What if you found out the most successful VO campaigns are successful due to HOW the copy was delivered ?
It's true. These days WHO delivers the words is far less important than HOW the words or message is delivered.
How should it be done?
The answer seems obvious, especially if you listen to your radio, watch your television or surf the internet. The sad fact is Voice Over(ists) will copy other Voice talent because it "sounds right", or ... sounds like an "ad". The goal in advertising should be to sound UNLIKE your competition. The goal is for your listeners to remember YOU!
Voice professionals are not all created equally. Many are simply behind the microphone under the guidance of information passed down from years of listening to the radio and television. There is no guarantee they have the background and experience to know what key elements affect the listener…which is what it takes to "BOOK"!
Most of the Elements are Missed!
Good Voice coaches teach copy points, conversational styles, and other concepts. You may think it's easy to deliver advertising messages or "heightened text, sensationalized words" in a casual, conversational way…but I assure you it's not. With so many coaches and talent flooding the market, many are still missing the most essential pieces that really make the difference. It takes more than a beautiful voice and a microphone to bring a product to life and more importantly actually BOOK jobs. You should learn from someone that actually books jobs. BIG campaigns.
I look forward to writing many more blogs with more specific focus on different areas in this crazy but unbelievably fun business.
