- 01
Lead with the outcome
Your headline should name the result, not the struggle. Say what you will finish and when. A strong headline fits on one line and makes a stranger curious enough to open the story.
- 02
Tell it in three short parts
Who you are, what you are making and why now. A few plain sentences each. Never promise what you cannot prove later; Backers give to a person, so let your own voice come through.
- 03
Show, then ask
Add real photos of you and your work. Link each milestone to the proof you will post. End with a clear ask: what the first milestone needs and what Backers will see when it is done.
Risks to plan for
- R1
Print colours drift
Photographs can look different on the chosen paper than on screen. Schedule physical colour proofs before the print run and budget for one correction round in the dummy milestone.
- R2
Binding changes page count
A preferred binding may require a different page count or paper weight. Confirm specifications with the printer during layout and leave design time for a revised dummy before production.
- R3
Copies arrive damaged
Heavy books and delicate covers can suffer in transit. Test protective packaging before dispatch and include replacement materials and a small spare-copy allowance in the print budget.
Example milestone plan
An example plan for a photo book dream with a goal of €8,000. Backers fund the whole goal, but each milestone's money stays held until you post the proof and Backers release it.
Milestone 1
€1,200 · 15%
Edit the image sequence
Post a contact sheet, sequencing notes and a selected image list showing the book narrative and planned page count.
Milestone 2
€2,000 · 25%
Approve a bound dummy
Share photographs of the bound dummy, layout spreads and paper tests, with notes on colour and binding choices.
Milestone 3
€3,600 · 45%
Produce the print run
Post the printer invoice, approved production sheets and photographs of finished copies from the completed run.
Milestone 4
€1,200 · 15%
Pack and document delivery
Share packaging tests, a stock count and redacted dispatch records showing how completed books are being handled.
How Backers are protected
14-day review per milestone
When proof is posted, each Backer has 14 days to release their share or ask for more. Money not released in time goes back to the Backer.
15% fee, deducted — never added
Backers pay exactly what they choose. The 15% fee comes out of each backing: €100 gives the Dreamer €85. The fee is kept if money is returned.
Gifts, not shares
Backings are gifts. No shares, equity, interest or repayment, and Dreamers keep full ownership. Nothing on cohero is an investment or a loan.
Budget example
A typical cost split for a photo book dream in Vienna, shown in EUR. Backers are charged the equivalent in US dollars.
Example goal
€8,000
- Image preparation€1,200 · 15%
- Design and proofing€1,600 · 20%
- Printing and binding€4,000 · 50%
- Packing and delivery€1,200 · 15%
What you receive
- Backers give
- €8,000
- Platform fee (15%)
- −€1,200
- You receive
- €6,800
Questions and answers
Can I use a digital mockup as proof of the finished book?
A digital mockup can demonstrate layout, but it cannot show paper, colour or binding quality. Use it in the design stage, then post photographs of a physical proof and finished copies for the production milestone.
What makes a photo book pitch convincing?
Specific numbers, real photos and a first milestone small enough to reach soon. Backers trust Dreamers who show where every amount goes and who have already started on their own.
Should I fund a small edition or a larger print run?
Start with a quantity you can store, inspect and distribute. Compare printer quotes for the same paper and binding, then explain the chosen edition size to Backers without assuming that every copy will find a buyer.
Ready when you are
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