Hooking your audience with a press testimonial that compares your product to crystal meth is a high risk/high reward situation. It’s on your audience to read it as “the fries are so good that you’ll want more” and not “you'll hear the voices of the fries telling you to scratch the bugs out of your skin.” Founder stories are always worth testing, as they humanize your brand and, if you’ve ever read this newsletter before, you already know how much we like native text. Plus, the food honestly looks delicious. If we’re ever in the UK, we’ll give these Heisenburgers a try.
