I love magic shops. Old timers sitting around swapping stories about the good old days. The bright colors, the mysterious boxes with rabbits painted on them, the smells; they smell exactly like book shops but these books have SECRETS.
Want to learn how to transmute copper coins into silver? Cut the head off a person (and put it back on. . .only if you want to)? Defy gravity using only the power of your will?!
With the information in those books, you can learn how to bend the very fabric of reality itself!
I had the unique experience of working in a magic shop at Universal Studios in Orlando. This was before the creation of Harry Potter World, so we were the only magic game in town.
Our tiny sales team (2 demonstrators, 1 person on register, and 1 manager) was consistently the 3rd party vendor with the highest sales numbers for the entire park.
How in the world was that possible? We were making more money than the food vendors! Do you have any idea how much a soda costs at a theme park?! (It’s a lot.)
That shouldn’t happen, so what was going on?
WHAT WE WERE DOING
It’s there that I came up with a saying that has served me well over the years and I’m going to share it with you now, but you can’t tell anyone I told you.
This is knowledge too powerful for mere mortals to wield.
Ready? Here it is:
Sell the magic, not the string.
That’s it. It’s that simple.
And now you’ve learned another secret of magic, and that is: Secrets of magic are depressingly simple.
Like, “get mad at the magician because he clearly thinks you’re an idiot for being fooled by a string,” simple.
Now, that’s not what the magician is thinking, but that’s the most common reaction people have when they’re first learning magic.
They think it’s all hidden magnets, servos, and summoning demons. While it *can* be that, magic usually looks more like cardboard and duct tape.
It’s what that cardboard and duct tape contraption can create that is important, and that’s pure magic.
That’s how we were able to make so much money; we were selling people magic, not string.
Sure, string is how it works, but what people were shelling out their cold hard cash for was that feeling of wonder & amazement.
Think about your own product or service that you’re offering people? Does it demand their attention? Does it amaze them? What dreams could your customer make reality with your product?
Don’t tell them what it is (string), tell them what they’re getting (the power to suspend the very forces of nature!).