Back in May, we wrote about creating a great crowdfunding video – but while a video may be the most important element to your campaign, you also need some excellent written content to go with it.

As we wrote in that previous post, crowdfunding has the potential to not only fund a manufacturing run, but to prove that there is a market for your product – something that will give you an edge over others when pitching to retailers. Once you’ve got your visuals ready – high-resolution photos of your product and the people who use it, and a great video following these guidelines – it’s time to start weaving those together while providing more information to your potential supporters through text.

  1. Write in a voice that speaks to your audience

If you’re creating the newest wearable fitness-tracking technology, chances are the language you use in your crowdfunding campaign will be different than that of the author who has come up with a new brand of children’s books. In order to write a successful campaign, you need to know who it is you’re writing to, and what kind of writing speaks to them. Do your research and come up with a list of buzz-words that are sure to grab the attention of your target market.

  1. Show specifically what it is that makes your product unique

Why would someone spend their hard-earned money on a product similar to one they already have at home? Because it has such a unique feature that blows the one from home out of the water. Chances are that if you’re at the crowdfunding stage, you’ve created a product that is different in some way or another, so make sure that is known. You don’t need to call out the names of your competing products and put them down, but make it known that yours has features that put you ahead of the pool of competitors.

  1. Make sure your supporters know where their money is going

Be upfront about why you need the funds and where exactly they are being used. If you can, create a breakdown of costs so that your supporters know the reasons behind your goal amount. People like transparency, especially when it comes to their money, so providing them with this information adds a layer of credibility to your cause.

  1. Finally, and perhaps most importantly, thank your supporters and direct them to future updates

Always finish off your crowdfunding content by thanking your supporters and inviting them to learn more about your product. Once someone has made a commitment to your campaign, you want to keep them as a supporter who will hopefully purchase your product once it comes to market. Saying thank you and prompting them to sign up for a newsletter or to visit your website will help ensure your product stays in their minds after they’ve left the crowdfunding page. If your crowdfunding platform of choice support rewards, like Indiegogo or Kickstarter, take advantage of them and thank your supporters by offering rewards based on different levels of commitment.

Work these steps into your content, along with having captivating visuals, and you’ll be well on your way to running a successful crowdfunding campaign.