How to Write a Radio Commercial for a Service Based Business

Radio remains an effective advertising medium.

Radio is one of the advertising industry's most time-honored media outlets, and commercial advertisements on the radio continue to provide marketers with a good return on their investment. Radio features unique advantages over other traditional forms of media, such as its local focus and low cost of production compared with television ads. Knowing how to write a radio commercial for a service based business that connects with the audience and encourages a purchase can help you to take advantage of this powerful advertising medium.

Instructions

1. Keep the advertisement under one minute in length. Remember that the listener always has the desire to get back to the music or talk program in the back of his mind. Get in and out quickly to avoid annoying the listeners or prompting them to change to a different station.

2. Write the ad copy to be succinct and direct. Do not be as creative with your message as you would be with a television, magazine or internet ad. Stick to the facts; list who you are, what you offer, why it is important and how customers can get their hands on it and then figuratively step aside.

3. Include pricing information. Be up-front about your service prices in your advertisement, unless you are advertising luxury services at premium prices. Consumers often use price information to make a decision of whether to seek more information about a product. Services in the luxury category, such as spas and limousine services, are often expected not to disclose pricing information until the client is in the door.

   Consider including one or more customer testimonials. Keep the testimonials to a maximum of between five and ten seconds to maintain a good balance in the ad. Focus the testimonials on how your service made your clients feel.

4. Mention your company or brand name several times throughout the advertisement. Remember that radio commercials do not include any visual cues to assist memory. Repetition is your most potent tool to encourage retention on the radio. Say the brand name at the beginning of the commercial, somewhere near the middle and right at the end.

Tips & Warnings

• Use a professional voice actor and a reputable recording studio to ensure a high-quality commercial.

References

• Millenium Radio NJ: Radio Advertising Tips
• Radio Advertising Tips: Radio Commercial Tips