“People don’t buy what you do; they buy the reason why you do it”. – Simon Sinek, Golden Circle Concept Developer. This quote is a clear perception that a product isn’t merely a product, but the translation of a belief, of a desire and even of a dream. The organization success isn’t only in its processes or in the technology it uses, but is also directly linked to a brand’s ability to gather, inspire and delight audience, valuing its essence. The neuroscience behind the Golden Circle Theory is that humans respond best when a website expresses and a message communicate perfectly with their brain that control emotions, behavior and decision making ability. The golden model strives to explain why some people and organizations are particularly able to motivate others and differentiate themselves successfully.
Now you may wonder what and where most tech companies get wrong? Cool, and then let’s get started. Today very few organizations know why they do and what they do. “Why” simply doesn’t refer to making profits. It means what’s your purpose, interaction and behavior that governs the competition? Still confused? Don’t worry. We’ve got it fixed for you. Let’s understand in simple terms. Many companies fall short of creativity by:heck out.
- Placing random and incompatible information on the homepage.
- Hero (opening) messaging lacks creativity that doesn’t appeal and encourages the visitors to read on.
- Misconstruction in placing vital information across the website.
- Unsynchronized teams with their company leaders on the understanding of vision, positioning and value proposition of the website.
- Misplaced Menu – Most technical and most vital in positioning point of view.
But how do you apply this concept to your business? Let’s have a quick chat about best-in-class and four essential elements in website messaging and positioning.
- Target Customer: What type of target group of customers your brand is attempting to appeal to and attract?
- Market Definition: What category is your brand competing and how inline you are with your customer need?
- Brand Promise: What is the most compelling benefit to your customer?
- Reason to Believe: What is the most compelling evidence that your brand promises?
Combining the best parts of the positioning statement that defines and sells your business, will see the light of day and will be the elevator pitch of your website. And it all starts with: How The Golden Circle Works? The golden circle consists of three circles placed inside each other of different sizes. The largest one refers to “What”, the middle one refers to “How”, and the smallest circle which, is the golden one greatest refers to “Why”. So now let’s take these elements and put them into action to create something practical.
Step 1: Define your Why.
Your Objective Aligned To Organization Vision. It’s the hardest thing to define, but once you clear what gets energize, it pushes your organization each and every day, putting everything can fall into place. The “Why” creates the framework for longer-lasting and deeper relationships with your customers and increase lifetime value helping, you get on the right path.
Step 2: Detail Your How
Representing – Visuals, Keywords & Message. Balancing your “How” can be somewhat tricky. But more detailed you describe about how you operate, the more trust you earn from customers and business. The “how” is supporting your “why”, and the more descriptive it can be, the more you will earn the trust of your prospects and customers. ‘How’ factors might include their strengths or values that they feel differentiate themselves from the competition. ‘How’ messaging is also able to communicate with the limbic brain – the important part that governs behavior and emotion.
Step 3: Define What + CTA Combo:
Expected Outcome, Leaving No Visitors Behind. It’s time to thread everything together. Now as you’ve represented your purpose, supported it with actions, so now the time comes to concisely explain exactly what will you do with the product? Also you should never forget, to stick the landing with a CTA that persuades. Let’s go back to “What”. Here the focus is more pragmatic and less emotional. All attention is directed to the product’s features as it emphasizes more on its technical qualities that is being acquired by consumers due to a demand.
Nice! That’s a good “Why-How-What Website Messaging and Positioning”. Clear, concise, and powerful. In the end, it’s you who will have to intensify your communications, clarify your purpose, and unify your group of sentences that will elevate, enrich and differentiate the values of your offerings. Are you ready to put your Why-How-What Website Messaging and Positioning” together? Increase your value proposition today and to know more do visit us at talkd.co. We are always there at your service at firstname.lastname@example.org or contact us + 919021167413