More than 92 percent of Americans age 11 and older listen to the radio every week.

As a business, this means you have an audience of over 235 million listeners with just one radio ad. To say that the potential market is remarkable would be an understatement. However, not all radio ads are the same. To be sure, many radio commercials are so full of nonsense that listeners are quickly tuned out.

That’s why you need a script that’s fantastic, converting, and blows you away before you shell out for your hard-earned change.

So how can you do that?

There are two ways: hire a freelance writer or write the script yourself. Whichever route you choose, there are ways to make the process more effective.

Hire a freelance writer

Hiring a freelance writer can definitely save you countless hours and endless stress. However, that doesn’t mean you can kick off your shoes and say goodbye to any job.

As any seasoned copywriter can attest, it can be an incredible struggle when clients don’t give you a detailed idea of ​​what they expect. Similarly, there is no shorter path to the Land of Disappointment than that faced by clients who are handed a script that doesn’t even come close to meeting their expectations or hopes.

project template

Enter: Project Template

Regardless of the type of writing project you’re hiring, it’s important to be clear‹ about your expectations from the start. This helps your writer and it helps you too. Here’s a template that can give your copywriter, and your project, the best chance of success.

Customer: That’s you!

Project description: What is the deliverable? How does this fit into the big picture of your marketing strategy?

Aim: Do you want to generate traffic on your website? Sell ​​a product? Encourage people to attend an event?

Target audiences: Qualify and quantify the ideal audience, describe relevant aspects (socioeconomic, gender, location, age)

Positioning:What strengths, weaknesses, opportunities and threats does your company face?

Rational Proposal : Why should someone believe what you’re saying?

Desired shade: This is huge! Do you want the script to be informal or not? Humorous? Sincere?

Delighted: Is there something specific you want to communicate in the script?

Next steps: Please specify what you expect to receive and by what date.

Optimum length of a radio dash

When it comes to content, longer is not always better.

Traditionally, advertisers have used 60-second ads. Now they are faced with a new question: What length of radio commercial will provide my company with the greatest return on investment?

In 2005, Clear Channel launched an initiative called “Less is More”, which promoted a commercial length below the standard 60 seconds. This is a smart sales strategy, but is it adequate to meet your marketing goals?

When choosing your desired duration, there are two main pieces to consider: your message and the cost of your campaign. How can you get your message across in a way that stands out from the rest of the noise AND how can you do it in the least amount of time (aka money) possible?

Types of call to action statements

Professional writers have a huge repertoire of call-to-action statements in their memory banks. In case you don’t, here are some verbs to help you on your way: buy, get more information, inquire, spend time, contact, search.

enter, exit

Being concise is the name of the game when it comes to marketing copy. Consider what your competitors are doing and how you want to position yourself among them. Above all, remember the golden rule of advertising: what doesn’t help, only hurts.