The magic retail business seems to be reaching a breaking point, however I thought that two years ago and I couldn’t imagine it continuing at that pace. Well it has, and it’s even accelerated.
With all these new products and new “dealers” trying to get your attention (along with the established dealers), we’re starting hear the outcry of “hype”. Customers feel that the product didn’t measure up to the advertising or hype they feel they got sucked into.
On most of the magic forums, the hype tends to be created by the consumer more so than the dealer. Take any Three Fly thread for example and you know what I mean. The dealer/creator puts out the marketing for the effect and the feeding frenzy begins with questions, speculation, and almost a demand for the method.
We’re a predictable market, especially with certain effects – levitations, Three Fly routines and anything “underground”. This predictability came back to bite us in the butt recently with an over-hyped self-levitation that was a ruse for a magic DVD rental company.
So what do you do to prevent yourself from being caught in the hype? It’s simple actually. First take a step back and look at the product objectively. Why do you want to buy it? Are you really going to perform it? If so, does it meet your performing criteria? Does it fit your character, meaning can you really see yourself performing it? Or are you buying it just to know how it works?
This happened to me recently with an effect that came about about two months ago. I love the effect. Everyone who owns it gave it great reviews. I actually added to my cart a couple of times but hesitated buying it and in fact still do not own it. I know how it works, I think the method is clever and meets my performing conditions. However I have no clue as to how I would present it. After thinking about it for a couple of weeks and tossing ideas around for a presentation, I came up with nothing and realized this was just going to sit in the drawer.
Eugene Burger has a technique he uses before he places a new item into his act. After giving the routine the necessary amount of practice & rehearsal and when he feels it’s ready to go in, he waits. He waits another two weeks and gives the routine another two weeks of rehearsal before putting it in.
That is something you may consider for an effect you’re thinking about purchasing, but maybe are not sure about. Give it a couple of weeks and think about how you may use the effect. It may save you from getting caught in the hype and buyer’s remorse.