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This is Ad Infinitum.

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 Ad Infinitum is the award-winning podcast solely focused on audio ads,

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 the creatives who make them,

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 and or the latest thinking that informs them,

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 how the space is evolving,

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 and my favorite part,

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 a roundup of recent audio ads with analysis by yours truly,

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 Stu Redwine,

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 and each episode's guest.

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 Today is a bonus,

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 the audio from my very first What Makes Audio Ads Work talk,

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 recorded live at Podcast Movement in Washington,

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 D.C.

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 in August.

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 2024 it's fast and practical and if you put the advice into practice i promise your audio ads will work better guaranteed hey my name is stew redwood i'm the vp of creative services at oxford road i

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am prepared to bring my maximum effort right now as your presenter are you prepared to bring your maximum effort as an audience all right let's go this is going to take every bit 20 minutes.

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 What makes audio ads work?

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 So our goal is to make better audio ads.

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 That's what the podcast Ad Infinitum is all about.

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 That's our creative focus podcast at Oxford Road.

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 You can scan that QR code to like,

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 share,

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 subscribe and leave an honest five star review.

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 You'll also notice that I put my CTA in my pre-roll.

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 So that's the first free lesson for today.

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 Alright,

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 so first things first,

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 I'm from Kansas City.

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 The reason that's significant is because a story happened there that I want to tell you guys about.

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 So,

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 I came up,

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 I always liked making stuff.

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 It's weird,

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 Kansas City has a decent sized production community because Bernstein Rain is there as my primary theory,

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 which had Walmart and McDonald's through the

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 1980s, so a ton of money and investment.

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 It was crazy.

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 So when I was coming up...

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 I sort of by happenstance ended up working on all these direct response television commercials,

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 which is cool because of what I do now,

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 but I couldn't,

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 I didn't know it then,

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 but now looking back it's pretty cool.

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 It's like wow that was preparing me and I didn't even know it.

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 I was on a Big O Tires commercial shoot and I remember I was moving around all these heavy objects like the cables,

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 the sandbags,

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 all this stuff.

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 I noticed that the guys that were my age now sadly and older that were gripping electric.

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 were also moving the same heavy objects as I was,

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 but there was this dude over here on a leather couch,

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 literally a leather couch in the studio,

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 click clacking on a keyboard.

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 And he was like a creative director or somebody with the brand.

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 I'm like,

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 man,

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 how do I end up doing what that guy's doing and not breaking myself carrying heavy stuff?

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 So that definitely altered my life choices.

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 Two,

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 something that guy said at the day is like my second first thing.

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 First,

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 my second piece of advice.

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 So first is

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 Make pre-rolls count,

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 put a call to action in your ads,

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 alright?

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 Second one would be,

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 this guy comes up at the end of the day,

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 we're shooting all day,

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 and the director's doing all kinds of stuff,

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 and then they turn to this guy who hadn't said anything,

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 they're like,

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 well,

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 John,

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 is there anything else we need to get?

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 And he's like,

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 yeah,

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 how about we do one just like what's in the script?

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 Because it was like a spokesperson thing for Big O Tires.

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 That's my second piece of advice.

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 And there's brands,

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 there's podcasters,

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 there's networks,

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 do one like...

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 What's in the script?

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 Just like do the script.

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 There's an awesome documentary called The Creative Brief.

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 It featured one of the many people featured is Joe Pitka,

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 who's a famous commercial television director.

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 And he talks about something that's really cool.

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 You wouldn't expect coming from him because he's known for having a really bad attitude or at least being irascible.

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 But he's like,

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 I believe there's a good idea at the heart of every script.

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 And I love that.

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 I love assigning people terrible motives and like we're all trying to do the best we can.

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 So do what likes it,

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 what's in it.

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 If all else fails,

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 just do what's in it.

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 Like,

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 don't argue with it.

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 Accept it,

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 and then do the best you can do with that.

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 Alright,

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 under four minutes on that section.

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 Beat my rehearsal time.

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 So VP Creative Service at Oxford Road.

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 I've been here,

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 yeah,

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 Oxford Road represented.

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 Been here since before the beginning.

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 This is our 12th year,

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 just did 11 years.

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 I was tallying it up,

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 1,000 plus campaigns,

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 55,000 ads.

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 20 plus unicorns early days we were early in podcasting and then a commercial podcasting so a lot of DTC brands that we hope grow to become unicorns and now we're it's exciting 14 plus international

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 multi-market so everything I'm telling you about how to make audio ads work come from my experience working on all of that this entire time so I oversee all the creative efforts and

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 I often think of something

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 Actually,

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 a producer mentor of mine from Kansas.

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 City used to say this guy Mark Searsdorf.

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 He's like,

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 you know,

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 Stu,

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 one day we're going to back into being good at this.

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 It's like one mistake at a time.

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 So all the fifty five thousand eleven.

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 That's a lot of mistakes and a lot of stuff that's gone right.

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 So you are going to hear what I know makes audio ads work.

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 We got 16 minutes of buckle up,

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 buckaroos.

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 One thing that is all important is the listener.

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 I've been saying recently that the hope that hosts are people,

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 too.

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 it's also important to remember that

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 The listener are people too,

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 like just critically,

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 critically important.

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 So what do we know about the listener,

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 which is also us?

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 I love this quote,

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 it's from Aristotle from way back in the day,

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 300 BC,

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 for a speaker subject and person addressed,

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 the healer determines the speeches and an object.

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 So we can intend all kinds of things,

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 we really need to make sure we understand the audience.

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 I believe the hosts understand this the best.

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 The best hosts understand their audience the best.

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 It's important to partner with them as brands and agencies.

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 So what do we know about the audience?

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 First of all,

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 there is no them.

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 There's only us.

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 This is good in this application and then throughout the rest of your life as well.

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 Just always keep this in mind when somebody cuts you off.

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 There is no them.

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 There's only us guys,

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 alright?

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 A couple of things about all of us,

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 the 95-5 rule,

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 generally accepted in marketing right now.

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 So there's everybody that,

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 like,

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 let's say,

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 in the world,

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 there's everybody that listens to your podcast.

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 Then there's the people that might buy your product.

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 5%

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 of them,

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 and I'm talking B2B and B2C,

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 generally holds 5%

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 are in the market at any given time.

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 Okay,

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 because we can talk about audience size,

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 we can talk about opportunities.

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 It's like,

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 the slice starts getting really thin.

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 And then,

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 Aaron Bird Bass Institute's study...

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 Looking at a ton of campaigns,

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 16%

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 of advertising is correctly remembered and attributed.

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 So that's very important as well.

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 So tiny slice and nobody remembers the ads anyway.

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 So audio,

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 particularly podcast,

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 comes with some unique advantages against those odds.

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 Those are tough odds that we have to beat.

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 20%

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 of our time is spent listening to audio in general.

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 Podcast ads work harder.

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 I put down Podscribe,

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 Sounds Profitable,

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 Edison.

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 Through a rock,

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 you will hit more research that is proving this time and time again.

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 Podcast ads hit harder because it's lean in,

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 it's on demand.

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 I'm choosing it.

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 I have a relationship.

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 Post-read ads work even harder.

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 Again,

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 proven over and over.

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 An important thing to keep in mind is that sonic branding is a superpower.

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 There's an IPSA study that found that sonic brand cues are seven times better than all other brand cues.

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 Visual brand cues,

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 anything else that you could do.

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 at improving brand recall so when we go back to that five percent or even in the market sixteen percent of those are even going to remember your ad is there a shortcut yes sonic branding is definitely a shortcut all right and even if a brand doesn't have a sonic brand you as a host let's say i'm primarily

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 talking to hosts uh you as a host could invent your own for that brand for your show it's it's training it's like a dog whistle right all of us are the first sonic brand we ever knew was our name

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 Right,

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 we are trained to listen and respond to sounds.

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Let's see.

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Okay,

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 so where are we reaching these people?

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 We're reaching them in the funnel.

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 I think this is funny.

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 Eighty years ago,

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 Bond Salesmanship by William Townsend,

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 this is basically where the idea of the funnel came from.

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 Sounds vary of its time.

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 The salesman should visualize his whole problem of developing the sales steps as the forcing by compression of a broad and general concept of facts.

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 through a funnel which produces the specific and favorable consideration of one fact.

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 Very industrial,

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 very turn of the 20th century,

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 very pre-World War II.

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 You can feel that we really thought we had everything worked out.

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 We have mastery of the physical universe.

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 If we break everything into pieces,

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 name it and label it and optimize it.

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 That's how we got the funnel because people are robots.

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 This was supposed to be a build,

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 it's not.

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 So the classic funnel is on the right for you classicists.

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 Awareness,

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 consideration,

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 conversion.

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 There might be some other steps in between.

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 The adaptive funnel,

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 this is from Tom Roach's work,

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 which is how I like to look at it because it's relationship based,

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 is build,

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 nudge,

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 and connect.

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 If you think about it,

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 it's the same way like you build a relationship with a person.

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 Audio is what's represented there in the middle.

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 It has superpowers when it comes to reaching people in the funnel.

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 It's a magnet.

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 We pay attention to it.

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 It's our first sense.

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 It's our fastest sense.

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 Even faster than the sense of touch is the sense of sound.

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 It's processed in the same part of the brain as memory and emotion.

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 We assign meaning through sound.

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 It's processed in our temporal lobe.

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 Language is on the left side of the brain.

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 Sound and music is on the right side of the brain.

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 Brain goes into Wernicke's area which is where you understand language.

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 Broca's area is where you put together language.

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 We can use that to our advantage for instance if we're talking about jewelry.

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 If I say that's a 24 the word that probably comes to mind is carrot.

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 We predict what somebody's going to say we can surprise people and also like I said mood and memory.

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 So the question is can people recognize your brain with their eyes closed?

265
00:10:27.796 --> 00:10:28.656
 So if you would,

266
00:10:28.756 --> 00:10:29.636
 I've got a prop here.

267
00:10:29.676 --> 00:10:31.778
 This is gonna be dicey.

268
00:10:31.797 --> 00:10:33.719
 Just don't look at what I'm taking out of this box.

269
00:10:35.918 --> 00:10:36.239
 Okay,

270
00:10:36.817 --> 00:10:40.020
 so this is the first registered sound mark with the U.S.

271
00:10:40.082 --> 00:10:40.762
 Trademark Office.

272
00:10:40.763 --> 00:10:41.457
 We'll see if this works,

273
00:10:41.535 --> 00:10:41.778
 guys.

274
00:10:46.239 --> 00:10:47.020
 Do you guys hear that?

275
00:10:48.317 --> 00:10:49.739
 I want to do it again because it's delicious.

276
00:10:49.740 --> 00:10:49.864
 It's

277
00:10:54.145 --> 00:10:56.239
 MVC. The notes are GEC.

278
00:10:57.376 --> 00:10:58.077
 Which is weird,

279
00:10:59.098 --> 00:11:00.780
 is an acronym for General Electric Company,

280
00:11:00.838 --> 00:11:02.542
 even though General Electric Company didn't own them.

281
00:11:03.042 --> 00:11:03.721
 First used in

282
00:11:04.702 --> 00:11:06.987
 1929 on the Ray-Gu,

283
00:11:06.988 --> 00:11:08.346
 then used everywhere.

284
00:11:08.549 --> 00:11:12.268
 This is a set of restored Carroll chimes from 1954.

285
00:11:13.088 --> 00:11:14.557
 These things are like unobtainium.

286
00:11:16.432 --> 00:11:19.010
 So that is powerful,

287
00:11:19.073 --> 00:11:22.620
 powerful stuff and something that every brain can do and you can do.

288
00:11:23.448 --> 00:11:24.729
 Like I was talking about the brain,

289
00:11:24.745 --> 00:11:25.979
 there's all this brain science.

290
00:11:26.640 --> 00:11:29.464
 One thing we need to remember is that it is cocaine ear,

291
00:11:29.683 --> 00:11:30.605
 alright?

292
00:11:30.964 --> 00:11:33.487
 The nucleus accumbens also comes into play.

293
00:11:34.046 --> 00:11:36.671
 We all know it because that's how it releases dopamine.

294
00:11:37.132 --> 00:11:40.413
 Music is a fast track to releasing dopamine.

295
00:11:40.710 --> 00:11:42.632
 Especially for those of us with synesthesia,

296
00:11:42.757 --> 00:11:45.023
 which everybody has that to some degree,

297
00:11:45.054 --> 00:11:46.241
 the crossing of the senses.

298
00:11:46.507 --> 00:11:49.335
 When you get big massive goosebumps when you listen to certain music,

299
00:11:49.429 --> 00:11:49.679
 you're like,

300
00:11:49.741 --> 00:11:51.179
 Yeah!

301
00:11:51.288 --> 00:11:52.038
 Oh man!

302
00:11:52.398 --> 00:11:53.273
 That's synesthesia.

303
00:11:54.644 --> 00:11:58.348
 And a bunch of dump of beans dumped into your system.

304
00:11:58.727 --> 00:12:00.231
 So we create these memories.

305
00:12:00.790 --> 00:12:05.274
 We can train people to feel good and have a positive experience.

306
00:12:05.275 --> 00:12:06.657
 And all of that's done through sound.

307
00:12:07.758 --> 00:12:08.157
 All right.

308
00:12:08.797 --> 00:12:09.579
 Nine minutes.

309
00:12:10.438 --> 00:12:11.477
 Seven things.

310
00:12:11.587 --> 00:12:13.587
 These are seven things.

311
00:12:14.149 --> 00:12:14.587
 First of all,

312
00:12:14.588 --> 00:12:15.024
 the segue.

313
00:12:15.305 --> 00:12:15.462
 Okay,

314
00:12:15.571 --> 00:12:17.243
 everything I'm going to show in these seven things.

315
00:12:17.290 --> 00:12:18.680
 I'll go back if you want to take a picture.

316
00:12:19.165 --> 00:12:23.352
 Everything I want to show you in these seven things are things that hundreds of millions of dollars of...

317
00:12:24.396 --> 00:12:27.117
 Performance dollars have gone behind and at Oxford Road,

318
00:12:27.316 --> 00:12:28.037
 we love research,

319
00:12:28.038 --> 00:12:28.777
 we do research.

320
00:12:31.976 --> 00:12:33.175
 A point of view that I have,

321
00:12:33.261 --> 00:12:33.980
 I'll say it that way,

322
00:12:34.019 --> 00:12:36.800
 is like there ain't no research like a cash register ringing.

323
00:12:37.636 --> 00:12:37.918
 Okay,

324
00:12:38.300 --> 00:12:39.621
 so that's what you're going to see here.

325
00:12:40.238 --> 00:12:44.035
 This is based on what people do because people will say all kinds of things,

326
00:12:44.535 --> 00:12:45.597
 but what do they actually do?

327
00:12:46.425 --> 00:12:47.285
 First is a segue.

328
00:12:47.363 --> 00:12:48.019
 This one's quick,

329
00:12:49.675 --> 00:12:50.379
 right off the cuff.

330
00:12:51.004 --> 00:12:52.160
 What we found is that...

331
00:12:52.544 --> 00:13:16.929
 we wanted to see how to what degree you need to customize a script so we had a general script genre customization and then customized by host and it's amazing to me even to this day and having been in podcasts this for 11 years 12 years people come in or even have been in it they're like oh i know how scott galloway talks and we talks i'm gonna i know what carol swiss is like let me write that like them and

332
00:13:16.991 --> 00:13:20.648
 i in my mind i always think it's like willie armstone's playing his trumpet

333
00:13:21.152 --> 00:13:21.652
 And like he's,

334
00:13:21.812 --> 00:13:22.332
 oh my god,

335
00:13:22.333 --> 00:13:22.632
 let's go.

336
00:13:23.972 --> 00:13:26.454
 And then they're trying to put their lips next to his lips.

337
00:13:26.532 --> 00:13:26.833
 Be like,

338
00:13:26.892 --> 00:13:27.173
 Louis,

339
00:13:27.212 --> 00:13:28.032
 I know how you do it.

340
00:13:28.052 --> 00:13:29.255
 I can just connect.

341
00:13:29.872 --> 00:13:30.833
 It's like,

342
00:13:30.834 --> 00:13:30.950
 no,

343
00:13:32.154 --> 00:13:32.896
 don't do that.

344
00:13:33.357 --> 00:13:35.732
 But if you customize by genre,

345
00:13:36.497 --> 00:13:37.802
 that is where the gold is.

346
00:13:38.208 --> 00:13:39.490
 This is performance based.

347
00:13:40.193 --> 00:13:40.958
 Absolutely.

348
00:13:41.474 --> 00:13:41.599
 So

349
00:13:42.052 --> 00:13:46.443
 50% plus increase in traffic and 70%

350
00:13:46.474 --> 00:13:47.630
 increase in conversions.

351
00:13:47.958 --> 00:13:48.677
 Massive spin.

352
00:13:50.052 --> 00:13:50.333
 Okay.

353
00:13:50.760 --> 00:13:51.800
 Specific stories,

354
00:13:52.020 --> 00:13:54.980
 again Aristotle figured this stuff out 2300 years ago,

355
00:13:55.101 --> 00:13:55.999
 so read rhetoric,

356
00:13:56.781 --> 00:13:59.624
 also highly recommended.

357
00:14:01.202 --> 00:14:05.101
 A person is not fully persuaded until they consider a thing demonstrated.

358
00:14:05.867 --> 00:14:06.656
 Theater of the mind,

359
00:14:06.702 --> 00:14:08.109
 we can all visualize things,

360
00:14:08.140 --> 00:14:08.327
 right?

361
00:14:08.328 --> 00:14:10.968
 If we close our eyes and I say downhill skiing,

362
00:14:11.343 --> 00:14:11.577
 you know,

363
00:14:11.624 --> 00:14:12.671
 close our eyes and say

364
00:14:13.359 --> 00:14:14.249
 Lincoln Memorial,

365
00:14:14.327 --> 00:14:15.624
 like you get it,

366
00:14:15.702 --> 00:14:16.843
 so you can get people,

367
00:14:17.718 --> 00:14:19.202
 you do have visuals.

368
00:14:19.776 --> 00:14:21.336
 People say audio is not visual.

369
00:14:21.397 --> 00:14:24.656
 It's insane because they're seeing it in their head.

370
00:14:25.617 --> 00:14:25.778
 Alright,

371
00:14:25.797 --> 00:14:27.137
 so use specific,

372
00:14:27.278 --> 00:14:27.559
 real,

373
00:14:27.715 --> 00:14:28.059
 honest,

374
00:14:28.121 --> 00:14:31.098
 genuine stories and paint a picture in the viewer's minds.

375
00:14:31.582 --> 00:14:32.637
 All the greats do this.

376
00:14:34.738 --> 00:14:36.035
 Singing and Sonic branding.

377
00:14:36.067 --> 00:14:38.504
 My big point here is watch David Attenborough's

378
00:14:38.926 --> 00:14:40.004
 The Secret World of Sound.

379
00:14:40.317 --> 00:14:41.082
 It is awesome.

380
00:14:41.238 --> 00:14:41.988
 It's on Netflix.

381
00:14:42.426 --> 00:14:42.645
Yes,

382
00:14:42.723 --> 00:14:43.442
 Dave.

383
00:14:43.520 --> 00:14:47.535
A takeaway with singing and Sonic branding related to the animal kingdom.

384
00:14:48.416 --> 00:14:53.410
 Is animals use sounds to establish territory and attract a mate,

385
00:14:54.011 --> 00:14:54.269
 right?

386
00:14:54.371 --> 00:14:55.957
 Sounds a lot like Sonic Reign to me.

387
00:14:56.839 --> 00:14:59.082
 But if it's not clear,

388
00:14:59.402 --> 00:15:00.004
 you don't know what it is.

389
00:15:00.048 --> 00:15:00.889
 It's like that sound,

390
00:15:00.890 --> 00:15:02.130
 we can all imagine that sound.

391
00:15:02.530 --> 00:15:04.231
 And if we heard that sound anywhere near us,

392
00:15:04.232 --> 00:15:04.532
 we all,

393
00:15:04.774 --> 00:15:05.614
 we know his brand.

394
00:15:06.153 --> 00:15:06.395
 We're like,

395
00:15:06.396 --> 00:15:07.977
 I'm about to see an MGM movie.

396
00:15:08.598 --> 00:15:08.716
 No,

397
00:15:09.020 --> 00:15:09.176
 it's,

398
00:15:09.497 --> 00:15:10.137
 you're going to run,

399
00:15:10.317 --> 00:15:10.575
 right?

400
00:15:10.801 --> 00:15:10.919
 So,

401
00:15:13.122 --> 00:15:14.583
 a little bit more on Sonic Branding.

402
00:15:14.584 --> 00:15:25.497
 The way I define Sonic Branding is it's the way that a brand chooses to intentionally and strategically show up in audio distinctly and consistently.

403
00:15:26.216 --> 00:15:27.372
 And all those words are important.

404
00:15:27.568 --> 00:15:28.729
 But you can do that too,

405
00:15:28.869 --> 00:15:30.011
 like if you're a host.

406
00:15:31.111 --> 00:15:32.332
 Let's say you're working with a brand.

407
00:15:32.333 --> 00:15:34.394
 We have brands that have functional sounds,

408
00:15:34.754 --> 00:15:36.136
 sounds that their apps make,

409
00:15:36.660 --> 00:15:38.840
 that at the outset with one of them in particular,

410
00:15:38.980 --> 00:15:40.019
 massive brand,

411
00:15:41.019 --> 00:15:44.160
 wasn't leveraging the sound of their app as much as they could,

412
00:15:44.207 --> 00:15:44.801
 but man,

413
00:15:44.847 --> 00:15:47.144
 was it a dopamine release.

414
00:15:47.145 --> 00:15:49.051
 There was something we did social listening,

415
00:15:49.082 --> 00:15:50.988
 which I can't believe I just said that.

416
00:15:51.051 --> 00:15:51.394
 Whatever.

417
00:15:51.738 --> 00:15:52.551
 We Googled them.

418
00:15:53.788 --> 00:15:56.968
 And saw that there's a bunch of people talking about this sound.

419
00:15:57.048 --> 00:15:57.308
 We're like,

420
00:15:57.329 --> 00:15:58.988
 we have to make that part of the audio.

421
00:15:59.390 --> 00:16:01.171
 And we mandated it with the hosts.

422
00:16:02.366 --> 00:16:03.554
 We partnered with the hosts.

423
00:16:03.555 --> 00:16:04.530
 We worked with the hosts.

424
00:16:04.554 --> 00:16:05.749
 And not everybody does it.

425
00:16:06.452 --> 00:16:08.671
 But we've seen great results.

426
00:16:08.890 --> 00:16:12.874
 We've seen a great correlation to performance in incorporating Sonic branding.

427
00:16:14.093 --> 00:16:14.374
 Okay,

428
00:16:14.968 --> 00:16:15.827
 serious sells,

429
00:16:15.905 --> 00:16:16.655
 so does silly.

430
00:16:16.827 --> 00:16:18.093
 This really goes back to that,

431
00:16:18.280 --> 00:16:18.890
 I guess it was,

432
00:16:19.937 --> 00:16:20.718
 my earlier point,

433
00:16:20.719 --> 00:16:21.874
 the Big O Tires commercial.

434
00:16:22.784 --> 00:16:24.026
 When all else fails,

435
00:16:24.907 --> 00:16:26.567
 do a straight read of the copy points.

436
00:16:27.008 --> 00:16:28.829
 Have faith in the people that delivered it to you.

437
00:16:28.891 --> 00:16:29.692
 I'm serious.

438
00:16:29.950 --> 00:16:30.731
 Don't fight it.

439
00:16:31.450 --> 00:16:32.496
 Because what's wild,

440
00:16:33.731 --> 00:16:34.653
 I'm sure for you guys,

441
00:16:34.754 --> 00:16:35.340
 I know for me,

442
00:16:35.356 --> 00:16:36.356
 the longer I live,

443
00:16:36.801 --> 00:16:41.825
 the real trick is having to hold two opposing ideas in my mind at the same time that are both true.

444
00:16:42.621 --> 00:16:45.246
 So all this stuff that I'm telling you about emotion and memory,

445
00:16:45.371 --> 00:16:45.653
 true,

446
00:16:46.512 --> 00:16:46.903
 all true.

447
00:16:47.028 --> 00:16:49.403
 I can also tell you from campaigns that we've had to fix,

448
00:16:50.012 --> 00:16:51.668
 where people launch first into audio,

449
00:16:52.384 --> 00:16:55.708
 There is like a superhighway and that's no music,

450
00:16:55.768 --> 00:16:56.647
 no sound effects,

451
00:16:57.147 --> 00:17:02.557
 excellently written copy intended to persuade based on a formula of persuasion.

452
00:17:02.573 --> 00:17:03.956
 There's the IDA model,

453
00:17:04.839 --> 00:17:06.222
 we have our own that we use,

454
00:17:06.456 --> 00:17:07.979
 but I know I'm writing this,

455
00:17:08.057 --> 00:17:10.534
 I am making every word count to persuade.

456
00:17:10.847 --> 00:17:11.847
 Like that kind of attitude,

457
00:17:11.878 --> 00:17:14.003
 I've got to take this to somebody's front door,

458
00:17:14.065 --> 00:17:16.268
 ring the doorbell and get them to buy these knives right now.

459
00:17:16.612 --> 00:17:18.003
 Like writing the copy like that,

460
00:17:18.987 --> 00:17:19.487
 no music,

461
00:17:19.534 --> 00:17:20.206
 no sound effects,

462
00:17:20.268 --> 00:17:20.893
 straight read.

463
00:17:22.312 --> 00:17:23.012
 Also works,

464
00:17:23.832 --> 00:17:24.092
 okay?

465
00:17:25.533 --> 00:17:26.793
 Two simultaneous truths,

466
00:17:27.274 --> 00:17:32.117
 but you do really need to understand what's the job you're hiring the message to do,

467
00:17:32.735 --> 00:17:34.313
 what's the size of the advertiser,

468
00:17:35.156 --> 00:17:36.274
 what kind of product it is,

469
00:17:36.336 --> 00:17:37.477
 what is the audience.

470
00:17:38.860 --> 00:17:39.453
 I guess I'm saying,

471
00:17:39.469 --> 00:17:41.735
 let's say there is no one size fits all,

472
00:17:41.938 --> 00:17:42.172
 at all,

473
00:17:42.938 --> 00:17:43.219
 no way.

474
00:17:43.969 --> 00:17:44.641
 Three minutes,

475
00:17:47.219 --> 00:17:47.953
 we're going to slow down.

476
00:17:48.719 --> 00:17:49.344
Not disappointed.

477
00:17:50.016 --> 00:17:51.031
Savor your reads.

478
00:17:51.948 --> 00:17:53.028
 Podscribe research,

479
00:17:53.688 --> 00:17:54.229
 two minutes.

480
00:17:55.907 --> 00:17:56.567
 That's the jam.

481
00:17:57.048 --> 00:17:57.528
 Or longer.

482
00:17:59.048 --> 00:17:59.790
 The more you tell you,

483
00:17:59.791 --> 00:18:00.446
 the more you sell.

484
00:18:01.188 --> 00:18:01.891
 Qualify that.

485
00:18:02.509 --> 00:18:09.899
 I think that's with a good audience and in podcasts where people are leaned in.

486
00:18:11.212 --> 00:18:12.352
 This isn't for all time,

487
00:18:12.899 --> 00:18:17.290
 but it's definitely something that we continue to see work.

488
00:18:19.532 --> 00:18:34.686
 dynamically inserted ads and like i'm listening to podcasts and the breaks are sounding more and more like the worst of radio it's like it's funny to me it's like podcast is a teenager maybe more like late teens 20s actually becoming an adult like i'm not like my dad that

489
00:18:34.804 --> 00:18:44.171
 jerk i'm nothing like radio i don't have ad breaks with 27 half of my things yeah i'd never do that now it's like oh my god i'm my dad it's

490
00:18:45.389 --> 00:18:47.061
 100 it's disgusting

491
00:18:48.153 --> 00:18:50.594
 And people are just porting over creative from radio.

492
00:18:50.616 --> 00:18:51.196
 You can hear it.

493
00:18:51.655 --> 00:18:52.757
 They're just bringing it right over.

494
00:18:52.917 --> 00:18:53.479
 Two minutes.

495
00:18:53.518 --> 00:18:55.241
 Alright,

496
00:18:55.242 --> 00:18:56.198
 so don't do that.

497
00:18:56.901 --> 00:18:57.760
 Do a house readout,

498
00:18:57.839 --> 00:18:58.120
 guys.

499
00:18:58.159 --> 00:18:58.784
 Come on.

500
00:18:59.260 --> 00:18:59.925
 Same kind of thing.

501
00:18:59.987 --> 00:19:01.026
 State substitutions.

502
00:19:01.065 --> 00:19:01.706
 Judge Carlin,

503
00:19:01.807 --> 00:19:02.768
 seven dirty words.

504
00:19:03.768 --> 00:19:04.721
 Seven words you can't say.

505
00:19:04.815 --> 00:19:06.471
 There's seven words you need to say.

506
00:19:06.643 --> 00:19:08.190
 I use this and you should too.

507
00:19:08.893 --> 00:19:11.737
 There are no more powerful words in the lexicon of advertising.

508
00:19:12.096 --> 00:19:14.284
 I don't use more powerful words in the human language.

509
00:19:14.471 --> 00:19:15.065
 I do this,

510
00:19:15.440 --> 00:19:16.003
 you should too.

511
00:19:16.732 --> 00:19:17.012
 All right,

512
00:19:17.032 --> 00:19:20.195
 let me share my story and then I do this very thing.

513
00:19:20.656 --> 00:19:25.021
 You will be fully persuaded once you consider that it is demonstrated that seeing the fruit in my life,

514
00:19:25.959 --> 00:19:26.959
 go and do likewise.

515
00:19:27.162 --> 00:19:27.544
 All right?

516
00:19:28.302 --> 00:19:29.544
 Superpower of podcast,

517
00:19:29.584 --> 00:19:31.646
 superpower of this medium.

518
00:19:32.748 --> 00:19:32.935
 Good,

519
00:19:32.936 --> 00:19:33.482
 I got there.

520
00:19:33.669 --> 00:19:34.513
 Set standards.

521
00:19:34.654 --> 00:19:34.982
 Okay.

522
00:19:35.466 --> 00:19:36.373
 Advocate for yourself.

523
00:19:36.404 --> 00:19:37.435
 This is for the hosts.

524
00:19:38.748 --> 00:19:39.732
 Simultaneous truths.

525
00:19:39.779 --> 00:19:40.060
 Again,

526
00:19:40.061 --> 00:19:40.857
 I'm talking about that again.

527
00:19:41.779 --> 00:19:43.294
 They send you six pages.

528
00:19:44.604 --> 00:19:47.106
 Two pages highlighted in yellow that says Must Read.

529
00:19:47.128 --> 00:19:47.847
 That's crazy.

530
00:19:48.188 --> 00:19:48.429
 One,

531
00:19:48.487 --> 00:19:49.850
 send it back and ask them to do it.

532
00:19:51.331 --> 00:19:51.530
 Two,

533
00:19:51.753 --> 00:19:53.370
 advocate for how you accept copy.

534
00:19:54.534 --> 00:19:55.315
 What's best for you?

535
00:19:55.995 --> 00:20:00.276
 Some of the biggest names do this very thing,

536
00:20:01.393 --> 00:20:04.097
 and they did it because we've been on the ride with them.

537
00:20:04.643 --> 00:20:06.143
 They've done it since they were small time.

538
00:20:07.159 --> 00:20:08.065
 They had boundaries.

539
00:20:08.581 --> 00:20:08.862
 It's like,

540
00:20:08.863 --> 00:20:08.940
 no,

541
00:20:08.941 --> 00:20:10.190
 150 words,

542
00:20:10.925 --> 00:20:11.675
 three bullet points,

543
00:20:11.706 --> 00:20:12.768
 CTA.

544
00:20:12.784 --> 00:20:13.878
 I'm going to do a custom intro.

545
00:20:14.572 --> 00:20:14.732
 Well,

546
00:20:14.792 --> 00:20:15.873
 we need to do that.

547
00:20:16.013 --> 00:20:16.154
 OK,

548
00:20:16.334 --> 00:20:16.513
 well,

549
00:20:16.514 --> 00:20:18.476
 I guess you might have to walk away from some stuff,

550
00:20:19.277 --> 00:20:21.937
 but it's important to have standards even for yourself.

551
00:20:23.281 --> 00:20:24.820
 And I was going to do a Q&A,

552
00:20:25.086 --> 00:20:27.383
 but I think we got 30 seconds left.

553
00:20:27.523 --> 00:20:28.648
 So with that said,

554
00:20:29.844 --> 00:20:31.523
 I laid it all out for you guys.

555
00:20:31.586 --> 00:20:32.211
 Thank you so much.

556
00:20:32.242 --> 00:20:33.586
 You're a great audience.

557
00:20:33.648 --> 00:20:34.617
 Come talk to me if you want.

558
00:20:36.789 --> 00:20:38.351
That was what makes audio ads work.

559
00:20:38.461 --> 00:20:41.398
 Recorded live at Podcast Movement DC 2024.

560
00:20:42.028 --> 00:20:42.751
 Hope you enjoyed it.

561
00:20:42.811 --> 00:20:44.276
 Subscribe to Ad Infinitum for more.

562
00:20:44.337 --> 00:20:45.741
 Leave an honest five-star review.

563
00:20:45.882 --> 00:20:46.444
 And remember,

564
00:20:46.784 --> 00:20:48.350
 have fun making the ads work.