Creative Scripting for Radio Sales.
Course Aims
A full-day of interactive workshop to help inspire both new and experienced radio station teams, including sales, creative and production to create better and more effective radio
commercials. Through a practical and inspirational workshop, leading ad industry Creative Director and radio commercial writer, Damian Scott, will help you unleash the tools to conceive and write ads that move your radio audience to action. You’ll discover the importance of empathy, the four Rs of creative thinking, the key dos and don’ts of radio script writing and so much more. Aimed at all those involved in selling, writing and producing radio ads, ‘Write Better Radio Ads’ will change the way you think about your ad output and transform the
relationship with your advertisers.
Course Content
This course will cover the following:
- What makes a great radio ad
- Why radio is such an effective advertising medium
- The importance of a great radio commercial brief
- How to write a great brief
- Examining different radio commercial styles
- Focusing on the USP
- Thinking ‘visually’
- Emotion versus reason
- The importance of being distinctive
- Opening with a great ‘hook’
- The creative process and good creative habits
- How to effectively ‘sell’ your idea to clients
Throughout the day, we will also listen to and critique various reallife radio commercial examples as well as use what we’re learning to write radio commercials based on mock briefs.
Delegates will leave the course with a greater understanding of writing more effective, stand-out radio commercials.
- An improved creative process
- Writing better briefs to inspire better commercials
- An expanded box of creative ‘tools’
- Better understanding of how to ‘sell’ their ideas
- Radio station commercial breaks that are invigorated, more
- entertaining and effective for their advertising clients
Trainers
Damian Scott, Wordfood, Creative Director, Copywriter and Consultant
Damian has enjoyed a prestigious and award-winning 30-year career in the advertising industry, starting as a copywriter and moving through the ranks to Creative Director in various UK
advertising agencies. From automotive to finance, tech to FMCG, Damian has created successful above and below-the-line campaigns for brands including Porsche, Volkswagen, Halifax Bank, National Trust, Costa Coffee and many more across a wide range of industries. With a special understanding and love of radio advertising, Damian has worked closely with radio stations over the years and has been a special guest speaker and panellist at Radio Days Ireland. He regularly teaches at universities and speaks to industry leaders about creativity, advertising, branding and tone of voice.
Who is this content for?
This course is aimed at all those working across creating campaigns for clients.
Training Method
This course is delivered in-person.
Course dates for 2026 are :
7th October 2026 - Athlone, venue tbc
8th October 2026 - Dublin, venue tbc
