Instant AI spec spots turn cold calls into meetings
Connoisseur Media's Adam Perrotti uses ENCO SpecAI to spin up on-the-spot spec commercials, booking meetings faster. He pairs it with ChatGPT for research and sharper pitches.
AI Gives His Radio Selling a Boost
Adam Perrotti, an account executive at Connoisseur Media in Milford, Conn., uses AI to speed up prep, personalize pitches and book more meetings. His go-to: ENCO's SpecAI for fast, custom spec commercials he can play on the spot.
He came into radio in 2023 loving copywriting, but writing ate into prospecting time. With SpecAI, he can script and produce a spec spot with voiceover and music in seconds, freeing him to focus on conversations and deals.
How Adam Uses SpecAI to Land Meetings
"I use this in a variety of ways depending on the client/prospect and the stage in the sales process," he said. For cold calls and walk-ins, he opens with value: a ready-to-air commercial tailored to the business.
"In order to create that excitement about radio, what better way than playing their commercial for them? Especially when it's one that relates to a current sale or a specific product/service they're pushing."
The Field Workflow You Can Steal
- Research: Scan the prospect's website and social channels to identify current promos, events or best sellers.
- Draft: Use SpecAI to write a spec spot that aligns with what they're promoting right now.
- Produce: Let the tool add voiceover and background music for a polished sound.
- Showtime: Create multiple versions in seconds. Sit in the parking lot, finish the spot, walk in and press play.
- Ask: "Can we set 15 minutes to talk about your goals and how this campaign could run on-air?"
Why This Works
- It's specific: You're talking about their live offers, not generic radio benefits.
- It's fast: Multiple angles and tones without a lengthy production cycle.
- It shows, not tells: Hearing their brand on-air quality makes the value of radio concrete.
Research and Idea Fuel with ChatGPT
Adam also uses ChatGPT to prep for smarter conversations. He'll ask, "What's trending in the auto dealership industry?" to surface timely angles, or request themed campaign ideas to spark creative direction.
This shortens discovery and gives him conversation starters that matter to the owner or decision-maker. It's about walking in with context, not a cookie-cutter pitch.
Quotes from the Field
"Usually I'm using SpecAI to create a custom commercial for a prospect based on research from their website or social media accounts, linking the commercial to something that aligns with what they're currently doing."
"Being able to create multiple versions of a spec spot within seconds frees my schedule."
"It is constantly evolving and can be one of our strongest selling tools. The more we embrace AI, the more efficient we become as marketing consultants."
Tips to Keep Your Spots Sharp
- Verify details: Prices, dates and disclaimers should match what's on their site.
- Use their voice: Mirror the brand's tone from their social posts and reviews.
- Keep it tight: 15-30 seconds with one clear offer and one clear action.
- Have alternates: Write a promo-driven version and a brand story version.
Tools Mentioned
- ENCO SpecAI - for rapid scripting and production.
- ChatGPT - for industry trends and campaign idea prompts.
Level Up Your AI Skills for Sales
Want practical training to apply AI to prospecting, creative, and client retention? Explore role-focused programs here:
Bottom Line
Adam's approach is simple: do the research, build a spec spot that reflects the client's current reality, and let them hear it. It creates momentum, earns meetings and keeps your time focused on selling, not waiting on production.
Read more case studies in the free ebook "AI Revolution in Radio & Streaming."
