How to Write an Endorsement-Style Radio Advertisement

by Jen Lap

During your time on Write Label, you may have noticed a few projects that called for endorsement-style radio ads.

What is an endorsement-style radio ad?

An endorsement is a radio ad often read by a radio host or influencer, on-air. There are many ways to write this type of ad, but usually an endorsement is when the station’s host talks personally about the product to listeners.

How do these differ from typical radio ads?

• Since the radio host or influencer will be reading the script, these ads can be written in the first person, introducing the speaker: “Sandy here for Bob’s Tires. When I need new tires…”
• If the brief mentions which radio personality is doing the endorsement, try to incorporate their personality into the script. This isn’t mandatory but will add a nice touch.
• The tone of endorsement-style ads is also very important. These types of ads are informal and conversational in nature. Try to write your script as if a friend were telling you about a product. Endorsements might happen during a segment of the radio show rather than in between songs, so the copy should fit well into the conversation.
• The host or influencer does not work for the company but is speaking for/about the company. Therefore, phrases like “At Bob’s Tires, we provide…” should be said in the third-person POV. “At Bob’s Tires, they provide…”
• Sometimes the purpose of an endorsement is for the speaker to vouch for the product. In this case, try to use phrases such as “I couldn’t live without ________,” “I was so happy to find __________,” “that’s why I love __________,” etc.

Even though endorsement-style radio ads are different from typical announcer style ads, it’s still important to include critical information about the product, a call to action, and how listeners can find out more about the product.

Remember, there are many ways to write an endorsement ad, so always defer to the brief. The above tips are meant to serve as guidelines. If you have any questions about a particular project, you have the option to consult our editorial team by clicking the hyperlink “Ask an Editor” in the brief. We will try to address your concern as quickly as possible, but while you wait for our response, please feel free to submit a script to the best of your ability.

Here are some examples of endorsement style radio ads:

https://soundcloud.com/writelabel/endorsement-style-radio-ad-example

https://soundcloud.com/writelabel/endorsement-style-radio-ad-example-2