Storytelling Weekly – #022 Trade Hero Australia

One of the common beliefs in the startup world is – 

“There’s nothing new under the sun.”

I disagree.

I believe that micro-innovation is still a form of innovation.

One great example is:

Trade Hero Australia.

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 - TradeHeroAustralia Logo

Trade Hero Australia was founded in 2017 by two entrepreneurs:

Valerio, the tech guy, and Roberto, the hands-on guy.

They noticed that millions of people are searching for affordable commercial-grade tools. But, traditionally, this market was controlled by big companies who could care less about small businesses and individual makers. 

So, they went on a mission to:

  • Find the best-selling tools in the market
  • Research all the customer reviews and complaints
  • Improve and upgrade the tools
  • And work with manufacturers to lower the price

This is the definition of successful micro-innovation.

Storytelling Tactics

When it comes to email marketing…

There’s a significant difference between e-commerce selling physical products vs. gurus selling info products.

When you’re selling an info product, you focus solely on the result. 

You talk about the pains, challenges, desires, and goals.

But there’s one thing you never talk about –

The features.

(because having 261 videos isn’t an attractive selling point)

However, e-commerce is different.

You don’t see Apple talking about the amazing “outcome.”

Instead, they talk about how great their camera is…

How long the battery lasts…

How big the screen is…

Yes, they talk about the features all day long. Because people actively look for specific features when shopping for a physical product.

All of that means – 

Trade Hero Australia has great potential.

(because there are so many improvements they can discuss)

Email Tip of The Week

There’s a right and wrong way to spotlight a feature in your email marketing.

If you say:

“Our car rotisserie has rubber wheels, metal handles, and an enhanced support system… blablabla”

That’s boring as hell.

I’ll doze off before you finish the first line.

So, instead, you start with a story.

You look for a story in which people are talking about their nightmare experiences… and leverage that story to introduce your unique feature (which, coincidentally, solves their problem).

Since stories are a dime a dozen on Reddit (forums, reviews), you have infinite inspiration to write your emails.

To give you a real-life example:

A quick Google search on “Engine stand problem” will give me:

“I just got my engine up on the stand yesterday, as seen, but when I try to rotate the engine, it seems that the hand crank on the engine stand “disengages” when I reach 90 degrees (valley to the side, horizontal) in either direction, left and right. It won’t crank on “through” to allow full rotation; it seems only to “slip”

Now, that’s a perfect lead to transition into selling your engine stand, which does NOT have this problem.

This took me about 5 seconds.


Now, it’s your turn.

What is one feature that you’re proud of?

What problem does that feature solve?

Look for a story where a customer is complaining about that exact problem.

Now, you have an email that is 90% finished.

See, it’s that easy.