Radio remains a popular way for Adelaide businesses to reach local customers, whether they are listening in the car, at work or at home. But a radio ad only has a few seconds to make an impression, and listeners cannot scroll back to catch what they missed. The script and the voice have to work together to get the message across first time.

Start with one clear message

The most effective radio commercials usually focus on a single idea. It might be a sale, a new location, a service or a reason to choose you. Trying to squeeze in every product, the full address, opening hours and a phone number leaves listeners remembering nothing. Decide what you most want people to do after hearing the ad, and build everything around that.

Write to time

Radio ads are sold in fixed lengths, with fifteen, thirty and sixty seconds among the most common. A script that is too long forces the voice artist to rush, which sounds cluttered and hard to follow. A good test is to read the script aloud at a natural, relaxed pace with a stopwatch, leaving room for music, sound effects and a clear ending. If it runs over, cut words rather than speeding up.

Make it easy to remember how to find you

Listeners are usually doing something else, often driving. Long phone numbers and complicated web addresses are hard to retain. A simple website, a business name that is easy to search, or a well-known landmark is usually more useful. If you must include a phone number, consider repeating it or using a memorable format.

Pick a voice that suits the station and the audience

Think about who is listening and what kind of voice they will respond to. A youthful, energetic read might suit a promotion aimed at younger listeners, while a warm, mature voice may suit a family business or professional service. The voice also needs to stand out from the station's announcers and other ads around it.

Straight read or character piece?

Some radio ads are a single voice speaking directly to the listener. Others use dialogue, characters or a short scene. Character ads can be memorable and fun, but they need a strong script and more than one performer. A straight read is simpler and often more cost-effective, and in the hands of a skilled voice artist it can still be very persuasive.

Local knowledge helps

Mentioning Adelaide suburbs, local landmarks or South Australian references can make an ad feel personal to listeners. Just make sure the pronunciation is right, and give your voice artist a guide for any names that might be tricky.

Technical requirements

Radio stations have their own technical specifications for supplied ads, such as file format and loudness. A professional production company will deliver audio that meets those requirements, so there are no surprises when the ad goes to air. Confirm the details with your station or media buyer early.

Plan a series, not just one ad

Listeners can tire of the same ad if it runs for a long time. Recording two or three variations in one session, with the same voice and music, keeps the campaign fresh while staying consistent.

Ready to get on air?

We write, voice and produce radio commercials for Adelaide businesses and agencies, using professional male and female voice talent. Request a free quote and tell us about your next campaign.