How to Make a Radio Ad

Here’s our best advice on how to create a radio ad. Note that “radio ads,” “radio commercials,” and “radio spots” are all the same thing.

Q: How do I make a great radio ad?

A great radio commercial has the following characteristics:

  • It is short (or at least feels short, because it’s not boring)
  • It is easy to understand, using simple language and sentence structure
  • It has a clear and specific “call to action” — pick up the phone, write down this number, remember our name, etc.
  • It repeats important information, such as the business name and telephone
  • It fits the tone of the show it’s placed in

These are the basics. You can of course get more complicated, with sound effects, multiple voices, and licensed music. But remember: most of 1490 WWPR’s programming is talk. A distinctive voice and a direct message are all it takes to stand out from the main show. And if you’re not sure what works, ask yourself: what ads do I like and remember? And what ads made me buy?

Q: How long are radio ads?

Radio ads are typically 30 or 60 seconds long. Infomercial types may be longer — as long as 30 minutes!

Q: How do I actually create a radio ad?

The person who sells the ad (typically show hosts or radio station staff) can often help you write and produce one. 1490 WWPR has its own, separate production studio where you may experiment with ads in a professional-quality environment.

When you write an ad, keep in mind that it should:

  • Grab the attention of your prospective customer immediately
  • Tell the customer how he or she will benefit from your product or service
  • Provide a “call to action” telling them what to do next, right after they finish listening — and give them a free, no-obligation reason to do so (“the next 20 callers will get a free…”)
  • Give the necessary who/what/where/why information so they can follow up

Listen to other radio ads, and you’ll see that the best ones do all these things in a memorable way!

Q: Is there anything else I should read?

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