This is Jen. She stays fit, she’s raising two kids, holding down a job. She buys shoes, cotton swabs, CD’s, and pet food. She's looking for a television and a new SUV. She's your customer. How can you get Jen to buy from you and not your competition?

Radio commercials that work are about the listener: his needs, his wants, his fears, his desires, and how your product or service can make his life better by solving his problems.

But for it to work well for you, your advertising must be written by someone who understands why and how we make our buying decisions.

That's what I do. Here's the proof. Take a listen.