Rory: [00:00:00] I’m talking with a friend today and I’m talking with a friend about a conversation that we would normally have unrecorded off scripted, and we started having this conversation a couple months ago and I was like, whoa, whoa, whoa, whoa, whoa, whoa. We need to record this as a podcast. This is so good. This will be so helpful. And so that’s what we’re doing today. So you’re about to meet my buddy Tyler Devereux. Uh, he’s a BBG client, a good friend of mine. Uh, I’ve really come to love and, and, uh, get to know this guy. Uh, I spoken at his event and he is an amazing, uh, speaker himself and we’re talking about putting on events. So Tyler is a keynote speaker. He’s the bestselling author. He has shared the stage with like many of the legends of the day, ed Millet, Eric Thomas, inky Johnson, Jim Quick, Jamie Kern, Lima, David Goggins. I had the opportunity to speak at his event recently. I. And, um, it’s, it’s incredible. It’s, it’s amazing to see. So he’s [00:01:00] also a nine figure founder of, um, a business, the CEO of Nalo Capital and the multifamily mindset. So basically they teach investing and, uh, particularly in like multifamily units and things. Um, and he owns a lot of properties in that helps teach people how to do that business. But the reason I invited him on the show specifically was because. Of his business model. And what they do is the classic public seminar model. So he is filling his own rooms, selling his own tickets, um, and uh, and bringing, he’s the one bringing in speakers and speaking on his own stages. And so he’s in control of his own destiny. And that is something that we really love. And if you don’t know this part of our story, this is exactly how AJ and I started. Um, we weren’t in investing, but we were doing sales training events. And we started by putting on our own public seminars. So when Tyler and I were talking about, oh, how do you fill the rooms and how do you sell the [00:02:00] tickets? And how do you make money doing this? Uh, that’s when I was like, oh yeah, we, we have, we, we have to get this recorded because this is such a great business model for people who wanna be a speaker, but who don’t wanna be, uh, dependent on somebody else hiring them or waving the magic wand to say You’re good enough to speak at an event, but just to take charge and control of your own life and put on your own events. So Tyler, welcome to the show buddy. Tyler: What an intro, Rory. Appreciate it, man. Honored to be on the show and Doug grateful to be able to chat with you. Always. Rory: Yeah man. So, um, tell us about the business model. Okay, so let’s just talk public seminars for somebody who doesn’t know what that model means. Um, and I really think of, you know, we learned that model from like Tom Hopkins and Brian Tracy, and they learned that model from people before them, but I think it was. If, I think it was really real estate investors, like people teaching, investing who really perfected this model, and now lots of [00:03:00] people use different variations of it. But like what, what is the public seminar model and just like kind of broad brush I high level, like how does it, how does it work and, and, and what’s the engine behind your business? Tyler: Yeah. So I, in my early twenties. I wanted to be able, I wanted to start an internet business, and so I went to look for places on how to start an internet business, and I, I ran this company called Stores Online. And Stores Online is like the OG of the seminar business. Like they are, they are, they ran a, a tight, well oiled organization. I learned so much from being with them. And so here’s, this is where I learned the model and then I, it’s something that I’ve repeated with pretty much any business that I’ve, I’ve started where it’s, I have learned. I knew the, knew the thing that I wanted to do. I learned how to do it, and then I have either worked with other seminar companies to teach it or then, you know, eventually started my own seminar company. And so how this model works on our side, so we, we put [00:04:00] these, you know, advertisements out for free events. It’s, you know, the, this is where I believe a lot of people miss the boat because it is an upfront investment that you’re putting, I’m putting on a free event. Mm-hmm. So I’m, you know, paying this money upfront for these advertising campaigns. We go into an area and we host a free event, and that free event, like the standard model is a 90 minute to, you know, so that hour and a half, two hour presentation. That hour and a half, two hour presentation is where I also believe it’s a free, it’s free for people to come to a live event, right? So you’re upside Rory: down right from the beginning because you’re paying for ads, then you’re paying to host the event, and then if you’re giving them anything, gifts or food or anything like you’re, you’re immediately upside down on the front end. Tyler: Yes, and then we’ve tested all those things. We’ve tested gifts to get ’em there. You’ve, you’ve tested, we’ve tested food to help, help them stay there and be there. But honestly, Rory, the biggest thing that we’ve tested that actually works is [00:05:00] just good value. Like to actually teach them. The whole goal of that event, and it’s no secret, we say this, the very first slide that when they get there is we want to sell them to our deep dive training, which is a three day training. Okay? And they know that. But here’s the thing, most people will just spend that whole hour and a half, two hours just trying to sell them and providing no value. We do the opposite of that. We take them through a journey and actually teach them. Uh, and then, you know, by teaching them and actually providing value, well they wanna learn more and they actually pay for, you know, the three day training. Rory: Okay. So that’s Tyler: the first bit of it. Rory: So the first part is, uh. Are these, so just to, to stick on this for a bit, so are these usually like nighttime events, weekends, middle of the day? Does it matter or, I mean, is it just It matters. It does matter. Yep. Okay. Oh, Tyler: yeah. We’ve tested tons of different times too. So our time that we do, we have tested 11 [00:06:00] 12, 12 31, 12 30 is the timeframe. So I’m number one. We do two of these free events each day. And in, you know, usually the same location, but 1230. ’cause we realize a lot of people are getting off lunch at 12. They need some time to travel to the event. And so we started at 1230. Rory: Okay. Tyler: And then it’ll go an hour and a half, and then we do the second one at 6:00 PM so 1230 and then 6:00 PM. Rory: Interesting. And that’s just because it’s like, okay, they’re on their way home. They don’t go home and then leave. It’s like they hit it on the way home. Otherwise, if they go home, they’re not coming back. Right. That’s exactly. You nailed it. No, that’s exactly Tyler: it. Yep. Rory: Okay. We, Tyler: we’ve tested this, so much of this stuff, like the different timing and we’re looking at show rate. Your big thing is you have your cost per registrant, right? How much it’s costing for you to get a register registrant to the event. But the, the bigger metric really is your cost per attendee. Like, ’cause if they can re, like a lot of people will register, like, to give, give you this example. We have. [00:07:00] 80% of the people that register for this free event don’t show up. Huh. So, like, if we can hit a 20% show rate, we’re pretty happy, uh, you know, anything below that. And it starts to get way too expensive. So your cost per attendee needs to be dialed in as well. Rory: Yeah. So this is, you know, just a parallel for, for somebody listening. Okay. This is where webinars came from. Like what you’re about to hear was just like, webinars became the virtual is the virtualized version of this model, but like. The other industry that does this all the time and has for decades is, is financial advisors. They’ve done this forever. Like, come to come to Ruth Chris for a free steak dinner, and that’s how they, they hook you to come and then they add value and then the goal is, you know, they’re gonna, they’re gonna sell from there. This is exactly, well, it’s, it’s kind of similar to what we did. So the way that we did it was we would cold call companies. And we would try to come in and do [00:08:00] a lunch meeting at their office or during their weekly training meeting. ’cause we were, we were selling sales training. So the idea, but the pitch was sort of similar, was, let me come in and do a free 90 minute presentation. Let me show you how I can add value in 90 minutes. Build trust, add value, build relationship. And then we would sell a a after that. So. You, those were like private seminars. You’re doing like public public seminar here. Um, so this has been around forever and even webinars to this day, even the, like the, the three day challenge model and stuff. I mean, we’ll talk about that. They’re just virtualized versions of this is where it started. Tyler: That’s it. And listen, we do the webinar step too, because if somebody that’s a funnel, right? Like you teach funnel building for sure. And you have this funnel, so somebody who doesn’t show up to the event. We call that a preview, non attendee a p and a and that preview non attendee will then go into a funnel that’s a webinar funnel. ’cause what we’ve realized is, and this took us a long time to realize this too, some people, we were just try to get them back [00:09:00] to a live event, but some people, they’re not ready for a live event yet. And so those people are perfect to funnel into a webinar model that now we’ve put ’em in a, in a digital funnel until they’re ready to come to live events. Rory: Mm-hmm. Yeah. So that’s good. You’re nurturing them. I mean, that’s important, right? If, if 80% of the people don’t show, I. The game is like right there is, what do you do to keep in touch with the 80%? Um, that’s it. How are you getting these people to register? You mentioned that you’re spending money on ads, so is this like billboards, radio ads? I mean, since it’s local advertising, is it more like traditional media or is it still like Facebook ads and stuff like that? Tyler: Our, the bulk of our stuff comes from social media ads, so on YouTube, on Instagram, Facebook, all the social media channels we’re on, but we test radio ads. We can get pretty good. It, it costs more to get an attendee from a radio ad, but those people have a higher buy [00:10:00] rate, so, so you have to look at all these things, right? Maybe it costs more to get ’em from radio, but if a bigger percentage of them actually show and buy, well then it’s worth, then it’s worth it. So we’ve done radio, we’ve done, uh, mailers. These people, we definitely, we still do mailers to this day. Like anybody that hits our list doesn’t show, or they even came to the event and don’t, and don’t buy. We’ll hit them with a mailer next time we’re in town. Mm-hmm. Yeah, a lot of, but the bulk of our new leads come from social media marketing. Rory: And when you say social media marketing, is that like you’re putting content out, like just content or it’s like you are actually cre hitting them with like an ad come to this free event or A little bit of both. Tyler: A little bit of both, but it’s usually our paid ads, you know, organic stuff. We’ll get people come through on the organic side or you know, they get in contact with me from, you know, they watch some of my YouTube videos, but the bulk of our leads come from paid face, you know, paid social media ads. Rory: Yeah. Okay. And then. And what’s the, what’s the [00:11:00] goal? Like what’s the size here? Is this like a thousand people? Is this like 10 people? What’s the normal kind of like, okay, we, our first, we’re gonna do two. Great question. Two 90 minutes you said? Mm-hmm. In the same day. Tyler: Same day. And we do ’em, so lemme tell you the times that we do ’em too. So we do ’em Tuesday. The, the Tuesday we do them, um, like I said, 1230 and six. Wednesday, 1230 and six. Thursday, 1230 and six. Friday, 1:00 PM we only do one on Friday. Friday nights have been, those aren’t the best ones. And so we just, we just don’t do it. And then Saturday we do two and we do ’em in the mornings. We do one at nine, and then another one, or we do one at nine and the other one at, what is it? Uh, 1130 or 12. Mm-hmm. Now, but how many people we want registered our target for? Any week that we go into, we want at least, we, we want at least, um, 2,500 people registered for the event Rory: [00:12:00] events. And remember, not all of them, it’s really for events, right? You’re, ’cause now all of a sudden events, you, now you’re not talking, so you’re saying like you’re hitting a city and you’re doing 2, 4, 6, 7, 9, you’re hit, you’re doing like nine events in a week. Tyler: Yep. Yep. Rory: So you’re looking for 2,500 registrants across nine events. Tyler: Yep. Rory: Wow. Yep. That’s a lot of stage time. At least you also get good, that’s how you get good on stage is doing nine, nine present presentations a week Tyler: hundred. The thing about that, like the, the, there’s no other place in the world where that I know of that you can. Speak, do your presentation nine times in a week and you just get dialed in. I could do my, you know, presentation at 1230 and see, man, this didn’t quite hit, this didn’t quite hit. Make a couple quick changes, hit it at six and real live. See the results from those changes It’s saying. Credible, the reps, you don’t get those reps anywhere else. Rory: Yeah. Yeah. That I know of. I told the story of how I spoke 304 times for [00:13:00] free in my journey to the world championship of public speaking. Most of those speeches were when I, we were starting the public seminar business. ’cause we would do three in a day sometimes, right? Yeah. So you could, you could knock out, yeah. 8, 10, 15 at, you know, 15 would be way max. But like, that’s a bunch in a week. Some people, they only present that much in a year and, um, yeah. So you’re, you’re, you’re going in. You’re doing this. Okay, so you have 90 minutes. So let’s, let’s zoom out again. High level here. So then, then it is they free event, they come, you deliver value, and then they’re usually gonna buy a ticket to a three day training. Tyler: Yep. Rory: And then at the end of the three day training, is there another, like another offer upsell? Tyler: Yep. So our. Our offer price for the three day training is 1490, so $1,497. Okay. We’ve tested lots of these different models too. You know, 9, 9 7, 4 9, 7 14, 9 7 [00:14:00] 2000 or 9, 19 97, but 14 9 14 9 7 is I, I believe for us and what we do, that’s the, the sweet spot and our cell, like the percent of cells that we want. We want 20% of the attendees in the room to buy like to, to go. So 20% show up rate, 20% sales rate. And that’s, those are good conversion rates to get, you know, a good three day event put together. And then, you know, my inside sales team will follow up in between the, the events to get more people there that weren’t quite ready to buy, for whatever reason, to get us a good, you know, a good size three day event. Rory: But then you, so just a quick rough math. You got 2,500 registered. If 20% show up, that means you got 500 people showing up across nine of these. Mm-hmm. So that’s roughly 45 or 50 people at each one. Yep. Um, all right. And then, uh, out of, uh, out of [00:15:00] that, if there’s 500 people, then 20% of that would be a hundred. You’re getting a hundred people to buy the three day deal. Tyler: There we go. Yep. Rory: Mm-hmm. Got it. Yeah. I love this because it is such a numbers game. I mean, that’s one of the things about the seminar business and just about hu humanity in general as you go, like an an individual person is like very, you know, nuanced and like personal and you don’t know, but like on the whole Tyler: Yeah, Rory: it’s like a pretty predictable numbers game. Every city, every, I mean, I remember going door to door when I was in college. They were just like, if you, if, if you, if you show 30 people a day, the product, like you’ll get two that buy out of it. Just, it doesn’t matter how bad you are. It’s just, it’s not the theory of averages, it’s the law of averages. Um, yes, it’s just a numbers game. So if you can get your, your cost dialed in. Then, um, then it works. Okay? So you get a hundred Tyler: people. So think about that. Like if you think about like the, the number, if you’re exactly right, like [00:16:00] over a big span. I know that if, we’ll do, I know that if, if, if, if I’m not getting a 20% show rate, well then there’s something within my post, we call it a post reg drip campaign. So from the time they reg to the time they showed the event, these emails, these texts, there’s something that I need to fix there. Because there’s some sort of disconnect there as to why they’re not showing. So I know where to place my focus and my energy at the event. If I’m not getting a 20% sales rate at the event, there’s something with the presentation, with one of my speakers, with something. That’s where I place my energy and my focus. If I’m not, it’s like when you know the trends and the numbers, it helps you, it drill down on where to place your energy to fix it. If not, and you’re, once again, you’re, you’re looking at individual buyer. I mean, man, you can be just guessing forever. Rory: And then, so at the three day event, then you have basically like your main offer, your big, your, your, your biggest, like your annual membership, right? Tyler: Yep. Yep. [00:17:00] And so the three day event, this is another thing I’ve been to so many of these, I. And I, I’ll tell you my process as I go to these and I’m, I’m talking since my early twenties, like 21, 22, I’ve, I’ve seen so many of these three day presentations. I’ve worked at these three day presentations. I’ve, but what I did, I always knew I wanted to be a speaker, so I would, I. These are phenomenal speakers. These are successful people who are successful in the space, but they’ve, they’ve also become very successful in speaking and understanding how to teach and translate that, you know, to the masses. And so I would take notes on how they would deliver a message and things that where I felt like they lost the crowd and things where they, you know, that went well or didn’t go well or. You know, a story that they told and the point that was to it and how that, you know, helped overcome, like, call a response block. So overcome, uh, an objection that a buyer may have. And it is literally like playing chess Rory: Mm. Tyler: Through the, you know, through that three day weekend. And I did that due for a decade before I ever got a chance to speak at one of these events.[00:18:00] So I took notes. I’m not joking you for 10 years until I got a chance to then get up on one of one of these stages. But I was weaponized, man because I had been, you know, dissecting so many of these events for so long. I knew what I was gonna go in and do. It was good. Rory: So what, what are, what are some of the keys that you think going, what are some of the conversion steps of the 90 minutes? So you mentioned the show rates really important. Yes. And you go, there’s a number of things. We gotta get people to show up. What are some of the things that you go. These are in, in the, in the free 90 minute version. Yep. These are the things that must happen in order for a 20% conversion to the three day. Tyler: Great question. Great question. So I look at it in different phases. This presentation has these different phases. Okay. Section one, I go by sections. Section one is, um, [00:19:00] you know, and, and I’ll even drill it down into. Because it really does follow I, I’m pretty sure I learned this even at your mastermind event that I went through with you that then made me think through my presentation and how the sections are at. But I think you have the something number of PS of marketing or something. I can’t remember how many PS 15 Ps Rory: of marketing. Yeah, the 15 piece of, there we go. Marketing. Yep. 15. So the first one’s Promise 15 piece of copywriting. That’s the copywriting. Yeah. The 15 piece of copywriting is how you write sales pages. And it’s all based on the psychological process somebody has to go through in order before they’ll buy Tyler: Uhhuh. Yes. So it’s so similar. So once I, I learned that at your mastermind. I remember going back after that and going through that 90 minute presentation and like segmenting it out and being like, this is the same thing. So the first part, you know, first section, the promise. And what I’m really doing there is I want them to answer the questions. What do I want? Why do I want it? And then I want them to be thinking about how long they’ve. Then wanting that and [00:20:00] why they haven’t taken action on it. So if I can help them understand, hey, man, or, or just identify for themselves, like, man, I have wanted this for a long time and this is why it’s important to me. This has been the thing that’s been getting in my way. Or, or, or even identify like how even just getting in the framework of this is what I want and why I want it. And then if I know those things, the how tool will start to reveal itself. So this is the promise section. Yeah. The next section is the problem and the pain. Right? So it’s it’s what they want, why they want it, then it is. But this is the thing that’s been getting in the way of that, right? So most people think in, in our events as an example, that it’s gonna take too much money or that they, or that they don’t have enough money, that they, um, don’t wanna be a landlord, that they don’t know how to underwrite or analyze these deals, these, these things that they believe are the problems. And now I’m gonna, now they know what they want. I’m gonna debunk the things that they think have been the issue and show them that they’re not the issue. And then I’m gonna go into [00:21:00] the premise, which is who we are. This is who we are. This is who we’ve helped. This is what we’ve done. This is some students that we’ve helped. This is their testimonials, right? So it’s showing them, Hey, these, you want this? This is what you thought was got in the way. Let me introduce you to this student who wanted the same thing they thought that got in the way. They overcame it, and now they’re here. Right? Rory: Yeah. Following with me so far, Uhhuh. Yeah. I mean, those are the, the, you’re, you’re tracking the 15 Ps like identically promise, problem, pain, premise, and then we talk about process, uh, payoffs and proof. Uh, right? Which is like what everything you’re talking about is going, here’s who we are, this is how we do it, how this is how we got into it, and this is how we do it. And then, um, if you do it right, here’s what’ll happen. And then here’s the proof of. Other people who have been able to do it. Tyler: Yes. So that’s, that’s exactly it. Yep. Rory: Uhhuh Uhhuh. And Tyler: I, [00:22:00] Rory: go ahead. Were you gonna ask something? Uh, no. So, so, so that’s the three parts of the presentation. Tyler: The first part of it. There’s more, Rory: but Okay. But that’s like the high level outline of what you’re gonna do over the 90 minutes, basically. Right. So, Tyler: so it’s higher though. So then from there, I go into the offer and I do the offer. We drop the offer right out the gates, like within the first 30, 45 minutes we’re telling them what the offer is. Hmm. And then my mindset is from there, ’cause a lot of people will drop it at the end. My mi my mentality is I wanna drop it as quickly in the beginning as I possibly can. And then the rest of the presentation I’m seeding back into like the, how this value exceeds the cost of. Training, right? So, hey, this is the investment, this is the value. Okay? So then I can go through and I’m walking them through the, uh, really the plan that we have. And I have these, you know, seven, seven steps essentially, that they need to take on every deal. And so, seven [00:23:00] steps on every single deal, and I’m walking them through, finding the deal, sourcing the deal, underwriting the deal, and then the whole way through. I’m, I’m like, I’m showing proof throughout, right? But this is, I believe, the key of what I do and how I do it. And I, and I, all up, until I’m going through the seven steps, which, you know, I would say the plan or the proof section, I am talking about what they want, certainly. But then it’s like, Hey, this is what I’ve done. These are other people that have done that. But then when I’m going through the steps, I’m telling them a story. I’m telling them a me story with a them meaning, right? Like I’m telling this story, but I’m painting it in their light. Like, and the, even the verbiage that I use is when you do this deal and when you source this deal, when you underwrite this deal and when you do this thing, and then what happens is you get this payment and this is how you would get paid. So they’re seeing themselves go through this journey, this super powerful, I believe, just from a, a mental construct for them to see, like them going through the journey instead of [00:24:00] just telling them all about my journey. Right. Rory: Mm-hmm. And then how do you actually collect the money? Like, so you do all these things that’s interesting. You, you tell ’em the offer right up front, here’s what it is. And so it’s kind of like, there’s not a big surprise at the end. It’s like this is the thing, and then you’re basically cost justifying and price anchoring and like doing all those things. And then at the end you just be like. Like, do you send ’em to a website? Do you like hand out a form for them to fill out? Like what? What do you do? They go talk to somebody one-on-one. Tyler: Yeah. So. I am doing soft closes. I also believe this is a huge separator here. I’m doing soft closes the whole way through. So, so for example, I will, you know, talk about, you know, I’ll talk about the, the cost of the investment. Then I’ll go through a quick high level. These are the seven steps I’m gonna walk you through. And then I talk [00:25:00] about right out the gates, you know, finding the deals and running the numbers. And as an example, I show them a software we use to run the numbers. That makes it super, super simple. And then I’ll ask questions like, how many of you think that this software alone could be worth more than the cost of investment by raise of hands, right? They raising their hands and I said, if your hand’s up, then go to the back, set up for the event and go and get that. But then I don’t har, I don’t harp on it at all. I’ll say something like, go to the back side for the event. I get that and then I’ll immediately move to the next section. Okay. This is the three ways you get paid. This is an acquisition fee. This is the way that you get paid for, you know, upfront on the deal. How many of you would like to make this type? How many of you would like to be able to, you know, have checks like this? I’ll show some proof checks like this, you know, oh, you know, coming in over the next year by raise of hands, guys, if you’re hand up, go to the back, sign up for the event, and they don’t. Just think about it. Go and do it. And you’ll see. I give them permission. Um, it sounds funny to say that, but that’s literally what it is. In the very beginning, I say, Hey, man, you’ll see that a number of you will stand up, [00:26:00] go to the back, sign up for the event and leave before I’m even done speaking. I said, that’s okay. You don’t have to wait for me to ring the bell at the end when you know this is what you wanna do, guys, take immediate action to go and do it, and we’ll see you at the three day event. And so most of the people who have signed up who, who sign up, sign up before I even end. And so I want. Momentum that that creates to the event as people are standing up and that, you know, as people stand up and go sign up, I’m congratulating ’em from the front and I’ve trained my speakers to do the same thing. We even have a, I’m giving too much here, but you know, if somebody’s watching this, they really wanna do, do this. This is, this is literally what I do. We have a whiteboard, like a little tiny whiteboard, and my team will take that whiteboard. The minute that person comes to the back, somebody is, they’re signing up on the form. We’re not sending ’em to a website. There’s a form at the back. They are coming back to sign up. And as soon as that happens, the other team member will come around, see the the person’s name, take the whiteboard, write their name on it, go like this in the back of [00:27:00] the room. So I’m the only one that can see it. And then I call them by name and say, Hey Ted, so excited to see you at the event. We’ll see you there. Right. And so that whole time I’m congratulating people as they’re going and he just creates a buying momentum. Rory: Yeah. It’s the same thing you do on like a webinar, right? When it’s like if you see things, people pinging through a shopping cart. You’re reading out the emails and you’re like, oh, Tyler, like, congratulations. We’re so excited to have you and you know, whatever. Like, why, why’d you decide to do this? Like the, um, but it’s so, it’s, it’s very transparent. It sounds like It’s very open from the beginning and then it’s just like, go, go to the back and sign up. Like, not a big deal. Just, Hey, when you’re ready, go to the back and sign up. Exactly. And it’s just, there’s a form at the back table. They fill it out. Simple as that. Tyler: Yep, that’s exactly it. The whole winter. That’s why I like to go through the cost right at the very beginning. So that I can, so it’s just, it is out the gates. Like literally slide one or two, we say, Hey, how many of you, you know, came here today hoping that we can teach you something about, you know, real estate or making money in real estate, or something along those lines. Raise your [00:28:00] hands and they’ll say, you know, they’ll raise their hands and they’ll say, okay, how many of you came here today thinking that I might try to sell you something? And, you know, they’ll, I’ll raise their hands and I’ll say, I promise you that I will not disappoint you. We’re definitely gonna do that. You know, we’re gonna sell you something this weekend. They all laugh and it removes some tension and then we tell ’em the price and it’s like, dude, there’s no, there’s no trying to hide something or drop, Hey, this is what it usually is. But today, and today only, it’s this. I don’t do that game either, so. Rory: Yeah. Um, and then is it sort of similar during the three day situation? It’s like you do, you let ’em know right up front, like in day one somewhere, Hey, this is like, yep. We, it is sort of just the same thing over again, but Tyler: just very, yeah, and we actually will, most people already know, ’cause most people, you know, if they’re there, they’ve looked up things and they know that there’s other offerings and so, I mean, do, we’ll even tell ’em that at the first meeting, you know, because people will always ask, it’s almost inevitable that somebody in their travel raise their hands at the first meeting and ask, are you gonna try to sell [00:29:00] something? Sell me something at that second event. And we go, absolutely. Yeah. We have trainings that cost anywhere from. You know, 5,000 to $40,000. So yeah, we wanna, we wanna, our thing is this, we want to give you anything and everything that you. Needing and can get access to, to help you with your business. So yes, absolutely. Your job is to determine what you need and get access to the things that you need. Our job isn’t to try to bamboozle you and pull the wool underneath your eyes and sell you something. Our job is to show you things that are of value and it’s your job to determine as a business owner if you want those things. Rory: So, Hmm, that’s good. So, so make sure I heard that right. So you’re just saying basically like, our job is to give you access to anything and everything you would need to do this business. Your job is to figure out which of those things you actually need to support you. Tyler: Yeah. Yes, that’s exactly it. Rory: That’s a great mindset, right? Like there’s nothing slimy or scammy about [00:30:00] it. And it’s like, well if, if I can tell you what to do and you can go figure it all out on your own, then go do it on your own. But if I tell you what to do, mm-hmm. And you’ve realize you need help with this part or that part. Great. You work with, you work with us. Um, yeah, that’s, that’s really super transparent. Um, so you, you don’t like wait till the end of the second day to make the offer or anything on the, at the three day event. You just let ’em know kind of right up front, same thing. And then it’s like, go to the back and sign up. When you’re ready, go to the back and sign up when you’re ready. Tyler: Yeah, when they walk in, there’s literally a brochure on their seats to talk about mentorship. And once again, most people don’t drop this on the three day event. Most people don’t drop it until like you said. Sometime on end of day two, but I swear in my life, it’s my third slide of my three day event. So my third slide of day one. So we’re talking, we’re we’re 15 minutes, 20 minutes in, you know, no, no longer than that. And I will bring it up. Hey, there’s, you know, you get access to other trainings courses, [00:31:00] classes are classes offered above and beyond was taught here. Yes, those things cost money. You wanna know what those things are. I said, you know, $39,997 and sometimes you’ll get a gasp, but I, but listen, when I’m saying it. I am like, I literally breathe in, okay, write this down, 39,997 as monotone as possible. And then I’ll say, then I’ll say, okay, write it down once again, $39,997. I’m not gonna drop that at the end of the day. I’m not gonna drop that at the end of the weekend. That’s the cost of investment. Oh, it’s, that’s what it’s. So for those of you who just wanna go and do your first deal though, and then I go straight past it and then I seed it in the entire way through. But then on day two at lunch, before they go to lunch, I go through like really what that would look like, what their mentorship journey would look like. And then, you know, then, so that they can have time to make it a sound decision. ’cause I don’t like an emotional decision where somebody has to make that at the end in this, you know. [00:32:00] Quick environment. I want them to have ample time, like the entire weekend to be like, is this actually something that I want to do? And some people don’t want that because they’re nervous that they’ll talk themselves out of it. I believe the more value that you provide and the more that you can help them see well, what they can create and do, do the right ones are gonna say yes, and the, you know, the, the wrong ones, or you know, the ones that aren’t a fit. Whoa. And that’s, I would much rather them determine that then than me put so much time and effort into ’em afterwards. And then have that, you know, have to have refunds or cancellations or whatever comes from that, Rory: you know? Yeah, yeah. That, that, uh, I, I mean, I think what’s so powerful is you’re not hiding anything. No, like you’re just, you’re not, you’re not hiding anything. You’re not tricking anybody. You’re not sneak trying to sneak something out. It’s like, it’s right out there in the open and it’s like, if you think this will help you, then great. Go for it. You know, we call that the pressure free promise, which is the, the language that we actually teach. So one [00:33:00] of our courses is called Pressure Free Persuasion, and we have, we have language called the Pressure Free Promise, where we say, Hey, I’m gonna, I’m gonna give you a really good look at this. And if you like it, great. I’ll show you how to go ahead and sign up and get started. If you don’t like it, totally fine. Like, no, no big deal. Our, our job isn’t to talk you into anything you don’t want or need. I just wanna show you what it is, and for some of you to be a fit, for some of you it’s not. It’s totally okay. And that like, clearing the air of just like letting it be their decision, I think I’ve always felt is like really powerful and transparent and trustworthy. Because you don’t have to be slimy and sneaky and shady to sell people stuff. They, it, it’s, it’s like you’re not selling them anything. You’re showing it to them and the ones who want it will buy it if you allow it to just be available for sale, like we all go to Amazon every day Yes. And buy stuff without anybody selling it to us. We just have to know it exists. Tyler: Yeah. Yes. Kate, can I give you an example of [00:34:00] this, of your organization? Tell me how you guys did such an amazing job with this Is I. Got a phone call and they were like, listen, we noticed that you haven’t been logging in to watch like the digital trainings and those kind of things. But we’ve been with you in person, like we’ve been with you in person before and like you are so present and like we just, I think that you do better in like a live personal intensive setting, like all in for that many days. And I’m like, I do. That’s definitely more how I learn. Like I want to get it done and build it and go that like, okay, well we have this thing and then they just. Told me about it. They just told me and immediately I literally hung up the phone. I spent, it’s more money to do that, but it doesn’t that, it doesn’t matter. The value for me personally, was well worth it, man. And so I literally hung up the phone, paid, you know, a good chunk of money to y’all, and I hung up the phone. Grateful, like, just like grateful, like, oh my gosh, I’m so excited that this solution was there. Your team crushed it at that. Rory: Hmm. I love [00:35:00] that. I love that. Yeah. And that’s such a good testimonial, not just for us as a company, but for anybody to go. Just because something’s more expensive isn’t like you somehow took advantage of somebody. Like people are genuinely grateful to go, I will pay more money to get the thing I really need, and I’ll be happier about that than paying less money for the thing that isn’t quite what I need. Tyler: Yes. That’s exactly it. Rory: Yeah, that’s, that’s exactly Tyler: it. Rory: That’s really good. Yeah. Um, that, that’s, that’s, that’s awesome. Um, and that’s what this is all about, right? Is just going, how can we serve people and help them, help them succeed? So, uh, well, lemme tell you something. Tyler: Yeah. Sorry. Go ahead. Go for it. Rory: Tell me, Tyler: I was just gonna say, you know, one thing that I didn’t think through is that I thought so much, man, through what. The messaging and that first presentation. And you have to, ’cause if you’re gonna make any money in this business and survive, you have to have a good [00:36:00] close rate at your first event and a good close rate at your, at your three day event. You have to. But I will tell you where the real, um, money and value is, is actually after that. And so people would ask me all the time, they’d be like, okay, hey. And so now I just literally bring this up at the event. Right after I go through the offer, I’ll say, Hey, a lot of people will ask me, what are you gonna try to sell me? After this, after I’ve done this big thing now, then whatcha gonna try to sell me And I, and I will say, I wanna sell you as much as I can possibly sell you. That’s what I wanna do. Anybody who tells you otherwise is the person that you should be. Anybody that’s like, once you have this, that’s all you need. Like dude, that’s the person that you need to be aware of. That’s the person you need to be skeptical of. I wanna sell you anything that I could possibly sell you. The only reason you should ever buy anything though, is because you see the value from it. That’s it. But one mistake that I made. I didn’t think through that. What the next thing that they would need after they left the three day. Like obviously, I mean, not the three day, that was [00:37:00] very much thought out on the mentorship side, but once they were done with that first year of mentorship, what was that next thing that they would need? I didn’t think, I didn’t think through that process, which means I would bring these students to this point of like they, they’re closing their first deal and then this, they need this next thing. I didn’t have it, so I had to go refer that to other people who did have it. So my, my, my, I guess call to anybody that would want to do this is, and I’m gonna tell you why I didn’t do it, because I didn’t wanna sell ’em more things. I, it was a limiting belief I had. ’cause I thought, man, I don’t wanna just continue to bombard ’em with sales all the time. I wanna provide value. They need, they need things like, they need things at different stages of the journey. And it was a limiting belief that I had, that I had to overcome. And I’m grateful that I did. Rory: Mm-hmm. Mm-hmm. Yeah, I mean, that’s the. Irony of it is it, is it, I mean, this is our entire, our entire strategy at Brand Builders Group is just going, what’s the next thing we need to create to help our customers succeed faster? [00:38:00] Mm. Like that’s our great question. That’s our whole strategy, just going, okay. What’s the next thing we need to create to help our customers succeed faster? And a lot of times, we’ll, we’ll include it right in our program. Like we we’re sort of notorious for delaying price increases, uh, you know, from, from really like when we should. But, um, what, what ends up happening is we’ll create all these things and then it’s like, man, we have really upleveled this. And then it’s almost like then we’ll, uh, and then we’ll upgrade the price sometimes. Uh, like, uh, we won’t do it retroactively on the people that were there, but it’s like, oh, now we can certainly charge a higher price. ’cause we’re, we’ve added all this stuff. We never increased the price and we tend to grandfather people in if they’ve been with us. Um, but, uh, you know that, to your point. Like, so one of the things that we have, we said in wealthy and well known, by the way, did you, you got, did you get your galley copy of our new book? You got it. I got, I got it. Tyler: Yep. Rory: Yep. Yes. So, so one of the, the, the new flagship mantras in there [00:39:00] is that the best form of marketing in the world is it changed life. Mm-hmm. And, and it is going, all right, how can I help my people succeed? How can I help ’em succeed faster? How can I make this easier? How can I do more of the work for them? And it’s like, you know, I joke sometimes at BBGI say. Our job will be done when you sign up as a customer for BBG and checks, just start showing up in your mailbox from your customers. ’cause we will have created so many things that basically like, you know, help people and that that there’s a long, doesn’t matter what you’re selling, what industry, there’s so much more that people need and it costs time and money to create those things. And so that’s what people pay money for, is to save them time. So that’s what, as the creators we’re doing, is going. How can we solve those problems for people? What do they need next? And every new level of success opens up a new level of problems. Tyler: Fact. Yes. Yes. That’s exactly it. And the more that we can recognize that and understand that, and like my job, I believe [00:40:00] my job now is to stay a few steps ahead of everyone, like meaning. I’m supposed to figure these things out, and as I figure it out, then I pass it down, right? Figure it out. How did I do it? Okay, this is how I did it, and I pass it down. You just continue to build and grow. It’s the same thing that you do, bro. It’s, it’s the same thing. Rory: Yeah, that’s, that’s exactly the idea, man, because, um, and that’s why we’re so, we’re so keen and strong on like, serve a smaller audience in a deeper way, like not a smaller audience. Yeah. Serve a more specific audience in a deeper way because the, the way to be able to charge more is to, to. To like do more and more and more of the thing for them. And that’s really hard to do with 15 different audiences. But if you have one mm-hmm. Very specific customer, you’re like. You know, I can do all this. And we’re, we’re, we’re getting that point with books right now. ’cause it’s like we can help you create the ideation, we can help you outline it, we can create the frameworks, we can do the design, we can help you write it. Now we’re now we have a publishing company. We can publish the book, we can [00:41:00] print it, we can manufacture it, we can distribute it, we can teach you how to sell it. We can build all the funnels for it. And then we can like process all the books, you know, all the bulk sales to make ’em count, you know, in the best way. And go, is this end to end thing for an, for an author? Uh, yeah. So, and then massively valuable. So I love that. Massively valuable. That’s, I love that’s what you’re doing. Um, anything else? Tyler: Well, I’m trying to, I’m trying to do to the A to Z like, like you do there. ’cause it is that, you know, it’s a con, it’s a continual process of like, what does that really, the whole upsell piece of it, or not even upsell, but just like the, the next thing that they need is, dude, it’s really like, it is, it, it, it consumes my thoughts because. Probably because, you know, I didn’t do that before. And so it was a learning lesson and I realized that, dude, I left people hanging. I felt like, you know, at that point. And it’s like, I don’t wanna do that. I wanna make sure that they have what they need and if they can get it in one spot, that’s also valuable. The more areas that I have to go to get something, you know, the [00:42:00] harder and harder it gets. Um, one more thing that I wanna say. ’cause you said the, the big biggest testimonial is a changed life or something like that, right? Rory: Yeah. The best form of marketing is a changed life. Tyler: Okay, so this is one thing that I do that I also believe is a separator, is at my events at all these other events that I had been to, they were trained salespeople that came to the event to sell, and they’re very good at sales. The people who, uh, help at my events are they’re students. They’re past students who have went through and done the thing, and they might not have this sales background. They might not have this. You know, know how to, you know, exactly how to, you know, position the set, but you know what, their life has changed and that energy is palpable, you know, and the gratitude that they have, and that’s just felt throughout the room. And so it’s, it’s one thing that I’m, you know, my partners when we first started were very [00:43:00] apprehensive about. But it’s one thing I was super bullish about because I was like, no, listen. Like they, I, and I knew this because this is what I did with Dave Lindell. When I talked with Dave Lindell, I, I, my life had changed from what he taught me. And I was like, dude, nobody’s gonna sell more than I, I’m gonna sell because I’m so passionate and so grateful about it. It’s like, if we can get these people that we’ve already helped to do this thing in the room, listen, that energy is. Beautiful. Rory: Yeah. Yeah. That’s awesome. Yeah. So with that, that’s one of the, the other flagship lines is we say if you do your job right, your customer force will become your sales force. And, and we mean that literally. And that’s like you, yes, you have, you did that right. You were someone’s customer. You’ve done that for us. I mean, you’ve helped us sell, uh, you know, people at BBG and, and like. That’s, that’s how you know you got it right. When, when you, when someone is going, you, it’s almost like, you don’t have to pay me. I’ll go tell people about you because I believe in the value of [00:44:00] what you’re doing. Right? A hundred percent. They don’t, they don’t, and they don’t do that if they feel sold. They don’t feel that if they, if you over promise and underdelivered, they don’t do that for you. If you snuck something in on them and you go, it’s, it’s really shortsighted to just try to trick someone into buying something once. Because like even if you did do that, like you still lost because the big sale is the second, third, fourth, fifth sale, and you never get, you never get that sale. Those sales when you, when if, if you under serve on the first one. Uh, that’s it. Yes. So I love this brother. Well, thanks so much. I mean, this is so transparent, Tyler, and, and helpful and, you know, I just want people to see, like, this model applies. It’s been going, it’s proven for years, and it’s just going, Tyler: yep. Rory: You, you start with free, you add value, you build trust, and then you solve their next problem. Then you deliver on that, you add value, and then you see if you can solve another problem and then another problem, and then it’s just like, um, you’re not upselling, you’re up serving. [00:45:00] You’re just out serving. That’s exactly it. You’re out Tyler: serving. I’ll say one more thing as we wrap, which is it could be, it might be daunting for someone to look at it and think, man, how do I create all those pieces of the puzzle? But what you just said is, I. Is how you do it. Listen, start with providing free value. See what people find valuable in the free setting. Then dude, instead of doing, going straight to a live, try some things, test some things out on some webinars, but do a bunch of ’em. And then once you understand, hey, this thing is working, and then you can move that to a live model. But then you’ll also have the webinar model there and both of those things go hand in hand. So start with something that you know is feasible for you, but the free. Portion of it, the more you can give away for free and understand what people actually want, man, then you can build so much from that on the back end of it. Rory: So, yeah, totally. Um, well this has been so great, Tyler. Is there any word that you want people to go if they do wanna like learn about you and follow your journey? Tyler: Yeah, hit me up on [00:46:00] Instagram in Instagram’s my best place to, I’m very active on Instagram. I do all my, you know, inbox and so hit me up on, on Instagram, Tyler Devereaux, D-E-V-E-R-A-U-X. Uh, but would love to connect, would love to know that you, you know, found some value here. And if you have any questions about the event space, I love this stuff. Like, I love this stuff more than willing to answer questions in help any way I can. Rory: That’s so great buddy. Well, thank you so much and, uh, we’re so thanks Laurie, so grateful for you buddy, and we, uh, we wish you all the best.