Welcome to Kickstarter, the crowdfunding platform where ideas turn into reality. If you’re an aspiring entrepreneur or a creative individual looking for financial support, understanding the psychology of persuasion is crucial to convince backers to open their wallets. In this article, we’ll explore ten key aspects that can significantly increase your chances of success on Kickstarter.

1. Storytelling

Humans are wired for stories. Craft a compelling narrative that engages your potential backers emotionally. Share your journey, including challenges, inspiration, and how your project will make a difference. Emphasize the personal connection and evoke empathy to create a lasting impact.

For instance, imagine you’re developing an innovative eco-friendly product. Share how your concern for the environment prompted this creation and how backing your project can contribute to a sustainable future. Storytelling sparks curiosity and garners support.

2. Social Proof

People tend to follow the crowd. Leverage the power of social proof by showcasing testimonials, reviews, and endorsements from satisfied customers or experts in your field. When potential backers see others validating your project, it creates trust and credibility, increasing the likelihood of them backing it too.

Consider gathering feedback from early adopters who have experienced the benefits of your product or service. Highlight their positive experiences to influence potential backers and build confidence in your project’s potential for success.

3. Scarcity

Scarce resources are perceived as more valuable. Create a sense of urgency in your Kickstarter campaign by offering limited edition rewards or early bird specials. Use phrases like “limited quantities available” or “exclusive access for the first 100 backers” to generate excitement and drive potential backers to take immediate action.

Remember to clearly communicate the scarcity element throughout your campaign, reinforcing the notion that missing out on the opportunity to back your project would be a regrettable loss.

4. Social Influence

Human behavior is often influenced by others. Incorporate social influence techniques such as highlighting the number of backers or the amount of funding already raised. Displaying progress bars can create a sense of momentum, encouraging potential backers to join in and be part of the success.

Additionally, consider utilizing influencers or well-known personalities who align with your project’s values to endorse and promote your campaign. Their support can significantly impact your project’s exposure and credibility.

5. Transparency

Build trust and credibility by being transparent throughout your Kickstarter campaign. Clearly outline your project goals, plans, and potential risks. Honesty and openness create a sense of reliability and make potential backers feel more comfortable about supporting your endeavor.

Providing regular updates and maintaining open communication with your backers further enhances trust and ensures their continued engagement and support.

6. Visual Appeal

Humans are visual creatures. Captivate your audience by using high-quality images, videos, and graphics that clearly portray your product or project. Visuals play a significant role in grabbing attention, stirring emotions, and helping potential backers envision the final outcome.

Invest in professional visuals that demonstrate the value, quality, and uniqueness of what you’re offering. Compelling visuals make your project more shareable, increasing its exposure to a wider audience.

7. Anchoring

Anchoring involves presenting a high initial price or funding goal, followed by a more reasonable or scaled-back amount. This technique makes the latter seem more affordable and attainable.

For example, if your project requires substantial funding, start by explaining the overall expense and then present a smaller contribution amount, like “Even a $20 pledge can make a significant impact.” This approach highlights the relative affordability of lower-tier rewards, making them appealing to potential backers.

8. Gamification

Add an element of gamification to your Kickstarter campaign to enhance engagement. Create stretch goals that unlock additional features, rewards, or benefits for backers as funding milestones are achieved. This technique incentivizes potential backers to pledge and even encourages existing backers to increase their contribution.

Additionally, incorporating interactive elements like quizzes or surveys can involve potential backers, making them feel more connected to your project and fostering a sense of ownership.

9. Social Responsibility

Highlight how your project contributes to a larger social cause or addresses a relevant issue. Many backers are motivated by projects that align with their values and have a positive impact on society or the environment.

For example, if you’re developing a product that helps reduce plastic waste, emphasize the environmental benefits and how backers can contribute to a greener future. Engage potential supporters through shared values and the desire to make a difference.

10. Early Supporter Recognition

Show appreciation for the early supporters who believed in your project from the beginning. Offer special recognition or exclusive perks for those who back your project in its early stages. This gesture not only increases loyalty and satisfaction but also encourages potential backers to get involved early to enjoy these benefits.

Remember, successful crowdfunding goes beyond just launching an idea. Employing these psychological tactics helps you build rapport, create trust, and increase your chances of making backers open their wallets on Kickstarter.

Frequently Asked Questions

1. What if I don’t have any previous customers or testimonials?

If you’re just starting out without a customer base, consider offering product samples or prototypes to influential individuals in your industry. Their feedback and endorsement can serve as valuable testimonials to attract potential backers.

2. Should I offer a wide range of rewards?

While it’s essential to offer a variety of reward options, make sure they are relevant to your project and align with your target audience’s preferences. Too many options can lead to decision paralysis, making potential backers hesitant to pledge.

3. How can I maintain momentum throughout the campaign?

Regular updates, engaging content, and interaction with your backers are key. Keep the excitement alive by introducing new stretch goals, sharing behind-the-scenes updates, and encouraging backers to share your project with their networks.

4. Should I set a low funding goal to ensure success?

Setting a realistic funding goal is important to instill confidence in potential backers. While a low goal may seem safer, it can also give the impression that you haven’t thoroughly planned or accounted for every aspect of your project, raising doubts in the minds of backers.

5. Can I run another Kickstarter campaign for the same project in the future?

Yes, you can launch multiple Kickstarter campaigns for the same project, especially if you have new features, versions, or expansions to offer. However, make sure to assess the impact of your previous campaign, learn from any setbacks, and introduce fresh elements to maintain interest.

References

1. Cialdini, R. B. (2006). Influence: The Psychology of Persuasion.

2. Berger, J. (2013). Contagious: How to Build Word of Mouth in the Digital Age.

3. Sinek, S. (2009). Start with Why: How Great Leaders Inspire Everyone to Take Action.