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I mentioned my past flirtation with the art of the pitchman, and I remain a big fan of their methods, from late-night “infomercials” to multi-million dollar advertising campaigns.
These methods may seem simple, harmless, or – as often described – subtle, Xgtiger Casino but they can have a powerful impact on our decisions in all walks of life.
In this article, I will describe the lessons I learned in selling a deck of magic cards where the true art proved to be how to manipulate people.
Let’s go back in time
In the late 1980s I found myself working for a rather odd little guy who set up “Svengali” pitches all over the UK using young people – often magicians – as pitchmen for in a deck of cards that can perform many of the best card tricks ever offered. sold at a high price.
Thanks to a fellow magic performer who connected me, I stumbled upon this job.
After a short audition, I was sent from Glasgow in Scotland to Newcastle in the north of England. I was installed at Fenwick Department Store to gather people, impress them with these magical cards, then hit them with a carefully designed sales pitch.
I was weak at it from the start, and my sales were so noticeably poor that my boss came back after my first week and secretly watched me work.
Later, he explained some hard truths to me, the most frustrating of which was that my sloppy hand skills hurt my bottom!
The way he said that the real skill was to make ordinary people believe that they could perform these miracles just by buying special cards and to convince them that I had no special ability or experience beyond what the trick provided deck of cards.
In other words: Stop showing off and stick your hands out like a sore thumb.
Hide Your Ability, Appear Normal
This approach, combined with a strict adherence to the proven sales pattern of my employer, worked wonders, and my sales increased from almost nothing to being one of his better ones. pitch.
But when he came back a few weeks later to kick the buck and cut to the chase, he offered more advice on increasing sales using some subtleties designed to open people’s wallets and purses.
My sales improved overall, but more interestingly, I saw more consistency in my pitches. Conversely, I may have had the occasional no-sale pitch, but almost every angle I gave after using those psychological tricks paid off, so my confidence soared.
One of these little tricks is incredibly simple in principle and amazingly effective in practice.
Mild does not mean weak
These “little tricks” seem (at first) too subtle to work but are, in fact, very effective.
I’ll start by building a crowd, which is harder than it sounds.
Any street performer will tell you that getting people to gather to watch their show is one of the most difficult skills to master, but keeping that audience can be even more difficult!
I can work for a pitch at a table in a store or a mall for five or 50 people, but only if I can pay attention to them from beginning to end; otherwise, the whole exercise will be pointless.
A trick I was taught to attract people to my table is to start the scripted pitch to no one simply!
That’s right: Start talking and performing and hope people come.
And the people did come.
When one person stops to watch, another will stop, and another, and soon I will have enough to bring them all together and build a mini audience that never fails to attract more people to behind them.
As soon as I maneuver the crowd to “see better” and form the beginning of my crowd, I start the pitch again, exactly where I started when I was alone at the table.
It worked because people are naturally curious but also reluctant to interact with strangers or feel exposed to unwanted sales pressure.
The key to success is presenting what I do as a show – NOT a sales pitch – and reminding people that the show is “free.”
I soon learned that these potential customers would quickly leave if I approached them immediately with the pitch, so the second stage was a performance structured as a demonstration of this amazing deck of card that can somehow read minds or make cards disappear or reappear whole thanks to its remarkable – but secret – properties.
And once people saw what those cards could do, they were hooked enough to see how they worked.
And if they stayed to see how they worked, they’ll be waiting to hear the pitch at the casino.
And during this pitch, a final psychological trick is used to trap even the most cynical buyer into a sale.
A Simple Psychological Trick
Since I’ve brought so many strangers this far, it’s a waste of time to let them leave without buying anything I’m pitching, but this can be a delicate moment in any pitch of this nature.
The price (then) was quite high.
The same deck of magic cards can be bought from a y magic shop for a fraction of the price, but my employer has stacked at the end of the pitch some psychological weapons that, when used correctly, make it very difficult for people to fight.
It’s about perceived value.
First, I will do two more tricks in my pitch using their special packets of cards. Usually, these tricks attract attention from certain types of people who want to win money in a bar perhaps (with a particular version of Three Card Monte) or read someone’s mind (with the classic but easy mentalism feat). However, these additional tricks are never sold.
Instead, they were included in a package that I would include at the end of the pitch.
After showing the cards, I will introduce a large box that resembles a jumbo deck of cards. In that box, I’ll put the (ordinary size) cards I just played, and then I’ll throw in the Monte trick and the Mind Reading trick as “bonuses” before closing the box and putting in a few identical jumbo boxes on the table.
Once I added up all those “values,” I told them the price.
Although it was effective, it had a fatal flaw because the pitch was over, and the product was still in my hands.
People can still leave, but thanks to one of the most powerful subtleties my employer shared with me, sales more than doubled, and fewer people left my desk without a box of cards. that!
Imagine that – one little “trick” doubled my earnings overnight.
what is it
It’s so simple I still find it hard to believe it’s so damn compelling.
After introducing the boxes and adding the “package,” I would hand those boxes instead of putting them on the table and comment on the size and weight and what a wonderful gift this “magic set” would make. .
Later I thought of wrapping some boxes complete in a bow and putting them on my back!
At the end of my pitch, I’ll also give away a wrapped box, convincing even the most skeptical person to buy!
I’m not qualified to say why these little touches work so well. However, they are so compelling that I see variations used everywhere in online casinos, from a car showroom to an online app store or a website that seems to go on forever without revealing the price of a product but subtly describes all the great benefits of their product.
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Frequently asked questions
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