When you sit in a pitch-black movie theater, the dark room dims your eyesight, enhancing all other senses.
The smell of the freshly popped kernels plus the buttery brown caramel is so satisfying it takes you back to your sweetest memories.
The heat is steaming right into your face – like a warm spa.
The sugar coating slightly glimmers by reflecting the lights from the screen, inviting you to dig in. And when you pop one into your mouth…
*CRUNCH*
You break through the crispy exterior and land on the soft, flowery inside.
The bite disappears down your throat, leaving only a hint of creamy finish.
You can’t take it anymore.
You reach for the box, grab a handful, and shovel it into your mouth.
*5 minutes later*
You’re out of popcorn… and the movie hasn’t even started yet.
I think popcorn has a special place in everyone’s heart.
(My wife – Tracy – loves popcorn more than the movie itself. It’s probably the only reason she wants to see a movie.)
So, imagine when someone claims:
“I have the best popcorn you’ll ever taste.”
Suspicious? Sure.
Curious? Very.
And that’s why I can’t wait to dive into today’s brand – Pipsnacks/Pipcorn.
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
Pipcorn has one hell of a founding story.
It all started with a random bag of left-over heirloom kernels.
Through this package, a wild journey emerges—from a small foodie market in NY to Oprah’s favorite snack, to Whole Foods, to Shark Tank, to Death Valley, to currently selling in Canada…
Today, let’s talk about the “not-so-secret” formula behind the success.
STORYTELLING TACTICS
Popcorn is a commodity.
You can buy a large-size package in any local grocery or theater for $2.
So, how do you stand out in a market so crowded?
Answer:
Mechanism
In the case of Pipcorn, the not-so-secret ingredient is the heirloom kernels.
What is an heirloom?
“It means the seeds are old (100+ years) and open-pollinated.”
There’s no GMO. You can’t modify the seeds to increase yield.
You have to rely on natural, ancient seeds pollinated by insects, birds, wind, or other natural forces. This old-school method preserves the genetic diversity, the original nutrients, and the bursting flavor.
(It also makes the popcorn much smaller than genetically modified corn)
This mechanism separates you from every product in the supermarket – creating a market of one.
EMAIL TIP OF THE WEEK
You can spin out infinite email campaigns when you have a brilliant mechanism like Pipcorn.
A quick search on Google can give you so many hooks, like:
- “Why can’t I eat North American food? Like, I ALWAYS get sick. But I NEVER get sick when vacationing in Greece. What’s going on with our food???”
- “The food in the US is poisonous. Eating in Europe actually makes you healthier.”
- “US food contains stuff that is banned in other countries.”
- “In Europe, I can eat anything I want without putting on weight. Here, the food is crap.”
- “Studies show that over the last 50 years, produce has lost up to 75% of its nutrients.”
Now you have the hook, make the transition:
“It sucks to find out that…
The food you’re eating isn’t giving you the nutrients you need.
Modern food is the cause of so many health problems – like obesity, heart diseases, and bloating.
If you feel sick after eating a quick snack, it’s NOT your fault. The food in the US is a mess!”
Then, you introduce your solution (the Mechanism):
“And that’s why we insist on heirloom snacks.
They’re made from real produce… the same food your ancestors ate before the obesity crisis.
Our mission –
Bring snacks that are delicious AND healthy into your family.”
Finally, close with a soft CTA:
“Tap here to find your favorite▶️”
And end with a proof element:
“P.S. – Pipcorn was picked as one of Oprah’s Favorite Things 4 times!
So, if it’s good enough for Oprah, it’s probably good enough for you. 😉
Go here to check it out for yourself.”
Final Thoughts…
In the modern, crowded marketplace, brands live or die on mechanisms.
Mechanism tells your stories.
It proves why you’re different… and, more importantly, why you’re better.
It’s not enough to be good…
…or cheap anymore.
You have to be unique—and it starts with having a mechanism.