How to Write a Script for a Radio Ad

s_carlho21417Contributor

By Carl Hose  <http://www.ehow.com/how_4909714_write-script-radio-ad.html

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Step 1

Choose your target audience.  Write a strong opening hook, something of importance to this particular audience.  Then outline the ad.  Note key selling points in your outline, and include them in the finished script. Include contact information at least twice in a 60-second radio spot.

Step 2

Write your script in the proper format. The name of the client should be written at the top of the script, along with the name of the commercial spot and the running time. Format your script into two columns. The left column will be the source column (speaking characters primarily), and the right will be the dialogue, action and sound effects.

Step 3

Understand radio ad conventions. SFX stands for sound effects. Write this in the left column in all capitals and underline it any time you have a sound you want in your ad. Write the sound in the second column of your script. Use ANNCR any time the announcer is narrating. Use a double dash any time you want a slight pause. Capitalize speaking characters in the left column, and write their dialogue in the right column. Spell out phonetically any hard-to-pronounce words.

Step 4

Focus your radio script to include a strong hook that attracts your audience's attention, engage the listeners with an entertaining presentationand leave them excited enough to go out and buy what you're selling.

Step 5

Time your script when you've finished writing it. If the script is supposed to be 30 seconds, be sure it's exactly 30 seconds.  Your is to be exactly 60 seconds, so rehearse it.