Audio writing guides

How to structure a 30 second spot

At a conversational pace, 30 seconds is about 75 words including pauses. That is room for one idea, so decide what it is before you write.

• Hook (first 5 seconds). Start with the listener's situation, not your company name.
• One idea. A single benefit, said plainly. Cut the second and third.
• Proof or offer. One concrete detail. If you do not have it yet, leave a bracketed placeholder.
• One call to action. Say it once, say it last, and repeat the name with it.

Worked example:

Your bike squeaks. / Your brakes feel soft. / Bring it to [Shop name]. / Friendly mechanics, honest advice. / This month, your tire check is free. / [Shop name]. Ride easy.

Choosing a reading pace

Spoken pace is measured in words per minute (wpm). The Spot Timer lets you slide between 110 and 190.

• 110 to 130 wpm: calm, reflective, careful explanations.
• 140 to 160 wpm: natural conversation; a safe default for most spots.
• 170 to 190 wpm: energetic reads and legal-style tags, with a real risk of losing the listener.

Write short sentences, mark breaths with a slash, and let numbers take their time: a phone number or price needs more room than its word count suggests. Use the Pace Click in Spot Lab to read aloud against your chosen speed.

Worked example (calm pace):

Some days need a slower start. / Brew a cup of [Product]. / Sit down. / Breathe. / [Product]. Take a moment.

Sponsor read etiquette

• Keep it short. Most host-read ads work best at 30 to 60 seconds. Longer reads need a reason to be longer.
• Be honest. Only say what you know to be true. If you have not used the product, say what you were told, and say it is a sponsor.
• Disclose clearly. Open with "This episode is sponsored by". Check the rules that apply where you publish.
• One action. One link or code, repeated once.
• Use your own voice. Give the sponsor a brief, then rewrite it in words you would actually say.

Worked example:

This episode is sponsored by [Sponsor]. / I'll be honest: [personal detail, only if true]. / [Sponsor] helps you [one benefit]. / Find it at [address]. / Thanks to [Sponsor] for supporting the show.

Episode pacing

Episodes drift because nobody puts numbers on segments. Give each one a length in the Run Sheet and look at the running clock.

• Cold open: under a minute, enough to earn the intro.
• Ad breaks: place them at natural turns in the conversation, not mid-thought.
• Middle: split long interviews into parts so a break can land between topics.
• Outro: one call to action, not four.

Check the ad share percentage on the Run Sheet: it shows how much of the runtime is advertising, so you can decide what feels right for your listeners.