[FAQ]

Bit of a newbie question here. We’ve just landed our first sponsor for our podcast, which is brilliant news, but now I’ve actually got to record the ad reads. I’ve always preferred podcasts where the host-read ads sound genuine, like a real recommendation, rather than just reading a script word-for-word.

Does anyone have any best practices for this? I really want to do a good job for the sponsor but also don’t want to sound like a complete sell-out to our listeners. How do you make them sound authentic?

[Jeff Bullas]

Excellent question, as this is something many creators struggle with.

Short Answer: Authentic host-read ads are achieved by internalising the sponsor’s key points, then creating your own text that incorporates a personal story. This allows for a natural audio delivery that feels more like a recommendation than a commercial.

The core of this is shifting your mindset from reading an ad to sharing a valuable solution with your audience.

First, focus on the text. Never read the sponsor’s provided script verbatim. Instead, treat their document as a brief. Pull out the one or two most important messages and rewrite them entirely in your own words. The most effective way to do this is to connect the product to your own experience with a short, genuine story. This narrative approach is far more compelling than simply listing features and benefits.

Second, consider the audio itself. The ad read should sound like it belongs in your show. The recording quality, your tone of voice, and the overall energy should match the rest of your audio content. Avoid the temptation to put on a special “announcer voice” or add sound effects that create a jarring transition for the listener. The goal is for the ad to feel like a seamless and relevant part of the episode’s conversation, which builds trust with your audience and delivers better results for the advertiser.

Cheers,
Jeff

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