Storytelling Weekly – #019 Yellow Leaf Hammocks

Imagine this:

After a long, draining day…

You return home, open your rear door, and wander into your backyard.

In front of you is –

A handwoven hammock that reminds you of the beach at Big Sur.

And when you sink into the ultra-soft yarn, your own personal oasis – the world turns more slowly as you gently sway from side to side. The rocking motion synchronizes with your brainwave to help calm your mind.

As your mind quietens and your muscles relax…

You feel your anxieties melt away as you give yourself permission to exhale for the first time today… entering a state of peace and tranquility.


Well, let me introduce you to Yellow Leaf Hammocks.

Recap of 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 techniques in email.
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 – 

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Brand Introduction

Ecommerce Email Marketing - Yellow leaf Hammocks Logo

In 2011, Joe Demin (co-founder) found the world’s most comfortable hammock on a vacation in Thailand.

“The hammocks were unlike anything Joe had ever seen or felt before, and he knew he had to share them with the world.”

Yellow Leaf Hammocks – Our story

So he returned home… 

Teamed up with his now-wife Rachel…

And started the journey to bring these beautifully hand-crafted hammocks from the hill tribe to the modern world.

You can watch their story on Shark Tank:

Storytelling Tactics

Like Tony’s Chocolonly (which I wrote about a while back), Yellow Leaf Hammocks is more than just a hammock vendor.

They are an impact company on a mission.

Yellow Leaf Hammocks helps create jobs for the hill tribes in Mlabri, Thailand, by offering a long-term solution:

They cut out the middleman… giving the tribe women an opportunity to achieve financial stability by selling their crafts directly to the world.

“Give a Man a Fish, and You Feed Him for a Day. Teach a Man To Fish, and You Feed Him for a Lifetime.”

Great story, right?

When you have a story (like this one) that can form a positive association with your brand/product…

It’s so important to share it with the world.

This helps set your brand apart from the competition.

Because you’re not a selfish, greedy boardroom fat cat who’s milking the profit from child labor and poverty. 

Instead, you’re making the world a better place.

Why shouldn’t more people buy from you?

Email Tip of The Week

When you’re trying to form a positive association with your brand…

The absolute best place to do so is in your Welcome Sequence.

Because first impressions matter.

(I’ve talked about this multiple times before)

Use your very first email to…

  • Share your origin story
  • Talk about your mission
  • Reaffirm the decision to join your email list
  • Set expectations
  • Showcase your values
  • Encourage engagement
  • (and, of course, remind people to use their discount code)

When you capture the attention of your subscribers early in the journey, you’ve likely captured their attention for life.

(Remember, your Welcome Sequence will always have the highest open and click-through rate. This means it is the one automated flow that gets the most views.)


Now, look at your own origin story.

Ask yourself:

How can it strengthen a positive association with your brand?

Are you making the world a better place?

Are you ridding the world of an evil practice?

Are you at least helping your worker make a decent living to feed their family?

(yes, I’m frowning at all the US restaurant owners who pay half the minimum wage and guilt trip the customers to tip more)

Whatever your value – 

Share it with your audience.

It’s okay to be loud when you’re doing the right thing.