Monetizing Events & The 3 Phases Nobody Talks About

[00:00:00] Hey guys and welcome back to Content Is Profit. So I've been away for a few days and there's a good reason and I'm going to tell you why today. So the first real event Fonzie and I ever drove to, the big one, like a big event, not like a local event from our city. We went for like one and one reason only which was to get customers.

[00:00:21] So, but we came home with like zero. So if we almost called it like a completely waste, we're going about it for, you know, the wrong reasons. And don't get me wrong, we came with like zero customers like that event, but it was the beginning of what we've been offering and, you know, how we've been supporting our community in a long time.

[00:00:41] But I think we'd tackle it the wrong way. So, versus what we did, you know, this past weekend, which was probably the best, most significant event that personally I've been to and I'll tell you why.

[00:00:58] So, in this episode, I'm going to show you through like three different phases of event, depending on like what type of entrepreneur you might be and how to get the most out of them according to our experience and kind of what we've been able to do. So, our first event, this was back in 2019, beginning of 2020. So, like it was like right before COVID happened. And at the time, our business, it was just me and Fonzie, just freelancing.

[00:01:29] Nothing too crazy on the production. We were trying to figure out our offer. We're trying to figure out like what to produce. We're helping some local businesses with some social media content. But at the same time, we wanted to explore a solution outside of Jacksonville, Florida. Something that we could do with customers all over the country. So, you know, 2020 happens and then all of a sudden, all the businesses closed and we are in the red immediately.

[00:01:58] Every single customer calls and they're like, guys, please do not draft. We're not going to be able to pay you. Anyways, we lost everybody except one customer that was podcasting at the time. He was doing three episodes per week. So, he's like very excited for us and we're like, I cannot figure out like why you're so excited about this. He's like, guys, you don't see it. This is a massive opportunity for you guys to finally go and dive into online and people that are not in your city.

[00:02:26] Like we were so caught up into that. So, we scope out and there's like this one event in Orlando. One of the biggest podcasting events. And we reached out and we ended up getting a couple tickets. And we're like, guys, at the time we weren't podcasting. We had no idea what podcast was except from this customer that he was, you know, publishing this long form video like three times a week.

[00:02:49] So, we're like, well, you know, with the skills that we have, I think there's a need for our service to, you know, turn long form content into short form content. And this was like before clipping was even a thing, before vertical content was even a thing. And I think we can do a very good job providing this service. We have the systems. We're trying to different softwares, different things.

[00:03:11] So, we decided to go to this event and we go in not with intention about learning podcasting, but with the intention to actually get some customers. Like, at the time we've had, let me see, we've had experience with like local events where like we will network or somebody will present or maybe we will present something like that. And it was always with a goal of like ROI on the event, right?

[00:03:36] So, we go there and our goal is like let's survey every single long form content creator to validate our idea. Like not even to validate the idea. So, that part was like really good because every single podcaster or long form content creator that we encountered, we were like, hey, you know, we are this fractional content agency. We do X, Y, Z. Is this something that you see value of? And about 90% of people said yes.

[00:04:02] So, like for that, absolutely exciting because we're like perfect. Like now I think we see a path even though like the businesses here in town are closing the doors because of COVID. So, we started doing that and then we quickly found out that the people that were going there were very independent podcasters, no marketing budgets. They were starting out. It was not the right event for us to go sell. So, we had a couple conversations with a few of the speakers.

[00:04:31] They kind of pointed us in the right direction. But at the end of the event, we won. We didn't learn anything because we didn't go to any of the breakout sessions. Two, we talked to sponsors and we talked to different things and we talked to a lot of people and we set up a lot of calls but nobody had a budget to do the thing. Everything sounded great. We're like, yeah, that's amazing. That's a product that I would use but I cannot pay for it right now.

[00:04:56] Like, you know, people were like putting their last money into this event to figure out podcasting let alone something that comes after podcasting. So, we're like, okay, cool. Now, what we're going to do is we are going to start our own show. So, like, that was what triggered, like, the creation of Content is Profit, you know, early 2020. So, here's, you know, and after that, of course, there's many other events that we've gone through. But we're like, okay, maybe we never go do this.

[00:05:24] And I think there's a few of you that have gone to events whether, you know, specifically to get, like, a very clear ROI on this event because, like, how do we justify the ticket price? And maybe you've gone with the tail under your legs, kind of like what we did on that one. So, here's how I started to look at events based on that experience, right?

[00:05:46] Like, and we're like, okay, well, we went there and we didn't learn, you know, hey, we didn't really network because we didn't really, you know, talk to anybody or build genuine relationships. And then there was some kind of change, but it wasn't, like, really a change where, like, our identity was still there. Like, we're trying to figure out still what to do. So, I don't think we got really anything out of that except the bro, like, we're like, okay, I guess we'll start a podcast because everybody was talking about it.

[00:06:15] So, good win in a sense, but at the time it didn't really feel like a win. So, here's how in our head after going to server events how I start tackling different events or how I start classifying, I guess, different types of events. So, there's one which is to learn. So, this is early on. You go to absorb. You need the knowledge more than the room itself.

[00:06:42] So, this could be, like, early on, not only in your career, but early on in an industry, for example, to, like, trying to learn as much as possible for that industry, right, or for that topic specifically. Maybe you have a seasoned business, but you need to get familiar with that industry. So, you're excited. Topics are brand new. You're like, oh, my gosh, everything sounds incredible. The speakers, every single one has golden boulders. Like we said, like, there's a lot of value in there.

[00:07:08] You start taking a lot of notes, and then you start executing on the information that is shared this event. So, we see these a lot in maybe obviously online events. You know, summits were big at the time. Webinars were big at the time. And then in-person events where, like, you go to learn how to do the thing, right? So, that's very early on, and we started doing that.

[00:07:28] And it's going to get to a point where if you're in the same industry, you start hearing repeating feedback or the topics don't change much, which, you know, for example, if you are a very loyal listener to a specific podcast on a specific topic, eventually you're like, oh, I feel like I've learned enough. I'm going to go execute. And, by the way, like, that's amazing. That is the journey, right?

[00:07:56] I want everybody, like, if you are listening, one of the good things, indicators is like, hey, you listen, you took value, and then you go execute. And maybe we don't see you for another few months, but then you come back because there's something new that you've got to learn or you check out the episode. Everybody has through circles. So, with events, there's cycles that you go through, especially on the learning. And we experienced this specifically with an event that a company called ClickFunnels put together called Fun Hacking Life. And, you know, first year, hyped up.

[00:08:26] We're so excited. We're like, our notebooks full of notes. We're going to go execute. Second year, topics very similar. We started to find out which ones align with our goals for what our business evolved at the time. Third one, not so much. We even walked out a few sessions because there were some conflicting things where things that we're doing that was working. And then this advice was something of the opposite. So, we're like, well, there's not alignment here.

[00:08:53] And that's when we started to learn about the second type of event, which is you go there to network. Once you've got something to offer, the rooms become this point. So, at this time, we started walking out of these breakout sessions or things. Or maybe there were things that we were already executing. Or, you know, we will go to a room that was like very – that we're trying to solve a specific problem that we're trying to solve. So, we're like, okay, that person is talking about that specific problem. Let's go do that.

[00:09:23] But then we started looking at the event as like this massive room of opportunity where we can build genuine relationships with some of the speakers, the people that were there. So, the hall became so valuable. And one example is I ended up, you know, going to Orlando to this event. And the sole goal was to, you know, further the relationship with the people that we've had on the show because we had over 100 guests that were attending this event. So, we were in the hall. We did not step outside of the hall, which was crazy.

[00:09:52] We had lunch in there where like – where everybody goes to the sessions. And not on purpose. We just didn't sit down in a table. But, you know, we saw somebody from the show. That person would introduce to somebody else. We'll exchange contact info. We'll exchange value in there. We had people that were VIPs. We joined the VIPs with them. And we started having these conversations. We started providing value. People were coming and asking questions. So, the network itself became the value behind that event.

[00:10:21] And there's going to be a point where you're going to feel like you probably have heard that advice many times. Maybe you've executed on that advice. And you feel like maybe you outgrown the event itself. That's the moment. Or like it's – like when you start to feel that, that's the moment where you dive into providing value in the halls, having conversations, maybe meetings with people outside of the event itself.

[00:10:47] And when we started tackling that way, all those conversations were more meaningful and created more traction in our business, more significant calls or significant opportunities rather than executing on the information of the event. So, that was an interesting transition where we're like, wow, it caught us by surprise.

[00:11:11] And then the last event is – which is the one that I experienced for the very first time, I guess, or at least this intense this past weekend, which is to become, right? Eventually, the event turns into something else entirely. You know, this past weekend, we go to this event to help our businesses grow. That's the promise, right?

[00:11:33] And we showed up expecting business and we walked into a personal development and real – like when I tell you real relationship boot camp almost, right? So, on my side, you know, in this room, we had anywhere from people that were starting businesses all the way to seven-figure, you know, businesses all the way to billionaires.

[00:11:59] I had the fortune to sit down for about 30 minutes with somebody that his company is valued at a billion dollars. And I was able to have a conversation with them about the problems and the things that I'm going through right now. Not only that, but the event was very intimate. It was about – well, very. I'll say very. But it was about 50 people compared to, you know, 5,000 people. And we were able to connect at a very deep level with all these incredible entrepreneurs. So, yeah, personal development.

[00:12:28] But at the same time, very big on the network and the personal relationship. This is where, like, you go deep on the personal relationships with a little bit more intimate. Three days, almost four days back-to-back. Everybody camp style. So, you're probably going to start looking for events like these that are experiences, right?

[00:12:48] So, a quick recap, you know, number one to learn, number two to network, number three to become, which is, like, this, like, network and crazy immersion event, which, you know, a lot of people do. And that can vary depending on, like, the industry that you're in. So, here's the thread, right, that puts all of it together that we found, which is relationships.

[00:13:13] At the end of the day, we have to invest in the relationships, right? Like, the constant is the people that are going to be there. There are going to be people that are going to be there to learn. There are going to be people that are going to ask questions. And you're going to be the expert in the topic, in that conference, at that event. And what we recommend is pour value into it. Like, give value without – I know it sounds hard because I've been there – without any expectation.

[00:13:41] And you'll be very surprised of the opportunity that comes. Keep in mind, have intention. Have the intentionality to be out there for the event, to provide value, but at the same time be like, hey, this is going to turn into an opportunity for me. That could be – they become clients. That could be – they become referral sources. They could be partnerships. They could be workshops. They could be events. Like, any single thing, of course, depending on your industry.

[00:14:09] But that one person, just like what we talk with the podcast and the pipeline platform, is that becomes a source of opportunity, right? So, how do you actually make the most out of your next event? Based on where you are, right? If you're there to learn or if you're there to initially start creating those relationships or if you are there to, like, deepen their relationships.

[00:14:31] In our specific case, for the last event, it was so meaningful because these were people that we met on the second stage, people that we are networking, we are familiar with. Maybe we cross paths in different events. Maybe we cross paths online. We exchange podcasts or collaborations online. And out of those people, now we're deepening those relationships, right? Like, we're syncing. We understand that we're part of the same community, that we're part of the same circles.

[00:14:57] And those points of contact allow it to be a better experience for everybody, right? So, think about it. Like, which is the phase that you are right now? Are you on the learning? Are you on the networking initially? Or are you on, like, deepening the relationship of the experience, right? So, match the goal to the phase that you are so you can stop forcing the sales, right? Like, if you go there for the topics and to learn how to go execute, perfect.

[00:15:23] Fully dive into that and grab that information and then go and put it in practice and execute it in your business, right? That doesn't mean that you're not going to network. Just keep in mind, like, where is your headspace on that event, right? With the networking, make sure that you make those genuine connections. You provide a ton of value and then there's a way to follow, which I'll tell you exactly, the system that is, like, fail-proof. Like, you'll be able to have conversations after the event if you do this one thing because everybody forgets, right?

[00:15:50] And then when it comes to, like, deepen the relationship, this is, like, genuine. There's, like, no filter. This is where, you know, the experience unites you and the other people that are out there. So, here's the move. Here's how you don't lose contact with these people. You continue having the relationships if you're into that. And let me tell you, like, one of these relationships can change your business forever.

[00:16:16] If you haven't heard of a concept called the Dream 100 by Chet Holmes, it's in a book called The Ultimate Sales Machine. Russell Brunson with ClickFunnels talk about this every single time. Dream 100 is, like, what are 100 relationships that if you genuinely connect with them can change your life? This is where all this starts because in these events, everybody's looking for a solution. And we connect at a personal level where, you know, it doesn't matter what solution that looks like. That initial connection is what matters. And here's how you never lose track of them.

[00:16:46] Ready? All right. So, the mechanic. Every single break. Every single break. Like, find one person. One person maybe that they were in a session with you. Maybe you had a little conversation with them or a complete stranger. It doesn't matter. Go up to them and introduce yourself, right? Be like, hey, nice to meet you. I had a great time, you know, in that session. It looked like you did too. My name is Luis. I do XYZ. What do you do? What's your name?

[00:17:15] Right? Very, very simple. And it sounds simple, but it's not easy, especially with a ton of people out there. And then, you know, try to, you know, you share a little bit about you, but it's all about them. To ask them questions so they can tell you and they can provide. It's like, man, what do you do? And they'll tell you. It's like, oh, that's so exciting. Tell me more. Tell me more. Tell me more. Ask that like three times, right? And, you know, you can keep it under 10 minutes.

[00:17:41] Believe me, at the end of that, if they are able to share their value and their expertise and what they do, you are going to be in good state. And after that, it's like, here's where you exchange numbers, right? It's like, oh, dude, that's so awesome. I would love to stay in contact with you. I mean, you now, what I say, for example, is like, you now have a brother in Venezuela, which is absolutely true. Like, if I enjoy that conversation, that's what I'm going to do. If I don't enjoy the conversation, I don't feel like there's a connection, you know, we stay cordial.

[00:18:10] But I don't think there's a reason why we should exchange for numbers. But I would love to stay in contact with you if you ever go to Florida, you have a house there. By the way, like, if you have a podcast or if you have a piece of content where you guys can collaborate, even better because you can use that as a second point to be like, hey, I would love for you to share more about this in our podcast.

[00:18:33] It has been part of, you know, this network and we've been out for so long and we've had so many episodes and blah, blah, blah. You can just, you know, put a ton of energy into promoting the podcast there with that person. And I assure you, that person is going to be like, absolutely, let's do it. And then you can deepen the relationship that way. So here's how you do it. Hey, if you have an Apple, use the Apple airdrop trick. If you don't know what that is, send me a message and I'll share. I'll be like, hey, let's take a quick picture. We call it the signature selfie.

[00:19:03] Let's take a quick picture to remember this moment. You take the selfie and it's like, hey, what's a good phone number that I can send this to? And then they'll give you a phone number and you can send them the pictures. Believe me, this works 99% of the time. I promise you. We've gotten phone numbers of people that we thought they were, you know, out of this league. And it's crazy. And then if they say no, it becomes really awkward for them.

[00:19:33] It's amazing. It works. So do it on the spot. Don't wait. Be like, okay, cool. Here's your phone number. Hey, I'm sending you my name, Luis. You can save it. And here's the picture. And you send the picture. And everybody's like, oh, my God, this was so awesome. Thank you so much. Here's the thing. Once you do that, they're probably going to respond. They're going to do that. I mark my messages on read so that at the end of the day I can follow up with them. And I'd be like, hey, this is very nice meeting you. Thank you so much for the value you provided or what you just told me. Looking forward to have you on the show.

[00:20:02] Looking forward to playing soccer together. Looking forward to whatever you guys talked about. And, hey, let's connect maybe Monday or Tuesday next week. And put something there. Put two options. And believe me, like 90% of people will join that follow up. So, which is very exciting. And at that point, it's up to you. You know, what is the opportunity? What is the thing that you guys can do together to collaborate, to provide value to each other and to help each other's communities or, you know, to hopefully become, you know, do business together.

[00:20:32] One example is I share a personal goal with one of the people in there. We met a couple days ago after, you know, we flew back. And the solution that they were offering was a little bit out of my budget for what I needed to do. But it's like, it's okay. You know, now you're my point of reference for this. And I can refer you people there. In fact, we just share like three numbers for that person to be like, hey, this person, I just introduced them through text. So, for that person, they got three leads, three conversations that could potentially become business.

[00:21:00] And then at the end of the day, down the road, I could join that solution. And it's happened with me. We've met people in events. And then two years later, they come back and we start working together, right? So, if you go to enough of this, you have good energy. You are genuine to you. I was going to say you can be outgoing, but not everybody is outgoing, but genuine to you. You're going to attract the same kind of people, which is really good. So, as a last reminder, follow up, be bold, be yourself.

[00:21:27] Like I just said, this is where it becomes a collaboration, not just a random contact in your phone, right? I'm going to repeat it again. Be bold. Be 100% yourself. Don't be another person. Like, if you're shy, that's totally cool, man. Dive into it. Be like, hey, this is really scary for me. This guy from Content Is Profit, Luis, that just told me to do this. And, you know, I'm going to do it, right? You literally can say that. Blame me. Throw me under the bus.

[00:21:53] I promise you, one contact can change your entire business, right? So, I would love to maybe, I don't know if next week, but if you're part of the community, businesscreator.club, come join us. Every Friday, we do a Q&A. And I think I'm going to be diving into the event and kind of like why it was so significant for me. But I went to that event a little lost.

[00:22:19] And on what the next stages are, but more on the personal side. And it completely unlocked me. I tried things that I've never tried before. No drugs. Nothing like that. But that allowed me to create a new path. And even to the point that I came back and people that haven't seen me in a few days were like, oh my gosh, like you look different. And nothing changed but the energy around this thing. So, we might be talking about those things on, in our community.

[00:22:46] And if you want me to dive deep into something like that, which could get pretty crazy, let me, again, no drugs. Let me know and we can do an episode about it. But now you have the recipe for success in your events. You can identify where you are in that stages of events depending on what you, you know, where you are. And then once you identify that, you can go in with a plan, which I highly recommend is relationship because it can change your business. All right, guys.

[00:23:15] With that said, I'll see you on the next episode. Thank you for tuning in to Contents Profit. Don't forget, businesscreator.club. We'll see you there. Take care.