Think of the last commercial on Tv or Radio you actually paid attention to. What made you pay attention to it? Was it the visual presentation? Perhaps – I am willing to bet it was the audio – specifically the voice – that at least caused you to pay a little attention. You can have the fanciest and most well produced video on the planet, but if the audio in general and specifically the voicing of the presentation is subpar – then the message is lost. Have a look and listen to this..