Do You Know How to Pivot?

Pivoting may be one of the most useful skills a professional magician can have. This is step four in our 5 Steps to Success series.

When I first learned another iteration of this system, step four was called “test, monitor, and adjust.” That’s kind of clunky but accurate.

After you take action, you gotta check on your progress and adjust as you go. Rarely will everything you put into place go perfectly.

After the pandemic hit, I started noticing the term ‘pivoting’ being used a lot. It’s something I’ve been doing in my magic business since day one.

Adjusting your approach can mean a lot of things. It could mean you take out that trick that no one reacts to in your show. Quite frankly, if you aren’t listening to your audiences and making adjustments, you aren’t much of a magician in my opinion.

Magic is performance art, and if the audience doesn’t enjoy what you offer them, there’s not much reason for doing it at all. Of course, every performer is free to do what they want. I’ve heard stories for decades about controversial comedian Andy Kaufman. Apparently one of his big goals was to make his audiences uncomfortable.

For the life of me, I cannot fathom why a performance artist would want to do that. Oh sure, if you’re performing a recreation of a séance, the audience knows what they are in for when they sit down. They’re looking for the same kind of thrill as passengers on a roller coaster.

But at the end of the day, most of us are there to entertain our audiences. So, listen to your audiences’ reactions and adjust your show accordingly.

Pivoting does not apply only to performing. In business, there will be a lot of adjustments.

Have you ever heard of the 80/20 rule? Without going into great depth, it’s a phenomenon where 80 percent of our results come from 20 percent of our efforts.

I first learned of this concept in the late 1990s. It was interesting to learn about. Then I quickly noticed it in my own business.

When I started performing professionally, I was doing a lot to promote myself. I was advertising in the yellow pages of the telephone book. I had ads in local parenting magazines. And a bunch of other things I frankly can’t remember right now.

But when I looked at where my gigs were coming from, I found most were coming from the parenting magazine. So, I pulled back on my spending in the other areas and increased the size of my ads in the parenting magazine. Not surprisingly, my income went up.

Years later, when I had moved to Niagara Falls and had gone full time, I was performing in practically every market imaginable. Birthdays. Corporate holiday parties. Family picnics. Daycares. Schools. Even the occasional trade show.

Pretty soon I realized most of my income (and quite frankly my enjoyment) was coming from schools. So, I concentrated my efforts on that niche.

My income spiked dramatically over the next few years.

Now, a bit of commentary.

If you look at your own numbers, you may not see an exact 80/20 split. While “The 80/20 Rule” is shorthand for this phenomenon, splits of 90/10 and other combinations are possible. The point is, you’ll see it if you have tried several marketing methods to build your magic career.

I’m also not suggesting cutting the other avenues out completely. I have a big belief in the “table leg theory” of a successful business.

The more table legs you have supporting a table, the more secure and stable that tabletop is. It’s the same in business. If you have everything tied into one avenue of income, you’re dependent on that one avenue remaining stable.

When the pandemic hit, I (like most magicians) saw my income drop 90% overnight. But after the initial shock wore off, I pivoted.

Like many magicians, I started offering virtual shows. But I had other skills I could rely on for income. I jumped back into hypnotherapy temporarily. And I dove headfirst back into my lifelong love of writing.

Look at step four in our success formula as a cautionary exercise of always keeping your eye on what’s going on around you. Now obviously no one could have predicted a global pandemic.

But on a smaller scale, I always laugh when I see businesses of any kind holding onto their old ways of marketing. Many do it because they don’t know any better. Others do it out of stubbornness.

In Niagara Falls, our most recent phone books just came out. I think the entire book was about a quarter of an inch thick. And the businesses still advertising in the yellow pages are the same ones I saw advertising there 20 years ago when I jumped in the first time all those years ago.

I can only assume these business owners don’t bother to track where their business comes from.

I also have not advertised in the local parenting magazines in over 15 years. Yet I still see an ad, the same ad, for a clown who has been in there since I first moved to this area. For the life of me, I can’t imagine why. The magazine doesn’t work anymore to generate leads.

How do I know?

About 10 years ago, I jumped back into the magazine to book some local birthday parties. I was tired of being on the road traveling to multiple states. I figured I could get back into local birthday parties. And back when I was advertising in the parenting magazine years prior, the ad resulted in several calls each month.

When I jumped back in years later, the results were abysmal. Everything had moved online. Truthfully, I had anticipated this. But I decided to try anyway because I wanted to be wrong.

But I hedged my bets.

Rather than signing a one-year contract like the magazine wanted, I went with a three-month plan. When the numbers showed it was no longer viable, I bailed on the magazine.

Amusingly, the reps tried talking me out of bailing. They said something like “Well, you gotta let it build. To establish your visibility for several months.”

But I knew they were full of it. Back when I advertised in their magazine years before, the very first month I got calls. Lots of them.

I knew with the right ad, I’d see results right away if the advertising vehicle still had any merit.

As I bring this issue to a close, my big takeaway is to know what’s happening around you. Don’t just assume things will or will not work out. Track everything. Adjust as needed.

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:

1. Grab my FREE report for professional working magicians.

“Discover The 2-Word Secret to Eliminate Your Competition & Become Your Area’s Busiest Magician:” This report reveals a strategy that almost NO magicians are using (and the ones who are don’t use it correctly). Get your free copy by clicking HERE.

2. Get my website video training for under $10:

In this 2-hour video training, I’ll reveal exactly what your website needs if you want to succeed as a professional entertainer in the 21st century. Get all the details by clicking HERE.

3. Get a complete business-building plan handed to you on a silver platter.

Not sure how to move your magic business forward? I’ll analyze your complete magic business (website, market, competition, and more) and give you a complete game plan for getting your performing business to the next level. Find out how by clicking HERE.

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.

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.

© Copyright Cris Johnson, Inc.