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Congratulations! You’ve landed a new podcast sponsor. 🥳🥳 They’ve sent over the ad brief and most likely they’re going to outline their expectations for you in two different ways. Either they’ll send you a script of exactly what they want you to say, or—and this is more common in my experience—they give you a brief with the key points they want covered but leave the creativity and exact presentation and wording up to you. 

If you’re anything like me, the first time you get that open brief, you’re wondering: “What do I say? How do I make this ad not just cover their points but also make it entertaining and actionable for my listeners?”

Why Podcast Ads Are So Powerful

Podcast advertising is one of the most powerful ways to reach both new buyers and audiences. It’s not just some random voice telling you about a product or event—it’s the host, someone the audience has come to know and love. As podcasters, our recommendations carry weight because listeners feel a personal connection to us. That’s what makes podcast ads so effective—when done right, they’re personal, engaging, and far more memorable than typical ad copy.

The Art of Writing Podcast Ads (That Don’t Suck)

A year ago, I received a sponsor’s ad script that was clearly generated by AI. Now, I’m all for using AI tools to jumpstart your writing (we’ll get into that later), but this ad was missing something crucial: personality. It had no connection to me, my show, or my audience. It was just a list of features, and it fell flat.

Here’s what I did: I took that generic ad and made it personal. Instead of just listing features, I talked about the host’s own experiences, how the sponsor fit into their life, and how it might resonate with my listeners. This approach transformed the ad from something that could be easily skipped to something that felt relevant and engaging.

Steps to Create Ads That Listeners Won’t Skip

1. Start With a Hook

Start your ad with a question, statement, or story that immediately grabs attention. Avoid using opening phrases like, “This episode is sponsored by…” because the moment listeners realize it’s an ad, many will be tempted to skip. Instead, get straight into something that piques their interest. Listeners don’t want backstory – they want to be entertained!

2. Make It Personal

Your audience wants to hear your genuine thoughts. Share why you’re excited about the product or service, how it fits into your life, and why you think your audience will love it too. For example, instead of just saying, “Visit this location” talk about the incredible time you had there, the memories you created, and how it offers a unique experience that’s hard to find anywhere else.

3. Focus on the Outcome, Not Just the Features

Rather than listing what the product or service offers, focus on the outcome. How will it make the listener feel? What experience will it provide? For instance, when I rewrote an ad for a resort, I didn’t just talk about the accommodations; I emphasized the quality time spent with loved ones and the unforgettable memories created there.

4. Use Sound Design to Enhance the Story

Sound effects and music can elevate your ad, making it more engaging. Whether it’s the clinking of glasses at a gala or the sound of pages turning in a bookshop, these small touches add depth and make the ad more immersive. But remember, balance is key—ensure all sounds are well-mixed and not overpowering the message.

5. Get Approval and Focus on the Relationship

Always send your ad script to the sponsor for approval, even if it’s not required. This will show your professionalism and ensures they’re happy with how their brand is represented. And most importantly, only promote products or services you genuinely believe in. Listeners can tell when you’re not being authentic, and that can erode trust.

6. Getting Started if You Still Can’t Figure Out How to Start 

If you’re having trouble from the start, try using AI tools like ChatGPT or Claude for inspiration. Make sure to include how long you’d like the ad to be, who your target audience is, what the vibe of the ad will be and any additional information the advertiser has given you. Remember, if you read what it generates and it sounds like a robot to you, it’ll sound like a robot to the listener. Use the response as a guide, not as a crutch. 

As always, if you have any questions about writing podcast ads or landing sponsors, feel free to reach out. I’m here to help, and I can’t wait to hear your podcast!

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