Everyone wants to go viral and have people tell them how cool their video was… In a world drowning in likes this is understandable. But… there is always a but… Keep your eyes on the prize.
You’re not making a crowdfunding video to fish for likes.
You’re making a crowdfunding video to attract capital.
Hard-earned capital from some pretty savvy investors who didn’t get wealthy by watching TikTok and Instagram Reels all day.
So unless your target market is D2C with a skew towards younger investors, being overly clever or cheeky is NOT a good strategy with it comes to equity financing.
Why is this? Simple, Gen Z and Late millennials have very little disposal cash, let alone the knowledge or assets to even be allowed on Seedrs or Crowdcube’s platform as sophisticated investors.
So as much as I love the video for ‘Dollar Shave Club’ – yes, it’s f*cking great – just never forget that this was a pure DIRECT TO CONSUMER promo for a mail-order subscription service of a staple product. A disposable razor. Not exactly ground-breaking technology, so the only way they could stand out was to be over-the-top and of course, f*cking great.
This famous promo was designed to activate the fast-thinking brain and action an immediate click for $20 bucks.
This ‘viral’ approach though is completely wrong for a DIRECT TO INVESTOR equity investment pitch looking to action a £25,000.00 commitment.
To reach these Investors we must focus on the slow-thinking brain and craft our video to hook them with a problem / solution and then build the business case for your team and product as well as provide a thoughtful analysis of the market opportunity and ROI.
Now this doesn’t mean your promo has to be dry or boring. We love coming up with thumb-stopping hooks.
But what it does mean is that whatever creative hook is used, it has to be nothing more than bait to buy you time to reel that investor in with a well thought out and professional pitch.
This is where Mabinogi Productions stands out from generalist ad agencies and videographers.
We specialise in creating D2I crowdfunding videos specifically targeted at sophisticated investors.
Audience is king. And your audience are wealthy individuals with disposable income, large portfolios and usually hefty tax bills that they are trying to offset by taking a punt on a start-up like yours via SEIS or EIS.
- Maybe you’re a heart and mind investment. Eco or Ethical.
- Maybe you’re attacking a huge TAM and appealing to greed and FOMO.
- Maybe you’re appealing to luxury or vanity or sex appeal.
- Or maybe, just maybe you are disrupting a boring old staple market like, I don’t know, disposal razors!
But whatever you are, never forget you are not looking to go viral with the ‘kids’ who stare at their phones all day.
You are aiming to jam your video into a closing elevator door like a salesman of old, because inside is a wealthy investor that will now have to give you 2 minutes of their valuable time.
Are you going to waste this precious opportunity by trying to be funny or shocking? By trying to be down with the kids?
You need to project confidence, competence and a deep understanding
of your market and the opportunity that you are presenting.
Don’t insult them. Instead…
Show them the money.
And show them how your product / solution can generate a sh*t-ton of it with their investment.
How do I know this?
Because I’ve been on the message boards of Seedrs and Crowdcube since they launched in 2012 and 2009 respectively.
I know what drives serial investors nuts and I know who has been burnt before and how.
I also know whatever current promo trend you might think is clever is actually the same gimmick that some other start-up tried last quarter. Seriously if I have to see one more promo with ‘the team’ tossing objects to each other to force transitions I’m gonna gouge my eyes out.
So to recap. We’re not pitching for likes…. We’re pitching for capital.
And we like to think, nobody does this better than Mabinogi, so get in touch today.
or email us directly at: firstname.lastname@example.org
Up to 50% financing available.