Ahhhh paperwork – the bane of every sales persons life.
Love it? Hate it? Loath it? Do you do it when you need to? Or leave it to the last minute?
Whatever your thoughts on the joy of doing paperwork – have you ever thought why you had to do it?
There are contracts with clients – well that’s obvious really – getting them to sign on the dotted line and agreeing to advertise on radio – you need to make sure they are aware of the costs involved, and get their banking details.
Your CRM forms (That’s Customer Relationship Management Forms) they may be on cards, on apps, or software including programs, databases or spreadsheets – they are pretty important for logging who you have spoken to. About what. And any other important dates, times or information they may require – so yes, CRM forms are important.
But what about “ATB” (Authority To Broadcast) forms? Again – that should be obvious. You need those to make sure that you are acting on behalf of the client to place their spots in their best interest for what slots or positions they have paid to be placed in.
What about filling in that “Copy Brief”?
Yes your “Copy Brief” is a VERY important form and should receive just as much attention as the contract, any CRM or ATB paperwork – why?
It could be the single most important form to make sure that your client advertises with you again.
I have had trouble with some sales people in radio who just don’t see the importance of filling in a Copy Brief – they think a few words in a text, or email is enough to start the ball rolling and get a script produced – BA-BOW! Nope!
Most, if not all copy briefs I have ever seen have lots and lots of information there that a copywriter uses to produce a script.
From target demographics to contact points to be mentioned in the script. Is it a call to action? Branding spot? Sponsorship? Does a client like to voice their own ads? Start and Stop dates. Contact details to reach the client at to check the script and get approval for it to go to air. Do they prefer male voices? Female voices? Do they like or loathe conversational commercials? Have they got a jingle that must be used? What length is the radio commercial going to be? Are there updates?
So, so many important pieces of information that build to a commercial going to air – yet some sales people see this form as beneath them. It is every bit as important as the contract and bank details, as the ATB and your CRM.
Please – do your copywriter a favour – fill in the COPY BRIEF as best you can with more information than is required – you will be rewarded with a better script, and return business from a client that is happy with the results of their advertising campaign on radio – trust me!