Introduction to Radio Sales & Creative Led Selling

This workshop will explore the notion of the creative-led sell and how to sell radio using this highly effective process.

The workshop will explore different types of radio advertising, the golden rules of of the creative-led sell, how to brief for radio & also provide case-studies and research to support this.

Course Content

1: The Creative-led Sell

What is the creative-led sell? How it increases sales & improves customer satisfaction.

Why branding is so important & how it will help you sell!

A selection of case studies showing how the creative-led sell drives revenue streams, customer engagement, return business & increased ROI.

2: The Radio Landscape in Ireland

A look at the radio landscape in Ireland (analogue & digital) - how it compares to other media & how it integrates accordingly. This will include case study analysis & demonstrate different ways that radio can integrate interactively as apart of a cross-media strategy.

3: Creative sales techniques, Brief taking & Pitching/Presenting

Tea & Coffee questions.

The art of sales small talk, including persuasion techniques & the techniques required to get a client over the line.

Briefing for radio: Overview, do’s & don’ts, client management, sonic mood boards, how to create your own briefing form.

Attendees will be given example briefing forms & shown how to tease out the relevant information (from a client) in order to construct a solid brief for the creative team or a single radio producer.

Pitching & Presenting: The top secrets of presenting/pitching successfully.

Selling with sound, The Steve Jobs approach, The Villain, The rule of three, Make numbers meaningful, KISS etc!

4: Interactive Session 1: 10 things about me!

All participants will be assisted to create an audio pitch…about themselves! Attendees will learn how to use basic DAW techniques & where/how to source supporting audio material.

5: Presentations 1

Participants to present their 10 things about me.

6: Interactive Session 2:

Attendees will target a company/brand/service that are not currently advertising on their respective stations. They will be require to develop a creative concept, develop it & then create an audio pitch which they will be required to pitch to the rest of the attendees.

7: Presentations 2

Participants to present their audio pitch, with constructive feedback.

Participants are required to bring their laptops with them to the course.


Diarmid Moncrieff is an internationally renowned trainer who holds a DipLCM in Creative Radio Advertising.  Since 2011 Diarmid has been working as in independent consultant delivering client/agency workshops and presentations across Europe, the Middle East and India.  Diarmid has worked with stations in the UK and Ireland and has been delivering training programmes for the UKRD for the last number of years.

Prior to this Diarmid worked for Coloursound where he devised, sold and executed consultancy and training programmes for sales and creative teams within most major UK & Irish radio groups.  He was Creative Development Manager for the Capital Radio Group for 8 years during which established a new department called Capital Sonics.  Prior to this Diarmid worked as an International Sales Manager for the Riveria Media Group.  Diarmid brings with him his extensive experience and understanding of radio markets globally.