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KN_Magic New user UK 91 Posts |
As far as I'm aware, when trying to market your show, it's better to focus on the benefits of your show rather than the features.
However, I seem to be having a sort of creative block and am having difficulty relating one to the other for my mentalism performances. Can anyone please give me advice or inspiration on this topic? Kevin.
My candle burns at both ends; it will not last the night; but ah, my foes, and oh, my friends - it gives a lovely light!
Edna St. Vincent Millay |
Jim Snack Inner circle 1338 Posts |
Without doing your work for you, perhaps this will inspire you:
Ask yourself, "What is the outcome my client desires?" Next, frame your message to promise that outcome. Finally, deliver it, and prove that you do with testimonials. Jim |
Dannydoyle Eternal Order 21219 Posts |
Actually it is funny.
Features and Benifits is the title of one of the best sales courses arround by Xerox. (not wanting to debate the "best" but this is certianly a good one) Both are important. But think of it like this. What YOU feel is the most important part is completly irrelivant. It is what the client thinks is the most important that truley matters. All sales is about the client don't forget. If they are looking for lots of features, then that is the best part and what you focus on. If they want a lot of benifits to them, then that is the most important part. Each client is an individual and needs to be treated as such. You have to be a chameleon. Adapt as your clients needs become apparant. You have to ask probing questions to find out their spacific needs. It is almost like improv really. Sorry for preaching. Check out the sales course mentioned. Also there are great courses by Carnagee (bad spelling there) and others.
Danny Doyle
<BR>Semper Occultus <BR>In a time of universal deceit, telling the truth is a revolutionary act....George Orwell |
Jim Snack Inner circle 1338 Posts |
Danny is absolutely right. You can, and should, include both feature and benefits in the same sales copy. The secret of good copywriting key is to lead with benefits and substantiate or prove your claim with features.
For example, let's suppose you levitate the birthday child in your birthday party show and take a picture. That's a feature of your show. A benefit would be that you create an unforgetable experience for their child. So your copy might read something like: "Your child will never forget the birthday party where he or she actually floated in the air! And you'll even receive a beautiful commerative photograph of the effect to cherish for years." One techniques that copywriters use is to list all the features of your product or service and then list all the benefits of those features. After writing your first draft copy, highlight all the features in yellow and all the benefits in read. You should see a lot more red, particularly in your lead sentences. Good luck. Jim |
rossmacrae Inner circle Arlington, Virginia 2475 Posts |
What's really special about mentalism, or YOUR flavor of mentalism? Maybe "as opposed to" something else (as opposed to box jumping or finger flinging) - perhaps that it is so involving to the spectators.
To drive the point home, a little demo might be especially effective (maybe a mental-based business card effect). |
magic4u02 Eternal Order Philadelphia, PA 15110 Posts |
Jim and Danny are dead on the money with this one. It really is a combination of both features and benefits. Another point I might add is that all prospects have needs or problems they are faced with. This is why they call you. They may not realize this, but essentiall this is always the case.
They call you for an event because of a certain need or problem they need to find a solution for. What most entertainers forget to realize is that we can learn to listen to our prospects and tune into these needs that they have. Once you start finding solutions for these needs, your value in the prospect's mind goes up ten-fold. No longer are you magician A, B or C. You become important to them because you are not just offering entertainment, you are offering direct solutions to meet their needs. The more solutions you can provide for them, the more value you give to the prospect. When you do this you are a "total soultuons provider" and not just a magician. you can and are providing something very few others can provide and your prospect will remember you for it by coming back to you time and again. So learn to listen more when talking with prospects. Find out and tune into the needs you are hearing them say and then offer then the features of your show and how these features can directly benefit them and solve the need they have. Hope this is food for thought. Kyle
Kyle Peron
http://www.kylekellymagic.com Entertainers Product Site http://kpmagicproducts.com Join Our Facebook Fan Page at http://facebook.com/perondesign |
nucinud Inner circle New York, New York 1298 Posts |
Touch on the features, sell the benefits.
"We are what we pretend to be" Kurt Vonnegut, jr.
Now U C It Now U Don't Harry Mandel www.mandelmagic.com |
magic4u02 Eternal Order Philadelphia, PA 15110 Posts |
Features are something every magician has and tells about to their prospects. The benefits are what sets you apart from the rest. tell them directly how the features of your show can directly benefit them to solve problems and needs that they have. This is what gets their attention because they know you are solving problems they are faced with.
Kyle
Kyle Peron
http://www.kylekellymagic.com Entertainers Product Site http://kpmagicproducts.com Join Our Facebook Fan Page at http://facebook.com/perondesign |
KN_Magic New user UK 91 Posts |
Thanks to all of you for your input.
When you post a question to the Café one hopes certain people will weigh in with their opinions, and I’m yet to be disappointed. Jim, even if you did do my work for me, I couldn’t afford your consultancy fee! Thanks for the idea of approaching it from a different angle and the advice on copywriting. Danny, point taken. Although I have door-door sales experience I don’t have marketing experience. Good to see you agree with Jim about customer focus. Ross, I’m working on my USP. I’m a million miles away from box jumping, and again it’s all about client focus. Kyle, I read your ‘total solutions provider’ post in another thread and it makes perfect sense. I dip my toe into the event/party planning world, so can give details of caterers etc. I will firm these connections up and perhaps put in place some sort of two-way referral agreement. Harry, good stuff. Features and benefits, with the benefits making the ‘connection’. The main problem I was having was relating features directly with benefits. We do X so that Y, etc.etc. I think with all of the information here, and a bit more thought, I’ll be well on the way. Kevin.
My candle burns at both ends; it will not last the night; but ah, my foes, and oh, my friends - it gives a lovely light!
Edna St. Vincent Millay |
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