Writing a radio or television script is an art in itself. And many copywriters specialise in this sort of work. So how do they create an effective message in just 15-60 seconds?

Get the right feel

With copy for radio and TV scripts, there is almost always another communication element. That includes the background music or perhaps a radio jingle. And for television commercials, of course, the visual. All of these are carefully selected for best match with the product, service and, most important of all ... the target audience.

Brief your copywriter well. Because finding a creative copywriter who can tap into that message is vital to achieving the right feel. For example, if you’ve got some fluffy, touchy, feely music or imagery ... you don’t want the voiceover at 24 to the dozen. Or worse, shouting ONLY $2!

Steady on your word count

Which brings us to the word count. Copywriters love writing. But the trick with a TV or radio script is usually getting the word count down! To create engaging copy, writers must consider the advertisement length and voiceover rate. After all, the goal of radio or television advertising copy is to create a compelling reason for people to be interested.

Selling your message

For your script copy to attract attention, it needs a key selling message. It’s your copywriter’s job to get that across early. And make sure it’s reinforced throughout the script.

Finally, tell your audience what to do, where to do it and when.

If you need killer copy for a radio, TV or online ad, contact Cluey freelance copywriters today.