Storytelling Weekly – #035 First Day

When you become a new parent…

You’re constantly pressured to “give your child the best.”

You feel defeated… and worried… when other parents buy something “special” for their kids… and you don’t.

You don’t want your kids to lose at the starting point.

I know. It’s toxic.

But it’s also human nature.

With that being said…

Today, I want to introduce a brand that I found through this desire:

First Day – the kid’s vitamin.

RECAP OF STORYTELLING WEEKLY

Before diving in, here’s a quick recap for newcomers just tuning in to my One Story A Week Series. 

Each week, I’ll find an interesting brand to analyze.

Then, I’ll show you one storytelling technique that can boost your email marketing… and maybe even show you an example.

Full Disclaimer

I don’t have any insider info or access to the brand’s 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

First Day was founded by Alice in 2019.

Their mission:

“Provide modern solutions for modern problems.”

The current food systems and lifestyles are causing modern health crises for the new generation. This is where the “old school solution” fails…

But – 

What if you can pass down easy-to-follow healthy habits…

…that can benefit your children for a lifetime

…would you be interested?

(if you answered “yes,” then you’ll want to keep reading because this is a demonstration of the storytelling technique I’m sharing today)

STORYTELLING TACTICS

The supplement market is one of the most saturated industries.

Billions of dollars are dumped into marketing campaigns from the big players.

If you’re a small to midsize e-commerce company, you cannot “out-advertise” these major competitors.

So, what do you do?

You create a new mechanism.

Mechanism is the secret weapon to promote any supplements.

(actually, it’s the secret weapon to promote ANY product online. if you don’t have one for your product/brand, you’re fighting an uphill battle)

A few weeks ago…

I talked about the Branding Positioning of a flour brand (here).

I shared that there are four questions you must answer:

1. What is the Problem?
2. What is the Solution?
3. What is the Outcome?
4. What is the Mission?

The mechanism is the solution.

It’s the “unique thing” you have that can solve a painful problem… when no one else can. Let’s look at the First Day, for example:

The Problem:

“Studies show that over the last 50 years, produce has lost up to 75% of its nutrients, creating a worldwide decline in the nutritional value of fruits and vegetables.”

OMG

That’s terrible…

(and believable with all GMO foods…)

So, what can I do about it?

The Mechanism:

“We actually look at what a kid, teen, or adult is getting in their average diet even with vanishing nutrients, and we build our formula around that to bridge the gap.”

Now, you’re not just a vitamin…

(it’s not about feeling good anymore)

It’s about solving a concerning problem with a unique solution.

It’s about supplementing what your kid is lacking! 

Who wouldn’t say yes?

EMAIL TIP OF THE WEEK

Now that you understand Mechanism, how can you work it into your email?

It’s an easy case for First Day.

Kicking off with a recent event is the easiest way to hook your subscribers’ attention. This builds timeliness and relevance.

Then, connect it with your offer, showcasing the mechanism.

Finally, provide a CTA.

Let’s look at it step-by-step:

First, where do you find the stories?

A quick Google search can give you a ton of inspiration:

• Taiwan food safety problems involving the presence of “Sudan dyes”
• Wiliot CMO Steve Statler reveals – why today’s fruits often taste worse and spoil faster
• Food has a climate problem: Nitrous oxide emissions are accelerating the demand for fertilizer
• Food Safety: Last Week Tonight with John Oliver
• BBC – how has modern food lost its nutrients?

All you have to do is spend 2-3 lines dimensionalizing the stories—showing the reader why they’re awful—and quickly transition into your mechanism.

To give you an example:

“It looks like a carrot, and it tastes like a carrot, but is it as good a food for us as it once was?” BBC recently published an article about how modern food has lost its nutrients. It all happened after World War II… [dimensionalize the problem & story] Finally, an article speaking the truth! I’ve been warning people about this problem for years… The truth is – the produce you’re buying, the food you’re cooking, the breakfast you’re feeding your kids… They’re not as healthy as they used to be. Studies show a 75% nutrient loss for many of the modern foods. This is terrible news for parents. And that’s why First Day is on a mission to restore the necessary nutrients! We look at what a kid, teen, or adult is getting in their average diet, even with vanishing nutrients, and we build our formula around that to bridge the gap. Go here to help your kid replenish the lost nutrients: [Insert Link] Signoff.

It’s easy to write a story using my N.E.W.S. Formula.

There are already stories everywhere in your industry…

(big players will always do terrible things to maximize profit)

Leverage their mistakes to highlight your mechanism.

And you’ll never run out of email ideas – ever!

Conclusion

Now, it’s your turn.

Stop using boring, salesy discount timers to boost sales.

Stop relying on bigger discount codes that will only kill your margin.

Stop using fake urgency and deadline extensions.

Tell stories.

Presell your mechanism with the moral of the stories.

Transition and tell people what it has to do with your offer.

Sell the click.

(rinse and repeat)

That said if you want help coming up with email hooks… reach out.