Here’s one of the biggest mistakes made by new radio advertisers: cramming too much information into a radio spot.
Radio is a storytelling medium and it is important to tell a memorable and concise story. Your story is even more memorable if you include vivid descriptions, creating imagery in the listeners’ imaginations (no graphic artist required). If the word count of your 60 second script comes in at more than 200, revise and make your story more concise.
If you feel compelled to offer more information, refer listeners to a specific easy-to-remember website.