Radio Ad Script and Production Tips
- Ideally, the script for your radio ad should be simple and include one primary message. Don’t confuse the listener with too many messages.
- Mention as much as you can about what you are advertising and don’t waffle.
- Place the thing you are advertising at the start or finish of the ad (both if possible but if you have to choose, go for the end – it’s the last thing a listener will remember).
- Create a picture in the listeners’ mind. The beauty of radio is that the listener creates their own experience and images in their mind.
- Use emotions. Make use of something that will evoke a happy emotion, to associate with your product in your radio ad. It could be the sound of bacon frying or a baby giggling as long as it’s relevant.
- An instrumental music bed is better than identifiable music. Listeners will sing along to the music, if they know it, rather than listening to your message.
- Multiple voice-over artists will help add light and shade to your radio ad.
- Remember to give a contact method at least once (and repeat it 2 or 3 times if time will allow).
- Finally, remember: one radio ad, one radio message. Keep it simple!