5 Golden Thread Examples To Inspire Your Copy
Have you ever seen a movie, advertisement, story, or any other entertainment medium where they start with an idea at the beginning only to tie it in a pretty bow at the end? Think about “The Lord of the Rings” series where the ring is the focus. Well, that’s a golden thread.
It gives you the warm and fuzzies, the giggles, and the ah-has.
Writing a golden thread in your copy is easier said than done. But not everyone knows how to use a golden thread strategy in marketing. This is why we’ve created a simple framework for you to tie it through your copy so that you keep your target audience’s attention even when your copy is focused on generating sales.
What Is The Golden Thread?
A golden thread is an idea or concept that holds an entire piece of copy together. It’s what maintains attention and convinces the reader to continue reading. It’s a brilliant writing technique that every entrepreneur should try to identify for their offer or business.
What is that idea that keeps your audience engaged?
Is there some concept that your audience understands and relates to that you can tie into your offer?
What is that story that you frequently tell in your sales process that clicks with your buyer?
In short, the golden thread is the core message that needs to be tied throughout a piece of collateral.
RELATED: How To Write A Golden Thread
Why Use The Golden Thread Model In Your Marketing
You know those movies you love where they foreshadow the conclusion of the movie? Or those Super Bowl commercials that are hilarious and talked about for long after the game ends?
The primary reason why you’d even want to use the golden thread model is because it simply works.
Today, a 30-second ad spot in the 2025 Super Bowl cost around $7 million. That’s nearly double the cost of a 30-second spot 10 years ago of $4.25 million. With the increased price to get eyeballs on their ads, these companies are becoming more crafty with their messaging – including threading that all-to-important golden thread throughout the entirety of their allotted time.
Golden Thread Examples To Gather Inspiration
Want to gather some inspiration? Take a look at these smaller brands to observe how they weave their core message into their website copy and other brand messaging.
Who Gives A Crap
Yes, that is the actual name of a company. Who Gives A Crap combines eco-friendly products with witty messaging – creating a memorable and mission-driven customer experience. They combined their potty joke humor with their knowledge that there’s a huge deficit in toilet paper availability around the world. And they’ve been able to brilliantly combine the two into a strong core message.
Imperfect Foods
Find a way to fix the broken food system and deliver a sustainable future? Imperfect Foods addresses both by delivering food that would otherwise be rejected from grocery stores for a fraction of the price. Imperfect Foods addresses the problem and infuses a sustainability focus through its entire brand.
Hello Seven
Driven with a passion to create 10,000 female millionaires by 2030, this sassy brand – Hello Seven – acknowledges that not everyone wants to have seven figures. And that’s the beautiful thing about this golden thread…They are paving a pathway for those women who do want to ascend to that financial status. And you see that core message riddled throughout their copy.
Keap
Keap has transformed its brand from being marketing automation to business automation. And I’m here for it! As you read through their brand messaging, their golden thread is all about optimizing your entire business through automation. No longer is it a simple CRM that anyone can claim to be.
P.S. Want to learn how you can implement Keap into your business automation? Let’s get a virtual coffee on the calendar to explore if Keap fits your business needs.
How To Use A Golden Thread Strategy
Access our simple framework to build a golden thread into your sales copy:
- Define your core message in 1 sentence.
- Make sure that it aligns with your brand messaging.
- Start with a bold statement or question in your hero banner.
- Answer the question or embellish the bold statement in your final call to action.
- Fill in the gaps with small tie-ins to your core message.
Golden Thread FAQs
Have more questions about using golden threads in copywriting? Here are your answers.
Where Does The Golden Thread Come From?
Originally from the ancient Greek myth of Theseus and the Minotaur, the golden thread was used to create a path that Theseus could use to retrace his steps through the labyrinth and find his way out. What a beautiful story!
Now utilized in multiple capacities beyond marketing and copywriting, it’s a great way to define how to simplify a potentially complex story and bring the reader back home.
What’s The Significance Of The Golden Thread?
We all love a good story that ends with a pretty red bow tied around it. It feels good to have a solid conclusion. When we apply that same desire for completeness in our copy, the golden thread becomes one of the most effective ways to reconnect your reader to your copywriting (and ultimately, get them to convert).
Why Should You Include The Golden Thread In Your Copywriting?
A golden thread in your copywriting carries multiple benefits, including:
- Providing a framework for the sales page (fill in the top and bottom, then the middle fills itself)
- Creating an emotional connection with your audience
- Increasing your conversion rates
First Thing’s First…Start With Your Brand’s Core Message
Your core message is the foundation of an effective golden thread. But there’s so much more to it than you realize as an entrepreneur. We support you in taking your business and transforming it into the brand you’ve always dreamed it to be – starting with the words. Explore how we do it here.
