How the Golden Circle Shapes Mental Health Content Writing

What separates content that feels like a lifeline from content that feels like… just words?

It’s not the flashiest design, the perfect font choice or even how many stats you throw in. It’s purpose.

When Simon Sinek introduced the Golden Circle—Why, How, What—he wasn’t just giving us a framework for business success. He was laying out a blueprint for connection. And in the mental health and wellness space, where trust and empathy are non-negotiable, leading with your Why isn’t just a good idea—it’s the only idea.

So, how can starting with Why transform your mental health content? Let’s take a look…

Why: The heart of mental health content

Imagine this: Someone is scrolling late at night, already feeling the weight of their anxiety. They land on your website or Instagram post. In that moment, they’re searching for more than answers. They’re searching for hope.

What they see next could inspire them to take a step forward—or make them close the tab and retreat further.

That’s why your Why matters so much.

When mental health content doesn’t connect, it’s not just a marketing problem. It’s a human problem. Your audience isn’t looking for perfection—they’re looking for something that feels real, supportive and attainable.

For me, this belief comes from a personal place. I’ve navigated anxiety, body image struggles and an eating disorder. I know how it feels to search for answers and hit walls of jargon, clinical copy or messaging that just doesn’t land.

That’s why my Why is this:
Every person deserves access to clear, empathetic communication that meets them where they are and makes them feel seen.

Your Why is what turns your content into more than words. It makes it a connection.

How: Turning purpose into connection

Okay, so you’ve got your Why. Amazing! But how do you turn it into content that actually speaks to your audience?

Let’s get practical.

1. Empathy-driven storytelling

Stories are how we make sense of the world. A good story doesn’t just inform—it makes you feel something.

• Instead of saying, “Stress affects 33% of people,” imagine opening with, “Stress is that tight feeling in your chest, the endless to-do list and the sleepless nights wondering if you’ll ever catch up. Sound familiar?”

2. Clarity over complexity

Jargon doesn’t make you sound smart—it makes you sound distant. If your audience has to Google half the words in your content, it’s not serving them.

• I rewrite complex concepts in language your audience already speaks, ensuring they feel informed, not intimidated.

3. Relatability meets professionalism

You don’t need to choose between being warm and being credible. You can have both.

• I write content that feels like a trusted conversation while keeping your expertise front and centre.

4. Inclusive messaging

Mental health isn’t one-size-fits-all and your content shouldn’t be either.

• I use language and examples that reflect the diversity of experiences, ensuring your message is welcoming and inclusive.

5. Actionable guidance

Empathy without action can feel hollow. Your audience needs to know what to do next.

• I always include clear, simple steps, whether it’s “schedule a call” or “try this grounding technique today.”

This is how we turn purpose into content that resonates, motivates and connects.

What: Delivering results that align with purpose

Now for the What. This is where all that heart and strategy show up in tangible ways:

• Website copy: Your digital front door, where trust is built. I write copy that’s clear, approachable and action-oriented.

• Blog posts and articles: Thoughtful content that takes complex topics and turns them into “aha!” moments for your readers.

• Social media content: Relatable, shareable posts that normalise mental health conversations and spark engagement.

• Campaign messaging: Copy that inspires action—whether that’s joining a movement, booking a session or simply sharing your message.

Your What is what people see, but its effectiveness hinges on the strength of your Why.

Why this framework works

Simon Sinek’s Golden Circle isn’t just a clever theory—it’s the secret to creating content that sticks.

·       Leading with Why shows your audience you’re not just another business—you’re a brand with a mission they can believe in.

·       Purpose-driven content resonates on a deeper level, keeping your audience engaged over the long haul.

·       Content rooted in your Why inspires action, whether that’s reaching out, sharing or starting a conversation.

In the mental health, where your audience’s wellbeing is on the line, starting with Why isn’t optional—it’s essential.

Bringing it all together

When Simon Sinek said, “People don’t buy what you do; they buy why you do it,” he wasn’t just talking about products. He was talking about trust, connection and impact.

In the mental health and wellness space, your Why is your most powerful tool.

So, here’s my challenge to you: Take a look at your content. Does it reflect your Why?

If not, it’s time to make a change. Because your words aren’t just a way to inform—they’re a way to inspire.