How to Make a Successful Radio Advertisement

Radio is a powerful tool in any marketing toolbox.

Radio isn't dead. On the contrary, it can be a very cost-effective medium for message delivery -- if used correctly. In fact, a Radio Ad Lab study found that radio advertising's return on investment (ROI) was 49 percent higher than that of television. Writing for radio is a special skill, but its unique considerations can be a fun marketing challenge for the right writer.

Things You'll Need

• Stopwatch

Instructions

1. Know your format. The standard radio script is formatted in 12-point Courier font, in all caps and double-spaced.

2. Watch the clock. The length of the radio spot is of extreme importance, since radio stations sell airtime for 15-, 30-, and 60-second commercials. The spot will likely be rejected if it's even one second longer than the allotted time.

3. Grab listener attention with an ear-snagging opening. You need to lure your listeners in immediately, or they'll reach over and turn the knob. Try using a question as your opener, but don't stop at words -- in radio, a well-placed, relevant sound effect can be just as titillating.

4. Make contact information simple for busy listeners to remember. Your radio audience won't be sitting around with pen and paper waiting for one reading of a phone number. If your number isn't as simple as "1-800-

   WIDGETS," consider using a website URL instead. If your website's URL is easy to misspell, buy a new, easy-to-remember domain name ("www.buywidgetsnow.com") specifically for this purpose and link it to your existing website.

5. End on a high note. Your key selling idea should be positioned at the end of the spot for optimum "oomph."

6. Read your script. Read the script out loud, using the pace you want for the final performance, and clock the time with a stopwatch. If it's running long, edit the script -- don't rush the read.

7. Write your heart out. Radio is a listener's format. Since there will be no images to support the "story" of your spot and time is at a premium, every word must be exceptional. The marketing voice you use to convey those words must be just as fantastic: clear, interesting and relevant.

Tips & Warnings

• Avoid using copyrighted music in your radio script. It's likely the station will not play it. Even if they do, you could find yourself in serious legal trouble for using copyrighted material without paying for the rights.

References

• "Creative Strategy in Advertising"; Bonnie L. Drewniany; 2008
• Radio Ad Lab: Radio's ROI Advantage