The one thing that increased my take home pay was reading "Influence: The Psychology of Persuasion" by Robert Cialdini
http://amzn.to/1ipafZqIt is simply amazing.
I would love to start a thread if you would like, Sal--I could just keep posting to it--links, and things I have learned. I have always been a top writer wherever I sale. No matter what any crowdfunder may think--a campaign is a 30 (or 35, 60.. .) "fire sale." The reason it works in a limited time frame is that a sense of urgency is created. Another factor that makes KS preferable to Indiegogo in my book is the all or nothing model. This heightens the sense of urgency.
Before I sold furniture, I sold high end home theater at a now out of business (Best Buy crushed them) store called Tweeter. I was so excited when I saw that my new electronic store sold Martin Logan speakers. The electrostatic tower speakers were 5k a pair and at my discount model store they are 2k a pair. When I was at Tweeter it was back in 2001. There was no high def television other then HDnet and we sold 4k rear projections and 8k plasmas with the DVD of shrek.
The customers back then were early adopters and I learned to enhance the exclusivity of the products.
Money means so may things to so many people. This is why I think a project should always have a $1 option. Now, thanks to Vaporstarter's awesome pledge drive, the dollar option has another angle for the project to benefit from. But having a dollar also allows almost anyone to help and be part of the creative process and the small community that surrounds every campaign.
Below are some sales tips I have used:
1. Passion.
Where can you display your passion? Why does it matter? If you believe in your project you will show it in your voice and body language in your video. The video should be a place where you can speak directly to your backers and enable them to connect to you. yes, many campaigns never feature their project creators, but it is an easy way to display your passion. Have you ever been shopping and ran into a really awesome salesperson? Have you ever bought ONLY because of that salesperson? Well, if it is possible, try BE that salesperson for your campaign. Maybe it does not have to be in your main video-perhaps you can add it as an Update.
2. Persuasion.
This is a tricky one. Being persuasive does not mean you are being manipulative. Many salespeople--once they realize they have the Force--always switch to the Darkside when they develop truly powerful skills of persuasion. All you need to focus on is this: people buy with emotion and justify the purchase with logic. Your story page should allow potential backers to understand that the Reward is loaded in their favor. If you buy something on discount, the company has persuaded you that you have gotten more for your money then you should have. This often is used with the Darkside force when stores jack up their prices, then lower them--but perception is reality. The customer walks away happy. This is why I know understand how Stretch Goals can be used very effectively.
3. Firming Up the Sale.
If you were my client I would save the best for last. If I knew I could give you a free $100 pillow with a 500 mattress purchase, I would not use that as an opener. I would save that as i was walking you to the door. If I know that there is some awesome feature of a surround sound receiver--again, I would save that for last. When I get to ship my rewards, I will include a secret gift. I had this idea during the first campaign. But I want my backers to know that I truly appreciate what they have done. This is this engrained in me. Again, buyers remorse is very powerful. I read a sales book--for the life of me I can not recall the title--that mentioned that one third of people who spend over something like $500 (the figure may be off) would never make the same purchase again. I want all of my backers to feel overjoyed and not feel a twinge of "backers remorse."
I have more, Sal...I can just add to this thread!