Creative Scripting for Radio Sales.

Course Brief

This half day workshop aims to inspire those responsible for scripting radio ads within stations.  The workshop will give you some practical steps to scripting the perfect ad and will hopefully  inspire you to consider trying a different approach if their clients’ campaign isn’t working.

At the end of the day, Radio Advertising is a business, but what’s the point if you can’t have some fun along the way?!  The course will be fun, engaging and informative. 

1.     Introduction

  • Trainer and trainee background


2.     So what’s so Special about Radio Advertising? Part 1

  • Current Stats and Facts about Radio listenership and how Radio Advertising fits into that mix.
  • How is Radio advertising competing against traditional and new media. 


3.     So what’s so Special about Radio Advertising? Part 2

  • What’s really special about Radio Advertising –
  • Versatility - through script, voice, music, SFX
  •  Ability to sell to thousands of people by just talking to one person.
  • Ability to create images in the mind.


4.     What does a Great radio ad sound like? Part 1

  • Play examples of some Award winning radio ads from around the world.
  • Discuss as a group what they like about the ads and why they work.


5.    What do your Clients’ ads sound like?

  • Are your clients happy with their ads?
  • Are you happy with the standard of your clients’ ads
  • What can you do to improve them?


6.    The Basic Elements of a script

  • What do you think are the elements that go into an effective ad script?
  • What do you think shouldn’t be in an ad script?
  •  What factors can stop a good script from becoming a good ad.


7.    Copy Briefs – Success starts here!

  • What does a good Copy brief look like?
  • What does a bad Copy brief look like?
  •  How to take a brief from a client.


8.    The Creative Question.

  • What does ‘Creative Radio Advertising’ mean
  • Does Creative Advertising lead to more sales?
  • How can you be Creative on a shoestring budget?


9.     Great radio ads - Part 2

  • Play more examples of Award winning radio ads from around the world.
  •  Discuss as a group what they like about the ads and why they work.


10.    Factors to consider before you start.

  • Is your Product or service allowed to be advertised?
  •  Does it conform to B.A.I General Advertising Code?


11.    Getting started: Who are we talking to?

  • Who is your Target Audience?
  • What are their wants, needs, desires?
  • How do you reach out to them?


12.     Language and Tone

  • What Tone do you want to convey?
  • What style of Language do you use
  • How to write credible dialogue.


13.    Can’t think of anything? Start writing anyway.

  • Write down any and every thing that comes into your head.
  • Always be looking for an angle or a USP.
  • Don’t be afraid to drop ideas if they’re not working.


14.    Getting creative with music and SFX.

  • Using music and SFX to enhance your ad.
  • When to use them and when not to.
  • How to capture a mood or set a scene.


15.     Great radio ads - Part 3

  • Play more examples of Award winning radio ads with emphasis on SFX & Music.
  • Discuss as a group what they like about the ads and why they work.


16.    Evaluating your script

  • Always read your script out loud
  • If possible get someone else to read it out loud back to you.
  • Be ruthless in your assessment
  •   Does it work? Is it ‘On Brief’?
  • How can I improve it?
  • Can I say it slower in fewer words?
  •  Is it Relevant?
  •  Is it Credible/Believable?


17.    Getting Client Approval

  • Don’t show the script, play the ad!
  • Don’t always take ‘No’ for an answer.
  • Pre-empt the clients’ questions so you’re ready with answers.
  • Also respect the Client’s final say. It is their money!


18.    Choosing Voiceover(s) – Music – SFX

  • Who is/are the best VO(s) to bring your script to life.
  •  Does your budget stretch to hiring actors?
  • If not, can your budget be increased?
  • Auditioning music tracks and SFX


19.    Ad Recording/Productions

  • Is there sufficient time/notice being allocated for Production?
  • Is there good Communication between Sales & Production?
  • Who is in charge of Directing the Production?
  •  Who is in charge of Editing the Production?
  • Who will play it to the client?


20.    Practical: Creative Ad Scripting (Time Permitting)