Do you remember the last radio ad you heard? I can’t. And yet radio ads abound—432 a day on local radio stations. Humans have become more adept at tuning out than they have at listening. So how do you give someone a 60-second aural experience they’ll not only listen to, but actually appreciate? Start by acknowledging your audience’s plight. The pitches, jingles and bad acting they’re forced to slog through.

Imagine you’re driving home from work. You hit a little traffic and decide to turn on your favorite satellite channel to ride it out. You let your mind wind down from the day, maybe mull over a few ideas you’d like to implement. And then, an ad comes on for just the product or service you need to turn your idea into greatness. Your exhaustion turns to excitement as you