Most radio spots are commercials that run on the airtime of a commercial radio station. The audio-only spot must compete with the noises of the everyday world, including programming and commercials on other radio stations, and calls for the talents of an exceptional short-form scriptwriter. A scriptwriter with a firm understanding of the subject and the language, and importantly, creative thinking.
Creative thinking presents a product or service in a new light with a new use of language. New ways of expressing information and thoughts to elicit the desired emotional response. Laughter, fear, sadness, guilt. If a spot holds the attention of the target audience for :60 or even :30 or :15 seconds. That brief emotional connection might be enough to retain the name of the sponsor and something about the product. A good radio commercial puts the listener in a situation they may not have experienced so they are compelled to listen. A good radio commercial is memorable and strives to mention the name of the client three times.
Radio spots command a keen understanding of imagery. The listener weaves a story from the visuals and imagery created by the scriptwriter. A story told with language used in an unexpected and memorable way.
Seeing different perspectives and putting words together in different ways helps the creative process and leads to insights about the product, and elicits the desired reaction. The cost of the commercial is often not important. Only during the Super Bowl when TV spots compete with each other and cost $100 million for 60 seconds of airtime! Many awards have been won by scriptwriters and producers for spots that cost a pittance.
A scriptwriter, not simply the budget, can make or break the spot. A talented scriptwriter from CMS knows there is a huge difference between information meant to be spoken and not read. Huge. And, therefore, writes conversationally for radio.