Here are six simple ideas that can spark creativity when writing radio commercial scripts:
1. Start with a clear concept: Begin by identifying a clear concept or idea that you want to communicate throughout the radio commercial. From a product benefit, to a unique selling point, or maybe it’s a specific brand message. Once you have a clear concept, it can serve as a guiding force for the rest of the script.
2. Use humour: While Humour can be a powerful tool for capturing listeners’ attention and making your commercial memorable, it is hard to accomplish a great script that will bare up to multiple plays on-air and won’t get annoying. While you can consider incorporating a humorous angle or joke that relates to your product or message, I prefer to go the way of having 2 scripts in rotation, one serious and straight, the other using humour or creativity – and have the humour one on less of a rotation (eg: 60% straight, 40% humour) that way people won’t get annoyed by it, and it comes as more of a novelty when it plays. Just having the one script that is a joke – gets boring fast.
3. Tell a story: A really well-crafted story can help to engage listeners and create an emotional connection with your brand. Consider telling a story that demonstrates the value of your product or service, or that showcases your brand’s personality. Focussing on a member of staff or the story of the product – tell it well and people will listen out for it.
4. Use sound effects: Sound effects can help to add interest and impact to your commercial. Consider using sound effects that relate to your product or message, or that create a mood or atmosphere that supports your brand. I have had one commercial which was all sound effects, no words, until the last 5 seconds – others which use sound effects throughout as the voice talks – choose the right sound effect and it will help to tell your story really effectively.
5. Keep it simple: Sometimes the simplest ideas can be the most effective. Consider focusing on a simple, straightforward message that is easy for listeners to understand and remember. This can help to ensure that your commercial is effective and impactful. Focus in on the one core truth and use that. Nothing else – no fluff – just the bare bones of the story.
6. Start at the end: Yes I know I put this at the end of the list – but I did it for a reason. Start writing your script – but with all of the end details that you know you have to include. For example the business name and contact point. Once you have that you are free to create everything above it – this one is by far my favourite thing to do and I do it every time I sit down and write a script.
I hope that these 6 ideas can help to spark some creativity when you are writing your next radio commercial script. Hope they help.
