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I have always felt one of the best tools I brought to the job was when a sales rep brought me an idea for an advertiser (and they do come up with some good stuff sometimes). I could walk them through the creative process and together we could decide if their idea would translate into a good...
MoreI have always felt one of the best tools I brought to the job was when a sales rep brought me an idea for an advertiser (and they do come up with some good stuff sometimes). I could walk them through the creative process and together we could decide if their idea would translate into a good sales message. Did it convey the concept, or did it get bogged down in excess expository? Doing this also kept them from feeling like I was dismissing their thoughts out of hand if I went in a different direction. They could understand why it would, or would not, translate. Our experience as writers and producers allow us to have that "whole" view that we need, and can also be an opportunity to have positive interactions with our reps.
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Thank you, Andrew!
It IS a two-part process and both parts need to be strong to really hit the target. I feel like we spend a lot of time on the tech/skill side here, so I felt compelled to to bolster the creative end a bit. Glad you liked it. Makes me feel like it was worth the effort. ?Post is under moderationStream item published successfully. Item will now be visible on your stream. -
Dick, your Power Intros inspire me no end. I LOVE the work you do. Hope you're well there in The Netherlands.
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I have always felt one of the best tools I brought to the job was when a sales rep brought me an idea for an advertiser (and they do come up with some good stuff sometimes). I could walk them through the creative process and together we could decide if their idea would translate into a good...
MoreI have always felt one of the best tools I brought to the job was when a sales rep brought me an idea for an advertiser (and they do come up with some good stuff sometimes). I could walk them through the creative process and together we could decide if their idea would translate into a good sales message. Did it convey the concept, or did it get bogged down in excess expository? Doing this also kept them from feeling like I was dismissing their thoughts out of hand if I went in a different direction. They could understand why it would, or would not, translate. Our experience as writers and producers allow us to have that "whole" view that we need, and can also be an opportunity to have positive interactions with our reps.
Post is under moderationStream item published successfully. Item will now be visible on your stream.
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Ric Gonzalez, Creative Services Director, Infinity Broadcasting, Austin, Texas
They’re not commonplace… yet, but “Creative Services Directors” for the sales side of radio are popping up here and there. They’re not new, but they still seem rare. Ric Gonzalez is the Creative Services Director for ...