TTRPG Marketing Stragegy
Experienced E-Commerce Branding and Marketing Strategy
Adventurers Get Your “Magic Items” … And You Get Their “Gold”!
With My Help, You will Receive:
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
Not Every Tabletop Gaming Business is the Same
Some offer ways to make 5e better. Others offer an alternative game with a whole new experience.
But what you sell, and what needs you meet for your target audience, dictate your marketing needs.
Which Type of TTRPG Business Are You?
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Bascially, these type of companies sell stuff or services related to DnD 5e. Some xamples include:
Dice
Maps
Modules
Apps
Candlessuccess
For these businesses, the challenge is finding creative and effective talking points that communicate ways you are relevant to their DnD 5e experience.
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While 5e continues to dominate the TTRPG market, since 2014 more and more players are choosing to abandon the O.G. in favor of a set of rules and/or world that fits their particular campaign vision. There is a place for your unique voice and vision.
But this opportunity comes with a huge obstacle: everyone is a beginner to your game. There is no game master or influencer can explain it for them. You are starting from scratch.
If this description resonates with you, then this landing page is for you. Read on and do not hestitate to reach out and contact me!
Are You a DnD 5e Ecommerce Business? I Can Help …
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Jaimie and Kelle
“"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
"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
"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".
But this Page is Primary For Creators
Seeking to Make their TTRPG a Hit
If thats you, then read on :)
The Unique Challenges Facing TTRPG Creators
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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.
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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.
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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 Believe You Deserve Your Fair Shot
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.
TTRPGs Don’t Blow Up By Accident
Your strategy will involve a thoughtful combination of marketing channels and strategies
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If you want people to connect with you, you’re going to need a strong brand identity. We’ll find and establish your values, mission, and unique selling points, translating them into a compelling brand image that your target audience will recognize and resonate with.
Branding: How are you unique? What about your product to customer value? Who EXACTLY are your customers?
Branding Consultation is instrumental in helping TTRPG businesses create unique identities that resonate with the target audience, ultimately driving brand loyalty and recognition.
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Its 2025, and blogs continue to dominate content marketing. But there is a catch: blogging is a zero-sum game; if you aren’t ranking high, then it’s basically a waste of time and money.
The result is one of the most proven forms of e-commerce marketing: a strong, local SEO customer acquisition funnel that is resilient to seasons and trends.
As a health content writer, I can craft the patient education materials healthcare organizations need to disperse important medical information. Content is also an easy, time-effective way to answer common patient questions.
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Beautiful images are great, but copywriting tells the story. The words on your website need to take them on a journey that confirms you have what they want and leads them to action.
Webpages: What elements are needed? How do you construct a funnel? What kills SEO?
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Every dollar invested in email yields between $10 and $38 back to the business... if they are strategically written. Build an email list and convert the curious or committed while you build trust in your brand.
And you’ll have to answer several questions regarding your email strategy:
Inbound vs Outbound?
Long form or Short form?
Images or Text?
Email Deliverability?
Frequency?
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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.
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Gaming conventions. You either hate ‘em or love ‘em. And if you love them, then lucky you: they are one of the best places to promote your TTRPG, board game, or tabletop games product or service. There is no other scenario where there is such a high concentration of your target audience.
The problem? There is also A LOT of competition present. To stand out you need a solid plan, perfect physical materials, and some training on how to pitch and sell your TTRPG to like-minded attendees.
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Social media marketing is not just for teens. 90% of people look for health-related content on social media. Their positive reviews are some of the most valuable messaging and proof you can get. And with localized searches, you can capture high-intent leads quickly.
When it comes to social media, images grab attention, but it is the words that clarify the emotions and direct them to your desired action. I also have storyboarding and script writing experience for video content.
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When people think of a copywriter… a salesman who writes… the first thing that comes to mind would be advertising. And there is a good reason for that: copywriters are the masters behind your favorite ads. They know the purpose of the ad within the marketing strategy, the psychology of the customers, and how to combine images, video, and text to grab, keep, and redirect the attention of your target audience.
“Why Choose YOU Instead of an Agency?”
Great question. If I’m the wrong choice, then all you might waste a lot of time and money. “Agency” sounds more complete and established than “freelancer”, and so a lot of businesses go in that direction.
Unfortunately, many agencies are unable to break through for creators. The most common reason is they just do not understand how the TTRPG community thinks, feels, and supports. On top of that, agencies usually have a bloated staff, cookie-cutter philosophy, and lack of attention to detail.
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. And 99% of marketers and agencies do NOT meet those criteria, which makes choosing an agency a way bigger gamble of your limited resources.
“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
How to Get People To Play Your TTRPG
TTRPG Marketing Campaigns Must Have a Plan for These Three Things
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The first step of every marketing strategy is getting attention. People cannot choose you if they do not know you exist. And they cannot get excited unless you give them a reason to care. Customer acquisition can feel impossible, but it really is as simple as saying: “HEY… do you like this? Do you want this?”
Some social media platforms (Reddit, Instagram, Tik Tok), goolge ads and facebook ads, and SEO blog posts are great ways to increase expand your customer base. Of course, how you communicate your attention-grabbing messaging changes based on the platform.
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Grabbing their attention is the easy part. But turning potential buyers into customers is when marketing changes to sales.
After you get people excited, you now need to convince them that you are trustworthy. That’s when you dive into the details of your game design, world-building, and core rules.
Your website, Youtube channel, email campaigns, and/or Kickstarter page usually do the heavy lifting of sales.
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Finally, you have made the sale! And if you stop there, then you will commit the most common mistake of every business owner: not investing in customer retention. Customers become supporters and followers and subscribers. They need reasons to stay engaged and places for social interaction with one another.
Other social media (Patreon, Discord), influencers, and email newsletters are the best ways to turn one-time customers into your “trusted DnD adventuring party” (repeat customers).
“Can't I Do My TTRPG Marketing Myself?”
Yes you can… but look at that above stock image… do you reeeeally want to be that stressed?!? (kidding!) The answer is obvious… OF COURSE YOU CAN. But in order to not waste time, money, and sanity (not to mention miss success)…
You will need some guidance (read why).
And that’s the good news: 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!
I’ll help you find the strategy, walk you through the steps, and write the clear, persuasive communication to create a perfect match.
DIY Branding and Messaging Strategy
For TTRPG Creators with Limited Budgets, Ample Time, and Boundless Passion
I can sit down with you one-on-one and build you a complete, thorough marketing strategy. After I research, we’ll strategize the next steps you need to take in order to successfully lauch, promote, or grow your TTRPG.
My “DIY TTRPG Creator” Strategy includes:
Creating your brand/business vision, mission, values
Crafting your brand tone, image, and personality
Helping you tell your origin and problem/solution
Identifying your target audience, their problems, and their desires
Clarifying the fundamentals of your industry and medium
Analyzing your competition and finding your market position
Establishing how your game is valuable and unique
Organizing a sales funnel for the complete customer journey
Outlining every unique mechanism, feature, and benefit of your TTRPG
Establishing which marketing channels work for you (and why)
Building a content calendar for the foreseeable future
Dictating the fundamentals tools and concepts of email marketing
Connecting you with a social media and Google Ads expert
Writing subject lines and headlines that grab attention
Designing select ads that make a splash on social media
Detailing everything you need for a successful launch (if necessary)
Flexible 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.
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 Gameplay 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.
Frequently Asked Questions
Promote Your TTRPG with Content, Email Marketing, Advertising, and Social Media Strategy
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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.
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twitter
Discord
Instagram
Facebook page
video content
Other creators
actual players
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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: strategizing, organizing, and 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 your marketing strategy rolling a CRIT