There’s a huge difference between “selling” and “telling.”

“Selling” something isn’t nearly as effective as simply Telling me about it; sharing.  There’s a built-in resistance to someone pounding a message home.

Disc jockeys are told to “sell” liners, copy points, etc.  But you don’t “sell” your friends on something.  You just share what you know or believe.  (If you do “sell” all the time, believe me, your friends are tired of it and you need to stop.)  This is why disc jockeys aren’t doing movie trailers and national ads.

In working with many voice actors that you hear every day on national spots, I’ve often stressed just talking to the listener/viewer.  A great example from the past is voiceover master Mason Adams, famous for “With a name like Smuckers, it has to be good.”

Just talk to me.  It works.