Relief is the greatest emotion one can feel.
Any other emotion that might seem to be greater can even be chalked up to relief (go ahead, try me).
The interesting part about recognizing that relief is the emotional impact you want someone to feel with your good or service is that it changes nearly everything that you’re currently doing/designing/marketing/selling.
It repositions that story your brand tells. It layers more empathy into the way you talk to another (there’s nothing we relate to more strongly than the wish for relief). It makes it easy to discard ideas because there’s no point in pursuing ones that don’t tie back to ensuring your guest, customer, subscriber feel relief.
You might relieve them of fear or worry. You might relieve them of risking their status. You might relieve them of not being seen by their significant other.
Go ahead and rewrite your positioning statement.
Instead of “We at [company] help our customers [insert what you want them to do].”
Try out “We at [company] relieve our customers of [insert the pain point].”
Good vibes make good stories, but it’s what they want relieved that connects them to your brand, drives loyalty and advocacy.
Stay Positive & What A Relief You Know This Now
Photo credit
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