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The importance of getting the voice over right

The right voice over will help you sell your product or company in the way you want it to be sold by getting the most out of the script, matching the style and tone of the script, and really helping to bring everything to life. If you don’t get the voice over right, it doesn’t really matter how well written your script is or how great your offer or service is, people just won’t listen to it.

When you’re choosing a voice over the first thing to think about is ‘who is my target audience’? What age group are they, are they predominantly male or female and what part of the country are they from?  It goes without saying that we automatically connect more readily to a voice over if it’s in our own accent.  This is because of our in-built inclination to accept the familiar. We are much more likely to sit up and take a bit more notice if we recognise the notes and cadence of a voice over that is similar to our own. Similarly, if you’re targeting a predominantly young audience, it makes sense to choose a voice over that they will relate to. Take the ‘Talk to Frank’ series of commercials as an example. Though the scripts are all written in a down to earth style, using language that young people can relate to, if they were delivered by an old, stuffy voice over, the chances are most kids would tune out. Because the voice over is always a young person with an easy, relaxed delivery, the commercials have had a real impact and most young people now know who ‘Frank’ is.

It’s also important to make sure that the talent who does your voice over is comfortable with the style of delivery you’re looking for. You might love the tone of someone’s voice when they’re reading a documentary, but if you then want them to do a hard sell ad for last minute discounts at your store, it could prove to be less than successful. Some people do easy-on-the-ear narrative really well, while others are brilliant at the hard sell. Make sure you have a good listen to their voice reel so that you’re happy they can deliver the way you want them to.

 

At the end of the day, it’s really worth putting a bit of time into the casting of your voice over. Don’t make a rushed decision and if you’re not sure, feel free to ask for some advice. Casting is one of the things we do best here at The Voiceover Store – though we do say it ourselves.

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