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There’s a good chance I’m going into the red for this launch. The cost to print just one hardcover book is $40+ which doesn’t include shipping. Add to that the professional design and editing and I’ll probably go into debt with this project.

But this crowdfunding campaign isn’t the end in and of itself. A lot of people use crowdfunding as a one-off launch opportunity; they want to fund a project and that’s it. For me, I wanted to launch products and services that I could then scale after I built them. Case in point: I’m developing the Collaborate eCourse at the same time I’m writing the book.

This eCourse will retail at $197+ (probably more) when I launch in early 2015 (although you can get it for $72 when you pre-order The “No Brainer” Package ).

This is one of the reasons I can go into the red for this launch but not worry about it – the products and services I’m delivering on are assets for my digital publishing business.

They’ll continue to create revenue into the future… (or at least as long as collaboration is an increasingly hot topic):

Don’t overcommit yourself with crazy stretch goals . A stretch goal is what you offer crowdfunding supporters once you reach certain milestones in your funding.

When I first started thrashing the rewards for Collaborate, I immediately thought of all the cool stretch goals I could incorporate for early adopters.

Things like notebooks, or a special slip cover, or mouse pads… But after brainstorming multiple stretch goals, I realized a couple things:

Most people want your main offer plus some awesome rewards or bonuses. Nobody buys into a crowdfunding campaign for a stretch goal.

Instead of trying to reach a threshold above my minimum funding goal, I wanted to focus on the minimum I needed to make this a reality. Thismeant ignoring stretch goals, at least until I funded my project.

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Bottom line: images / graphics are easier to understand and process and therefore = more supporters = more pre-orders.

Essentially every successfully funded crowdfunding campaign I studied usedan image for their rewards and tiers. There’s no reason to change things up if they seem to be working, so I decided to create an image too.

Below is thecrowdfunding graphic for Collaborate, which I placed in the middle of my sales page. This gave the text a good break and hopefully added some excitement to the purchasing process: Key takeaways for creating a rewards graphic that converts visitors into supporters:

I use the same icons that are present on my cover + the same font (for the headlines) + the same colors. This is consistent with the overall style of my book 2.

Overwhelming is okay (if it keeps peoples attention).

A crowdfunding campaign is not the time or place to create Apple-esque style, minimalist ads. I have a few minutes (if I’m lucky) to educate people on the topic and inspire them to support my campaign.

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