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El Marketing y el Círculo Dorado - Think&Start

El Marketing y el Círculo Dorado

El Marketing y el Círculo Dorado

El Marketing no se trata simplemente de presentarle un producto al consumidor para que este lo compre, sino que hay que buscar diferentes maneras de persuadirlo para que lo haga parte de su vida y se encuentre constantemente en su mente, una de las mejores formas de lograr esto es utilizando el “Círculo Dorado”.

Dentro de este círculo existen 3 partes que integran la totalidad de este concepto:

  • ¿Por qué?
  • ¿Cómo?
  • ¿Qué?

El “Por qué”
Lo primero que hay que transmitirle a la gente es el “por qué”, tienen que saber por qué necesitan nuestro producto, en que forma cambiaría sus vidas, que necesidades satisface, cuál es la razón de ser del producto que se ofrece. Es importante recalcar las creencias, valores y razón de ser de la organización que está ofreciendo el producto, de esta manera los clientes se sienten identificados y se apela a su lado emocional.

 

El “Cómo”
En esta parte se deben recalcar las ventajas competitivas de los productos que se están ofreciendo, explicando de qué manera funciona y de qué formas el usuario puede interactuar con estos productos.

 

El “Qué”
Al final se presenta el producto con sus características técnicas y, de ser posible, imágenes del mismo.
La diferencia al hacer marketing de esta manera radica en el orden en el cual atacamos estos 3 factores, usualmente las empresas primero mencionan el “Qué” por que es lo más simple, presentan el producto con cifras y características técnicas con ciertas ventajas para que el consumidor consuma el producto, esto es, de cierta manera, una “exhibición” del producto.
Si lo hacemos de adentro hacia afuera, estaremos apelando al sistema límbico del ser humano, es decir, a los sentimientos. No comprarán el producto simplemente por que es una computadora o un teléfono, sino que comprarán por que se sentirán identificados con la marca, seguirán la cultura de la marca y la harán propia.
Hacer marketing de esta manera genera una mayor lealtad en el consumidor, por que no está comprando un producto, sino una idea, un estilo de vida, una experiencia, lo cual hace que la marca forme parte de su vida.
Les dejo aquí un video de Simon Sinek, el creador de este círculo dorado, ahí podrán ver algunos ejemplos acerca de este tema.