Your First 100 Subscribers With Matt McWilliams

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Whether you’re having trouble turning your hobby into a profitable business or you’re just not sure what you want to do with your life, this podcast will get you over the hump and on the fast track to generating your first 100 email subscribers.

Guest: Matt McWilliams is the author of “Turn Your Passions Into Profits” and has helped tons of people turn their passions into profitable income streams. 

[00:50] The podcast explores the aspects of finally stepping into our true potential, developing skills, and turning them into a profitable online business using the Magic Rectangle Effect.

Why is it so hard to become a leader?

[02:53] Matt McWilliams talks about the misconceptions around the concept of leadership: 

  • Well, I mean, the word leadership just has a lot of misconceptions. So we think of leaders. So we think of Steve Jobs, who can get a company to do he can get his employees to do anything. He can be up on stage and be charismatic. We think of Martin Luther King, Jr. Right? The ability oratory’s ability to move millions to take action, right? We think of all these people and then we’re intimidated.

  • How do you compare yourself to Winston Churchill? We think of our parents. We think of our teachers, we think of coaches, bosses, and these people who have a built-in advantage over their followers in terms of authority and experience and credentials and the letters behind their name and stuff.

  • We’re either too young, we’re too old, we’re not smart enough, we’re not qualified enough, or we’re not worthy of that title of leader. We end up just shrinking back from the ability, this innate ability. We have a voice, we have a mission, Igor, but we diminish our qualifications. We consider ourselves unworthy of that title, so we end up playing small. 

[5:45] Matt shares his experience of turning into a leader:

  • I will never forget the day back on Memorial Day 2005 when I didn’t know what the heck I was doing. We started a business. We were almost out of money and we needed a miracle. I will never forget that day. I will never forget starting my blog six years later and waking up every day at 05:00 a.m., and making nothing for two years. I made no money. I was spending $500 a month.

  • You’re a leader because you’ve already been where your followers want to go. That’s really what it comes down to. There’s something that people are always asking you for help with. That means they see you as a leader, there’s something that people tell you is interesting about you.

[6:53] How to turn people into followers:

  • A struggle that you’ve overcome. And now you can share with others how to overcome that same struggle. So it’s usually one of those three things. So if you can find something like that, by definition, if people come to you, that makes them followers. If they come to you because you’re the expert, that makes you a leader.

  • I looked up the dictionary definition of a leader, and it says, a person who guides or directs a group, that’s all it is. So who better to be a leader than someone who’s been there and done that? Who better to lead others who are struggling with a problem than you? You’ve been through this already. People are coming to you for help. They know that you overcame something.

[10:48] Do you need to have any credentials to become a leader?

  • Leadership is that same friend, the same one, the same biker shorts, the same jogging in place, the guy who’s two steps ahead of you, reaching his hand back and guiding you along the path.

  • So we think there’s this thing that’s like, well, that guy has letters behind his name, and he’s the expert, and he’s 2 miles ahead, so that’s a leader. Steve Jobs is 2 miles ahead. I got to be like that. Not in the world that we live in today when it’s easier than ever to reach the masses. You just got to be two steps ahead with the right people.

[11:23] Faking it until you make it:

  • [Igor]: There’s a lot of truth to what you’re saying. I’m a big Den Kennedy fan. In one of his seminars, he says something to the tune of the most important prerequisite to being in the US. President is the audacity to believe you can be right.

  • No one can give you the credentials, no one can give you the diploma or put letters behind your name that will make you automatically qualified. I completely agree. And for so many years I’ve been considered to be one of the top list builders in the world, simply because I said so.

[14:23] Churning profit out of your passions:

  • [Igor]: I’m passionate about a lot of different things, honestly, a lot. Like I’m passionate about watching movies on my couch, right? But I don’t think I’ll find 1000 people who will be willing to pay me for that.

  • That the idea of the passion that we’re referring to is more the message. It’s that you have a passion to serve people, a passion to help people with a certain, typically a problem or to achieve a certain solution.

[20:33] Differentiating passion from hobbies:

  • There are people that are passionate about playing video games. They want to know the psychology behind the video games, or they literally want to practice 12 hours a day, and that’s fine. I don’t argue with kids playing video games. All day if that’s actually genuinely what they want to do. Especially today when you can make a lot of money doing that. What I do argue with is somebody playing video games 5 hours a day, 6 hours a day and they say that they also want to be an author or playing video games five, 6 hours a day and they say they want to be a veterinarian. There’s a disconnect between those two things. You can play video games for an hour a day and be a veterinarian. You can play video games for an hour a day and be an author. You can’t play video games 6 hours a day and be one of those things.

  • These are things that wake you up in the middle of the night. I don’t wake up in the middle of the night. I love watching movies. So I would say I enjoy watching movies. I haven’t ever woken up in the middle of the night going tonight. I cannot wait to sit on the couch and watch a movie. You know, what if I adjust the couch this way and do that, and oh man, if we try that new seasoning on the popcorn, man, that’s going to make movie nights so much better. I don’t think about stuff like that.

  • I’m passionate about personal development. I’m passionate about personal growth. I blogged about personal development and personal growth for years. That’s what led to me teaching this stuff now. But I decided that people kept coming to me. You could go back to what we said. What did I struggle with? I struggle with monetizing early on. What did people come to me and ask me for help with? They came to me and said, Matt, I wasn’t making millions of dollars a year, but I was making hundreds of thousands of dollars a year from my platinum. Like, how’d you do it? Well, I’ll share how I did it. What did I use to struggle with that exact thing?

[31:00] Matt McWilliams explains the “Magic Rectangle” effect:

  • We did this little study. Every single one of the people under 100 was under 500. Almost all of them were still under 100. Of the people who got to just 100. So this was the cool thing. It didn’t matter if they were 100 or they got to 250 or James Kalito was one of the people. We did a profile with him. James Kalita got to over 1000. Fast forward a year later, almost. It was the complete opposite. I think it was like 75% of those 100 were over 500. Almost half of them were over 2000, and only it was like, maybe 510 percent were under 200. So what does that say? It says if you just get to 100 really, really fast, then here’s what it does. Now you can send an email to that $100 and you could do something, promote an affiliate offer and make $200.

  • And then if you can get 100, you can get 200. And if all you did, in theory, was just grow by 50% a month, in terms of your subscribers for the first year, I mean, it’s astronomical.

  • I’m not going to lie. The first 100 is hard. You have to work your butt off for them. This is not like, go do one article and you get a thousand subscribers. No, you work your butt off its hand-to-hand combat. One of the things that we teach the first 100, again, is about how to get 100 people in five days, not how to get 100 people long term. This is 100 people in five days. To build that seedless, you pull out what I call the Magic Rectangle.

  • You open up the messaging app. It’s a little mine. I don’t know what Imessage is. You type in the letter “A” and you pick the stuff that falls down, and you send them a particular message that we have in the book and all that, and you start building that list of interested people

[34:50] The phenomenon of the Dollar Bill Certificate:

  • The other day, there was a sub shop that was owned by I found out they were two Armenian refugees.
  • They had up on the wall a dollar bill. It was a dollar bill that someone had given them for the very first sub they ever sold. The problem with the online world is we don’t have that. You get it via PayPal, you get it via Stripe. It’s a credit card transaction. You don’t have that dollar bill. So we send them a dollar bill. They get a dollar bill in the mail and this certificate. And I told them, you don’t glue this to that certificate and put it up on your wall until you make that dollar. So we have pictures of hundreds, probably thousands of people now that have that certificate.
  • And this guy said, I don’t feel like I can put it on there yet, but I made my first affiliate commission, and it was for a 4.99 cent product. And he got a 20% commission. And you can do the math on that. No, actually, it was a 4.97 cent sorry. So he got 99 cent commission and he was like but it changed everything. It changed everything for him because he saw, okay, he had a list of, like, 102 people, promoted this one thing, sold one of them for 497, and he said it changed everything for him. And this was only a few months ago. So he’s not a million-dollar success story yet or anything, but mentally, he’s all in. It changes that dynamic. So if you can get that 100 subscribers fast, this is all about speed.

[40:55] Turn Your Passions Into Profits by Matt McWilliams:

  • There’s something in there for everyone, and that’s not like everybody should go buy the book. If you’re an entrepreneur, you have to buy the book. If you are literate, you should buy the book.

  • You’re trying to capture people’s attention, convert them into subscribers, and create a community. You want to be a leader for their cause. You want to create Raving fans. These are the types of people if you’re struggling to monetize.

  • It really is for almost anybody who has or wants to start an online business and grow their audience, be a leader, be a champion for their cause.

  • To avail bonus content, preorder the book at  


Igor Kheifets is an amazon best-selling author of the List Building Lifestyle: Confessions of an Email Millionaire.

He’s also the host of List Building Lifestyle, the podcast for anyone who wants to make more money and have more freedom by leveraging the power of an email list

He’s widely referred to as the go-to authority on building large responsive email lists in record time.

Igor’s passionate about showing people how to live the List Building Lifestyle.