Radio ads are as short as just 30 seconds and that also come in between interesting talks of RJs or rhythmic music beats. It would also have no visuals to engage the audience. This makes it difficult to grab attention and increase sales for your product. But, if the radio commercial writer can succeed in writing charismatic radio commercials, then they are likely to succeed in converting goals even by running 30 second long ads.
Writing radio commercials is an art, but there are some tips that you can follow to create the real magic that you expect.
As you don’t have too much time, it is necessary to identify the USP of your product or offering to hone in on it. In case, if your product has more than one USP, then also you need to distinguish only one out of all that can touch your audience and use it in your radio commercial.
To hit the bull’s eye, you need to know the pain your audience might be facing, and which USP of your product can resolve. You can work backwards like writing the solution based on the USP and then defining the major issues. Distinguish the major one or two pain points that can make your USP more highlighted.
The next step is to write the commercial. You must think about dialogues that you want to add to your commercial to clutch and engage listeners. Your ad must have an empathy factor to get the best results from your ads.
Many successful radio commercial writers write ads using this method. Think about the actors that are using dialogues to highlight the pain and offers that you have developed in the earlier steps. Think about how they can dramatically convey the message you have. There can be two or more people having a conversation in the radio commercial. In the end, there will be another voice over that conveys the call to action.
Some radio stations give more than 30 second ad slots as well, but a majority of stations give only 30 seconds. You need to use a stopwatch and check if your ad finishes within a 30 second time slot. Your complete ad with a call to action and disclaimer needs to fit within the time slot you have.
Some radio stations also let you choose the slot during which the ad will be played. The radio shows with a high audience reach are expensive, but more effective. So if your budget is good enough, choose the prime time to play your commercial.
These are the top tips that you need to keep in mind to write the most effective radio commercial.
Radio journalism covers all these and multiple other tips to help you learn how to write the most effective radio commercial.
NIMCJ (National Institute of Mass Communication and Journalism) provides the best radio journalism course to help you start your career as a radio journalist or radio commercial writer.
Inquire about the radio journalism course at NIMCJ.
15 Aug 2022
Post by : NIMCJ
