A crowdfunding page is often the first time someone encounters a product. In a short scroll, the story has to feel clear enough to follow and real enough to trust.

To talk through how those stories are shaped, I spoke with Anna, Copy Team Lead at TCF. She is a content creator and manager with over ten years of experience working across different industries and crowdfunding campaigns. And she agreed to share with us how she approaches product storytelling while building real crowdfunding campaign pages.

Jasmine: What’s the first step you take to figure out the right angle for a product’s story?

Anna: For a copywriter to understand what angle to take, the first step is understanding the product. We start with very thorough research, not only inside crowdfunding but also outside it. We look at similar products, relevant categories, what people are talking about, and what competitors highlight. Only when we have all this data gathered do we compare it with our product and see which factors are actually winning in the market. That is what shapes the angle we use for the copy.

Jasmine: When you start researching a product, which platforms and sources give you the clearest picture of the market?

Anna: If it is a crowdfunding product, you start there. You check competitors in the same niche on Kickstarter or Indiegogo, especially projects in the top ten by conversions. Then you move to Amazon and see what they highlight on their product pages.

After that, you read customer feedback. Amazon reviews, Reddit, Quora, and forums for similar categories show you what kind of customers you might end up having and what their real needs are.

It is a huge amount of data, so you need support. That’s where AI tools help. We have internal assistants that summarize everything and help put the logic together.

Jasmine: How do you find and articulate the hook for the campaign page?

Anna: The hook doesn’t come immediately. We test hooks through advertising first. We try different angles and see which one brings more conversions and more insights. Only after that do we decide. If hook A works better than hook B, we go with A. Nothing is done without data.

Jasmine: When a crowdfunding product has a lot of features, how do you decide which ones belong in the story and how to present them in a way that makes sense to backers?

Anna: We start by identifying which features actually matter to the market. Sometimes the team assumes feature B is the standout, but research shows people are looking for feature A, so that becomes the one we build around. The story always follows what the audience values.

Once we know the key features, the next step is choosing a structure that makes them easy to understand. One format that works especially well is the “7 reasons why” structure. It reads more like an article than a traditional sales page. Each section focuses on one clear reason the product is worth choosing, usually starting with a concrete fact, capability, or characteristic, and then explaining why that detail matters in real life. 

For example, a section might open with “Reason #1: 3TB of storage,” and the copy underneath explains what that amount allows someone to do, how it fits into their daily use, and why it removes a common limitation. The structure gives each point enough space to feel clear and convincing, without forcing the reader to interpret the value on their own.

Another approach is grouping features. A product can easily have 10 or 15 technical details, and listing them one by one turns the page into an endless scroll. When you group them under benefits, you end up with a smaller set of sections that are easier to process. Instead of 10 isolated points, you might have a few benefit-driven blocks, each supported by several features. It keeps the message focused and helps the reader understand what the product actually does for them without getting lost in details.

Jasmine: How do you highlight trust for backers who are naturally skeptical?

Anna: There are a few reliable ways to build trust, especially for projects that are new to the market. Media coverage is one of the strongest signals. Even a single quote from a reputable outlet helps backers feel the product has been vetted by someone outside the team.

Showing the prototype is another big one. When people can see the product working in a real video, and they see the creator handling it, this immediately adds credibility. It reminds backers that there is an actual person behind the project.

The team itself also matters a lot. For new brands, highlighting who built the product and why they are qualified makes a real difference. If someone has twenty five years of experience in a relevant field, that alone can reassure backers that the idea is in capable hands. Making the people behind the product visible builds trust far faster than a long list of technical claims.

Jasmine: Based on what you’ve seen across campaigns, which storytelling mistakes come up the most?

Anna: A very common mistake is trying to sound overly smart. Copywriters and creators use fancy words and complicated phrasing because they understand them, but the end user usually doesn’t. When the language becomes too technical or too polished, it creates distance instead of connection. Backers should never have to decode what the sentence means.

Overpromising is another issue. It is easy to take a small benefit and turn it into something huge, especially in an attempt to make the product feel exciting. It may convert in the moment, but once the final product arrives and it doesn’t match what was promised, trust is gone. Backers remember when the story exaggerated reality.

There are other mistakes too, but these are the ones I see most often in campaigns that struggle.

Jasmine: If you had to name one habit that immediately improves a copywriter’s storytelling, what would it be?

Anna: Before writing anything, ask yourself one question:

What changes in the backer’s life because of this product?

If you can answer that clearly, the entire page becomes easier to write. You stop focusing on features for the sake of features and start shaping the story around the impact the product actually has. That perspective shows you which details matter, which benefits come first, and how the copy should flow. Once you understand the change the backer experiences, the narrative almost builds itself.

Conclusion

Talking to Anna makes one thing clear. A campaign page works when every part of it comes from real insight instead of guesswork. The research, the hook tests, the way features are shaped into something people can actually follow, the trust signals that prove the product exists, all of it points in one direction. Backers respond when the story makes sense to them.

And once you understand what kind of change they’re hoping for, the writing stops feeling like a puzzle. The decisions get clearer. The structure settles. The product starts to speak in a way people recognize. That is usually where conversions begin.

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