3. Customer is King
I also studied failed coffee campaigns, and this is what I found — failed products lack empathy for the customer.
I initially thought Kickstarter was a donation platform. You have a project, and customers help you make it come true. While that is true — people are not interested in how you are going to be rich when you successfully launch. What they care about is if you are solving a nagging problem they have.
The Cafflano Kompresso solved my problem of making espresso on the go. Other alternatives were pricey and bulk espresso machines. I could care less if he made a million bucks from that product.
In the video and copywriting of successful campaigns, it was all about the buyer, what’s in it for him and what problem is the product solving.