7 Tips For Writing A Compelling Crowdfunding Pitch
After promoting over 4,000 crowdfunding campaigns with my company, it has become very clear to us that a significant part of the success of a crowdfunding campaign lies in the pitch. It’s the way you present your campaign that makes it stand out.
Be it a wallet or a high-tech personal robot, the story must be compelling enough to entice your audience. On the other hand, a shallow or poorly explained campaign can have the exact opposite effect. Crowdfunding platforms exist so you can properly explain your campaign objective to a larger online audience. Your pitch is everything.
We know that campaigns with a compelling pitch and details accompanied by captivating pictures and videos are bound to draw more attention than those that don’t. To make sure you’re doing it right, here are some of the best techniques you can follow.
Answer the ‘who’ questions.
One crucial factor you need to consider, even before writing your pitch, is the layout. The best way to go about this process is by answering the who questions:
• Who you are: Include an introduction to yourself and your team.
• What you are trying to raise money for: Share an introduction about your project.
• When your project will take place: Come up with an estimated timeline stating the tentative dates for each phase of your project.
• Where your project will take place: Choose the crowdfunding platform you wish to use and check their style of presentation to follow that specific format.
• Why you are raising funds: Explain the reason why you chose crowdfunding with details.
• How people can get involved: Apart from the usual perks, you can make it more personal by adding special notes and pledges for your backers.
Include a clear title and short description.
Be it Kickstarter or Indiegogo, the title and short description are the first things you read on a crowdfunding campaign page. Use this section to your advantage by highlighting your campaign objective. The title should include what the product is while the short description explains the primary feature. The viewer should be able to understand at least 60% of your campaign from the title and description alone.
Adopt a story approach.
Over the years, we have seen that campaigns that follow a story approach are more successful than those that have a standard product description format. A story approach means a description that not only talks about the product but also about the project as a whole. As a crowdfunding campaign creator, it’s crucial to let your viewers know why you decided to crowdfund and the story behind your campaign. The more you talk about it, the easier it becomes for your viewers to trust your campaign and eventually back it. Be sure to explain it all in digestible terms for easy reading. When the objective is clear, people understand the usability of the product and are more likely to back it.
Back your product features with substantial facts and data.
There’s a reason you chose to crowdfund your product: The market requires something of its kind. No matter how much you believe in your product, potential backers need to see evidence before opening up their wallets. Back your product with substantial facts and data to increase your credibility.
Use formatting to break up your story.
Text formatting is more important on a campaign page than you probably think. Campaign descriptions can be quite long, considering everything I just listed to include. Without proper breaks in between, you can’t retain the attention of the reader for long. Instead, use different fonts and styles in addition to images, videos, GIFs and charts.
Keep it as simple as possible.
A crowdfunding pitch can be long, but it doesn’t need to be an epic. Draw a line somewhere and make it as simple as possible. Using buzzwords and fancy language won’t help you gain maximum audience attention. Instead, being concise and direct can make your project seem more convincing.
Add an estimated project timeline.
One of the most important aspects of a crowdfunding pitch description is the project timeline. First, chalk it out and determine tentative dates before you launch. You can either choose to present it in a written format or a graphical format. Either way, this makes your campaign seem more credible and also helps your backers get a clear idea of shipping and post-production details. Of course, if anything changes in this timeline, update it immediately.
Writing a pitch is much easier when you write it from the perspective of your viewers. The more questions you answer in your pitch, the better your chances of getting backers for your campaign.
This article originally appeared in Forbes.