We call it cliche “radio speak”. It’s the incredibly awkward script written for two voice talents that in no way represents how an actual conversation actually sounds, yet is punctuated with a just-so-happen-to-have-the-phone-number and peppered with bad acting (take breath here…)
Dialogue is one of the toughest things to write, even for the pros. You want your spots to sound real and authentic, yet still communicate the benefits of the product. This is where a professional copywriter comes in handy.
But say you don’t have any of the Radio Lounge writers with you at that second Simply write the copy and read it out loud. The compare it to a conversation with your mother (provided you have civil conversations). Do they sound similar? They should. If not, rewrite and make it more natural.
Like your mother always said…”Natural radio copy, is believable radio copy”
Until next week…