A radio spot has seconds to earn attention. The script does most of the heavy lifting, so getting the structure right matters more than clever wordplay. Here are the frameworks we use to write spots that convert.
Anatomy of a great script
Every strong spot has a hook, a single clear message, an offer, and a call to action. Trying to say three things means you say nothing. Hear the principle in action across our audio ad examples.
Writing for :15, :30, and :60
A :15 is a headline; a :30 is a paragraph; a :60 lets you tell a small story. Match ambition to length. The Association of National Advertisers has good general guidance on message discipline that applies to audio too.
Example structures
For a dealership: open with the sale event, state the offer, close with urgency (see our automotive radio ads). For a casino: open with the experience, name the event, give the date (see casino advertising). For local businesses, keep it human and specific.
Common mistakes
Too many messages, disclaimers up front, weak calls to action, and no reason to act now. Want us to write and produce it for you? Send us your offer and we will script it. For lighter tones, see our funny radio ad examples.
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