How to write a 15 second radio ad

What could possibly go wrong? Well, let me tell you a secret about radio ads: The reason they fail is that they do not follow the proven methods and strategies that get customers to convert.

How to write a 15 second radio ad

How to Write a Script for a Second Radio Spot by Scott Krohn - Updated September 26, The structure for successful 30 second radio advertisements divides the time into four parts, which allows for a maximum of 2 to 3 short sentences in each section.

In addition to being efficient in the delivery of relevant information, the ad must grab the attention of the listener within the first few seconds and motivate immediate action.

Advertising to Your Audience Make sure that your advertising reaches your target audience by matching the demographics of the radio station with your product or service. For example, if your product is an energy drink, the audience of potential buyers will be much larger on a station that largely reaches listeners aged 18 to 34 than one with a majority of retirement-age listeners.

Ask each radio station to provide the listener demographics applicable to your products -- including age, income and gender -- to find the best match for your advertising campaign.

The Product Start the ad by mentioning the product in a context where it solves a problem. Posing a problem and offering an immediate solution can get the attention of listeners who are trying to find an answer for a pain, inconvenience or aggravation that occurs in their life.

For example, juxtaposing the inconvenience of a dead mobile phone battery with a portable charger as the solution will resonate with listeners that experience that problem.

Radio ads -- commonly called radio spots in the industry -- have changed a lot through the years. As the price of advertising increased, the standard second spot gave way to less expensive Sep 17,  · Thank you so much for the great tip on writing a 15 second radio ad. I am going to try it. I used to work for a radio station and had to write ad copy for my clients, but it’s been a long while, and this was a great refresher. Glad that radio is working for you. Thanks again. Radio ads are still a powerful and effective tool to grow your business and revenues. With advertisements, never trust your intuition — instead, test your radio ad campaign over and over again and see many of them don’t have the chance to write down a phone number on a piece of paper or memorize a complicated URL. (I know I can’t.

Video of the Day Brought to you by Techwalla Brought to you by Techwalla The Benefit Clearly define how the product will improve the lives of the listeners. Using the portable charger as an example, the benefit for the listeners can be described as never missing an important call again.

A benefit that elicits an emotional response can be effective as well. For example, never missing an important call could be modified to never missing a call from a loved one, a child or a grandchild. An Incentive Offering an incentive gives listeners a reason to call immediately, rather than waiting.

This is an essential element of the advertisement because of the temporal nature of radio spots.

how to write a 15 second radio ad

An example of an incentive that calls for immediate action would be an offer of 50 percent off of the purchase price for the first 20 callers. Incentives that have a limited time also can be effective.

A Call to Action Finish the ad by telling listeners what you want them to do next, whether the desired action is a phone call, ordering online or visiting a store. Having a vanity phone number created around the name of the product, or one that repeats the same number can help listeners remember where to call.

A simple website address that contains only the product name will be easier to remember as well. For example, if the product in the ad is called Red Widget, having redwidget.There is no formula for writing a second radio ad.

There is no one “right” way. There is no one “right” way.


Here is a bare bones, 7-step structure that will enable you write a serviceable radio commercial quickly assuming you have adequate knowledge of the product or service being advertised. Here, then, are 15 tips for writing a direct response radio spot that generates leads and makes sales.

1. Make sure you have the 3 elements of success. Second, you must have (or be) a client who lets the writer write.

If you want to do it yourself, don't hire a writer. There's no set way to write a radio script, but it helps to have a. Ladders are ladders, and a second or second online radio spot is no time to start listing out features.

Studies show that people tune out after the second feature in a list. Instead of listing out your features, talk about the value that your product will bring to your customers.

Radio ads -- commonly called radio spots in the industry -- have changed a lot through the years. As the price of advertising increased, the standard second spot gave way to less expensive All advertising should be clear in its message, but in a second spot you don't have time to repeat a message, so it's particularly important to say it clearly the first time.

At the end of the commercial, listeners should have no doubt of what you want them to do. Buy Chewie Chompies because they're good for dogs and tasty, too. Step 6: Write an Opening Line that Reflects Your Approach.

Most copywriters begin with the first line of the commercial. Step 7: Make Sure Your Story Flows Naturally and Easily. Even a second, single-voice radio spot that speaks directly to the consumer needs to be a story.

Direct Response Radio: 15 Tips for Writing Ads that Work