Radio ad script examples are one of the best ways to communicate ideas to a new client. Radio ads come in various formats and lengths, so settling on what works can prove to be a real challenge. However, chances are you are not the first one to run a radio ad of any type.
You should use popular radio ad script examples as templates (or references) to make your client’s ad stand out. Knowing what works for other companies in your industry can help develop a killer radio ad script.
Often, the difference between a good and a bad radio ad script lies in your ability to take a chance. This doesn’t mean you should take a shot in the dark and hope for the best.
But if you prefer to watch a video instead, click here:
What Makes Good Radio Script Examples?
As you know, radio ads are an effective way of spreading the word about your business. But, like many people, you’ve likely struggled to come up with a good script.
A Tailor-Made Message
A radio script example needs to contain a message that engages the listener on a personal level. Such a script needs to have the right personality, tone, and language that helps the audience connect better with the content.
You run the risk of losing your consumers or even offending them if your script is bad.
A Dose of Empathy
Advertising is and will always be about communicating how your product or service meets the specific needs of listeners.
Injecting a dose of empathy into a radio ad makes each listener feel like you care.
It’s about using the right verbs, verbs that acknowledge the listener’s concerns. More to this, the script should provide practical solutions to their problems.
Imagination
Radio ads need to please more than the listener’s ear.
Listening is not as passive an experience as you might think. The right script uses sound effects to conjure visuals in the imagination. Mental pictures evoke emotional responses in the listeners, making the ad more powerful. Sound and music tracks can make an ad seem joyous, dream-like, happy, or convey any other feeling to the targeted audience.
Learn all about radio jingles, a simple yet catchy advertising tool.
You also need to choose a voice actor with the right tone/personality. Someone that can deliver the ad naturally. Aim to give listeners more than an audio experience; they are more likely to remember your brand this way.
Provide an Incentive
What is your listener getting after sitting through your ad? Incentives come in all shapes and sizes. We have discounts, first come first served, and so on, limited time offers, and so on.
You can also motivate your audience by listing the benefits of your product or service. Simply let them know why you should be the one to solve their problems and not anyone else.
What is your audience interested in?
Incentives motivate your listeners to respond quickly to ads before they fade from their short-term memory, hence enhancing the effectiveness of the ad.
Keep it Simple
Radio ads are especially challenging because you have to communicate in 60 seconds or less.
Your script needs to be brief and clear. You run the risk of losing the listener’s interest if you make it too long or complicated. Start from your ultimate aim then align each word in the script to meet your goals.
A Powerful Call-To-Action
The ultimate aim of any radio ad script is to drive the listener to a specific action. This could be attending an event, visiting a website or a physical location. For these reasons, radio ad script examples need to contain powerful call- to- action (CTA) statements.
Length Matters!
The length of radio ad spots ranges from 15 to 60 seconds. Some radio stations in other countries also have 10, 20 and 45-second ad spots. 30 to 45 seconds is plenty of time to get the message across as well as mix in some music and sound effects.
Make the perfect model with this radio ad script template.
Go-To Radio Ad Script Examples
We compiled a list of three killer radio ad scripts that sell the message, and then some.
1. Millennials by Motel 6
Script type: Straight announcer
Music: we hear some old timey swinging music in the background. You, know loads of fiddling and violins! The general tone of the music is relaxed yet urgent.
Voice over: Spoken in a cool and relaxed tone. Picture an old cowboy American voice over taking some time off their day to tell you about motel 6.
The ad copy
Hi! I’m Tom Bodett; apparently, the hip thing for businesses these days is to target millennials.
So, it may sound sass coming from this baby boomer but motel 6 is a V great place for your squad to stay woke.
Or, asleep.
The updated rooms are hashtag blessed with contemporary floors, bedding and flat-screen TVs that are totally on fleek.
Plus their prices are always low AF.
I’m Tom Bodett and we’ll keep it lit for ya, book online, at motel 6 dot com.
A tailor-made message
This script has a simple message to pass across and it achieves this goal within 30 seconds. The language of the script is hip, current and contains many colloquial phrases that millennials use.
The voice
Tom Bodett doesn’t sound anything like a millennial, but his mature tone conveys the same seriousness listeners associate with making hotel (or motel) bookings.
A dose of empathy
The narrator confesses to being a baby boomer but he makes a conscious effort to sound like a millennial. He doesn’t waste any time and gets straight to the point like every sharp shooting millennial out there.
Call to action
This ad contains a simple call to action statement at the end of the ad. Book online, at motel 6 dot com, which is a listener can recall without having to write anything down.
2. Toyota Dealer 2 by Chevrolet
Script type: Customer Interview
Music and SFX: This radio ad example contains dial tones and other effects that simulate a phone conversation between two parties.
The ad copy
SFX: dial tone
Operator (female voice over): Toyota! How may I direct your call?
Caller: I was interested in the 2017 Toyota Rav 4.
Operator: Sure! I’ll transfer you over
SFX: dial tone
Operator (male voice over): Hello my name is (bleep)
Caller: Hi! My name is john does the Toyota 2017 Rav 4 offer 4 GLT Wi-Fi?
Operator: (mumbles and breaths over the receiver) Ummm No!
Caller: What about Apple android car audio compatibility?
Operator: we haven’t seen that in a Rav 4 for a while.
Caller: what about a rear-seat reminder?
Operator: It does not have that but you know Chevy actually has that.
Caller: Oh! Interesting. Does the 2017 Toyota offer teen driver technology?
Operator: I don’t think it does. I’ll put you on hold one second I’ll be right back.
Caller:Okay!
SFX: On hold music playing
Operator: No it does not offer that.
Caller: well all those features are standard in the 2017 Chevy equinox
Operator: All those features on the Equinox?
Caller: Yeah!
Operator: Ok Cool
Caller: Yeah okay thank you!
Operator: Thank you bye! Bye!
SFX: “clicking” the phone hangs up.
Music: jingle plays in the background.
Male announcer voice: When it comes to comparing the 2017 Chevy equinox, there is no comparison. See for yourself at Chevy dot slash equinox. Chevrolet! Find new roads!
We know what you’re thinking… it’s too long, but that’s exactly what makes this ad work. Choosing to create an entire world for listeners means using the right words, the right music, the right voice actors, the right information.
Effectiveness
Like in this instance, good radio ad script examples aspire to do more than announce a product or service. For one, this example highlights all the features of the Chevy equinox. It also takes shots at the closest rival, the Toyota Rav 4.
The brand knows what its listeners already have, and they designed the ad to provide a better option.
Call to action
The call to action statement is highlighted. You notice that the announcer voice is clear and distinguishable from the other 3 voices. It’s also simple to remember “visit Chevy./equinox.”
Audio-visual experience
Every voice is distinguishable and has relevant sound effects embedded into the mix. Listening to the ad, you can picture what is happening, and it keeps you engaged. The producers of this ad also take advantage of your natural curiosity by providing a phone conversation for you to eavesdrop on. It doesn’t get any better than this.
Or does it? Let’s look at the next radio script ad example.
3. Virtua Cop 2 By Sega
Script type: A written story
The ad copy
Interviewer: So, do you value your own life?
Real-life con: Well I think everyone values their life; you’d have to be a complete moron not to value your life.
Interviewer: What about the life of others?
Real-life con: Well obviously, I value those that are close to me, my family and children. I value everything.
Slight pause
Interview: But, ah, if a stranger… let’s say you’re on your way and they tried to stop you on a job? You wouldn’t think twice about hurting them?
Real-life con: No! No compunction whatsoever!
Interviewer: So is that why you carry a gun?
Real-life con: But who says I carry a gun?
Interviewer: But would you use the gun against the police?
Real-life con: But, who told you that I carry a gun? Where’d you get your information I’m carrying a gun?
Interviewer: Do you think the police should be armed?
Long pause
Real-life con: Ah.. yeah. I don’t know. I don’t care.
Interviewer: What do you think of virtua cop’s shoot to kill policy?
Real-life con: I don’t understand or know at this moment in time who a virtua cop is.
Interviewer: A virtua cop has killed like hundreds of criminals, so far.
Slight pause
Real-life con: Well unless I come up against the guy it wouldn’t bother me.
Interviewer: But doesn’t the idea of a cop with like a 45 magnum, um with inferred sights, and armor-piercing bullets bother you?
Real-life con: if it didn’t bother you, you gotta be brain dead.
Slight pause
Real-life con: yeah! It does bother me.
SFX: A booming sound
Announcer VO: (Very deep voice) Virtua cop, game, and gun 15.99! If you want arcade classics, you want Sega Saturn! The game is never over.
Effectiveness
We know this ad is a bit of a throwback but it’s stood the test of time as one of the most controversial ads to hit radio. It sparked controversy by using real audio samples of a convicted felon talking about violence. This made Sega move many units from copy that literally wrote itself. To another, this ad would be a cautionary tale but as Sega reiterates “it’s all bloody good publicity!”
Call to action
The entire radio ad leads the listener on to the call-to-action statement. You’d probably drop everything you’re doing to give it a listen and hang on to every word as you await the punch line.
Audio-visual experience
This radio ad script example has all the makings of a Hollywood blockbuster. It’s certainly achieved a cult-classic status. After all, how many ads from the ’90s can you recall? To top it all, the production is minimalistic, focusing the listener’s attention on the convict’s words. The visuals just keep popping into your mind as you listen.
One More Thing…
The voice talent you choose will either make or break your radio ad. To make it mature or young? Female or male?
Female voices may actually be the future.
The right voice makes your message more appealing and memorable to the target audience.
Radio ad script examples are the perfect starting point for creating award-winning ads. Some empathy, a clear message, and the right wording are key elements to good radio ad scripts.
If you’re looking to bring your radio ads to life, there’s no better place to do it than Bunny Studio. Submit a project, and let us do the rest!
