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Everything I Know About Marketing Magic
by Maxwell Murphy

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Everything I Know About Marketing Magic by Maxwell Murphy

How do you make the most with your ideas? Go inside the magic industry, with a true insider.

Learn how to take an idea, form and shape it into a successful product in the magic marketplace. Includes resource lists and important contact information, as well as two wonderful guest contributions by Hank Schwaeble on contracts and corporations. (Particularly the article on contracts is some of the best and most useful information you will find short of consulting with a lawyer.)

Download the first chapter of the ebook here.

For 10 years, Maxwell Murphy led Penguin Magic, the largest magic retailer on the Internet. He sold millions of dollars of magic, produced dozens of best-selling products, worked with many of the top inventors in magic, and even lived on top of a magic factory in India. There are few who know more about marketing magic than Maxwell Murphy.

Historically, magic inventors haven't fared well. Dealers and distributors have had an information advantage, and often times, they've used it. Countless inventors have settled for 1/10th of what they could have earned. This ebook levels the playing field. Maxwell opens his playbook and his Rolodex, so you can succeed as a magic inventor and help take the industry to the next level.

"This is the book I wish I had 10 years ago." - Uday Jadugar

"A highly recommended read and study. If every inventor, artist, and producer read this it would help them be more successful while raising the bar in magic." - Tim Trono

"I'm in awe of your candor and mastery of the inner-workings of the magic industry. I think this book will improve the quality of marketed magic and maximize an individual's ability to profit from it. Bravo!" - Joshua Jay

"Essential reading if you're interested in selling a magic trick you've invented." - Acar Altinsel

"The magic industry is different than any industry on earth. It took me 10 years to figure it out. This little book contains everything I wish I'd have known from the start. There's a ton of information and strategic advice in the book. If by the end I haven't answered all your questions, the book comes with unlimited email support." - Maxwell Murphy

You'll find answers to many questions including:

  • How big is the magic market?
  • How many units can I expect to sell?
  • How does pricing work? Wholesale? Retail?
  • What kinds of deals are out there for magic inventors?
  • Should I self-produce?
  • What product format should I choose?
  • How can I bring my idea to life?
  • Who should I work with?
  • The Six Different Magic Customers
  • What the Big Name Magic Inventors Did
  • How to Maximize the Size of Your Deal
  • The Most Important Terms in Any Contract
  • Three Questions to Ask During Production
  • Why the Smallest Ad is Often the Best Deal
  • Strategy for Maximizing Sales of a New Item
  • What's the Magic Market Going to Look Like in 100 Years?
  • Profiles of Key Players in the Magic Industry

1st edition 2012, 150 pages.

Table of Contents

  1. Introduction

    Chapter 1: Magic is Different

  2. Getting Started
  3. Falling in Love with Magic
  4. The Magic Community
  5. What the Community Cares About
  6. Originality
  7. How to develop magic "the right way"
  8. When is Your Variation Not Just a Me Too
  9. Should you Market Your Magic Invention?
  10. There are Easier Ways to Make Money
  11. The Value of Respect
  12. Permission to Use Someone Else's Idea
  13. Proper Crediting
  14. What's a Classic Item?
  15. Knock-offs
  16. It's Mostly Gray Area
  17. More than Money
  18. Michael's Idea

    Chapter 2: The Magic Market

  19. Market Size
  20. Market Growth
  21. Percentage of Magic Sold Online
  22. Top Magic Buying Countries
  23. Velocity Expectations
  24. Magic Industry Price Structure
  25. Quantity Expectations
  26. The Six Different Magic Customers

    Chapter 3: The Deals Available to Creators

  27. Self Producing
  28. Should you self-produce?
  29. Royalty Deals
  30. Lump Sum Deals
  31. What type of Deal Should I Choose?
  32. What the Big Name Magic Inventors Did
  33. How to Maximize the Size of Your Deal

    Chapter 4: Key Decisions

  34. Choosing a Product Format
  35. Multi-trick Vs. Single Trick
  36. Setting The Retail Price
  37. Teaming Up With a Big Name
  38. Contracts by Hank Schwaeble
  39. Should I Incorporate? by Hank Schwaeble
  40. Should I get a Patent?
  41. Piracy

    Chapter 5: Manufacturing Physical Items

  42. Making a Prototype
  43. Can You Manufacture the Item Yourself?
  44. Sourcing
  45. Fabrication
  46. How to Have a Part Manufactured
  47. Tooling Costs and Per Unit Costs
  48. Packaging
  49. What to Include in the Package
  50. Artwork
  51. UPCs/Barcodes
  52. Printing
  53. Translations

    Chapter 6: Video Production

  54. Filming Magic
  55. The Paradox of Production Values
  56. Should We Use Multiple Cameras?
  57. Camera Angles
  58. Hiring a Video Production Company
  59. Permission to Film at a Venue
  60. Spectator / Model Release Forms
  61. How To Make a DVD
  62. Advice on Buying Video Equipment
  63. Borrowing or Renting Video Equipment
  64. Do I Need to Shoot in HD?

    Chapter 7: Marketing

  65. Naming Your Product
  66. Writing Marketing Copy
  67. Making a Demo Video
  68. A Crazy Offer, Just Because
  69. Three Questions to Ask During Production
  70. Testimonials
  71. How to Get Five Star Reviews
  72. Take Your Product Seriously

    Chapter 8: Advertising

  73. The Examples Around Us
  74. The Temptations of Advertising
  75. How to Spread the Word
  76. My Experience w/Ads in Magic Magazines
  77. Before you Advertise
  78. Why Advertising is Overpriced
  79. The Elephant and the Ant
  80. Only Fools Break Even (in small markets)
  81. Why the Smallest Ad is Often the Best Deal

    Chapter 9: Sales

  82. Strategy: Maximizing Sales of a New Item
  83. Selling Direct to Magicians
  84. Exclusives
  85. Building a Fan Base
  86. Selling at Lecture
  87. Selling at Conventions
  88. Specific Convention Recommendations

    Chapter 10: Manufacturers

  89. MagicSmith
  90. John Kennedy Magic
  91. Mesika Magic
  92. Magic Makers
  93. Chazpro Magic
  94. Magic by Gosh
  95. D'Lite Products
  96. Bob Kohler Magic
  97. Fantasma Magic
  98. Sankey Magic
  99. JB Magic
  100. Andrew Mayne {magic}

    Chapter 11: Magic Factories

  101. Uday's Magic World
  102. Eddy's Magic

    Chapter 12: Specialty Magic Factories

  103. US Playing Card Company
  104. Roy Kueppers
  105. Tango Magic
  106. Todd Lassen
  107. Jamie Schoolcraft

    Chapter 13: Production Companies

  108. Paper Crane
  109. Vanishing Inc.
  110. Theory11
  111. L&L Publishing
  112. Dan and Dave

    Chapter 14: Distributors

  113. Murphy's Magic
  114. Fun Inc.
  115. Magic City
  116. D. Robbins
  117. Loftus, Inc.
  118. Vincenzo Di Fatta, SRL

    Chapter 15: Retailers

  119. The World's Largest Magic Retailers
  120. Penguin Magic
  121. Hocus Pocus
  122. Ellusionist
  123. Alakazam Magic Co.
  124. The Magic Warehouse
  125. Magic Geek
  126. MJM Magic
  127. Tannen's Magic

    Chapter 16: Magazines

  129. Magic Magazine
  130. Genii Magazine
  131. MagicSeen
  132. The Linking Ring
  133. iTricks
  134. LinkingPage /

    Chapter 17: Discussion Forums

  135. There Will Be Criticism
  136. The Magic Cafe
  137. Genii Forum
  138. Penguin Forum
  139. Theory11 Forum
  140. Ellusionist Forum

  141. Closing
  142. Resources
  143. Sample Video Contract
  144. Sample Spectator Release
  145. About the Author

word count: 60416 which is equivalent to 241 standard pages of text

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