{"id":29809,"date":"2021-10-05T15:42:28","date_gmt":"2021-10-05T13:42:28","guid":{"rendered":"https:\/\/www.voicebooking.com\/en\/blog"},"modified":"2023-05-25T11:49:12","modified_gmt":"2023-05-25T09:49:12","slug":"10-tips-the-secret-of-good-radio-commercials","status":"publish","type":"post","link":"http:\/\/www.voicebooking.com\/en\/blog\/10-tips-the-secret-of-good-radio-commercials","title":{"rendered":"10 tips – the secret of good radio commercials"},"content":{"rendered":"\r\n\r\n\r\n

Truly good radio commercials: you hardly hear them anymore. Going back in time, there were many beautiful, prize winning radio spots, but these days just a nomination is already quite the achievement. In this article we provide you with ten useful tips on how to write a radio commercial that stands out.<\/strong><\/p>\r\n\r\n\r\n\r\n

However, before we start sharing tips, let\u2019s give a little background: Simply put, there are two different kinds of radio advertising. The large majority can best be described as spoken sales pitches.\u00a0<\/p>\r\n\r\n\r\n\r\n

Only 10 to 15% of radio commercial scripts are based on creative advertising ideas. Low budgets and short durations make this percentage so low. It also doesn\u2019t help that radio spots are often put on the plate of the junior, despite the expertise it requires to create a proper radio commercial<\/a>.<\/p>\r\n\r\n\r\n\r\n

Bigger budgets mean higher quality radio spots. You can mostly notice this in commercials from places such as the United States or the United Kingdom. Looking at the production value, they often tower high above radio spots from countries such as the Netherlands, Sweden and Germany. An aspect that helps, is the duration. The radio commercial below, for example, could have easily been cut shorter by about 20 seconds. But the longer duration adds something extra:<\/p>\r\n\r\n\r\n\r\n

(Matlock channel 2 commercial<\/em>)<\/figcaption>\r\n<\/figure>\r\n\r\n\r\n\r\n

And now, tips. What do you need to keep in mind when writing a radio commercial script?<\/p>\r\n\r\n\r\n\r\n

Tip 1: Set the stage.<\/strong><\/h2>\r\n\r\n\r\n\r\n

Since you are working without a visual, it\u2019s up to you to create one in the listener\u2019s head. Paint your audience a proper picture at the start: where does the story take place?<\/p>\r\n\r\n\r\n\r\n

What works is keeping it simple. You can use a lot of words, but as said, there often isn\u2019t enough time for that, but a single sound effect can point your audience in the right direction. A voice over can then clarify where they are. For instance, take the sound effect of a door opening and a voice actor reading: \u201cDoctor\u2026”. Everyone will know this story is taking place at a medical practice. Listen for yourself:<\/p>\r\n\r\n\r\n\r\n

(Prostate cancer charity commercial <\/em>)<\/figcaption>\r\n<\/figure>\r\n\r\n\r\n\r\n

Tip 2: Theatre of the mind<\/strong><\/h2>\r\n\r\n\r\n\r\n

Evoke a mental picture in your listener\u2019s head. Paint with sounds. You can keep it small, like the medical practice, or take it the other way and go big.
Radio stations often do this in promo spots. Like this one, from the most famous radio station in the world, Z100 from New York:<\/p>\r\n\r\n\r\n\r\n

(Bumperstickers<\/em> Z100 commercial)<\/figcaption>\r\n<\/figure>\r\n\r\n\r\n\r\n

Tip 3: Music<\/strong><\/h2>\r\n\r\n\r\n\r\n

Sound effects are fun, but don\u2019t make the mistake of playing a sound for everything you mention in the script. Prevent sound effects from taking the lead, because it puts your message in the background. Sometimes, less is more.<\/p>\r\n\r\n\r\n\r\n

For example, when making a radio spot about running, do you need sounds of people running? No, not necessarily. A good script in combination with the right music can work miracles. Like in this radio commercial:<\/p>\r\n\r\n\r\n\r\n