It’s essential that you have some sort of emotional investment in what you’re saying, whether it’s just reading copy, giving an opinion, etc. In short, you need to sound like you MEAN it.
Yes, it’s a challenge, especially with something you’ve talked about a zillion times on the air, like a station promotion, feature, or contest.
But if you don’t sound like you mean it, no one is going to pay much attention to it.
Here’s a tip: when I go through “copy,” I mentally highlight (or even physically underline) the ONE word in each sentence that I want to stress. It only takes a few seconds of this prep work to make sure that it “imprints” on the mind of the listener.
