Not every client is a talented spokesperson. No matter what their style, you can use their authenticity to create a great radio commercial. Do an open-ended recording session and ask probing questions about background, dreams, what makes them different, why people should care about their business,etc. Edit the responses into several spots. Find an interesting way to use their voice to its best advantage and build a success story.

When dealing with a hesitant client, play creative spots from their contemporaries and let peer pressure get them to explore new ideas in creative.