This book begins with Randy’s philosophy on business and the entertainment business. Randy is a magician who has earned over $1,000,000.00 with magic and related entertainment ventures.
The relevance for stage hypnotists is obviously applicable.
The first chapter on his philosophies are the real deal. If you are not currently following these 10 rules you are probably losing more money than you are earning.
Simple to read, easy to forget and very important to your business. If you get this book print out this list and tack it to your wall.
Next he covers business planning. Most entertainers don’t have plans! Even I have been guilty of this DEBILITATING condition – and I preach plan, plan, plan!
In fact, with the events of Sept. 11th we will be revisiting our goal sheets and adjusting them accordingly.
Randy covers Idea Mapping, Goal Sheets and Business Plans. Planning is so important it cannot be left out of any book on the business of entertainment, nor out of your business if you are intending to maximize your income and increase your show bookings.
Promotional material is covered thoroughly, and I recommend you read this section with care. Most stage hypnotists don’t create the proper promotional materials, and this segment could easily identify the reasons they are not booking more shows.
In addition, he covers writing copy, sales pieces, prospecting, follow up and booking the show.
In his chapter “Fees for Financial Freedom” he spells out his thoughts on how to price yourself. This is one of my favorite chapters.
By the way, one of the funny things about success is that when you compare varying successful people and their experiences/recommendations/advice, they are usually very similar.
In the end, most successful people will arrive at the same destination whether it is regarding fee structure, prospecting or booking, while often times taking entirely different paths to get there.
So, the reason I like this chapter on fees is because it should begin to change some minds out there that are currently selling on price or viewing their business as “the shows”.
By the way, I think another major part of fee structure is self-esteem. One day I’m going to write a book called, “Every Problem is a Self-Esteem Problem.”
Also covered is contracts, and then on to one of my favorite topics: agents.
Many of you know we have an in-depth video program on working with agents and it is nice to read Randy’s philosophy. He spells out how he deals with agencies to get bookings.
Agencies are in my opinion an important aspect of your business. In fact, while writing this review Wendy has booked two shows with agencies – agencies should be in your business mix.
Lesson 9 is another chapter of must follow advice.
On to the next chapter for colleges and universities. It includes terrific advice on how to book them and also includes contact addresses (different from the agencies)!
Randy tackles fairs and festivals with a good overview.
In addition, Randy provides a number of fair and festival contacts.
In the Corporate Bookings section, he provides valuable ideas and thoughts and also provides his recommendations for associations you may consider joining – great advice.
Many people have questions about working on cruise ships and his chapter on working cruise lines should answer most of them.
His take on television shows is quite in-depth and should provide anyone who is interested in exploring such opportunities (you should if you are interested in making money) with a firm foundation to do so.
Casino gigs are covered – it is a short chapter, but the information provided is accurate and usually VERY surprising to many that are not currently booking in the “casino” industry.
Comedy Clubs are covered, and while I think the information is great, I do believe the average dollar mentioned is not applicable for comedy clubs in the United States for a no name headlining hypnotist.
He also includes a list of comedy clubs.
Lesson 21 will boost your income significantly! I harp and harp on this. If you are not doing it, you are hurting
yourself significantly!
In addition, Lesson 22 should provide ideas for you to maximize your value, time and income. The sooner you begin to think beyond your show income and start to think about your “non-labor intensive” income, the more successful you will be.
This is an IMPORTANT chapter!
If I would have understood this concept from the beginning, Wendy and I would be living on the Ocean in some quiet, corner of the world right now basking in the sun and drinking cocktails all day.
Highly Recommended