Part One of this post talks about pre-planning for your Kickstarter project. Part Two continues today with visuals, including tips for perfecting your pitch video.
In my last post I told you to break up blocks of text with images. Here are some examples of ways to create visual interest within your Kickstarter page:
Matter Deep Publishing offered a number of packages at a great variety of price ranges. We had an acknowledgments credit for $1 pledges, a Thank You note for $5, a calendar for $35, etc. Our packages ranged from $1 to $3,000, giving people a chance to pledge as much or as little as they wanted. Though we did not move the $3,000 painting, we did receive a donation of $1,500 and quite a few in the $100-$300 range.
For each package our designer, Carly Strickland, laid out images of what was in the package. She put international shipping reminders on every package that was more than a notecard to ship. As a team, we titled every package to give them flair and make them easier to talk about and tell apart. Fonts used were fun (NEVER Comic Sans), but legible.
Because no formatting was allowed in the pledge choices in the sidebar, package titles were written in ALL CAPS to make them stand out.
As previously stated in this eBook, the goal is to present yourself as a competent entrepreneur, not like a beggar. When writing your pitch, you need to be clear and confident. This is not the place to grovel. Kickstarter is a way for average people to invest in really cool projects, to see the kinds of ideas that they like, come to fruition. They want to believe that the person behind the project can produce and that money is only a tiny, insignificant obstacle.
Here are some basic tips for making the perfect pitch:
✓ Get others to help check the spelling and grammar. Remember, this is professional.
✓ Break up large blocks of text with images.
✓ Donʼt complain or beg.
✓ Describe your project clearly so that people know exactly what they are getting.
✓ Repeat the information in your video so that people who canʼt stream video can still understand your project completely.
✓ Show some personality.
✓ Give a little history about your project.
The video is one of the most important parts of your pitch. Remember that phrase, “TLDR”? You’re already pushing your luck, asking strangers to go to a page and give you money. Don’t blow it by expecting them to read three pages to understand what your project is. The pitch is important for expanding upon information, but the video is vital for hooking backers. You need to offer a short, exciting look at your projects so that backers will want to read those three pages you write.
✓ Be in the video. People want to connect with the project creator. People want to assign a human face to the project theyʼre giving money to.
✓ Keep it short. People donʼt tend to watch long videos on the internet. We suggest less than 3 minutes.
✓ Donʼt linger too long on stills. The default 6-seconds on most video editing programs is too long. Images need to change quickly to avoid boredom.
✓ Pack it full of visuals. Images and videos are the most-shared things in the internet. People want images.
✓ Write a script. Please donʼt wing-it. You want to get the vital information in there and avoid rambling.
✓ Rehearse your voice over. Do a few takes and compile the best ones. Once again, you need to sound professional, even if your camera quality is not.
✓ Donʼt make them read the video.
WHAT WE DID
Our video featured Terry Strickland talking about the project with bouncy music and plenty of visuals from the event and the book. We included on full-page preview spread from our book and close-ups of most of the paintings in our final product.
We didn’t get into prizes or prices in the video, just the vision for the product and the history of the project. The end of our video featured a few outtakes, too, to show our personality.
Over the course of three weeks, our two-minute video received 636 plays, 42.5% of which were complete.
The music for our video was Royalty Free by Kevin MacLeod. You can find Royalty Free music from Kevin’s site http://incompetech.com/music/royalty-free/. Just make sure that you give credit to the artist! Kevin was credited at the bottom of our Kickstarter page.