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Sending email newsletters to well-targeted mailing lists is one of the best ways you can spread the word of your business and keep customers engaged.
I spoke about the value of mailing lists earlier in , but today I want to dive into the details you need to know to get started.
This guide will be split into five parts: Before you create a mailing list
you need to understand how they fit into your marketing strategy.
I talk about this in , but I’ll recap the basics here.
After people are paying attention and interested in your game or brand, you’ll need someplace for them to go before you ask them to take action.
The best places I know to send interested potential customers is to an online community or a mailing list.
In fact, I personally use both – providing access to an online community in exchange for an email address .
Who would have guessed you needed a physical mailbox to send emails.
(my new favorite).
There are lots of sites that will help you set up a mailing list , but the one I use is and I really like it.
This is what I’ll be teaching you to use.
Click that link and then click Sign Up Free
Provide an email, user nam e, and password.
MailChimp lets you create your own landing pages
You can create forms hosted by MailChimp and you can also get HTML code which you can put on your own website.
I’ve used both, but I’ll stick to MailChimp ’s basic forms since teaching you how to use custom ones requires you to know HTML.
– I used it in my teens and it’s still alive and well.
Here is what my landing page looks like in MailChimp’s editor
This is an example of my newsletter , with the calls to action highlighted in yellow.
Help content creators. I’ve talked about .
One of the best reasons to do that is because you can ask them to link to your landing page .
You can often see this in the first or last paragraph of guest post s on your favorite blogs or in the show notes of podcasts you like.
This is really solid way of growing your audi ence for free.
Advertise. Last but not least, one of the best way s to passively bring in email leads with nearly no effort is to take out a Facebook ad.
Target your audi ence very specifically by age, location, and especially interest.
Keep an eye on it and make sure you’re not paying more than a dollar per email sign-up.
You can read more about Facebook advertising in my previous post,
Posted on Posted in For the last several years, wildly successful Kickstarter campaigns have redefined the rules of success in the board game industry.
You no longer had to submit your game to publishers or raise a bunch of money to bankroll your own print run.
People like Jamey Stegmaier, creator of Scythe and the , were able to create multi-million dollar businesses with less investment than those who came before.
It’s not that easy, though, because now you have to answer to people – and people are weird.
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Taking mental shortcuts to make snap decisions can have some weird effects, but it’s a necessary part of life.
If you don’t believe me.
Consider reading by Noble prize winner
This is the same effect that keeps you going to the same sorta-okay restaurant repeatedly.
It’s why Top 40 songs follow the same chord progressions and have for the last fifty-something years.
Turns out it affects board gamers, too, and it scales all the way up to a market level.
, you can observe what’s successful already and put your own spin on it.
People are weird, but they follow discernable patterns.
If sci-fi and fantasy games have been successful for the last 18 months on Kickstarter
you can make your own sci-fi or fantasy game.
You can copy what works from other games while still putting your own inimitable mark on your work.
Stravinsky took from Schubert who took from Beethoven who took from Mozart who took from Bach… Blockbuster movie: story structure with some explosions and some famous actors.
It doesn’t hurt if one of the characters is merchandisable (like BB-8 or Groot)
Top 40 pop song: delivered by someone either controversial (Lady Gaga) or likable (Taylor Swift).
The 2020s are shaping up to be even stranger than the 2010s, and nobody is sure what we’re getting into.
I even say as much in this on the subject.
But you have to at least try to guess because understanding consumer behavior is key to giving people what they want.
This is extra hard to do when the trends are in flux.
Only time will tell how people – and the markets made up of them – will react.
The point is: key your eyes open.
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X Joe Slack interviewed me for the Board Game Design Virtual Summit
to hear from me and many other board game design experts.