The Vault Unlocked: “The $100K Mistake Most Promoters Make”

Host: Kayvon Kay
Guest: Mitch Carson (Event Producer, Speaker)
Date: November 19, 2025

Episode Overview

This episode of The Vault Unlocked brings on seasoned event producer and professional speaker Mitch Carson, who has run over 2,000 events spanning four decades. The conversation dissects the critical mistakes and necessary strategy behind successful event promotion, especially the $100K mistake that can make or break a live event: failing to create a seamless message-to-market match by securing the right speakers and effective pre-selling strategies. The discussion is gritty, tactical, and focused on real-world execution — not theory.

Key Discussion Points & Insights

1. How Mitch Carson Entered the Event Business (01:00)

• Mitch began as a professional speaker, shifted to producing multi-speaker events due to frustrations with producers taking a cut, and learned that successful events require more than expertise—they require correct packaging, marketing, and speaker alignment.
• Memorable Quote:
  “If a speaker isn’t packaged in a Tiffany box, they’re gonna sell less. And I might not put as many butts in seats, which is the overall goal, because then it’s just math.”
  — Mitch (01:36)

2. The Evolution from Live to Virtual Events (02:49)

• Pandemic forced a shift to online summits—less cost, but significantly lower sales conversions compared to in-person events.
• Notable Case: Mitch’s co-production of the first ChatGPT live event in Vegas (Feb 2023) was unique — it sold out pre-pandemic, but products sold had no proof or testimonials due to the newness of AI.

3. The One Mistake that Breaks Events: Message-to-Market Mismatch (05:32)

• Most fatal error: bringing in speakers who don’t resonate with the target audience, diluting the event’s focus and reducing conversions.
• Memorable Quotes:
  “The one thing would be having the wrong speakers at the event that don’t resonate with the audience… having a message-to-market mismatch.”
  — Mitch (05:32) “That’s stupidity. I don’t think I would say that’s less than 0.01% of the population. So assuming that they get the speakers right…”
  — Kayvon (06:22)

4. The Second Mistake: Failing to Sell & Presale (06:43, 12:43)

• Without aggressive seat sales — especially pre-selling at differentiated price points (VIP, early bird, etc.) — events rarely break even based on ticket revenue alone. Profits are driven by speaker stage sales.
• Memorable Quotes:
  “Without sales, there is no business… If you don’t have the right sales-selling speakers, you’re in trouble.”
  — Mitch (07:08) “You must pre-sell something… how do you cover your butt before the doors open?”
  — Mitch (14:17)

5. The Need for Selling Speakers (07:44)

• Only speakers who can move the room and convert audience members should be on stage; “corporate” or “non-selling” speakers hurt the bottom line.
• Using “anchor speakers” can fill seats but they’re an up-front cost — you need the rest of the lineup to be strong sellers to balance the books (e.g., booking Jordan Belfort for $150k as an example).

6. Pre-Selling and Premium Packages (12:43)

• Modern event models require segmentation (VIP, advanced, general admission), with price incentives for pre-sale buyers. Offer early access, bonuses, or event-only discounts to drive cash flow prior to the event.

7. Sales Mindset: Transformation over “Pitch Fests” (16:09)

• Mitch frames selling aggressively as “going for the throat,” Kayvon reframes: true selling is driving transformation for the attendee.
• “Serve people at such a high level that the only solution for them is to move forward.”
  — Kayvon (16:57)

8. The True Formula for Event Success (19:54, 21:47)

• Anchor Speaker: Big names or trending topics fill rooms. Rare exceptions exist—like being “first to market” with buzzworthy subjects (ChatGPT).
• Supporting Lineup: Must convert on stage and align with audience needs.
• Authority Positioning: To secure stages, build undeniable proof of expertise and results via:
  • Podcasting (own show and guest appearances)
  • Major publication features
  • Books (“If you don’t have a book or series, I don’t think you’re serious as being a speaker.” — Mitch, 24:54)
  • Network TV/media appearances (proof assets)
  • Speaker reels & proof of live sales performance

9. The Power of Reciprocity in the Speaking Circuit (22:16)

• Relationship-driven industry; most big stages are filled by referral. Give generously (e.g., stage time, podcast slots) to receive invites.

10. “Irrefutable Proof” & Media Assets (24:29)

• To be booked, speakers need not just content, but concrete assets: TV clips, best-selling books, major media screenshots.
• Mitch specializes in guaranteeing TV coverage for clients as a “proof asset.”

11. The Speaker Referral Flywheel (30:57)

• “How do you even get on the radar of event producers?” — By referrals from other speakers or stages you’ve already crushed.
• “You get one chance to get the next. You don’t get two, you don’t get three, you get one. You blow it, it’s over.” — Kayvon (31:09)

12. Localization: Match Market & Speaker (35:51)

• Don’t miscast. Local talent with message-market fit converts better than “imports,” especially if language/cultural barriers exist.

Notable Quotes & Moments

• Mitch, on Selling Speakers:
  “I’ve been selling my whole life. And if you don’t have the right sales-selling speakers, you’re in trouble… You have to have selling speakers.” (07:08)
• Kayvon, on Pitch-Fest Events:
  “As an outsider of that world, I was disgusted. I couldn’t believe how bad… just a pitch, just a pitch. You’re waiting just to see Tony.” (17:30)
• Mitch, on Speaker Authority Formula:
  “It starts with creating your authority positioning number one. Today, if you’re not podcasting, you’re missing out… Have high conversion, if you can show the numbers that relate to your podcast or topic.” (21:47)
• Mitch, on Proof and Referrals:
  “Irrefutable proof that when someone clicks on the logo, you show your coverage on that TV show… If you wanted to get on other people’s stages, all you have to do is shake them [your assets].” (25:03, 30:14)

Key Timestamps

• 00:00 – 01:00: Background and origins—Mitch’s entry into events
• 02:49 – 04:53: Pandemic pivot to virtual, the impact on conversions, ChatGPT live event case study
• 05:32: The $100K mistake—“Message-to-market mismatch”
• 07:44 – 10:16: The necessity of “selling speakers” and pre-selling
• 12:43 – 15:19: Advanced presale tactics—VIPs, packages, ticket tiers
• 16:09 – 17:27: Debating aggressive selling vs. service-driven sales
• 19:54 – 22:37: Authority positioning and the referral flywheel
• 24:52 – 27:41: Building proof through TV/media, books, and more
• 30:57 – 32:06: The reality of getting booked: referrals, proof, one shot to impress
• 35:51 – 37:12: Cultural fit and localization of speakers for market resonance

Actionable Takeaways

• Don’t just fill slots—curate every speaker for message-to-market resonance.
• Pre-sell everything—early bird, VIP, add-ons—to cover costs before opening doors.
• Build authority proof: podcast, book, media, speaker reel, and TV appearances.
• Referrals are currency; build relationships by giving as much as you ask.
• Prove sales chops—have numbers, footage, and testimonials handy.
• Stay adaptable—what worked ten years ago doesn’t work now, reinvent constantly.

Where to Find Mitch Carson

• GetInterviewedGuaranteed.com (37:17)

This episode is a masterclass for anyone in event promotion—carefully dissecting the invisible (and costly) mistakes most make and the hard-earned formulas that produce results. If you want to fill rooms and move products, don’t miss this episode’s direct, receipt-pulling breakdown.