I’ve been analyzing and writing a number of radio ads recently, and it occurred to me that the scripts I’m producing are, well … artless.
What I mean is that they’re nothing like the funny, off-the-wall radio spots most radio ad writers go for. In a nutshell, I like to have an announcer read a straightforward pitch, talking directly to the listener. No sound effects. No jokes. No back and forth conversation between friends.
There are good reasons for this. In direct response radio, you usually have 60 seconds. You can’t say much in 60 seconds so you have to get to the point fast and make every word count. And unlike printed ads, you can’t go back and review anything. Your audience either gets it or they don’t. When it’s over it’s over.
Plus, what are people doing when they have the radio on? Just about anything except listening to the radio. Driving down the road. Cleaning the house. Eating in an office cafeteria. Running in the park. It’s nearly always background noise for another activity. So in my opinion, a radio ad isn’t a good place for witty dialog and complex sound effects.
Here’s my advice for writing a basic radio ad: Read more