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Episode Info:   On today's show we have hardware creator, Sean O'Rourke from the BE-LINK: Bluetooth Surround Sound for your Helmet. After failing on Kickstarter with its first campaign, Sean explains how BE-LINK's crowdfunding comeback went from just $2,000 to over $100,000 by changing its messaging and launch strategy. CROWDFUNDING TAKEAWAYS First BE-LINK campaign was confusing and wasn’t clear that the product was surround sound for the helmet. With Kickstarter being very saturated, singularity of the message is crazy important. The month to two week period before the campaign are very important to launch preparation. You don’t just build a pretty campaign and expect success on Kickstarter or in crowdfunding in general. You need to prepare your backers ahead of time. Accessing, or contacting previous backers (pre-loading) made a huge difference to success the second time around. BE-LINK hit its funding goal within the first 48 hours. 2nd time around was able to get over 1,400 backers. Early bird rewards made a big difference for the second campaign. The first campaign contained 0 early bird specials. Make your rewards simple and give the people plenty of options. Reduced the crowdfunding video by almost a minute to 1:54 the for the second campaign. Give the audience a hero, a brand champion, somebody that the audience can attach themselves to in the crowdfunding video. Cross promotion is massively important for any campaign so it doesn't taper off. COMEBACK ROUND What is the best tip you can share with any creator listening who’s in the planning stages of her own crowdfunding campaign? Sean: Simplify, and make a singular message, that would be number one. Keep it simple and make sure you have beautiful images, and descriptive text and clarity of message. Then it's very clear what your position is, the benefits that you provide. But simple, and singular. What is the biggest lesson you think BE-LINK learned from running the 1st Kickstarter campaign and took into the 2nd Kickstarter campaign? Sean: I would say play to your strengths; we all do different things more effectively or less effectively than others. I’ve been super lucky to be exposed to Kickstarter a ton. My partner Nick didn’t have that same privilege but he’s an incredible evangelist or salesman in a business-to-business situation. I don’t go to conferences or meet with wholesalers because that’s what Nick does and he does it very well. I would not be able to perform
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