The art world talks long and lengthily about creativity but the commercial world is largely more pragmatic and there is nothing more demanding for an idea than when the client meeting is arranged. Ideas have to be achieved and a presentation organised when money is at stake. But there are some very simple tools the desperate creative radio writer can use to write a series of radio ads in time for the arranged creative presentation meeting.
Areas for Research for Writing a Series of Radio Ads
Interestingly, the springboard and inspiration for writing radio ads can be summarised into a few categories and there are a number of areas the radio writer can look to start to writing. These can include:
- Commercial Music Libraries
- Sound Effects
- Commercial Voice Overs
- Celebrity Voice Overs
- Radio Commercials Libraries
A short investigation into these areas will provide a radio writer with some great ideas to start writing the radio scripts.
The Blank Page
The blank page is perhaps the writer’s greatest enemy. But using some simple inspirational tools, radio commercials writing can be made a very simple process. Starting writing, some radio writers find, is the hardest part but instead of concentrating on the blank page, the would-be radio creative would be better placed to look to some easily achieved inspirations.
- Music – some creative writers find playing music tracks a great springboard.
- Sound effects – similarly, for example, just hearing a sound effect or placed in an atmosphere, could start writing as a process
- Voices – writing for a particular voice, recognised as a celebrity or not, some writers find, in itself as a process, inspirational.
- The Library of Inspiration – listening to other radio ads will often prove to be an inspiration in itself.
Writing radio ads is a commercial venture and based on working from a given brief or direction but the writer should be aware of entertaining or informing the listener at the same time.
Copying Vs Inspiration
Some radio writers feel inhibited by the idea that listening to other writers work and then writing their own ads directly from this as inspiration is copying.
There is another theory that would suggest, by listening to a great number of radio ads, or as a musician listening to a great number for musical styles, a new style or a new ad idea is generated. The development process takes form, and the skill as a writer or as a musician is in developing this style or idea.
Dan McCurdy - Dan McCurdy is a freelance writer producer creative and lecturer. Dan is one of the UK's most experienced radio writers and producers. ...
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