A few weeks ago, I published an article about creating a crowdfunding video that people will want to watch. Now, I'm going to tell you what you should say in that video.
Write a script.
Yes, it may feel more sincere to speak from the heart when creating a video based on a particular passion. But unless you're a black belt master ninja in public speaking, writing it all down is the better choice.
But what should you say?
The best crowdfunding videos don't beat viewers over the head with reasons why they should buy into an idea. Instead, they tap into emotions that are relevant to the mission, idea or product. People respond to strong feelings and potential experiences, so make those as visceral as possible by using language that will paint a compelling picture of your journey. You do this by answering these questions:
- How did you first come up with your idea?
- When did you realize the potential it had?
- What obstacles have you navigated along the way?
- What is unique or revolutionary about your idea/product/mission?
- What have you done to date to make your idea happen?
- What will your potential "investors" get for making a donation?
Don't forget to demonstrate how your product works! That's the beauty of creating a video--it can show viewers what they can expect if they buy into your idea.
So now you have an idea, have seen other videos with the success you want, and have an Oscar-worthy script that's ready for its big debut. Now it's time to…
Ask for what you want.
At the risk of sounding like a 20-something who's moving back in with his parents, you do still need to ask your audience what it is you want. It may seem salesy, cheesy or even like you're begging, but ultimately, you do need something from your audience. Even if you create the most entertaining, creative or informative piece of social media splendor, if you don't ask your audience for support, you might as well sell your possessions and move to Hollywood to become a Key Grip.
Luckily you can approach your "ask" without feeling like a door-to-door vacuum cleaner salesman….
- Explain your funding goals. Explicitly stating how much you're hoping to raise, why you need that particular amount and how much you've already raised will give your audience an idea of how much they should contribute.
- Give your audience an incentive for donating. No matter how generous a person may be, getting nothing for something isn't ideal. So if you can offer your audience a reward in exchange for their support, do it! A free sample of your product, a t-shirt, a bumper sticker, anything that will get donors excited about the cause and happy to share their experience is a plus.
- Ask them to share your video with others. Pretty obvious, but the more people who view your video and understand what you're trying to accomplish, the more funds you will raise and the greater chance you'll have in reaching your goals.
Remember, the most effective crowdfunding videos are brief, exciting, and transparent. Making sure your audience knows what, why, when and how you're going to accomplish your mission, launch your product or move on your idea is crucial to a successful campaign.
Angela Swanson is the mind behind Sweet Papaya Creative's video marketing services. With a passion for creative web problem solving, she uses go-getter video marketing strategies to deliver amazing results to businesses and their brands--without sacrificing authenticity for the videos they create. Connect with us on Alignable and and discover your business's incredible potential.