How is a good website like a magic trick?
I saw The Prestige recently, and I couldn’t pass up on the opportunity to draw the comparison between my craft and magic. Everyone knows we techies are wizards, anyway, right? So here we go. Are you watching closely?
Act 1: The Pledge
In The Prestige, Michael Caine’s character begins his explanation of magic by describing the three steps essential to the success of any illusion. 
The first step is “The Pledge.” During this step in magic, the magician shows the audience something ordinary, something to root their perception in their familiar.
We use “The Pledge” on the web, too. During this step, we show our viewer conventions they’ve come to expect to make them all comfortable and snuggly with their surroundings. For example, we put our company name at the top of the page, and we make sure our contact information is easily accessible and in plain sight. We lay out useful information in an easy-to-read and comprehensible manner. Everything is all warm and fuzzy and familiar…but where’s the magic in that? Oh, you’ll see. Oh yes.
Act 2: The Turn
In the movie, Michael Caine goes on to explain the second stage of a good illusion, “The Turn.” This is where the real fun begins. 
In “The Turn,” the magician takes the ordinary object they introduced to the audience in “The Pledge,” and makes it do something extraordinary. The result is strong emotional responses from the audience as they see an everyday object do something wondrous and strange.
On the web, we do the same thing to kindle curiosity and desire in our audience. For example, we take this everyday, ordinary link, and make it do something extraordinary.
The result is a nice little surprise that may make you laugh, cry, or think more deeply about what you’ve seen. We can entertain and educate with our little tricks, and best of all, we can stimulate the imagination of our audience. We can push the boundaries of their expectations, and show them new ways to use old ideas. These new ways can save money, win contracts, attract new customers, or change the public image of an entire company.
Pretty amazing, huh? It sure is. But it’s not enough.
Act 3: The Prestige
Are you watching closely? This is the most important part. The audience is transfixed. You’ve blown their minds. They’re on the edge of their seats, waiting to see what happens next. Enter “The Prestige.” We’re very near the heart of the thing, now. 
In the third act, the magician reverses the illusion and makes the extraordinary ordinary again. The audience sighs collectively in relief, and all is right in the world again. As the true wonder of what they’ve witnessed sinks in, so their applause begins. The magician, resplendent in their glory, takes a bow.
On the web, we plan our content much to the same effect. The first act makes them comfortable, the second act shocks and amazes them. The third act converts them. How? By following up your nice bit of sparkly magic with something ordinary, like a well-written paragraph and a custom illustration that sells your product or service, or a short contact form that snags their info while they’re still hot. What’s important is that you make them a believer and find a way to keep them as such.
That’s it for now, ladies and gentlemen. I do hope you enjoyed the show. If you have any comments or questions, please post them here. I’m always interested in what you have to say.
Let’s make some magic.
My team of talented magicians and I can help you to create a wondrous experience for your customers, too. Drop me a line to find out how.
