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Topic: Benefits VS Features
Message: Posted by: NJJ (Jul 28, 2003 07:26PM)
I learned an interesting sales theory recently.

Products have features and those features have benefits. We sell the features but the clients buys the benefits.

E.g.

PRODUCT: Kid's Party Show

FEATURES: 45 minute magic show with a live rabbit and balloon modelling at the end.

AUDIENCE: Children

CLIENT: Birthdays child's parents

BENEFITS:
*Takes the pressure of the parents.
*Child will feel special and happy.
*Other parents will be impressed by the money parent has spent. (i.e. keeping up with the Jones)

I have always focused on the amazing features of my shows and NOT the benefits.
Message: Posted by: TheDean (Jul 28, 2003 07:38PM)
Ah Nicholas,

WELCOME to the world of "Solution Based, EFFECTIVE Marketing!"

Good for YOU brother!

I am at your service and in His service,
Deano
<><

"THINK" and Grow Rich!
Message: Posted by: magic4u02 (Jul 28, 2003 10:28PM)
Nicholas:
Great you have realized this. It truely is, as Dean says, Solution Based Marketing and it really does work. It is important to think of both the features of your show and how these benefit your consumer. Armed with this information, you can better target your intended audience. Good luck with it and keep us all posted.
Message: Posted by: Brent Allan (Jul 28, 2003 10:57PM)
I have been in sales for the better part of 10 years now. One of the first things I learned was to sell the sizzle, not the steak. Features are just a list of what the product or service has. Benefits evoke the emotional response that makes people into buyers!!

I have sold diamonds (they are all the same, so why buy from my store?), automobiles (You never ocmpare apples to apples), and now insurance (You want me to give you a check for HOW MUCH?). All of these products are nearly impossible to sell if you do not focus on the benefits to the buyer.

Welcome to SALES 101!! :readingbook:
Message: Posted by: magic4u02 (Jul 29, 2003 12:51PM)
Brent:
Thank you sir for your great post. I enjoyed reading it and you touched base on some great ideas and concepts in benefit focused marketing. I hope to hear more from you in future posts.

Benefits do evoke an emotional response from a customer and do indeed get them to become buyers in what you are offering to them.

The idea is to take these benefits and use them in your advertising and promotions. Make sure you get these benefits out to your intended market.
Message: Posted by: harris (Aug 1, 2003 12:00PM)
This morning I was looking at some of the letters I have received from clients.

One thing popped out of the letters.

"Thank you for making me look good."

Harris Deutsch
Laughologist
Message: Posted by: magic4u02 (Aug 1, 2003 09:53PM)
Harris:
That is so important. That certainly is one of the benefits of your show. You make the client look good by meeting and exceeding their needs and wishes.
Message: Posted by: Almost-A-Magician (Aug 1, 2003 11:25PM)
And try to think in terms of needs-benefit selling whenever talking to a potential client. Never start pitching your features/benefits blindly. First, ask questions and listen to understand their needs & what they are looking for. Identify what is most important to them....then present your specifc features and corresponding benefits that address those needs. A feature can only provide a benefit to a client, if it meets their specific needs. The litmus test is, if the client can say "so what" after hearing one of your benefits, it does not address their needs.

Back to the B-day party example.

Magi -"Tell me about your son's birthday party?"

Client - "My son is turning 7..loves magic and is a real ham. He likes to participate is always wanting to learn magic. (NEED #1) We are having 14 kids over and want to keep them busy for an hour. (Need#2) Also, the parents will be here and we want them to be entertained and have fun too. (Need #3)"

At this point, you would focus on addressing those needs. You would not bring up features/benefits they don't care about. ie - "I was recognized as the top card magician in the country last year by the XYZ Magic Association." Even if you were...Their answer to that would clearly be "so what?"

A good presentation would be...

Magi-" Yes...My show is especially enjoyable for kids who have an intereset in Magic, as I use volunteers from the audience. (Feature) I can involve your son in the show and even teach him a small trick after to make him feel special. (Benefit) My show is about an hour long with a variety of tricks(feature) and the kids will be captivated, allowing you to relax. (benefit) The tricks in my show are just as enjoyable for adults also (feature) so your guests will also have a memorable time. (benefit) How does that sound? "

A very simplistic example....but the gist is...avoid "feature/benefit dumping". Always ask questions and listen until you have identified the potential clients key needs. Then show how you can meet those needs by presenting your features and benefits.

From....a longtime salesperson with too much time on his hands!! :cheers:
Message: Posted by: magic4u02 (Aug 2, 2003 10:06AM)
Almost:
WOW!! Much applause to you sir. That was wonderfully stated and I could not have said it better myself. Dead on and the example was also very good at really showing how all that works to your best interest.

I really hope to be hearing and reading more of your post in the future. Thanks again.
Message: Posted by: TheDean (Aug 2, 2003 12:27PM)
Almost-A-Magician, (But then again, aren't we all? Hehehehe!)

PERFECT! Incredibly well stated brother!

I am at your service and in His Service,
Deano
<><
Message: Posted by: magic4u02 (Aug 2, 2003 01:06PM)
Dean is right. That was not only well stated but I loved the example. I think in that way, people can really understand the concept better and start to use that idea in their own personal ways. I have learned a few techniques froim that and look forward to trying out some of the new stuff I have learned from the above post as well as the stuff Dean has talked about.

For me, magic is an ongoing learning experience. I always try to keep me eyes open and learn from everyone and my experiences. Magic has given me a lot in life and I just hope I can share my love for magic with others.
Message: Posted by: jlibby (Aug 2, 2003 04:19PM)
[quote]
On 2003-08-01 13:00, Harris wrote:
This morning I was looking at some of the letters I have received from clients.

One thing popped out of the letters.

"Thank you for making me look good."

Harris Deutsch
Laughologist
[/quote]

Harris, that's a great quote! If you're not using this in your promo material (especially to meeting planners and agents), you should be.

See ya!
Joe L.
Message: Posted by: magic4u02 (Aug 2, 2003 04:44PM)
You are right. Quotes like that from satified customers work great for your promotional needs. I always try and send out a thank you letter along with a simple questionnare that they can fill out and send back in a SASE. From this questionnare. I find out a lot about what I did right and any problems I may need to address. It also give me a great source for quotes for my promotional needs. Does anyone else send out a questionnare? If so what do you ask and in what format do you get this information?
Message: Posted by: harris (Aug 3, 2003 01:35PM)
Thanks for the idea.

Actually I use no quotes from clients in my written or web site.

I did think of putting a fantastic write up and signing it mom.

Our thoughts were: What else but glowing thoughts and words would someone include in their "Attaboy column in their brochure or web-site.

We go for finding out "needs" and meeting them. Of course we are also a very fun show. Actually I never thought of it that way, though we do go more for the Almost a Magician's Approach.
(nice post by the way and welcome)

Perhaps if we were doing this full time again we might add this type of information to our website.

We did recently add (to the website)winning the First Prize as the Best Comedy Strolling Magic(That Night) at the 75th IBM's Informal Strolling Olympics.(July 2003)

I am not sure how much clout that has for the general public. Even if it was a sanctioned event. (It was an informal event on the last night of the convention.

If you haven't seen it the nearly normal site is listed below.

Remember to emulate not imitate.(as Jeff McBride said on one of his videos.


Harris Deutsch
Laughologist
http://www.nearlynormalmagic.com
Message: Posted by: magic4u02 (Aug 3, 2003 04:54PM)
I think quotes work really well and for me are a must in much of my materials. The quotes show the needs the person had and how I met their need and often times exceeded that need.

It also helps the client to feel better and more comfortable with the show booking. It is one thing taking the magician's word for it, it is a totally different thing if they read a lot of great reponses from people much like themselves.

I also do have an awards and honors page in my promo packet. For me it is not so much important that they know every single conevention I won at etc. I want them to just see that I am an award winning magician and have received honors for performing magic for children. This is what that page helps to show.
Message: Posted by: Jim Snack (Aug 3, 2003 07:37PM)
I'll throw another concept into this discussion of features and benefits - how about "outcome?"

Features are what you bring to the table, benefits are what they get from hiring you, outcome is what you leave behind.

"You made me look good." That's an outcome. Why? Figure out what outcome your client wants and you will always make him or her look good.
Message: Posted by: TheDean (Aug 3, 2003 10:00PM)
Hey... who's the smart guy around here? :rotf:

GREAT Brother Jim!

See ya; at the Magic 2 Motivate Conference bud!
Deano
<><
Message: Posted by: NJJ (Aug 4, 2003 04:30AM)
On my website under Kid's Entertainment (www.funnybones.com.au) I have nine quotes from children saying they love me. The tenth quote is "WAHHHHHHHH!" (jessica - age 1). Above the quotes it reads "Nine Out Of Ten Kids Agree Tricky Nick is The Best"

It gets quite a few comments from parents who love that the fact it shows I am good but also funny. :rotf:
Message: Posted by: Andy Wonder (Aug 4, 2003 04:40AM)
Also with these benefits & outcomes it is good to appeal to the booker on an emotional level. Although most people donít admit it their purchase decisions are usually much more emotional than logical. If you can relate your benefits back to how it will make your client feel you will be doing well.
Example

[i]I will keep the children actively involved for 1 hour which means less work for you.[/i]

With more emotional content:

[i]I will keep the children actively involved for 1 hour which gives you the chance to relax and enjoy the party yourself.[/i]

Your turn again KyleÖ
Message: Posted by: magic4u02 (Aug 4, 2003 11:46AM)
Nick:
I love the line and your humor. I think that is one way to really brand yourself and carry over your character and style into the message your sending out to the clients.

I also like Jim's comment about the outcome and finding out what outcome the client wants from your performance. If you can find out this outcome and then gear your show to meet this need, then you certainly will gain the respect and admiration from the client.

Andy:
I love your thinking on this and I agree. Your showing them emotional content as well as giving them the feature and the benefit together.

Thanks all. I am really learning quite a lot form this thread.
Message: Posted by: Lee Darrow (Aug 5, 2003 11:55AM)
Quotes from satisfied clients are often a great way of establishing credibility with new potential clients.

When one sees quotes like "Hire him. Just hire him, you won't be disappointed!" from the general manager of a major theme restaurant/show, or "Really, he's the best I've seen," from a major radio personality (with name stated and which affiliation they might have, it can be very impressive.

Just be sure you can back the quotes up with proof that they are not just puffery.

MAD magazine, years ago, did a strip on advertising a bad movie, using quotes out of context. It was screamingly funny, but it also addressed the issue perfectly.

If a client tells you that your show "was a perfect example of what a kid's show should never be," and you quote it like this:

"..a perfect example of what a kid's show should... be," then you are going to have trouble.

Honesty is the best policy when it comes to quotes.

Trust me. ;)

Lee Darrow, C.Ht.
Message: Posted by: harris (Aug 5, 2003 01:51PM)
Loved the Wahhhhhhh,

Nick.

We (Nigel and I ) have a Mega Mouth Sound Generator.

One of my favorite sounds is the Cartoonish Waahhhh
Waahhhh.

Funny is good and hard to convey in print.

Way to go.

Mr. Snack.

It is more like a meal that you fed us.

Sorry couldn't resist the easy pun/play on words.

As far as what you leave them with.

Saturday Night I did a repeat program at a Community Center that focuses on The Recovering Community(AA, NA.....SA, GA.....)

The last 3 things were, A Strait Jacket Comedy Escape with a patter about the Chains of Addiction are so soft they can't be felt until they are so hard they can't be broken.

Charlie the Alcoholic Puppet and Nigel the Child of and Alcoholic and

We closed with everyone saying the Lord's Prayer.

The title of the program was "We absolutely insist upon enjoying life." (from the big book of Alcoholics Anonymous)

This is just one example of fitting like a glove a program for a particular group.

Of course not every joke or routine slammed home their message. That would have been overkill.

We had fun and got a message out.
Message: Posted by: Jim Snack (Aug 5, 2003 07:09PM)
Harris,

I love the puns and play on words...now, here's some food for thought:

Our job is to entertain, but it can go far beyond that for our audiences. When you customize your routine for a specific audience, as you did with those routines for The Recovering Community, you bring so much more value to the table and you feed their soul. They will remember you much longer than "the guy who just does a bunch of tricks!"

Keep up the good work.
Message: Posted by: NJJ (Aug 5, 2003 07:20PM)
I once had a client who said "I'd call you a smartarse if you weren't so good". I rang the agent who booked me and asked if he could find out if I could use the quote. He rang me back and said it was fine.

Over a year later I got a rude call from the woman saying that she had never given permission and that she had gotten in trouble from her boss because I used the company name!

Make sure you get permission in writing if you use the full name and company!!!!
Message: Posted by: harris (Aug 6, 2003 10:59AM)
Jim,

Thank you for your kind words on the Biz section. From what I gathered on your web-site they come from someone who knows as a "worker"

I loved your website article on Magic Contest and Magic as a business.

Although I have gone part time as an entertainer, my bookings may be greater than some of the "full time pros" area.

New and not so new magi/entertainers ask me how to get more bookings.

I pass on what was passed on to me.

Stand out from the crowd.

Follow the first word in advertising.

FirstYou have to get their attention.
In other words they have to know you have an act that as recently discussed "meets THEIR needs."

I have entered our local contest. (placed and never won) Judges always tell me my program was high in entertainent and suggest more hard hitting magic.
My wife has suggested the same thing for years. Stewart Lewis a very knowledgeble magician, also a member of Ring 129 did note that this year I did have a bit more magic. It was cleverly disguised in Rocks, (In my bit about the first Rock Mugician),Sponge Bob Ties, Baby Puppets, Kazooz,.....

I did recently enter the IBM's Strolling Olympics at their 75th Annual Convention.

That night they gave me the prize(s) for Best Comedy Strolling Magic.

It was basically the same routine that placed on the local level. I did leave out the puppet and put in my nearly normal strait jacket routine. I used the floor instead of a close up mat.

As you infered I am not sure how much winning a magic contest directly affects long term bookings.

It does wonders for the ego.

Unfortuneately my EGO can mean that I am losing my humility and

"E.dging
G.od
O.ut".

Thanks for sharing your food for thought.

It was great masticating.(Chewing that is! Look it up ---LOL)

Harris Deutsch
Laughologist and Nearly Normal Magician
htt://www.nearlynormalmagic.com
Message: Posted by: NJJ (Aug 11, 2003 05:37PM)
I just added a really nice quote from a show I did over the weekend to my site. I love it when they gush!

""Thank you for Saturday's party...The kids had a ball!! - As did the adults! I really appreciated how patient you were with the children who were all over excited. I had lots of comments from parents as to 'where I'd found you' and how well you entertained the children. One parent said that she had taken her boys to 'spiderman' and other character parties and none had been able to hold their attention for as long or as well you had. Congratulations!" - Nyree Beer (parent)