You're not just asking someone to give up 120k and join your company, you're asking someone who's probably quite creative (assuming you're trying to hire the right guys) to get completely on-board with your vision/idea. That means:
* Give up $120k / yr (this is really unimportant in the grand scheme of things IMO)
* Give up their financial security (this is more important)
* Taking the big, long list of ideas that they'd want to implement and put yours at the top
* (Likely) give up far more time than they had to before
* Stepping away from what is hopefully a group of other smart people that they enjoy solving software problems with
You have to be careful that your pitches don't seem like "Well, I have this really great idea, you sit around and pour 5000 hours of your life over the next 18 months into implementing it exactly as I have envisaged, and I'll handle all of the business stuff! We'll totally split the profits down the middle!"
I almost fall into the group of people who you'd be looking for (maybe, though while I consult I haven't done a startup yet), and there are a few things that I'd be looking for:
* Confidence that (even if you weren't involved in any way) the product will make money (or a difference, depending on the developer).
* Interesting problems to solve. Browsium for instance probably have a hell of a time trying to hire developers, and if they weren't all coming from Microsoft, I'd imagine it would have been impossible to get a CTO.
* Confidence that you're actually going to be adding significant value, or at least bankrolling the venture. A lot of devs see a lot of non-technical roles as "easier", usually because they've never seen someone that's really great at the non-technical role. It's probably easier to hook someone by starting them contracting for you to build a prototype or something, I dunno.
I don't know how you're trying to bring people in, but you're also not hiring at this stage, you're pitching - trying to sell yourself (both ability as well as desire to add value) as well as your idea to these people. Maybe it's also SF, have you tried looking elsewhere for people?