top of page

Writing a Radio Ad

Writing a Radio Ad

Writing a Radio Ad
Search video...
Part 1 How to write a 15 sec radio commercial- the space you work in
Play Video

Part 1 How to write a 15 sec radio commercial- the space you work in

Part 2 How to write a 15 sec radio commercial_ Part Two - Best message structure - YouTube
Play Video

Part 2 How to write a 15 sec radio commercial_ Part Two - Best message structure - YouTube

Click on arrow below the flip book
to download your copy or read online

A Guide to Writing Effective Radio Ad Script

Have you ever tried to write a 30 second message that still delivers all the critical messaging? Try writing a radio scripts. The best way to come up with the perfect online radio ad script is to understand the dynamics of radio advertising, and here is a perfect guide to writing radio scripts:

Determine the purpose of the radio ad  

Step 1. is to determine the purpose of your radio for example, is the goal to increase sales, boost brand awareness, or promote an event?  

Most advertisers leverage online radio ads to promote a product. An advertiser should be able to identify the problem, and propose of their product to provide a solution for their market. Once you’ve determined the purpose of your ad, you will be able to come up with an effective script.  

Create a brief   

Creating a brief before writing the script helps you keep your script on track. A brief entails your purpose, target audience, locality of the audience and high-level messaging.  

Determine the structure of your ad  

A radio ad can consist of messaging only or a mix of messaging, music tracks and  sound effects. It is important to know the scope of the format of your ad before writing the script, to help determine the ad time, as well as the type of audio you will use in the background.  

Radio ad time  

15-30 seconds is recommended as best practice for online ads, and can be more cost effective depending on the type of product or service you are promoting. Keeping ads short makes them more engaging and will ensure that you deliver a long-lasting impression on your listeners.  

Therefore, you need to determine the duration first and script a message that fits into your time. For example, a 15 second ad would entail a brief introduction, relay of information, and a call to action.  

Call to action  

The purpose of a radio ad is for awareness or to prompt listeners to act. You need to have a clear call to action to guide people towards the next step after hearing your online radio ad. Examples of call to actions can be customers making a call, visiting your store, your website, or entering a competition. Incorporating phrases like “call now”, “act now” or “visit us” help prompt listeners into action.


Communicate the benefits clearly  

When you write your script, clearly communicate the benefits of your call to action. If relayed effectively, your ad will incite a response from potential consumers.   

Actors are Crucial  

Make your ad relatable. If you’re targeting a group of young women, use a persona that can connect to this audience.. This will also increase the efficiency of your ad. Choosing the right actors helps create a better script that will resonate with your target..


Presentation of message  

Your language, structure and ad tone should also suit the audience. Regardless of who you’re targeting, it is ideal to try and avoid using jargon words to convey a message. Simple, easy to understand messaging will get your message across effectively.  

Read your Script out loud  

Sometimes what you write down doesn’t sound the same when you read it out. Therefore, it’s important that as you write your radio ad script, and verbalize the words to ensure that the flow of your messaging sounds right out loud.. recording your reading out loud is another way to hear how your script sounds. 

Be sure to Relay correct information  

Be weary of ads that defame competitors as you might potentially run into legal issues.  

Bring your script to life 

Once your radio script is ready, Central Coast will help you with voice overs to bring the script to life. Send your script to and we will do the rest.

bottom of page