Radio ads that work and how to create them

2 min read

Creating radio ads that work is easier today than it has ever been given the raft of digital tools available. Don’t make the mistake of thinking that video killed the radio star; it hasn’t. In fact, radio is a platform that reaches hundreds of millions of listeners every month – and that’s in the US alone!

creating radio ads that work: DJ pulling a face in front of a microphone
Photo by Cool FM 96.9 on Unsplash

This misconception is one of the reasons why radio has become a great place for businesses on a budget to advertise; the costs of ad space are lower, and the costs of production are lower still! 

So, what’s stopping you from taking advantage of this amazing ad space that so many others have forgone? Is it that you don’t know how to create a successful radio ad? Well, we’ve got you covered. Below are five ways to make sure you produce a radio ad that will work:

Know Your Product 

The first step to creating radio ads that work is knowing the product or service you want to sell, and knowing it inside out! Try to gauge every aspect of the product. Who is it for? What does it do, and what problem does it solve?

Define Your Audience 

creating radio ads that work: man listening to radio
Photo by Eric Nopanen on Unsplash

Defining your target audience means that you can visualize exactly who you’re aiming your radio ad at. Once you can visualize that person, the format and tone of your ad will be easy to define as well. Think of your target audience as a single person. Ask yourself the following questions to help you determine who this person is:

  1. What’s the age of this person?
  2. Gender?
  3. Where does this person live?
  4. What’s this person’s economic status? 
  5. What does this person do for a living?
  6. Ethnicity?

Once you’ve answered these questions for yourself, you can go deeper into defining who they are by asking yourself questions about their personality, what they do for fun, what their lifestyle is like, and so on.

Write an Engaging Script 

On the radio, you’re relying on people to visualize your advertisement with no visual cues to go on. You depend on sound alone, so make sure your script is engaging, descriptive, and easy to understand. You want to keep your tone relatable and conversational so your target audience doesn’t lose interest and switch to another station. Here are some tips you can follow to make sure that your radio advertising script is the best it can be:

  1. Write the script, so it’s relatable to your target audience.
  2. Make sure your script includes productions that make it visual.
  3. Don’t forget to showcase the product and how it solves your target audience’s problem.
  4. Use your script to drive audiences to purchase the product with a strong call to action (CTA).

Cast Your Ad with Care 

creating radio ads that work: actor behind microphone
Photo by Daniel Brubaker on Unsplash

Who you cast as a voice actor is just as important as the script itself. The talent you hire is someone you want to be able to connect with your script and understand the message you’re trying to portray. They need to be able to visualize your concept and animate it for the audience through their voice along with the audio production. 

Voice123 has a vast selection of fantastic voice actors from all over the world and our search functionality is one of the very best in the industry. Create a project and ask for custom auditions. The actor you hire should be able to provide you with exactly what you need. Remember it’s about storytelling and doing so in 30 seconds.  

Focus on Production

Get creative! Use sound production and your voice actor to suspend disbelief. Don’t limit yourself to the ordinary; be as imaginative as you want to engage and entertain your audience for maximum impact.

We hope this helps with your next radio ad. Just remember to cover all the bases: product, audience, script, casting, and production.


Then you’re all set — so go for it!