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Atlanta Magician – Mentalist – Speaker Joe M. Turner | News and Comments from the Chief Impossibility Officer

Posts Tagged ‘marketing’

Three Recommendations from Kettering Sales and Marketing Group

Posted by Joe M. Turner | on March 14, 2012

Keynote Speaker | Motivational Speaker Joe M. Turner - Mentalist, Magician
Yesterday I spoke to the Sales and Marketing SIG (special interest group) of the Kettering Executive Network.

My topic was Five Kinds of Amazing, which is the working title of the book I’m working on now. You’ll be seeing excerpts from the book on this blog over the rest of the year, so stay tuned!

Here’s some feedback from three people who saw yesterday’s presentation.

Kelly Bevan’s Testimonial

Joan Boneburg’s Testimonial

David Jensen’s Testimonial

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Reviews, Recommendations, and Referrals

Posted by Joe M. Turner | on October 11, 2011

It’s no secret that positive feedback from my previous clients is a key factor in the buying decisions of my new clients. Most of my clients are eager to give their recommendation, but gone are the days when a binder of recommendation letters was the best way to collect stories from happy customers. I love having that letter to remind me of a great project and a great result, but if that story exists only on paper in my office, or even as text on my web site, then it is only having a fraction of the impact that it could have.

Positive public feedback is an invaluable tool for helping your prospects reach buying decisions with a high degree of confidence.

That’s why I ask my clients to channel those valuable positive responses into online reviews, recommendations, and referrals. By contributing their input to some key online repositories, they can multiply the effect that their great feedback will have.

The down side of this, of course, is that they have to take the time to do it. The purpose of this post is to make it easy to leave a great review online in just a few easy steps… with links included!

Step One: Don’t panic! Keep it short and appropriate for the primary target market.

Sometimes people are intimidated by a perceived need for volume. Relax! You don’t have to write a New York Times theater or book review. You can write one short review and post it in multiple places. In fact, it’s better to keep your review short and enthusiastic – it’s more likely to be read!

Despite being short, though, it’s also important to give some thought to how best to communicate value to the future prospect. My primary target market, for example, consists of meetings, conventions, and corporate events where I can be booked as a keynote speaker, after-dinner entertainer, trade show booth presenter, or hospitality entertainer. Sometimes my work takes me into other venues or settings, but it is my primary corporate audience that needs to know my value to them.

If my work for you was in a different setting, it’s helpful to focus on the components of my presentation that are of most interest to my corporate clients. Comments relating to professionalism, reliability, superior experience, higher value, my ability to deliver high-quality entertainment, build practical skills, engage people, get good audience feedback, and integrate client messages into my performances are all of interest to my main clients.

Step Two: Share your review, prioritizing key sites first but sharing as widely as possible.

Google and LinkedIn are two key sites where my clients do research on speakers and entertainers. Having your review posted there makes a big difference in my online visibility.

In order to post reviews on Google and LinkedIn, you’ll have to have an account at both places. Fortunately, they are free and most people already have them.

  • How To Leave a Google Review

    If you don’t have a Google account, then click here to create one for free.

    Once you’re signed in, click here to leave a review. If that doesn’t take you directly to a text box, click here and look for the “Write a Review” button.

  • How To Leave a LinkedIn Recommendation

    If you don’t have a LinkedIn account, then click here to create one for free.

    Once you’re signed in, click here to view my profile. At the top right of the screen you’ll see the link to “Recommend Joe M.” – just click on that and you can post your recommendation there. You may wish to target your recommendation either to my entertainment offerings or my professional speaking.

  • Taking It To The Next Level

    If you have time, you can follow a similar process to leave your review on as many other pages as you can. Klout is growing in importance – please visit my Klout page and leave me “+1” on topics of change, speaking, networking, and magic.

    Some additional options include Bing, Yelp, Yahoo, Kudzu, and Merchant Circle.

Step Three: Share your review on your social media sites and mine!

Once you’ve created your review, don’t forget to share a link on your Facebook, LinkedIn, Twitter, and other social media pages. If you have a blog, post a link there. And as always, please feel free to join me on my Facebook page and share your feedback and even upload photos you may have taken at your event! Your participation on my page makes a big difference in its visibility.

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Recent Interviews and News Stories

Posted by Joe M. Turner | on August 12, 2011

Interview on Get Connected TV:

GET CONNECTED Interviews – Joe M. Turner from Brent Brooks on Vimeo.

Interview on the Dottie Coffman Show, WIMO Radio (7/28/2011)

Two news stories in the Patch (include video)

‘Chief Impossibility Officer’ Coming to Powder Springs

Georgia’s own CIO will be in Powder Springs on Tuesday.

No, Joe M. Turner isn’t a chief investment officer—he’s the Chief Impossibility Officer.

A speaker, mentalist and “sleight-of-hand expert,” Turner owns his own business, Turner Magic Entertainment. He’ll be talking at the Powder Springs Business Association’s monthly luncheon mainly about successful ways to market small businesses.

Marketing, Magic Meet at Ford Center

When thinking of someone who can deliver speeches on marketing, Joe M. Turner admits that magicians don’t typically pop up in people’s minds.

But Turner, a speaker, entertainer and owner of Turner Magic Entertainment, is invited by organizations from all over to speak on the topic. Turner spoke for the third time at a Powder Springs Business Association monthly luncheon on Tuesday.

Using entertainment as an attention grabber, Turner applies modern marketing and small business strategies to his craft.

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The Value of a Backward Glance

Posted by Joe M. Turner | on March 23, 2011

The first quarter of 2011 has flown by! Daylight Saving Time, bumblebees, and pine pollen are all back in the mix as we speed toward the end of a beautiful March here in Atlanta.

Looking Back

Taking a moment to look back on your work can uncover trends you missed and remind you of ideas you might have overlooked.

I’m currently in the midst of packing for an evening show in Fairfax, Virginia this weekend. This engagement was a direct result of a fantastic opportunity here in Atlanta last year. The person who booked me for that event called me back after joining a new organization and as a result, she is about to become one of the most important people in the operation of my business: a repeat client.

I took a look at the various engagements I’ve had over the course of the first quarter and realized something important: the most lucrative projects I’ve had this year have come from clients who have booked me before. Repeat clients kept me afloat when the economic storms were strongest, and they are propelling me to new goals as we all seek a much-needed economic recovery.

Taking a moment to look at my calendar made me do two things. First, I kicked myself for not acting more regularly and more effectively on the basic business principle that we all already know: keep communicating with your clients! Second, I decided that I need to promote some of my good new clients from “first timers” to “repeat client” status.

If you’ve ever managed a team, you know that some individuals are almost completely self-motivated. Some clients are the same way – they have vision, creativity, and are ready to go. These are the kinds of clients who call you without prompting, ready to float a new idea past you to see how you can help. It’s through these clients that I’ve gotten to leverage my magic, mentalism and speaking skills in a variety of less common settings such as meeting host, awards MC, and even a visiting imposter keynote speaker.

Most individuals, though, are not so self-directed and require some degree of hands-on management. Most repeat clients are like this, needing an occasional nudge and direct contact. Like any good team, they will come through time and time again when directed and managed wisely, but it’s up to you to help get them on the right track.  (Note: You may want to check out my May 2010 article on Explorers, Expanders, and Exorcists for more information on various types of clients.)

Side Mirror View

WARNING: The value of that client in your mirror is greater than it appears!

This is where the “backward glance” becomes so valuable and important. It takes some management effort on your part (read that, “my part”) to convert past clients into repeat clients. A backward glance through the last month, quarter, or year of your calendar will show you that you have not yet gotten the full value of the work you’ve already done.

Mining the value of the clients on last year’s calendar will never completely take the place of developing new business, but the profitability minded performer remembers that it takes less effort and fewer resources to do more work for an existing client than it does to create a new one. Cars have large windshields to make it easy to see the road ahead, but they also have mirrors for very good reasons. So here’s my warning: the value of that client in your mirror is greater than it appears!

Many of us spent the last few months focusing on and implementing the things that we want to do differently in our lives and in our businesses this year. That’s great, but it may be worth remembering that there are some things we want to do again and again. Working many times for wonderful clients who know your work and have become advocates for you is something that never gets old.

Go promote some of your clients to a higher rank!

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Branding, Buzz, and Team Communication

Posted by Joe M. Turner | on November 5, 2010

How Magic Works In Corporate Settings
Part Five: Branding, Buzz, and Team Communication

One of my recent clients brought an interesting magic communication project for me to address with Message-Driven Entertainment: a launch of a new brand, but with an important twist.

Atlanta magician, mentalist and speaker Joe M. Turner delivers a magic-infused brand launch presentation.

Now I’ve been part of other promotional events and launch events before, but they were usually targeted to clients and/or consumers. Advertising and marketing campaigns, trade show exhibits – this is standard fare for the magic-enhanced edutainment presenter.

This client’s event, however, was targeted to an internal audience of employees, including developers, sales reps, marketing folks, and others.  The new brand identity – specifically, new logos and a new tagline – was being rolled out and these people would be the first to see the final results.

Internal and External Audiences

In a standard launch for consumers, there are some obvious advantages (as well as some risks, which Gap recently learned).  First, the external consumer audience is often a clean slate.  They have no idea that a new launch is coming, and largely have no skin in the game with regard to one design over another.  Furthermore, they are probably unaware of the leadership dynamics within the company, or any competing factions.  In the absence of a truly loved brand – and let’s face it, most brands are not truly loved – the details of the process behind the change are usually trivial to all but the most dedicated fans.  You can sell the new brand (the product) on its merits.

In an internal launch, much of that goes out the window.  Employees are not a clean slate – they know what happened, where, to whom, when, how hard, and for what reason.  They have relationships with other employees and leaders up and down the org chart, and if there are tensions, they know about it.  Everyone knows all the marketing messages, but they also know if there are any caveats or “yes, but” qualifiers behind those messages.  In this case, you still have to sell the new brand on its merits – but you also have to achieve some buy-in for the change.

Selling the Process

My approach for this event was to sell not just the product, but the process.  This client had taken the smart route, with numerous surveys and checkpoints with employees, customers, and other external sources.  This process had been fairly lengthy, though, spanning many months.  Employees had not all been privy to drafts along the way; they would be seeing the final result a long time after their contribution to the process had taken place.

In addition to simply unveiling the new look, I knew it was important to reemphasize for the employees that they had been a key part of the process, and even if the new look wasn’t precisely their cup of tea, they needed to be reassured that the end result had been reached with their contributions as an important component.

The opening of my program was a review of the process, reminding the audience from the very beginning that they had been part of the process.  This part of the program included terms like “How many of you remember…” and “As you recall…” and “Way back in April.”  The process was explained until all the pieces of the process visually and magically melded into a large print of the new brand.  It was not a sermon, just a quick reminder of the process.

Atlanta magician and mentalist Joe M. Turner at a branding event

Atlanta magician and mentalist Joe M. Turner uses an interactive illusion to emphasize a critical point at a recent branding launch in Atlanta.

Where To Now?

Once the new look was out in front of everyone, the rest of the program focused on helping everyone understand what the messages behind the logo were, as related to key benefits to the different customer groups.

I used customized visual and psychological illusions to reinforce the specific benefits that the client’s marketing team wanted to emphasize.  In the case of this product, those key benefits were saving time, saving money, and saving hassles by using a tool designed to facilitate regulatory compliance.

  • In the case of saving time, I presented a magical effect developed by Alex Elmsley that concludes with a “traveling back in time” moment.  By saving customers time, we are metaphorically giving them the ability to “go back  in time” and reclaim what would have been additional minutes spent on each transaction.

  • To emphasize saving money, I turned to a classic comedy routine in which a borrowed hundred dollar bill is burned and eventually restored.  Messages to customers: don’t burn your money on inferior products, time saved is money saved, and our product’s streamlined efficiency is reflected in our new brand.

  • Finally, the complexities of regulatory compliance were represented as a snare that entangles people and organizations, often simply by accident, due to the complexities and details of the law and regulations surrounding their industry. The client’s product enables customers to complete all the processes and stay compliant.  To illustrate, my wrists were bound with rope by two of the team members, and I escaped from the bonds with a comic flair.

The end result? The client had an engaged, attentive team who not only understood their contributions to the new brand, but who were fully equipped to discuss the key benefits with their customers. That’s a great place to be, but the bonus is that we all had a great time getting there.

Here’s how my clients put it:

“We are so lucky that we found Joe Turner! We wanted to give a creative twist to the re-launch of our new brand identity for our employees and we got so much more! Joe worked with us and did his homework to help us communicate our new brand and key messages in a very creative and memorable way. The employees loved it and will remember this event for a long time. We will definitely look for ways to work with Joe again.”
— Director of Marketing

“Joe is perfect for corporate events! Entertaining, smart, creative; all those things for sure. But most of all, we loved how adaptable and creative Joe was in tailoring his ‘show’ to fit with our marketing message! Excellent fit. We’ve had other ideas on how to use his talents and hope to do so in the future.”
— Senior VP and General Manager

Message-Driven Entertainment

The underlying point of the story is this: professional entertainment can enhance messaging, but it has to be handled skillfully. It requires more than just a cool talent or stage presence — it also takes someone who has been there and “gets it.” When choosing someone to integrate messaging and entertainment, you want someone with real-world talent and experience in both arenas. It’s a unique skill-set, but if you’re reading this blog, you’re connected to the right resource.

I treat your message with the same respect that you do. It is not trivialized, boiler-plated, or caricatured. When you select me to work with you on a marketing or branding event, I supply the showbiz talent and even change management expertise, but your message is the real star of the show.

Let’s work together to make your trade show, product launch, brand introduction, or other message-driven event a spectacular success!

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