So you’re ready to write your copy for your Kickstarter campaign. You can’t hire a professional copywriter to do it for you, or perhaps you simply prefer to do it yourself. But you want to make sure it will effectively support your campaign.
There are several useful hacks you can use to make your copy as good as professional work. And the best part is: they’re easy to use.
Here is our collection of top copywriting hacks for crowdfunding pages, emails, and websites.
Your Kickstarter page has to, first and foremost, clearly explain your project. It needs to describe it in the most direct and concise way possible. The following tactics will ensure your text is clear to the reader.
The first and probably most important part of writing any copy is positioning. More specifically, the positioning of the words on the page. Many studies have been completed on word positioning, and they’ve all found that position is important.
The essential positions are the first and last sentences of each paragraph. Humans can easily and quickly recall the information they read first and last but are not so good at recalling what was in the middle. It’s the same idea as those book reports you wrote in high school, only more refined.
Ideally, you should keep the important points either first or last and introduce detailed information. This positioning allows readers to recall the important bits of information faster. For those who skim, it maintains the key information in the places their eyes actually fall upon.
The sandwiched details make use of how the average mind memorizes details. People associate specifics them with other easy to remember concepts. Therefore, they’ll more easily recall the finer points from the middle.
2. Be concrete, not generic
Details are valuable in copy. They allow the reader to clearly understand the product. General terms ask the reader to fill in holes in their knowledge. Specifics describe the information for them, making it easier to understand and remember.
The easiest way to add concrete details is to use numbers.
Rather than saying your video game already has a lot of followers, state that has over 3,000 players each month.
Replace unclear adjectives and adverbs with clear statistics, percentages, and timelines.
3. Frame the information positively
When describing your product and its benefits, use positive terms and phrasing. The same concept or feature can be described either in a positive or negative light, but readers are more likely to want to associate with the positive one.
The positive puts the idea in terms the reader can already imagine. The negative version requires additional mental work from the reader, and the result is not upbeat.
We can use an example of a new travel bag project:
Negative: Tired of always looking over your shoulder for pickpockets?
Positive: Want to enjoy the comfort of knowing your valuables are always secure?
4. Use Modern Words
Unless you have a particular reason to use older words (such as ‘whilst’ or ‘learned’), don’t. The use of these words doesn’t reveal some superior education, but snobbery. And that poor impression will cost you in a Kickstarter campaign.
Older words are older for a reason. It’s been decades, maybe centuries since they were last used. Most people in the modern age won’t use them regularly. If you’re looking to sell to modern people, speak their language.
Use modern words so your text reads as contemporary and accessible.
A Kickstarter campaign asks people to part with their hard-earned cash to support your venture. They will not do this easily. Your copy has to be persuasive. You need to sell your product and your story so that the reader knows its worth of their backing.
These following tactics ensure your text is enticing.
5. Find the emotional connection
Emotion is a well-known tool in marketing. Content that tugs at people’s emotions create a strong connection.
Your copy needs to incorporate phrases or scenes that allow people to have an emotional reaction. The emotion(s) you want to convey depends on your campaign. Your campaign is trying to solve some sort of problem. This problem or its solution may cause happiness, fear, anger, hope, affection or another emotion.
If you’re looking to crowdfund a new personal agenda book, you could describe the benefits in a neutral or emotional way:
Neutral: The agenda allows you to capture all your appointments, tasks and ideas in one well-design book.
Emotional: Letting the agenda record your tasks gives you the space to focus on making your dream project come true.
Terms are used in justification are powerful in your copy. The well-known Xerox Line Study showed that using justifying words such as “because” caused people to assign justification to requests, even if the actual reasoning behind the justification was devoid of validity.
They found that people who asked the question “May I use the Xerox machine, because I have to make copies” caused 93% of participants to allow the asker to cut in the line in front of them, even though nothing after the “because” was a valid reasoning.
The use of justifying words is very powerful because it activates internal scripts that automatically guide the actions of the listener with impressive power. So when you’re writing copy, make sure to use words like “because”, because that will reinforce your reasoning to the readers.
7. The “But You Are Free” (BYAF) Phenomena
It may be counter-intuitive, but it is helpful and powerful to remind readers that they are perfectly free to take another path or simply ignore you.
A meta-study of 42 different studies on the BYAF phenomena showed that these types of reminders doubled the average success rate for compliance. Not a bad psychological tool, isn’t it?
So when you’re writing copy, remind your readers that they are free to not take your seriously or choose somewhere else to pledge their money to. Or don’t. The use of this tip is up to you.
8. Second Person
The use of the second person is very important in writing effective copy. No one really cares that much about what the writer wants or needs. They care more about what the writer can do for them. When the copy is self-referencing, the reader is more interested and engaged.
Use words like “you” and “your” in your copy when possible. Tell them what they get in exchange for undertaking the time to read your copy. Get them engaged and excited/distraught by making the copy about them, not you.
A simple and standard example is found in the campaign perks. Instead of referring to them as backer rewards’, refer to them as ‘your rewards’. The small tweak pulls the reader in as if they are directly engaged by the writing.
Kickstarter campaigns have a deadline. Your goal is to meet your fundraising goals within a certain timeline. Therefore, your copy needs to make the reader aware and responsible to this date.
Use the following copywriting hacks to add a sense of immediacy to your page.
9. Highlight the impending timeline
Yes, the campaign end date is very clear on a project page. Yet, the copy should also highlight how this timeline affects the reader.
The copy should give a sense of urgency to inspire action. A 2008 study showed that people’s decision patterns changed based on the timeline.
Immediate decisions were made with a focus on reaching the goal. Distant decisions were made to reach a pleasurable goal. Due to the limited time available, the copy should focus on how your product can actually achieve something.
For example, if your project is funding a collection of poetry by local authors.
Immediate: Don’t miss the opportunity to record local voices.
Pleasurable: Treat yourself to the best writing in the region.
The immediate version presses the reader to take action, rather than consider the later pleasure.
10. The P.S. Line
Remember what we said about positioning? If the most important pieces are laid out first and last, the last line of your text offers a great opportunity.
That’s right, the P.S. or Post-Script line. You can leverage this personal and final line to make a great call to action. Use it wisely to engage the reader with the most important final thought of your campaign copy.
No matter if you are writing a campaign page or email to backers. Focus on the first and last line. They matter.
Copywriting isn’t easy. But it sure is important. Using these hacks will ensure your writing is clear, persuasive and timely. Anyone can use the strategies to write the page text. In fact, these are tricks that the professionals regularly use.
To further your knowledge of copywriting strategy, study some psychology. Read a textbook or research information on the psychology of writing copy. It’s a fascinating field and you will add even more tools to your copywriting toolkit.
Best of luck in writing your very own professional quality copy.