How to Write an Endorsement-Style Radio Advertisement

  • 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.

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