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.