Trends in Magic
There are many trends in the art of magic. They come and go like fashion and the latest craze. However, some trends tend to stick around and others are just alarming in general. When it comes to magical entertainment, the one trend I am noticing more and more is this idea that a magician thinking they can take any gig and any event even if they are not qualified for it.
I can not tell you how many times I have seen, heard and read about magicians taking a gig and then asking for ideas and tips on how to do it. Some go as far as asking for help creating the show itself. When asked when the show is, you get an answer of “oh in a week.”
These are the same folks who send our business cards and marketing material that states “magic for all occasions.” Well folks a magician who does ALL occasions is a magician for NO occasions. The point simply is that you should not try and be a jack of all trades.
Businesses succeed because they are based on establishing niche markets and excelling at them. By doing so, they develop brand loyalty. It is easier to target market because they know exactly who their customers are. Customers go to these companies because it is clear to them what they specialize in and exactly what they are getting in return.
Establish who you are and define what markets fit you best. More importantly find out who you are Not. This is as important to your business as your Unique Selling Proposition (USP). It is OK to know who you are NOT as a performer. More importantly it helps ground you and establishes the markets that BEST fit.
So what is it that causes many to think in this fashion? Many think they have to do everything to justify being called an entertainer. Others simply think it is a necessity to “stay alive” in this economy. Both are legit concerns. However, this is not the way to go about it.
In Fact, the more you head in this direction, the harder it is to grow your business or have any real success in it. Businesses are built around reputation and having the customer know YOU can directly solve and meet their needs time and again.
As many know, word of mouth travels fast in this digital age. A great reputation can vanish overnight simply from making a wrong choice that goes against your better judgment and your business model. Why accept a gig if you have never done it before or have no idea how to even start? Thinking you have no choice is not the answer.
You DO have a choice and that choice is to simply say no and walk away from anything that does not fit who you are as a performer and what you specialize in. Learn to focus on your strengths and develop your business around these strengths. The more you can develop and define your niche specialty, the easier it becomes to market effectively.
If you find yourself having to say yes simply to stay afloat, then perhaps the problem is not the economy at all. Perhaps the problem is you and the way you conduct your business. Many will blame the economy instead of realizing that they are spreading themselves too thin.
Refine and define your business as that allows you to better focus on marketing. People will come to you because they know clearly what you stand for. Focusing on what you do best allows you to excel and to always know you give every client 100% every time out.
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