ve learned over time. That has been helpful for me is. I find we get more momentum and more wins when we actually make our goals so easy, it’s almost impossible to fail if they almost engineer yourself that it’s impossible to fail it. 

 Matthew [00:08:32] And it’s kind of like it’s like anything like if he used to say it doesn’t matter what it is in life and it’s because success begets success and we move towards things that are pleasurable. And if you make something too hard for yourself. Most most of the time, unless your wires are crossed and you really are kind of like, you know, really appreciate, you really like pain, which must be quanto you’re going to you’re going to be more successful if you can setup really tiny goals for yourself. So let’s say I was working out and I went, you know, you’re not gonna go to the gym and bench press, you know, two pounds or even if you make your goal having to go to the gym six days a week for two hours a day because I really want to be super fat. Well, the chances of you succeeding can be very small. However, if you meet your goal, you know what? 

 Matthew [00:09:15] I’m just going to do one push up per day. That’s just one for the next two weeks. 

 Matthew [00:09:21] And you make it so dead simple. And that might be hard for some people. You get the idea, whatever is simple for you, that it’s that your engineering, this impossible for the fail. The chances are as you’ll build off of it, because what will happen is you’ll say, I did what I’m going to do, too. And then also you’d be like doing for you, like, hey, I totally crushed my goals. I’m awesome. And then the trick is, don’t get too ahead of yourself is actually make another very small goal so you can experience success, because if you have these tiny little successes, you’ll do a lot better. 

 Matthew [00:09:50] And this has been a big component of my success, you know, through through being very lucky of having some of the right people, the right mentors in my life that I’ve always found more. 

 Matthew [00:10:03] Tiny little successes as I’ve gone throughout my life that they’ve kind of built on each other where I’ve met other people, where there haven’t been as lucky. And they’ve been dealt a really shitty hand. And it’s been, you know, one failure after another, failure after another failure, which just kind of like ends up creating a lot more fear and challenges. So, you know that that’s the goal. So, for example, like right now in this current business that you asked me about specifically, I’ll give you an example, you know. 

 Matthew [00:10:36] Over the next year, only three different programs that do it yourself have done with, you know, done for you, but for the done for you. I only want 10 clients. But, you know, it’s funny. I have 12 right now, so I’m looking to get rid of two. 

 Matthew [00:10:51] Like, that’s my that’s my goal. And then for like they’re done with you and they’re done. Do it yourself a little different. I only want 100 clients or do yourself and I only want 50 for the done with you. So it’s not that it’s not like a huge unattainable goal. It’s really, really easy. You know, it’s just me and a V.A. right now. I don’t want more team team members. I want less. I want to figure out how do I create more love? How do I grow big? This is with as little people as possible. You know, how do we make more money with as little clients as well? So my goals are my goals are very, very small and reasonable and and fair to be easy on my ego. And I think everyone else should do that as well, too. They should make it easy for themselves. 

 Virginia [00:11:31] I totally agree. Especially cause you can get so caught up in what you’re doing and then you’re not seeing success, quote unquote. And so I like that, like having PSol definitely attainable goals, but it doesn’t mean that you can’t still dream big. 

 Matthew [00:11:49] That’s right. Yep, that’s that’s absolutely right. It’s called the law of expectation. It’s an actual, like, physics thing. But you’re right. Like, it’s your happiness level is always based on your your expectations. So it’s OK to have the gold bubbles. And you should have big goals for yourself. 

 Matthew [00:12:04] But the expectations of what you’re setting yourself and it also goes back to like what Tony Robbins says all the time, which is, generally speaking, we overestimate what we can get done in a year, but greatly underestimate what we can get done in a decade. And it’s really, really true. We’re just we’re just not very good. Humans are just not very good at evaluating success. And making setting up goals. So I think goals are really, really tricky. And I know everyone says you’ve got to have a goal and write it down. I think for sure journaling is a big part of that because there’s that feedback loop. 

 Matthew [00:12:35] But I think it’s more important that actually you have like that you created a that you actually create a what’s called an impact filter on how you measure making your goals, that you have a feedback loop that you’re getting better with, with making them and making sure that they’re successful. And the better you can do it for yourself, the more you can help others as well, too. But we usually over overshoot them and our expectations are just too high. Even in relationships like whenever you get mad at someone, it’s usually because of your own damn expectation of that particular person has nothing to do with them. 

 Virginia [00:13:04] It’s your own issues. 

 Virginia [00:13:06] So true. 

 Virginia [00:13:11] So you do a lot of automation in your business. What do you do to attract more business and to get visible online? 

 Matthew [00:13:22] Sure.

 Matthew [00:13:22] Yes. So it’s a great question. So so actually don’t do a whole lot to tell you the truth, like I’m pretty inactive in general, like most people are trying to do a lot of different things. 

 Matthew [00:13:32] And I think there’s a lot of different tactics that you can that you could do and explore and use. Because I’m happy to be. I tend to like to use a lot of cool outreach to begin the conversations with people. And I like to do that because my prospects are not invisible. Like, it’s very, very clear. I know who they are. They’re very fine. I can figure out what they look like and where they’re acting. I can make a list about them. Now, what I do know about Cole that reach that most people don’t know about is they usually do call that reach and trying to pitch their services, which doesn’t work very well. 

 Matthew [00:14:09] It’s not that you can’t run the numbers and make it work, but it’s really, really hard to find the right people who are actually in market looking for what it is that you do at this time, because you could be six months early, six months late. Also, it’s really, really hard to start a conversation with them when you’re trying to sell them something because nobody likes to be sold to. And and no one likes to buy for anyone they don’t know. When you called out Reach, you’re a stranger. Stranger means danger. So what you really need to see is I do is I make a call list and then I reach out, but I make an offer that’s so soft and so easy for them that it’s welcoming and they welcome it and are delighted by it. And it has nothing to do with selling my stuff. And it’s just an opportunity for them to be able to get to know like and trust me. And so I have two goals and I do every one is either pixel them ed or invite them to my community. 

 Matthew [00:14:57] OK. Both served. Same same process. I still get them either which way. But if I can get them into my private community, it’s really soft offer. They can start hearing and seeing me more often. And by that they’ll get to know me. And then if they can know me, they can like me. And if they can like me, they can possibly trust me. And then once I have that trust now I can begin to sell it. And often the selling is really easy. I don’t have to worry about selling anymore. And most of the time. If you have trust equity, you can be the worst salesperson the world. People will still buy from you. Right. It’s really, really powerful because we only buy from people that we really trust. So what do you know? What people really need engineers is figure out how to create trust with their ideal buyers. And it doesn’t matter how you do it. I also do it with the pixel. 

 Matthew [00:15:44] So great thing with pixels and retargeting today. Once you tag someone with a pixel, you kind of got them and then you could just give a lot of valuable free information away. And in the process, you end up in their news feed. They just see you and they see you and see you. And they become kind of omnipresent, like Coca-Cola having spent Coca-Cola budgets. Right. And what ends up happening is they kind of end up liking you, trusting and know you more. It’s kind of the same reason why you like your family, like your family isn’t really necessarily someone you like. They just serve more impressions to you over time. Right. Or that’s what we’re here. People are very easy to influence. If they just see you more and you’re not a dick, that’s what they could end up liking you. 


Matthew [00:16:23] It’s that simple. And so that’s what you need to do when when you’re starting out. That’s the easiest way to go about doing it. 

 Virginia [00:16:30] Thank you. You’re welcome. Be nice. Be authentic and be in front of them. Yeah, pretty much it, right? Yeah. What would you like to share that I haven’t asked you? 

 Matthew [00:16:49] So here’s a good piece of advice that works. I think well, in general is think of your customers and clients always like as clients so that they feel special and delighted. However, the product that you need to fulfill and deliver is got to be more like a customer, like more like a like a product of the day. If you ever expect to kind of, you know, scale and exit your business. So I think a lot of times people confuse the two. Particularly if they’re in B2B. But that’s kind of what you need to do. You need systems, systems, systems, systems like how do you or how do you how do you make yourself redundant? Like, how do you that’s that should be your primary goal. How do I make myself redundant at all times? And how do you know how do I make this the last time I’m going to do that thing and then make sure it’s the last time you do it? Doesn’t always work out that way. But you try to. And if you do that, that means that you’re actually building a business that’s an actual asset that hopefully is profitable, something that is profitable. And then you’ve got something that’s that’s a business. There’s a lot as I run it to the person is it’s not redundant. It is required to be there. That’s not a business that’s being self-employed or there’s no margins and profits. And again, you might as well just like have a job at that point. Right. Like, it’s not something that’s sellable. 

 Virginia [00:18:04] So maybe that’s what I’m sure. 

 Matthew [00:18:07] Thank you. A lot of people get in to entrepreneurship or owning their own business for that time freedom. So I think that’s really valuable because if they’re always having to be there, then they’re not going to have that free time or time to do what they really want to do. 


Matthew [00:18:25] Yeah, yeah. I think a lot of businesses actually say it depends. Like, I think a lot of people on the Internet get on for freedom and that vision. However, I think a lot of businesses in general, small businesses start because they were just really good at their job. There are a talented technician and they went from being a technician to being sort of more self employed. Right. But they were never really a business owner or understanding of their concepts of how to really build a business. 

 Matthew [00:18:51] That’s why some of them struggle. Right. 

 Virginia [00:18:54] That’s true. Well, thank you for being on today. Where can people find out more about you and what you do? 

 Matthew [00:19:04] Sure, you can go to automation, Wolf Duckhorn on spell exactly with sounds or you can find me. I’d like to just search. Matthew Hunt. And those are pretty much the two places that I’m active. Any other social media is kind of just a placeholder. There’s like about there. 

 Matthew [00:19:18] I might look like I’m there, but I am not there. 

 Matthew [00:19:23] I really want to get a hold of you. Those are where we go. That’s right. OK. 

 Virginia [00:19:28] Well, thank you so much, Matthew, for your time and for joining us today. 

 Matthew [00:19:33] Hey, no problem. Thanks, Virginia. 


[00:19:39] Thank you so much for joining us today. Be sure to subscribe and leave some left through a review and I’ll catch you on the next episode. 

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Virginia Purnell

Virginia Purnell

Virginia lives in Northern Alberta on a small farm with her husband and three children.  

Virginia is a master funnel builder having been certified as an FG Society Master Marketer, Funnelytics, and ClickFunnels Certified Partner.

She also helps businesses with their visibility through online searches.

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