Remember the old saying, ‘There Is No Business-Like Show Business'? Well, let me introduce you to another one in the real business world. ‘All Business Is About the Show’

Yes, I believe that all successful businesses are in the entertainment business, and until you, the businessperson, can fully understand this, you will probably never be as successful as you could be. I think it’s important for us as magicians, entertainers, and other self-employed, to understand who the real competition is, and to grasp that all businesses must operate within the realm of entertainment in order to achieve maximum success. However, some magicians appear to struggle with this concept. Perhaps it is due to the nature of magic being centered around "secrets," which creates a disconnect from the real world. Or maybe they firmly believe that entertainment only belongs on the stage. Then too, there are individuals with a limited perspective, causing them to be unaware of their wider external surroundings. And some just refuse to accept the possibility of there being beneficial knowledge outside their own small world. They have pigeonholed themselves into a very small market. And sad to say, some even believe the magic business is all about ‘fooling’ others. Also, there are some that have simply been misled by the slick magic marketing gurus causing others to believe that their 'secret' way is the only way.

But in today's fast-paced and constantly evolving business world, it's essential for all companies to recognize that they are not just selling products or services; they are also in the entertainment business. Whether you are a small start-up or a large multinational corporation, your customers are not just looking for functional solutions anymore; they also want to be entertained and engaged. This is particularly true in the age of social media, where consumers have access to an endless stream of content and are constantly bombarded with advertisements. In order to stand out from the crowd and capture their attention, businesses need to be creative, innovative, and entertaining. Back in the day, magic was a rare and mysterious art form that captivated the hearts and minds of audiences everywhere. A magician could simply place an ad in the phone book and within no time, the calls would start pouring in. However, times have changed and so have the ways in which we seek and consume entertainment. Gone are the days of phone books, and with them, the simplicity of finding entertainment for your event. In today's digital age, there are countless sources of entertainment to choose from. The magician/entertainer has more competition today than ever before. This is not to say that magic has lost its allure. Magic is still alive and well today, and it’s still an awesome way to earn money, it’s just that we live in a different world today than what you read about in the magic books. While the classic magic tricks will probably live forever, many of the business/marketing methods passed down to us are outdated. To compete in the real business world today, you have to first understand it, not just a part but all of it. You can’t be afraid to step outside of the magical world and see what’s happening in the real world too, because in the end, the real competition may not always be who you think it is.

There are countless examples of companies that have successfully incorporated entertainment into their marketing strategies. From humorous commercials to engaging social media campaigns, businesses are finding new and exciting ways to capture the hearts and minds of their target audience. For example, take the fast-food industry, which has long recognized the importance of entertainment in its marketing efforts. Companies like McDonald's and Burger King have created iconic mascots and memorable slogans that have become ingrained in popular culture. These companies understand that in order to be successful, they need to not only provide tasty food but also an enjoyable experience for their customers. In the past, fast food chains were solely focused on upselling their customers with fries and drinks to go with their meals. However, the approach to marketing has drastically changed in recent years.

Nowadays, fast food chains are putting a greater emphasis on the experience of dining with them than just selling food. They are not only offering a variety of menu options but also creating a fun and engaging atmosphere for their customers to enjoy. The new marketing strategy is about creating a memorable experience for customers. Fast food chains are now using social media, influencer marketing, and other creative ways to attract customers. They are showcasing their food in a visually appealing way and highlighting the unique features of their restaurants. They are promoting the idea that dining with them is not just about satisfying hunger but also about having a good time. The introduction of new technologies has also played a significant role in enhancing the dining experience. Fast food chains are now using digital menus, self-ordering kiosks, and mobile apps to make the ordering process faster and more convenient. The use of virtual reality and augmented reality has also opened up new possibilities for creating an immersive dining experience. The fast-food industry has come a long way from just asking customers if they want fries with that burger. They are now focused on providing an enjoyable dining experience that is not just about the food but also about the atmosphere and the overall experience. The industry is constantly evolving and using new technologies to create a more engaging and interactive experience for its customers. Similarly, the fashion industry has also embraced the idea of entertainment in their marketing strategies. From flashy runway shows to celebrity endorsements, fashion brands are constantly pushing the boundaries and finding new ways to capture their audience. So, I ask you, likewise, shouldn’t the magical experience begin before the magic show starts. Just saying come watch me perform and then decide if you like me is not very inviting. (Maybe I will do a complete topic on pre-show experiences sometimes)

As a business owner, it's easy to get caught up in the day-to-day operations of your own industry and sort of get stuck in time. As a magician it’s also easy to feel like you have no competition and you're the only one in town in the entertainment business. Or that you’re the only one trying to attract new customers to keep your business afloat. But the reality is that every business in your community is in the same boat. From the local coffee shop to the boutique clothing store, everyone is looking for the attention and loyalty of potential customers. It's important to recognize that the competition isn't just limited to your specific industry. The bowling alley down the street may be stealing your business because they've found a way to offer something unique or more appealing to customers than a magic show. Perhaps they have a better marketing strategy, more innovative events, or a more welcoming atmosphere. Whatever the case may be, it's crucial to keep an eye on what other businesses in your community are doing and learn from their successes.

But it's not just about keeping up with the competition. There are also valuable lessons to be learned from businesses outside of your industry. For example, the shoe store in town may have a great social media presence that you can learn from. Or maybe the local hardware store has found a way to create a loyal customer base through exceptional customer service. By keeping an open mind and observing what other businesses are doing well, you can gain valuable insights and ideas that you can apply to your own business. The bottom line is that there are great business lessons all around us, if we only take the time to look for them. By keeping an eye on the competition, understanding who that really is, and learning from other businesses, you can stay ahead of the game and continue to attract and retain customers in an increasingly competitive market. So the next time you're feeling stuck or unsure of how to move forward, take a step back and look around. You never know where a great idea or inspiration may come from.

Let me end with this thought: I have always believed that the real competition is simply the most recent individual the potential client engaged in a business discussion with. This may seem like a simplistic view, but when you think it through, it all makes sense. This is why it is so crucial to ensure that every interaction with a prospect is positive and memorable. From the initial phone call to the final follow-up email, every touch point should be carefully crafted to leave a lasting impression. This means paying attention to the little details, such as responding promptly to emails, being friendly and personable, and going above and beyond to meet their needs. Going the extra mile, before and during the show is a must, because being average is not good enough today, they can buy average anywhere.

And remember, in business there is only so much money to be passed around, good luck in getting your share of it.

Tom