What I mean is that clients do not care that you can perform magic. That is a "given" if you are a magician. What they want to know is how easy it will be to work with you, or that you can bring people in the theater, or that you can make their event very memorable by customizing your show to make the company stand out, etc.
Big companies like Lexus, Mercedes, etc figured this out a long time ago. They realized that people do not buy cars, they buy the status associated with the cars.
You will notice that in your interactions with clients they say things like, "I want something different for our party" or "I want people to get involved." They do not say "I want magic" because they want what the magic does, not what it is.
And I understand that you need to be flexible in your performance but if you do not define a target market then you will find it very hard to do any kind of marketing. Having a target market is the deciding factor in whether or not you get booked. I travel a lot and my stage show fits in a suit case (most of the items can be bought at Office Depot). Being flexible as a performer does not mean you can't define a target market (btw...you can have several target markets but each one needs to be talked to differently).
You need a target market so you can determine how to market to them. You would never talk to a corporation the same way you would talk to an event planner or a restaurant GM. The corporation wants a show that is interactive, etc. The event planner wants you to make them look good because you are a representation of them. The GM wants people to come into his restaurant and have a great time while they're in the establishment. When you define a target market you talk to them differently.
If you are too general then you will not be able to charge more than a couple hundred bucks for a show. By trying to please everybody, you please nobody.
And I know that GMs are too busy to watch the demo
. They will simply glance at your material because they are not hiring entertainment. They are hiring someone to "attract customers and add to the experience of the customers while they are dining." GMs want to see you in action. But you can try it yourself and see. Hand a GM your packet with your demo and call a couple days later to see if they watched your demo; they will say no. Call again a week later and they will still say no. Its not that they don't want to watch it, they just realize that the demo is a VERY low priority.