If you have a creative project which needs funding to kick-start production, then Kickstarter campaigns are increasingly the way to go. There are various aspects involved with setting up a campaign, such as writing the content for your Kickstarter page, creating offers for backers to choose in way of support, filming a video and so on.
Having recently helped a client with the content for their video pitch, I thought it would be useful to outline a few key things to remember when deciding what to say in this.
Things to remember when writing a Kickstarter video pitch/voiceover:
1. Start with a hook: First of all – don’t think the people watching your video care about you. I’m sorry, but they don’t. They want to know what you’re selling/promoting and why they should back you i.e. why is it relevant to them and why do they need it (if it’s a product)? So, you have to start with a compelling opening to grab their attention.
2. Tell your story (but not all of it): Just like the elevator pitch, a Kickstarter video pitch works best if you share your story, but you’ll never get all of it into 60 seconds, so don’t even try. Keep it brief and stick to the key elements of your narrative – where has this idea come from and why is it important to you? You can then expand on this in the written editorial on your Kickstarter page.
3. Be clear and concise: You won’t get campaign backers by bombarding people with too many statistics, convoluted explanations or jargon-filled language. Keep sentences short and succinct and again, stick to the key information you want to convey. What’s your project about? Why should people back it? What are you asking them for? What benefits will it bring them?
4. Answer your customers’ key questions: There’s a few things a potential backer really wants to know, namely – what the campaign is all about, why it’s important, who you are and what the money they might pledge will result in (e.g. a product in their hands).
5. Know your audience: Pitching to the world just isn’t helpful. Be specific about who you’re pitching to and why, and refine your pitch content around your target audience. What matters to them and why will they like your idea? If you can connect with them and get them on board, then you have backers in the bag.
6. Edit, edit and edit again (it’s all about refinement): The first draft of your video pitch content will never be the final draft. You may write and rewrite this countless times; each time refining more and more what it is that you want to say, until you have it in a nutshell. That’s normal, don’t worry. The secret is in the editing and it’s hard work, but ultimately worth it in the end, if you want to present your campaign in the most compelling way possible.
If you need help writing video pitches for Kickstarter or any other fundraising campaign, then just email Claire at claire@cseditorial.co.uk