The Golden Circle method is a tool that, used correctly, can help you communicate powerful content messages. Millions of people search for answers on Google every day, and you have the chance to grow your business and improve your sales by getting those people interested in what you publish.
But how do you stand out from the crowd? In this Growwer post, we show you how to apply the Golden Circle method to your content. Don't miss it!
What is the Golden Circle Method
You are probably wondering what the Golden Circle is. The idea is to create connections between people, interact and build new bonds through the Golden Circle method. In fact, large companies that we will talk about later are currently using it to attract their audience.
The Golden Circle method is a communication technique that works from the inside out, through which companies explain "what" they do, "how" they do it, and "why."
Simon Sinek is the creator of this concept and he explains that:
"People don't buy what you do, they buy why you do it."
So it is a good way to reach your audience by creating powerful marketing messages that truly sink in.
It is very important to follow an order when you tell something. Telling what you do is linked to the analytical part of the brain, while you lean more on feelings when you tell others the why and the how.
It is like buying emotions and then using reason to justify them. That way, by reaching your readers' feelings and emotions, you will be educating them and building the credibility they need to trust you. This is how these kinds of connections are created and how conversions begin.
How to apply the Golden Circle Method to your content
To give you a rough idea of how you can use the Golden Circle method, we will show you some tips to create content that is relevant, useful and surprising.
- Create engaging, emotional answers through your content. To do this, you have to put yourself in your reader's shoes and look for the emotional answers they are searching for.
- Above all, you must be authentic. You should not only watch your language and what you say on your website, but also bring your experience so that users contact your company when they read your content. The idea is to capture their attention so they can then buy your product or service, without neglecting your after-sales service, which must be flawless so they trust you again.
- Clear and concise content. Do not go on too long, because the reader can get tired and leave. Your stories must add value, and to do that it is important to include what matters most and edit them carefully.
- Specific content. Keep in mind that you do not want to reach every buyer. Your potential audience is not everyone, and your content must be aimed at that one focus. Depending on your company's industry, think about your customers' problems and write the answers that meet their needs.
- Calls to action (CTA). It is very important to include calls to action so your readers know what to do after reading your content. That way, you guide them and they will know what to do next.
If you want to stand out from your competitors, you should put these ideas into practice.
How do you create the Golden Circle?
The Golden Circle is a circle made up of three inner circles, with your purpose marked at its center.
Each of these circles must answer three simple questions to include in your marketing content:
- Why? Do not assume that many organizations are clear about why they do what they do and what their real purpose is. If you ask, many professionals will tell you that their purpose is to make a profit, when in reality that is the end result. So what you need to do is ask yourself why you are in the business you are in and why you decided to develop your service or product.
- How? Some successful companies first worked on writing value propositions and analyzing their sales data. That way, they became clearer about how they should offer their products or services to customers. If you want to use the Golden Circle method, you will have to ask yourself how you can help your readers or which problems or challenges you are solving for them.
- What? Companies are usually very clear about their missions, the products or services they offer and the money they charge for them. But how should they communicate with their potential customers? Your company must explain the reason it was created. Then, you would need to put yourself in the potential customer's shoes to learn their needs and have conversations about how to solve their problems, finally presenting the solution through your product or service. So the question you have to answer for yourself, in order to get it across, is what you are offering and what the benefits and features of your product or service are.
Which companies use the Golden Circle? Examples
These are some of the successful companies you can draw inspiration from, which decided to act, think and communicate from the inside out according to their principles, and that set them apart from the rest. Some Golden Circle examples from companies:
Apple
Apple is a great example of how to use the Golden Circle method well. Steve Jobs's company has become a benchmark in the tech industry because what it does goes beyond simply making devices.
Over time, they have built a type of business based on free and creative thinking, and people believe in the same things they do and feel motivated enough to buy their products.
Apple's strategy following its Golden Circle would look roughly like this:
- Why: We think differently.
- How: Through attractive, sophisticated and easy-to-use design.
- What: Creating computers and smart mobile devices.
Zara
Among low-cost brands, Zara is one of the most important. Its origins are modest, but over time it has become a giant in the fashion world that everyone has in mind when getting dressed.
Amancio Ortega, its founder, made it possible through a different vision that caught on in the textile industry: adapting the trends that reached the professional runway so the general public could access them at an affordable price.
Of course, for this idea to work, he had to team up with great professionals who showed him "why" and "how" to make it possible.
Natura
It is a Brazilian company that is growing by leaps and bounds. The brand has focused on interactions and invested heavily in human relationships, and this is the Golden Circle method it has followed:
- Why: We are driven by cosmetics and relationships.
- How: We put passion into what we do and promote people's well-being, both with themselves and with others.
- What: Through the use of fragrances and the careful formulation of beauty and personal care products.
