The Seven Deadly Sins of Radio Advertising #1. Failure to attract the listener's attention #2. Failure to appeal to the listener's self-interest #3. Failure to use words that paint pictures #4: Being so "clever" or "creative" that you fail to sell #5. Failure to give the listener a reason to act NOW #6. Cliché -ridden copy #7. TOO MUCH COPY! Excerpted from Dan O'Day's How To Create Radio Commercials That Sell.