Joey Matterhorn is my creator brand or alter ego as some in my company put it. It’s where I talk about what I actually know: affiliate marketing, lead generation, building software, running businesses, and the real stuff that happens in between.
Where the name came from
It didn’t start as a strategy. Here’s the honest answer, It started because I was watching How I Met Your Mother, and there’s this whole bit where Barney builds out a fake persona, a whole verifiable identity around a name – so that when his dates looked him up, everything checked out. And I thought, that’s actually kind of brilliant.
I’m in the reputation and lead business. I know how much it matters that when somebody searches a name, they find something real and consistent on the other end. So I built Joey Matterhorn as a brand I could stand behind and make verifiable. Joe Delfgauw is my name, but it’s not a name that sticks on first try. Joey Matterhorn is sharp, it’s memorable, and it’s the version of me that shows up on camera and talks straight about what I’ve learned — without the corporate filter, without the polish.
It started half as a joke about a sitcom and turned into the brand I actually use. That’s usually how these things go for me.
What I actually talk about
I’ve been in business long enough to have made most of the mistakes worth making. Six physical call centers. A pivot into lead generation. Building software companies from scratch because the tools we needed didn’t exist. Launching affiliate networks. Running media buying operations.
Joey Matterhorn is where all of that becomes content. Not in a watered-down, generic way. In the way that actually helps someone who’s trying to build something real.
I talk about affiliate marketing because I’ve been in it for years and I know where people get it wrong. I talk about lead generation because we process hundreds of thousands of leads a day and I’ve seen every failure mode. I talk about software because we’ve built seven products and every one of them taught me something I didn’t expect.
And I talk about the personal stuff too – the mindset, the discipline, the voices in your head that tell you to quit when you’re three feet from the gold.
Why I started doing this publicly
Honestly, I got really tired of watching good people get bad advice from people who hadn’t actually done the thing.
There are a lot of voices online. Most of them are selling a course or not sharing real (honest) experience. I’ve got real experience. I’ve got scars. I’ve got wins that took longer than they should have and losses that taught me more than the wins did.
Joey Matterhorn is the place where I share that without dressing it up. If you’re in affiliate marketing, lead gen, or you’re trying to build something from scratch and you want to hear from someone who’s actually in it — that’s who this is for.
Where to find it
Joey Matterhorn lives on YouTube, TikTok, and Facebook. New content goes up regularly. If you want the behind-the-scenes of how the businesses actually run, you’ll want to watch on YouTube and opt in at joeymatterhorn.com for the latest updates.
No fluff. No lifestyle content. Just what I know, how I know it, and what you can do with it.
— Joe Delfgauw
More at joedelfgauw.com