How to Write a Script for a 15-Second Radio Spot

15-second radio spots allow you to reach prospects more frequently.

You just bought a series of radio advertisements for your new marketing campaign and you just found out you'll need a whole slew of 15-second spots. Why 15 seconds? You'd be amazed how much you can write into an effective script using only 15 seconds. More importantly, with 15-second spots as opposed to the traditional 30-second spot, you'll achieve your top priority faster--name recognition.
Marketing research suggests you'll need to "touch" a prospect eight times before the prospect buys. Each 15-second radio spot you write counts as one touch when the prospect hears it. And because you can afford more 15-second spots, you can more easily spread them out through the broadcasting day, making it even more likely to touch your prospect.

Instructions

1. Use the first 2 seconds of the radio spot to grab the listener. This is called the teaser. Avoid the cliché of a siren, alarm or other tired sound effects. Instead, address the listener's problem right away. For example: "Tired of too many radio commercials?" Alternatively, and perhaps a bit riskier, you can entice the listener. For example: "Don't miss this important announcement." This latter approach is risky because your announcement better be important.

2. Answer your teaser in the next 6 seconds. This answer must include the top two or three benefits prospective buyers see in your product. It should also include a call to action. For example: "XYZ mp3 players are now conveniently available for reduced prices. Come see us right now!"

3. Add your full tagline. A spoken tagline including your firm's name and contact information consumes an average of 7 seconds in radio advertisements. For example: "XYZ Wholesale Distributors. Low-cost convenience for all of Townville's teenagers. On the corner of Main and First."

4. Put it all together. Once you have all the pieces of your spot, make it flow: "Tired of too many radio commercials? XYZ mp3 players are now conveniently available for reduced prices. Come see us right now! XYZ Wholesale Distributors. Low-cost convenience for all of Townville's teenagers. On the corner of Main and First."

Tips & Warnings

• Repeat this process to write the script for one additional 15-second radio spot if your marketing campaign needs one. This second spot should either repeat the same benefits using a different product or highlight additional benefits if using the same product. Use background audio consistent with your product or service. In a radio script, indicate sound effects with the phrase "SFX" in place of the character's name. Remember, your ad needs to stick out from all the other audio clutter on the radio station.

• When it comes to background audio, avoid those dramatic symphonies you often hear in long ads (unless, of course, you're selling tickets to the philharmonic orchestra). Avoid using distracting sound effects in a 15-second script. If your script sounds too close to the station format, listeners might mistake your ad for part the radio show. Musical jingles eat up more time than a spoken tagline.