The people most likely to back you don’t care about the project as much as they care about you. If they can connect with why this project matters to you, they’ll do what they can to help you succeed.
This module includes: 3 Videos Totaling 38 Minutes, Campaign Examples, Exercises
By nature, purpose is very ambiguous. It’s hard to know good, authentic purpose when you see it. Truth be told, authentic purpose is something you feel.
The best way for you to develop an eye for it is total immersion in what it means to be driven by a deep, authentic purpose.
Watch these two amazing videos that are each famous for showing how authentic purpose is the magic sauce of all remarkable things.
View Unsuccessful Campaigns. Notice The Lack of Purpose.
- http://kck.st/UyUIu0 Josh focuses on the music and talks about his producer… He has a 4 piece band… The whole campaign got 50 backers. It’s not like the music sounds terrible here. The campaign simply lacks a bigger Purpose.
- http://kck.st/Ubi3lK This video focuses on the band, the video and the music. So does the campaign description. Another example of a completely competent band who fails to demonstrate adequate purpose. This doesn’t feel personal.
- http://kck.st/XlYxEp They are “ready to take it to the next level” but they don’t go into what this means or how it really matters to them; they just gloss over it all and talk a lot about their tour. Five band members, 25 backers. That’s pretty notable.
- http://kck.st/QAoEWv He played in the Lumineers but his campaign description and video don’t demonstrate a Purpose. Obviously he has one but it isn’t shown here. See how no PWB can screw your campaign before you even start?
- Here is a guy whose campaign was “tweeted to over 230,000 people”. He ended up with 7 backers. This campaign talks about itself and that’s it. No background, no explanation, no authenticity.
- http://kck.st/WXkn2f The video seems amazing. But here they are, a failed campaign. There is nothing personal about this project, instead they talk at length about the awesome opportunity, who they are going to tour with, who their producer is, etc.
View Successful Campaigns That Show Authentic Purpose
- Everett Blair Gilley http://kck.st/XfI9H0 This video immediately pulls the viewer into Everett’s story. It’s compelling because it gives context first in order to make connection points with the viewer and lay the ground work for presenting the mission.
- Rebecca Roubion http://kck.st/PSOG3q Rebecca’s video is an excellent example of bringing your artistry to the forefront and showing how it is a part of you. We get pure authenticity and a true representation of Rebecca as a person.
- Drew Kennedy http://kck.st/S7SpLp Drew absolutely nails the demonstration of his Purpose Worth Backing. Watch the video. Read the campaign description. He not only shows what his Purpose is, he relates it right back to you. He’s speaking from his Core Identity.
- Ernie Halter http://kck.st/ONNJIaThis is authentic. Ernie is speaking from his Core Identity. Right away, his campaign description implies that this campaign will help him take ACTION. Also, note the “WHY RAISE FUNDS VIA KICKSTARTER” section, the intro is loaded with Purpose.
- Leyla McCalla http://kck.st/YOomh9 Note how intensely artistic Leyla is. She’s clearly living a life of art and speaking to the viewer from a truly authentic place. We’re watching a person speak from her Core Identity, not a fake “performance” of what she thinks the viewer wants to see.
- Carsie Blanton http://kck.st/1clShnI Carsie’s campaign is deep with artistic purpose and authentic personality. It captures the attention of the Jazz curious as well as jazz lovers. With it’s inspired mission, this campaign is rare in that it got attention from people outside of her core fans and inner connections.
Ready to get started on finding your true purpose? Take a crack at the following exercises. Don’t hurry through them and remember, even though your purpose can sometimes seem really obvious, it takes most people a minimum of a couple days to really nail their purpose.
Figuring out my purpose worth backing – to be a source of love for others through my music – was one of the hardest things I’ve had to do in years. It took me weeks of journaling, brainstorming, going for walks, laying in bed, procrastinating – but knowing I’d be asking people like my brother or friends I’ve grown up with for their help and money for my project pushed me to really dig deep and figure out my purpose. ~ Peter S., L&R Customer
EXERCISE: Find The Emotional Core of Your Project
Now it’s time to develop the Purpose that you’re going to present to potential backers of your music crowdfunding project. To find the emotional core of your project mission, we will use “The 3 Whys”. For example…
As an artist, why are you doing this project? To make a kick ass recording of the best songs I’ve ever written.
- Why is this important? Because it will help me gain new fans and market my music.
- Why is this important? I need more and more fans as I go along in order to advance my career.
- Why is this important? I have a deep, personal, meaningful calling to be a musician who shares my work with the world; it has always been my dream.
You don’t have to limit this to just 3. In this case, you might get to something truly compelling if you asked just one more “why?”. Once you’ve tried this…
Start talking with people you trust. Let them know you’re working to uncover your true purpose, then tell them what you think it is.
The more you talk with people about this, the more reﬁned your Purpose will become. Let your Purpose evolve naturally over time.
You’re now ready to build a crowdfunding campaign that glows with authenticity and inspires people to support you!
Later, in the the video module, you’ll get to practice speaking to the camera from your Core Identity.
P.S. This isn’t supposed to be easy! Get uncomfortable and take extra time to do this even when you’re impatient to launch. It is the best thing you can do for your career and your life.