Advertising: Radio

I am trying to write a script for radio. Any suggestions?

All ads should include the five w’s, as a starting point. From there, remember that you have a message to get out there, so don’t confuse it by making your script overly complicated. Nothing is more annoying than a bad commercial. Keep things simple and believable—especially avoid talking down to your audience, or using dialogue. Your script should give people a reason to listen and a reason to buy the product.

I’ve written a good script. Now what?

Choose background music and sound effects that fit with your product and bring attention to what you want to promote. Most radio stations and all production houses have a vast assortment of choices for your sound effect and background track. Also, be sure to get a great voice to read your script. DJ’s are popular, but they do a lot of spots. Is yours going to get lost? If you’re thinking about voicing your own spots, reconsider. If you can’t put enormous amounts of emotion and inflection into your voice, your spot will sound flat.

Content provided by Bonnie Green of Campbell and Associates: Smart Marketing

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