The Untapped Power of Founder Ads

Your Content Should Sell is a free a newsletter that gives you practicals about creating content for your brand. It’s a must-read among DTC marketers and business leaders.

Was this email forwarded to you? Subscribe here

I'm going to make a bold statement today.

Every brand should be running founder ads.

Not some brands. Not big brands.

Every. Single. Brand.

In the majority of accounts we manage, founder ads are the top performers. They outscale everything else. They don't fatigue like other creative styles. And they tap into something that no other ad format can replicate.

Yet most brands aren't doing them.

Why Founder Ads Hit Different

Here's what makes founder ads special: authenticity at scale.

People chase after getting influencers and creators to get “authentic” content but the purest form of authenticity is the founder.

No one can replace that depth of truth.

When someone sees a founder talking about their product, they're not seeing another faceless brand pushing features and benefits. They're seeing the person who wakes up every day thinking about solving their problem.

That hits different.

Founder ads work because:

• Trust transfers faster. People buy from people

• Stories are stickier. Founders have personal stories that resonate

• Authority is instant. Who knows the product better than the person who created it?

• Fatigue is minimal. Unlike trending creative styles, authenticity never gets old

The Execution Problem

Every time I've heard someone say "founder ads don't work for us," it comes down to execution, not the concept.

Common mistakes I see:

• The script is about the founder and not about the viewer

• Founder feels awkward on camera (we'll fix this)

• No clear structure or script (founders know their stuff, but need direction)

The worst one is when the founder is just talking about themselves. Yikes.

Founder ads are not to pump up your ego. They are a way to give a unique POV to communicate your product to the viewer.

All ads should be about the viewer.

The beauty of founder ads is that they can work in multiple styles:

• High-end production with professional lighting and sets

• Lo-fi smartphone recordings that feel authentic and raw

• Podcast-style sitting down conversations

• Behind-the-scenes glimpses into the business

You can do multiple founder ads with different styles to have a diversity of messages and visuals from the founder.

The Scale Breakthrough

I have one client who was resistant to being on camera a year ago.

Now we're spending the majority of their ad budget on founder content because nothing else can scale like it.

We went from zero founder content to it being the backbone of their entire acquisition strategy. And this isn't a one-off story - I've seen this pattern repeat with brand after brand.

Here's what happened:

1. Started small - Just 10% of budget allocated to founder ads

2. Found their voice - Took a few iterations to get comfortable

3. Hit scale - Founder ads outperformed everything else

4. Doubled down - Now it's 60%+ of their creative strategy

It really started out small.

Over time, the founder got better on camera.

We expanded the amount of content we were creating with her.

Now founder ads are the cornerstone of the strategy.

Making It Easy (Because That's The Real Barrier)

The biggest obstacle isn't camera shyness - it's time.

Founders are busy.

The last thing they want is a complicated, time-consuming content creation process.

Here's how to make it effortless:

Pre-Production

• Give them 3-5 questions to answer (they know their product better than anyone)

• Focus on customer problems and personal stories

• Keep sessions to 30 minutes max

Production

• Use their phone (seriously, some of our best performers are iPhone recordings)

• Natural lighting or a simple ring light

• Their office, home, or warehouse - familiar environments work best

Questions That Work

Instead of "tell me about your product," try:

• What's the biggest misconception people have about [problem your product solves]?

• Why is your product different than others on the market?

• This customer asked, [Insert comment or question from customer]. What’s your answer?

• How does your product work?

The Content Goldmine

Your founder already has the best content sitting in their head:

• Origin stories - Why they started the company

• Customer insights - Problems they've heard a thousand times

• Industry expertise - Things they wish everyone knew

• Personal experiences - They might BE the customer

You want to extract the stories and insights to get great ads.

If you are a marketer, just ask the founder questions to get those stories.

If you are the founder and doing this yourself, have Claude or ChatGPT ask the questions.

Most likely your top ad is in the founder’s head.

Different Strokes, Different Folks

Not every founder needs to be a polished spokesperson.

There are a few different vibes your can go for.

The Educator: Breaks down complex topics, teaches concepts
The Storyteller: Shares personal experiences and customer stories
The Expert: Provides industry insights and controversial takes
The Problem-Solver: Focuses on customer pain points and solutions

Find your founder's natural style and lean into it.

This also depends on the industry you are in which can help you pick which one you want to be.

Your Next Steps

If you're not running founder ads yet, this is your biggest opportunity for creative diversity and scale.

GO CREATE THEM NOW.

Like, stop everything and make them today.

But here is a good plan

Week 1: Have your founder record answers to 5 customer objections (phone is fine) Week 2: Test these 5 ads
Week 3: Analyze performance and double down on winners
Week 4: Plan your next batch based on what worked

Remember: the only limitation to making founder ads is getting your founder in front of the camera. Everything else can be figured out.

The Bottom Line

Founder ads aren't a trend.

They're not a hack.

They're timeless.

People have been buying from people they trust for thousands of years. That's not changing anytime soon.

The question isn't whether founder ads will work for your brand.

The question is, how much growth are you leaving on the table by not doing them?

We have been dropping some fire podcast episodes I want you to check out. Let me know your thoughts for this newsletter or any of the content we are putting out.

Until then, keep creating!

Matthew Gattozzi

PS. My team has some openings and I want to work with you. If you need creative that scales, reach out to me here.

Get a free assessment with Goodo Studios

My team and I create hassle-free creatives for consumer brands. If you are thinking about getting content, let’s set up a chat.

Content you should watch

We are dropping Youtube videos every few weeks, this was a fun one to dive into predictions of advertising. Let me know if you agree or disagree.

Did you know we had a podcast called In the Cutting Room. Episodes drop every Tuesday. Make sure to listen to it on Apple, Spotify, or Youtube.