{"id":27431,"date":"2021-03-02T16:00:59","date_gmt":"2021-03-02T20:00:59","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=27431"},"modified":"2021-03-05T18:09:08","modified_gmt":"2021-03-05T22:09:08","slug":"happiness-marketing","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/happiness-marketing\/","title":{"rendered":"Happiness Marketing: What It Is and How It Works"},"content":{"rendered":"\n<p><a href=\"https:\/\/www.shortform.com\/blog\/describe-happiness\/\">What is happiness<\/a> marketing? Is this kind of marketing effective?<\/p>\n\n\n\n<p>Happiness marketing is a type of marketing that focuses on feelings of satisfaction and fulfillment. It&#8217;s a successful marketing approach that focuses on a specific ending. <\/p>\n\n\n\n<p>Read more about happiness marketing and how it works. <\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Happiness Marketing<\/strong><\/h2>\n\n\n\n<p>The last of the seven <a href=\"https:\/\/www.shortform.com\/blog\/five-elements-of-a-story\/\">story elements<\/a> is <em>positive <\/em>stakes\u2014what happens if the character <em>successfully <\/em>acts, solves the problem, and gets what she wants? <strong>In narrative, the possibility of gain\u2014and the happy ending it comes with\u2014motivates the audience to stay invested in the story.<\/strong> (Shortform example: In <em>Harry Potter<\/em>, if hero Harry <em>does <\/em>defeat villain Voldemort, the wizarding world will be safe, and Harry can have a normal life and start a family, something he\u2019s wanted since Voldemort killed his parents.)&nbsp;<\/p>\n\n\n\n<p><strong>In branding, the possibility of gain\u2014and the positive stakes it comes with\u2014motivates the customer to buy your product. <\/strong>(Shortform example: if you sell hand soap, and people buy it and use it, they\u2019ll be clean and healthy.)<\/p>\n\n\n\n<p>The goal of this element is to close the gap between the hero\/customer and what she wants. First, we&#8217;ll discuss the requirements of happy endings and three popular story endings that we can draw inspiration from. Then, we&#8217;ll discuss how to share the happy endings with customers, and how to add them to your <a href=\"https:\/\/www.shortform.com\/blog\/storybrand-brandscript\/\">BrandScript<\/a>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>The Happy Ending Must Be Specific<\/strong><\/h3>\n\n\n\n<p><strong>The most successful brands show customers <\/strong><strong><em>exactly <\/em><\/strong><strong>how a product will change their lives for the better. <\/strong>Many brands are too vague, and it\u2019s hard to get excited about vagueness. (Shortform example: If you sell gym equipment, promising a \u201cyou\u2019ll be happy with your purchase\u201d isn\u2019t as compelling as \u201cyou will be as strong as an Olympian.\u201d)<\/p>\n\n\n\n<p><strong>To come up with a specific positive outcome, consider how your product or service will solve all three <a href=\"https:\/\/www.shortform.com\/blog\/types-of-problems\/\">types of problems<\/a><\/strong> from Chapter 3: external (what their life will look like), internal (how they will feel once the problem is solved), and philosophical (why the world is a better place now that the problem is solved).<\/p>\n\n\n\n<p>Alternatively, marketer Ryan Deiss created a before-and-after grid exercise that will help you determine how your product will change your customer\u2019s lives:<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table><tbody><tr><td><\/td><td>Before a customer buys your product<\/td><td>After a customer buys your product<\/td><\/tr><tr><td>What does the customer possess?<\/td><td><\/td><td><\/td><\/tr><tr><td>How does the customer feel?<\/td><td><\/td><td><\/td><\/tr><tr><td>What is an average day like for a customer?<\/td><td><\/td><td><\/td><\/tr><tr><td>What is the customer\u2019s status?<\/td><td><\/td><td><\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p>Happiness marketing is an effective way to get customers to make decisions if used correctly. <\/p>\n","protected":false},"excerpt":{"rendered":"<p>What is happiness marketing? Is this kind of marketing effective? Happiness marketing is a type of marketing that focuses on feelings of satisfaction and fulfillment. It&#8217;s a successful marketing approach that focuses on a specific ending. Read more about happiness marketing and how it works.<\/p>\n","protected":false},"author":5,"featured_media":8851,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[45,104,103],"tags":[215],"class_list":["post-27431","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-marketing","category-sales","tag-building-a-storybrand","","tg-column-two"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.3 (Yoast SEO v24.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Happiness Marketing: What It Is and How It Works - Shortform Books<\/title>\n<meta name=\"description\" content=\"What is happiness marketing? When you use happiness marketing, you attempt to give a customer a feeling of satisfaction and fulfillment.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.shortform.com\/blog\/happiness-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Happiness Marketing: What It Is and How It Works\" \/>\n<meta property=\"og:description\" content=\"What is happiness marketing? When you use happiness marketing, you attempt to give a customer a feeling of satisfaction and fulfillment.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.shortform.com\/blog\/happiness-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"Shortform Books\" \/>\n<meta property=\"article:published_time\" content=\"2021-03-02T20:00:59+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-03-05T22:09:08+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/s3.amazonaws.com\/wordpress.shortform.com\/blog\/wp-content\/uploads\/2020\/05\/positive-thinking-secret-scaled.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1707\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Carrie Cabral\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Carrie Cabral\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.shortform.com\/blog\/happiness-marketing\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/happiness-marketing\/\"},\"author\":{\"name\":\"Carrie Cabral\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/2ababb7c63a94ff5d2190f71dc417d56\"},\"headline\":\"Happiness Marketing: What It Is and How It Works\",\"datePublished\":\"2021-03-02T20:00:59+00:00\",\"dateModified\":\"2021-03-05T22:09:08+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/happiness-marketing\/\"},\"wordCount\":437,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/happiness-marketing\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/05\/positive-thinking-secret-scaled.jpg\",\"keywords\":[\"Building a Storybrand\"],\"articleSection\":[\"Business\",\"Marketing\",\"Sales\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.shortform.com\/blog\/happiness-marketing\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.shortform.com\/blog\/happiness-marketing\/\",\"url\":\"https:\/\/www.shortform.com\/blog\/happiness-marketing\/\",\"name\":\"Happiness Marketing: What It Is and How It Works - Shortform Books\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/happiness-marketing\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/happiness-marketing\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/05\/positive-thinking-secret-scaled.jpg\",\"datePublished\":\"2021-03-02T20:00:59+00:00\",\"dateModified\":\"2021-03-05T22:09:08+00:00\",\"description\":\"What is happiness marketing? When you use happiness marketing, you attempt to give a customer a feeling of satisfaction and fulfillment.\",\"breadcrumb\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/happiness-marketing\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.shortform.com\/blog\/happiness-marketing\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.shortform.com\/blog\/happiness-marketing\/#primaryimage\",\"url\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/05\/positive-thinking-secret-scaled.jpg\",\"contentUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/05\/positive-thinking-secret-scaled.jpg\",\"width\":2560,\"height\":1707},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.shortform.com\/blog\/happiness-marketing\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.shortform.com\/blog\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Happiness Marketing: What It Is and How It Works\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#website\",\"url\":\"https:\/\/www.shortform.com\/blog\/\",\"name\":\"Shortform Books\",\"description\":\"The World&#039;s Best Book Summaries\",\"publisher\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.shortform.com\/blog\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#organization\",\"name\":\"Shortform Books\",\"url\":\"https:\/\/www.shortform.com\/blog\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2019\/06\/logo-equilateral-with-text-no-bg.png\",\"contentUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2019\/06\/logo-equilateral-with-text-no-bg.png\",\"width\":500,\"height\":74,\"caption\":\"Shortform Books\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/logo\/image\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/2ababb7c63a94ff5d2190f71dc417d56\",\"name\":\"Carrie Cabral\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/e9aea3c95254368e6bf388b046b35bacb82e4167f4c62c0813620e3a4ec51126?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/e9aea3c95254368e6bf388b046b35bacb82e4167f4c62c0813620e3a4ec51126?s=96&d=mm&r=g\",\"caption\":\"Carrie Cabral\"},\"description\":\"Carrie has been reading and writing for as long as she can remember, and has always been open to reading anything put in front of her. She wrote her first short story at the age of six, about a lost dog who meets animal friends on his journey home. Surprisingly, it was never picked up by any major publishers, but did spark her passion for books. Carrie worked in book publishing for several years before getting an MFA in Creative Writing. She especially loves literary fiction, historical fiction, and social, cultural, and historical nonfiction that gets into the weeds of daily life.\",\"url\":\"https:\/\/www.shortform.com\/blog\/author\/carrie\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Happiness Marketing: What It Is and How It Works - Shortform Books","description":"What is happiness marketing? When you use happiness marketing, you attempt to give a customer a feeling of satisfaction and fulfillment.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.shortform.com\/blog\/happiness-marketing\/","og_locale":"en_US","og_type":"article","og_title":"Happiness Marketing: What It Is and How It Works","og_description":"What is happiness marketing? When you use happiness marketing, you attempt to give a customer a feeling of satisfaction and fulfillment.","og_url":"https:\/\/www.shortform.com\/blog\/happiness-marketing\/","og_site_name":"Shortform Books","article_published_time":"2021-03-02T20:00:59+00:00","article_modified_time":"2021-03-05T22:09:08+00:00","og_image":[{"width":2560,"height":1707,"url":"https:\/\/s3.amazonaws.com\/wordpress.shortform.com\/blog\/wp-content\/uploads\/2020\/05\/positive-thinking-secret-scaled.jpg","type":"image\/jpeg"}],"author":"Carrie Cabral","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Carrie Cabral","Est. reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.shortform.com\/blog\/happiness-marketing\/#article","isPartOf":{"@id":"https:\/\/www.shortform.com\/blog\/happiness-marketing\/"},"author":{"name":"Carrie Cabral","@id":"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/2ababb7c63a94ff5d2190f71dc417d56"},"headline":"Happiness Marketing: What It Is and How It Works","datePublished":"2021-03-02T20:00:59+00:00","dateModified":"2021-03-05T22:09:08+00:00","mainEntityOfPage":{"@id":"https:\/\/www.shortform.com\/blog\/happiness-marketing\/"},"wordCount":437,"commentCount":0,"publisher":{"@id":"https:\/\/www.shortform.com\/blog\/#organization"},"image":{"@id":"https:\/\/www.shortform.com\/blog\/happiness-marketing\/#primaryimage"},"thumbnailUrl":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/05\/positive-thinking-secret-scaled.jpg","keywords":["Building a Storybrand"],"articleSection":["Business","Marketing","Sales"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.shortform.com\/blog\/happiness-marketing\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.shortform.com\/blog\/happiness-marketing\/","url":"https:\/\/www.shortform.com\/blog\/happiness-marketing\/","name":"Happiness Marketing: What It Is and How It Works - Shortform Books","isPartOf":{"@id":"https:\/\/www.shortform.com\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.shortform.com\/blog\/happiness-marketing\/#primaryimage"},"image":{"@id":"https:\/\/www.shortform.com\/blog\/happiness-marketing\/#primaryimage"},"thumbnailUrl":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/05\/positive-thinking-secret-scaled.jpg","datePublished":"2021-03-02T20:00:59+00:00","dateModified":"2021-03-05T22:09:08+00:00","description":"What is happiness marketing? When you use happiness marketing, you attempt to give a customer a feeling of satisfaction and fulfillment.","breadcrumb":{"@id":"https:\/\/www.shortform.com\/blog\/happiness-marketing\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.shortform.com\/blog\/happiness-marketing\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.shortform.com\/blog\/happiness-marketing\/#primaryimage","url":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/05\/positive-thinking-secret-scaled.jpg","contentUrl":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/05\/positive-thinking-secret-scaled.jpg","width":2560,"height":1707},{"@type":"BreadcrumbList","@id":"https:\/\/www.shortform.com\/blog\/happiness-marketing\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.shortform.com\/blog\/"},{"@type":"ListItem","position":2,"name":"Happiness Marketing: What It Is and How It Works"}]},{"@type":"WebSite","@id":"https:\/\/www.shortform.com\/blog\/#website","url":"https:\/\/www.shortform.com\/blog\/","name":"Shortform Books","description":"The World&#039;s Best Book Summaries","publisher":{"@id":"https:\/\/www.shortform.com\/blog\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.shortform.com\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/www.shortform.com\/blog\/#organization","name":"Shortform Books","url":"https:\/\/www.shortform.com\/blog\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.shortform.com\/blog\/#\/schema\/logo\/image\/","url":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2019\/06\/logo-equilateral-with-text-no-bg.png","contentUrl":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2019\/06\/logo-equilateral-with-text-no-bg.png","width":500,"height":74,"caption":"Shortform Books"},"image":{"@id":"https:\/\/www.shortform.com\/blog\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/2ababb7c63a94ff5d2190f71dc417d56","name":"Carrie Cabral","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/e9aea3c95254368e6bf388b046b35bacb82e4167f4c62c0813620e3a4ec51126?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/e9aea3c95254368e6bf388b046b35bacb82e4167f4c62c0813620e3a4ec51126?s=96&d=mm&r=g","caption":"Carrie Cabral"},"description":"Carrie has been reading and writing for as long as she can remember, and has always been open to reading anything put in front of her. She wrote her first short story at the age of six, about a lost dog who meets animal friends on his journey home. Surprisingly, it was never picked up by any major publishers, but did spark her passion for books. Carrie worked in book publishing for several years before getting an MFA in Creative Writing. She especially loves literary fiction, historical fiction, and social, cultural, and historical nonfiction that gets into the weeds of daily life.","url":"https:\/\/www.shortform.com\/blog\/author\/carrie\/"}]}},"jetpack_sharing_enabled":true,"jetpack_featured_media_url":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/05\/positive-thinking-secret-scaled.jpg","_links":{"self":[{"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/posts\/27431","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/comments?post=27431"}],"version-history":[{"count":2,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/posts\/27431\/revisions"}],"predecessor-version":[{"id":28463,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/posts\/27431\/revisions\/28463"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/media\/8851"}],"wp:attachment":[{"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/media?parent=27431"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/categories?post=27431"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/tags?post=27431"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}