A 15 and 30-second audio ad: how to write a script for radio and podcasts

3 min read

An audio ad has no pictures to help it. The listener is driving, cooking or running, and hears your message once. That is why audio scripts follow their own rules: fewer words, simpler sentences and one clear thing to remember. Here is how to write a spot that works.

The structure of an audio ad

How many words fit

Speech in ads runs at about two to two and a half words per second in English. In practice:

  • 15 seconds: about 30 to 35 words. One offer and the brand.
  • 30 seconds: about 65 to 75 words. Room for a short story, the offer and the call to action.
  • 60 seconds: about 130 to 150 words. Several benefits or a small scene with two voices.

Other languages fit a different number of words into the same time, so time the script aloud. If you have to rush to fit the time, the script is too long. Cut words, do not speed up.

The structure of a spot

  1. The hook, first 3 seconds. A question, a sound or a surprising fact that makes the listener pay attention.
  2. The problem or situation. One sentence the listener recognizes from their own life.
  3. The offer. What you sell and why it helps, in plain words.
  4. The call to action. One step: visit the site, use the code, come to the store.
  5. The brand, at the end. Said clearly, ideally with your audio logo.

Write for the ear, not the eye

  • Short sentences. One idea each.
  • Spoken language. Read the script aloud: if you stumble, the listener will too.
  • Repeat what matters. Say the brand name at least twice in 30 seconds.
  • Simple addresses. "goodmorning.com" is easy to remember; a long link with slashes is not. Avoid phone numbers unless they are short and memorable.
  • No lists of features. The listener remembers one benefit, not five.
  • Sound effects with a purpose. A door opening, a coffee machine, rain: they set the scene in a second.

Example of a 15-second spot

"Late again because of the morning traffic? (car horns) Order breakfast to your office with GoodMorning. Hot and on time, from 7 am. Use the code TOAST for 10% off your first order. GoodMorning dot com."

Before it goes on air

  • Time the script with a stopwatch, reading at a calm pace.
  • Check the call to action: can it be remembered after hearing it once?
  • Listen to the finished spot on a phone speaker and in a car: that is where people will hear it.

In short

Thirty words for 15 seconds, one hook, one offer, one call to action and the brand at the end: that is a spot people remember. If you need a ready ad, order an audio ad: you describe the offer and the audience, and get a script with a synthesized voice, ready for radio, podcasts or streaming. Payment is released only after you approve the work.