Background: In view of the paucity of evidence regarding effective ways of reassuring worried patients, this study explored reassuring strategies that are considered useful by general practitioners (GPs). Methods: In a study using a qualitative observational design, we re-analysed an existing dataset of fifteen stimulated recall interviews in which GPs elaborated on their communication with patients in two videotaped consultations. Additionally we held stimulated recall interviews with twelve GPs about two consultations selected for a strong focus on reassurance. Results: To reassure patients, GPs pursued multiple goals: 1. influencing patients' emotions by promoting trust, safety and comfort, which is considered to be reassuring in itself and supportive of patients' acceptance of reassuring information and 2. influencing patients' cognitions by challenging patients' belief that their symptoms are indicative of serious disease, often followed by promoting patients' belief that their symptoms are benign. GPs described several actions to activate mechanisms to achieve these goals. Conclusions: GPs described a wealth of reassuring strategies, which make a valuable contribution to the current literature on doctor-patient communication. This detailed description may provide practicing GPs with new tools and can inform future studies exploring the effectiveness of reassurance strategies.