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Morgan Franklin: When you book a
podcast sponsor, one of two

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things is gonna happen, either
they're gonna send you a brief

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and say this is exactly what we
want you to say, when to say it,

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and here's the music to put
under it, and thank you for your

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business, or, and more likely,
in my experience, they're going

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to say, this is what we want you
to talk about as it relates to

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you and your podcast and your
audience. Here's a few things we

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want you to include. You must
include. Thank you for your

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business. If you're anything
like me, the first time you get

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that brief that says, talk about
this however it relates to you,

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you're gonna think, what do I
need to say? What should I

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actually say? How do I make this
an amazing ad so that people not

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only listen to it, but more
people want to partner with me,

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or at least, I hope that's what
you're thinking. In this

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episode, we're going to take a
real event that I'm making an ad

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for on one of my podcasts, talk
about how to break it down into

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a readable, memorable,
actionable ad, and most

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importantly, how you can create
ads your listeners don't want to

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skip the moment that they hear
that different music playing.

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Hello and welcome to podcast for
profit. My name is Morgan

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Franklin. I'm a Podcast
Producer, strategist and

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educator. This podcast will help
you create and grow a podcast

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that cuts through the noise of
social media and speaks directly

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to your target audience. If
you're ready to create a podcast

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that will align you with the
experts in your industry,

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position yourself as a trusted
leader and create another source

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of revenue for your business,
you're in the right place. Why

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is podcast advertising so
powerful? Because it isn't some

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random person that you've never
met telling you about a product

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or a service or an event. It's
the podcast host. It's the host

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that we as an audience have come
to know and love and trust. It's

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the host that we've spent
hundreds or 1000s of hours

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listening to, and their
recommendation means something,

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or at least it should mean
something. I remember. It was

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about a year ago I got a message
from a sponsor of one of my

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shows with three very clearly
chatgpt generated ads. There's

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no problem with this, and a
little bit later in the episode,

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we're gonna talk about how you
can properly use AI to help you

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start writing an ad. But the
problem for this ad was that it

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had no zazz. It was not a
personal recommendation. It has

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no meaning for me as the
listener hearing the host read

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off just a bunch of facts that
are totally disconnected from

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the show. So I'm gonna read you
actually the chat GPT ad that

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the sponsor sent us. I've
changed some of the details just

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to protect the privacy of the ad
sponsor, but I wanted you to

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hear this because I know that
you guys know when something was

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written by chatgpt, but I just
want you to hear it and hear

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just how clearly this was
written by a robot and not a

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person, and then I'm gonna tell
you what ad we actually ended up

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making for this person. So this
is the ad. This episode is

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brought to you by Glendale
resort and Marina in historic

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Portland, Tennessee. Glendale is
a boutique destination resort

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and Marina on Scenic Grundy Hill
Lake. The resort offers guests a

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rare collection of lodging
styles with vintage Airstreams

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and waterfront cabins to
floating harbor cottages and a

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new two story Inn. It's the
perfect destination this fall to

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explore hiking trails and
waterfalls be energized with an

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on site massage treatment walk
on Tennessee's longest Lake

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border walk. Glendale also
offers three event spaces with

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commanding views that host
corporate events, group

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retreats, family gatherings,
holiday parties and weddings.

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Events at Glendale are
personalized with catering, AV

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equipment, room darkening,
capabilities, excursions and

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much more, tucked away off the
beaten trail, nestled in nature

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an hour away from Knoxville and
only 11 miles off i 60. Glendale

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is a hidden gem. For more
information, visit glendale.com

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now that wasn't terrible. It
wasn't awful, but it's very

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forgettable, right? Like it
tells me nothing about why I

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should really go there. It's an
ad for a list of features. So

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let's listen to the ad I
restructured and sent back to

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them. What makes a once in a
lifetime vacation for our

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family? That's something I ask
myself every time my wife and I

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sit down to plan our next family
trip individually, it isn't the

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food, activities, accommodations
or even destination. It's the

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stories, the laughter, the
memories and quality time spent

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together that simply couldn't be
recreated anywhere else. This

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summer, we spent our vacation
with Glendale resort marina in

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historic Portland, as someone
who's always loved the lake but

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never had sea legs for a boat. I
love that we. Choose from the

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lodging at Waterfront cabins,
floating harbor cottages,

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vintage Airstreams, or even
their new two story Inn. We

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enjoyed daily walks on
Tennessee's longest Lake border

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walk on site, massages, hiking
waterfalls, and finished every

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day with an incredible meal from
Lakeside restaurant. If you're

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looking for a venue to
accommodate an upcoming wedding

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or family gathering or corporate
retreat, Glendale resort has

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three event spaces with
spectacular lake views

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personalized with catering AV
equipment, room darkening

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capabilities, excursions and
much more, only an hour from

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Knoxville, 11 miles from I 60.
Glendale resort is the getaway

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you've been searching for. For
more information, go to

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glendale.com. All right, so
let's look at these two and how

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they're different from each
other. The biggest thing, at

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least to me, and again, what I
find to be the most important

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thing to keep in mind, if you're
writing ads, is, how are you

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speaking about the subject? Are
you recommending it, or are you

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just talking about it? How are
you combining the audience's

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lived experiences and interests
with what you're trying to sell

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them? How are you connecting the
listener to what the sponsor is

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providing? What about this part?
The part where we say

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individually, it isn't the food,
activities, accommodations or

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even destination, it's the
stories, the memories and

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quality time spent together that
simply couldn't be recreated

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anywhere else. Dang. That says
more to me about this place than

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anything else could because as
listeners, we know an amazing

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vacation really isn't where
you're staying or where you're

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going, it's the time you're
spending with friends and family

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and the people that you love.
It's how it makes us feel. So

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think about that. When you're
writing an ad for your podcast

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or trying to figure out what to
say for your ad. How can I stop

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shoving features down the
listener's throat and instead

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show them the outcome of what
they'll have, or, better yet,

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the feeling they will have? And
again, it's worth noting here

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all the times that the host is
telling you what they personally

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love about this place. Isn't
that so much more impactful to

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you as a listener than some
random ad copy about this

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resort? Here are a few tips for
when you have a company that is

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giving you a brief and they say,
Hey, you take this in whatever

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direction you want to. We just
want it to sound good and sell

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to people no matter what, you
always need to get approval from

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the person you're doing the ad
with, even if it's not disclosed

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in your contract, even if they
never brought it up. Take the

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time to write out exactly what
you're gonna say and send it to

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the people you have been
communicating with at this

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company. This is what they're
paying you for, and at the end

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of the day, you want them to be
happy with their experience.

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That is the most important
thing. So take that extra second

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to write down what you're gonna
say. If it's a 62nd ad, it's

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gonna be two paragraphs. Take a
minute to write it down, send it

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to them and say, hey, does this
look good? I know that you gave

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me creative freedom, but I just
wanted to make sure, does this

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cover everything that you wanted
to talk about in this ad, if you

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have time to visit the store or
go to the place that you're

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talking about or get the
product, do it, people know when

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you're not being genuine. Your
listener knows when you're

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giving a recommendation for
something and you have never

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used it before. Your audience is
so smart, so don't lose your

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listeners by misleading them to
get a sponsor. You are still

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you, even when it's on an ad,
when you're starting an ad, get

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straight into it. Stay away from
phrases like this episode is

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sponsored by or our partner for
this episode is people should

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not be tipped off to the fact
that this is an ad. It should be

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you starting it with a question
or a statement, or even starting

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a story that's gonna hook us in.
Don't give them the opportunity

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to pick up the phone and hit
skip, because the moment that

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you say, this is an ad, people
are immediately tuning out. If

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you really don't know where to
start with a podcast ad, ask

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chatgpt to help you out. There
is nothing wrong with using it

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as a guide or even as an
outline, but what it's going to

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give you is most likely not
going to be up to the standards

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of your actual human listener.
If you read it out loud and

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think, Wow, that sounds like a
robot. It's not ready to be

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recorded, but I use chatgpt all
of the time to help me outline

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ads, and I'll just give it the
information and say, Hey, will

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you write me a 62nd ad? And I'll
read what it comes up with,

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because I think that's a really
good place to start. Like I

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said. Said so many times, it's
just so formal and it does not

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sound like the way that we
actually speak. So don't just

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put it in there and then
regurgitate what it gives you.

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Actually take a minute and
think, would I say that? Does

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that sound natural? Does that
sound like a story someone would

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want to hear? Does this sound
like something someone would

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want to hear and go from there.
You know, there's no better way

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to learn than doing so let's
write a podcast ad together. I

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have a podcast ad I'm working
on, and they just sent me the

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brief for the event. It's
advertising again. I'm going to

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change a few of the details,
because it's actually an

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advertiser, and this is going to
be an actual ad. So here's the

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information for the event, we
can have creative freedom as

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long as we get across the name
of the event, where it is, and

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what it's about. We are pleased
to announce that we are hosting

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the area's first literary Gala,
an event designed to create and

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support the growth of literacy
and love of books in our

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hometown. The 2024 gala is a
masquerade ball with a theme

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steeped in literature. We're
calling it three musketeers

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Masquerade. This will be a fun
and purposeful evening, starting

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with a silent auction at six,
followed by a delicious dinner

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at seven, dancing and lots of
entertaining and fun, all in the

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presence of friends who love
books and the power of reading

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in our community. The dress for
this event is formal, and you're

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encouraged to dress in theme or
wear a mask for intrigue. 100%

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of proceeds from the literary
gala will be used to fund the

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growth of literacy and evolution
of book culture in our

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community. This includes
projects like providing new

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books to local schools, hosting
free author writer and creative

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arts events every week, curating
book donations to regional

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nonprofits offering special
community wide author events

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that build book culture. Tickets
are $150 and table sponsorships

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are available as well. Please
visit website. Okay, so straight

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off the top, I know, obviously
they want to focus on books and

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reading and literacy. Obviously,
what do we think of when we

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think of books? Personally, I
think of adventure like the

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theme is The Three Musketeers.
So I want this ad to be fun and

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exciting and kind of childlike.
Obviously, the host can't talk

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about how much fun it is because
it's a first time event. Because

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I normally start the ad with
some kind of like, testimonial

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or recommendation, but since
it's never happened before, I

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think we should start with
something else, like maybe join

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us for a night where literature
comes alive. It's kind of

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cheesy, but again, we're going
for fun, adventure, Kid kind of

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angle. This event is about kids
and reading, so I don't really

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think it should be that serious.
So yeah, I kind of like that.

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Join us for a night where
literature comes alive after

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that, like I said, we need to
get straight into it. Don't

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waste any time if you want to
know my short advice for

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podcasters writing ads, it's to
get right into it. People don't

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want backstory. They want to be
entertained. So at this part of

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the ad, after I've had my little
intro, I want to say what the

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event is, what the listener can
expect, where it is, and why

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they might be interested in
going. I'm thinking something

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like our community bookstore
invites you to its first ever

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literary Gala, the three
musketeers masquerade, where

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every page turned is a life
changed. Okay, that's kind of

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cheesy, but Okay, on September
20 at Town Hall center, join us

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for an enchanting evening of
mystery and elegance. Don your

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finest formal wear and a mask
for a night of entertainment and

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intrigue as we celebrate the
power of books in our community.

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All right, so let's stop right
there. You want to have enough

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details that people know what's
going on, but not so many that

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they're skipping through the ad.
So keep that in mind when you're

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writing an ad is you have to get
everything in there, and it has

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to sound interesting, but with
the brief that they sent us, we

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gotta kinda skip through that.
Your ticket unlocks a night of

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wonder, starting with a silent
auction at six, followed by

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dinner at seven. It'll be a
night of dancing, entertainment,

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fun, and of course, the magic of
learning. We've talked a lot

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about the details, and that's
fine with ads like this, you

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have to get a lot in so it's can
be kind of cramped and not leave

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a lot of room for creativity,
but we still have to get into

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why someone would actually want
to come to this event and what

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it will be giving back to the
community. Best of all, 100% of

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donations raised will stay in
our community by providing new

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books to schools, hosting free
workshops and creating a

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community wide culture of
reading together, we're writing

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a brighter future. So okay,
great. Remember that long list

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of things that they said, that
they did? We can kind of

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condense it down to this one
sentence, and really, that's all

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we have. So make sure when
you're trying to list. Out

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features and benefits that you
take just the top highlights and

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shorten those down even more,
because that's exactly what we

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did. If you remember, they had
the long list of everything that

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it contributed to. This is our
one sentence that we took out of

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that. Then we need to end with a
call to action. So get your

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tickets for the three musketeers
masquerade before they're gone.

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Find more about the event and
buy tickets from the link in the

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00:15:21,870 --> 00:15:25,890
episode description. Okay, so
that's a great 62nd ad for an

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00:15:25,890 --> 00:15:29,100
event. It's well rounded. It
covers everything the advertiser

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asked us to and it really makes
you feel as a listener, more in

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touch with what the event will
be like, what the essence of

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00:15:36,240 --> 00:15:39,660
this event is really trying to
give us ads like these are

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absolutely perfect for sound
effects and music and using

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audio to help you tell the
story. I have about five

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different notes that I had
written down on sound effects to

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use, so I'm gonna just read
those for you really quick. The

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first is for it to open with a
very whimsical, almost Shire

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esque music and glasses
clinking. Then have a sword kind

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of swing down and Clank, have
that sound pages turning kids

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laughing and talking and then
ending the entire ad with a very

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dramatic like orchestral
movement. Music and sound

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effects make such a huge
difference in ADS. My tip for

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you on sound design and adding
effects is to make sure

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everything is match for loudness
and export it and listen to the

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entire ad before you add it to
your episode. There is just

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nothing worse than having a
sound effect that is way too

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loud for the ad, or layered
sounds that don't make sense

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together. And I know that you
guys have heard ads like this

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and podcasts like this, so if
you're going to use effects,

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take that extra little step and
export what you're working on

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and listen to it with your own
headphones, or however you would

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normally listen to a podcast and
make sure that it actually

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works. Any ad that you are
producing for your podcast

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should be nearly perfect. If
someone is paying you to

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represent their brand on your
podcast, you need to be

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flawless. I hope this is obvious
from this entire episode, but

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don't just wing it. Don't just
randomly work it into the

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beginning or middle or end of
your show. I hear podcasters

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trying to do this all the time,
and from a brand perspective,

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why would another company ever
want to work with you if they

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know that you're that lazy, if
they can see that you aren't

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taking the time to even write
out copy for their ad, much less

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actually produce it. This is
your whole job. Just remember,

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there's never a traffic jam on
the extra mile. And I know that

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I always have to get some kind
of cheesy little saying in here,

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but it's so true, and especially
if you're a smaller creator, you

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need to pay attention to how
you're showing up. How are you

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utilizing the opportunities that
you're given? And if a larger

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company were looking at you to
do a partnership, what do you

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think that they would honestly
be expecting from you? Because

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every time you put something
out, that's another opportunity

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00:17:59,190 --> 00:18:03,330
for them to see how you would be
working with them. If you have

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any questions on writing podcast
ads or how to get sponsors in

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00:18:07,680 --> 00:18:10,380
the first place, send me a
message, reach out on my

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00:18:10,380 --> 00:18:15,330
website, and we'll get to work.
And as always, I can't wait to

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00:18:15,330 --> 00:18:18,600
listen to your podcast. Hey,
thank you so much for joining me

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00:18:18,600 --> 00:18:21,690
on this episode. If you enjoyed
the podcast and you'd like to

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00:18:21,690 --> 00:18:24,420
hear more episodes like this
one. Go ahead and subscribe to

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00:18:24,420 --> 00:18:28,110
the show. New episodes air every
Monday morning. And if you found

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00:18:28,110 --> 00:18:30,660
this episode valuable and you
want to help other business

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00:18:30,660 --> 00:18:33,720
owners and podcasters, will you
leave me a five star review. It

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00:18:33,720 --> 00:18:36,690
helps the show rank higher in
the charts, and brings more

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00:18:36,690 --> 00:18:40,320
entrepreneurs the information
they need to start making money

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00:18:40,350 --> 00:18:41,700
on their podcast you.