The Founder Effect

Understand Your Buyer > How To Engage > The Founder Effect

What is it?

The Founder Effect is all about using the person / people behind your company in your messaging.

Why does it work?

It works because it adds personality to your brand and makes you much more relatable as a company. Selling is all about good communication and finding a connection point, so having a founder humanises your brand and allows potential buyers to feel connected.



How can you use it?

Depending on your offering and if you have a founder who is willing to be in the limelight, consider showcasing them on your website and in your messaging. Ideally a video presence such as a Youtube channel or back story video can help potential buyers to feel more connected and get a feel for the founder and the business.

As an alternative, you can use personification to create a fictional character or mascot that can have a similar effect.



Like this kind of stuff? Want more?

Buy the book!


84 ways to reach, engage and convert people to buy using psychology, science and common sense.

In the book we cover:

How people work – 18 factors that affect client behaviour.

Selling Communication Basics – 12 ways to communicate more clearly.

How to get attention – 18 ways to stand out and be noticed.

How to engage – 27 ways to engage potential buyers.

How to convert – 10 ways to convert prospects to buyers.

Everything in the book works and is backed by psychology, science, common sense and my own testing.

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