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James Munton Inner circle Dallas, TX 1199 Posts |
Hi everyone!
Another thread in the Kids section got off-topic, so I'm starting up a new one. From time to time, people complain about losing shows to other magicians who charge low prices. "How can I make a decent living" they ask, "when these other guys charge less than $150!" I guess I assumed that most people here know what a USP is. Perhaps I'm wrong. If you are interested in performing regularly for pay, before you buy another magic trick or DVD, find out what USP really means and then spend a bit of time writing your own. I guarantee this will be the best investment of time you will ever spend. I know many of you will not and that's okay. You will be the ones fighting each other for a $150 show. Since there is nothing different between you (even though you all think you have the greatest show on earth), you'll end up back here complaining about all the other even cheaper magicians. If you do take the time to go through the process of writing a USP, you'll be forced to take a good look at your show and ask yourself some hard, honest questions. Again, this will eliminate some of you. But at the end of the process you'll have a performing character and a show that is different from everyone else you'll be in the happy position of not having to be the cheapest magician in your area. Best, James |
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RandyStewart Inner circle Texas (USA) 1989 Posts |
Hmm...USP?
Is that United States Pharmacopeial Convention? or University of the South Pacific? If not maybe University of the Sciences in Philadelphia? Hehehehe. Well even for those who've chosen not to write a Unique Selling Proposition, they've chosen to settle for anything that comes their way? Argue what they may, that's the outcome. |
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icentertainment Inner circle 1429 Posts |
Sorry to get off topic (HOOOHAHAHAHAHA Evil Laugh)
My Elite Roving Show for corporate market is completly different from ALL other roving entertainment shows in Australia---imagine that. Completly Unique. and it actually benefits the consumer. Imagine if you had a choice between me and any other guy in Australia what they would choose. I know what my USP I just can't figure out what the P stands for- I used to thinkit was point but its prop...... I can't think of it right now There's my ego talking now back to kids show stuff |
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Starrpower Inner circle 4070 Posts |
A USP is only *one* approach (of course, it's one that "He Who Cannot Be Named" claims is the "Ultimate Kick Butt".) More importantly is finding the prospect's "Hot Button." Find the thing that they are REALLY looking for, and sell to that. Who CARES about your *%#$@!! "USP" if it's not what the prospect wants! You can be the only magicians in town who can pick his nose with both hands while doing a double lift; if that's not of interest to the prospect, it won't matter. YOU HAVE TO GIVE THE PROSPECT WHAT *THEY* WANT. THEY DO NOT CARE ABOUT YOU NOR YOUR FANCY ACRONYMS!
Sorry to disagree here, James, but methinks you've been brainwashed. |
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James Munton Inner circle Dallas, TX 1199 Posts |
If I have been brainwashed then so has all of corporate America. There is not a single successful company in existence that does not have a USP.
You are correct that a USP has to mean something to the customer. If you don't like the acronym/marketing jargon, replace the term "USP" with this simple question: "Why should I buy your product from you?" Best, James |
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Starrpower Inner circle 4070 Posts |
But I think you are missing my point. It doesn't matter HOW unique you are if your unique element isn't what the prospect wants. What if your USP, as a children's entertainer, is that your feature 7 topless dancing girls. I'll bet NOBODY in your market has that, but it won't help you get that birthday party (okay, it *might* if Dad's making the call ...)
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NJJ Inner circle 6437 Posts |
Starrpower - Its not just a unique postion, it is a unique SELLING position. You need to be able to offer a service which is unique (i.e. that fits a certain niche) AND that sells.
The dancing girls won't sell so it is not a unique SELLING position. Your USP could be... ---Your price (lowest around...bad idea) ---The length of your show (the only magician in town who does two hour parties) ---Your giveaways (the only magician in town who gives every child a magic kit) ---Your celebrity (If you are famous, people will want you...and ONLY |
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Starrpower Inner circle 4070 Posts |
Obviously, I was having fun with the "dancing girls" example (how is it that people who entertain for a living don't have a sense of humor?)
But it's only a SELLING position if the prospect wants to BUY it. To assume that every prospect's going to want the same thing is quite a jump. What's the point of a two-hour show if people don't want it? I think a far better way to go is to find out what the person wants, and explain how your act can address that need. |
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HowDini New user 84 Posts |
The most important thing when selling is the clients desired outcome, PERIOD !
The second most important thing is the clients secondary desired outcome, PERIOD ! It works in corporate selling but apparently not for kids shows where I'm convinced the bottom line is price. HowDini
Question: How did you do that?
Reply: No! How did you didn't do that, HowDini did that. |
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Donald Dunphy Inner circle Victoria, BC, Canada 7563 Posts |
I respectfully disagree with you, HowDini. Although price matters to some prospects, it doesn't matter to every prospect, even birthday moms.
Author Jeffrey Gitomer says that only about 30% of people will buy on lowest price. Some of the other 70% will buy on lowest price, when they don't see the value in paying more. It is up to us to sell / inform them of our value. This is from the "Little Red Book of Selling". I am one of the most, if not the most, expensive birthday entertainers in my area, and still do lots of shows, and get lots of calls. And I do deliver fair value for the price I charge. And yes, there are lots of entertainers around that do shows for a lower price. I do some things that are different, as well as focusing on doing a quality show, with quality customer service (I would hope that is the same trait as my competitors). This leads to repeat customers. Some customers have me year after year, some have me with a few years in between. (I did a birthday show yesterday for a customer, who had me 5 years ago at another child's party. Wow! Many only have me with a year or two in between.) Yes, I also do other shows besides birthdays, they are only a portion of my show mix. - Donald P.S. I had another birthday customer last weekend tell me, "We tried to get you last year, and when we couldn't, we hired someone else. He was really good. We had you this year, and you were even better. We were really impressed!" I can guarantee you that I charged at least twice, if not three times, what my competitor did.
Donald Dunphy is a Victoria Magician, British Columbia, Canada.
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Bill Nuvo Inner circle 3094 Posts or 2742 Posts |
I find most birthday parties book just becuase they talked to you first. Out of 100 calls, only 5 may call other people. They usually have a range in mind and just book the first person who is available. This is because they are booking anywhere from 0-2 weeks ahead of time. They start at A in the phone book and go down, or do a web search. The others have already seen you and you don't have to do much selling since they call you because they want you.
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icentertainment Inner circle 1429 Posts |
I don't do Kids parties--My magic friends do (no they are no invisible friends-they are real)
They have hit a kind of prestige market and chagre lots for their kids shows. Some parents want the best for their child and they judge price as one critieria of good. It may or may not be true, but that's how they decide. Other parents are in battle with other parents -"to offer the best party" and will pay more if it makes them look great to other parents. People who live in wealthier areas like Castle Hill, Wharoonga in Sydney have ego- and base their descisions on this ego. That's my story and that's what I am sticking too |
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Starrpower Inner circle 4070 Posts |
Mr. Bill, that may be true, but I prefer that they call me first not because my name starts with "A" (it doesn't) but because they know about me from seeing me before, or from a referral. And that's gotta be how they do it for me, because I don't run ads. I work strictly from word-of-mouth, "live" promoting, direct marketing, and agents.
It's hard to "tell" people why you're better. It's easier for someone else to tell people why you are better. It's best for them to SEE why you are better. |
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NJJ Inner circle 6437 Posts |
Quote:
On 2005-11-13 19:53, Starrpower wrote: Of course your example was meant as a joke. However, your joke was a good example of how just being unique is not enough. However, what you fail to realise is that the idea of a USP is to find whatever it is you can do that your client wants and needs that your competetion DOES NOT HAVE otherwise you just end up competeting on price. If you focus simply on meeting their needs then you'll be competing be with every other guy who meets their needs. If you are jack of all trades (like me) then you'll need multiple USPs to meet multiple clients. The point is...be UNIQUE in the way you meet their NEEDS. I've found my USP for my kids show which is why I'm the most expensive in my area. |
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BradBrown Regular user Florence, KY, USA 183 Posts |
I am on the "pro-USP" side. I don't see how you can effectively market yourself without one. (Or, more likely, several, if you're in multiple markets.)
I'm having trouble understanding the other point of view. Perhaps some of you "anti-USP" folks can help me understand where you're coming from. If you don't have one, how do you market yourself? It seems to me the best you could do without something like a USP would be to promote yourself in generic terms like "Magic for All Occasions." When someone calls, I guess you just ask what they want and then tell them you can do whatever it is they want. This strikes me as a pretty horrible marketing strategy, so I assume I'm missing something. I'm not saying your approach is wrong, just that I don't get it. Can someone clarify things for me? -Brad |
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icentertainment Inner circle 1429 Posts |
People with no USP probably do lots of $50 shows and think they are successful.
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itshim Elite user Milton Keynes 417 Posts |
Am I the only one who has a problem with the term 'multiple USPs'?
Unique to me means one. As an aside, whilst a lot of magicians talk about USPs what percentage actually have an act which is unique? Just as a hint, if your act contains Run Rabbit Run, Breakaway or Popoff wands, Rocky Raccoon or cut and restored rope then any chance of you convincing me that you have an USP is reduced severely. Marketing strategy should be based upon customers needs first and then what makes you better second. Think like a customer rather than a magician, what do they want/expect. For most mothers of birthday children the first requirement is that you will take care of their worries and keep the kids entertained. I get most of my work from referrals or agents now but initially I was booked by my phone manner. I find sounding reassuring and knowing what you were doing was half the battle. I have multiple selling points but they come later in the conversation. Nigel
I knew a man who kept saying "pliers, pincers, scissors". He was speaking in tongs.
www.itshim.co.uk |
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Bill Nuvo Inner circle 3094 Posts or 2742 Posts |
Although success is viewed differently by everyone. There are different stages of success also. These people may be at the beginning stages, and just getting hired is success. I remember those days when I would get a call for a booking (maybe one a week) and do the happy dance after booking. Now I just get tired from answering 20+ calls/emails a day. The only dance I do is the slow shuffle to the bed for a nap!
Brad, the magic for all occasions strategy is a starting USP. It is a good way actually to try different areas to see where you fit in and to find out about the market out there itself. Every area is different, and to market as such will tell you where to most calls will come from and then you can start narrowing it down. As an old adage, you should always have something to back on. I think it is great that some can do only one type of magic and make a living from it. This is not possible in all areas. Having said that, it is a good idea to separate thos different areas/talents into different businesses. I myself run my business as an entertainment bureau. I have many people that exclusively work for me and I also have others who I can call and act as an agent. I often hire myself out too for the better gigs. My one rule is that I can do everything that I offer in the business, just in case something happens and I need a replacement. Multi talent is a good thing. So customers call me to hire clowns, juggler, magicians, stiltwalkers, DJs, Dancers, bands, carnival games, telegrams and more. Basically, entertainment for almost any occassion. |
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BradBrown Regular user Florence, KY, USA 183 Posts |
Let me explain the multiple USP thing. Just to let you know where I am coming from, I am a full time professional entertainer. (And I'm not the cheapest around, by a long shot.)
Unique means that the selling point is unique to me, not that this point is the only thing unique about me. I can have any number of unique qualities or benefits I can offer. I work in two primary markets. Each has a different USP. I am preparing to enter a third market. It will have a different USP. A USP is the intersection between what I can uniquely provide and what the clients in a given niche need. Something that is a unique selling point in one market, is unique but meaningless in another. What makes me uniquely qualified to do Christian Camps and Conferences, for example, is very different than what makes me uniquely qualified to work in the Corporate world. The USP for one side definitely would not cross over to the other. I still don't understand how you can effectively market yourself without positioning yourself like this. Sure, your show is your strongest promotion tool. People who have seen you should be ready to book you, and people who heard about you through word-of-mouth should be at least half sold. (Assuming your show really is good, of course.) No USP required there. Most of us can't rely on word-of-mouth alone. We need to promote ourselves through various means. That's where the USP comes in handy. My promotional pieces focus on the combination of benefits that I uniquely provide (a.k.a. my USP). If you're not positioning yourself as "unique" why would a potential client even call you, and why would you be worth even one penny more than the any other magician? |
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danryb Special user 506 Posts |
I didn't advertise, promote, market or even update my show for years yet peopleparents would somehow find or remember my number and call me and tell me that they only wanted me or that their sondaughter only wants me.
Eventualy, after a few years, I realized that I was selling less and getting less calls. People were forgeting because other magicians names were in the spotlight, newspapers etc. I had to do something - so I did - I got a day job and stopped relying on magic as my sole source of income and said to myself that from now on, income from magic shows will be extra pocket money in my spare time. One thing I never did during all this time was - lower my price. I fealt that if I were to lower the price I would be degrading myself and my show. so that never changed - unfortunately, neither did my show. (it did get polished and perfected though) Up until today (a few months ago) my good name as a proffessional childrens entertainer still goes ahead of me and I asked myself these questions - "what can I do to get myself back into the spotlight?", "how can I continue suplying good, new, quality entertainment?", "How can I work less and make more?". So I gave it some thought and brainstormed for a few daysweeks. and then it struck me - I came across something that no other entertainer uses in my area. I imagined the production of a full scale stage show with every thing I could imagine from curtains to amps to lighting and costume and actors and music and effects etc etc. I worked out the price and cost of all the goods and then asked myself these two questions: 1. how much would I have to perform and at what price in order for this show to be profitable? and... 2. who could I sell it to that would be prepared to pay this price? I found both answers (although I was and could only speculate). then I asked myself this question: "how am I going to finance this production whilst I am working full time to make ends meet?" Well, dare I say, I found the answer to that too. It took me exactly 3 seconds to reach my desicion and that was: in quoting NIKE "just do it". And so I did - although I produced a smaller scale show and started performing amediately at every opertunity I got a call or booking. 4 weeks ago I sat down and wrote up a marketing plan for the next 12 months. 2 weeks ago I started marketing this show and I assure you that no miracles have occured up till now and I don't expect to get 300-500 shows this year but with a good marketing plan and with good management I do intend reaching that number over the next couple of years. I have done this before (12 years ago when I started performing profesionaly) and it works - I can assure you. It takes time, patients, perseverance, common sense, marketing management and lots of sales. This new show is more expencive than my old show and I have upped the price of my old show too which was higher than all other entertainers to start with. So now - people will be paying me even more for what I do whether I do the same or different but they know that they will be getting the best for their money. If someone can not pay my fee for any reason, I will either advise them of other entertainers within their budget or, if there is a legitimate reason, try to fascilitate their budget myself. So, now that I have my income from my day job and get the extra income from shows, I am not in a rush or desperacy to sell cheap and also my name is well known and there is no reason to sell a good name cheap - it will usualy always "kill" that name. thanks for letting me get that out here at the Café, enjoy, Dani |
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