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Simple. Present details of previous successful, CREATIVE campaigns to clients and sell to them based on 'this worked for business XYZ in your industry, here's why its better and HERE's why it'll work for you better than an ad with a list a listener will tune out of rather than engage with.
Then, if that doesn't work, charge more for the ads that will lose you listeners (and therefore potential revenue).. Clients will soon get the message! :)
I think we hear the bland ads on the radio because reps and clients fall into the trap of familiarity . It's what they know, what they believe has worked in the past, and to try something new, in their mind, would just be too risky. And, making use of every bit of space in the ad is perceived to be getting the best 'vlaue for money'. If the phone number, website, names of owners, email address and a few well worn slogans like 'all your XYZ needs' or 'see the freindly staff with XYZ combined years of experience' are in the script, then it's sure to be a winner and get the punters rolling through the door. They think. And while they continue to pay the bills, no rep or manager, no matter what their personal or professional opinion is, will ever stand up to them and not allow the ad to go to air.
My company produces hundreds of radio ads every week and we see some great, well written, well concepted scripts. But we also see some absolute shockers that do absolutley nothing in terms of connecting with the listener. And, it will always be the case. I've come to the conclusion that you need to put the love into the clients who are prepared to go with you on a journey to create something different and stand out, and for those who aren't, once you've aired your opinion, you've just gotta shut up and do your best with the script you've got.
Radio will always be 'theatre of the mind' - but lets just hope it's not always like watching a play where the actors yell at you at the top of their voices all night :)