Blog
Top Mistakes Sales Reps Make When Writing Ads
Top Mistakes Sales Reps Make When Writing Radio Ads (And How to Fix Them)
Table of Contents
TL;DR
Radio ad writing isn't just about listing facts—it's about creating an emotional connection, telling a story, and giving listeners a reason to act. Avoid common mistakes like info-dumping, sounding generic, and lacking a strong CTA to build ads that truly resonate.
Key Takeaways
Focus on connection, not just cleverness.
Leverage emotion to drive listener engagement.
Simplify your message for clarity and impact.
Always include a compelling, clear call to action.
Stand out with authentic storytelling.
Introduction
Radio advertising remains one of the most powerful local marketing tools. But too often, radio station sales reps who double as scriptwriters fall into common traps that dilute their message and hurt results. Here's the thing: people buy on emotion and justify it with logic later. When you understand that principle, you start writing ads that move people—not just inform them.
Let's walk through the top mistakes reps make (and how you can avoid them) so your next script hits all the right notes.
Mistake 1: Writing to Impress, Not to Connect
Many reps focus on sounding "slick" or "professional," stuffing scripts with buzzwords or industry jargon. The problem? Listeners aren't looking to be impressed; they want to be understood.
Real Story: At a small-market station, a rep wrote a flashy ad for a local plumber filled with technical terms. It bombed. A simple rewrite—telling the story of "Joe the Plumber" saving a family from a flooded kitchen—tripled calls in one week.
Fix It:
Talk like a human, not a corporate brochure.
Paint a picture your audience can see themselves in.
Mistake 2: Ignoring the Power of Emotion
Facts don't move people—feelings do. Yet many scripts focus only on features: "Family-owned since 1972," "50,000 items in stock," "Fast service." Useful? Sure. Memorable? Not really.
Fix It:
Focus on outcomes: How does it feel to have a sparkling clean home? To know your pet is safe?
Use emotional triggers like relief, joy, pride, and security.
Remember: People buy on emotion and justify it with logic later.
Mistake 3: Packing in Too Much Information
You have 30 or 60 seconds. That's it. Trying to squeeze every feature, benefit, and company history tidbit into a short ad leaves listeners confused (or tuned out).
Fix It:
Choose one main idea and build around it.
Use repetition strategically to make the main point stick.
Less is more: A focused ad is a memorable ad.
Mistake 4: No Clear Call to Action
Ever heard an ad that told you all about a company but never said what to do next? Don't leave listeners hanging.
Fix It:
Tell them exactly what you want them to do: "Visit us today," "Call now," "Order online."
Make it easy—and urgent—to act.
Example: "Get your free estimate today by calling 555-1234."
Mistake 5: Sounding Like Every Other Ad
If your ad sounds like a copy-paste of every other local spot, listeners' brains will automatically tune out.
Fix It:
Tell a story that sticks: Start with a relatable situation.
Use humor, surprise, or vivid imagery.
Speak in a voice true to the brand (and the community).
Real Story: A small bakery's sales doubled after shifting from "Fresh bread daily" to a fun spot featuring "Grandma's secret recipe" and "the warm smell that takes you back home."
Fun Fact & Expert Insight
Fun Fact: Listeners form a first impression of an ad within the first 3 seconds. That means your opening line is crucial to hook attention immediately.
Expert Insight: According to Nielsen research, radio ads that trigger an emotional response drive higher brand recall and up to 30% more purchasing intent compared to neutral or fact-based ads.
FAQ
How long should my radio script be?
Stick to about 70-75 words for a 30-second spot. For 60 seconds, 140-150 words is a good target.
Can I use humor in local radio ads?
Absolutely! When done authentically, humor is one of the best ways to create connection and memorability.
Should I mention the business name multiple times?
Yes, but sparingly. Ideally, once near the beginning and again at the end.
What if the advertiser insists on including too much info?
Coach them by reminding them listeners can only absorb one big idea at a time. Suggest a series of ads to cover multiple points.
How can I practice writing better scripts?
Study effective ads, practice writing for one clear emotion, and get feedback from peers or mentors who understand persuasive storytelling.
Conclusion
Writing great radio ads isn’t about cramming in every feature or sounding impressive. It’s about telling a simple, emotional story that makes listeners care—and act. When you avoid the common mistakes we've outlined, you’ll not only serve your advertisers better, you'll become their go-to expert for results-driven campaigns.
Now What?
If you want a copy of the Radio Advertising Checklist, DM me or comment below. I'll get it to you ASAP. Let's make your next radio ad your best yet!
Created just for you by Hot Hand Media | https://hothandmedia.com | [email protected]
If you found this free resource saved you time and effort, please consider leaving a tip! https://hothandmedia.com/tools/
