Creative Scripting for Sales.

Course Brief

This workshop is aimed at Sales and Production staff working in the Independent Commercial Radio Sector in Ireland.  The course aims, through a practical approach, to inspire participants to developing creative, fun and engaging radio adverts. 

Course Content

  • Introduction and trainer background
  • Great radio adverts
  • Why radio advertising works
  • The elements of a great script
  • Getting client approval
  • Choosing Voiceovers-Music-SFX
  • Ad recording and production
  • Practical - Creative Ad Scripting

Training Method

The workhop will be highly interactive, engaging and informative where participants will get a chance to practice their skills and to learn from others. 

Target Trainee Profile

Sales and Production staff working across the Independent Commercial Radio Sector in Ireland.


Participants can bring ads with them to the workshop for review if they wish, participants are not obliged to do this.


Ken Kirwan, Copywriter and Director at Copybox.

Ken worked as a copywriter for 98FM and across the Communicorp group for almost ten years.  He also worked as a sales consultant in 98FM for 5 years.  He is now director of his own company, Copybox. Through his experience, Ken understands the frustrations of the copywriter whose scripts are rejected by the client, the headaches of the production guy/girl who has to make do on a shoestring or no budget and the pressures on the sales person to just ‘get the damn thing on air’ and reach sales targets.