Producing a great radio spot starts with the writing. I can’t stress enough how important good grammar, fabulous vocabulary, a good grasp of  terminology AND a wicked sense of humor is. Don’t use tired old phrases. Writing fresh copy can’t help but sound fresh! A new idea, perspective, direction. Different music, voice or voices, sound effects. Whatevs.
Try this little exercise. Pick a sfx and write a script around it. One time I did this with uh…the sound of a Sperm Whale. Really. That was a tough one. It really helps shake up your imagination. You’ll see.

Producing this bad boy was a whole other story!