7 Tips to Creating Great Radio Advertising

Great commercials are great because they follow the same rules of great conversation. They’re simple, direct, and honest, and the people who write and produce them aren’t afraid to throw a little bit of themselves into the mix to make them human and memorable.

Here’s a rundown of some tips to draw upon as you consider how your own message might look – or rather sound – on radio, and how that perfect radio commercial needs to be crafted:

1. Your Radio Ad Should be Credible

Honesty is the best policy. Don’t make promises you can’t keep. Avoid dramatizations. Don’t scream your message. Just tell your story and let your product or service speak for itself

2. Funny Radio Ads Can be Effective

A funny voice can go a long way, but make sure it aligns with your chosen theme. And over the course of a campaign, make sure you vary the message to keep it from going stale.

3. Use Problem/Solution Structure in Your Script

You’ve only got a few precious seconds to convince listeners why they should care. A problem/solution-based approach covers a lot of ground in no time at all.

4. Your Radio Ad Voice Over Script Should Speak in Specifics, Not Generalities

The more focused and detailed you are, the more you stand out. Every car gets great gas mileage, but only yours can cover 800 miles on a tank, enough to get you from here to Vegas and back.

5. Focus Your Offer

Whatever your offer is, it must relate to the product being sold – this is not a time to be vague.

6. Write Your Ad with Your Audience in Mind

Your listeners are likely at the wheel, so they can’t just drop what they’re doing and write it down. If you’re using a phone number – which hopefully is an easy-to-remember one to begin with – repeat it at least three times. Split up the last four digits into two sets (for example, 2377 becomes twenty-three, seventy-seven).

7. Avoid the ‘Next 30 Callers’ Trap

Most of your listeners are driving, and many won’t bother to call you in the moment, assuming that they’ll be too slow to take advantage of what you’re offering. Punch the ending. Always end the spot with whatever you want them to remember most. If you do want them to take advantage of a promotion, consider offering them a memorable offer code that they can provide while ordering online, by phone or in person at your business.