Writing for radio is not like writing for the page because radio ads are heard over and over again. If you want people to love your ads and look forward to listening to them instead of tuning them out, they should be carefully written so that they'll still be entertaining and effective even after they have been on the air for a while. Writing for radio requires an understanding of how spoken language differs from written language, an ability to find the musicality in words, and the wisdom to let people to fall in love with your product instead of pummeling them with your sales patter. That's how we write them. Listen here.