Storytelling Weekly – #021 CircleDNA

When I was studying at UC Berkeley, one of the reading assignments was:

The Double Helix, by James D. Watson.

The book talked about the discovery of the DNA structure.

I remember reading the book and asking myself – 

“Why do we have a noble-winning discovery… and the #1 commercial product from this discovery is… Find Your Ancestors?!”

It’s like using a sledgehammer to crack a nut.

This was until I came across one unique company:

CircleDNA

Then, it finally all made sense.

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 - CircleDNA Logo

CircleDNA (Prenetics) was founded in Hong Kong in 2014.

In the midst of a global pandemic, the company quickly expanded its reach from genomic to diagnostic testing, creating Hong Kong’s first listed Unicorn.

In 2023, the company reached US$ 21.7 million in revenue.

To me, the most innovative part about CircleDNA is – 

DNA testing is finally more than just an interesting topic at the dinner table.

It can be useful now.

Storytelling Tactics

Understanding your heritage has always been a hot topic.

To give you an example:

Gary Halbert, a legendary copywriter, came up with the idea of selling illustrations of family history.

The product is a simple framed report, including:

  • The coat of arms drawing of a last name
  • The story and origin of the name
  • The family motto
  • It’s place in history
  • And famous people who share the name

(Halbert didn’t even promise it has anything to do with your family tree. It’s only research on the specific last name)

So, what was the result?

Well…

Halbert’s company generated today’s equivalent of $300,000 per DAY!

(legend has it that the bank created a brand new department to handle his checks)

But – 

Something like DNA testing should have a lot more potential.

And this is where CircleDNA comes into the picture.

👉 https://youtu.be/fhpMMHZINeo

(you can see a lot of storytelling at play in the video above)

Now, there are a lot of players in the DNA testing market:

  • DNATesting.com
  • Ancestry.com
  • 23andMe.com

Most of these companies focus on the entertainment element of DNA testing. (like I said previously, there is a big market for it)

So, how did CircleDNA stand out?

By avoiding the bloody red competition of finding your family tree… and focusing on using DNA test results to optimize your health.

In fact…

CircleDNA strongly discourages you from using its report for ancestry data.

Email Tip of The Week

When I was researching CircleDNA, one claim continuously popped up:

“The World’s Most Comprehensive DNA Test”

This technology is the company’s core Unique Selling Proposition (USP). It’s the foundation that gives them the power to use DNA testing as a guideline to create customized health plans.

However…

I feel like one thing is missing.

CircleDNA never digs deep into why and how they are the world’s most comprehensive DNA test.

Maybe because it’s too complicated?

But when you have a piece of world-leading technology…

There are so many stories worth telling. (guaranteed)

This is a perfect opportunity for your Welcome Sequence.

Now…

Even if there are competitors who are using similar technology…

Whoever claims it first, owns it.

Conclusion

Okay, it’s your turn.

Do you have a piece of innovative technology in your product?

Do you have a patent?

Do you follow a long-forgotten traditional method?

In short, what makes your product different (& better) than all your competitors?

Tell your prospects:

  • What is the problem with the existing products in the market?
  • What is lacking?
  • How will the problem make your prospect’s life worse?
  • Then, highlight your (much better) approach

When you spotlight what you have… and what your competitors lack…

(bonus tip: remember to provide as many proofs as possible)

You become the ONLY logical choice for the right prospect.