How to Launch Your Kickstarter Successfully!
What are the tips and tricks for a successful Kickstarter? Lifeline Comics breaks it down!
Hello Lifeline Comics readers!
This week, we’re honing in specifically on the launch of a Kickstarter. Your launch is the absolute most important part of your entire campaign. And we’re excited to dive into the tips and tricks we use to ensure the strongest launch possible!
We’ll also talk about our upcoming C2E2 trip, our experience at Cats: The Jellicle Ball, and our thoughts on recent releases Project Hail Mary, Ready or Not 2: Here I Come, and Hoppers.
Let’s dive in!
We Will Not Be At C2E2!
Kat: Phil and I are going through an active family emergency, and will not be able to make the show. Thank you for understanding, and we can’t wait to see you at the next show!
If you were planning to get our exclusive Little Mermaid #1 Lenticular cover at the show, you can email me at comicunoheroes@yahoo.com and we can work something out online instead.
Now here are things we wrote before the active family emergency…
How to Launch Your Kickstarter Successfully?
Phil: A Kickstarter’s launch (specifically it’s first 24 and 48 hour windows) has always been the most important part of a Kickstarter campaign. But over the years, that only becomes more-and-more true.
Across the board from creators we’ve spoken with, mid-campaign numbers and even end-of-campaign numbers are trending downward. And short of the occasional “Hail Mary” outlier, we’ve pretty consistently found that the best indicator of your campaign’s overall success lies in its launch.
What steps can you take to ensure a strong launch? Let’s find out!
What’s Your Hook?
Kat: There are plenty of comic books on Kickstarter, but what makes yours different? Sure, you may have a superhero or sci-fi book, but there are PLENTY of other superhero or sci-fi titles on the platform. You have to find what makes your series unique.
One of Lifeline Comics’ very first titles was They Call Her…The Dancer. When first launching that book I could have called it an action adventure and wiped my hands of it, but “action adventure” doesn’t truly allow a potential reader to understand what makes the series special.
They Call Her…The Dancer - A Psychological Martial Arts Thriller tells me a whole lot more in a matter of just a few more key words. This can even help with your SEO (the practice of improving a website to increase its visibility and ranking in unpaid, organic search engine results), which is a major boost in any online business.
Phil: And once you hit your later issues, be sure to shake up your pitch and your hook! It’s the same series, but a new issue means you have another chance to reinvent your book to attract a different crowd. To use a simple example, in the sixth issue of our long-running horror series, we introduced “zombies” as a key word to our title: HAUNTING #1-6: ZOMBIE and GHOST Supernatural Horror Action
The series always had zombies in it. But simply shifting the keywords in our titling (and accompanying thumbnail) attracted new readers who specifically love zombie content but had missed out on the series before. A hook doesn’t stop with your first issue! You should take every new campaign as a chance to try out a new hook!
Why Should People Click?
Kat: A majority of your effort is going to go into creating the main Kickstarter page, BUT how do you get people to actually click on that very project you put so many hours into? The first three things potential buyers will see while scrolling through Kickstarter is: your thumbnail, your title, and your logline/subheader.
Make sure your thumbnail stands out with the best art from the book (even if that art is from a variant cover). While crafting the concept for the cover, highlight the key words you created with your hook for people to visually see why they should click.
This isn’t the last place you’ll use those keywords. The title section of your project allows for 60 characters, which can surprisingly fit a whole lot more than just your title. Use those key words here to spell out your “tagline”.
And there is a difference between a “tagline” and a “logline”. Let’s use the classic film Alien as an example. Its tagline is “In space no one can hear you scream”. This allows you to understand the tone of the story, but doesn’t fully give you the description of what the movie is about.
The tagline hooks people in, while the logline will actually sell people on the book. For Alien the logline is pretty short and simple - “Jaws in space”. This tells me a whole lot more about what we can actually expect from the story. When hovering over your project, Kickstarter will display your “subheader” - this is where you’re going to place your logline. Make sure it’s unique, while spelling out your story in a clear and concise way.
How You Craft Your Page Is The Key to Your Success
Kat: So you’re Joe Schmo from Brooklyn. Unless you’re Scott Snyder from DC Comics, please don’t lead with your whole life story. From the get-go, tell us what we can expect from your book in two or three paragraphs, show us FINISHED art from the book - with letters for readers to get a feel for what you’re selling (we recommend at least 3-5 pages), THEN you can talk about the whole creative team with 1-2 sentence bios and social media links. Hell, you can even add headshots here. Go wild!
The best way for your peers and potential audience to take you seriously is by creating a professional looking page. What would make you buy your own comic? Always ask yourself that question. Look at your page like it’s the first and only time you’re going to see it. If you don’t want to read your own page then why would a stranger?
Keep it simple, but not bare: use an easy to read reward format and book descriptions/visuals that doesn’t beat around the bush. This will help the page feel full without it looking too complicated. There’s a fine line between overtalking, and a page looking unfinished. Study other campaigns that have a big success rate to find that balance. Deconstructing how other publications craft their pages will help make you a better Kickstarter creator.
The Day You Launch Matters
Phil: While every Kickstarter Creator has a different strategy, we’ve found that consistency in your launches is the most important thing. If you launch multiple Kickstarters throughout the year, try to aim for a consistent date of the week and time (after trying out a few to see what works best for you).
From our experience, Mondays around 10:30-11am EST have worked best for us. We’ve had the occasional launch on a Tuesday, but we try to stay consistent so that our backers have more of a routine with our launches.
On the other hand, we know other creators who prefer to launch in the middle/latter half of the week and who find plenty of success with that. It’s not “one size fits all”.
We will say that weekend launches never seem like a good idea from our perspective. Any campaigns we’ve seen launch on weekends (when folks tend to be busy and not in front of their computer) we’ve felt would probably do better launching on a weekday.
The 24- and 48- Hour Launch Windows!
Phil: It may not seem “fair” or “right”, but the truth is that your performance at the start of your campaign informs how the rest of your campaign will do.
Backers respond to an already-successful campaign. So accumulating pre-launch followers to ensure that you get a lot of Day 1 (and Hour 1) backers is your best strategy for continued success.
It’s very rare to see a campaign that gets a “Hail Mary” in the mid-campaign with a massive jump. Most campaigns are pretty steady in their increase after initial launch — and are only growing more consistent over time, with fewer “last 48 hour” jumps than we used to see on the platform.
Post-launch, other factors like Kickstarter’s “Project We Love” tag make an incremental difference. Based on our experience with campaigns that do and don’t have that tag, the PWL designation plays more of a role on the “mid-campaign” than it does on your launch. It’s great to build a page presentation that matches other successful Kickstarters in an effort to get the tag.
Something we’ve also experimented with post-launch is a mid-campaign drop. Adding an exclusive Variant Cover or a premium item in the middle of a campaign can generate some burst pledges and breathe more life into a campaign after the launch boom. We recommend experimenting with these, but remaining aware that a lot of backers don’t engage post-launch. So even with “big tricks” like this, you probably won’t pull numbers anywhere near what you do with a strong launch plan in your first 48- and 24-hour windows — when the campaign is new and fresh.
Build a Brand
Kat: Alright, now you have the perfect page and all the right things for potential readers to click…but how do you get those backers to your page? There will be a handful of buyers who will come from the platform itself, but a lot of the legwork is going to rest on the creator’s shoulders.
Being a writer also means you need to become your own marketer and find an identity on either social media or your comic book community at large (through comic conventions or a connection to your more classic publishers (Marvel, DC, BOOM! Studios, etc.) But if you don’t have any prior experience in the entertainment industry, how do you build your brand from the ground up…? For me that was my YouTube channel and experience in comic book journalism.
Be Part of the Kickstarter Community
Kat: This goes straight into our last and maybe most important tip…integrate yourself into the Kickstarter community. Kickstarter isn’t just a “platform to make money” it’s a community just like the comic book industry itself. The best way to get your name out there is by supporting other people’s projects (even if just for a $1). Bigger creators are going to be much more likely to share your first campaign if they’ve seen your name pop up in their social media feed or their backer list.
People gravitate towards positivity. If you read a good Kickstarter book, write about it on social media to tell the world and the creators how much you enjoyed it. By making posts like this you’re organically creating a positive space and get this…a brand. So when it’s your turn to launch a campaign you’ll have the love from the Kickstarter community rallying behind you as you try to hit your funding goal.
Conclusion
Phil: As we always say, there’s no “one way” to be successful on Kickstarter. But there are definitely plenty of conventions and tricks you can use to create your “best recipe” for success. And with your Kickstarter Launch being the most critical hours of your campaign, you should always dedicate appropriate time and attention to ensuring the strongest launch possible!
ENDS TONIGHT: Nightmare in Wonderland #1-4
“Ex-Lovers Assassin Alice & Sleeping Beauty are transported to your favorite REALITY TV SHOWS as they try to escape the Queen of Hearts!”
The FINAL ISSUE of our Mature Sapphic series ends TONIGHT at 10pm EST. We’ve already unlocked five Stretch Goals and are closing in on the next group! Help us climb as high as possible for this last issue!
NEXT WEEK: Hallowed Ground - An Afterlife Horror Comic Anthology
“A 100+ Page Horror Anthology. Twelve stories of HELL, PURGATORY, and HEAVEN, from LGBTQIA+ Creative Teams!”
We had originally planned to launch HALLOWED GROUND (the brainchild of Michele Abounader for our DEATHline imprint) this week. But due to a payment processing error, we’ve had to delay the campaign by a week.
Trust us that it will be worth the wait! Tons of unique Afterlife stories from All-Star creators! And fans of Lifeline Comics properties can expect a pretty cool backup story to close out the anthology!
What Have We Been Up To?
Let’s talk about some of the things we’ve done to keep busy these last couple of weeks!
Cats: The Jellicle Ball
Phil: What is Cats: The Jellicle Ball? Well, it’s a somehow even gayer version of the already pretty damn gay Cats musical.
While the cast still plays a group of cats competing to be the “Jellicle choice” to ascend to…basically Heaven, the entire production is given more of a party/rave tone. And instead of donning human cat suits, the cast wears a variety of colorful, elaborate, and fabulous outfits that will make even the fashionably uninclined (*cough* me *cough*) mesmerized.
At its core, this is still Cats with a new, fun layer of paint on top of it. And while Cats will never be my favorite show on the planet, I can appreciate its charms and history. And there are several numbers in the play that I really love — all of which were performed fantastically in The Jellicle Ball.
Cats: The Jellicle Ball is one of the best examples of how to put a new spin on an old show. I guess you really can teach an old cat new tricks.
Media
Let’s discuss some non-comics media!
Project Hail Mary
Kat: Project Hail Mary is a charming film about the end of the world. Ryan Gosling delivers both humor and drama as he finds an unexpected bond with an alien rock. This relationship truly helps the movie sing…though not quickly introduced.
Even if the pacing is a bit lopsided at times, the rest of Project Hail Mary is a true “touchdown”. Everyday the world feels like it’s falling apart, but this sci-fi flick about the real end of the world gives audience members the hope we crave. Showing that if two completely different lifeforms who don’t speak the same language can find common ground…maybe we can too…or alien rocks are much better than the human race (choose your own adventure).
Ready or Not 2: Here I Come
Phil: 2019’s Ready Or Not is a film I really love. It has the signature blend of horror and comedy that Radio Silence (the team behind Abigail and Screams 5-6) is known and loved for. There are tons of quotable lines and memorable sequences (including a literally explosive ending). And it introduced us to Grace MacCaullay (Samara Weaving), one of the best final girls in recent memory.
Seven years after the decidedly final ending of the first film, we get a sequel that takes place literally seconds after the first film ended (even recreating the iconic last few lines of the 2019 film).
Now, did Ready or Not need a sequel? No, it didn’t.
Did this one deliver? Absolutely.
The best thing that Here I Come adds to the formula of the first film is the introduction of Grace’s sister, Faith (Kathryn Newton). While Grace was alone for the majority of the first film, here she has someone to bounce off of. Their dynamic is complicated and we get several scenes to explore all of the nuances of it and their storied history.
The kills and humor continue to be incredibly fun — almost perfectly in keeping with the tone of the first film. I rewatched Ready or Not in preparation for the sequel and it’s pretty amazing how perfectly they flow into one another despite nearly a decade between their releases.
On the negative side, Here I Come struggles a bit in its first and third acts. After an excellent opening one-take (and a perfect summary of the first film for folks who haven’t seen it or who haven’t watched since its release)…we’re treated to two more recaps of the first film in a row. It really stifles the pacing and just makes you eager to get to the action. And in the third act, the action shifts in a way that…may be jumping the shark a little bit. I struggled to understand why the antagonists would agree to the status quo shift that they do. And while some fun does come out of this change, it does leave a nagging voice in the back of your head wondering if it all tracks.
That said, from the moment the action starts at the hospital (probably about fifteen minutes in) throughout the entire second act, this is a blast of a sequel. I’d call it a must-see if you enjoyed the first film.
Kat: How do you do a sequel where all the villains blew up? You invite the extended family!
Ready or Not doesn’t feel like a sequel that should work…but it does as it picks up moments after the first. Grace is still reeling from her trauma, and now has to drag her estranged sister into a new game. This unique dynamic brought an entertaining new layer to Grace’s character as we learn why family was so important to her in the first place. It reverted my expectations for where the film was going to go, but made for a much more interesting story.
Here I Come isn’t as whimsical or gothic as the first, but more aligned with my personal tastes as it learned into absurd humor and action. I can’t imagine this being a longer franchise, but it was nice to witness such a seamless next installment for a final girl I never expected to see again.
Hoppers
Kat: I didn’t have any expectations for this movie. I’ve been burned over the years by Pixar/Disney with movies that are less all-ages, and more aimed for kids. But I was pleasantly surprised by Hoppers’ depth. It truly felt like a film from classic Disney!
It helped that the film’s star was a college student trying to find her place in the world. Once Mabel lost her grandmother she became dedicated to protecting animal habitats…even if that meant becoming a robot beaver herself. But at its heart the movie is about people meeting in the middle. You may have two very drastically different points of view, but with enough empathy there’s a chance to find a common ground.
Hoppers is a Pixar movie with humor, heart, and even a few surprises…it’s about “damn” time.
Phil: Hoppers is a refreshing release from Disney Pixar because it is a well-paced movie that actually has something to say. In fact, I’d go as far as to say that Hoppers has got stronger themes and bigger twists than anything we’ve gotten from Disney in years. There are so many moments that just make you kind of gasp out loud in the middle of the theater. I don’t remember the last time a Disney move really surprised me, so it was a refreshing change of pace.
I don’t know if the film is necessarily a “Pixar/Disney classic” — mostly because I don’t know if the characters are as iconic or interesting as other Disney/Pixar characters (even those from worse films). I like Mabel, King George, and even Mayor Jerry…but I don’t think they’re characters who will really stick with me in the same way as other more character-driven movies.
Nevertheless, Hoppers is worth seeing on its themes and humor alone. I can confidently say that it’s at least the best thing we’ve gotten from Disney since Turning Red (if not even further).
Comics
Let’s discuss some comics we’ve enjoyed recently!
As usual, we’ll spotlight an Indie Book, a DC/Marvel book, a Webcomic, and a Live Kickstarter book!
Indie Comic: No Saints Nor Poets (Tightrope Press)
Kat: There’s not nearly enough Boy Love representation on Kickstarter, but I’m glad frequent collaborators, Iolanda Zanfardino & Elisa Romboli, are dipping their toes into the genre. No Saints Nor Poets has a gay Treasure Planet vibe as it mixes a steam punk style with classic European architecture. The creative team allows the lead couple to have fun, while still tackling bigger plot points and themes. If you’re looking for a fresh queer adventure then No Saints Nor Poets should be added to your Kickstarter watch list.
DC Comics: Batman
Kat: It’s a good time to be a Batman fan. But with the ultra popularity of Absolute Batman, I feel like there are times it overshadows Matt Fraction and Jorge Jimenez’s flagship run. Absolute Batman has the power to redefine, while the regular Batman title is perfecting what Batman already does best.
Fraction and Jimenez introduce Doctor Zeller to the cast to shake up the Bruce Wayne/Batman dynamic as she interacts with both sides of the hero’s life. All while deepening his connection with other family members, especially Tim Drake.
This balancing act is exactly what I want to see from a flagship Batman run, and has been one of the most consistent runs in YEARS!
Kickstarter: Chessmen #1 - An Epic Fantasy Adventure
“A mystical game of chess between two cosmic beings has real world consequences for the pieces on the field.”
Phil: It’s a super specific genre, but I love a good cosmic games story. The idea of a game playing out with real-world consequences for other characters is one that I find super fun and appealing. (Coincidentally, I talked about my love if Ready or Not earlier in this newsletter, which is at least somewhat in the same ballpark).
Chessmen, the first in a planned 10-part series, sees a young thief beaten to death (or at least near death) only to be revived by a cosmic being who plans to use the child as their pawn in an epic game. The art is hauntingly blue with an absolutely stunning shimmer on our cosmic characters. It’s truly beautiful to look at on every page.
Very excited to check this book out, post-campaign! And you should check it out ASAP, as the campaign ends TOMORROW!
In Conclusion
We hope you enjoyed our discussion of Kickstarter Launches and how to make them as successful as possible! Be sure to sound off with your own launch tips in the comments and on social media!
Our campaign for Nightmare in Wonderland #1-4 ends TONIGHT, so we hope you’ll consider jumping in to check it out before it ends! And follow Hallowed Ground - An Afterlife Horror Comic Anthology to be notified when it goes live next week!
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Current Kickstarters:
Nightmare in Wonderland #1-4 (Ending TONIGHT)
Hallowed Ground - Afterlife Horror Anthology (Launches 3/30)
Next Conventions: March 27-29th: C2E2 (Chicago, IL) - Table Q-20
Read our Webtoons for FREE:
Slice of Life [GL] (Anime Character x Closeted Cheerleader High School Romance)
Love at Second Bite [BL] (Vampire College Adventure/Romance)
Hope everything is resolved in a positive way with your family emergency. I'm sorry to miss you this weekend.
Thanks for these tips and stats. I'm a couple of days into my launch and things are going slow, so I'm going to try and do what I can with these tips now but also save them for the next time.
A follow-up question from the Community Section: if you have been active in the community, supporting projects and whatnot, are there any best practices for reaching out to bigger creators to ask for a shout-out?