If you listen to our radio advertising, you'll notice that we often forego the music bed, incorporate unusual sounds, use a distinctive voice talent or introduce stretches of silence to grab a listener's attention. Most people listen to the radio when they're busy doing something else…driving, working, cleaning and so on. Their attention is focused on the primary task. The radio broadcast is just background noise. Our challenge? Make your message jump from the background into the foreground. Sometimes a direct delivery works best. Other times, you need a little bit of shtick to make it stick.