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jesse@startcopywriting.com
The Founder Story

The Founder Story is the story about how and why you started your business. A
great founder story shares your business journey, reveals who you are and makes
people want to do business with you.

Your founder story doesn’t need to be some big, impressive story about how you
changed the world. Every founder story can be interesting if you follow a proven
formula and include the right elements.

The first step is defining the four key points of your story. You can do this by
answering these questions.

1. What was the problem you noticed in your industry?

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2. What was the spark that gave you the inspiration to start your business?
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3. What are you doing now to fix the problem?

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4. What’s your mission?

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The Founder Story Examples

Dollar Shave Club

Having just been laid off, Michael Dubin packed his bags and moved from New York
to Los Angeles with no job and no plan. He was contacted by an old family friend,
Mark Levine, who asked, “Hey Michael, I have a warehouse filled with 250,000
razors from South Korea—any ideas on how to sell them?”

A lightbulb went off in Michael’s head. He had always been frustrated by the cost of
razor blades. Furthermore, the buying process was annoying, inconvenient and time-
consuming. Because of this frustration, he thought,

“What if I created a subscription service that sent blades to customers automatically

every month, at a reasonable price?” Thus, the Dollar Shave Club was born.

But how were they going to compete with the likes of Gillette and Schick? Michael
knew they had to tap into the emotions of potential club members. Michael decided
to create a funny launch video.

Of course, the video went viral and the value proposition was so strong that they sold
out of those first 250,000 razors within one day.

Our mission at Dollar Shave Club is to help guys take care of their minds and
bodies so they can be their best selves.

Design by Debbie
I worked at a big graphic design firm in New York City for seven years. We charged
tens of thousands of dollars to create logo designs for companies like Disney and
Chanel. We would often receive phone calls from small mom and pop businesses
who needed design help but couldn’t afford our outrageous prices.

Feeling burnt out and disillusioned from working in corporate, I quit my job at the firm
in 2006 and started my own freelance design business ‘Designs By Debbie’. My
office is my spare bedroom and my account manager is my cat, Muffins.

Nowadays, I love working with small business owners, helping turn their ideas into
reality. I love seeing the smiles on their faces when they proudly show off their new
designs to friends, family and customers.

My mission is to continue supporting local business owners by providing amazing

design services at affordable prices.
Customer Success Stories

Customer stories are powerful and relatable pieces of content that help potential
customers imagine what it would be like to experience your product or service.
They can be shared on social media, in email newsletters, posted on your website.

88% of consumers trust online reviews as much as recommendations from friends or

family (Big Commerce). 70% of people trust reviews and recommendations from
strangers (Nielsen)

Sadly, most customer stories sound fake, unbelievable or vague. Here are some
examples of compelling customer stories and reviews.

Customer Story Examples

Paula Hart

Can I ask you a personal question?

Have you ever felt embarrassed by your website?

You’re not alone. Paula felt the same way. Paula is the owner of an accounting
practice in Victoria, Australia. When we first met she wouldn’t even tell me her
website address!

“It just looks so old and outdated. And the messaging is boring and sounds like
everyone else in our industry,” she confessed.

Paula had been too busy running her business and couldn’t find the time to update
her website with new content.

“I don’t feel like I’m a great writer either. I’d rather focus on growing the business and
serving clients, than struggling with a blank screen.”

Paula hired us to update her website with new content. After a few weeks, I asked
her what she thought about working with us.

“I was amazed at how you just got the message that I was trying to get across. The
review process was really easy and response time was great. The benefit is having it
done and for me to no longer think about the content. I wished I had engaged your
services earlier.”

Do you want help updating your website copy like Paula?

If you answered yes, don't worry, we can help.

New Chapter: Breaking bread together...again

Her whole life, Judith loved to cook for others—from family to friends. That all
changed when her husband passed away, leaving her so distraught that she couldn’t
bear the thought of going into the kitchen.

But when she took the plunge, joined Airbnb, and invited guests into her home, she
rediscovered her love of sharing food with other people. These days, she especially
enjoys making breakfast for families.

“I am really crazy about the richness that has come into my life, and the opportunity
to be of service… it’s a joy to be able to introduce New York living.”
Email Template For Requesting Customer Reviews

Email Subject: [First Name], quick question...

Hi [First Name],

How are you? I hope you’re doing well.

I really enjoyed working with you on [insert project details] and hope you did too.

Customer satisfaction is really important to me and that’s why I wanted to ask if you
would be willing to provide me with a review of your experience working with me.

If you’re happy to provide a review, then just respond to this email by answering
these questions, I’d really appreciate it.

1. What did you most like about working with me, and why?
2. What are some of the benefits you’ve experienced as a result of using my
services?
3. If you were to recommend me to a friend or colleague, what would you say?
4. Is there anything else you’d like to add?

Thanks,

[Your Full Name]

[Your Business Name]
 Stories About Products and Services

Story Prompt #1: What would it be like to work with you?

Let people imagine consuming your product or working with you by telling a story.
Use sensory details to bring your story to life.

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Story Examples

Professional service: Therapist

Once a week we’ll meet at my residence. My friendly receptionist Anna will offer you
a cup of tea or coffee before guiding you into my private office and closing the door.

As you relax on the sofa, I will ask you how you’re feeling and you’re welcome to
share any of your thoughts and feelings with me in this safe, judgement-free space.

Anything you share is confidential and will remain between us. We can discuss
what’s going on for you and I’ll share my professional insights gleaned from 25 years
of experience.

If you’re like many of my clients, you may leave the session feeling lighter, happier
and better about whatever you’re dealing with right now.
Product: BarkBox.com

Imagine getting a box full of dog treats and toys for your furry friend every single
month. Well, that’s exactly what BarkBox offers for you and your dog.

Each month, BarkBox sends a box that contains a variety of toys and treats based
on that month’s theme. What’s more is that every box is a surprise, making it extra
exciting for you and your pup.

BarkBox toys often include stuffing, squeakers or crinkle material. They are designed
by BarkBox’s in-house designers and are created in all sorts of cute shapes and
designs.

Similar to their toys, BarkBox creates its treats and chews in the United States with
high-quality ingredients. If your dog has allergies, you can customize the
box to exclude treats with those ingredients.
Story Prompt #2: What makes it different to your competitors?
Tell a story that shares credible reasons why your products or services are
better or different to your competitors (without naming them directly)

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Story Examples

Product: Freederm.com

After 18 months of watching my baby suffer and trying every eczema treatment
available, this product completely healed him in 3 days. To me, calling it a "miracle"
isn't an exaggeration.

The worst pain I have ever felt was not being able to do anything to relieve my
baby's pain and discomfort of terrible eczema for the first year and a half of his life.
The frustration nearly drove me insane... as a Mother, I'd have given anything in the
world to have helped him.

In desperation, I tried everything. All the "off the shelf" products, everything that the
numerous doctors at different clinics I took him to prescribed, but none of them could
stop his painful, itching symptoms.

From my own experience many people with skin problems don’t see any
improvements after using expensive pharmaceutical drugs, steroids, or body altering
antibiotics.

These products are not always effective and could even be potentially dangerous
and may cause nasty side-effects.

Then One Day An Amazing Thing Happened

On one of my many trips to the local clinic, a different pediatrician was on duty, and
he recommended that I pay a visit to a pharmacist in my hometown. I remember
thinking, "Why Would A Doctor Send Me To A Pharmacist Without Prescribing
Anything?"

...But I went to see the pharmacist, and he gave me a jar of cream to try. He said it
was a cream that he had created for his own eczema and it worked so well, he'd
started mixing it for a few of his customers. I was hopeful but skeptical as I walked
out the door.

That night, the "miracle" started.

Right after giving my son his evening bath and applying the cream, I tucked him into
bed and kissed him goodnight. The next morning when I awoke, I was a bit surprised
to realize that I had slept all night! -My son didn't wake me up with his crying and
scratching from the agony of his itchiness. I immediately took his pajamas off and I
yelled to my husband in shock …

"Honey, you have to come and see this!"

His skin was already showing dramatic healing and I couldn't wait to see what the
next application would do. I placed it all over his body and I kept checking every
couple of hours.

It was the first day in a long time that I took the cotton socks off of his hands. He
walked around touching things as if it was the first time he had touched anything. In
truth, it was the first time.
Book Writing Seminar

When I first decided to become an author, I attended a book writing workshop at my

local library. I was excited about learning practical writing tips from a real-life
published author.

On the day of the workshop, I arrived early and took a seat at the front of the class
with my trusty notebook and favourite pen, ready and eager to learn.

The presenter (who I won’t name) was an older gentleman who started by sharing a
long-winded story about his weekend. I looked down at my watch. An hour passed
and he hadn’t shared a thing about book writing.

When he did finally start teaching the class, he said something which absolutely
floored me (I almost spat out my coffee!)

The last book he published was 20 years ago! He admitted to not knowing much
about online publishing. He spent the rest of the workshop sharing old and outdated
advice that isn’t really practical in this day and age.

I left the workshop feeling disappointed, but I didn’t give up.

I spent the next five years learning everything I could about book writing and
publishing. I spent thousands of dollars on various mentors and classes.

Fast forward to today, and I’m proud to say that I’m a best-selling author with 9
books published on Amazon!

I’ve learnt a lot about book writing and publishing over the years, and I’m ready to
share what I’ve discovered with other aspiring authors. I’m excited to announce my
brand new book writing workshop! It’s the workshop I wish I had experienced when I
started my journey.

You won’t have to worry about some boring presenter drone on for hours with the
same old theories, generalizations and outdated advice.

This is a practical, hands-on workshop. Instead of teaching you a bunch of theories

and then leaving you to figure it out for yourself, we will actually roll up our sleeves
and write the outline and first chapter of your book right there in the room.

That’s right, you will leave the workshop with the first part of your book already
written! Forget about wasting months or even years dreaming about writing a book.
Now you can turn your dreams of becoming a published author into reality with my
one-day workshop.
Story Prompt #3: What are the special ingredients? What is the special
process you follow when delivering your service?

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Product: SK-II PITERA

The astounding sight of the wrinkled faces of aged sake brewers contrasting their
soft youthful hands remained seared in the memories of the SK-II scientists.

Back in the confines of the laboratory, they surmised that the secret must lie in the
yeast that the brewers’ hands were in constant contact with during the sake
fermentation process. And that is how exhaustive research of over 350 yeast strains
began.

Poring over even the smallest singular detail, the scientists spent over five years
isolating the single yeast strain that held the secret to crystal clear skin. It was the
birth of a miracle, a beauty revolution that would soon come to be known as
PITERA™.