I spent 15 years of my life hiring and training sales people. The first lesson every one of them got was that we do not sell products, we sell benefits.
In marketing yourself as a magician, you must remember people do not hire magicians. They purchase solutions. If you are to be hired, you must be the solution to their problem or need. Of course this need may be real or perceived.
Look at the market you are selling to. Ask yourself what their motivation is for hiring an entertainer or speaker. List their needs and how you can be the solution. Stop selling magic and start selling solutions.
No one really cares that you produce 24 doves and a rabbit during your show. No one cares that you won an unheard of magic competition. No one cares that you have a state of the art sound system.
What they care about is how their children will "have their attention captured and will squeal with delight as you produce doves and rabbits." They care that your professional production will bring them loads of compliments for booking you. They care that you relieve them of the need to supply a sound system and that everyone will be able to hear you and enjoy the show. Got the idea yet?
Why should someone hire you for:
Restaurants: Restaurants lose money when patrons walk out instead of waiting in line. At busy times, the wait for food after ordering may take awhile longer than usual. As a magician, you sell them the solutions to these problems. You keep the customer entertained, making time glide by while they wait in line or wait at their table.
Weddings: How do you handle that awkward time between the wedding and the reception? The happy couple is having photos taken and the guests are waiting at the hall. A strolling magician can make this time pass quickly and also help break the ice between strangers.
Trade Shows: Your booth is in a room with hundreds of other booths. How will you draw potential customers to your booth? A magician performing tricks that also incorporate the features of your products is a great and well-remembered draw.
Birthday Parties: Twenty children for two hours. How do you keep them entertained and in control? A fast-moving, funny magic show with fuzzy animals can hold their attention for 30 minutes while you set the table or prepare for other activities. If the magician also supplies and leads games, songs and twists balloon animals, that is even better.
There are so many ways a magician can be the solution to the needs of different organizations. Often, people never even consider why they should hire a magician. It is your job to educate them. An educated buyer is a satisfied buyer.
Design your promotional materials to highlight the benefits of hiring a magician, ventriloquist or whatever your specialty is. Then go one step further. Write a free report detailing how a magician can be the solution to a specific need. Use this as a lead generator.
For example, a birthday magician may write a report on "How To Give Your Child The Best Birthday Ever!" The report would include information about cakes, games and decorations. It would also list the reasons to hire a magician and have your contact information. If they request this report online, you will have their contact information. Otherwise, have a strong "call to action" if using a printed report.
I will write more about using free reports soon. But first, take the time to evaluate your benefits to the buyer.
If you would like me to review your materials, please email me.