Marketers rely too much on vague stress messaging that doesn't differentiate. Instead, identify your audience's specific stress triggers, quantify how often they happen, and show exactly how your method solves them. Concrete data and detailed outcomes beat generic positioning.
My feeling is that the industry for years has catered to stress. I have seen peace of mind across many, many websites. It feels very soft, very generic. Let's just assume you want to go after stress. I wanted to go deep on stress. I would not talk about— we're the business equivalent of a good night's sleep. We're the pillow that puts you to sleep. We help you sleep at nighttime. Statistically, what are the things that are most likely to blow up? How often do those things happen? What do we do? How is our approach different? How does our approach effectuate a different outcome? As with all things, you take a general concept, you get really, really specific, and then you speak back their concern with a level of detail and specificity.
