I had never expected radio ads to be so difficult to write.
There’s only 30 seconds to play with and you have so many descriptive words to put in as visual is not able to assist in any ways possible. How to write a good radio advertisement?
1. Keep it simple.
2. Provide scenario.
3. Communicate key message.
4. Select an appeal.
5. Estimate 2-3 words per second.
Long way to go, for me at least. Mandarin radio scripts are much more difficult due to the complexity of the language and the high context culture of the targeted market. I guess there will be a lot of Chinese New Year radio adverts coming in soon.