Though I've written and produced radio advertising since 1981, I wake up every day thinking, "What I write today has to be spanking new." Listeners are deciding within three seconds whether they're going to keep listening. Do your ads make people keep listening? Are your ads about you or are they about the listener? Close to ninety percent are about an advertiser's business, and those don't work. If you're in business, pretend you're a consumer and listen to the commercials on my home page. Pick a commerand listenlisten to it three times. Then ask yourself, "If I were in the market for what's offered in this ad, would it get me interested enough to visit the advertiser?" If you believe it would, my agency should be writing spanking new ideas for you instead of someone else.