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Project page

There are two overarching concepts you need to look out for when putting together your project page.

Keep it focused: Initially, people have a very limited amount of attention they are willing to give your project. No one will think twice about closing the page, if they don’t get hooked in a few seconds. Reduce the amount of mental work they need to do to get to the meat of the information and you’ll have more time to sell your idea. Keep the page well organised and centered on the main selling points of your product.

It’s about trust: When someone looks at the project page, they need to be reassured time and time again that they can trust you. Trust you with their money. Trust you with the product. Trust your word.

You’re going to see something different in this section. I gave most items a score, indicating how much trust you can gain by following the advice.

Other good to know:
- The sharable preview link will forward to your live campaign page after launch
- You can revise your project page during the campaign, but not after


Make it easily scannable

Nobody has time to give a damn about your product. This is very important. People don’t look at your project page the way you think or the way you do. Most just scan the page very briefly, skipping blobs of text in search of pretty images. They may read half a sentence here and there, but they won’t commit the energy to read the description if they don’t get hooked quickly. So it’s very important to make people discover the important information, even if they just scroll around take a look at shiny things.

The way to do this is to avoid putting up large blocks of text like the plague and include illustrations, infographics and gifs.

Have beautiful art or pictures

It’s very important to have some beautiful product photos or art (if applicable) that you can show off. People take your product design as a sign of how much attention you gave to it overall. Regarding board games, you don’t have to make (and pay for) all the art up front (backers will understand that’s part of the reason you are seeking funding), but you do have to have at least the box art and maybe some card art ready. 30 TRUST in the bag. 🦄

State if there will be a pledge manager

There are backers that got used to only pledging a dollar so they don’t have to decide during the campaign what tier to choose (or even to even choose one) and plan on upping their pledge during the pledge manager. If you don’t plan on having one, highlight it on your project page so that backers don’t miss on upping their pledge during the campaign.

Have a clear page structure

Something like the one below. There is a todo item for each of these items. Done properly, this is 10 TRUST under the Christmas tree 🎁

- Summary (product pic, tagline, selling points)
- Reviews
- In-depth look
- In the box
- Shipping
- Stretch goals
- Add-ons
- Story
- Risks & Challenges

Summary

Since you only have a couple of seconds to grab your visitors attention, it makes sense to feature the most important aspects of the product succinctly, up front, only going into details later.

1. A picture is worth a 1000 words and a nice product image should be presented first. Either a nice photograph or a rendered image. In case of board games, this should be the game box.

2. Next is a short tagline, one (or two) sentence at the most, just to give context to the best selling points.

3. The best selling points is a short and sweet bullet pointed list (not a paragraph) of the most important hooks of your product. It should not be a dry information dump. In the Sales section, we talk about how to write this. Apart from that, your main selling points can also include a (truly) great price, free shipping, particularly fast fulfillment, awards or any and all edge you can up for your product. This is also the place where you show some completed part of the project. A scene from a play, a page from a book, print & play version of your game.

If your project is not in USD this might also be a good place to display the approximate USD price for your core reward level. US backers are said to freak out if they don’t know the dollar price of your product. Showing the EUR price might also help if the product is not in EUR or USD.

Done well and according to the Sales section, this section scores you 20 TRUST 😉.

BOARD GAMES Rules and print & play

In case you are wondering, yes, you read that correctly. Do not be afraid to share the rules and p&p of your game. No one is out to steal it. The person who is ok with using just the p&p version, wouldn’t spend money on the game anyway. You lose in trust far more by not providing the a p&p, than you should worry about someone stealing your game.

Reviews

Social proof is one of the most important aspects of sales. It’s one of the reasons Kickstarter features the number of backers and the current funding so prominently. Showing positive, impartial, honest reviews, especially from a reviewer the person already trusts, means a lot.

Embed or link to a couple of 3rd party video reviews about your product. Make sure to feature a sentence from each review below them so their opinion is visible even if I don’t click on them. It’s a lot more effective that way. State that the reviews are not paid for (if they really aren’t). Bamm, 30 TRUST. 😱

In-depth look

This is where you share the details. Keep scannability in mind: do NOT post an illegible wall of text. Make sure your paragraphs are short (3-4 sentences at most) and insert a lot of high quality images between paragraphs.

It's best if visitors get the main selling points even if they just look at the pictures. Maybe embed a few words on the pics that talk about them. A great shortcut to avoiding swaths of text while still getting your point across is explanation videos and how-to-plays (for games).

Make sure to include any selling points that were not important enough to be featured in the Pitch, like a sleeve-friendly board game box.

Include things that might increase your credibility. Explaining (briefly) why you need the money and what actions you have taken personally for the success of the project. This shows us that you are not just after our money. Something like:
“I have a project that I expect will take $27k to build. I have already done x, y, and z, at a personal cost of $2k. I also plan on doing S, T, and U in the near future which I expect to cost about $X. That will leave me with only Q and W to do. These are big items, and I can’t do it alone. So I am doing this Kickstarter campaign to raise $20k to accomplish this piece of the puzzle.” Kickstarter Lesson #171: The Project Timeline – Stonemaier Games

You can also note that Your $20 [example] will also help start a business, if that really is your goal

Another way to increase trust is to simply share the project timeline that includes both the past and the future. It anchors your product in reality. Showing what you did in the past shows resolve and showing what comes in the future shows that you thought it through and your vision doesn’t only span until you got the money.

Slam dunk, 15 TRUST! 🏀

In the box

This is the place to show us images of all the beautiful goodies in the box and in case of board games, show off your awesome components. 'Easy' 15 TRUST! 💁‍♀️

Shipping

List your shipping prices. You don’t have to do this by country, it’s enough to post the shipping rates by region, like Canada, US, Europe, Asia, Australia & New Zealand.
Since you should have already made sure to provide customs-friendly shipping (as in, your backers don’t need to worry about getting hit with a customs fee before they can claim their items), be sure to state that. The best way to do it is using the customs-friendly badges made standard by Jamey’s efforts that are used widely (expecially in the board games category) on Kickstarter.

Customs-free shipping badges
Worldwide badge

-50 TRUST if shipping info is missing 📉

CRITICAL State how many copies a backer can buy

This is important because of shipping. If your core pledge level is $29 and someone backs you with $290, you need to ship 10 items for the shipping price of 1.

Since shipping services state their prices in ranges, it’s quite possible you can fit more than one copy in the package, if it’s light enough. However, it’s unlikely, that you can ship 5, 10 or 100. Figure out how many copies you can send for the price of shipping 1 item and state that number on your project page.

Story

Feel free to tell people about the story of your product and team. 5 TRUST 🎷

Risks and Challenges

This is mandatory section on the page.
Apart from the obvious, you can also include other things here, like how you handle shipping errors on your backers side. A good way to handle it is by stating that if they make an error in their shipping address, they need to pay shipping again, but not the whole product.

Pre-approve your campaign

Creators need to have their campaign approved by the Kickstarter staff before they can launch the campaign. Approval time can take anywhere from a few hours to a week. However, you don’t need to finish setting up everything before you can send it for review. It’s enough for the core information to be present. However, if a lot of things change after approval, you may need to re-approve it again. Make sure to take the approval time into account when planning your launch date.

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