week 8 Flashcards
What is the Golden Circle?
A communication model for businesses that starts with “why” a company does something rather than “what” a company does
What are the 3 rings of the Golden Circle?
- Why - Purpose: Your motivation (Limbic Brain)
- How - Process: Specific action (Limbic Brain)
- What - Result: Proof (Neocortex)
Explain the difference between the limbic brain and the neocortex
Limbic Brain: Your trust
- Controls behaviour and decision making
- “Gut” feelings and loyalty
Neocortex: Your rational
- Controls senses, spatial reasoning, analytical thinking
- Rationalisation and communication
What are the 5 criteria for a successful newsletter?
- It must fill unmet needs
- Uniqueness - it must be able to do things other media can’t
- Distribution - in a way that is efficient and regularly reaches your audience
- Knowledge and Skills - there must be a talented writer or team
- Frequency - it must be a serial publication
What are the 5 key considerations for creating print or online newsletters?
- Cost (print, design, writing)
- Time (produce and publish)
- Speed (of getting message to audience)
- Measurement (solicit feedback, survey audiences)
- Purpose (long-term or short-term strategy?)
What are tips for writing a newsletter article?
- Feature stories can be informal
- Should be interesting and informative
- Include quotes from relevant people
- Reinforce company objectives internally and externally
- Do your research
- Personalize (make it human)
Explain what APEX did to promote New Balance?
- Teamed up with influencers for the Fresh Foam Cruz Launch
- Held special events like the Kids Fitness Challenge
- Turned their office into a New Balance showroom for media and bloggers
What skills are needed to be successful in an agency?
- Team player
- Deliver beyond expectations
- Resourceful
- Ask questions
- Attention to detail
- Social media savvy
- Excellent research skills
What were Anne Locke’s (APEX) top tips for success?
- Write in the active voice
- Use fewer words
- PROOF
- Horrible Person Test
- What questions would you ask?
What are Anne Locke’s (APEX) tips for pitching for new business?
- Always start with research
- Get creative
- Be yourself
- Rehearse
- Prepare for the worst
What are the different types of newsletters?
- Employee and Member Newsletters
2. Special Interest Subscriber Newsletters
What were Anne Locke’s 4 pieces of advice in her presentation?
- RFP process is becoming longer
- Transparency is important
- Beware of agencies that offer a lot of money upfront
- Don’t give too much info in RFP
What do people want in external and internal newsletters?
External
- updates on trends
- how to information
- general articles
- highlight customers
Internal
- job advancement
- HR policies
- financial results
- benefits
