In 2013, three million people pledged $480 million dollars to Kickstarter, the world’s largest funding platform for creative projects like films, music, art, theatre, games, comics, and more. Nearly 20,000 projects were successfully funded on Kickstarter, which shows that crowdfunding is a viable way for entrepreneurs to raise capital and start businesses of all kinds.
The people who run campaigns on Kickstarter and other crowdfunding platforms are all potential clients for you. They need to use the written word to persuade people to give them money.
The only thing that’s stopping them from hiring you is that they don’t know you’re the answer to their problems. You have to help them understand what you can do for them.
Crowdfunding is a great service to offer as a copywriter
Not every business owner is aware that they need to hire a copywriter — many have never even heard the term “copywriter.” But, they do know they need money to get their ideas off the ground. The problem is, even though thousands of projects get funded, over 60% of crowdfunding projects fail.
That’s where you come in. Using your persuasive writing skills (not to mention your skill with video scripts, SEO optimized content, clickable social media posts, grants, landing pages, and all the other tricks up your web-writing sleeve), you can be the one who steps in and ensures a successful campaign.
This article will show how copywriters can successfully add crowdfunding to their list of services.
Get clients’ attention by replacing the word “copywriting” with “crowdfunding”
Entrepreneurs are everywhere, and they all have a big problem you can solve: They have business ideas they want to implement, but they need to raise money to make it happen. That’s where you come in.
As a copywriter with a specialty in crowd funding, you can help them raise the money they need to follow their dreams. Since most crowdfunding campaigns don’t reach their monetary goal, and therefore get nothing, it is in the entrepreneur’s best interest to hire an expert to get the money they need.
Once you learn the tricks to running a winning crowdfunding campaign, that expert will be you.
Just remember to start the conversation using the language your potential clients are using to describe their problems. They aren’t looking for a copywriter, they are looking for funding for their business. You will use your skills as a copywriter to help them reach their goals, and build their business.
Where to find crowdfunding clients
- Networking events for entrepreneurs
- Trade shows — especially in industries where you have some knowledge or experience
- Elevator pitch competitions
- At parties (always ask people about their business ideas during social gatherings)
Once you initiate the conversation about an entrepreneur’s new business, it’s easy to segue to crowdfunding. Just say, “Where are you going to get the money?” or “What’s your plan for funding?”
They may already have a couple of ideas about where their funding will come from, but they will likely be open to suggestions that could lead to more funding. Listen to their ideas first, then find out where there is a gap in their efforts. Offer to fill that gap; whether they need you to run their whole crowdfunding campaign, make a video, write their pitch, or drive traffic to their page.
As an expert, you must get amazingly good at crowdfunding
Crowdfunding appears to be a DIY activity, and many prospects are going to think that they should do it themselves. The key to getting them to hire you is to demonstrate how they will raise more money with your help (and to do it without bruising their egos).
Start by reading everything you can about crowdfunding. Pay special attention to case studies of successful campaigns, and learn about unsuccessful campaigns. Be able to identify what worked and what didn’t.
Then, consider your own skills and experience and see if they may enhance your crowdfunding services. Have you written any winning fundraising letters in other industries? Have you built any social media communities? Have you written any press releases that drove traffic to a website? Be sure to mention these things when you talk to potential clients and create your marketing materials.
Finally (as in, immediately) get a crowdfunding campaign under your belt — it’s proof you can raise money
You may be asking, “How can I do that if I don’t have a client?”
The answer is, look around for people who are already raising money for a cause using an old-fashioned method like holding a bake sale. Chances are, they are frustrated with the amount they have raised and would accept your help. Offer to run a crowdfunding campaign for their cause and put everything you can into getting more money than they asked for.
When your first campaign is successful, make huge deal out of it; get a testimonial, and a picture with the people you helped. Write an article about how you raised the money for a good cause and get it published in the local paper and online.
Entrepreneurs will quickly realize how much they need you (which means you’ve got the job)
The best thing about being a copywriter is when your clients see the results you got for them and they say, “None of this could have happened without you!”
When you’ve completed your first successful crowdfunding campaign, you will have one of those moments. When this happens (and it will), take a minute to jump up and down with your new client and then seamlessly transition into the next phase of your relationship.
You have demonstrated that you are the person who will get their business off the ground. If you want to move forward, just ask, “What’s next?”
Chances are, that simple question will lead to more work.
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This article is part of the Crowdfunding series.
Series Table of Contents:
- How to Break into the Crowdfunding Niche (This Article)
- What crowdfunding platform is right for your client?
- Nine Skills that Get the Crowd to Pay the Bills
- 8 Ways to Charge When Writing for a Crowdfunding Campaign