Momentum
/
breaking
news
/ 
 

Here’s
where
we
are
at
right
now:
Last
year,
the
total
amount
of
money
raised
through
crowdfunding
projects

exceeded
that
ofcapital
–
There
is
more
money,
going
to
more
projects,
through
a

distributed
funding
system,
than
the
whole
lot
of
million
dollar
checks
going
out
from
the
accredited
investors
.
–
how
many
of
you
have
backed
a
crowdfunding
project? 

People
are
more
curious
than
EVER
about
entrepreneurship,
and
they
are
willing
to
PAY
just
to
have
a
behind
the
scenes
view
of
getting
funded
and
a
project.

Seth
Godin
was
recently
quoted
in
a
video
interview
trying
to
quell
the
rush
of
excitement
around
crowdfunding.
“It
shouldn’t
be
called
Kickstarter.
They
should
call
it
Kick
Finisher.
It
only
works
when
you

have
everything
lined
up
ahead
of
time”

Over
the
last
nine
years
I’ve
been
in
the
trenches
of
this
rush,
running
campaigns,
helping
develop
the
audience
organization
principles
that
are
part
of
our
pre-launch
conversation,
and
now
it’s
clear
that
we’ve
created
a
dedicated
system,
applying
old-school
logic
to
new-school
audience
obstacles,
and
it
has
catapulted
my
projects
through
to
more
visibility,
Since
that
first
failed
event
in
2009,
I’ve
now
worked
with
project
creators
to
use
one
on
one
conversations
and
personal
relationship
building

to
raise
over
$13
million
dollars
through
crowdfunding.

What
makes
me
different
and
better?

Plenty
of
other
people
in
the
crowdfunding
industry
are
claiming
that
they
can
do
“performance
marketing”
to
create

“qualified
leads”
for
your
campaign-
for
a
fair
chunk
of
money
they’ll
promise
you
a
list
of
five
thousand
or
ten
thousand
confirmed as true
emails
of
people
who
have
walked
through
a
jumble
of
ad
clicks
and
internet
opt-ins,
or
been
harvested
from
linked
in,
but
trust
me
–
I’ve
had
clients
work
with
these
companies
also
and
I’ve
got
to
tell
you:
even
the
most
“qualified”
leads
that
come
in
via
performance
marketing
aren’t
going
to

convert
at
even
one
tenth
as
good
as
the
people
who
you
already
know
and
love
in
this
life,
regardless
of
what
your
project
is.

Instead
of
being
like
other
performance
marketing
companies
and
telling
you
to
point
ten
thousand
dollars
worth
of
ads
to
your
opt-in
landing
page
and
hope
for
the
best,
I’m
here
to
show
you

a
more
grassroots
approach
that
relies
on
your
personal
networks,
to
engage
with
the
people
you
already
know,
to
create
social
capital
and
then
at
the
right
time
magnetize
the
resources
of
success
you
need.

Projects
I
work
with
have

beat
the
industry
success
average
by
350%
for
5
consecutive
years,
and
when
I
have
a
client
who
works
with
me
as
the
same
time
as
the
other
companies,
they
always
come
back
and
say
–

you
know
dude,
the
PR,
the
list
of
“engaged
subscribers”
that
we
bought,
you’re
friends
and
family
support
system
generated
way
more
immediate
and
important
revenue
for
our
project
on
our
launch
day.

The
of
Perks
and
Rewards

As
your
campaign
closes,
you
must
redirect
attention
onto
your
own
site.
A
campaign
requires
a
minimum
of
2-3
months
of
prep
BEFORE
the
launch.
If
it
starts
to
slow
midway
and
the
chances
of
success
are
diminishing
backers
will
start
to
shy
away.
campaigns
are
somewhat
more
complex
than
you
believe.
Although
they
certainly
benefit
from
having
a
team
of
people
dedicated
to
the
project,
there
are
still
plenty
of
solo
consultants
that
can
help,
too.
With
the
most
suitable
outreach
strategy,
social
media
marketing
program,
content
promoting
program,
and
other
preliminary
marketing
and
advertising
steps,
your
crowdfunding
campaign
may
be
an
excellent
success
and
help
the
raise
the
funds
your
project
requirements.
If
you’re
thinking
about
launching
a
crowdfunding
campaign,
you
are
going
to
need
to
pay
attention
to
your
marketing.

So
here
are
the
three
tactics,
let’s
just
sit
back
and
relax
and
I’ll
show
you
some
findings
where
we
saw
the
most
success
–

my
advice
is
for
you
to
have
a
pen
an
paer,
because
more
likely
than
not
if
I’m
showing
you
an
category-defining resource,
it’s
going
to
spark
a
message
of
inspiration
in
you,
you
can
write
out
things
your
seeing
and
creative
Ideas
you
have.

Problem
/
Situation:

fundraising
for
entrepreneurs

Take

mobovida’s
egregous
failure
–
These
guys
we’re
an
established
company
with
possible

50,000
email
contacts.
They
payed
me
top
dollar
to
create
a
video
and
page
for
their
campaign
–

the
video
is
amazing,
high
quality,
very
compelling.
I
thought
it
was
going
to
be
huge
success.

And

they
couldn’t
even
drive
$10k. 
It
didn’t
matter
how
good
their
page
looked,
or
how
energizing
my
video
was.
They
were
relying
on
fundraising
consultants
who
gave
false
hopes
from
their
weekly
simple
newsletter
list
and
had
a
total
misunderstanding
of
how
to
work
with
thousand
people
that
opt-ed
in
on
the
product
specific
landing
page
from
their
kickstarter
consulting.

After
two
weeks
of
losing
a
bunch
of
money
on
ads
and
fundraising
firms,
and
only
ending
up
with
a
few
orders,
the
we’re
horrified,
they
decided
their
project
was
no
good
and
they
took
it
off
the
shelf,
even
though
I
was
urging
them
to
to
there
personal
networks
for
months
before
they
went
live. 

This
is
a
perfectly
good
project,
with
great
market
–
why
did
they
kill
their
idea? 
Was
it
really
proof
that
the
market
didn’t
want
it?
They
might
think
so,
but
that
it’s
proof
that
newsletter
marking
and
ads
don’t
convert
for
crap.
This
is
a
company
with
a
20,000
general
product
mailing
list,
and

they
even
got
1,500
subscribers
to
opt-in
to
the
product
specific
preview
page
“tell
me
when
it
goes
live”,
and
they
couldn’t
even
drive
$6,000
in
pledges
in
the
first
24
hours?
Let
alone
the
first
week?

Here’s
where
they
failed
at
the
fundraising
school

:
-they
thought
customers
we’re
the
same
as
friends

-they
relied
on
promotional
email
to
about
the
project

-they
expected
extra
traffic
from
the
platform
(no
one
came
from
Kickstarter)

-they
expected
that
their
facebook
ads
would
convert
(they
didn’t)

-they
thought
the
opt-ins
from
their
mass
kickstarter
promotion
newsletters
we’re
a
enough
confirmation
of
interest

-they
never
once
asked
anyone
in
their
personal
friends
and
family
network
for
a
hand
or
consulted
with

A
story
of
success
– marketing
experts

Then
came
the
launch
day.
I
woke
up
with
m
hands
shaking. 
My
jaw
dropped
when
I
saw
it. 
$65,000
in
the
first
18
hours!!! 
Implausible!! 
And
it
kept
going. 
A
week
into
it
he
brought
in
an
ads
partner
and
ended
up
grossing
$260k,
the
cumulative
outpouring
of
support
he
saw
from
all
friends
and
family
was
. 
Past
the
monetary
funding
He
had
unheard
of
resources
come
through,
and
lined
up
distribution
partners
and
wholesale
deals
on
the
side,
and
his
business
has
been
sailing
ever
since.

What
to
Do
About
Marketing
Agency

Don’t
get
me
wrong. 
Actually
talking
with
6,000
people
can
be
hugely
time
consuming. 
It
was.
Before
he
went
live,
He
was
getting
thousands
of
replies
from
each
of
his
mailings
and
it
was
a
full
time
job
overseeing
the
s. 
But
he
and
his
assistant
loved
it
because
although
it
was
time
consuming
to
reply
to
everyone,
he
was
astounded
at
how
nice
it
was
to
reconnect
with
some
old
friends
and
to
hear
about
their
lives
too.

 That’s
the
power
of
warm
connection. 
It
grows
and
grows.

Here
are
a
few
other
findings:

Dreamed
Pillow
–
followed
the
principles
bust
used
insert
via
direct
email
to
their
past
customer
database,
got
an
in
marie
claire,
raised
$190k,
and
after
that
someone
from
Target
found
them,
they
negotiated
a
deal
and
now
have
national
distribution

Baubax
Jacket
–
raised
$9
million
from
400+
s
that
people
all
over
world
wrote
because
of
viral
lift
on
share
day
and
one
in
can,
and
the
way
the
founder
used
his
business
school
cohort
to
beta
test
although
they
were
all
in
session,
his
launch
team
wear
all
highly
organized
and
committed
to
the
task,
the
founder
got
$45k
purchases
in
first
5
hours. 
Do
you
have
any
idea
what
it
took
for
him
to
organize
his
whole
class
year
for
that?.
Now
that
the
jacket
made
it
he
got
distribution
with
Brookstone
in
airports
all
over

Here’s
another
category-defining resource:

Anyway,
I
show
you
these
findings
to
get
you
excited
about
what
is
possible
with
a
well
located
campiagn,
and
now
I’m
going
to
go
into
into
my
pivotal
teachings
and
what
actually
went
into
makes
a
campaign
marketing
tick

Syncroniciy
book
– 
My
fiancé
wrote
a
book
this
year. 
She
did
no
ads,
no
PR,
just
a
handful
of
rinstgram
referral
partnerships
and
our
four
pre-launch
messages. 
And
she
drove
$10,000. 
Isn’t
that
amazing!