This is a vital question you must answer for your business. It's also the question on the mind of people when they call you to book your services. In the back of their minds they are wondering, "why should I pay this person as opposed to somebody else"? You must answer this question or they will hire somebody else.
I focus on the memories my programs create. I guarantee that my programs will create positive memories that will last a long time. I can back this statement up by showing prospective customers my long list of testimonials. Many of these testimonials talk about the positive memories and just how much my past customers enjoyed my programs. I also feature clients in my testimonials. Clients are customers that have booked my services over a long period of time. This is huge when somebody wants to book you because they know if people are having you back over and over again... you must be good! The more clients you can feature, the stronger your position will be in their eyes.
It's time to decide what makes you so special, it must be something special that pertains to you. General statements likes, "I'm good" just will not cut it here. Anybody can say they are good but very few can prove they are. You must decide what specifically makes you so good. For example, I'm good because so many other people say so... this is where you would point them to your testimonials page. People are impressed when others say your good, not when you say your good!!! Make sure that any statement like "I'm good" can be backed up by others saying it and not just you.
I'm good is way to general of a statement anyway. You must explain to them why you are good. Your good because:
- So many others say so (your testimonials had better back you up here)
- Your publicity says so (newspaper articles, news clips, etc)
- The demand for your services is so high (sharing your schedule of public shows can be powerful here). People will assume your good if you are performing a lot of shows.
You get the idea... proving your statements is crucial to creating your public image. Your public image is crucial to getting booked. Getting booked is crucial to to your ability to make money as a performer.
You must realize that you are selling yourself. Performers are a dime a dozen. You must separate yourself from the pack. people need to be able to see all the benefits of hiring you as opposed to somebody else. You must create a mental picture of a successful show in their minds. They must be able to see their group laughing and enjoying themselves. They need to be able to picture the "gasps" of astonishment as you perform. They need to picture everyone thanking them for hiring you... This is important, making them look good is your #1 priority. They have taken a leap of faith by hiring you in the first place... You must reward them by exceeding their expectations. Nobody wants to make a mistake when it's their job to hire some entertainment, make sure they did not make a mistake by hiring you!!!
Let me show you what I mean, imagine your hiring entertainment for your first child's birthday party. The whole family is there because this is your first child, it's a big hairy deal. Everyone is there, I mean everyone. The refreshments were great, the cake was a work of art. Everybody is having a fantastic time. Now it's time for the entertainment. The magician enters, all eyes are on him or her. Expectation at this point could not be higher. Now, just image that what happens next could be categorized as perhaps the worst performance you or any of your guest have ever witnessed! I'm talking about epic meltdown proportions here folks. At the end of what seemed like an eternity the show finally is over. Not only are you embarrassed but your guest are embarrassed. Imagine, as your guest leave they say things like, great party, except for that magician!. It puts a sour note on what was suppose to to be a perfect day.
The above is just what is going on inside the event planners mind when they are talking to you on the phone about hiring you. Nobody wants to look like a fool!. Your first job is to convince them that you are worth hiring at all. You must erase this image of an awful event and replace it with a mental picture of the best event ever. This is tough, many people have been burned by bad performers in the past that told them, they were good (remember, we discussed this earlier).
Below are examples of testimonials on my website that help people see the positive experience they will have when the book entertainment from me. Notice how they create a positive mental picture for the event planner, in this case birthday party moms.
"I loved watching the children erupt into laughter at the antics of Dave & Kathleen Jeffers. The children were thrilled to be a part of the magic. Young and old alike were entertained."
Linda Bucher - Birthday party mom
" The show was money well spent. I had no idea how a group of 20 four year olds would react. They were completely engaged from start to finish, their reactions were priceless. I have recommended you to many friends".
Adrienne Romanowski - Birthday party mom
"David Jeffers is an excellent magician and entertainer. I had 16 five year olds at my daughters birthday party and they loved it. The show was so age appropriate and entertaining that I think they would have watched all over again. The face painting was also a huge hit To my surprise the adults enjoyed it as much as the kids."
Jill MacSwan - Birthday party mom
"My daughter's magical 6th birthday party was a huge success, thanks to your show. It was the perfect length of time filled with laughs and entertainment. My daughter thought you were hysterical. The live bunny rabbit was a real crowd pleaser as well. We would gladly hire Dave again."
Lauren Panaro - Birthday party mom
" I just want to send you a "thank you", my daughter Emily really enjoyed her party as did her friends. They even talked about it at school all the next day . Thanks for a great time."
Carol Renner - Birthday party mom
Some of you may be thinking, but Dave I don't have any testimonials yet, I'm new at this. That's OK you have two choices here.
- perform some free shows for relatives or friends (get testimonials afterwards)
- perform some discounted shows (get testimonials afterwards)
Remember the rule of good
Telling people that you are good, is no good! You must instead show them your good by what others say about you. With out this your just a boastful bag of wind as far as the
customer is concerned.
