Hey, it's Michael from AdSumo Digital.

Most founder stories make me want to vomit.

You know the ones...

"I saw a gap in the market..."
"I knew there had to be a better way..."
"My passion for [insert industry] led me to..."

yawn

But a few months ago, we helped a client write a different kind of founder story.

One that was messy. Raw. Real.

It talked about:

• The manufacturer who ghosted them after taking a $50k deposit

• The first 1,000 units that showed up completely unusable

• The maxed-out credit cards and sleepless nights

• The moment they almost quit

That email?

It generated $32,000 in revenue.

In a single day…

Another client puts a similar story in their welcome flow.

It consistently brings in $6,000 every month on autopilot.

Here's what fascinates me:

Most brands try to appear perfect, polished, and professional.

But your customers don't want perfect.

They want real.

They don't just want to buy your product. They want to be part of your story.

Think about it:

When's the last time you felt emotionally connected to a brand that seemed perfect?

Never.

We connect with brands that show their battle scars. Their failures. Their comebacks.

It's the classic hero's journey - but instead of slaying dragons, you're fighting supply chain issues and cash flow problems.

Your customers want to know:

• What really drove you to start this brand

• The obstacles you faced (and are still facing)

• The mistakes you made along the way

• Why you didn't give up

• Who you're trying to help and why

Because here's the truth:

Every time you share your real story - the messy, uncomfortable, human parts - you're not just selling products.

You're inviting customers to join your mission.

You're turning transactions into relationships.

You're building a tribe of people who want to see you win.

And when they buy? They're not just getting a product.

They're becoming part of your comeback story.

Want proof?

Next time you write a founder story email, don't lead with your successes.

Lead with your struggles.

Share the setbacks that almost broke you.

Tell them about the moment you almost quit.

Then show them why you kept going.

Watch what happens to your engagement. Your clicks. Your sales.

Because in a world of perfect Instagram grids and AI-generated content, your messy reality is your biggest asset.

Talk soon, Michael

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