So You Want to Launch a Kickstarter Campaign

I think one of the reasons 56% of Kickstarter projects fail is because people tend to believe it goes:

1. Have idea.
2. Click 'Publish.'
3. Rake cash.

But a Kickstarter campaign, a good one, is a lot of work. Not as much work as writing a novel, but it's not something you just post on a whim. Before you click "Launch," you need to know (or have) ALL of the following.

WHY KICKSTARTER?
This is every backer's first question: "Why are you coming to me for money instead of doing it yourself?" There are lots of great answers to this question. For example, you might want to:

• Gauge interest before spending a year of your life writing it (though be warned: if you have no writing experience, people are going to wonder what, exactly, you're gauging).
• Fund a nice print run, limited edition hardcovers, etc.
• Fund a marketing campaign for a novel you've already written.
• Hire an illustrator for the book cover, a map, or internal illustrations.
• Hire an editor to give the book you've already written the polish it deserves. 

Whatever your reason, it's part of your pitch, and part of the reason people are going to back you. They want to be a part of something important, so make them feel that.

A FUNDING GOAL
How much money are you trying to raise? This is more critical than you think. People often judge a campaign based on how much it asks for. If you ask for $1,000, people don't expect much, but you lose some respectability. Ask for $10,000, and now people expect something serious -- a midlist author or a book that had a publishing contract but backed out for some (respectable) reason, for example.

Obviously it's not just about appearances either. How much do you actually need? What are you using it for? Are you barely covering your costs or did you build in a profit? Did you remember to take into account Kickstarter's fees? Rewards? Shipping? Once you are successfully funded, you are responsible for all the promises you made during the campaign. Make sure that, if you hit your minimum funding goal, fulfilling all those rewards will still be worth your while.

BACKER REWARDS
What are you offering your backers in return? Obviously a copy of the novel, but in what format? For how much? Do you have more rewards for people who want to back you at a higher level? Think carefully about this, because fulfilling rewards (especially physical ones that have to be mailed) can eat up a lot of your budget. But at the same time, people won't back a project if the reward they want is too expensive.

ART
You're a writer, so what do you need art for? Well, you don't have to have it, but if you can get good-looking art -- maybe concepts of your story, a map of your world -- it can make an average pitch look great.

Be careful, though. Bad visuals are worse than no visuals at all. 

THE PRODUCT
You might think that because the Kickstarter is meant to determine whether or not you'll even make the product, you shouldn't have to do any work on the product at all. This couldn't be further from the truth. The more work you put into your novel (or whatever you're pitching) ahead of time, the more faith your backers will have that you can pull it off.

There's a balance though. If your product is completely finished, people will wonder why you need to raise x-thousand dollars for it, and they could be more hesitant to put their faith in you. Again, people want to feel like they're making a difference.

THE VIDEO
This is the first thing people see when they hit your Kickstarter page. You don't have to have one, but some people are more likely to watch a two-minute pitch than read all the text on your page. How to make a good video is beyond the scope of this post, but in general:

• Keep it brief.
• Pitch what you're doing, why you're the one to do it, and why you need the backers' help to do it.
• Show off any art you've got, even if it's just concepts.
• Don't show anything that makes you or your product look bad. Kickstarter is about transparency, but you can go too far.

THE PITCH
This is the meat of your Kickstarter page. It's got to have all the information listed above, plus more to pre-emptively answer any questions a potential backer might have. The better you anticipate and handle potential questions, the better your launch will go.

What happens after launch? I'll deal with that in the next post.

So You Want to Kickstart a Novel

Kickstarter has funded the hopes and dreams of thousands. Could it do the same for you?

Maybe.

First things first: Kickstarter is not the new self-publishing. A quick look at their own stats will prove it: less than half of the projects put up on KS have been funded. The statistics for the publishing category are even more grim: only a 31% success rate.

Still, it's better than querying, amirite?

I want to spend a couple of posts talking about what you can do to get yourself in that 31%, and why you might want to do it at all. Kickstarter isn't a magic bullet.

NOTHING IS.

But it does have a couple of benefits over publishing straight to Amazon. Specifically:

1. It shifts the risk. Instead of spending a couple years writing a novel only to discover nobody wants it, you can learn the same thing after only a couple of months.
2. You can get input directly from the people you're writing for on what they like and don't like.

What Kickstarter can't give you is writing experience, which is admittedly kind of critical. So I can't really recommend it to inexperienced writers. But if you've been writing a while, and you've got this great idea for a story, but nothing of yours has ever sold really well and you're not sure if it'll be worth your time, well.... you might look into it.

There are 3 things you should probably have to run a successful Kickstarter. If you're only asking for a little money (say $1,000 or less), maybe you can get away with one of these. From $1k-10k (where most of the successful publishing projects are), you want at least two out of three.

(1) A great idea. Be careful here. Everybody thinks they've got a great idea. You've got to have an idea people want. No, more than that: an idea they need. It's hard to pitch something innovative, and a lot of great-but-untested projects fail right here. This is why nostalgia and spin-offs sell really well. But if you're an author looking to self-publish, you don't have the luxury of a license. High concept is your friend.

(2) Evidence that you can pull it off. Because everybody has great ideas, people are hesitant to back someone if that's all they've got. They want to know why you're the person to put this together. Anything that proves you can write: short stories, a blog with a following, even a popular Twitter feed. If you don't have anything, try an excerpt of what you're planning to make.

(3) A network of people to spread the word. Kickstarter does not mean instant visibility. While it's true your backers have a vested interest to spread the word on your behalf (another benefit of Kickstarter), you have to get some backers first. Having a platform to start from can help a lot.

If this looks a lot like what you need to succeed in self-publishing -- or querying agents and editors, for that matter -- you shouldn't be surprised. Kickstarter doesn't change the playing field. It just shifts things around. Instead of WRITE => BUILD PLATFORM => MAKE MONEY, now it's BUILD PLATFORM => MAKE MONEY => WRITE.

These are all just guidelines, of course. It depends very much on how much money you're asking for, and even then there's no guarantee that any of these will make your Kickstarter successful (see what I said before about magic bullets). Though if you've got an idea people are craving, a history that shows you can pull it off, and an audience just waiting for you to launch so they can tell their friends about it, well . . . then you might have something interesting indeed.

But you still need a campaign. We'll talk about that next time.

First Impact: THE ANKULEN by Kendra E. Ardnek

It's been a while, but we have another First Impact Critique, where we take a look at your queries, first pages, back cover copy, and more. You want to make an impact right from the start. We're here to help you do that.

If you'd like to submit your first impact material, send it to firstimpactAE@gmail.com. Details here.

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This week we have the back cover copy for a fantasy by Kendra Ardnek (I see what you did there) called THE ANKULEN. My overall thoughts are at the end. As always, this is just my opinion. Your mileage may vary.

Back Cover
When she was seven, Jen had an amazing imagination - one she could make real. Then her parents adopted Chris. He disappeared a few weeks later - and with him went her imagination. But when her adopted brother Chris disappeared, her imagination went with him.

Eight years later, he reappears and makes a startling revelation. He was her imaginary friend. Indeed, she has an entire imaginary world - and it still exists!

That's a mouthful :-)

The world-building is confusing me
here a little. See my thoughts below.

But it's dying - eaten by a horrid creature called the Polystoikhedron. She must find her Ankulen - the special bracelet that brought her imagination to life in the first place, and fight for her world. She's willing to fight.

But is she willing to die?

I'm assuming these are two versions
you want me to critique.

Or ...

Not a fan of this opening sentence.

Why is she wishing it now? Also it
seems odd that what she's worried
about is her imagination, not her
probably-kidnapped brother.

Stuck outside until her notebook shows signs of a story, Jen makes a wish that the adopted brother who disappeared when she was seven, shows back up and tell her what happened to her imagination. Which disappeared the same day. Of course, she never expected him to actually do so.

How did she not know she had this
bracelet? Wouldn't she have noticed
it ALSO disappeared the same day
Chris did?

I don't understand her 2nd task.

Turns out, he was actually her imaginary friend, and she had an Ankulen, a special bracelet that brings imagination to life. With her imagination in reach, there are only three things she needs to do to get it back: find the Ankulen, find her missing memories of building her imagination, and fight off the Polystoikhedron, a hydra-like monster that has been making a feast of her imagination in her absence.

All in a day's work, you know?


Adam's Thoughts
I like the concept, but I don't know if I'd read the book based on this back-cover copy. It raises a lot of questions for me in a not-good way, which makes me wonder if the author has thought the implications of everything through.

Here's the thing. As soon as I read that her imagination became real, I immediately begin thinking what *I* would do with that kind of power. I'm willing to grant a lot of leeway because she's seven at the time, but still, I'd expect unicorns and dragons and princesses in castles. Or SOMETHING totally fantastic that doesn't belong in this world. (And that's not even counting things like infinite candy/pizza/video games ;-).

But then what does it mean that it became real? Could her parents and other people see this stuff? If so, wouldn't that have freaked everybody out? And if not, what does "real" mean? Was it a world she went to? Did anybody believe her? Because the opening makes it sound like it was really, definitely real -- especially since her parents could presumably see Chris. But then why is she the only one who notices when it goes away?

Two other overall comments: (1) this feels like Middle Grade, though the submission labeled it as simply "fantasy." That probably doesn't matter for the back cover, but it's something you might want to know as you seek out your target audience. (2) This feels a LOT like The Never-Ending Story. That's not necessarily a bad thing (as I said, I like the concept), but I do think your back-cover copy could add something to distinguish it from that classic.

What do the rest of you guys think?

Dead Boys, Invisible Girls, and Teens That Can't Read Minds

I apologize for the blog silence. I'm deep in the drafting tunnels of a certain science fantasy novella and/or role-playing game. I'll resurface once I get this novella worked out. Until then, please see the last part of the official blog schedule.

But I'm sending this missive via miner's canary* because there are three very important books I need to tell you about. All of them are cool, written by exceedingly cool people, and I think I'm in the acknowledgements of two of them (which ones? You'll just have to read them to find out!).

* Please send the canary back, by the way. The air in these tunnels is starting to smell funny.

Jack of Hearts by Ricardo Bare
Jack lost someone, causing a deep pain he could no longer endure. Most boys would take their own life. Jack gave his heart to the Lady of Twilight and has become her heartless assassin. Now he feels nothing, even as he does the Lady's bidding in hunting a thieving wizard.

But when he meets a beautiful girl trapped in a mirror, something stirs inside of him. A shadow of what he used to be. He wonders if he made the right decision after all, but getting his heart back from the witch will prove more difficult than any mission he's been on.

Jack of Hearts, is Ricardo's debut novel that came out just a couple weeks ago. He is one of my most awesome critique partners, and also happens to be the lead designer of the critically acclaimed stealth action/adventure game Dishonored, released last year. Check this book out, folks.

Transparent by Natalie Whipple
Touted as X-Men meets Godfather. Fiona McClean was born invisible, which makes her the perfect daughter for Vegas's biggest crime lord. But when her father pushes her too far, she goes on the run and tries to live a normal life in a small town far from her father's reach. Far, but not far enough. When her father tracks her down, she has to decide how far she'll go to protect the people she loves.

Transparent is Natalie's debut (that doesn't actually come out until next week, but you can pre-order it now). She's a good friend of mine, and it's been both heartbreaking and exhilarating to watch her journey to publication these last few years. She is (as I've said) hugely imaginative, and it shows in her ideas. She is also part of our writing team for Torment, which makes her and Torment extra awesome. 

Open Minds by Susan Kaye Quinn
Kiera is a zero, a non-reader in a world where everybody can read minds. Until the day she accidentally control's her best friend's mind and discovers she's an entirely different kind of freak: a mindjacker. It turns out she's not the only one, and she's soon drawn into an underworld that she never suspected existed.

As it happens, this was Susan's debut as well. Yes, okay, this book came out two years ago, AND I've already talked about it. But I'm bringing it to your attention now because Open Minds is, now and forever, free to download.

So what are you waiting for?

On Objectivity

First Impact: HARD TRUTHS by Anonymous

It's time for another First Impact Critique, where we take a look at your queries, first pages, back cover copy, and more. You want to make an impact right from the start. We're here to help you do that.

If you'd like to submit your first impact material, send it to firstimpactAE@gmail.com. Details here.

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This week we have a query for an upper middle-grade fantasy called HARD TRUTHS. My overall thoughts are at the end. As always, this is just my opinion. Your mileage may vary.

Query

Not sure what a "peacekeeping"
dragon is, but otherwise okay.

Fourteen year old Reyna longs for more in her life. High tea behind higher castle walls isn’t enough. But she gets more than she bargained for at an annual festival where she becomes bonded, by blood and magic, to a peacekeeping dragon.

Last paragraph makes it sounds
like she doesn't want to have a
dragon. Now she's determined to
be the best Dragoneer.

Fiercely proud, Reyna is determined to become a great Dragoneer, even though she lacks any useful skills. Seriously - any useful skills. Etiquette and embroidery don’t exactly prepare you for endurance and espionage.

I'm a bit confused here. Don't know
what his scheme is or why the
dragons are in the way.

Her father, however, has different plans. His nefarious scheme will lead to the death of the peacekeeping dragons that stand in the way of a war to expand his kingdom. He will let nothing, not even the safety of his own daughter, stand in his way.

Not sure about "be a good person,"
but I'm glad to see a choice :-)

Confronted with the truth Reyna must choose to either be a good daughter or be a good person. Maybe if she were any good at being a Dragoneer maybe the choice wouldn’t be so hard.

Hyphenate "50,000-word".

DRAGONEER: HARD TRUTHS is a 50,000-word upper middle-grade fantasy.

I am a member of SCBWI and have written commercial scripts. HARD TRUTHS is my first novel.

Thank you for your time and consideration.


Adam's Thoughts
If Reyna ends up being the queen, her name might be too on the nose ;-)

Overall, this is pretty good. It's clear and easy to read, with just a hint of voice.

I would like a little more voice, if possible, but it's not critical. Part of me also wants to know more about Dragoneers and their peacekeeping dragons, but that might clutter the query.

What I'd really like is to better understand Reyna's father's plan and (therefore) the choice she has to make. What makes her father's scheme nefarious? (The query says, but it's not as clear as it could be). What does it mean for Reyna to be a good daughter? Does she kill her own dragon? What does it mean for her to be a good person?

I think it's close, because I get the feeling from the query that you have answers to these questions; they're just not coming across yet. I'd request pages, but I think this query could be even stronger.

What do the rest of you guys think?

Three Kickstarters I Would Throw All My Money At

1. A successor to Crusader: No Remorse. This game destroyed an entire quarter of my second year in college. Oh, man, but it was a good quarter.

You play an elite super-soldier, trained by a dystopian government that you spend the entire game betraying and fighting against. Technically, it's an action game, but it's a smart action game. You have to decide which weapons you will bring with you on each mission (of those you can afford). You can either sneak through missions or blast your way through them. And because what you bring with you is limited, you have to figure out how to conserve your ammo or find some more during the mission.

And the story is just cool. The government you served betrayed you, but the resistance you join in the beginning doesn't like you much either. So you have to prove yourself to them by undertaking increasingly dangerous missions. And then, of course, there's secret dystopian weapons projects, double agents, betrayal, and even a full-on dark night of the soul before you have to decide to get off your butt and save the world.

2. A successor to Chrono Trigger. I'm not gonna lie, I'm a fan of JRPGs (technically, I'm a fan of all RPGs, but JRPGs comprised most of my childhood, so...). And Chrono Trigger was probably the best. It had everything I loved about Final Fantasy (I), Crystalis, and Secret of Mana plus: time travel.

And not just time travel -- where you go to different eras the same way you take your airship to different islands -- but time travel that mattered. Plant a seed in the past, collect magic fruit in the future. Tell your robot companion to spend the next four hundred years restoring a forest, then travel forward to see the results. All the while trying to stop a giant alien parasite that crashed to Earth millions of years ago, awoke in 1999, and created a post-apocalyptic world for the remainder of time.

Or not. Cuz, you know, you can change things.

3. The reanimation of Tony Jay. Or, you know, at least his voice.

Obviously I'm not thinking about this very hard, because this is all nostalgia, but what would you Kickstart?