Writing a persuasive, compelling, and exciting podcast ad is extremely nerve-wracking and challenging, even for the best of the writers in town. Not only do you need to ensure that it resonates with the listeners of the podcast, but you also take into careful consideration the kind of podcast you’re playing your ad in. You’ve to make sure to not sound too salesy but get your point across within the stipulated time segment.
With so much to think about and pay attention to, it’s only fair for you to hire a specialized copywriter to curate your podcast ad. However, if you aren’t doing so and working on an ad copy on your own, we can help!
How To Go About Writing An Ad That Works?
When working on writing the ad to be ‘telecasted’ in a podcast, you can opt for an ad-lib or a scripted one. Ad libs are the kinds of podcast ads that allow the host to simply speak about your brand and product/service by adding their own creative spin to it. You can provide them with some details beforehand and let them do their thing. Scripted ads, as the name suggests, are completely scripted by you and require the host to simply record the segment as stated. You can let them know how you wish for them to sound or the bits of information you want to stress on. Writing an ad, especially for non-visual media, is an art that very few can master.
To create an effective ad, some fundamental steps are a must for you to follow.
#1 Sound Like Yourself
It is extremely crucial for you to be authentic in the ad. It’s about you, your brand, and your product/service. So it’s only fair for you to sound the same as you do on other platforms. Be candid about your product/service to ensure you don’t come across as shady.
#2 Be Emotional
With no visual assets to help you, all you have are emotions. You need your listeners to feel what’s necessary to encourage them to check out your website and take the customer journey you want them to.
#3 Don’t Sell
Podcasts are commonly playing in the background as a person goes about their day, driving to work, cleaning, or doing chores. You don’t need to sell them something when they’re trying to focus on something else too. Instead, you can hit the right note by addressing a pain point and letting them know how your product is a solution that they might be facing. Allow them to check you out instead of focusing on letting them know just how much they need you.
#4 Keep It Simple
As stated above, your listeners are most likely multitasking when listening to your ad. Make it simple for them to understand you. Get rid of the jargon, simplify the messaging, and make the message as short as possible (it saves you money too!).
#5 A Simple CTA Goes A Long Way
Just as you spend time ensuring your message doesn’t sound salesy, your CTA deserves the same attention and treatment. Make sure that your CTA doesn’t require them to checkout or ‘make a purchase.’ Instead, give them a coupon code that can give them great deals, a URL to exclusive products, etc.
Creating a podcast ad that works is definitely a challenge. It obviously would need you some tries to understand your audience and the kind of podcasts that best go with your brand, products, and services. Take time to research well to ensure you find the best fit.
