This episode of The High Profit Event Show marks the fourth installment in the mini-series How I Fill My Live Events, hosted by Rudy Rodriguez and featuring special guest Alex Moscow, founder of The Event Profit Engine. In this conversation, Rudy sits down with Alex to unpack what it really takes to fill live events with the right people and turn smaller, highly curated rooms into powerful profit drivers. With nearly two decades in the event industry, Alex brings a grounded, experience-based perspective rooted in what is working right now for high-level event leaders.

Throughout the episode, Alex shares insights drawn directly from his own live events, including The Event Profit Engine, where he consistently attracts coaches, consultants, and agency owners operating at the half-million to multi-million-dollar level. Rather than focusing on volume or hype, Alex explains why clarity and alignment are the true foundations of successful event marketing. He walks listeners through how refining ideal client focus and upgrading to world-class messaging can dramatically improve both ticket sales and the overall quality of the room. By moving from broad, generic hooks to precise positioning based on what the audience actually wants, event leaders can create far more meaningful and profitable experiences.

A central theme of the conversation is the idea of selling the room, not the curriculum. Alex challenges the traditional approach of marketing events around content and learning outcomes, especially for experienced, seven-figure audiences. He explains that high-level attendees are rarely looking for more strategies to add to their plate. Instead, they are seeking access to the right relationships, partnerships, stages, and deal flow. By positioning events around who will be in the room rather than what will be taught, Alex shows how event leaders can attract more qualified attendees and create stronger long-term value.

The episode also explores how elevated service and tangible assets can directly support event growth. Alex shares how helping attendees walk away with real, usable marketing assets, such as professionally produced short videos, increases perceived value and encourages organic sharing. This approach not only enhances the attendee experience but also turns participants into advocates who help fill future events. By reframing events as both an experience and a launchpad, Alex demonstrates how service delivery itself can become a powerful driver of momentum and growth.

Listeners will walk away from this episode with a clearer understanding of why smaller, well-aligned events often outperform larger ones, and how precision, positioning, and service can replace volume as the primary drivers of success. This conversation is especially relevant for event leaders who want better rooms, stronger conversations, and higher returns without chasing bigger audiences or more complex funnels.

Want to connect with Alex Moscow?

Website: https://alexjmoscow.com/

LinkedIn: https://www.linkedin.com/in/alex-j-moscow-880a0420/

Facebook: ​​https://www.facebook.com/alexjmoscow/

Instagram: https://www.instagram.com/alex_j_moscow

SoundCloud: https://soundcloud.com/DJAlexJ

Want to learn more about Rudy’s work at V.E.S.T. Your Virtual Event Sales Team? Check out his website at https://virtualeventsalesteam.com/.

Alright, Rudy Rodriguez here and on this next installment of our series, ‘How I Fill My Live Events’, we actually have a snippet from an interview with Alex J Moscow, who was part of this virtual mastermind I hosted recently. One of the things I really appreciate about Alex Moscow is he's actually been in the event industry for, and even looks young, but almost 20 years, and he's actually really cracked the code when it comes to running small events and making big profits.

I actually was recently an attendee at his event, The Event Profit Engine, and it was a phenomenal experience where I saw him launch his world-class mastermind program and was a part of that community. So I highly recommend tuning into this episode as Alex is dialed in when it comes to his marketing into his messages.

These business partners with Eben Pagan, a really reputable expert in the field, and if you're listening to this audio, this is actually one of the episodes where you may want to go over to YouTube and find the video so you can see some of the visuals that Alex references in this interview in the series.

So his interview is top-notch. Tune in, grab your notepad, take notes. Ladies and gentlemen, here's Mr. Alex Moscow.

What's up everyone? Alright. So I'd say the number one thing that has helped with, and not just fulfilling my events, but filling them with the exact person that I'm looking for, is it's really going back to the basics of marketing.

I really got a front seat experience of this. I just ran an event about four weeks ago. Sold 173 tickets, had 139 show up, had an average of about 120 people in the room. Coach consultants, agency owners. Average revenue was a half million to about 2.5 million. So super, super qualified room.

The number one thing that helped with that is to really clarify and go back to the basics of who the ideal client is. So I'm sure with just about every business program that you've gone through there's a section on with the niches, the ideal client. I find that right now, and this is true for me and for all of my clients, and I have a mastermind of people that are hosting events that are also running events and also speaking at events.

What I'm seeing across all my clients as well is really taking the focus from a floodlight to a laser beam of who the ideal client is, what the foundation is. And I know this probably isn't new to many of you on this call, but I find that taking the time to also re-clarify who that person is and making sure that all of the marketing is directed for that person has been just really, really important.

And once you're clear of who that person is, then making sure that if you nail the first domino of the number one biggest problem and their number one outcome everything becomes just easier. So a lesson that I learned from that is, so I'm just gonna share my screen here.

Okay. So here's the sales page. For my last event, The Event Profit Engine, so I ran this event twice last year. The first time I ran it, the messaging in the hook was all around how to do seven figure events and it went well. But what I realized in number one, talking to the attendees that came, but number two, from the people that joined from my mastermind of really getting clear of what they wanted, there was only about half of them that were currently also running events that wanted that.

But the other half of them, they really wanted partnerships and they also wanted stages. So they wanted to speak on other people's stages. So what I did was, I changed what the hook was and I changed the messaging to really just clarify what it is that my ideal client actually wants.

And when I surveyed my audience they wanted partnerships, other people to sell their stuff, and they wanted to be able to speak on not just any stage but highly qualified stages that are working in partnering with event hosts that have already gathered their ideal clients in the room.

So I changed the actual hook for the event to really focus on what they wanted, which was partnerships and stages. Then what really helped in selling all the tickets to my event where I think the sales page is so much stronger. I think it's like a 7.5 outta 10.

But it worked really well rather than convincing everyone that they needed to do events or host events or make their events just more profitable. What I did in a lot of the speaking engagements that I had and for my partners is I just sold them on coming to the event.

I sold them on, hey, like this is gonna be a room of business owners, coaches, agencies that are doing a half million to a couple million bucks in revenue and you don't have to spend 25 grand to join a mastermind to get access to these audiences for different partnerships. We actually structure on our last day an actual session on deal flow that is going to, based upon everyone's intake form, is going to get you connected to those key introductions, to potential partners, into also potential stages.

So rather than selling them on, hey, come to this event and learn xyz things, I just said, hey, just come to the event. If you can't get a client or a potential stage or a partner from the event, then something's wrong. Who with us? With both of us. So I just sold them on coming to the event versus selling them on what the ultimate outcome was of the event, which was semi, could get counterintuitive.

But I learned that for my audience, who on average is doing about seven figures a year, they're usually not coming to events to learn some new strategy. They're not coming to learn. Like, they're not learning to put more on their plate. They're looking for key partners and stages and deal flow.

So I changed the hook in the messaging for the event to really clarify what that was and that helped tremendously. So the number one key point of that is to really become, to take your marketing, your messaging to the next level of being world class. So I would say that's the first one.

The second thing that helped, really helped a ton, was also doing the same thing with your level of service. So I've been a business coach for 15 years. I've been consulting on events, helping people do six and seven figure events, for over a decade now and something that I did that helped in the filling of my events is, for my mastermind members, I actually help them film one to two minute just marketing videos for their event.

So let me actually just set context for this first, is I know that the number one constraint my clients have is filling their event. So what I find now in our online landscape of online marketing and social is people want highly shareable videos. So something that helped to fill my events was in the service delivery for my mastermind.

I helped all of my clients when they came in person to actually film, or we actually scripted a video and then I had a videographer on site to actually shoot the video. So it wasn't just the actual marketing for myself that filled it, but it was people seeing my client's marketing and seeing that there's like a clear asset that we're helping them build.

So we did this for every single mastermind member. When I was starting to sell tickets to my own event, I had my mastermind members like be able to help fill the room from a partner perspective and they were able to share an asset that we helped them build.

And I just don't know any other business coaching program out there that is actually helping their clients produce assets where they come into an event and experience, they walk away with something that they can launch with for their marketing right away. So I just found that the quality of service I really upleveled and that helped.

So if you just listened to Alex Moscow in his small events, big profits training on how he fills his events, I recommend go back and listen to it again. His is full of a lot of content and if you didn't go to the YouTube video and watch the visual of what he shares, some of the resources and go back to some of the previous episodes we did with Alex.

We interviewed him twice on this podcast. A couple of things to think about when it comes to Alex Moscow and his events. He is in the event space. If you are an event leader and you're interested in getting to know Alex Moscow, getting to know some of his work, go check out his stuff. Event Profit Engine is his live event and I know he is gonna be hosting some smaller events throughout the year.

You can send me a message, I can get you connected with him, but Alex is the real deal and I appreciate you and congratulations on finishing another episode of our installment of ‘How I Fill My Live Events.