Kickstarter campaign page and reward tier copy
The Problem
Ironveil had a genuinely innovative outdoor gear product but their first Kickstarter draft read like a technical specification document. Backers were not connecting emotionally with the product, and early testers were abandoning the campaign page after about 30 seconds. The team knew the product was good but could not figure out why the page was not resonating.
What We Did
We rewrote the campaign from the headline down using a specific narrative structure: open with the situation that makes the product necessary, build to the specific failure of every alternative, introduce the product as the logical solution, and close with social proof and urgency. Reward tier copy was rewritten to frame each tier as a specific kind of backer identity, not just a price point.
The Outcome
The rewritten campaign launched and hit its $75,000 goal in 19 hours. Final total was $255,000 -- 340% of the original target -- with the $149 tier selling at more than twice the pace of any other.
Start a Similar Project
Google Ads copy overhaul across 6 campaign types
The Problem
Velox was spending $12,000 per month on Google Ads with a $94 average cost-per-lead. Their ad copy was generic benefit-led language that matched virtually every other software tool in their category. They were competing on bid price instead of message relevance.
What We Did
We audited 14 months of search term reports to identify the highest-intent, problem-specific queries their buyers used. We then rewrote copy for six campaign types -- each with a different angle matched to the search behavior of that specific query cluster. Headlines were rewritten to mirror the exact language of the search, not the product features.
The Outcome
Average cost-per-lead dropped from $94 to $58 within 60 days of the copy going live -- a 38% reduction on the same budget. Click-through rates improved across all six campaigns, with the problem-specific campaigns performing 2.3x their previous CTR.
Start a Similar Project