When brands team up to cross-promote, it’s a great way to create an unforgettable shared experience. Think Apple and Nike or Uber and Spotify, but this isn’t just for huge corporate brands. One of the most effective podcast marketing tactics to grow your show’s audience is by leveraging the power of cross-promotion.
A podcast cross-promo is a mutually beneficial exchange in which one podcast promotes another comparable podcast via a host-read or pre-produced audio spot for a set number of impressions or time. The goal is that by pairing these two shows, you’re building a campaign for overlapping audiences to experience both podcasts. But in order for the cross-promo swap to be successful, you’ll need to identify an ideal cross-promotional partner and then craft an effective script.
Why are cross-promos effective for podcast audience growth?
Cross-promotional swaps are one of the most effective podcast marketing strategies available, whether you’re launching a new show or looking to expand your existing audience. With a shared promo campaign, you’re creating something that speaks to a larger pool of listeners that feels unique, valuable, and natural.
And the best way to bring that unique authenticity is to make sure your cross-promo is read by the podcast host. It really boils down to trust. According to Podsurvey data from 2024, more than half of listeners went on to make a purchase from a podcast after hearing a host-read ad. That makes these types of endorsements feel personal, not transactional. it’s a seamless integration into the podcast because listeners are already familiar with the host’s voice, tone, and style. Instead of interrupting the flow with a jarring ad, listeners can feel like they are part of the conversation.
As you can see, that same feeling that makes host-read ads so effective is why cross-promos between podcasts have such great engagement. Now let’s walk you through everything you need to know about writing a cross-promotion script that will convert listeners. (And if you’re looking for more tips to grow your show, download our free Ultimate Guide to Podcast Marketing.)
What should I ask my cross-promo partner before writing a script?
Now that you’ve agreed on a cross-promo swap, it’s time to get started with your podcast partner on creating a script for the campaign. If you need help identifying ideal cross-promo partners, contact The Podglomerate to help grow your show.
Here are the questions to ask before writing your script:
- Who is your ideal listener?
- How old are they?
- What are they interested in?
- Where do they live?
- Will the audio spot be read by the host or will it be pre-produced?
- Which podcast’s production team will be responsible for recording and delivering the audio?
- Are there any restrictions around the length of the cross-promo spot (30, 60 or 90 seconds, e.g.)?
- Are there any specific phrases or taglines that should be included or avoided?
- What is the call-to-action that you want listeners to take from the promo?
- Is there a specific URL or promo code or platform mention that should be included?
- Will the cross-promo spot run in the pre-, mid- or post-roll position on their show?
- Will the cross-promo spot run in multiple positions on the show?
- When will the promo run, and how will we coordinate timing so the campaign has the best impact?
- Should the promo occur round a specific episode launch, season, or other special event?
This looks like a lot of questions, but the goal here is to make sure you’re covering multiple bases – scheduling, alignment on tone and style, episode context, and more. All of this information helps you tailor your cross-promo script so it resonates with your audience and theirs and puts both of your podcasts in the best spotlight possible.
Let’s go further and look at how to structure your cross-promo script.
The 4-Part Podcast Cross-Promo Script Structure
Similar to how you might pitch your podcast to media, your promo is a mini-pitch to your cross-promotional partner’s audience. It needs to grab attention, spark curiosity, and inspire action, all within a short timeframe.
A proven script structure includes four distinct parts:
- Start with a strong introductory sentence or “hook.” To grab the audience’s attention, it is important to have an “ear-catching” opening. Examples of a compelling hook include a thought-provoking question, a shared theme between your podcast and the one it’s being promoted on, or an interesting fact or statistic.
- Mention your podcast’s name. After you have caught listeners’ attention, you should clearly mention your podcast’s full name. Studies have shown that saying your podcast’s name early and often in a script results in higher audience conversion rates.
- Describe why the audience should listen to the show. It is crucial to highlight the “why” – why should this audience take time out of their busy schedule to listen to your show? What sets your podcast apart from the countless others? To help with this section, we recommend emphasizing the human-element of your podcast (i.e., the people and/or stories you feature, the unique perspective your host brings to the show, etc.). This stage of the script is where it is helpful to consider the audience of your cross-promotional partner’s show.
- Fourth, include a call-to-action. Lastly, and arguably most importantly, end with a direct and simple call-to-action. For instance, you could say, “Follow [Your Podcast’s Full Name] on Apple Podcasts, Spotify, or wherever you’re listening now.” Pro tip: Apple Podcasts and Spotify recommends that you say “Follow” instead of “Listen” in your audio promo scripts, as well as specifically call their apps out by name, to help with your show’s growth on their respective platforms.
To take your writing to the next level, we have included some industry best practices and tips for effective cross-promo scripting.
8 Best Practices for High-Converting Podcast Promo Scripts
When you’ve finished with your script, it’s always a good idea to review it again before committing to a final version. Check out these best practices to ensure a killer script:
- Consider the context. Are other ads running on this podcast? If so, what do they sound like? How can you make yours stand-out?
- Keep it simple. Avoid long, compound sentences or unnecessary details. Remember you typically have under a minute to make a lasting impression and motivate action.
- Recommend an episode. If your show has a large back catalog, you could suggest a relevant episode that new listeners should start with. This nudge helps makes exploring a new podcast an easier lift for the listener.
- Remember your audience. If your podcast focuses on a niche topic and is being promoted on a variety-style show, avoid jargon and emphasize the more mainstream aspects of your podcast to appeal to a broader audience. Conversely, if your show covers a range of topics and is being promoted on a genre-specific podcast, highlight the elements or episodes most relevant to that audience.
- Include awards and achievements. Mention any podcast awards, milestones, or achievements your show might have received. You can also include any major media coverage of your podcast. Likewise, if the host and/or production company behind your podcast is notable, include those details in your script.
- Bold important details. Recognizing you should include the podcast’s full name early and often, it is helpful to bold the show’s name (or any other important details), so the podcast team who is reading your promotion knows what to emphasize.
- Use a script timer. There are many free script timers that allow you to quickly see how long your promotional script is, based on different reading speeds.
- Read your script aloud. Whether you are crafting the script for yourself or someone else to read, you should read the promo copy aloud before finalizing it. As you read through the script, you will likely identify areas for improvement (i.e., a passage might not flow right, come across stiff, there might be a grammatical error, etc.). To help with recording, we’d recommend including phonetic spelling to clarify the pronunciation of a guest or company’s name.
Cross-promotional swaps are an extremely effective podcast audience growth tactic because they put your show in front of listeners who are already in “podcast mode.” By crafting a compelling and clear script, you’ll not only attract new listeners but also build a retentive audience.
Have questions? Interested in working with The Podglomerate to help grow your audience? Email us to learn more about our services.
