If your product or service is well known and/or you have a limited budget, a 15 second ad may suffice. If your ad is in the form of a creative narrative, you may need 60 seconds tell your tale and sell the product or service. [1] X Research source

The word count of your short radio spot should be between 30 to 40 words. [2] X Research source

Your 30-second ad should contain no more than 80 words. [3] X Research source

A 60 second slot is the ideal length for promoting new products and services. Your 60 second ad should not contain more than 160 words. [4] X Research source

In addition to sharing basic facts, this straight announcer may pose open ended questions, such as “Do you ever…?” or “Would you like to…?” This is a great creative format for 15 second ads. [5] X Research source

Problem: ”I have a date to the prom, but no suit!” Solution: “I rented my tux from _____. It was fast, easy, and inexpensive. ” Problem: “My child gets so bored in the summer!” Solution: “I heard about this great fine arts camp near our house. They have sessions all summer long. ”[6] X Research source

Open your ad with a short vignette dramatizing an individual’s specific problem—the goal is to have your listeners identify with the individual in the vignette. “Oh, no! I’ve burnt the cake for Harry’s birthday to a crisp! What will I do? His surprise party is tonight!” Once you have established the problem, cut away to an announcer. The announcer will contextualize the problem and offer a solution, i. e. the product or service being advertised. The announcer also provides all of the product or service details. “Don’t let a burnt cake spoil your next party. Surprise your guest of honor with a delicious cake from Manny’s Bakery! At Manny’s Bakery, we offer a variety of pre-decorated cakes baked fresh for every occasion. " Time permitting, return to the character from the vignette. Provide a glimpse at how the announcer’s solution solved their problem. Wow, honey, this cake is delicious!” “Don’t thank me, Harry, thank Manny’s Bakery!” Conclude with a call to action from the announcer. “Visit Manny’s Bakery today!"[8] X Research source

Interview random people on the street about a well-established product or service. Ask these individuals why they like the product or service and how it has impacted their daily life. Ask real people, celebrities, or experts to praise the product or service, while describing its use and benefits. [9] X Research source

Always write with your audience in mind. Scrutinize each word, phrase, and sentence of the copy to ensure that it will be well received by your target audience. Provide your audience with a comprehensive understanding of the product or service. Explicitly state how the product or service will benefit, improve, or fill the need of your customer or client. [10] X Research source

Do not try to share every detail about the product or service in the copy. Keep your message simple and the focus on the product or service—don’t let the copy get bogged down by an overworked creative format. The product or service should not be overshadowed by a vignette, dialog, or testimonial. Revise your copy with an editing eye. Consider every word, phrase, and sentence carefully. Could you shorten a sentence from 15 words to 6 words? Is that joke relevant? Is there a better word?[11] X Research source Remember that most people who are listening to radio advertisements are driving a car. When the music or show stops, they are apt to change the station. The copy must stop them from changing that station, or get through the other thoughts they have in their head while driving.

Buy the product or try the service Go to a sale at a specific store Contact the manufacturer or business Attend a concert or club Watch a specific television show[12] X Research source

Sound effects and music should never be an afterthought. You may also wish to include unusual voices in your ad. [13] X Research source For instance, if you are selling a beverage, hearing the bottle open can be enticing. If you are selling season tickets to a baseball team, the crack of the bat and roar of the crowd can grab someone’s attention. Rely on these other elements to enhance your ad.

What is the product used for? What does the service entail? Who manufacturers the product? Which company or individual provides the service? What makes the product or service unique? How much does the product or service cost? Is the service or product only offered for a limited time? How do interested customers contact the seller or service provider? Where is the product sold?[14] X Research source

Gender Race Ethnicity Average age Socio-economic status Location Education Sexual orientation Relationship status Job[15] X Research source

How will this product or service benefit, improve, or fill the need of your target audience? Will it solve a specific problem? Will it provide them with entertainment? Will it make them trendy and cool? Will it save them time and/or money? Will it provide them with information and valuable skills? Will it help them to get ahead at work, home, or school? Will it allow them to meet new people?[16] X Research source