The Ultimate Secret to $4M Virtual Events Revealed | Brian Rand DSH #884

I think people want a cool experience with cool people.

Like they're more interested in the community they get from an event, not come to see,

I'm not gonna say anyone's name, but not come to see ex-celebrities chase on a flyer.

Like it's kind of people who spend a ton of money on those.

Guys thinking that'll sell tickets, they're just putting themselves in a financial hole.

It's good for us because we get to dig them out of it,

but it's tough for them because someone told them paying a million dollars for speakers for an event would sell at their event.

all right guys finally made it happen brian rand this guy did builds up arenas

absolutely man thanks for the invite it's only my second podcast ever crazy and for what you do we were talking about how like behind the scenes you are for what you do it's pretty impressive the guy behind the guys yeah was that like a cognizant thing where you wanted to be more behind the scenes no actually i want to do more of getting in the front i mean i think I've I've done that and I think we've we've helped a lot of people that you and I both know, you know, build their brand, build their audience.

And so it's time to start doing that for ourselves, which is why I appreciate the opportunity to be here.

And what I find so interesting with you is you do something that I've never met someone else do, honestly.

Yeah, and that's, I didn't start that on purpose.

It just kind of was a skill set that I love.

Like events have changed my life, and so I've made it my life's purpose basically to help other people have that same experience.

And, you know, I've found that's what gets me electric, right?

Like there's something when I walk into a room of 5,000 people and it's my job to find people that are going to sign up for my client's coaching offer, I go into this

weird dimension.

It's like a fourth dimension.

You know what I mean?

Like it's just like, and when I found that, I was like, okay, this is my thing.

And the fact that I get paid to do my thing, that takes me to a different level of dimension.

That's.

a gift that I'm very grateful for.

And because of that, like we've found a niche and an opportunity that you know we're we're at the top of and it's not because I didn't set out to be that I just set out to do what I love and get paid for it like people say and that actually came true for me and right you know we're being rewarded for that yeah when I see you backstage you were a different person you were just so locked in yeah and I well it's I do I get so locked in on that day right and so Part of the thing is I started by doing the high ticket sales at events

only, like just doing the high ticket sales.

And then I, I saw there was an opportunity where, yes, I could just go to events and just help my clients do the high-ticket sales back the room.

But then I saw, like, okay, the bigger pain point was actually having people in the room, right?

And not just butts and seats, but buyers and seats.

And so we really focus and emphasize on like, let's get more buyers in the room, sell more tickets.

So if we have more people in the room, we can do that.

So then when event day comes, like I'm locked in, we got a target.

I mean, minimum, I'm trying to do a million dollar weekend

at a minimum for my clients.

And so that takes a lot of handshakes, a lot of hugs, a lot of high fives, and a lot of contracts to make that happen.

Damn.

So that's our focus.

And so I'm pretty,

event day comes, that's my Super Bowl, right?

And I just want as many events as I can because I love it.

How many closes does it take on average to reach a million dollars?

Well,

the average coaching, it used to be a little higher, right?

It used to be like 40K was kind of this coaching, but I'd say like the saturation, the economy, these things,

it's getting closer to 20,000 probably would be a healthy way of like the coaching offers being sold at the big events.

So that would take 50 contracts at a deal.

So our biggest one we did, we did 4 million in a live event.

We've done 9 million on a virtual event.

We've done 4 million in a live event.

And then our average is roughly about like 750,000.

Holy crap.

Trying to go to that million dollar average.

That's so impressive.

And that's basically running a good sales team, too.

Running a good sales team, having a good offer, making the event based around the offer, right?

And then also

having an active finance option as well.

So like good money available to people.

So it's not a stretch.

So like there's strategy to all four of those, but if you can work all four together, you can definitely have a million dollar event.

Now, a lot of people struggle to even fill events.

Correct.

So you'll only take on a client if how many people show up on average?

So there's two things now.

We actually used to only take clients that are a thousand or more people, which is the only time that I'll allow like my call center to be involved is a thousand or more people.

It's the only time it makes sense for us because there's enough events right now for us to do that.

However, I've now started an event mastermind where we're bringing events together.

It's $15,000 for six months.

And basically,

we bring together event planners.

We bring their ads teams.

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Sales teams all together.

We meet four times a week.

So we do four calls a week.

And through that process, we're leveraging each other's lists.

We're doing arbitrage together.

And we're teaching and learning together as a community on how to filler events.

So some of those smaller events that might be 100, 200, 500 people,

instead of us doing the calls for them, they don't have a lead abundance problem.

They've got a brand awareness problem, right?

So like we solve the lead abundance problem.

We help them get a ton of leads and sell out 2,000 seats for the arena.

Smaller events, we're helping them work more on their brand awareness and their

ability to get people to want to come to their event.

And we're doing that as a collaborative community.

One of the best events I've been to is Aspire Tour.

Yeah.

I mean, they fill up in any city.

Yeah, they're phenomenal.

They got a great process.

We've been a a part of them.

You know, we've helped them with a couple of the cities and specifically Atlanta.

You know, we had our entire team involved in them.

And so, yeah, they've got a tremendous brand.

They bring big names and they spend a lot of money on ads.

So like those three things together help a lot.

Absolutely.

I don't think that a name sells tickets right now.

Like just putting a, you know, some people think I'll just put a flyer up with ex-celebrity's name on it and then all of a sudden I'll get flyers.

That's usually when I get a call.

Like they've spent like a million dollars on speakers.

They've spent a million dollars on venue they put up a flyer they sell 10 tickets and then they're like fuck like what do we do now they they call Dan Fleischman they're like Dan I don't know what to do Dan says call Brian they call me and then you know three months later they have a full event yeah so what's what's the selling point then if it's not the speakers you think I think it's the community of people they can meet I think it's access to capital by putting people together right uh by and that that comes from the network they can have and then I think it's the experience to get out and be around around humans right i think like post covet we had a tremendous rush to events because i think people

covet taught people that being alone sucks right like that just amplified the human condition that you know loneliness is a real thing and like human engagement is a beautiful thing and so i think one of the reasons events are so successful is because you're in an environment that we're meant to be in community.

We're meant to be experiencing life together.

And the more that we have technology and social and all this like

siloed lifestyle that we live in, like you bring people together and you see that.

Like, for example, there's a new,

a new event in Miami called Coffee and Chill, right?

Or I think it's Chill and Coffee, whatever it is.

And

they.

They are selling out immediately by texting.

And it's super cool.

It's just like they have a bunch of ice baths and they have people drinking coffee in the mornings.

And they text out they text out to people they say hey at 10 a.m tickets go live and literally in five minutes they'll sell like three tickets but they're going after a target audience which is the same target audience our events want which is millennials with money that are upcoming entrepreneurs in miami and they've created such a cool thing and they literally sell out in like five minutes i missed my ticket the other day because the website shut down with so many people

and But they're doing it every other weekend in Miami.

And then they get this, you know, you've got the people out in their shorts and the girls in bathing suits and they're getting ice baths and they're drinking coffee they're dancing to house music and it's a vibe and like I think people want a cool experience with cool people and it's getting harder and harder to showcase like they're more interested in the community they get from an event not coming to see I'm not gonna say anyone's name but not coming to see ex-celebrities yeah

like it's kind of past that point and I think people who spend a ton of money on those

guys thinking that'll sell tickets, they're just putting themselves in a financial hole.

It's good for us because we get to dig them out of it.

But it's tough for them because someone told them paying a million dollars for speakers for an event would sell at their event.

No, I 100% agree because there's some conferences where it's just speakers all day, which is cool, but some people don't learn that way.

Yeah, they don't learn that way and they want to engage with each other.

If I'm paying $5,000 for a VIP ticket, I want to meet some people and I'm probably not going to do business with Gary Vee or

Tony Robbins or Grant Cardone, right?

Like I'm not going to, even if I get to meet them, I'm going to get a photo.

But if I get to meet another guy guy who

owns a company in Denver and he paid five grand and I paid five grand and our intention was to come to each other and we sit next to each other and we have lunch and dinner together, there's a better chance I'm going to do business with that guy.

So when we're on the phone selling, that's what we're selling.

We're selling the opportunity to meet people like you.

And the higher you pay for a ticket, the higher level people you're going to meet.

But it's not about getting to meet the speakers.

It's about getting to meet the people that are also willing to pay 5K for a ticket and do business with those guys.

Absolutely.

You mentioned Grant Cardone earlier and you worked for him for years, right?

I did, yeah.

What were the biggest takeaways you had from that experience?

I think the biggest takeaway I learned from Grant was just massive action, right?

It would be massive action, which is just take 10x, the action that you thought

would be one.

The second thing would be that,

you know, he said his biggest regret in life is not setting his goals and targets bigger.

And you look at a guy as successful as him and you're like, how does that guy think that way?

And I think most of us aren't as successful as we want to be because our targets and our goals are way too small.

And so if you don't have a massive target that challenges the way you think and approach life to go after, you're never going to live a life that you're going to be satisfied by because you're going to keep playing in the average.

You know, you might go like this, but if you set a goal, and to give you an example, I was 34 when I went to work there.

I'd never made more than 100 grand.

And I told him that my goal was to make 100 grand.

He said, what if, he said, the reason you've never hit it is because your goal is too small.

What if you aimed for a million dollars and your target was to make a million?

Right.

And it fits the 10x brand, but it was real.

So every day I wrote down, I make a million bucks.

I make a million bucks.

He said, if you aim for a million, it'll change the books you read, the places you go, the people you talk to, and the conversations you have.

So I aimed every day, a million bucks, million bucks, million bucks.

My first year there, I made 175K.

Second year there, I made 350K.

And then my last year, I was on pace for $700,000 when I left.

And then I left.

And then a year later, I made my first million with my company.

So like 34 years, I couldn't get past 100K.

Someone challenges me to aim for a million, changes the way I think, changes the books I read, the conversations I have.

Four years later, I hit that million dollar goal.

Incredible.

And that's important because you grew up in a town of 700 people.

So you didn't have a good money.

I grew up with nothing.

I mean, I was, my mom had me, she was living in a trailer, you know?

Like, yeah, so we grew up with nothing.

I'm the oldest of seven, just come from a very,

not quite poverty, but like, it's just, we didn't have a lot.

Like we, I shopped at Goodwill and, you know, I wore shack shoes from Walmart.

These are like five bucks, right?

Yeah.

I wore shack shoes from Walmart.

Like that was my lifestyle.

And so like, it's really beautiful to have the things we have now, but

I want to make sure that everyone in my family, all seven siblings, my parents, all my nieces and nephews, hopefully my grandkids someday.

Yeah.

I want them to all get a chance to live a lifestyle where you don't have to think about money.

And so now that I've been able to get some success for myself, the shift, I just turned 40.

So the shift has really been like, how do I get it?

So every person that's in my lineage gets to experience that same freedom of they can go.

We're just talking about ZZ's, right?

$500 dinner.

That's okay.

It's fun.

I'm with my friends.

Not a big deal.

I want everyone in my life to be able to experience what that feels like.

I love it.

Wow.

Seven siblings in a trailer park.

Well, we got out of the trailer park.

Oh, you got out of there.

Yeah, but

we lived in a town of 700 in a very modest house.

So So you were 1% of the town, your family.

That's crazy.

I've never thought about it that way.

Dude, you know, the cool story, too, is like, after that, that's hilarious.

We're the 1%,

literally 1% of the population.

That town, we grew up, we were one of the, you know, one of the lower end families in town.

That town gets made fun of a lot, just the where it is, what it is about, whatever.

I'm not going to talk about that here.

But what is cool is my mom and I later, we've had some success working with Grant, told me about multifamily real estate.

Opportunity came up and we bought the, we've now bought four acres and we own the largest apartment complex in that town.

Wow.

We went from like the bottom to the top and now we own the biggest piece of real estate in the town.

Started from the bottom.

Now we're here.

That's it.

That's awesome.

It's really cool.

So we're super proud of that.

We're actually about to build another apelex on that.

We have four acres now in town.

Nice.

We have some multifamily, some single family, and, you know, we're building a nice little portfolio together.

That's incredible.

Yeah.

So you learned the real estate stuff from Grant too, then.

Yeah, that's another thing that I learned from him was like invest in that passive income.

And that's done more.

I mean, I've tried crypto.

You know, I've been in your groups and

I lost my ass on everything.

That multifamily real estate has doubled.

I mean, we paid 500K for it.

It's with a million bucks.

It's not massive, but like it's, it was enough for me to see that, okay, if you just put money away and leave it, like even just Ethereum, right?

After I lost all my money money in crypto, put money in Ethereum, I've just let it sit.

Now I've almost gotten back all those losses I had from playing all those other coins.

Bitcoins, I didn't know what I was doing.

So I think I've just realized for investing, like my brother just had me put away six figures into the stock market, into S ⁇ P, like, because he's built wealth on it.

So I'm like, all right, cool.

So now I have stocks, I have crypto, and I have real estate.

And I've just forgot that I even have that money.

I'm just going to let it grow and continue to scale my company, which is where I get the best return.

Right.

But by having those three things,

teaching my brand, I didn't come from someone who taught me money.

Right.

So I've had to learn it.

And so I'm really trying to teach myself the power of investing and putting away money and just forgetting about it.

Yeah.

And then coming back and saying, holy shit, like in four years, my real estate doubled and I've paid off the mortgage.

So my net worth is, you know, almost doubled on that stuff, like as far as my investments.

Absolutely.

And you're also 40 now, so you don't need to be making crazy, risky investments.

Exactly, which sounds so old, but it's true.

In our space, it kind of is like

upper end.

It's weird because I don't, I remember, I felt like when I first started my first business, like I was like 20, you know, so I feel like it's crazy to think I've been trying this for 20 years and I've worked so hard.

And to finally have built a company that's being rewarded for that 20 years of work, and I can look back at everything I've done so far and see how it

articulates into doing what we do really well

is a really beautiful thing.

And so it's, I feel like I'm way behind the eight ball.

I meet 20-year-olds making way more than I am in Miami.

Oh, yeah, in Miami.

It's crypto nerds out here.

I know.

I'm like, I got so much to go, but there's also a place to find gratitude in the life I have.

And, you know, now I'm focused on my health and I want to live forever.

And I've got a taste of what success feels like.

And now I want to be able to experience that for a long time.

I love that.

You have a midlife crisis yet?

I think I'm in the midst of trying to figure out if I'm in it or not.

Right now?

Yeah.

Damn.

Yeah, because

I feel like,

you know,

I don't know.

Like I want a wife and kids.

I want those things.

And I think that's what, oh, if, let's say, I build a massive empire and have all this money and then I just have it for myself, like, what was the purpose of that?

You know?

And so.

I think that part is really shifting in my brain of I don't want to get to the point where I'm 50, have a $100 million business, and nobody to share it with.

Lonely, yeah, yeah.

Were you thinking about that recently or in your 20s, 30s?

No, I think I, I think, just recently, I've been 40 for two months.

I think it's just been like, I think something happened to me at 40 that

has been kind of clicking something.

That's like, all right, it's time to think about this and who are you going to share this with?

I feel uh, yeah, I've been

thinking about it, dude.

I'm 27.

Okay, but I've been thinking about kids already for sure.

Yeah, and you're married, right?

About to be, yeah.

About to be married.

Congratulations, yeah.

Yeah, that's a big move.

Yeah, that is.

It is, and I think that you know, I spend time with my nieces and my nephews.

I just spent two weeks back home with my family, and that was a really big deal

because

I love my family, you know.

And like, being in Miami now for seven years, it's almost a quarter of my life.

Like, wow, I haven't even thought, you know, like this December, it'll be eight years since I moved down here to work for Grant.

And so, when I look at it that way,

it's,

oh, that's a long time, You know, that's a long time.

And that's a quarter of my life in this city I love.

I want to be in Miami forever, but I

Miami has a very youthful spirit to it that makes you feel like you're 25

forever.

You know, especially if you're going out here.

Yeah, exactly.

So there, you can't, you got to be careful not to get so wrapped up in that that you say 25 forever and you start realizing there's a process to this thing called we call life that

we have fun, we build a business, we build a family to then hand the business over to, you know, and grow our kids.

I'd love to hand my company to my son.

Nice.

You know, so I love that.

Speaking of your health kick, you mentioned earlier, did you just bike 450 miles?

We did.

My mother and I.

Yeah, it's something we do.

It's our annual tradition with my mom.

We did

450 miles across Iowa.

It's an event called Rag Bri.

We do it every year.

It's 20,000 people.

It's my highlight of my year, my favorite week.

Like nothing tops.

My excitement to ride my bike across Iowa with my mom and 20,000 crazy people.

It's really like, it's not like a race, not like tour de France, right?

Like we're not out there racing.

We're out there going at a pretty steady pace, like 15 miles an hour.

But like every 10 miles, we'll stop at like a farm town.

And you have these towns.

And I think one of the reasons I love it so much, because I grew up in such a small town in the Midwest, that you come into these towns, like one town had a population 60.

Damn.

Right?

Yeah, like 6-0.

And so.

You show up and you have 5,000 people in this town.

And it's like their entire year of revenue is made in a five-hour period of these bikers coming through.

And wow.

Yeah, so they have like food trucks set up.

You get the local food.

We went through a lot of like

you know

places.

I'm trying to think of the name, like hutterite colonies.

I don't know if you know how to colonies are.

It's like Amish people.

So they, you know, we come through and you've got a bunch of crazy people on bikes and like that we buy their pies, we buy their bread, we buy their food.

Like we get, you just get all this food from farmers and you get all these

like just buying bottles of water for these guys.

like yeah it's a huge economic engine for them it's a fun experience for us and like

it gives me a week to spend that time in small town america that i grew up in to like appreciate then i come back to my condo in miami and it's like well this is there's a world of difference but it brings me back it like constantly brings me back to where i come from and i get a week with my mom so and we're active so there's a lot of wins to it but um

yeah it's definitely my highlight for sure that sounds fun dude.

It's super cool.

And there's like a traveling band that comes with.

So, like, you basically, what we do is

we start in one town, right?

And then we stay in an RV.

Some people stay in tents.

In the morning, before we get on our bike, my uncle will drive the RV 75 miles to the next town.

And then we ride our bikes all day.

By the time we get there, the RV is set up.

You shower, you eat, you go down to the town center, and then they've got a band set up.

And I mean, it's literally 20,000 people.

And so

we just started traveling 20,000 people across the state in a new town.

We go to five new towns a day, and then you end in the end town where they have a big band set up.

Wow.

And like Leonard Skinner to play, like they get big bands, you know, come and party every night.

And then you wake up in the morning and get on your bike and keep going.

That's legit.

You've been doing this for how long?

It's our third year doing it.

But you've been biking for a while, right?

Yeah, I started, I actually started cycling during COVID, so because of my mom.

Where she was like,

she was just like, hey, why don't you get a bike?

I would like look out and see, you know, I'm here in Miami.

I could see from my condo people working on Venetian.

And I had asthma.

And so they made it seem like if you go outside with asthma, you're dead.

You know,

fall over dead in the street.

But I just got to a point I was tired of being stuck in my condo.

And so I went to the bike store, bought a bike and started cycling.

And I've just kind of never stopped.

It's become one of my passions and hobbies.

And so, yeah, I'll do like a hundred mile bike ride.

Jeez.

Dude, it's hot here.

I know.

We'll go from, you go from Brickle to Boca and back.

It's 100 miles.

Holy crap.

It's probably beautiful, though.

Super beautiful.

And like, you just feel, I feel so empowered when I'm done.

And it's a great exercise.

It gives me a lot of time to think about the things we're talking about, about how I can build my business, build new systems, run new plays.

Yeah, that's important because sometimes we get so like wrapped up in work, we never give ourselves time to think or reflect.

Yeah, a lot of people like meditate and all this stuff.

I get on my bike because that's my alone time.

That's a form of meditation, actually.

For sure.

Your recent video about selfie videos.

So basically, you just went to a cool event a couple days ago yep and you sent everyone a selfie video yeah so one thing i do when i go to an event right i literally pull out my phone and i uh i make a list on notes so i make a list of everybody from the event right so then when i meet a as soon as i meet if i met you i'd be like awesome sean kelly wants me on a podcast like your name what we talked about name what we talked about name what we talked about just in in notes then in the morning i go on a morning walk every morning around by the ocean so i literally just go out there and I just say, hey, hey, Sean, great talking to you last night, man.

I really look forward to getting on that podcast.

Again, you're amazing.

Have a wonderful day.

Boom.

Send those out.

And like the amount of feedback I get from that.

And I do that at every event I go to.

So it's just a little event hack.

But I mean, I've made millions of dollars off selfie videos.

And I just think that it's a tool that more people could be using.

to leverage and scale their business.

I mean, if every time you booked a podcast, you just said, hey, dude, can't wait to have you on the podcast in Miami.

It's going to be awesome.

Have a wonderful day.

Just sent that out.

It takes you two seconds, but.

That would make people's day.

It makes people.

And who else does that?

When's the last time someone signed you a selfie video just telling you they appreciate you?

Not for a podcast.

I've never seen it.

Exactly.

And you're talking to some of the most powerful people, right?

And like

it's a good way.

There was a guy who used to call me.

And there's something I also do called 90 by 90.

So I look at the 90 most influential people in the space.

And every 90 days, I try to at least engage with them in person, talk to them on the phone, send them a message, or leave them a voicemail.

And I track that.

I keep in a CRM and I track that.

And one of this guy and what started that for me, it was just something I started, but started that for me.

It was a guy who used to call me every, and he used to call me like, it was literally on like 40, every 45 days.

He just said, hey, Brian, just thinking about you.

No need to call me back.

Just want you to know you're awesome and I'm thinking about you.

I hope you're having a wonderful day.

Let me know how I can help you out.

That was it.

But I remember, I mean, I've met hundreds of thousands of people through my event business.

And I remember that one guy who used to call me and just tell me he was thinking about me.

Wow.

They had zero intention, didn't ask for anything, wasn't asked for money, just wanted me to know he cared about me, was thinking about me.

And I think it's a really small thing to do that can go a long ways in a world where everyone's trying to ask for something to be the guy not asking and just saying, I just want you to know I care for you.

And if there's anything you need, let me know.

Those are such good hacks because people will meet like 50 people at an event and not remember who they are like two days later.

100%.

Or like you you go through your instagram account but you get so lost in the likes and the comments and everything like

you might go add a bunch of people can i go or you add them in your phone and then what like

you've got 10 000 contacts in your phone like yeah you got their number but how do you actually follow up right

and also a cool thing too is if anyone ever reaches back out to me or those people where you say hey i want to do business Cool, I go up to, oh, how do we meet?

Oh, cool.

We met at this event.

I sent them a selfie video.

I remember it takes me back to that point.

Smart.

Instead of who's this random person texting me.

Yeah, because they'll text their name and then a month later you're like, who's this?

Exactly.

And they all met somebody that night.

They all met the same 50 people I did, but only one person sent them a selfie video.

I'm going to start doing that, man.

For real.

Well, you do your social hour, you know?

Yeah.

Even at my events, which you've been to, and I want to actually get your help with that because I haven't monetized those at all.

No, and they're awesome.

Like, I look forward.

I mean, you have people literally travel across the country.

No, at least half the people fly into those.

those.

Yeah, because they know they're going to connect to them.

I know you did an awesome one in Salt Lake City.

I mean, you had some guys that were mega wealthy at yours there.

Yeah, it's high-level people.

I just got to figure out a way to monetize.

So here's my thing.

I've never been into pitching, but maybe you could change my opinion on that.

I think if you change the perspective on it, that if you believe that your product, I mean, imagine you had a cure for cancer and 10 cancer patients showed up and it was your job to convince them to do your thing, but you knew that your solution was going to change their life.

Like, I believe it's your ethical duty to convince them to do it, right?

But it has to be done in an ethical way.

Now, if they show up with cancer and you've got a placebo effect that may or may not work, if you can change their mind, then now you're a scammer, right?

Like

I think that there's got to be, to me, I don't think it's so much about pitching.

And I'm very careful about who we associate with in that sense.

Like if there's any bit of like,

sketchiness or there's been issues with people thinking, oh, I don't know about this guy.

Like we probably won't take the deal

because I don't want to be associated with someone who's not going to help people do what needs to get done to change their life.

Right.

But most of the people that we vet, like I'm, I'd want to make sure, A, has your offer actually helped people?

B,

let me meet those people or see that impact.

And C, like, do I get the vibe from you that you're about helping people, right?

Like,

If you're about helping people, I'm going to go all in on you.

If I feel like it's just about the money, then I'm probably going to pass on the opportunity because I don't want to be associated with that.

And like we have a standard in our company that says, just because I can take the credit card doesn't mean I should.

Because once you're skilled at taking credit cards, you can take credit cards and get wires for anything.

Getting a wire doesn't impress me.

Like someone actually fulfilling when they get take 20K and someone then makes 100K.

That's what impresses me.

And I don't want to just go take a bunch of 20K wires or 10K credit card transactions to get a big number and then have a pathway of people behind us that got screwed over by somebody.

And, you know, that happens in our space a lot.

And all the times.

Yeah.

And it's, and not to say that it hasn't even happened with people we've worked with, you know, where we sold a bunch of stuff, it didn't get fulfilled.

And that doesn't feel good either.

So it makes me more skeptical and makes me more investigative as we enter into a partnership to say, okay,

I know I can convert that room into a million dollars, but I'm only going to do it if I know this person's going to actually fulfill on what they're promising those people.

So long answer to your short question of being convinced is like the question is, do you actually believe whatever that offer is is going to impact and change their life?

Like,

you could sell a course right now teaching someone how to build a podcast.

Why?

Because like you've done it.

Right.

And I think as long as people are talking about not giving advice out of something they read, but giving advice from something they've experienced.

Right.

That's why I want to see like a 20-year-old life coach

the coach of the coach yeah the coach of the coach you're like dude come on and i i've hesitated to start my program my program is a mastermind but literally all i'm doing is i'm saying hey this is what's worked for us we're seven events in 50 million of revenue over 30 000 tickets sold

i'm just saying this is what we've done that works you know i'm not trying to make up new ideas i don't know if they work i'm just saying this is the blueprint i know works when you pay me i'll implement it for you and we'll see what we can do together to get the results that I know come from it.

I love it.

Yeah, when you pay for it, but I'm not gonna, I'm not gonna like,

I'm not gonna say, hey, here's something we've never done, but this is what you paid me for.

I read on Reddit that this works, so you should go try it.

Yeah, who do you think's executed the coaching mentorship offer the best?

For me, it's Pace Morby.

Hmm.

Pace does phenomenal.

Pace does something no one else does that I've actually implemented.

Pace told me one time, he's like, dude, I go all in on community.

Like he does like five or six Zooms a week.

Damn.

Right.

Like some people, he's every single day he does Zooms with his community.

Wow.

We do four a week and mine's 15K for six months.

And I also hop on the phone and close tickets for people.

Like one difference between our coaching offer, or not, I don't even like the word coaching offer.

One difference between our mastermind and anyone else's is that I actually

people show up on Tuesday and Thursday.

They bring leads to the call and then I'll literally pick up the phone and call, hey, this is Brian with Digital Social hour how you doing right i'll literally get on the call and close their leads for them and i don't take any commission no way and i'm doing it in front of like 50 people that are all there so they just put their leads all i need is a name a number and an idea of the event and i can sell the ticket because to me the tickets process is the same regardless like i have the same mentality that any event is going to be beneficial why because I'm selling the community of an event, not necessarily the name on the stage.

That's impressive.

But Pace is tremendous one of his secrets is that he he's just so engaged with his community i've noticed that people even have sub two in their ig bios like i see it all the time and like people will you know a lot of people be like oh i'm gonna sell a 40k offer and it's gonna i'm gonna do two zooms a month it's like bro you why would anybody pay that it doesn't make sense but if you're gonna be like hey i'm gonna do 40k but you're gonna get five zooms a

a week and you're gonna get have access to me and I'm gonna be involved in your deals and I'm gonna help you build your business like

an hour a day isn't really that much.

No one's too busy for an hour a day to bless their community.

I love it, it's my favorite time.

I love seeing my community win, and that was something Pace taught me for sure.

Yeah, and he's doing it at such a scale that it's so impressive.

Like, I've never seen one customer of his talk negatively.

Yeah, he's done really well at it.

Another guy that does really well, his name's Bill Hauser.

Most people don't know.

He's specifically focused in the

attorney space, but he was a client of mine at Cardone's.

I've gotten to know him really well.

We eventually

got a chance to help him with some of his processes, but he's phenomenal.

I think Myron Golden is another one that

people love, you know.

I haven't really heard anyone say anything bad about Myron because he's so good at implementing his system and is so good at saying

So probably my favorite coach right now would be Justin Saunders.

He runs something called AIA.

I don't even know what it stands for, but it teaches people how to run ads because I was paying ad companies and I was like, I need to figure out how to run ads.

Found his content.

He showed it to me.

And I came in his program.

And the thing I love about it the most is like his whole thing is DM ads.

And right now we're getting $4 DM ads.

It's working really well for us and we're making great money on it.

But like when I tried to talk to his team about traditional ads or whatever else, he said, that's not our system.

That's not our system.

That's not our system.

That's what they kept saying to me.

And I was like, I was getting annoyed because I wanted to know everything about all ads.

And they're like, you paid us for one thing and one thing only, and that's to follow this system.

So if you follow our system, it'll work.

If you try and go off because you think better, you're better than us, we have proof that you're not,

you're not going to get the results.

And

the interesting thing about it for me that I've realized and I've implemented myself is that

if I try to like manipulate my system to make someone happy or they are gonna do their thing so I'm gonna try it over here it's never gonna work right so like

sell the system implement the system follow the system if someone's not willing to do the system don't sell them your product because they're not gonna get the results and if they come to you and they're like hey it's not working say cool show me in the system where you are yeah and he's probably done that better than anybody I've seen and

you know I invested in the program and it's working really well yeah DM ads are hot right now I think because people want that personal communication right yeah so it's the DM ad to a setter and then a setter having that communication, setting up a call,

and then setting up a call.

And, you know, for our event community, that's done really well for us.

Yeah, because the old days of just sending them to a landing page to sell a $5,000 course doesn't work anymore.

Yeah, I mean, you're looking at, I mean, I know people paying $500 to $1,000.

It's not what we pay, but I know people paying that.

And I mean, shit, dude, if you're paying a thousand bucks for a booked appointment,

that's a lot of money.

A lot.

There's a lot better ways right now that you can do that.

And a brand brand online can help with that a lot.

Yeah.

A lot of my deals come from DMs, dude.

Yeah.

I mean, you know this.

You've talked to people that have come on the show and it's all from DMs.

Yeah.

Yeah.

You guys are great at it.

And, but, but you put the time and energy into it, right?

Like you figured that out.

And so, yeah, running ads, I think, is a, it's a beast.

It's, and especially when you come back to ticket sales too.

Like, ticket sales requires ad spend.

It requires leads.

Like, even it doesn't matter how good your sales reps are, if they don't have anyone to talk to, like, you can't fill up in a rent.

Absolutely.

We'll end off with a fun question who was the goat of selling from stage

you're gonna piss off your friends here uh who is the goat from

selling from stage gosh man that is

that's a tough one

i'm gonna say

i'm gonna say i think that russell brunson is still one of the best wow because i saw him do what he did at at uh growth con and i think that when we say go, I think I just go back to who was one of the best at the beginning.

I think that everybody has a chance to be awesome now.

But I still think Russell Brunson crushed it when I was there, when he did like three and a half million in his first set at GrowthCon.

And that's still what people talk about.

They still reference back to that.

That was years ago.

Seven years later, they're still talking about that one 40-minute talk he gave.

And then he put that into dot-com secrets and he put that into his different websites of what he did on how he did it.

And how people have built their scale off of that.

But I think Russell Brunson, understanding the audience, knowing how to do that, getting to see that in real time was probably one of the coolest things I've seen.

And I think even Myron and a lot of these guys who have come after have all built their frameworks around what Russell did.

So that's what I would say.

I love it.

Brian, where can people find you, man?

Find me on Instagram at Brian Rand on Instagram or at Event Sales Agency.

And we're always looking for more events that want to fill up and have more people to impact with their offer.

And so, you know, if that's you, DM me today, and we'll get you started right away.

Perfect.

We'll link the stuff below.

DM them, guys.

See you next time.

Appreciate you guys.