I’m sitting in front of my screen, staring at a blank page…
“No, this can’t be right,” I mutter angrily.
There are 26.5 million e-commerce stores in the world… there have got to be a few exciting brands I can study.
*DING*
Suddenly, I have a brilliant idea.
…
..
.
I can… Google!
(boooo!)
With all the AI/GPT/NVDA nonsense going on right now, I almost forget our good ol’ buddy Google.
TYPING: exciting ecom brands to watch in 2024
In front of me is a unique company called –
(okay, I’m just making fun of the almighty AI trend… but seriously, do you guys have any exciting ecom brands you love? I’m constantly scratching my head for the next subject)
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 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
Fishwife (/ˈfɪʃwʌɪf/)
The term fishwife originated in the 16th century, referring to the daughters and wives of fishermen who sold fish at the market.
I get it – weird brand name.
But you must admit…
The name makes you curious about this new food company that aims to bring ethically sourced tinned seafood into your home.
And when I look at their products, I think there’s a lot of storytelling potential!
STORYTELLING TACTICS
When you’re selling food online, the biggest challenge is:
You cannot use your most significant advantage – Taste.
The easiest way to sell any food or beverage is to stand in the aisle of Costco… and hand out samples, period. Because…
– People love free stuff.
– You get to “demonstrate” your product.
– A percentage will feel obligated to buy after enjoying a free sample.
But what if you have to sell online… behind a cold, hard screen that doesn’t communicate taste or smell?
This is when storytelling becomes your sword.
* Why did you create this product?
* Where was the product sourced… and why does it matter?
* How can you word-paint the taste, look, and smell like a scene in a movie?
* How did you come up with the packaging?
(Fishwife has put a lot of thought into their packaging)
* What do you see in the market (horror stories), and what do you stand for/against (values)?
Every answer can become a new inspiration for the next campaign.
The problem is…
Most brand owners are too close to their brand. They don’t know what stories to tell… and how to say to them effectively. And that’s why…
Most brands hide behind colorful images, claiming:
“A picture is worth a thousand words.”
But the caveat is – you have zero control over which 1,000 words.
Do you know if it’s telling a positive story about your brand?
Do NOT leave your marketing up to luck.
Tell your story the way you want people to hear it.
EMAIL TIP OF THE WEEK
When you’re an e-commerce store with a series of products, not a one-product store, one of my favorite email strategies is:
Product of The Week Email.
In short, you introduce the story behind one product each week.
You don’t have to make that email 1,000 words long, covering everything about the product.
Pick one exciting tale.
The creation. The source. The challenges. The packaging.
It doesn’t matter – pick one.
And tell the story with your unique voice/branding.
Finally, make a soft pitch (CTA) to check out your product.
Simple.
You can rotate between your products – introducing a new story every time.
The best part?
If you’re pushing for a big promotion – like Black Friday – you can make an introduction to our best-selling products right before the launch.
This way, you’ve subconsciously presold your product in advance… and anchored the pricing.
When the promo happens, you are off to a great start.
BONUS TIP
I’m feeling extra generous today, so let me share a bonus tip to turbo-charge your Product of The Week Email.
(But don’t get used to it. I’m not sharing all my secret tricks for free)
Here’s a very powerful 1-2 punch strategy for e-commerces:
You can take some of your PROVEN winning campaigns and set up a “Knock Over The Fence” Automated Flow. Then, you send this flow to people who “raised their hand” by clicking the link inside your Product of The Week Email.
This allows you to promote your best prospects at the best time… with the best messages!
Conclusion
Here’s my challenge to you:
- Find one signature product.
- Write one Product of The Week Email.
- Broadcast it to your list
- And watch sales come in without a discount code.
You can thank me later.
(Don’t know how? Reach out, I can help)