What comes out is a bunch of forced, stilted copy points delivered by people. But, people don t deliver copy points. That s why God created announcers. People should just be people. They talk with emotions and feeling.
Most writers can t get inside people s heads.
When I write radio, I have that character or characters in my head. I let those people do the talking. I just take dictation. The lack of a visual element presents a challenge to agency creatives who don t face it in other media. For the most part, creatives enjoy the opportunity to devise scripts for what is called the Theater of the Mind.