Copywriting Hacks for Your Kickstarter/Indiegogo page

Copywriting "Hacks"

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Max Lowy


You might not be a professional copywriter, but that doesn’t mean your Kickstarter and Indiegogo campaign page can’t be written like a pro. There are several key things every backer looks for when scanning the page of a crowdfunding campaign: 

  • Who are you? 
  • What kind of product or idea is this? 
  • Why do I care and how does it benefit me? 

By keeping these questions in mind while writing up your page, you’ll be able to create an engaging story that keeps your backers reading and excited about what you have to offer.

Write as though you’re talking to a friend.

When writing your copy, try to write as though you’re speaking directly to a friend. This means using a conversational tone and avoiding corporate speak or jargon. Remember that people want to know why they should trust you with their money (and their time). So don’t be afraid of saying “I.”

You can also use humor on your campaign page, but be careful not to come across as flippant or insensitive. Being able to laugh at yourself is always a plus when it comes to convincing potential backers that you’re human!

Remember that people are supporting YOU, not just your idea or product.

The reason people are supporting you is because they like you, your idea, or your product. But there’s a fourth reason: They want to be part of something special – they want to be one of the “firsts to have it”.

Yes, it’s true that most people don’t give money to random strangers on the street, but when you are running an Indiegogo/Kickstarter campaign, you’re not a stranger anymore—you’re one of them! You are part of their community, and they want to help out a friend.

That’s why it’s so important for you as a creator who has launched a crowdfunding campaign to make sure that everyone knows who YOU are. Not just what YOU do—but WHO YOU ARE! You need to tell them about yourself in detail so that when they go through your campaign page (or start browsing through Kickstarter/Indiegogo), they feel like they know exactly who this person standing behind their project is.

Be authentic and human.

There’s a reason why Kickstarter and Indiegogo have become so popular. People like to support people who are doing something they can relate to, even if that something is as simple as making a game or movie. The real secret to getting funding is pretty straightforward: be honest and open about your struggles, ask for help when you need it (and give thanks when you get it), be vulnerable enough to show your emotions, and finally… just be human.

Be authentic!

There’s nothing more appealing than authenticity when it comes to crowdfunding campaigns—the more genuine you are with potential backers, the better chance they’ll have of supporting your project because they feel like they know you personally. So don’t be afraid to show all sides of yourself on your campaign page—your failures as well as your successes; what scares or makes each member of the team; how much fun everyone had making this thing happen…

Relay your story in a cohesive way and keep it simple.

When it comes to writing a crowdfunding page, the most important thing is making sure that the story you’re telling is cohesive and clear. You don’t want to confuse your potential backers with too much information or details that don’t really matter.

Here are some tips for keeping things simple:

  • Use a template. As I mentioned above, one of the best ways to make your crowdfunding page look professional and keep it consistent is by using templates for different sections like headings and body copy. Our Accelerator Consulting Program can help with this. 
  • Keep it short and simple with sentence structure, word choice, etc.. There’s no need to write an essay here! You just need something short but powerful that explains what makes your product special while getting straight into the benefits of using it. Keep sentences short—and use simple words instead of complicated ones whenever possible; these will help people understand what exactly makes this product so great from the beginning!

Use your Indiegogo or Kickstarter campaign as an opportunity to engage with your audience.

It’s important to recognize that a campaign is not only a chance to raise money and get your product into the market, but it can also be an opportunity to grow your audience. It’s something that people have been doing for year—you could even call it “seizing the moment.” A lot of campaigns are successful because they use their platform as an opportunity to engage with their audience and build relationships with them while they’re at it.

A great way to engage with your audience is by getting them involved in the process from start to finish. In other words: don’t just ask for donations on Indiegogo or Kickstarter; ask them for help coming up with ideas for rewards or stretch goals (bonus perks that would go above and beyond your initial goal). 

Get rid of all the gobbledygook and corporate-speak.

Avoid gobbledygook, corporate-speak and buzzwords:

  • Don’t use jargon or buzzwords. They don’t sound like you, and they don’t make you look good when you use them.
  • Avoid overused phrases like best-in-class and game changing. They don’t mean anything because everyone is using them!
  • Don’t write your copy in a way that feels formal or stiff — let your personality shine through.

Hacks for writing an emotional narrative of your campaign on Indiegogo or Kickstarter

  • Don’t be afraid to ask for help
  • Don’t be afraid to ask for your dream
  • Don’t be afraid to be vulnerable
  • Don’t be afraid to be human — we’ve all been there before and share in the same emotions as you, so don’t feel like you’re alone in what you’re going through! 
  • Be real – don’t try too hard (or at all) when writing this part of the page because nothing comes across worse than someone trying too hard at something.


Remember, a successful crowdfunding campaign is more than just raising money. It’s about building a community of people that believe in what you’re doing and want to see you succeed. Don’t forget to interact with them as often as possible and thank them for their support!  If you want to learn more, schedule a call with our team. We’ll help guide you to the right place to take your product launch to the next level.


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