Friday, 25 January 2013

10 Rules to market magic!

1. The main item needs to fool magicians.

I cannot stress the point hard enough. Magicians will not buy what's practical, but what fools them. If they are fooled, they assume it must be good. 

2. Make sure the main item uses a very obscure method.
Instead of using a Double Lift, use Sticky Tape to achieve the result. Magicians love methods. Even though the audience will not be aware of that. 

3. Add filler material, preferably card tricks.
Card tricks are very easy to create. It's very simple to create a new twist on a tried and true plot. So naturally they are great filler. Magic fluff is the industry term. But of course you don't call it filler. You call it a "bonus".

4. Create a video to demonstrate the effect.
Then edit it so the method cannot be backtracked. Even if you follow rule #1, not 100% of the magicians will be fooled, because some of you are smarter or more knowledgeable than you. Some have even read the whole of the Tarbell Course. So to fool those few you need to cut the video. Otherwise you cannot sell it.

5. Start hyping the product months in advance.
By having your "friends" ask about it at the Magic Cafe. The Magic Cafe is a horrible, horrible place, but just like in a sleazy part of town magic rumor spreads like the plague. Also free snippets will work. Release them for free, if they join your newsletter. That way you have a big base of subscribers that you can market to. For free. But in order to do that make sure you have plenty of material. Not just one trick.

6. If you have more than one item, make sure you spread them out over "Volumes".
No matter if books or DVD the main principle is the same. If you have three great tricks, you need to release a 3 DVD set. If you have have two great tricks, you need to release two books. The rest of the book/DVD will be filled with magic fluff.

7. Publish a release date and offer subscribers an early bird discount.
This is crucial. You need to establish a fan base. And how do you get fans? By making them think they get something cheaper than the rest.

8. Don't sleep!
During the first days of the product's release you have to be awake 24/7. The forums will be all about your product. The better forums will be honest about it. Don't worry about it too much. But those "spoiler" forums will try to take it apart and reveal the method. You need to have a fake identity to post stuff like "Nope, that's not how it works. It uses a clever new principle." That way they buy it.

9. Have less items than the market demands.
The line "out of stock" is magical dynamite. The demand will be high. So about half a year later, you can release version 2.0.

10. Listen to critical responses...
...but forget their names. Use the suggestions how to improve on your routines and work all of that into the version 2.0. Swarm intelligence also applies to magicians. Be the collector of the goods stuff. Make the most of it. And by that I mean money.


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