After thousands of ad reads, here is what we’ve learned.
I was reading the IAB's creative best practices in podcasting, which is definitely a great resource, but as I was reading it I was thinking "Hey, we've got a lot of amazing best practices in podcasts for direct-response brands we could share." So here we are...
Below is a non-exhaustive list of some of our creative best practices when developing ad copy.
If you remember one thing from this article remember this. Less is more. The more places you can give hosts the ability to personalize the better. Everyone says this when it comes to "influencers" like podcast hosts, but listeners are there because they like the show and the host, so let the host incorporate their personality and personal experience as much as possible.
Podcasts are a human channel, and listeners want to know that the host actually uses the product and likes it.
If you can't send a sample (i.e. home services, insurance), incorporate testimonials or other ways to validate your credibility like a BBB rating, however many years you’ve been in business, or the number of customers you have.
We recommend putting the offer in a few places:
#1 - In the first sentence of the first bullet, after the intro, for renewal podcasts. We recommend this because, if a listener has heard your ad a few times in the past, and your offer is particularly enticing (i.e. 50% off), you want to get your offer in their ears as early as possible.
#2 - Three times in the offer copy at the end of the ad read. Here's an example:
What are you waiting for? Head to Brand.com and use promo code XXXX for 50% off your first order PLUS free shipping! That's the best offer you'll find but you HAVE to use my code, XXXX, for 50% off your first order. One last time: That's promo code XXXX for 50% off your first order PLUS free shipping!
If you have a compelling one, include a founder's story. This helps explain why you exist and the problems you solve.
Speaking of solving problems, always lean into benefits not features. To help you figure out the benefit, write down the feature and ask "so what”. You can also contrast the old way with your new way.
For example: So why does making cookware with ceramic matter? It doesn’t emit fumes when it’s cooked, conducts heat evenly, is super easy to clean up, and allows you to cook with less oil or butter making the foods you cook healthier.
It gets complicated when you try and promote multiple products in one ad read. You can include one bullet on other products though. As an example:
And from protein powders to bars to shakes and gummy vitamins, Orgain has products that the whole family will love.
Include anything short and sweet like a return policy.
Don't use advanced vocabulary the host may get tripped up on.
10a - Do things in three’s. Example: Mizzen+Main is lightweight, has 50 thousand five star reviews, AND you don’t have to go to the dry cleaner.
10b - Messages in present tense are more persuasive. As an example, reviews written in the present tense (vs past tense) were perceived as up to 26% more helpful.
“I love this bakery! The croissants are flaky and delicious.”
vs.
“I loved this bakery. The croissants are flaky and delicious.”
10c - Surprise with contradictions. Example: “Heavy on features. Light on price.”
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Podcast ad copy may have some similarities to the direction you’d give an influencer on Instagram or Tiktok, but there are a lot of nuances, like the ones above, that make a big difference in results.
If you want to discuss your own podcast ad copy and ways you can improve it, feel free to reach out to me at the email below.
Eric Smith is the SVP of Growth at Incremental Media. Want to share your thoughts or pick the brain of the author of this piece? Email Eric Smith at esmith@incrementalmedia.com
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