{"id":27441,"date":"2021-03-03T16:18:44","date_gmt":"2021-03-03T20:18:44","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=27441"},"modified":"2021-03-05T18:09:00","modified_gmt":"2021-03-05T22:09:00","slug":"selling-happiness","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/selling-happiness\/","title":{"rendered":"Selling Happiness: Happy Endings in Marketing"},"content":{"rendered":"\n<p>What does selling happiness mean? How can you use happiness in your <a href=\"https:\/\/www.shortform.com\/blog\/how-to-create-a-successful-marketing-campaign\/\">marketing campaigns<\/a>? <\/p>\n\n\n\n<p>When you write your <a href=\"https:\/\/www.shortform.com\/blog\/storybrand-brandscript\/\">storybrand brandscript<\/a> to have a happy ending, you&#8217;re selling happiness. There are three important story endings that can help you sell happiness.  <\/p>\n\n\n\n<p>Keep reading to find out what selling happiness means and how to use it in marketing campigns. <\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Three Popular Story Endings<\/strong> for Selling Happiness<\/h2>\n\n\n\n<p>In addition to the grid exercise, you can pull inspiration from the three most popular (most aligned with inherent human desires) ways to end stories:<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Ending #1: The Hero Wins Status&nbsp;<\/strong><\/h4>\n\n\n\n<p>Everyone wants to be popular, respected, or esteemed. For example, think about how many coming-of-age movies feature nerdy characters who end up dating the most popular person at the high school.&nbsp;<\/p>\n\n\n\n<p>There are a few ways a brand can help a hero get status:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Offer rewards. <\/strong>Points or freebies give people status.<ul><li>For example, if you sign up to be a member at Starbucks, you get points every time you buy something. Once you collect a certain number of points, you move up a rewards level and can redeem your points for free drinks.<\/li><\/ul><\/li><li><strong>Offer perks.<\/strong> Identify your top-spending clients and give them perks, such as a title like \u201cGold Member,\u201d skip-the-line access, or founder updates.<ul><li>For example, if you\u2019re a member of National Car Rental\u2019s \u201cEmerald Club,\u201d you get faster service.<\/li><\/ul><\/li><li><strong>Limit product runs.<\/strong> If you only offer a certain amount of a specific product, not everyone can have one. Owning a rare product is viewed as a status symbol.<ul><li>For example, Jeep only makes a certain number of Grand Cherokees and puts a \u201climited\u201d sticker on them so everyone knows that they\u2019re rare.<\/li><\/ul><\/li><li><strong>Associate ownership of your products with status. <\/strong>Certain products, especially luxury items, inherently have status associated with them. (See Chapter 9 for more on this technique.)<ul><li>For example, a person who owns a Rolex appears refined, successful, and classy.<\/li><\/ul><\/li><\/ul>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Ending #2: The Hero Becomes Whole by Connecting With an External Factor<\/strong><\/h4>\n\n\n\n<p>In this ending, a hero finds an external factor that completes her. For example, a superhero who\u2019s bad at directions could partner with another superhero whose strength is mapmaking.<\/p>\n\n\n\n<p>There are a few ways a brand can offer external completion:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Reduce frustration. <\/strong>If your brand can help a customer finish a frustrating, outstanding task, you\u2019re offering them completeness in the form of ending their frustration.<ul><li>(Shortform example: If you sell grout cleaner, your product eliminates that frustration and anxiety people feel every time they walk into their shower and see grime.)<\/li><\/ul><\/li><li><strong>Make work easier.<\/strong> If you don\u2019t have the right equipment to do a job, it\u2019ll take you longer. Your product can make someone whole by giving them the tool they need to make them powerful enough to <a href=\"https:\/\/www.shortform.com\/blog\/how-to-complete-a-task-successfully\/\">finish a task<\/a>.<\/li><li><strong>Free up time. <\/strong>Many people feel that if they don\u2019t have enough time in which to complete all their responsibilities, it\u2019s a personal failing. If your product can save time, it can make your customers\u2019 lives more complete.<\/li><\/ul>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Ending #3: The Hero Becomes Whole by Reaching Their Potential<\/strong><\/h4>\n\n\n\n<p>In this ending, a hero becomes whole by reaching her potential or accepting herself as she is, outcomes that don\u2019t require any external intervention. For example, in <em>Bridget Jones&#8217;s Diary<\/em>, for most of the movie, Bridget thinks she wants a relationship with her boss, but in the end, she realizes she\u2019s too good for him.<\/p>\n\n\n\n<p>There are a few ways a brand can offer self-realization:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong><a href=\"https:\/\/www.shortform.com\/blog\/how-to-motivate-customers\/\">Inspire customers<\/a>.<\/strong> If you can associate your brand with something inspiring, such as performing an athletic or intellectual feat, your customers will feel that your brand will help them reach their potential.<ul><li>For example, Red Bull might help you achieve your athletic potential because other extreme athletes who have been successful drink it too.<\/li><\/ul><\/li><li><strong>Help customers accept themselves.<\/strong> If people who accept themselves use your brand\u2014for example, people who have positive body-image\u2014customers who want to be able to accept themselves might turn to you too.<ul><li>For example, American Eagle ran a campaign in which it hired ordinary people as models and didn\u2019t Photoshop any of the images.&nbsp;<\/li><\/ul><\/li><li><strong>Create an opportunity to support a cause.<\/strong> People want to leave an imprint on the world. If your brand does something good for the world every time a customer purchases something, customers know that by choosing to buy from you, they\u2019re making a difference, which makes them feel they\u2019re achieving their potential of being a good person.<ul><li>For example, whenever someone buys a pair of Tom\u2019s Shoes, the company gives a free pair of shoes to someone in need.<\/li><\/ul><\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Sharing the Happy Ending<\/strong><\/h3>\n\n\n\n<p>Once you\u2019ve come up with your specific happy ending, a simple way to describe it is via images<strong>.<\/strong> No matter what your product is, an image of happy-looking people engaging with it can be a great marketing tool. (Shortform example: If you sell couches, put a photo of a happy family relaxing on the couch together on your website.)<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Writing Your Brandscript<\/strong><\/h3>\n\n\n\n<p>To write your brandscript:<\/p>\n\n\n\n<ol class=\"wp-block-list\"><li>Return to your <a href=\"https:\/\/www.mystorybrand.com\/\">StoryBrand BrandScript<\/a> or sheet of paper.&nbsp;<\/li><li>Brainstorm how customers\u2019 lives will change if they start using your products and the happy endings these changes will lead to.<\/li><li>Write your top positive stakes on your script or sheet of paper.<\/li><\/ol>\n","protected":false},"excerpt":{"rendered":"<p>What does selling happiness mean? How can you use happiness in your marketing campaigns? When you write your storybrand brandscript to have a happy ending, you&#8217;re selling happiness. There are three important story endings that can help you sell happiness. Keep reading to find out what selling happiness means and how to use it in marketing campigns.<\/p>\n","protected":false},"author":5,"featured_media":7979,"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-27441","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>Selling Happiness: Happy Endings in Marketing - Shortform Books<\/title>\n<meta name=\"description\" content=\"Selling happiness is when your marketing campaign promises customers fulfillment and satisfaction. 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