There's a good chance a prospect will listen more to a respected and believable third-party discuss how amazing a particular product is versus the actual seller...View More discussing how great it is. The seller will always think their product is incredible & want you to buy it. For those reasons, potential buyers will always take what the seller says with a grain of salt. However, use a third-person perspective, happy customers, well-known authorities etc. and your pitch can be come across as substantially more valid and convincing. Marketers having been using this approach for decades. Just look at how Joe Sugarman wrote his whole BluBlockers ad from a happy customer's perspective: http://swiped.co/file/vision-break-through-blublocker-ad-by-joe-sugarman/ He sold 20 million pairs of those sunglasses. Or how Jason Fladlien sold his productivity course by having an employee write it from their point of view: http://swiped.co/file/third-person-sales-letter-from-jason-fladlien/ In the campaign below, Mike Filsaime & Andy Jenkins use that same strategy for selling their software, Webinar Jam. Two of their prominent Facebook ads showcase Russel Brunson & Eben Pagan, two widely known & respected authorities in their target market. The ads lead to a video of each of them giving a full-blown interview discussing how much they believe in the product & use it themselves. This is extremely powerful. The last two ads are their more general ads. The last one uses an interesting & mysterious photo to generate interest and curiosity.