This sales page from Agora Financial is selling a "free book + shipping" offer with a newsletter subscription trial attached. To get an idea of their funnel,...View More here is the initial + followup email that leads to the sales page: http://swiped.co/file/mailing-address-email-daily-reckoning/ Because the email comes from a different Agora brand than the book, they use the founder & voice of that brand, Addison Wiggin, to present the pitch so the sales letter is written in third-person. Because it's written in third-person, it's important that Addison sells himself as well as the author so they trust them both. It's also important that Addison demonstrates that he truly believes in the book & offer, which he does by discussing how he's applied information from the book himself. To see a noticeable difference in what a third-person vs. first-person sales letter reads like, check out a very similar sales letter for another one of the Jim Rickard's books where the sales message is presented by Jim: http://swiped.co/file/caseforgold-lander-agora/