Storytelling Weekly – #029 Marbella Perfume

“Writing is so scientific; it makes my heart soar…

…even though growing up, I was tagged as the math girl – I love letters just as much. I can see the formulas behind the words that created stories.

So when people ask me what’s the connection between perfume and engineering, I used to say it’s the science and math behind the formula. But now I understand…

The real connection lies in the stories…”

I heard this from one of Helida Dodd’s interviews, which resonated greatly with me.

I, too, was an engineer.

I, too, became a Writer because I love stories.

And that’s why I can’t wait to introduce you to Helida’s brand – 

Marbella Perfume.

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 – 

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 without spending more on ads:

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Brand Introduction

Ecommerce Email Marketing - Marbella Perfume Logo

Marbella Perfume is a story-driven brand.

Unlike most commodity brands, Helida does not slap together a new perfume… and seeks out the marketing agency to brainstorm “advertising ideas” for that perfume.

She does the opposite.

Helida starts with a character or central theme, forming a “scene” that evokes the right feelings in her mind. 

Then, and only then…

She creates a combination that can demonstrate the right feelings, colors, attitudes, and texture associated with the scene.

In short, stories come first.

Storytelling Tactics

Helida is a master storyteller.

She believes storytelling should follow a specific structure, very much like the formula of a nice perfume.

You start light, grabbing the attention.

You bridge with the heart, maintaining the interest.

You end with the base note, holding the heavy impact.

It’s a balanced dance.

Now, let’s look at a perfect example:

Ever Present

A sophisticated blend that begins with a fresh, citrusy start at the top, then gradually blossoms into a floral heart of jasmine, mimosa, and neroli. The warm, rounded notes of vanilla, tonka and soft woods captivate the senses as day blends into night.

At the heart of this light, airy, and fun perfume is raw beauty–the kind that makes people take notice of your quiet, but ever-present confidence and strength. Subtle. Nuanced. Harmonious. Just like you.
(above is a product description from Marbella Perfume)

This is a brilliant copy.

Because people can’t “see” a perfume.

It’s hard enough to sell something you can’t see in a physical store… it’s 10 times harder to sell it online. But – 

Through this description, you can almost “see” the image in your mind.

Helida builds the image using people’s memories and identity… and strengthens the emotions with vivid details. 

This is how every e-commerce company should present its product.

To give you another example, this is an email I wrote for a client:

Ecommerce Email Marketing - TradeHero - Email Example

See, I did not focus on the whole “buyer’s journey.”

I did not try to answer every possible concern in one email.

Instead, I focused on that one scene –

When the prospect is working under a 2.94-ton car, using wobbly rotisseries… life flashes before your eyes like a Final Destination movie.

This is the key to email storytelling.

Email Tip of The Week

Traditionally, people think that storytelling is about telling the WHOLE story.

Just like movies…

The guy starts as a loser, faces a challenge, meets a guide, gets the girl, beats the bad guy, saves the day, and ends as a hero. Hence, the Hero’s Journey.

But here’s the problem…

The Hero’s Journey was created from (& for) movie arcs.

NOT EMAILS.

(and context matters)

When you’re writing an email, you don’t have 2 hours to tell a story.

You have maybe 2 minutes.

(15 seconds if the reader is busy)

You can’t tell a Hero’s Journey in 2 minutes.

And that’s why the best email storytellers focus on the “little moments.”

When you dig deep into one small moment, you can paint the image in vivid detail, emphasizing the emotions behind the story.

It’s like creating ONE SCENE inside a movie.

The best part?

One scene can easily make or break the full movie, just like:

  • The Pottery Wheel Scene in Ghost
  • The “I am your father” Reveal in Star Wars
  • The Flying Bike in E.T.
  • The “I know Kung Fu” in Matrix
  • The “I am Ironman” in the End Game

All of that means…

When you focus on telling one scene in vivid detail, your email automatically grabs your reader’s attention, builds rapport, and strengthens the relationship.

The result?

People fall in love with your emails.

(and sales will happen – automatically – when it’s the right timing)

Conclusion

Good stories are everywhere.

You don’t need a rags-to-riches adventure.

My mentor, Chris Orzechowski, once told me that – 

“Life is lived one small moment at a time.”

“It all comes down to the small moments.”

Because your audience will fall in love with these “small moments.”

And if you want help turning these small moments into interesting stories for your campaigns and automated flows, I can help.

Reach out at “wy<@>wuyenhsu.com” to find out more.