Have you ever heard your own voice on a recording? Inevitably we all think we sound like James Dean or Berry White (or insert female with a nice voice) and the vast majority of us are quite disappointed when we actually hear what we really sound like.

The same often goes for writing - and this doesn't just apply to advertising, it's for anything.

Keep in mind the first time you write something you are likely going to sound more like Bobcat Goldthwait and less like James Earl Jones. Take a step back and try to read it like you've never seen it before. And don't be afraid to scrap the whole thing and start over.