TIPS & INSIGHTS
How to write an audio ad script
by Kelsey Woo, Associate Product Marketing Manager
Audio ads on Spotify are a powerful way to spread the word about your business or music, and our free voiceover tool makes it easy to get a professionally recorded ad up and running quickly. But we know all too well that sometimes writer’s block hits, which makes penning an ear-catching audio script a little difficult. To help you break through the block and get started, we recently added new sample scripts right into Ad Studio as you create your audio ad. Remember, these scripts are just samples for illustration purposes only, so be sure your final script is in your own words.
Our sample scripts take into account different scenarios and calls-to-action to help you think about how to make the most out of your 30 seconds in the spotlight. But don’t forget – your story is unique, so your audio ad should be too. You can take a look at these sample scripts to get some inspiration and ideas for creative ads that get the message across, and then put your own spin on it. Make sure your audio ad is your own and meets applicable legal requirements.
If you still need help getting started, here are our top tips for writing audio ad scripts.
» Put your listeners first
When it comes to scripting your first audio ad, it’s important to speak to your audience the way you would want to be spoken to. Make a little small talk before getting down to business. To strike up that conversation, consider the listener’s context.
Where they are
If you’re targeting a city like Sydney, you can open with “Hey! Sydney!”
How they’re listening
Avoid jarring sound effects that will interrupt the listener’s vibe.
What they’re doing
Remember, your audio ad will show up during a user’s listening session on Spotify. If it makes sense for your message, try tailoring your script to acknowledge Spotify’s environment.
» Break it down
Your audio script should be 55-70 words max. And you’ll hit that number faster than you think! Here’s a sample outline to help you break down the words as you begin writing:
Segue (5 words): a friendly greeting or question, like meeting someone new.
Intro (10 words): business mode – introduce yourself and your ad’s purpose, making sure to say your business or band name.
Benefits (30 words): tell a story around your product, event, sale, or promo.
Wrap (10 words): a quick reminder of why this is great for the listener.
CTA (8 words): a call-to-action so your audience knows what to do.
» Include a call-to-action
Whether your goal is to drive online sales or to connect with new customers, your audio script is ultimately driving the listener to a specific action. Your audio script should include a clear and simple call-to-action that aligns with your objective and your ad’s clickthrough URL.
Need some inspiration? Depending on your ad’s purpose, you could say something like “Tap the banner to find a location near you,” “Tap the banner to shop now,” “Tap to save big with (say your promo code),” or simply, “Tap to learn more.”