Radio Advertisements
When your ad plays, you have a limited time to make an impression. Don't waste it.
The majority of my copywriting as of late has been a direct result of my work in radio. I have the privilege to work with countless businesses in my area to refine their marketing strategy with radio. This involves composing airtime schedules of course, but it also requires intense attention to brand identity and messaging. This can be much different from copywriting on a website for a number of reasons. Obviously, the listeners of radio aren’t able to read what you have to say. Meaning they’ll only get the message once, if they listen at all. Additionally, the radio announcement can be a listener’s first exposure to the brand. So, writing for radio has to grab the attention of the listener while instilling a feel for the brand. Truth be told, most advertisements on the radio are terrible wastes of time and they accomplish neither of the above criteria. When I tune in to the radio, almost every advertisement sounds like this:
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“Do you need business specialty? Then come on down to business name! We’re your one stop shop for general business category. We’ve been serving you since year of opening and have a friendly and helpful staff ready to greet you. Just call phone number. That’s phone number. Business name for all your business specialty needs”.
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These types of announcements say nothing unique about the brand and they don’t capture anyone’s attention. After hearing hundreds of ads like this, it became a mission of mine to give businesses copy that wouldn’t waste their entire radio budget. Below are a few examples of businesses I work with and the copy I’ve created for them.
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