Don Jack, Paul Daniels and other magicians.
Does your brand image align your business, product or service with your most profitable market? Does it speak to that market in their terms? It better.
I happen to count the entertainer: Paul Daniels as one of my acquaintances. Paul made worldwide headlines with his top-rated television shows and great live performances. Good fortune acquired through magic.
In 2003 he staged a one-man show as a tribute to Max Malini, a legendary performer of the early 20th century who travelled the world performing in hotels and theatres as well as giving command performances to many of the world's leaders. Paul told me the secret behind Malini's success, beyond his prestidigitation skills. He targeted his market: the upper-classes, landed gentry, politicians, noblemen and Kings, those of influence and wealth. Malini made sure that he was considered worthy. He learned to speak like them, dress like them, act like them. Of course, he was mysterious and entertaining; people wanted to be around him. In other words, his image and his market were perfectly aligned.
Get this right, and you begin the process of funnelling the right kind of customer right to your door. Customers who appreciate what you do, they want to engage with you. With your offer to market that much clearer, unnecessary interruptions tail off. Add to that a few well-considered ways to deliver responses to predicted enquires and known questions, and we are off and running.
Predicting the future is not as difficult as it may sound. The key is to stay one-ahead if you know what I mean.
Some years ago, International Magician of the Year: Dusty Miller was rather impressed with a prediction effect that I had devised as part of my initiation into an elite circle of like-minded mentalists. President of the Magic Circle at the time said that a magician could build his entire career on this one effect. I was stunned and flattered. At its heart was a collision of ancient knowledge and the latest printing technology allied to a good deal of presentation skill. The effect was formally offered only two magicians (that I am aware off): Paul Daniels and David Copperfield. Paul wrote to say he would use it in his next TV show; we yet await a formal response from Mr Copperfield.
The trick is to know your market. Predict and knock down objections before they arise. Give your customers what they want - if they like chocolate, design a chocolate flavoured version of your product.
For around three decades my team and I have enabled hundreds of organisations, large and small, to gain more significant exposure to broader markets. We help realise personal and corporate aspirations, move people and product and more pragmatically, we increase sales and profitability.
I happen to count the entertainer: Paul Daniels as one of my acquaintances. Paul made worldwide headlines with his top-rated television shows and great live performances. Good fortune acquired through magic.
In 2003 he staged a one-man show as a tribute to Max Malini, a legendary performer of the early 20th century who travelled the world performing in hotels and theatres as well as giving command performances to many of the world's leaders. Paul told me the secret behind Malini's success, beyond his prestidigitation skills. He targeted his market: the upper-classes, landed gentry, politicians, noblemen and Kings, those of influence and wealth. Malini made sure that he was considered worthy. He learned to speak like them, dress like them, act like them. Of course, he was mysterious and entertaining; people wanted to be around him. In other words, his image and his market were perfectly aligned.
Get this right, and you begin the process of funnelling the right kind of customer right to your door. Customers who appreciate what you do, they want to engage with you. With your offer to market that much clearer, unnecessary interruptions tail off. Add to that a few well-considered ways to deliver responses to predicted enquires and known questions, and we are off and running.
Predicting the future is not as difficult as it may sound. The key is to stay one-ahead if you know what I mean.
Some years ago, International Magician of the Year: Dusty Miller was rather impressed with a prediction effect that I had devised as part of my initiation into an elite circle of like-minded mentalists. President of the Magic Circle at the time said that a magician could build his entire career on this one effect. I was stunned and flattered. At its heart was a collision of ancient knowledge and the latest printing technology allied to a good deal of presentation skill. The effect was formally offered only two magicians (that I am aware off): Paul Daniels and David Copperfield. Paul wrote to say he would use it in his next TV show; we yet await a formal response from Mr Copperfield.
The trick is to know your market. Predict and knock down objections before they arise. Give your customers what they want - if they like chocolate, design a chocolate flavoured version of your product.
For around three decades my team and I have enabled hundreds of organisations, large and small, to gain more significant exposure to broader markets. We help realise personal and corporate aspirations, move people and product and more pragmatically, we increase sales and profitability.
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