What a founder line needs
A good founder line has three parts: a specific frustration, the choice you made because of it, and the product that came out of that choice. "I couldn't find a candle that didn't give me a headache, so I started pouring soy wax in my kitchen" works because it is particular. "We are passionate about quality" could be any brand.
- Strong: a real moment, a real choice, a real product.
- Weak: values everyone claims, such as passion, quality and innovation.
- Strong: a number that is true ("we still roast every Monday").
- Weak: numbers nobody can check ("years of research").
Formats that suit a founder story
A quote card with the founder's line and first name, a Notes-app list ("why I made this") and an editorial layout over a photo of you or your workshop, if your store has one without text on it. The product always stays in the frame, so the story leads to something people can buy.
Founder ads work best with cold audiences who do not know you yet, and as a counterweight to offer ads in the same batch.
Keep it true
Every word should be yours. A story written by a tool reads like one, and a claim like "eleven prototypes" has to be true if it appears in an ad.
Honest note: StoreToAds never writes a backstory for you. If your About page does not tell the story, add the lines you want in Must say or the notes of Your brief, and the ads quote them.
