Everyone has heard local merchants read their own commercials on the radio. Perhaps they did it in order to give their spot an air of originality. More likely, they did it to save money. After all, they figure, anyone can read words into a microphone, right? Well, yes. Anyone can do that, just like anyone can make a meal. However, not everyone can do it with flair.
If all the only thing you need to do is fill some airtime, then an amateur voice may be all you need. Similarly, if all you need to do is get rid of some hunger pangs, then a bologna sandwich will suffice. But you do
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n't want to give a bologna sandwich to a potential client you're trying to impress—so why would you want to give the audio equivalent to a bologna sandwich to potential customers?
