​She drew Sharpie under her eyes on camera - then promised to erase it with concealer. 

If the product failed? She’d look ridiculous.

That’s stakes.

And it’s why the video hit 10M+ views and drove $175K in sales in a matter of days.

(See full video at the bottom of this email)

🎯 What Are Stakes (and Why Do They Work)?

Stakes = a clear consequence if the product doesn’t deliver.

It hooks viewers with one simple question: “What happens if this doesn’t work?”

In Colleen’s case:

• If the product fails, she’s stuck with a purple face.
  

• Viewers must watch to see the outcome.
  

• The product becomes the hero that saves the day.

Stakes = built-in suspense = retention = conversion.

✅ How to Add Stakes to Any Product Video

It’s not about drama - it’s about giving viewers a reason to care.

For beauty:
- “I used a broken curler and now have one crazy lash - let’s see if this fixes it.”

For household:
- “My toddler’s testing this ‘leakproof’ bottle on our $12,000 Persian rug.”

For wellness:
- “We ran out of orange juice for mimosas at my sister’s bachelorette party brunch… so I’m about to serve everyone Yerba Mate mimosas instead.  If they don’t like it, my sister is going to be pissed.”

Formula:

“If this doesn’t work, then [bad outcome].”

Bottom Line:

No stakes = no reason to watch.
High stakes = viral potential + sales.

Start with the risk. Let the product be the resolution.

See the full video at the bottom of the email.

Hiring Creators on Retainer

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Apply for our new platform, get accepted, and start landing retainer deals!

📝 Important Note: Many brands on the platform prefer to hire creators that already have the product in their showcase. Please add some of these products to your showcase first and we’ll send you samples 👇️ 🛒 

To your success,
The Brands Meet Creators Team

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