A pair years in the past, a YouTuber and artist referred to as Ten Hundred reached his $10k Kickstarter funding objective in 3 minutes.
That’s 180 seconds, y’all. It took longer than that to jot down this intro.
Brandon Smithwrick, Kickstarter’s then-director of content material and inventive, advised me extra about this marketing campaign, which in the end raised over $2 million.
The mission? A deck of taking part in playing cards that includes his art work.
Smithwrick shared a few of Ten Hundred’s secrets and techniques (and another hard-won knowledge) so you possibly can flip your individual (metaphorical) deck of playing cards into (literal, 🤞🏽) thousands and thousands.
Meet the Grasp
Brandon Smithwrick
Declare to fame: Brandon was chosen by Forbes for its “30 Beneath 30” checklist in 2024
Lesson 1: Construct your viewers — earlier than you’ll want to monetize.
“I began making content material three years in the past, part-time, earlier than I even noticed myself as a creator,” Smithwrick says.
The day we spoke, Smithwrick had simply introduced that he was leaving Kickstarter to run his new media firm. Three years is what it took to construct an viewers that might help his full-time efforts.
In actual fact, Smithwrick hadn’t even thought-about at first that this might be a money-making enterprise. “I used to be simply sharing my perspective, sharing my ideas on LinkedIn.” Quickly sufficient, the manufacturers got here knocking — a $300 deal right here, a $900 deal there.
“Wait,” he thought, “you may make cash doing this?”
Smithwrick describes these early offers as “validation and proof factors,” however emphasizes: “It took me three years of constructing that basis to say, what, it is time for me to depart my full-time job.”
Lesson realized? “Individuals do not do sufficient to construct hype,” Smithwrick says. “That is one thing that I am making an attempt to get lots of people to grasp. Earlier than you start to monetize your viewers — promote to them, promote one thing — simply begin constructing an viewers. You by no means know whenever you would possibly want that in your again pocket.”
(Secret #1 from Ten Hundred’s profitable Kickstarter: Severely, don’t underestimate this step — Ten Hundred at the moment has 826k YouTube subscribers, and he collaborated with actually 1000’s of his followers whereas designing the deck.)
Lesson 2: Don’t be afraid to go hyper-niche.
At Kickstarter, Smithwrick says, “we found that the final content material did not actually carry out in addition to the hyper-niche content material.”
For example, “video games” or “comedian books” aren’t practically particular sufficient to succeed in an enthusiastic, engaged viewers. “Inside gaming, there‘s tabletop video games, there’s role-playing video games, there’s video video games.”
In different phrases, your viewers isn’t simply “comedian books” — possibly it’s gekiga manga or graphic novels about poodles. Getting this particular could “really feel such as you’re leaving out individuals who might be your clientele,“ however talking to a specific area of interest feels extra like a direct dialog, and it “solely shapes your model for the higher.”
Smithwrick tells me of a dialog he had with someone who runs an influencer company, however just for upcycling and recycling creators. (Keep in mind that industrial the place Martha Stewart retiled her pool with outdated bank cards? That’s what I’m imagining right here.) That’s the form of specificity that wins.
Plus, “it actually will get your consumer or your buyer very clear on how you are going to serve their wants.”
(Secret #2 from Ten Hundred’s profitable Kickstarter: His viewers wasn’t artwork lovers and even euchre fans. It was the customized taking part in card–accumulating group. Say that 10 instances quick.)
Lesson 3: By no means skip leg day.
Smithwrick speaks an uncomfortable fact: “I can’t simply have an excellent product to promote. I additionally must have a knack at being a creator, at creating an excellent hook.” He wrinkles his nostril, and I can hear the frustration in his voice.
“In case you’re not good at social media, for a big majority, honestly, it means your product will not be seen by the plenty.”
So what’s the answer for overwhelmed entrepreneurs?
First, acknowledge that “founders have to be the microphone for these model wins.” Smithwrick acknowledges the inherent problem: “whenever you’re a founder, you’re working the corporate.” However are you able to “take half-hour and say, take a look at all of the wins my crew despatched me on this e mail — how can I flip this into content material?”
It’s a muscle, Smithwrick tells me. And what they are saying: By no means skip leg day.
“Practice that muscle. Since you don‘t must run an advert to get leads. Your natural channels could be a lead era flywheel — you simply must let folks know in regards to the superb work you’re doing.”
To make that extra manageable, Smithwrick says he “schedules every little thing — it’s unimaginable to be posting on this cadence and never schedule out.”
Apart from that consistency, he’s additionally making an attempt to “present as a lot worth as potential to my group.” No “promotion, promotion, promotion,” no “purchase, purchase, purchase” — simply worth, persistently delivered. Three years of constructing this up part-time proved the mannequin, and now, he’s betting his profession on it.
(Secret #3 from Ten Hundred’s profitable Kickstarter: As a muralist, Ten Hundred might have gone a extra typical monetization route, like soliciting commissions. As an alternative, he linked along with his group to offer one thing of worth to them. P.S. You may examine Ten Hundred in this case study.)
Lingering Questions
This Week’s Query
What’s a advertising and marketing technique or development that you simply suppose is extensively missed however has excessive potential for influence proper now? —Lindsey Gamble, Creator economic system advisor; Creator of the Lindsey Gamble e-newsletter
This Week’s Reply
Smithwrick: One technique I feel is usually missed is utilizing social media to drive unique affords immediately inside the group you’ve already constructed. For instance, teasing a promotion via Instagram Shut Pals may give you a way of traction earlier than launch.
Instruments like ManyChat additionally make it simple to create DM-only affords that really feel particular, similar to “DM me ‘KEYWORD’ and we’ll ship you our bundle pack earlier than the general public sale.” I’ve even seen manufacturers experiment with Instagram broadcast channels, dropping low cost codes for whoever acts first, turning promotions right into a recreation of pace and shortage. These approaches not solely reward your most engaged followers but additionally create urgency and exclusivity, all without having a conventional LP.
Subsequent Week’s Lingering Query
Smithwrick asks: What’s a artistic sizzling take that may make a marketer second-guess how they work with creatives?
