Involve the User

"Frameline Magnetism". That's what Norman Rockwell called it. Some call it closure. It is the human ability to fill in the blanks of a picture. We paint pictures with words, so leave a few blanks and the listener will fill them in, and in so doing will make the image you paint with words and sound their own unique vision. And this personal vision can help keep your product/service/station top-of-mind.

Would you let your Account Executive give you a root canal? I'll assume the answer is no. Then why would you let these masters of face-to-face selling draft a script? An AE's forte is one-on-one communication, but advertising (Internet, TV, radio, direct mail, print, etc) is a broadcast talking to hundreds at once, making the relationship between advertiser and potential client one-to-thousands.