For those who do not know him: Simon Sinek is a British-American author, speaker, former marketer, and organizational consultant. Simon developed the Golden Circle theory, which you can use as a starting point for writing effective content. By applying Simon Sinek's Golden Circle correctly, you can increase your conversions!
In Simon Sinek's Golden Circle, it is all about the way of thinking and communicating between companies and their target audience. He demonstrates in his theory that the "why" is the most important element in communication.His motto is also: "Start with why."He even has hiswebsitededicated. The Golden Circle was created after Simon studied and analyzed the world's most leading and inspiring leaders and organizations. He discovered that their success is attributed to the way they think, act, and communicate. They communicate from the "why" rather than the "what."
The Golden Circle by Simon Sinek
Readers often land on a blog or website when they are searching for a solution to a problem or need. It is therefore important that you provide a (concrete) answer in your content. Simon Sinek's Golden Circle can help with this. Answer the question in the correct order (according to Simon) to stimulate conversion.WhyCan you help them,howyou do that and withwhat?
Let's dive a little deeper into Simon's theory...
Simon Sinek compares the human brain to a Golden Circle.The "what," the outer circle, can be compared to the Neocortex. This is your language area, our conscious level. This part contains rational and analytical thoughts.But this is just a small part (20%) of the center. The "what" describes what you offer, such as the product or a service.
80% of the brain is non-verbal.The "how" and the "why" correspond to the limbic (non-verbal) part of the center, your subconscious level. This part is responsible for your feelings and emotions; from here, you make decisions.(you know the feeling, a gut feeling) that you then try to rationalize in the cortex.
The "how" describes how you offer the product/service and why it is better than that of the competition. The "why" explains why you are offering the readers the product/service. And that is not because you want to make money; that is the ultimate (desired) result. It essentially answers the "what's in it for me" question.
A company that communicates in this way is Apple. Simon Sinek also uses this as an example in, among other things, hisTED presentationIt seems that there is no text provided for translation. Please provide the text you would like me to translate from Dutch to English.
Many companies communicate from the "what," but...
We do not make decisions based on the "what."
When you write your blog/content from the "what," you address the rational part of your readers.The part in which they do not decide whether to click on the call-to-action button and leave their information.They understand the information, but it does not encourage conversion. In other words, it is not very useful.
When you write from the "why," you immediately engage the part of the brain that is responsible for decision-making.Then that part communicates with the language section where someone tries to rationally explain why they make that choice. This often doesn't really succeed because it is actually a decision made based on a feeling you get. And as a writer, you can influence this feeling! For example, the feeling of trust that your product/service truly works.
Communicate from the inside out.Start with the "why" in which you describe why people should sign up for something, for example., such as a training session or to download an e-book.
What does it deliver to the customer andhowhelps the customer with his or her problem/need. You should clearly and honestly inform potential customers about why your product/service can contribute to solving the problem/need. When you can convince the reader that you are offering them something valuable, they will be willing to give you something in return, namely their contact details.