Writing radio advertising scripts

Preparing a good radio advertising script increases the campaign’s success rate to 80%. In this article, we will share the secrets to achieving this!

The importance of radio advertising scripts

A radio advertising script is designed to create dialogues and voiceovers that highlight the benefits of a product and promote the brand, helping listeners remember the message. Without visual aids, the entire communicative power of the advertisement relies on sound and dialogue. Therefore, carefully choosing words and constructing the radio script is more crucial than ever.

Here are some reasons why businesses need radio advertising scripts:

• Determine the amount of information to be communicated within a specific duration of the ads (30s, 60s, 120s,…).
• Organize the dialogue when there are two or more speakers.
• Clearly articulate the key message of the campaign.
• Help radio presenters and voice actors visualize the scenario, including pauses and appropriate intonations.
• Radio stations need to approve the advertising script before broadcasting to ensure content suitability.

Forms of radio advertising

Radio advertising scripts must be constructed in accordance with the chosen format. Currently, radio advertisements are presented through three main forms:

1. Live Mention: This involves seamlessly integrating the advertisement into the live narration by the radio host during any given program.
2. Radio Ads & Radio Trailer: Businesses introduce themselves through voiceovers, dialogues, and storytelling about their products or brands.
3. Program Sponsorship: The brand or product’s name and slogan are repeated at the beginning, middle, and end of the sponsored program.

Effective ways to construct radio advertising scripts

Based on many radio advertising scripts we have provided to clients, we have gathered some key insights for effective radio advertising as follows:

1. Market research

This essential step is often overlooked. Market research involves understanding consumer preferences, shopping trends, and the interests of your target audience. You need to know what your customers want from your brand and how well you can meet those needs. In today’s competitive business landscape, businesses must understand and cater to customer psychology to survive.

2. Outline the script framework

After gathering sufficient information, list and organize the main points you want to cover in the script. This helps create a logical and persuasive radio advertisement.

Additionally, visualize the voice, sounds, and background noises to make the advertisement more engaging and lively.

3. Write detailed content

When writing the script, pay attention to the following: 

• Tell the story in a LOGICAL order.
• Write as you speak; use short sentences. If a long sentence is necessary, follow it with a short one.
• Each sentence should convey ONE idea only.
• Use the PRESENT tense.
• Use the ACTIVE voice.
• Use descriptive language to paint a picture (let the audience draw their own conclusions—only describe what is happening).
• Favor simple words over elaborate language and puns.
• Clearly pronounce all foreign proper nouns, including those that are already well-known.

Avoid:

• Unnecessary information. Get straight to the point.
• Abbreviations (e.g., HLHPNVN, TƯMTTQVN, WB, NATO, IMF, UNDP).
• Overloading the script with adjectives.
• Clichés.
• Jargon.
• Vague language. Be specific.
• Synonyms or variations.
• Long numbers that may lead to misreading; use round numbers when possible (e.g., “1 million 200 thousand” or “1.2 million” instead of “1,200,000,” “nearly 1,900 tons” instead of “1,878 tons”).
• Abbreviations for measurement units (e.g., write “cubic meters” instead of “m3,” “hectares” instead of “ha,” “Australian dollars” instead of “AUD”).
• Sending the script without reading it aloud first.

After completing the radio advertising script, consider the broadcasting time! Choose slots when your target audience is most present. Peak hours are typically the preferred choice for businesses, but be aware of differences between weekdays and peak times in the morning and afternoon.