Let me be brutally honest with you:
I’m not a fan of all the woke cultures.
I don’t think Disney has to make a black Mermaid.
I don’t want more Captain Marvel movies.
And I disagree that the WNBA should get the same salary as the NBA.
(I think you should get paid by how much you make)
But I’ll also admit –
When it comes to sports, female athletes have a big disadvantage.
From viewership to pregnancy to physical limitations, there will always be differences between men and women.
Today, I want to share a brand that rose like a Phoenix from the ashes of these differences: Saysh.
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:
👉 Click Here to get notified of future issuesBRAND INTRODUCTION
Saysh is the rebellion of Allyson and Wes.
Allyson is the most decorated track and field athlete, with 11 Olympic and 20 World Championship Medals under her belt. But…
Despite her accomplishments – Allyson was still on the Morton’s fork.
She can either give up having children or…
Get a 70% pay cut from her longtime sponsor.
Out of this difficult choice – Saysh was born.
STORYTELLING TACTICS
Let’s be clear.
The purpose of this article is not to judge the right and wrong of Allyson’s situation. (personally, I understand – from a business perspective – why the sponsor might want to stop Allyson from childbirth)
But that’s not the point…
More importantly, now we have a great underdog story:
A female athlete faces against all odds, fighting with the dominant players in the industry. This is a story worth telling.
And Saysh does a great job.
You can see stories everywhere in the brand.
From the About page, to the features, to the Design by Women Made for Women, to the Maternity Return Policy, to the Olympic Champion identity marketing.
Each of these stories can become an inspiration for a great email hook.
EMAIL TIP OF THE WEEK
This week, let’s do something different.
Let me walk you through how I would use all the inspirations from Saysh’s website to create one of the most important email automation (aka Flow):
The Welcome Sequence.
Most companies are doing welcome flows completely wrong.
The goal of the welcome sequence is NOT to get sales immediately.
(the only people who will buy your product immediately are the 2.5% of Ready Buyers. you don’t have to “persuade” Ready Buyers to buy… you just have to not get in their way)
The real purpose of a Welcome Flow is to create better customers.
You walk prospects through your values – introducing your world – so people with the same beliefs will fall in love with your brand.
In Saysh’s example, I’ll create a Welcome Flow with 7 to 9 emails.
(because more emails always result in more profit)
Email #1 – The Origin Story
In the first email, I’ll talk about the origin story – showing people why the brand differs.
The underdog story.
Walk people through the origin story, including the challenges, struggles, breakthroughs, and the Mission.
(every brand needs a mission)
Email #2 – The Deliverability Double Tap
In email #2, I’ll do a Deliverability Double Tap.
This strategy helps solve all deliverability problems once and for all.
(you can find out more about the Deliverability Double Tap here)
Email #3 – Framing The Problem
In the third email, I’ll laser in on the biggest problem in the industry:
“The standard sneaker is designed around a male foot’s shape, using a ‘last’—a model shaped like a human foot.”
This shines a negative association with all the big brands in the market.
If you’re a woman… you read this email and find out that all the brands intentionally ignore your needs… how can you buy another pair of Nikes?
You can’t.
You buy Saysh
Email #4 – The Sales Argument
We will still have CTA for all the previous emails, yet…
This email is where we hyper-focus on the sales argument.
We will highlight ONE unique feature.
Maybe the Maternity Return Policy…
…or perhaps the FemiformityFIT tech
…or the breathable material.
(pick just one)
And use that feature to justify the price, comparing it with the “hidden cost” of using an inferior option.
Maybe wearing men’s sneakers will hurt your feet… causing lifetime pain?
IMPORTANT: With Saysh One’s price tag, you have to justify the price. Do not hope for prospects to “overlook” the objection.
Here’s a bonus tip: We can have more than one Sales Argument email tag using another automated flow. I’ll discuss this further down the road.
Moving on…
Email #5 – Aspirational Identity
This one is easy.
We have a brand founded by an Olympic Champion.
Use that identity.
Because if the product is good enough for a Gold Medalist, it’s good enough for them.
Emil #6~7 – Social Proof
We will use one (or multiple) emails to address the top objections – using social proof, reviews, case studies, testimonials, and all possible proof elements.
Email 8 – Urgency & Scarcity
It’s time to remind people to take action.
Look, people are lazy.
(I know I am)
So you have to remind prospects – over and over and over AND OVER again – to encourage action.
If we’re offering an incentive at subscription (like a discount code), put the deadline front and center. But if we’re not…
Then, remind the prospects of the “cost” of not solving their current problem.
Agitate the problem by showing them how it can progress and worsen.
Finally…
Future pacing how it’s like after using your product.
(use word painting to “present” the scene like a movie in text)
Email 9 – Final Reminder (optional)
End the sequence with a quick and easy reminder of the incentive deadline.
There you have it.
A killer Welcome Sequence that separates you from all competitors – by linking a positive association with your brand and a negative one with others.
You become the one and only logical choice.
Hence, it creates better customers in the long term.
Conclusion
Okay. This is an extra-long case study.
Because I went into actual details on how I would lay out a Welcome Sequence for Saysh.
Now, it’s your turn.
Take the framework.
Use the outline.
And insert your own stories (and beliefs).
When you’re done, you’ll have a cash-generating asset that can consistently make it rain for you on autopilot.