By Evan Varsamis, entrepreneur, founder/CEO at Gadget Flow, investor and marketing advisor at Qrator Ltd.
When you look at successful crowdfunding campaigns, the one thing that stands out is that they nailed it right from the beginning. Crowdfunding might sound easy from the start, but it's actually tricky to get right. The whole process follows a certain methodology which, if neglected, can be the primary reason for your downfall.
In fact, I've learned based on my experience in the industry that the most funded campaigns always display their content in an understandable and interesting way. Presentation is of utmost importance in crowdfunding because you show your potential backers the page even before you deliver the actual product. Failing to stand out can be harmful to your campaign.
Here are seven useful tips you need to consider while building your crowdfunding campaign page.
Name Your Product Wisely
All campaigns begin with a product name and title. While it's great to customize the name of the product based on your personal preferences, it's advisable to choose a name people will connect with. Make sure the name highlights the aspects of the product in a certain way. Even if it doesn't, it should be easy to read or pronounce.
Tip: Use a topic-related word with 1-2 syllables. One of our customers used the name Cubroid (Cube + Droid).
Make Use of the Short Description
With 43 percent of people admitting to skimming blog content, it's advisable to make use of the short description for your crowdfunding campaign. Try to explain your product as much as possible within those two lines in a way that builds up curiosity. It should not drive people away from your campaign but have them scroll down for more information instead.
Tip: Use the 1-2 line description area to highlight unique features of your product.
Create Shorter Videos With Accurate Details
One very important feature for a killer crowdfunding page is the video. While campaigners often tend to drag it out for 4-5 minutes, it's advisable to stick to a shorter timeframe and keep all the major elements in place. You should be able to show your product and describe it effectively in just three minutes. Then, end your video with a crowdfunding request.
Tip: The video should follow a simple framework. Problem -> Solution -> Founder Story.
Plan Your Description in Segments
Before setting up the description for your campaign, identify the areas you want to highlight. It should be more of a narration yet precise. You can begin with a story to build up the excitement followed by a detailed structure of your product and its features. Don't stick to the story for more than one short paragraph. Narration is fine but overdoing it is not. Try to balance the content in a way that will level out the reading time on your page.
Tip: Don't exaggerate the content. Explain every aspect of your product as much as possible.
Use Images and GIFs Effectively
To make your description more user-friendly, take advantage of images and GIFs. Try to explain your description with the correct image or GIF whenever necessary. This will help people connect to your campaign and understand the description even better. In fact, you can also add short video clips to display the feature if necessary.
Tip: Use images and GIFs based on the feature you're explaining.
If You Have Testimonials, Display Them
From press coverage to hands-on reviews, if you already have feedback from prototype users, display it on your page. This increases credibility and gives you an extra edge. So, if you have press coverage, show it off.
Tip: Display press coverage and testimonials as much as possible.
Focus on the Early-Bird Pledge Rewards
One very crucial aspect of crowdfunding is backer rewards. The term itself says what you need to do with it. The pledge rewards should feel like a reward and a loyalty program for those who back your project from the start. Rewarding them with early-bird and super-early-bird offers is wise because it makes your backer feel special. When they feel special, they'll be more likely to share your campaign and drive more pledges.
Tip: Try to entice your pledgers with early-bird and super-early-bird offers.
With all this said, the ball is now in your court to take your crowdfunding campaign to the next level. Try to be more specific with your campaign presentation and you'll be sorted!
Evan Varsamis is an entrepreneur, founder/CEO at Gadget Flow, investor and marketing advisor at Qrator Ltd.