Storytelling Weekly – #030 ALDI

Today, I’m gonna talk about a unique type of storytelling…

…that doesn’t include any “stories.”

Yeah, yeah. I know.

Usually, I’m not too fond of this kind of marketing approach, yet…

This company is so successful that you should take a look.

I’m talking about – ALDI.


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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Ecommerce Email Marketing - ALDI Logo

The origin of ALDI goes way back.

The brand started in 1913 when a former coal miner wanted to trade baked goods. It only became a supermarket chain in 1946.

After almost 80 years of expansion, the company operates 12,000+ stores in 18 countries – a true Behemoth in the retail industry.

(Now, if you’re in the US, you probably have never heard of ALDI. Well… it’s because, in the US, it’s called Trader Joe’s!) 


Let’s be clear:

ALDI (or Trader Joe’s) does not tell any “stories” in its marketing. It doesn’t share how it developed its “Chili & Lime Flavored Rolled Corn Tortilla Chips.”

But unlike Walmart (which people view as a low-quality discount store)…

ALDI has a fanatic following.

People will smuggle their products across the border.

That’s how crazy their fan base is.

(I went to Trader Joe’s almost every week in the States. My wife also visited ALDI weekly as a hobby while studying in the UK.)

So, what gives?

The main driving force behind ALDI’s following is their weekly specials.

ALDI isn’t the cheapest supermarket, and it doesn’t offer many discounts. However, it always has unique products.

They release something new almost every week. 

But if you don’t buy the product right away… 


The product might disappear in a week or two.

Sometimes, it’ll never come back.

One time…

I bought a package of Bacon-Fried Brussels Sprouts With Balsamic Vinegar, brought it to a party, and EVERYONE loved it.

The next day, I returned to the store, yet…

The product was gone.

I never saw it again.

This sends a message to the world:

“If you’re interested in a product, buy it ASAP.”

This is rare in the marketing world.

Most brands use “urgency” as a cheap sell but never honor their words.

You know there’s a ton of inventories.

You know there is another discount around the corner.

You know the deadline is fake.



I’ve heard that ALDI has a catalog called “ALDI Weekly Special Buys” in Australia. Many people stand in front of their mailboxes every week to collect their catalogs!

The interesting thing about these catalogs is:

There’s no copy.

No pain points. No desires. No benefits.

I don’t think they even have the features on it…

It’s simply a list of products on the shelves right now.

And people LOVE IT.

This is solid proof that people not only love to buy, they love to be sold.

You just have to do it in a genuine and non-salesy (non-needy) way.


Stories are everywhere.

It doesn’t have to come in the form of “once upon a time, this happened…”

It can be word-painting in your product descriptions.

It can be part of the core values of your product selection.

It can be in the form of Weekly Specials.

Even if you’re not trying to tell a story… and relying on [50% oFf FLasH sAlE TOdAy oNLy]… this tells the prospects something, too.

The question becomes:

What is the story YOU want to tell?

(if you don’t tell the story yourself, your audience – and the market – will still come up with a conclusion themselves… and you might not like that interpretation. Ask Walmart; they HATE the label people gave them.)