Small Event Mastery & Industry Group Strategies

Key Points:

1. Email Deliverability & Collaboration (00:02:00) – Troubleshooting bounced emails and the importance of correct DNS records for outreach.
2. Brand Creation & Pivoting (00:06:00) – Example of helping a client quickly pivot and launch a new coaching brand.
3. Event Hooks & Incentives (00:17:00) – Crafting compelling hooks for small events, including conversion equation evaluations and book giveaways.
4. Timing & Format for Events (00:21:00) – Best practices for scheduling events (e.g., after work, happy hour) to maximize attendance.
5. Leveraging Themed Events (00:25:00) – Using branded event concepts like “Whiteboards & Whiskey” to drive curiosity and attendance.
6. Direct Outreach Tactics (00:33:00) – Using local business circulars, personalized website evaluations, and targeted invitations.
7. Event Promotion Platforms (00:38:00) – Pros and cons of Meetup, Eventbrite, and leveraging association memberships for workshop promotion.
8. Eventbrite Email Hack (00:41:00) – How to use Eventbrite’s email system for compliant outreach and follow-up.
9. Small Business Expo Strategy (00:45:00) – Group booth sharing, walking the floor for JV partners, and maximizing expo ROI.
10. Small Group Event Best Practices (00:54:00) – Why 6–10 attendees is optimal for follow-up and conversion; using referral forms live.
11. Industry Group Formation (01:06:00) – Discussion on forming industry-specific subgroups (e.g., accountants, construction) for deeper expertise and collaboration.
12. Focused.com Legacy Archives (01:18:00) – Highlighting valuable training videos and industry-specific scripts in the archives.

Key Takeaways:

• Keep live events small (6–10 people) for better engagement and manageable follow-up.
• Use themed hooks (e.g., “Whiteboards & Whiskey”) to create curiosity and boost attendance.
• Leverage Eventbrite and association lists for compliant, scalable outreach.
• Always collect feedback and referrals at the event—don’t wait until after.
• Tap into Focused.com’s legacy archives for industry-specific messaging and training.

Notable Quotes:

• “The way you bring somebody into an event or move them along the buyer’s journey is by creating curiosity.”
• “Carl’s primary client acquisition tool was live events—kept small, always with a referral ask at the end.”
• “Show me a coach with no clients and I’ll show you a coach who is unwilling to help a business owner before being paid.”

Action Steps from the Call:

1. Identify a compelling event theme and hook for your next small-group workshop.
2. Use Eventbrite to send compliant invitations to your local business list (see hack at 00:41:00).
3. Prepare a feedback/referral form to use live at your event, modeled after Carl’s process (00:54:00).
4. Explore Focused.com’s legacy archives for industry-specific scripts and training videos.
5. Reach out to local associations or BNI groups to co-host or promote your event.

Resources & Tools Mentioned:

• Eventbrite – Platform for event promotion and compliant mass email outreach.
• Meetup – Used for workshop promotion (with mixed results).
• BNI (Business Network International) – For networking and targeted outreach.
• Focused.com Legacy Archives – Deep library of training videos, scripts, and industry-specific resources.
• CRM/Spreadsheets – For tracking event invites, follow-ups, and segmenting contacts.
• Conversion Equation Evaluation – Used as a value-add and event incentive.

Call Date: July 17, 2025