Pebble is the most successful Kickstarter campaign to date, with more than $10 million in pledges; well-publicized Ninja Baseball got a third of its $10,000 goal. Why? According to a new study, it’s in the phrasing.
- Offering of gifts for donors and perceptions of social participation and authority: phrases like “also receive two,” “has pledged” and “project will be.”
- The phrases “and an invite,” “design elements,” "some help with,” "all supporters,” and “commemorating the” also strongly foretell funding.
- The appearance of groveling for money, New Scientist reports. Phrases suggesting the project would be in trouble if the pledger didn’t cough it up: "even a dollar short," "even a dollar will," and "even a dollar can."
- The phrases “dressed up,” “not been able,” “trusting,” “provide us,” “campaign will help,” get to vote,” “the production costs” are also attached to unfunded projects.
- Reciprocity, the tendency to return a favor: “pledged will” and “good karma and.”
- Scarcity or attachment to something rare: “option is” and “given the chance.”
- Social Proof, suggesting that people depend on others for cues on how to act: “has pledged.”
- Social Identity, the feeling of belonging to a specific group: “to build this” and “accessible to the.”
- Liking, which reflects how a person complies with people or products that appeal to them: “and encouragement.”
- Authority, where people resort to expert opinions for making efficient and quick decisions: “we can afford” and “project will be.”
This post was originally published on Smartplanet.com