This is part two of a three-part series. If you missed part one, you can find it here.

In this essay, we will cover delivery. In this case, “delivery” means the delivery of your content, not your rewards. This “delivery” encompasses many different things, such as your video, pitch, timing, and updates.

A video is worth a million words

You know the saying “A picture is worth a thousand words”? Well, a video is worth a million words. A big part of the “delivery” (and by extension, the entire campaign) is the video. As with the “content“, the video must be compelling. If budget permits, have it professionally done by a videographer. Ideally, keep the video length to 2-3 minutes, and no more than 5 minutes maximum. Focus on getting your viewer’s attention (the first 10 seconds are critical). Save the technical stuff for the text copy. However, like the text copy, the video copy should be clear and concise. Practice enunciating words, and reading the script aloud in front of a partner or friend. Practice several times; then ask for feedback.

Make an effective pitch

Many people invest in crowdfunding, not necessarily just because they want to buy your product, but because they are drawn to a vision; and, in particular, a vision that they want to engage with. Put significant thought into your message and what you want it to say. Show viewers how your product/cause can impact their lives in a direct, positive way. Rather than just talk about product features, tell viewers how you are solving a problem. Also, make your team visible. Be very transparent and let potential backers know who you are. Trust is a big part of crowdfunding.

Use music to set the tone

Here is an example of music effectively setting the tone for a Kickstarter video. This particular campaign was possibly one of the most oversubscribed of all time. (This campaign met its funding goal in the first day; and continued to be 1813% over funded within 30 days!) The product was a revolutionary “magnetic tea infusing vessel“. So, the creators used a “lo-fi” or “lounge” soft music track. If they had used a hard rock or reggae music track, it may not have been as effective with this particular video. (Disclaimer: I thought their entire campaign was so effective, I actually funded it myself).

Tweet: How to Create a Kick-Ass #Kickstarter or #Indiegogo Campaign via @rogerkuo http://ctt.ec/dWb_v+ #crowdfunding

Play to the crowd

A successful campaign benefits both you and your viewer. But, unless it is clear what your campaign will do for them, do not expect them to give you money. So, make sure the viewer can easily identify “what’s in it for them?” Now, if your campaign is based on a cause (and not on a perk), then you need to make them feel good about contributing. Make that good feeling their “reward” or “perk”. Humans are basically altruistic in nature. So, take advantage of their philanthropy.

Pre-answer questions

This is what the FAQ is for. Any question that you pre-answer may prevent a frustrated viewer from leaving your page, and therefore, not funding your campaign. Also, the more potential questions that you answer, the more it indicates that you have certainly thought through every possibility and contingency. This only adds trust, which in turn, makes the viewer more comfortable to contribute to your campaign.

Timing is everything

If your product is seasonal (snowboards, swimsuits, etc), keep that in mind when deciding when to launch your campaign. If possible, target your product to the right season. People generally don’t think about buying winter clothes in the middle of summer, and vice versa. Create a calendar detailing everything – from when to launch the campaign (weekdays are best when more viewers are on their computer) to timing leverage of social networks and media channels to maximize effectiveness.

Don’t forget to update

Updates allow you to keep in touch with your current backers, as well as possibly enticing new viewers to contribute. Take pictures of your team working on the product or announce a funding/product milestone or goal (video updates are even better). Updates are a very effective way to engage existing supporters and encourage them to share your mission. Updates are easy to do, and will also keep you relevant. You don’t want them forgetting about you after they click the “donate” button.

Tweet: How to Create a Kick-Ass #Kickstarter or #Indiegogo Campaign via @rogerkuo http://ctt.ec/dWb_v+ #crowdfunding

What other suggestions would you recommend to deliver a kick-ass crowdfunding campaign?

And, stay tuned for Part 3 next week on Promotion.

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