Guidelines for Writing Radio Commercials. 1. At the top right corner of the page, type your name, the client’s name, and the length of the spot (e.g., :30).
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2. Practice your spot out loud (including sound effects and music). It should time out to about 3 seconds short of its official length. (A :30 second spot should time out to about :27 seconds.)
Be realistic about the sound effects you specify. They must be instantly recognizable to the listener.
6. Type abbreviations of elements and names of speakers along the left margin. After the last letter of the longest name or abbreviation, tab over 5 spaces and begin typing dialog and descriptions.
Straight (one voice, no SFX or music) commercials can be delivered at the rate of about 160 to 170 words per minute. But it’s best to limit 60-second commercials to no more than 153 words and 30-second spots to no more than 75.
Sound effects and music reduce the number of words you can include.
10. Use short sentences and simple writing. Avoid using numbers such as phone numbers or street addresses.