In the world of startups, your first impression often is your only impression. Whether you’re pitching to investors, networking at events, or explaining what your company does to a potential partner or client, the way you communicate matters. And the psychology of communication gives us a major edge.
Let’s break down how to craft a powerful 30-60 second commercial—one that’s rooted in how the brain processes information, builds trust, and creates connection.
1. The Brain Decides Fast—So You Have to Grab Attention Immediately.
Psych Principle: First Impressions Are Formed in 7 Seconds
Your brain is wired for speed. In just a few seconds, people decide whether to pay attention or move on. That means your commercial can’t start with a generic job title or company name.
Instead of:
“Hi, I’m Sarah, CEO of AppTrack, a SaaS platform for applicant tracking.”
Try:
“We help fast-growing startups cut hiring time in half without losing candidate quality.”
This phrasing activates pattern interruption, a technique that disrupts predictable language and makes people more attentive. It also focuses on the result, not the title or tool.
2. Tell the Brain a Story, Not a Spreadsheet
Psych Principle: The Brain Loves Stories Over Stats
Human memory isn’t designed for data—it’s designed for narrative. Rather than listing features or services, paint a picture.
Instead of:
“We offer analytics dashboards, real-time alerts, and onboarding tools.”
Try:
“Imagine you’re sipping coffee while your dashboard alerts you to a critical customer issue—before they churn. That’s what our platform makes possible.”
The brain processes images 60,000x faster than text. Tapping into imagination creates emotional involvement—and emotional involvement is what makes you memorable.
3. Use the Reciprocity Trigger: Offer First
Psych Principle: People Remember Those Who Add Value
According to Dr. Robert Cialdini’s work on influence, the rule of reciprocity means that when someone gives us value, we instinctively want to return the favor.
In your commercial, rather than ending with a vague “Let me know if you need X,” try offering something specific and useful.
“By the way, we’ve put together a quick checklist for small businesses who want to tighten their hiring process—it’s totally free. Just grab me after this if you want it.”
This does three things:
- Positions you as a giver, not a taker
- Creates a reason for follow-up
- Reinforces your authority and generosity
Your Commercial Isn’t About You—It’s About Their Brain
Startup founders often fall into the trap of over-explaining or listing too many facts. But the most effective pitches—and the ones that get remembered—are shaped around how people listen, think, and decide.
So next time you’re prepping your intro for a networking event, accelerator pitch, or investor meeting, ask yourself:
- Am I opening with a hook that makes them curious?
- Am I painting a picture they can see or feel?
- Am I offering something that makes them want to continue the conversation?
If the answer is yes—you’re not just building a pitch.
You’re building a relationship.