Bert Allerton’s fourth rule for close-up magicians is one that many of us overlook:
"Be a salesman to the extent of giving the public what you can do that really entertains them and not using the effects that you merely think are good or merely like to do."
In summary: Entertain the audience, not yourself.
Many people get triggered by the word “sales’, but it’s one of the most critical aspects of performing magic successfully. In my experience, our job as magicians isn’t just to do what we enjoi – but to give the audience a memorable experience.
Too often, magicians get caught up in performing tricks they personally love, without considering whether those tricks are actually engaging to their audience. Let's look at why this rule is so important and how to apply it to your magic.
The Performer’s Trap: Magic for Yourself vs. Magic for Your Audience
Many magicians spend countless hours mastering complex techniques, assuming that technical difficulty equals entertainment value. However, just because a trick is hard doesn’t mean it’s interesting.
Consider this:
A magician might spend months perfecting an advanced sleight-of-hand move that an audience barely notices.
Meanwhile, a simple trick, like a well-performed sponge ball routine, might leave spectators stunned. It certainly leaves them entertained.
The difference? Impact.
A lay audience doesn’t care how difficult a trick is; they care about how it makes them feel. I believe our role is to entertain, not to show off.
Magic as Salesmanship: Selling the Experience
Think of magic as a form of sales. Great salespeople don’t just push what they like, they understand their audience’s needs and tailor their approach accordingly.
1. Know Your Audience
Not every audience responds the same way. The magic that works in a formal corporate setting might not work at a casual gathering.
Children love visual, interactive magic. Simple but engaging tricks with colorful props work best. Oh, and repetition. Lots of repetition. Repeatedly. Getting annoyed yet? Kids wouldn’t!
Corporate audiences often enjoi mentalism and sophisticated card magic that feels high-class and intellectual.
Street audiences respond best to fast, engaging tricks with strong visual moments.
By understanding your audience, you can select tricks that maximize their enjoyment rather than just performing what you personally like. Bonus points if you can do both!
2. Test and Refine Your Material
Professional magicians often test multiple versions of a trick in front of different audiences before deciding what works best.
If a trick doesn’t get the reaction you expected, analyze why. Was it your delivery, timing, tone?
If a simple trick gets an unexpectedly huge reaction, lean into it – milk it!
Take note of which effects consistently get strong audience responses and make them a core part of your act.
Penn & Teller famously test their material over and over, making small adjustments based on real audience feedback. Their success isn’t just based on technical skill – it’s based on knowing what actually works for their spectators. And don’t forget to record yourself, if possible, then watch it to see where you can improve. I cannot overstate this – though I’ll certainly try.
3. Prioritize Impact Over Complexity
Some of the most legendary tricks in magic are incredibly simple. Consider:
David Blaine’s "Two Card Monte": a trick that requires only two playing cards but gets massive reactions.
The Ambitious Card Routine: one of the most powerful close-up card tricks, even though it relies on basic sleight of hand.
A well-performed coin vanish, which, despite its simplicity, can create genuine wonder.
Complexity doesn’t always translate to better magic. What matters is how you present the effect and how the audience experiences it. Look no further than Eugene Burger for proof of this statement.
4. Learn to Read the Room
Just like a good salesman can adjust their pitch based on the customer’s reaction, a good magician must be able to modify their routine in real time.
If an audience isn’t reacting strongly to a trick, don’t force it – just make fun of them and move on. I’m kidding, please don’t do that. Instead, take note and refine. This is where recording yourself can pay big dividends.
If they’re fully engaged in one effect, consider extending the routine and building up the suspense. There’s almost always an “afterthought” you can add to get an extra laugh. Just don’t let it step on your magic.
If a spectator shows genuine amazement, interact with them – let them feel like a part of the performance. This is an easy way to up the production value of your set.
Derren Brown, a beast of psychological magic, excels at this. He constantly gauges his audience’s responses and adapts his performance to heighten engagement.
Final Thoughts
Being a magician isn’t just about doing tricks – it’s about creating experiences. If you want to truly connect with audiences, I recommend focusing more on what entertains them the most instead of what tricks you enjoi performing. Of course, if you can combine the two, then you’ve got the best of both worlds.
Question to ponder: Are you performing for your own satisfaction, or are you performing to give your audience something truly magical?
The best magicians know that magic is about the audience, not themselves.
Thank you for reading.
/ Buck
Deuce Gala Magic