Writing a 30-second radio ad that people remember

Radio is heard, not read, often while people are driving or working. A good 30-second spot is built for one listen.

How long is 30 seconds?

A natural read is about 2.5 words per second, so:

• 30 seconds ≈ 70–80 words including the brand name and call to action.
• 15 seconds ≈ 35–40 words.

Leave room for music and pauses. If you have to read fast to fit it in, cut words.

A structure that works

1. Hook (first 3–5 seconds): a question, a sound or a situation the listener recognises.
2. The point: one benefit or one offer, not a list.
3. Proof or detail: one fact that makes it believable (opening hours, a location, what's new).
4. Call to action: what to do and where, said simply.
5. Brand again: say the name at least twice, ideally in the first and last lines.

Practical tips

• Write for the ear: short sentences, everyday words, no abbreviations.
• Avoid phone numbers and long web addresses; a simple name people can search is enough.
• If you mention an offer, say when it ends.
• Read it aloud with a timer before you send it to the station.
• Check the station's spot lengths and deadlines on the listing: they are part of its creative specs.

Get a first draft

Try the free AI radio script assistant: describe your business and it returns timed 15- or 30-second drafts you can edit, record yourself or have produced on Averta.