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First Visit? Download 12 Things Every Business Owner Should Know About Radio Advertising.
1. Write for 60 Seconds
Radio ads are generally 30 or 60 seconds. 30-second ads have better “clearance,” meaning they’re easier to schedule because they’re shorter. They’re also cheaper. But 30 seconds usually isn’t long enough to deliver a selling message. If you expect to generate immediate response, you’re going to need 60 seconds minimum.
The sample radio ad breaks down roughly like this: 9 seconds for the “headline” or intro copy, 22 seconds for detailed information, 16 seconds for the offer, and 12 seconds for the call to action. Just the offer and call to action would fill up a 30-second spot.
