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lou serrano Special user Los Angeles, CA 671 Posts |
I just posted a new video on my blog where I share some insight on creating more value for your clients to increase your income.
Click Here to check it out. As always, I welcome your comments. Lou Serrano |
TomBoleware Inner circle Hattiesburg, Ms 3163 Posts |
Nice Video Lou.
Well Done. Tom
The Daycare Magician Book
https://www.vanishingincmagic.com/amazekids/the-daycare-magician/ My Blog - https://boleware.blogspot.com/ |
aussiemagic Special user 937 Posts |
Thanks for that.
I would like to know specific ways how entertainers can make themselves more valuable to their clients. Any thoughts?
How to become a professional magician:
Click here |
Benji Bruce Special user 930 Posts |
Quote:
On 2011-01-19 01:08, aussiemagic wrote: You create value by doing 3 things: 1. Make it scarce 2. Show that other people want it 3. Make them work for it Anything that comes easy does not have value. If they call you up and say "We have an event for Feb 23rd are you available" and you immediately say "YES I am do you want to book me" then you have automatically decreased your value. But if you respond by saying "Well I'm not in front of my schedule so I can't say whether or not I'm available but Feb is very busy, what can you tell me about the event?" You have created value by showing that you are scarce (that is one example) Social Proof is the number one persuasion tactic. When you walk by a huge crowd of people, you start to wonder "what is going on over there" and you find yourself gravitating towards the crowd. Video testimonials show that other people want what you offer. But having one testimonial isn't enough. If you have HUNDREDS then the only thing the client can think of is..."he must be good since so many people are saying so." And having a list of high profile clients is also a social proof technique. And if someone is not invested in you then they will not buy from you. The longer you spend with someone, the more invested you become in them. One specific technique I use is to get the client to send me an email after our conversation that talks about the details of their event and the price I quoted them. This gets them to take action on your part. If you're the one who is sending contracts, emails, phone calls, etc then they are not invested in the interaction. A lack of investment makes it easier for them to say no. That is how you create desire. |
aussiemagic Special user 937 Posts |
Benji,
You are talking about creating desire in the mind of potential buyers. I am talking about increasing the value of the services that I offer.
How to become a professional magician:
Click here |
Benji Bruce Special user 930 Posts |
That is creating value. When something is scarce it is considered valuable. When people have to work for something then they consider it valuable.
You are your services. So when you create desire for yourself, the result is value. When people see that you have tons of video testimonials then you are creating value on yourself (your services). Having a GREAT show makes you valuable. And there is also the message 2 market match. If you're doing a trade show then you create value by telling them how you can generate leads, etc. The best example of creating value I have ever seen was watching Joel Bauer sell his business card for $100. 1. He started out by showing everyone why our cards suck and how his represents something more than just a card; it represents good marketing. 2. He was willing to give it away but unfortunately he only had one business card on it (scarcity). 3. So he asked who wants it (everyone raised their hand...aka social proof). 4. But since everyone wants the card and he only has one to give away, he MIGHT be willing to part with it. 5. If we wanted his card then we had to stand up (everyone stood up). 6. Since there were too many people, he has to separate the men from the boys so take out $100 and hold it in the air. If you don't have it then sit down. 7. Get in a line and hold your $100 bill above your head, etc etc Parts 5, 6, 7, etc were all about getting us invested (making them work for it). He didn't just say, "Who will pay $100 for my card?" He showed us how his card was different, made it scarce, showed that others wanted it, and made us work for it. If that isn't creating value (from nothing) then I don't know what is |
TomBoleware Inner circle Hattiesburg, Ms 3163 Posts |
Lou mentioned Jim Rohn, and it was Jim that said: "Work harder on yourself than you do on your job."
If you work hard on your job, you can make a living. But if you work hard on yourself, you can make a fortune. One way to add value is. Pay closer attention to the ‘little things’ because those 'little' things do make a big difference. In business, it is the attention to the little things, the details, that create and build long-term customer loyalty. Do the Little, the Big will follow. Tom
The Daycare Magician Book
https://www.vanishingincmagic.com/amazekids/the-daycare-magician/ My Blog - https://boleware.blogspot.com/ |
aussiemagic Special user 937 Posts |
Benji,
You are talking about "perceived value" which will help you sell your first show to that client! I am talking about actual value! The client has already bought from you... What now can you give them in terms of value that will make them want to book you again? A good show! But this is a given! What else? A customized show! Good cutsomer service! What else? BTW, making yourself scarce does not ncessarily make you "in demand". If you are not answering your phone or difficult to get in contact with then I wold assume that is not because you are in demand but rather that you do not treat your business seriously! I will always try and reply to my clients promptly, not becaue I am desperate but because I am customer focused
How to become a professional magician:
Click here |
TheDean Inner circle Reno, Nevada 2164 Posts |
Aussie,
You are dead on… there IS a massive difference in creating perceived value and generating REAL, discernable, Massive Value to and for the people you aim to serve. Oh sure, sometime you need to do some of each you can deliver more of the other, but success and delivering massive value is not a ‘technique’ all unto itself. Ultimately, it is a genuine head and heart space thing. - - Believe me, I UNDERSTANT both sides of the conversation. The truth is, all those things kind of need to co-exist for maximum effectiveness and benefit to all. So, to answer your question, I need to ask YOU a question… What Do You Do? Who Do You Serve? (or Hope To Serve) What sorts of value-added things are you doing right now? What would you like to do in addition to that? Kinda basic, generic questions kind-of, but this the medium to what we are working… direct call or skype or something like that would produce a different result, but this is a forum so here we are… How can I serve YOU? Some simple, basic (very generic) things might be: = Have a Super Valuable Product that ROCKS! (Your Show!) = Offer some REAL (not marketing hype) value-added information into the relationship. = Certainly find out from them direct what they really want, need, desire and deserve and see if you have other ways of giving it to them. = Bonus, Value Added Time, Talent working other project… etc …simple, obvious stuff like that. I believe you REALLY have more of an specific answer that you may have thought at first. Give yourself a bit of credit and find ways to help them and be of more value and service. One example from just this week at a major industry convention: When distributing my business card I have a specific mini-training (YES, when appropriate.) that I do as I give out my card. - - Its fun, interesting, entertaining and engaging AND it adds massive value (and attracts massive crowds and interest) to there who receive and view the mini-live-training. (and it’s quick) I had no-less than 20 people drag there friends back to me and say something like; “Dean, Give My Friend One Of Your Business Cards!” I guarantee it was NOT for the business card itself! It was for the killer, value-added micro-training that I offered. Kinda easy to add real value if you get that this is more about service and less about ‘technique’ alone. BOTH are useful, but one improves and changes lives for ever. I am at your service and in HIS Service, Dean <><
Dean Hankey, *M.D. - The Dean of Success Solutions!
Serving & Supporting YOU and Your Success! "Book More Shows... Make More Money... SERVE MORE PEOPLE! - Not Necessarily In That Order…" (*Marketing Doctor) |
Benji Bruce Special user 930 Posts |
Ok now I understand what you're getting at.
After they have hired you then as you know, staying in contact with them is what you need to do. But the way you stay in contact is an opportunity to create value. Sending a thank you card can work but it means very little nowadays because they know that there isn't much thought put into it. So here are a couple things that I do: -go to magmypic.com and you can upload a photo from the party and make it look like it came from a magazine. Send them the photo along with a letter as a thank you letter (handwritten) -always get the person who hired you involved in a trick on stage and record it. Send them the recording -send them video testimonials of people at the event (tell the people to thank the decision maker for hiring you) Those are a couple of things that I do. But overall, I keep in contact with them anyway I can. There is a difference between being scarce and being unavailable. Being scarce means that you ARE available in a limited amount. If you're unavailable then nobody can get to you. So when people call you and you call them back within 24 hours then you are being scarce. But if someone calls you and you call them back 3 days later then you are being unavailable. Most people confuse being scarce with being unavailable and that is the furthest thing from the truth. Scarcity is AVAILABILITY in tiny amounts. It is right in front of you but there are only a couple left and hundreds of people want it...so what are you going to do...wait? |
Scott Burton Inner circle 1131 Posts |
I see two parts in the equation:
(1) Have a product that is valuable and is valued by the market (2) The ability to effectively communicate the value in a way that is understood and appreciated by the market Both are necessary. No one here is wrong: it`s all part of the big picture. |
aussiemagic Special user 937 Posts |
Thanks guys!
Some really good tips there!
How to become a professional magician:
Click here |
Cyberqat Inner circle You can tell I work on the net from my 2209 Posts |
I think sometimes you won't know your big value until afterwards.
Last Thanksgiving I did a volunteer show for a program my wife volunteers with for single mothers and their kids. Part of the show went amazingly wrong (I've already written about that) but it recovered and ended well. But the big thing they were talking about days later was that this was the most attention they had ever seen one little 8 year old boy, who has serious ADD issues, ever pay to anything other then the TV set. That was my biggest value that night, and I didn't even know it
It is always darkest just before you are eaten by a grue.
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lou serrano Special user Los Angeles, CA 671 Posts |
I was about to respond with a long winded post, but everyone has given great examples of how to create value. This is the kind of discussion I love to see here on the Café. Posts that are beneficial to all. It even made me think and re-evaluate my thoughts and beliefs on the subject. It helped me to see things through a different lens from the one I normally use.
I could write a book on how to how to create value, how to give more value, how to communicate that value, and in turn become more valuable to your clients. I could also give specific examples on how I do it, but that is exactly what I've done in my marketing and business development course for magicians, The Real Secrets (I know it's a shameless plug). The truth is you need a system for creating, giving, and communicating value (both perceived and real). If you really want to offer more value to your customers, then do more than is expected of you for the job which you are getting paid. This includes everything from customer service and follow up to delivering a show far more powerful than your client expected. It seems very simple. The fact is it's a very simple concept, but integrating that concept into real-life actions will require a great amount of effort. One thing to remember is most of your effort will be expended on the start-up of the system you will use to create value, but once its up and running it's like a machine that keeps on running as long as you supply the fuel. Respectfully, Lou Serrano |
Kevin Viner Loyal user San Diego, CA 203 Posts |
I love that Jim Rohn quote, and think that more magicians need to focus on their personal development. By learning and becoming versed in a variety of subjects and disciplines, and by constantly making minor changes that SHAPE US AS PEOPLE FIRST, the magic will follow. We will have more foundations upon which to build intriguing presentations, and we will be able to connect better with a variety of people. How many magicians, even those who specialize in "corporate magic," can comfortably sit with the CEO of a company during dinner and carry on an intriguing conversation?
People get the big fees because companies want to be around them. They see them as something more than "just a magician." And as long of most of us are just magicians, we will never reach the value OR fees that they give others. It's our job to become interesting, dynamic individuals that companies will want to see year after year, for more reasons than just a magic show.
Warmest regards,
Kevin Viner Corporate Magician in Los Angeles, CA | Magician in San Diego | Magician in Orange County, CA | |
David Thiel Inner circle Western Canada...where all that oil is 4005 Posts |
Wonderful thoughts here. Thank you, all!
Whatever doesn't kill you makes you stronger. Except bears. Bears will kill you.
My books are here: www.magicpendulums.com www.MidnightMagicAndMentalism.com |
Close.Up.Dave Inner circle Behind you! 2956 Posts |
And old thread, but I wanted to thank Lou again for generating the discussion. I think there are some great posts in this discussion that I needed at the moment.
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Bill Hilly Elite user 449 Posts |
Wow, I didn't even notice this was a year old. I missed it the first time around. Thanks, Dave, for bumping it up. Some of the best reading I've done in a while. Thanks everybody.
- B.H. |
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