Ideally, the buzz about a crowdfunding campaign builds during the months leading up to launch. We recommend our clients use the “Rule of 7” to their advantage – to share their campaign in seven unique and engaging ways. If all goes according to plan, this seven-part communication strategy leads to an increasing level of enthusiasm among their prospective backers that peaks at launch.
You may read more about the “Rule of Seven”, a core marketing principle, in this post.
But what to do if, instead of feeling like a thrilling countdown, the Rule of 7 feels like a forced march? If social media posts are getting fewer and fewer responses, emails are met with “unsubscribe” clicks, and it feels like the message isn’t being heard – or worse, ignored?
- Check the internal enthusiasm meter. Sometimes, our clients’ natural anxiety about their crowdfunding campaign (it’s a big deal!) can spiral into dread. This is untenable, since aversion is contagious, no matter how carefully the words are chosen – the campaign owner’s feelings about their campaign will seep out and influence others. So if you find yourself feeling afraid of your campaign, it’s time to take a time-out to love on it. Do your best to extend your warm feelings about your project to the process of funding it. (This can be hard. You can do it.)
- Share your message in your own voice. Sometimes our clients get very awkward when they start conversations with their networks about their upcoming crowdfunding campaign. Friendly banter is replaced by stilted pronouncements. It is off-putting. Remember, you are just working your key message – “Preorder my [genre] [title] on [platform] [date]” – into the conversation. You can say that in your voice.
- Don’t bury the lead. When our clients draft their first Facebook post about their campaign, it is, on average, four paragraphs long. Worse, often their key message – “Preorder my [genre] [title] on [platform] [date]” – only shows up at the end. It’s natural to want to explain, tell the whole story of the project, and attempt to cajole enthusiasm, but boredom never won any backers. Get to the point.
- Improve the call to action. On a related note: most communiques about the campaign should have a call to action beyond “wait for my campaign”. This could be to sign up for a newsletter, help with a campaign event, give feedback on draft cover art or a poster. Make it clear, with each communication, what you want the recipient to do. And if you make sure that it is something enjoyable and within their capacity, they are likely to actually do it.
- Include images – especially of faces. People respond to images nearly 10x more than text, and to faces nearly 10x more than other images. Including a picture of your face in a social media post or email means it will likely be 100x more effective than without. Our clients often reject this idea. We tell them to get over it.
- Get personal. No successful campaign was built on mass communications alone. No tweet or newsletter will engender enthusiasm like a one-on-one coffee date. Make time for individual conversations – via text, Skype, phone, or in person. More often than not, these people you’ve told about your campaign in person will be the people who go on to like and share your message in other ways.
Marketing your campaign is work, but it shouldn’t feel like a slog. Slow days are fine, but if the trend is toward getting stuck, back up and review the tactics above to get your message back on track.
If you would like a free personalized diagnostic of your crowdfunding idea – a $125 value! – please fill out our Artist Questionnaire. We typically respond within two weeks.