CREATIVE TIP: IGNORE THE OBVIOUS
Brainstorming for an idea? Ignore the obvious. The best commercials address the ordinary with the unusual.
WRITING TIP: FORMATTING THE SCRIPT
5 formatting tips when writing radio copy, including fonts, line numbering, and how to treat phone numbers and websites.
WRITING TIP: WRITE ROUND CHARACTERS
The best radio spots feature interesting characters with dimension. They draw the audience in and ingage the listener.
STRATEGIC TIP: FOCUS ON ONE THING
Trying to say too much is a “turn off.” Avoid the problem by focusing on one unique message.
WRITING TIP: BOOKENDING
Searching for a way to end your commercial? Return to the way you started and “bookend” it with a joke.
CREATIVE TIP: COME UP SHORT
The best radio script are written a second or two “short.” A little extra time always translates to better performances.
DIRECTING TIP: IGNORE THE PUNCTUATION
People don’t always speak using proper grammar. To sound real and conversational, direct the talent to ignore the punctuation.