How To Write a Radio Ad

Creating an Effective Radio Ad    

The most effective radio ads stand out for their effortless charm—even when a great deal of work went into producing them. 

In this article

1. Creating an Effective Radio Ad    
2. 7 Tips for Creating an Effective Radio Ad
3. 1. Comedic Ads Can Really Win Over Audiences
4. 2. Use Problem-Solution Structure in Your Script 
5. 3. Your Radio Ad Script Should Deal in Specifics, Not Generalities 
6. 4. Avoid the Antiquated ‘Next 30 Callers’ Trap
7. 5. Consistency Is Key
8. 6. Capitalize on Trends, Changing Seasons, and Local Events When Possible 
9. 7. Open With a Catchy Hook and Go out With a Punchy CTA
10. Choosing the Right Voice Actor For Your Radio Ad Campaign

Great audio commercials are typically simple, direct, and honest, and the folks who write and produce them aren’t afraid to provide a human element and enhance their staying power. 

One significant benefit of telling your brand story through the medium of audio is the comparatively low production cost. Video commercials require lighting, cameras, and an assortment of equipment, while all that a radio ad needs to make an impact is strong writing that generates imagery in the audience’s imagination and a compelling voice.

In this piece we’ll cover the following questions to help you create your radio ad copy and choose a voice for it, too:

How do you write a 30-second radio Ad?

Choosing the Right Voice Actor For Your Radio Ad Campaign

7 Tips for Creating an Effective Radio Ad

Here’s a rundown of some essential guidelines you ought to draw upon as you craft a standard 30-second radio ad:

1. Comedic Ads Can Really Win Over Audiences

A funny voice can go a long way, but be sure to confirm it aligns with your chosen theme. Creating comedic ads is an art, but it’s worth pursuing for the way it creates a memorable experience for your target audience.

Just be aware that over the course of a long campaign, you may also want to tweak your message to keep it from going stale. A joke isn’t as funny the 30th time you’ve heard it.

Here’s a great example from Marmite, a British toast spread. It’s humorous enough to be memorable, but not so over-the-top that your audiences are annoyed. 

2. Use Problem-Solution Structure in Your Script 

You’ve only got a few precious seconds to convince listeners why they should care about your message. Opening your radio ad by establishing a problem before countering it with a convenient solution to said problem is a handy way to give your ad a narrative arc in a brief window of time. 

3. Your Radio Ad Script Should Deal in Specifics, Not Generalities 

The more focused and detailed your message is, the more you stand out.

For instance, a message like this one:

Every car has great gas mileage, but only yours can cover 800 miles on a tank, enough to get you from here to Vegas and back.

..tells your audience that you’re an authority on the subject, and gives them context that explains why your product or offering is special.

Be sure to zero in on your offer. Whatever it is, it must relate to the product being sold. This is not a time to be vague. 

4. Avoid the Antiquated ‘Next 30 Callers’ Trap

This refers to a style of hard sell that was more prevalent in the past, but no longer rings true with listeners—so it’s probably best to avoid it altogether.

Your listeners may be driving or preoccupied with other tasks when your radio ad hits their ears, and they’ll naturally assume that they won’t be able to act quickly enough to take advantage of what you’re offering. 

That being said, punch the ending. Always end your radio spot with the content that you want your audience to remember most. If you do want them to take advantage of a promotion, consider announcing an offer code that they’ll be able to input online, by phone, or in person at your business. 

5. Consistency Is Key

The most enduring ads are put out by companies with a distinguished brand identity that is consistent throughout all of their marketing channels. Ideally, a listener will be able to identify your brand solely based on the music, tone of voice, or sonic logo present in your ads. In the Best Audio Brands Report, brand engagement is shown to be “far stronger when audio is treated as an equal and essential aspect of the brand.” That means the audio design of each of your radio ads should be as consistent as your visual logo. 

6. Capitalize on Trends, Changing Seasons, and Local Events When Possible 

From leveraging nostalgia in your holiday ads, to back-to-school campaigns, Black Friday marketing strategies, and more, seasonal events make for a great opportunity to craft unique radio ads. By tapping into a cultural moment with increased relevance to your audience, these time-sensitive ads can advertise specific seasonal products and appeal to customers at periods when they are known to be most likely to buy. 

If you’re advertising on a local radio station, customize your message to best fit that specific region or community. In a Millward Brown study of voice over in advertising, it was found that “regional accents can add to enjoyment, especially when they are used in a playful manner,” but notes that this can have the opposite effect when handled insensitively: “…since people tend to be proud of their accents, if the accent is over-exaggerated and clearly not genuine, it can annoy people from that region.” Learn more about when to use accents in advertising.

7. Open With a Catchy Hook and Go out With a Punchy CTA

How do you make a catchy ad? In order for your radio ad to really capture your audience’s attention, you need to ensure to grab their attention immediately. Strategic Media underlines this necessity: “You have one chance to grab the listener, and one chance only. In radio advertising, we call this the hook.”

A surefire way to instantly captivate your audience is by kickstarting your radio ad script with a catchy hook that will cause them to become tuned in to what you’re saying. Your hook should be so irresistible that it bypasses all the other auditory distractions vying for a listener’s attention.

After using a hook to reel your listener in, make sure to go out with a call to action: a visit to your website, visiting the physical store within a certain period to reap the benefits of a sale, etc.

Choosing the Right Voice Actor For Your Radio Ad Campaign

Have you been able to determine what kind of voice will best connect with your target audience? Seeking out the right voice actor is the most important step since that voice will be the spokesperson for your company, and possibly the first human point of contact for many of your customers.

The attributes of your brand voice, in addition to the target demographic you’re trying to appeal to, will influence your choice of voice over actor. 

Put careful consideration into your desired voice age, accent, and style of delivery when selecting a voice. Write down what you know about your customers and select a voice that best reflects their demographic and meets their specific needs. Research has shown that most advertisers prefer to select a voice actor whose vocal style mirrors their target audience. Your audience may most respond to an inspirational performance, a confident tone of voice, or a more laid back delivery.

Tip: Here’s How to Cast Your Voice Over Project Like a Pro.

Interested in hearing some voice over demos and getting access to a vast selection of voice talent? Sign up for a free account on Voices, upload a portion of your script, and receive custom auditions for free from talented voice actors who can get the job done!