In this special 100th episode of The High Profit Event Show, I’m joined by my friend and longtime industry leader Alex Moscow, founder of Event Profit Engine. Alex has helped entrepreneurs generate over $125 million in revenue through live events—without relying on hype or high-pressure sales tactics. His mission is to help coaches, consultants, and transformational leaders create powerful event experiences that convert with integrity, alignment, and ease.

With a background in marketing and years of experience hosting his own sold-out events, Alex brings a deeply strategic and heartfelt perspective to the conversation. He’s known for helping his clients lead from a place of service while still creating highly profitable outcomes. In this episode, we break down the three pillars that are consistently driving success in today’s high-ticket event landscape—and why so many event leaders are missing the mark.

First, Alex dives into the power of audience precision. He explains why designing your event for the top 5% of your audience—the people most likely to engage, buy, and benefit from your work—leads to dramatically higher conversions and deeper impact. It’s not about casting a wide net; it’s about crafting an experience so tailored that your ideal attendees feel like it was built just for them.

Next, we talk about filling the room—not with just anyone, but with aligned, high-quality participants. Alex shares why personal outreach and relationship-building continue to outperform paid ads when it comes to getting the right people in the room. He breaks down how combining organic social content with direct invitations builds trust, momentum, and excitement before your event even begins.

Finally, we explore how sponsors and enrollment success are deeply connected to experience design. According to Alex, the sales process doesn’t begin with a pitch—it starts the moment someone registers. He reveals how to onboard aligned sponsors who support your mission, and how to weave your offer into the flow of the event so that it becomes the next natural step, not a hard sell.

Whether you’re hosting your very first event or looking to scale your next high-ticket retreat, this episode is packed with insights you can implement right away. Alex’s wisdom is practical, heartfelt, and rooted in experience. If you want to create events that transform lives and your bottom line, you won’t want to miss this conversation.

Want to connect with Alex Moscow?

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SoundCloud: https://soundcloud.com/DJAlexJ

Welcome to today's episode. We have a special guest with us, Mr. Alex Moscow. Welcome back, sir. This is actually a special episode. We are welcoming in episode number 100 of The High Profit Event Show. This has been a super curated podcast. Over the last two and a half, almost three years now, and I'm so happy and grateful to have you on to honor you and your expertise in the events-based world as our 100th guest. So happy to have you back on. You have helped dozens of leaders turn their live events into purpose-driven, high converting profit engines and you have helped your clients generate over a hundred and twenty five million with their events by helping them fill the rooms with high quality people, making offers that are congruent and aligned, and walking away with hundreds of thousands in revenue even without having to use gimmicky marketing or sleazy sales techniques. In fact, for our audience here, I personally attended your most recent event in Austin called The Event Profit Engine and it was like being part of a high-level mastermind. There were really remarkable people there including Eben Pagan who you had speaking on stage and supporting you and you really took the whole idea of a high-value, high-impact event to a whole new level. So for our audience here, if you're planning your first event or retreat or mastermind or an enrollment event or whatever the experience that you're wanting to create, this interview with Alex today is going to show you not only how to fill the room, but also how to get sponsors to take the risk off of your back and also how to sell congruently from stage, ultimately resulting in an event that is going to be impactful and profitable. So let's dive right into this next episode. Welcome, let's jump in. Let's crack the code, Alex, on how to fill events and sell with integrity.

I'd say a great place to start and even when I hear that, my clients have done over $125 million dollars in sales, that's obviously all if I add everything up of what's semi trackable, that I still think about, okay, how the heck didn't that happen? As I've really did my last event, The Event Profit Engine, it was a big opportunity for me to really synthesize everything that I've done over the past 15 years with live events. There's a few key components that I think in this podcast specifically, which would be really great to go deeper into, because I think we're also at a really interesting space in time where the evolution of the coaching and training and high-ticket service is business as a whole, is it really like going through a shift right now? And I think the big shift is really going towards not quantity, but truly it's focused on quality, especially with how fast artificial intelligence is going the quality of our work, the quality of our marketing, the quality of our sales messages, and the quality of the experience that people have is going to be one of the most valuable things. One of the most valuable focuses as a leader that we can really pour our time and full energy into as well, so such a big part in a big first domino for us, and what we help our clients with is to really optimize for who's the top 5% of your audience. That is going to be the most engaged person at the event who is there and is really committed to getting the outcome, but also is a great fit for if you're selling a mastermind or a high-end coaching program. High-end services that they're also a great fit to invest in that as well.

So, so much of what I've taught for the past 15 years, is really optimizing for that one single person. So it's getting back to the basics of who is the ideal client, and I'm sure if you're watching this or if you're doing events, that you've gone through a process with the ideal client many, many times with every business coach or every business mastermind that you're a part of. I think the the depth of how we really understand who the perfect prospect is and the perfect client is and the ability to really narrow it in, as Jesse Elder says, taking the focus from a floodlight to a laser beam of really making sure that the messages are specifically for that person, the experience when people come into our events, the offer we make from stage. The first domino is really making sure that the messaging is optimized for that one single person.

Beautiful man and speaking of that one single person at your most recent event the event profit engine who was that event built for?

So that event was built for coaches, consultants, people who are our leaders of masterminds and also about half of our audience is already doing live events and is looking to really take their events to the next level, to make them more impactful and also way more profitable and the other half has a high-ticket offer that has a track record of success. They've usually been in business for at least five years. Revenue wise are doing anywhere from a half million to about 1.5 is like what I'd say like 75% of the audience is. Then we have the people who come in or who are a part of our world-class events mastermind are usually doing around seven figures in the one to two or three range.

They're really looking for how do they take their experiences and really take them to the next level because they understand that the value of building an in-person community has never been more valuable given the world of AI that we're in now, in the value of human to human connection, I believe as good as AI is now and it will continue to get better. The value of being in the right rooms with the right people that is never going to actually go away.

Hmm, I agree, man. I couldn't agree more, more than ever before that. It's something that will either not carry place, they ever be the last thing to get replaced by AI, is the value of being in community with other people and being in the room with other people. In fact, I think it comes even more valuable.

Yeah, and I don't think it's not straying away from AI. It's how do we integrate it and how do we use AI to maximize the value of the in-person, human to human connection?

Yeah, absolutely, man. So I was lucky enough to be able to attend your last event in Austin and as I mentioned in the preamble here, it really felt like a mastermind in motion. What was your original intention in design when you designed the event and what made this one different from ones you've done in the past?

So the Initial vision shifted and changed where, if you've ran events before that isn't super uncommon, but I was going to have a business partner on the event, was one of my dear friends. Also, there's event consulting one of my top competitors and the initial vision was for both of us to collaborate on the event, fill it with 150 to 250 people, we split everything. We split filling the room and as we got into the different details of what our deal structure was, it just wasn't aligned and we had hired outside support because we've shared at the start that our friendship was most important and it just didn't work out, and it worked out the way that it was supposed to. But that big shift in what the vision was, that really shifted things because I initially thought I'd have a business partner in it. I'd have half the responsibility. We'd be able to really stick in our lanes. So that shift happened about 45 days out from the event. So that the big pivot, it really looked at where I was. Came face to face with, okay, I've already sold over six figures in sponsorship, we had at that point about 25 or 30 people who were already confirmed to attend, and so as I was at a crossroads, events oftentimes present crossroads for our evolution to make a choice of which path we're gonna choose. So I had every reason to not do the event, to push it off, to push it further out. Well, I knew I could have those conversations with people, I could make it right and I knew that a big part of it for me was this bigger vision of really not just creating the top event consulting company.

That's kind of like, that's not the super important to me, but what is, is to really have an in-person community for other leaders of live events, because as I've ran events for 15 years, I never had a true community that was just focused on that. No, I've been in all these twenty-five thousand dollars, hundred-thousand dollar masterminds, great entrepreneurs but the focus was never just on live events and there's a lot of nuance to it. If you do a webinar or an online training online workshop and if your offer doesn't convert that sucks but it doesn't suck nearly as bad as if you're in a room of 50, 100, 200 people and you make an offer from stage and that doesn't convert, and you have a hundred thousand dollars that you've invested in the event, and you have your team's payroll or whatever is, is really up against if the event is financially successful or not, like it's a different level of pressure that's there. So the in-person community component of people who are really committed to bring people in-person, I wanted to continue to make that vision a reality. So that's how the shift really happened and it happened really soon, six weeks out from the event and I was going through my own process with it. I reached out to also to my friends and to my trusted peers and community and to really have everyone rally around making sure that the event was successful. That was a huge part of what actually made it and people that were there were just absolutely incredible. I've ran masterminds that are more curated, 15 to 20 people inside of my wife and I's home in Austin where we have a space to host events and masterminds.

I've had really awesome people who I look up to and respect in those events, but I didn't expect to have 75 of that same quality of entrepreneur to say yes to also come. So that was like a huge shift for me of where I had a limiting belief that I could only fill a room of 10, 15, 20 of those types of peers and to have 75 people come in was just like wow, like this is there's something here.

Yeah, that was pretty cool man, to be able to walk in the room and recognize several people, of course and met several new people, but it was definitely a high-level experience and I imagine that you're gonna build on that. I can't even imagine what your next one's gonna be like, even more. Well, by the way, I did attend a previous event that you hosted just over, I think almost two years ago now, can't believe it's been that long, and we actually talked about in our last interview and the consistency there was super high-level as well. So yeah, I see like you have a pattern of bringing a really high-level people together at your events and I can only imagine up the next one, which I think our audience is gonna have an opportunity to register for as well with some kind of really great incentive. Dude, I can't wait til the next one. It's gonna be awesome.

Yeah, same same and it goes back to what I initially said. If you have the right people in the room, it takes off so much of the stress or the different frustrations that we oftentimes have as event leaders, and making offers from stage, if you're selling like a mastermind or a group program, the actual community is a part of the value of the offer. So if you have the right people in the room, the conversion for your offer, it goes up significantly because the value is built into the event. So again, just going back to, if you take the 80-20 or even I watched the video from Dan Martell. They're like 95/5. That 5% that makes 95% of the difference of how successful an event is, is getting the right people there.

Awesome, man. Speaking of getting the right people there, you also had Eben Pagan there on stage for I mean, he was in the room the whole time and on stage and collaborated with you on your offer. How did that come about?

So as I was in the transition of my old business partner, my old potential business partner and to be clear, we're still like great friends, that business relationship ended where we both felt really solid about it. I was really like in my s*** of like, okay, I need to rewrite the sales page and you did like rewrite all the stuff, have all these conversations, and Eben and I have been friends for years now. He and his wife run some different retreats for couples. Jennifer and I have gone to their stuff. They've been great friends and he's always been super generous with his time of just saying, hey, like I know you guys are really connected in the industry, but if you ever want me to look at anything like would really, like would love to help. So as I was going through it, Eben and I had been literally trying to go on a walk for like three months, but our schedules didn't line up. So I just reached out to him on a random Monday and I was like, hey, like I know you've offered to look at something, I'm really struggling with this new sales page that I'm writing, would you be open to hopping on a call? And we hopped on that call and what's funny is on that call he literally didn't know that I did all the consulting stuff with events. He knew that I was in the like high-tech coaching space. He knew I ran the Abundance Amplifier Event. That's like if a music festival and a business mastermind had a baby, but he didn't know the depth of the event consulting that I did. So as he was helping with the sales page, he just kept interviewing me like wait, how'd you do that? Wait? What was your first event? How do you discover this? And as he just really extracted my story, which was gonna help with the sales page, he was like man. After a couple calls, he's like, hey, I know that you had a business partner on this. Since that door closed, has another one opened? Are you stressed about, you do it on your own?

Are you excited? I was like, yes, I've been all of the above. So yeah, just after we were in collaboration and he was just such a huge support and helping me get the second version of the sales page done. We just kept having those conversations and it was energy rich and we're like, all right, is there a possibility here? Then fast forward after the event, we have an incredible mastermind together where he's leading the marketing component and everything with artificial intelligence, he's leading that component of it as well. So it worked out even more magically than I could have even dreamt up on my own.

That's perfect, man. Dispenses the unknown in the unknown. Mystical future was definitely present there. I was gonna ask you what surprised you the most or what turned out better than you expected? Or yeah, it sounds like that could have been one of them. Anything else that maybe turned out better than expected?

Yes, I mean with just Eben and Jen. I've looked up to Eben for over a decade. He's such a legend in the space and I've consumed so many of his info products. I've watched his launches. So just having him in my corner, and when I didn't believe in myself, having his belief in me. It was just extraordinary because it was not a small task to get to just make that big shift with it. Was like in partnership at the event first and I took everything over. So to rewrite the sales page, the affiliate copy, to have conversations with all of our sponsors, it was not a small task at all. To really do it with care and with integrity and so to have support and knowing that I had a trusted partner who hadn't, who had the best interest of myself in the event there, just having that alone really freed up so much of the unconscious limiting beliefs that I had come back up again. So I would say that that was one of the most valuable things so hurt for myself.

Yeah, that's awesome and having him on the back and helping fulfill on the mastermind with AI and marketing. That's world-class.

It's here. It's wild.

Yeah, that's so cool man. Congratulations on that and when it comes to filling the room, which is normally top of mind for most people listening to the show and most people running events. It's hey, how do I fill the room? As you mentioned, you had 75 super high quality people at your event. Most of them business owners, entrepreneurs, seven figure, eight figure entrepreneurs, decision makers, that's no small feat in today's world. How did you go about doing it? And what's working right now that most people overlook in your perspective?

So what I found is one of the most overlooked things with filling events with high quality people is going back to the basics oftentimes gets missed. I find I get caught up in this myself. Sometimes as I want the best piece of content, or the best email, or the best ad, or the sales video, the sales page and all those things are important, but what holds value in selling tickets to events is really the personal connection that the audience has with you or with an affiliate or someone who is going to recommend your event, like even example with our relationship. We've been friends for years now and I can read the best ad, with the best copy, with the best sales page and that's never gonna hold nearly as much weight as if you reach out to me and you're like, hey Alex, here's this event you should come to. Here's why that recommendation from you is always gonna hold more weight than even the best crafted sense of marketing that I find online. So for me with filling events, I don't think it's one strategy. I think three marketing drivers are important to have with each event. There's one primary one. So for example, to keep it super simple, the value of reach out is also very overlooked and incredibly important with someone who is also playing life and business at a high level, maybe has a half million or a million, a couple million dollar business. That person's busy. So the personal touch there is important and the personal invites. If you are hosting the event, and it's not the sexiest thing, it definitely takes manual effort, you have to put in the work and make it personal for them, too.

So that I think is one of the most overlooked things and it definitely takes more work but that, the energy invested into those personal relationships, it makes a huge difference from whether you're gonna have people who are really qualified or people who are not. So that's one component of it and then when you stack on top of that, social media content, organic content, if they're on your email list. So I like to stack both of those because I'll have my reach out messages, Facebook is one of the main platforms that I use, and so using my Facebook posts and my direct reach outs on Facebook so that when someone sees the messages from me that I am sending them in direct message, they'll maybe, they'll read that and then I'll do a different post about the event and then I'll do another post and that gets them to respond and to reach out. So it's not just a one-size-fits-all strategy. The world-class events mastermind that I run as well is really designed for all of the event leaders to come together to share what's the best of what's working now because I found over 15 years that filling events? It's a moving target and that's totally fine. It's just a lot harder to figure out on your own. So I find that, with each person it's a little different, but the value of personal reach out, personal invitation, that's never gonna go away. So if you can combine that with more automated systems like social posts, email, some ads, maybe that the combination of those is what is going to attract that best person and making sure that the messaging is really dialed in again for that top 5% of the audience who you know is gonna be a great fit, a great energy for the room and a great fit for the offer at the event.

Awesome, man. Thank you so much. I'm just thinking back on me going to the event. You gave me a personal outreach and at the time I wasn't quite sure if I was able to make it due to scheduling, and I remember talking to a few other people who were also going, and all of a sudden it turned into fear of missing out. It's like, well all these cool people are going, I got to figure out how to get there. I made it there for the second half of the event but I was like whatever it took I had to get there at least to be part of it in any way that I could. Your personal outreach plus the other people that were going, that was definitely magnetic. Great to know that you have a mastermind that actually constantly works with people and sharing what's working right now when it comes to filling events. So for the audience listening here, if you're interested in learning more about how to mastermind, that could be an opportunity for you as well and encourage you to reach out and connect or just come to the next live event that Alex is hosting and you can learn more about it there and see if it's a fit for you. Alex, you mentioned that you use AI tools as part of your process. Can you kind of give us a little bit of an overview of what's working for you with AI? How you're able to help event leaders leveraging AI?

So when it comes to AI, I look at what are my clients biggest constraints, the biggest challenges that they need help solving and then how do I use AI to assist in solving that constraint. So as you know as we talked about, as I would imagine with most of these episodes, you're gonna ask the guest how to fill the room because it's what the top of mind challenges for event leaders even if the real problem is something else. It's usually top of mind. So if that's the biggest constraint that my clients have, I've looked at, okay, how do I use AI to assist with that process? So even though I've, on Facebook specifically, that's been a seven-figure revenue stream for my company four out of the past like six years. So I've taught how to create social content, how to really craft them in a way to be able to generate leads and sales, how to sell tickets through an offer doc or a sales page. So I've taught all that stuff and I've gotten a really, really great feedback of my ability to teach it in a simple way and when I look at the number of my clients who've actually done the work to study how to write copy, who are going to read the books that I recommend around direct response marketing, the ones who are like prioritizing it in their calendar and actually doing it, it was such a small percentage even though I would host, do my best. I'd host online workshops. We'd give them time on the workshop to write it and it was just a really big lift because most coaches, that's a segment of my market. We'll take them, for example, they didn't get into the coaching industry to become a really great copywriter and direct response marketer. Usually that's not why they got into it. So I looked at, okay, like there's a big constraint here.

There's a big break in my client base, of my clients who are filling rooms with 20, 25 people versus 50, 75 or 100. It really came down to their ability to write really powerful copy in their social platforms and with their emails. So I looked at, how do I use AI to really train it so it doesn't write like what we see so much now from ChatGPT? But I've tracked every post, or excuse me, my team has tracked every post I've written since 2017 and so we've taken my top performing posts which have sold everything from $97 virtual event ticket to a $25,000 like seven day event in Costa Rica, and we've taken all of my content and all of my sales posts, all my offer docs and we've trained different AI tools to be able to help my clients to get their marketing to, we can get to a 7 out of 10, or sometimes even more like an 8, 8.5 out of 10 in minutes. So my clients, now their job becomes to edit versus to write it from scratch and I've just found that if I can get them something to work, even if it's a 5 out of 10 like that gets them going, they're like in the game versus staring at a blank Google Doc, which I've spent probably hundreds of hours staring at blank Google Docs of what the heck am I gonna write next? And so I look at AI in these tools of how do I help solve the biggest constraints for my clients so that they can get in the arena and get the result as fast as possible? So last thing I'll share on that is also from a coaching and a facilitation perspective, now my work we have data We have assets that I can help to dial in the copy and the messaging.

So we're not just coaching on like, hey, you can do it. Write the post where now it's like, okay, there's these tools that are getting there, that they're marking campaigns like to a pretty solid place where even if they do no editing, it would get a way better result than them sitting in front of a doc trying to do it themselves. So all that to say with AI tools I look at, what are my clients biggest constraints and how do I use these tools to assist them with getting that constraint solved as quickly as possible?

Remarkable man. I'm glad I asked that question. That's such a powerful component of what you're doing for clients and event leaders. Next question. I actually have someone personally that I told you about who is planning on doing a 20 person-ish event in the next 90 days and it's their first one. So for someone planning say a 20 to maybe 50 person event in the next 90 days, what would be the number one tip to fill that with the right people?

Number one is you need to be clear on what the vision of the event is. You got to be clear on what the numbers look like, what's the reason why you're doing it. I find that a lot of event leaders, and their first or their second and third one is, like I went to this great event, Tony Robbins Funnel Hacking Live and I want to do an event now and that's great for just like fast action. I find that those who do that in that way, they end up building something that they don't even want to build in the first place. So knowing the reason why you want to do the event, what the vision is, is super important. Example would be, is it to sell more of what your current offer already is? Maybe you have a five to ten thousand dollar program for 90 days as your core offer and you want to do an event to just capture that section of your market that isn't buying from your book-a-call funnel or from your content, and you want to bring them into an experience that will move them closer to make a buying decision that could be one. I would say about half of my clients who really take a big quantum leap like where their annual revenue is usually doing a 2X or 3X, is they already have a proven high-ticket offer, say that five to ten thousand on 90-day program but they don't have an ultra-premium offer, like a $25,000 or a $50,000 mastermind or coaching program. So to do an event with their best clients who have already paid them five or ten grand to bring them in-person to then make them an offer for their next step, their next evolution in their journey, I find that that's also like a really solid way to be able to do an event, to launch it and do just take your best clients and to move them into a higher ticket program. So those are just two examples of different options for the vision of doing it.

But if you're not clear on why you're actually running the event or why you want to do your first one or what the outcome is, then I find that all sorts of stuff can get in the way, especially because the vision needs to be a filtration system for the decision-making process. When there's a lot of moving parts when hosting your first event, that's critical man.

Thank you for sharing that. Have a clear vision for that event and then that becomes the decision-making point or process for everything else that you make. My personal experience, the same thing. First one I was like we just got to do something and then from there got more clear on the vision for each one moving forward and refined and refined and refined. But yeah, thank you for that hot tip man. Start with the vision.

Yeah. One quick example of the filtration of the decision of what you'll make is, if the outcome is to sell more of your current high ticket program or to launch an ultra premium offer, then that's the outcome and then looking at outside speakers who want to come in, who you may want to come in, you'll want to look at, okay, does this speaker fit into the outcomes for the event? So maybe they don't necessarily help you sell your offer, but they are a sponsor that is going to help cover the expenses. So that's the line to the vision. Oftentimes I find that especially for people's first event, they're looking at, okay, I'm gonna have this other speaker come in and this speaker is gonna help sell tickets. That's one of the biggest myths of doing events and having the right speakers or they're going to promote their social media audience and we're gonna sell dozens of tickets, that very, very, very, very rarely ever happens. So again, when you're clear on the vision, what the outcomes are, what the best experience is for the attendees and that's gonna help fill what your offer is there. Then you have a filtration system for what types of speakers are gonna be a great fit for the event or not.

Amen, brother. It's like you've done this once or twice before. Clearly I agree that's one of the most common misses that people sometimes I talk to, they come with me, oh, yeah, I'm gonna get these affiliates or these speakers to fill my event and like, okay, yeah, it doesn't typically play out that way. Speaking of sponsors though, you brought up a great point about sponsors and having it aligned with the vision of the event. You and I talked in the green room about this. I think that's something that you uniquely have a tremendous amount of experience with is lining up sponsors that are in alignment with the outcomes of the event and de-risking the event in that way. Could you share with us, maybe just a few minutes, three minutes here, your best practices when it comes to getting sponsors to support the event?

So when it comes to sponsorships, if you have an audience that's, when it comes to sponsorships, and you have a qualified audience that is gonna come in-person, it's such a valuable asset and most event leaders don't realize how valuable of an asset that that is because even if you're watching this and you want to speak on stages at events, if someone has a hundred people and they're asking to come speak, I mean who doesn't want to do that if it's in front of the right room? So that audience is really, really valuable and it's been such a big strategy for me at my events because I've invested hundreds of thousands of dollars in sponsorship. Like I've invested multiple of five figures in a sponsorship that I'm gonna go to Costa Rica this week and I'm gonna speak and sell and make an offer there. So since I've also been using sponsorship as a main part of my model personally for over a decade now, I just have the experience in what it's like to use it as a strategy for myself. So I know how to show up to someone else's event, how to add a ton of value to the audience, to know how to make the host look good, and how to generate leads and sales without taking away from the event hosts main offer and their main outcomes for the event. So since I have that lived experience and I've had very bad experiences, I've had very good experiences. So when it comes to my own events and if I'm selling a sponsorship, which my event sponsorships are some of the most expensive in the space, like a booth is gonna start around nine or ten grand, speaking spots usually start around anywhere from twenty to thirty thousand, our top tiers are above six figures, it's not cheap and as a part of what I offer with my sponsorships, I offer consulting to make sure that they're the actual sales process, the lead generation process, the message is gonna be a great fit because I know that sponsors for the right fit people, I mean I look at those as a three-year relationship.

Because I know that if I can go into every one of my bigger events, which my expenses are gonna usually be north of six figures, if I can get that covered from sponsors and they're a right fit that like my audience already needs, which is also a big part of it, where a ton of people have reached out to me to invest in sponsorship for my events and I take maybe five to ten percent of the people that reach out because I know that I could sell a sponsorship to anyone because I have the audience. like my audience is super qualified. Doing half a million to 1.5 million, 50 to 100 those types of people, like how much money would they have to spend on Facebook ads or on Youtube ads to be able to get in front of that many of the right qualified people? I know the value of that. I've spent a ton of money on ads, ton of money on sponsorships and so since I have that lived experience, I know that I'm not looking for a ton of sponsors. I'm just looking for the right fit ones who really know how to serve that audience and so for you and your events really again, it goes back to the top 5% of once you get that first domino dialed in, your event is filled with the right people and you can look for sponsors specifically who know how to serve that ideal client, in the value of that person who knows how to serve. In my case, the coach, the consultant that's further along in their journey has a track record, is doing a half million to a million plus, like that's a specific type of client that I know a lot of my sponsors have been trying, banging their head against the wall to get in front of. So a little longer than three minutes, maybe but that's more of how I think about it.

I think the big piece is I've done it myself and I'm investing in sponsorships myself. So my level of certainty and also lived experience of that process, it makes it so much easier for me to attract people in and I give them the coaching and training to make sure that they're also getting the outcomes in the ROI that they're looking for as well.

That's great, man. I think that's golden, what you shared there. It's gonna be worth, go back and relisten to just that section alone. But don't worry, for our listeners this whole episode is being transcribed and we're gonna have show notes and summaries and all sorts of things that people can go back and reference, which is tremendous gold you've shared with us so far. I'm acknowledging that we still have to get to speak about selling from stage without feeling salesy and we're coming up a little bit on our schedule time, you think you can touch base on that in just a few minutes so that we can talk about your upcoming event?

Yeah, absolutely. So when a potential client comes to me and they want me to look at what their mastermind offer is from stage, for example, they usually send me, alright, here's the last half an hour of my pitch. I'm like, no, that's not how it works. All right, here's the full 90 minutes of my testimonial panel and the content before the pitch, into the pitch. I was like, that's not how it works. Like what do you mean? My belief in my context for this is the sales process starts when someone shows up at registration. Well, it's an experience arc that is all building towards the offer or it's building away from the offer. So I look at the event as the whole experience to help someone make a decision to say yes or to say no. So to not look at it that way, I think a lot of event hosts are leaving a ton of money on the table because they're just so focused on the perfect pitch or using NLP or some weird persuasion tactic because they think that's what's going to create the conversion. Which yes, you have to make the offer clear, you have to have stage presence. There is a framework you can follow. You know many people teach the five-step process itself from stage. I think that's fine and without looking at the event as the whole enrollment experience, I think you're missing out on a huge way because the way that I look at it is, the offer in the sequence of the offer and where it goes in the event and the types of content that you share throughout it, needs to be strategic in a way where it effortlessly sets up the offer. So I always shoot for myself and for my clients that the audience is asking you, of what you're selling, how do we continue this? So if the audience isn't asking you for the offer, there's a big gap there and a big opportunity to be able to structure the content and the process and in a way to where the audience is asking to be sold to.

So I think just at a high level that that's one of the biggest misconceptions of just focusing on, what's the pitch in the presentation? Which yes is important, but without looking at the entire experience as the enrollment process, I think people are leaving a ton of money by not doing that.

Agreed man. Yeah, it's not just looking at the pitch. It's not just handling the objections. Everything goes upstream from there. Thank you for that. Thanks for demystifying that for our audience which oftentimes can get focused on those sorts of things. So let's talk about what's next. Would you be willing to give us a little bit of a sneak peek for your upcoming event?

Yeah, so with Event Profit Engine, it's a part training, it's a part mastermind and it's really a part or the whole thing is an experience on events like to do the event on events. Then I know that it's a tall order because people aren't just going through my content. They're literally watching everything that I'm doing and how I'm doing it, which if you're an event leader, I know that every event that I go to I'm watching that as well. I'm like a participant in the experience, but I'm also looking at how are they doing what they're doing? So from a high level, we're looking at, okay, what are the best practices that have been consistent over $125 million dollars in client revenue and then how is that applicable now at this point in time? So, what used to work in selling tickets to events, selling offers from stage five years ago? Definitely is very different than what's working right now. So each event that I do, there's a new theme. It's updated with not just what I'm learning from filling my events but all my clients in my world class events mastermind, all my private clients are like Amber Spears and her bigger events. I'm really synthesizing, okay, what is actually working now? And then I'm also bringing in my peers, my community because even though I know I have a ton of experience in doing this, there's people that are doing it in more effective ways than myself. Even you know what my clients offer sometimes convert even higher than mine. My clients are filling events with hundreds and hundreds of people and my events are usually around 50 to 150 people. So I know that for me in the event game, that I have a lot of stuff figured out, but I didn't definitely know. I don't have everything figured out.

So my events are really designed to bring together a community of event leaders and to really have the practice of being in community because I found that in leading masterminds, leading events for over a decade myself, that there was no community to also plug into and what I would do is, if I was having a challenge or a struggle, I would call up some of my top competitors be like, hey, man, I know our competitors. I know you run big events. I'm having this big, big challenge where I put a hundred grand on the line. I thought I'd have 100 tickets sold by now. I've only had 20. Would you might hop on a call? And every single time I've done that, or if maybe not every time, I'd say over 90% of the time, that person has reached back out. So the event itself is a practice of being in community because, especially for the coach, consultant, mastermind leader that's doing a half million to 1.5, they oftentimes are disconnected from what it's like to be in that practice of being in community of what they're leading their clients through. So it's a very meta way to go through an experience to really extract the best of what's working in what they like for my events and it's usually they're only looking for the millimeter shifts. That is going to really take their events to the next level of impact and also make their offer in the profitability of their event go up as well. So that's more of a high level of what the events about. Let me know, Rudy, if there's anything specific that you would also like me to dive into.

Well, I think one thing would be fun to hear from you is, for our audience listening to this, how do they know this event is for them?

So I would say it's really for two different types of entrepreneurs. The first one is if you're already hosting events and you're really looking to take them to the next level. So you're looking to fill the room with higher quality attendees. You want your offers from stage to convert more in a way that's authentic and congruent to how you would sell from stage. Then you also are looking for your experience of when someone buys that they just don't drop out after six months to a year, but they become clients for years. That's really the three main pillars of what we focus on at the event and those three pillars are a moving target as the market evolves, as our whole industry evolves as well. So that's one ideal client of who we're looking for. Those who are all be running events want to make them more impactful, more profitable. The second type of person is if they already have a proven high ticket offer. So again, whether they are selling a five to ten thousand dollar, ninety core offer or they already do have a mastermind. But if they haven't done an event yet, we give them the complete system, the complete framework from A to Z on how they can run their next six or seven figure live event. So it's really those two different audiences we serve incredibly well.

Awesome, brother. Thank you for sharing that and for our audience here, as you're listening in, if you're serious about running a highly profitable and highly impactful live event and you want to learn how to more effectively fill your event, more effectively get sponsor event, more congruently sell from your event, sell higher paid offers, make more profit from your event, I invite you to come to Alex's next event, to go to register for Alex's next event. There's actually gonna be a link here somewhere near the episode in the show notes, go to the show notes. In fact, there's gonna be a promo code there as well. It's gonna give you a special incentive pricing because you're listening to this podcast, because you're here, part of our community here. So you have a special seat saver discount just specifically for our audience. Alex, any kind of final recommendations or word advice you have for our audience who are considering registering and coming to your next event?

Yeah, I would share the main thing is, if you want to do events, don't do it alone. I made that mistake for years and years and years and the value of being together in-person isn't going away. I truly believe, and if I look back at the past 15 years of being in this industry, and really being it since I was 21 years old and 36 now, and where I see the future going, is it's integrating AI and it’s live events and experiences. So whether you want to come learn from me and from my community or not, do not do this alone. Find your community, continue to watch this podcast and really look at what are people doing to enhance the quality of their experience in their marketing, in their sales process, in their service delivery because the quality of what we do is going to be the most important asset where AI can really help move things along, but that personalization in the human essence of what the creativity is in the level of breakthrough that we can create for our clients, that quality is going to be the most impactful thing. So making sure that we're doubling down on that and do not do it alone.

I couldn't agree more. Do not do it alone. What's this? The saying goes, if you want to go far, you go alone. If you want to go fast, you go alone. If you want to go far, you go with others, you go with the team. Alex, thank you brother for being a guest in our show. This has been a super special 100th episode. You deliver tremendous, tremendous value for us today. Thank you so much for being here with us.

Thanks for having me Rudy.