A magician used his art to show businesses how better to attract clients during the Paulding Business Association monthly meeting last week

Joe M. Turner, billed as the “chief impossibility officer” of Atlanta-based Turner Magic Entertainment, was the keynote speaker for the luncheon.

Turner said he faces the same challenge as most small businesses because he has to brand his name and give his customers an experience.

“Capture your expertise and share it regularly,” he said.

Turner said he practiced his skills to be able to demonstrate his talent for magic, in the same way business owners must be able to demonstrate a company’s expertise for clients. Creating an experience through confidence helps a business brand itself, Turner said.

He then explained how experiences are key to business. Businesses need to surprise their customers, he said.

“Are there unexpected Easter eggs that come out of your regular processes?” Turner said.

There is a need to turn the most boring and trivial parts of a job into an experience, he said. Changing voicemails and email signatures are one way to make a difference, Turner said.

Going the extra mile to serve customers is another way to build an experience in business, he said. Businesses need to pay attention to their customers, Turner said.

“Paying attention is the closest way to read someone’s mind,” he said.

With putting these thoughts into actions customers will remember the level of service they were given, and tell others, which is worth the investment, Turner said.