Radio is full of people talking to an audience.

This is a mistake, because we say things differently, more casually, when we’re just talking to a good friend.  We repeat points unnecessarily, use language that’s a little too “formal,” and sound just a little distant, when we talk to more than one person.

There is very little space between you and the listener.  You’re in my car, two feet away.

ALWAYS say things like you’re talking to ME – a friend – instead of a group of people.  Radio is at its best when it’s one-on-one.