How To Effectively Do a Podcast Ad Read

Summary:

Here’s the 411 on how to do a podcast ad read effectively!

In this post you’ll learn:

• What is a podcast ad read
• How to bring a podcast ad read to life
• How to connect with the brand
• Why you need to believe in the brand
• The importance of having experience with the product
• Why digesting copy points is significant
• How to read the “call to action”
• The length of an ad read

Have you taken the next step in your podcasting journey and secured sponsors? If so, congratulations! This is such a big leap in the process and we’re excited to support you as you navigate this new territory. 

If you haven’t secured your first sponsorship yet, remember that everything happens in divine timing. It took us many months before we partnered with a brand, so don’t give up — your time will come!

Once you book an ad, the next step is bringing it to life! There are a few key components to keep in mind when doing a podcast ad read. It may seem like a simple process, but just like all things in this field (and in life!) there is much more to it than what meets the eye. 

These Are 6 Tips To Help You Nail Your Next Podcast Ad Read!

1. Connect with the brand 

Before you press record, you need to be super clear on the brand’s do’s and don’ts. Oftentimes, brands have words or phrases that they can’t use in their marketing. For example, if you’re promoting a supplement, you likely can’t say it’ll clear your skin of acne or make any other definitive claims.

The best way to know what is appropriate to say: Connect with the brand ahead of time through an onboarding call. A conversation can help both you and the brand get clear on your goals. Is it brand awareness? Is it to have an audience buy a new product that they’re launching?

Whatever the specific goal may be, keep in mind that the overarching objective should be to build a relationship with the brand.

2. Believe in the brand 

For an effective podcast ad read, it’s essential to believe in what you’re talking about. You should be partnering with brands you genuinely believe in and love. Think about the parts of their mission, products, or brand values that really resonate with you. 

People will hear it in your voice if you’re speaking from the heart. When you talk about something you believe in, it makes for a more grounded and compelling podcast ad read. Plus, it makes doing the podcast ad read that much more fun! 

3. Have experience with the product

You want to make sure you’re able to try the product or service ahead of time. It’s important because you’ll speak about your personal experience with the brand, giving those little nuggets and specifics.

If you can’t try the product or service (or it isn’t applicable to you), but you know your audience would love it, make sure to immerse yourself in the brand’s website and do proper research, so you’re not just reading the copy points.

4. Take time to digest the copy points 

The brand will provide you with copy points for you to read, but don’t just sit down and read the bullet points. For the copy points that aren’t required to be said verbatim, digest them and see how it feels to put it into your own words. 

This takes practice, but over time it becomes natural. Do your best to think about how you would say something — sometimes when it sounds too much like an ad people can tell and don’t like that. 

5. Mix personal experience and brand specifics

Infuse your podcast ad read with personal experience by sharing specific product recommendations or aspects of the experience that you loved. Also make sure you include the brand talking points and values, like the founder or origin story, mission statement, giveback component, etc. 

It’s about bringing in what you have learned about the brand (which will most likely be stated in the copy points) and sharing your own experience.

Provide concrete proof and specific examples of how the brand impacted and transformed your life! Do you feel more energized? Is your skin glowing? Has it saved you time or money? Tell that to your audience!

6. State the call to action 

After expressing your experience and providing the brand specifics, directly address your audience on what they can do to benefit from the product or service with a special code or link created just for them. 

Remember to say the discount information and how they activate it (whether through a special code or unique link). Spell out anything that may be difficult and repeat the CTA at least THREE TIMES. Also, direct your audience to reference the show notes or your website for all sponsorship information.

Bonus tip: It’s best to keep ad spots under 90 seconds. Generally, a mid-roll is about 60 seconds, but when sharing your personal experience with a product, you’ll find yourself going over, so a good rule of thumb is to keep it under 90 seconds. If it goes on too long, you’ll lose people’s interest and attention. 

Almost 30 Podcast, Krista Williams and Lindsey Simcik

Strive to make your podcast ad read as conversational as possible — it should be fun and reflect your show. For example, if your show is edgy and off the cuff, then you should bring that into the ad spot. The goal is to make the transition from your episode and ad seem as seamless as possible!

Want additional support on your podcasting journey? Learn more here, read our blog here, and sign up for 1:1 coaching here. Also, you can find an example of our own podcast ad read with Daily Harvest here.