You don't always appreciate well-written advertising until you've attempted to write a commercial. Radio ads are notoriously difficult to write because a client will often want to tout all the selling points of a business in an allegedly natural, conversational format. (i.e. "Wow! You mean I can have said product shipped right to my door?" "That's right! Absolutely free of charge!" "How convenient that is, not even having to leave the house!" "That's ABC Products, Incorporated for you!") Years ago, at work, a co-worker and I were discussing what to order for dinner. After catching ourselves lapsing into advertising banter, I pretended our conversation was a commercial. "Say," I said to my co-worker. "I'm in the mood for a lean yet filling sandwich. Perhaps we should order from Gordon's Deli at 101 North Main Street, which is just a two-minute drive from our office. We can place an order via telephone and pick it up within mere minutes or take advantage of their fast, free delivery." "Yes," my co-worker replied. "And, you know, at Gordon's Deli, they slice the pickles three ways..."
Just your average, everyday conversation between hungry co-workers, isn't it?
