You know the situation. You get a selection of scripts from Radio Experts. Which one, if any, do you choose? Which one is right for the brief you gave and the objectives you have?

Believe me it’s not easy and I’ve been writing commercials for radio for a very long time.

So you read them through. Do any of them make you sit up? Do any of them make the hairs on the back of your neck stand on end – no, seriously?

Or are they derivative, dull, or trying desperately to be either witty or clever?

The first point is: never run with an ad you are not happy with and you are not prepared to justify to others in your company.

The second point is: is the script you feel most comfortable with as good as it could be? Could it be tweaked or worked on some more. The probable answer is yes.

The third point is: if you have doubts and someone says it’s ‘all in the production‘, press them because although there may be some truth in that claim, good radio adverts start with a good script.

The fourth points is: forge a relationship with the creative people writing for your company or brand. Get them to understand you and your brand better, get them involved in your marketing so they can better see what it is you’re trying to achieve as a whole.

Now read the scripts through again. Do any of the scripts still stand out? Not sure. Then maybe sleep on it. Or ask questions. Work with the creatives to squeeze every last drop out of the idea and achieve true radio excellence. Because excellence is what you deserve every time.

And it’s what Radio Experts aim to deliver. Every time.

Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising agency.

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