This article will help you create the fundamental content for your product’s campaign. We strongly suggest you at least skim it prior to building your content, and review it periodically throughout the process. For a complete list of everything you’ll need to launch your campaign, visit the campaign checklist.
A pre-launch page will be used to start driving traffic to your campaign before its launch. It will consist of a very brief description of your project, an image or video, and some basic brand/creator identification.
Prospective backers will use the page to sign up for notification of when your campaign goes live. The pre-launch page is a great tool for judging initial interest in your project and for getting early feedback on your idea, features, and/or design.
The URL created for this page will be the same URL for the lifetime of the project. This means no dead links from old landing pages and strong SEO!
You’ll work with your project manager to get your pre-launch page set up. They will need:
Your URL will be generated using your creator/brand name and project name, as in
Once the page is set up, you will need to take a very active role in driving traffic there. You’ll want to email contacts, engage social networks and online forums, and so on as described in the marketing and PR section.
The title and teaser are particularly important since they will be used in your project “tile”, the box that summarizes your project in a variety of contexts on Crowd Supply’s website. It’s the content that will be seen by the greatest number of people, so it’s important to get it right.
The title of your campaign should be a very succinct description of your product. Titles may be up to 36 characters, and should take one of the following forms:
product namee.g., “Superoven 5000”
product name: what it ise.g., “Superoven 5000: A Smart Phone-Controlled Baking Oven”
product name: action phrasee.g., “Superoven 5000: Bake Cakes with Your Phone”
Normal title capitalization should be used:
Periods, question marks, and exclamation points should not be used in titles.
The campaign teaser should be a brief (up to 255 characters), accurate description of the product being offered. Question marks and exclamation points should be used only sparingly if at all in the teaser. Avoid hyperbole and clearly describe your product’s basic characteristics, functions, and purpose.
The title and teaser together should speak to a general audience. They should explain what the product is in plain language free of specialized jargon.
Prices should generally not be included in the campaign title or the teaser, unless that is a defining point of the campaign (e.g., the price for that particular item is truly groundbreaking). Availability schedule should also not be included.
Prices should be whole-dollar amounts, and must include US shipping charges and fulfillment fees. If you’d like to explain to backers what your budget looks like for shipping and fulfillment, this is strongly encouraged and belongs in the campaign body.
Prices need to be straightforward and clear. The price needs to reflect the complete shipping product: do not break down prices artificially. Prices should be all inclusive and free of qualifiers or conditions.
International shipping is calculated on a per-item basis. Free international shipping is encouraged where it is feasible to do so (generally, this will only apply to small, high-priced items). If it’s not practical to offer free international shipping, consider offering free international shipping on accessories, but not the ‘primary’ product.
Pledge level names should follow the same rules as the campaign title, with these additional constraints:
Your campaign video should satisfy these requirements:
Try to avoid the “talking head” intro to your video. Don’t start with you. Start with the product as the hero, or introduce the problem that your product solves. You only have a few seconds to grab the viewer’s attention, so be appealing and succinct.
For more advice on creating a campaign video, see our short but sweet outline for making a campaign video.
High quality product photography is very important. Images are a great way to show off your product and help tell your story. A well balanced campaign should have a combination of detailed product shots on a plain white background along with lifestyle shots showing off the product in use in the real world.
If you’re not prepared or able to to do high quality photography yourself, you should hire a professional. Crowd Supply offers product photography on a project by project basis. If you are interested in this service, please contact your project manager.
Avoid using in-image text, like the below:
In-image text has no SEO value, isn’t searchable or selectable by the viewer, would rarely be used by online media, and hurts the user experience, as it does not scale well to smaller devices such as tablets and phones.
The main text-and-images area of the campaign page is referred to as the “body”. It should contain:
Press mentions, pledge levels, and other details are handled separately, outside of the campaign body.
Crowd Supply’s campaign page and update authoring tools allow you to use Markdown formatting, a very simple, intuitive way of structuring text content for display as HTML. There are many good tutorials and guides for using Markdown, so spend a little time to learn the basics. You should be familiar with:
This schedule is used to determine how many units of your product are available to backers and the expected ship date told to backers. A dynamic ship date will appear next to each pledge level that will change over time as more pledges are placed. This offers transparency so backers know when their order will ship.
Fill in with your own data. Add more rows as needed.
|Pledge||Quantity||Price per Unit||Ship Date|
|Widget 1||0 - 100||5.99||August 15, 2020|
|Widget 2||101 - 500||3.99||September 15, 2020|
As a creator on Crowd Supply, you will have your own creator page. For example:
We will need the following information to set up your creator page:
Briefly introduce your brand. This text is public-facing and will be used for all projects created under this brand.
Please provide a PNG or JPG logo file. High resolution is preferred.
You can link to your homepage from your creator page.
Provide your team’s location.
Name, email address and title (if applicable). Private members will not be listed on the campaign page, but will receive questions submitted through the campaign page. Public members will both be listed on the campaign page and receive submitted questions. You should also provide an image to serve as an avatar to represent each of the public members on Crowd Supply. You can simply provide the image you want to use, or you can use a gravatar.com account.
Contact us at firstname.lastname@example.org to see how we can help.
Intro & Overview
Before Your Campaign Starts
Campaign Content Basics
During Your Campaign
After Your Campaign Concludes