You’re reading edition #18 of the LaunchBoom Newsletter, which is sent every Tuesday to thousands of product creators.
Alright, it’s time to dive in! Here’s what we’ll cover:
- Three uncommon tips from a €149,493 Kickstarter launch.
- Who will win? 1K features vs. 1 feature.
- LaunchBoom hits 1,000 members in our community.
Enjoy.
Contents
1. Short Story
What happens when the worlds of product design expertise & board game passion collide?
You get a €149,493 Kickstarter campaign for these 1st time creators.
Read on to learn how they did it.
Eric & Aritz are the co-directors of Moronta-Casanova – an industrial design studio based in Spain. From 3D modeling to prototyping, they had been helping clients design their consumer products for years.
While in the midst of his day-to-day work, Eric had an idea.
As an avid board gamer with a (healthy) obsession for organization, he was bothered that there wasn’t a simple solution for organizing his pocket-sized board games.
So, naturally, he designed a product to solve his own problem.
The product was called Filler, and not too long after using the product himself he found himself thinking…
“Maybe other board gamers would want this.”
To see if that thought was true, they joined LaunchBoom Accelerator last year.
Now, with €149,493 raised on their first campaign… it’s safe to say that other board gamers wanted it too.
I’m going to break down three uncommon tips that contributed to their success.
Tip #1: Write a high-converting headline with this template.
Like all LaunchBoom clients, they set up a reservation funnel to collect leads and $1 reservations during the prelaunch. Today, I want to focus on one part of the reservation funnel: the headline.
The headline is the most important part of the landing page and I want to break down what makes a good one.
Below you can see the landing page for Filler.
A simple framework I like to use for writing headlines is this:
1. Make a bold (and honest) claim: for Filler they made the claim that it was “the ultimate” but here are many claims you can make. For example:
- The world’s first
- The largest
- The most affordable
- The most effective
- The only
2. Clearly state what your product is: Filler is a “storage system.” Plain and simple. Make sure you clearly state what your product is. Don’t try to sound clever. Be clear.
3. Explain the top benefit your product provides: for Filler, they focused specifically on “pocket board games” as that is exactly what they help organize. Identify the #1 benefit your product provides and state it clearly.
Use this framework to write your own high-converting headline.
Tip #2: Write benefit-focused ad copy to grab attention.
Below, you can see the best performing Facebook ad for Filler. The ad copy template they used is one of LaunchBoom’s favorites. It focuses on listing all the benefits / features in a bulleted list.
This is a copy template that anyone can use.
Start the ad copy with “Here’s what makes [insert product name here] the [insert bold claim here]:”
Then below that, list out the top benefits and features that backs up your claim.
Tip #3: Use add-ons on Kickstarter to raise a lot more.
Both Kickstarter and Indiegogo have an add-on feature. This allows you to upsell more products to your backers during the checkout process.
Filler was able to make an additional €28,839 in pre-sale revenue just from add-ons.
Here were the add-ons that Filler offered:
The best add-ons are compliments to the core product. But even if you don’t have additional products to sell, you can just sell more of the same thing.
You see that Filler offered an “extra set.” They sold 41 extra units with that single add-on.
I highly recommend you use add-ons for your crowdfunding launch.
These are just a few tactics Filler used to have a successful 1st launch on Kickstarter. Use them for your launch, and you too can find yourself raising €149,493 like Filler.
Check out Eric’s interview on the Masters of Crowdfunding podcast here:
2. Marketing Tip
One thousand features or one feature…
Who do you think would win?
It’s one.
Why?
Consumers don’t add feature values. They average them.
If you list a thousand features, it’s likely 999 of them aren’t relevant and it dilutes your pitch.
In fact, a customer might look at them and say… feature 834 isn’t what I need… so they don’t buy.
Instead, if you focus on just ONE feature…
Completely attuned to what the customer wants…
It’ll be a no brainer for them.
3. Favorite Content
24 days ago, we hit a huge milestone at LaunchBoom:
1,000 members in our community.
A lot of people don’t know this, but LaunchBoom isn’t just a service.
When a creator joins LaunchBoom Accelerator, they get access to our creator community.
My belief is that when creators work together alongside LaunchBoom, they will yield the best results.
Here’s some of my favorite parts of the community:
- creators form friendships
- creators give each other feedback
- creators provide expertise we don’t have
- creators share what’s working for their campaigns
- creators help each other avoid dishonest companies
One of my favorite parts of the screenshot below is that the post celebrating the 1K milestone was done by a client, not LaunchBoom.
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