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Plan - Building Your Tribe

Jake Bronstein. Really, really smart guy. Um so Jakes project, um, Jake was sick of clothes that were cheap that were made cheap. And what? The category of fast fashion won't talk about all the brands, but I think you guys know I'm talking about, um may have made overseas. They don't say that they're disposable, but they're basically disposable. They don't work. They don't, you know, like a grandparent's right. They don't make them like they used to. That's very true about this fast fashion category. So Jake wanted made in America Durable, Close. So this was his graph? Yeah, fast fashion became his enemy. And I highly recommend you watch the video for the year Hoody. Um, because he does an amazing job of we'll talk about the video in a bit contrast ing the way the world should be or the way the world was with the way the world is now and the way the world will be with your project. That's what you want to do when you tell the story about your video. So he really picked a fight with fa...

st fashion, and he did named Anderson. Talk about the brands, Um, and the video shows like Let's bring it back to America, Let's make it here. Let's make something durable So they put durable in the name is called the 10 year Hoody, he said. If you have a problem, you can send it back to us like that's part of the video. It should be good for 10 years, like you got a break in a hoody and and make it make it good. And they Jake already owned the largest fashion funded Kickstarter ever before this, and then he shattered his own record. It was called Flint and tinder. It was like men's underwear in T shirts. The 10 year hoodies shattered his own record and raised over a $1,000,000 with one product, Hoody, So very specific, very clear positioning. And just like Soma when you can imagine that the press and the bloggers used the's word, it's American made, durable right, very specific things to talk about. So I'm gonna stop there. Any questions here in terms? Do you have any here in the studio? Does anyone wanna do their position? Ingrid here on the flip chart? Yeah, I'll try a couple. I've just been writing down as we've gone along. Um, something that we're striving for in the autism book is, uh, teaching easy tools, easy and functional tools. And I was just sort of laughing to myself because autism and easy or not, words that we ever see paired together. Sure. So it's a book. So before we need adjectives we want to talk about what are the competitors? Are there other autism books out there that are popular that are incorrect? That or whatever. I hardly think of them as competitors. I mean, there are a lot of books out there, but not a lot in terms of intended for parents that are specific tools to use with their Children. Okay. All right. There's, like, 10 things. Every autistic child with sheet. You knew, right? There's a bunch of little bits and pieces, but this is supposed to be a workbook. Okay. You can, like, tear out a page and look at while your child is changing on the floor. So very kind of functional, tactical specific, frankly, all right. It will say specific. And then maybe a word that someone might use its like workbook. Um, and so this is sort of then opposite of specific right is general, and you're seeing a lot of the existing stuff out there is sort of are higher level were comprehensive. So another, another angle on that chart would be, you know, a $25,000 course that teaches you these skills over the course of 10 years of training. Sure. Right. Which a parent doesn't have time to deal. Okay. All right. So this is, um, sort of consumable, um, or a workbook that's able to be used and consumed. And then this is maybe comprehensive, right? Sure. Um, and then it sounds to me like this is also probably expensive. Yep. Plans. And then this may be cheaper, right? So play with this. You know, try the different words, but then this will flow to how you tell your story how you make your video, how you do the copy. That makes sense. So I get this a lot, and it's kind of a trick question. It's kind of Ah, there's no simple answer. Right? But what's the easiest way to guarantee you Kickstarter success? And some people are not happy with the answer just because they haven't done it yet. The easiest way to guarantee Kickstarter success is to build a big, passionate tribe about people who care about you or your project. And the best time to start was five years ago. And second best time is today. Like literally today. Um, Seth Godin's project was funded in minutes. Huge Project Blue, his goal funded within minutes of when he launched because he's been building his tribe for about years. He's been blogging every single day for years. You can go on his block and read, Ah, post every day for the last 12 years, some poster, only two paragraphs long, and none of them are super long. So he was sort of tweeting before it was cool, slightly longer than tweets, right? But every single day, a super interesting nugget building that tribe, you know, and speaking and everything else building his brand. So when you launched it, he said, Here is my project. It's ready. The backers showed up immediately. He didn't even have to run around and try to market it right. A. J. Leon, my friend, has not been blogging every day for 10 years, 12 years. But A J will talk about his project in a bit, wrote a really amazing book and released it for free. On his 30th birthday on his website, he turned down a book deal from a major publisher and release this PDF for free. He didn't even put it behind an email capture gate. He just said, Here it is and it was downloaded over hundreds of thousands of times and 2000. Those people voluntarily opted and said, I'm in like whatever you're producing, like please let me know this was free but it was amazing. Um, And then his project was funded in hours banal recently ended just a few days ago. $63,000. It was 209% funded in 28 hours because they had a gorgeous website with email capture, talking about the project, talking about the problem they're trying to solve, why they're doing what they're doing and had this up for months before they launch their Kickstarter. So they again we'll talk about this in a second. But they had collected a bunch of people who wanted to be in right. Like I said, the best time to start with five years ago. 10 years ago, second best time is today, and I want to challenge you guys in a second to build a long track page. We're gonna We're gonna challenge a chat room as well. The key here is Kevin Kelly wrote a really interesting block post very simple concept called 1000 True Fans read that post. But the gist of it is like I've been saying, You don't want to try to reach everybody you just want to reach. You know, all these funded Kickstarter projects have less than 1000 backers. You don't want to try to reach everyone. Mashable and TechCrunch are drive by traffic, their job and Ryan Holiday talks about this a lot. They need to post like six times a minute, right, because that's this news cycle and turn. So people look at the total traffic on some of these sites and are even some of the big media, and they see the total page views. And they say that's how maney my project is getting. No, your project is buried on page 97. Near the web is infinite pages. So you don't want everyone. You'd rather go to a very niche blawg about military moms and birthing and things like that, like you want to go super super specific. You know the big outlets will send you 200 clicks and to backers, because it's not very relevant. If you look at conversion rate based on just those outlets, it's very small. But the right blogged will send you 100 klicks and 80 packers, and that's that's the key. So get specific. So people don't believe me on this. Yeah, but I still want to crash and they really want the big media. So the key is, Do I really only need 1000 fans? Was Kevin Kelly right? So let's look at a few of these Gold Star Children. 132 backers, right? 23 grand. That's all she needed to get postproduction. Now the movie exists, and we can all watch it. It lives in the world. Certainly not too many people. A J 447 of the 2000 people that opted into his email us because they already read his book backed his book for $38,000 right, the key component of this Kickstarter project, and we crafted a bunch of other interesting levels and age is a total artist and created some really cool things, including personal delivery for under $200 who will drive to your city and hand you the book and have lunch with you. So he got really cool and really creative. But that's why only 447 people, not even 500 people, got him $38,000 which was almost four times his original book contract. And then on the the total disruption The Beautiful Shepherd Very poster we have here, Um, she almost 1000. But she raised $144,000 right in the tech community, so a lot of money blew away her goal. So you don't need tons of people. I just did some quick math. If you look at the recent stats, 50, funded Kickstarter projects to divide that by the 5.28 million backers, Um, that's still only of an average of under 100. So again, I don't always like looking at big numbers and averages because I think that could be misleading. But it's pretty interesting to know that if you divide all Kickstarter projects by all backers, on average, the average project has less than 100 backers. So, um, how do you do it? How do you build this tribe? How do you get the backers? The best thing is a great block. Like we talked about Seth blocking every day for 12 years. That's the best. How many people here have been blocking every day for 12 years? I won't raise my hand cause I started having right. A landing page is the easiest thing to do. The key is I talked to a lot of people to with social media, and I'm big fan of social media and social media does drive a lot of long tailed traffic to Kickstarter projects. Um, but e mails are the key. Since we've all been sitting here, if we're on Twitter are stream is not waiting for us. It's going by right people like, but I had clear I have 1200 followers on Twitter and 800 fans on Facebook. That's a great, like, Four of them are going to see your update. You're gonna need to pound that channel. Then people get annoyed and e mails. What are we all gonna do with the break? We'll check our phone and check our inbox, right? So very simply e mails are worth way more than Social media, which is the next. The next question. Next. Quotable. Tweet. Any questions so far? Questions in check Question coming from the chat room in regards. Teoh having media follow your campaign? A line asked. When is the best time to do that? It should be right at the start of the campaign. Should you wait until you have a certain percent percentage of the goal? What is your suggestion? Yeah, definitely. So there's a few different points, and we're gonna hit on some of them. I'll do a short version now if you have to. Excuse me. If you have media from yourself or other prior projects, you want to build what's called a logo banner, and we'll touch on that a little bit later. Um, that's the logos of the press where you've been covered. It helps increase your conversion rate. Um, as faras the timing for the press. We're going to talk a little bit about the analytics of traffic on a given Kickstarter project. The short answer is, you wanted to go at the very beginning. You want there to be the big launch. The big pop. For all the reasons we talked about, why it's important to get funded in the 1st 7 days. Believe me, you will breathe a big sigh of relief. And then your last, you know, uh, 23 days could be much more sane, you know, And you'll still pushing, Get a lot of backers. But it might make sense to save some specific outlets for your middle of the campaign when you know you're gonna have this trough of traffic and trough of backers. Um, so I would say packed most of it in the beginning. If you have some good context at some important press outlets and they're willing to wait and not sort of go first and go on launch day, Um, then you might want to stagger that in the middle. Yup. Yeah, in regard to the emails, what is the proper balance between annoying people and keeping yourself in their mind? Yep, Exactly. That's a That's a really, really great question. One is it's a question of frequency before, Like what? Leading up to your Kickstarter project. You know, if it's a blawg, if it's, you know, Seth Long every day or somebody who writes their email news that are once a week. That's the frequency that your tribe is used to hearing from you. So to maintain that kind of frequency is normal. Most people don't have that frequent contact. So I would say, um, once a week is a decent rough average every projects a little bit different. Every tribe is a little bit different. But I think, you know, in a 30 day campaign sort of one, you know, to staggered sort of right before launch we're launching tomorrow. We just launched please back us. Please share. We're gonna show sharing page in a bit. Um, and then maybe, like once a week update and then one before the final. The final push. Yeah, before you do you campaign, where would you recommend you get those emails from? Because you haven't got That's what we're having right now. It's great. Um, I planted her. Um, so these are some tools to help you gather. Those emails want rock. There's there's three that I'm gonna talk about. There's hundreds online that you could potentially use these Air three that I like a lot for different reasons. Um long truck. It's easy, it's free, and they provide really interesting analytics. Um, launch effect is also free. It's Ah, WordPress. Plug in. There's a free version in a pro version that has more features. If your big WordPress person, if you do everything in WordPress launch effect, might be better for you. I like launch rockets. It's really easy and free to throw up and then lied. Pages is like the most comprehensive, fancy, powerful landing page generator system on the Internet. It's developed by a guy named Clay Collins. I like his name. Um, it gives you a ton of options. You can do split testing, etcetera, etcetera. It's paid software. If you're just doing a Kickstarter project, you probably don't need it. But if you need to collect emails for, like, an entire brand and have lots of webinars and landing pages and things like that, then a definitely recommend looking at that. So this is what a long truck page looks like. This is my long truck page from my course Kickstarter crowdfunding hacks dot com. Um, just less so I've had this up for months. Um, and just last night didn't plan this, but I've been talking about 1000 true fans just last night with very little promotion over those 10 months this past 1000 sign ups. So what sort of passive, you know, people finding it online, searching certain words, um, very little bit of promotion. Um, this just passed 1000 sign ups, and it's got a 24.3% conversion rate. Remember, I talked about how 10 is good. This has 24.3. And so, um, one of the reasons it's high converting is because it's very specific what it is, right. If you want car tires, that's not this. This is crowdfunding. Proven system helps 26 projects raise over 2.5 million on Kickstarter and Indiegogo, so it's very clear what this is. And then I made the background image tiles of the projects that I've helped, right? So it's it's you can't not know what this is, and the reason it's got such a high conversion rate is because it's so specific, and the people that are finding it, that's what they want. Um, so the homework for you guys tonight after you leave and for the chat room if they can do it after the break, we'll come back. The goal is to go to want rock is probably the easiest. Like I said, if you're really good with WordPress, do launch effect WordPress. If you, um if you want to explore lead pages, that's a really powerful system to. But maybe long struck is the simplest. If someone in online drops the link, Teoh, uh, created finished launch rock page for their project. We'll mention that after lunch will give a shout out from the stage. So if you're online, go to launch rock dot co, create your page at your headline, your copy and we'll mention it after the break. Any questions here? Yeah, busy pieces of what you talked about so far, but I've noticed Ah, lot of the content that you've discussed is Mawr, like either like, informative or like, functional or like utilitarian and nature. But, you know, we have a big basis today. Unlike film and photography, I know a lot of those projects are more like narrative in like in nature that are out there. Yeah, it could be very difficult to find your like your nature, like your tribes, per se for something that like not it's like specific and while like, you know it be more beneficial to have a project that is specific and tackles like a particular cause or issue. Um, not all of our projects are like that. We don't necessarily the chooser projects in that nature. I know you have something you want to express, Ana. Sometimes it could be just more of like a If you take like like film, for example, it could just be a traditional like narrative or a comedy or like a drama. How would you suggest about trying to, like, find, ah, find a natural? You're like tribes for a project like that, Especially when there's so much like white noise out there with Yeah, definitely. That's great. And we're going to jump in tow that specifically. But if this next section doesn't answer, that definitely kind of re asked me. We're gonna talk about how to find your 1000 true fans. And then later on, we're gonna talk about I promise I didn't plant that either. On and later on, we're going to show some specific ways, especially for unique niche projects. One is, ah, book by a guy named Jerry Goldstein. That was for a very specific needs that was very hard to find. That was not unorganized tribe that was online. And we'll show how you can use Twitter to maybe find that the short answer is, I think, for almost any project, there is a way to find people that desperately care. It's easier for some than others for Gold Star Children, its military families. I mean, the rest of the sub tribes are all interesting, but that's the biggie for them, right? Um, same. Same for you, Um, for other projects. It's harder, and we'll talk about what? What Gary did and how he found his. But I would say, um, I'd be happy to discuss any particular project and say how I would go about finding 1000 people who care because the Internet 20 years ago, you couldn't do that right? If you have a project for Ukrainian folk dancers, good luck. You know there are thousands in the world, but you can't find them. And now you can cause they're on Ukrainian folk dancers meet up dot com with, ah, with, like, narratives or anything like, uh, with films like that versus I see a lot of documentaries, but have you? Ah, have you participated in funding like, uh, like a traditional narrative? I think so. I don't think I mean, none of those, I guess, our traditional narratives. And we could talk a little bit more of the break while like, what specifically, you mean are an example like that. But I think there hopefully there is a way to find people who like that, even even if it's comedy, If it's Will Ferrell, you know there's probably a 1,000,000 Will Ferrell, you know, meet up groups of fan sites and everything else, right? So it's like in here we'll jump into this cause this, hopefully address is part of it. So where do you find your true fans, right? It's basically what he's asking. So if you haven't built it yourself, you need to find the relevant tribes and sub drives online, right? We've talked a little bit about this. This is a guy named David Ellner, So David created an IPad app called panna P a N N A. Um, David was a music industry executive, and he loved great food, but he was always busy, and he never really had the time to learn how to cook, but he really wanted to learn how to cook. And so he bought Thomas Killers Cookbook. Um, he made Thomas Keller's famous buttermilk fried chicken, and it was one of the best things he'd ever eaten. And he's like, Oh, my God, I made that for myself. I cooked that. But he didn't like the kind of boring text style cookbook, and he also was like propping up his IPad with YouTube videos and pausing it with greasy fingers. And it was just annoying sort of thing for him. So he created the product that he wanted to see in the world, which is panna, which is the recipes right next to the chefs cooking those recipes. So Thomas Keller, a video of Thomas Keller making his famous buttermilk fried chicken step by step in the video format, but not on YouTube in this app right next to the recipe, right? So just kind of combined two things that already existed right videos and recipes. But they were always separate, and he combined them into a gorgeous, beautiful I've had em. So let's talk about the tribes and the sub tribes who care about this, right? This one's pretty easy, right? Foodies, definitely people. They're big and food food bloggers, um, cooking show fans. If you're somebody who watches the food Network constantly, you know, you probably are interested in this project. Um e IPad up early, adopters. So there are people who will buy. I've had APS if they're cool and knew no matter what. Right. So that is a perfect example. Um, fans of specific chefs, if you're a huge Thomas Keller fan and you love and you have all those cookbooks, you're probably gonna buy this for the Thomas Color videos or Mario Batali or Rachel, right? Right. Um, so he reached out to those folks in an authentic way and told him about the project, and he raised $34, on a $25,000 goal. So just another visual of the sub tribes that that he reached out to, um does this? Does this make sense it in some sense, it seems a little er in some way, it seems a little bit like common sense. Like find the tribes. But off all the projects, I've helped in a lot of other people that have talked to me. They haven't done this step to sit like committee. Amazing filmmaker, not really a marketer. And she didn't think Well, maybe I should approach military family Facebook groups and put it where all the people that really want to hear about it are. So is this just kind of makes sense? Any questions in the chat room or tribes or sub drives? Yeah, well, we have another question here regarding funding. So every dog has a story. Wants to know. Do you have to justify your funding goal, or are there some good ways to research the cost? In this case, that would go into publishing a book or if it's a movie, you were. I mean, how do people kind of come up with that initial goal? Yeah, definitely. As part of the project, I like to include, um in the video and also sort of a pie chart in the actual project, um, to show where the money is going. It's really important on Kickstarter. Some people will just like slap up the trailer for the documentary film and not do anything else. You need to include other components of the video who you are why you're here. Why you're on Kickstarter and then to the funding goal. I see a lot of them now, and I think it's a great idea. They show a pie chart. You know, this five grand is going to this. We break down our goal into where the money is actually gonna go. And so you know, to build up that pie chart you started, say, Well, I talked to the printing press about the book. It's gonna cost this much to bind it in this much to ship it. So I would build it kind of bottom up. And then, if you need todo, add in a little bit more for Kickstarter fees and things like that. Yeah. Yeah. Well, how you approach your fan for money. I mean, I have no problem talking to anybody and getting people interviewed in my film. And I'm fine with that, but asking for the money, I think that's like, the biggest problem. Yeah, and most of my fans air like friends and people. I see they're not emails. I can just send them email, and even with the email, I can have a hard time with that. Yeah, Yeah, I know that's a very good question. I did want to dress this today, especially for photographers and filmmakers. Artists and creatives have the hardest time asking for money. That's actually a big reason why the founders of Kickstarter created Kickstarter because it gives you a platform and gives it like if you say I'm doing a Kickstarter project that's very different than emailing somebody a PayPal button or like holding, you know, Please give me money that is awkward, is awkward, can be right and creative just won't do that, though. They'll make their art in their studio and maybe never released it to the world. And so one, it's a it's a matter of as a creative getting over. That Kickstarter sort of gives you an excuse because if you're so him and as we'll show later, if you make the rewards really interesting and enticing, people will want to back it. Um, it's it's a hard thing we can talk about, Um, I don't have any written, but we can talk about specific words and scripts that you can use because it's not about give me money. It's about the bigger goal. It's about help me bring this to the world, right? Help me. You know, um, create this useful autism. God help me make this thing happen, right? It's It's this thing should exist in the world. I'm the person who's gonna ship and bring it to the world. Please help be part of that journey, right? That's very different than saying, Give me 40 bucks, That's what they're actually doing. But really, they're helping you on your journey. Achieve your real goal, right When we talked about the real goals, Um, you know, those air tear jerking like amazing world changing real goals that you guys are tackling to say, like, this is what I'm trying to do. Please join me. Um is a much different interaction than give me money, right? And I think Kickstarter kind of gives you a little bit of an out because sending him to that platform. Anyone who knows the platform, that's another one of the benefits of using Kickstarter as people kind of know what it's about. They've heard about it, even if even if they haven't used it. And so if you'd advise the reward levels, you get them to feel like not only do they get to back you and make this, um, bring this project to the world. But they also get the thing like, it's a really interesting store, and they want the thing. But then as a bonus of getting the thing to get to feel like they helped make this project happen while we're on tribes. And we can definitely do this later if necessary. But can we maybe do an example with maybe some in studio audience of what their tribes might be? Give those on the Internet, you know, an idea of where they might go. Yeah, absolutely. Sounds good. Who wants the anyone want? Tokyo? Yeah. Yeah, we've already done that. I e mean, you're trying overlaps a lot with her tribe. Right? And so military families. Also, there's probably a whole And I like this visual a little bit because it shows the overlap of the Venn diagram. I love that you guys were keeping me off flip chart, but I love to draw on white boards and flip charts, and I love in diagrams because it overlaps. Who are these sub tribes? Right, cause they do overlap. Food bloggers are also foodies, right? Those three circles, probably overlap a lot more. Um, so there's military families is maybe the big. Maybe that's your your big one. But then there's people that are family. Counselor is trying to connect people. There's there's birthing coaches, like who else? Who would would be some of these other One community that I'm really part of right now is birth photographers in and of themselves and midwives like I've had a home birth. So I you know, I'm kind of in that community and absolutely improved birth dot organ in that community as well. I think a lot of them probably interested in, even though they don't have military side. Absolutely, that's that's perfect. So for every project you want to draw that men diagram and then later on, we'll talk about outreach. Media PR bloggers there, sort of three. I'm breaking into three categories. You can kind of do whatever you want. I talk about personal contacts, friends and family people that are in your phone than bloggers, people that you know, block all the way up toe big bloggers to small bloggers and then true, like press and NPR. Let's and things like that. So the spreadsheet, the modelling tool that we have later for its available for if you purchase the course is helps you break those down into three separate tabs and measure the traffic and figure out how big their reaches and who you should reach out to. That can help inform you know how many views or clicks you might get to your project and look at your conversion rate and things like that, but identifying the tribes and sub tribes and where they live and what sites they use. Um, there's a There's a site that's not in here, but I think it's called similar sites dot com. So the one that you just mentioned punch that into similar sites dot com. You'll see. Oh, here the other 10 sites where people like this go right, Um so another thing we talked a little bit about what's the real goal? Maybe David really wanted Pan it to be this tech startup and build a bigger company around it, and all the people in the Valley said no. All the venture capital said no, no, nobody needs another recipe at video. Well, it turns up, people really wanted it, and then he was able to raise additional metric capital money. So, like I just talked about, we start with personal contacts, friends and family. You know, everyone who's emailed you, the rich uncle etcetera and then build a blogger list and build the P R and media list. And the spreadsheet kind of has tabs for each of these. So this is it, to your question is very interesting. The Google Images hack is a really interesting way to search Google. We all search Google by typing in right creativelive office address when I'm lost trying to get here right, um, Google allows you to search Google using an image, and then it returns the sites where that image appears. So it's really powerful because, like I said, the power of Kickstarter, all the past projects are still there. You could still go to the oils and see everything. Grab those images, search Google based on those images. Then Google will show you all the sights and blog's where that image was posted. So it's a very interesting way to find out to your point about narrative. You do have to find other similar projects. Maybe it's just similar under narrative, and you can poke around Kickstarter. But to find like someone who like this might also like this. Then you can see who wrote about that, right? Maybe somebody's got a blawg specifically about narrow narrative films or whatever. So this is a really powerful hack. It can take a lot of time. It's very administrative because there's a lot of images on any given Kickstarter project, and you want to use this Google image search on multiple ones of those. There's a post on Tim Ferris's blood called Hacking Kickstarter, and Mike Del Ponti, the creator of Soma, walks through exactly how we use this with virtual assistants. Um, because it's it's manual and time consuming. If you have a few months, you can do it yourself if you want. But you can also outsource this because you can get very specific instructions to the Here's the related projects. Here's all the images. Do the reverse image search. Give me a list of 100 or 200 sites that should care about my project. Does that make sense? I know it's a bit geeky, hacky. It's also available as a chrome extension. Um, that's the U. R L. Just to find the Google image search on. That's a new resource guide as well, but you can. You can plop it in as a chrome extension. It'll it'll help you search that way. Another resource to find who writes about projects like yours is called Muck Rack. It's run by a guy named Greg Galant. So much crack is really interesting and allows you to search journalists by keyword, by beat and by topic. And it also shows their tweets. So just as an example for this class, I ran a screen shot last night of my crack, and it might be kind of hard to see online, maybe consume in. What I punched in was photography and crowdfunding. All right, so this is my crack pro You have to pay, um, about I think it's nine bucks a month if you type in photography and crowdfunding. This is these were two of the people that were returned. So Michael Kearney, Panda Daily reporter, surprised to see the Brubach Kickstarter struggling. I think this is gonna be a home run, crowdfunding or not, and he links to it. Right. And then over here, Brubach, um, you know Simon Mills for photography. So that was the photographer on that project. Here's Sue Bell, Afghanistan and Pakistan Bureau chief. Right, um crowdfunding mailbox frame by frame of film about freedom in Afghanistan. So interesting project they're and then their talks about the photography. So this was just a small sampling. But Mom, crack allows you to say in all the world of all the journalists who you know who was talking about thes certain keywords and you could mash through and do lots of less. So how do you provide value to relevant bloggers? Right? Every blogger wakes up with two problems. They need a poster, right, and they need some way to add value to their tribe. Every blogger wakes up with those two problems. You can be the solution to that. So imagine for panna, right, Pana is a free app. But you pay for the subscriptions like a magazine like Gourmet magazine, so the APP download is free. But if you want to Thomas Keller Buttermilk Fried Chicken. Maybe one video is free, but the other recipes and videos cost a monthly subscription so David could reach out to a food blogger and solve both their problems. He could send one email into their inbox and not say Please write about me. Love your blawg. Loved your insert Latest Post. Please write about me. That's like the bad way to pitch. Bloggers. An interesting way to pitch. Bloggers could be again using the Pan example. You know I love your block. It's etcetera. I would love to give you a free lifetime subscription to Pana Gourmet magazine. Went away. The physical thing. I'm trying to reinvent this cool new thing online. It's a paid subscription every month. I would love to give you one for free and to solve the other problems. Give you one to give away on your blog's toe one of your readers, right? And then they could hold a contest. They could do retweets they could. Comments, contest. There's a lot. Let leave it up to the blogger to figure out how to give away that. So you just saw there? Problem. Instead of like another annoying pitch. Now they have a new poster right about They have beautiful design Kickstarter video, etcetera, and they get to run this fund contest that says, leave a comment as to why you would want Panna and you could win a lifetime subscription, right? So you got to think creatively about how put yourself in the bloggers shoes and say, How can you present your project? That's interesting to them. How can you help them be the hero to their tribe members? So how you provide value to relevant bloggers? Does that make sense? Cool. I need questions in the chat room. Good. We're doing pretty good. Doing great. Great. Okay, cool. So that is the end of the planning section. If you guys want to do more on the position, Ingrid or any questions at all, we can go deep. We can go off topic. Yeah. Give some more examples of how you could give value to blow goes Sure, I guess I'm sort of thinking this project. I've been working on a novel by myself for a couple years, and I've being thinking maybe I could do it kicks out of project to help with some of the stuff to make it into any book. You like doing the cover art or something like that. But I wonder if I gave if I was like to a blow Go give you freak of in my book. Like going I've got to read your book. Is there any other examples of something for a sort of? I guess I'm thinking like fiction novel. Well, but any examples, I guess, would be helpful. Yeah, definitely. I think people like to be first. They like to be exclusive. They like to have things that people don't have. Especially bloggers. Eso um I think 11 way that you could do that is this is a secret sort of. From Tim Ferriss, who was taught creativelive as well what he would do. His his was nonfiction. But you could do something similar, which is, um, he would not send the whole book because, like you said, then the bloggers let go. Great. Now I gotta read your book. That doesn't help me pick the chapter or the most interesting part. Maybe it's a fiction with fiction. It's a bit different because it's kind of narrative Arc. Right. Um but you could say, Hey, I noticed you reviewed this other similar book. I would love to send you what I think is the best chapter of my book. Then they only have to read a chapter. And if they are in that genre and they like that particular thing. They might read a chapter to say, Based on your blog's based on your review of these other things or just based on who you are, I picked out the best chapter or half chapter that I think you would be interested in. Check it out. And if you like it, I'll send you the whole book because because you're right, you don't want to dump the book on their desk. But if you just send him the you know, the part that you're like, yeah, that's my best writing ever. If they like Wow, that's great. I love to read the rest of it. That's kind of a simple land. Yeah, trying to contact bloggers that I don't have contact with yet. So I have, you know, clients. I have friends who are in the autism world, but, uh, wanting to get folks who have a larger platform so that when I launch my Kickstarter, I can already have had contact with them. And I've been getting radio silence to emails, you know, just sending like one email to this person saying, Hey, you know, I've been following your Blawg. This is who I am. This is what I do in a couple of sentences. I'd love to be in contact, right? Maybe. Do you have Ryan? Holiday writes about writing for other people's blog's for guest. Blogging. Uh, and I've gotten, like, I guess, the 10% response. So I contend. Emails. I get one back. Sure, which feels pretty like adultery like Okay, no one. No one's responding to my emails. How do I get ahold of these people? So I think one is, um, read their last 50 posts. And what I see a lot, too, is we get requests for guest bloggers on some of our sites and we don't do guess blocks. So it's automatically like trash bin, right? Clearly, you don't know me if you don't know that I don't do that. So you have to almost, like helps to physically pick up the chair and put on his side of the table like put yourself in their shoes and think about like, Okay, pretend you are the author of that Blawg. What would be the home run email that you could get that would really make their life awesome, right? So if they don't do guest blogging don't offer for a guest block post. I do think making a specific ask is really good rather than sort of like a love your stuff. Can we stay in contact? It's kind of a Catch 22 because you do want to be on their radar a great way to get on the radar without emailing them and doing whatever is commenting on their blawg. So if you're if they're blogging once a week and you're always the first person to comment say, Hey, great posted a not not like hey, great post sign up for my long truck but like, I really you know, inside full comments and back and forth. Yeah, yeah, then your people like fans, followers and comments on their blawg. So comment on their blawg follow them on Twitter following on Facebook. You know, you could build this outreach lists long before you need it and then, um, sort of sort of follow them and basically be on their radar before you send that email. The emails a lot more personal by the time you send the email. If you've commented on their blawg and they've responded in the comment, you have this conversation then you're not like, Hey, you know, you have to introduce yourself cause they know who you are, right? So engage with them, you know, before it's necessary. Yeah, if you find like a blogger like that, that has a good tribe that you're like, Hey, that's my tribe. I want them. How do you go about kind of inserting yourself like, Is it OK to ask them to write on your blog's or something like How do you get their tribe to kind of pull you in? I mean, if they're tribe is there on their block, I wouldn't have them right on here. Blood, because that's not where they're driving is right. And like I said, Twitter and Facebook and stuff just doesn't because of the asymmetrical nature of it. It doesn't drive as many as much as a well traffic block or an email list. So if they have, if you find the perfect site in a perfect blogger first, that would do these things. Comment beyond the radar. Follow him on Twitter, etcetera, etcetera, cinema, briefcase, money or, um and and then you could also reach out to them and say, you know, understand the context understand what type Supposed Put yourself in their shoes. But then also, um, you could reach out to them and say, Hey, I'm doing this thing. I'm not exactly sure how I would love, you know, send it to you if you're interesting. 11 thing is, there's a Kickstarter preview link. When you're done building your Kickstarter, you can get a preview link People like have exclusive. They like to see things before other people see it. It's human nature. So you could say I would love it if you have two seconds. I'd love for you to watch two minutes, watch my Kickstarter video and let me know if it's something you'd be interested in. Put it. Put it on that. You know, you could make the specific ask if you want. If you're project started, live and you want them right about it, you can also, if they're really well respected or whatever, they get 10 of these a day. You could just say, Hey, hope. I hope this is interesting love, you know, Ask them how they would like Toa engage or how they would like to write about it. We do have a question from online that we'd like to dress. Yes, it's similar, which was talking about slightly different. Travis Johansson wants to know you mentioned meet up groups. How do you reach out to these groups without sounding spammy like if you try to create a meet up? But you know, you kind of have that agenda of, Oh, I'm writing a book or putting together a movie. How do you make it a good experience for them as well? This speaks perfectly to the why you need to be five years ahead of time, or at least a year ahead of time or six months at a time. Because if you're like hey, I kickstart projects live. I'm building this meet up group. It's totally inauthentic. It is totally spammy. It doesn't work like it just doesn't work. We all get those sort of notifications all the time anyway, right? So the key is if a project isn't live today, start that today. Start to meet up today. Start your lawn truck today, start your blogged today because just just say launched rock. So you get five emails a day for a month. That's 50 emails, right? After three months That's 450 emails, which is more than most of the backers that we have. So most you are launching your projects for three months, so you better have 400 females. But the time you launch, right? Um so I would say you're right. Don't The two word answer is Don't wait until it's time. Build the meet up group. Build the blawg email list, etcetera as early as possible. And the reason I talk about launched rock is It's so easy. You need an image and a headline and a copy. If you can't do that in shipping contract page in three days, you know, then we have problems. Great, great.