What We Talk About When We Talk about Tone

Tip of the Week

I recently got an email request by a woman asking me to consider writing about her campaign. Even though I don’t write about campaigns per se, I will break my own rule if there’s a teachable moment I can share with readers.

Today’s that kinda day.

Why? Because her campaign gets to the heart of what’s missing in so many campaigns I see: the disconnect between the project/idea/product itself and the tone the project creator uses to get her message across.

Which goes back, of course, to the Realm of Story, a land in which regular readers of mine know that I have pretty much parked myself, with the intention of heightening your awareness to the value and importance of consistency of message throughout your crowdfunding page. Yes, I think it’s that important. And this campaign does such a bang-up job of that I just had to show it to you.

I’ll set the scene

Lindsey Laurain is the founder of EZPZ and  Less Mess Happy Mat is “an integrated placemat and plate that suctions to the table.” It is made out of the highest quality silicone, she says, “and is safe for kids’ growing bodies.” Here’s the top of her campaign page.


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There’s more:


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But here’s the best part: the pitch video! Pay attention and learn.

I don’t have kids but I’d want to buy these for mine if I had them because Lindsey has my whole and complete trust. Everything about her message is consistent: She’s a crazed but happy mom who developed something to make her life less crazed—so she can  stay happy.

Am I saying that you have to contort yourself and try and be something you’re not? Absolutely, no I am not. But whatever personality type you are you have to create a campaign persona that is consistent with your message. If Lindsey couldn’t pull the happy but crazed mom herself she would have needed to find another way to get that message across.

Tone matters. Message matters. Words and actions matter. Don’t phone it in. But most of all, be consistent and be yourself.

P.S. I want to note that this critique is not addressing whether she has the chance to reach her goal or not; it’s simply a discussion on the artfulness of her campaign. Lindsey told me she started her outreach late—something she realizes now was a mistake—and her goal is high. I hope she makes it because the product looks really amazing!



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