Most startup founders underestimate the power of emotion in their Product Hunt video intros.

In order to hook your cold viewers on your Product Hunt, use these 4 triggers.

I’ve made over 2,000 videos for startups and have been a part of 200+ product launches.

Every one of those launches had a video at the center of their campaign.

And they all used at least one of these 4 triggers.

Use these triggers to convert cold viewers into customers:

1) Bring up their pain

• Remind them of the pain

• Be painfully specific

• Be timely

This first trigger shows up in 60-80% of all great marketing - talk about the pain.

In the first 10 seconds of your Product Hunt video, pinpoint the pain that your specific customer is having.

In that moment.

By making it specific, narrow and timely - it wakes up your customers.

And gets them to keep watching.

“Are you tired of spending hours manually updating your project management spreadsheets?”

“Feeling overwhelmed by the constant influx of feature requests.”

2) Strike fear into their hearts

• Paint a dark world view that could soon become a reality

The fear aspect is just the pain trigger - but drawn out further into the future.

In the first 10 seconds, you want to show your viewers what life will be like if they don’t make a change in their life.

If your customer doesn’t make a change today, then…

• 1st bad thing will happen, then

• 2nd bad thing because of 1st bad thing will happen

• And so on

It’s a dark spiral.

But be careful with this trigger.

Going too far down the dark spiral can demotivate your viewer and make them feel hopeless.

Ride that line.

“Without a reliable project management tool, your team’s productivity will plummet, deadlines will be missed, and your startup’s growth will stagnate.”

“If you don’t address this issues now, your churn rate will skyrocket, your reputation will suffer, and your revenue will take a massive hit.”

3) Appeal to their lust for money/power/status

• Connect your product to the end goal

• They don’t want vitamins, they want painkillers

I’m not shy about it.

I want certain things in life.

You want certain things in life.

And the best hook for your Product Hunt video is to dangle that certain thing in front of your customer.

You want to boost your revenue?

You want to grow your audience?

You want to unlock the next stage of your startup?

Give it to them.

“Imagine effortlessly managing your projects, hitting every deadline, and watching your startup’s revenue soar to new heights.”

“Picture yourself as the startup founder with a loyal user base that can’t stop raving about your product.”

4) Tap into their pride

• Show them what kind of person they can become

This last trigger is semi-related to Trigger #3.

Instead of dangling the thing they want in front of your viewers - show them WHO they can become.

You are showing them the transformation.

Instead of “You want to grow your startup?” - it’s “Imagine being the founder of a billion-dollar company.”

“Become the startup founder who leads their team to success with unparalleled efficiency and organization.”

“Transform into the visionary entrepreneur who sets the standard for customer-centric service in your industry.”

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