the nicest Kickstarter video ever?
Photo by Jakob Owens on Unsplash
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The other night, my friend showed me a Kickstarter video...
And it looked like a full-production movie.
Leonardo DiCaprio could have been in this shit.
Another one of my friends, who majored in Film Studies, estimated they spent "a cool $100k" to create the video…
Which was only 4 minutes long.
Obviously, that's only speculation and we can't know for sure how much they spent. But that should give you an idea of the level of quality we're talking about here.
And all of that sounds good, right?
I mean, who doesn't want a high-quality video to help launch their product?
Well if the story ended there, I might not be writing you this email. Because, although the video was super high-quality…
The campaign totally flopped…
Twice.
Yeah. You read that right.
The first campaign flopped. So they canceled and relaunched again a few months later.
Same story. Another flop. Another cancellation.
My friend said…
"That's the nicest Kickstarter video I've ever seen in my life, but it gets zero point across."
He proceeded to show me another Kickstarter video for a similar product.
It was NOWHERE NEAR as fancy or high-quality as the first video. My friend said:
"This is a shitty video, but it's so clear."
("Clear" as in "describes the product well." Just FYI.)
And guess what?
The project raised over a million dollars.
So what's the lesson here?
Clarity always wins. There's no need to be overly clever or fancy.
Speaking of things that aren't fancy, but are clear…
I'm releasing my Mini Course next week. It's called:
How to Write a Good Email: An 11-Step Process
(It was initially a 10-step process, but I realized there's actually one more important step.)
Anyway, I'll send a few more details later this week and let you know when it's available.
Hope you're doing well.
Robert