Create a Kick-Ass Kickstarter or Indiegogo Campaign - Part 1: Content
Some people seem to think that there is some magic hack to reaching campaign funding goals on Kickstarter or Indiegogo. It’s actually quite simple…if done properly. Basically, there are three major components of creating a successful Kickstarter or Indiegogo campaign: content, delivery, and promotion.
In this essay (part one of a three-part series), we will cover content.
First, tell a good story
Most successful crowdfunding campaigns I have seen on Kickstarter and Indiegogo excel at telling a “good story”. This means the story must be compelling. If it isn’t, the viewer will just lose interest or find another project to fund that is compelling. Just imagine that “your story” is a journey; and you are inviting the viewer to accompany you on your journey. Your story should include components such as; “What inspired this product/project?”, “How did the founder/founders come together to decide on starting this project?”, and “How do the founder/founders intend to make this happen?”
This should be done with simple, clear, and concise text and videos that explain “what the product/project is”, “what it does”, and “how it is groundbreaking”. (I will explain how to create a compelling video in part two of this series). The story should also clearly convey the founder’s goals or intentions for this product/project or company.
KISS – Keep it short and sweet
If the story or text is too long, you will lose people’s attention. If you are having a difficult time shortening it; work at it from the opposite end. Condense the story to the barest elements, or what marketers call the “bones” of the story. Then “flesh” it out from there, and add only what is necessary and what essential points you want to get across. Try to break down longer sections or paragraphs into shorter ones. In today’s world of “short attention spans”, you can’t afford to lose potential contributions just because your material was too long or boring to read.
Focus on the message and tone
Clarity is paramount. And, so is the tone. It is important not to come across as condescending, or worse, desperate. Be confident, clear, and state why you are raising this money and what it will be used for. Even better, build trust with your audience with a breakdown of your budget. This will show exactly what their money will be used for.
Don’t be afraid to share details
This is also part of your “story”. Tell the viewer a little bit about yourself. What is your background? How might that help with this product/project? (If it even doesn’t help at all, you should explain why you chose this project. Sometimes having no background in the product/project field can be an advantage; as you might see things from a fresh perspective. Make it work for you.) Same goes for your co-founder or team. Tell about other important events or people that shaped your product/project. Again, make it compelling and keep it short and sweet.
Use visuals
Visuals help the viewer understand the concept of the product/project better. And if possible, give viewers a sneak peek at the product or project. Don’t worry if all you have is a prototype; it’s better than nothing. Helping the viewer to visualize what they are going to be funding goes a long way. Also, include images of the actual rewards themselves and a chart showing the reward levels (see image above). If done correctly (and not overused), visuals can add personality to your campaign and break up long stretches of text. Most importantly, make sure that the visuals are relevant to the campaign material.
Don’t forget to proofread
It sounds so simple: but so many people forget to proofread their own work. Grammatical and spelling errors are one of the surest and quickest ways to kill a campaign. You want the viewer to know that you are intelligent; especially since they are handing you their money.
End with a call to action
After all of your hard work, it will have all gone for naught if you do not end with a call to action. You need funding: don’t be afraid to ask for it directly!
What other suggestions would you recommend to create amazing crowdfunding campaign content?
Originally appeared on my blog at www.rogerkuo.com. Please feel free to share/repost/retweet.