The Little-Known Way Copywriting Builds Active Communities For Web3 Projects
Some projects with over with 200k community members couldn’t mint out. How can you explain it?
You might ask ‘how is that even possible, with such a large community?’
Well, it’s quite possible and a lot of projects have had a similar experience.
After growing a very large community, hosting and joining various Twitter spaces, running collaborations like never before, when it came to mint date, people did not click the mint button.
Some didn’t even remember it was a mint day, despite their publicity, while some turned their backs when they got to the mint page.
So you sit down and wonder, what exactly went wrong. I mean, they did everything they ought to, they followed the script to the teeth.
The problem now seems obscure but the cause is something so little
Now I hear you saying ‘fine, what is it?’
It’s because they failed to carry the community along. I have realized that some members of a community don’t know what the project is about, while some aren’t fully convinced about what the project is building.
The cure is perception.
You see, perception is way stronger than reality because tells a person the measure of value to accord to something.
And what better way to build perception than using the king of persuasion — Copywriting
When there is a strong perception, an active community is built.
An active community is one in which the members understand its purpose and believe in what the founders are building
If there is no ‘understanding’ and ‘believing’ there can be no active community.
The closest you’ll get is spam hype words from people waiting to flip… that won’t build you something sustainable.
Stories also help in building perception, you can read all about it here.
Enough talk! Let’s do some work.
Let’s experiment with running copywriting in a typical NFT sales funnel. Ready?
We would make use of this typical sales funnel
Community building — collaboration — onboarding web2 peeps — launch — post-launch — roadmap execution — branding
Community Building
In the process of community building I see a common mistake many projects make that makes it seem as though everything they are trying isn’t working.
They employ various engagement tactics but still have low turn ups and vibe in the community.
This happens because they neglected the fundamentals.
If the foundation is weak, how can a building stand?
The foundation building blocks of a community are knowing…
The theme of the community
The values you want to uphold
The benefit they get for being a part of it
The goal behind the community
They have to be put in place before a community can be built
For a full explanation of how the building blocks, you can read this article
After these ‘foundation blocks’ have been set in place, then engagement tactics can come in.
Consider hosting events like
Game tournaments ( discord games or online multiplayer games like among us)
Karaoke Night
Movie night
Trivia games
Friday party
Name the nft
Puzzles
Just get creative, no one likes a server all about invite contests or wl challenges.
Ensure to weave elements of copywriting in every event or activity announcement. Don’t just type ‘we are having xyz event, try to join’
Make it exciting and use emotional triggers.
At this rate, there will be a gradual increase in the way they perceive the project. Let’s take it a step further, shall we?
Collaboration
You can also involve the community collaboration decisions
What if you sent a list of about 2–5 projects, and highlight the benefits of a collaboration with each project. Then ask the community to vote on which they would like you to collaborate with.
Tell me, would they feel important?
Would they feel that you value their opinions?
Would they feel like they are a part of the building process
Yeah? I believe so too.
Let’s say you just secured a collaboration with a big project.
Don’t just copy their template and post in the collab channel. It’ll make you like everyone else, so a big NO.
You will host an event, ensure you always host an event for big collaborations like this.
The next step is the announcement
This is where I see a lot of projects miss it.
You’ve got to do it in a grand style.
How do you think an upcoming club will tell the public that they just signed in Messi
Lots of noise right?
That’s exactly what have to do. Blow a lot of hot air on this collaboration.
You might say ‘why do I need to go through all of this?’
Have you forgotten? We want to build perception here.
A Doughnut adorned with different colours of candy and a twisted chocolate cream, packed in a transparent box will be perceived to be more expensive and quality than an orange doughnut in nylon.
In the same way, you want your community to perceive that your project and the collaboration you just secured is valuable.
Use quality visuals to announce (cinematic videos, graphics, interviews, logos..) and state the benefit of that collaboration to the community.
Ensure your announcement is compelling in such a way that would make them feel they’ll miss a lot if they don’t join the event.
Onboarding Web2 Folks.
You’ll agree with me that the most loyal kind of people are those you teach something new.
This is where SEO content marketing comes to play. Create informative and educative content on how a newbie can navigate the Web3 space (NFTs, DeFi… as the case may be)
Your content will be laced with copywriting to pull them to the CTA button which leads to your community.
You will also put mods in place to answer their many questions and guide them on all they need to know.
You might need to create a private channel and role for them, where you can give them more onboarding materials.
Launch
Now, you are preparing for the big day. Start with a 14-day campaign everywhere, from socials to every project you collaborated with. And of course a daily reminder on the server.
Ensure the mods constantly talk about it like the world cup is around the corner
Remember to use appealing visuals (rare sneak peeks, quality graphics, cinematic videos, interviwes, IRL events…)
Also, include:
Reviews ( Basically what people are saying about the project. You could retweet credible tweets)
Threads about what you are building and how it’ll affect the space
Digital events and the likes
One last thing.
Add a copy on the mint page to reassure them and prevent any kind of last-minute turnback.
Let’s rewind a little
We experimented with a typical funnel. Yours could be more detailed and might include more phases, but that isn’t a problem provided you weave in copywriting.
When working out our experiment, it could take weeks, perhaps months because you are building rapport with people you barely know, so patience is needed.
If you have dotted all the i-s of this process, a sell out is guaranteed.
Post Launch — Road Map Execution
Post launch is not the time the community should be idle. Instead it should be quite active with you updating them of every step of the building journey.
Host events, AMAs, and interviews on your progress. Let them know they matter because the truth is, they really do.
Find new ways to give the community value.
Wow! You made it to this point, thank you.
You can send in your thoughts in the comments.Are you building something in the web3? Do you want it to scale?
Then let’s have a chat about it. Let’s Connect
Join Coinmonks Telegram Channel and Youtube Channel learn about crypto trading and investing
