{"id":1119,"date":"2017-01-13T19:05:05","date_gmt":"2017-01-14T03:05:05","guid":{"rendered":"http:\/\/www.backerkit.com\/new_blog\/blog156-inflection-point-lessons-from-the-turtle-hat\/"},"modified":"2017-10-11T19:55:11","modified_gmt":"2017-10-12T02:55:11","slug":"156-inflection-point-lessons-from-the-turtle-hat","status":"publish","type":"post","link":"https:\/\/www.backerkit.com\/blog\/156-inflection-point-lessons-from-the-turtle-hat\/","title":{"rendered":"Inflection Point: Lessons from the Turtle Hat"},"content":{"rendered":"<span class=\"cb-itemprop\" itemprop=\"reviewBody\"><p><i>Inflection Point is the BackerKit blog series that studies crowdfunding campaigns to discover useful tactics for campaign creators. Subscribe to the BackerKit blog <a href=\"http:\/\/backerkit.us3.list-manage2.com\/subscribe?u=034b1a4e9990954f971d0090e&amp;id=bec9d37914\" target=\"_blank\">here<\/a>.<\/i><\/p>\n<h2>The Turtle Hat: Come Out of Your Shell<\/h2>\n<p>There\u2019s no doubt the <a href=\"https:\/\/www.kickstarter.com\/projects\/143749029\/the-turtle-hat-helping-people-come-out-of-their-sh\" target=\"_blank\">Turtle Hat<\/a> is a one-of-a-kind project; it\u2019s safe to say there\u2019s nothing else quite like it. It\u2019s cute, a little quirky \u2014 and inexplicably irresistible.<\/p>\n<p>The project\u2019s creator, 63-year-old Lynn Johnson, had spotted the \u201csilly and wonderful\u201d hat in a store at a golf resort twenty years ago and was immediately enticed. Wearing it would elicit praise from strangers; he claims it made him \u201cswitch gears and be more laidback\u201d. Twenty years later, the hat endured as a symbol of positivity, friendship and good humor; Johnson saw value in bestowing that joy onto others.<\/p>\n<p>At first glance, the Turtle Hat looks like a niche project. As it turns out, there was a charm to Johnson\u2019s story that backers couldn\u2019t resist. 952 people pledged a total of $30,803, far exceeding Johnson\u2019s initial funding goal of $5000.<\/p>\n<p>What Johnson\u2019s campaign lacks in professional slickness, it makes up for in an engaging, feel-good narrative. Its success shows how a heartfelt story can drive a crowdfunding campaign and draw in diverse, broad audiences.<\/p>\n<h2>Win Hearts and Minds<\/h2>\n<p>The most effective stories evoke an emotional response: they move us, inspire us, make us laugh, or compel us to act. Johnson\u2019s story doesn\u2019t set out to change the world; what it does set out to do is captivate an audience.<\/p>\n<p>Take, for instance, the Turtle Hat <a href=\"https:\/\/www.kickstarter.com\/projects\/143749029\/the-turtle-hat-helping-people-come-out-of-their-sh\" target=\"_blank\">video<\/a>. It\u2019s short, simple, and irreverent. It might not have the slickest production values, but that is part of the appeal. Too much of a corporate tone can leave some people cool; it can fail to engage people on an emotional level. Bells and whistles can be distracting; what this campaign has in spades is a generous injection of warmth and passion.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/d2x9pgnb7vwmga.cloudfront.net\/blog\/wp-content\/uploads\/2017\/01\/tumblr_inline_ojqfghrYI61ra7u74_540-1.jpg\" alt=\"image\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>Rather than dazzle us with fancy graphics, the simplicity of Johnson\u2019s story allows backers to see the person behind the project. Johnson\u2019s enthusiasm is infectious, as well as his sense of humor. The project\u2019s disclaimer is a case in point: \u201cYou cannot take yourself too seriously with a turtle on your head.\u201d<\/p>\n<p>Johnson\u2019s campaign also links to a separate <a href=\"http:\/\/www.theturtlehat.com\/\" target=\"_blank\">website<\/a>, which includes an array of photos of Johnson wearing the hat in different locations: in the United Kingdom, on a walk, at his daughter\u2019s wedding, at the beach. It\u2019s a personal touch that makes his narrative more memorable.<\/p>\n<h2>Uniqueness Pays Dividends<\/h2>\n<p>Johnson\u2019s Turtle Hat found plenty of admirers in the crowdfunding community. More remarkably, his efforts gained traction in the media.<\/p>\n<p>In early September \u2014 one week after his campaign launch \u2014 stories about the Turtle Hat appeared in <a href=\"https:\/\/www.vice.com\/en_us\/article\/the-turtle-hat-is-the-most-delightful-thing-on-the-internet\" target=\"_blank\">VICE<\/a>, <a href=\"https:\/\/www.buzzfeed.com\/juliareinstein\/people-love-this-dad-and-his-insanely-cute-turtle-hat\" target=\"_blank\">Buzzfeed<\/a>, <a href=\"http:\/\/www.dailydot.com\/unclick\/turtle-hat-kickstarter\/\" target=\"_blank\">The Daily Dot<\/a>, <a href=\"http:\/\/www.upworthy.com\/your-favorite-new-kickstarter-is-a-dad-sharing-the-magic-of-his-turtle-hat\" target=\"_blank\">Upworthy<\/a> and the <a href=\"http:\/\/www.avclub.com\/article\/get-involved-internet-help-mans-turtle-hat-become--242066\" target=\"_blank\">AV Club<\/a>. At this point of the campaign, Johnson was sitting at around $4000 in funds raised. By the end of the campaign, Johnson had raised more than seven times this figure.<\/p>\n<h2>The Importance of\u00a0Authenticity<\/h2>\n<p>Johnson\u2019s honest and genuine demeanor extends beyond the Turtle Hat\u2019s origin story; he is also upfront with backers about the risks and challenges involved in his project, international shipping and sizes, as well as how funds will be spent.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/d2x9pgnb7vwmga.cloudfront.net\/blog\/wp-content\/uploads\/2017\/01\/oP8Ue2N-1.png\" alt=\"image\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>Alerting your backers of any potential hurdles before they arise cements goodwill between the creator and backers and ensures that there aren\u2019t any nasty surprises. In Johnson\u2019s case, it boosts his reputation as an open, passionate creator who not only appreciates backers\u2019 support, but sees them as a vital part of his crowdfunding journey.<\/p>\n<\/span>","protected":false},"excerpt":{"rendered":"<p>Inflection Point is the BackerKit blog series that studies crowdfunding campaigns to discover useful tactics for campaign creators. Subscribe to the BackerKit blog here. The Turtle Hat: Come Out of Your Shell There\u2019s no doubt the Turtle Hat is a one-of-a-kind project; it\u2019s safe to say there\u2019s nothing else quite like it. It\u2019s cute, a [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":3015,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[8],"tags":[39],"class_list":["post-1119","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-case-studies","tag-shipping"],"acf":[],"yoast_head":"\n<title>Inflection Point: Lessons from the Turtle Hat | BackerKit<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.backerkit.com\/blog\/156-inflection-point-lessons-from-the-turtle-hat\/\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"Inflection Point: Lessons from the Turtle Hat | BackerKit\" \/>\n<meta name=\"twitter:description\" content=\"Inflection Point is the BackerKit blog series that studies crowdfunding campaigns to discover useful tactics for campaign creators. Subscribe to the BackerKit blog here. The Turtle Hat: Come Out of Your Shell There\u2019s no doubt the Turtle Hat is a one-of-a-kind project; it\u2019s safe to say there\u2019s nothing else quite like it. 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