This study takes the British equity crowdfunding platform Crowdcube as the research object, and explores the impact of the persuasive language style on the final performance of equity crowdfunding. This study uses the Linguistic Inquiry and Word Count Dictionary (LIWC) to carry out classification and frequency of vocabulary in the text. The results show that emotional language style has a significant positive impact on equity crowdfunding performance, which demonstrates that using positive emotions of entrepreneurs can most arouse investors’ empathy and then invest. Besides, social discussion provides positive signals for investors and is positively associated with equity crowdfunding performance. However, there is no significant impact on emotional language style on the crowdfunding performance. Finally, the study suggests writing styles of project content for entrepreneurs who raise funds through equity crowdfunding to reduce information asymmetry with investors, and at the same time use rhetorical techniques to improve their persuasive language and improve their fundraising performance. For example, it is suggested that entrepreneurs should make more use of emotional rhetoric when writing ideas, which can improve empathy and reduce psychological distance, so that investors can be more sure of the value of equity crowdfunding projects and attract more investment.