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🔥 The Underground System That Turns Content Into Profit (Lots of Profit — Without Ads or Spam)
(But for me, as long as I break even, I’m ready to pump ads like crazy 💸)
I’ve been following Matt Gray for quite a while — I’ve joined his community and taken his courses. The more I learn, the more impressed I am.
Honestly, I’ve probably read or seen over 50% of this material before in his past content. But the way he reuses core ideas with new angles, higher quality, and deeper insights really hits different every time.
As content creators, we often feel the need to make everything fresh all the time — but Matt shows how powerful repeatable systems can be.
At the core are two big ideas:
📍 Content GPS
🌊 Content Waterfall
I’m still learning and implementing — theory is easy, but execution takes real work and time.
He recently wrapped everything up in a powerful post. Here's the breakdown 👇👇👇
🚀 Build a Profitable Content Business
Without ads. Without spam. While keeping your freedom. With just 4 hours of work per day.
Matt achieved this by creating Content GPS — a 7-part system that turns content into cash.
It’s how he built a 2.7M+ audience — all powered by personal brand.
1️⃣ Unique Positioning
To build a long-lasting personal brand, you need to know:
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Who you serve
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What value you offer
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How you do it differently
Matt’s example with Founder OS:
“We help founders making $30K+/month build a systemized, profitable personal brand.”
His positioning formula:
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Belief: The best way to build a business is through personal brand.
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Key insight: Great content + systems = personal brand success.
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Core mechanism: Content GPS is the only tool you need.
✅ Rewrite your social media bio with this structure.
Matt’s bio:
"Proven systems to grow a profitable audience with content."
→ That bio converts 20% of profile visits into followers (40x above average!)
His 5 signature phrases (unique brand language):
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Systems
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Profitable personal brand
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Content waterfall
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Personal media company
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Content GPS
👉 Choose your own 5 signature phrases.
2️⃣ Scroll-Stopping Content
Content is your #1 tool to:
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Speak directly to ideal clients
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Build trust at scale
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Create real connection
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Grow reach & revenue
Step 1: Choose 4 content pillars
Matt’s examples:
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Personal stories
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Building a personal brand
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Monetization systems
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Community growth systems
Step 2: Use the Content Idea Machine to generate 30 ideas in 30 mins.
Focus your content on:
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Lessons learned
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Systems / Playbooks
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Benefits
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Real-life examples
4-part content format:
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Hook (grab attention)
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Value Bomb
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Eye-catching image
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CTA to your main channel (e.g. newsletter)
3️⃣ Content Calendar
Matt’s weekly publishing schedule:
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X (Twitter): 2 posts/day, 4 threads/week (Wed, Thu, Sat, Sun – 8am EST)
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LinkedIn: 1 post/day
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Instagram: 2 posts/day (8am & 2pm), 5 stories/day
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TikTok: 2 videos/day
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YouTube: 1 video every 2 weeks (Sunday)
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Newsletter: 2 emails/week (Wed & Sat)
All run by his team:
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Social Manager
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Writers
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Video Editors
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Designers
→ Managed via Asana
If you're solo: pick 1–2 platforms and post consistently.
4️⃣ Audience Growth Systems
Sustainable growth = smart systems.
4 key systems:
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Batching System
Write in long sessions, not daily.
Matt writes:
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30 tweets
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1 newsletter
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1 YouTube idea
...in 2 hours, every 2 weeks.
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Content Waterfall
Break 1 long-form content into 26 smaller pieces
(Posts, threads, Reels, Shorts, etc.) -
CTA System
Every piece of content needs a strategic call-to-action.
There are 20+ ideal CTA placements across platforms. -
Delegation System
Stop doing everything.
Audit your time:
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What energizes you / drains you?
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What can be automated / deleted / delegated?
Group tasks into roles → create job descriptions → hire accordingly.
5️⃣ Newsletter = Turning Followers into Assets
Email = owned audience
ROI: $36 for every $1 spent (on average)
Matt uses ConvertKit, and splits his newsletter into 2 styles:
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Curated: Quotes, links, resources (like James Clear)
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Deep Dive: Stories + playbooks + systems
His newsletter structure:
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Personal story (emotional opener)
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Playbook or system
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CTA (usually a product or YouTube video)
Every email = stronger connection + multi-platform presence
6️⃣ Profitable Workshop
Workshops ≠ webinars.
No hard selling. Real teaching. Real results.
5-step profitable workshop format:
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Livestream via Zoom
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Create a signup page
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Make simple slides
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Teach 3 core lessons
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Wrap with light CTA + 15 mins Q&A
Matt runs 1/month →
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$2.7M revenue
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68,000 new subscribers
→ Promotes workshop 7 days before + sends follow-up email 3 days after
7️⃣ Offer Stack — Don’t Sell Just One Product
The biggest mistake = having only 1 offer.
Instead, build an Offer Stack that leads customers step-by-step.
Example buyer journey:
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IG bio → Follow
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CTA post → Landing page
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Landing → Free gift + newsletter
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Email → Book a call
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Call → Buy offer
Matt’s funnel:
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Bio: 20% view-to-follow conversion
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Landing: 80% opt-in rate
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Entry offers: $29–$149
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Ascension:
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Founder OS
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Foundr+
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Mastermind
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1:1 Service for 8–9 figure founders
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🧠 Final Thoughts: Success is an OS
Great founders = great system builders.
Founder OS isn’t just about building a business.
It’s about designing a life of freedom + purpose — not stress and hustle.
If you’re tired of outdated advice and hustle-only models…
You belong in Founder Freedom.
Start running your life & business on a new OS: Content GPS.
If you'd like, I can help you with:
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Rewriting your positioning and social bio
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Generating 30 content ideas based on your niche
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Creating a content waterfall template
👉 Let me know what you’d like help with first!