Fantastic Beasts and Where to Find Them

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Author: Troy White

Troy White is a top marketing coach, consultant & direct response copywriter based in Calgary, Canada. He has a powerful approach to growing small businesses and entrepreneurial run ventures on a budget. His free Cash Flow Surges blog shares tons of great strategies at his main blog.

What a fantastic title that is. Fantastic Beasts & Where to Find Them, is a little known book by JK Rowling. Get it or at least take the lessons I learned to heart and use them in your business.

This is not the actual mainstream book series like Harry Potter. This is a niche book for true fans and devoted followers.

From the back: “A copy of Fantastic Beasts & Where to Find Them” resides in almost every wizarding household in the country. Now Muggles too have the chance to discover where the Quintaped lives, what the Puffskein eats and why it is best not to leave milk out for a Knarl.

Proceeds from the sale of this book will go to Comic Relief, which means that the pounds and Galleons you exchange for it will do magic beyond the powers of any wizard. If you feel that this is insufficient reason to part with your money, I can only hope that passing wizards feel more charitable if they see you being attacked by a Maticore.”

Brilliant! Not only is a great bit of teaser copy to the magical world that lays inside these pages, it leaves a harder close than normal books would – I SURE don’t want to get attacked by a Maticore, I don’t know about you!

The Manticore is a “highly dangerous Greek beast with the head of a man, the body of a lion and the tail of a scorpion. As dangerous as the Chimeraea, and as rare, the Manticore is reputed to croon softly as it devours its prey. Manticore skin repels almost all charms and the sting causes instant death.”

So what does this have to do with you and your marketing? First, you need to realize that your greatest fans and customers LOVE new products that help them understand and use more effectively your other products. JK Rowling has one of the best imaginations in the world, and her ability to put that into a form millions could read is amazing.

But she gets marketing. She KNOWS that there is a segment of her customer base that would love to know more about the creatures in the books and movies that don’t even really exist (well, they do in the mind anyhow).

88 pages of descriptions of monsters and beasts that she created. What they eat. What they look like. What to be careful of. Did I say brilliant?

Think about your client base and the questions they have about your products and services? Anything keep on coming up in the questions you get?

Why don’t you create videos, books or articles that address the questions and give them a chance to get involved. Or create new products that help deepen the use of the existing products they own.

If you have a client base, there are other things you should be offering to them. Period. But its up to you to figure out what they want ad how they want it delivered.

The second BIG lesson here is something I have been hinting at A LOT lately! Sub-niches. A real GOLDEN opportunity for you in this present economy is to find very specific groups of people within your client base that have common characteristics.

Maybe a percentage of them skydive. Or read Harry Potter books. Or own cats. You can target JUST THOSE people in your marketing. It makes your marketing much easier to do. And even MORE easier for your ideal clients to notice.

It’s like the “Pet Lovers Realtor” I have spoken about. She gets it. She markets in kids magazines (parents with young kids are highly likely to also have a pet). She markets in pet magazines and newsletters on a local scale. She markets in some of the usual places… but in a city of 5,000 realtors… she is the ONLY one calling herself the Pet Lovers Realtor and using a picture of her and her dog.

So, so much easier to stand out in all the clutter when you are calling out to a VERY specific type of person. Do you see that?

I hope so – this is a monster opportunity to improve the results of your marketing with just a few minor tweaks in your approach.

To your success, Troy White PS: Discover how to make your cash flow surge with the street smart marketing tools at my blog You also get one of my favorite case studies of marketing done exceptionally well, The Million Dollar Lobster Report when you sign up for updates on my blog. Discover how two young twenty-something year old brothers turned a simple lobster sale into a million dollar business in just 3 months!

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