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they talk over each other, and they often speak in a kind of shorthand that outsiders find difficult if not impossible to follow. People often use filler in order to give themselves time to think and avoid uncomfortable silence; they talk a lot and say very little; they are in fact boring as hell.
And of course writing a meaningful, effective, commercial script is not the same as writing a business letter or brochure copy. You cannot get away with a list of bulleted points delivered by the company president who looks like he forgot to take the hanger out of his suit jacket before he put it on.
Commercial scripts are conversations with an audience, designed to deliver all the meaning, mood and personality a company has to offer based on a single concise message that will be remembered, and that impacts the audience beyond a mere
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