One of the offshoots of trying to read something on the air is that since ‘print words’ are not the way we actually talk, it erodes your authenticity.

Where I live, Louisiana, there are tons of local commercials on radio and TV, and way too many of them have the owner of the business – usually a balding guy with a golf shirt on, wearing a 32-inch belt over which hangs his 40-inch waist – telling you that he’ll give you the best deal on “America’s most popular midsize SUV luxury brand” and that his dealership is “Rated number one in customer service in a survey of repeat customers.”

Blah, blah, blah.  Words that he would never say – maybe no human would ever say – in a real conversation.  And we’re then obliged to see his wife, small children, and their dog SHOUT his name.  (Except the dog.  He barks.  He’s the best part of the spot.)

…or we hear some radio station disc jockey try to read something, and treat it like he (or she) just thought it up.

Listen:  Authenticity is self-revealing.  So is the lack of it.  If you don’t know what you’re talking about, don’t fake it.