Writing for Radio Tip #372
DO
Use music and sound effects: Remember you’re painting a picture in the mind of your listener. Help them with sound effects of water dripping, thunder crashing, car horns tooting,and fans rooting.
Proofread your Script: Write, read, write and read again. Take out as many words as makes sense. It’s way better to have a shorter script then a fast paced overly wordy script.
Use a CTA/Call to Action: At the end of your script make sure you write out what the listener is supposed to do. Go to a website, visit a store for a sale, go to an event this weekend. Whatever you want the listener to do, make sure you tell them. It can be early on in the script as well. But do make sure you repeat it at the end.
DON’T
Squeeze too many words into your script: When 40 seconds of script goes into a :30 script, the listener has no chance of doing what you want them to do. Even with tons of reach and frequency, if your ad is a sped up announcer blazing through too many words, your campaign will not work.
Use trend Phrases: If I ever hear We’re in this together ever again, OMG. This saying came out in May 202o early on during the pandemic and it’s still being used 8/17/21. You can convey this same sentiment with other words. Be creative. There are many other ways to tell the listeners; We’re in this together. Use them.
Use the same voice that’s on 70% of the other commercials on the station: You want to stand out. When one person is voicing all the commercials, they tend to sound alike. Use a different voice. Try a lesser known DJ or maybe a friend or family member. The production director and the equipment used in the studio will help them sound professional.
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