People buy stories, not products.
How to use the “Founder’s Story” to sell your product, service or startup:
How to use the “Founder’s Story” to sell your product, service or startup:
The founder's story is intrinsic to entrepreneurship:
Every business has a founder.
Every successful business overcomes obstacles.
Founder + obstacles overcome = founder's story
Every business has a founder.
Every successful business overcomes obstacles.
Founder + obstacles overcome = founder's story
The founder’s story is a version of the hero archetype.
Hero: a person admired or idealized for courage, outstanding achievements, or noble qualities.
Classic “hero” founders: Steve Jobs, Elon Musk
We may have different notions of what a hero is, but everyone loves heroes.
Hero: a person admired or idealized for courage, outstanding achievements, or noble qualities.
Classic “hero” founders: Steve Jobs, Elon Musk
We may have different notions of what a hero is, but everyone loves heroes.
Twitter is the perfect launchpad for “Founder Story” marketing.
People follow people on twitter, not brands.
Let’s look at 3 great examples of Founder Stories being told in real-time:
People follow people on twitter, not brands.
Let’s look at 3 great examples of Founder Stories being told in real-time:
1) Amanda Goetz - House of Wise
Founder twitter: 67,071 followers (@AmandaMGoetz)
Company twitter: 4,078 followers
Hero’s story: Amanda is a divorced mother of 3 kids tackling parenthood, finances and the single life while building a CBD company.
Founder twitter: 67,071 followers (@AmandaMGoetz)
Company twitter: 4,078 followers
Hero’s story: Amanda is a divorced mother of 3 kids tackling parenthood, finances and the single life while building a CBD company.
Why we care: if you've been married, had kids or struggled to pay bills, you relate.
I've never tried CBD products but if I ever want to learn more, I'll think of her brand first.
I've never tried CBD products but if I ever want to learn more, I'll think of her brand first.
2) Will Cannon - Signaturely
Founder twitter: 34,583 followers (@iamwillcannon)
Company twitter: 161 followers
Hero’s story: Will bootstrapped a $75M SaaS company while working barefoot and drinking Capri Sun juice boxes.
Founder twitter: 34,583 followers (@iamwillcannon)
Company twitter: 161 followers
Hero’s story: Will bootstrapped a $75M SaaS company while working barefoot and drinking Capri Sun juice boxes.
Why we care: Will’s tweets are all nuts and bolts, step-by-step guides for the everyman.
He energizes you into thinking anyone can build a business.
And when you do start a company, you’ll think of him when you need a digital signature.
He energizes you into thinking anyone can build a business.
And when you do start a company, you’ll think of him when you need a digital signature.
3) Colin Landforce - Unrivaled
Founder twitter: 37,892 followers (@landforce)
Company twitter: 3,209 followers
Hero’s story: Colin quit his job to sell weed and he’s sold millions. He’s too busy building stuff and raising his daughter to even comb his hair. “Builders build.”
Founder twitter: 37,892 followers (@landforce)
Company twitter: 3,209 followers
Hero’s story: Colin quit his job to sell weed and he’s sold millions. He’s too busy building stuff and raising his daughter to even comb his hair. “Builders build.”
Why we care: Colin’s story is compelling because he spares us the pretense. He wears an “I don’t give a f*ck” attitude because he gets sh*t done and tells us about it.
I use his Writehouse app for twitter because I like his persona and his app “gets” my needs.
I use his Writehouse app for twitter because I like his persona and his app “gets” my needs.
Founder’s Story Formula:
Make something people want.
Build in public.
Overcome obstacles.
Be real.
Be memorable.
Make something people want.
Build in public.
Overcome obstacles.
Be real.
Be memorable.
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I write threads about startups and marketing. Follow me @bbourque for more.
To infinity and beyond.
I write threads about startups and marketing. Follow me @bbourque for more.
To infinity and beyond.
"The people who have the ability to fail in public under their own names actually gain a lot of power." - @naval
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