1. Successful Radio Advertising
6 Steps For
Successful Radio Advertising

2. Radio Advertising Determine Your Radio Commercial Length
Know the length of the spot you need to write.
Most stations sell :15, :30, and :60 commercials.
You'll need to be precise.
A :60 ad likely won't be acceptable as a :62 second ad.
Radio format calls for 12pt type, all caps & double spacing
A simple guide to follow:
:15 = 4 typed lines
:30 = 7-8 typed lines
:60 = typed lines
If you're including price figures or a phone number
Write each number as text to give a more accurate line count.

3. Radio Advertising Plan What You Want to Say in Your Radio Ad
Take a few minutes and make a list of the necessary points that you need to include
These are key attributes/ points that set you apart from the competition.
Be clear and concise,
Avoid listing too many different points
This can lead to confusion on the listener's part.
If your business/product has multiple key attributes,
Consider multiple ads that incorporate the different attributes,
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.

4. Radio Advertising Use a Strong Opening Statement in Your Radio Ad
Your ads opening line will
Determine if the listener sticks around or changes the station.
Needs to be an attention-grabber.
Unless you're a seasoned comedy writer
Try to avoid being too cute or clever here.
Try a strong, open-ended question pertinent to your company
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 right out of the box
The listener may want to hear the answer, and the rest of your ad.

5. Radio Advertising
Include Key Attributes and Your Company Personality in Your Radio Ad
The purpose of an ad is to arouse curiosity
So the target will act upon it.
You don't need the ad to close the deal;
You want it to tease enough that the target will contact you.
In the body address the opening question clearly & concisely
While working your key attributes into the mix.
A :60 ad, should include your company's name at least 4 times.
3 times in a :30, Twice in a :15.
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 40 miles? Say it.

6. Radio Advertising
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,
Engaged in some other activity as they're hearing your ad,
Most won't have a pen & paper to write down your digits.
Without a Nursery School-simple number like BIG-JOES,
You'll have to repeat it, which takes up script space.
You STILL won't have guaranteed retention.
Consider using your web address.
They're usually easier to recall & it gives a 24 hour point of access

7. Radio Advertising 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 rush the read.

8. Radio Advertising Proper utilization of these six points
Will allow you to take a more seasoned approach
With your copywriting & should garner better end results.
Writing a radio script isn't rocket science
But it can be daunting.
If you can convey a few select points & ideas
In a clear and concise manner and keep your target interested
Your radio campaign will indeed pay dividends.