Apart from the obvious reason that mpost of us want to earn as much as we reasonably can from each of our shows, there are also many other reasons to charge a highter fee. I want to share a couple of thoughts with you;
Have you ever arrived at a venue and been told that the only place for you to change and prepare are the toilets? I certainly have had that happen many times during my career, and to be honest it always bugged me. What I learned was that the higher my fee went the less this happened until I reached a point where it would never happen. This is of course just one indicator that you have changed status in the clients mind. It is little things, once the client sees you as more than a commodity then you will have course be offered a complimentary tab for your refreshments and dinner, parking and logistics are arranged for you and so on. Basically you are treated as an important professional rather than one of the commodity staff.
Having spent more on your show - the client will also set you up for success (both in their minds and with the rest of the audience). It is of course true that people generally do not want you to fail, but if they have paid a high fee then they really want to enjoy what you do. In fact they make it even easier for you to do the job, because they put themselves in the right frame of mind.
So not only do you start to become more financially wealthy - but the job becomes easier! Why would you not try and make yourself the most expensive magician in your area rather than under cutting to and trying to be the cheapest?
Showing posts with label making money from magic. Show all posts
Showing posts with label making money from magic. Show all posts
Friday, June 08, 2007
Thursday, April 19, 2007
Customer Satisfaction and the Corporate Magician
Hectic doesn't begin to describe the past few days. As an independent businessman (that is what EVERY full time pro magician SHOULD be), you get to wear many hats. Marketing manager. Administrator. Bookkeeper. When you're being pulled in a million directions by a million different priorities, it's pretty easy to lose sight of something important...
Like many (or most) of you, I had a day job while doing my magic part time. Weekends. Evenings. Bank Holidays. But the majority of my workweek was spent just like everyone else making the daily commute to the office, trying to avoid office politics, and doing my best to make a few pennies. In my fantasies about working for myself, I imagined that my days would begin with a leisurely breakfast, maybe a brisk morning walk with my dog, hit the computer around 10AM, knock off early for lunch, do a couple of close-up gigs during the course of the week and then maybe an easy wedding reception on Saturday,
Was I dreaming or what!
As anyone who's run their own business realises, it can seem like a continuous mad dash from one project deadline to the next. There's always another confirmation contract to send, a thank you note to write, a bill to pay, marketing materials to create... And I'm not even going to go into the time you need to spend developing commercial routines and bespoke performances. (You do think about marketability BEFORE you develop a show, or purchase a trick don't you? Of course you do...)
The one thing that's easy to forget about, or to put off in all of this -- is your customer. You have to always think about them. You have to make sure, even amidst all the chaos of daily business operations, that you're continually striving to develop products and services that offer great benefits in their eyes. Even the little things count. Here's an example. Yesterday, I spent about an hour and a half writing thank you cards for the previous couple weeks worth of bookings. Now, normally I do this right after the fact. But I got busy and ... admittedly ... a bit lazy. I let them slide and pile up. Hey, it's a pain to write a thank you card, even if you have a system for what you say in it.
Nevertheless, it's really, really important.Not only for the results it produces, but also for the attitude that it demonstrates.
One of the keys to my system is to include three business cards and let them know that I really appreciate their business and their referrals. In addition, I also include a pre-paid envelope with a short satisfaction survey card that asks some questions on what they thought of my show. Nearly everyone returns the card. And by and large, the feedback is almost 100% positive. And I've used many of the comments as testimonials in my marketing materials.
Do I enjoy writing out the thank you notes? Of course not, like I said, it's a pain. But is it worth the effort? Absolutely.
It's a small thing, but sending a thank you note to EVERY customer positions yourself just a notch higher than the guy who just took the money and ran. It's a class thing. And class always pays off. Maybe not immediately, but over time you create a reputation that people will respect and appreciate.
Yesterday I booked a gig from a lady who said she had seen me at a little corporate event I did a few years ago. I didn't have to do any selling at all. 'Are you available?' and that was that.
Now, I do a pretty good job in front of an audience. But that alone would not create any where near the income that I want. To make the different I am meticulous about following up with a thank you and satisfaction survey. Did a thank you card get me my last referral? I don't know. But I do know the type of professionalism that causes you to write out thank you cards is the key to letting customers know how much you care about them and the way to out perform your competition.
And that is the bottom line: the professionalism that you show BEFORE and AFTER the event is what will really differentiate you from the other magicians in the book.
Like many (or most) of you, I had a day job while doing my magic part time. Weekends. Evenings. Bank Holidays. But the majority of my workweek was spent just like everyone else making the daily commute to the office, trying to avoid office politics, and doing my best to make a few pennies. In my fantasies about working for myself, I imagined that my days would begin with a leisurely breakfast, maybe a brisk morning walk with my dog, hit the computer around 10AM, knock off early for lunch, do a couple of close-up gigs during the course of the week and then maybe an easy wedding reception on Saturday,
Was I dreaming or what!
As anyone who's run their own business realises, it can seem like a continuous mad dash from one project deadline to the next. There's always another confirmation contract to send, a thank you note to write, a bill to pay, marketing materials to create... And I'm not even going to go into the time you need to spend developing commercial routines and bespoke performances. (You do think about marketability BEFORE you develop a show, or purchase a trick don't you? Of course you do...)
The one thing that's easy to forget about, or to put off in all of this -- is your customer. You have to always think about them. You have to make sure, even amidst all the chaos of daily business operations, that you're continually striving to develop products and services that offer great benefits in their eyes. Even the little things count. Here's an example. Yesterday, I spent about an hour and a half writing thank you cards for the previous couple weeks worth of bookings. Now, normally I do this right after the fact. But I got busy and ... admittedly ... a bit lazy. I let them slide and pile up. Hey, it's a pain to write a thank you card, even if you have a system for what you say in it.
Nevertheless, it's really, really important.Not only for the results it produces, but also for the attitude that it demonstrates.
One of the keys to my system is to include three business cards and let them know that I really appreciate their business and their referrals. In addition, I also include a pre-paid envelope with a short satisfaction survey card that asks some questions on what they thought of my show. Nearly everyone returns the card. And by and large, the feedback is almost 100% positive. And I've used many of the comments as testimonials in my marketing materials.
Do I enjoy writing out the thank you notes? Of course not, like I said, it's a pain. But is it worth the effort? Absolutely.
It's a small thing, but sending a thank you note to EVERY customer positions yourself just a notch higher than the guy who just took the money and ran. It's a class thing. And class always pays off. Maybe not immediately, but over time you create a reputation that people will respect and appreciate.
Yesterday I booked a gig from a lady who said she had seen me at a little corporate event I did a few years ago. I didn't have to do any selling at all. 'Are you available?' and that was that.
Now, I do a pretty good job in front of an audience. But that alone would not create any where near the income that I want. To make the different I am meticulous about following up with a thank you and satisfaction survey. Did a thank you card get me my last referral? I don't know. But I do know the type of professionalism that causes you to write out thank you cards is the key to letting customers know how much you care about them and the way to out perform your competition.
And that is the bottom line: the professionalism that you show BEFORE and AFTER the event is what will really differentiate you from the other magicians in the book.
Friday, April 13, 2007
Have you got the goods?
When you go to see a band, a singer, a magician, or any performance, the bigger the name, the more resources they have to apply to the show.
Now, any one can dazzle you with lights and flash and special effects. And boy, some of the big names certainly do that. I've seen many a performance brilliantly choreographed and synchronized with giant monitors, fog effects, and strobe lights. (And FYI, I've seen a lot of bands and other live performers!) But I have to say; the level of stagecraft that I see now days ever from smaller acts is quite outstanding.
I know I am not the only person that walks away totally impressed. You just have to listen to people in the interval.
So how does this apply to us?
I talk a lot about the power of great marketing. In the "90 Day Market for Business System For Magicians" I cover a huge variety of strategies to help you clarify and effectively deliver our own unique marketing messages. Without a doubt, the skill most often overlooked by magicians is becoming a strong marketer and proficient businessperson.
Without those skills, you are wasting your time completely. The hours that you have spent perfecting your technical skills will be completely irrelevant as nobody but you and your family will ever see them.
But as you grow in your skills as a marketer, also strive to continuously grow in your skills as a professional performer and not just a technician. Make sure that you truly do make good on the promises you make in your sales letters and telephone calls. If you promise to make the kids laugh during little Johnny's birthday party, you'd better go the extra mile necessary to keep those kids falling over and convulsing with laughter! If you have said, “people will talk about your performance” make sure that every guest at the wedding comments on your brilliance to the bride and groom.
Over-promise and then OVER-DELIVER!
When you've got ALL the goods -- the ability to deliver an outstanding marketing message, the business skills to run your affairs along with the ability to blow away your audience with a great act and amazing magic – then you've laid the foundation for unstoppable success.
Anything less is just preparing to accept defeat!
Sunday, March 25, 2007
Marketing your magic business - part 3
So this is the third and final post about the absolute basics of making more money as a magician - part 3. There are of course a myriad of other ideas that you can use to make more money and I will be exploring those on this blog of the next few weeks and months.
If you have read part 1 and part 2, then buy now you should have a pretty good idea that the key question you need to answer (and believe the answer you give ) is : "What are you selling?"
If your answer still is 'I sell a magic show' then you are missing the point. As a magician you are not in the business of selling magic shows.
If you answer, 'Myself' then you're a bit closer. Yes, you are selling yourself. You already know that during your performance, if your audience doesn't connect with you as a person, as someone they respect, like, and admire, then you're going to have a much more difficult time entertaining them and making the act appear to be a success. The same is true before they book you, if you fail to sell yourself as the kind of person that they would like to have at their event you have made it very hard for yourself to get the booking. It doesn't matter what your fee is or how many competitions you have won - if they don't like you then you are not going to get booked..
But the real answer is not "a memory" or "a solution" these concepts are far too abstract to be helpful to you in selling the act. The real answer is you are selling security. Think about this for a moment and put yourself in the buyers shoes (always a good plan!): they may well have never booked a magician before, they may not have seem a magician before, they are organising an event for their friends, family or clients (all groups of people that they care about). The magician is just one element of the MANY things that need to be organised for the event. What does the buyer want? (a) the guests will be really entertained by the magician and it will add to the guests over all enjoyment of the evening (b) booking you will be a low stress process.
You are probably thinking that you have this covered - you tell them, at length, about your credentials your professionalism and show them a bunch of testimonials. Well, that is a start, but how do you present this to the prospect? My guess is that you think like a magician so you speak like a magician and use words that magicians use. If you really rip apart your sales materials (brochure. website and so on) does it help the buyer identify with you or have you put yourself up on a pedestal? Do you present your case for (a) and (b) above in a way that someone that has never seen a magician would grasp?
If your marketing materials claim that you will rock the world and change the guests lives and create indelible memories you are deluding yourself and in my experience that is not what buyers are looking to buy. The bride at a wedding would quite like to be the centre of attention and it would be nice for the guests to remember the wedding - do you really think you are going to shine brighter than that? At a corporate dinner in the 7 minutes 30 seconds you spend at a table do really believe that your ring flight is going to be a bigger hit than the complimentary drinks running freely all night? Of course not! If you believe that you are the main attraction you are not selling the service that the buyer is looking for and you are just being a muppet with your marketing!
So don't get sucked into believing you are selling "lasting memories" - your job as a magician is to ADD to the event in a professional way that will HELP with the guests having a great time, when COMBINED with all of the other things that are happening at the event.
You are part of a supply chain and understanding that one fact will enable you to be 100% more effective in your sales and marketing.
However don't think for a minute that I am trying to suggest that you should devalue or dumb down what you offer. Far from it! I am just suggesting to you that you need to focus on the right messages and those need to be what is important to the buyer rather than what is important to you.
Now - go and take this idea and see how it applies to your specific magic business and then take action. No action = No improvement, in which case you have just wasted 5 minutes reading this article. Well Done
(Comments and feedback always welcome)
If you have read part 1 and part 2, then buy now you should have a pretty good idea that the key question you need to answer (and believe the answer you give ) is : "What are you selling?"
If your answer still is 'I sell a magic show' then you are missing the point. As a magician you are not in the business of selling magic shows.
If you answer, 'Myself' then you're a bit closer. Yes, you are selling yourself. You already know that during your performance, if your audience doesn't connect with you as a person, as someone they respect, like, and admire, then you're going to have a much more difficult time entertaining them and making the act appear to be a success. The same is true before they book you, if you fail to sell yourself as the kind of person that they would like to have at their event you have made it very hard for yourself to get the booking. It doesn't matter what your fee is or how many competitions you have won - if they don't like you then you are not going to get booked..
But the real answer is not "a memory" or "a solution" these concepts are far too abstract to be helpful to you in selling the act. The real answer is you are selling security. Think about this for a moment and put yourself in the buyers shoes (always a good plan!): they may well have never booked a magician before, they may not have seem a magician before, they are organising an event for their friends, family or clients (all groups of people that they care about). The magician is just one element of the MANY things that need to be organised for the event. What does the buyer want? (a) the guests will be really entertained by the magician and it will add to the guests over all enjoyment of the evening (b) booking you will be a low stress process.
You are probably thinking that you have this covered - you tell them, at length, about your credentials your professionalism and show them a bunch of testimonials. Well, that is a start, but how do you present this to the prospect? My guess is that you think like a magician so you speak like a magician and use words that magicians use. If you really rip apart your sales materials (brochure. website and so on) does it help the buyer identify with you or have you put yourself up on a pedestal? Do you present your case for (a) and (b) above in a way that someone that has never seen a magician would grasp?
If your marketing materials claim that you will rock the world and change the guests lives and create indelible memories you are deluding yourself and in my experience that is not what buyers are looking to buy. The bride at a wedding would quite like to be the centre of attention and it would be nice for the guests to remember the wedding - do you really think you are going to shine brighter than that? At a corporate dinner in the 7 minutes 30 seconds you spend at a table do really believe that your ring flight is going to be a bigger hit than the complimentary drinks running freely all night? Of course not! If you believe that you are the main attraction you are not selling the service that the buyer is looking for and you are just being a muppet with your marketing!
So don't get sucked into believing you are selling "lasting memories" - your job as a magician is to ADD to the event in a professional way that will HELP with the guests having a great time, when COMBINED with all of the other things that are happening at the event.
You are part of a supply chain and understanding that one fact will enable you to be 100% more effective in your sales and marketing.
However don't think for a minute that I am trying to suggest that you should devalue or dumb down what you offer. Far from it! I am just suggesting to you that you need to focus on the right messages and those need to be what is important to the buyer rather than what is important to you.
Now - go and take this idea and see how it applies to your specific magic business and then take action. No action = No improvement, in which case you have just wasted 5 minutes reading this article. Well Done
(Comments and feedback always welcome)
Monday, March 19, 2007
Your website may be killing your business
You have just "taken delivery" of your shiny new website. It is not only an icon of modern graphic design but also a technical wonder that is set to be on the front page of EVERY search engine. Of course this level of sophistication has cost you dearly, but never mind you will soon get your money back because of additional gigs that the site will generate.
In fact you are so proud of your website you drive everyone to it. No - you heard them, every last one of them. Any time someone even thinks of hiring you ( you do a mind reading act don't you?) then you immediately force them across to the trusty money machine - the website.
But just stop and think for a minute.
Do they need to go and see the site? Are you just creating an unnecessary obstacle in the sales process?
If they emailed you then sending them a reply that says "yes I'm free go see the website it will tell you everything you need to know" is not going to be helpful.
If they phoned you then telling them to go and see the website it has your show reel on it is not going to be helpful.
Think about your sales process and if you are unclear about it, get a piece of paper and draw it all out.
I will write a blog later in the week telling you how to map and optimise your sales process if you need some input on this.
In the mean time if you want to make more money from your magic then book mark this site, subscribe or pick up the RSS feed.
In fact you are so proud of your website you drive everyone to it. No - you heard them, every last one of them. Any time someone even thinks of hiring you ( you do a mind reading act don't you?) then you immediately force them across to the trusty money machine - the website.
But just stop and think for a minute.
Do they need to go and see the site? Are you just creating an unnecessary obstacle in the sales process?
If they emailed you then sending them a reply that says "yes I'm free go see the website it will tell you everything you need to know" is not going to be helpful.
If they phoned you then telling them to go and see the website it has your show reel on it is not going to be helpful.
Think about your sales process and if you are unclear about it, get a piece of paper and draw it all out.
I will write a blog later in the week telling you how to map and optimise your sales process if you need some input on this.
In the mean time if you want to make more money from your magic then book mark this site, subscribe or pick up the RSS feed.
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