Radio imaging can make or break a station. If your voice talent sounds confident and in control, your station will sound professional. If your voice talent sounds weak, you’ll sound amateurish. If there are too many zaps, lasers, and explosions in your radio sweepers, you’ll sound annoying. If you use rock music in your sweepers on a country station, you’ll sound like you don’t know your target audience. And if you say the same things other stations say in their liners, you’re plagiarizing.