Randy Charach - Secrets Of A Millonaire Magician

Legal Notice The contents of this book reflect the author’s views acquired through his experience in the field under discussion. The author is not engaged in rendering any legal or accounting professional service.

The services of a lawyer and

accountant are recommended if legal and accounting advice or assistance is needed. The publisher and author disclaim any personal loss or liability caused by utilization of any information presented herein.

No part of this book may be reproduced or transmitted in any form by any means graphic, electronic, or mechanical without permission in writing from the publisher. The original purchaser is authorized to make one printed copy for his or her personal use.

All violations will be prosecuted to the fullest extent of the law.

Published by: Synergy Promotions Inc. 5525 West Boulevard #157 Vancouver, BC V6M 3W6 Phone: (604) 839-7937

Written by: Randy Charach Edited by: Marvyn Shore Research Assistance: Anna Thiesen Technical Assistance: Tim Wang

Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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"Anyone with talent will find the lessons to be learned from Randy of the greatest importance for the formation of a successful career." Peter Reveen, Hypnotist and Manager of Lance Burton, Las Vegas “Solid advice from a proven success – my highest recommendation." Rudy Coby, "The Lab Guy", Beverly Hills, CA "The ultimate book of lists.” Joel Bauer, www.infotainer.com, Chatsworth, CA "Randy has done a very impressive job, as well as a vital service to anyone truly interested in making a living performing magic.” Michael Ammar, www.ammarmagic.com, Orlando, FL "DO NOT READ RANDY'S BOOK", "Unless you want to make a lot of money in show business!" Stan Kramien, www.stankramien.com, Beaverton, OR "Thank you Randy, for sharing this valuable information with us, I am sure many of your readers will soon become millionaires too." Gary "Darwin", Magician and Author, Las Vegas, NV “Randy Charach’s book is the best of its kind I have had the pleasure to read. Even as an old pro, I did learn a lot from it indeed!" Ted Lesley, Magician & Mentalist, Germany "It's rare that a successful professional would reveal the secrets of the business side of show business but Randy has done just that.” Craig Karges, www.CraigKarges.com, Wheeling, WV "I predict that your book will become - THE classic text on marketing and promotion.” Richard Webster, www.psychic.co.nz, New Zealand "Randy sees the bigger picture beyond the show and fills the needs of his clients to make some big bucks!" James Cielen, Magician, www.DoveMagic.com, Las Vegas, NV

Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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"A realistic guide through the entertainment business world.” Anthony Blake, Magician & Mentalist, Spain "If you want to make money in show business, Randy can help you." Jeff & Tessa Evason, Mentalists, USA and Canada "I am sure this book will cause entertainers both now and in the future to reap vast rewards." Dondrake, "Black Art Breakthroughs", Las Vegas, NV "Secrets is truly dynamite and provides a great leap forward for any performer in the live entertainment business." Banachek, www.banachek.org, Houston, TX ”There are marketers, master marketers, master marketers, ... and then there is Randy Charach." Richard Busch, Reviewer and Author, Pittsburgh, PA

marketer's

"You have managed to lay out all the ground work. I think everyone should own this book." James Dimmare, Magician, www.dimmare.com, Los Angeles, CA “Secrets”, is the BEST marketing system for entertainers. Period.” Blair Robertson, www.BlairRobertson.com, Orleans, ON "Great information by a working professional that will enable YOU to increase your business and profits in the entertainment world!" Ted Karmilovich, Jr., Creator of "Mother of All Book Tests", N.J. “Randy's book is a new kind of information available to the today's performer - much more important than the magic itself.” Guy Bavli, Mentalist, www.GuyBavli.com, Israel "I am having my office manager read through it and help me utilize some of the methods Randy shared." Alain Nu, www.nu-magic.com, Washington, DC "Randy has blazed the trail to becoming a millionaire in magic, and it's a real world path that anyone with the desire can easily follow." Steve Fearson, Magician & Inventor, Las Vegas Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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$100 reward if you received this document illegally Upon initial opening of this document a unique hidden signature was encoded and instantly sent to our database for registration. It is illegal to distribute this document by any means, electronic, print or otherwise. To report a violation: mailto:[email protected]

Bonus Items – This is where you will find them: Free Bonus #1 - Reveen Interview – Lesson 19 Free Bonus #2 - Zellman Interview – Lesson 14 Free Bonus #3 - John Kaplan Interview – Lesson 18 Free Bonus #4 - 9 Reports - Interspersed in Relevant Lessons Free Bonus #5 - College List – Not Included – Lite Version Free Bonus #6 - Fairs List – Not Included – Lite Version Free Bonus #7 - Comedy Clubs List – Not Included – Lite Version Free Bonus #8 - $100 coaching discount, valid until November 30, 2002. Apply discount at: http://magicianmarketing.com Free Bonus #9 - Access to 100% Free Magic Tricks & Books Free Tricks: http://hop.clickbank.net/?rancha/fearson Free Books: http://thelearnedpig.com.pa Free Bonus #10 - Special Profit Generating Opportunity! It’s free, easy, and you can be set-up within just a few minutes. For full details, go to: http://www.millionairemagician.com/partners.htm

Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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Dedication First and foremost I dedicate this publication to my wife, partner, lover and best friend, Chana. I truly believe that everyone has a genuine soul mate. I found mine in Chana. Her patience and understanding while I have obsessively written this book is a true testament to her love and devotion to me. Thank you Chana, for Leilani (my beautiful stepdaughter), and for my beautiful new baby, Shira, who was born on September 6, 2001.

Thank you to Marvyn Shore, who edited this book and a previous book ‘50 Ways to Leave them Laughing’ with painstaking diligence.

To my Mother, Evelyn, whom I love more than life itself. My Father, Norman, who is always a source of inspiration. My entire family, who have watched my magic tricks and listened to my dreams for many years and counting.

There are too many people in the entertainment world to thank, and in fear of missing someone, “thank you”, you know who you are.

And, in memory of my late Uncle Gable, ‘King Solomon the Magician’. I wish you were alive to see that your little nephew grew up to love magic as you did. This is for you, in spirit!

Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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Foreword by Gary ‘Darwin’ I have met a lot of millionaire magicians here in Las Vegas; Siegfried and Roy, David Copperfield, and Lance Burton. Siegfried and Roy once told me that they never thought of the money; instead, they believed that if they had a great show, the money would take care of itself. Well that’s true, but they had great management. Most of us magicians don’t have such management, so we need Randy’s book.

I met Randy when he was about 12 years old. He would come to Las Vegas and visit his Uncle, ‘King’, a wonderful retired Magician. Little did we know that Randy would one day become a young millionaire magician.

Randy paid his dues. Let’s assume you’ve paid your dues, and you are, or are ready to become a professional magician. You have read the best magic books, watched many videos, went to many lectures, acquired lot’s of props, gone to conventions, and have performed a couple hundred, or even a couple thousand shows. But this is when most magicians fall short; they don’t study the business of magic. Thank you Randy, for sharing this valuable information with us, I am sure many of your readers will soon become millionaire magicians.

Thank you once again Randy, your old friend, Darwin. Gary “Darwin”, Magician and Author, Las Vegas

Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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How to use this Book (from a technical perspective): This book is in Adobe Acrobat “PDF” format. If you can read this, then you already have the Adobe Acrobat Reader installed on your computer. If you receive any error messages, like “invalid color space”, you need to get the latest version.

It’s free, just go to:

http://www.adobe.com/products/acrobat/readstep.html

I'll give you some tips below so you can conveniently navigate the book and find what you want fast. This book is best viewed at a minimum desktop configuration of 800x600 pixels and 16 bit color. Hyperlinks: You will see throughout this book many World Wide Web addresses that are underlined in blue. Example: http://www.marketingmagician.com If you are connected to the Internet, and the web address has the standard http:// or www: format, you will be able to click on the link and it should take you to the web page listed. If it doesn’t, then simply type the address exactly as it appears into your web browser.

Your main (default) Internet browser will open up automatically a few moments after you click on the link, and you will be taken directly to the web page in the link. To get back to the book, close your Internet browser, or click on the Adobe Acrobat Reader button on your task bar. Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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At certain points in the text you will be able to click on underlined blue text that will whisk you away to another part of the book related to that text. To get back to where you were after you review the related text, click on the back button of your Adobe Acrobat Reader.

When you are in the Table of Contents section of the book, you can click on any of the topics and you will be taken directly to that section of the book. Again, click the back button of your Adobe Acrobat Reader to return. Email Addresses:

Email addresses work in a similar fashion to hyperlinks. The format you will see in the book is mailto:[email protected] When you click on a link with a “mailto: “ format before the email address, your main email program will open up automatically a few moments after you click the link. The email address in the link will already be in the “Send to:” area of your email program.

It may also launch your

Internet browser, but why, I do not know.

This makes it very convenient for you to email anyone listed in this book. You do not have to be connected to the Internet to write the email, but you do have to connect before you send it.

Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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Using the Adobe Reader:

There are two ways you can adjust the size of the page to suit your personal reading preferences. You can either use the icons at the top of the screen or the sizing bar at the bottom of the screen. Icons:

The icons at the top of the screen make broad changes in the sizing of the page. Pick the one that you like best by clicking on one of the icons.

Sizing Bar: You can also use the sizing bar at the bottom of the Adobe Acrobat Reader screen to set precise sizing of the page. Click the arrow to the right of the percentage box as shown below.

Bookmark Panel:

Adobe has a great feature that allows you to have a complete clickable outline of the book handy on the left side of the screen. You can close this area if you prefer to have more screen area for

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the actual page you are reading. To close or open the panel and click on the icon shown. It acts like a toggle switch opening and closing the side window.

Adobe Acrobat Reader window showing clickable outline:

If you want the window there, but it is too big, you can drag the vertical resizing border to the left. Hold your mouse button down overtop of the border until it turns into a double arrow and drag to the left. Turning Pages:

There are 4 ways to turn pages in your book.

1. You can use the arrow keys on your keyboard.

2. Use the scroll bar on the right side of the screen. Note that when you click on the scroll button, the page number you're on pops up in a little box.

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3. Click on either side of the page number box on the bottom of your screen.

4. Click on icons at the top of the page. The single left and right arrows move you one page at a time, and the left and right arrows with the vertical bar take you respectively to the beginning of the book and the end of the book.

Returning to Your Last Position: Click the back button at the top of your Adobe Reader to return to the last page you were on.

Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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Index PART I: Your Foundation Lesson 1

Millionaire Business Practices

Lesson 2

Planning for Success

Lesson 3

Your Executive Office

Lesson 4

Promotional Material Magic

Lesson 5

Fees for Financial Freedom

Lesson 6

Gentlemen & Gentlewomen Agreements

Lesson 7

Your First Class Performance

Lesson 8

Golden Relationships with Agents

Lesson 9

Magic Marketing Methods

PART II: Your Income Streams Lesson 10

Colleges and Universities

Lesson 11

Shopping Centers

Lesson 12

Fairs and Festivals

Lesson 13

Restaurants, Bars & Lounges

Lesson 14

Corporate Work

Lesson 15

Cruise Ships

Lesson 16

Television

Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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Lesson 17

Consulting & Acting

Lesson 18

Theatres

Lesson 19

Resorts and Casinos

Lesson 20

Comedy Clubs

Lesson 21

Profit from Products

Lesson 22

Synergistic Ventures

PART III: Your Future Learning Additional Resources Conclusion Notes to Reader: 1. The information within is equally applicable to variety entertainers of all types. By referring to “magicians” as opposed to “variety entertainers of all types”, the book simply flows smoother. 2. Please understand and expect that some hyperlinks in this book will be temporarily or even permanently “dead”. That is the nature of the quickly and ever changing Internet. If you come across some, or any typos or errors in this book, please do let me know. 3. Some of the links to other web sites and additional support items are ones that I own and/or am affiliated with. Therefore, I may profit from additional involvement. The links are included because I believe in the products and services behind them and feel that they are appropriate and relevant recommendations. 4. I have optimized the print size, font, and page spacing and layout for screen viewing. This will also be useful if you decide to print all or some of the pages out as you can write notes in the extra space. The Acrobat tutorial contained in this book will be helpful, please read it. Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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Introduction

(Back to Index)

First, let me answer some questions for you: What’s in a title? I must tell you straight out that I carefully considered the title of this book. It is far from my nature to flaunt wealth and carry on about how much money I make, have made, can make, or have at my disposal. My focus is on who people are and not on what they have.

The choice to be candid and specific with financial numbers in this book is purely rooted from a sincere desire to make this information more valuable and meaningful to you. Openly revealing my success is meant to inspire you to attain your own goals. Performing magic and being in business is a true passion for me. By simply doing what I love, the money has always followed and always will. Who is Randy Charach? I am one of many magicians that have earned over a million dollars in our craft. There are dozens more magicians like me that you and I have never heard of and probably never will. Being a millionaire magician is not as rare as one might think. I know several and they are very much like me. You may not know it by meeting them and they don’t necessarily go around telling everybody that they are wealthy.

Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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I was born in 1963 in Vancouver, Canada. My parents were and are of average income and wealth. When I was born, my father was selling siding for houses door to door. He has taught me a lot over the years about human nature and selling.

At the age of five, I met one of my uncles, a magician (known as ‘King’ and passed away in 1975) living in Las Vegas. At once, I became hooked on magic. I did my first show at the age of 10 for my grade five class. My first paid performance was at the age of 12 and my fee was $6. Yes, $6. Now 26 years and 5,000 shows later, my fee for a corporate show in the U.S. is $5,000.

Most of my

performances now, are as a Mentalist or a Speaker. My highest fees are earned when I combine presentations at a single event.

I parlayed my relationships made as a magician and my natural and learned sales and marketing ability into several other profitable ventures. While still in high school I formed a toy supply company catering specifically to the clients I performed magic for at their staff children’s Christmas parties. I marketed this company beyond my personal bookings and expanded it substantially over the next few years.

As my calendar was filling quickly with bookings throughout each year, I ended up turning down a lot of shows.

This prompted me to

form my own entertainment booking agency. I expanded into booking all sorts of variety acts for a wide array of clients. I ran both the toy and entertainment company simultaneously for over 15 years. During Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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those years I averaged 300-400 personal appearances as a magician and for six of those years I also appeared as Ronald McDonald in Canada.

Both my toy and entertainment companies complimented my magic business in many ways. Ultimately they all complemented each other and my profit from the combined ventures was several hundred thousand dollars per year. How can I do it? I will explain in detail how I prospered financially and how you can do the same.

None of it involves getting rich quick.

If you desire

financial prosperity then be patient and be willing to work. There is no magic formula or selling of the soul involved in my teaching. There is, however, a lifetime of experience contained in these pages. Just one out of the hundreds of ideas you will be exposed to can greatly increase your bank balance and enable you to have more freedom in your life.

Certain philosophies, tools, systems and

businesses may not be right for you at this time. Your goals and desires will evolve and change. Without question, you will return to this book and revisit it with different perspective in the future. Follow through with what appeals to you now. Keep your mind open to the other information and realize that success is not an end goal but rather an ongoing journey.

Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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How can I benefit the most from this book? Read the whole book once in its entirety.

After you have gone

through it once, read it again and take a lot of notes. Go through your notes and make some decisions as to what specific course of action to take.

Immediately implement some of the techniques and

principles. Use the resources.

Don’t overdo it. I happen to be a workaholic, and sometimes to my detriment as I do not know when to slow down. If you are not a workaholic but willing to work hard and in the right direction then you will be successful. I sincerely desire that you become prosperous in all areas of your life. Please keep me informed of your success and the obstacles you overcome both financially and spiritually.

It is all laid out before you. No guess work. I am giving it all to you. Do not underestimate what you have before you. It all works. If you disagree with something I say, fine. Realize though, I am detailing advice and information that has placed me in the position I am in today. My life is rich with an abundance of material wealth. More important than money, I am prosperous in the sense that I have a wonderful family and countless friends and associates from all walks of life.

Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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It is a genuine honor when I am asked to share my knowledge and experience with others. Thank you for allowing me into your life while I assist you to succeed and achieve your goals.

It is up to you to take action and reach your goals. That I cannot do for you. You are receiving information, resources and tools that have been proven to create wealth for a person in your similar position. I started with nothing but a love for magic and desire to do good business and serve others. Whether your goal is to increase your business slightly or to create a multi-million dollar empire, you have everything you need right now. So, let’s get started.

With you in Mind,

PART I

Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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Lesson 1 - Millionaire Business Practices

(Back to Index)

The number one determination as to whether you will be successful in business is how you relate to people. Read that again, it is the key to your success in all that you do. Now, ask yourself:

Are you likeable? Do you have genuine concern for the welfare of your customers and suppliers? Do your actions demonstrate your concern for providing excellent service and value? Do you pleasantly surprise people by delivering more than what is promised? Do you send thank you cards and show appreciation to those who support you? Or:

Are you grumpy and money hungry? Overly friendly (also known as being a “glad eye” or “glad hands”) and use old salesman techniques like flattering people on their ties or shoes as a matter of habit because you read somewhere that it builds rapport? Do you use whatever tactic available to make a sale? Do you take the money and run?

Be honest and don’t feel bad if you don’t like your answers. You can change and improve your practices over time. There are people who make money without being kind and conscientious, but they do it the hard and unpleasant way. All else being equal, they will make less money for shorter duration and ultimately will be unfulfilled on many levels. It is actually quite easy to be nice, caring and fair. If it does not come naturally to you then try harder. Do not be phony. Simply

Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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adopt a more caring attitude bit-by-bit, day-by-day, and the rewards both financially and for your well-being will present themselves. The transformation will come naturally as you apply gentle and mindful attention to your actions. Reliability & Kindness = High Fees & More Bookings Imagine you are a marketing manager at a shopping mall and need to hire a magician two or three times a year. Consider the following scenario: Magician A • Great show every time • Always shows up 30 minutes before show time • Is pleasant before, after, and during the engagement • Charges $1,000.00 Magician B • Great Show most of the time, sometimes just a good show • Always shows up 5 minutes before show time, often in a panic • Usually friendly, but moody, so you never know • Charges $200.00

You have a $100,000 budget for special events for the year as the marketing manager. Who are you going to hire? Would the money you are going to save with Magician B, be worth the aggravation and uncertainty? No! Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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The example I give above is not based on speculation. The numbers are not exaggerated. This is based on my actual experience. Not on just one occasion, but time and time again. Do you get the point? You can charge higher fees and get more bookings by being great to deal with. You become the “Go To” guy or gal when it comes to booking a magician. Your clients brag about you and covet your time. They don’t even consider booking another act regardless of cost.

They throw incoming brochures or sales letters of other

Magicians in the garbage. They have a special file for you if you care to see them. When possible they plan their event date around YOUR schedule.

Does this sound too good to be true. If it does, cancel that thought right now! Do not underestimate the power of building relationships and profiting from them. Sweet deals, favors, preferential treatment and a whole lot more can be yours.

It all begins with you, your

business practices, and your attitude towards others.

People form their opinion of you, consciously or not, within the first few seconds of contact.

It is crucial to your success to present

yourself in a professional and likeable manner.

There are certain specific traits that successful people share. Some will come naturally to you, some you will learn. Some you will not agree with, or like, and will resist. These are the ones you need to work on the most.

Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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You see, the ones you are uncomfortable with are the ones that have been holding you back. They will be the hardest to understand or accept for a combination of reasons. Be willing to step outside your comfort zone if necessary. You won’t find anything radical, so don’t worry.

Here is a list of some of the traits I want you to think about now. Many more will come up and be discussed as you progress through this book. You will also be asked to refer back to some of these principles as we apply them in practical scenarios that you will be dealing with. Top 10 - Millionaire Magician Traits 1. Always tell the truth. You don’t need a great memory if you are always honest. You lose all credibility when you are caught in a lie. 2. Understand that you are almost always negotiating. On a small personal level, you negotiate with your friends when discussing what movie to see or which restaurant to eat at. On the other end of the scale you will negotiate fees and contract terms for your bookings. 3. Live by the golden rule, but go beyond to the platinum rule. The golden rule, “do unto others as you would have done unto yourself” may not apply in every case. What pleases me may

Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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not please you.

You must also understand how the other

person wants to be “done unto” and act accordingly. Find out by asking questions. 4. Over-promise and over-deliver.

We are in sales and

marketing, and don’t ever forget that.

Offer and deliver so

much that your offer is irresistible. If we don’t convince others to do business with us there is no opportunity to over deliver. Of course, you must deliver even more than promised in every area of your service and product. 5. If you can’t join them, beat them. I am all for cooperating with like-minded people.

Joint ventures and cooperative

marketing efforts can be terrific. You may find, however, that unless you take control and become a strong leading force you will have to work under other people’s terms. Pick the leaders in the specific area you are pursuing and strive to be better. If you wish to suggest a business proposition or joint venture with my

company,

feel

free

to

send

your

proposal

to:

[email protected] 6. If you're not early, you’re late. Always leave yourself ample time for travel and unforeseen circumstances when you have an engagement of any type. Being late for a meeting basically tells the other person that you value your time much more than theirs. That is not a good statement to make when you wish to do business and build a long-term relationship with someone. Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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The situation is much worse if you are late for a show. It can be a catastrophe if you miss a flight when traveling to a show. This happened to me once many years ago, and since that day I have always made sure that I allow ample time to arrive early for any scheduled appointment. It is imperative that you do the same. 7. Be eclectic. There is rarely one “right way” to do anything. There is no rule saying that you, or I, have to choose only one way to generate business or do anything for that matter. A variety of approaches will often be most effective. Apply this thinking to everything you do. 8. Educate yourself. Acquiring knowledge can be your single best return on investment (R.O.I.), assuming you apply the information. You must turn what you learn into a skill or greater understanding by acting upon what you learn. Invest in books, courses, manuals and training that applies to the magic business either directly or indirectly. You will save thousands of dollars and a lot of time by learning from other people’s mistakes and successes. 9. Listen more and talk less. I am constantly amazed at how people love the sound of their own voice.

Remember, you

already know what you are going to say and can learn little by talking. Let the other person share their thoughts and ideas regardless of whom they are or how much or little you think Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

25

they know. You can learn something from everyone. Be willing to reciprocate with your information, but you will seldom be asked or given a chance to talk by most people. You have two ears and one mouth, use them in that proportion and prosper.

10.

Be Balanced.

This is a tough one for me. I have been

obsessed with magic and business since I was a young child. It is often a struggle to spend time on anything else. Perhaps you are the same way.

Still, I develop other interests, exercise

regularly, study many topics and try to be a well-rounded individual.

I have learned to expand my magic interest to

mentalism, speaking and now writing.

Within my narrow

interest base I have found ways to grow. You will too.

There are two other important principles to share with you in this lesson. They go hand in hand and are crucial to your success in business. You will notice that I live by these rules throughout this book. Look for them as you progress through these pages and make notes as to how you can apply the same principles to your business. Diversify both as a performer and businessperson Everything you do should promote your products and services

Please do not confuse diversification as being the opposite of singleminded focus and specialization. Instead, understand this to mean that you will prosper and grow in many ways by broadening your

Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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services as you monitor the needs of your clients. Learn and develop new skills as a performer and as a businessperson.

It is essential to your success as a salesperson to constantly remind people to use your services. Your show is an advertisement for more shows. Your products are marketing vehicles for your other products and services. This does not mean that you cheapen your show and products in order to sell more. On the contrary, your excellent show with subtle sales mechanisms is more valuable and entertaining than it would be otherwise. This applies even more so for your products and other services. If you are in tune with your customers needs and truly provide excellent value, service and information that they cannot get elsewhere, then you would be doing them a disservice by neglecting to inform them of opportunities you have made available for them.

One more thing. I have chosen not to expand greatly upon spiritual concepts in this book. Not that I do not want to share them. I am “an open book” when it comes to sharing information and my personal views. Let me just say that it is my intention to inspire a burning desire for you to share your gift as an entertainer above and beyond concern for material wealth. On that note, please share your talent by way of donations of your show to worthy causes without regard to personal reward. Also, find other ways to “give back”.

Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

27

Lesson 2 - Planning for Success

(Back to Index)

I believe in goal setting and planning, however, it is equally important to be flexible and willing to adjust your plans on the fly.

I have

worked effectively both with and without planning and am more effective when I plan.

Do plan and set goals, remember though,

there comes a point when you must get on with the work. Research & planning is essential to your success, as long as you always get past that point and adjust as you progress in your plans.

There are many tools you can use to help formulate your ideas into action. You will now be provided with two simple, quick and effective tools I have used and developed over the years to help me. They are provided with a template for you and a real example from my business.

Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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Idea Map Template

How to use the Idea Map template: 1. Start with a central idea and write it in the middle circle. 2. Brainstorm ideas branching from the central idea. 3. Use key words to represent ideas. Benefits of using the Idea Map template: Idea mapping will help you explore an idea freely without the constraints of a superimposed structure. Moreover, a visual environment promotes making new connections and insights in a way that linear text does not. Using the Outline view, however, will allow you to arrange your ideas in a more conventional, readable manner. It will only take a few minutes to create your map. It is an excellent first step in planning. Print this page out and use it. Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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When I was doing children and adult shows, I would squeeze in as many as 55 shows in the month of December alone. Now, I only do adult shows and do an average of 20 in that month. Here are the details and the Idea Map I use to make an extra $50,000 - $60,000 each December:

Idea Map E-Mail

Digital

Contact

Current

Corporate Xmas

Products

Physical

Fax

List of Prospects

Presentations

Strolling

Potential

Stage

Now have a look at the next planning tool: Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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Goal Setting Template Goal Setting Worksheet

My goal is:

1

2

3

4

5

Today's date:

Completion date:

What is the first step?

Target completion date:

What is the second major step?

Target completion date:

What is the third major step?

Target completion date:

Next step?

Target completion date:

Final step?

Target completion date:

How to use this Goal Setting Template 1. Type a goal in the symbol labeled "My goal is." 2. Type the proposed completion date in the box labeled "Completion date." 3. Consider the steps involved in addressing the goal and write them into the numbered boxes. Add or remove boxes as necessary. 4. Enter target completion dates in the appropriate boxes. The target date corresponding to "Final step" should be the same as the date in the "Completion date" box. 5. Adjust dates and steps as necessary to allow for reasonable deadline completion. Benefits of using the Goal Setting Worksheet template: Using this template lends concreteness to the goal-setting process. It also increases the likelihood of accomplishing goals by naming and dating the steps involved, to determine a time frame.

Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

31

And the Goal Setting Worksheet, used in conjunction with the Idea Map: Goal Setting Worksheet Goal-Setting Worksheet My goal is: 20 Shows at $2,500 in December 2001

1

Today's date: June 26, 2001 Completion date: December 30, 2001

What is the first step? Create E-mail list of 1,000 past and potential clients

Target completion date: September 1, 2001

What is the second major step? Create 4 test pieces

Target completion date: September 5, 2001

3

What is the third major step? Test promo pieces to 20% of list

Target completion date: September 25, 2001

4

Next step? Launch campaign. Book shows and follow up with hot prospects

Target completion date: October 27, 2001

Final step? Do shows and send thank you cards

Target completion date: December 30, 2001

2

5

Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

32

I usually get an 8% response rate for the offer detailed in the templates on the previous pages - 80 interested parties. Since many are repeat clients, and the others are highly targeted, the booking rate is a high 25%, which translates to 20 engagements. I pre-sell an average of 1,000 gift items (resource information in lesson 22) at a $10 profit each, to the combined group of companies. Imagine when you add the revenue from this stream of income to commissions you could earn by booking other acts (resource information in lesson 22) for Children and Adult parties. Then add high profit items that you sell to the companies and organizations that use the items as gifts for their staff and customers.

All the

businesses interrelate and you profit from their combined synergy. The customers love you, because you are a one-stop shop for much of their holiday party needs. Your diversification is a benefit to your client. To break this down for you further, let me give you some more specifics. I will not stray too far from the topic of this lesson. The actual marketing methods will be covered as they apply to each revenue stream and are interspersed throughout this book. Also, you may choose not to expand into businesses other than performing magic. You’re crazy not to, because even a small side business will catapult your income to astronomical proportions.

With the three

income streams: performing, booking, and supplying gifts, I consistently earned over $200,000 just in December alone (performing: $50,000, booking: $50,000, gifts: $100,000).

Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

Each

33

business would not have been as successful without the support of the other. Synergy: Combined action or operation. The sum of the parts is greater than the whole.

The base of 1,000 corporate clients to market to is a narrow group of only the largest companies in my area. To be exact, there are 982 companies within a 30-mile radius of my home with over 100 employees. That includes branch offices. If I removed the branch offices there are 767 companies. I do not remove the branch offices, however, because some branches have their own party. Since my marketing cost is minimal, I might as well approach them. These are companies that are likely to have budgets around $2,500 for after or pre-dinner entertainment for this specific function.

In reality, the marketing of my shows is only a small part of the marketing when I have an entertainment and gift company running too. I have isolated the numbers as it applies to performing only. Note, I sometimes do up to three events in one night. For example, a strolling magic gig at cocktail hour from 6-7pm, an after dinner show at one party 8:30pm-9pm and another one at 10pm-10: 30pm.

I

charge $2,500 at Christmas for either an early evening 60-minute stroll or a 30-minute stage show.

Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

34

Business Plan Let’s look at the elements and purpose of a business plan and discuss whether you need one or not. A business plan has three primary functions: 1. To serve as an Action Plan 2. To serve as a Road Map 3. To serve as a Sales Tool Action Plan. A business plan can help to move you to action. A business plan will help you to pull apart the pieces of building a business and examine each piece by itself. So, instead of one large challenge, you have a sequence of smaller challenges. And by solving the small challenges, the large challenge is automatically solved. So, writing a business plan can help move you to action by breaking down a seemingly insurmountable task (building a business) into many smaller, less intimidating tasks. Road Map. Once you have started your business, a business plan can be an invaluable tool to help keep you on track and moving in the direction you want to go. As you become more occupied with your magic business, it is easy to lose sight of your objectives and goals -a business plan can help to keep you focused. A business plan can also serve to help others to understand your vision, including suppliers, customers, employees, friends, and family.

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35

Sales Tool. Perhaps most importantly, a business plan can serve as a sales tool. You may need outside financing to build your business, and a business plan is the tool you need to convince investors to come on board. You may also want and need concessions from suppliers or customers -- a business plan can help you get them. Finally, you may need to convince family members, or even yourself, that your ideas will bear fruit. A well-written business plan can serve to sell people close to you on the benefits of proceeding with your concept. I generally produce a combination of a Business and Marketing Plan. Don’t worry; we will cover that in detail soon. A separate Business and Marketing plan would be helpful and perhaps necessary if and when you tackle an aggressive and expensive campaign such as a Casino Show or Major Tour. It will also be necessary if you are going to go after other large projects that may require outside financing and consideration to topics such as competition and cooperation with suppliers.

Here is an outline for a Business Plan to give you an idea of what it contains. There are many variations and some suit certain projects better than others. This will also provide you with a better general understanding of what they contain and when they are best utilized:

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36

Business Plan Outline Executive Summary (2 pages) Clear, exciting, and effective as a stand-alone overview of the plan Company Overview (1 page) Business purpose, history, genesis of concept, current status, overall strategy and objectives Product and Services (1 Page) Description, features and benefits, pricing, current stage of development, proprietary position Industry and Market Analysis (3 Pages) Analysis of industry and marketplace in which company will compete Marketing Strategy (4 pages) Strategy for addressing the needs of the marketplace with product/service Development (2 pages) Ramp-up of business, steps needed to get the business up and running Operations (2 pages) Plan for production and delivery of product or services, product cost, margins, operating complexity, resources required

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37

Management (2 pages) Background of key individuals, ability to execute strategy, personnel needs, organizational structure, who will execute plan Summary of Financials (2 pages) Summary of financial reports included in appendices, consistent with plan, effective in capturing anticipated financial performance Offering (1 page) Proposal / terms to investors (indicate how much you want), the ROI, structure of the deal, possible exit strategies Appendices (no more than 15 pages) • Any supplementary materials that support your plan • Financial reports • Assumptions, trends, and comparatives • Cash flow statement • Income statement • Balance sheet • Sources and uses of funds

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38

Your 3 Step - Magic Marketing Plan The marketing plan, unlike the business plan we have been discussing, focuses on the customers. Your marketing plan will include specific numbers of potential clients, facts about your shows, and among other things, objectives based on your goals. It is both numerical and strategic. It is your plan of action—what you will sell, to whom you will sell it and how often, at what price, and how you will get your shows and products to the buyer. Here are the three steps to a simple yet effective plan you can create. Step 1: Define your product. The first part of the marketing plan defines your shows, products and services and their features and benefits in detail. This is where the ‘USP’ (more on that next) comes in. You illustrate how you differentiate yourself from the competition. The more clearly and succinctly you describe your shows, services and products in your marketing plan, the better you’ll communicate with your target customer. Okay, if you have been doing some research into marketing prior to now, you know about USPs.

A marketer, by the name of Dan

Kennedy, is one of the most well known writers to discuss USPs. He covers the subject beautifully with great examples in almost all of his courses and books. The concept has been around in one form or another for at least a century and it is a key concept to marketing.

Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

39

USP stands for: Unique Selling Proposition, which: • Is a statement that explains how you are different from your competition. • Summarizes the main benefit of your service/product. • Can be based on anything related to your service/product. • Motivates your prospect to do business with you, rather than with one of your competitors. You can have several USPs.

Write down all the benefits you

currently provide and ones that you think will be appealing and can provide. Create statements based on the benefits and use some or all of them in all your marketing communication. You may choose one main one to use as a slogan on all your marketing materials.

It

certainly will be included in your marketing plan. Often this is where you will create them too. Positioning your magic show competitively requires an understanding of your target market. Not only must you be able to describe every benefit of your show, products and support services, you must also be able to describe your competitors’, and explain why yours is better. Positioning your show involves two steps. First, analyze your USPs, and decide how they differentiate your show/services/products from the competitors’. Second, decide what type of buyer is most likely to purchase your product. Pricing and placement are critical to competitive positioning. Keep in mind, though, often a higher fee translates to a better show in the mind of the booker. You may be competing with lower priced acts and that fact alone may give you a

Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

40

better chance of being hired. You should, however, be competing in a market that you know, through research, can afford your fee and therefore you are likely to be competing with similar priced acts. Do not base your USPs on low pricing. You would only do that if you wanted to be a “Hundredaire Magician” and not a “Millionaire Magician”.

Note: Do the best show you can and offer extra service to increase the value. Compete in and target the highest paying market that your quality and type of performance will permit. Price yourself at the top of that market. Step 2: Describe your target customer. Describe your potential customers in terms of demographics and geographical location—as well as other specifics. For each market you pursue, there will be a multitude of considerations. You will break down each market and answer questions about the markets themselves, the audiences, the personalities of the people who do the bookings and much more. You will need to ask: • Are my customers conservative or innovative? • Leaders or followers? • Timid or aggressive? • Traditional or modern? • Introverted or extroverted? • How often do they book a show like mine? • How much do they usually pay?

Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

41

• When do they start planning? • When do they book? Seem like a lot of work to you? If you are lazy and want to be a millionaire, buy a lottery ticket. Let me know how you make out! Step 3: Create a communication strategy. Your target customer must not only know your show is available for hire, but must also have a favorable impression of all the benefits of your show and dealing with you. Communication includes everything from the way you answer your phone to the font you use on your business card. Find out where your customers surf on the net, what they read and listen to. You need to know this to get their attention. In addition to where to place your message, consider how frequently customers need to receive it. This part of the marking plan should spell out your promotional objectives. It spells out specifically what you want to achieve. You will determine your budget, where to advertise and how to measure your results. To help you devise your own business and marketing plan, here is the table of contents taken from a complete plan I recently put together for a consulting client.

So, take the information I have

provided regarding Idea Mapping, Goal Setting, Business Plans, USPs and Marketing Plans and do some work in planning your future. The investment of time will pay off. It is much harder to think about it than to actually just start writing.

Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

42

Use the following as a basic template and adjust items to your particular case. My guess is that you will only require a small portion of the following items for the scope of your immediate projects. I have used many variations of the following structure and they are usually less detailed for my own purposes. This outline is from a plan that I was recently contracted to develop for an entertainer/speaker with products, a synergistic separate entity, and a small staff. Table of Contents

EXECUTIVE SUMMARY THE TEAM MANAGEMENT TEAM PROFILES OWNERSHIP STRUCTURE ADVISORS PROFESSIONAL SERVICES HUMAN RESOURCES REQUIREMENTS THE BUSINESS ENVIRONMENT BUSINESS SUMMARY & HISTORY INDUSTRY OVERVIEW • Consumer Trends • Seasonal Factors

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43

POSITION IN THE INDUSTRY • Legal Issues • Competition • Use of Technology THE MARKETING PLAN • Target Markets • The Competition • Services • Pricing Strategy • Sales/Distribution Plan • Credit Terms & Guarantees • Advertising & Promotion • Public Relations • Marketing Material OPERATIONS STAGE OF DEVELOPMENT • Service Options • Suppliers • Quality Control PRODUCTION PROCESS • Land and Equipment Requirements • Inventory Control • Time Frame for Product • Contingency Plans

Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

44

FINANCE CONCLUSIONS • RISKS • Business Risks • Marketing Risks • Operational Risks • Human Resource Risks Summary So there you have it. Don’t be overwhelmed with all of this. If nothing else, just spend a couple hours, as I have done on many occasions, to plan before getting started. The more time spent planning, the better the results, so make this your minimum: 1. Idea Map

15 minutes

2. Goal Setting Chart

15 minutes

3. 4-6 Page Business/Marketing Plan

1.5 hours

The two hours you invest early on will save you countless hours and expenses later.

Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

45

Lesson 3 - Your Executive Office

(Back to Index)

There is an important point I want you to consider when reading this and all the other lessons in this course. If your funds are limited, remember that you can still make a lot of money and be successful without fancy equipment. If all you have is a pencil, a scrap of paper, and a shared phone line, do not let that stop you from starting now. Ultimately, you will be able to and will need to spend money in systems and equipment to automate and streamline your business for higher profits and to project a more professional image.

Create the most comfortable and effective office environment that you can and continually strive to improve it. Your Phone You need a separate phone line solely for your business calls. Situate your phone in a quiet room where you will not be disturbed. Answer on the second ring when possible. If you answer on the first ring you seem too anxious and beyond two rings it seems that you do not care.

Smile when you answer the phone (this will project a

friendly tone in your voice) but don’t be phony (no pun intended). Say “hello” and identify yourself by name or company name. Don’t get cute, fancy or too long. Use the same principles for your voice mail. Use a headset to keep your hands free when talking on the phone. You can type notes pertaining to your conversation on your computer during conversation with your client.

Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

46

Your Desk and Chair It is extremely important that you work in a comfortable environment. Your desk, chair, and keyboard must be set up in an ergonomic fashion. Do not underestimate the importance of this. Learn the proper way to set up your office for maximum health benefit. Your Computer Use the fastest and best computer that you can afford. Your time is valuable and investing in good equipment will save you money in the long (and short) run. If you're not sure as to whether you should use a Mac or a PC, or have been considering switching, I have the answer for you. Use both or Windows only. Up until two months ago and for the past ten years or so I have been using a Mac. I recently purchased an IBM computer with Windows 2000 Professional for business. I never thought I would be saying this, but I like using the PC. It is as easy to use as the Mac. I only use the Mac now to check how my various web sites will look like for Mac users. There are more programs available for windows; they are more readily accessible and less expensive. Much of the software I use for Internet marketing is not available for the Mac. The voice recognition software I am using at this moment is not available for the Macintosh. Did you get that? I am not even typing right now.

Don’t even know how to type

(properly)!

Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

47

Anyway, bottom line, as much as I like the Mac, I think you should use a PC as your only or primary computer. Your Fax Number Have a separate dedicated fax number. Do not inconvenience your client with such nuisances as having them call you first in order to send a fax. Your Email and Web Address Purchase your own domain name and do not be hosted on a free service. The free service comes with a cost by way of advertising and/or a long complicated web address. Same applies to your email address. Your Physical Address To protect your privacy, use a PO box that looks like a real address. Using a PO box, that is obviously a PO box, can give the impression that you are hiding. When possible, I do advise that you include your physical address on most of your contact information. It adds to your credibility and solidity.

Automation Have systems for everything you do on a regular basis. Use them. They will keep you organized and efficient. Keep accurate notes of all

Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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your conversations and use forms and systems so that important details do not get missed. You can avoid a lot of problems and stand out amongst your peers by paying close attention to details. If you are not naturally a detail-oriented person, do not worry; the systems will take care of this for you.

The program that I have used for the last ten years and that I highly recommend is FileMaker Pro.

I have compared FMP to Act,

Maximizer, and many other database management programs and am convinced that nothing else comes close. The downside is that the program does require customization, so you need to either spend time and do this yourself or hire someone to do it for you. I have spent thousands of dollars hiring high- priced FileMaker Pro experts and the money has been well spent. Another caution; even though they may be a wiz on the technical side, it is still up to you to tell them in detail what you want to achieve. Every time you make a change, Ka-Ching…. Ka-Ching!

It doesn't have to cost you anything other than purchasing the program if you are willing to learn it yourself. It's not terribly difficult; it just takes time.

The cost of FileMaker Pro is currently $249.00, available for Mac and PC, and well worth the money. For a discount, go to: FileMaker Pro Discount

Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

49

Three

important

aspects

of

your

business

that

require

systemization are:

1. Marketing

2. Booking

3. Billing

The marketing system ensures that you get bookings. The Booking systems makes sure you show up and deliver as promised. The billing system helps ensure that you get paid for the shows you do. Do not wing any of this.

To be clear, we are not talking about systems you use to actually get bookings right now. We are talking about organizational systems that need to be used in conjunction with your booking and various other systems. Ultimately, as you grow and expand your business you will have many variations of systems that work in conjunction with each other. Build one at a time as you need them and integrate them as you progress.

Your system can be a custom designed fully integrated software system like mine, or a simple paper based system if that is all you can afford. I ran my business using file cards, a menu box and a paper daytimer for many years. Lack of resources is not a valid reason to avoid getting started or keeping well organized.

You

probably have everything you need now to build or improve your systems. If not, they are all available at your local stationery and electronics store.

Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

50

Lesson 4 - Promotional Material Magic

(Back to Index)

Your promotional material is a direct reflection of the quality of your act. One important often-overlooked aspect regarding promotional material is that you should have completely different sets of promotional material for each market you pursue. For example, a sales letter may be appropriate to include with, or even instead of, other promotional material at certain times. Fortunately, one of the most exciting and lucrative markets, the corporate market, often fits into this category.

On the other hand, if you're pursuing cruise ship work, a video is a necessity. If you were going after a casino venue, then an elaborate mock-up of your stage setting along with a personal formal presentation and topnotch video and printed material would likely be necessary.

So you must be armed with a variety of different material in order to effectively promote your shows in various markets.

This is so

important that I am going to reiterate this point in a moment.

When you go out to perform, do you present the exact same show every time? Do you say the exact same words, delivered the same way – every time? I hope not.

If you do not alter your performance to suit your audience, then are you also assuming that every audience is exactly the same?

Of

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51

course they are not, and therefore it stands to reason that you adjust your performance to suit your audience.

Just as the people in your audience vary based on demographics and a variety of other circumstances, so do the individual potential clients that you market to. So this begs the question, do you always present the same sales message in your promotional material and marketing efforts?

Okay, this is where the rubber meets the road. What I am going to tell you now is something that is rarely done, yet it separates the high income earners in our business from those who are unable to fill their calendar as they would like to.

You need to have separate printed material, web sites, video demos, stationery,

sales

letters,

guarantees,

bonuses,

headlines,

presentations and offers that are highly targeted. While the pieces must vary according to your target audience, there should be consistency within certain areas of your message and design. In other words, you are still selling “you” and your unique identity, but in different packages in order to appeal to a variety of buyers. You should create templates and then make adjustments based on your individual campaigns.

So, just as you plan your show based on your specific audience, take the same approach to your marketing, and you will find yourself in higher demand and at higher fees. You can start now by examining Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

52

your current material and breaking apart varying messages to different audiences. Separate incongruent components and create individual pieces accordingly.

Does this mean that a catch-all web site, video or printed piece is not needed at all?

No, actually, you need that too. There are certain buyers of your services such as agents, event planners, and speaker bureaus that are experienced in booking talent and want to see the whole picture. You target these types of buyers with a general piece AND provide them with individually targeted marketing devices that they can present to their less experienced clients.

Performing a few children oriented routines when performing for an all adult audience makes about as much sense as sending out a “Magician for all Occasion” advertising piece. Do not overestimate the abilities of your potential clients to discern whether or not you can effectively entertain their group when you provide them with anything less than a targeted message specifically aimed at them and their needs.

Look, you better believe that if you are ever competing against me for a job, and your material is not targeted, I will get the gig and you will not. And believe me, my fee will be substantial. Why? My material will touch the very nerve of the buyer and they will want me

Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

53

regardless of cost. This is not theory. I challenge you to compete with me and frankly, hope you win a few. Why?

It means that my teaching is working for you. That is a new challenge for me and so far is quite satisfying.

Most of your questions regarding promotional material probably relate to sales letters and video demos and the Internet. I will cover these areas at length in this lesson.

We will look at web sites as a way to promote your show. This is a vast topic and I will give you solid advice based on much trial and error and intense study.

Also included is the best advice I have

found after wading through hundreds of articles.

They are from leading Internet marketing authorities; cherry picked for you, and the information is valuable. These articles are complete within themselves and are provided with permission as long as a link to the author’s site is included.

There are many ways to make money on the web. For each of the variety of ways to prosper using the Internet, there are hundreds of choices, variations, and schools of thought on each and every detail.

I strongly encourage you to pursue this area. Most of my current business, including the promotion of my shows, speeches and products is web-based. Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

54

As for what specific pieces of information to include by way of promotional material that varies depending upon the venue. This will be covered separately as I teach you how to get booked in each individual market. Let’s go now to video demos, sales letters and the World Wide Web. Video Demos With your video demo, you should take as long as necessary to sell your prospect. That is, if it doesn’t take you very long!

There are many schools of thought regarding video demo length and content. There is no real definitive answer because different viewers have different tastes and varying attention spans. Arguably, a video, like a sales letter, should be as long as it takes to convince the subject to take positive action in your direction. Avoid being boring at all costs. Be sure that you use exciting footage masterfully edited in order to convey your message in the least amount of time. Think television commercial, think sound bites. Your goal is to convince the viewer that you are the answer to their problems, again, in the least amount of time. Your video, like your show, must leave them wanting more.

Your performance and video may be absolutely fantastic and someone may watch it for an extended length of time, say 30 minutes. However, that is unlikely. Also, unfortunately, you and your friends and family will probably be more impressed with your video

Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

55

than the average viewer. This has a lot to do with the amount of work that you put into your performance, plus the expense and labor involved in producing the video itself.

I have had videos as short as two minutes and as long as 20 minutes. I recommend that your video be approximately the same length that I have been using the past several years - seven minutes, give or take a minute or two.

My main current video is simply a series of

television appearance clips.

This has been effective, as it

immediately establishes celebrity status in the minds of the viewers. It also displays a variety of effects with different sized studio audiences.

Quietly assume that your buyer has no imagination, so that if they only see you in front of audiences of up to 50 people then they will not consider you for their audience of 100 people. And visa versa!

A video comprised solely of television clips is the perfect video to be used in order to obtain future television spots. It is one of few types of videos that can easily cross markets.

A video comprised of

footage of the target market you are sending the tape to is better still. The more targeted the better.

If you wish to pursue the college market for example, use whatever means you can, your existing video, a sales letter, a showcase, or even a free show if necessary, to get at least one or two college shows that you can tape. Colleges have video production facilities Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

56

and you can offer free performance in exchange for them shooting your show and editing the tape.

This approach will save you thousands of dollars, get your foot in the door in this market and provide you with a marketing tool that can aid you in securing many more bookings in the future.

Here's another way to get a free, quality, demo tape. Every major city will have some type of group of budding television and film producers. In Vancouver, there are several, including a group called Women in Film.

Despite the name of the organization, men are

allowed to join as associates, and I am a member. Do some digging and find such groups where you live. There are many talented and creative people willing to work for free just for the experience and résumé credit.

Many of them own their own cameras and have

access to the other equipment needed to produce your demo.

A fourth way to get a free demo video is to contact technical schools that specialize in television and film production training and ask them to take on your project. And yet a fifth way to get a free professional demo video is to look in the yellow pages and contact actor’s agents. Tell them you want to produce a video of your show and ask if they know any budding producers that might assist you. While you are at it, let them know that you are available for consulting and acting. (You are, aren’t you?).

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57

Your goal is to have a different tape for each market you are going to pursue. Tightly edit footage from real live performances with real audiences. Never use canned laughter, and if you shoot in a studio, which has its advantages because you can control the situation, be sure the finished product does not look staged.

If you choose to use a voice-over-type presentation that sells your show and walks the viewer through the tape, be careful not to have it come across as cheesy.

Like all other forms of marketing and advertising you should test different formats for your videos. Here are just a couple ideas, but the variations are limitless: Television Demo: Length 2 minutes If you have only one television clip, then the whole tape is that one clip. Then keep adding clips as you use this tape to get more spots. Ultimately, your tape will be packed with as many spots as you can fit in within 2 minutes. Even if a spot is not great, or if you have dozens of spots, then just show your introductions by the host. Show at least one effect, not necessarily in its entirety but in such a way that the viewer understands what happened. Corporate Demo: Length 7 minutes • Title (upbeat music): 10 seconds

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58

• Montage of highlight shots from various shows (upbeat music): 30-seconds • TV Clip (highlights of one effect): 1 minute • Corporate Audience Clip (large audience): 2 minutes 20 seconds • Corporate Audience Clip (small audience): 2 minutes • Audience Testimonials after the Shows (like the movies): 1 minute

Here is another common format for demos using a voice over: Length: 10-15 minutes • High impact open and close • Crowd reaction shots • Still photos, slow mo, spinning around etc. while using voice over • List of clients • Flurries of closing bits* • 1 or 2 complete segments • Testimonials • Flash reference letters *Editing Note: If chopping out a segment from a routine and music doesn’t match, and then lay down new audio. Sales Letters What is a sales letter?

Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

59

A sales letter is a document that is designed with one purpose in mind, to generate sales. It persuades the reader to take action. That action may be to place an order now or to request more information which in turn is designed to convince the reader to place an order. The purpose of the sales letter is to influence the reader to take a specific action. It is not a notice, a brochure, or an announcement; it is an offer. In order for the letter to be effective it must be specific, it must be delivered to an audience that is eager to discover the information, it must appeal to the reader’s needs and it must inform and inspire.

Most magicians’ printed material and web sites are designed in such a way as to tell, not sell. This is a mistake. For the most part, it is a waste of space and a waste of opportunity.

Photos, video, and

testimonials may complement the sales letter. Everything else being equal, a magician who provides a powerful sales letter will get more bookings for higher fees than one who does not.

It is imperative that you thoroughly research and understand the motivations, desires and problems of your reader. You must walk a mile in their shoes, dwell into their minds, and fully understand what they want and how you can help them. You must answer the questions: • What can the reader gain by dealing with you? • Why should they deal with you over someone else?

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• What is it that you offer that is unique and that they can't get anywhere else?

You must persuade your reader that he or she must book your show because what you offer provides more benefits and is more attractive than that of any other magicians.

A common mistake I often see magicians making, and regular people too☺, is to confuse features with benefits.

An easy way to

understand the difference between a feature and a benefit is as follows: the benefit is what your show will accomplish for the buyer; the feature is within the show itself. Comedy may be a feature of your show; while a benefit to your client could be the recognition that he or she will receive from her boss for making a great choice in hiring you.

Here are some more questions to ask when writing your sales letter: • Who is it going to? • How is it being delivered? • Where and when is it being sent? • Is it on the web?

For example, a letter that you would send in the mail would likely be essentially the same as a letter you display on your web site with a few minor changes. On the web, because the reader will be viewing

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your information on a computer screen, which can be harder to read than print on paper, you would use larger type size and more generous spacing.

Although there are several different variables to consider, most sales letters will share the same properties. There are many variations in sales letters, and many general rules. Many successful letters do not fit into any of these variations and break all the rules. The sales letter will likely become the crux of most of your marketing efforts. More so than any other tool, you must test, test, test, and then continue to test.

Following, is a basic formula for you that I often use with excellent results.

This formula is based on an old marketing principle that my father crammed into my head since I was a little boy: AIDA • Attention • Interest • Desire • Action

Get their attention, create interest, inspire desire, and lead into action. The sales letter formula is basically AIDA on steroids. Here is your:

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10 Step Sales Letter Formula 1. An attention grabbing, powerful, benefit laden headline.

2. A testimonial to create immediate credibility.

3. An illustration of the problem facing the reader to create interest.

4. A series of clearly identifiable benefits to create desire.

5. A clear and logical explanation to support the value of your offer.

6. A stack of bonuses to further entice the reader.

7. A guarantee that removes risks and reinforces your credibility.

8. An immediate call for action to avoid procrastination.

9. An explanation of what the reader will lose if they do not accept this offer now.

10. Clear instructions as to what to do next.

Follow these ten steps to write your own letter. The general rule about length of the letter is that it should be as long as necessary to

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compel the reader to take action that will benefit them. Testing has shown that a long letter will outsell a short letter almost every time. This is not permission to bore them. The letter will be long because you have found so much information about the reader that you have a lot to tell them that interests them and you included all the important elements. A short interesting letter is better than a long boring letter. A long interesting letter creates revenue.

Here is a useful report on writing sales copy by my friend and widely respected copy writing expert, Joe Vitale. Some of what he will tell you in this report is very similar to what I have been teaching you. To hear it again in different context is an effective way for you to learn. Bonus Report - "The 10 Laws for Writing Letters that Get Results." By Joe Vitale

The following is a letter in response to a question about how to write sales letters. This is something you could model in layout, tone, and ideas, to write your own letters.

By the way, this is where your

letterhead should go.

Dear Fellow Chicago Seminar Attendees,

Jerry Jenkins asked me to tell you how to write letters that get read and get results. That's a tall order! Well, here’s what I think the "laws" are:

1. Know what's in it for your reader.

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Get out of your ego and into your reader's ego. Complete this sentence: "Get my book so that you can...(fill in the blank)." Your book (or whatever you are selling) is the feature. What people get as a result of having your book is the benefit.

Focus on benefits.

Always! Without this, your letter will bomb.

2. Write a headline that telegraphs the key benefit to your reader.

ALWAYS use a headline. There is only ONE exception to this rule. When you personalize your letter, the "Dear (whoever)” opening becomes your headline. There are few headlines more powerful than the reader's own name. The headline is THE most important part of your letter! Spend nearly all of your time on it.

3. Be brief.

Say what you have to say in terms of the reader's self interest and shut up. This does NOT necessarily mean a short letter. If you are trying to make a sale, and the reader has never heard of you or your item for sale, you may have to write four or more pages to get your message across. If all you want is a return call, a one page letter may do. Don' be afraid of length. People will read any length of copy AS LONG AS IT'S INTERESTING!

4. Always use a PS.

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Always. Why do copywriters who charge upwards to $15,000 to write a sales letter and have weeks to draft it always use a PS? They are always read. Always.

5. Look good.

Visual attractiveness accounts for 70% of your letter's impact. Use short sentences, short paragraphs, bulleted points, indented paragraphs, subheads, etc. Some people will just skim your letter, so engaging subheads and bulleted points help reach them instantly.

6. Outline first.

Use a planning tool to help you think through your message. Or talk to a friend. Or to a tape recorder. Or to yourself. This also helps you get comfortable with speaking your letter rather than writing it.

7. Write first, edit last.

Turn your inner editor off. You can rewrite later. For now, write spontaneously and quickly to get your ideas on paper.

8. Ask for something.

Why are you writing? You want a call, an order. Something. Say so!

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Find one person to read your letter OUT LOUD in front of you. If he (or she) has trouble reading your letter, if he wrinkles his brow or stops to reread a sentence, rewrite those places. Don't skip this step! It's the secret of many professional writers.

10. Rewrite your letter again.

Is it the best you can do? Be honest! If not, throw it away and call the person instead. Or hire a copywriter to write it for you. Why waste your time or your reader's with something that doesn't communicate in a persuasive and interesting way? (I rewrote this letter 24 times!)

Well, there you have it. Of course, there are more rules, laws, ideas and suggestions for writing letters that get results. You should always guarantee whatever you are selling, for example, and always offer proof for all of your claims. But the above will get you rolling.

Sincerely, Joe Vitale Hypnotic Writing (ALWAYS Identify yourself. People look here to see who the letter is from.)

PS -- Notice that you read this PS? PPS -- Notice that you read this one, too?

For more information on Joe Vitale, visit: http://www.roibot.com/r_hw.cgi?R49444_mmbonus Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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Here is a terrific report by a marketer who is well known in the Internet world. The Internet is not the topic, instead he touches on a principle that I use all the time.

I want you to learn what works for me, in a variety of forms. Also, this book is about sharing my resources with you – completely. And that, by the way, is why I have included the guest reports and interviews. Bonus Report - "Make prospects beg to do business with you." By Yanik Silver

Do you remember the stupid beer commercial a few years back with the tagline "Why Ask Why?" Well, completely unknown to the ad agency -- they had almost stumbled onto a breakthrough marketing concept. Telling people the reason why you are doing something is one of the most powerful influencers of human behavior. Robert Cialdini, Ph.D. in his book "Influence: The Psychology of Persuasion"

talks

about

an

experiment

by

Harvard

social

psychologist, Ellen Langer, that concluded people like to have a reason for what they do. Her experiment consisted of people waiting in line to use a library copy machine and then having experimenters ask to get ahead in line. The first excuse used was "Excuse me, I have five pages. May I use the Xerox machine because I'm in a rush?" This request coupled with

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a reason was successful 94% of the time. However when the experimenter made a request only: "Excuse me, I have five pages. May I use the Xerox machine?" this request was only granted 60% of the time. A significant drop. Okay now for the shocker. It may seem like the difference between those two requests was the additional information of "because I'm in a rush", but that's just not the case. Because in a third experimenter, the experimenter asks "Excuse me, I have five pages. May I use the Xerox machine because I have to make some copies?" There's no reason mentioned or new information presented, just the words "because". This time a full 93% of the people said yes simply due to the word 'BECAUSE'! And it didn't even matter that there was no reason given. Just the word because triggered a magic response. Using this psychological 'trigger' can massively increase your Marketing success. Here's an example: John E. Powers, one of the top copywriters in the 1900's, wrote this ad for a Pittsburgh department store in severe financial trouble: "We are bankrupt. We owe $125,000 more than we can pay, and this announcement will bring our creditors down on our necks. But if you

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come and *buy* tomorrow, we shall have the money to meet them. If not, we shall go to the wall." Instead of yelling 'SALE' like so many other stores would, there's a legitimate reason given why people should spend their money at this store. And this ad was said to be responsible for saving the store. Another ad written by Powers, for a different merchant, proclaimed "We have a lot of rotten raincoats we want to get rid of." This sold out the entire inventory of raincoats by the next morning. Max Sackheim, famous for the long-running ad "Do You Make These Mistakes In English" and originator of the book-of-the-month concept, says this: "Whenever you make a claim or special offer in your advertising, come up with an honest reason why, and then state it sincerely. You'll sell many more products this way." And this powerful strategy works just as well today. Using this secret weapon for a medical equipment company, I helped them produce a massive 1,073% return on investment simply using "reason-why" copy. The premise was how can we sell a product for the incredibly low price of only $477? (Regularly this product sells for about $695 $895.) Then the ad went on to explain that the reason why the price was so low was because the manufacturer wanted to gain market share and get nurses and doctors accustomed to using their product. It was a huge winner and a big money-maker for the client.

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So how can you apply all of this to your business? Easy. Let's say you have a slow time of year and you want to increase your business during this period. Well, write a simple letter to your customers making a special offer, only good during your slow period. Maybe you'll throw in an extra free bonus, an extra service, or a special discount simply because it is your "slow time" and you need to pay your staff anyway. Let people in "behind the scenes" at your company... * Are you overstocked on merchandise because for some reason customers only want the deluxe widget - but you ordered tons of the basic one? * Did you have a flood and you need to liquidate your inventory? * Do you need to raise cash so you can pay for your nose job? Whatever the reason. Tell them the truth. For some reason everyone wants to be mysterious about their business. If you're lowering the price nobody thinks you're doing it just because you're "such a nice guy". Let people in the reason why. I know this probably goes against every grain of business sense, but I promise if you give people a good, believable reason why they'll respond with open wallets. Yanik Silver: http://www.instantinternetprofits.com/?168901

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Headlines The headline is the single most important element of your sales letter. If I had to choose between a great headline and mediocre copy or a mediocre headline and great copy, the intelligent choice would be a great headline. The headline gets them in the door and grabs their attention. If you don't capture the reader's attention immediately, it does not matter how great your sales letter is, as it will not get read anyway. The headline, as a matter of fact, will actually determine the content of the copy of the letter itself.

4 steps to writing powerful headlines:

1. Write down 50 to 100 benefits of your product or service. In this case, most likely your show.

2. From your list of benefits, convert these words or phrases into a headline.

3. Choose what you consider to be the three best. Run them by friends, family and colleagues.

4. Of the three. Choose your personal favorite as the main headline.

Choose your second favorite as the pre-headline

(small text that appears before the main headline). The third favorite will be the sub headline, which appears underneath the main headline.

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Other good headlines that you wrote of the 50 to 100 will be used throughout your letter as additional sub-headlines. They can also be used and reworked as beginnings of sentences and for your PSs. Every word you write must create interest and continue to do the job of convincing the reader to take the next step that you want them to take. You must continually fulfill the AIDA formula.

"An advertisement cannot stimulate sales if it is not read; it cannot be read if it is not seen; it will not be seen unless it can get attention... And to capture that attention, you've got to earn it."

- Victor O. Schwab, Author (How To Write A Good Advertisement)

Have you read Dale Carnegie’s book, “How to Win Friends and Influence People”? If you haven't, please do. I bring this up not only because it is a great book, a classic, but also to point out that the title has a lot to do with the fact that millions of people have read it. The title is a headline, probably the most powerful one that exists.

“HOW TO______________ SO YOU CAN________________.”

I am telling you that the headline is important, but don’t just take my word for it. Here are a few other guys that know a thing or two about marketing and what they say about the function of a headline: Here's what David Ogilvy, an advertising expert, said about the power of headlines: Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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"On the average, 5 times as many people read the headlines as read the body copy. It follows that unless your headline sells your product, you have wasted 90% of your money."

And, to call upon Victor Schwab again, he had this to say:

"Some of the most tremendous flops among advertisements contain body matter filled with convincing copy. But it just wasn't capsuled into a good headline. And so the excellent copy didn't even get a reading."

John Caples, a well respected marketer, summed up the importance of headlines with this remark:

"...I spend hours on headlines -- days if necessary. And when I get a good headline, I know that my task is nearly finished. Writing the copy can usually be done in a short time, if necessary. And that advertisement will be a good one ... that is if the headline is really a "stopper".

And famous direct marketer, Ted Nicholas concluded:

"Based on hundreds of tests conducted, a good headline can be as much as 17 times more effective than a so-so headline. And this is with exactly the same body copy!"

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And most experienced marketers, myself included, will tell you that their testing has proved that one headline will pull up to 1500% more response/profit than another!

Okay, so here are some headlines that you can use now:

The News Headline: "Breakthrough Magician Uncovers The Secrets To Making Your Event The Best Ever!"

The 'Yes' Question Headline: "Would You Like To Know How An Event Planner With No Experience in the Art of Magic, Pulled off the Best Trick Ever?"

The 'How-To' Headline: "How To Make Your Upcoming Event A Great Success So You Can Look Like a Hero!" And here are a few more that you may wish to use or adapt:

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18 ways to guarantee a successful event" "They will think you're a magician " "Act now, before this offer disappears" "Secrets of a successful party planner" Now, let’s conclude this conversation about headlines with an excellent report that I suggest you study carefully. Bonus Report – “Instantly Double the Response of Any Ad” by David Garfinkel

Masters of marketing know a secret that most business people don't. I'm going to share it with you now: You can go from losing money to making money - sometimes, a *lot* of money - just by changing a few words.

What words are those? The first words... in any letter, ad or Web page. The words that make up the headline.

Recently I was speaking to a business group about writing killer copy, and to make my point, I took that day's edition of USA Today and covered up all the headlines on the front page with inch-wide white correction tape. I asked them what was wrong with the newspaper.

"No headlines!" they blurted out, almost all at once.

"Then why," I asked, "do so many of your ads not have headlines?"

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It's a fact: We have been conditioned to decide what to read based on the effect a few choice words have on our thoughts and our feelings. With books, it's often the title. With articles in the newspaper, it's the words in a headline. With a magazine on the newsstand, it's the headlines on the cover.

Whether you know it or not, we decide whether or not to read ads, letters and Web pages the same way.

So, if that's the case, how do you write headlines to make people want to read your copy, and get interested in doing business with you?

Make your headline create a vivid picture and/or stimulate a strong feeling.

In your business, many of your conversations are logical and factual. That's the nature of business - and to do otherwise would be considered "unbusinesslike."

However, about the worst thing you can do for your promotion is to have a strictly factual, logical headline at the top of your Web page, letter, ad, flyer or postcard. Oh yes, the headline has to be believable and make sense. And what your headline says has to be supported by logic and facts later in your promotion.

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But remember that the purpose of your killer copy headline is to stir the emotions of your prospect in the direction of buying what you have to sell... and to get your prospect interested in reading what comes next in your copy.

Here's an example for a hypothetical product that helps children do better at school.

First, an ineffective headline:

Children who don't do well at school will have many problems later on in their lives

Now, a more effective headline:

"Daddy! Daddy! I got straight A's!" he said proudly. Suddenly my son's future was looking much brighter...

Notice how the first headline states a fact but does not stir emotions in a big way. The second headline, using the same number of words (17), conveys 1) excitement 2) pride 3) hope for the future, and it also creates a beautiful scene in the reader's mind of a happy parent-child situation.

Action: When you are preparing or revising a promotion, take the time you need, or get the help you need, to write a great headline that

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creates a vivid picture and stimulates strong feelings in the mind of your prospect.

Use headlines that make your prospect instantly understand your most important benefit.

One of my favorite pieces of advertising is a headline (and an old slogan) for a plumbing service. I'm not that big on plumbing, personally - it's the kind of thing you wish would work perfectly all the time so you never have to think about it!

Why, then, am I so fond of an old plumbing headline? Because it's a great example of making your prospect instantly aware of the benefit of your service.

The company is Roto-Rooter.

The headline is as follows:

Call Roto-Rooter - that's the name - And away go troubles, down the drain!

Wow - is that perfection in a couple of lines, or what? You get

1) a call to action 2) company identification and 3) a visual description of the benefit.

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That's hard to beat! If you've ever had a stopped-up drain, you know exactly why this would be of benefit to you!

Killer Copy Point: Show your headline to people who are unfamiliar with your product and company, but who would be good prospects for what you are selling. See how slowly or quickly they understand what you are saying - especially, what would be the benefit to them. Keep rewriting your headline until these people instantly "get it!" Make your headline pass the "Shortcut Test"

Imagine all you were allowed to do was run your headline plus a tollfree number... as a classified ad. Ask yourself this question: Would it generate inquiries for you in that form?

I'll give you an example from my own business. I'm taking the headline and subheadline from a long-copy print promotion for my product called Killer Copy Tactics:

Money-Making Secrets Every Business Owner Needs

For years, sales copywriting experts have quietly made millions with these little-known secrets. Now you can use this information yourself. Call (000) 000-0000

I used this example for purposes of illustration. Read it again, and ask yourself if these words alone, printed in the right location, wouldn't prompt qualified prospects to call for more information? Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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Killer Copy Point: Put your headline and subheadline through the Shortcut Test. Make sure that these words alone plus a toll-free number are likely to generate a response from qualified prospects.

The art of writing headlines is a special skill well worth the time and effort it takes to develop. There are many known statistics in direct marketing that bear repeating here:

· Five times as many people read the headline as read the ad or letter.

· Changes in headlines have produced documented increases in sales of 200%, 500% and, in one extreme case, 1,850% more sales!

· It's a good idea to write 15 or 20 headlines for your letter or ad, and use the "leftover" headlines as part of the selling copy itself.

Become a student of headlines and a connoisseur of great headlines. Collect them, think about them, and practice writing them. The reward for your efforts will show up every time you get another order or inquiry that you never would have gotten if you didn't make the effort!

You can learn more about David Garfinkel by clicking here.

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P.S. Sometimes your reader will read the headline and then if they are cut to the chase, bottom line type individuals they will go immediately to the bottom of your letter and that is where your PS resides. Your PS must be as strong as your headline and be a strong call to action. Not the easiest task, but a very important element of your letter and one that you need to pay a lot of attention to. P.S. Please reply promptly, because dates will fill quickly, and remember this is a special show for a once a year occasion. P.S. You’ll be amazed at how simple and easy it is to come across as a hero among your coworkers. Call me now and we can get started immediately. P.S. If you would like the names and numbers of several meeting planners that have been booking my shows and winning accolades from their corporate clients for over a decade, I will be glad to provide details. P.S. EXTRA FREE BONUS SHOW! Just for booking my Comedy ESP Show, you’ll also receive a STROLLING MAGIC SHOW during cocktail hour prior to the after-dinner performance on June 9th. This special offer is available to you for the next seven days.

(Note: Sometimes you may want to have several PSs)

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P.P.S.

Quick-response added bonus! For booking within 7 days

you’ll also receive a $500 tax receipt in your company’s name to the charity of your choice. Guarantees I don’t know about you, but if I did a show that my client was less than ecstatic about, I wouldn’t want their money. I hope you feel the same way. Testimonials If I had to choose and decide upon one single method to promote myself it would be without a doubt the use of testimonials. In many cases, beginning when I was doing my first paid magic shows at the age of 12, right up to literally ten minutes ago, the use of testimonials in one way or another is all that has been needed to obtain bookings.

An indirect testimonial, otherwise referred to as word of mouth advertising, has always made up the majority of my bookings. The nicest part about this, is that the person who books me, based on a testimonial from someone they trust, has already decided to hire me and often does not even ask my fee. Of course I tell them at the end of the conversation how much I will be billing them for, but it is rarely an issue. This exact situation just happened moments ago and has been a common occurrence throughout my career. The best part about this most recent booking is that the person who recommended me booked me for the first time over six years ago. I want the majority Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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of your bookings to come to you in the same manner, by testimonials from your delighted clients. This will happen and increase for you as you provide excellent service and a terrific show every time.

I digressed for a moment about indirect testimonials to share the experience with you that just occurred. Everything I am teaching you in this course really works. Have confidence in yourself and follow my advice and you will prosper.

You can never have enough testimonials. After every single show you do, send a thank you card to the client. In your note request a letter from them expressing their overwhelming satisfaction in doing business with you and the audience reaction to your performance. It really is that simple. I have hundreds of such letters and they are directly responsible for my success in getting several thousands of bookings over the years. Most often, when I am quoting on a show, all that I provide by way of promotional material is a sales letter and 10 to 20 testimonial letters.

The letters are from clients that are

similar to, or the same as, the type of client that is considering hiring me.

When booked through an agency or speakers’ bureau, approach this differently. Ask the agent to either request a letter from the client, or ask if they wouldn’t mind if you were to send a thank you note without your contact information and a request that the client send a letter to you through the agency. This is to not circumvent their relationship and the agent will appreciate your thoughtfulness. Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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Start collecting testimonials from every booking that you do. Save them, collect them, categorize them, and use them often.

Your

prospective client will always believe what someone else says about you, over what you say about yourself. The letters will build your credibility and stature, and often eliminate the need for other expensive promotional materials.

Having raved about testimonials, I must remind you now, as I will continue to remind you, that no one way of doing anything will work for everyone. When I say this, I don't mean testimonials may work for me and not for you. They will most certainly work for you, me and every other magician and every other business on the planet. They just won't be effective with every potential client.

Most people value and respect the opinions of others, and for these people, the majority of folks, there's nothing more convincing than a testimonial. Some people, however, need to be convinced in other ways, and that is why you appeal to those people in your sales letter. Some people need to “see” for themselves, and if you want the booking it may be necessary for you to invite them to a show or send them a video.

Remember to always communicate in a targeted manner, while still appealing to a wide variety of people within your target group with varying views and personalities. No matter how well you research your target demographic, there will always be variations of the human condition that you need to appeal to. You do this by being eclectic in Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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your approach and listening to your customers.

Pull, don’t push.

Study and learn how to ‘read’ people and appeal to their likes and desires. You can make a good living as a magician without even having a business card. You will simply have more opportunities available to you if you are armed with an arsenal of promotional tools. There is no way for me to tell you without knowing you, the right answer as to what you really need by way of promotional material. I will tell you in this course what each market expects or requires, but even those rules can be bent if you approach them in an effective manner. There is no excuse for failing to start promoting yourself regardless of the current level of materials available to you.

Web Sites The single most effective and cost-efficient way to make money as a magician is by utilizing the power of the Internet. You still apply all of the teachings in this course as your foundation of tools, systems, principles and information. You will catapult your business by using the Internet as your primary source of marketing and running your daily operation.

By "using the Internet", I do not mean you create or hire someone to design a website for you that has a ton of graphics and neat features. That would be your first mistake (and incidentally, was mine!). What you need is a website with an “opt-in” option for subscribers to your

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electronic

newsletter,

highly

targeted

traffic,

properly

placed

keywords, products that can be purchased in real time and more.

It is quite unlikely that you are doing this now. I know this, because I have searched the net extensively and looked at hundreds of magicians’ web sites and have found few that are doing this.

Web designers are almost always a total waste of money and generally have limited knowledge about marketing. They can only be useful to you once you know exactly what you want. Then, and only then, you direct them as to how to design your site.

They may

disagree with you about the “right” way to do things and may even influence you to make bad choices. They do not do this intentionally. They believe that what they are telling you is good advice. From a design perspective, they are probably right.

From a marketing

perspective they are usually way off track. If you do not know better, you will follow their advice and join the masses of people who do not make money on the net. The proof of this is only a click away.

The good news is that the most successful site you can put together is also the simplest one to put together (once you are educated as to what to do). You have a lot of the basic marketing information in this course.

The same rules apply and the principles of dealing with

people remain constant. The performing venues don’t change either. But listen to what I have to say next. It will open your mind up to a whole new world of possibilities.

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You are wasting your time, money and energy if you use traditional forms of marketing. There has never been a better time to make a ton of money as a magician and a small businessperson.

Long

before the Internet became as available as it is now, I used to dream about a scenario not even close to what the Internet can do for us. I fantasized about a way to contact targeted individuals with my message at low or no cost and minimal effort. A time where I would not have to spend a fortune in printing costs and run to the post office all the time. The time has come and it has surpassed my wildest dreams. We are truly on the ground floor of this opportunity, and you are completely missing the boat if you don’t immerse yourself in this right now.

Well known marketing people are still promoting and teaching unfortunate people, those who do not know better, to use outdated marketing methods. I do respect and agree with much of what is being taught. We can learn from these older methods and much of the advice is excellent. However, compared to the Internet some of these methods like direct mail in many cases are expensive, slow and inefficient ways to promote yourself as a magician. They absolutely pale in comparison with the digital alternative.

“But Randy, you keep telling us to be eclectic and that there is never only one right way to do things”. I take it back. Just kidding. Right now, not everyone is using the net, but most people can read their mail. So, if you are now using direct mail to market yourself, it makes sense to continue to do so until you are properly educated in Internet Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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marketing. Faxing, when properly done, can be great too. Also, if your primary target market is not yet wired, then that too is a good reason to use direct mail. Plus, for other reasons, a combination of approaches may be the right answer for you.

Personally, I have pretty much dropped all other forms of marketing my magic business and do almost everything online. There is more than enough high paying work for you and me and every other magician on this planet by utilizing this medium solely. My target market for the past ten years has been corporate. It is the most lucrative market available to most of us, and fortunately the clients are as intravenously hooked up to the Internet as I am.

The best advice I can give you is to learn to take advantage of the power of the Internet and utilize it.

I am far from a technically

oriented person, but am learning more and more every day. I have a computer and web nerd; I mean genius, who is currently working for me three days a week as I am in the midst of developing several new web sites to add to my existing ones.

I have numerous sites

promoting my products and shows, including a “pretty” site that was created before I knew what I was doing. It is still up and in tact for positioning reasons but will gradually be transformed useful.

If you want low cost, low risk, instantly testable methods to obtain high market penetration as a magician then do not let this opportunity pass you by. Today is just in time and tomorrow is a day too late. Get in first while you can and reap the rewards of inexpensive and deep Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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market penetration by learning and utilizing the Internet to your advantage.

I don’t want you to get ripped off by web designers and web marketing “gurus”.

Anyone can make money on the Internet

regardless of his or her current skill level or knowledge. You can design and publish a web page as easily as you can type a letter on a word processor. You can create digital products by speaking into a headset wired to your computer. You can book shows by building a database of email addresses belonging to people who are in the market to book you and have requested to receive information from you regularly.

If you don't have a serious web presence, you are losing money and opportunities. Even if you only book one extra show per month at $2,500 as a direct result of your web site, that’s an extra $30,000 per year.

You can easily produce this kind of income with minimal

investment of money and time.

If nothing else, put up a simple one or two page web site with a sales letter and testimonials.

Be sure to capture your visitors’ email

addresses by offering something in return. This is how you build your opt-in mailing list. Use the information from other sections of this course and write compelling copy. Be sure the site loads quickly by holding back on graphics and any large files. Submit your site to search engines and include your web address on all your printed material. Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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You should also check out and consider joining the magic banner exchange. You get massive exposure, not just from magicians, but also from potential customers.

Because there are so many sites

exchanging banners, there is a good chance that someone wanting to book a magician in your area will find you as a result of clicking one of your banner ads from a different site they come across. It’s easy to get started and there is a free and paid service available so you really have nothing to lose.

I personally use this service and

recommend it. http://www.magicbannerexchange.com/

Here is a list of a few (I have over 20 right now) of my current sites, if you care to analyze them:

http://www.charach.com

http://www.marketingmagician.com

http://www.magicianmarketing.com

http://www.speakermagic.com

http://www.synergytalent.com

http://www.synergycorporategifts.com

Feel free to grab and learn from the free E-Zines that are offered on these sites. Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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Lesson 5 - Fees for Financial Freedom

(Back to Index)

How much is your show worth? Although the answer seems quite subjective, there is a way to determine a range of the current value of your show. You start by comparing your performance to other acts that have a similar show and are equally entertaining.

One of the secrets of increasing your value far above this range is to add extra service above and beyond the performance itself. People will pay a premium to book your show over another magician who may have a similar show that elicits similar audience reaction. They will pay this premium if they enjoy dealing with you more so than with the other magician. It is worth extra money for them to book your show of similar quality rather than a less expensive show when they can rest assured that you would deliver as promised and exceed their expectations in every aspect of dealing with you.

How much extra is the superior service and comfort worth? That depends on your client’s resources and your sales and marketing ability. This means that you can increase your fees again by focusing your marketing efforts on higher paying venues and clients. I have always charged substantially higher fees than many other magicians in similar markets.

The higher fees themselves are one of the

reasons I get more bookings, but certainly not the main reason. At my current fee of $5000.00 for a show at a corporate engagement in the U.S., I am in line with other acts of my caliber but still five to ten times the cost of the next best local performer. Now, granted I'm not doing Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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an average of 300-400 shows per year as I used to when my fee was more modest, but I prefer to do less shows now.

Is my show worth $5000.00?

Yes.

If it wasn't I would not be

obtaining repeat bookings from the same clients year after year at this fee. Is your show worth $5000.00? I don't know. Do you? Is it worth more than you charge now? Probably. How much more, I don't know. I could only answer that for you if I knew more about your overall business.

Keep in mind that you may have to make a lifestyle choice soon. I could be doing many more shows at my current fee if I chose to market myself aggressively.

This requires traveling more than I

currently am willing to do. I was just married last year and my first child, after my stepdaughter, is due soon.

While I still enjoy

performing out of town, I have chosen to diversify further into streams of income that do not require as much travel.

If you rely only on performing as your sole source of income, even if you are doing big numbers, you are working for a living. What I mean is, you are trading your time for money with little or no leverage. You are not reaping the benefits of business by leveraging your time. You have not set up a system whereby your skills, talents and abilities will create income, as they say, while you sleep. If you want to travel a lot, then you will have an easier time making more money as your geographical target area opens up as wide as you want it to. You should still set up other income streams that are conducive to your Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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being on the road. Most of the same business options will still be open to you. Your social and family life will just be different than if you work mostly within a day or two of your hometown.

I suggest you raise your fee immediately as long as you follow most of the advice that I give you in this course. Raising your fee, as mentioned above, will raise the perceived value of your show. Some people will choose your show, all else being equal, over competitors, just because your fee is higher. They will feel that they are getting the best, and for some people, myself included, only the best is good enough.

Accept this advice only if you have a good show. You

cannot rip people off and expect to stay in business long. They must feel that they got at least what they paid for and preferably much more.

When you raise your fee in the same market, to the same clients, do it gradually or expect to do less shows and probably make less money for a while. If you move into a higher paying market, you can make a big jump from your current fee. The trick is to start marketing and obtaining bookings in the higher paying markets before you abandon your other markets.

I am providing a vast array of information on various markets in this course. It is up to you to choose which ones to venture into, which ones to expand upon and which ones, if any, to drop. Create multiple streams of income as an entertainer by working various markets.

Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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Lesson 6 - Gentlemen & Gentlewomen Agreements

(Back to Index)

"A verbal contract isn't worth the paper it's written on." Samuel Goldwyn.

I suggest that all your agreements be made in writing, for several reasons. When booking your shows you must confirm the details in writing with a contract or letter of agreement. This will clear up any misunderstanding or miscommunication regarding details pertaining to your appearance.

Perhaps the person who booked you said

January 5th. If you thought the person said January 6th, you’re in big trouble. Or perhaps they said January 6th but meant to say, and thought they said, January 5th. You’re still in big trouble. Simple miscommunication on your part, or the part of the person booking you will damage your business in a multitude of ways. It will damage your reputation, cost you far more money than the loss from that one booking, and it will certainly do harm to your psyche. One simple, avoidable error can cause this. This example is just one of many potential miscommunications that can be avoided by confirming every detail in writing.

Do you think it is fair that your business suffer even if the mistake is someone else's? If you have systems in place, as discussed in a previous lesson, most of these situations will not occur.

Accept

responsibility for running a business that makes it easy for your customers to do business with you. That includes setting up systems

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designed to catch potential errors during every stage of the transaction. What if you do everything right and they still mess up? For example, they don’t read your agreement. First of all, get in the habit of blending several forms of verification of details during communication and there will be few or no problems.

Okay, if

something goes wrong anyway, be a mensch (basic translation: a generous and kind person): Make people happy and your rewards will return to you tenfold.

I have always used and continue to use a simple one-page invoice/agreement that is faxed immediately to the client on confirmation of the booking. One page should be sufficient to sum up your requirements and the details of the engagement while also acting as a bill for your services.

I do not have them sign the

agreement; instead, they are required to send either full or partial payment upon receipt.

Payment signifies their agreement and

acknowledgement of the details.

Depending on the length of time prior to the event of the date, I currently request either 50% or 100% of my fee in advance. When my fee was in the several-hundred-dollar range rather than several thousand dollars, I always requested 100% in advance regardless of when the show was booked in relation to the actual booking date.

Now it is 50% to secure the booking and the balance either one week before the show date or at the event itself. Even though these are my terms, I often receive the full amount in advance from repeat Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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customers.

It is one of the many ways they express their

appreciation for my service.

Conversely, on rare occasions, a

company will prefer to pay a smaller than 50% deposit and that is usually okay with me too. What you do will depend on your fee, your market, and what makes you comfortable. Here is the wording from my agreement, feel free to use it:

* 50% payable within ten days to avoid cancellation of booking. The balance of the invoice is due on day of event prior to performance.

* Contract payments are non-refundable should the purchaser cancel or postpone.

* If for any reason beyond the control of SPI, Randy is delayed or unable to appear and a change of date or substitution cannot be agreed upon, then this agreement shall be cancelled with no further obligation by either party. In this case, any prepaid fee amount will be immediately returned to the client.

* SPI assumes no liability for expenses incurred or damages suffered in connection with this agreement.

* No recording devices of any kind may be used without express written consent from SPI.

* Contracted finish time may be adhered to, regardless of schedule delays unapproved of in advance. Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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Lesson 7 - Your First Class Performance

(Back to Index)

It is difficult in this format without knowing anything about you or your market to give specific advice regarding your performance. Also, it is not the topic of this course, but it is integral to your success. So I will say something that applies to everyone and is business related. Your performance begins upon first contact with the person who books you, and it continues throughout your show and throughout your relationship with your client. They're buying you as a package deal.

The show itself is the centerpiece of the package. Never lose sight of the fact that as professional and groovy as your show might be, how you handle yourself before and after the performance will long be remembered in the same light as the show itself.

The quality of your show will have a direct correlation with the size of your bank account. You may be surprised that I say this, considering I speak about all the other elements rather than the show itself as a means to obtain higher booking fees and more bookings. Well, as excellent as your business and personal relationships may be, if your show stinks then the other stuff will not be enough to allow you to thrive as a professional magician. You have to have it all. The show part of show business is equally as important as the business part. You need to pursue excellence in both. You cannot charge high fees unless you consistently provide fantastic performances.

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Now, who is the judge as to whether your show is good or not? Well the answer is obvious to you, I hope. It is your audience. It certainly isn't other magicians and definitely isn't you. Almost every show you do should lead to more shows being booked from audience members and repeat bookings by that original client. If it isn’t, you’re probably not very good at entertaining your audience. Even a poor marketer will get spin-off bookings by presenting good shows.

Your show itself is your single best marketing tool. We must create desire in the eyes of potential bookers to allow them to look good by finding and hiring you. There must be overwhelming desire by the committees and individuals that book you to have you perform for their group the next time they need entertainment.

If this is not

happening every time you perform then you must work on your act.

Do some free shows or low priced shows to gain more experience. Hire someone whom you respect in this industry to critique your performance. Listen to his or her advice and make changes and tweak your performance a little bit with every show. Use the sales systems that you find in this course and in some of the other excellent courses available to magicians, to help you obtain more bookings. Charge a fair price for your show at its current growing stage. Practice does make perfect. The more you perform, the better your act will be.

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I stated above that your show is your single best marketing tool. There are many things you can do at the event itself that will aid in selling your services.

This does not mean to literally pitch your

services before, after or during your show.

The person who

introduces you can do that. He or she is often a person of authority and their words will carry more weight. The following technique I am about to share with you actually triples my audience-member-booking rate.

In addition to the introduction that you provide, include a conclusion.

The person who introduced you reads the conclusion. In addition to thanking you for your wonderful performance, the audience members are invited to ask for your card, or your agent’s card, and to consider booking you for an event they may be planning. I suggest you implement this idea immediately, as this alone will more than recoup your investment in this material by greatly increasing your bookings.

Here is the wording I use. Very simple and straight forward:

+++ At Conclusion: Please thank Randy, and then say the following in your own words: If anyone would like information on Randy’s shows, speeches or products, feel free to speak with him before he leaves. +++

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Note that one small detail can make a huge difference in the number of bookings you receive. There may just be one small detail in your show that you can tweak, that will make a world of difference in your performance. Perhaps something to do with your voice projection, your pace, your inappropriate use of insult humor, even the way you dress, can create a subliminally-uncomfortable situation for your specific target audience.

This is a crucial point; sometimes the smallest detail can make the biggest difference. Something you say in the first few moments you address your audience can turn them off and spoil your chance of success regardless of the quality of the remainder of your performance.

On the other hand, there are many ways to endear an audience to you. There is research and preparation that you can do that will aid you in building rapport while on stage. There are references that you can make during your performance that will add humor and a personalized feel to your show.

While adding value to your

performance itself, you simultaneously add value to your client and truly deserve your fee.

As in marketing your show, you must also test aspects of your performance itself. Test many elements of your performance while monitoring the response of your audience each and every time.

Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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Lesson 8 - Golden Relationships with Agents

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Working with entertainment agencies can be beneficial to your career. It can also be frustrating at times. Like every other business relationship you have, it is essential to your success that you only deal with straight shooters. There are good, great, bad and horrible agents and agencies. I have had experiences with the great, horrible and everything in between.

Much of my work has been and still is derived from agents. It is great to establish a foundation with an agency that continues to provide bookings that you would not otherwise have. They do most of the office work and you do the show and get paid.

It is a mistake, that I have seen many performers make, to apply a general disdain for agents. Often their bitter comments stem from sour grapes, isolated incidents and miscommunication. Ignore these people if their comments are tarring all agents with the same brush. On the other hand, if you are being warned about a specific agent or agency, then be sure to put in your own due diligence with extra care and attention. Beware of the wolves, but don’t just accept someone else's opinion without checking the validity of the comments yourself. This applies to all your relationships.

Two common ways an agent will earn money from doing business with you are to:

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1. Retain or collect a commission that is based on a percentage of the fee that you are paid. 2. Pay you a net fee for your work and profit from the difference between what they pay you and what they charge the client.

The simplest and most common situation is a set commission between 10% and 30%.

A 10% commission is uncommon these

days, but may be charged for long term bookings and by some agents that are from the “old school” of entertainment.

A 20%

commission is quite common.

This may surprise you, but I happily work with several agents that retain a third of my fee as their cut. So, on a booking of, say, $4,500, they get $1,500 and I get $3,000. Sound fair? Who cares! Don’t even waste your time thinking about it. Are you happy with your end of the deal? That is the important question. Too many people worry about what the other person is making and end up hurting themselves in the process. What if you are charging $150.00 and the split is $100.00 and $50.00? See answer above.

Personally, I don’t mind sharing a large portion of my fee with agents. I only get concerned if I am part of a situation where a client is being overcharged for my service or not being treated fairly in other ways. You cannot always know what is going on for sure. But you can pay close attention to details and ask questions.

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Always ask up front how they work. If they work on a percentage of the fee ask them what percentage they retain. Accept their terms graciously if it falls within a range that you are comfortable with.

On a net fee arrangement, they usually pay you an agreed upon fee and add on for themselves what the market will bear or a set profit margin or minimum dollar amount.

The danger of the add-on

scenario is that the client’s expectations may be higher than what you can or will deliver at the fee you are being paid. If the agent is clear on what is required of you and relays that information accurately to the client there should not be a problem.

Often an agent will use a combination of the two above mentioned income methods to run their business.

For example, they use a

percentage commission method in most cases but use a cost-plus method when putting together a package of acts or producing a show for one client or event.

You can run into problems when booking through an agent. This is the case regardless of fee amounts and commission arrangements. You can avoid most potential difficulties by dealing with competent and honest people in the first place.

There are actually many other legitimate and fair ways for an entertainment agency to run their business and earn profits. There are also many reasons why a magician should own their own agency.

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You should learn the information available to you (see lesson 22 for a resource) even if you don’t end up owning your agency. You can better profit from this lucrative stream of bookings by better understanding their concerns and being privy to the inside information of running an agency.

Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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Lesson 9 - Magic Marketing Methods

(Back to Index)

This entire course is concerned with marketing and in each lesson I am imparting my personal advice. So I am including this lesson to reinforce what I am telling you throughout and to provide additional insight from respected guest contributors. Also, to make a few more suggestions and clarify certain specific marketing methods and choices available to you.

What came first, the chicken or the egg? That popular old adage reminds me of a question that all – entertainers for hire - need to ask ourselves.

What comes first, the Show or the Business? Well in this case, yes, the show comes first - only initially though.

Once we have

established a solid act or show, we need to focus on the business part of the equation. As obvious as this seems, most entertainers neglect the business “stuff”. Understandably, so.

Woody Allen said, “Eighty percent of success is showing up.” Eighty percent of your success as a “working” entertainer depends on your marketing and business skills and activities.

I suggest that you make a concerted effort to split your focus. Study marketing and advertising, take some risks, learn to enjoy it. The results will be rewarding for you in many ways.

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Remember, the most important rule: There are no rules!

There is rarely one right way to do anything. You need to apply a combination of approaches in your marketing endeavors. That may include, among other things: • Placing ads of various types • Networking • Showcasing • Working with Agents • Direct Mail • Fax Broadcasting • Promoting at Performances And of course, the most effective method: • Internet Marketing

It is not necessary to cold call. It is important though, to be willing to pick up the phone at times and make personal contact. It is also important in certain markets and circumstances to establish permission for further contact.

Intelligent marketing is never a one step process. It takes repetitive exposure to your offers before someone will take action. This applies equally regardless of your actual contact medium. A variety of offers and exposure will be most effective. If for example, you are using direct mail, perhaps you will send a letter, followed by a postcard,

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followed by a brochure, another letter and yet another postcard. Or with Internet marketing you may participate in a newsgroup discussion, provide a free report, and reach interested opt-in subscribers every month with an electronic newsletter.

Over time and repeated exposure you will establish credibility and build the confidence of your potential client.

Now, allow me to direct your attention to an article by Joseph Sugarman. Do you know who he is? Among other things, he is the guy who marketed the BluBlocker Sunglasses on television. Bonus Report – “Power of Psychological Triggers” By Joseph Sugarman

A desire to buy something often involves a subconscious decision. In fact, I claim that 95% of buying decisions are indeed subconscious.

Knowing the subconscious reasons why people buy, and using this information in a fair and constructive way, will trigger greater sales response -- often far beyond what you could imagine.

I recall a time when I applied one of these subconscious devices by changing just one word of an ad, and response doubled. I refer to these subconscious devices as psychological "triggers."

A

psychological trigger is the strongest motivational factor any salesperson or copywriter can use to evoke a sale.

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There are 30 triggers in all, some of which I will reveal to you in a moment. Each trigger, when deployed, has the power to increase sales and response beyond what you would normally expect.

There are triggers, for example, that will cause your prospect to feel guilty if they don't purchase your product.

Let me give you an

example. Whenever you receive in the mail a sales solicitation with free personalized address stickers, you often feel guilty if you use the stickers and don't send something back -- often far in excess of the value of the stickers.

Fundraising companies use this method a great deal. You receive 50 cents worth of stickers and send back a $20 bill.

Another example are those surveys that are sent out asking for you to spend about 20 minutes of your time filling them out. Enclosed in the mailing you might find a dollar bill included to encourage you to feel guilty, and entice you to fill out the survey. And you often spend a lot more than one dollar of your time to do that.

Guilt is a strong motivator. I have to admit that I've used guilt in many selling situations, in mail order ads and on TV --with great success, I might add.

I call one of the most powerful triggers a "satisfaction conviction," which is a guarantee of satisfaction. But don't confuse this with the typical trial period you find in mail order, i.e., "If your not happy within Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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30 days, you can return your purchase for a full refund."

A

satisfaction conviction is different. Basically it takes the trial period and adds something that makes it go well beyond the trial period.

For example, if I were offering a subscription, instead of saying, "If at anytime you're not happy with your subscription, we'll refund your unused portion," and instead said, "If at any time you're not happy with your subscription, let us know and we'll refund your entire subscription price -- even if you decide to cancel just before the last issue."

Basically you're saying to your prospect that you are so sure that they'll like the subscription that you are willing to go beyond what is traditionally offered with other subscriptions.

This in fact gives the reader the sense that the company really knows it has a winning product and solidly stands behind the product and your satisfaction.

Is this technique effective? You bet. In many tests, I've doubled response -- sometimes by adding just one sentence that conveys a good satisfaction conviction.

I received e-mail from a company, a subsidiary of eBay, requesting my advice. They had an e-mail solicitation that wasn't drawing the response that they had expected. What was wrong?

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Looking over what they had created, I saw several mistakes, many of which would have been avoided if they knew the psychological triggers that cause people to buy. Let me give you just one example.

In the subject line of most e-mail’s that have solicited me, I have been able to tell, at a glance, that the solicitation was for a specific service or an offer of something that I was clearly able to determine.

Examples such as "Reduce your CD and DVD costs 50%," Or "Lose weight quickly," pretty much told me what they were selling. Was this good or bad?

The problem with those subject lines is that the reader was able to quickly determine:

1) that it was an advertisement; and

2) that it was for some specific product or service.

Most people don't like advertising. And most people won't make the effort to open their e-mail solicitation if they think they are getting an advertising message -- unless they are sincerely interested in buying something that the advertisement offers.

The subject line of an e-mail is similar to the headline of a mail order ad, or the copy on an envelope, or the first few minutes of an infomercial. You’ve got to grab somebody's attention and then get Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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them to take the next step. In the case of the envelope, you want them to open it. In the case of an infomercial, you want them to keep watching, and in the case of an e-mail, you want them open up the email and read your message.

The key, therefore, is to get a person to want to open your message by putting something into the subject area of your e-mail that does not appear to be an advertising message --one that would compel them to take the next step. And the best trigger to use for this is the trigger of curiosity.

There are a number of ways you can use curiosity to literally force a person to take the next step. You can then use this valuable tool to put a reader in the correct frame of mind to buy what you have to offer.

Once again, all the principles apply to every form of communication -whether it be advertising, marketing or personal selling. And to know these triggers is the key to more effective communication and most importantly, the avoidance of costly errors that waste time and money.

Learn more from Joe Sugarman at: http://www.roibot.com/r_psy.cgi?R49444_mmbonus

Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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Internet Marketing

Here is a lesson on Internet marketing.

The tricky part is to

understand and learn the intricacies of this information and apply them to your magic business.

At the end of this lesson I will point you in the right direction to do this and provide reports from leaders in this field. 10 Internet Marketing Tips 1) Create Multiple Internet Revenue Streams You can make money by providing both products and services on the Internet. The key to being successful at this is very simple. Build your own qualified, opt-in subscriber list. Subscribe to what? Your electronic newsletter of course.

Your web site visitors will provide their information and permission to include them in your mailing list. You get this by offering an e-zine (newsletter), special report, ebook, or something worthwhile in exchange. To keep them willing and interested in staying on your list, you continually provide them with valuable information that they can use or will enjoy.

I offer a 50 week email humor series using extracts from my book, "50 Ways to leave them laughing". Every week, they are reminded of my services. This is targeted for corporate clients. Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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Your profits are derived from booking shows and product sales that are generated by information you provide in your newsletter. Revenue

can

also

come

from

commissions

you

earn

by

recommending affiliate programs that you belong to and believe in.

An affiliate program is basically an arrangement for commissions to be paid to people who refer business to one another. You can make money with affiliate programs in two ways. One is to be an affiliate, and the other is to set up your own affiliate program and pay people a commission to recommend your products or services. As an owner of an affiliate program, you must provide the tools and information your affiliates need to become successful Internet marketers.

I earn a steady flow of passive income by promoting several affiliate programs. You can check out, and join for free, my two favorites at::

http://www.hitsncash.com/cgibin/t.cgi/172748 http://www.marketingtips.com/sr/t.x/640070

If you would like a list of other great affiliate programs, just send me a note and I will be happy to send you a current one. 2) Educate Yourself

Learn to create simple web pages. Understand and apply search engine optimization techniques. Learn how to write effective sales letters and persuasive email offers. Research and use products and Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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tools to make your work easier and more productive. Join affiliate programs and profit from them immediately. Spend money only with people you trust. Invest in knowledge. It is the best investment you can make.

Learn from other people’s mistakes and successes.

Acquire specific information relating to you and your goals. Open your

mind

to

new

learning

and

opportunities.

Here is a big tip. Do not build a massive web site. Simple 1-2 page web sites with a single and clearly defined purpose are most profitable. This applies equally to your shows and products. Build separate sites for each service and product.

3) Have Products to Sell

Creating your own proprietary product can be great. It can also take a long time to develop and market. After that, you may become part of the small percentage of people to make profit. Having said, that, by all means do give it a shot. The fact that it is difficult goes hand in hand with the fact that it can produce your greatest rewards.

I am a big fan of obtaining resell rights on proven quality products. There are some great opportunities to benefit from other people’s hard developmental investments for a song. To see an excellent example

of

one

that

I

recently

invested

in,

visit:

http://www.minisitemagic.com

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4) Build Relationships

Go to seminars and boot camps to meet successful and like-minded people. Build relationships with people who are at a similar stage of growth as you. Find people as passionate as you are about a topic and engage them in conversation. Create synergy and work together on joint ventures.

Invest in learning from mentors, coaches, and

consultants that specialize in your field and that you trust and like.

5) Grow Your Opt-In List

Your opt-in list of subscribers and customers is your most valuable business asset. Use it or lose it! Provide valuable and timely information on a regular basis. Discover and use many methods to build and nurture your list. 6) Don’t Quit Your Day Job…Yet!

Okay, now I am going to speak directly about this as it applies to us magicians. My dear friend, listen up. You can use Internet marketing to build your magic performing business whether you are a full time entertainer or not.

You can use Internet marketing to promote a

business you may own, or in your other profession, particularly if you have a sales job. You can even make Internet marketing itself one of your businesses.

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It takes a while to learn and start making money, so don’t jump out of one thing to do another even if you can afford to financially. Carefully plan your life, and interconnect business activities that you enjoy and that work well together. Then quit your day job!

7) React Quickly

The Internet is capable of providing up to the second information. This is an extreme case of “if your not early, your late”. For example, if you are going to suggest an affiliate product to your opt-in list, you have to be fast. If you are the first one they hear about it from, you will reap the most rewards. By being first to market, you not only make more money, but are truly a cutting-edge information provider to your clients.

8) Walk Softly and Carry a Big Stick

Having invested thousands of dollars and hundreds of hours to learn Internet marketing let me tell you…it’s a jungle out there! The scary part

about

the

Internet

is

the

potential

for

fraud

and

misrepresentation. For every honest and reliable person or company that specializes in Internet marketing there are probably 50 scammers. Fortunately, if you find trusted sources early in the game you will quickly know how to sniff out the rotten apples and locate some excellent and fairly priced information and tools. Remember, “caveat emptor” (buyer beware) and be careful. Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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9) Surround Yourself With Positive People

Don’t waste your time with gossip, jealousy, and pessimism. As you become higher profile on the Net, some people may criticize you and attack you with their opinions in email and public forums. You can't possibly please everyone. Remember that they may have a hidden agenda.

Always conduct yourself ethically and responsibly and

realize that their attacks have nothing to do with you.

It is their

problem - keep it that way. 10) Have Laser Like Focus

Prioritize your activities and don’t stray readily from the tasks at hand. When you are working on a project, perhaps creating a niche site for one of your shows or products, it may mean not replying personally to email questions from people you don't know, or not discussing joint ventures and business opportunities for a while.

Some may take offense to this.

Politely explain (in an automatic

systemized manner) that you are just trying to run your business in a profitable manner and there are just so many hours in a day. Of course,

this

does

not

apply

to

existing

relationships

and

commitments. These are always your number one priority ahead of new projects.

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You must invest in further study of marketing methods of all types. Direct mail marketers can teach you a lot. They are from the old school of marketing and much of what they teach is and always will be effective. Learn from them, but apply the strategies to electronic marketing whenever possible.

Invest a few dollars and buy everything you can get your hands on that relate specifically to marketing and money making opportunities for magicians. We are in a limited market and for a small investment of only a few thousand dollars you can literally own everything available regarding the business of magic. You should also attend seminars and consider private coaching. You are in a business that can make you rich and requires minimal start-up cost and investment. Consider yourself fortunate.

Don’t be frugal when it comes to investing in your business. Building your knowledge and making the right moves early in the game is important.

Next, is a series of reports from Internet Marketers and Positioning experts. I have cherry picked these reports from the many hundreds that I have read. And those hundreds of reports were selected from the thousands that are available. Many articles and reports that are available for free on the Internet are useless and even counter productive. These ones, I guarantee, are the best of the best.

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There is much to learn about many aspects of marketing, not just Internet specific, in the reports that follow.

The first one is even from an ex-magician and he talks about how he started advertising his magic shows for free. The beginning of this report discusses off-line marketing and then it goes into Internet marketing.

The author is currently one of the most successful

Internet Marketers in cyber-space, but he was also very successful before the net existed as it does today. While everything he says in this report, and other reports and recommended readings by the way, may not specifically apply to your entertainment business, they are included in this book for good reason.

Let me remind you that the title of this book is “Secrets of a Millionaire Magician”. One of my secrets is that I look for sources of information and inspiration from a vast variety of sources. I learn to integrate the lessons and apply them to my business. Although you are provided in this book with several templates and cookie cutter solutions, I would be doing you a disservice to spell absolutely everything out for you. So, with that in mind, please read the reports in this book and think about how you can apply the lessons to your business.

Bonus Report – “The Money Secret” By Marlon Sanders I was only in the eighth grade. Imagine this tall, scraggly, angular kid with thick-rimmed, Buddy-Holly style glasses standing in front of a Boy Scout troop numbering 200 or more...

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...Doing magic tricks.

It blows my mind to think about it now. You see, it all started with a dumb little classified ad I ran in the local paper (my first direct response ad).

"Magic is my thing. I do it for birthday parties. Free. Call xxx-xxxx."

Yes, when I started, my parties were free. But I made up this goofy index card with spots on the outside, and my name and phone number on the inside.

I gave one to every kid at my parties and showed them how to do a trick with the spots on the outside. They held onto it...and before I knew it, my phone was ringing off the hook, and little-old-seventhgrader-me was charging $10.00 for birthday parties (a tidy sum for a seventh grader at the time).

Go forward one year.

My phone rings. Next thing I know, I'm

standing in front of a BIG Boy Scout troop doing my thing.

Hidden in this story is the greatest marketing secret in the world. You can use it immediately for big profits in your business – regardless of what you sell or who you sell to.

Here are eight things this secret can do for you:

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1. Give you a steady flow of highly receptive prospects to sell your product or service to...without spending much money.

2. Bring a flood of business into a retail store

3. Inject a surge of instant cash flow into your business

4. Raise money for charities, associations and organizations

5. Eliminate the need for cold call selling

6. Dramatically boost attendance at meetings

7. Launch a new business on a shoestring budget

8. Boost your closing ratio from 20% to 80%

And much, much more.

Introducing The Unstoppable Power Of Endorsement: Endorsement means that a business, association, organization or someone other than yourself puts their stamp of approval on you, your products and services, your ideas or your company.

In my Amazing Formula That Sells Products Like Crazy, I introduce you to Walter "Itsy Bitsy" Hailey and Steve Anderson (head honcho at Walter's company, Planned Marketing). Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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Walter and Steve call this "overhear psychology"...which means that people attribute more credibility to statements made by a third party than those made directly by you.

My magic show business boomed because I used the power of endorsement (at a very basic, rudimentary level). When the kids got home, they raved to their parents about the show. Their parents, in turn, called the host or hostess and asked about my mystical talents.

Before long, my phone would ring with another booking. Of course, it helped that the kids took home my magic trick, so my name and phone number were instantly available.

Here's why I call this the greatest marketing secret in the world . . .

1. One of the biggest selling challenges you face is that people don't believe what you say. Think about it. Every week on TV we see stories about companies ripping the public off. Our potential customers are scared they're going to be the next victim telling a sob story on TV.

That's why they often doubt that your product or service will perform as promised.

But when a credible person or organization endorses you or your products and services, your prospects set aside their distrust and

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listen openly to what you have to say.

While you don't have a

guaranteed sale, your odds of success certainly skyrocket.

Elsewhere, I've told you how Walter Hailey increased his ratio of converting prospects to sales from 20% to 80% using the endorsement method. While every business has its own numbers, you'll no doubt experience profound results using this method.

You have two choices: You can sell the easy way or the hard way.

The hard way is approaching prospects who don't know or trust you. The easy way is getting others to introduce you to their own customers who know and love them, and therefore, by association, know and love you.

Here's why . . . You've heard the expression, "guilt by association." This puts a new twist on that saying, "credibility by association."

2. Obtaining new customers through traditional advertising (or even direct mail) puts a big fat hole in your wallet. If you're uncommonly fortunate, you'll make a profit on your first sale to a customer you snag through advertising. If you're average, you'll break even or lose money.

To make a profit, you count on repeat sales and referrals, which limit your growth because you have to first recoup your advertising outlay Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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before re-investing your profits. In short, you're stuck in a cash flow crunch while waiting to recoup your advertising dollars.

If you're new in business, the picture looks even dimmer. You have bills to pay. If you have to wait for repeat business, you may not be IN business to reap the rewards.

Before the clock strikes 12, you're broke. But what if there were a way to turn the tables and greatly increase the odds of making a profit up front? First of all, you'd have a gigantic advantage over competitors who are stuck in the cash flow rut. Second, you'd be able to expand more rapidly. Third, you'd have a cushion to absorb the cost of occasional bad judgment without putting yourself in a bind.

Let's be realistic. Everyone in business makes mistakes. And if you don't have a profit cushion to fall back on, the uncomfortable thump can leave you wishing you were still working at a "real" job.

Not so with endorsements. You can almost instantaneously access a slew of prospects in a single mailing with maximum credibility. Let's say a business has 5,000 active customers. How long would it take you to acquire that many customers through traditional advertising?

If you convert 20% of your leads or prospects to sales, that means you'd first have to generate 25,000 ad responses. My friends, that requires a substantial investment.

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In contrast, consider this: When you joint venture with a business with 5,000 customers, you get to access those customers ALL AT ONCE. You don't have to advertise for a year or two to get that many customers. And your cash investment is zero. I'll repeat that...

Your Up Front Cash Investment To Reach 5,000 Customers Is Zero!

Please understand, you have to tailor these numbers to fit the business you're in. If you sell to wholesalers, it may be that getting introduced on a favorable basis to 10, 50 or 100 new accounts translates into big bucks for you.

If you're a mail-order company, a list of 5,000 customers may not mean diddle to you. However, an endorsement to 50,000 or 100,000 multiple buyers might stir your blood.

Take what I'm saying, use your creativity and apply it to your own situation. If you're thinking, "my business is different," stop right now! That's a total cop out. I promise you, when you put your mind to it, you'll find ways to apply this to your industry.

3. Prospecting is the lifeblood of any business.

There's only one business in the world: Generating prospects, converting those to customers, and selling again on a repeat basis. That's it.

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And lead generation is the place where most businesses trip up. It breaks my heart to see people get involved in business opportunities without having a way to locate new prospects. I don't care if you're selling web sites, network marketing companies, insurance, cars, dental care, psychotherapy, massage or anything else in the world.

Fact is, if you don't have a reliable, predictable, systematic way to generate new prospects, you don't have a viable business.

If that describes you, don't worry. In the balance of this issue, I'm going to show you exactly what to do and how to do it. Follow my instructions, and this won't be a problem for you anymore. So let's jump right in and discuss how to use the direct mail endorsement.

How To Use Direct Mail Endorsements To Drum Up More Business Than You Can Handle!

The principle is simple. You write a hard-hitting sales letter (or lead generation letter) about your product, idea or service.

Then you

locate businesses who sell to your target market, i.e. the people or companies you've identified who are most likely to purchase from you.

You ask the owners to send the sales gem to their customer list along with a cover letter typed on their company stationary.

The letter

introduces you, tells the benefits of your products or services, and urges the readers to peruse the enclosed sales letter. Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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In exchange for this endorsement, the host business receives a percentage of gross sales or the net profits. How much?

A good starting point might be 9% of gross sales or 25% of net profits. That said, I've had friends do exceedingly well splitting the profits 50/50 on a high margin product.

If you have the opportunity, it's a nice touch to first let the business owners sample your stuff. That way the cover letter can tout the amazing results they obtained firsthand (nothing beats personal testimonials) . . . and explain why they're bothering to endorse you.

Usually the reasoning goes something like this, "After experiencing these results, I realized I would be doing you a distinct and profound disservice if I didn't share my discovery with you and negotiate a special offer on your behalf."

See the logic? Instead of being perceived as a letter hawking a new widget, you frame it as performing a valuable service for the customers.

It's important that your customers see you as extending a special offer not available to regular purchasers. You reinforce this idea by juicing up the offer with extra value such as: additional bonuses, an extended guarantee, a special price or other additional benefits the average buyer doesn't receive.

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The reason you make this endorsement in a cover letter rather than in the primary sales letter is you can save money by printing the main sales letter in bulk -- and printing custom cover letters as needed. Then, you mail the whole kit in the company's envelopes, so your information will leap out like a neon sign in the mailbox! Why go to all this trouble? Because of . . .

The

Little

Understood

Fact

That

Makes

Endorsed

Mailings

200%-600% more Profitable

The response you receive on an endorsed mailing often dwarfs the response to lists you "rent" from commercial mailing list brokers by a factor of 2 to 6 times.

How much money you pocket from your mailings depends on the quality of the relationship between the endorsing business and their customers. If the customers buy a staple item and tend not to repeat, the endorsement won't carry near the weight as one to customers who spend a substantial amount of money frequently.

Because of this, you'll want to test your letter to 4 or 5 lists in small quantities before you invest significant money in your mailings.

What's a good test quantity? It depends on your budget and the size of the lists. Big mail-order companies send out 100,000 pieces sometimes to test complex variations of letters, offers and lists.

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I recommend you follow a timeless marketing maxim: Never gamble more on a mailing than you can afford to lose.

If the total list is only 5,000, then mail 500 or 1,000. If it's 1,000 then mail 100 or so.

In the latter case, your test won't be scientific, but if several lists receive no responses (or only one) while others get 3, 4, or more, that tells you something. The point is: Test the waters before you jump in with both feet. Use your common sense and you'll do fine.

Here's How You Can Locate Businesses To Do Endorsed Mailings For You:

OK, you're sold on the idea of doing joint venture mailings. How do you get started? Ask this question: What else do your customers buy and who else do they buy it from? Look through the trade publications, newsletters and magazines they read. Talk to your customers and find out who they buy from that they really respect and trust.

Keep your eyes and ears open for businesses with the same target market as yours and a non-competitive product. While you can do joint ventures with direct competitors by selling to the prospects they couldn't convert, your first time or two out, keep it simple by doing deals with non-competitors. Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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Your ideal endorser sells products or services in the same price range as yours to virtually identical customers on a long term repeat basis. Naturally, if you can't find the ideal host, you'll have to go with the closest thing you can find.

By the way, let's see what you're learning so far. What's the number one best method of approaching a potential host? If you answered "direct introduction from someone the potential host knows and respects," give yourself a pat on the back and 10 brownie points. You're a fast learner!

If your missed the answer (or were clue-less!), keep reading...you'll catch on in a jiffy.

Three Intriguing Twists You Can Use To Extract Extra Chunks of Cash From Small Lists

What if you sell to a specialized market and the lists you have access to on an endorsed basis are small? What then?

Here are several twists on the theme we're developing:

Twist One: Mail a sequence of letters, not just one. Send follow up letters several weeks apart until they're no longer profitable. You don't have to write completely new letters for this. You can just use a different headline and begin by referring to the prior letter(s).

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Here's one proven technique: Stamp in red at the top of the first page "second notice," "third notice," and so on. Perhaps the first letter escaped attention, but the second or third notice makes the prospect wake up and dive in.

Twist two: Follow up your mailings with phone calls. You'll usually find a number of people who say, "I'm glad you called. I've been meaning to call (send in money, or whatever)"

Twist Three: Instead of going for a big sale, ask for a small trial commitment or a request for additional information.

When you have a limited number of prospects to work with from the beginning, every one is worth gold, so you want to skim as many off the top as possible. You do this is by asking for an easy, low-threat action.

Here are examples for different businesses:

Dentist: Come in, meet the dentist and receive a free plaqueelimination kit, a new handy flossing tool and a free report called, "How To Have A Gorgeous Smile On A Shoestring Budget."

Massage Therapist: Call for a free report, "The Seven Myths About Massage...And The Little-Known Relaxation Tool You Can Use At Home." Plus, drop by any of 5 locations and receive a free neck massage." Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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Moving Service: Free moving supplies when you call for a price quote.

Roofing Contractor: Free automobile windshield sunshade with roofing estimate.

Advertising Salesperson: Free Idea Kit.

New Super Duper Gizmo: Free demonstration.

If the lists you have access to are limited in size, these tips will put a lot of extra cash in your bank account. Now let's look at a way to blend this principle with marketing on the web: Of course, endorsed mailings aren't the only way to cash in on this principle. Here's another

Add New Punch To The Personal Introduction

If you've ever had any sales training whatsoever, you've had it drilled into your head to ask everyone, "who do you know that might benefit from this product?"

It's the traditional technique for obtaining referrals.

The glitch with asking the "who do you know" question is people often feel uncomfortable making referrals to their friends or business associates. Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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As a result, you often find that customers go blank and can't think of anyone to refer you to, or can only come up with a few names.

That means we're back to running ads or doing something else to drum up more leads. Not the worst thing in the world, but let's see if we can come up with something better.

Alternative number one: The free newsletter

Publish a newsletter quarterly, every other month or even monthly. Keep it simple. Front and back of one or two 8 ½" x 11" sheets is fine. Fill it with interesting, problem-solving articles and show readers how to get the end results and benefits they want. Do NOT make the newsletter an extended advertisement for your products and services. Instead, with each issue mail a sales letter or flyer on a different color paper from the newsletter about a special offer for subscribers only on one of your products or services.

Tell new customers about the free newsletter and ask if they know anyone you should put on the mailing list. Get names, addresses and phone numbers. Mail a sample issue to each person with a cover letter (or a brief note on a yellow sticky) signed by the referring person. Next, call and ask if they'd like to continue receiving it.

Your sales letters will generate inbound calls before you know it. And, after mailing 2 or 3 issues, you can further pursue business by following up with phone calls. Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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What's more, because your newsletters enhance your credibility by showcasing you or your company's expertise, you'll find you turn a higher percentage of leads to sales.

Can you see the genius of this method? Your customers will feel ten times more comfortable helping their friends and business associates get on the mailing list for a valuable, helpful, informative newsletter than they will just giving you referrals directly. The end result is you get many times the referrals with less effort.

The only disadvantage of this approach is that, if you're publishing your newsletter quarterly or every other month, it takes awhile to turn your efforts into money.

So if you're in a hurry for business, let's look at ...

Alternative number two: The Gift Sample

Have your customers give a sample or trial of your product or service as a gift to their friends or business associates. For example: • Piano teacher: Piano lessons • Massage therapist: Back massage • Financial planner: Book, service, or evaluation • Psychologist: One or two sessions • Golf course: Three month memberships

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• Newsletter: Three or six month subscription

The Subtle But Extremely Important Secret That Makes The Gift Method Work

If you go around giving away free stuff, people probably won't value what they're receiving. "If it's free, it can't be that good," the logic goes. At best, they're suspicious of the free goods or services, and they're waiting to find out what the catch is.

So do NOT offer your products or services for free. Instead, let your customers give your goodies to their friends or business associates.

They should say something like this: "We were so impressed by this product (or service) we decided to purchase an introductory session, membership (or trial whatever) and gift it to you."

This makes the sponsor look like a very generous and caring person. And it prevents the recipient from going through the mental devaluation that occurs with some free offers.

In other words, it's a sophisticated way of giving away free services or products without lowering their value.

For integrity sake, you may want to have the customers pay you a token fee for a block of gift certificates, so they can legitimately say they purchased the widget. Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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Alternative number three: The Vendor/Supplier Angle

As an illustration, let me give an example for people who sell web site design.

Here's the point: Once you sell a business your widget- whether it's a web site, a phone system, a training seminar, insurance or anything else in the world -- you have the most powerful marketing channel in the world available to you ... a natural economic chain to vendors and suppliers and customers.

So, in the case of web site designers, once they sell a web site to one business, all they have to do is ask for an introduction to their vendors, suppliers and customers. Then, each of those businesses has its own network of vendors, suppliers and customers. The chain never stops.

As you can see, you don't have to have a zillion contacts to make this method work. All you need are several businesses that will give you an entree to their network, and you can be set for a long, long time.

So what are you waiting for? Get started today!

Alternative number four: Referral generation tools

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There's a really neat book you need to buy. It's called: How to Generate Word of Mouth Advertising: 101 Easy and Inexpensive Ways To Promote Your Business. By Godfrey Harris with Gregrey Harris.

This books shows you how to generate referrals using a wide assortment of clever ideas such as: Overseas Christmas cards, matchbooks turned into scratch-books, double postcards, phone cards, two-fer offers, surprise rebates, double message cards, lottery tickets, client give-aways, screen savers, customer award program, voucher certificates, passports for services, and much more.

The Greatest Marketing Secret On The Internet

The basic principle I just described can be used on the Internet as well as off. It's a principle more than a method. For example, you can offer a sample gift just as easily (in fact, it's easier) through email as you can through direct mail.

The concept is to use endorsements to build your business. Everyone knows that the best leads or prospects come from referrals. But let's say someone with an ezine list of 5,000 subscribers endorses your product to their entire list. Isn't that the equivalent of getting 5,000 referrals?

Of course it is. Now, you might be wondering what leverage you have to get someone to endorse your product to their list. The answer is to Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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sign up for an associates tracking system where you can track sales and pay commissions. Check out:

http://www.marketingtips.com/assoctrac/t.x/640070

Whether you market online or off, you need to leverage all your efforts as much as possible. By tapping into the relationship other people have with their customers; you're able to do this.

Now, I don't want to make it sound like easy street. Arranging joint ventures can be time consuming. People are not always eager to allow you to access their customer list. I don't want to gloss over these issues.

List owners are worried about making their customers unhappy. You have to prove you have a terrific product and that you'll indeed deliver it to every buyer.

That's one of the nice things about delivering digital products. It happens instantly so there are no concerns about shipping. The other concern people have is about getting paid. How do they know you're going to pay them.

It's incumbent on you to develop a relationship, present yourself in a professional manner, provide references and do whatever is necessary to establish trust.

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The best thing I can tell you is this: If you're persistent and determined,

if

you

present

yourself

professionally,

if

you're

determined to create win/win deals, if you're sensitive to the needs of others as well as yourself, if you're willing to think outside the box, you can make these joint ventures happen.

The best books in the world about networking are written by Thomas Stanley. If you're a serious student and really want to learn some turbo-charged techniques of getting endorsed by power players, read Networking With The Affluent and Marketing To The Affluent by Thomas Stanley.

How I make an extra $5,000 to $13,000 cash bonus anytime I want in only a few hours via Internet marketing

Here is a simple little method you can use anytime you need money. For example, this week I've made $6350.00 with it so far. I'll show you in this article exactly how I made that money.

Last month I made $13,000 in 2 week using it. It's so simple; it's almost laughable, as most of my marketing methods are. Of course, those

results

are

not

guaranteed

and

are

not

necessarily

representative of what the average person makes who use this formula.

Here is my fast cash promotion method. It's only two steps.

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Step One: Compile an "opt-in" list

Step Two: Email my offer to your opt-in list

If you don't already have an opt-in list, then obviously this won't be a fast cash method for you. First you have to compile your opt-in list. I teach my students a number of simple, easy methods for doing this.

By the way, if you aren't familiar with the term, "opt-in" list, it refers to a mailing list that people specifically and deliberately subscribe to. In other words, they give you permission to send them emails. Sending unsolicited emails is a gigantic "no-no." Now, if you do already have a list of people who have specifically given you permission to email them, then you need a product to endorse.

Here are a few things to look for:

1. A 20% to 50% profit margin. 2. At least a $20 pay out (and preferably more). 3. A proven email sales letter you can use. 4. A reputable company that you know will deliver the products you sell.

To help my associates make money, I pay out a 60% commission on The Amazing Formula That Sells Products Like Crazy.

That is

$40.20 per sale.

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The key to making sales to your list is the endorsement letter. You must preface the sales letter with reasons why you're endorsing that particular product. The folks on your list trust you, and will listen to your opinion about the product.

You don't have to write anything fancy.

Just include a note that

explains why the product you're endorsing deserves their attention and how it will benefit them.

For example:

Here is the email that has made me over 6 grand this week. I sent it to my customer list. I prefer shorter emails but this one needed more explanation.

"Dear

I'd like to introduce you to a friend of mine who has helped me make a small fortune.

His name is Jonathan Mizel. And he has a legitimate genius IQ. He works with companies such as these on Internet marketing projects.

* Intel * MyPoints * OnHealth

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* Microsoft * MotherNature.com

These companies are raking in huge bucks (and I do mean huge) using a method called "per transaction" marketing.

And Jonathan is smack dab in the middle of this ultra-hot method. He can show you how companies are growing from scratch to zillions in sales in remarkably short periods of time using "per transaction" marketing.

It's the only method I know that allows you to ramp up from small volume to large volume almost overnight -- without spending one freakin' dime on advertising!

That means your potential profits have almost no limit and the money you risk to get that payoff is quite small if you already have products and a web site.

You don't have to be Microsoft to use his methods. They work for small, medium and large companies alike.

Not that you'll become the next Microsoft or an overnight millionaire. But Jonathan does use his methods with people and companies in those categories.

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To my knowledge, Jonathan is the only person explaining the magic of "per transaction" marketing in a format where you can actually apply it to your business tomorrow morning.

It's something that Jonathan found out by working "hands on" with the big corporations. This IS what the serious Internet marketing companies are doing because you can scale up from small to giant volume in a flash.

Ezine ads and other methods are great for getting started. But how are you ever going to get the VOLUME that hauls in big bucks -without spending a fortune on advertising? That's what Jonathan shows you...

One last thing: You may not be able to tell it from the sound of his sales letter, but his product is NOTHING like mine.

He covers totally different types of information than yours truly. While per transaction marketing is not new, Jonathan's insights and insider info on how companies are exploding with this method is hot and new.

That's why I felt a duty and an obligation to introduce you to my good friend and one of the most astonishing marketers I know who has been publishing his newsletter since before the World Wide Web even existed.

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With great pleasure, I introduce you to the unmatched genius of Jonathan Mizel. Please, click here.

Best wishes, Marlon Sanders ”yourownproducts.com"

How do you send out an email like that?

See: http://www.marketingtips.com/mailloop/t.x/640070

Format your email letter in a text editor such as text pad and place a hard return at or before 65 characters on a line. This prevents your email from wrapping and looking like garbage when it arrives in your customer's email box.

When you do your mailing, expect .5% of the list to buy. However, the true answer is that you'll know your response rate a week after you email your sales letter.

The bulk of your responses will come in

within 72 hours.

Follow this simple two-step formula and you can create money out of thin air anytime you need it.

****************************************** Marlon Sanders is author of The Amazing Formula That Sells Like Crazy and "Push Button Letters" . Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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For an in-depth look at the formula presented in this report, visit Marlon's web site by clicking here.

Marlon has spoken at over 120, $3,000 one-day marketing seminars and commands $1000 an hour for consulting. His reseller program for The Amazing Formula is one of the top-ranked systems on the Internet.

The rest of the reports in this lesson apply specifically to the Internet. Bonus Report – “Improving the Link Popularity of your site” By Sumantra Roy

Link popularity, i.e. the number of sites, which are linking to your site, is an increasingly important factor as far as search engine placement is concerned. Other things remaining the same, more the number of links to your site, higher will be its ranking. What is important is not only the number of links to your site, but also the types of sites which are linking to you. A link from a site which is related to yours is more valuable than a link from an unrelated site. In this article, I explore different methods by which you can improve the link popularity of your site. I start with the methods that you shouldn't bother using, then go on to the moderately effective methods, and then end with the most effective methods you can use to boost the link popularity of your site.

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1) Submitting your site to Free For All (FFA) pages A common misconception among many Internet marketers is that while FFA pages may not directly bring in traffic to your site, it will help to improve the link popularity of your site, and hence, will indirectly bring in traffic through the search engines. Nothing could be further from the truth. Most FFA pages can contain only a certain number of links at a time. This means that when you submit your site to a FFA page, your site will be placed at the top of the page. However, as more and more people submit their sites to the FFA page, your site will be pushed down, and finally, when it reaches the bottom of the page, it will be removed. Now, since you can bet that plenty of other people are also submitting their sites to the FFA pages, your site will remain in these pages for only a short span of time. Hence, in order to ensure that the search engines see your site if and when they come to spider the FFA page, you will need to ensure that you submit your site to these FFA pages on a regular basis - at least once a week. Even if you used an automatic submission program to do it, can you imagine a worse way to spend your time and/or money? Furthermore, many search engines recognize these pages which only contains links to other sites as FFA pages and may completely ignore them. And while I haven't yet seen any evidence that submitting to the FFA pages will actually penalize your site, there is every possibility that this might happen in the future.

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Hence, when it comes to FFA pages, my advice is simple: don't even think about them. 2) Joining Reciprocal Link Services Some people have recommended that in order to increase the link popularity of your site, you can join some reciprocal link services. The basic idea behind these services is that you add some pages to your site which contain links to other sites which are members of that service, and in exchange, these members will also add pages to their sites which will contain a link to your site. Theoretically, more the members of that service, more your link popularity. However, I have plenty of reservations about using this method to boost the link popularity of your site: i) Most of these services require that you add a visible graphical or text link from your home page to the pages containing the links. If they require a graphical link, it can completely destroy the general look and feel of your site. Even if they require a text link, how would you feel if a visitor to your site clicked on such a link and found one of your competitors (who is also a member of this service) right at the top of a page? Also, while most of these services disallow adult oriented sites, I have seen situations in which some adult sites have been able to become members. How would you feel if an adult site found its way to the top of one of these pages? ii) Most of these services give the same pages containing the links to each of its members, i.e. the pages that you are required to upload to Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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your site are exactly the same as the pages which all the other members of that service are required to upload to their servers. Even the file names of the pages tend to be the same for all the members. Most search engines are now able to detect such duplicate pages in different domains and may either ignore the pages or may even penalize all these domains for spamming. iii) Instead of linking only related sites with each other, most of these services link all the members with each other. This means that lots of unrelated sites will be linking to your site. As I mentioned before, links from unrelated sites are simply not as valuable as links from related sites. Hence, I don't recommend that you join any reciprocal link programs. 3) Exchanging links with other webmasters Another way of improving the link popularity of your site is to exchange links with other webmasters who have sites which are related to yours, but are not direct competitors. Here's how you can do it: First, open a database program like Microsoft Access and create a new table containing fields like FirstName, LastName, Email Address, URL etc. Then, make a list of the sites belonging to your competitors. Then, go to AltaVista, and type in the following in the search box: link:somesite.com -url:somesite.com

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Where somesite.com is the domain name of one of your competitors. This will give you a list of all the sites which are linking to that competitor. Then, find out in what context a particular site has linked to your competitor. If this site is an affiliate of your competitor, then your chance of getting a link from this site is limited, unless you offer an even better affiliate program. However, if you find that this site has a Links page which contains links to other sites, one of which is a link to your competitor, then it is an excellent prospect for exchanging links. Find out the name and email address of the webmaster of the site and add them to your database. In this way, go through all the sites which are linking to your competitors, locate those sites which you think may want to exchange links with you, and build up your database. Once you have done that, create a Links page in your site, and add the URLs of these sites to the Links page. Then, send an email to these webmasters, introduce yourself and your site, congratulate them on building an excellent web site, tell them that you have already added a link to their sites from yours, and then ask them whether they would be kind enough to add a link to your site. In your email, emphasize the fact that exchanging links in this way will be mutually beneficial for both of you because it will help both of you drive traffic to your sites. Wait for a month or so to see the response. Some webmasters will agree to link to you. Others will simply not respond. After a month, remove the links to those sites who are not interested in exchanging links and using the methods outlined above, try to locate more sites with which to exchange links.

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When you send the email to the webmasters, make sure that you personalize each email. Don't begin every email with "Hello Webmaster", begin with "Hello Mike". If you want, you can use email merge programs to automatically personalize each email. You can check

out

some

email

merge

programs

by

going

to

http://download.cnet.com and searching for "email merge" (without the quotes). The main problem with this method of improving the link popularity of your site is that it takes a lot of time. You may find that the number of links you manage to get just does not justify the time that you spend over it. However, I have been evaluating a program named Zeus which automates this process of exchanging links to a large extent. You

can

download

a

free

trial

version

of

Zeus

from

http://www.1stSearchRanking.com/t.cgi?1532&zeus/ Another thing that you can do is to mention in your Links page that you are willing to exchange links with other web sites. This allows other webmasters who come to your web site to propose a link exchange. 4) Starting an Awards Program A moderately effective method of improving the link popularity of your site is to start an awards program. You can have web sites which are related to yours apply for an award from your site. The sites which win the award get the chance to display the logo for your award. This

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logo is linked to your site, preferably to a page which contains more information on the award. If you publish a newsletter, consider declaring the winners in your newsletter. You can also perform a review of the winners' sites in your newsletter. This adds useful content to your newsletter and also gives more webmasters the incentive to apply for your award, since you may review their sites in your newsletter. This also gives them the incentive to subscribe to your newsletter to see if they win the award. Make sure that you give awards to only those sites which deserve to win. If you give your award to sites which don't deserve it, your award will have little credibility, which will, in turn, hurt the credibility of your company. Furthermore, make sure that the logo you design for the award looks professional. If it doesn't, not many webmasters will want to display it in their sites. 5) Giving testimonials This may sound a bit unusual, but giving testimonials for products or services which you find useful can be another moderately effective way of improving the link popularity of your site. If you really like a product, simply write to the company and tell them why you liked the product so much and how it has helped you. Chances are, the company will write back to you to thank you for your comments and will ask you for permission to display your comments in their web site. Tell the company that you have no problems if they publish your

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comments, but request them to add a link to your site along with the testimonial. There is every possibility that the company will agree since publishing the URL of your web site gives more credibility to the testimonial. Of course, please don't go about giving testimonials to every company you can locate just because it will improve your link popularity :-) 6) Posting to Message Boards and Discussion Lists Another moderately effective method of increasing the link popularity of your site is to post to online message boards. At the end of every message that you post, you can sign off by mentioning your name and the URL of your web site. If the message board allows it, you can even include a short promotional blurb about your site at the end of your posts. However, make sure that the individual messages that are posted to that message board are archived in static HTML pages (i.e. the URLs for the individual messages should not contain a "?"). Otherwise, the search engines will consider these pages to be dynamic pages and may not spider these pages and hence, will not be able to find your link. Email based discussion lists which are archived on the web in static HTML pages can also be used to boost the link popularity of your site in a similar manner. In this case, the signature file that you use with your email program should contain the URL for your web site. 7) Setting up new web sites Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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Yet another moderately effective method of improving the link popularity of your site is to set up new web sites and have these new sites link to your main site. If you are Jeff Bezos (CEO of Amazon.com), you can afford to purchase hundreds of new domains and have these new domains link to your main site. If you are not Jeff Bezos, you can simply set up new sites with some of the free web hosts. (Of course, your primary web site should always be hosted in a separate domain of its own). Simply add a few pages of unique content to each of your new sites, and have each of the pages in your new sites link to your main site. If you use this technique, make sure that you do not duplicate content across multiple sites. If you do, the search engines might penalize your sites for spamming. You need to ensure that all the pages that you create for these new sites contain unique content. The disadvantage of this method is that some search engines (like AltaVista) refuse to spider sites which are present in the free web hosts. Still, there are many search engines which will spider these sites, and hence, the link popularity of your main site will improve in these search engines. 8) Starting a Link Contest A good method of improving the link popularity of your site is to give away prizes to other webmasters if they link to you. The prizes that you give out should ideally be something which other webmasters will find valuable enough to want to link to you, but which do not cost you

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too much. For instance, if you publish a newsletter, and have unsold ad inventory, you can give away some free advertisements in your newsletter to the winners. If you sell a software (or an ebook), you can give away a free copy of your software or ebook to the winners, since it doesn't cost you anything to produce an additional copy of digital goods like software and ebooks. Link contests work best if you run the contest on a continuous basis and if you declare new winners frequently. If you run the contest for a few months, and then stop it, the webmasters who had linked to you will all remove their links. However, if you run it on a continuous basis, and declare new winners every month or so, the webmasters will have the incentive to keep their links to your site. Also, make sure that you require all participants to have a link to your site either in their home page, or in an internal page of their site which is linked to their home page. Also ensure that the page which contains the link is no more than two levels deep from their home page (i.e. it should not take more than two clicks to go from the home page to the page containing the link). If they don't do this, the search engine spiders may not index the page which contains the link to your site, and hence, may not find your link. 9) Writing articles and allowing them to be re-published This is by far one of the best ways of improving the link popularity of your site, and one of my favorites. Whenever I write an article on search engine placement, I first publish it in my newsletter and then I

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publish the article in my site as a separate web page. I also submit it to the following article submission sites: http://www.ezinearticles.com/add_url.html http://www.ideamarketers.com http://www.marketing-seek.com/articles/submit.shtml http://certificate.net/wwio/ideas.shtml http://www.web-source.net/articlesub.htm Many webmasters and ezine publishers frequent these article directories in search of articles. Submitting my articles to these directories gives them the opportunity of re-publishing my articles. While I have had some success with each of the above directories, by far the best among them is the ezinearticles.com directory. Now, at the end of each article, I mention that people are free to republish the article as long as they include my resource box (i.e. my bio) at the end of the article. I always include the URL of my site in the resource box. This means that whenever someone publishes one of my articles in his/her web site, I have another site linking to my site. Also, many ezine publishers archive their ezines in their web sites. If they have re-published my article in a particular issue, I again get a link. Writing articles is also an excellent viral marketing tool. As some webmasters and ezine publishers publish my articles, other webmasters and ezine publishers will read my article. Some of them, in turn, will publish my article, which will again be read by other

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webmasters and ezine publishers, some of whom will publish it... and so on. Also, since only web sites related to mine would be interested in publishing my articles, all these links tend to come from related sites, which, as I mentioned earlier, are more valuable than links from unrelated sites. Writing articles, of course, has another very important benefit - if you write good articles, it makes you known as an expert in your field. This helps to improve your credibility, which makes people more comfortable about buying your products or services. Some notes about writing articles: i) I have learnt through experience that some webmasters will publish other people's articles and will display the complete resource box but will not link to the URL mentioned in the resource box. In order to prevent this, you need to explicitly state that the article can be published only if the URL mentioned in the resource box is linked to your site. ii) Your resource box should not be too long - it should be no more than 6 lines long, formatted at 65 characters per line. Otherwise, other webmasters and ezine publishers will hesitate to publish your article. 10) Starting your own affiliate program

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This is another excellent way by which you can improve the link popularity of your site. When you have your own affiliate program, you give other webmasters the incentive to link to you. In this case too, since most of these web sites will be related to the industry in which you are operating, these links will be more valuable than links from unrelated sites. Now, when you start your affiliate program, you need to decide whether you want to run the program yourself, or whether you want to outsource it from a third party. While outsourcing your affiliate program has a number of benefits, doing so will not help you improve the link popularity of your site, because affiliates are going to link to the third party's site. In order to improve the link popularity of your site, you need to ensure that the affiliate links are pointing to your domain. 11) Submitting to the directories This is by far the most important step as far as improving the link popularity of your site is concerned. As I mentioned before, what is important is not only the number of links to your site, but also the quality of the links to your site. No links are as important as links from some of the major directories like Yahoo!, the Open Directory etc. Hence, it is vitally important that you get your site registered by these directories. Also, you should submit your site to as many of the smaller directories as possible. You can get a list of such directories at

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http://dir.yahoo.com/Computers_and_Internet/Internet/World_Wide_ Web/Searching_the_Web/Search_Engines_and_Directories/.

Bonus Report – “Choosing the Correct Keywords for your site” By Sumantra Roy

In this article, we focus on the correct way of finding out the keywords for which you should optimize your site for the search engines. This article will give you the formula for the Keyword Effectiveness Index (KEI) - a mathematical formula which I have developed to help you determine which keywords you should be optimizing your site for.

Step 1: Open your text editor or word processor and write down all the words and phrases that you might have searched for if you were looking for a company which offers products and services similar to yours. For example, suppose your company organizes packaged tours to Australia.

Here's a list of phrases that I might have searched for if I were planning to make a trip to Australia:

tourism in Australia travel to Australia traveling in Australia travel agencies in Australia traveling agencies in Australia Australian travel agencies

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Of course, the keywords that came to your mind may have been different. But that's not important - the important thing is to get an initial list of keywords.

You may be wondering why I have not used single word keywords. Here's why:

Firstly, single word keywords tend to be hyper-competitive. A search for "tourism" or "traveling" in any search engine will probably generate hundreds of thousands of pages. While it is possible that you may get your page in the top 10 for such a single word keyword, it is quite unlikely.

Secondly, because of the sheer number of pages that single word searches can throw up, most search engine users have realized that they can get more relevant pages if they search for phrases rather than individual words. Statistical research has shown that most people are now searching for 2 or 3 word phrases rather than for single words.

Thirdly, single word keywords won't get you targeted traffic. When people search for "tourism", they are not necessarily looking for tourist destinations in Australia - they may be interested in any other country of the world. Even if you got your site into the top 10 for tourism, you gain nothing from such visitors. However, when someone searches for "tourism in Australia", he/she is your potential customer, and hence, it makes sense for you to try and get a top Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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ranking for your site for that keyword. Hence, whenever you are trying to generate keywords, try to be location specific. Try to think of keywords which apply to the geographic area that your product or service is designed to serve.

Step 2: Open any spreadsheet program that is installed in your hard drive. I assume you are using Microsoft Excel. If you are using some other spreadsheet program, just change the spreadsheet related procedures outlined here to fit your program.

Create 4 columns - one for the keyword, one for the popularity of the keyword, one for the number of sites that appear in AltaVista for that keyword and the last for something I call the Keyword Effectiveness Index (don't worry - I'll explain what KEI means later on). In order to ensure that you can follow what I am saying, I recommend that you add the following column headers to the first four columns of the first row of your spreadsheet:

Keyword Popularity No. of Competitors KEI

In case you don't want to take the trouble of creating your own spreadsheet, download the keywords.zip file from http://www.1stSearchRanking.com/t.cgi?1532&download.htm The file contains a sample spreadsheet in Excel format. Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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Step 3: A great way to obtain a list of keywords related to the ones you have developed in the first step is to use WordTracker's keyword generation service by going to: http://www.1stSearchRanking.com/t.cgi?1532&wordtracker/

Click on the "Trial" option at the top of the site. In the page that appears, type in your name and email address and click on the "Start the trial >>" button. In the next page, click on "Click here to start the trial". In the next page, type in the first keyword that you developed in Step 1, i.e. "tourism in Australia", in the text box. Click on the "Proceed >>" button.

Step 4: In the next page, WordTracker will display a list of keywords related to the keyword that you had typed in. (Just scroll down the left pane to see the keywords). Now, click on the first keyword in the left pane which is applicable for your site. In the right pane, WordTracker will show a list of keywords which contain the keyword you had clicked on in the left pane. Then in the table that you have created in your spreadsheet, copy each of the keywords in the right pane and paste them in the first column of the table. Also, copy the number of times those keywords have been used (i.e. the figure present in the Count column in WordTracker) and paste them in the second column. In order to ensure that you can follow me, make sure that you type the first keyword in the second row of your spreadsheet. Of course, you should only bother adding a keyword to your spreadsheet if it is applicable for your site.

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Once you have added all the keywords in the right pane which are applicable for your site, click on the next keyword in the left pane which is applicable for your site. Once again, WordTracker will display a list of keywords in the right pane which contain the keyword you had clicked on in the left pane. Again, copy the keywords in the right pane which are applicable for your site and paste them in the first column of your spreadsheet. Also, copy the figures present in the Count column and paste them in the second column beside the corresponding keywords. Repeat this process for each of the keywords in the left pane.

Step 5: Once you have finished with all the keywords in the left pane, press your browser's Back button a number of times until WordTracker again displays the text box which asks you to type in a keyword. Type in the second keyword in your original list (i.e. "travel to Australia"), click on the "Proceed >>" button and repeat Step 4. Do this for each of the keywords that you developed in Step 1.

Step 6: Go to AltaVista. Search for the first keyword that is present in your spreadsheet using exact match search (i.e. you should wrap the keyword in quotes, i.e. you should type a quotation mark before typing the keyword and a quotation mark after typing it). AltaVista will return the number of sites which are relevant to that keyword. Add this number to the third column of the spreadsheet in the same row in which the keyword is present. Repeat this process for each of the keywords present in your spreadsheet. Once you have done that, your first column will contain the keywords, your second column will Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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show the popularity of the keywords and your third column will contain the number of sites you are competing against to get a high ranking for those keywords.

Now it's time to calculate the KEI!

Step 7: The Keyword Effectiveness Index is the square of the popularity of a keyword multiplied by 1000 and divided by the number of sites which appear in AltaVista for that keyword. It is designed to measure which keywords are worth optimizing your site for. Higher the KEI, better the keyword.

If you had used the spreadsheet file that I created for you (see Step 2), you won't need to enter the formula for calculating the KEI yourself. The KEI would be automatically calculated for you the moment you enter the values in columns 2 and 3. You can go straight to Step 8. In case you didn't download the file, here's how you can calculate the KEI.

I am assuming that you have created the spreadsheet columns in the way I recommended in Step 3 and that you are using Microsoft Excel. If you using some other spreadsheet program, you will need to adjust the formula to the requirements of your spreadsheet program. Click on cell D2. Type in the following exactly as it is shown: =IF(C2<>0,B2^2/C2*1000,0)

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Then click on the Copy button to copy the formula, select all the cells in column 4 which have keywords associated with them and press the Paste button to paste the formula. The KEI for each keyword will be displayed.

Step 8: Use your spreadsheet program's Sort feature to sort the rows in descending order of the KEI. In Excel 97, you would click on the Data menu, click on the Sort menu item, choose KEI from the dropdown combo box named "Sort by", click on the "Descending" option next to it, and then click on OK.

And guess what - that's it! You now know the keywords which you should optimize your site for. You can now start optimizing your site one by one for each keyword, starting with the keyword with the highest KEI. Exactly how many of the keywords you choose to optimize your site for largely depends on the amount of time that you can spare from your normal business activities. But whatever the number of keywords that you target, it obviously makes sense to go for the most effective keywords first.

Tying up the loose ends: The number of related keywords that WordTracker displays in the trial version is limited. In order to get all the keywords which are related to the keywords you had developed in Step 1, you would need to subscribe to WordTracker's paid service.

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Article by Sumantra Roy. Sumantra is one of the most respected search engine positioning specialists on the Internet. To have Sumatra’s company place your site at the top of the search engines, go to http://www.1stSearchRanking.com/t.cgi?1532

For more advice on how you can take your web site to the top of the search engines, subscribe to his FREE newsletter by going to: http://www.1stSearchRanking.com/t.cgi?1532&newsletter.htm

The next two reports will save you a ton of time if you choose to pursue Internet Marketing as a way to increase your bookings and income streams. And I hope you do pursue this – but you already know that <=; Bonus Report – “Business Owner's Toolchest” By Paul Galloway All other things being equal, higher web site traffic will always translate to more money in your pocket. So here are some methods/tools for that purpose, along with a couple dozen links to get you started!

* Search Engines http://www.searchengine-news.com http://www.searchenginewatch.com

* Pay Per Click Search Engines http://www.goto.com

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http://www.bay9.com http://www.payperclicksearchengines.com

* Press Releases

http://www.prprofits.com/killer.html http://www.xpresspress.com/PRnotes.html http://www.businesswire.com http://www.newsbureau.com http://www.prweb.com

Software: http://www.abcreports.com/PressRelease http://www.prwizard.com

* Newspaper Advertisements http://www.bonafideclassifieds.com

* Your Own Ezine/Newsletter http://www.e-zinez.com http://www.oaknetpub.com http://www.ezinearticles.com

* Postcards http://www.netcards.com http://www.wbcards.com http://www.mailshopusa.com Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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* Word of "mouth" (visitor recommendations) http://www.recommend-it.com

* Joint Ventures http://www.jvmarketer.com/jvcenter.html

The above links Are from "The Business Owner's Toolchest" -- a must-have business resource guide with 899 resources for anyone running a business online or offline. To find out how it can help you, visit: http://www.activemarketplace.com/w.cgi?botc-14826

Bonus Report – “57 Resources for Internet Marketers" By Terry Dean

Below are 57 Resources that are valuable to every Internet marketer.

I have gleaned these gems right out of my Internet Explorer bookmark file to show you a few of the sites which are valuable to my Internet business. Discussion Boards

Discussion boards are one of the best resources for doing online research, finding joint venture partners, and driving additional traffic to your site. Here are a few of the best Internet marketing boards available:

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The Entrepreneurial Success Forum http://www.ablake.net/forum Cybermarketing InfoBoard http://www.bizweb2000.com/wwwboard/ Profitalk http://www.profitalk.com/talk/talk.cgi Product Developers Discussion http://www.profitlines.com/ipub/index.html Free Publicity and Promotion http://www.free-publicity.com/cgi-bin/talk.cgi Web Marketing and E-Commerce Forums http://www.wilsonweb.com/cgi-bin/ubb/Ultimate.cgi Biz-Gold Discussion Board http://profitinfo.com/discuss/marketing/ High Traffic Forums http://www.gethighforums.com/bin/Ultimate.cgi INC Magazine http://www.inc.com/discussions The Profits With Information http://klausdahl.com/forum/ General Business Discussion http://www.the-illuminati.com/board/index.cgi ExpertOnEbiz http://expertonebiz.com/bbs/

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Networking Online Many of you will also need to participate in discussions involving other subjects. Below are the three search tools for forums, newsgroups, and mailing lists. http://www.forumone.com http://www.liszt.com http://www.dejanews.com Credit Card Processing Without a Merchant Account Having your own merchant account is a very valuable commodity to have in your Internet business, but in some cases you will want to use a third party processor to give you better real-time processing, a secondary processor for online orders, or for those just starting out that don't want to commit to the long term fees of a merchant account.

Here are a few of the popular credit card processors: http://www.ibill.com http://www.digibuy.com/ http://www.clickbank.com http://www.ccslide.com http://www.ccnow.com/ http://www.ifulfill.com

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CGI Script Resources One of the key ways of creating interactivity to your web site is through the use of CGI scripts. Here are five of the best resource sites for CGI programming, CGI searches, and CGI tools:

CGI Resources http://cgi.resourceindex.com/Programs_and_Scripts/ Free Code http://www.freecode.com/ Big Nose Bird (over 300 pages of tutorials) http://www.bignosebird.com/ Script Search http://www.scriptsearch.com/ SuperScripts Membership (Lifetime Membership is $250) http://www.superscripts.com/scripts/index.html Free Articles For Your Web Site Content is king in web site development and here are several web sites that offer you free articles and content that you can use on your site:

Content for your site http://www.isyndicate.com/ Dr Nunley http://www.drnunley.com/MARKET.htm Michel Fortin http://www.success-doctor.com/archive.htm Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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Jim Daniels http://www.bizweb2000.com/articles.htm Terry Dean http://www.bizpromo.com/free Pay-Per-Click Search Engines How would you like to receive 10,000 visitors for $100? It is possible...and anyone can afford this type of advertising. These search engines all use a form of pay-per-click advertising where you place a bid and pay a certain amount for each visitor to your site (from one cent to five dollars or more): http://www.goto.com http://www.sprinks.com http://www.rocketlinks.com http://www.findwhat.com http://www.kanoodle.com http://www.simplesearch.com http://www.searchhound.com Banner Advertising If you want to try advertising your web site using banners, then here are four of the best resources for running large or small banner ad campaigns: Pennyweb http://www.pennyweb.com/ Flycast http://www.flycast.com/ Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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Ad Auction http://www.auction.com The Ad Store http://store.linkexchange.com/ Affiliate Program Information Many individuals are looking for affiliate programs they can add to their 'content' site to increase the revenue. The below web sites will help you pick up affiliate programs for your audience:

CashPile http://www.cashpile.com/ Make Money Now http://www.makemoneynow.com/ Associate Programs http://www.associateprograms.com/ Hundreds of Potential Programs From Linkshare: http://www.linkshare.com/ Other Important Links

Here are 11 more links that don't fit in any specific category, but I have found them very valuable in one way or another.

Direct Marketing News: This site covers dozens of stories of interest to small business owners every day: http://www.dmnews.com/ Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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Small Business Administration: Support, funding, and training are available from the Government to small Internet businesses and entrepreneurs: http://www.sba.gov/

Human Click: Install the simple free code given to you, and you will be able to communicate in real-time with your web site visitors: http://www.humanclick.com

Wholesale Sources: Find potential products and product ideas from wholesale sources: http://www.wholesalecentral.com/

ELetter: Combine direct mail advertising with your Internet business by having Eletter do all of the printing, stuffing, stamping, and mailing for you: http://www.eletter.com

Great Domains: Buy and sell domain names with the largest selection on the Internet: http://www.greatdomains.com/ GTA Technologies: Receive a Free Shopping Cart for Your Web Site: http://www.gta-tech.com/

CNET Downloads: This is one of the Internet's largest collections of downloadable software. Find out what is hot and download software you need for your business: http://www.download.com

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CNET Web Services: Pick a new ISP. Find a popular Web Host. Design a killer web site. All of these tutorials and tools are available from CNET Web Services: http://www.webhostlist.com/

Web Site Garage: Tune up your web site, shrink your images, and track your traffic at the Garage: http://www.websitegarage.com

Listbot: Start up your own ezine or email newsletter for free using Listbot's basic free listservers: http://www.listbot.com

Terry Dean, a 5 year veteran of Internet marketing, will Take You By The Hand and Show You Exact Results of All the Internet Marketing Techniques he tests and Uses Every Single Month. Click here to Find Out More

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PART II Lesson 10 - Colleges & Universities

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The going rate these days for college bookings in the U.S. are approximately $1500 to $3500 per show. Colleges are keen to book magicians, mentalists and hypnotists, thanks to their success with some extraordinary entertainers that work a lot in this market.

In booking colleges, it has been recommended by a friend, who works this venue on a regular basis, that the performer not attempt to book directly with the colleges themselves. I agree, since it is difficult to contact the representatives that do the bookings, as they are usually students. Working through agents is much more effective.

Here is an email I just received last week regarding a college booking. It will give you an idea of what you can expect regarding accommodation and other considerations. It is not appropriate for me to provide the writer’s details at this time, so I have omitted them.

From the agent I work with in Canada for college bookings:

Hi Randy!

I went back to the client with the information and they sent me the following e-mail. Can you give me a call and we'll go over things and

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then perhaps you could be in touch with her as well, so we can put this one to contract.

Thanks, Jennifer (The note from my agent’s client): Subject: Re: Randy Charach Hi,

Thank you for the information. I do have a few questions:

1. The fees and travel expenses could be accommodated but it does concern me about his wife's condition and whether or not he would be available. You mention that he would guarantee a replacement at no additional cost. Who might that be and would the person be as qualified?

2. I also would like a few more details on what Randy would do for this fee? How long is the show? Would he be prepared to come to a "resident" barbecue on campus just to mix and prepare people for the upcoming show. Normally we have the "residence" barbeque at 6:00 pm and then the show around 7:30 pm.

3. Re: accommodation - I could book a hotel for him (is he the only person coming?) but for your consideration, we do have hotel rooms Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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and/or conference suites in this residence. The hotel rooms are pretty standard with 2 twin beds, tv, small fridge, full washroom. The conference suites have a kitchen, living room area, 2 bathrooms and up to 7-8 bedrooms so he would have lots to choose from in terms of bedrooms but more room for general relaxing. Would Randy find this acceptable or would he want us to book a hotel?

4. I should also know how arrangements are made financially. I am certain you have some procedures in place re: deposit, etc.

5. Would I have an opportunity to speak to Randy directly to indicate type of function, what sort of things I am looking for, etc.? Generally to give some background to the type of event. This event happens during our orientation week activities and is usually the one big event of the year.

6. Also, I would like to know if Randy has done anything on this campus before?

7. Finally, I am wondering about advertising. To recover some costs (because it is higher than I originally budgeted for) I may have to open it up to other university staff and students. I am wondering if in the fee, I would receive posters, etc. of him and/or any other promotional material.

Thank you for your assistance. Judy Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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Okay, so let’s see what we can learn from this. Just so you know, by the way, my wife’s condition that Judy refers was that of being pregnant. She was due right around the time of the booking, so I told the agent that if the baby is not born prior to the event that I can provide another act in my place. The booking is in another province and requires plane travel.

I called the agent regarding all the

questions of her client and gladly accommodated all her requests.

So, work with agents in the college market. The fee range is lower in Canada than the U.S. (applies across the board, by the way). Expect requests for attending social functions and accepting campus accommodation.

There are three main ways that I suggest you contact the agencies, based on the on the information you have available: Email Write a generic note to each company that you can copy and paste to save time. Be sure to personalize each message with the person’s name and web address if you were able to visit their site. This way it will not seem like you are spamming them (sending unsolicited bulk email). Try something like this:

Subject: (Your headline goes here)

Dear Bob,

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Was at your site: www.bobbookscollegeacts.com and noticed …

(Compelling copy goes here) Sincerely,

Joe Magic (Signature with USP and call to action goes here)

PS (remember, the same copy writing rules apply across medias) Direct Mail You can phone and ask for the address if you couldn’t pull it from the web site. Then send a letter asking if they would like to receive a package.

Offer them a few easy ways to reply such as an 800

number or a fax or mail back sheet. Follow up with more mail or a phone call. I do not recommend you ever mail promotional packages unless the person is expecting you to send one. It is a waste of time and money. Refer back to the sales letter lesson to help you write your correspondence. Phone Finally, you could phone the contact person and actually have a conversation with them.

Wild.

Find out who they are and what

possibilities there are for you to work with them. Ask how and what they want by way of promotional material. This may be your best bet if you are not Internet- marketing savvy with all your electrons in line yet. Since there are not tons of agencies that book colleges, why not Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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just give them a call? There are probably a few more out there in addition to what I have listed, but there are certainly not hundreds. This is where just picking up the phone makes the most sense. You probably realize by now that I think most direct mail marketing is a waste of money when compared to Internet marketing. Use the direct mail method in this market only if you are really inept at using email and scared to talk to strangers on the phone. Use toned down sales correspondence when dealing with agents. If you connect with an agency, they may ask you to showcase at NACA (National Association of Campus Activities). This would be a golden opportunity for you to get massive exposure. If this is going to be one of your primary markets, then find out more about this organization at: www.naca.org In Canada the organization similar to NACA is called COCA (The Canadian Organization of Campus Activities). You can find out more about this organization at: http://www.coca.org

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Lesson 11 - Shopping Centers

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Shopping centers and malls can be a lucrative venue for you. You can perform strolling magic; create theme shows based around holidays and events, and a lot more. Let’s look at one example of an event to promote: Christmas Most shopping centers have a Santa Claus during the holiday season. Many of them will be interested in a proposal to have Santa to appear magically, or they may have already instituted this. I have presented "The Magic of Santa" in as many as nine shopping centers in the month of November.

Often I would appear in up to three

shopping centers in one day. At $1000.00 per show, which is the fee I received from each center, that worked out to be an additional $9000.00 each November.

Each show was 20 minutes and the

production of Santa Claus was from a simple illusion. Some years, and in certain shopping centers, the marketing manager did not even require me to produce Santa Claus magically and I still received the $1000.00 for a 20 minute show.

Recently, magician John Kaplan has released a method he has used to earn $22,500 for a single, Mall - Santa Claus appearance. Do a few of those each year and you are guaranteed to have a Merry Christmas. If this interests you: mailto:[email protected]

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How to reach this Market If you would like to travel and work in different cities, then join the: International Council of Shopping Centers 1221 Avenue of the Americas New York, NY 10020-1099 Telephone: (646) 728-3800 Fax: (212) 589-5555 ICSC.org: www.icsc.org You can advertise to their members in their trade publications. You can attend and exhibit in their trade shows and promote yourself in person. The site above will give you access to a directory search of all the major malls in North America: The serious money to be made from shopping centers for magicians is by producing shows that can be duplicated. The other way is to book acts through your own entertainment agency. Shopping center entertainment is mostly for family or children audiences and will likely appeal to you as a supplement to your other more lucrative streams of income.

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Lesson 12 - Fairs and Festivals

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Fairs and festivals can be a great source of income for magicians. This applies whether you perform primarily for children or adults. I have earned several hundred thousand dollars from just one fair during the course of several years. To give you an idea, to present an illustration, of a real life scenario of how to become rich by being a magician, I will explain exactly what happened, how and why.

The Fair I am referring to is the Pacific National Exhibition (PNE) here in my home city of Vancouver, Canada. It is a good sized Fair, the second largest in Canada. Probably average in size when compared to county fairs spread throughout the United States. In other words, there are many more Fairs just like this one all over the country. You can do what I did or at least model the psychology and procedure to create a long-term relationship with a single company that can provide multiple streams of income to your business.

I was initially booked at the Fair by calling up the entertainment manager and setting up a meeting. It was in 1981 and I was in grade 12. At the meeting I asked him what he could use by way of magical entertainment. He said a magic show twice a day and a clown to wander the grounds for a couple hours throughout the day would nicely complete his entertainment roster for the upcoming season. I asked what his budget was for each of the two spots and he said $100 each per day. I quickly calculated that $200 x 17 days is $3400 and asked for both gigs. Good money for two weeks of summer work Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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over 20 years ago at seventeen years old. All I had to do was put together a clown costume and some make-up and I was all set.

There are a couple of key points that I want to be sure you did not miss in the scenario above:

1. I am all for sales letters and was using them long before I even knew what they were called. But sometimes it’s simply better just to pick up the phone and make direct contact. In this case, I know for sure that the entertainment manager received hundreds of letters and promotional packages every year. He was delighted to have someone actually phone and suggest a meeting. What followed from that meeting was well worth the phone call.

2. Another key element to being a successful sales person is to ask questions and listen carefully for the answers.

Your

customer will tell you what they want to buy from you if you just ask them.

Had I entered the meeting with a pre-conceived

notion that I was going to sell him a specific type of show, I likely would not have received the booking that year and the income that followed for years to come.

3. Finally, I listened with an open mind. I had never considered being a clown before.

Not only did I double the contract

amount, but, more importantly, I demonstrated flexibility to the client. This also paid off with dividends in future years. Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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During the course of the next sixteen years I did something each year that was appreciated by each and every new entertainment manager at the Fair. I approached each year fresh by asking questions as to their new and changing needs, and I provided solutions to their problems. Every year I increased my value to the Fair and my fee consequently increased substantially too. In the last couple years performing at the Fair my fee peaked at just over $3,000.00 per day for each of the seventeen days of the run. In one of those years, all I had to do was two-twenty minute mentalism shows per day.

My

contract was for $54,000.00. You too can build relationships over time with organizations that can reward you handsomely while you serve their needs.

But guess what? That's not the best part. During the years as I was listening to their needs, I realized an opportunity to provide them with much of their other entertainment. My entertainment booking agency obtained contracts year after year with this client. In one year my company was granted a quarter million dollars’ worth of their entertainment-programming budget.

The above scenario is similar to many other cases of relationships I have had with many other types of companies. You can and will have the same type of success if you follow the examples I have laid out for you in this course.

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Lesson 13 - Restaurants, Bars & Lounges

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This is a short lesson because performing close-up magic at restaurants is not be too exciting from a financial standpoint if you're already working in other more lucrative markets.

If you are not,

however, it is an excellent way to start working right now and earn money immediately and make connections and contacts with people that can hire you for shows at higher prices in other venues.

Even in a small town it should be easy for anyone that can handle an invisible deck and a few sponge rabbits to get regular work in several different restaurants. If you're truly new to the magic business, and just starting out, even if you work for tips alone the spin-off work will be well worth your effort.

There are a few magicians who make a good living performing magic in bars, clubs, lounges and restaurants. As a matter of fact, there are a few that make a six-figure income this way. But they are few and far between, and for the most part, I feel that this type of work will benefit you mostly if you are just starting out or have not yet penetrated more lucrative markets. Perhaps it will be one of your narrow streams of income.

Or, if you take a really focused and

serious approach to working in this market then you can probably create a comfortable lifestyle and make a decent living. If that were all you wanted though, you probably would not be reading this material.

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In the 80's, I had regular bookings as a close–up magician at several restaurants, nightclubs, and lounges. I was paid between $100 and $200 per night and chose not to accept tips. I did however obtain many higher paying private and corporate bookings and made valuable contacts that I still maintain today.

When approaching a table, you will be best received if you are friendly and personable, and create a comfortable atmosphere for the audience. The effects you do should be simple, easy to follow, and ones that can last anywhere from 20 seconds to five minutes. They should reset automatically or immediately or not require resetting at all.

Compared to a corporate conference that can afford to spend several thousand dollars on entertainment in one day, restaurant work is not appealing.

The magicians making serious money either own the

restaurant or the bar, or work at a high profile exclusive venue. Their magic is far beyond a few simple tricks and they have worked hard to secure their position within the establishment.

So, as a beginner, there is an opportunity to get started immediately and build your businesses. As an established pro, you may also decide to incorporate restaurants, bars and lounges into your stream of income. Either way, this will likely be local work and you can easily approach suitable venues in your area.

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Lesson 14 - Corporate Work

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Performing for adult corporate audiences has been the focus and bulk of my work for the past decade. It is clearly the most rewarding type of work available for most magicians. Of course, some magicians prefer performing on television and theatres across the nation, in fancy review shows and other high-profile venues. This is not necessarily an option for most magicians. Even celebrity and high profile magicians still place corporate shows high on their list as profitable and comfortable venues to work.

Corporate work is a label that is broad in scope. There are tradeshows, product launches, sales meetings, conferences, award banquets and many other types of events where business people and company employees gather.

Many doors can open for you as a

magician as you work at a variety of events for various corporate clients. Even if you are a family entertainer, I highly recommend that you focus most of your efforts in obtaining work for corporate clients. They simply, as a rule, have more money to spend, more often, than most other potential clients. Again, working for “corporate” clients is a broad statement, as most clients are corporate in one way or another. I think you know what I mean, though.

Some magicians specialize in specific areas such as trade-shows. These magicians will likely book themselves to work in a booth to attract and hold traffic. They might also perform at their client’s

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hospitality suite or as mealtime entertainment.

Trade show

magicians earn anywhere from $150.00 up to $15,000 per day. One mentalist friend of mine earns $1,000,000. (Yes, one million dollars, Dr. Evil) per year while serving only a handful of clients.

Many

provide custom packages for their clients that include script writing, promotional items and even booth design. Often there are multiple day and show arrangements made with a single client. Trade show work can be extremely lucrative; it often requires a lot of hard work and long hours.

For myself, and the majority of corporate magicians and mentalists, most of my presentations occur after and sometimes before a meal at a corporate or association’s annual conference. Typical fees for this type of presentation range from approximately $250 up to $10,000 for a single show. The average range is roughly $1,000 to $2,500.

I am often booked as a ‘Speaker’ rather than an ‘Entertainer’ and receive even higher fees than when I am strictly booked as an entertainer.

I am sure you noticed that a range of $250 to $10,000 is huge. We have discussed fees and fee positioning extensively in this course, so you can probably figure out how and why some magicians will earn $250 for a show while another magician, also relatively unknown, will receive $10,000. Which one are you going to be, the $250 act or $10,000 act?

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A great way to open yourself up to higher paying corporate bookings while also expanding your market potential is by becoming a speaker who does magic. For the most part, speakers earn much higher fees than entertainers in the corporate market and are in much higher demand. For a resource on how to add a speaking component to your show so you can benefit from this lucrative and exciting field, go to: http://speakermagic.com

There is a little known secret that I am going to share with you now. Here it is:

The big-money shows for entertainers are rarely booked through agents or even the corporations themselves. They are booked through companies knows as Incentive Houses and Destination Planners. Large corporate events with budgets often in the hundreds of thousands of dollars are handed over to such companies to handle all of the conference details from travel arrangements, hotel accommodation, meeting-planning and, of course, entertainment. You want to get ‘in’ with a few of these types of companies, as they will open the door to high-fee and cushy bookings with major corporate clients worldwide.

How do you find them? It is really not too hard once you know what you are looking for and where to look. Start in your local yellow pages and look under the heading of Convention Services. Look for ads that mention the words incentive and destination. Call and ask if

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they book entertainment for corporate events. Most of them will say ‘yes’. You now know what to do from there.

There are two organizations that most of these types of companies, as well as meeting planners and entertainment agencies, belong to. They are Meeting Professionals International (MPI) and The Society of Incentive & Travel Executives (SITE). MPI costs $350 to join ($545 Canadian) and will open up a world of opportunity for you. International Headquarters 4455 LBJ Freeway, Suite 1200 Dallas, Texas, U.S.A. 75244-5903 Voice: +1-972-702-3000 Fax: +1-972-702-3070

MPI Canadian Office 329 March Road Suite 232 Box 11 Kanata, Ontario K2K 2E1 Canada Voice: +1.613.271.8901 Fax: +1.613.599.7027

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MPI European Office Avenue des Gaulois, 7 B-1040 Brussels, Belgium Voice: +32-2-743.15.44 Fax: +32-2-743.15.50 Voice: +32-2-743.15.44 Fax: +32-2-743.15.50

Learn more abut The Society of Incentive & Travel Executives at: http://www.site-intl.org/

A great source for over 11,000 corporations and nearly 19,000 meeting planners is: The Directory of Corporate Meeting Planners, available through Douglas Publications for $385.

Phone: 1-800-795-6596

They also sell: The Directory of Association Meeting Planner and Conference/Convention Directors for $845 on disc. Instead of buying that directory, here is where you can get pretty much the same information free. (You never know when these opportunities will end, especially on the net. I hope it is still there for you. Right now there is a searchable directory of 6,589 Associations throughout North America).

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Explore the whole site. It provides enough contact information to provide you with a lifetime of corporate bookings: http://info.asaenet.org/gateway/OnlineAssocSlist.html

Plus, to locate Convention Center and Convention and Visitors Bureaus, worldwide, got to: http://www.asaenet.org/cvb_dir Another excellent site to visit, especially if you are interested in tradeshow work, is: http://www.expoworld.net

The 3 links above are your gateway to limitless performing opportunities in the corporate arena. Take the time to explore them and

consider

your

opportunities.

At

the

very

least,

locate

organizations and events in your local area and participate in some fashion. It is difficult to tell you exactly what to do with the information because the options are so vast.

Here is one example. Join your local Convention Bureau. At ours in Vancouver, members are provided with a directory of the upcoming conferences. I have had great success in booking my services by contacting the companies that were booked to gather in Vancouver. They were able to book an international act without the travel expenses normally attached. And I could stay at home and work major conferences. If you have ever thought about doing trade show work, then the following interview will answer all, or most of your questions.

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Bonus Interview – Anton Zellman on Trade Shows

RC - Anton, thanks for being willing to do this interview.

AZ - It's my pleasure Randy. I'm honored that you would even consider asking me to participate.

RC - As we go along, I'd like you to focus on the business aspect of your career as a mentalist. I know you must have a lot to offer my readers about presentation, staging, and performing.

But, if you don't mind, I'd like to tap into your knowledge and experience about how to earn a living as a Mentalist. And in particular, I'd like for you to focus on how to earn a living in the area of trade-shows. OK?

AZ - I'll do my best Randy. It's one of my favorite topics. The business of show business. Where would you like for me to begin?

RC - Let's start at the beginning. How long have you been earning your living as a mentalist and how did you get into working mostly at trade-shows?

AZ - Actually, I started doing magic shows for Kiwanis and Rotary Clubs in my late 20's. In those days my paycheck was in the form of polite applause and perhaps a $25 honorarium. My first paid ESP

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show was in 1973 for $75. I remember thinking that I was stealing. This was just too easy. I booked my first trade-show three years later in 1976 with Owens-Corning Fiberglas. They paid me $1,000.

At the time, I was earning my living as the Bulova Watch salesman in Toledo, Ohio. But, after my first taste of the awesome power of performing as a mentalist, and earning what I then thought was a huge amount of money, $1000.00 for four days of performing, I knew I would someday make the transition from Bulova salesman to show business.

Of course I didn't have a clue then that I would end up earning seven figures working at trade-shows. But I knew I was on to something that had great potential.

RC - So, how old were you then. Or is that a closely guarded secret?

AZ - No, not at all. Actually I was 15 when I began performing. But that's a story for another time.

RC - You write about that in your new book, don't you?

AZ - Yes, I do. Maybe we can mention something about the book at the end of this interview if that's OK with you?

RC - Always marketing Anton. Of course we will.

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AZ - Well, to answer your question about age, I was 32 years old when I began performing as a mentalist. I decided to make the move into full time performing in June of 1977. After ten and a half years with the Bulova Watch Company, I decided to let go of my fear and doubts and to do what I do today. My show bookings were picking up, and I decided to let go of my secure, straight commission, job with Bulova.

It was a big risk to give up what was considered pretty good pay in those years,($38,000 plus benefits), to do what I wanted to do most, and that was to perform. Well I now know that the only risk I had to take was to make the decision. I have never looked back.

RC - What was the primary ingredient and knowledge base that you applied to become a trade-show performer?

AZ - Before working for Bulova I worked as a theatre manager in my late teens, a door-to-door salesman, and as a pitchman on the road for several years. I pitched Svengali cards and Magic Writer pens around the country at discount stores. In fact, I pitched the magic writer pen at the Worlds Fair in New York in 1964.

I'm certain that the combination of those work related skills and experiences shaped me into the performer I have become. The truth is that 30 years later I am still delivering a 'Pitch', but for a lot more dough!

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RC - Speaking of dough, you are earning a substantial income as a trade-show performer. numbers.

Give us a rundown of some of the financial

If you don't mind.

And perhaps a historical summary

would provide a good lesson regarding fees obtainable in this market.

AZ - Sure, as I mentioned before, I did not know at the time that I would someday focus, almost exclusively, on trade-shows.

My career in trade-shows began when a guy from an Advertising Agency in Toledo, Ohio asked me if I could perform my mind reading and mental stuff at a trade-show? I didn't know the first thing about trade-shows, but I said yes of course I could work at a trade-show.

I have never known how to say no when it came to taking a risk to earn a buck. I guess that stems from the fact that I had to support myself since I was 15 years old.

This has been a terrific asset,

because as a risk taker, as soon as I would say "yes", I would then go back to my home base and think,” okay, well now I've got it, so what am I going to do to make this happen?" I figure it out and go do it.

RC - I am exactly the same way. As a matter of fact, I knew little about Mentalism until after I booked my new ESP show for a 17 day run Fair in 1995. I needed a new show, thought Mentalism was cool, pitched the contract, got it, and put together the show.

Now, as you know, I mostly do Mentalism.

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AZ - Right, great example.

RC - Thanks. Anyway, go ahead. Please, continue with your story.

AZ - Sure. The agency guy set up a meeting for me with his client. It turned out to be Owens-Corning Fiberglas. Well, at the end of the meeting, I was asked how much I would charge to perform at a tradeshow? Randy, I had no idea. However, I knew from my years at Toastmasters, that a good speaker should make at least $500 a day + expenses, so that is the amount I requested.

He said he would call me the next day and let me know if I had the job. Sure enough the next day he called. He told me that the show lasted four days and they could only afford $1,000 + travel expenses. Would I be OK with working only the first two days? I told him no, but that I would work all four days for the $1,000.

He was ecstatic and that was the beginning of a ten-year run with this company. In fact, I crafted and honed with Owens-Corning Fiberglas, most of the twelve trade-show presentations that I perform today.

RC - What did you earn in your first year, back in the late seventies, as a full time trade-show performer?

AZ - Randy, that's what I most appreciate about you. You don't beat around the bush. I am happy to share these details with you and your readers. And, for two reasons. Yes, of course, I am very proud Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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to let people in our business know how well I do, but more importantly, I have a great need to educate those who want to earn big bucks at this wonderful and fulfilling occupation. You see if I can help other trade-show performers to improve their payoff for their work, then we all win.

RC - I see your point. If more performers ask for and receive higher fees then fewer customers will balk at the higher fee requested. They will become familiar and accepting of the higher fees.

AZ - Exactly! Of course I can't simply ask for more money than the other trade-show performers without providing what I believe is a more dynamic product that provides a greater ROI along with more services.

RC - Another good point Anton. So what kind of money did you earn as a trade-show performer when you started and where are you at today?

AZ - In my first full year (1978) I booked 51 jobs, four of them were trade shows and I earned about $31,000 in fees. I was doing mostly magic tricks and some mentalism. I learned very quickly that it made sense for me to drop the magic tricks and stick with straight Mentalism. The impact of mind demonstrations on my clients and their audiences was more powerful and justified a higher perceived value. So I decided to raise my rates.

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In 1979 I booked 48 jobs and I earned $51,000 in fees. $31,000 of those fees was earned by performing at 8 trade-shows. Hmm, there seems to be a pattern here! By the way I've kept track of every show I have ever performed. I still have all the records starting with my first free show in 1973.

RC - Me too. My first show was a kid's birthday party for $6 in 1976. But please Anton, go on with your story about earning income as a trade-show performer.

AZ - OK, but please keep in mind as I reveal my current numbers that I also know from personal experience that the formula works in any venue. As I mentioned my first trade show was for $1,000.

Now listen to how these numbers grew over the next few years. In the late 70's I was earning $2,000 to $4,000 per trade-show event. In the early to mid 80's I averaged $7,000-$15,000. In late 1985 I began to more fully understand the value of what I was providing to my clients.

I also developed enough confidence in myself to deliver a first-rate product so I began to request and receive approval for multi-project, multi-year contracts. In fact I was so enthusiastic about this concept that I took another one of those big risks. While at a strategy meeting with a new client, I decided on the spot, to double my fees. I actually reached over and took the estimate of fees and costs out of the client's hands. I crossed out the numbers I had originally proposed and inserted my new figures. In that moment I caused my financial Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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life to significantly change.

With a lot of moxie and a couple of

strokes of a pen I jumped from $15,000 to $30,000 + per trade-show.

I can still recall the client taking back the proposal, looking at the crossed out numbers and saying to me..."What's this?" I responded; "it was a computer error." The client smiled and said, "You know, I didn't think you were charging us enough for what you do."

RC - Wow! That's a fantastic story. So, these fees are what you receive for a series of bookings over time and are not simply daily fees for performances. It's my understanding that you also charge for additional services such as scripting, support graphics, and licensing fees for customized audiocassettes that you create and distribute at the trade-shows. Right?

AZ - Yes, and I also bill my clients for setup and rehearsal fees, travel days, strategy meetings, and even a fee for my wife, Lois who assists me.

Also, to be clear, I charge a separate fee for the right to

distribute my tapes at the event. This usually adds another $13,000 $15,000 to my bottom line.

RC - Do you always charge a fee, plus expenses? And how do you travel? Coach, business, first class?

AZ - Yes, I always charge fees plus expenses. I charge the client for coach fare and search for the best price I can find.

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We mostly travel first class using frequent flyer points to upgrade. On the road, Lois and I live as well as the client. And as you know major clients do not scrimp when it comes to hotel accommodations, dining and entertainment. Our budget for travel for the past five years has been $3,200 to $3,600 per trip.

RC - Is that the amount the client reimburses to you?

AZ - Yes, and we also have a 10% leeway if some trips turn out to be more costly. I am pleased to report that in 25 years we have never been over budget. I made up my mind early on that if Lois was going to support my work and to travel with me then I would be certain to provide her with a better than average lifestyle on the road.

RC - Oh, but of course (grin). Fair to say then, you realized that there are companies willing to pay for all of your valuable services. And once you found these companies, or they found you, it was a matter of suggesting and providing a variety of services that related to your trade-show appearances, and for as long as possible.

And, perhaps other entertainers reading this are selling themselves short by not suggesting, providing and/or charging for these value added services. What did you do last year as far as sales and days worked?

AZ - My project income for trade-shows in the year 2000 was $897,256.87. By the time I finished the year, with other jobs that I Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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booked, it was just about $45,000 short of a million dollars. Gee, I still get goose bumps when I say that!

RC - How many events was that for, and how many total days did you work.

AZ - The total events for the year were nineteen. (15) were tradeshows and (4) were sales meeting engagements. Total performing days were 50, travel days were 30, set up and rehearsal days were 25. I always arrive at least 2 days early so I can be certain my stage is properly set.

I want to be sure that my sound, projection equipment, and lighting are all in place and working properly. I often use this time to create any graphic changes that may be needed to support the show. I also use this time to rehearse.

RC - Explain why you still rehearse after all these years.

AZ - Another good question Randy. Rehearsal serves several purposes. The client is always listening, so hearing me accurately speaking their product messages gives them confidence in the knowledge that have hired a Pro and everything is going to work as planned.

Practice also helps me to be prepared to speak and perform with the right cadence, tone and rhythm. I depend on my voice and the Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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confidence of my words to gather and increase the size of my audience.

Also rehearsing helps me to feel safe and in control. Besides, don't forget, I bill my client 50% of my per diem for these two days for setup and rehearsal. I had better do what I must to earn that extra income.

RC - So help me to be clear about your actual performance fee. Is your per diem, your daily fee for performing only?

AZ - Yes, for a single trade-show, I receive $7,500 per day for delivery of my presentation and $2,500 for my wife's assistance. So that would be $10,000 a day. Most trade-shows at medical meetings last from 2 1/2 to 3 1/2 days. I always contract for the entire show and charge a full days fee even for the 1/2 days.

And as I've said, I also earn an additional $5,000-$10,000 for the 2 set up days. When I close a deal for several shows and/or a multiyear contract I will bend those numbers a bit. However I hardly ever change my delivery fees. I have plenty of room to lower the creative and/or setup/rehearsal costs.

RC - Do you send a rate sheet out?

AZ - No I don't. When I am pursuing a potential client, my process is to first talk with them to learn what their needs and objectives are for the event. How many attendees do they expect to visit their exhibit? Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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What size space have they contracted? Do they have a stage? Who is their Display House? How many products do they want me to talk about? And so on.

I have a list of about 30 questions I want answers to before I provide a quote. After I review this information I prepare a proposal, along with an estimate of costs and fees, and send it to my project contact.

In my proposal I describe to the client how I will fill their needs and meet their objectives. If appropriate, I also pitch my audiotapes by showing them the extra impressions they can make on their attendees minds about their product(s) and their company.

My current major contract began as a one-year, three-event project. It's now grown into a five-year relationship. To date I've performed at 58 trade-shows for this client at an average of $30,000 for each event

They also pay me an additional script fee each time there is a product change or decide on a new marketing campaign that requires new information to be communicated. Added to this are reimbursement for travel expenses and production costs. And then there are the licensing fees I receive for my tapes.

My invoice for the last medical meeting at which I presented for this client in 2001 was for $54,439. Of that amount I earned $42,625.00.

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RC - So, Anton, what I understand you to say, is that what is required to earn fees in the higher end of the scale, is a combination of a quality performance, a good strategy to be perceived as different and better than the competition, a winning mind set, the courage to take risks, and excellent promotional methods and materials.

I am gong to ask you for some specifics on how to actually put those materials in front of the decision makers.

First though, I often hear from some of the entertainers that hire me for consulting that their market just simply does not bear these higher fees we are talking about. What's your take on that?

AZ - Well, it's important for me to understand that if my thinking is that I am worth $500, then I will bring to me those clients that can afford $500. And, unless I provide them with additional benefits, additional gratification, then I will 'show up' as a $500 Mentalist.

If on the other hand, I think of myself as a $1,000 guy, I will still bring to me the $500 clients and some of them will say no. But, I will also bring to me a number of the $1,000 clients.

This same mindset operates in the higher fees as well. And there are many levels of paying clients.

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So, if I believe, for any reason, that my market cannot handle higher fees then that will remain my truth! It's a limiting way to think and it will bring me limited results.

I think it's important to realize that unless I choose to differentiate myself from the pack, and truly recognize the value of my product I will not be able to ask for and consistently receive substantially higher fees.

Sure, every performer wants their numbers to change upward. Well, as I've already described, the best way I know to make the numbers move upward is to place a value on each and every service that I offer.

Randy, from reading your book "Secrets of Millionaire Magician", I know you also understand this moneymaking added-value concept and you do it very well. Now, don't take this statement out of the interview for fear your readers will think you are tooting your own horn. I really mean it. And anyone who reads your book will know it's true. You provide a wealth of information for making huge profits on the pages of your book.

RC - Right, thanks Anton. Although you are obviously working with a relatively small number of clients, what advice can you offer regarding promotional material and marketing methods in order to find and secure quality trade-show bookings?

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AZ - Before answering that question I want to say something here that to some may sound a bit esoterical. It's not. It's another one of those precious gems that really works. I am quite clear, that I can ask for any amount that I want for my services. And the reason I can, is because no one I deal with in the corporate world really knows what value to place on what I do for their product or company.

Of course clients know what they have paid the guy before me. Initially they may want to compare me to the Speaker, the Juggler, the Magician, or Musician they previously engaged. But they don't really know what my value is. My truth is that I'm still not sure if I even know the true value to place on my work.

But I do know this. Companies and their teams pay for and want to deal with Professionals. They have no time to waste on start-ups or amateurs. So, from the very first day I represented that I was doing business as Zellman Productions, I decided that everything that goes out to a client and has my name on it was first rate. Even if I had to go into hock to do it.

If I sent out a brochure, it had to be quality. If I produced a videotape, quality. If I answered a letter, the paper and type and letterhead had to be quality. My reasoning was that I was trying to get work with Corporate America and I knew from my days with the Bulova Watch Company that they are accustomed to paying big dollars. But they are not going to pay big dollars to engage a guy who is represented by inferior quality materials. Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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My brochures and letterhead are printed on quality paper with a distinctive logo. The paper stock feels good. My brochure is printed in four-color.

Randy, I believe you know exactly what I am talking about. Quality is so important in all of its form.

These folks will not risk their jobs by hiring and paying for an amateur. They are accustomed to working with the best professionals they can find and afford.

If I am going to be competing against pros and big time agencies, then I have to have something going on for me besides my performance skills.

RC - I see your point Anton. It's also important to create a professional presentation of oneself that causes the potential client to perceive you as a first-class businessperson.

AZ - Yes, that's my point exactly. Another piece of advice I can offer to the performers just breaking into trade-shows, is that they consider working for hundreds of dollars a day, rather than thousands. Get the job and learn whether or not they are cut out for this kind of work.

The endurance required for someone to do 8-15 shows a day is a lot different than what is required for someone performing an hour-long show. That's not to suggest that all that goes into performing an hour Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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show is not tiring, it's just that a different discipline and energy level is required.

My performance standard is that my last performance of the day must appear to my audience as fresh and energetic as the first one I delivered. Every audience is brand new and late in the day they are just as tired as I am. I make it a part of my agreement with my client that I will be as enthusiastic and fresh as possible for every group that enters their exhibit.

RC - Okay, so they should go test the waters and not worry about what they earn at first.

AZ - Yes, and then if they enjoy it, have the energy to finish the show with energy and enthusiasm, then go out and develop a better plan than what they already have in mind. There are a lot of folks out there working trade-shows. But they are all doing pretty much the same routines. I think it is worth more to the client if I can present a memorable commercial. But the point is this.

If I want to earn serious money at trade-shows, I must present more than just another 'magic' or 'mental' routine that ties in a message.

I must create and provide a campaign that gives the client a larger bang for their buck.

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RC - And it can't look like a commercial, right? That's where the creativity and experience is required. And, that's why they should start off at lower fees because they are not likely to be worth the big bucks to the client yet.

AZ - Exactly, in 1976 I was not yet prepared to compete. I needed experience and lots of it. Almost any decent performer can draw a crowd at a trade-show. It's learning how to build and hold that crowd and to influence them to want to listen to the product message that helps to distinguish one trade-show performer from another. And to my way of thinking, it also translates into making a distinction between one company and another.

Of course I am referring to a positive distinction. If I can accomplish this, then am I not worth every additional dollar? You bet I am.

RC - What is the range of fees that most magic type performers are getting these days, per day?

AZ - I really don't know for certain, but I believe it is in the vicinity of a low of around $750 to $1,000 a day and then there are several really good tradeshow performers earning between $2,500 and $5,000 per day.

One caveat though. It's been my experience that once I am locked

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into a company at a certain fee. It is tough to get the same company to hire me for a lot more. I have to come up with additional services to offer that will add dollars and profit to my total invoice.

That's how I began to raise my fees. I offered more services.

RC - How do you and they go about getting new clients?

AZ - Well when I lived in Toledo I used to "work the building" each time I would go to a planning meeting. What I mean is, I would stop on each floor and walk around and look for someone to recognize me from some event I did; either in the community or for their company. I would ask questions. Lots of open-ended questions. Who do I talk to see if there would be any interest in using my services at a future event? Who is the marketing person for their division? Who handles X product? Any question that might provide me with a lead.

RC - Is that primarily how you built your client base?

AZ - Partially, and it was difficult to get into those corporate buildings. Every corporation had guards at the entrance and required a security pass and name tag to enter the elevators.

That's why I made a point of working the buildings whenever I was inside for a scheduled meeting. I "worked the buildings" a lot from 1976 until 1982 when I relocated to Atlanta.

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RC - What would you do right now, if you were just starting out?

AZ - I would reach into my tool chest of experience and utilize some of my best tools to create a desire on the part of both new and past clients to want to talk with me.

For the new guy on the block the tool may be a connection they have with a specific company or industry. It might be some special attention or award they have received about their work.

The number of tools in each chest is as varied as the number and variations of each person's experience.

For me, my primary tool today would be my first book that is very close to being finished.

I plan to approach past, existing, and

prospective clients, and offer them a package deal that includes my tapes and my book. I may offer something like giving them a special price for X number of copies of my book if they engage me for a series of events.

Or, I might elect to give them the book at cost as a give-away to their attendees who see my performance. There are a number of ways to use my tapes and book as a means to open a conversation and perhaps to close a few new contracts.

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RC - Creative trade-offs. I do it all the time. The total value is still intact, it is just sliced differently. Why are you considering doing this at this time?

AZ - As you've already mentioned Randy, I work with only a handful of clients and the corporate culture changes over time. I am always looking for ways to increase the amount of dollars that I make at any event so I can do fewer jobs and make more money.

As I've stated, it's all about adding extra value. Ideally I would love to make a million dollars doing one job. I really believe that if I stay with it for a few more years I'll do just that.

RC - Do you use a demo video to sell yourself?

AZ - No. I no longer send out videotapes because I've come to the conclusion that I can't be there to meet the potential client's objections. No tape has ever truly captured the impact of what I do. It's just a personal preference. I prefer that the client or someone on his or her product team see me in action. Of course there are many performers who get a lot of work from tapes, so I don't suggest that it's not a valid way to promote.

RC - How about your web site, does it support your promotional efforts.

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AZ - Yes, it supports what I do, but it doesn't actually bring me new work. I haven't designed it to solicit jobs. I use it mostly to provide instant access to language and visuals that represent me prior to sending a hard copy of my brochure to a client who is requesting information. I will make better use of my site when I am ready to sell my book.

RC - Am I correct in saying that you are not actively marketing yourself because you don't need a lot of clients due to the size of the contracts you are dealing with? It seems to me that you have a handful of clients and you deal with them and with new potential clients in a very hands-on attentive manner. You do this rather than mass marketing and volume bookings?

AZ - Yes, I would have to say that sums it up quite accurately. Building relationships is my preferred method of finding new business.

RC - There certainly are pros and cons to working bigger deals with a small client base. And you are a master of turning what would often typically end up being a small booking into a much bigger deal.

I think that the readers of this interview will benefit from learning what you are sharing regarding up-selling, regardless of whether they pursue trade-show work or not.

In other words, and I am now

addressing the reader of this interview, apply what Anton has shared with us to all of your services and you will certainly create a larger Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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income for yourself, while at the same time better servicing your client.

Anton, can you offer any advice on a variety of marketing approaches that perhaps we have not discussed yet, that someone might try. I imagine you have tried a few different things over the years.

AZ - Yes, I think I can add a couple of simple yet useful ideas here. The best marketing device I have ever participated in is to invest lots of time, energy, and money when practical to do so, to become known in my community as a person who has unique talents, a special occupation, and a willingness to share it, without charge, with the community.

I am always available to perform at community, fundraising, and charity events. And I don't wait to be asked. I seek out the planners and organizations and offer my services. Now let me be very clear about this. I do not seek publicity or notoriety for my participation. I am committed to giving something back to the community. I do this as an active Rotarian and as a performer. However, it is inevitable that word gets around. That a favorable reputation develops. And new opportunities arise.

Many times as part of a larger contract, I will offer to my best clients, to perform (free of charge) in their name, at a hospital, senior citizens home or orphanage whenever they send me to an event in cities other than Atlanta. Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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Another way I found to build a local reputation, as a Psychic Entertainer is to find a business sponsor who would allow me to perform at College Athletic events while delivering a commercial for their company or business.

I must admit that the one time I did a mass mailing, I developed a campaign that cost around $30,000 to put together. I sent out 4,000 pieces. My return was eleven leads that led to one job that netted me $11,000.00.

When I am working a show, I often walk the aisles looking for potential clients to stop by and see me work. The best way to get work in this business is to be seen and appreciated by those who can engage me for a future event.

RC - Another reason for those starting out in trade-shows to go out and work, regardless of pay, is so they can get experience and be seen. What is the typical title of the person who does the bookings at trade-shows?

AZ - It depends on the structure and culture of the company. At some companies it is the product manager who makes the decision, while at others it may be the marketing or communications manager.

Seldom is the convention manager the decision maker although they can be a good source for an introduction to the right person. Once I

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make the sale, I am usually working with the communications department or a companies advertising agency.

RC - Any trade journals or web sites worth checking out for those wishing to market themselves?

AZ - Yes, just about every industry has a Trade Journal. And most have associations to which they belong. Many associations publish their own trade-show books that list the dates and locations of all meetings in their industry. They are published every year, usually with a mid-year update. I am a member of a medical association named the Health Care Exhibitor Association.

They publish the

HCEA handbook that lists all of the major medical meetings. Another handbook that lists just about every national and international tradeshow in all industries is named, "TradeShow Exhibitor."

The very best web site I am aware of is named TradeShow Central. Their URL is: http://www.tscentral.com

Another great site is http://www.exhibitorshow.com

This link will also make your readers aware of a very popular trade show that is geared to the people who offer products and services for trade-shows. Its name is 'The Exhibitor Show.'

And finally here is a site that will lead to many other sites connected to the trade-show industry: http://www.tradeshow.com Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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RC - Anton, what is expected by way of material and number and length of shows, etc. for trade-show performers.

AZ - Most performers do what a pitchman would call a grind. That means they just keep talking and performing until they "Build a Tip". More commonly known as "drawing a crowd".

Once they get a

crowd they do a short show about 7-10 minutes wait a couple of minutes to reset their props and then start all over again.

I started

out this way in the 70's. These days I perform three to seven shows a day. My shows last approximately 18-25 minutes.

RC - Same or different material each time?

AZ - My answer is both yes and no. Everything is scripted, especially the commercial and I deliver it word for word every show. However, I have a lot of dialog in my head about my topics. So I am able to tweak just about every show to the needs of my audience.

Recently, a couple of our fellow PEA members, Doug Dyment and Loyd Auerbach, visited me while I was performing at Moscone Convention Center in San Francisco. I knew I had done a good job when Doug said to me: "I'm amazed at how you made every show seem somewhat new and different from the previous show".

Of course a lot of trade-show workers perform the exact same routines each and every show.

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RC - What are some of the effects that play well in this market?

AZ - Some guys do things with watches and time, magic square, sponge ball routines, rope, coin and card tricks. Some guys hold up the company's visual aid and some will use placards with the name of the company on one-side and product messages on the other side. And they loosely tie the name of the company and product benefits into their routines.

My process is a bit more sophisticated. For example, if I am a doing a program about memory, I engage the audience into a process that helps them to memorize the product and its benefits.

If I am doing something about perception, I am going to have the audience interact with visuals that deceive their perception. I will use this theme to support an existing perception they have about my clients' product. Or it may be that my clients' objective is to have me create a new perception in the minds of their audience.

I always incorporate a "test card" in my presentation that the audience will use to keep track of their answers or solutions. It gives them a chance to interact with me and stay involved. Of course I have a space for them to fill in their name, address, E-mail and other information. I make it part of my deal that I keep the stubs with this information. It provides me with a database of people who have seen my show. I intend to contact these leads when I am ready to sell my tapes and now my new book. Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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RC - Well you've set up a good place to segue to what your book is about. What's its title?

AZ - Thanks for asking. I've named it "So, you want to read MINDS Step One." So far, it's fourteen chapters of methods and exercises that I believe will help the reader to read the most important mind of all, their own. I've peppered each chapter with personal stories that reveal how I have personally used these systems to enhance various functions of my mind. The book is designed in a manner that helps to answer, the number one old question that every Mentalist is asked to reveal- "How did you do that?"

RC - You have been most generous with your time and information. Thank you so much. I have known you for a few years now and clearly you are one of the most giving individuals in our business.

Do you mind if I give your email address out for my readers to contact you if they are really serious about performing at trade-shows and have one or two quick questions, or perhaps inquire about your book.

AZ - Not at all, please do. I am happy to help wherever I can. Who knows, maybe one day someone who reads this interview will present a customized Zellman presentation when I decide to retire. It's only a few years off.

RC - Well wouldn't that person be lucky?

Thanks again Anton.

Anton Zellman can be reached at: [email protected] Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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Lesson 15 - Cruise Ships

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Working cruise ships can be a lot of fun. It would take a long time to get rich working solely in this venue as a full-time career. A cruise ship magician would earn in the neighborhood of $100,000 a year. Your living expenses would be minimal. However, it would be difficult, but not impossible, to leverage your time among multiple performing venues and synergistic businesses.

The focus of this course is to teach and encourage you to create multiple income sources, and if you follow my advice you will be earning much more than $100,000 per year. For most, it would be cheaper, more convenient and more fun to do your shows and run your businesses on land and simply pay for a cruise if you want to go on a vacation. But there is a much better way to earn a high income at home and incorporate cruising into your lifestyle. I will explain how to optimize this excellent opportunity in this lesson.

Cruise ship work most certainly holds an important position in the Millionaire Magician’s Plan, just not as a full-time occupation. If this work appeals to you, then book yourself as a magician for short runs occasionally, as I do.

There is great value to this beyond the

performance fee.

I have performed on approximately ten cruises during the past fifteen years, with three different cruise lines. All but one were fantastic

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experiences.

Allow me to highlight some information that will be

useful to you if you wish to pursue working on cruises.

Always be sure that your contract clearly stipulates that you have passenger status on board the ship. This means that your cabin is located with the passengers and is of the same standards. It also usually means that you can eat with the passengers, swim in the pool, and enjoy the cruise along with the paying customers. If this is not part of your agreement, then be prepared to sleep in the bowels of the ship and perform laborious crew duties. I've never been in this exact situation but have spoken to magicians who have and they regretted taking the work. The higher end ships do not ask for this at all. I am referring to small ships of cruise companies that are not well known.

They also pay much less to entertainers.

Don’t even

consider working for small unknown cruise companies that pay low fees of $300- $500 per week and expect you to take on duties other than as an entertainer.

Let me get the last bit of bad news out of the way. A few years ago, immediately after I sold my entertainment agency and decided to take a year or two off from working altogether, I was offered an eight-week contract from an agency in Vancouver that books a lot of cruises. This same agency had booked me a couple times in the past on the Princess Line, and those bookings had gone really well. I normally would never consider such a long contract for the financial reasons I mentioned in the beginning of this lesson. I also wasn’t going to do

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any shows for a couple years while I took a sabbatical from work but figured this is a working vacation and why not.

Although my contract stipulated passenger status, this was not properly honored upon arrival. The ship itself was far from the luxury cruise liner that was represented to me by the agent. As a matter of fact, it was horrible. Why am I telling you all this? Because I’ve got issues, Man! Just kidding. There is an important lesson to be learned here. First, I fully accept responsibility for the situation I was in. I knew the name of the ship, and to find out more about it would have been easy. I relied solely on the word of the agent who was biased because he wanted to earn a commission. It was my fault, and my laziness, not to do a little research before committing to an eightweek deal.

Eight weeks is a long time to be stuck in an

uncomfortable environment. In addition to only accepting passenger status bookings, be sure to check out the vessel before committing to a cruise booking.

I am now going to tell you about a much more positive cruise gig experience that occurred just last year. I spent most of last February, a great time to leave Vancouver, in the South Pacific. I performed my comedy magic and mind-reading show on two different ships with back-to-back ten-day contracts on each. I met some great people, made some money, and came home relaxed with fully charged batteries.

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I’d intended to take a vacation in February, anyway. The trip I took which ventured through Singapore, Australia and Bali would have cost me around $5,000.00, and that is about what I would have spent that month for a vacation. I went on my own, but could have brought a guest for free. If I had to pay for that person, my wife for example, add a few thousand dollars to the expense. Let’s use the figure of $5,000, though, and do the math:

Vacation Expense:

$5,000.

Booking Fee:

$5,000.

So instead of spending $5,000, I made $5,000.

There are tax

considerations which change the numbers slightly, but that varies depending on your financial structure and income, so we’ll ignore them for this illustration.

As far as I am concerned, I made $10,000 that month by saving $5,000 and earning $5,000. Now, $5,000-$10,000 in a month is much lower than you and I in our fortunate position can earn. Money isn’t everything though, and if you work hard most of the year, as I hope you do, be sure to reward yourself often and enjoy your life. Take vacations, even when you don’t get paid to do so!

A few days ago, I sent the following e-mail to the agency that booked me on that cruise:

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Dear Carolyn,

Hope everything is going great for you.

I am in the midst of completing a course for magicians that will discuss various performing venues. I would be pleased to highlight your company in the Cruise Ship section, which may lead to several submissions to your company from qualified entertainers.

With your permission, I will offer your company information including your submission guidelines (from your web site). Would also like to email you some questions pertaining to working cruises that is not covered completely on your web site.

Please let me know if I can copy information from your site and email you some questions to be answered and returned by you within the next week or so.

Thank you,

Randy Charach 2808 W 39th Avenue Vancouver, BC Canada V6N 2Z4 http://www.charach.com PH: (604) 839-7937 FX: (604) 739-2866 Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

227

She replied with the following email: Hello Randy,

Nice to hear from you. Please feel free to highlight our company in the cruise ship lesson. Although our business is 95% musicians, as you know, we have had the opportunity to offer work to "Headliners" such as yourself, and magicians.

Feel free to e-mail me questions, I will answer to the best of my ability.

Take care Randy, Carolyn Coventry Vice-President of Operations --------------------------------------------ProShip Entertainment Inc. TEL: (514) 485-8823 FAX: (514) 485-2675 e-mail: [email protected] Web: http://www.proship.com 5253 Decarie Boulevard, Suite #308 Montreal, Quebec, Canada H3W 3C2

I just checked their web site more carefully, and realize that between my knowledge that I am sharing with you, and the information on their

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site, I do not think there will be unanswered questions. So, I will now write to her: Hello again Carolyn,

Thank you for your reply to my request.

Upon second look, I realize that there is plenty of information on your web site and there are no additional questions for me to ask you regarding the magician course project.

A couple weeks ago a fellow from your agency called and asked my availability for cruise work, which would run for several months in duration. I appreciate the call, but that is not possible for me at this time. I did mention, and want you to know, that I would love to do a 12 week booking. Perhaps between other performer contracts or as a fill in when a performer takes vacation. Maybe this summer on an Alaskan run that leaves from Vancouver so there is no travel expense for the cruise company. Anyway, please keep me in mind.

Warm Regards,

Randy ---------------------------------------------------------There really is a ton of information about working ships on the ProShip site. I have included what applies to magicians here and will

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tell you that the information is pretty standard across cruise lines and agencies that book acts on cruises. Some of it may seem harsh and in reality much of it is not actually upheld. You likely realize that I am recommending ProShip to you as a great company to deal with and I suggest you approach them if this work appeals to you. You should also approach other agencies and the ships directly too.

What follows on the next several pages is a recapitulation of information provided by ProShip.

ProShip SALARY & BENEFITS Your salary will be indicated on your employment contract along with the method of disbursement: weekly, bi-weekly or monthly. Salaries are always paid in U.S. currency and range from $1,000 to $3,000 per person per week. Meals, accommodation, airfare and excess luggage or Air Cargo charges for your equipment to and from the ship are included at no extra cost to you. Depending on the Cruise Line policy, you may be able to invite friends and/or family to cruise with you at discount rates, after a certain period of employment.

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ProShip's Commission Proship works on a 12% commission basis for musicians, and a 15% commission basis for Variety Acts and Cocktail Pianists. Depending on the accounting structure of the cruise line, we collect our commission either by invoicing you or by invoicing the cruise line. If we invoice you, you will need to visit the local post office or a bank once a month while in port, and have a certified cheque or money order made out to ProShip Entertainment in the amount indicated on the invoice. If we invoice the Cruise Line directly, our commission will be deducted from your salary. You will always know what your net salary will be in advance. Novelty Artist The Novelty Artist is a single entertainer or group of entertainers who perform a 45-minute Feature Show in the theatre, as well as 10 to15 minute segments in the production shows. Your

show

should

be

incredible,

breath-taking,

entertaining,

humorous and of the highest quality. It should be tailored for the over50 crowd, although some cruise lines cater to a younger crowd. Your material should be "clean" since ships are usually very conservative. You may use the Show Band for play-ons, play-offs and to generally enhance your show, or you may use pre-recorded music.

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PERFORMANCE SCHEDULE A Variety Act usually performs two nights a week. One night you will perform the same 45 minute Feature Show twice (once for early and once for late seating). On the other night, you will perform the same 20-minute show twice (once for early and once for late seating) as part of either the Welcome Show or Farewell Show. On 10-day cruises, you may need to perform two different 45-minute feature shows and a 20-minute show. Some acts, except for Feature Instrumentalists, may also be asked to perform a Late Night Adult Show. The Magician/Illusionist may also be asked to perform a Close-up Magic Show. THE PROMOTIONAL PACKAGE AUDITION Variety Acts (Acrobat,

Feature

Instrumentalist,

Stand

Up

Comic,

Magician/Illusionist, Juggler, Ventriloquist, Hypnotist, Cabaret Singer, and Novelty Act) Since ProShip hires entertainers from all over North America, it is impossible to audition every act in person. Therefore every Variety Act must send us a complete promotional package, including glossy photos and a video of their performance in front of an audience. The video should capture your rapport with the crowd as well as their reaction to you.

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VIDEO: The video must accurately represent your act in a live setting. We prefer an uncut 1 hour video done in front of a live audience rather than a 5 minute edited video done in studio. With the uncut video we can see how well you are received by an audience and how much material you actually have. Your video should be of professional quality; the better you sound and look, the more chances you have of being selected. Comments accompanying the video to the effect that " ...this is an old video and we are much better now..." will not be taken into consideration. The Promotional Package Audition should include: - Video Tape: (see above) - Audio Tape: (if applicable) 10 to 15 minutes long. The tape should have the best sound quality possible and should include from 7 to 12 excerpts that accurately represent your repertoire. - Photos: All photos should be 8 x 10 with the entertainers in "formal attire" or stage wear. All members of the act should appear in the photo. - Song list: (if applicable) Printed repertoire. Please group the songs by musical style and language, vocal and non-vocal. - Show Sequence: A printed show sequence for both a 45 minute and a 20 minute show.

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- Biography: A printed biography including: a promotional "teaser" paragraph (6 - 7 lines), a career resume describing your background and experience, a highlight of your last 3 years of professional work. - Letters of Reference: Complimentary letters from previous employers. Accommodations You will be assigned a crew cabin once you board the vessel. A sideman usually shares a cabin with another musician, while a Band Leader or Guest Entertainer will have a cabin to him/herself. Occasionally, a Band Leader may be asked to share a cabin with another musician, or a sideman may be asked to share a cabin with two other musicians in the band. All these details will be made known to you before you accept a contract with us. Space on ships is a valuable commodity: cabins are very small and take a bit of getting used to. Cleanliness and personal hygiene must be practiced by all, especially in a shared cabin. If a non-smoker bunks with a smoker, the No Smoking rule applies. Contract Length Contract can be as short as three days or as long as six months. The average length is 6 months. Short contracts come with little notice, sometimes only 24 hours! Such short notice means the cruise line needs to fill a position quickly and is prepared to adjust the length of

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the contract. Normally, the cruise line prefers to hire people for longer periods of time. On a regular contract, you will usually have four to eight weeks notice to prepare for your departure. Before you consider accepting any given contract, please remember that your verbal commitment is important to us. Once you give your consent, a contract and an airline ticket are requested in your name. Should you change your mind prior to departure, you will be penalized. Our contract of commission, which requires your signature, stipulates: "If, for whatever reason, the artist changes his mind about accepting the contract or departs the vessel prior to the termination date on the artist's A/MA, either by his own choice, or by AMR's decision, or by ProShip's decision, except if the artist suffers from injury or medical condition not present prior to embarkation necessitating his dismissal from the vessel, the artist agrees to pay ProShip a replacement fee equivalent to three weeks of the artist's net salary." On-board Hierarchy Captain (Master of vessel) Staff Captain (2nd in command) Chief Purser (3rd in command) Hotel Manager (4th in Command) Cruise Director (responsible for all entertainers) Guest Entertainers

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Musical Director (responsible for sidemen and musical groups) You Officers: Officers are a breed apart. Unless you have already been exposed to a military environment, it can take some getting used to. Officers live in a world where strict obedience and respect are of the utmost importance. If you show officers the respect they expect, you will not have a problem. The best answer to an officer's command is a prompt and enthusiastic "YES SIR!" Cruise Director: He/she is in charge of all on-board entertainment and has a long and hectic schedule. The Cruise Director can fire anyone who is not fitting in. Make it a point to cultivate a good relationship with your Cruise director. Mental attitude When you accept a job on a cruise ship, professional competence is only half of what you will need to bring on-board. The other half is a good attitude: a willingness to complete your contract, no matter what. Space is a limited commodity on ships, so there is absolutely no room for swelled heads. The ultimate candidate is a problem solver, not a problem maker; one who shows common courtesy, is cooperative, flexible, enthusiastic and able to spend long periods away from home. Commitment: We realize that when we offer you a job on a cruise ship, there are a lot of things for you to think about before you can

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give your consent. We do not have a problem with those who refuse a job. However, once you consent to take a contract, you are formally committed and we expect you to live up to your word. We cannot involve the cruise line by requesting contracts, airline tickets, etc., in your name unless you are 100% positive you want the job. Between the time you verbally accept the job and the moment your signature is on the contract, we have to count on your commitment. Audience Appeal: (Band Leader, Guest Entertainer or "front person".) Keep in mind that your audience is on vacation and is there to have a great time. A group's front person must generate excitement on stage and should always encourage the audience to participate. Involve the audience, interact with them! Make them feel that they are the best audience you've ever played for. Give them an experience to remember! Illegal Drugs It is not uncommon for cruise ships to conduct "random" drug tests or cabin inspections. Being caught in possession of an illegal substance or proving positive on a drug test can lead to immediate dismissal at best, imprisonment at worst. Coast Guard Inspection Coast Guard officers are similar to Custom officers and have the right to search your cabin without your permission and without telling you why. These searches may be random and may happen throughout the ship on any day at any time. Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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Curfew On most cruise ships there is a curfew in the public areas anywhere between 1:30 am and 3:00 am. You are not allowed to linger in any of the public areas (lounges, bars, etc.). There is usually a staff lounge or officer's lounge on-board that is open 24 hours a day where you can relax if you are a night owl. Restrictions There are areas on a ship that musicians and entertainers are not permitted

to

visit.

These

areas

include

passenger

cabins,

(passengers are not allowed in your cabin either), the ship's Casino, and the pool. Bar stools are also off limits. (Waiters prefer to have passengers on bar stools since they are better tippers.) You may have a drink at a table in the lounge. However, you cannot walk around the ship with a drink or a cigarette in your hand in case the ship tilts and you spill your drink or burn a passenger. Use of the public gym facilities may be permitted at certain times. Some ships have their own staff gyms and pool which are more accessible. Fines On land, a fine is a common punishment for breaking the law (think of parking and speeding tickets!) It's the same thing on-board. The laws of the ship are clearly spelled out to you when you arrive. If you break an on-board law, you may either receive a written warning

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or be fined. If you resist the temptation to break the rules you should not have any trouble. Required Drills You must participate in passenger and staff boat drills. Drills will teach you how to act if an emergency situation arises. Boat drills happen once per cruise and are compulsory for both staff and passengers. A drill lasts about 20 minutes and is similar to an airplane drill. There are also special training periods for staff and crew, which you must attend. Although ships are extremely safe, take the time to learn how to save your life and that of others in case of emergency. Dress Code The dress code varies for different cruise lines. However, in general, you will need to wear a Tuxedo with a white pleated shirt, a black bow tie, black cummerbund, black shoes and black socks for formal night. On non-formal nights, you will wear a blue blazer with a white shirt, tie, white pants and white deck shoes. Some cruise lines will provide you with the non-formal night wear, a daytime uniform and a nametag that you should wear in passenger areas. Sample Policy Manual Prior to departure you will be provided with the policy manual of the cruise line. It will look something like this:

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Can Do 1) An exemplary conduct may provide you with the opportunity to accompany passengers in the capacity of host during fabulous shore excursions. 2) You may use the gymnasium facilities after 8:00 PM provided no passengers are waiting. 3) Socialize in a proper, educated and respectful manner with each individual of the upscale clientele. Short hair and a well-groomed appearance is expected. No Can Do 1) The following parts of the ship are off limits to staff members: Casino, passenger cabins, pool and bar stools. 2) Tardiness is not permitted in any of your duties. When in port you must be on board the vessel at least one hour prior to the ship's departure. Failure to board the ship will lead to instant dismissal! 3) Slightly improper behavior can lead to fines. Grossly improper behavior, such as drunkenness, or possession/use of illegal drugs will lead to dismissal or imprisonment.

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Health & Medical You will have full medical coverage while on board and on land (while the ship is in port) if you successfully complete a thorough physical examination prior to departure. A ship's Pre-Physical Examination Form will be sent to you. This form contains a section that you can fill in yourself (relating to your health history), as well as sections that must be filled in by your doctor (physical examination and test results). The physical can be done in your doctor's office. A chest X-ray (tuberculosis), a urinalysis (drugs, alcohol and diabetes) and a blood test (sexually transmitted diseases) are required. Depending on the cruise line, you may be asked to have the medical examination done at one of their affiliated Clinics. You will be notified if any vaccinations will be needed. Cruise ship employees are discouraged from participating in dangerous activities such as bungee jumping, sky diving, rental of risky mopeds, etc., as these activities may affect insurance coverage. It is up to you whether or not to invest in life insurance; keep in mind that the cruise line offers no compensation for fatal injuries. Medical Insurance: If you are a U.S. resident paying U.S. taxes, you may be asked to participate in a "Shipboard Medical Plan" which will provide coverage for the period of time spent ashore in the United States after disembarkation upon the completion of a contract.

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Words of Advice The time it takes to adjust to "life at sea" varies with each individual; it can take anywhere from two weeks to two months. To make your time on-board as pleasant as possible, realize that after the rehearsal period is over you will have a lot of free time. Make your time worthwhile by staying focused. Don't lose sight of the objectives you set for yourself when you accepted the contract. Use this opportunity to learn a new skill or language, get in better physical shape, explore the ports-of-call, participate in activities such as scuba diving, send postcards, read international newspapers, practice meditation... discover yourself! Be prepared to be offered alcohol often. Go easy on it and make sure your conduct is always professional. This is an opportunity to come back home in top mental and physical shape and with money in your pocket! It's all up to you! ___________________________________________________ Here is information directly from another well respected agency that books a lot of cruise entertainment.

It is provided under their

letterhead, as follows: Bramson Entertainment 630 Ninth Ave. - Suite 203 New York, N Y 10036 Phone: (212) 265 - 3500 Fax:(212) 265-6615

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Bramson works with most of the major cruise lines in providing headline entertainers. These are artists who perform in the main show rooms and have a cabaret style act.

As a general rule of thumb all headline entertainers will need to have a minimum of 75 minutes of material that can be used in a number of different configurations depending on the needs of each ship. You should be able to work within any of these formats: 1 - 45 minute show and 1 - 30 minute show 2 - 30 minutes shows and 1 - 15 minute show 3 - 20 minute shows and 1 - 10-15 minute show All of the cruise lines want to see a videotape before they will even consider offering an engagement. The cruise lines are looking for poised, professional entertainers who they feel will be a good reflection of the overall quality of their product. While not a perfect medium, videotapes are the standard by which all acts are hired in the industry. The most effective tool is a tape of a live performance. A staged

promotional

tape

is

not

as

good

in

this

market.

We realize that not everyone wants to make cruising their sole entertainment career. There is a place for those who only want to supplement other engagements as well as for those entertainers who do want to entertain exclusively on ships. Please be aware that not every act translates to a shipboard environment. There are certain situations that are unique to cruising

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and make this field unlike any other segment of the entertainment world. In addition to having the right kind of act that is totally clean and can play to a family audience, there is also a social component to shipboard entertaining that is very important. Living and working with people 24/7 poses certain challenges. Important to understand this and be willing to mix, mingle and promote yourself as well as the line. Please send all materials to: Linda Raff President Bramson Entertainment Bureau, Inc. 630 Ninth Ave. - Suite 203 New York, NY 10036 Please allow a period of two to three weeks to view materials. We will not be able to return tapes or materials.

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Lesson 16 - Television

(Back to Index)

Performing magic on television is definitely part of the Millionaire Magician’s plan.

Although it may not directly contribute to your

wealth, it does increase your celebrity status and will contribute to your ability to obtain higher fees. Most magicians, David Copperfield and Lance Burton included, actually contribute a couple hundred thousand dollars and more, above and beyond what the network provides, in order to improve the production value of their specials. David Blaine is an exception, as he profits greatly from his shows.

Your own television special has the potential to launch your career to new heights. There is no guarantee that the special alone will make you rich and famous, but there will certainly be many other benefits.

One way to have your own special aired is to produce it yourself and give it for free to stations to broadcast. You can recoup funds by selling advertising slots for commercials and/or obtaining corporate sponsorship. Often there is a budget available from smaller stations to contribute to your production for first-run rights. You may also be able to simply have a station or network produce your show and pay you a talent fee.

The following pages contain a template that you may wish to use to propose your own television special. The first page is the synopsis that will be needed in your initial stages.

This is followed by an

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acceptably formatted complete television special “bible’ that you can model yours from.

Click here to skip template and go to next lesson.

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TV Special Synopsis

SYNOPSIS THE [Your Name] SHOW is a [Describe your Show]

Starring [Your description and Name], the show is set in [Describe setting]

Packaged with strong visual graphics, a dynamic, hard-edged opening, and strong bumpers and stings, the show is set around [Your Name] world-class magic performances. This show is [Further Describe Show]

The [Your Name] Show will create a lasting Impression! A complete X-page bible of the show is available upon request. Telephone: [Your Phone Number] [Your Web Address] [Your Email Address] __________________________________________________ Copyright [Year] [Your Production Company] - All Rights Reserved

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TV Special Template

The

[Your Name Here] Show

A Television Special Bible Created by [Your Name]

Draft No. 1 – [Month, year]

__________________________________________________ [Your Production Company] [Your Address] [Your City] [Your Zip or Postal Code]

[Your Phone Number] [Your Fax Number] E-MAIL: [Your Email Address]

__________________________________________________ Copyright [Year] [Your Production Company] - All Rights Reserved

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“The [Your Name] Show” Bible - Page 2

TABLE OF CONTENTS 1. SYNOPSIS 2. TECHNICAL DETAILS GENRE LENGTH COMMERCIAL BREAKS VTR PACKAGES SHOOTING DETAILS SEGMENTS CAST LIMITATIONS & LOCATIONS

3.

SHOW STYLE

4.

SET

5.

SHOW RUNDOWN

6.

VTR PACKAGE TREATMENTS

OPENING COMMERCIAL BUMPERS TRANSITIONS

_________________________________________________ Copyright [Year] [Your Production Company] - All Rights Reserved

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“The [Your Name] Show” Bible - Page 3

SYNOPSIS THE [Your Name] SHOW is a 60 minute Television Variety Special appealing to the new generation of entertainment connoisseurs in the 18 - 34 age range. Starring [Your Description and Your Name], the show is [Describe your show]

Packaged with strong visual graphics, a dynamic, hard-edged opening, and strong bumpers and stings, the show is set [Describe the Setting]. This show is [More Details]

The [Your Name] Show will create a lasting Impression!

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“The [Your Name] Show” Bible - Page 4

TECHNICAL DETAILS A/ GENRE

This is a 60-minute variety television show licensed for broadcast nationally in [Your Country]. The show meets requirements of a variety show, which must be [Your Country’s Requirements]. The [Brief Summary of Show]. The show is shot in segments and edited in postproduction.

B/ LENGTH The total length of the show is 59:50. There are 12 minutes of commercial breaks making the performed length of the show 47:50.

C/ COMMERCIALS

There are six 2-minute commercial breaks

D/ VTR PACKAGE

The following VTR packages will be created: PACKAGED OPENING COMMERCIAL BUMPERS TRANSITIONS

E/ SHOOTING

The show will be shot at [Describe Locations]

__________________________________________________ Copyright [Year] [Your Production Company] - All Rights Reserved

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“The [Your Name] Show” Bible - Page 5 TECHNICAL DETAILS

Continued... The stage show segment will use two pedestal cameras with one close up and one wide shot of the performance area. One hand held will be on stage with an over the shoulder view of the audience with the second hand held in the audience. Tape will only be stopped to reset or to re-shoot major faults. Excess performance footage will be shot to maximize the choices when editing content. VTR packages, credits, graphics and audio sweetening will be done in post.

E/ SEGMENTS

“[Name of First Segment]”

[Describe Segment]

Length: 45 seconds

__________________________________________________ Copyright [Year] [Your Production Company] - All Rights Reserved Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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“The [Your Name] Show” Bible - Page 6 TECHNICAL DETAILS Continued... E/ SEGMENTS “[Name of Second Segment]”

[Describe Segment]

“[Name of Third Segment]”

[Describe Segment]

Length: 4 minutes. __________________________________________________ Copyright [Year] [Your Production Company] - All Rights Reserved Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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“The [Your Name] Show” Bible - Page 7 TECHNICAL DETAILS Continued... E/ SEGMENTS

“[Name of Fourth Segment]”

[Describe Segment]

Length 8 minutes

“[Name of Fifth Segment]”

[Describe Segment]

Length: 6:10 minutes __________________________________________________ Copyright [Year] [Your Production Company] - All Rights Reserved

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“The [Your Name] Show” Bible - Page 8 TECHNICAL DETAILS Continued... E/ SEGMENTS

“[Name of Sixth Segment]”

[Describe Segment]

Length: 7:35 minutes

“[Name of Seventh Segment]”

[Describe Segment]

Length: 8:50 minutes __________________________________________________ Copyright [Year] [Your Production Company] - All Rights Reserved Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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“The [Your Name] Show” Bible - Page 9 TECHNICAL DETAILS Continued... E/ SEGMENTS

“[Name of Eighth Segment]”

[Describe Segment]

Length: 4 minutes

F/

LIMITATIONS & LOCATIONS

[Describe Technical Limitations and Location Considerations]

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“The [Your Name] Show” Bible - Page 10

SHOW STYLE [Descriptions below are to give you an idea as to what you could write in this section] A talented and creative crew will produce this show. The DOP will greatly influence the look and feel of the show and it will be shot to reflect the content, which is hip and innovative. The show will be moody at times, bright at others, but always consistent in its contemporary flair. Bumpers, stings and music will be added in postproduction to compliment the show. The content of the show will not reflect current events and will be international in scope. None of the segments will be time dated. Although the show is only sold in [Your Country] at this time, it is expected it will receive worldwide distribution. Although written to be shot in [Your City], it could be shot in any city. The show is to be aired as a one-hour television special. A series of weekly half hour shows based on the magic of [Your Name] is currently in development. This show is about [Summarize the unique features of your Production]

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“The [Your Name] Show” Bible - Page 11 SHOW RUNDOWN #

DESCRIPTION

LENGTH

NOTES

1.

Name of 1st. Segment

: 45

Describe tone of show

2.

OPENING VTR

: 30

VTR Package

3.

COMMERCIAL #1

2:00

Revenue Source

4.

Bumper from Commercial

: 15

VTR Package

5.

Name of 2nd. Segment

4:00

Brief Description

6.

TRANSITION VTR

: 10

VTR PACKAGE

7.

Name of 3rd. Segment

6:00

Brief Description

8.

Bumper to Commercial

: 10

Describe Shot

9.

COMMERCIAL #2

2:00

Revenue Source

10. Bumper from Commercial

: 15

VTR Package

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258

“The [Your Name] Show” Bible - Page 12 #

DESCRIPTION

LENGTH

NOTES

11. Name of 4th. Segment

8: 00

Brief Description

12. Bumper to Commercial

: 10

Describe Shot

13. COMMERCIAL #3

2:00

Revenue Source

14. Bumper from Commercial

: 15

VTR Package

15. Name of 5th Segment

6:10

Brief Description

16. Bumper to Commercial

: 10

Describe Shot

17. COMMERCIAL #4

2:00

18. Bumper from Commercial

: 15

Revenue Source VTR Package

19. Name of 6th. Segment

7:35

Brief Description

20. Bumper to Commercial

: 10

Describe Shot

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259

“The [Your Name] Show” Bible - Page 13

#

DESCRIPTION

LENGTH

NOTES

21. COMMERCIAL #5

2:00

Revenue Source

22. Bumper From Commercial

: 10

Describe Shot

23. Name of 7th. Segment

8:50

Brief Description

24. Bumper to Commercial

: 10

VTR Package

25. COMMERCIAL #6

2:00

Revenue Source

26. Name of 8th Segment

4:00

Brief Description

Producer Logo/ Copyright ___________________________ TOTAL RUNNING TIME: 59:50

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260

“The [Your Name] Show” Bible - Page 14 VTR PACKAGE TREATMENTS

A/

OPENING

A visual montage set to [Describe Music]. The images will include a [Describe Visual Settings]. The theme is [Describe Overall Theme]. Length: 30 seconds

B/

COMMERCIAL BUMPERS

Bumpers will be created from footage shots. They will focus on [Describe theme of shots] Length: 15 seconds

C/

VTR TRANSITION

There is only one VTR transition. It is a montage of on [Describe shots] Length: 10 seconds

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“The [Your Name] Show” Bible - Page 15 Q&A

Q.

Can you tell us more about [Your Name]?

A.

[Your Name] has [Describe your USP – Remember that?]

____________________________________________ Q.

[Question]?

A.

[Answer]

____________________________________________ Q.

[Question]?

A.

[Answer]

____________________________________________ Q.

How can we find out more about [Your Name]?

A.

[Your Web Site]

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You can and should get booked on local and national talk shows. I have been on many as mentioned in the lesson on promotional material.

Each talk show has a different set of criteria for selecting guests. Here is the information you need to submit yourself as a potential guest on some of the major shows on national television:

The two toughest and most desirable shows to get on are Letterman and Leno. I spoke with a representative at the Leno Show who told me: “We get hundreds of packages a week and we don’t do Mentalists, Magicians, or Hypnotists and the packages are automatically sent back to the sender”.

The only way for you to get on these shows, unless you are a celebrity or just happen to get lucky or work hard at being seen by the right person at the right time, is to be creative in your approach. They do not care how good you are. I am going to tell you how to fit into their current format. That is the most realistic way of getting on one of these shows.

Go to their web site and check out their current interests in stories. Find a way to fit into THEIR programming. Of course you will tie your magic into the approach. A clip of you performing magic on The Tonight Show with Jay Leno or The Late Show with David Letterman will instantly increase your fee and marketability. Since this is the only realistic way to make this happen, why not give it a shot? Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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Late Show with David Letterman

http://www.cbs.com/latenight/lateshow/clubhouse/faq.shtml

Here is what is on their site at time of this writing: I've got a Stupid Pet or Stupid Human Trick. How can I get picked for the show?

Here's what you need to do: videotape you or your pet doing the trick at least three times in a row without stopping or editing (to prove to us that it can be done consistently, on cue). Put your contact phone numbers on the label of your videocassette and mail to: Darren Demeterio Late Show with David Letterman 1697 Broadway New York, NY 10019 As an alternative, you may also call 1-888-PET-TRIK (888-738-8745) and leave a detailed description of your trick, along with day and evening phone numbers. You may also e-mail Stupid Trick Coordinator Darren Demeterio at [email protected]. If your trick is safe and fun for all participants, fits our format and hasn't already been performed on the show, we will call you back should we be interested in using your trick.

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I know of a "regular" person who would make a great guest for the show. How can I bring them to your attention?

"Human interest" guests fall basically into two categories: topical, and people with unusual hobbies, talents, or obsessions. What we look for in a topical story varies widely. It can be anything from a lottery winner to a dog who steals his owner's truck. We have featured a nurse who saved her son's iguana by giving it mouth-tomouth resuscitation; a 10-year-old boy who was home alone and punched out a burglar who was trying to break into his house; and the man who George Steinbrenner dubbed the "Number One Yankee Fan" because he waited on line 33 hours for play-off tickets. What all of these stories have in common is that they are lighthearted stories with a happy ending. Hero stories are always welcome. Other human-interest guests are people with unusual hobbies, talents, or acts. These are likable, outgoing individuals who do something extraordinary. Examples of this type of guest are the 105-year-old woman who wrote a horse handicapping column for the New York Post; the "Human Echo," a man who could repeat anything anyone said in 1/50th of a second; and a pool player and trick shot artist who could knock 90 balls into the pockets with one shot. If you consider yourself to be one of these people, or if you know of someone who might make a great human-interest guest, please send a videotape of the person along with a letter to:

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Celia Converse Attn: Human Interest Late Show with David Letterman 1697 Broadway, 11th Floor New York, NY 10019

The Tonight Show with Jay Leno 3000 W. Almeda Ave. Los Angeles, CA USA 91523

http://nbctv.nbci.com/tonightshow/

Here is what is on their site at time of this writing:

We're looking for people who've had a funny, bizarre or really bad dating experience. Drop us a note with the details. You could end up telling it to Jay on the show.

Be sure to give us your name, address, age and a phone number where we can reach you. Mail your stories to: The Tonight Show with Jay Leno Attn: Segment Producer Nightmare Dates 3000 W. Alameda Burbank, CA 91523

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Do you think you have the ugliest dog in America? 'The Tonight Show' is in search of some hideous-looking hounds who won't be winning any beauty contests. So, if you think your dog is less attractive than most, please send us a 1-2 minute videotape and a picture of you and your dog to: The Tonight Show with Jay Leno Ugly Dog Search Attn: Segment Producer SR 3000 W. Alameda Burbank, CA 91523 Note from Randy: Are you a kid? Too young to hit the big time? When I was a kid I was always told that I was too young to be doing what I was doing.

Use what you have (your youth) to your

advantage.

Back to NBCs info:

Over the years, some of Jay's most memorable guests have been kids, like 'The Lizard Boy of Sarasota', the 10 year-old watermelon eating champ, and the 4 year-old genius. There are many youngsters out there who have outrageous interests or bizarre pastimes and The Tonight Show wants them! The wackier, the better! If you know a youngster 12 and under who could make an unusual and unforgettable mark on The Tonight Show, send descriptive letter and VHS videotape to:

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The Tonight Show with Jay Leno Attn: Segment Producer JA 3000 W. Alameda Burbank, CA 91523 All kid collectors! Do you collect human hair? Perhaps chewing gum? Okay, how about vacuum cleaners? All those may sound strange, but Jay welcomes kids with interesting (okay, some would say weird) collections. If you have an unusual or wacky or just plain strange collection, then JAY WANTS YOU! Youngsters who have appeared on recent Tonight Show show n'tell segments have included collectors of snakes, teeth, and even rats (not to mention the hair, gum, and vacuums mentioned earlier). If you know a kid 12 and under - or if you are a kid 12 and under - whose cool collection could make an impression on The Tonight Show, send a descriptive letter and VHS video tape of the kid and the collection to: The Tonight Show with Jay Leno Attn: Segment Producer JA 3000 W. Alameda Burbank, CA 91523 No email or faxes, please. We are not seeking singing, dancing, or musical acts. All tapes will remain at NBC, so send a copy, not the original. Late Night with Conan 30 Rockefeller Plaza #901 W. New York, NY 10112 PH: (212) 664-3737

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Note: I spoke with the guest coordinator at Conan and was told, “we don’t book variety acts and we are a celebrity driven show”. So, I recommend you watch the show and think of ways to tie yourself into their format if you want a shot at appearing on this program. Unless, of course, you are a celebrity now. Rosie O’ Donnell Show 30 Rockefeller Plaza #800E New York, NY USA 10112 Attention: Human Interest

Note: You can also fax to: Human Interest at (212) 506-3249 but I suggest you mail them an impressive attention getting package instead.

I spoke with one of the coordinators of the show and she was very friendly and open to receiving information.

They are primarily

interested in high profile guests that are on a publicity tour and going to be in New York. Can you honestly present yourself that way to them? I think you can! Remember, start with local appearances on television and become high profile in your area. Build upon that and work your way up to shows like Rosie.

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"The Late Late Show with Craig Kilborn" 7800 Beverly Blvd. Suite 244 Los Angeles, CA 90036 Attention: Human Interest Coordinator

Here is information regarding being a guest on the Craig Kilborn Show: If you know of any "regular" people who might make a good "human interest" guest, we'd like to hear from you. "Human interest" guests fall basically into two categories: topical, and people with unusual hobbies, talents, or obsessions. Generally, we are interested in light-hearted stories with a happy ending. Hero stories are always welcome. Other human-interest guests are people with unusual hobbies, talents, or acts. These are likable, outgoing individuals who do something extraordinary. Examples of this type of guest are the 105-year-old woman who wrote a horse handicapping column for the New York Post; the "Human Echo," a man who could repeat anything anyone said in 1/50th of a second; and a pool player and trick shot artist who could knock 90 balls into the pockets with one shot. If you consider yourself to be one of these people, or if you know of someone who might make a great human-interest guest, please send videotape.

Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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LIVE WITH REGIS AND KELLY 7 Lincoln Square, 5th Floor New York, NY USA 10023 Attention: Michael Gilman

Note: I think this is one of those shows that you just have to keep trying to get the attention of Gilman, the Producer of the show. If you can find a way to get his attention and have a great tape of your unique performance you may get on the show. How do you get his attention? How about sending him a cellular phone with a note telling him to just press “send” to reach you. Sound extravagant? Do you want to be on the show or not? Will it work? I don’t know if this specific example will work in this specific case, but I will tell you that I have done things like this in the past with great success. Go the extra mile, friend. You will stand out and be rewarded handsomely for your efforts.

The bottom line is: • Get on local shows as much as possible. • If you really want your own special, be prepared to deal with rejection, and pay dearly with time and maybe your own money. • The big-time shows are doable if you find a way to fit into their existing program. Of course, when you do this, you will tie your magic performing into the scenario.

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Lesson 17 - Consulting and Acting

(Back to Index)

In 1986, Paramount studios came to Vancouver to shoot the television series MacGyver. They needed a magician to act as a consultant for the first two episodes and I was hired for the job. I charged them around $50.00 per hour, (not bad money 15 years ago) and was on set for ten hours a day for two weeks. That job led to two years off and on of consulting and acting work on the show. I have worked a fair amount in the television and film industry and it can be quite rewarding.

Have also studied acting intensively and have

benefited in many ways from the experience.

Acting lessons can improve your performing ability and are great for personal growth.

Acting skills are particularly important for

Mentalists. Unless you live in Vancouver, Toronto, New York, Seattle or Los Angeles, the major film centers, there is probably not a lot of work available in your area. But, even cities not known for doing a lot of filming may offer opportunities for you, so do some research in your area. Look into acting classes. From there you can hook up with an agent and perhaps join the actors’ union, as I have. You can also contact production houses, studios and casting directors to offer your services as a magic consultant. There are other ways to get work as a magic consultant. You can work with executives, teaching them how to make more effective presentations by using magic. And check this article out:

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Police to Train As Magicians

LONDON (Reuters) - Top British police officers are to be given training as magicians, but in a bid to improve their communication skills, not to pull the wool over the eyes of criminals, Scotland Yard said on Friday.

``It is a one-off trial to be held in May,'' a spokeswoman said. ``It is to develop officers' communications skills and rapport.''

Magician Michael Vincent is to undertake the training of 30 police superintendents for a fee of $144 per head under the title of ``The Magic of Networking.''

``It is considered as a legitimate use of the training budget,'' the Scotland Yard spokeswoman said.

There really is no limit as to where your magic skills can take you. Use your imagination and add consulting as one of your multiple streams of income.

Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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Lesson 18 - Theatres

(Back to Index)

There are several different ways a magician can make arrangements to do a show in a theatre where the public buys a ticket for the performance. You can book the theatre for a rental fee and keep the ticket sale profits. A theatre could hire you for a set fee and handle all the other details. Another scenario is a co-pro (co-production), which is a combination of risk and reward sharing. You can also run a phone promotion operation.

In my area, the average theatre rental cost for a 200 - 400 seat venue is $900 per day. If you are to bear all the expenses of the show, there is also technician, front of house staff, advertising, promotion, ticket distribution, and concession considerations among other responsibilities and expenses above and beyond producing the show itself. The risk/reward figures are fairly easy to work out with a little research and scratching out possible scenarios on paper.

The

exposure by way of publicity generated in conjunction with the venture has some value, too.

Often an entertainer will work with a Producer / Manager and share profits or losses equally.

There are also various showcases of

theatre bookers looking for talent.

A friend of mine who has an

illusion show and is well known in his corner of the world has an arrangement where the theatre pays out 65% of the door to his company with an $8,000 guarantee.

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Bonus Interview - John Kaplan on Booking Theatre Tours RC - How is it that you are touring the Country, performing in Theatres, year after year?

JK - I purchased Stan Kramien's course years ago. Although I never pursued the main focus of his fundraising show technique (telemarketing), nonetheless I received a tremendous amount of practical information that over time I've derived tremendous value from in building my own system and fundraising career.

RC - Okay, so you are presenting your show in conjunction with a fund raising effort?

JK - Yes, I started out by going through local white pages and contacting individual groups within an elementary or high school. Not targeting the school itself, but the parent committee, or the school Band Leader, or Drama Department or High School Grad or Year Book committee. Basically, any group that needs to raise money for a specific reason.

For example, the parent committee may do it to raise money to upgrade the playground equipment for the school.

Typically, a group will want to do something that costs money, the school doesn’t have the extra funds, so if they want to do whatever it

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is they are planning - they have to come up with a way to raise the funds themselves.

RC - And in walks John!

JK - Using components of Stan’s original course, I developed a stepby-step guide for the sponsors that takes them from their first committee meeting, right through to the day of the show. It is a fill in the blanks system.

RC - What do they get?

JK - Included in their system is a lot of camera ready ads, promotional tools, flyers, posters, and over time I developed and provided radio and television commercials too.

RC - What year did you start, and what did you start out with?

JK - In the 80s I started with a small packet, a fold over booklet and posters.

RC - Great. Now John, give us an idea of the scope, the depth of this market. Detail the opportunity for us.

JK - It’s a huge industry catering to a high demographic market. We are catering to baby boomers that are raising families. Lots of schools, minor sports leagues, Scouts, Cadets, they all need money. Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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Government funding and cutbacks make them even more reliant on raising funds themselves.

RC - Okay, let me get this straight.

You approach community

oriented groups that have a need or desire to raise funds for a specific purpose. You provide all the tools they need to raise the funds. The primary function of their campaign is based on selling tickets to your family oriented Illusion show. Right?

JK - Yes. I give them a failsafe, hard to mess up, fundraiser to run. A lot of groups I work with, schools, community groups, small grassroots organizations, usually only think in terms of how much does the show cost, how big is the hall, how many seats does it hold, how much can we sell tickets for, or how much do we have to charge for the tickets to make this work. That’s as far as it goes. So the project kit that I give them, with the additional revenue source opportunities and all the other tools, blows the lid off that narrow thinking and really opens their eyes up to the potential opportunity of bringing my show in.

That’s how I can go to a small grassroots

community and bring a $3,000 - $5,000 illusion show to their town that they can literally not only afford, but will actually show them a profit at the end of the day.

RC - Talk about being creative in your approach. wonderful win-win situation you have created.

And what a

The group raises

funds, the town gets a show, and you do the kind of work that you enjoy. Nice. Triple win actually. Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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I want to back track a bit and refer to a comment you made regarding telemarketing as a more common method of raising funds in these situations. I have my own thoughts and experience on this from a performers perspective, but please expand on your previous comment about the topic of telemarketing.

JK - When I discovered Stan Kramien’s course, I loved the idea of doing fund raising shows, but was reluctant to take the telemarketing route to sell the shows. I was just not comfortable getting involved in that because of the negative stigma associated with it. The concept of finding a way to make a good living in a market that has no money appealed to me. Stan’s book was a springboard for getting started, but I just didn’t want to run a phone room. In addition to the bad press some of these operations were receiving at the time, running that end of the business was just not my thing. While there are many reputable and highly profitable companies and entertainers doing this, I just wanted to find another way.

RC - Right, and so you did.

JK - Yes, with my method, there is no need for telemarketing or me relying on a percentage of the door and hoping there will be a large enough crowd to make it worth my while.

I get a guaranteed

performance fee, and they get the show, and all the tools they need to help them raise funds above and beyond the cost of the show.

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RC - Please share some numbers with us. If you don’t mind, I would like you to be candid about your fees and expenses as well as the kind of dollars your sponsor typically ends up with after running with your program.

Also, outline the responsibilities that are divided

between you and your sponsor.

JK - The client, the sponsor, is responsible for paying for the show. Included is the project kit that I put a value of $250 on. If they book by a certain date they get the kit free. Also, there is a money back guarantee attached to the kit. If they do not make a profit after using the tools, they get $250 refunded (whether they pay for it or not).

They are responsible for providing the venue, promoting the show, and selling the tickets.

I take them by the hand and show them

exactly what to do in order to sell the tickets to the show and raise money though various other methods related to the show. I call this piggyback fund raising.

For example, I have developed a souvenir program that the sponsor can sell advertising in. They get the template and then sell ads to businesses. I do not take a cut of this additional revenue stream, it is a value added service. I have a couple dozen similar ones now, but it all started with that souvenir program. It enables the groups to cover their base cost so they can get my show completely paid for right away. It can double and even triple the earning potential of each show. It enables me to offer a more attractive package to the group.

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By providing all these opportunities beyond just selling tickets, it is pretty much a fail safe system.

The show sells for $2600 for a single show or $3100 for two. They can buy their cost down by close to 50% by using certain fee reductions that I offer.

RC - Like?

JK - For example, if they provide 2 motel rooms for my cast, and myself they can deduct $150. In many cases they get the rooms donated, and it is a cost I would need to incur anyway. We travel in a truck with a 20 foot equipment trailer and carry our own concession. Our sponsor can deduct $500 from our show fee if we get exclusive rights to the concession for food and souvenir items.

RC - Popcorn, cotton candy, chocolate bars, drinks?

JK - Yes, and magic sets, t-shirts, videos, and souvenir programs. They also get a reduction if they provide people to help us load and unload the truck, set up and strike.

RC - How much do you deduct if they actually do the show themselves (grin)? JK - (laughter) Good point. A lot of groups do take advantage of the $500 concession discount and either way it works out about the same for us. This enables me to sell a higher price product (the show) to a Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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group that doesn’t have the money to pay for it. I give Stan credit for the idea of carrying a concession.

RC - Tell us about the other products besides the food items.

JK - I put together magic kits by getting pre-packaged tricks from wholesalers in bulk, and add custom packaging.

RC - Which wholesalers?

JK - Robbins, Royal, EZ Magic, Oriental Trading, Adams. I stick a photocopied label sheet (doesn’t even have to be color) to the box, and shrink-wrap it. Shrink-wrapping is relatively inexpensive and adds high perceived value.

I throw in some booklets and instructions to maximize the number of tricks without adding extra props. And, I have more expensive sets that include a video and a few extra tricks. By adding and actually selling the kits, I realized that some people will spend money on higher ticket items. I added the magic kits at $49.95 and $69.95 and was surprised, but they outsold the videos two to one. I sell a few each show. Oh, and I bumped up the price of the t-shirts and videos and it didn’t decrease the sales volume. By the way, when I first started, I just sold the wonder mouse and a few small tricks for 2 - 3 bucks.

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RC - Right. So, at the end of the day, how much does everything, your fee and product sales, typically net you? What would be your average take per date?

JK - On average, I end up with around $1700 a day. We do $200 $1,000 gross in product and average above $500 in profit on that end.

RC - Right on. Now, who travels with you?

JK - I travel with a sound man, and 2 dancers.

RC - And describe a typical performance scenario. Venue and size of audience.

JK - We mostly perform in school gyms. Some towns only have 500 people, and most will come to the show. The sponsor from a small town often taps into close by community businesses to buy the tickets for the show and advertise in the program.

We average 300 - 400

people, and the range is 200 -1200 people.

RC - Okay. Now I am going to think like the sponsor. That is, before you educate them. How much are tickets to the show? Do you dictate the amount, make suggestions, or need to approve the amount? How does it work?

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JK - They can charge what they want for ticket prices, but I suggest $8 and $12. $8 for kids and $12 for adults. The range is $5 - $15.

RC - So, if they bring in, say $3,000 in combined ticket sales and your piggy back fund raisers, and have taken advantage of your fee reductions, bringing their cost for your show to as low as, say $1500, they have made $1,500. Right?

JK - Yes. And that is a fairly typical scenario.

RC - Any real success stories displaying higher numbers?

JK - One group grossed $8,000 with a profit of $5500 (for a single show) with my program. They had a unique style of promoting it. They paid $1,000 to rent a theatre.

This was against all of my

recommendations to get a school gym for free, and keep their expenses low in order to add to their bottom line. But this person’s plan was to sell lots of ads in the souvenir program and make it a bigger event. She raised $2,000 from the program, covered all her costs for the show and theatre, and then every ticket sold was their profit. They sold 1200 out of 1500 seats, at $5 each.

RC - I imagine you modify your manuals for your groups as you discover new possibilities and surprising results. After 20 some odd years, just like a performance, I bet you have a pretty tried and tested system happening.

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JK - Yes, thank you. I believe I do. And yes, what they did, by booking a larger and more costly venue, worked for them. So I no longer strongly advise against it. Every year I update my manuals for the groups and add what has worked for others during the year.

RC - So, what kind of entertainer is this work suited for? Certainly they do not have to put on a full-scale illusion show to duplicate your system.

JK - Any variety act that performs family shows could do this. As long as they can do a great show.

RC - What is the typical requirement, or standard show length, and number of performances in a given day for a single sponsor.

JK - 90 minutes of performing. First half is 50 minutes, followed by a 20 minute intermission, then a 40 minute second half.

RC - The two halves so you can give them a break from sitting, and it allows for sales during the intermission.

JK - Right. A solo entertainer could put together a variety show if they were concerned about keeping the audience entertained for this long. We usually do one show, sometimes two, rarely three in a day. Let me also point out, that they should be able to perform anywhere and should bring their own sound system. The more self contained you are the better. You may find yourself, as we have, performing on Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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the Gym Floor, in an Arena, Recreation Centre, Community Hall, a Theatre, and even in Church basements.

RC - And your typical sponsors are?

JK - A good mix of schools, clubs, and youth groups.

RC - How do you find them?

JK - I get the municipal directories from the town or municipal office, or chamber of commerce.

Some give them for free, some may

charge around $20. More and more are becoming available digitally too.

RC - (grin)

JK - I knew you would like that.

RC - Exactly. So you gather the directories and then phone, fax, write, and email potential sponsors?

JK - Yes. Well, I used to phone initially for the directories and now I send out a fax with my request. How I receive the lists dictates how I contact the potential sponsors.

Often, I send a one page lead

generation fax to the groups. I have a database of 20,000 prospects in Canada. I update it every couple of years by referring back to the last time they helped me out, and request new information. Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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RC - Is that how you started.

I mean, finding the groups, the

sponsors? Sounds possibly expensive and quite time consuming.

JK - If you buy 200 lists at say, $20, and each list may be good for 2 10 viable prospects, the acquisition cost can be expensive. I did build up gradually over the years and started off by just finding groups in the white pages. Now, I also buy ads in the newsletters of groups like the Rotary, Lions, Kinsmen, and Elks.

RC - Right. How many of these shows do you do a year?

JK - I work around 50 dates a year. Have done up to 70 one-niters in a year, which take about 3 - 4 months to complete. RC - Okay, and is there a high, low, busy, slow season to this market.

JK - Good question.

Summer is dormant for this market as the

schools are not open. I mostly do Fairs and Festivals during this time.

RC - This is slightly off topic, but will prove interesting for the readers, I’m sure. What other streams of income have you created to fill in the slower months of touring with your fund raising show?

JK - I market the Hades Finger Chopper, and some information products for magicians. Like you, I want to spend more time at home with my family. I also book a second performer, Tony Eng, and his Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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Illusion show to do the overflow dates that I cannot do. You know Tony.

RC - Yes, Tony’s a great guy. A really kind man, excellent performer, and straight ahead kind of fellow and businessperson. Are you at liberty to share with the readers what type of deal you made with Tony? In the interest of their education on this topic.

JK - Sure, I pay him a flat fee for the tour. This way I keep and service the client, and give work to another performer that I admire. Some clients book the same show 3 - 4 years in a row, most often they want me every second year or so. It depends on how transient the community itself is. I have worked for one group, 6 - 7 years of the last 10 years. Personally, I like to use the same show for at least 3 years to amortize the investment of creating the show.

I needed someone who has a good show and integrity. The sponsor gets a different show each year so they can bank on the fundraiser event.

RC - Truly another multiple win situation. How far in advance do you usually book your tour?

JK - I book up to a year in advance. Sometimes I will market right up until February for dates in the coming spring. I will market right up to June for my Fall and Halloween season of local fundraisers. Six months is typical. I do an advance marketing campaign to existing Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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clients and offer a discount for booking early while giving them an opportunity to pre-book and lock in the date.

RC - Well, John, I think I have sucked enough out of you for now, and I appreciate your candidness.

Let me ask you about your

philosophical approach to marketing and performing. As well, I am interested in knowing what you attribute your success to and why you are sharing this information. Two sentences or less please (grin).

JK - (laughter) Okay, the main reason for the success is because I am able to sell a product for a flat fee to a group that has no money to pay for it. I am competing with fundraisers that cost them no money and offer them no risk. Having a good show and reputation helps, and the idea of a family event, as opposed to selling chocolates or whatever, appeals to the sponsor.

It is challenging because my competition is every other opportunity to raise funds. Free, no risk options, as opposed to my show that will cost them up front money. I have managed to package it in such a way that it is appealing regardless of those potentially negative perceptions of getting involved in my program as a fundraiser. I have packaged it in such as way that I still have a sellable commodity. And I don’t do all the work for them like a telemarketer does. The key thing to that success is that the sponsor receives my package that makes it safe and easy for them to profit from my show. The key is that I am thinking from their perspective. What can I do for my sponsor to make sure they are going to be successful. What kind of additional Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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revenue streams can I create for them. What promotional tools and strategies can I give them to help ensure their success.

I have groups working with me year after year. All as a result of putting them first as opposed to what’s in it for me first. I never thought about it in terms of marketing before.

RC - We think a lot alike John, perhaps that’s why we have always gotten along so well.

JK - You know, I just came across the concept of lead product marketing by seeing what you are doing with your “Secrets” book. You offer a terrific product at a very low acquisition cost to your customer. You are giving them a ton of value up front as a way to prove yourself to them.

You then build a loyal and dedicated

customer base eager to do more business with you. You continue providing excellent service, products, and value, and your initial acquisition cost of the customer begins to pay off in dividends.

RC - Okay, fine, here’s a hundred bucks for the plug (laughter).

JK - Seriously, without realizing and analyzing the fact until now, I have been operating in a similar fashion in my business all these years. Sometimes, it is okay to go negative on the front end. Often I accept dates that I have not made a lot of money on in the past, but the spin off has made it all worth it. I always look at these things as long term, and building a career. Marketers think of that in terms of Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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what it costs to acquire a client, and then what the lifetime value of that client is worth to their business. Right?

RC - You are a very wise man my friend. Okay, any final words of wisdom, advise and/or explanations as to what you are planning for the future.

JK - I have never been reluctant to invest in myself because I believe in my abilities to do what I do. I have always been comfortable with putting money into the show and promotional material and anything that requires a hefty investment. These investments don’t always pay off, but overall it is a philosophy that works for me.

The opportunity to share what I've learned, and pass along useful information that can benefit others interested in considering this field, is another reason for my releasing the Fundraising Magic Program.

RC - John, thank you for your time and for sharing this information.

End of interview and note to reader: John agreed to answer all my questions without holding back, exclusively for the benefit of the readers of this book. He has provided enough information for you to try his booking system now, as outlined in the interview. If you would like more in depth information from John, and his complete system, go to: http://www.millionairemagician.com/JK.htm

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Lesson 19 - Resorts and Casinos

(Back to Index)

Performing in showrooms at casino resorts and hotels is similar to working non-casino theatres. There are many ways to cut a deal, and oddly enough, casino/hotel owners are extremely risk adverse when making deals with entertainers. I guess they know all about gambling and have seen enough people lose money and don’t want to join the losers. If a casino is going to hire you, expect to earn $3,000-$5,000 per week for your act, or in the neighborhood of $30,000 - $50,000 per week for a self produced show.

There are three main ways to work a casino:

1. You are hired for a fee to perform: reserved for proven entities.

2. 4 Wall:

Least common. Performer pays all the expenses

including bar staff, etc. and gets the door and a percentage of liquor sales.

3. 2 Wall: Most common: Performer pays for expenses only related to show. Takes the door (ticket sales).

Do not gauge your potential windfall on Lance Burton’s success. He worked his way up over many years from a hired act in a revue show,

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to a self-produced show and ultimately, as you know, received a dream deal in Vegas. This is the exception and certainly not the rule. From a realistic business standpoint you need deep pockets to 2 wall, which is likely what you will do. Even if you have the money and/or backers, there is major competition for room space in cities like Las Vegas.

You could possibly get booked into a small showroom at a hotel in Vegas, as did a couple of young fellows I met there last month. It is possible. Anything is possible and it’s up to you to make it happen with your strong desire and tenacity. I am painting the most likely and common scenario for you so you have actual knowledge as to the way things often work.

I clipped the following article from the newspaper to share with you here:

Goulet cancels Vegas gig LAS VEGAS – Robert Goulet has pulled the plug on a summer stint at the Venetian hotel-casino, saying he can’t afford the $15,000 US nightly showroom rental.

“I am angered and I am saddened,” said the Edmonton-born singer. “I was hoping to be there for about three or four years. I enjoyed myself, I never sang better in my life.”

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Goulet ended the show after Monday’s performance, four weeks into a nine week run.

The showroom withheld box-office receipts on

Tuesday.

Rogo and Rove, the company he runs with his business-manager wife Vera, was dealing with an overhead of $200,000 a week. Goulet said the company would have broken even with 50 per cent attendance. But attendance averages were only in the 30-40 per cent range, he said. Ticket prices ranged from $50-75.

“We came at the wrong time of year,” Goulet said, adding that audiences would have been better in September during the city’s convention season.

So, even a well known celebrity that you would think would do well in Vegas had to make a 2 wall arrangement with a major casino/hotel there and obviously lost a lot of money in the process.

If you really have the desire to work this type of venue, plan carefully as you would any other business venture. If you can get backers with deep pockets, or if you want to risk your own money, or if you can convince an operator to hire you, perhaps one day you too will get a 100 million dollar, 13 year contract and your own showroom. Oh, it just may help, if you also happen to be one of the finest magicians in the world, exuding with class, and have teamed up with a wellrespected and brilliant manager! Speaking of which… Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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Bonus Interview - Peter Reveen on Success Peter Reveen and I have been friends for several years now.

I

greatly admire him in many respects. He is a wonderful and kind man.

On top of that, he is the epitome of a consummate show

business professional.

Not only is he one of the worlds greatest

showmen to ever grace a stage, he is also responsible for pursuing and negotiating Lance Burton’s 100 million dollar contract in Las Vegas.

Recently I phoned Peter and asked if I could record our conversation in the form of an interview for my book (this one). Without hesitation he said “yes”, and I had barely turned on the recorder when he went into a fascinating and insightful monologue that blew my mind.

I

barely interrupted, so really, it is not an interview. I just let him talk and asked a few questions here and there.

Without further adieu, here are the words of Peter Reveen:

“It is very, very necessary to develop an act that is wanted. You can’t just come in and say, “Hey, I have just bought all the equipment in the world and I’m going to be great”. You can’t do this, they’re not going to book you, they do not know you, and you do not have a name.

To get into Vegas you have to make your name somewhere else first. Lance Burton did this through his success on the Johnny Carson show. He was making a name for himself. And then he got a little

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three month shot in the Foles-Bergère. And then, because he was doing great work and did not become a problem, he stayed there for nine years.

Not becoming a problem means he did not get into back stage gossip, things of that kind, that get back to the bosses or often have very thin skin. You just finish your work and you do it very, very well. You do not allow yourself to be drawn into that. You just finish your work, go back to the dressing room, study, or do something like that.

Be very pleasant to everybody and always be there. If the Hotel asks you to attend some function or meet some people they are bringing in, you be very cordial and help out. You do these things, and you just do good work. And this is very, very, essential. And don’t go up and immediately demand a big raise as soon as you think you are a big hit.

To get involved in the first place, you develop an act somewhere else and get yourself a great reputation from it.

Then, you send out

invitations to the various buyers in Las Vegas.

=== Note from Randy – Contact the Hotels directly and simply ask who books their shows. ===

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Or, maybe you are playing in a town nearby and can convince them to come see you. Then if you do a great job, maybe they will think they could use an act like that, and that you have promise, and talk to you about it.

Remember though, the Vegas scene is changing. The ‘Cirque du Soleil’ type shows are in now. Lance Burton is a huge success because he is a personality. You must be a showman first. Magic by itself is not particularly entertaining unless it is combined with great showmanship and the ability to make the people laugh.

Also, you look at all the great magicians in history that really made it and they were also very good businessmen.

You look at Maurice Rooklyn who was very brilliant in other phases of business. I think I said in his obituary that we often wondered how far he would have gone with his artistic integrity of been able to stage very beautiful shows and with the skills of sleight of hand that he had, if hadn’t been so successful in other forms of business that kept drawing him away from the theatres to do this. === Note from Randy – I was fortunate enough to meet Maurice Rooklyn while I was performing in Sydney in 1984. He and his lovely wife had me over to their house for dinner and took me to the local magic club meeting in the evening. He was a great man and I miss him very much. === Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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Levant was a brilliant businessman too. He knew how to make a show that could get in and get out very inexpensively for the music halls in London. He always gave them a great show. He did not go huge and massive like Dante did, but he was a great entertainer and a great businessman.

You must believe in yourself. Not to the stage where you get a false belief in yourself. You have to be able to turn it off. You cannot always go around living and acting like the great magician 24 hours a day. You have to have a life away from that.

You know, I was always able to go out and do my show, give the audience their moneys worth, but then turn it off. When we went out of there, we were Peter and Coral and the kids. We did not make a lot of friends over the years.

=== Note from Randy – This is the only point in my talk with Peter that I disagree with. Peter certainly has made a lot of friends over the years. A mutual friend, and Vancouver radio and television personality, Dave Abbott, introduced me to Peter initially. Peter is well loved and respected throughout the world by people like myself, proud to be his friend because of the kind of person he is and not because he has achieved fame. He does have a lot of friends and is so very humble. ===

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We didn’t go out and do the party circuit. I went through that very early during my first success in Vancouver.

I use to take 20-30

people to the Cave and would think isn’t it really great to be a star, people really love you. Then as things went wrong after going through a spell of losing some money, all those people disappeared. This made me realize very early in my career that this was not the way to go and I changed all that.

=== Note from Randy – Of course, these were not the type of people I was referring to in my note above.

The Cave was a popular nightclub in the 70s. I saw Harry Blackstone Jr. perform there several times. Mitzi Gaynor, Rich Little, and others played there often too.

I did shows there too on occasion. Of course, I was not headlining like Blackstone and Reveen. I forget the circumstances actually. I do remember doing shows there though. Maybe local talent nights or opening acts or something like that. It closed down years ago and I was quite young then. ===

Look, the main thing is to have a good product, believe in it, and continually try to improve on it. Listen to your audience, they are going to give you the best critique you can have. If they don’t enjoy what you are doing, don’t push it. When you find something they do Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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enjoy, develop that, and make it very, very good. Always listen to the audience. Always give your audience your full attention, that you are doing it for them. You are not up there to do something just to make yourself happy. So, it is very, very important that you always listen to the audience, always respect the audience.

And I would say the greatest advise I can give to any entertainer, is to always play it clean. You can go out and you can try to put out an absolutely filthy hypnotic show, as some of them are doing. You know, we have one guy out here who is telling them that they are going to have an orgasm every time he shakes their hand and stuff like that. Well that appeals to a certain audience, but I can’t imagine people wanting to go back and have that humiliating experience twice.

And by having a clean show, 100% of your potential, is your potential. It doesn’t mean that you are going to get them all, but it means that 100% of the theatre going people are your potential because there is nothing in there that is going to turn them off. But if you work dirty and you work blue, then you are limiting that very, very much. Because later on that same audience that go to these clubs and enjoy this will grow tired of that. They grow older and they grow more mature and more discerning in their selection of entertainment.

And that’s why I have been able to keep a career going for all these years.

It’s now what, 40 something years since I started playing

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Vancouver, and all the other cities in Canada building up to that. And I can still go back and draw an audience.

== Note from Randy – The audiences in Vancouver love Reveen. He is a big hit and sells out every time he comes here.

Next, I asked Peter how someone could duplicate his success as a touring act. ==

The conditions that existed when I started off do not exist anymore. Touring is tough because you are fighting the 200 channels of television - and the Internet itself. Many of the young people who would normally go out looking for shows, jump on the Internet and start talking to each other. And these are very important things to consider. People are becoming more cave dwellers now, they are doing more things at home. So, to draw them out of there is not as easy as it was.

It actually wasn’t easy in the early days. I had to take a type of entertainment that was virtually unknown except out of night clubs and prove that it could be a top theatre experience. And I did this, and worked on the crowds. We played runs that were very, very long.

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My biggest mistake, when I tried to build the big magic shows, which I loved, you know, I loved magic and tried to bring it back. I believed I could perform it the same way as I performed the hypnotic performances. In other words, the long runs. Well there is a big difference. There are only a certain percentage of the audiences who really want to see magic. And it’s a very small percentage. And once you have gone through those people, they are not going to come back and see the same magic show again. You cannot change your magic show every two nights as I could the hypnotic show.

I remember there was an ex-partner I had, and he once made a very nice comment to me in Edmonton. He saw me do a big show in the 70s, it was a beautiful show, and we had a lot of equipment and beautiful scenery, it was a very spectacular show.

He said to me “Peter, this is a lovely show and people that love magic will enjoy this. But you may come back in a year or two from now and some of those people may come back and see it if you have some things new. But only so many people can see this.” He said, “With your hypnosis show, I saw people coming in on the Monday night, and then I would see the same people come back with friends on the Wednesday when you changed the show. And then they would come back on the weekend with even a bigger crowd around them.”

You see, he said, “that show had something that could touch the audience, and in a very, very personal way. And magic could never do that.” And he was right to a degree. Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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I remember when David Copperfield came to see me when he first went out on tour. And he was asking me what he should do and what he shouldn’t do. I told him, don’t break your promoters. Don’t go out with these big, huge shows, where they suddenly hit you with 15-20 stage hands like they did with me. I said this is not the way to go.

I said, if you are going out, do your Lear Jet, on stage, the film of that, and do your other magic, which is very personable. He had a great personality and was very fresh. I said if the promoter loses maybe a thousand bucks on you, they’re going to bring you back the next year because they are going to know the people enjoyed you.

He (Copperfield) was very smart about one thing. I asked him how long he was going to play. He said just one night in each place. He said, I realize there are enough people who have seen me on television now to maybe fill one theatre. But to go for two or three nights is asking too much. Now he is at that stage where he can go in for close to a week and draw, but it took years for him to build to that. So he was very smart in business that way.

== Note from Randy – Now, I asked Peter what someone would need to do today to book themselves in Theatres. ==

I think you have to work with sponsorship. You need to find people to raise money to go behind you. Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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== Note from Randy – Peter is referring to sponsored shows where a charitable organization, like the Kinsmen, raise money from the community by selling tickets to the show.

The money is divided

between the show and sponsor. ==

I found sponsors to be counter productive when I started off. I would send all the publicity material to the sponsor in advance and then when we arrived in town we would say, “Hey where are all the posters?” and they would say; “Oh we gave them to Bill in the poster committee.” And then, “What did you do Bill?” “Oh, I didn’t have time so I gave them to Fred.” So of course we would get into town and people didn’t know we were coming. And the sponsor would still have big expectations.

We started to die on that and said this can’t be, and we started to do it our own way. So we went back to those same sponsors and said we would come in and do the promotions and give them a smaller percentage and they would say “No, we didn’t make enough money the first time.” We went back to those same towns on our own and sold out.

Later on I allowed sponsors to make money with me and over the years I helped to raise hundreds and hundreds of thousands of dollars for Lions Clubs and other groups like that.

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The only thing wrong with the telemarketing deal is that you may not play to the audiences that you want to play to. They raise the money and give the tickets away. They tend to give them to kids so you have to have a show that’s scaled down to that.

The only other thing you can do, if you want to do a serious show, is to do it through the Temples where it’s going to be sold to adults. All the Temples want to raise funds, so you take 25% and let them take 75% and they will really go out and sell them for you.

The main thing is, you have got to have a product first. And you have to have talent. The product has to be good and you have to believe in yourself. Then you have to believe in the audience. You have to respect the audience, that is the most important thing.

A great grandfather came up to me last year in Lethbridge (Alberta, Canada) and said to me “I am a great grandfather and bringing my great grandchildren to your show. I am bringing the fourth generation to your show and you have always given a clean show, and I wanted my children, and their children to see it.”

I have played to eight and a half million people in Canada. Over the years, that’s how many tickets we have sold. And it’s because I respect the audience.”

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Lesson 20 - Comedy Clubs

(Back to Index)

There are a few magicians making their living or supplementing their income as performers by working comedy clubs. A good way to get started in this market is by volunteering for open mike night.

Most

clubs will have one and it is easy to get accepted as an act to work the crowd for five minutes. You're not paid for this; instead, you are exposed to the club manager who may decide to book you. Also, you have an opportunity to test material and you'll quickly find out if you are cut out for this type of work.

I used to perform at the Yuk Yuks chain in Canada. It was fun and a great place to iron out new material.

Working comedy clubs will

probably not make you rich; it may however appeal to you as one of your many multiple streams of income. Here are the rough money numbers. (They vary from club to club, and in the US and Canada, and depend on whether you have a “name” or not). If you have an exceptionally funny act you may be booked as a headliner and receive around $2,500 per week. Most likely, however, you will be booked as an MC or middle act and earn between $500 and $1,000 per week.

There is another very important aspect to working comedy clubs for you to consider. If your goal is to become a well-known comedy performer, or if you wish to get into the acting field, then the exposure you will receive by performing at comedy clubs may lead to much greater opportunities. Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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Many entertainers have hit the “big time” by performing at the "Just for Laughs" comedy festival in Montreal. The contact information is in the directory below.

In order to be considered for the festival, send them a videotape of a recent performance (not longer than 10 minutes), with any pertinent support documents (headshot, bio, etc; not crucial but helpful). Be sure that the video is clearly labeled with contact information.

I am going to give you a list comprised of pretty much every comedy club on the planet.

If you feel your act is already positioned for this

type of work, then simply send your information to the clubs of your choice. If you're not sure if this market is for you, then phone a club in your area and sign up for the open mike night. If you wish to pursue this market seriously and travel the country (or world), then you could book a tour for yourself.

Or, if you have a corporate

booking somewhere and want to spend a week in that city or just book an extra night of work (for practice or exposure) then this is a perfect venue for you to do just that.

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Lesson 21 - Profit from Products

If you are not already producing products and selling them before or after your shows then I highly recommend you start now. When I say, ‘before the show’, I mean that you can sell your products to the client prior to the show to be distributed free to the audience or to be sold directly by your client to the audience members.

You will greatly increase your income by implementing products sales into your business as a magician. By offering products, you also raise your stature in the eyes of the public.

The product that I have had great success with in the past, as have many other magicians, are customized ‘Three Card Montes’.

I

suggest you make some up for yourself with the force card imprinted with your business contact information. This alone is a great way not only to promote the product but also to spread your information around to potential bookers of your show. You could make the card sets yourself or purchase them from a magic supply wholesaler.

The ‘Three Card Monte’ is an example of a product that you could pre- sell to a corporate client, perhaps to be freely distributed at a trade show.

You can sell items to your audience members after the show or have a certain number of them included in your fee when you negotiate the booking.

The ideas are limitless as to what you can sell; magic

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instructions, magic tricks, performance video, screen savers, audio tapes, T-shirts, posters, balloons and anything else that you can think of that will appeal to your audience.

If you do children's shows, you may want to look into a combination of a magic book and a coloring book or magic loot bags.

Subscribe to all the magic related magazines and search the net for ideas and offerings. Also, source products to resell at:

http://www.magicdealers.com/ http://www.royalmagic.com/ http://www.murphysmagic.com/ http://www.ezmagic.com/ http://www.magiccty.com/

Perhaps you will do as many other magicians do, myself now included, and offer products to other magicians. It is a limited market but, hey, if you know what you are doing you can do quite well.

Information products are great if you are an expert in a specific area and can present the information effectively and have a strong marketing plan. You have the opportunity to get your feet wet by promoting this product with no risk or expense. Sorry, couldn’t help it!

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Lesson 22 - Synergistic Ventures

If you want to make some serious money, and I think you do, then start a business that is synergistic with your magic business. The right business, set up the right way, and operated with systems in place, can make you rich.

It is ideal to choose businesses that

complement your existing activities as a magician and that target customers to whom you are already marketing to. Also consider businesses that fit your lifestyle as a magician.

A natural and perhaps obvious business that you may consider is an entertainment-booking agency. The start-up cost can be minimal and the rewards will come to you in many ways.

You can start

immediately and begin earning income in your first month. I started an entertainment agency in 1987 as a result of having more bookings than I could handle and having an awareness of my customer's needs, plus a continuing desire for multiple streams of income. The business that I formed was called Funtime Express, and I sold the company for $299,000.00 in 1997. The business was a one-person home-based operation.

I ran it during the normal course of my

business day while also booking my own shows. The entertainment agency alone earned an average of $180,000 per year during the last few years I was in business.

Do you want to know exactly how to do this yourself?

I have created a resource for you at: http://www.synergytalent.com Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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Another terrific business that I started as a result of being a magician was a toy company. In 1980, while still in high school, I noticed that Santa Claus would almost always distribute toys to the children at the Christmas parties that I was performing at. I began asking every company that I was being booked to perform at if I could supply the toys for their party. Most agreed, and my mom and my girl friend wrapped and labeled the orders, and the parcels were sent to each company prior to their party.

In my first year, the sales were

approximately $5000.00 for the month of December.

I sold this

company in 1995 when my December sales were just under $200,000 with a net profit of around $100,000 for the month.

If this is an opportunity that interests you, then visit: http://www.synergycorporategifts.com

The synergy of my businesses is apparent. Every company that I would perform my magic show at was a potential client and usually became a customer of my toy and entertainment company.

And

guess what? Every new client of my toy company was a potential client and usually became a customer of my entertainment agency. They would also usually end up booking my show for at least one of their corporate events each year.

It is really not too hard to become wealthy when you have the advantage that we do as entertainers. You simply need to educate yourself, treat people fairly, and listen to the needs of your customers.

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Toys and entertainment companies are by no means the only companies that are logical for a magician to be in. Both have worked well for me, and I recommend you start one or both of them yourself. Other businesses you might consider are a magic store, inventing effects, or building props.

Whatever you do, consider using the

Internet to your advantage.

By adding business and/or motivational content to your shows you can greatly increase your fees and open up a whole new world of opportunities for yourself. Speakers earn fees generally starting at $1,000 and up to $100,000 for some celebrities and ex-politicians. By simply adding ‘educational’ or ‘inspirational’ content to your presentation, you can instantly increase your fee by at least $1,000. Add yet another $1,000 if you join the ranks of ‘author’ and have a book published. Then add the profit from the books. Get the idea? Naturally, the principles regarding the quality of your entertainment apply to the delivery and content of your information.

Learn how to add speaking income and content to your magic business at: http://speakermagic.com/

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PART III Additional Resources

You will learn a lot just by reading the information on each site. I highly recommend you spend some time “surfing”. You will need to be connected to the Internet to view the following resources. INTERNET MARKETING

The following recommendations have been painstakingly chosen among dozens that I have personally invested in and use. They are all very different and compliment one another. Some of them you will recognize from earlier lessons in this book. Internet Marketing Center The Insider Secrets to Marketing Your Business on the Internet - The author of this site, Corey Rudl gets over 4 million visitors to his websites yearly, does 5.2 million dollars in sales online each year (yes, that is $5,200,000), and personally makes hundreds of thousands of dollars from his online businesses... all from his one small office (in Vancouver!). He knows what he is talking about when it comes to starting and promoting a business on the Internet. I have learned many tips, trick and techniques to make money on the net. To learn more, go to: http://www.marketingtips.com/t.cgi/640067/

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Sitesell Are You Interested in Making Your Web Site Sell? Discover the manual that's been heralded as the 'bible' to anyone who wants to make their web site make money. Be prepared to spend quite a bit of time as you explore this site that is truly a diamond in the rough! Here is the link: http://www.sitesell.com/ultimateprofits2.html

Remember Yanik and Terry from previous lessons? Yanik Silver You could waste months (and thousands of dollars) - trying to figure out what really works on the Internet. Or you could save yourself the frustration, time and mistakes by following Yanik's lead. Go to: http://instantinternetprofits.com/cgi-bin/at.cgi?a=168901 For an entire arsenal of powerful, moneymaking fill-in-the-blank sales letter templates guaranteed to sell your product or service: http://www.instantsalesletters.com/al/af.cgi?4294

Terry Dean This guy has Internet Marketing down to science. Visit him at: http://www.allthesecrets.com/ic/a1342z/index.html And: http://www.netbreakthroughs.com/revshare/ccShare.cgi?cmnd=home &id=viplink

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DIRECT MARKETING Dan Kennedy The tools and resources on Dan's site are the "fuel" that has generated countless fortunes and millionaires - and each tool and resource has been enthusiastically praised by thousands of entrepreneurs, executives and managers, small and home business owners, salespeople, inventors, consultants, public speakers and yes, magicians, worldwide.

To get valuable information that you can use, go directly to the source: http://kennedysite.com/at.cgi/randan

And here are a couple of resources in a category of their own: Joe Vitale You met Joe earlier on in this book. My respect for Joe is HUGE, and you really need to discover what he has to offer, and sooner than later. Visit Joe at: http://hop.clickbank.net/?milmag/outrageous

Rex Sikes Rex offers some great communication tools that you will find useful. He is an expert in the field of NLP and is one of us (entertainer). Get his free report and check out the articles and offers on his site: http://www.idea-seminars.com

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BOOKS The prices listed are roughly what they were when I last checked at Amazon. ACTING “Acting is; living truthfully under imaginary circumstances” Sanford Meisner

Auditioning When it comes to getting work as an actor, your auditioning skills are far more important than your acting skills and talent. This explains why you see many poor actors on the screen and tube. Auditioning is a process that can be frustrating, but is the cornerstone of the industry. The first book on this list, by Michael Shurleff, is by far my all time favorite on the subject. Audition, Michael Shurleff, $12. Audition Book For Young Actors, Jane Lapotaire, $15 The Actor's Audition, David Black, Eli Wallach, $12 The Audition Handbook, Ed Hooks, 1996: $15 The Auditioning Process, Bob Funk, $9 Getting The Part, Judith Searle, $16

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Hot Tips For Cold Readings, Nina Finburgh, Anne McArthur, $8 How To Audition For TV, Movies..., Gordon Hunt, $13 How To Audition For TV And Movies, Fred Spector, $12 Next: An Actor's Guide To Auditions, Ellie Kanner, Paul Bens, $17

Monologues A monologue is often what you present at an audition for an agent or for theatre work. It is rarely required for television and film auditions. You present your monologue solo, although you are often interacting with an imaginary person or people. Avoid selecting well-known pieces as other actors often overdo them and the auditor will both be sick of hearing it and will compare you to the original actor. 222 Monologues: 2 Minutes & Under, Jocelyn A. Beard, $20 50 Great Monologues, Bill Majeski, $12 An Actor's Audition Speeches, Jean Marlow (Editor), $12 An Actresses' Audition Speeches, Jean Marlow (Editor), $10 Call Back: Monologues For Men & Women, Colleen Mogil, $8 Classic Audition Speeches For Men, Jean Marlow, $9

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Classic Audition Speeches For Women, Jean Marlow, $9 Fifty Seven Original Auditions, Eddie Lawrence, $12 The Monologue Workshop, Jack Poggi, $12 Monologues From Literature, Marisa Smith, $9

Acting Instruction General A Challenge For The Actor, Uta Hagen, $19 Acting Equals Life, Michael Kearns, $14 Acting: The First Six Lessons, Richard Boleslavsky, $13 Acting: Thought Into Action, Kurt Daw, Rosemary Ingham, $17 Acting Truths And Fictions, Lawrence Parke, $24 An Actor's Handbook, Ellen Taft, 1997, $20 An Actor's Handbook: An Alphabetical..., Sergeevich, $15 Actors On Acting, Toby Cole (Editor), $14 All About Method Acting, Ned Manderino, $10 Basic Acting, Sabin R. Epstein, $50 Encyclopedia Of Acting Techniques, $20 Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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Free To Act, Mira Felner, Michael D. Hinshaw, $37 Introduction To Acting, Stanley Kahan, $49 Introduction To Acting, Stanley Kahan, Kenneth W. Rugg, $69 Sanford Meisner on Acting, Sanford Meisner, $10 Building Characters Building A Character, Constantine Stanislavski, $17 In And Out Of Character, Basil Rathbone, $12 Let The Part Play You, Anita Jesse, $14 Stage Movement Acting And Stage Movements, White, Marguerite Battye, $12 The Articulate Body, Anne Dennis, $16 The Expressive Body, David Alberts, $16 TYPES OF ACTING Comedies Comedy Improvisation: Techniques For Actors, Horn, $12 Commedia Dell'Arte, John Rudlin, $18 The Craft Of Comedy, Athene Seyler, $15 Improv: An Actor's Handbook, Greg Atkins, $12 Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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Improv Comedy, Andy Goldberg, $12 Improve With Improv, Brie Jones, $12 Improvisation Starters, Philip Bernardi, $12 Dialects American Dialects: An Actor's Manual, Lewis Herman, $17 Dialect Monologues Vol 1.1, Roy Karshner, $15 Foreign Dialects: An Actor's Manual, Lewis Herman, $20 Dramas Drama Improvised, Kenneth Pickering, $12 Drama Worlds: Framework For Drama, Cecily O'Neill, $24 Improvisation In Creative Drama, Betty Keller, $11 Improvisation In Drama, Anthony Frost, Ralph Yarrow, $40 Shakespeare I graduated from William Davis’s (the Cancer Man on X-Files) fulltime acting school in 1999. Our final project was “A Midsummer’s Night Dream’, in which I played, Bottom (the Ass). Talk about type casting! Acting In Shakespearean Comedy, VHS, Janet Suzman, $40 Acting With Shakespeare Janet Suzman, $11 Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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Classical Acting, Malcolm Morrisom, $18 Free Shakespeare John Russell Brown, $11 Free Shakespeare’s Voice, Kristin Linklater, $12 Playing Bits & Parts In Shakespeare, M. M. Mahood, $30 Shakespeare & The Actor, Meredith Anne Skura, $18 Careers in Acting/Directing/Film These books will provide useful pointers on the business of acting. They will also help you understand the all important industry etiquette. Acting As A Business, Brian O'Neil, $13 Acting Professionally, Robert Cohen, $13 The Backstage Handbook: Who To Contact, Sherry Eaker, $16 Careers For The Stage Struck, Lucia Mauro, $8 Career Management For The Actor, Terrance Hines, $13 Careers Without College, Kathryn A. Quinlan, $14 Creating A Complete Career, Rosary H. O'Neill, $20 First Steps Towards An Acting Career, Rideout, Dench, $15 From Agent To Actor, Adgar Small, Edgar Small, $12

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How To Be A Working Actor, Mari Lyn Henry, $16 How To Become A Working Actor, Susan Wright, $9 How To Market Yourself As An Actor, Andrew Reilly, $16 How To Sell Yourself As An Actor, K Callan, 1996: $15 Glam Scam: Avoiding The Casting Couch, Erik Joseph, $12 A Guide To Breaking Into Show Business, Terry Chayefsky, $13 It Would Be So Nice If You Weren't Here, Charles Grodin, $12 Launching Your Child In Show Biz, Dick Van Patten, $14 Successful Careers In LA, Judy Kerr, $16 Movie Extra's Guide Book, Cullen Chambers, $16

Directing Directors In Rehearsal: A Hidden World, Susan Letzler Cole, $20 Directing Fights, J. Allen Suddeth, $32 Fight Directing, William Hobbs, $13

City References/ Agencies Career Guide To Competitive Acting, Brian O'Neil, $12 Hollywood: The City Source Book, Michael Saint Nicholas, $15 Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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LA: Get The Agent You Need, K. Callan, $15 The Los Angeles Agent Book, K. Callan, $13 Stardom On A Shoestring, Hugh Lampman, $19 Where To Live: The City Source Book, Andrea Wolper, $14

PUBLIC SPEAKING The Audience, the Message, the Speaker, John Hasling, $12 The Complete Idiot's Guide to Speaking in Public, Rozakis, $14 Do's and Taboos of Public Speaking, Roger E. Axtell $14 Elements of Audience Analysis, Jan Youga, $15 The Elements of Speechwriting and Public Speaking, Cook, $10 Public Speaking for Dummies, Malcolm Kushner, $10 The Public Speaking Handbook, Susan Benjamin, $9 Making Money With Public Speaking How to Make a Fortune from Public Speaking, Dr Anthony, $4 Money Talks: How to Make a Million As a Speaker, Weiss, $12. Money Talks: How to Make a Million As a Speaker, Weiss, $22 Speak and Grow Rich, Dottie Walters, $17

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Speaking for Profit and Pleasure, William D. Thompson, $10 Fear of Public Speaking Never Be Nervous Again, Dorothy Sarnoff, $22 Public Speaking Anxiety, Todd Thomas, $8 The Princeton Review Speak Smart, Julian Fleisher, $12 Talking With Confidence for the Painfully Shy, Don Gabor, $10

The Art of Persuasion Advocacy and Opposition: An Introduction to Argumentation, Karyn Charles Rybacki, $50. Aldus Persuasion for the Macintosh, Karen Brown, $27 Essential Strategies of Argument, Stuart Hirschberg, $33 Guerrilla Persuasion: Mastering Effective Business Presentations, Don Pfarrer, $12 Perspectives on Argument, Nancy V. Wood, $35 Speakers: How You Can Motivate, Captivate, and Persuade, Lilly Walters, $12 Speaking to Persuade, Breaden, $33

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Quotes For Public Speaker 3,500 Good Quotes for Speakers, Gerald F. Lieberman, $7 And I Quote: The Definitive Collection of Quotes, Ashton Applewhite, $19 The Little Giant Encyclopedia of Toasts & Quotes, Jane Johnson (Editor), $8 Jokes For Public Speakers 1001 Humorous Illustrations for Public Speaking, Michael Hodgin, $11 1001 More Humorous Illustrations for Public Speaking, Michael Hodgin, $13 2000 Sure Fire Jokes for Speakers and Writers, Robert Orben, $8 2100 Laughs for All Occasions, Robert Orben, $8 3,500 Good Jokes for Speakers, Jerry Lieberman, $7 Braude's Treasury of Wit and Humor, Jacob M. Braude, $28 A Funny Thing Happened on the Way to the Boardroom, Michael Iapoce, $15 Business Humor: Jokes & How to Deliver Them, Gene Perret, $9 Encyclopedia of School Humor, P. Susan Mamchak, $30

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Mitch Murray's One-Liners for Business, Mitch Murray, $21 Mitch Murray's One-Liners for Speeches, Mitch Murray, $11 One Thousand Tips and Quips for Speakers and Toastmasters, Herbert Prochow, $7 Podium Humor: Treasury of Humorous Stories, James Humes, $9 Stories, Anecdotes, and Humor for Speakers, Gaukroger, $8 The History Of Public Speaking The Best of America's Commencement Speeches, Andrew Albanese, $16 Great American Women's Speeches, Various Authors, $9 The Penguin Book of Historic Speeches, Brian MacArthur, $12 The Penguin Book of Twentieth-Century Speeches, Brian MacArthur, $16 A New History of Classical Rhetoric, George Kennedy, $20

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COMEDY Stand-Up How To Be A Stand-Up Comic, Richard Belzer, $9 How To Be A Working Stand Up Comic, Dave Schwensen, $14 Stand Up! On Being A Comedian, Oliver Double, $26 Stand-Up Comedy, Judy Carter, $12 Successful Stand Up Comedy, Gene Perret, $12 Improv Learning to think on the ‘fly’ without a script and during unexpected occurrences is an essential skill to develop for entertainers of all types. Comedy Improv: Exercises For Actors, Delton T. Horn, $12 Improv Comedy, Andy Goldberg, $12 The Improv Theatre & American Comedy, Janet Coleman, $18 Truth In Comedy, Charna Halpern, $14

The History of Comedy We can learn a lot from history. Serious students of comedy should do some study in this area. Laughing In The Dark, Laurie Stone, $25 The Laugh Makers, Robert A. Stebbins, $40

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Stand & Deliver: Inside Canadian Comedy, Andrew Clark, $30 Woman And Laughter, Frances Gray, $36 Zen & The Art Of Stand-Up, Jay Sankey, $15 Zen & The Art Of Stand-Up, Jay Sankey, $75 (Special Release)

Stand-Up Comedy Workbooks These books will assist you in writing comedy for your act. This skill is also useful to entertainers of all types. Comedy Writing Secrets, Melvin Helitzer, $15 Comedy Writing: Step By Step, Gene Perret, $10 The Comedy Writing Workbook, Gene Perret, $25 Stand-Up Comedy, Judy Carter, $12 Sandi C. Shores: Workbook, Sandi Shore, $70 The Comic Toolbox, John Vorhaus, $12

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Joke Books General

Jokes & Riddles

Audio books

Lawyers & Criminals

Business

Limericks

Cat & Dogs

Love, Sex & Marriage

Comedy

Parodies

Computers & Internet

Political

Cooking

Puns & Wordplay

Doctors & Medicine

Rural Life

Essays

Satire, General

Fiction

Science & Scientists

For Kids: General

Self-Help & Psychology

For Kids: Jokes

Sports

Humorous Verse

Theories of Humor

Hunting & Fishing

Urban Legends

MAGIC - JUGGLING- MIME-CLOWNING Of course, the magic book recommendations are far from a complete listing of the many great books available. These are simply ones that are readily available to the mass market and are therefore reasonably priced. Many may be more appropriate for you to give as gifts or recommend to non-professional magicians. Among this list, however, there are a few classics like, Modern Coin Magic, and history books that that you should own and can learn from.

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Children's Magic Children's Magic Kit: 16 Easy-To-Do Tricks, Karl Fulves, $5 Magic Secrets (I Can Read Book), Rose Wyler, $3 A Magician (I Want to Be Series), Ivan Bulloch, $6 Magic For Beginners 101 Easy-To-Do Magic Tricks, Bill Tarr, $8 Abra-Ca-Dazzle: Easy Magic Tricks, Ray Broekel, School & Library Binding, $15 Blackstone's Tricks Anyone Can Do, Harry Blackstone, $15 A Book of Magic for Young Magicians, Allan Zola Kronzek, $4 The Complete Idiot's Guide to Magic Tricks, Tom Ogden, $16 Magic for Dummies (For Dummies), David Pogue, $16 Training With Magic!: 53 Simple Magic Tricks, Ed Rose, $16 World's Best Magic Tricks, Charles Barry Townsend, $5 Coin Tricks Modern Coin Magic, J. B. Bobo, $8 Self-Working Coin Magic, Karl Fulves, $5 World's Best Coin Tricks, Bob Longe, $5

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General Magic 101 Classic Magic Tricks, Guy Frederick, Jason Hurst, $5 Art of Magic, T. Nelson Downs, PB, $8 Big Book of Magic Tricks, Karl Fulves, $8 Book of Magic Tricks, Heddle R, $8 Hocus Pocus! (Secret World of Alex MacK), Joseph Locke, $4 The Magic Handbook, Peter Eldin, $8 The Magic of Micah Lasher, Micah Lasher, $12 The Most Excellent Book of How to Be a Magician, Peter Eldin, $6 The New Magician's Manual, Walter Brown Gibson, $9 Math/Science Magic The Magical Math Book, Bob Longe, $5 The Magical Math Book, Bob Longe, HC, $15 Math-A-Magic: Tricks for Magicians, Laurence B. White, $4 Mathematics, Magic and Mystery, Martin Gardner, $5 Science Magic: Martin Gardner's Tricks & Puzzles, Martin Gardner, $12 Science Magic Tricks, Nathan Shalit, $4

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Card Tricks 101 Amazing Card Tricks, Bob Longe, $5 Annemann's Card Magic: Unabridged Version, Theodore Annemann, $6 Card Magic for Amateurs and Professionals, William Simon, $7 Card Manipulations, Jean Hugard, $6 Card Tricks, M. Ross, $3 Encyclopedia of Card Tricks, Jean Hugard, $8 Charles Jordan's Best Card Tricks, Karl Fulves, $7 More Card Manipulations, Jean Hugard, $6 More Self-Working Card Tricks, Karl Fulves, $5 My Best Book of Card Tricks, John Cornelius, $14 The History of Magic Houdini's History of Magic in Boston, H.J. Moulton, $35.00. The Illustrated History of Magic, Milbourne Christopher, $15 Magic: A Picture History, Milbourne Christopher, $15 Magic and Magicians (The Unexplained), Mike Burgess, $14 Net of Magic: Wonders and Deceptions in India , Lee Siegel, $25

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Juggling Hotshots Juggling (Hotshots Series), Clive Gifford, $3 A Juggler (I Want to Be Series), Ivan Bulloch, $6 The Juggler, John Morressy, $11 Juggling (How to Make Series), Clive Gifford, $7 Juggling Step-By-Step, Bobby Besmehn, $7 Juggling with Jeremy, Chris D'Lacey, $5 The Most Excellent Book of How to Be a Juggler, Mitch Mitchelson, $6 Mime Beyond the Word: The World of Mime, Stefan Niedzialkowski, $13 From Mime to Sign, Gilbert C. Eastman, $28 Mime: Basics for Beginners, Cindie Straub, $22 The Mime Book, Claude Kipnis, $12 The Mime, Speaking: Poems, Thomas Gardner, $15 Mime Ministry, Susan K. Toomey, $11 Mime Spoken Here: A Guide to a Personal Style, Tony Montanaro, $20

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Mime Spoken Here; The Performer's Portable Workshop, Tony Montanaro, $35 Mime Time: 45 Complete Routines for Everyone, Happy Jack Feder, $11 Talking About Mime: An Illustrated Guide, David Alberts, $15 Clowning Be A Clown! - The Complete Guide to Instant Clowning, Turk Pipkin, $8 A Clown (I Want to Be Series), Ivan Bulloch, $5 A Clown (I Want to Be Series), Ivan Bulloch, $10 Fool of the Kingdom: How to Be an Effective Clown Minister, Philip D. Noble, $11 I Want to Be a Clown, Sharon S. Johnson, $4 I Want to Be a Clown (Start To Read), Sharon S. Johnson, $6 The Most Excellent Book of How to Be a Clown, Catherine Perkins, S&L: $22

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BUSINESS-SUCCESS & MARKETING BOOKS Sales and Selling Professional Services Let's Get Real - Mahan Khalsa – Excellent book if you really can’t stomach the thought of being a “sales-person”. Non-Manipulative Selling - Alessandra & Wexler- Effective approach to selling that provides a ‘breath of fresh air’ when compared to many other selling tactics. Swim with the Sharks Without Being Eaten Alive - Harvey Mackay Mackay's first book full of great stories and the "Mackay 66" system for keeping track of prospects and clients. Another great one is: Beware the Naked Man Who Offers You His Shirt. The New Conceptual Selling - Miller & Heiman - Removes a lot of the mystery about selling and gives a deeper understanding of what is going on with the buyer and the whole process in general. Excellent. Their book The New Strategic Selling is also excellent, with more focus on selling to corporations. Selling to Vito - Anthony Parinello - This is a unique book that focuses on the exact process for selling to VITO - the Very Important Top Officer. He gives details on everything from sending an initial letter to following up to closing the deal. Wow. The Power to Get In – A step-by-step system on how to “get in the door” with anyone.

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203 Ways to Be Supremely Successful in the New World of Selling John Graham - The author of Magnet Marketing provides the same keen insight and understanding to the sales process as he did with the marketing process. You will make more sales after reading this book. I'll Get Back to You - Robert Shook & Eric Yaverbaum- 105 very useful tips on how to get people to return your calls and other helpful sales tips. Just one tip could get you in for that all-important appointment. The Zen of Selling - Stan Adler - A series of 17 wise stories about various sales principles. Simply delightful, you will read it over and over again. Sales Dragon - John Scevola - It includes over 2,000 aphorisms about

life, success and selling - many based on ancient Chinese wisdom. Very inspiring. Mindworks: Unlock the Promise Within: NLP Tools for Building a Better Life - Anne Linden - A book about communication that explains NLP in an easy-to-follow style with great examples and insights. Excellent. Stop Selling - Start Partnering - Larry Wilson - This book will help you to stop seeing selling as a collection of techniques and start to see it as a long-term relationship.

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The One Minute Salesperson - Spencer Johnson and Larry Wilson This little book distills some of the most important selling concepts and principles and is a must-read. Sales and Persuasion Psychology Influence - The Psychology of Persuasion - Robert Cialdini - This may be one of the most important books you can read related to selling. It offers incredible insight on how persuasion works. You will apply these concepts to your business and increase the response to your marketing, obtain more sales and build customer loyalty. The Tipping Point - Malcom Gladwell - Fun to read and will help you understand persuasion as it applies to marketing. Earning What You're Worth? The Psychology of Sales Reluctance Dudley and Goodson This book will be good for you if you tend to avoid selling and marketing activities. Outlines both the causes and cures for sales reluctance in a most compelling manner. Very insightful.

Books on Positioning Your Services Rapid Response Marketing - Geoff Ayling – An excellent book that really gets to the heart of creating compelling marketing messages that get attention, interest and action. A must-read. Nichecraft - Susan Falkenstein – This book will certainly help you promote your services.

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Positioning: The Battle for Your Mind - Al Ries and Jack Trout - A marketing classic. I also recommend other Ries and Trout Books following and Trout's "New Positioning." All strongly recommended to the serious marketer. Marketing Warfare Bottom-Up Marketing 22 Immutable Laws of Marketing The New Positioning FOCUS - The Future of Your Company Depends Upon It Brochures and Sales Letters The Independent Consultant's Brochure and Letter Handbook Herman Holtz has put together a concise and full of useful, hands-on tips and techniques for putting together brochures, marketing materials and sales letters. Also includes lessons on proposals, newsletters, press releases and graphics. Sales Letters That Sizzle - Herschel Gordon Lewis – A must-have book that you will reference every time you write a sales letter. Pricing Million Dollar Consulting - Alan Weiss – If you do consulting, you will immediately give yourself a raise as soon as you finish this book. Money Talks - Alan Weiss – This book focuses on making money as a speaker. Great insight and practical useful tips you will use right away. Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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Copywriting Cash Copy - Jeffrey Lant - An incredible book that will teach you to write copy that gets attention and generates sales. Tested Advertising Methods - John Caples - A classics of advertising. Along with How to Make Your Advertising Make Money (a later book which is very similar), Caples lays out the principles and techniques of what it takes to get people to respond to advertising. Just the chapter on headlines alone (30 pages long!) is worth the price of the book. How to Write a Good Advertisement - Victor O. Schwab - Another classic book on advertising and copywriting with gems of marketing wisdom throughout. Service Business Marketing Marketing Your Services - Anthony Putman - This is a "must have" book if you want to attract new clients. It is the real deal with nothing left out. The Invisible Touch - Harry Beckwith - Beckwith's second book is just as good as the first (below). A quick read full of insights that apply to any business. Selling the Invisible - Harry Beckwith – Fun to read and very valuable information.

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How to Get Clients - Jeff Slutsky – Anything written by Slutsky is great. Also, check out Streetsmart Marketing. If you can find any of his out of print work, grab it. Selling Your Services - Robert Bly - An excellent how-to for anyone selling services.

He has written other excellent marketing books

including The Copywriter's Handbook and Business to Business Direct Marketing. Rain Making - Ford Harding - An excellent book on marketing, networking, speaking, the media, writing and publishing. A useful read. Networking Endless Referrals - Bob Berg - Lots of great tips and techniques that anyone can use. Dig Your Well Before You're Thirsty - Harvey Mackay - Mackay's latest book's subhead is "The Only Networking Book You'll Ever Need." Not sure if I agree with that, but it is fantastic. Power Networking - Donna Fisher and Sandy Vilas - 55 strategies on getting known and building referrals. Goes deep into the service and relationship aspect of building your business by word-of-mouth. A lot to think about and tons of great tips you can use.

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Secrets of Savvy Networking - Susan RoAne - Also the Author of "How to Work a Room," Lots of how-to's and tips on getting an edge in business by developing long-term relationships. The World's Best Known Marketing Secret - Ivan Misner – An excellent model for developing word-of-mouth advertising. Endless Prospects - Richard Weylman - Great information in an easyto-read format. Direct Marketing/Advertising Secret Formulas of the Wizard of Ads - Roy H. Williams - Pearls of wisdom about what it takes to persuade people to do business with you. Being Direct - Lester Wunderman – This is an autobiographical story of Wunderman's life in direct marketing from the '30's to the present day. He is credited for direct marketing success stories such as the Columbia Record Club, American Express and Ford. Ogilvy on Advertising - David Ogilvy - A classic that is full of illustrations and examples that will give you a lot of valuable ideas. Another valuable book is his biography, Confessions of an Advertising Man that is out of print but worth looking for. Advertising Secrets of the written Word - Joseph Sugarman Sugarman made a fortune selling gadgets through direct mail. He wrote all the copy and shares his secrets here.

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Hey, Whipple, Squeeze This - a Guide to Creating Great Ads - Luke Sullivan – Definitely a fun and entertaining book to read.

I am

recommending it with the caveat that the information will likely not apply directly to the magic business but is inspiring and you will enjoy it. General Marketing Strategy Getting Everything You Can Out of All You've Got - Jay Abraham – He is the Gurus, Guru of Marketing who has sold books that cost as much as $750. The lowest price of any Jay Abraham materials you'll find anywhere and a bargain at ten times the price of this book. Permission Marketing - Seth Godin - Tons of great examples for marketers large and small, both online and off. Excellent! The New Magnet Marketing - John Graham - A good general book on marketing for small to medium-sized businesses. Well worth reading. No More Cold Calls - Jeffrey Lant - Lant is a marketing genius for small businesses. This massive (675 pgs.) book is filled with more ideas than you'll be able to implement in years. Marketing Without Advertising - Michael Phillips & Salli Rasberry – You will learn how to generate a constant stream of referrals without spending any money on advertising. Originally published in 1986 and just released in a new edition.

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The New Maxi-Marketing - Stan Rapp and Thomas Collins - One of the best books on corporate marketing. Their other books are also worth checking out: Maxi Marketing, Beyond Maxi Marketing and Send 'Em One White Sock. The One to One Future - Peppers and Rogers - A compelling book about

using

information

technology

to

customize

marketing

campaigns so that you are literally marketing to individuals but on a mass basis. Not a must-have but you will benefit from reading it. Marketing "Tips" Books Getting Business to Come to You - Edwards, Edwards & Clampitt Douglas – 686 pages of exceptional, detailed information on every aspect of marketing. Other excellent books include: Secrets of Self Employment and Teaming Up. 1001 Ways to Market Your Service - Rick Crandall - Another encyclopedia of small business marketing ideas. Fantastic. Marketing Your Services - for people who HATE to sell - Rick Crandall There is something in this book for every small business marketer. Other good marketing books are:

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Marketing for People Not in Marketing. Celebrate Marketing Celebrate Selling Guerrilla Marketing - Jay Conrad Levinson - This is his original book, where he emphasizes low-cost, close-to-the customer tactics for getting attention and getting sales. His other books are also highly regarded and include: GM Attack, GM Weapons, GM Excellence, The GM Handbook, Guerrilla Trade Show Selling, Guerrilla Marketing Online , Guerrilla Selling, GM for the Home-Based Businesses GM Online Weapons GM with Technology 301 Do-It-Yourself Marketing Ideas - Sam Decker – Innovative and under priced. 101 Ways to Promote Yourself - Raleigh Pinskey - Another inexpensive book with tons of good, solid ideas on marketing for small businesses. Well organized with resources listed after each technique for more in-depth information.

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Marketing through Speaking Marketing with Speeches and Seminars - Miriam Otte - This book is a must have if you want to succeed at attracting new clients with speeches and seminars. Marketing With Letters The Ultimate Sales Letter - Daniel Kennedy - Covers everything about what to put in sales letters, how to write them and how to design an effective mailing campaign. Customer Service Raving Fans - Ken Blanchard - Blanchard is excellent at providing examples that drive home the point. He teaches you that by going beyond good service you will find your most powerful marketing tool. Practical techniques that you will profit from using. The Pursuit of WOW - Tom Peters – I highly recommended this book if you are serious about providing excellent customer service. Entrepreneurship Growing a Business - Paul Hawken - Anecdotes and timeless principles that are excellent. Pour Your Heart Into It - Howard Schultz – Covers a lot of ground and is truly inspiring and useful. Absolutely wonderful.

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The E Myth Revisited by Michael Gerber is what inspired me to "work on my business - not in it" and create systems to automate my business. If you have staff, also read The E-Myth Manager. Visionary Business - Marc Allen - Told in the form of a story of a struggling business owner and his wise mentor, the narrative covers the essential principles of business success from goal setting and planning to core beliefs and higher purpose. Influenced by New Age thought, this is a fun, inspiring and practical book. Motivation/Success Play to Win! - Larry Wilson, Hersch Wilson - A beautifully designed book that distills the fundamentals of success and fulfillment into an easy to understand and follow philosophy. How to Be a Star at Work - Robert Kelley - Hard to put down, it relates the key factors in keeping ahead of the pack, whether you're self employed or working for someone else. How to Win Friends and Influence People – Dale Carnegie – If you don’t own this book, do not pass go, do not collect $200, just get it now.

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Learn how to become a highly paid Speaker at: http://www.speakermagic.com

Discover how to own you own entertainment agency at: http://www.synergytalent.com

Profit from your own corporate gift company at: http://www.synergycorporategifts.com

Learn Insider Secrets of Internet Marketing at: http://marketingmagician.com

Accelerate your Business and Personal Success at: http://magicianmarketing.com

To send your much-appreciated testimonial for this course: mailto:[email protected]

To be kept up to date on new information and opportunities, be sure to sign up at some point my free e-newsletter. Just send a blank email: [email protected]

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Conclusion

I hope you have enjoyed this book.

(Back to Index)

It is full of information and

resources that can really make a difference in your career. Be sure to use and profit from them.

So, where will you go from here?

Will you implement some of the ideas that were presented to you in the book?

Will you utilize the resources? Make some new contacts?

Put more effort into planning?

Go out of your way to create a "wow" experience for your clients and your audiences? Or,

Will you just feel inspired for a few weeks and then keep doing exactly what you were doing?

Perhaps, you were doing just fine. Great. Please keep in mind that many very successful entertainers have implemented practices contained in this book, with great results.

Perhaps you are a very successful entertainer already. Remember what Ray Kroc said about learning: Copyright © 2002 Randy Charach and Synergy Promotions, Inc. All Rights Reserved

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"When you're green you grow, when you're ripe you rot".

Personally, I am in a constant state of "green". And proud of it!

The wealthiest and most intelligent people I know are the most willing to listen to other viewpoints, take risks, and try new things.

Okay, so go for it. Don't be lazy or closed minded. Pick something from the book to implement each week. I suggest you start with what is least appealing to you. This technique of indulging in that which you do not "like" holds incredible power. You can only understand this by trying it yourself. Try it, the results are awesome!

Our relationship does not have to end here. Take some time now and explore the other offerings I have set up specifically to help entertainers expand and grow in show BUSINESS.

Take advantage of these unique opportunities and prosper. I look forward to speaking with you, or meeting you soon!

P.S. Recoup your investment in this book and start your own new stream of income at:http://www.millionairemagician.com/partners.htm

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