Guest Author - Dennis Regling
In the book Reality in Advertising by Rosser Reeves, it is stated, "A gifted product is mightier than a gifted pen."
Bill Bernbach was named No. 1 on Advertising Age's 20th-century honor roll of advertising's most influential people. Said Bernbach, "Advertising doesn't create a product advantage. It can only convey it...No matter how skillful you are, you can't invent a product advantage that doesn't exist."
Too many "marketing gurus" push on how to sell your show or product. This is important. You must learn and master various marketing methods and attack your market with vim and valor.
But in the end, you must have a product that delivers. Word of mouth will be the ultimate business maker or breaker. What your clients share with others will either cause a geometric growth in your business or a rapid decline in bookings.
My library shows all come from referrals that started from one show I did five years ago for the local library. This is not a market I have pursued, but it has pursued me. A great show at a great price was all it took.
Every show you do must be the best. You must have the best props (not necessarily expensive, but clean and working properly), a professional demeanor and a great show that not only entertains but that meets and exceeds the client's expectations.
Always get evaluation forms filled out by your customers and even ratings cards from audience members. Talk to people, see what they like. Fine tune your show or product so it is the best on the market.
Repeat business and referrals will make you a lot of money with a lot less work.
"A gifted product is mightier than a gifted pen."
A great show is better than the best brochure.