7 Tips to Get Kickstarter Backers & Funding For Beginners

Here's a comprehensive summary of the YouTube video transcript:

Key Concepts:

• Crowdfunding success on platforms like Kickstarter and Indiegogo.
• Attracting and retaining backer attention.
• Creating a desirable product that solves a need.
• Building trust and credibility with potential backers.
• The importance of a strong promotional and marketing strategy.
• The distinction between logical and emotional trust-building.
• The role of transparency and community building.

1. Capturing and Maintaining Attention

The most crucial element for a successful crowdfunding campaign is getting and maintaining attention. This starts with a compelling pitch video that hooks viewers immediately and keeps them engaged throughout its duration. It's not enough to have a visually appealing video; it needs to be concise and impactful.

• Key Point: A killer pitch video is essential, but it must be complemented by a campaign page that expands on the video's narrative.
• Detail: The campaign page needs sufficient graphics, storytelling, and illustrations to showcase the project's full scope, making it believable and exciting for potential backers.
• Analogy: "You don't get a second attempt at a first impression."

2. Creating a Desirable Product

A fundamental principle of crowdfunding is that not every product deserves to exist. Creators must develop something that people genuinely want to back and see brought into the world.

• Key Point: The product must solve a need or offer significant benefits to the target audience.
• Marketing Framework (4 Ps):
  • Product: Focus on features, benefits, specifications, and durable materials that backers will be proud to own.
  • Price: The product must be affordable for the target market, or if it's a luxury item, its value must justify the price.
• Tangibility: Demonstrating functionality through demos and prototypes is vital to prove that the promised benefits are realistic.
• Equation for Funding: Funding = (Number of Backers) x (Average Pledge Amount). The average pledge is influenced by the product's desirability and price.

3. Building a Tribe and Transparency

A significantly overlooked tactic is building a tribe of supporters before launching a campaign. This involves being transparent about the creation process.

• Key Point: Crowdfunding relies on trust, especially since backers don't receive products immediately.
• Methodology: Share the journey, including new iterations, drawings, concepts, and prototypes. This fosters a sense of community and makes backers feel like they are part of the project's development.
• Benefits:
  • Qualifies potential buyers.
  • Validates pricing.
  • Gathers valuable feedback through surveys.
  • Tests different product positioning strategies.
• Contrast: This is different from traditional product launches where information is often kept confidential.

4. The Mysterious Reason for Non-Conversions: Lack of Trust

Even with significant traffic and a great video, campaigns can fail to convert if they lack sufficient trust-building elements. Attention is just the first step; the follow-through is critical.

• Key Point: Trust is built through both logical and emotional components.
• Logical Trust Building:
  • Specs: Detailed information on sizes, materials, and product constraints.
  • Functions & Features: Explaining how the product works, its capabilities, and compatibility with accessories.
  • Demonstrations: Showing the product in action.
  • For Games: Game mechanics, card types, artwork quality.
• Emotional Trust Building:
  • Brand Building: Brand statements, the inspiration behind the product.
  • Identity Alignment: Understanding the target backer's identity, their other purchases, and how they view themselves, then positioning the product to resonate with that identity.
  • Value Statements & Messaging: The overall feeling and message conveyed by the brand.
• Evidence: Media mentions, testimonials, and product demonstrations contribute to surface-level trust.

5. Promotional and Marketing Strategy

The promotional strategy (marketing) is a critical driver of funding.

• Key Tactics:
  • Influencer Marketing: Collaborating with influencers to promote the project.
  • Affiliate Marketing: Utilizing affiliate programs to drive traffic.
  • PR and Media Attention: Securing coverage from news outlets and blogs for instant credibility and traffic. (The speaker mentions getting into CNN, Wall Street Journal, New York Times, etc., through PR efforts).
  • Performance Marketing: Paid advertising such as pay-per-click (PPC) on platforms like Facebook, Instagram, Google Ads, TikTok, and YouTube.
• Incentives for Momentum:
  • Early bird reward tiers.
  • Limited quantity rewards.
  • Add-ons.
  • Stretch goals.
• Campaign Stages: Marketing efforts should be planned for pre-launch, during the live campaign, and post-launch (e.g., using pledge managers or Indiegogo InDemand).

6. Resources and Further Learning

The speaker, Salvador Briggman, offers several resources for creators:

• YouTube Channel: Features videos on various crowdfunding topics.
• Podcast: "Crowdfunding Demystified" features interviews with successful creators.
• Book: "The Kickstarter Launch Formula" provides a step-by-step guide.
• Free Course: Available at crowdcrux.com/kickstarter, covering essential tactics.
• Free PR Course: Available at crowdcrux.com/pr.
• One-on-One Coaching Calls: For personalized guidance and strategy development.

Conclusion/Synthesis:

To achieve crowdfunding success on platforms like Kickstarter and Indiegogo, creators must move beyond simply having a good idea. The core pillars of success involve capturing and maintaining attention with compelling visuals, creating a product that genuinely solves a problem or fulfills a desire and is priced appropriately, building a transparent and engaged community (tribe), and implementing a robust promotional and marketing strategy that leverages both logical and emotional trust-building elements. By focusing on these interconnected strategies, creators can significantly increase their chances of blowing past their funding goals and bringing their projects to life.