This story-based email campaign by August is an excellent example of painting a vivid picture of a nightmare scenario in the customer’s life. This completely reframes the USP —> August doesn’t sell 100% organic cotton tampons —> they sell peace of mind.
“Now I work in copywriting, and moments are everything. Zoom in on the moment, and it will speak for itself.”
– Eddie Shleyner, VeryGoodCopy
SL: Don’t get caught off guard during the holidays
Get Notified of Each Breakdown
Key takeaways:
- Storytelling emails don’t have to be long. Set the scene with facts (e.g., you’re at the great-aunt’s house), introduce conflict early, and deliver the “a-ha” moment.
- A lowercase subject line is the first sign the email was written by an actual human
- The best emails focus on ONE key idea.
- Most brands can and should use humor in their email copy
- When communicating product benefits, ask yourself, “So what?” This reveals the real value proposition.
What’s next:
What’s one moment your product transforms? Make it hyper-specific.
