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NJJ
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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.
TheDean
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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!
Dean Hankey, *M.D. - The Dean of Success Solutions!
Serving & Supporting YOU and Your Success!
"Book More Shows... Make More Money... SERVE MORE PEOPLE! - Not Necessarily In That Order…"

(*Marketing Doctor) Smile
magic4u02
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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.
Kyle Peron

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Brent Allan
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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!! Smile
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magic4u02
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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.
Kyle Peron

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harris
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Harris Deutsch
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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
Harris Deutsch aka dr laugh
drlaugh4u@gmail.com
music, magic and marvelous toys
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magic4u02
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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.
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Almost-A-Magician
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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!! Smile
magic4u02
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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.
Kyle Peron

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TheDean
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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
<><
Dean Hankey, *M.D. - The Dean of Success Solutions!
Serving & Supporting YOU and Your Success!
"Book More Shows... Make More Money... SERVE MORE PEOPLE! - Not Necessarily In That Order…"

(*Marketing Doctor) Smile
magic4u02
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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.
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jlibby
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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


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.
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Grab your copy now:
https://makequickcashonlinenow.co.business
magic4u02
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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?
Kyle Peron

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harris
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Harris Deutsch
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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
Harris Deutsch aka dr laugh
drlaugh4u@gmail.com
music, magic and marvelous toys
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magic4u02
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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.
Kyle Peron

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Jim Snack
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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.
Jim Snack

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TheDean
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Hey... who's the smart guy around here? Smile

GREAT Brother Jim!

See ya; at the Magic 2 Motivate Conference bud!
Deano
<><
Dean Hankey, *M.D. - The Dean of Success Solutions!
Serving & Supporting YOU and Your Success!
"Book More Shows... Make More Money... SERVE MORE PEOPLE! - Not Necessarily In That Order…"

(*Marketing Doctor) Smile
NJJ
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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. Smile
Andy Wonder
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Also with these benefits & outcomes it is good to appeal to the booker on an emotional level. Although most people don’t 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 will keep the children actively involved for 1 hour which means less work for you.

With more emotional content:

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

Your turn again Kyle…
Andy Wonder, Auckland, New Zealand
magic4u02
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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.
Kyle Peron

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