Choose your words carefully: Harnessing the language of crowdfunding for success

Aaron H. Anglin and Robert J. Pidduck

Business Horizons, 2022, vol. 65, issue 1, 43-58

Abstract: When it comes to raising money via crowdfunding, the language used in campaign narratives matters. Little practical guidance has been offered to those wishing to use crowdfunding concerning how to tailor the language in a crowdfunding campaign to enhance funding prospects. We take insights generated in academic research and distill those down to practical guidance for crowdfunding users. Here, we focus on two important aspects of language. First, we highlight how language that provides insight into the entrepreneurs’ personality—words expressing positivity, charisma, resilience, or narcissism—relates to funding. Second, we outline how various linguistic styles used to describe the general topics of the campaign relate to funding. Our work is particularly applicable to one of the most popular forms of crowdfunding: rewards-based crowdfunding.

Keywords: Communicating vision; Crowdfunding campaign; Entrepreneurial orientation; Linguistic styles; Rewards-based crowdfunding (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (8)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:bushor:v:65:y:2022:i:1:p:43-58

DOI: 10.1016/j.bushor.2021.09.004

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