I never try to sell Learning Motors to potential recruits. I am happy to explain why I believe in it and why I am dedicating the next few years of my life to the mission. I am happy to provide data, insights, research to help aid the decision.
But you need to get there on your own. Do not join a startup unless you can build passion for the mission. You will do a disservice to yourselves and to the startup.
The journey is hard enough. People with lack of conviction will be the first ones to break down and will hurt others in the team.
The trick to recruiting is that you need to infect candidates with your passion. And they need to convince you that they want to be a part of the mission as much as you do. Its a two way street.