Hi, there! It’s Jaya from The Gentle Doer. Maybe, like me, you’ve scoffed at the dozens of ads that expect us to fork over our cash for a product that doesn’t really address our specific objections.

All too often, I’d see loyal customers answering questions about a product in the comments of an ad, and I always wished those diehard customers could have their own airtime.

Over six months, I tested and developed my own workflow to select enthusiastic customers whose warmth and care comes across on camera — and whose stories can truly speak to others seeking similar solutions in their daily lives. Their passion drives the edits and final ads that make online audiences actually want to investigate a product more deeply and ultimately make a purchase.

After a decade’s worth of experience in product marketing and development across for-profit and non-profit organizations, I’ve learned that that people crave genuine, word-of-mouth stories that they can immediately relate to. Let’s bring that feeling of belonging — and trust — into products that deserve to be championed.