For Performers | Magic That Means Business

October 31, 1985

Thirty-three hundred dollars for ten minutes

The Sacramento Kings wanted a ten-minute halftime act. They called the local magicians and asked for prices over the phone. I was the last name on the list. The highest quote they had was $500.

I wouldn't give a price over the phone. I asked for a meeting, brought a three-minute timer, and had him laughing before the two-minute mark. Then I quoted $3,300. I got the booking.

You don't charge what your competition charges. You charge according to whose world you're standing in.

Troy Milligan in a straitjacket at halftime, ARCO Arena, 1985

Halftime at ARCO Arena, October 31, 1985.

What you learn

Becoming a Trade Show Magician

My friend Bob Vincent put it best: show business is two words. This training is the second one.

Getting the bookings

Finding more trade show events than you can book, without paying for lists.
Booking directly with the exhibitor, so an event planner isn't standing between you and the client.
No cold calling. One page of qualifying questions that has exhibitors asking your advice while they're still planning the show.
Getting paid even when the exhibitor books someone else.
The stick letter, and why repeat dates depend on it.
Getting a live meeting instead of quoting a price over the phone, and the method I've used since 1985 to get in the room.

The act on the floor

Which routines draw a crowd to a booth, and which never will.
Why being too creative works against you.
Know your patter cold, but don't memorize the presentation.
How much of the act is the client's sales message, and how much is entertainment.
The pre-show questionnaire, so there are no surprises at show time.
The best times to perform, and the worst time to use humor.
Sound and video: what to use, and what kills a live presentation.

The money

The difference between an expense magician and a revenue magician.
Pricing against the client's world, not the local market.
Minimum guarantees, deposits, contracts and payment terms, with the contract I use.
Travel expenses: who pays what, and why.
Magic premiums, and adding trade show staff training and speaking to a booking.

The long run

Working with trade show promoters, and spotting the planners to avoid.
Testimonials that actually help you get the next booking.
Staying on the right side of the ethics line when you're selling for somebody else.
Building a business you can live on without wrecking your life to do it.

It's built for magicians. If you do another kind of act and think it fits, apply anyway, and we'll talk.

The next one

How to join

Online, as a small group. Ten seats. Everyone starts and finishes together, on fixed dates.

Dates to be announced. You can apply now, and we'll talk about timing on the phone call.

The price and the terms come up on that call, where you can ask whatever you want about them.

Apply. The form below. It takes about ten minutes.
We talk. If it looks like a fit, I call you. Ask me anything.
You're in, or you're not. Either answer is fine. One application, one phone call.

Apply

The business side of magic