We were marketing the book towards fans of a particular niche industry. There are previous books for that niche that have done very well so there was precedence that our book could do well too. It wasn't like this was something that was a complete first time gamble.
We honestly can't answer why everyone was negative, because we don't have an answer, as few people were truthful with us. The niche market has one dedicated cable station. We spoke to several people from the station and management refused to let us run ads on their network for reasons they would not give. All they said was "they are not interested". This didn't make a lot of sense because they had run ads the year prior for a non-fiction book on their station so we weren't asking them anything that was out of the ordinary other than our book was fiction. All we eventually got as far as an answer was from a third party that stated the cable station thought we would steal everyone's money from the pre-order and they wanted to protect their viewers. All we can guess is that the station management didn't know how a pre-order or a Kickstarter works.
Most of the phone calls we made to the media in the niche industry were never even returned. Maybe 3 out of 10, and most were no/not interested. One business hung up on us several times after we tried calling back for a follow up.
The industry also has one major newspaper. We bought a lot of digital ads from them and was able to coax the person selling ads to let us have an in person meeting with the editor-in-chief. We were able to meet that person who only spoke for us for about two minutes and said that, "None of our readers are interested in books. Thanks for all your ad money though." (paraphrased) We cancelled what we could of the contract the very next day.
It pretty much was the same with everyone, even the small email only newsletters. No one wanted to have anything to do with us even though we were giving them the manuscript so they knew what they were going to be promoting and that the book was done and ready for print. We had several good reviews from independent editors attached. One podcast did an interview with us because we bought a lot of ads from them (their listener numbers turned out to be grossly exaggerated), one website did a blog on us (bought a ton of ads again), one magazine did a review on us (because one page of the DPS was a review which we had to end up writing since they backed out at the last minute), and one website ran a no effort carbon copy press release filed under classifieds rather than news (again bought lots of ads from them). That was it. The publicist was not able to make anything happen when they previously assured us they knew everyone who was anyone in the industry an would be able to call on their extensive contacts list. The publicist came highly recommended so we figured they were legit.
The only other thing we ever heard was one person we knew personally called our book "schlocky" and posted it on a public forum for others to troll when they hadn't even looked at the manuscript. That was really a shock.
Alll in all the Kickstarter took about 4 months from start to finish to get everything set up ads wise and what not, 100s of hours, and $10,000s and it was a huge failure. After that we pretty much gave up on doing anything creative. It took about a year to work up the courage to switch into comics instead. The manuscript we've pretty much shelved indefinitely since the market has more or less spoken they have no interest in reading it.