Highway to Success: a complete guide to the business of being an entertainer
by Elliott Smith & Ian Quick

Highway to Success: The Entertainer's Roadmap to Business created by entertainers for entertainers is the complete guide to the business of being an entertainer. Entertainers need more than talent to be truly successful … they need to mind their business, too!

With over 50 years of combined experience as professional magicians, entertainers and businessmen, the authors have put together a proven business system that works. It will equip you with the knowledge to successfully set up, operate and thrive as a part-time or full-time professional entertainer - ideal for any type of entertainer or performing artist. From basic business structures to legalities, from advertising to booking the show or closing the sale, this must have proven system is based upon tried methods and practical experience. It will refine your business savvy and increase your clientele putting more money in your pocket. Easy to read and use.

• Meet Your Tour Guides
  • Ladies and Gentlemen…Elliott Smith
  • Greetings, and Directions, from Ian Quick
• Prelude to a Road Trip

  Part 1: Planning Your Trip (Getting Started in Business)

• Chapter One — Do You Really Want to Go? (Your State of Mind)
  • The DDD Formula
  • Beating Procrastination
  • Goal Setting
• Chapter Two — Packing the Suitcases
  • Setting Up Your Workspace
• Chapter Three — Making the Reservations (Getting Organized)
  • Office Setting
  • Daily Schedule
  • Accounting
  • Daily Records
  • While You're Away
• Chapter Four — Travel Allowance (Budgeting)
  • Setting Out Expenses
  • Planning by Comparison
  • Budget Cuts
  • Initial Budget
• Chapter Five — Day Trippers (Part-time Performers)
  • Part-time Motive
  • The Hobbyist
  • The Financially Challenged Performer
  • Acceptable Risk
  • Work Conflicts

  Part 2: Rules of the Road (The Important Things You Have to Do)

• Chapter Six — Travel O ptions (Types of Small Business)
  • Sole Proprietorship
  • Partnership
  • Corporation
• Chapter Seven — Contracts
  • Contractual Necessity
  • Basic Contract Clauses
  • Additional Feature Clauses
  • Negotiating the Contract
  • Confirmation
• Chapter Eight — Enroute Coverage
  • Liabilities
  • Insurance

  Part 3: Let 'em Know You're Coming (Marketing and Advertising)

• Chapter Nine — (Travel) Agents
  • Being Your Own Agent vs. Retaining a Professional Talent Agent
  • Types of Agents
  • Value-Added Service
  • Inflated Fees
  • Dealing with the Agent
• Chapter Ten — Signage (Marketing Materials)
  • Key Concepts
  • Return on Investment
  • Unique Selling Point
• Chapter Eleven — Making Your Business a Recognized Highway Stop (Promotional Items)
  • Brand Recognition
  • Promotional Items and How They Relate to Your Services
  • Sales vs. Giveaways
• Chapter Twelve — How Did You Hear About Us?
  • Places to Advertise
  • Advertising Analysis
• Chapter Thirteen — Bright Lights 101 (Promoting Yourself)
  • Building Contacts
  • Scripts
  • Follow Up and Follow Through
  • Leads
  • Media Promotions
  • Repeat Business
  • Networking and Networking Associations
  • Referrals
  • Letters of Reference
  • Videos
  • Thank You Notes
• Chapter Fourteen — The Price Is Right. Or Is It? (Show Pricing)
  • Unions or Guilds
  • Market Research
  • What About Experience?
  • Other Cities
  • What If You Are the Only Show in Town?
  • Taxes
• Chapter Fifteen — Advanced Bright Lights (Event Promotion)
  • Creating Awareness
  • Charity Events
  • Planning the Event
• Chapter Sixteen — Roadside Assistance (Sponsorship)
  • Levels of Sponsorship
  • Finding Sponsors
  • The Proposal
  • Non-Financial Sponsorship
  • Profit Sharing
  • Interim Financing
  • Sponsorship Contract

  Part 4: The Round Trip (Closing the Sale)

• Chapter Seventeen — Foreign Tongues (Business Language)
  • Basic Language Rules
  • Key Words
• Chapter Eighteen — S. O .S. (The Cold Call)
  • Calling an Individual
  • Calling a Business
  • Finding Your Contact
  • What to Say
  • Remember to Listen
• Chapter Nineteen — Call Itinerary
  • Telephone Scripts
• Chapter Twenty — Orientation Sessions (Meetings with Prospects)
  • Punctuality and Timing
  • Physical Appearance
  • What to Bring With You
  • The Presentation
• Chapter Twenty-one — Booking Procedures
  • Getting the Right Information
  • Contract
  • Confirmation

  Part 5: Joe Tourist (That's YOU!)

• Chapter Twenty-two — Your "Shtick"
  • Outside Influences
  • Developing Yourself
  • Adapting Your Shtick to Your Audience
• Chapter Twenty-three — The Real Goods (Professionalism)
  • Being a Public Figure
• Chapter Twenty-four — Travels with Miss Manners (or Mind Your Etiquette)
  • Basic Rules
• Bon Voyage!
• Extended Warranty

1st edition 2003, 180 pages.
word count: 60586 which is equivalent to 242 standard pages of text