What a Voice Actor is Good For?
There are many, many customers who simply hate it when they hear local merchants voicing their own commecials on the radio. Sure, they laugh. Sure, they remember the store. They also remember that they vowed on the spot never to go near that particular store. Whether it's due to the fact that they had to sit through a painful listening experience or whether it's because they assume the unprofessional commercial means that the merchant is a bit less than professional, doesn't make a difference. What matters is, the commercial turned off a listener who may have otherwise spent money in that store.
Many people assume that all they need to do is let people know about their service and customers will come spend their money. If that were the case, corporations wouldn't be spending crazy amounts per year on marketing campaigns. How you present what you have to offer is important. It may even be more important than the quality of the product itself. No one is going to know about the quality if you can't interest them to begin with. Telling them isn't going to do the job either, because they already have dozens of other sellers with the same item telling them what they offer is the best.
That's why your commercial has to make people sit up and take notice. But, of course, you want it to stand out in a good way. You don't want to frighten people.
A commercial should make people want to try your product. And yes, sounding energetic may indeed help you in some cases, but sounding professional – or hiring vocal talent to sound professional for you – will help you in more situations. Many business owners actually turn listeners off by trying to come on as too energetic, and too “fun.” Trying to seem “fun” often annoys people. It often makes customers feel as though you are pulling their leg, in a bad way. It often makes them feel as though you are trying to be a very special person who needs to be paid attention to.
What you need to do is to make your customer feel special, as though they are worth paying attention to. A professional commercial is a good beginning. You may even want to mention that to the voiceover artist you hire. “I want you to make my customer feel as though he or she is the most special person in the world.” That always makes people feel good, because in our “Look at me!” society, it is very rare. And frankly, everyone is tired of people who want their money clamoring for their attention.
Yet, when a non-professional makes a commercial, that is exactly how they appear. It can be exhausting to have to endure something like that.
An actor, however, knows how to cut through all of that and make the audience want to hear more. Even though the listener knows the actor is trying to sell them something, they become willing to believe the patter for a few minutes because it sounds good. A professional voice-over artist knows how to make listeners feel good, and that is the most valuable thing about them.
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