2 builders who never spoke to each other

Advertise the downside and let the honesty sell

Saying plainly that the thing is rough, or that the work is cold and dangerous, does not scare off the audience you want. It filters for the people who are in regardless and buys credibility for every other claim on the page, especially alongside proof that others have already signed up.

The method

1. 01

   Say the rough edges out loud, and say that people are already using it anyway.

2. 02

   Put the hardship in the recruitment ad rather than hiding it, and let the honour of the thing do the selling.

What it returned

• 24

  Ernest Shackleton's 24-word notice in The Times offered small wages, bitter cold, months of darkness, constant danger and a doubtful return, and drew over 5,000 replies; Katelyn Bourgoin flags that researchers are unsure the story is even true.

• Warned Feather waitlist readers to expect minor problems while it was in beta, adding that a few people were running blogs on it already.

Sources

• Feather ↔ MDX.oneBhanu Teja · bhanuteja.dev · Feather ↔ MDX.one · 2021-03-11
• Katelyn Bourgoin's Trigger Technique Framework - Why We Buy 🧠Katelyn Bourgoin · customercamp.co · The Trigger Technique: How to turn customer stories into actionable insights · undated