7 Things About Magic That You Should Have Learned In Business School - #1

#1 – Audiences will pay to be amazed.

If concert and theater ticket prices prove nothing else, they demonstrate that audiences will gladly pay to be amazed!

If concert and theater ticket prices prove nothing else, they demonstrate that audiences will gladly pay to be amazed!


What does magic have to do with business? I mean, David Copperfield is nearly a billionaire, but he’s certainly the exception. Why would anyone think magic has any relationship to business principles?

The truth is, the art of magic is loaded with important concepts for sales, marketing, customer service, brand engagement, and entrepreneurship. In this series, we’ll discuss seven ideas just to get you thinking about the power of this metaphor!

Here’s the first one: Audiences will gladly pay to be amazed.

When a person buys a ticket for a magic show, they expect the show to create wonder and amazement. If they don’t leave having experienced the impossible, they will feel shortchanged and dissatisfied.

Fortunately, the bar isn’t set quite as high in other industries, but the principle remains the same. The person who buys your product or service may not expect to be amazed with an impossible experience in terms of physics, but they still want it and will react positively if and when you exceed their expectations.

Give them an amazing and wondrous experience, and they will become your fan for life. Handle it just right and you may create something even better than a raving fan: a raving and replicating fan!

What about you?

What product or service have you experienced for which you gladly paid a premium to enjoy? Was it an expensive concert, or a special cruise? Why were you willing to pay the extra cost? Let me hear from you in the comments!