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Blog Categories

The Emotional Brain: How to Keep Investors On Your Crowdfunding Page

The Emotional Brain: How to Keep Investors On Your Crowdfunding Page

By Crowd Journey (459 words)
Posted in Marketing on June 18, 2013

There are (1) comments permalink

We hear a lot about what to do in a crowdfunding campaign; but what about what not to do? There are a few key tips that you can follow to increase the likelihood successfully executing your campaign. But first, a short anecdote.

You know how it can be easy to draw immediate conclusions about someone when you first meet them? And no matter how irrational, it can strangely difficult to disregard these conclusions once formed. This is our emotional brain; specifically, our limbic brain, which draws conclusions viscerally, and quickly. 

It’s important to understand the role of the emotional brain in crowdfunding. Viewers whom you have a pre-existing relationship with will likely give your pitch a close and discerning look; but for the majority who do not know you—their limbic brains in high gear— they will make snap judgements based on what they see and read. With that in mind, it is critical that you do not bait them, and give them an easy reason to discount your campaign. Here are a few common pieces of bait we see that dramatically reduce the odds of success:  

1. Unrealistic/Unsubstantiated claims

The average investor is much sharper now than in the past, and by necessity: scams, Ponzi schemes, and fraud galore has plagued the public market. So make sure your assumptions and projections are realistic and defensible. If you want to say say your muffins have been personally endorsed by Queen Elizabeth; just make sure you have a video of her biting in and smiling ;-)

2. Bad Grammaer

You see? It just looks horrible. And as the reader you immediately draw a conclusion. While it may be an honest and insignificant typo, investors won’t know that, and will likely draw immediate conclusions. You don’t have to be Geoffrey Chaucer, but just make sure to pay due time to grammar. You’d be surprised how easy it is to let this slip.

3. Generalism

This applies to strategy, product description, proprietor’s biography, et al. You need to be thorough and coherent so investors know (i) who you are; (ii) what you plan to do; (iii) and how you’re going to do it. Being overly generic about your plans, background or assumptions will only create uncertainty for investors. And uncertainty breeds indecision.  As Warren Buffett once famously said, “Never invest in a business you can’t understand.”

Concluding, it’s critical to put proper time and thought into designing your crowdfunding campaign. Just because you can create a crowdfunding page in an hour, doesn’t mean you should. Investors will draw snap judgments about you and/or your company within seconds. So you want a clean and thorough pitch to ensure these judgements are positive and reinforcing. And of course, motivating towards that decision to invest!

Comments (1)

Sherwin Boyce posted on: September 28, 2014

I have left a few request for info on a quote for my crowdfunding video I want to have done

Please advise

Sherwin Boyce

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