Designing Effective Crowdfunding Campaigns

Hello Everyone,

I am interested in studying the language used in Crowdfunding project pages (for example, Kickstarter projects).

I have two basic questions, and I would greatly appreciate your feedback. 
 

1) While writing a project description, how would you rank-order the importance of these words? (from most important to least important)

a) cognitive or informational words 

b) emotional or exciting words

c) words that evoke a sense of community

d) words that make the project sound similar in style to other projects

2) Do you believe early vs. late visitors differ in terms of what type of words they value? That is, are people who visit the page early in the campaign influenced by certain types of words compared to people who visit the page later in the campaign?

Thank you in advance for your responses.