Creative Led Selling.
Course Aims
The aim of this course is to train salespeople and creatives in the “Creative Led Sell” method of selling radio and to support them in gaining a greater understanding of commercial radio creative and its possibilities. Often account managers try and sell packages and airtime before the creative element of the campaign has even been spoken about. By placing creative at the start of the process, client’s get excited by the messages you’ve created for them, and are therefore more ready and willing to buy the airtime campaigns you propose.
Course Content
The course will cover the following:
- The Delivery Led Sell, and why you need to stop it.
- Package selling pit falls.
- Starting with the Brief.
- The Power of Creative Audio.
- Voiceovers, music and more.
- Next Level Creative; going beyond the single voice solution.
- Pitching Creative.
Trainers
Dave Monk, Monkey Business Creative
Born in Liverpool, Dave Monk has worked in radio for the past 34 years. He began his career at Radio City as a copywriter and eventually became Head of Creative at the station. He joined UTV/Wireless as Head of Creative in 1999, then left that role to become Head of the Radio Department at Liverpool Media Academy in 2011.
His most recent role was Head of Creative Production for Bauer Media from 2020 to 2023, managing a team of over 40 creatives and producers servicing 80 radio stations across the UK.
Dave has won many radio advertising awards, trained hundreds of account managers and creative writers and producers during his career, and since 2005, has been the sole production provider and radio creative consultant to Liverpool Football Club.
Who is this content for?
This training is aimed at both new and established radio salespeople and radio creatives.
Training Method
The course is delivered online via Zoom.
