Most of today's business owners and managers understand the importance of advertising, but many cringe at the thought of having to write a radio script for their company. Inundated with the daily tasks of running their business, scripts can be pushed off until the last minute, or handed over to high-priced advertising agencies. But that doesn't have to be the case.
As is usual in life, there is a process.
1) Determine Your Radio Commercial Length
First of all, know the length of the radio spot that you need to write. Most radio stations these days sell :15, :30, and :60 commercials. You'll need to be precise. Radio adheres to a strict clock, so your :60 ad likely won't be acceptable as a :62 second ad.
Typically, a radio script format calls for 12-point type in all caps, with double spacing between each line. With this in mind, here is a simple guide to follow:
- :15 = 4 typed lines
- :30 = 7-8 typed lines
- :60 = 12-14 typed lines
And if you're including any pricing figures, or your phone number, be sure to write each number as text to give you a more accurate line count.
2) Plan What You Want to Say in Your Radio Ad
Before you start, take a few minutes and make a list of the necessary points that you need to have included. These should be key attributes and selling points that sets your business apart from the competition. Be clear and concise, and try to avoid listing too many different different points, as this can lead to confusion on the listener's part. If your company is blessed with multiple key attributes, consider running multiple ads that incorporate the different attributes, but be sure to maintain the same "feel". You want your script to have a natural flow, not be crammed full of as many words as you can fit within the time limit.
3) Use a Strong Opening Statement in Your Radio Ad
Simply put, your commercial's opening line will likely determine whether or not the listener sticks around, or changes the station. This really needs to be an attention-grabber. Unless you're a seasoned Hollywood comedy writer, you might want to avoid trying to be too cute or clever here. Instead, consider using a strong, open-ended question that's pertinent to your company and/or industry, which the average listener can relate to. Here are a few examples:
- Are you paying too much for car insurance?
- Is your home as safe as it could be?
- When is the last time you enjoyed a really good burger?
By posing a question like this, right out of the box, the listener could be compelled to want to hear the answer, and the rest of your ad.
4) Include Key Attributes and Your Company Personality in Your Radio Ad
The purpose of an ad -- any ad -- is to arouse enough curiosity that the target is compelled to act upon it. Get that? You don't need your ad to close the deal; you just want it to tease your product or service enough that the target decides to contact you. And that's where you and your staff come in.
With the body of the ad, address the opening question in a clear and concise manner, while working your company's key attributes into the mix. In a :60 ad, you'll want to include your company's name at least 4 times. Shoot for 3 times in a :30, and at least twice in a :15. And, unless you have trained voice actors available, keep the script to one person. It's a lot safer.
Also, show your company's personality. Known for having the lowest prices in town? Say it. Environmentally focused? Say it. Sell the only authentic German widgets within a 40 mile radius? Say it. Don't be afraid to brag a little here-just don't overdo it.
5) Use Effective Contact Info in Your Radio Ad
Just use a phone number, right? Not necessarily. When you consider that a large portion of your audience will be driving, cooking, working out, or engaged in some other activity as they're hearing your ad, most won't have a pen and paper ready to write down your digits. Which means that unless you have a Nursery School-simple number like 1-800 BIG-JOES, you'll have to repeat it, which takes up a lot of script space. And you STILL won't have guaranteed retention. Instead, consider using your web address. Most of the time they're a lot easier to recall, and it gives the listener a 24 hour point of access to your business.
6) Further Suggestions for your Radio Script
Above all, adhere to the K-I-S-S rule. The most effective ads usually do. And remember to time your script after you're done. If you don't have a stopwatch available, double-click on the clock on the bottom right of your computer screen, and use the pop-up. Ideally, you'd like to bring the script in a few seconds short. This will give the station's production manager time to add a music intro or outro, and allow him or her to not have to rush the read.
Proper utilization of these six points will allow you to take a more seasoned approach with your copywriting, and should garner better end results. Writing a radio script isn't rocket science, but it can be daunting. However, if you can convey a few select points and ideas in a clear and concise manner, and keep your target interested, your radio campaign will indeed pay dividends.
Rik Ferrell - My background is mainly in advertising and strategic marketing for small to medium-sized businesses. I've been a successful account ...
