Radio relies on the listeners imagination.
Radio doesn't allow for the use of images, so the verbal message must do all the work.
A typical 30 second radio commercial will use approx 65 words. This will sometimes includes a 5 to 10 word slogan or jingle.
The 'Must Do's' of Radio
Tips on writing radio commercials:
- Be clear and concise
- Be specific and detailed
- Make it believable
- Make it memorable (make it stick)
- Use strong narration (anecdotes and metaphors)
- Avoid generalisations (must convince the consumer)
- Use persuasive language to connect with the consumer