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It's A Yes! Making It In Media

It's A Yes! Making It In Media

By: Making It In Media
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Jo Wood (The Media Exchange) and Debra Sharron (Media Sales Training) are here to help you get hired and stay inspired.Copyright 2026 Making It In Media Career Success Economics Management Management & Leadership
Episodes
  • Getting the most from LinkedIn

    Getting the most from LinkedIn
    Apr 3 2026
    Learn how to build a powerful LinkedIn profile, create content that gets noticed, and turn digital connections into real sales conversations.Episode OverviewIn this episode of It's A Yes! Making It In Media, Jo Wood and Debra Sharron explore how LinkedIn has evolved from optional to essential—especially in a post-pandemic world where it's become the go-to place for creating connections. With over two billion accounts and only 1% of users actually posting content, there's a massive opportunity to stand out if you know what you're doing.Jo and Debra break down the fundamentals: why your profile picture matters more than you think, how to write connection requests that actually get accepted (hint: make it about them, not you), and whether you should use that green "open to work" circle. They explore the polarising debate about how personal versus professional LinkedIn should be, the mysterious algorithm that rewards engagement 15 minutes before and after you post, and why video content gets 20 times the engagement of written posts—even when you hate the sound of your own voice.Listener questions come from Liam, who's updating his profile for job hunting, and Maya, who posts regularly but gets barely any engagement. Plus, industry expert Chris Turner-Green (Technology Advice) shares how his team turns LinkedIn connections into real sales conversations by adding value in every message, comment, and opinion—not just pitching.Whether you're using LinkedIn to land your next role or generate new business, this episode delivers the strategies, tools, and mindset shifts you need to go from zero to hero.What This Episode CoversHow LinkedIn went from "what do I need that for?" to impossible to live withoutWhy LinkedIn is the only major player in its space—and what that means for usersThe commercial vs. personal debate: finding the right balance for your brandWhy posts with your photo outperform other content types (even if you hate looking at yourself)Social Selling Index (SSI) scores: measuring your LinkedIn proficiency against your sectorThe algorithm mystery: engaging 15 minutes before and after you post for maximum reachThe green "open to work" circle: why it's a no-brainer if you need a jobWhy only 1% of LinkedIn users actually create content—and how that sets you apartVideo gets 20x the engagement of written posts (but it takes you out of your comfort zone)Connection requests: the art of flattering without full-blown pitchingThe power of "you" in sales communication: flipping the script from me to youThe LinkedIn police: what happens when you connect with too many third-degree contactsTop tips for job hunters: profile pictures, correlating CV dates, skills, achievements, and recommendationsGuest ExpertChris Turner-Green — MD at Technology AdviceChris explains how his team turns LinkedIn connections into real sales conversations by becoming "LinkedIn warriors" who add value in every message rather than just pitching.YES ListAtomic Habits — James ClearDebra recommends this Sunday Times bestseller as potentially the most important book for your media sales career. Clear's premise: tiny changes lead to remarkable results. Instead of "I need to completely overhaul my prospecting," you might start with "I'll make three new LinkedIn connections every morning." That's manageable, but over a year, that's 750+ new connections. Her favourite concept is habit stacking—linking new habits to existing ones, like "After I finish my morning coffee, I'll review my pipeline for 10 minutes."Top takeout: Stop relying on motivation and start building systems. Identify one small habit you can do consistently—prospecting, follow-ups, LinkedIn engagement—and make it automatic. Small habits compound into big results.More here: https://jamesclear.com/atomic-habitsGet In TouchSend your questions to hello@makingitinmedia.comUpcoming WorkshopsDebra runs live, interactive online media sales training workshops focused on building commercial confidence and capability, including how to use LinkedIn effectively for business development.Details of upcoming sessions can be found here: https://makingitinmedia.com/sales-training-courses/Subscribe & ShareFollow the show for conversations about building a career in media, and share this episode with someone navigating the recruitment process or looking to sharpen their personal brand.More from Jo & DebraSubscribe to Jo and Debra’s newsletter, to get your FREE guide to the Top Media Sales Tips for 2026Join one of Debra’s upcoming media sales workshopsFollow Jo on LinkedIn hereFollow Debra on LinkedIn hereAbout the HostsIt’s A Yes! Making It In Media is hosted by Jo Wood and Debra Sharron.Jo is Managing Director of The Media Exchange, a specialist media recruitment consultancy working closely with candidates and employers across the industry.Debra is founder of Media Sales Training, where she designs and delivers training for media sales teams, supporting professionals at ...
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    24 mins
  • The impact of AI: How to sound human in a world of chatbot pitches

    The impact of AI: How to sound human in a world of chatbot pitches
    Mar 21 2026
    Discover how to use AI to enhance your work without sounding like everyone else—plus the prompts, tools, and human skills that matter most in 2026.Episode OverviewIn this episode of It's A Yes! Making It In Media, Jo Wood and Debra Sharron explore the rapid rise of AI in media sales and recruitment. With 68% of UK businesses now using AI in their screening processes and 55% of sales professionals using it to write emails, the landscape has transformed dramatically since November 2022—and not everyone is using it well.Jo and Debra tackle the reality of "AI slop"—generic, robotic content that screams chatbot—and share how to customise AI tools to sound authentically like you. From creating personas and refining prompts to spotting the telltale signs of AI-generated content, they reveal practical strategies for making AI work for you rather than replacing you.Listener questions come from Paul, who's frustrated that his AI-written emails sound generic, Chloe, who wants to know which AI tools to learn before her next interview, and Raj, who's worried about job security in the age of AI. Three industry experts join the conversation: Claire Kearney (News UK) on AI proficiency and attitude, Josh Barnett (Lumen Research) on why effective communication matters more than ever, and Chris Turner-Green (Technology Advice) on the AI workflows that actually enhance B2B selling.What This Episode CoversThe shocking speed of AI adoption: 68% of UK businesses using it for recruitment screeningSpotting AI-generated content: American spelling, emojis, capital letters, and em dashesCreating AI personas: teaching your chatbot to write like you with tone, style, and voiceThe art of prompt engineering: why clarity in instructions determines quality of outputAI hallucinations: why you can't trust everything AI tells you without critical thinkingHow AI is impacting recruitment processesAI-accelerated, people-powered: using AI to save time, not replace human connectionAccount research acceleration: reducing half-day research to 3-4 minutesCall recording and AI summaries: never missing a follow-up action againWhy Gen Z needs to practice face-to-face communication more than any previous generationGet In TouchIf there's a media career question, challenge or experience you'd like us to explore, email hello@makingitinmedia.comUpcoming WorkshopsDebra runs live, interactive online media sales training workshops focused on building commercial confidence and capability, including how to use AI effectively without losing your human touch.Details of upcoming sessions can be found here: https://makingitinmedia.com/sales-training-courses/Subscribe & ShareFollow the show for conversations about building a career in media, and share this episode with someone who's navigating the AI revolution in sales or recruitment.More from Jo & DebraSubscribe to Jo and Debra’s newsletter, to get your FREE guide to the Top Media Sales Tips for 2026Join one of Debra’s upcoming media sales workshopsFollow Jo on LinkedIn hereFollow Debra on LinkedIn hereAbout the HostsIt’s A Yes! Making It In Media is hosted by Jo Wood and Debra Sharron.Jo is Managing Director of The Media Exchange, a specialist media recruitment consultancy working closely with candidates and employers across the industry.Debra is founder of Media Sales Training, where she designs and delivers training for media sales teams, supporting professionals at every stage of their careers.Together, they combine recruitment insight and sales expertise shaped by decades of experience inside the media industry.Disclaimer: The views shared on this podcast are for general information only and reflect personal experience. They should not be taken as specific career, legal or financial advice.
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    28 mins
  • Negotiation skills - don't cave! Holding your ground in tough negotiations

    Negotiation skills - don't cave! Holding your ground in tough negotiations
    Mar 7 2026
    Learn how to handle price objections, add value without discounting, and close deals with confidence—even when clients push back hard.Episode OverviewIn this episode of It's A Yes! Making It In Media, Jo Wood and Debra Sharron tackle one of the most crucial skills in media sales and recruitment: negotiation. The moment a client asks "can you do it for less?" determines whether you're seen as a partner or just another vendor. How you negotiate shapes your entire relationship—and of course, your income.Jo and Debra explore why some people relish negotiation while others find it vulgar and avoid it entirely. They break down the two essential stages of any negotiation: preparation (knowing your like, intend, and must outcomes) and execution (having the skills to pace the conversation while building credibility). From salary negotiations to handling steep discount requests, they reveal the strategies that separate average closers from top billers.Listener questions come from Josh, who's negotiating for the top end of a salary band, and Sophie, whose client loves the proposal but wants a 30% discount. Jo and Debra provide practical frameworks including the "value menu" approach—a creative alternative to caving on price. Plus, three industry experts share their takes: Emma Cranston (The Ozone Project), Steve Filler (ShowHeroes), and Rimi Atwell (Netmums) on what agencies respect, how to avoid racing to the bottom, and holding your nerve when clients push back.What This Episode CoversCultural taboos around discussing money—and why salespeople hide behind emailHow to pitch for the top end of a salary band without pricing yourself outThe value menu approach: adding value instead of dropping priceWhy face-to-face negotiation is more powerful than email back-and-forthThe "one shot" theory: why you might only get one chance at the pitchTrial closing in the first conversation—don't wait for a follow-up that may never comeWhat agencies respect in negotiation (integrity, bespoke responses, collaboration)How to avoid a race to the bottom on CPMs when selling challenger solutionsTaking a beat: why pausing before responding gives you controlThe YES ListDragon's Den — Series 22, Episode 12 (BBC iPlayer)Debra recommends this specific episode featuring an entrepreneur who handles objections from five incredibly tough investors simultaneously.Watch here: https://www.bbc.co.uk/iplayer/episode/m001w0z0/dragons-den-series-22-episode-12Get In TouchIf there's a media career question, challenge or experience you'd like us to explore, email hello@makingitinmedia.comUpcoming WorkshopsDebra runs live, interactive online media sales training workshops focused on building commercial confidence and capability, including negotiation skills.Details of upcoming sessions can be found here: https://makingitinmedia.com/sales-training-courses/Subscribe & ShareFollow the show for conversations about building a career in media, and share this episode with someone who needs to hold their ground in tough negotiations.More from Jo & DebraSubscribe to Jo and Debra’s newsletter, to get your FREE guide to the Top Media Sales Tips for 2026Join one of Debra’s upcoming media sales workshopsFollow Jo on LinkedIn hereFollow Debra on LinkedIn hereAbout the HostsIt’s A Yes! Making It In Media is hosted by Jo Wood and Debra Sharron.Jo is Managing Director of The Media Exchange, a specialist media recruitment consultancy working closely with candidates and employers across the industry.Debra is founder of Media Sales Training, where she designs and delivers training for media sales teams, supporting professionals at every stage of their careers.Together, they combine recruitment insight and sales expertise shaped by decades of experience inside the media industry.Disclaimer: The views shared on this podcast are for general information only and reflect personal experience. They should not be taken as specific career, legal or financial advice.
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    27 mins
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