How to Create the Long Project Description for Your Kickstarter Campaign
On your Kickstarter campaign page, your long project description appears below the short blurb. This long project description is your opportunity to tell the full story of your passion and reasoning behind your Kickstarter campaign.
Although you aren't limited by a certain number of characters, it's best to first revisit the initial description that you started when you were writing your short blurb. Go back to that first sentence you were writing, and instead of trying to cut it down to 135 characters, look at how you can expand on it:
Write as if you were talking to a friend about how your passion got started.
Use a conversational tone, so potential backers get a sense of what you're like.
Use at least 3–4 sentences to describe why you want to make your project.
In as much detail as possible, describe the steps of your project and various milestones you hope to accomplish.
Similar to when you wrote your short blurb, clearly define how your project is different from others and why a backer should pledge. In addition to text, you have many opportunities to apply formatting and add additional media. Use the Bold, Underline, and Italic formatting buttons to draw attention to specific elements of your campaign or key milestones.
You can also link to other web pages or content here as well. If you want potential backers to learn more about the issue or topic associated with your project, insert the appropriate web links.
How to choose media to support your Kickstarter project description
Media is the key to keeping attention here! In the Project Description box, you can add pictures, audio, and more video to support your idea.
Here it would be a good idea to add specific media here to help tell your story. You might have used these already in your Project Video, but it doesn't hurt to reinforce your story and also give potential backers quick information that they can browse without watching the entire video:
Photos of your project in action (if available)
Photos related to your topic and supporting visuals
Short audio clips — especially helpful if you're a musician and have a demo track or sample of how your project sounds
Video clips from your project (if available)
Photos or video clips from any press interviews you may have done
Keep all your clips in this section short, ideally 20 to 30 seconds or fewer. You want potential backers to get a sense of the campaign and your specific points, but keep in mind that they have a lot of content to go through!
Risks and challenges in the Kickstarter long project description
The project description also includes a section called Risks and Challenges. This special section lets you address what issues you think might come up during your project and how you plan to address them.
This section gives your backers some peace of mind when they ask, "Does this person have the ability to pull this project off?" or even more importantly, "Do I feel confident giving this person my money, sure that he or she will deliver the item in the campaign as promised?"
Unhappy Kickstarter backers tend to be very vocal about overdue rewards, production delays, and changes. Especially if your campaign includes a lot of variables that might be out of your control, be sure to use this section to highlight the potential pitfalls clearly and how you are anticipating overcoming them. The last thing you want is a bunch of unhappy backers posting about delays on social media!
In order to best fill out this box, go back to your project budget and review all the parts required to make your campaign a success. Which elements do you think might present the biggest obstacles?
Here are a few examples of such challenges:
Unable to get required raw material (such as video footage, usable images, interview audio) to complete the project
Running out of time or missing deadlines
Conflicts with weather/seasons/special events
Personal time constraints
Lack of knowledge or technical skill
For each bullet item you think of for your individual campaign, come up with at least one (ideally two) responses that show how you will handle each problem.
Combine the potential challenges and solutions list into a paragraph or two and paste it here. By addressing these issues early, you get used to thinking about what you might need to have in place before even launching your campaign — and about how to assure your backers that you have the skills needed to handle the challenges. This early, proactive thinking builds community with your backers for the long haul.