Why Podcast Ad Copy is Key to Campaign Success
A great podcast ad starts with great podcast ad copy. It's critical the copy aligns with the campaign’s goals, communicates the right message, and fits the ad type—all while giving hosts the flexibility to add their personal touch.
Good copy impacts the performance of an ad in a BIG way. Conversely, poorly written or mismatched copy can disengage listeners or, worse, lead to compliance issues. Below are some tips on crafting effective ad copy, straight from our team of Ad Ops professionals (who have worked on over $100 million worth of podcast advertising campaigns).
The Do's and Don'ts of Podcast Ad Copy
Do: Ensure Honest and Ethical Claims Only
Make sure your ad copy complies with regulations, such as FDA guidelines. This is especially important for health and wellness brands, where product claims must be accurate and not misleading. Ensuring compliance not only prevents legal troubles but also builds consumer trust and reinforces ethical marketing practices.
Do: Keep It Clear and Concise
Aim for one page of copy and talking points, with plenty of white space to keep it clean and easy to digest. Focus on highlighting the brand’s unique selling point (USP) and a clear call-to-action (CTA). The host should be able to read it fluently, ensuring the audience quickly grasps the message.
Do: Provide Clear Instructions for Hosts
Hosts are central to delivering ads authentically. Including concise instructions on key points, tone, and personalization tips helps them feel more comfortable with the ad. When hosts know what to emphasize and what to avoid, the delivery feels more natural, which resonates better with the audience.
Do: Read Your Ad Out Loud
This might seem obvious, but sometimes what sounds good in your head might not translate well to the spoken word. Simply reading your ad out loud will let you know if sentences don't flow together or if the cadence sounds unnatural.
Don’t: Overload with Talking Points
Too many talking points can overwhelm the host and clutter the ad, leading to listener disengagement. Keep it focused, with only 3 -4 talking points MAX to allow for your hosts personalization —clear and limited messaging sticks with the audience better.
Don’t: Forget Personalization
Allowing hosts to add their personal touch is crucial for making the ad sound more like a recommendation than a script. Overly scripted ads can feel robotic, and listeners can quickly pick up on that. It's one of the reasons why podcast ads (sometimes) fail. Personalization keeps the delivery fresh and engaging, which ultimately leads to better results.
Don’t: Make Last-Minute Copy Changes
While it’s sometimes necessary to update podcast ad copy, making changes too close to the air date can lead to rushed and confusing deliveries. Hosts need time to familiarize themselves with the content. Last-minute adjustments can jeopardize the quality of the final product. A good rule of thumb is to allow for at least 2-3 weeks notice to implement a copy change.
Bonus Tip:
Be mindful of Plosive and Sibilance sounds! Plosives are those low-end 'kaboom' sounds that require an extra burst of air, creating a mini windstorm that can overload the mic. Sibilance, on the other hand, produces high-frequency 'moist' sounds that, when overused, can wear on the listener over time. If your copy is packed with these sounds, it can distort the host’s recording.
Clean Ad Copy is at the Core of Podcast Advertising Success
Great podcast ad copy is at the heart of campaign success—concise, clear, and personalized to the host’s style. By following these simple do’s and don’ts, brands can create a set of talking points that not only align with their goals but also connects with listeners, building trust and delivering results for all parties involved.
When your copy is airtight, the result is an ad read that performs flawlessly—just like the Lumen ad that aired on the Titus Podcast. This ad exemplifies the importance of allowing room for personalization.
In a lively 5.5-minute roundtable-style discussion, the three hosts share why they love using Lumen, talking about their personal experiences and the unique ways they incorporate it into their daily routines.
The conversation is sprinkled with good-natured jokes, giving it the charm of an old-school podcast ad, where the host's personal endorsement truly shines. It's clear that they genuinely stand behind the product. It’s no surprise that Lumen has had good performance so far. Check out this great ad for yourself here.
ADOPTER Media
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