Everything I Know About Marketing Magic by Maxwell Murphy

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

• 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
128. Lybrary.com

     Chapter 16: Magazines

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

     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