Radio Spotwriting 101: Crafting Spots That Get People to Act

A lot of advertising success starts before the ad ever hits the airwaves. It begins with the words on the page — your script. A weak script wastes airtime. A strong one makes every second count.

Here’s what a good radio spot needs:

• A strong opening hook. You have three seconds to grab attention. Don’t waste it. Lead with a question, bold statement, or offer.

• A clear benefit. Why should the listener care? Focus on solving their problem, not just listing features.

• A single, strong call to action. Keep it simple — one thing to do, one way to do it. Repetition helps.

  
  

Writing tips:

• Keep sentences short.

• Avoid industry jargon. Nobody cares. 

• Use sound design, music, or tone shifts to make it memorable.

• Edit ruthlessly. Every extra word is wasted airtime.

  
  

One trick: read your script out loud with a stopwatch. If you can’t get through it naturally in 30 seconds, it’s too long.

Radio works when the script does its job. If you want listeners to act, start by making sure your words are strong, tight, and laser-focused on results.

Of course we can help you write your radio ads: office@petersonmediagroup.net