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Welcome to The Innovators Insight.
Every Saturday, you’ll get an actionable email explaining everything you need to know about physical product concept design, development, fundraising, and marketing so you can develop your ideas from sketch to scale.
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Crowdfunding Landing Page Masterclass
As inventors and creators, we are always buzzing with ideas.
Our minds are full of dreams waiting to become the next big thing.
But let's be honest, bridging the gap between a simple sketch and a market-ready product can sometimes feel like crossing a massive canyon.
We've got you covered!
This week, we're turning the spotlight on a critical step that often feels like standing at the edge of that canyon – creating effective landing pages for your crowdfunding campaign.
You’ll learn how to capture your concept into a single web page that needs to convince people to part with their hard-earned money and place their trust in your idea.
Let’s look at the 5-step system:
1. A Captivating Headline
Your headline is the first thing potential backers will read.
Make it count.
It needs to be:
Clear
Concise
Compelling
Consider the example of Pebble Time, a smartwatch that raised over $20 million on Kickstarter.
Their headline was simple:
"Pebble Time - Awesome Smartwatch, No Compromises."
The best headlines do 3 things:
Tells you what the product is
Hints at its superiority
Piques your curiosity.
Pebble time nailed all three.
2. Engaging Visuals
Remember, people are visually driven. Show them what you're offering with high-quality images and videos.
Take Coolest Cooler, a versatile cooler that became a crowdfunding sensation.
The landing page displayed eye-catching images of the cooler, revealing its features and usage in various scenarios.
But the star was a video showcasing the cooler in action, emphasizing its practicality and coolness - pun intended.
3. Product Benefits
When explaining how your product can make people's lives better, make sure to focus on the benefits and not just the features.
For example, if you're creating a new kitchen appliance, don't just talks about the number of settings or the type of material it's made from…
Focus on the benefits — like how it can save time and make cooking easier.
You can also highlight how it can improve the quality of life for your potential customers, such as helping them eat healthier or spend more time with their family.
For instance, when Flow Hive campaigned for their innovative beehive, they didn't just talk about the hive's features.
They highlighted the joy of harvesting honey without disturbing the bees, a unique benefit that resonated with potential backers.
4. Social Proof
If people see that others trust your product, they're more likely to trust it too.
Social proof can include:
Testimonials
Press mentions
Number of backers
Consider the case of Pono Music, a high-resolution digital music player.
Their landing page featured testimonials from renowned musicians & publications praising the sound quality of Pono, instantly adding credibility and attracting music enthusiasts.
Look:
5. Clear Call to Action
Lastly, tell your visitors exactly what you want them to do.
Your call-to-action (CTA) should be direct and enticing.
Include a specific action verb, such as "back," "pledge," or "support," and should be prominently displayed on the page.
To create a sense of urgency, you can use words or phrases like "limited time offer" or "don't miss out." You can also add incentives for early backers or offering limited edition rewards to create a sense of exclusivity and encourage people to act quickly!
The campaign for Exploding Kittens, a card game, did this well.
Their CTA read: "Back this project, grab your friends, and make sure you have plenty of kitty litter."
It's playful, fitting the product's tone, and compels visitors to take action.
Final Thoughts
A successful crowdfunding campaign is a blend of:
A great product
A compelling story
A well-designed landing page.
The purpose of your landing page is to communicate your vision, showcase your product, and inspire people to support your campaign.
Your landing page is your chance to make a strong first impression on potential backers.
You only get one first impression.
Put your best foot forward.
You might not get a second chance.
See you next week!
Whenever you're ready, there are 3 ways I can help you:
Raise crowdfunding: We can help you turn your product prototype into an investible asset. If you’ve got a working prototype, and need funding to scale, send me a direct message on Linkedin (click here) saying “funding” for more details on how we can help.
Validate your physical product concept: Got a concept (napkin sketch or full concept design) for a killer product? We want to see it. Click here to submit it for review.
Free Guide - Crowdfunding 101: How to prepare your physical product for a crowdfunding campaign. Click here to learn more.
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