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Buying Radio, Page 4

 Writing radio copy

  • ALWAYS WRITE RADIO COPY IN ALL CAPS AND DOUBLE SPACE. This makes it easy for the announcer to read
  • Give phonetic spelling of words that are unusual or difficult to pronunce. SAMPLE: JOHN DEITI (DEE-TIE) WON THE CHEYENNE (SHY-ANN) AWARD
  • Remember that radio is heard, not seen. Think how the copy will sound when it is heard. Always read the copy out loud before recording.
  • Choose an announcer/voice talent with a sound that reinforces your message and is distinctive enough to cut through the "noise" of all the other ads.
  • Don't confuse the listener with too many messages. Try to get one message across at a time.
  • Don't use acronyms or cutesy or confusing words.
  • Be clear, concise and brief. Apply the KISS rule.
  • Repeat. Say the business name at east three times. Say the phone number two to three times. Give the website address.

Sound effects

Think about sound effects and how they might enhance your radio copy. Sound effects can be a lot of fun - ask your studio to give you some examples. Tip: Don't over do the music or the sound effects! These effects should enhance your message, not take it over.


Thank about music and how it might enhance your radio copy. Try adding a musical jingle to your radio ad to help listeners remember your ad. Get permission to use music. Recording studios have public domain music available or you may pay for specific music. You may also ask the studio to record original music.

Tip:  should play under the announcer's voice (the voice over) and not conflict with the message.

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