The Prestige and marketing your magic business

Have you watched: 'The Prestige'

In case you haven't seen it, it's set in Victorian England about two competing magicians, both of whom seem willing to do just about anything to one up the other. It's a great film. Not only does it treat the art of magic with respect, it weaves an extremely complex and gripping tale
that blends the classic magical themes of life, death, and resurrection with obsession and revenge.And what a kick of an ending! I can't wait to watch it again. (In case you haven't seen the movie, I won't reveal its secrets. That would betray the code... and we magicians have to keep our promises. ;-)

The title, 'The Prestige,' comes from the three-act drama inherent in every magical effect, labeled thusly:

• The Pledge: Where the ordinary object is unveiled.
• The Turn: The object vanishes, levitates, transforms, etc.
• The Prestige: The object reappears, becomes new, whatever.
  

I'm going to tie in all three parts to some core marketing principles we can all use. Today's topic:

THE PLEDGE
When we position ourselves in the minds of our potential customers, we are -- in effect -- making a promise of the benefits we can deliver.

Our pledge -- our promise -- is the guarantee that we can make to our customers, should they decide to employ our services.

If you haven't guessed, the Pledge is roughly equivalent to our USP (Unique Selling Proposition). I go through the concept of the U.S.P. in great detail in the '90 Day Market Mastery System for Magicians,' however, in short form it's simply a clearly stated promise of benefits that you can GUARANTEE to deliver your customers.

Your 'Pledge' or USP should be specific and -- just like a great magical effect -- unforgettable. The classic example of a USP comes from Dominos Pizza, 'Hot, Fresh, Pizza Delivered to Your Door in 30 Minutes or Less - Guaranteed!'

It's clear from just this example, that a great PLEDGE or USP can form the basis of an entire business strategy. When you start off any marketing piece with a clear promise of benefits you will deliver -- guaranteed -- you immediately set yourself above the competition that stumbles
along with the boring and trite, 'magic for all occasions.'

So... What kind of Pledge can you make to your customers?

Booking a Wedding Magician

"Subject: Wedding Magician

Dear Mr Magic,

My wife and I are greatly looking forward to your providing magic at our daughter's wedding.My wife and I are huge magic enthusiasts and have got together to work out a list of the tricks we would like you to perform. Obviously don't worry if you can't do all of them. Firstly any David Blaine items would be great but I especially want you to throw a card through the Bride and Groom's Limousine window when they arrive at reception, I think this would get the entertainment off to a fine start..... " Now read the full article (it is brilliant) at MagicWeek.