What “Copy (ad script)” means #

“Copy” = the ad script (what will be read/voiced/produced and aired).
This page explains:

• how we collect the brief
• how we write the script
• how we send it to the client for approval
• how we record approval in the Sales System
• what happens after approval (recording + ready to air)

---

1) Collect the brief (what we need from the client) #

Before writing, capture these basics in your notes (Company record is best):

Business details

• Business name + best contact person + email/phone
• Offer/discount (if any) + dates it runs
• Website / landing page
• Location(s) and opening hours (if relevant)

What they want

• Objective: calls / footfall / website / brand awareness
• Target audience (who are we trying to reach?)
• Any must-say phrases (brand line, tagline, legal lines)

Tone

• Friendly, premium, urgent, funny, serious, local etc.

Call to action

• “Call now”, “Book online”, “Visit today”, “Quote RADIO”, etc.

---

2) Set the system statuses (every time) #

On the advertiser Company record, update these fields:

Copy (ad script) Status (use this for the script workflow) #

• Brief Needed (waiting on info)
• Writing (we are writing)
• Sent to Client (sent for approval)
• Changes Requested (client wants edits)
• Approved (client approved final)
• Recorded (produced/voiced)
• Ready to Air (final version ready for traffic/on-air)

Campaign Status (keep it aligned) #

• Copy Needed (brief/script not ready)
• Copy Sent (sent to client)
• Changes Requested
• Approved
• Booked (scheduled/trafficked)
• On Air (running)

Rule: If Copy (ad script) Status changes, update Campaign Status to match.

---

3) Write the ad script (structure that works) #

A simple radio script structure:

1. Hook (grab attention in the first line)
2. Problem/benefit (why this matters)
3. Offer (what’s included / price / deal)
4. Proof (local, trusted, years, reviews, award, etc.)
5. Call to action (what to do next)
6. Brand close (name + location + web)

Tip: Keep it simple and easy to speak. One clear message beats three mixed messages.

---

4) Send the ad script to the client for approval (recommended method) #

We don’t send this using “Quotes”.

Best method: email + clear approve/change request #

1. Paste the script into the email (and/or attach as PDF)
2. Ask for a clear reply:
   • “Approved”
   • or requested changes (bullet points)

Subject line ideas

• “Ad script for approval – [Business Name]”
• “30s ad script – please approve or request changes”

In the email, include

• Spot length (30s) and package name
• Start date (if agreed)
• Deadline for approval (so it launches on time)

What to record in the Sales System #

After you send the script:

• Copy (ad script) Status = Sent to Client
• Campaign Status = Copy Sent
• Add a Task: “Chase approval” with a due date (usually 24–48 hours)

---

5) If the client requests changes #

1. Update:

• Copy (ad script) Status = Changes Requested
• Campaign Status = Changes Requested

2. Make the edits
3. Re-send the updated script
4. Set status back to:

• Copy (ad script) Status = Sent to Client
• Campaign Status = Copy Sent

Tip: Always send the full revised script (not just the changed lines), so the client knows exactly what they’re approving.

---

6) What counts as “Approved” (important) #

We treat approval as:

• a clear email/message reply saying Approved / OK / Looks good / Go ahead
• or written confirmation of the final version

When approved:

• Copy (ad script) Status = Approved
• Campaign Status = Approved
• Save the approved version in notes (or attach/upload the final script if you store files)

---

7) After approval: recording & ready to air #

When production starts:

• Copy (ad script) Status = Recorded (once voiced/produced)

When final file is delivered and ready for scheduling:

• Copy (ad script) Status = Ready to Air
• Campaign Status = Booked (when trafficked/scheduled)
• Campaign Status = On Air (when live)

---

8) Quick checklist (copy workflow) #

✅ Brief collected
✅ Copy status set to Writing
✅ Script sent → status Sent to Client
✅ Changes handled (if any)
✅ Client approval recorded → status Approved
✅ Recorded → Recorded
✅ Final version → Ready to Air
✅ Campaign status updated to Booked / On Air

---

9) Common issues / what to do #

Client not replying:

• Add a task to chase. If start date is at risk, call and confirm they’ve seen the script.

Client wants to change the offer after approval:

• Treat it as a new revision: set Changes Requested, update script, re-approve.

Multiple decision makers:

• Ask who has final approval and only proceed when that person approves.