Building Trust with Clients

“You know, I think that’s a personal record for you, RoseAnn.”

“Well,” my client said. “I’ve tried out a few other performers last year and they just don’t get the results you do. Plus people know your name, so you always draw a big crowd.”

This was a long-time library client. We are very friendly with each other.

I’ve earned a lot of goodwill through the years working with her.

This year she called me early to get on my schedule before the rush of Summer Reading Program bookings came in.

Today she booked a whopping FIVE shows for her library. ONE library.

She booked a Winter Magic show for February and then booked four dates in July.

Yup, that’s a personal best for one client.

(Yes, I know there are probably library performers reading this thinking, “That’s nothing. I’ve got library systems that book me 20 shows at a time for the summer.” Hey, let me have my moment.)

But this booking reinforced something gestating in the back of my head for the last few years.

I really LOVE library shows.

I didn’t always feel that way. I used to book library shows just to fill up my summer.

For years, I’d go through the summers with very few bookings. And I’d fret until the fall school assemblies started filling up my fourth-quarter calendar.

So I started marketing to libraries to fill in the summers.

I used to have an issue with Summer Reading Program shows. Why go to the bother of creating an entirely new show that I was only going to perform for a couple of months?

It felt like a waste of time, money, and energy.

But I no longer feel that way.

I now love that creative exercise of building a new show for the summer.

And if I’ve got a trick I haven’t performed much, the summer allows me to get a lot of flight time for the trick in a short amount of time.

That’s not the biggest reason why I love libraries, though.

The biggest reason is their dependability. Get in with a bunch of libraries, do a good job, and they’ll book you over and over.

Repeat gigs are a godsend.

If you’ve been following me for a while, you know my main market is schools. The pay is great, and the shows are fun.

But booking repeat clients can be a challenge. Many schools book through their PTA/PTO group. Those officers change each year.

Even school principals who book once are often hesitant to book the same performer again.

They sometimes feel like they should give their kids something ‘new’ each year. Despite the fact I have a whopping nine different shows to offer.

Many schools do rebook each year, but it’s hit or miss depending on the personal philosophy of the booker.

Sometimes I’m told, “Wow! That was amazing! I loved it! We will be sure to book you again…in five years after all these kids are gone.”

Yay.

Libraries? None of those troubles exist.

Here are just a few reasons why I love libraries:

• The librarians (at least in my area) tend to stay out for years.

• They actively seek me out each year, so I have to do very little marketing.

• They are open to trying out new shows.

• Many libraries book multiple shows a year.

• Despite what some performers think, libraries will book you other times of the year, not just for summer.

So how do you get libraries on your side, happy and willing to book you over and over each year?

It starts with integrity. Many magicians will drop a lower-paying gig if a higher one comes along.

Not me. I’ve turned down high-dollar shows because they interfere with something already booked.

My library client, RoseAnn, told me a story the second or third time she booked me.

She’d hired a magician for a show. Dates were confirmed, contracts were signed, etc.

The night before the show, he calls my client. Tells her he is deathly ill and can’t make it to her show the next day.

However, the next evening, she turns on America’s Got Talent. This particular episode was live.

Out on the stage walked my client’s ‘deathly ill’ magician.

She never hired him again.

So, yeah, integrity.

Second tip? Don’t be a flake.

When I book a client, they go into my CRM, Mago. Once I enter their show info, with one click I set into motion their contract, reminders leading up to the show, and more.

My clients love it. They get confirmations, reminders, and more. In a sea of flaky and forgetful performers in my area, I stand out because I’m so professional.

Third tip, show your clients you ‘get’ their needs.

For libraries, each client receives a customized press release, a headshot of me, and a printable colorful flyer they can use to publicize the show.

In libraries, numbers are the name of the game. They want shows to draw in lots of guests. This directly affects how much funding they get from the government.

Even if some of my libraries don’t use my resources, they appreciate the fact that I understand their needs.

Fourth, request very little. I bring almost everything I need. Tables, sound system, you name it.

The only thing I ask for is a six- or eight-foot-long table for some of my shows. I’d say 95% of the time there is a table already in the meeting room where I’m performing anyway.

Fifth, and most obviously, do a great show. Have a beginning, middle, and end. If it’s a theme show, make sure you cover that theme thoroughly.

Every market has its own unique needs, but generally, the five tips I offered above will apply to just about any kind of show.

Above all else, remember the BUSINESS in show business.

Have a great week!

--Cris

P.S. By the way…whenever you’re ready, here are 4 ways I can help you grow your magic business to book more shows at higher fees:

 
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4. Work with me privately.

 
Need help in multiple areas? I can help you with your website, direct mail, email, or other marketing strategies. I also offer consulting services for crafting magic routines or even entire shows. Want to find out more? Shoot me an email at cris@theprofessionalmagicianclubpro.com.

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I have several professional routines, marketing courses, books, and other resources to boost your shows and make booking shows easier and more profitable. Check out my line of products HERE.

To find out more how I can help you book more shows at higher fees, click the button below to see my list of services.

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