Step 1. Collect a list of questions customers typically ask you
Step 2. Create a bullet list of proven answers you give them
Step 3. Put the list away for a few days and schedule a recording session
Step 4. Without reviewing them, give your questions to the interviewer
Step 5. Record the conversation (NO headphones—trust me on this one)
Step 6. Edit your answers into a logical sequence, omitting the interviewer
Step 5 is key. The interviewer’s job goes beyond reading questions. You want a surrogate customer who probes and asks questions. Look them in the eye. Speak as you would to a customer. Chances are, if the interviewer is persuaded, the listener will be too.
Your finished ad may not sound professional and polished. That’s good. No, it’s REALLY good. Because so many ads sounds contrived and homogenized, you’ll stand out by merely being yourself.
(Read original article The Simple Secret to Creating Authentic Conversational Radio Ads by Charlie Moger, Wizard of Ads Partner @ CharlieMoger.com)