How To Write a Persuasive Podcast Ad
You know you have a good ad when a podcast listener, without deciding, moves the cursor to the shopping cart, downloads the pdf, or answers a chatbot’s “How can I help you”. Getting a listener to take action is the golden ticket for crafting a persuasive podcast ad. There’s no one formula to writing a good podcast ad. But if you follow these 5 easy steps you will soon have your ad published with listeners taking action.
#1 – Show Don’t Tell
Grab the listener’s attention by showing a pervasive problem they experience. Understanding problems your audience face is critical for crafting ads that evoke action. When you describe pain, or quench aspirations, you demonstrate you understand. When someone hears your description, it feels like you’re tapping into the conversation already going on in their head. This is the seed of trust.
#2 – Stir and Agitate
Once the scene is set, the next step is to stir and agitate the listener. You’ve identified a place of hurt. Now you need to make it painful by making it more emotional. This is where you pour salt onto the wound you’ve pointed out. Shed light on the ramifications of that hurt. Or if it’s a goal or pleasure, build castles in the air that inspire. It’s through emotion that people take action. They use logic to rationalize the decision once made.
#3 – Inspire and Transform
Once the problem is well defined, the trick is not to over agitate. Don’t let your reader wallow, show transformation by revealing a solution – your solution. Make it be “just the thing” they’re looking for.
#4 – Prove Credibility
Add proof to the ad with recommendations, testimonials and quotes from past clients.. Hearing people speak in their own words is a powerful motivator for listeners. They can relate to the stories your clients share. Don’t tell the listeners you’re great, let your customers show them you’re great.
#5 – Have a Call To Action
Now is the time to finish up the ad with a clear call to action. Some examples include:
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- a signup for an upcoming event
- downloading a pdf
- requesting a discovery call
- “buy now” .
Now that the listener trusts you, it’s the time to strike while the iron is hot. Ask them to reach out. Ask them to learn more. Motivate the listener to take action and turn them into a qualified lead, or better still, a new customer.
Empathy is Power in a Podcast Ad
When taking all these steps into account, focus on pain, aspirations and emotions that swirl around it. You want your listeners to think,
“That’s exactly how I feel and I’m tired of it!”
Empathy is power.
Take take the time to understand your audience. Use this formula to structure your message. Design your beginning, middle and end. Read the ad outloud. Listen for the meter of the words. Search for words that will trip the announcer up. Give guidance to pacing, but always with an ear for the audience.
And oh, by the way, do this all in 60 seconds. You can and you will.
When you follow these steps, you can’t help but persuade listeners to take action. With action, you’ll grow revenue. With revenue you’ll grow profits.
Good luck.
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