Marketing / Business writing

How to write a radio ad script

Radio ads can boost your sales, but how on earth does a soloist write a radio ad script? Lucinda Lions gets the lowdown from Steve Manning.


Steve’s written heaps of radio ad scripts as part of his businesscopywriter.com.au business and he certainly knows his stuff, as you’ll discover.

Source: Work your way Flying Solo’s step-by-step course. View more.

LL: Hi Steve. You’ve written radio ads for companies like Rebel Sport. What’s the process of writing a radio ad script?

SM: It starts with answering some crucial questions:

"Radio scripts that rely on subtlety or innuendo run the risk of confusing listeners. Simple messages work best."

  • What’s the purpose of the ad? What would you like to achieve?
  • What’s the offer or key benefits?
  • Who is your target market?
  • What do you want the listener to do?
  • Does the ad require just one voiceover or can you use multiple voiceovers?
  • Is it a 15-second ad or a 30-second ad?

Once you’ve answered these questions, you’re in a good position to build the skeleton of the script.

LL: What are some of the key ingredients that a radio ad script must have?

SM: As well as the usual who, what, where, when and why elements, every radio ad must feature three major ingredients:

  1. An attention-grabbing introduction to engage the listener
  2. A powerful offer and/or benefits to create desire
  3. A clear call to action to motivate the listener to act

LL:  What are some of the mistakes we need to avoid?

SM: As with all forms of copywriting, these fall into four key areas:

  • Too much information: Less is definitely more when it comes to radio scripts. The message needs to be short, sharp and simple.
  • Too clever or confusing: Radio scripts that rely on subtlety or innuendo run the risk of confusing listeners. Simple messages work best.
  • No benefits, offer, or point of difference: If your radio ad doesn’t articulate why a listener should use your product or service, you’ve wasted your money.
  • No clear call to action: You may have written a fantastic script but if it fails to include a clear and strong call to action that makes it easy for the listener to do what you want them to, it won’t translate into sales.

LL: Do you have an example of a radio ad script that we can learn from?

SM: Sure, I’ve written one specifically for Flying Solo.


Hello… hello…? Is there anybody out there? 


Being a solo business owner can be lonely. 

No colleagues to bounce ideas off.

No performance reviews. 

Thankfully, there’s a website dedicated to the needs of solo entrepreneurs. 

It’s called www.flyingsolo.com.au 

Featuring articles, strategy advice, podcasts and forums, www.flyingsolo.com.au can help you and your business flourish. 

And with the opportunity to connect with over 30,000 members, you’re definitely not alone! 

www.flyingsolo.com.au – Australia’s small and micro business community. 

LL: Great! Thanks Steve for sharing these important tips with us.

SM: You’re welcome!

Have you tried writing your own radio ad scripts? We’d love to learn more about what worked and what didn’t, so please broadcast your thoughts and experiences here.

Lucinda Lions

Lucinda Lions is the owner and chief copywriter at Lion Writing. She writes persuasive, compelling and engaging website copy that converts visitors into customers. All copy comes with a 100% Lion-Clad guarantee. She is also the owner and chief tagline writer at Slogan Creator. You can also find Lucinda on Facebook.


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