STORYTELLING WEEKLY – #002: Hug Sleep

I’m not a college dropout like Zuckerberg.

Or a mad showman like Musk.

Or a risk-taker like Jobs.

I’m an engineer-turned-copywriter, and they don’t really advocate risk-taking in the engineering department. (Imagine an engineer getting “creative” when designing a beam. A nightmare waiting to happen…😰)

So, sometimes…

It can be lonely fighting as an entrepreneur.

And this is why it was a pleasant surprise last week…

To hop on a call with Matt Mundt – founder and CEO of Hug Sleep – to chat about their email marketing strategies.

(Matt was also an engineer before launching his business.)

RECAP ON STORYTELLING WEEKLY

Before diving in, here’s a quick recap for newcomers just tuning in to my One Story A Week Series. 

  • Once a week, I’ll find an interesting brand to study.
  • I’ll break down what I like about their storytelling techniques.
  • Then, I’ll show you how to utilize these stories in email campaigns.
Full Disclaimer

I don’t have any insider info or access to their account. So, I’m writing based on studying their website, interviews, and emails. However, I don’t have proof of earning claims or results of specific campaigns.

Now, there won’t be any “hard selling” in this series, but – 

If you enjoyed this content… or you’ve read more than two of my content… you’ll want to subscribe to my newsletter, where I share how to build an eCommerce Profit Engine with just 1 Email a Day(ish):

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Brand Introduction

Hug Sleep Logo

Hug Sleep was founded in February 2019 with a truly unique product –

Sleep Pod.

This was only a year before the pandemic hit…

But instead of bowing out, Hug Sleep made its way onto Shark Tank in 2020 and rapidly grew into a multiple 8-figure business in less than 5 years.

A pretty inspiring story.

Storytelling Elements

Now, there’s a lot we can discuss about Hug Sleep.

Their unique product.

The “origin” story.

And the growth map.

But if we can only talk about one thing – the tipping point for the company – it has to be the appearance on Shark Tank

The presentation is pure entertainment.

* Leading with a misdirection of “bedroom joke”

* Maintaining excitement with dramatic action and gestures

* Relating the experience with something familiar (like a hug)

* Handling objections before being asked

* Making the sharks laugh with small jokes

* Providing first-hand experience by inviting Robert onto the stage

* Getting even more laughs when Robert rolled off the bed

* Strengthening the desires with numbers and proofs

* Destroying competitors with personal experiences

* Boosting trust with personal background and authority

* Inspiring with their (very) lean startup

* Showing emotion by being vulnerable

* Holding off the desire to accept an offer immediately

* Creating a bloody bidding war between the sharks

(5 offers immediately 🤯)

* Making a counter for a teamed offer

* And finally, crushing it by winning the sharks they came for.

A performance worth watching.

Email Tip of The Week

Now, Shark Tank publicity is a dream come true for most e-commerce.

This clip alone got 2.9 MILLION views.

Not to mention the actual broadcast PLUS…

Thousands of clips, reviews, and repurposed content on YouTube, TikTok, media sites, and podcasts.

Imagine if only 20% of these views became traffic…

You’re looking at hundreds of thousands of interested prospects visiting your site.

And that’s why if you come across this kind of opportunity, you should maximize the benefit with a simple “Story Multiplier” technique.

Here’s how it works:

You take that one fantastic story you have. Repurpose it into various kinds of email campaigns with different angles –

(additional examples below are demo of the style – not related to Hug Sleep)

1. Presenting it as case studies (like this article)

2. Leading with celebrity endorsements

3. Playing with sit-con style conversations (like this)

4. Metaphorically connecting with familiar ideas (example)

5. Building authority with expertise (example)

6. Repurposing clips of the original show (like this)

7. Following up with bloggers/podcasters who reviewed the product

8. Before and After

9. A day in the life of…

10. One year (or five years) after…

And more.

See. It’s not hard to come up with more angles by leveraging one good hook. (I was able to free-write 10 different ways in less than 15 seconds)

Bonus Tip:

Once you’ve repurposed the content into multiple email campaigns…

Repurpose the emails into multiple formats across all the platforms.

Email ➜ Videos

Email ➜ Ads

Email ➜ MEMES

Email ➜ Infographic

Email ➜ Slides

The sky’s the limit.

Conclusion

Now, no one can “expect” a Shark Tank exposure.

It’s a combination of hard work AND luck.

But you can turn any story you have into multiple campaigns and formats with Story Multiplier. The best part?

It’s sometimes even more relatable than a dramatic PR like Shark Tank. (Brookie Bakehouse went viral with a simple “A Day in My Life” series)

So, don’t use the excuse –

“But I didn’t get on Shark Tank!”

All you have to do is start sharing your stories.

(or find someone who can help you tell your stories properly 😉)