Hey everybody! A big thank you to all of you who are reading this post from the League of Gamemakers! You guys are awesome, and…

… wait a minute.

STOP.

You, sitting here reading this…

How did you feel when you were reading that? Kinda… plural-y? Lumped into some general mass of people you don’t know? You know what I mean? You may not have been conscious of it, but you probably felt small, insignificant, and detached from the writer. Unfortunately, that’s exactly the opposite of what the writer was trying to communicate!

In radio, one of the rules is to talk to the individual. Yes, you may have millions of listeners listening at once. But you are talking to one. The woman in the car on the way home from work. The man jogging on the treadmill. Those individuals are not “everybody” and “you all” and “you guys”, so please don’t call them that.

When running a Kickstarter campaign, project updates are crucial tools in helping build a sense of community, and encouraging loyalty (a two-way street, by the way). People want to join you, not necessarily three hundred other people. So have a natural conversation with the individual.

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Editor’s note: If you haven’t caught Mike’s current KS campaign, The Amberden Affair, he’s doing an excellent job of practicing what he preaches with personal updates. Here’s a link to one such example – Update #11, “Back to the Grind”