So you spent months agonizing over every detail of your Kickstarter campaign, right?
Your campaign page looked great.
Your friends and family were super excited.
And you’d mentally prepared yourself to become the face of the next million-dollar Kickstarter project.
Then you hit launch, and well… nothing happened.
64% of Kickstarter projects fail to hit their funding goal.
So if you’re off to a slow start, you’re not alone.
It’s hard to do well on Kickstarter.
But making these five changes will definitely help you out.
1. Change your hero image & headline
Your hero image is absurdly important.
It’s the image overlay people see before they click play on your video.
It also helps your project stand out when people are browsing different categories on Kickstarter.
Take a look at these three popular projects.
What do you notice about their hero image and headline?
1 It’s abundantly clear what the product is.
2. Two of the three projects use a text overlay.
3. The headlines all include some version of the words “World’s First.”
Let’s break those points down
If a 5-year-old couldn’t figure out the product you’re selling with a quick glance at your hero image, you need to change your image.
It should be an exceptionally crisp, clear image of the product you’re trying to get funded.
Kickstarter sort of frowns upon using text overlay in your main image, but here’s the thing…
90% of the big projects do it, so you should too.
In nice, big letters add a short phrase like the DanForce G1 Flashlight did.
P.S. You can now use a GIF as your hero thumbnail, too.
Your headline probably needs some work
Your headline needs to be descriptive and short.
Make it memorable so people can Google it later.
Adding stuff like “World’s Best,” “World’s First,” “World’s Only,” to your headline is corny, but it works.
It makes people curious, and when they’re curious, they click.
2. Close out unpopular rewards
You’ve heard the saying that you can’t have too much of a good thing.
So when it comes to your Kickstarter rewards, the more the merrier, right?
Too many rewards confuse people, and confused people don’t buy things.
Keep your Kickstarter rewards as simple as possible.
Here’s an example:
Let’s say you’re selling a watch on Kickstarter.
Your first reward should be of, well, your watch.
Don’t make your first reward a $30 hat with your logo on it.
Nobody, I repeat nobody wants that crap.
Except for maybe your mom.
So skip it.
You should aim to have 3-4 rewards total.
Here’s how your Kickstarter rewards should be structured:
1. A $1 “Thank you” reward.
So people can follow your project and get updates.
2. An Early bird.
A limited quantity of your product at your lowest price.
To keep momentum, you’ll want to keep this open for a few weeks.
3. A Kickstarter special.
Your main product at percentage off retail.
You can add more if you want, but you’ll be playing with fire.
Remember, keep things simple.
P.S. You can’t change a reward’s text after someone has backed it, so be extra careful with your copy.
3. Shorten your Kickstarter video
A 7 minute video you paid someone $5k to make for you?
Or a 7 minute video you produced yourself?
Answer: They both suck.
Nobody has time to watch a 7 minute video on Kickstarter.
So if your video is that long, you need to chop it down to 2 – 3 minutes max.
Also super important:
Explain your product fully in the first 10 seconds.
If you wait ’til 40 seconds in start talking about your project, 90% of people will have dropped off already.
Shoot for a completion percentage of 30% or more.
It’ll help you rank higher in Kickstarter’s algorithm, too.
4. Feature less text and more images on your campaign page
People are lazy.
They like pretty pictures, not long blocks of text.
If you’re still reading this (hi Mom!) then you’re doing so because this long post is broken down into short sections.
If your campaign page features paragraphs of text, you’ve wasted your time.
People will just skip over it.
Instead, add tons of easy-to-read graphics and images to your page like this:
5. Consider using a Kickstarter marketing partner
You’ve probably had a ton of marketing companies approach you.
And it’s super hard to tell which ones are legit.
Kickstarter keeps a list of their crowdfunding experts.
So if the crowdfunding agency approaching you is on that list, they’re probably a safe bet.
With that being said, paid advertising is tough.
There’s no guarantee you’re going to make your money back.
But they definitely can amply the effectiveness of those changes mentioned above.
Summary: What to do next to turn your failing Kickstarter campaign around
1. Change your hero image & headline.
2. Slim down your rewards.
3. Shorten your Kickstarter video.
4. Reduce the text on your campaign page.
5. Consider hiring a Kickstarter marketing partner.
Have other questions? Leave us a comment and we’ll help ya out.
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