OK - this is going to get personal, so I apologize in advance. There are many people who appear in their own commercials, or speak in radio commercials, to promote their local business. Sometimes this is a good idea, most of the time it isn't.
First, remember that the goal of advertising is to bring you business. The decision to appear in ones own commercials is usually ego based. Why do I say that? Because no objective person would look at 90% of the local commercials I see and say, "I gotta have that!"
Let me tell that I have been on radio and television multiple times. I have also studied performance for television from one of the best in the business. I can tell you that delivering lines to a television or radio audience and compelling a sale is not that easy.
Yes, your friends will tell you how wonderful and witty your commercials are. Yes, when you look at your commercial you will think that you did a good job. However, connecting with an audience requires skill and a certain look.
I can't tell you how many poor girls that I have run across who have friends that tell them they should be a model because they are tall, pretty, and slim. Most of these girls will never get work because they don't photograph well. However, to an untrained eye, they are very pretty. Put their photograph next to a professional model and there's a clear difference.
I once went to a bridal wear shoot where the vendor was to provide the model. The vendor basically pulled a non-professional who she thought was pretty to do the shoot. The "model" required hours of retouching in photoshop, she didn't know how to pose, and there were only a few usable photos out of the whole shoot. It turned out OK, but the shoot was far more difficult, and less productive than it would have been with a pro.
Radio has its nuances as well. All you have is your voice. People can be turned off if you have any kind of accent other than what's termed "Neutral American English." Good radio announcers know how to project, speak clearly, and with resonance. They are trained experts, not just people with nice voices.
This is not to say that great fortunes haven't been made by people doing their own commercials. Sometimes business owners just have what it takes. Sometimes the offer is so compelling that the commercials succeed despite themselves.
There are certainly certain types of businesses where appearing on your own behalf works. Sometimes you are the brand. You may be a professional, or the only person who does what you do. Donald Trump is absolutely lousy on TV, but the guy has charisma and a few billion dollars, so people listen to him. Imagine a guy with no money who spoke and looked like Trump - with the bad wig and all. Would you trust that person?
If you're going the TV or radio route think long and hard about bringing in professional representation. Set the ego aside. If you are still insistent on doing your own work - get some training.
J D Moore - Marketing Comet