There have been countless campaigns on Kickstarter that have had amazing footage, yet the campaign failed. Why? They didn’t have the “bones” of the Kickstarter video outline in place to build the foundation for a compelling script.
Think of your video as the sales pitch of your campaign. If your outline is poorly structured or nonexistent, it won’t matter if your Kickstarter video looks like a million bucks.
I’ve seen plenty of products do extremely well on Kickstarter with only basic photography and a killer sales pitch. Pristine imagery is not necessary, though it definitely adds a professional touch.
You need to show potential backers they can use the product and convince your audience that they want and/or need the product. The script is the most effective way to persuade your backers. Before jumping right into the script, first create an outline that you can build upon and perfect.
If you take a look at the award winning Kickstarter videos, you will see that they all generally follow the same Kickstarter video outline that can be dissected down into 4 parts.
First, you will need a good hook. Your audience needs an emotional, personal, and highly targeted mental hook that will capture their minds and keep them on your Kickstarter page. Start with your strongest material first. David Ogilvy, an advertising executive says, “When you advertise fire-extinguishers, open with the fire.”
Start out by locating the problem(s) your key audience has. The more universal the problem the better. Even though you probably have a target market in mind, you don’t want to close doors to others that might be interested.
Let that problem really sink in and explain the impact it has on their daily lives.
Now that you have reminded your potential backers of the reason for their headache, it’s time for you to come to the rescue with the cure to their problem. What are the solutions your product has to offer?
Here is a tip when you are ready to capture footage for your video: feature an actor interacting with your product and demonstrating how it solves the audience’s problem(s). This will build credibility for your product because your viewers will be able to see that your product actually works. If you have a product that syncs with an app, try to show someone using the app to show how the product and app work together.
This part of the Kickstarter video outline is also your time to show off what makes your campaign so special. Why do your backers need your product instead of something else already out on the market?
If you know of any objections, overcome them. For Instance, if the price is “too high”, explain why it’s not. Highlight the features, quality, and benefits that give the product value. Objections can often be countered with further information and clarification.
Viewers rarely care about your story until they decide whether or not they are interested in your product. Now that you have their attention, you can deepen their commitment and interest level in your business with your story.
Backers are not always just pledging to get a product. They are also backing you!
CrowdOx recently sent out a survey to 50 serial backers, and their findings were enlightening. 78% wanted to be part of something cool, 52% actually needed the product, 37% wanted a discount from retail, and 33% wanted an exclusive product or to be an early adopter.
Do you have a cool story? Share it.
You can also opt to include your story in your page design. Just like with your video, sell your product first on your page template, and then share your story.
Did you know that 85% of sales interactions end without the salesperson asking for the sale?
Don’t let this be you after all your hard work. Asking for the sale in your video script can be short and simple, but make sure it’s there.
Your goal should be to get backers to say “Yes, I need that!” and then back your campaign. You can’t expect backers to answer yes to backing your project if they were never asked.
If this outline sounds too simple, you are correct. We are just scratching the surface of everything you will want to know about creating an effective Kickstarter video outline.
You can do all of the research by yourself, or you can hire the world’s leading crowdfunding marketing agency who already knows how to put together a Kickstarter video outline.
The most important element of a crowdfunding video, besides having an awesome product as the featured star, is the script. Funded Today is one of the only crowdfunding video production companies with the experience of helping thousands of campaigns.
We also understand how to bring that video to life with compelling imagery and expert video editing skills. We would honestly have to write books to discuss all the skills and finesse that goes into making that happen.
Why waste your valuable time figuring all of this out when you can hire Funded Today to write an effective sales script and create the whole video for you? Fill out this online form today and one of our Client Specialists will be in touch.