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Copywriting for Radio and TV
TV Ads
The preparation for writing a TV ad is exactly the same as for writing any other ad. You need a creative brief that sets out the purpose of the ad, the proposition, supporting evidence and tone of voice.
You should immerse yourself in the product. You need to know how many people use it, where they buy it and what they think of it. Much of the information about the brand will be contained in a detailed marketing plan, but you can often get a better insight by talking to a few shoppers.
You need to know what the competitors are doing. Many products in the same market are relatively similar, so it is important to produce a commercial that is different from anything else on air.
Radio Ads
Like other types of ad, a radio ad should attract the listener’s attention, create desire and then lead them to act.
But that’s where the similarities end. Radio is a medium with few constraints. Unlike press ads, which are a straight message from the advertiser to the reader, radio can create a whole new world.
- You can set the scene anywhere in the world.
- You can propel people forwards in time or take them back in history.
- You can drop them into the middle of a raging gale or make them swelter in a desert.
Few people take advantage of this stunning opportunity. It’s like making a film and being told the budget is limitless – you can have any set and characters you want.
