How To Become The #1 Authority In Your Agency Niche
Matthew Larsen lays out an eleven-part roadmap for escaping commodity pricing: niche down, win at your own game, own a philosophy, and stack proof until prospects stop shopping you on price.
Posted
yesterday
Duration
Format
Essay
educational
Views
610
16 likes
57 · 43
Big Idea
The argument in one line.
Agency owners escape price-shopping by building authority on purpose: a narrow sub-niche, an original philosophy, and so much proof that prospects decide you know what you're doing before the first call.
Who This Is For
Read if. Skip if.
READ IF YOU ARE…
An agency owner whose prospects keep comparing you on price, ghosting sales calls or demanding heavy guarantees.
A service provider who posts content regularly but sounds like every other beginner in the feed and gets no inbound from it.
A founder choosing a niche or sub-niche for an agency or consultancy and unsure how narrow to go.
Someone running a lead generation, YouTube, cold email or e-commerce marketing agency who wants a concrete list of authority assets to build.
SKIP IF…
You sell a product to consumers, not a service to businesses. The playbook assumes an agency sales process and a defined ICP.
You're looking for step-by-step tactics for a specific channel. This is a strategic roadmap, not a how-to on any single platform.
TL;DR
The full version, fast.
Almost every agency service is commoditized, and most agency owners look and sound identical, so prospects treat them like replaceable vendors. Matthew Larsen's fix is a stack of authority builders: pick a sub-niche you can be top 1% in, be your own best case study, look the part on camera, speak your ideal client's problems better than they can, and publish an original philosophy. Then back it with frameworks, a 300-page lead magnet, a long course, free activation points, a weekly live webinar, ICP-specific content and an overwhelming wall of proof. You don't need all of it, but each piece moves you out of the vendor bucket.
Free for members
Chat with this breakdown — free.
Sign in and you get 23 free chat messages on us — ask for the hook, quote a framework, find the exact transcript moment, generate a markdown action plan. Bring your own key when you want unlimited.
Saturated services and clone-like agency owners push prospects to treat agencies as interchangeable vendors, and generic content makes it worse.
01:55 – 04:15
02 · Choose a sub-niche you can own
Real money comes from the top 1% of a niche, so narrow down until that is achievable while still taking adjacent clients.
04:15 – 06:26
03 · Become your own best case study
Succeed at the service you sell, ideally from inside your own ICP, and use your own results as the opening proof on sales calls.
06:26 – 07:42
04 · Look like an expert
First impressions on profiles, websites and video decide credibility, so invest in a professional image and basic production value.
07:42 – 10:25
05 · Speak your ideal client's language
Describing problems better than the client can is the ultimate proof, and it requires being niched down enough to make content that jumps off the page.
10:25 – 13:07
06 · Create your own philosophy
An original philosophy generates content, differentiates you and protects against AI and copycats while lifting pricing power and lifetime value.
13:07 – 15:53
07 · Build frameworks and authority assets
An ultra long lead magnet, a long course and a visual framework for every step of the service signal mastery without needing to be consumed.
15:53 – 17:52
08 · Create activation points
Free actions that give a prospect a real early win are the strongest proof because they carry no objections.
17:52 – 19:32
09 · Run weekly live webinars
The same improving webinar every week compresses the sales cycle, rescues stalled leads and doubles as live proof.
19:32 – 21:15
10 · Create content for your exact ICP
Two long-form videos a week on exact problems, plus daily proof posts, insight posts and weekly carousels.
21:15 – 23:07
11 · Build an endless wall of proof
Reach critical mass of case studies, ads, emails, logos, speaking and self-results so volume itself signals competence.
23:07 – 23:32
12 · Your authority-building roadmap
Any one step helps, but starting on all of them is the recommended path for 2026 and beyond.
Atomic Insights
Lines worth screenshotting.
You only make real money in a niche if you're in the top 1% of it, so pick a sub-niche narrow enough that you actually can be.
Build authority in a much narrower space than the clients you serve: prospects outside the sub-niche still come to you, but the reverse is not true.
If you sell cold email, book your own calls from cold email. The strongest proof an agency can offer is its own results from its own service.
A $2,000 camera, lens, mic and lighting setup makes you look about ten times more credible than a laptop webcam on YouTube, reels and sales calls.
People believe you can solve their problems when you describe those problems better than they can describe them themselves.
Content aimed only at your ICP should also filter out everyone else: a video on getting to 10K a month repels every agency already past 10K.
Larsen says moving to a broader niche cost him: back in agencies, dollar flow is 5 to 10 times higher with no more views.
An original philosophy protects you from AI, copycats and competitors, because generalized information is free but a point of view is not.
If a client runs part of their business on your philosophy, they rarely churn, so lifetime value rises by orders of magnitude.
A 300+ page lead magnet works even when nobody reads it, because buyers mostly want proof that you know how to do the thing.
A six-hour course on your service signals expertise whether or not a prospect watches a single minute.
An activation point is a free action that gets a prospect a small win, and a win they got themselves has no 'that won't work in my niche' objection.
A weekly live webinar compresses three to six months of content consumption into 60 to 120 minutes and sweeps up stalled leads at every funnel stage.
Live beats recorded as proof because there is no editing and no chance to hide mistakes.
A little proof can look worse than none: four screenshots signals inexperience, while an endless wall signals mastery.
How you got results for yourself can be stronger proof than client results, because you can share detail without offending anyone.
Takeaway
Authority is built, not claimed.
WHAT TO LEARN
Prospects stop price-shopping you once a narrow focus, your own results, an original point of view and a mountain of proof make you the obvious choice.
02Choose a sub-niche you can own
Narrow the niche you are known for far below the clients you serve, because buyers outside the sub-niche still come to you but the reverse never happens.
03Become your own best case study
Use your own business as the first case study: book your own calls with the service you sell, and say so in the opening seconds of a sales call.
04Look like an expert
Treat appearance as part of the pitch: a profile photo on stage, a clean bio, and a modest camera, mic and lighting setup raise credibility more than most owners expect.
05Speak your ideal client's language
Describing a client's problems in their own words better than they can is a stronger status signal than logos or case studies, and it only works when you are niched down.
Make content that attracts your ICP and filters out everyone else, and avoid titles that accidentally exclude the clients you actually want.
06Create your own philosophy
Develop an original philosophy, even a simple one, because it generates endless content, protects against AI and copycats, and gives you pricing power.
07Build frameworks and authority assets
A very long lead magnet and a multi-hour course signal mastery whether or not anyone consumes them, so build them for the signal, not the readership.
08Create activation points
Give prospects a free action that produces a small win, since a result they achieved themselves has no objection attached.
09Run weekly live webinars
A weekly live webinar condenses months of content into one session, rescues leads stuck at every funnel stage, and counts as proof because it cannot be edited.
10Create content for your exact ICP
Publish on a fixed cadence around exact ICP problems, then stack proof until volume itself signals competence, since a little proof can look worse than none.
Glossary
Terms worth knowing.
ICP
Ideal client profile: the specific type of customer a business is built to serve, defined by their problems, situation and language.
Sub-niche
A narrow slice of a broad market where you can realistically rank in the top 1%, such as agency lead generation inside the wider agency space.
Activation point
A free action a prospect can take, like watching a demo or implementing one piece of advice, that gives them an early result and makes them far more likely to buy.
Philosophy
An original, named way of thinking about how to get a result in your field, which gives you unlimited content ideas and makes you hard to copy.
Insight post
A short post of 280 characters or less that answers one frequently asked question from your ICP, easy to publish as a tweet or story graphic.
Wall of proof
A volume of case studies, screenshots, logos and results on a website so large a visitor could scroll for an hour without reaching the end.
“99% of agency owners just look and sound like absolute complete clones of each other.”
blunt claim that frames the whole problem in one line→ TikTok hook↗ Tweet quote
07:57
“They will believe that you can solve their problems if you could describe their problems better than they could themselves.”
standalone principle, no setup needed→ newsletter pull-quote↗ Tweet quote
16:57
“Taking your advice, implementing it and getting an initial success for free is such a strong form of proof. It's better than all of the case studies, all the testimonials, all the PR, the screenshots and logos combined.”
“You need your own philosophy because what you're really trying to do is protect yourself against AI, protect yourself against copycats, protect yourself against competitors.”
ties positioning to the AI era→ TikTok hook↗ Tweet quote
21:34
“No proof on your website is better than having a little bit.”
counterintuitive and instantly debatable→ newsletter pull-quote↗ Tweet quote
The Script
Word for word.
Read-along
Don't just watch it. Burn it in.
See every word as it's spoken — crank it to 2× and still catch all of it. The same dual-channel trick behind Amazon's Kindle + Audible.
17px
metaphoranalogy
Today, we're going to talk about how to become an authority in your niche as an agency owner. There are so many different benefits from this to just getting more clients in general, able to charge higher prices, more opportunities, and so on. But most people just don't successfully do this.
And the problem is that basically every agency service is commoditized and extremely saturated at this point. And 99 % of agency owners just look and sound like absolute complete clones of each other. If you just took 100 agency websites and took the name, the logo off, like you really wouldn't see any difference between them.
And because of that, people in the agency space really have zero authority. And that leads to prospects treating them just like any other vendor, shopping them on price, ghosting their sales calls, forcing them to have crazy guarantees if they want their business and so on. And most agency owners really try to fix this by posting just very generic content, whether that's AI content that they made with AI or just, you know, bad manually created content.
And that just actually makes the problem even worse because they just like look like every other beginner in the feed with just regurgitated content. So we're going to get into like the steps that one would take to solve this problem. And there are a bunch of different steps that we're going to go over.
You don't necessarily need to do all of them. Just like any one of them would help you towards the path of developing more authority. But it'll act as a roadmap for you to fix this problem.
Because if you can fix this problem, you're going to get a lot more opportunities. You'll be able to charge higher prices. People are going to want to work for you more.
And you're going to have access to better labor. You're going to just be... you know, more famous in terms of content to whatever degree you want to be and so on.
So let's get into it. So the first step to me is we need to have our niche, right? But we need to have a sub -niche.
And this is especially true if we're going to be posting content and then we're going to talk about that later. Because you only make real money, so to speak, if you're in the top 1 % of whatever niche you're in. And a lot of the niches are basically impossible to compete in.
Like if I was trying to compete in the business niche, I would just kind of just get slammed by Hermosi, right? Or Dan Martell or Gary Vee or hundreds of other peoples. And then agencies is, I could compete there, but it's still very broad in comparison to what I'm really trying to go for.
I may be in the top 1 % of agencies in terms of perception, but I would say that's far from guaranteed. And the solution for me and the solution for you, is to niche down into a sub -niche that you could be top 1 % of.
And that's the thing that you do on a day -to -day basis. So the broad niche for me, business, that's too competitive. A real niche, agencies, borderline, I would say.
But then a sub -niche of agency lead generation easily can be in the top 1 % of that. Maybe even the top person in that. Versus agencies, what are all the other stuff?
Recruiting, hiring, finance, operations. I don't really talk about those things, so it wouldn't make much sense. I'm not really the best at those things either.
Whereas I am the best at agency lead generation. So like other examples, e -commerce, incredibly broad niche, usually just going to get slammed whoever you are watching this. E -commerce, email marketing, let's say that's your niche.
That's what you do. It's still like very, very competitive. But maybe you just, all you talk about is email marketing for subscription brands, right?
And that's, you're probably getting closer at that point. or e -commerce marketing for supplement brands, or whatever. And it should be noted here that I don't necessarily mean that you wouldn't take any e -commerce client.
It's just what you're known for. It's just what you're building authority in. To me, you want to build authority in a much narrower space than the overall kind of clients you serve, because people will still come to you even if they're not in that exact sub -niche, but the opposite is not true, if that makes sense.
The next thing is to... Succeed at the thing that you are providing, right? Good example on the screen is Jake Trinders is a YouTube agency and he's doing well on YouTube now.
And I'm sure that'll change his business. I don't know that for a fact, but basically you want to be your own best case study. And like part of the reason I sell a lot of agency consulting is I have a successful agency currently and I've sold successful agencies in the past, right?
People, not Jake Trinder in this case, but people will basically sell you YouTube services and have 20 subscribers and get three views per video and then wonder why they get questioned and they have no authority with their ICP, right? And this is also where being in your own ICP is an extreme advantage. Whether you are in your own ICP at one point or you are currently, like I get a lot of business from these videos.
regardless of how many actual views they get, because I know exactly what problems and pain points agency owners have and what videos to post because I am currently in this niche or this ICP and I've been in this ICP my whole life. And that is a very, very underrated thing. You need to succeed at the thing you're providing.
If you just suck at ads and you provide ads and you don't do any ads for yourself or all that kind of stuff, that's why if you're a lead generation agency, who does paid ads, booking calls from paid ads is so powerful, right? Because I have one of these agencies and the first thing that all of our sales reps talk about in the call is, so you came to this call from paid ads and that is the best proof that we know what we're doing.
Literally, within the first 30 seconds of every sales call, that is exactly what they say. If you are... Selling cold email services, you should probably be booking calls from cold email.
If you're selling YouTube services, you probably have a successful YouTube channel. If you're doing Instagram, you should probably have a successful Instagram and so on. It's common sense, but it's going to be hard to succeed without doing this, right?
And then the next is what I would say looking like an expert, especially if you just need to have a very nice profile. I love to see profile pictures of someone clearly speaking on stage. Because first impressions matter a lot and people are immediately going to judge you for what you look like.
And they're going to make a very quick decision. So you need to do your best, especially on the social platforms, website, all that kind of stuff, to make it sure that you look like an expert. This is especially true in kind of what I'm going to call video related stuff and having at least a basic production value.
When you're doing this, if you are posting YouTube videos and you have a great grainy looking camera and you have bad lighting and atrocious sound quality, you're going to be judged negatively for it. And it will take away from your message and prevent you from building authority. So like even if you're going to spend $2 ,000 on a camera lens, a mic and lighting setup, you will look 10 times more credible on YouTube or reels or sales calls than you would just on a terrible looking laptop web camera.
And this really, really matters, like it or not. So when you're on each of the profiles, professional image, cover photo with the result, description, bio, links, content, all of that kind of stuff. The next is having to do with their pain points and their language.
And Alex Hermosi basically said this better than I ever could. So I just copy and paste it in here. They will believe that you can solve their problems if you could describe their problems better than they could themselves.
I think that's just just perfect on how to summarize this part of doing it. And in my opinion, like people talk about proof a lot and usually they just mean like logos, screenshots, case studies, etc. And those are important.
Don't get me wrong. But to me and in my experience and just being a student of marketing. Knowing your ICPs, different problems and pain points very intimately and the language that they would use to describe them is the ultimate form of proof and status signal for your ICP more so than almost anything else.
And if you do this right, your stuff should literally like jump off the page or jump off the screen at them. Like videos, posts, newsletters, offers should just be so obviously for your ICP. that they literally stand out and jump off the page and they just can't not click it.
And this is very difficult to do and kind of only happens if you are sufficiently niched down. Because if you're not sufficiently niched down, like we said in the sub part, you just really don't make specific enough videos, posts, newsletters, offers, etc. And it just doesn't really work to the same degree.
And I actually was a living experiment of this over the past 6 to 12 months where I tried to go... Foolishly into a broader niche so you can learn from my mistakes and now I'm back down to agencies and you should Well, at least the the dollar flow trust me is five to ten X what it was before And I don't even really get any more views.
So it just resonates that much more and then Preferably like we would make all of this stuff. That's interesting to our ICP and only to our ICP and You know, we want our ICP to click on it But we also wanted to filter out people outside of the ICP, usually beginners, right?
So what I mean by that is, you know, a video on how to hire your first closer for your agency. That wouldn't even make sense or wouldn't be desirable at all to someone who's trying to start their agency and get their first client, right? And if you did this wrong, you know, how to get to 10K per month as an agency owner is going to filter out essentially everyone who is...
over 10K per month. And people do this all the time unintentionally, and it absolutely destroys their chance to make authority or build authority. The next is to create your own philosophy.
Probably the most powerful way to do this. I've done this. If you ever watched my videos before, this is my philosophy on how to generate leads in an agency or really any B2B service -based businesses.
This is what I'm most known for, if you could say that I'm known for anything. And this really has made me nearly eight figures in probably direct sales from YouTube with this. And I don't even think I have a million views on my channel.
So it's just very, very powerful when you have something like this. And most people just don't have their philosophy because what really happens is like, like I said, in the kind of the introduction of the problem phase of this video. They're basically just a clone of everybody else in their niche or in general.
They have no original frameworks. They have no original thoughts, ideas, systems, or ways of doing things. And developing your own philosophy in the way that I suggest is also very powerful because it basically gives you unlimited content ideas, authority, makes you stand out, all of that kind of stuff.
And you need your own philosophy, even if it's more basic than the one I have, because what you're really trying to do... is protect yourself against ai protect yourself against copycats protect yourself against competitors etc if you have your own philosophy like i've seen so many people basically go into like a mirror board recreate this and like start posting about it and people just tag it tag me in the actual content or send it to me like when you have something like this you are very much protected and i think this is very very very strong especially in the age of ai where ai can basically do all of the generalized information on earth.
But if you have something, you have a philosophy that gets a reasonable person to just kind of think, yeah, that makes a lot of sense. You instantly stand out in a crowded market. It makes you everything you do easier in terms of content, in terms of sales, because you're able to tie it back to that philosophy.
And it gives you a lot greater pricing power and authority and prevents you from getting like price shopped or compared just because it's your philosophy, right? And I heard someone say this, I can't remember who, I might've been in a book, but the concept is if you can get someone to run their entire business or part of their business using your philosophy, your LTV basically skyrockets to orders of magnitude higher.
Like if you were running your entire marketing based on this, like a lot of people do, it's very like difficult or just unlikely that someone will ever churn because, you know, you buy a car, you know, you call the manufacturer. right and it's the same thing here the next is having different frameworks and assets and this is something that i'm extremely strong at and it really really helps me in both my agency and my consulting and there's a few things that i really think you should do the first is you want to have an ultra long form lead magnet and you're like ultra long form you wouldn't want to just make it make it longer just for the sake of it but if you do it right like 300 plus pages in this so for example what you want to do is you want to lay out every single part of your service if you had a youtube agency like the setup the idea the title the thumbnail the intro the asset the equipment the filming and speaking on camera the editing the uploading the analytics you know the optimization loop that's an example so basically we want to make this long form lead magnet giving all of the information we can away you know full detail every part every slide theory examples implementation and just
Repeat that process until you're done. The truth is that most people don't really even want to do what you do themselves and they don't even want to know how to do it in most cases. A lot of people are not even going to read this lead magnet.
They just want to know that you know how to do it. And if you can convince them that you know how to do it, they're going to hire you. And this ultra long form lead magnet is a key piece in that puzzle.
The next is when you do this, you want to film it as a long course. You see these on YouTube and you can go search them up. Full course, one to 12 hours long.
They tend to get a ton of views on their own. And they're also going to help nurture people in your process for like someone finds you through paid ads, outreach partnerships, networking referrals. They see your full course, they watch a little bit and they come in through that.
So even if they don't come in or find out about you from this course, very, very strong asset in the sales process. And again, similar to the lead magnet, it doesn't really matter if they watch a single minute or not. Just like, wow, they have a six hour course on this.
They must know what they're doing. Very, very powerful stuff. Like not even joking one step of the way.
And then the final thing is I like to, and I really recommend making frameworks for every step of the service. Like this is an example. This is a book, a call funnel.
A lot of people just, you know, see here, they hear a funnel in their mind and like what, you know, they vaguely know what that means, but this is literally on the screen, easy to follow what that is. So you really want to make a framework, an original framework, that being, for every step of your service to simplify complex concepts and to instantly make understood, like these things need to be instantly understood without any or much additional context.
You kind of know what this is if you look at it. And then we can name it, we can protect it, like this is our book or call funnel, right? The next is what I usually call activation points.
Here is another one of my frameworks, but this example is on the screen because this is one of my typical activation points where your email or your revenue is going to grow as your email list grows. So like this is how you should have your opt -in page exactly like this. Go make it right now.
And activation points are basically things that people can do that make them much more likely to buy from you. So these are things that they can do without any form of payment. they basically like you know watching a demo trying your product completing one piece of your advice and get help them get a small result so like in click funnels like if someone buys a domain like if click funnels had a webinar and someone buys a domain they're much more likely to sign up for click funnels now they have a domain and they have to do something with that domain right and to me like activation points are the ultimate form of proof Because like take someone taking your advice, implementing it and getting an initial success for free is such a strong form of proof.
It's better than all of the case studies, all the testimonials, all the PR, the screenshots and logos combined. Because to me, to some degree, like this is the only true form of proof in my opinion. And it's the only form of proof that has no objections, right?
Like they tried something and it works for them. Like what are they really going to say versus you tell them to do something. like I'm doing now, you know, that's not going to work for me.
That's not going to work in my niche. That's not going to work for my country. That's not going to work for my product.
That's not going to work for my service versus, you know, you tell them to do something, they do it and it works. Well, it clearly does work for their stuff. Okay.
I'm going to go and buy from this person basically. And to me, like when I, I personally buy stuff, it's usually because I've gone through someone's activation points, whether they intentionally have these set up or not. It's just one of those things.
And the next is to have weekly live webinars. And it should be the same webinar every time. And you should be improving it further and further.
The point of this is to like condense the sales cycle. We have a little typo here. But for example, like a lot of the time people will watch my YouTube videos for three months or six months before they buy from me.
And we can think of the webinar as trying to condense that. three or six months of them watching the content into the most important concepts in a 60 to 120 minute webinar. And basically, this is going to help people who convert people who are stuck in your funnel.
And there's different stages they could be stuck at. They could know about you, but just they don't really want to book a call yet. Or maybe they booked a call, but they didn't want to show.
Or maybe they showed and they had the call, but they didn't close. This kind of thing is good to sweep up all of these people and get them moving along to. a further step in the funnel and it's so powerful and being live versus recorded there's just something about it it's just something magic and having a weekly live webinar is also a good form of proof in its own way you know this person got 200 people to show up live he must be an authority on the subject right and i think it's also improves it because you can fake you can edit a lot of pre -recorded content But if you're live, it's just higher stakes and therefore like the person must be better.
Like you could make a two hour video versus a two hour webinar. And, you know, they don't know how much you edit it or if it's scripted or not versus live. There's no chance for mistakes, etc.
It's kind of like speaking on stage, but on a setting like this. The next is to create content. And it's going to be very difficult to ever become an authority if you don't.
create content because you're just going to be a pseudo -anonymous person. And everything we've talked about before, creating your own philosophy, being an expert in what you do, niching down, this is going to make it a lot easier to create content. A lot of people, I don't think, they don't create content just because what would they really create content about because they're not an authority because they have barely any experience.
And it's just one of those things where they need to the chicken and the egg. But if you don't create content, it's going to be extremely difficult.
And what we really want to do is we want to get two long form YouTube videos per day or per week, all centered around solving an exact problem. This video right now is you've watching as an example of that. I am constantly commoditized or price shop is the problem that this video is based around.
We could take the asset like I have this asset and send it to the newsletter. two times per week on the same schedule. Then we really want to post one piece of proof per day on Twitter, on LinkedIn, on our Instagram stories, examples like client wins, screenshot, case studies, etc.
What we really want to do is we want to get a list of all of the different FAQs or questions that our ICP has, and then make what I call insight posts around them. So three of those per day, 280 characters or less, so you can like post them as tweets, and then you can Use AI to design them as Instagram stories and so on.
And then basically you want to have three carousels or three long form posts every single week. And then we have the final part, which is proof. And there's a lot of different forms of proof.
We've talked about the activation points. We've talked about knowing their problems better than they know themselves and articulating them in that way. But our goal is kind of to create an endless wall of proof, you know, basically on our website.
We want to have so much that they could scroll down for an hour on their phone at a reasonable pace and still not reach the end. But proof is a funny thing because a lot of people, you know, you kind of need to have so much and reach a critical mass for it to be effective. Again, it's kind of like the chicken and the egg scenario.
To some degree, if you only have like four screenshots on your website, it kind of like gives you a way that you don't have a lot of proof in some ways. To some degree, like having... no proof on your website is better than having a little bit is because, okay, this person has one case study.
He's clearly only worked with like five clients ever, probably doesn't know what he's doing versus you reach the critical mass. And like, there's just so overwhelming amount of like stuff on there that they're not even going to read it, but it's just like, okay, this person clearly knows what they're doing to me. I love proof of work.
It's one of the best things in my opinion, like If you have ads and stuff, like actually putting it on there, you have emails designed, putting it on there. Case studies, logos, screenshots, you know, all that kind of stuff.
Speaking at events, podcasts and YouTube interviews. Very, very strong, especially if you're doing them with people who also have high authority. And then I really like video series on YouTube about how you got your own results.
Because getting results for other people is obviously good and important. But how you got results for yourself is equally important and sometimes even better because you can go into more detail because you just know more about it and you don't have to worry about upsetting or offending anyone. So if you want to basically become an authority in your niche, these are the real steps and a roadmap for how you can do it.
Doing any of these would make you more of an authority in your niche, but doing all of them or at least starting and working on them is really going to be... what I would recommend people do in 2026, 2027 and beyond.
The Hook
The bait, then the rug-pull.
Every agency service is commoditized, and 99% of agency owners look like clones of each other. Matthew Larsen argues that's why prospects shop on price and ghost sales calls, then walks through the steps that move an agency out of the vendor bucket.
Frameworks
Named ideas worth stealing.
02:49model
Sub-niche ladder
Broad niche (business)
Niche (agencies)
Sub-niche (agency lead generation)
Move down the ladder until you can credibly be top 1% of the sub-niche, while still accepting clients outside it.
Steal forchoosing a positioning for any agency or consultancy
15:56concept
Activation points
Free actions that let a prospect get an early result on their own, treated as the strongest form of proof because nobody can object to a result they achieved.
Steal forany service business with a free entry action
13:04list
Authority assets stack
Ultra long form lead magnet (300+ pages)
Long course (1 to 12 hours)
Original framework for every step of the service
Three assets that signal deep expertise whether or not the prospect consumes them.
Steal forthe asset library behind a high-ticket service
20:10list
Weekly content cadence
2 long-form videos per week on exact problems
Newsletter 2x per week
1 proof post per day
3 insight posts per day (280 characters or less)
3 carousels or long posts per week
A publishing rhythm centered on solving one precise ICP problem at a time.
Steal fora content calendar for a niche service business
CTA Breakdown
How they asked for the click.
VERBAL ASK
23:23link
“So if you want to basically become an authority in your niche, these are the real steps and a roadmap for how you can do it.”
Soft close with no hard ask in the video itself. The pitch lives in the description: a Skool community and free trainings.
Add Modern Creator as a preferred source and Google shows you more of our breakdowns in Search, Top Stories, and AI Overviews. It only changes what you see, and you can undo it in your Google settings anytime.
Add to Preferred SourcesOpens your Google source preferences with us pre-loaded. Tick the box and you're done.
An 83-minute slide-deck teardown of 22 changes behind a pay-per-lead agency's climb to $22,000 a day in ad spend, and how few of them touch the ads themselves.
A three-hour slide course arguing that the offer is only one of seven linked decisions, and that industry choice and cash-collected unit economics decide whether it ever scales.
A 2.5-hour walkthrough of a book-a-call funnel for cold Facebook traffic, page by page and flow by flow, from an agency owner spending $480K a month on his own.
00:26
00:44
01:01
01:19
01:37
02:12
02:30
02:47
03:05
03:22
03:40
03:58
04:15
04:51
05:08
05:26
05:44
06:01
06:19
06:54
07:12
07:30
08:05
08:23
08:40
08:58
09:15
09:33
09:51
10:08
10:44
11:01
11:19
11:37
11:54
12:12
12:30
12:47
13:23
13:40
13:58
14:16
14:33
14:51
15:08
16:01
16:19
16:37
16:54
17:12
18:05
18:23
18:40
18:58
19:16
19:51
20:16
20:26
20:44
21:01
21:37
21:54
22:12
22:30
22:47
1:22:56
27:23
Video of the Day2:02:54
3:02:56
17:14
2:37:31