First things first: Kickstarter is not the new self-publishing. A quick look at their own stats will prove it: less than half of the projects put up on KS have been funded. The statistics for the publishing category are even more grim: only a 31% success rate.
Still, it's better than querying, amirite?
I want to spend a couple of posts talking about what you can do to get yourself in that 31%, and why you might want to do it at all. Kickstarter isn't a magic bullet.
But it does have a couple of benefits over publishing straight to Amazon. Specifically:
- It shifts the risk. Instead of spending a couple years writing a novel only to discover nobody wants it, you can learn the same thing after only a couple of months.
- You can get input directly from the people you're writing for on what they like and don't like.
There are 3 things you should probably have to run a successful Kickstarter. If you're only asking for a little money (say $1,000 or less), maybe you can get away with one of these. From $1k-10k (where most of the successful publishing projects are), you want at least two out of three.
(1) A great idea. Be careful here. Everybody thinks they've got a great idea. You've got to have an idea people want. No, more than that: an idea they need. It's hard to pitch something innovative, and a lot of great-but-untested projects fail right here. This is why nostalgia and spin-offs sell really well. But if you're an author looking to self-publish, you don't have the luxury of a license. High concept is your friend.
(2) Evidence that you can pull it off. Because everybody has great ideas, people are hesitant to back someone if that's all they've got. They want to know why you're the person to put this together. Anything that proves you can write: short stories, a blog with a following, even a popular Twitter feed. If you don't have anything, try an excerpt of what you're planning to make.
(3) A network of people to spread the word. Kickstarter does not mean instant visibility. While it's true your backers have a vested interest to spread the word on your behalf (another benefit of Kickstarter), you have to get some backers first. Having a platform to start from can help a lot.
If this looks a lot like what you need to succeed in self-publishing -- or querying agents and editors, for that matter -- you shouldn't be surprised. Kickstarter doesn't change the playing field. It just shifts things around. Instead of WRITE => BUILD PLATFORM => MAKE MONEY, now it's BUILD PLATFORM => MAKE MONEY => WRITE.
These are all just guidelines, of course. It depends very much on how much money you're asking for, and even then there's no guarantee that any of these will make your Kickstarter successful (see what I said before about magic bullets). Though if you've got an idea people are craving, a history that shows you can pull it off, and an audience just waiting for you to launch so they can tell their friends about it, well . . . then you might have something interesting indeed.
But you still need a campaign. We'll talk about that next time.