Building the Pitch
Thoughts on selling yourself & building a good Kickstarter page
Earlier this week, I sent the Bloodfields manuscript off for copyediting! It was an exciting and intimidating moment. I spent a whole day knocking out all the remaining little bits and bobs throughout the text before having a video chat with my editor, Vi Huntsman. The chat with Vi was great and they really helped to make the process approachable and were very open and honest which is great for me as a newcomer to editing in the RPG space. In the past, I have almost always been the one editing my own work and most often in a local newsroom environment. RPG writing is a very different beast, but as always, everyone in the community is so helpful and transparent so it is much easier to get in and to grow then I would have initially thought.
That said, now that I am not focusing on the text of the zine itself. I need to focus on the next big task: the Kickstarter page! At this stage in the project, a great Kickstarter page is probably the single most important thing to do. There is plenty of time to finish the text, experiment with layout, commission more art, and get books shipped, especially with the extended time tables I’m giving myself as a first time crowdfunder, but there is less than 2 weeks to launch and what’s on that page is all that is going to make the majority of people decide to give me their money (or not)!
In the past, I worked a handful of sales jobs and was quite good at them, but I didn’t like that I was. Being too good at sales often feels like straight up manipulation or exploitation of others, especially if you don’t truly believe in the value of the products you are actually selling (like when I worked for a huge corp in car insurance, for example).
This is where self-promo differentiates itself from the typical sales work: I have already spent all of this time (and some money) creating this project I want to see exist and now I get to tell people, openly and honestly, about how excited I am to have the chance to make it a real physical thing for myself and others to enjoy. If I have to “sell” anything, I would always rather it be something I created and I am excited to have exist in the world (beyond any hopes of individual profit or some grander career plan).
I’m straying here from talking about the actual Kickstarter page itself though! Here are the elements I believe are key to any Kickstarter page and the biggest things I hope to convey as I build my pitch:
What is it and do I want it?
Do I believe you can do it?
How much does it cost (with shipping info too)?
While some of these seem really straightforward, I know I’ve experienced KS pages myself that don’t clearly answer all 3 of these and really they are all that matter for me. Bower’s Game Corner on Youtube does a great series of KS review videos in which he enthusiastically walks through this thought process in a way that really clicks with me.
The faster I can answer those 3 elements the better and then everything else is just extra bits to build excitement in my audience.
Right now, I am working on a handful of sample layouts and mockups (seen throughout this missive) that will give me images that will do a lot of that work for me. A key mockup with some additional text can, in a glance, tell you what it is (oh, so it’s a zine - I see the cover has the Mothership logo and a brief tagline on it - oh okay, so it’s a battle royale zine for Mothership) and the biggest aspect of what it’ll cost (aw, so $8 digital and $15 physical).
From there, I go into the text descriptions, most of which I already have put together from existing threads, the original Kickstarter page I sent in for approval, or from the press kit I recently put together as part of Tony’s awesome #ZIMO2022 workshop. After the initial explainers (1-2 paragraphs each on the key aspects of the zine, with custom headers splitting them up for more visual flavor), I’ll move onto #2 on that list: why folks should believe that I can deliver on the promises I’m making. This aspect may be the hardest part for many folks as it is where you most have to sell yourself, but you should never talk yourself down - just try to avoid talking yourself up. Be honest with yourself and your audience. People connect to that!
For me, that means I will speak to my experience as a writer and editor, the awesome team I have working with me in Roque Romero and Vi Huntsman (and a tbd fulfillment partner possibly) and then my own recent experience of writing, editing, and doing layout for The Mole on Pirad One, an adventure that has sold over 350 copies since its launch in September and I fulfilled myself prior. I don’t need to boast or lie about anything, just tell folks the facts.
Lastly, I need to get all of my ducks in a row in terms of whether I’m doing the fulfillment in-house (most likely) or with an external partner. I’ve reached out to a few but have yet to hear back and really want this ironed out before the launch, given the wild year of printing and shipping ahead of us. This would answer the second half of #3 - how much will shipping cost, how will it work, etc.
Beyond that, everything else will just be about building excitement and hopefully getting folks to talk to their friends about the project! I think there’s a lot of value in looking at other past Kickstarters that you would like to be in a similar size and scope to if things go well and going after the structure and style of those pages. For me, that’s projects like Lone Archivist’s What We Give to Alien Gods or Ian Yusem’s The Drain - not that I think I’ll be as successful as either of those awesome books. Thousands of past campaign’s pages are still live so find successful projects like yours (or that you’d like to be like) and take what worked for them!
This was a rambley one as you can see I am still working through a lot of my thoughts on this front. I will probably do a post-mortem sometime after the campaign where we can dig into how these things actually worked out for my page.
If you’ve got any big tips on Kickstarter page must-haves, let me know in the comments cus I don’t want to miss anything!
MORE COOL THINGS
Tim Obermueller, creator of The Burning of Carbex, is itchfunding his newest project as part of #ZIMO2022 and was awesome enough to ask me to create a shady corporate sponser for the zine’s deadly game show as part of a stretch goal for the project! I’m really excited for this one. If Bloodfields is Battle Royale, PUBG, and Hunger Games, The House Always Wins feels more like Running Man and Squid Game to me - a different but just as horrifying kind of death game!
Stella Condrey just launched a really awesome Patreon in which you get a physical pamphlet in the mail every month for $4! An awesome way to support an indie creator doing really wonderful stuff able to be added in to loads of existing games (Mothership-focused so far) and for Stella to keep the pamphlets flowing!
Marco Serrano over at SpicyTuna RPG has been a really wonderful and super helpful voice for me over these handful of months of being active in the indie rpg creator scene and his new project, Knights of Lazarus, just got a proper unveil and launched its Kickstarter pre-launch page as well. It looks SICK - wonderful art, awesome layout, and a dungeon blending science fiction and fantasy in some ways I’ve never seen in any other Mothership adventure to date. Follow it HERE.
Zine Month continues to be a great repository for the MASSIVE amount of rad upcoming projects out there. Give it a look as the showcase continues to grow!
FOLLOW MY KICKSTARTER
Thank again for reading! I really do hope these are at least entertaining and at most valuable! Feel free to leave a comment or reach out to me on Twitter if there’s anything you are loving, disliking, or anything in particular you’d like to see me share my thoughts on. - Christian