We’ve all had to do it – read a station “liner” that just reads like old “newspaper ad” copy. Ugh.

But, since my job is to make you sound better in every way possible, here’s a tip on how to make those things come alive.

Think, “How would I tell a friend about this?”

Take out all the words you would never actually say to a human being, and put in the words that you’d use. Yes, some “name” you have to get in or some “slogan” you have to read can take you out of that to a degree, but you have to make those sound natural, too. You wouldn’t tell your friend to go to a store without telling him or her the store’s name. So, just say it like that.

Informative when necessary, but more natural, is always the goal.

My friend Jeff Laurence (jefflaurence.com) is a great example of this. He can do “power” reads with the best of them, but his more natural stuff is legendary. I’ve written hundreds of pieces that Jeff has cut, and he’s always a joy to work with.