Podcast advertising is a fantastic way to connect with a highly engaged audience. Crafting a compelling podcast ad involves a few key elements, from the script to the call to action. Here’s a brief guide on how to create audio ads that will resonate with listeners, and how Wondercraft can make the process a whole lot easier.
Understand the Basics
The Voice
Who should voice your podcast ad? Traditionally, you have two main options: Host-Read podcast ads, which are read by the podcast host, or ads read by voice actors, which are pre-recorded by professional voice actors. Host-Read ads often feel more authentic and personal, while Voice Talent ads can be more polished and scalable.
With Wondercraft, you can choose from a range of hyper-realistic AI narrators or even clone your own voice, offering flexibility for those times when your preferred speaker doesn’t have time to go into the studio. This makes the method fun, personal, and the most scalable option.
The Tone
Keep your audio ad script conversational. Podcast listeners value the intimate connection they have with their hosts, so your audio ad should feel like a natural extension of the show. Use short sentences and contractions, and avoid jargon to make your podcast ad sound natural.
Wondercraft offers customizable prompts to help write or rewrite sections of your script, ensuring your audio ad maintains a conversational and engaging tone.
How long should my podcast ad be?
Podcast ads vary in length, typically ranging from 30 to 60 seconds. Choose the length based on your advertising goals:
- 30-second ads are great for driving upper-funnel awareness.
- 60-second ads are better for detailed storytelling and driving consideration.
Using Wondercraft’s AI platform, you can easily adjust your script’s tone and length to fit your specific needs.
Writing the Script
Before writing your audio ad script, define your campaign's objectives, target audience, key messaging, and metrics for success. This plan will guide your scriptwriting process.
Keep It Clear and Concise
Aim for 60-70 words for a 30-second audio ad. Clarity is more important than cleverness. Use simple language and short sentences. Avoid complex jokes or gimmicks.
Find a Structure
- Attention-Grabbing Intro: Start with a strong opening line to capture the listener’s attention.
- Problem Statement: Describe the problem your product solves.
- Solution: Explain how your product provides the best solution.
- Call to Action: End with a clear and compelling call to action.
Wondercraft's user-friendly dashboard allows you to explore customizable prompts to help you build a strong ad structure (Check it out for yourself).
Personalize the Script
If possible, allow the podcast host to personalize the script. This can make the audio ad sound more authentic and engaging.
On Wondercraft, you can clone the voice of the podcast host using AI and amend the ad script to perfect the podcast ad without needing the host to set foot in a recording studio.
What’s more, Wondercraft’s parrot mode allows you to direct the AI voice clones to ensure perfect pronunciation. More about this here.
Crafting an Effective Call to Action (CTA)
The CTA is the most critical part of your podcast ad. Whether it’s a vanity URL, a promo code, or an interactive CTA card, make sure it’s clear and compelling. Repeat the CTA multiple times and spell it out if necessary to ensure listeners know exactly what to do.
A few of our favorites:
- Casper Mattress: Casper's ads are a great example of a Host-Read podcast ad that feels personal and engaging. The hosts often share personal anecdotes about their sleep experiences, making the audio ad feel like a natural part of the podcast.
- HelloFresh: HelloFresh uses a mix of Host-Read podcast ads and Voice Talent ads to highlight the convenience and quality of their meal kits. The audio ads are conversational and often include a special discount code, making them effective in driving sales.
- Squarespace: Squarespace's ads are polished and professional, often featuring Voice Talent ads with a clear and concise message about their website building tools. The audio ads typically end with a strong call to action, directing listeners to start their free trial.
Conclusion
Creating an effective podcast ad requires careful planning, clear and concise scripting, and a strong call to action. At Wondercraft, we can make this process easier, more fun, and streamlined using our AI-powered audio studio.
Ready to see for yourself just how much easier Wondercraft can make the writing process? Join the 40,000 people using Wondercraft to make great audio content for audio ads, podcasts, and audiobooks today.
Happy creating!