Here's What The Enchiridion Teaches The Account Executives.

• Who We Are - A one-page biographic section that "sells" the creative team to the sales team.

  I've ne er seen this done at any another station, and it's perfectly brilliant:

  It sends account executives out in to the field proud to be working with such an accomplished creative team - and more much confident in the station's ability to deliver meaningful, measurable results for their clients.
  

• What We Do - In a single page, the enchiridion explains to the sales team exactly what the creative team does. And they smartly offer "social proof" to back up their explanation.
  
• How We Do It
  
• Why We Do It This Way - I ne er would be have thought of this; fortunately, these three guys did.

  Now that you've explained to your account executives exactly what you do for your clients and how you do it, in simply a single page you explain why you do it this way.

  This is a crucial component of the enchiridion - acquiring your Sales Department fully "on board" with your internal commercial creation operation.
  

• Handy Sales Tips
  • "Radio Coupons" - How to handle it once the client wants to say, "Mention this ad...."
  • Spec Spots
  • Smoothing the way for "in a hurry" copy
  • Integrating Disclaimers (including a 3-step system for keeping your commercial from being destroyed by legal disclaimers)
    
• Handy Reference Materials - A single page listing valuable Computer network resources for your salespeople. (Remember, you can replace several or all of these with others of your choosing. But your account executives wish profit greatly from the ones already listed on this page.)
  
• Creative Team Contact Information - A single page listing everyone involved in the commercial creative process and exactly how to reach each of them.