[intro]If you’re not familiar with Jordan’s crowdfunding story, it’s exactly as the title of the campaign suggests: he convinced people to fund his product before they even knew what the product was-and it worked. This new concept of blind crowdfunding not only hit its target but exceeded it by 167% so far.
Creativity wins in marketing and here are 5 reasons why Jordan Bishop’s campaign “I’m selling my product before saying what it is” won it all: [/intro]
#1 – People love surprises
This campaign takes a new approach – it’s a blind crowdfunding campaign and the first of its kind. Buying in means being a part of something that is new and different. Also, not knowing creates mystery and mystery creates excitement. People love excitement.
Plus, it’s only $9. The last exciting thing I bought for $9 bucks was a neon fanny pack in 1989.
#2 – You trust him right away
“I’ve been working on this product for several months now. I’ve had two different designers specialize in the two intricate processes required to build the physical product, and I’ve worked with countless manufacturers and suppliers of everything from raw materials to packaging to make sure every component of the finished product is just right. I’m not cutting any corners.”
Even though we don’t know what the product is, Jordan does a great job of creating trust with his consumer by assuring us that his product is something we can use on a regular basis, it can be given as a gift and he’s put a significant amount of work into it.
Bonus reason – this dude has a face you can trust. Having a friendly profile picture on a crowdfunding landing page is like showing up to a sales meeting well-dressed and greeting prospects with a smile.
#3 – Killer copywriting
Jordan makes a consumer feel comfortable and convinced by using casual, cheeky copy like:
“You’ll choose your SKUs on July 24. If you can’t find a SKU you like, I’ll give you your money back — no questions asked. I won’t believe you, but I’ll refund you.”
Likeability always adds to levels of trust, and you’re more willing to take chances (even if it’s only a $9 chance) for people you like.
#4 – You’ve got nothing to lose
As this Facebook commenter pointed out, we really have nothing to lose. (So scratch that last comment about taking a chance!) If you don’t like the product when it’s revealed on July 24th, you can get your money back – no questions asked.
#5 – When I was already 99% sold, he clinched it with a discounted presale price.
Jordan was thinking ahead and incentivized people to act now by giving them a 33% discount if they bought his product before everyone finds out what it is.
“I’m offering pre-sales this week only for $9 for three items, or 33% off the retail price that everyone else will buy it for on July 23rd and beyond.”
I can’t wait to see what the product is on July 24th. (I hope it’s a Happy Meal®… because I pre-ordered 12.)