How to Write a 30-Second Radio Commercial Script (With Examples)
The Short Answer
A 30-second radio commercial script runs approximately 75–85 words and must hook listeners in the first three seconds, deliver one clear message, and end with a strong call to action. Focus on a single benefit, use conversational language, and write for the ear — not the eye. A tight structure and specific offer will always outperform vague, generic copy.
Why 30-Second Radio Ads Still Work for Local Businesses
Radio remains one of the most cost-effective advertising channels for local businesses across Canada, from a Kelowna spa to a Calgary auto shop. Listeners are often captive — driving, working, or cooking — which means a well-crafted spot can cut through in ways that digital ads sometimes cannot.
The catch? You have exactly 30 seconds. That's it. Every word has to earn its place.
The Simple Formula for a 30-Second Radio Script
Think of your script in four parts:
- The Hook — Grab attention in the first 3–5 seconds
- The Problem or Desire — Speak to something your audience feels
- The Solution — Introduce your business and key benefit
- The Call to Action (CTA) — Tell them exactly what to do next
This structure keeps your message focused and memorable even when listeners are half-distracted.
Step-by-Step: Writing Your Script
Step 1: Start With the Hook
Your opening line has to stop someone from mentally changing the station. Ask a question, state a surprising fact, or say something that speaks directly to a felt need.
Weak hook: "Hi, we're Mike's Plumbing and we've been serving Calgary for 20 years." Strong hook: "Is your hot water heater making a sound like a haunted house?"
Step 2: Speak to the Pain or Desire
Follow your hook with one or two sentences that deepen the listener's connection. You want them nodding along.
Example: "Most Calgary homeowners don't realize their water heater is failing until it's already too late — and the basement is flooded."
Step 3: Introduce Your Solution Clearly
Now — and only now — bring in your business. Mention your name, your key differentiator, and one specific benefit.
Example: "Mike's Plumbing offers same-day water heater replacement across Calgary, with upfront pricing and a five-year warranty."
Step 4: End With a Clear, Simple CTA
Tell listeners exactly what to do. One action only. Repeating a phone number or a simple URL twice helps with retention.
Example: "Call 403-555-0192. That's 403-555-0192. Or visit MikesPlumbing.ca."
Word Count and Timing Guide
Radio producers work to a strict pace. Use this as your guide:
| Script Length | Approximate Word Count |
|---|---|
| 30-second spot | 75–85 words |
| 60-second spot | 150–170 words |
| 15-second spot | 35–45 words |
Read your script aloud at a natural, conversational pace and time it. If you're rushing to fit it in, cut words — don't speed up the delivery.
Full Example: 30-Second Radio Script for a Local Business
Here's a complete, ready-to-adapt example for a Halifax bakery:
[SFX: Light morning sounds, coffee being poured]
Announcer: "Mornings in Halifax just got a whole lot better. At Harbour Rise Bakery, we bake everything fresh before 6 a.m. — sourdough, croissants, and the best cinnamon rolls you'll ever have the nerve to eat before noon. No preservatives. No shortcuts. Just real food made by real people, right here in Halifax. Stop by 142 Barrington Street, or order online at HarbourRiseBakery.ca. Because you deserve a better morning."
Word count: 78 words. Clean, specific, warm, and local.
Common Mistakes to Avoid
Trying to Say Too Much
One commercial, one message. Listing five services or three promotions confuses listeners and dilutes your impact.
Writing for the Eye, Not the Ear
Radio copy needs to sound natural when spoken aloud. Avoid complex sentences, unusual spellings, or anything that trips up a voice actor. Read every draft out loud — if you stumble, rewrite it.
Forgetting to Repeat the CTA
Listeners hear your ad while doing something else. Repeating your phone number or URL once gives them a fighting chance to remember it.
Using Jargon
Whether you're a Winnipeg law firm or a Montreal HVAC company, speak the way your customers actually talk. Skip the industry terms.
A Weak or Missing CTA
"Visit us sometime" is not a call to action. "Call before Friday to claim your free estimate" is. Give people a reason to act now.
A Second Example: Service Business in Toronto
Announcer: "Toronto homeowners — tired of painting companies that don't show up? At Brightwall Painting, we show up on time, protect your floors, and finish on schedule. Every time. We're fully insured, and every job comes with a two-year touch-up guarantee. Book your free quote this week at BrightwallPainting.ca or call 416-555-0388. Brightwall Painting — Toronto's most reliable crew."
Word count: 70 words. Direct, benefit-driven, and ends with a memorable tagline.
Tips for Recording and Production
- Hire a professional voice actor or use an AI voice tool for clean, broadcast-quality audio
- Add subtle sound effects (SFX) sparingly — they set a scene without distracting
- Keep music low so it supports, not competes with, your message
- Match your tone to your brand — a Kelowna wellness studio should sound different than a Calgary truck dealership
How AI Can Speed Up the Process
Writing, revising, and testing radio scripts takes time most small business owners don't have. AI marketing platforms can generate polished ad copy in seconds, tailored to your business, your offer, and your local market — whether you're in Vancouver or Moncton.
Write Better Ads Faster With ReelMint
ReelMint is a Canadian AI marketing platform built for local businesses. It helps you create radio scripts, social media ads, video captions, and more — all in your brand voice, in minutes.
Every new signup gets a free 7-day Elite trial. No credit card required. Plans start at just $24.99 CAD/month.
Try ReelMint free at reelmint.ca and write your first radio script today.
See it work on your business.
Generate 3 full marketing campaigns free — no credit card.
Start Creating Free