Founder-led ads feel more authentic than spokesperson ads because viewers sense the difference between someone who owns the business and someone hired to sell it. Even polished spokespeople can't match the credibility of the actual founder, so new advertisers should start there.
And you can hire a spokesperson, but the problem I've seen with spokespeople a lot of times is that they don't feel as genuine as the actual founder. Like whenever you're watching like a UGC style ad, you can always kind of tell that it's a little bit off, but you can't really put your finger on it. And the reason typically is, is because it's not coming across as authentic as the founder or the actual person in the business would be delivering it. And so there are ways around this. You can coach talent, get better talent, you know, train better talent. But a lot of times I don't want to start with a spokesperson when someone's starting to run their ads simply because it just doesn't always perform.
