Magic Business Communication

Think mixing magic and business is just hocus pocus? One PR expert has perfected a balance, creating an enterprising business in the process

Featured March 10 Words by Claire Martin
ILLUSTRATION � GABRIEL CORBERA/FOLIOART.CO.UK
Magic Business Communication

The famous magician James Randi once said: "Magicians are the world's greatest communicators� it's just that everything they are telling you is wrong." Being a successful magician demands a lot more than simply waving a wand and dazzling your audience with a confounding card trick. You have to be passionate about magic, and dedicate years of time and energy to it.

The same can be said of many areas of the business world, and particularly in today's uncertain economic climate, enthusiasm and commitment can give you the edge over colleagues and competitors. Although Europe is now pulling itself out of the dark cloud of recession, times are still tough. Numerous companies have collapsed leaving thousands jobless, new businesses and ventures are finding it increasingly complex to secure financial backing, and even established companies are finding it difficult to hit targets.

To get ahead in 2010, good contacts, and being able to offer something out of the ordinary will stand you in good stead, which is why business for Nick Fitzherbert, a communications expert based in London with a rather unique USP - incorporating magic into presentation courses - is surprisingly strong, despite the tough environment. "It's been quite difficult in the recession," says Nick. "A lot of the PR business has dried up. What people tend to do in a recession is become a jack-of-all-trades and offer a whole list of things they can supposedly do. If you can make yourself memorable for one thing, you'll really stand out and people will remember you for that. Once you've got their attention, you can then sell them other things."

On face value, the combination of magic and business communications doesn't seem like a logical combination. Why would serious personnel take professional advice from a magician? "I come at it not as a magician but as an experienced communications consultant who's learned a few things from the magic world," says Nick. He started in PR 25 years ago and made a name for himself for his creative approach and charismatic persona. He decided that he wanted to seek fresh challenges, and various contacts he'd worked with throughout his career urged him to set up his own training course in creative thinking.

By this point, Nick had already developed an interest in magic. He hired a magician for a Christmas party in 1991, and was instantly hooked. "I started searching out magic shops, clubs and connections. The more I learned about magic, the more I thought that the principles magicians use for directing attention, for persuading and convincing, could be useful in business." Nick became a member of the illustrious Magic Circle (www.themagiccircle.co.uk), the world's most prestigious magical society. In 2003, he set up his consultancy company, focusing on business presentations and communication with a little touch of magic.

Nick identified the thinking behind magic tricks and pulled them together into what he calls The Rules of Magic. The 20 principles fall into four categories: engagement, attention, impact and conviction. The rules explain why magic works, not how it works, and for the purposes of his training courses, they are straightforward, intuitive, insightful and relevant to business.

Those attending Nick's courses receive everything they would expect from a normal presentation skills training day - with the addition of magical theory. Rule number three, for example, states that communication can only register effectively when it builds on what the audience already knows. "It's reasonable to assume that a person knows about playing cards," says Nick. "With cards I can communicate with someone, even if I can't speak their language." Magic is a universal language: you can communicate through magic even if you can't speak in the native tongue of your audience.

Nick's unique method certainly seems to be working. "My previous clients have included some of the sales force at Cond� Nast, renowned PR companies such as Ruder Finn, and management companies such as Liontrust Asset Management. There, their very forward-thinking CEO wants all of his staff trained because he has a view that they're all communicating with the outside world in one way or another." Other companies include Berlingske Media, Aviva, Nikon and the Continuing Professional Development Foundation.

One of his most interesting assignments was training a company in Swaziland that administers aid throughout Africa, where the employees needed to communicate with a variety of people, including villagers, ministers and potential donors.

Nick has also ensured success throughout the recession through foresight and his ability to adapt. "I tell people I don't have to meet them for a whole day [and] I'm doing more one-to-one training, which in many ways is more rewarding."

There's no doubt that what Nick does is unique - business consultants typically don't have the charisma and captivation and clear-cut view Nick has gained from his magic skills. "There are a few dodgy old magicians who think they can teach anyone anything. But I don't believe there is anyone who comes at it from my point of view, anyone who's a communication consultant first and foremost, who is adding stuff in from the magic world in a very objective way."

To find out more about Nick Fitzherbert and what he does, visit www.fitzherbert.co.uk