3 Simple Tips For Writing Radio Ads

By Wizard Partner Steve Rae
(Steve also owns Raedio Inc, a radio network in Canada) 

We have a new writer at our radio stations and we’ve been discussing how to write more powerful radio ads. Here are three tips:

1. Start every ad with the word “You”. This puts you, the writer, in the right frame of reference. You are speaking to the consumer about what interests them and you are not concentrating on the client and his or her products, store hours or other inconsequential information for radio ads. After you have written the ad, you can edit out the “You” so every ad doesn’t sound repetitive.

2. Spice up the verbs. Ask your client to describe how people use their product or service. Write down all the verbs they use in their descriptions. Then using your imagination, a thesaurus or a dictionary, substitute the verbs with more powerful ones. You now possess a list of exciting and engaging verbs with which to craft your ads.

3. Use short sentences. Eight word sentences. When someone is reading the script of your radio ad, they generally can’t read many more than eight words without taking a breath, so give them a chance to sound natural by giving them a chance to breathe.