Message to Market Match: A Conversation With A Customer

The accompanying video is rather silly, but it clearly exemplifies the problem of message to market match. For the sake of clarity let’s break down this very simple concept.

Your message is what you share with your customers to persuade them to buy your products and services. Regardless of the media used, it’s what your clients hear.

The market is your ideal client. It’s your audience. It’s the people who may have an interest in using your products and services.

If your message doesn’t match your market, you will be spinning your wheels, working much harder to make a sale than if you attracted the perfect client with your message. Matching your message to your ideal client will enable you to work much more efficiently by simplifying the sales process.

For instance, if you are a children’s magician, your ideal client would be a mom with a young child, with some disposable income to have a party. In this case, you would want to match your message to the wants and needs of a mother with a child having a birthday. You may want to advertise in a local parenting magazine to reach your ideal client, and create your advertising to speak directly to that person. You certainly wouldn’t want to advertise that you also perform at trade shows, because a birthday party mom doesn’t care. All she cares about is making sure her child has a great time.

On the other hand, if you’re a corporate magician, you want your message to speak directly to the wants and needs of corporate event planners. You certainly don’t want to include in your message that you also do bar mitzvahs, since a corporate event planner doesn’t care.

The first things you have to do is clearly define who is your target audience. Who is your ideal client? Then create a message to speak directly to that person in a language they can relate to. Use the jargon commonly used in that market to connect with your audience.

Once you’ve defined your market and can clearly convey your message, you then want to get that message in front of the right people. The best way to exemplify this is to show you an example of what not to do.

If you do a Google search for “magic tricks for sale”, you will see a bunch of ads from a bunch of different magicians. This search term is very specific, yet you will find everything from children’s party magicians, to corporate magicians, to magicians for the stars advertising in this section. The message is being wasted on the wrong market. It’s the wrong message for that particular audience. This is a message to market mismatch and only results in wasted advertising dollars.

Match your message to your ideal client and watch your sales soar!

As always, I welcome your comments.

Los Angeles Magician – Lou Serrano

Marketing For Magicians

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11 Responses to Message to Market Match: A Conversation With A Customer

  • Ronald Levy says:

    Wish you would have shown how to correct 2-3 mistakes specifically made in the cartoon. I see the mistake- I don’t see the solution. Yes, you go on to discuss it, but every math/science lesson needs a worked-out example.
    Ron

  • Lou Serrano says:

    Hi Ron,

    Thank you for taking the time to write. The cartoon wasn’t meant to be taken seriously. It was a satire. The accompanying article does have the solution and I do provide examples. I can only give so much information in the blog. If you want to get all the details to grow your business faster, easier, and more effectively, please check out The Real Secrets. It’s my marketing and business development course produced specifically for magicians. To get all the details check it out at http://www.SixFigureMagic.com .

  • Lou Serrano says:

    Hey Howard!

    The truth is I still do kid’s parties. I never turn down a gig before asking a bunch of questions first. When I first started in this business many years ago, I used to do dozens of kid’s show every year. Now I do one or two every year. If someone is willing to pay my current fee, I’m more than happy to do the show.

    It’s good to hear from you.

    Happy holidays!

    Lou

  • Jose says:

    Lou,

    that was really great. Very funny. I get those questions too. I will have to use your answers. Lol.
    Have a great holiday season.

    Magically,
    Jose Ruiz

  • Trent says:

    Lou,

    That was a riot. There is more reality than fiction in you’re video. Besides the constant clown thing and the rabbits out of hats I was once asked to dress up like spiderman. I am 6’3” and 265. Not to paint a visual but no one wants to see that. Not to mention real people have not worn top hats for eons. I would not have one near any of my shows and 99% of other magicians should not either. Your information and products are sound. I do not have them all but enough to know the information is valuable. Keep up the good work and I think a few more animated clips would be very enjoyable.

    Merry Christmas and the best in the New Year.

    Trent

  • Will Fern says:

    Lou,

    Now THAT was funny! Holy cow, I was laughing my butt off! Love xtranormal, have seen a few things done with it, and love how funny the monotony of their voices are. Really, really great…thanks for doing it and thanks for sharing it!!

    I’m gonna call you in the next month or so for my one-on-one session…keep forgetting that was included in your program! I’ve used several of your ideas, and plan to use even more. All great stuff!

    Will

  • Lou Serrano says:

    Hey Will!

    Thanks for commenting. I hope you’re having a prosperous holiday season. I look forward to speaking with you and helping you propel your business forward in the new year!

    All the best!

    Lou

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