You’ve carefully chosen your campaign’s goal, rewards and promotion, but —have you paid enough attention to your messaging?
One of the most important aspects of your crowdfunding campaign is the message you transmit, as it has a direct impact on the overall impression that your project conveys. In the end, this is what will get someone to become your supporter. As a Georgia Institute of Technology research has showed, your choice of words can actually make a huge difference on your campaign’s results.
Before getting started, you have to decide if you or your team are the most suitable to do the work. If you’re not a copywriting expert, securing people who can give your Kickstarter campaign a clean and professional appearance makes the difference. Managing to deliver your passion and persuade backers should pledge to your project, will increase your chances of succeed – while saving precious time that may be allocated in developing or promoting the project instead.
If you need some help setting up your campaign you can use services like Backercamp, a full service partner for your Kickstarter or Indiegogo campaign, that provides specific copywriting services for your campaign or press release distribution.
Backercamp has helped over 4,000 Kickstarter and Indiegogo creators with promotion and support, raising more than $40,000,000 in successful funding. It also accepts projects in the pre-launch phase.
Below we have gathered some advice and key strategies that will help you create a persuasive pitch: The message you transmit is not just about what you say, but also how you say it.
What to Say
1. Share what’s in it for your supporters. Take your time to explain how your project is going to benefit them, how it’s going to make their life better or how they’ll be able to enjoy it. At the end of the day, everyone wants to know what they’re going to get in return.
2. Define the scope and purpose of your project. Share why you want to do this and how is all their money going to be used.
“Being vague about the specifics of your project —everything from what inspired you to create it to what the finished product will be— is a huge mistake.”
Aimee Cebulski, author of Kickstarter for Dummies (Wiley, 2013).
3. Demonstrate authority. Tell them why you are the perfect guy to do just what you want to do by sharing your experience and credentials. Also, point out the characteristics that make your project better than anything similar.
4. Social proof. You probably have heard how recently David Cameron, UK´s Prime Minister, bought thousands of Likes on Facebook. People feel safe in numbers. That is why successful projects coincide in emphasizing how “so many people have already donated” —giving the appearance that the idea must be worthwhile.
5. Be grateful. Last but certainly not least, thank people for their support and engagement. Use your social networks to link to and call out funders. This is might even turn out to help your SEO efforts.
How to Say It
6. Talk the talk. You know your audience, right? So write for them. It’s not about what you want to say. It’s about what THEY want to know. If your ideal supporter is an artist or someone with a creative mindset, don’t write as if you were talking to a tekkie. Use the words and the expressions they use.
7. Use positive words. Instead of saying “don’t miss this chance”, say “grab this chance”. Also, avoid words like “help,” “support,” or “fund”, which imply you’re asking for a favor, almost begging, rather than offering something that is desirable, an experience they´re going to enjoy. It has been proven that projects using phrases like “not been able,” “even a dollar,” and “hope to get” are not as successful as those using the words “also receive,” “given the chance,” and “we can afford”.
8. Show you feel passionate about your project. Choose powerful words like “experience”, “discover”, “together.”
“Story is everything. Let me back up. Your story is everything. People aren’t so much getting behind the idea as they are getting behind your passion to produce it… It HAS to have heart.”
Nathaniel Hansen, filmmaker who raised over $350,000 on his crowdfunding campaign.
9. Talk directly to the reader. Write in second person “you”, and use “us” to create a feeling of community and sense of belonging. Whenever possible, use actionable language, i.e., active verbs that might prompt them to take action.
10. Stress scarcity. Making your project sound like it’s in limited supply just works! It gives a sense of urgency.
11. Keep it short and sweet. You’re competing for attention from all sorts of stimuli. Say what you’ve got to say in the least possible amount of (appealing) words.
12. Carefully craft your conclusion. Your closing sentence is very important. Readers tend to pay attention to the header, then scan information (perhaps quickly reading bullet points and subheads) and scroll down to the bottom. Most people will not read your whole write-up, but they’ll probably read your last phrase, so make it extra nice.