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What’s up Rock Nation! Today we’re joined by Matt, a creator who’s built over $5 million using nothing but organic LinkedIn content. No ads, no virality, no fluff. While most people chase views, Matt built a system that turns conversations into clients.
In this episode, we break down why LinkedIn is the most honest platform on the internet, how to sell without feeling salesy, why vanity metrics don’t matter, and how to turn your personal brand into a real business.
Check out Matt here:
https://www.youtube.com/@matthewlakajev
https://www.instagram.com/matthewlakajev/
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Timestamps:
0:00 - Intro
0:57 - Paid Offer Playbook
1:08 - Making your first sale on LinkedIn
1:57 - How to navigate LinkedIn DMs without being salesy
3:58 - Why empty views and vanity metrics don’t matter
8:45 - Posting content that’s too broad vs too specific
11:04 - Artlist
11:47 - Should you ever make broader content for reach?
14:11 - Balancing personal brand content vs sales content
16:39 - Authority is about knowledge, not followers
19:33 - DM protocols for booking meetings
24:50 - Crafting a winning offer once your niche is clear
30:34 - Don’t reinvent the wheel with your offer
31:52 - Coachella, music, and side tangents
32:52 - Content’s real purpose: starting conversations
36:16 - Talking to your audience to find better offers
42:56 - Using AI without losing your voice
44:47 - The “slop” problem on LinkedIn content
45:30 - Trust, lived experience, and AI-written content
49:29 - Offer viability + trust
54:23 - Growing a newsletter from LinkedIn
58:43 - Lead magnets vs committing to a newsletter
1:00:45 - Email sequences and selling without selling
1:02:26 - Australia has the best coffee in the world
1:03:29 - Coffee culture, Aussies, and Bali
1:05:24 - Lead magnets vs story-based emails
1:06:30 - Why most newsletters fail
1:08:01 - Email as a pen-pal relationship
1:08:58 - What actually drives real revenue on LinkedIn
1:15:33 - Repurposing video content for LinkedIn
1:18:36 - Paid To Be You
1:23:36 - LinkedIn content strategy examples
1:24:32 - Tools, DMs, and automation limitations
1:26:08 - Where DMs fit into lead magnets
1:27:42 - Why LinkedIn feels overwhelming to add
1:31:44 - Live streaming, fandom, and creator scale
1:37:26 - Podcasts expose who people really are
1:41:32 - Reducing noise, focus, and nervous system regulation
1:47:09 - “Hiding the broccoli in the cake”
1:55:09 - Final mindset shifts and closing reflections
If you liked this episode please send it to a friend and take a screenshot for your story! And as always, we'd love to hear from you guys on what you'd like to hear us talk about or potential guests we should have on.
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