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OK, this has very little to do with crowdfunding. OK maybe a little. Or maybe a lot. What part of content or product marketing is not crowdfunding? What part selling anything to anyone that will pay money, not crowdfunding? When the crowd chimes in with reviews, when the descriptions and value porposition is better than any other anywhere, when you differentiate your product against all competitors...you will succeed. Just like in crowdfunding.
If you look at this product, there is nothing compelling in the "above the fold" description. To me it looks like every other grill I've seen online. OK, it is a Weber, but how am I supposed to know if this product is THAT MUCH BETTER than, say, a $299 Charbroil at Walmart?
All it says about the grill is the WHAT. Just the features. It talks about square inches of cooking area. It talks about the rotisserie (does anyone even use those any more?). Nothing about the WHY and certainly zero compelling information about the benefits and why anyone would want a grill like this.
In this listing there are no reviews, so I can't even tell if anyone likes or hates it. Then lower on the page, where there is an opportunity to litterally talk about the sizzle, to tell stories about how this grill changed the lives of people, to use action words and a video that makes me stay on this listing.
I do get a lot of extras that I really don't care about - and I really feel like Amazon just wants to upsell, upsell, upsell. I'm not so into that. They say at lease half-dozen time what the model number is, just begging me to go find the same exact product at a cheaper site. Or maybe I am willing to pay a little more for the same product if I get the priviledge of folks who care about me, care about my wants, and take the time and energy to engage with me in a conversation.
There is a total lack of any kind of "experience" or "tribe" or "loyalty" that makes we want to hit the Buy Now button.
Then they go on th cannibalize the sales process, and Amazon shows me four other, competing grills. How about I just bounce and go find a site that seems to care enough about the buyer, and the buying experience.
So how is this different than your crowdfunding campaign? If it's not, then good luck. You'll be about as successful as this listing on Amazon. You'll talk all about you, like Amazon does over and over and over again on this page. You will talk only about the WHAT, and not give me the simple courtesy of a story, or the WHY I should spend that kind of money on this grill.
Am I wrong here? Who do you know would pay that much for a grill? Is Weber really that much better? Is their brand promise a Tiffany's equivalent? Let me know if I am out of line here.
A crowdfunding campaign has to go so much further than this listing, and so much further than 95% of the Kickstarter or Indiegogo listings.
If you want to see how to build yourself an awesome, compelling, and successful crosdfunding campaign, click here: http://bit.ly/La0IQg
I am writing a more detailed article on this subject ilook for it soon.....