Our field is pretty specialized. Not everyone can do it, at least not without some good training. But to be really good at what we do, we cannot make that our only interest. The listener doesn’t care one whit about radio and much less about production. If you want to reach that listener, you have to make what we do about things they care about.

This is what I was taught to engage a listener. Catch their ear. They hear a ton of radio ads in the course of their time listening. How is your ad going to stand out from all the other locally produced ads from your competitors?