Creator Confessions: The Dreaded Dead Zone

Kickstarter backers might not be aware of “the dead zone,” but anybody that’s ever run even a single campaign knows it well. Statistically speaking, most pledges for a campaign come either within the first forty-eight hours or the final two days. The time in between this is known as the dead zone. That isn’t to say one can’t have a great day within the dead zone and pick up a bunch of backers, but typically, campaigns will most likely see two, one, or maybe even zero new backers on a dead zone day. For those unfamiliar with the process, the dead zone can be demoralizing, frustrating, and the fulfillment of all your fears as a creator. But it’s also important to know that the dead zone is perfectly natural and there are steps you can take to minimize your exposure to it.

The way I approach Kickstarter promotion is like bullets in a gun. Anything you can do to put your campaign in front of people is one bullet, and some bullets are bigger than others. A Facebook post is a particularly small bullet, but an appearance on a live stream is possibly a bigger one. The idea is to have at least one decent bullet to fire a day. This means planning and scheduling is key. In fact, I would argue that a calendar is possibly a creator’s most important tool during a Kickstarter campaign.

The important thing to remember about the dead zone is that it never lasts forever. The end of a campaign sees a lot more activity, so the idea is to do the best you can throughout the dead zone to string you along until those final forty-eight hours. Understanding Kickstarter statistics is also important. The closer a campaign gets to funded, the higher the chance of it succeeding. Having that knowledge helps your spirit during the tough days, and tough days will come. The key is to put your head down, don’t let the dead zone get to you, and get to work.

Kickstarter backers might not be aware of “the dead zone,” but anybody that’s ever run even a single campaign knowsCOMICONRead More

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