Most Kickstarter publishing category campaigns fail to raise even a fifth of their funding goals. Data nerds like me may want to visit kickstarter.com/help/stats for the full post-mortem. Suffice to say: raising money to publish your book is really hard.
But it’s not impossible. I have produced successful Kickstarter campaigns for writers, ranging from a gritty New Jersey mob memoir with a ten-pin twist, to a gleefully adorable children’s picture book introducing entrepreneurship. Their successes were not a coincidence. Despite their very different audiences, their paths to success were nearly the same.
I’m looking forward to teaching an afternoon workshop at WriterHouse on February 16, 2014, to walk through these case studies and what we can learn from them. For now, I’m happy to share three of the ten essentials for Kickstarter success for writers.
- Tap into your extrovert and PROMOTE. This is conjecture, but perhaps the reason book campaigns fail disproportionately is because writers tend to be introverts. We want that loophole whereby our work will be found without us having to tell anyone about it. Nope. The Kickstarter campaign is excellent sales boot camp. For both Bowling For The Mob and Camila’s Lemonade Stand, we had a month of promotion prior to the campaign before launch. The goal was to make sure everyone relevant heard about the campaign at least 10 times during the 30 days before launch, through the 30 days up to close.
- Map out the money in advance. The occasional Kickstarter campaign goes viral, even books. However, all 125,000 campaigns in the history of Kickstarter have not. In all likelihood, yours will not. So you need to know both exactly how much money you need to produce your book, and exactly where that money is going to come from. After learning the nail-biting hard way on Bowling For The Mob, for Camila’s Lemonade Stand we went through a detailed Kickstarter Estimator process before the campaign launch. This was like a wedding guest list, but with the added columns of how much money the invitees were likely to pledge, and for what kind of reward. Then we applied the 65% rule – because not everyone we invited to the campaign was going to show up (they didn’t). So let’s say we need to raise $6,500 to produce a book. We sit down and tally up all of our friends, colleagues, family, and fans, and what they’re likely to pledge. That comes to $10,000. We multiply by 65%, get $6,500, and voila, this is a campaign that has a chance to succeed. If, on the other hand, we need $20,000 to produce the book, and then we tally up our likely pledges and that comes to $5,000, well… we don’t even need to bother with the 65% rule. This campaign is almost certainly going to fail.
- Shoot a decent, short video. Kickstarter makes a big deal about having a video – any video. People want to see and hear from you. Good light and good sound go a long ways towards making a homemade video watchable. For Bowling For The Mob we had Bob sit directly under a skylight and used a microphone and an iPhone propped on a soda cup; For the Camila’s Lemonade Stand video we used a bright floor lamp with the shade removed behind the camera and a Samsung Galaxy phone with a tripod and microphone. Neither of these videos will win any awards, but they are watchable, informative, and they are SHORT. Don’t underestimate how brief attention spans are. Keep it under 3 minutes.
No Oscars. Successfully funded.
These 3 are the tip of the iceberg. At the seminar we’ll be covering how to tap into the extrovert and promote, how to map out the money in advance, and how to shoot a decent, short video. We’ll also be covering how to pick rewards and at what pledge levels, the (somewhat complicated) mechanics of setting up the necessary accounts for payment processing, some (hilarious!) case studies of what not to do, how to stay within key Kickstarter guidelines so that your project gets approved, what to do when you hit the mid-campaign slump, among other essential elements to success.
If you only take away one idea from this post, it would be “if you build it, they will come” does not apply to Kickstarter. Some lucky folks are salespeople by nature. The rest of us need to practice the steps to master them. And it’s easier to do it with a team.
This creepy crap only works in 80’s Costner movies
If you’ve read this whole post thinking, “what the heck is Kickstarter?!?”, you’re not alone. For Bowling For The Mob, the campaign was the first Kickstarter experience for the writers and a majority of the people who pledged. It’s a fundraising platform for artistic projects which, since 2009, has raised nearly a billion dollars. The best way to learn more is to wander around on Kickstarter.com. Enjoy!
If you’re considering Kickstarter to fund your book, it’s hard – but possible. No hocus pocus required.
Please consider yourself invited to the Kickstarter for Writers seminar at WriterHouse on 2/2/14.
Please visit the successful campaigns for Bowling For The Mob and Camila’s Lemonade Stand.
And, please feel free to stop by The Artist’s Partner for more information on the services I provide – like Kickstarter campaign production – to artists who want to keep a bigger share of the profits by producing and distributing their work.
Bethany Joy Carlson is a co-founder of BACCA Literary, a WriterHouse board member, and founder of The Artist’s Partner.
Don’t worry. You can’t pitch worse than 90’s Farley movies