4 Tips for a Stronger Sponsor Read or Ad Copy

I hear tons of ads and sponsor reads every day, often on places like MPR and YouTube. And if you’re like me, you might have noticed something: Everything. Sounds. Alike.

As I explain in this video, there’s a reason for that — restrictions on time or physical space are not a company’s friend, limiting how flexible the business can be with its presentation. But you still can improve the typical script with four basic tips.

Watch/Subscribe

[Transcript summary]

Customers not converting? Worse yet, are they running away? You might have bad ad copy or sponsor reads.

A typical ad copy or sponsor read follows a familiar formula: Name the product, service, or event, identify your company name, and say what you do in an aspirational way. Maybe give another detail or two with even more aspiration, and then tell people how to find you.

A typical ad might sound like this:

“Today’s broadcast is brought to you by CoMedical, dedicated to ensuring kids of all ages have access to quality medical care. Serving the greater Fulton metro, CoMedical brings the latest technology, PPE, and healthcare tools to local hospitals to keep tomorrow’s leaders well, today. Learn more at comedical.com.”

We get formulaic this way because there’s a lot to communicate and only a really small amount of space or time to do it in. But when you follow a formula, you sound like everyone else. To avoid that, here are four tips you can use to improve the message.

1. First, eliminate any fluff language. “Dedicated to” is a great example — customers already assume you’re dedicated, or you wouldn’t be in business.
2. Secondly, make sure your offer comes right away, rather than burying it in your aspirational statements.
3. Third, instead of just stating what you do or what action people should take, include a clear, brief belief statement that explains the “why” behind the offering. Customers don’t just want to know what you do — they want to make sure you share their values.
4. Fourth, include empathetic language that uses second person. Warm, welcoming language helps people feel seen and understood, which creates an emotional response that connects to loyalty and action.

So, let’s revise that ad copy from before. If we apply all four suggestions, the ad copy might sound like this:

“Today’s broadcast is brought to you by CoMedical. Providing technology, PPE, and healthcare tools to the greater Fulton metro, CoMedical keeps the children in your community in their best health, because every kid deserves to feel great and do great things. To make your appointment or learn more, join the CoMedical community at comedical.com.”

Need help with your own sponsor read or other writing for your business? Get in touch with me, Wanda Thibodeaux, at takingdictation.com.