1. Pick one message
A spot that tries to say everything says nothing. Choose the single reason a listener should call you this week: a seasonal offer, a problem you solve fast, a new location. Everything in the script supports that one idea.
2. Fit the words to the time
Spoken at a natural pace, a 30 second spot holds roughly 65 to 80 words and a 60 second spot roughly 130 to 160. Fewer words read slower and land better. The only reliable test is to read it aloud with a timer.
3. Say your name early and again at the end
Listeners tune in mid-spot. Name the business in the first few seconds and again in the close. If the name is hard to spell, say how to find you instead.
4. Make the call to action easy to remember
People cannot write down a phone number while driving. Give them something they will remember: a short web address, a well-known location, or "search our name." If you use a phone number, say it twice and keep it to the end.
5. Write for the ear
- Short sentences. One idea per sentence.
- Words people say out loud, not words they write.
- No abbreviations or symbols the announcer has to interpret.
- Sound effects and music only if they help the one message.
6. End with a tag line
A short line you repeat in every spot builds recognition over time. It should be easy to say and true about your business.
Script layout
0:00 to 0:05 Hook: the problem or moment the listener knows
0:05 to 0:20 Your answer, with your business name
0:20 to 0:27 The one offer or reason to act now
0:27 to 0:30 Call to action, name again, tag line
For a 60 second spot, use the same structure with more room in the middle for a short story or example, not more features.
Ask your station how they want scripts formatted and whether they produce spots for advertisers. Many will.
Published by Groundwork Business Advisory. Updated October 13, 2026.