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.

 

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