This episode of The High Profit Event Show features host Rudy Rodriguez in conversation with Alexander Ford, founder of Measurable Genius, and marks the second installment in our mini series titled, “How I Fill My Live Events”. This segment was voted number one and was pulled directly from our recent High Profit Events Virtual Mastermind, a private, invite-only working room where experienced event leaders gathered to openly share what is working right now in live and virtual events. The conversation is grounded in real execution, real numbers, and lessons learned in the trenches, making it especially relevant for event leaders navigating today’s market.

Alexander Ford brings a unique perspective to this episode, shaped by over a decade in the marketing and coaching space. After spending ten years building and running a successful marketing agency for coaches, Alexander made the bold decision to step fully into the role of coach and event leader himself. In his first year with Measurable Genius, he generated over seven figures in revenue, largely driven by his flagship live and virtual events, including The Choice 2. Known as a master facilitator of human behavior and psychology, Alexander blends strategic discipline with deep insight into leadership, identity, and decision-making, offering event leaders a clear and grounded framework for growth.

A central theme of the episode is the identity shift required to lead and fill high-converting events. Alexander shares how his results changed when he stopped approaching his audience as someone to be saved and instead stepped fully into the role of leader, marketer, and decision-maker. This internal shift transformed not only how he communicated, but how his audience responded, reinforcing the idea that people are not looking for rescuers, but for leadership they can trust and follow.

The conversation also reinforces why the classic event playbook still works when executed with discipline. Rather than chasing new tactics or gimmicks, Alexander explains how returning to fundamentals such as buying stages, running structured promotion cycles, hosting multi-day live events, and clearly positioning a high-ticket offer produced consistent and scalable results. His experience demonstrates that mastery of proven principles often outperforms constant reinvention, especially for event leaders focused on long-term growth.

Finally, the episode challenges conventional thinking around pricing by highlighting how volume, access, and experience outperform ego-driven pricing. Through real-world experimentation, Alexander reveals that lowering ticket prices did not harm show-up rates or conversions and, in many cases, improved them. By treating even low-ticket registrations like an enterprise sales pipeline and providing deep pre-event coaching and access, he built trust, strengthened relationships, and increased high-ticket conversions. This episode offers a powerful reframing for event leaders seeking more impact, integrity, and profitability from their events.

Want to connect with Alexander?

Register for the next The Choice event: https://measurablegenius.com/events/the-choice/

Website: https://measurablegenius.com/

LinkedIn: https://www.linkedin.com/in/alexanderwford/?originalSubdomain=ca

Facebook: https://www.facebook.com/alexander.ford.12907/

Instagram: https://www.instagram.com/alexanderwford/?hl=en

YouTube: https://www.youtube.com/c/AlexanderFord

So on our next episode here in the series, we have an interview with Mr. Alexander Ford from Measurable Genius. They are a coaching and education company that has recently transitioned from being a marketing company and has done over a million dollars in revenue in the first year of business.

In this interview, what I invite you to tune into is that filling events is not just about timelines and promotions, although those are important. It's about making that identity shift in the psychology and the leadership that's involved for you and your audience. Alexander is a master facilitator of human behavior and psychology, and as I said, he recently completed his virtual event, The Choice 2, and he's having another event coming up in the near future.

What makes a segment is that it doesn't come from marketing tricks or marketing gimmicks. He talks about, again, the identity shift required to lead an audience, why the classic event playbook still works, and how volume, access and experience often outperform ego-driven pricing. He's gonna give very specific examples of ticket pricing experimentations that he's done, show up rates, conversion lessons, and how treating even low ticket sales, like enterprise sales pipeline changes the game.

So if you're ever wrestling with questions like, am I pricing the ticket right? Do cheap tickets hurt conversions? How much access is too much access? You're gonna learn a lot from this episode. So go ahead and tune in. Make sure you have your pen and paper handy, and welcome Mr. Alexander Ford to the show.

Okay, cool. I just wanna preface this. I am the dumbest smart guy. So I decided to burn my marketing agency to the ground in February of last year. I have been an entrepreneur my whole life. I spent 10 years marketing in the coaching space. That's mostly Jay Fiset and Alex Moscow's fault.

I don't think I would've ever found the coaching space if I didn't follow that rabbit trail into my destiny, so to speak. So I've spent 10 years marketing for coaches, but this is the first year I've been a coach and I actually came out of a training with Garrett J White, late 2024, I guess and he at that training invited me to step into this idea of identity.

He says very clearly that there are four identities necessary to be successful in business. The identity of being the one, the identity of being the marketer, the identity of being the closer, and the identity of being the leader, not the savior your customers need. And I had this really meaningful revelation, which was that I had been a marketer, not the marketer.

I had been doing my best to be the savior, not the leader of my clients and I was waking up in the morning saying ‘why me’ instead of, I'm the one in that experience of life that I was in at that time, that season. So the first thing that's working for me is that messaging. The idea that everyone is looking for their leader.

The transition in psychology for me, from needing to do something to save a person to the idea that people are genuinely looking for leadership, was a super meaningful psychological frame for me. So when I took on those identities, which is like method acting, and I asked myself like, okay, I'm gonna be the one.

I'm the one. I'm gonna be the leader my clients need me to be. I'm gonna be the marketer of my own business. I asked myself the question, what would I do to scale a high ticket year long coaching program? And the answer that came to me is I would run a three day virtual event and I would run a campaign sequence and I would buy stages and I would fill those events, and then I would sell a high ticket offer.

So I took the playbook that's existed for the last 20 years, which many people think maybe doesn't work anymore. I have a virtual studio here in Calgary, which is pretty wicked, and so those identities combined with like the standard playbook- buy stages, speak to people, sell tickets, get them to show up to the three day live event, follow a solid program at a glance, and then position and posture a high ticket offer- like that is working very well for me.

I've done a million dollars in sales in the first year of my coaching practice following that model and this is the worst I'll ever be at it. So the first thing is just I know that the standard playbook works. So back to principles. I'm just on that train and I'm following it. The next thing is I've been split-testing price points.

I'm selling to like immature entrepreneurs. I have several like mature entrepreneurs who I am coaching, but like I'm not trying to sell a thousand dollars event. So when I did my first Choice, I priced my tickets at $97 'cause Jay Fiset likes to be my dad, and he's like, ‘you have to value yourself’. So I was like, fine, I'll charge $97.

So my first Choice cycle, I sold 85 tickets at $97. I had a show up rate of 50%. We did half a million dollars in sales. But I had a bunch of warm audience in my room for the first one 'cause it was my very first event. So when I did my promo cycle for Choice 2, which I just finished in December, the first three stage sponsorships I did, I sold tickets at $97.

And then I did my first lead gen spot where I couldn't sell at $97 and I dropped my ticket price to $7 and I closed 60% of a room of 200 people. I was like, I am making a big mistake because my close rate at $97 from stage was like 10%. My close rate at $7 from stage was like 25 to 60%. So then I was like, well, but people think that ticket price impacts show up rate, like they use money as a lever for commitment.

And I was like, well, whatever. I'll run the experiment. So I ran $7 tickets for the remainder of my sponsorship circuit, and we completed a postmortem after the event. There's absolutely no difference in show up rate or conversion rate. In fact, a bunch of the $7 tickets converted more than the $97 stages.

So something else that's working for me is getting over myself about pricing and that volume is at the end of the day, still the game. So I'm interested in volume and I'm not gonna be so proud that I jack up a price just to try to enforce show up rate. I think there's better ways to enforce or to create show up rate than hitting people with the money hammer.

The third thing that's working really well is I'm drowning people in coaching. So actually, Steve is one of the people who's given me this advice. People buy from me when they experience my coaching. They don't buy from me when they experience my teaching, so I coach more than what people recommend.

I do three pre-event, one-on-one group coaching calls, like I do group coaching before people show up to my event. I do a VIP mixer. I give them a six hour, six module video training series, which is me teaching and coaching. Basically my goal is to get the people in my world to experience as much of my coaching as they possibly can because when they experience my coaching, they decide to buy, and so I drown people in coaching opportunities in my event sequence.

The next thing is sales pipeline. So I spent the first third of my career in like IT services sales. So like standard business to business consulting, IT networking, server infrastructure, desk side support. I have picked up enterprise sales pipeline management, and I've applied it to both pre-event ticket sales and during event conversion sales and post event follow up.

So like running a sales pipeline, like an enterprise organization to sell $7 tickets is working really well for me. We have a deal pipeline. We create deals for every ticket opportunity. We chase people down, like we work a sales pipeline for our events and so when I start to actually sell my high ticket offer, they've already experienced my sales interactions.

So by treating the $7 ticket opportunities as enterprise sales, when I then treat the accelerator, my coaching program thing, as enterprise sales, they're already expecting me to communicate with them a hundred times more than everyone else in the industry and I think that meaningfully contributes to our really great close rates on my high ticket offer.

Then the last thing on my list is just a shout out to Rudy. Rudy sold me on basically Pamela, and so we've hired Rudy now twice. I'll hire him as far as I'm concerned probably every time until I become big enough to insource Rudy’s services. But having Pamela call 200 people five times, I think really, really helps.

So those are my thoughts.

So you just listened to an interview with Alexander Ford. He went into the psychology of making that transition as an event leader, as a coach, as an expert, and has produced over seven figures of revenue in his first year as a coaching company founded really primarily based around his live event called The Choice 2.

So be sure to go back and listen to the episode again. There's a lot here. This was voted the top episode amongst the people who were in the room and share it with someone you feel would benefit.

Also stay tuned to the next episode in our series because we're gonna zoom out a bit and we're gonna introduce interview Mr. Yanik Silver, who's been a guest on our podcast before and Yanik, he really comes from a place of experience, energy, and supreme reputation. So go ahead and stay tuned and push play on that next episode in our series.