Before you even begin crafting the script, it’s essential to understand the product’s feature, the pain points it solves, and even use the product if you have time. The best converting ads are the ones where the host really uses the product and likes it.

For me, I do the following steps to create a strong ad:

- visit the brand’s website to learn about the product

- try using the product myself

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

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

Then I put all the pieces together to create authentic podcast ad copy.

- Keep your ad concise: based on various studies, podcast ads should be kept to less than 40 seconds.

- Let the Host’s personality shine: Ads are more believable when the script is written by the host. If the host is quirky and funny but the ad has a corporate like tone, then it won’t be believable.

- CTA that Commands Action: Your Call to Action (CTA) should be crystal clear. Whether it's directing listeners to a website, prompting a download, or inviting engagement, ensure the host ends the ad with a CTA.