Win some sort of power or position. Be unified with someone/something that makes them whole. Experience some kind of self realization that also makes them whole. These are the dominant psychological desires that most people want to end their story. . . . Fulfills the need for status. The primary function of our brain is to survive and thrive. Part of surviving is gaining status. If our product can offer respect, esteem, or build social status - we are offering something that they want. . How can our brand offer status?. Offer access (Starbucks membership card). . Create scarcity (Owning something scarce makes it more valuable and drives status). Offer a premium (preferred or diamond member). Offer identity association (mercedes, BMW - offer status). . The need for something external that makes them whole. The character is rescued by something or someone else that makes them whole. Reduce anxiety. . Brand is offering closure and satisfaction of a job well done. Will our brand reduce anxiety and create value to their lives? If so, talk about it in your marketing material.. Reduce workload . Customers that do not have the right tools must work harder because they are incomplete.. Our tool can offer someone what they are missing. More time. Time is the enemy and if our product can expand time we are allowing them to solve their internal problems. . The need to reach our potential. Create the desire for self acceptance. Inspiration. Acceptance. Transcendence. . Offer people the opportunity to be part of something bigger than themselves. . Closing storyloops . Human beings are looking for resolutions to their internal, external and philosophical problems. We can do this by ending their story with inspiration, acceptance, or transcendence. . KEEP IT SIMPLE. People want to be happy, use images showing how people feel after using your product. Show people REPEATEDLY how our product will make their lives better.