67 - How George Bryant Fills Events: Proven Strategies for Event Leaders

High Profit Event Show

Welcome to our latest episode of The High Profit Event Show! I'm your host, Rudy Rodriguez, and we are excited to have with us, George Bryant. George is not just any entrepreneur; he’s a former U.S. Marine with 13 years of service, a New York Times bestselling author, and a business growth expert who has helped two businesses reach the billion-dollar mark. Beyond these accomplishments, George is also dedicated to being the best father he can be every single day.

In this episode, we dive into George's experience in running events. For over a decade, George has been organizing a wide range of events, from free gatherings to high-ticket events costing up to $10,000 per ticket. We explore his journey from humble beginnings in a small Marriott conference room to hosting intimate, high-impact events at Airbnbs. George emphasizes the importance of intimacy and depth in his events, choosing quality over quantity to create meaningful experiences.

One of the themes of our discussion is the iterative process in event planning. George shares how important it is to iterate, learn, and improve with each event. He shares how some events started with just a few attendees but grew through word-of-mouth and continuous improvement. This process-driven approach, rather than focusing solely on outcomes, has been key to his success.

We also discuss the topic of event promotion. George provides insights into starting the event experience from the very first touchpoint with potential attendees. By giving value upfront, preparing attendees thoroughly, and creating tangible evidence of what they will gain, George ensures his events are not just sold but are anticipated. He mentions the importance of books like "Contagious" and "The Catalyst" by Jonah Berger, which have influenced his approach to creating a buzz and facilitating breakthroughs for attendees.

George dives into the customer journey, explaining how every interaction before, during, and after the event is important. He believes in starting to deliver value and creating a transformative experience long before attendees arrive. This preconditioning helps in reducing barriers and enhancing engagement once the event begins.

When it comes to engagement during the event, George shares his strategy of providing space and breaks to allow for integration and processing of information. He outlines his five-step communication process—acknowledge, prepare, project, pre-handle, and excite—to keep attendees informed and engaged. George also shares the importance of creating a safe and supportive environment where attendees feel valued and not pressured.

In the final part of our conversation, George discusses his approach to post-event engagement and enrollment. Rather than using high-pressure sales tactics, he focuses on serving and providing immense value. By ensuring attendees experience significant transformations during the event, he naturally creates a desire for further engagement. George's philosophy is about earning the right to ask for the sale by delivering results first.

This episode is packed with actionable insights from one of the experts in customer experience and event management. Whether you're an event leader looking to enhance your skills or an entrepreneur aiming to create impactful experiences, George Bryant’s wisdom is invaluable. Tune in to learn more about creating high-profit events that leave a lasting impact.

Want to connect with George?

Website: https://mindofgeorge.com/

DM George on his Instagram: https://www.instagram.com/itsgeorgebryant/

Facebook: https://www.facebook.com/groups/georgebryant

YouTube: https://www.youtube.com/channel/UC7R-mri7sGlXEwDoIr659vQ

Podcast on Spotify: https://open.spotify.com/show/5U2CHpo45CpBUdHXb3Tu8w

Podcast on Apple: https://podcasts.apple.com/us/podcast/the-mind-of-george-show/id1504361992