Crafting Copy for Radio & TV Advertising: A Guide for Businesses

In an era increasingly dominated by digital marketing, social media and streaming platforms, it’s easy to assume that the more traditional advertising mediums like radio and terrestrial television have lost their relevance.

However, this couldn’t be further from the truth. Trust me.

For all the options now available to businesses like yours, I tell all our clients looking to increase their sales and build their reputation that radio and TV advertising remain powerful tools for small businesses, especially if they operate at the local level.

These mediums offer unique advantages that digital channels often can’t replicate, such as broad reach, emotional resonance and the ability to connect with audiences in real time.

Crafting Compelling Copy for Advertising

To truly harness the power of radio and TV, businesses need to be crafting compelling copy for their advertising which captures attention, drives action and leaves a lasting impression, all within a matter of seconds.

Having worked in this sector for many years and helped hundreds of clients, I can personally vouch for the impact it can have so it holds a special place in my heart.

With that in mind, I wanted to explore why radio and TV advertising still matter in 2025, particularly for local businesses, and dive into the key elements that make ad copy effective in these short, impactful bursts of airtime.

Why Radio and TV Advertising Still Matter

For all the new media we can experience these days on our phones and the impact video has had on our culture and society at large, radio and TV advertising should not be forgotten.

For business looking to get their message out there, the impact it can have should not be underestimated. It doesn't care how many followers you have (or haven't) or how many 'Likes' you've got, it focuses on what's important to you and your customers. Here's how.

1. Broad Reach and Local Impact

Radio and TV have a unique ability to reach a wide audience, including those who may not be active on digital platforms.

According to the most recent study by RadioCentre.org across over 450+ radio advertised brands in their study with Return on Investment information (for revenue, rather than profit), they found the average ROI was £7.70.

In other words, every £1 spent on radio, the advertiser receives £7.70 back, making radio the second most efficient medium after TV in terms of ROI. This isn't a one-off, the data also aligns with the findings of Thinkbox’s Payback 3 study from back in 2011.

For local businesses, these mediums are especially valuable because they allow you to target specific geographic areas.

Local radio stations and TV channels often have loyal audiences who trust their content, making them ideal platforms for reaching community-minded consumers.

2. Emotional Connection

Radio and TV are inherently more personal and emotive than text-based advertising.

The combination of sound, voice and visuals (in the case of TV) creates a multisensory experience that can evoke strong emotions.

A well-crafted radio ad can make listeners laugh, cry, or feel inspired, while a TV commercial can tell a story that resonates deeply with viewers.

This emotional connection is crucial for building brand loyalty and driving action.

3. Real-Time Engagement

Unlike digital ads, which can be skipped or ignored, radio and TV ads often catch listeners and viewers in moments when they’re more receptive to messaging.

Whether someone is tuning in to their favourite radio show or watching a local news broadcast, they’re actively engaged with the content. This creates an opportunity for your ad to make a memorable impact.

4. Credibility and Trust

Radio and TV ads are often perceived as more credible than digital ads, which can sometimes feel intrusive or spammy (or even scams).

When your ad airs on a trusted local station or channel, it benefits from the halo effect of that platform’s reputation. This can enhance your brand’s credibility and make your message more persuasive.

Photo by Jukka Aalho on Unsplash

What Makes Compelling Copy Work in Short Bursts?

It should come as no suprise to anyone that radio and TV ads are typically short, ranging from 15 to 60 seconds. That's not a lot of time to get your message across.

This means every word, sound and visual must work hard to convey your message and leave a lasting impression.

From my experience, here are the key elements of compelling ad copy for these different mediums with some examples (where relevant) to highlight my point.

1. A Clear and Concise Message

In a short ad, there’s no room for ambiguity.

Your message must be crystal clear from the first second. Start by identifying the single most important thing you want your audience to know or do. Whether it’s promoting a sale, announcing a new product, or building brand awareness, your copy should revolve around this core idea.

Example

Instead of saying, “We offer a wide range of products and services to meet all your needs” which might be true but it's vague, instead say, “Get 50% off all lawn care services this weekend only!”

2. A Strong Hook

The first few seconds of your ad are critical. You need to grab your audience’s attention immediately with a compelling hook.

This could be a surprising fact, a provocative question, a relatable scenario, or a bold statement that captures attention.

Example for Radio

“Tired of paying too much for car insurance? We’ve got the solution you’ve been waiting for!”

Example for TV

A visually striking image of a family enjoying a meal together, paired with the voiceover: “What if you could save 30% on your shopping every week?”

3. Emotionally Resonant Storytelling

Throughout all the buzzwords and bluster, the fact is that people connect with stories, not sales pitches.

Use storytelling to create an emotional connection with your audience.

This could be a mini-narrative about a problem your product solves, a testimonial from a satisfied customer, or a relatable situation that highlights the benefits of your offering.

Example for Radio

“When Beverley’s car broke down on the way to work, she thought her day was ruined. But thanks to White's Car Repairs, she was back on the road in under an hour. Don’t let car trouble slow you down - call White's Car Repairs today!”

Example for TV

A visual story of a family preparing for a big event, with the voiceover; “Life gets busy, but with Bev's frozen meals, you can serve up a delicious dinner in minutes. More time for what matters most.”

4. A Strong Call to Action (CTA)

Every ad should include a clear and compelling call to action.

Tell your audience exactly what you want them to do next, whether it’s visiting your website, calling a phone number, or stopping by your shop.

Whatever it is, make it easy for them to take the next step.

Example for Radio

“Visit our website at www.p45consultancy.com and use code RADIO20 to save 20% on your first order!”

Example for TV

“Call now at 07893 945454 or visit us online to claim your free consultation. Offer ends soon!”

5. Memorable Branding

Your ad should reinforce your brand identity and make it memorable. This includes mentioning your business name multiple times, using a catchy slogan or jingle, and incorporating consistent visuals or sounds that align with your brand.

Example for Radio

“At Bev’s Cafe, we serve breakfast all day, every day. Because at Bev’s, it’s always morning somewhere!”

Example for TV

A visually consistent ad featuring your logo, brand colours, and a recognisable spokesperson or mascot.

6. Use of Sound and Visuals

In radio ads, sound is (obviously) everything. Use music, sound effects and voice tone to create a mood and enhance your message.

For TV ads, the visuals are equally important. Pair your copy with engaging imagery that supports your message and captures attention.

Example for Radio

The sound of sizzling bacon paired with the voiceover: “Wake up to the smell of breakfast at Bev’s Cafe.”

Example for TV

It could be a time-lapse video of a bustling city paired with the voiceover: “In a fast-paced world, stay connected with WhiteNoise Communications".

7. Repetition for Recall

Repetition is key to ensuring your message sticks. Repetition is key to ensuring your message sticks. Repetition is key to ensuring your message sticks. ;-)

Repeat your business name, the key offer and your call-to-action throughout the ad to reinforce your message and improve recall.

Example for Radio

“This weekend only, save big at Bev's Furniture. That’s right - Bev's Furniture is having a huge sale this weekend. Don’t miss out - visit Bev's Furniture today!”

Example for TV

A visual of your logo and tagline at the beginning, middle, and end of the ad.

Tips for Local Businesses

If your target audience is local, then this is where your campaign can really come alive.

Start by:

Photo by Tim Mossholder on Unsplash

1. Leveraging Local Flavour

   Incorporate local references, slang, or landmarks to make your ad feel more relatable and authentic to your community.

   
   

2. Highlight Community Involvement

   Showcase your commitment to the local area by mentioning sponsorships, events, or charitable initiatives.

   
   

3. Use Local Talent

   Consider using local voices or faces in your ads to build a stronger connection with your audience.

   
   

4. Time Your Ads Strategically

   Air your ads during times when your target audience is most likely to be tuned in, such as during the morning commute or either side of local news broadcasts.

   
   

Conclusion

"Let your speech always be gracious, seasoned with salt, so that you may know how you ought to answer each person." - Colossians 4:6

I know from dealing with clients that, even in 2025, radio and TV advertising remain vital tools for businesses, especially those looking to connect with local audiences.

By crafting compelling copy for my clients that is clear, emotionally resonant and action-driven, we can create ads that not only capture attention but also drive results.

Remember, the key to success in these short bursts is to focus on your audience’s needs, tell a story they can relate to, and make it easy for them to take the next step.

With the right approach, your radio and TV ads can become a powerful part of your marketing strategy, helping you build brand awareness, foster loyalty and grow your business without touching social media! #BelieveInSuccess

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Thanks for taking the time to read my post. These are my thoughts but I'd love to know your experiences. Have you used TV and / or radio advertising for your business? What was your experience? How did you come up with the copy for your campaign? Let me know in the comments below.

If I've convinced you to take your first, or next step in TV or radio advertising, then you're already in the right place. Our team has a wealth of experience in this field so please get in touch and let's have a conversation about how we can help you create a winning campaign.

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