The Fundamentals of Good Radio Ads

Radio is a powerful, cost-effective way to advertise. You’re speaking directly to a captive audience who wants to hear good news as they grind their way through a long commute. Yet, many radio ads don’t stand out. They blend into each other and become background noise. Drivers tune out until their music starts up. Or worse, they change the station. If you haven’t given them a reason to listen, they have plenty of reasons not to.

Fortunately, crafting a resonant script only requires a few basic elements. Here are the components of a good radio ad:

1. A strong hook that grabs listeners’ attention.?

Most radio ads are only 30 or 15 seconds, and if you haven’t grabbed people’s attention with the first sentence, they’ll never hear how great the rest of the ad is. Bad radio ads start describing the service or product immediately without finding out if the listener cares – or even understands what’s being promoted. The best hooks appeal to consumers’ emotions and convey the content’s relevance to their lives. In the case of an HVAC company around winter, we might write, “Want to guarantee your heating and AC system doesn’t add to the holiday chaos?” The average listener would do anything to mitigate the stress of holiday planning, gift-giving and entertaining. You’ve got ’em hooked.?

2. Relevant copy points that convey your product/service’s value.

Unless it’s essential for branding purposes, information about the company should be limited. It was founded by the owner’s second cousin one town over in 1992? Great – but that’s not relevant when a listener’s sick dog needs care or their car breaks down. Minimize exposition and focus on how the given product/service can benefit consumers. Maybe it solves a common problem: “Animals Unlimited Vet Care provides quality care on weekends and late nights – because your pet’s health needs don’t follow a nine-to-five schedule.” Or perhaps it addresses a relatable fear or anxiety: “Stop worrying that your child will fall behind academically with help from Greenridge Tutoring’s subject experts.”?

3. A special offer or incentive.

So listeners are now aware of the product or service being promoted, but their lives are busy. Once potential customers eventually get around to making that purchase, they may have already forgotten about your client.?

Great ads have an attractive offer and they want listeners to “act now” (or soon) because it won’t last forever. The audience is sitting in an air-conditioned car, listening to music, and generally being complacent. You’re going to need a great value proposition to get them out of their seat, e.g., “First-time shoppers receive fifteen percent off online orders until March thirtieth!” The right offer can inspire even reluctant consumers to take the next step in the buying process.?

4. A clear call to action to close.

Make listeners’ lives easy by making sure they can follow up on what they just heard! Give them specific directions to visit your website and click the right link. If you want them to visit, point to a landmark nearby they already know. If you want them to give you a call, choose an easy to remember phone number and don’t forget to say it a few times. For example, “For the best holiday gift ideas, visit totally arts and crafts dot com. That’s totally arts and crafts dot com!”

Let’s put it all together. Below is a 30-second radio script example that combines the above elements.?

“This year, skip the stress and expense of holiday shopping with help from the Crimini Outlets!

Find gifts for everyone on your list in one place. Peruse clothing, outdoor and sports equipment, toys, exercise gear and more. And with everything at the Crimini Outlets marked down from typical retail prices, your wallet will thank you. Don’t miss free meet and greets and photos with Santa ’til Christmas!

Stop by the Crimini Outlets at seven twenty-three Hockenberry Lane in Litchfield, across from Sierra Farms.”

Though each campaign comes with its own set of objectives and challenges, this template can serve as a starting point. If you’re interested in having the largest writers’ room in the world help write copy for great radio ads, visit theaudiocreatives.com.