Copywriting for Radio.

Course Details

  • Date Wed, 22nd March 2023
  • Time 10:00 to 11:30
  • Duration 2 days (Thsi course is delivered over 2 days, 1.5 hours per day.  To book your place on this course go to :
  • LocationOnline via Zoom
  • Trainers Aidan Dowling

Course Aims

This workshop will provide you with invaluable guidance on every aspect of writing and producing commercials for Radio, from managing client expectations and writing briefs to script-writing techniques and directing recording sessions in studio. This dynamic, interactive workshop is designed for anyone working in sales/marketing, creative or account management, to help them produce the best-quality and most effective radio advertising for their clients.

Course Content

The workshop will be delivered over 2 sessions, each will be 1.5 hours.  The following gives the details of what will be covered in each session.

Session 1:

Managing local clients and their expectations. Briefing – the cornerstone of effective radio advertising. The principles of writing for radio - with practical and useful tips, techniques and advice.

Managing local clients and their expectations.

  • The ask from client: prioritising and agreeing the key messages – the “message hierarchy”.
  • Pushing back on clutter and unnecessary detail.
  • Establishing a “best practice” process.

How best to write a Brief

  • Writing a clear and focussed brief
  • Identifying the key message, the secondary or support messaging, and the importance of a “prescription” or call-to-action.
  • Getting agreement and sign-off with client before writing scripts.

Copywriting for Radio

  • The basic principles, “the business of persuasion”
  • Elements of a radio script: narrative structure, how to engage your audience, the optimum number of words, number of voices, how best to use music and sound effects.
  • Writing techniques for radio.
  • Script formatting and layout.

Discussion and interaction

Everyday issues that the class face in dealing with clients and workshopping how best to deal with them, turning any negatives into positives and into solutions.


Session 2:

Recording studio practice and advice

  • Preparing for your recording session
  • Working with your sound enginee
  • Managing a VO artist, getting the best performance
  • Mixing and levels
  • Getting approval/sign-off – the value of positivity and confidence.


Taking the learnings from Session 1 and workshopping them:

  1. Managing client and Briefing process – typical examples and how to improve the process in the briefing stage, agreeing content and the “message hierarchy” or priority.
  2. Workshopping real examples from the class.
  3. Workshop/creative brainstorming – creating sample script(s) based on real experiences of local clients.
  4. Sample script writing by the group and assessment.
  5. Any other discussion points from the group.



Aidan Dowling

Aidan is an award-winning copywriter and creative director based in Dublin, working in the Irish advertising and communications industries. In agencies, he worked for major clients in every sector of business, here in Ireland and internationally. He was creative director in The Tenth Man, developing creative strategy, producing creative outputs and working closely with clients. He currently freelances as a creative consultant for leading agencies including Boys & Girls, Huskies and TBWA as well as for a portfolio of private clients. Aidan has years of experience in writing for, and producing, radio commercials. He has also done voiceover work for national radio and has presented his own creative writing on RTE Radio. He brings all of that expertise to these workshops, to deliver practical learnings, guidance and advice on every aspect of radio writing and production.

Who is this content for?

This course is aimed at all those working in the area of writing for clients, from production, to sales to promotion teams. 

Training Method

This course will be delivered over 2 x 1.5 hour sessions.  Course dates are 22nd and 23rd March 2023. To book your place on this course go to :