How to Write Radio Commercials

Radio commercials are a special breed of advertising.

Writing an effective radio commercial could mean the difference between the ad's success and shortcoming. Radio commercials are their own breed of advertising because, unlike print or television advertisements, where people are looking directly at the promotion, radios usually don't have the full attention of the audience, who is often preoccupied with driving, cleaning or working, for example. These commercials have to leave a lasting impression on your listener for you to be successful at driving customers to your business.

Instructions

1. Make the wording of your advertisement concise and to the point. The majority of radio commercials last 30 seconds, so fit in as much information as possible while being brief.

2. Repeat the most important information. Radio listeners are often doing something while listening to the radio and they are only absorbing some of the information they hear, so repeating the main message of your advertisement is vital.

3. Mention the name of your business at least twice per advertisement. Generally, you should name your business at the beginning and at the end of the commercial.

4. Write the advertisement to fit the tone of the radio station on which you are advertising. For example, if you are advertising on a Top 40 radio station, the tone of your advertisement will be different than on news radio. This is because the age and attitudes of the audience are likely different.

5. Include all the information it will take to get the audience to buy your product. For example, if you are selling French bread, include the location where the listener can buy it, your phone number, why the bread is so good, your deals and the selection.

6. Write the add so that it communicates to the listeners' needs. For example, when selling bread, you can emphasize the convenience of having toasted bread in the morning. Point out that your bakers can cut the bread to suit whatever thickness you want.

7. Make the advertisement clever, but simple enough so that the audience will understand and remember. Humor is a clever and handy way to make the audience remember an advertisement.

References

• FrugalMarketing.com; How to Write and Place Radio Spots for Maximum Marketing Return at Lowest Cost; Shel Horowitz; 1996
• Dan O'Day: How to Write Funny Radio Commercials
• ProCopyTips; How to Write a Radio Ad That Generates Calls or Traffic; Dean Rieck; October 2009