Here is one of the most common questions that come up in some form. This is mostly in the category of describing your services in a way that makes folks want to buy it.

I'm curious how some of you approach a question like that. Let's say you are in the process of booking close up entertainment, and they ask the question above "what kind of tricks will you do?" This is obviously an opportunity. But also a place where you could misstep.

Would you actually describe your routines? Focus on the crowd reactions instead of specifics? Curious how you approach that question.

I would argue that if this question comes up you have already made a mistake. I have never once been hired on the basis of the tricks done. I sell and am hired on the basis of who I am. The question never comes up in any form.

If your pitch leads to this question please change it immediately. No joke.

Anyone can do the tricks. Your pitch needs to center on you and why you are a unique opportunity for them. Not centering on tricks that literally anyone can do.

Sell you! Also this helps with pricing considerations. Nobody else can be you. Nobody can be you better and sell for less. You are a unique offering, not some collection of tricks. Your services are obvious. They are looking for a magician. Sell them an experience. The service is already sold otherwise they’d not be talking to you.

By the way sir, fantastic question! It really is.

No matter how good you are or how good you think you are, the public doesn’t view magic the same as the magician does. It’s not odd that they want to know what it is you do. Idea is to have a good promo video to point to, if it includes shots of the audience having fun. If its in person, you could show photos. (I carried a photo album with photos, clipping, fliers etc) On the phone, well yes you need to describe it. But that doesn’t mean to name tricks, just an overall description of the show.

One simple example of a phone description:

"A close-up magic show offers a unique entertainment experience unlike other types of entertainment. It’s not like the large stage and grand illusions shows. This is magic happening right under your nose. I'll move through your event, engaging with your guests in small groups, performing tricks with everyday objects like cards, coins, and even borrowed items. Think of it as interactive entertainment that sparks conversation, creates unforgettable memories, and leaves everyone wondering, 'How did they do that?' It's perfect for cocktail hours, private parties, corporate events, and any occasion where you want to add a touch of wonder. It’s all good clean fun”

I would end it with a question something like, how many people are you expecting? Or, what time will it start? Just to get off the description chat, because you can say too much.

Tom

Danny is exactly right. The product you are selling is the experience, and you are the branding for that product.

In other words, you are trying to convince the customer why they should buy Crest rather than any other toothpaste.

I also agree with Danny that you shouldn't waste your time trying to sell them on the benefits of magic as entertainment, since they've already made that decision.

To use more business terminology, what is your Unique Selling Proposition? What is it that separates your services from your competition. And not every difference counts; only those that actually are valuable to the client.

I'll say it again in another way: you want to focus entirely on the things you do that make it better or easier for the client. Even small things like "I always leave the performing area in better shape than I found it."

Danny: I agree! Fedora: Never

I have booked all types of magic acts from closeup, strolling, table-hopping, platform and stage in almost every performance market - fairs, festivals, schools, corporate, shopping malls, kids birthday parties, block parties, cruise ships. resorts, sports centers. and many others/ - probably over 2500 or 3000 bookings/shows and I have never had anyone ask much such types of questions. I've heard others say the same thing about comedians and hypnotists - "what kind of things do you do to them once the are hypnotized?"

The reality is the exact same thing as in all other aspects of entertainment business - this is because people do not know how to shop for, compare or buy entertainment. It has nothing with wanting to know what tricks you do, it is simply because they don't know what to ask, so their default consumer mentality comes in - the same one that is used when buying tires, roller skates, shovels, and other typical consumer goods/shopping. This is as I always say where buying and selling entertainment is different than conventional default-mentality business.

Danny is right, if you are presenting and selling entertainment properly this should never occur or even come up. Never. If it does you are doing something wrong and they are shopping wrong and asking the wrong questions. Your magic show or performance should NEVER be about the tricks.

This tells me your Sales Performance when presenting your service is terribly out of whack. My first question is do you know how to properly sell and present your magic services? Most do not. - not even close. This is exactly why being a performer and doing business is NOT about marketing - not at all. What good is marketing if you do not know how to present and sell your services? You should have a properly designed and crafted Sales Performance (one of three performances all entertainers must always have at all times) to present, position, and sell your services in a way that no other magician becomes even considered for their event and you become their only and right choice. I you are not doing this I would (literally) stop everything you are doing and commit 100% of your time working on this, to correct this and get it right and you will be amazed what a difference it will make. How you are perceived, how you are treated, how they WANT to do business with you and only you, so that the deposit and contract being completed and returned is their priority and hanging on your every word and performance instructions.

This, next being able to present and introduce yourself with your Elevator Description are two of the most important things in your business (your client list is also in the top 3.)

You should never have to deal with this question. I you do you will almost always answer or address it incorrectly and surely create problem after problem to come with that booking if you even get it.

Thanks everyone for the input.

It seems I most often get the question on services like Gigsalad (I just got the question on it this morning which made me think of it) the idea that they don't know what else to ask is likely correct.

Mindpro, I don't want to distract from your sells performance suggestion, but you mentioned client lists as a top 3. Could you tell me what you are referring to when you say that?

Mindpro, this is an excellent insight: often this is just a way for clients to hide their ignorance and maintain the feeling that they are in control. I've probably been guilty of the same thing in areas where I don't have adequate knowledge.

Sure. The greatest assets in any of my entertainment businesses are my lists. As I mention in my coaching and trainings and I believe I have referred to here before I think every performer should have first and foremost the 1.) Your Elevator Description. If you can not talk about your business you are not in business.

2. Would be your three essential performances that all entertainment businesses should have (mastered) - another must!

and

3. Your Lists. Every entertainer should have several lists (most likely email but could be mailings) of their current and previous clients and customers which are considered "hot" leads, then any prospects or inquiring leads (that have not yet booked you) which are considered "warm" leads. These two are a must but there are also your fans and attendees/audiences.

I have always said if some act of god wiped out all of my entertainment businesses and only one thing survived I would want it to be my lists. I can always buy new equipment, costumes, vehicles, accessories, and so on but the thing that would allow me to easily and quickly start all over again would be my lists. These are worth millions to me in the big picture of things. They are my most valued asset.

I have also mentioned before (just for the record before someone brings it up) that I feel every performer should have a Fundraising Programs as well. This would be #4. Along with the first three things, would allow me to be able to start up my business in a new place anytime, almost anywhere pretty quickly and be my fasted path to very decent revenue.

My lists prevent the need for having to be on the hampster wheel of constantly marketing and having to drum up bookings (a huge time suck), prevents having to do cold calls, makes lead gen much easier if even necessary, and can keep a steady flow of business in my pipeline at all times. My communication with my lists is a key part of my business and has always been.

I hope that makes sense and better explains my thoughts.

You're right and are not alone. This should never be allowed to happen if done correctly. When this happens it is the uninformed, uneducated person inquiring who is controlling the narrative and conversation. This should not happen and is one of the greatest opportunities for the entertainers to take control and direct the conversation. Trust me, when done right, they will be thanking you by the end of the call!

When a prospect contacts us it is because 1.) they have an interest or curiosity, 2 are seeking information, and 3.) are turning to you who they see as a skilled professional and authority in your area of specialty. This must be understood, then accepted, and then the expectation recognized and the responsibility that comes with this. It is not about what you think or feel it is based on them.

This is why your Sales Performance (presentation) must take control and service this when it is happening. We as entertainers should know and understand this and know exactly how to handle this when it occurs. It is this that creates the exact positioning that you want, need, and prefer. It is not really about sales as it is more about education. When you educate properly rarely are any real sales or selling involved.

Psychologically we as human are guided by our instincts and beliefs. These are created and guided by the knowledge and education we receive on each item and topic to be considered. So you want your message and perspective to become their educated belief. It is from this that decisions are made and actions are decided and taken. When they feel it is their belief and thoughts that is being acted upon they will be comfortable with their decisions and actions. This becomes the ideal place from which their decision to book you and only you becomes relevant and prevalent. It is at this point that they are no longer ignorant or resorting to typical default consumer thoughts and mindsets to guide their thinking process. They are now empowered with knowledge from your message/input. It is based on this psychological principle that we must understand and operate from for success.

My list is embarrassingly short. No joke.

I went from working in comedy clubs to exclusive resort work. The only people I have any real contact with are those who own the clubs or own the resorts. And even at that level not a HUGE amount of people. I do shows where people come to see me not the other way round. Consequently I do VERY few private parties of any real number.

I would most likely starve trying to figure all that out. I can see the immense importance of something like that though. Heck 90% of my customer data base is in my head. I DO NOT recommend this way of doing things, certainly not in the data information age. I offer it not as a brag, but as a cautionary tale. When I started it was prior to the advent of computers in every pocket. I use that as my excuse.

The only private events I ever do are the ridiculously priced wine tastings. I work with just a couple of sommeliers who have access to the people they invite to the tastings and the chefs they use for those events. If they stopped calling I'd have NO way to know who the guests even are.

I always like to say there is more than one way to do things and it is true. I just happen to think in this case my way is not even CLOSE to the best way.

Thanks, yeah, that makes sense. I can see how that would avoid the question most of the time. As that wouldn't be an important question in that context. Particularly because they would know they are talking with someone who knows what they're doing and concerns over the specifics of the entertainment would be less of an issue.



It does. I was wondering how often and it what context you contact your list? I recall in a past discussion either you or Danny (probably both of you) said you wasn't a fan of top of mind marketing with constant email blasts to their email lists that some marketers advocate. So I'm curious how you actually utilize it without being off putting.

I will explain a bit of why I don't like that type of marketing or even think it is at all effective. (This may be a longer post than my usual and probably devoid of humor and sarcasm. Sorry.)
In my email just today I have the following list of those trying to be "top of mind" in their marketing to me.

Impact Dog Crates
Leaf Filter (For my gutters.)
Precision Reloading
Lucky Gunner
Raymor and Flannigan
Lifelock
Byrna
5 different real estate agents
Uber Eats
Comcast Business
Uber
Lawry's Las Vegas
Todays Tix
Pro Audio Star
Verizon
Penguin Magic
O'hare Personal Valet
VLS Golf
Kirby Vacuum Bags
Handy
Sherry's Berries
Magic Live
Tannens
Leerburg (Dog training stuff.)
American Coach Limousine
Performance Golf

OK not a complete list but I am stopping at this because American Airlines and United are in there and lots of hotel chains and so forth. Along with car dealerships and gas stations and on and on you get the point. Can you imagine going through 30 plus emails every day and actually reading and digesting what each one says? Just because some idiot wants you to keep them "Top of Mind"? UGH you have to cut through all the white noise just to be seen and heard. It may NEVER happen. It gets to the point where these people just unsubscribe. CERTAINLY if you have tricked them into opting in. Junk email has become a real problem. It would take hours to sort through it all. By the way in 2023 fully 45% of all email sent in the US was spam. Just sayin'. With all the scams and phishing attempts people really are not going to spend time going through your marketing attempts.

In my view this is all problem enough to not want to be lumped in with all these people. The other is that we are sort of a "specialty service". I mean we are not like a grocery store. Not many need a magician regularly. So you are trying to keep yourself "top of mind" for what and for how long? It is crazy to hope that your email comes through at the exact right time they are thinking they need a magician. (Also how many others read all that marketing nonsense from other out of work magicians who sell courses on this bs?)

I once got one of these "top of mind" emails from a guy who I SENT TO MEXICO to work, telling me he was IN MEXICO TO WORK! Some fool put in something that you need to add personal touches like where you are and your favorite football team or whatever. It also comes across as a sort of mass email that is impersonal and shows you don't really care enough about me as a customer to bother to do it one on one.

To me, and Mindpro can answer for himself, it is about how you come across or position what you do. I AM "top of mind" when the people I work with want a magician. THERE IS NO OTHER CHOICE. They do not shop, they do not look for alternatives, they call me. I don't have to weigh them down with pointless emails about being wherever or whatever other nonsense they tell you to do. I don't have to make the emails "fun" or whatever. They need a magician or hypnotist they call me and that is the way it works. There are those who believe nobody else can do what I do. How silly, there are PLENTY who can. But nobody ever considers another. I am TOP OF MIND prior to them even knowing they need a magician.

This is why you don't automate the process. This is why you have the right relationships with clients. This is why it is SO IMPORTANT how you are perceived from the very first contact you have with the client. Every single little thing matters. Every part of the interaction tells them something about you and exactly who you are. From how the web site can be navigated, to how the booking phone call goes, and on and on. It ALL matters and all adds up to a picture they get of you whether you know it or not.

I do SO little to keep in touch with those I work for you would be absolutely shocked. I get it. I have intentionally set up the way I work quite differently from the way ALL the marketing books and courses will tell you to do it. I am not saying it is better or worse. Just saying it is.

As for "Top of Mind" suffice to say I am not a fan at all. I think you may as well put "please delete this" in the email when you do that. It is the equivalent of handing someone a flyer on the sidewalk. You may as well just tell them "hey man throw this out for me will ya?"

None of this is hard and fast law. None of this is said to be THE way to do things. This is just one way of working. My way. Your mileage may vary.

Thanks Danny.

Those emails can be annoying. I actually have a guy that emails trying to sell me his chess course.

He sends these emails everyday. No exaggeration. And it's a completely different message each day.

It's been two months and I still don't know how he got my email address.

Does each email bring you closer to or further from purchasing his course?

Wow, so much great stuff and thoughts here I suggest everyone read it again! And I couldn't agree more.

People have accused Danny and I of teaming up against others from time to time and this here is a great example of it has nothing to do with teaming up against anybody it is sharing the exact same thoughts, level or professionalism, and operational execution, based on knowledge and experience, that happen to be the same or similar based on our level of performing experience, how we operate, and choose to be seen by our clients and prospects.

After reading Danny's post I went back and just checked my emails from yesterday. I am on the road traveling so I didn't get to things until I got checked in here last night. I had 210 emails yesterday. Now because of the number of students/clients I coach, consult with, and mentor I am used to getting 30-40 of these emails a day, but the rest are all either solicitation or the supposedly "trying to stay in front of me" emails.

Here's the thing...Several of these, like Fedora, send me emails each and every single day. I get that is is all loaded into an autoresponder with a scheduler and it is sent automatically (how great of a personal relationship!) but to me, the recipient, it is intrusive, completely unnecessary, and has the exact OPPOSITE effect on me - it makes me just simply skip over them or delete them. It could be the current gorgeous and hot Miss April from Playboy (or whatever men's magazine or channel is hot at the moment) and she could be in all her nude glory, flirting with me with all her desire and I still wouldn't want to hear from her or anyone that much every single day. To me, because I know it is all automated content (as sooooo many marketing and business courses tell you to do) and there is nothing relationship-based about it, it has the opposite effect and makes me angry and not want to engage or open it. They become a pain in my perspective so it actually works against when they are trying to achieve. Moderation evidently is something these marketing gurus do not understand and how it quickly changes your perception of them completely. It certainly negates its effectiveness.

The one thing they all miss or leave out is purpose. As Danny mentioned we should have worked so hard to establish a great and ever-important first impression, everything we do after that should be run through the filter of maintaining, continuing or improving that first impression- everything. Every future contact should be in this context and with this purpose. It needs to be thought of as like when dating. There is the introduction, the initial meeting, the first date, the determination of there is an enjoyed interest in furthering or continuing the relationship, then if so, determining what is the proper next step without being overbearing, pushy or weird or out of line when it comes to progression or expectancy. The same should be true in business. I see so many guys that after the first inquiry, opt-in or introduction, are asking me to marry me in their very next contact! Is this effective? No way.

Context is so important in contact.

Then Danny touched on positioning. After establishing the right and proper first impression, everything must remain in the proper perspective. Another of the guru things that absolutely kills me and makes me sick to my stomach is the whole "make it personal about you, tell them about your home life and family." Then you see some family pictures, the family cat or dog, usually on a vacation, perhaps all dressed in white on the beach photo with text all about my wonderful spouse, kids, life, hobbies, vacation spots, hobbies, and other blather. It looks like a family ****** commercial!

Who is the idiot that thinks this is important, necessary and somehow improves a business relationship? I'm sure it somehow worked for a moment with women in business trying to appeal to other women in business, but like almost every other business concept, someone then took it out of that context and tried to apply it across the board and it has now become this vast waste of space and importance that others are forced to have to endure that ends up having the adverse effect and works against them.

Like Danny I intentionally work against all of this common and popular guru BS and created my own structure and system that is time-tested and works. It works for me and my businesses and everyone I teach it too in my coaching and trainings. Positioning exactly as you need your business to be is so important.

To address Fedoras questions: "I was wondering how often and it what context you contact your list? So I'm curious how you actually utilize it without being off putting."

Each list is different as there is no automated one-size-fits-all schedule. There has to be reason and purpose and it should be creating an inviting announcement or reminder in accordance with (their) proper timetables. Let me give you an example. For decades one of my main primary markets has been the school market (K-12). I deal regularly with principles, school and district administrators, PTA/PTO representatives, and certain advisors or department heads (Athletic Directors, Band Directors, school nurses, and other special parent committees. Never teachers (as so many think with regard to the school market. I market on their timetables - what is important to them, their market and industry (this is why it is important to distinguish between Consumer and Professional Markets as they operate completely different). I know, as I teach in my school market training for those working the school market (K-12 grades), that these prime touch times for the school market is Spring/End of Year, Summer/Back To School, immediately after school starts and committees and boards are being formed, and right after the first of the year. These are the four prime times for targeting these school professionals. Of course these right, prime times MUST be accompanied by the right message in the content. This keeps me in front of them at the precise time it is welcome and needed at four times or roughly quarterly throughout the year. Then I also know there are some secondary times throughout the school year as well where it is also effective - such as leading up to their state conferences and conventions, association meetings, or the creation and transition of new board and board members, and seasonal events such as Prom, Graduation, etc.

Every one of them has a purpose and is for a reason at a time they want and expect to hear from me. This is how effective, efficient marketing works. This nonsense that amounts to nothing more than regular blanket marketing is both ineffective and as I mentioned above actually turns people off, gets a higher unopen rate or deletion, and changes and damages any proper first impression you may have made initially.

So much in entertainment business marketing based on conventional marketing mindsets and techniques sooo works against entertainment business operations. Its like trying to put a square peg into a round hole - it can not really ever work.

This is just one market example but I do the exact same for every market I work and it has excelled for years. It saves both time and money. It requires deeper knowledge and understanding (more than just surface knowledge) of your performance market, it must have the right messaging (which is dictated by the proper timetables.) Again, I mentioned this earlier in another post but they (the prospect or customer) sees you as the specially skilled authority in what you do. The expectation is that you operate this way in all facets of your business operation which of course includes connection and contact with them through your marketing. In this way marketing now has a purpose that is welcomed, recognized, and often invited. What a difference this can make.

Ummm wait a second. I think when you have markets like school markets, fairs and festivals, colleges and things with specific timetables that you CAN utilize the timing of emails. (I am NOT in those markets so that is why I say it is not one size fits all.)

Trade show clients that have shows at X times of year are another. I can think of PLENTY of markets where this approach can and does have advantages beyond belief. I still believe they have to be intelligent emails and such. I still think that you have to do all the things I said above so when it comes across they just click it in expectation. All of that is still important and the email must be on that same level.

The same, zero.

Thanks Mindpro, doing a message at just a few logical specific times makes a lot more sense than sending things on a random schedule and hoping you get lucky.

It also helps in that they will have no reason to block you or end up in spam. And with an impression that you probably actually have something to say if it's been a while since they heard from you.

That is interesting. You are a better person than I am because I get less and less inclined. So much so that if I actually did convert to a buyer I’d buy from someone else.

(Note that virtually all of my experiences in these techniques are unrelated to pitching magic, though they do include promoting other forms of entertainment (music, lectures, radio, etc.) as well as a variety of other industries. I do believe that most of the techniques overlap, but Mindpro and Danny can point out those things that are unique to this industry. These guys could write a book, and they've provide so much good advice already that rather than quote their insights and comment, I'll just chime in with my opinions on the same themes, which may duplicate some of what they've already said.)

One of the advantages of having a list of satisfied customers is that you can contact them with a targeted message that both highlights an opportunity: "Great news, I have an opening on my schedule," and remind them of your history: "I remember you telling me about the great response you got to our collaboration last year. I have some ideas about how we can make that even better."