Making Magic – in business….

Date: 15th July 2014

Business is many things to many people.  In this article I want to address a broad question facing many businesses. In a crowded market where you can’t compete on price, how do you succeed?

The answer, whatever your business, lies in magic. More precisely – making magic. This is the art of delivering an outcome that defies belief. You need to make the business experience more magical – letting you sell against impossible odds.

Referencing magic isn’t alien. Our best date was a ‘magical night’; the 3-pointer on the buzzer at the Giants game was ‘magic’. Magic is used to describe the most exceptional performance or experience. That is what we should strive for in any business – our best performance.

You must deliver something special with every business transaction, to differentiate your offering, to create a compelling and intimate relationship with your customers. The customer should feel connected to the business and the transaction.

What magicians do isn’t just hocus pocus. They challenge our normal beliefs and open the door to a new and intimate experience. They shrink a big, bad world down to a small, intriguing world, a world centered on a specific moment in space and time, where the normal rules of physics don’t apply. What they do, despite our better judgment, is sell the impossible.

So whatever your business is selling, whether it be a product, a service, a point of view or an experience, search for that magical spark that makes it unique. Find the magic in your business and put your energy into making more of it.

This is personal to you. Get that right and your only competition will be with last year’s figures, not the business down the street or the worldwide web. Identify an aspect of you or your business that defies belief and work hard to promote it.

Magic doesn’t just change the audience but the practitioner too. So adapt yourself and your business to make your business shine.

Carve out your own moment in space and time where the normal rules of business don’t apply. Do that and, as if by magic, success will follow. Making Magic….

Summary:

– Magic creates influence. Magic is defined as the power of apparently influencing events. In business, everyone can make their own magic – and be the power influencing events.

– Influence builds business. To succeed your business needs to influence people. All businesses are selling something and to increase sales your business needs to influence people to buy more.
If you want to influence people to buy what you are selling you need to make a little magic!

Cameron Lawes, Barrister, Resolution Chambers

(This article first appeared in Admire Magazine on 31 May 2014)

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