Expert TTRPG Marketing Help
Experienced E-Commerce Copywriting and Strategy That
DrivesTraffic to Your Site, Increases Subscribers, and Boosts Your Sales
Adventurers Get Magic Items … You Get Their Gold!
“Fairy tales do not tell children the dragons exist. Children already know that dragons exist. Fairy tales tell us dragons can be killed”.
— G.K. Chesterton
This should not come as shocking to anyone… but corporations like Hasbro don’t actually care about game designers. Yes, Wizards of the Coast has laid the foundation for countless tabletop role playing gamers with D&D 5e. But as seen with the 2023 Open Game License 1.1 update… they do not have the best interests in mind for tabletop role playing game and DnD 5e creators. In fact, they will do everything to keep similar games out of the space so they can continue dominate the tabletop rpg industry. They wield their immense resources and budget to seize customer’s attention, dominate the industry, and keep you from getting noticed.
And while rpg giants like Critical Role can continue to thrive and develop their own merch and TTRPG, they do so by tapping into their unparalleled viewership and support base. You may have the greatest TTRPG, DnD content, or tabletop accessories, but to stand a chance against these ‘dragons’ you need the right weapon: a clear, proven, well-written marketing strategy.
But DIY marketing, or running a kickstarter, is like planning a campaign from scratch with all the fun parts missing: it’s time consuming, confusing, and exhausting. Agencies reach out with dream-come-true offers, but like a new 5e player experimenting with previous editions of the game… few agencies understand the nuances of the tabletop community and your particular brand. Plus, they are P-R-I-C-E-Y… way outside most tabletop e-commerce company’s budgets. With few options, your TTRPG/board game business risks remaining stuck, unknown, and unseen.
I know how defeating it feels to pour your heart and soul into something and not see anything change. But I believe your passion deserves a fair shot, and I’m here to provide the TTRPG marketing and copywriting help you need. We’ll create a custom digital marketing strategy you can rely on, outline steps within your control, and put the materials in place to capture all the new customers headed your way. Instead of watching your dream barely scrape by, you will watch others enjoy your creation and solidify your own place in the industry.
Good copy is necessary for good TTRPG marketing.
As a copywriter, I can provide…
Strategy Custom Tailored to Your Business
Proposals That Fit Your Budget
Messaging that Engages Your Target Audience
Freedom to Choose to Go Full Time
More Control Over How Your Business Grows
Confidence to Use Marketing Tools
Clarity on What Went Wrong Before
Time and Energy to Focus Elsewhere
An Authoritative Brand That Earns Respect
New Visitors and More Repeat Customers
“I have been absolutely blown away by what Riley was able to do for my company. He has literally brought me to tears from the insights and vision that he helped me see for my own brand all while coming up with creative ideas and engaging writing. He is professional, but also feels like a friend at the same time, He get’s it!”
— Alan, The Dungeon Coach
Why Can't I Do My TTRPG Marketing Myself?
Self-marketing may seem tempting, but its a roll of the dice. It is just like trying to run a D&D campaign with a single player: its A LOT more dangerous trying to overcome the challenges all on your own...
Emails: Inbound vs Outbound? Long form or Short form? Images or Text? Email Deliverability and Frequency?
Webpages: What elements are needed? How do you construct a funnel? What kills SEO?
Branding: How are you unique? What about your product to customer value? Who EXACTLY are your customers?
Social Media: Which platform is best for you? What place does it have in your funnel? How often should you post, and what kind of content is best?
Just like the mythic hydra... marketing not only doesn't care about your noble intentions, but making a mistake not only wastes money and time, but often MULTIPLIES the TTRPG marketing problem. A lot of businesses realize this, and that is why a lot of them trust an agency.
But here's the thing: if you have a Dungeons and Dragons e-commerce business, then you need to have a marketer that has a A) comprehensive understanding of the needs and desires of dungeon masters and B) that resonates with players who thrive on immersive storytelling, captivating characters, and thrilling adventures. 99.999% of marketers and agencies most certainly do NOT meet those criteria.
Just like in D&D 5e, it is WAY easier to adventure if you have a high - Intelligence Wizard character there to help do not have a "Wizard" there to help. And that is what I am: I'm the ol' wizard there to point you and your TTRPG marketing in the right direction (strategy), help you find the right "allies" (software), and equip you with the tools you need to succeed (copywriting). It can be the difference between being consumed by black dragon acid and rejoicing over their horde of gold!
Discover the Benefits of Customized
TTRPG Marketing Help…
TTRPG and D&D 5e marketing involves crafting marketing campaigns to, drive engagement, and convert visitors into paying customers. All of these TTRPG marketing methods have their own specific steps and come with different pros and cons. Sounds boring? Kinda. Does it work? OH HELL YES:
Branding Consultation is instrumental in helping TTRPG businesses create unique identities that resonate with the target audience, ultimately driving brand loyalty and recognition.
Some social media platforms (Reddit, Instagram, Tik Tok), goolge ads and facebook ads, and SEO blog posts are great ways to increase your CUSTOMER AQUISITION... or getting the attention of new D&D 5e players who previously did not know you existed.
Other social media (Patreon, Discord), influencers, and email marketing at the best ways to increase your CUSTOMER RETENTION... or turning one time customers into your “trusted DnD adventuring party” (repeat customers).
Given that your TTRPG audience is full of storytellers and facilitators of these games, you are going to need to provide your own CONTENT MARKETING, or partner with someone who does it full time.
Choosing me as your TTRPG and DnD marketer and copywriter unlocks a treasure trove of benefits. By aligning marketing goals with the interests and preferences of the tabletop role playing game community, businesses can establish themselves as trusted sources of quality products and experiences.
Effective TTRPG marketing brings increased conversions to higher returns on marketing investments. You can establish yourself as an authority with compelling content, interact with the community, and build brand loyalty. But most importantly... you will increase SALES! More people will use your DnD 5e products and services... and more players will give your TTRPG a try! And as you communicate with them and develop a long term relationship, you can trust them to support your business for years to come!
Common TTRPG and DnD Marketing Projects
Silly Goblin Pirates Can Be Distracting…
I can vouch that in my personal D&D games, things like that keep my players, and their player characters, from picking up on the obvious clues, hints, and outright direction I am providing them. That’s because the silly goblin pirate is obviously valuable (duh!), but the hints I am dropping are not. What’s the lesson for your TTRPG marketing?
If players don’t know what you do or what you offer does for them, they’ll just pass by without even a Perception Check.
So you have to get the attention of your player base. But that is half the battle, because once you have their attention… then what? Why should they care? Why should they trust you with their money or time? What makes your game system different?
In marketing, the rules of the game are simple: offer something CLEAR, UNIQUE, and VALUABLE to your target audience.
That is what your DnD ecommerce and tabletop rpgs need to be doing: showing tabletop role playing game players that you not only understnad their wants and needs, but have the exact thing they have been exploring and searching for. Because when you find your exact customer base, and they trust you are offering something precious, they make the purchase.
And purchase again. And again. AND AGAIN.
So whether you are reaching the masses with Dungeons and Dragons ecommerce and homebrew content… stressing social media or kickstarter… or need help marketing for your new star wars, marvel universe, lord of the rings (or some science fiction combination of them all!) TTRPG…
I’ll help you find the strategy, walk you through the steps, and write the clear, persuasive communication to create a perfect match.
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Jaimie and Kelle
AWESOME DICE
“"I could swear that I once read a review for Riley that stated his work felt human. This has stuck with me as it is certainly true. Riley provides quality content well suited to our brand in a professional manner lacking any of the usual stiff and stuffy, excessive formality. We've come to think of him as part of the team."
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Alister
CATMAGE DICE
"I'm so glad to have worked with Riley when redesigning my site's homepage with a clear story-driven message. I've already seen a steady increase in signups in the first month of having the new homepage live, and can't even begin to imagine working with another copywriter besides Riley on future projects!"
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Kasey
FIRELIGHT FABLES
"Working with Riley has been an absolute pleasure! The landing page he developed for me has not only brought in new customers, but has also allowed me to focus on the other important aspects of my business. He is always professional and quick to respond to my questions, and I love his enthusiasm for storytelling".
Quality Tabletop Role Playing Games Copywriting that Actually Works
And I ain’t no Fey or Fiend tricking you with empty, convoluted promises.
You’ll get writing that shows people you have just what they wanted…
You’ll build customer loyalty and stability with a consistent message…
And you’ll rest knowing your marketing is working better than before…
See what I have done for people like you.
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Web Copy
A sales page designed to lead visitors to contact for a personal commission
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Email Copy
A single email from one of the several sequences I made for Awesome Dice
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Email Copy
Outbound email sequence to re-engage customers
The TTRPG and DnD Copywriting Action Economy
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1. Insight Check
We sit down for a FREE 1 hour video chat. I’ll get to know who you are and what excites you, and if my services seem like a good fit, we’ll set a timeline. I’ll send you a questionnaire for you to fill out within 3 business days.
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2. Investigation Check
After receiving your questionnaire, I’ll do extra research and we’ll follow up so I can have a clear understanding of everything I need to strategize your TTRPG marketing and write copy.
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3. Take a Short Rest
Rest easy as I write! Projects take at least 2-3 weeks. Keep an eye on your inbox though, as I may have clarifying questions throughout the process.
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4. Help Action
Since, no one knows your business as well as you, we’ll make final edits and decisions together. You get the final word!
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5. Action
I share the final draft with you on a google doc for you to use. If there are options for testing, you take some time to test which versions work best.
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6. Bonus Action
A month or two later, I’ll follow up and see if there are any additional edits you want with the project.
“Why so much D&D?”
It was the first thing I started copywriting for. I love how unique it is to be a part of cooperative storytelling. The delicate balance between necessary plot structure and off-the walls improve is an experience unlike anything. And not only is the wacky heroism fun, but you also feel like you are really living those moments!
“Favorite D&D Spell?”
First of all: depends on the caster: somatic/verbal components offer tons of opportunity for role playing! As the DM I love using illusions on my players. As a player, I have a cleric that casts “Spirit Guardians” when afraid and getting to play as each of his once ancestors is pretty fun!
“Favorite D&D Moment?”
This might sound morbid, but character deaths are far and away my favorite moments. Players step up their role play when“emotions high and saying goodbye”, and they shift the story for the better.
Pricing on a Sliding Scale
Every business is unique, which means unique copy, unique projects, and also… unique pricing.
All my services are offered on a sliding scale, with some openings reserved for new, small businesses.
Just another way I can get help get you what you need.
Frequently Asked Questions
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Payments are completed over Paypal. In order to protect us both, I require 50% of the project’s payment before I begin. Once I deliver the final draft, there will be a second invoice for the other 50%.
Other payment structures can be explored in the discovery and proposal process.
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My goal is for the initial project to take as little of your time as possible. You should spend no more than 3 hours total filling out questionnaires, meeting over video with me, and responding my any follow up emails of mine. Subsequent requests for follow up projects would take no more than an hour of your time each.
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Depends on the project, but usually I deliver a Google Doc that you or your team would publish. I include formatting instructions in the Google Doc. But if you would like me to save you more time, I can implement it myself onto your site/email platform. That work is billed at an hourly rate and will be factored into the invoice.
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Anything project needed within 10 business days will incur a 25% rush fee increase to the over all price.
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As a rule I make all client requested edits free… I don’t want to leave you unless you are happy and confident in my work.
However, sometimes a client requests an “edit” that is really a completely new project. If that is the case, we will work out a new proposal at a discount.
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I am partners with several qualitifed and accomplished freelancers. They include FB and google ad, email deliverability, and graphic design specialists. If the best marketing strategy for your business requires their talents, I will factor that into the proposal or arrange a meeting and pass you along.
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For your site, you will need some type of web software for monitoring traffic, SEO, and visitor interactions (ex: Semrush, Ahrefs). For emails you will need an email automation platform like Mailchimp or Klaviyo, and a plan that tracks subscriber engagement and allows for for both drip and trigger emails. For blog posts you merely need a blog, I have all the software on my end.
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I will make unlimited edits to any draft until you are satisfied. I also offer a round of free edits within 6 months of the projects completion. If you are still not satisfied, I offer a 100% money back guarantee.
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1) I am much more affordable. No employee benefits or office space are being factored into my price; you are paying for my work and my work alone
2) Most agencies suffer from internal and external distractions that prevent them from putting the client first. With me, you get hands on, one-on-one fixed attention, resulting in copy that is tailor-fit to your brand and needs.
3) I LOVE tabletop games. I have been immersed in them as my favorite hobby for over 13 years. I have intimate knowledge of the culture , mechanics, and… most importantly… the target audience.
I’m Your Helpful TTRPG Marketing NPC
After initiative is rolled, a good NPC performs the “help action”, using their turn to give another player advantage.
A freelance copywriter acts in a similar way: writing to help increase your sales.
It’s using clear, persuasive, insightful writing to best communicate your value to customers and other businesses.
In other words, quality copy provides advantage to all your communication,
doubling your chances of rolling a CRIT