I’m no Michelangelo but I do believe that crafting a great ad script is like an art form. The transition from the conversation to the ad has got to be seamless. The ad itself has to be interesting and valuable to the listener and it’s got to sound authentic. Listeners know when the host is just reading a script versus actually sharing news about a product he or she likes.

- I research the brand’s website to learn about the product’s features

- I try the product myself

- I write down what I like about the product (1 or 2 key features)

- Go to G2 to read reviews about the product (or other 3rdparty review site)

If you don’t have time to do my process, you can download an ad script here that can apply to almost every b2b product there is.

It’s a copy and paste podcast promo template that I’ve used for clients’ and it works well as it’s designed to:

- Speak the language of b2b professionals

- Highlight benefits of the product (you will have to fill in the blanks for this)

- Address paint points that the audience faces