Before & After: From a 30-Year-Old Magician Brochure into Marketing Material that Books Magic Shows
Updated: Aug 28
It's a before-and-after marketing challenge for magicians and entertainers.
See the dramatic transformation of my 29-year-old birthday party magician brochure using the same restraints: NO headshot, NO action shots, and NO testimonials.
Learn how to use the 9-step framework to design effective marketing materials, uncover essential design tips for modern magicians, a free cheatsheet download, and more!
30 Years of Change-- One Constant
In the 1990s, technology, the World Wide Web, and clipart started taking shape. So, too, did my career as a young teenage magician booking birthday magic shows.
I had only performed at a couple dozen magic shows at this young age.
Fast forward 30 years and several thousand shows. I was recently rummaging through a box of old memorabilia when I stumbled upon my very first brochure.
While fashion and technology have changed drastically in a few decades, the demand for marketing and high-quality promotional materials has remained the same.
It’s funny to think this single piece of paper was once my most powerful marketing tool.
Is a brochure part of your marketing strategy?
Yes!
No!
Today, I’ve decided to breathe new life into it and share my process and insights with you and shared the results of this design in VANISH Magic Magazine (September 2024),
Whether you’re just starting your magic business or looking to refresh your marketing materials, this before-and-after journey will offer valuable lessons on creating an effective brochure that truly mesmerizes you-- but more importantly, gets you booked.
Biggest Takeaways
Target Your Audience Specifically: Tailor your brochure’s design and message to speak directly to the specific audience you want to attract.
Use Contrast and Simplicity: Ensure your brochure is visually appealing by using a simple color scheme and strong contrast for readability.
Highlight Benefits, Not Just Features: Focus on how your services will benefit the client, not just what you offer.
Magician Clipart and Stock Photos Suck: Magicians have very few visual resources that aren't cheezy or outdated. (Check these out!)
The Biggest Challenge for Magicians
Do these images represent you?
Terrible magician clip art and stock photography are a pet peeve of mine. It's essential to quickly communicate "magician" and "magic show" in a way your client expects-- but most photographers create cheesy imagery.
Plus, artificial intelligence is trained on all these terrible images, perpetuating the problem.
How did I solve this? I designed my own.
I highly recommend you check out these high-quality graphics for magicians.
Let's look at what you need to know to design a more effective magician brochure.
The Original Brochure: A Look Back
Let’s take a trip back to the mid-1990s, a period when the world of technology was just starting to stretch its legs.
This was a time before smartphones, social media, and even the internet became a household staple.
Back then, the tools available to a budding magician like myself were vastly different from the resources we have today.
My first brochure, crafted nearly 30 years ago, is a perfect example of what marketing looked like in this pre-digital era.
The Tools of the Trade
Creating a brochure was no small feat in the mid-90s.
Graphic design software like Adobe Photoshop and Illustrator existed, but they were in their infancy and certainly not as accessible or user-friendly as they are today.
This brochure was designed using terrible magician clipart (oddly, clipart and royalty-free graphics for magicians have struggled to evolve) and CorelDraw.
High-quality stock images? Forget it—they were hard to find and expensive if you could get them.
The Challenges
At this age, I didn't have three essential pieces of my marketing puzzle:
🚫 No Professional Headshot
🚫 No Action Shots
🚫 No Client Testimonials
The imagery in that brochure was either non-existent or comprised of simple clip art and basic fonts available on whatever computer I could access.
When redesigning this for an article in VANISH Magic Magazine, I decided that using the same restraints would be fair.
Redesigning for Today: The Process
With nearly thirty years of magic (and graphic design) experience and a wealth of new tools, I set out to redesign my original brochure.
This wasn’t just a simple update; it was an opportunity to apply everything I’ve learned about design, marketing, and audience engagement to create a piece that truly reflects the magic I bring to every performance.
Let's look at how I approached the transformation in a 9-step framework.
9-Step Design Framework for Designing an Effective
Here is the framework for designing (or redesigning) a brochure for your magic business:
Define Your Purpose: Start by clarifying the primary goal of your brochure. For us, it’s to promote your magic shows and encourage bookings.
Identify Your Target Audience: Determine who your ideal clients are. Consider factors such as age, interests, and the type of events they are planning (e.g., birthday parties, corporate events, weddings). If you offer different kinds of shows, you must design a brochure that speaks to individual clients' needs.
Craft Targeted Messaging: Develop concise, persuasive copy that addresses your audience's specific needs and desires. Use hierarchical attention-grabbing headers and subheaders (H1, H2, H3) to organize your information logically and make it easy for potential clients to skim through.
Select Visual Elements: Choose high-quality images and graphics that showcase your magic performances. In this case study, I have no headshot or action shots. I am relying purely on stock solutions. As you build your business, you’ll want to focus more intensely on the following:
Maintaining a Consistent Style and Color Scheme
Capturing Actions Shots
Polished professional headshots
Layout and Design: Organize your brochure layout thoughtfully. Consider folding style, font selections, and color scheme. If you’re designing to the edge of your page, don’t forget to include a bleed.
Include a Strong Call to Action (CTA): Guide your readers toward taking a specific action, whether booking a show, visiting your website, or contacting you for more information. Make your CTA clear, compelling, and easy to find, encouraging immediate engagement.
Quality and Presentation: Printing on demand has evolved drastically, and it’s now possible to get high-quality, full-color prints from your local print shop without having to order 10,000.
Distribute: A professional-looking brochure does nothing to build your magic business if it sits on the shelf and collects dust. Put these to work and start booking more magic shows.
Revise, Edit, and Reprint: As your business grows and you collect more credentials and marketing assets, revisit and update your design.
Download the Cheatsheet
📥 Download the Cheatsheet: 9-Step Design Framework for Designing an Effective
The Final Product: New Brochure
After a day of reimagining, refining, and redesigning, I’m thrilled to reveal the final version of my updated brochure—a far cry from the simple, text-heavy flyer I started with nearly 30 years ago.
This new brochure isn’t just a marketing tool; it represents the joy and excitement that a magician should aim to bring to every magic show.
Here’s a closer look at how it all came together.
A Bold, Eye-Catching Cover
The vibrant, playful cover is the first thing that strikes you about the new brochure.
Printing technology has evolved drastically, and you no longer need to print several thousand copies to get professional, full-bleed designs.
The headline, “Make Your Child’s Birthday Unforgettable with Ryan Joyce’s Magic Show!” is front and center, immediately conveying the value and experience I offer. The inviting design, with bright colors and a touch of whimsy, sets the stage for what’s inside.
Custom Graphics & Icons
The visual centerpiece is the graphics.
Let's be totally honest-- the royalty-free stock photo and graphic options for magicians suck!
I couldn't find any magician clip art for birthday parties and birthday magicians.
So I designed my own.
While the design came together in just a few hours, I spent several days handcrafting some graphics and "magician clipart" that can be used to represent the critical magic show talking points:
The magician clipart and graphics include:
Audience Participation
Show Time
Setting the Stage
Happy Parents
and over 30 more!
The custom vector icons I created are prominent on the cover, instantly communicating the fun and excitement of a magic show.
They add a modern, professional touch while maintaining a sense of fun that appeals to children and their parents.
Clear and Compelling Messaging
Inside, the messaging is crisp, clear, and focused on the needs of my target audience—parents planning their child’s birthday party.
Every line is crafted to not only inform but also to resonate emotionally.
Instead of merely listing services, the copy speaks directly to parents' concerns, offering solutions like “stress-free entertainment” and “fantastic photo opportunities” that make the day as enjoyable for them as it is for their kids.
The content flows logically, with bold headlines that guide the reader through the information.
Visual Harmony and Professional Design
Visually, the new brochure is a significant upgrade from its predecessor.
Color Palette: Consistent use of a bright, three-color palette keeps the design lively and engaging without being overwhelming.
Fonts: The fonts are clean and modern, with enough variation in weight to create a clear hierarchy of information.
Layout: The layout is thoughtfully organized, with plenty of white space, making the brochure easy to read.
Each section is distinct yet connected, guiding the reader’s eye smoothly from one point to the next.
Strong, Irresistible Call to Action
One of the most crucial elements of the new brochure is the call to action (CTA).
It’s no longer an afterthought tucked away at the bottom of the page. Instead, it’s a prominent feature, inviting parents to “Book Ryan Joyce Today!” with a sense of urgency and excitement.
The brochure effectively turns interest into action by making it simple for parents to take the next step—whether that’s calling, emailing, or visiting my website.
This will help you fill your calendar with bookings!
The End Result: A Brochure That Delivers
The final brochure is colorful, fun, exciting, and speaks directly to the client.
While I don't perform birthday magic shows anymore, I would have no hesitations printing and distributing these despite having no headshot, action shot, or testimonials.
It combines compelling messaging, custom graphics and icons, professional design, and a clear call to action to create a piece that doesn’t just sit on a shelf—it gets results.
Whether you’re a seasoned magician looking to refresh your marketing materials or just starting out, I hope this redesign inspires you to think critically about how you present your services.
Your brochure is often the first touchpoint with potential clients—make sure it’s as magical as the shows you deliver.
Frequently Asked Questions
1. How can I effectively use testimonials in my brochure to build credibility?
Place testimonials near your call-to-action or throughout the brochure. Use quotes that highlight specific benefits, like how much kids loved the show or how easy you were to work with. Authentic, concise testimonials add trust and appeal.
2. What’s the best way to structure the content in my brochure?
Use a clear hierarchy: start with a catchy headline, followed by key benefits, and end with a strong call to action. Break content into sections with headers, and use bullet points or icons for easy scanning.
3. Should I include pricing in my brochure?
It depends on your strategy. If you offer competitive pricing, showcasing it can be a strong selling point. Alternatively, encourage prospects to contact you for a personalized quote, which can start a conversation.
4. How important are visuals in my brochure?
Extremely important! High-quality visuals grab attention and convey professionalism. Use photos, icons, and graphics that align with your brand and enhance the message, making the brochure visually appealing and memorable.
5. What fonts and colors work best for a magician’s brochure?
Choose fonts that are easy to read, like sans-serif for body text and a playful or elegant font for headers. Stick to 3-5 colors that reflect your brand; vibrant hues work well for children’s parties, while sleek tones suit corporate events.
6. How can I make my call-to-action (CTA) more effective?
Make your CTA clear, direct, and compelling. Use action-oriented language like “Book Now” or “Reserve Your Date Today!” Place it prominently on every panel of the brochure to ensure it’s always visible.
7. What should I avoid when designing my brochure?
Avoid cluttering the brochure with too much text or too many images. Steer clear of using overly complex language or low-quality visuals. Ensure the design is clean, the message is clear, and the layout is easy to follow.
8. How often should I update my brochure?
Update your brochure annually or whenever significant changes occur, such as new services, pricing updates, or branding changes. Regular updates ensure your materials remain current and reflect your best offerings.
9. Can I use digital brochures instead of printed ones?
Yes! Digital brochures are cost-effective and easily shareable via email or social media. They’re eco-friendly and can include interactive elements like videos or links, making them a versatile marketing tool.
10. How do I make my brochure stand out at events or trade shows?
Use eye-catching design, bold headlines, and tactile elements like glossy finishes or unique folds. Include a special offer or QR code leading to exclusive content to engage and entice potential clients.
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