A business that can create commercials on a local or national level is going to be at an immediate advantage of increasing their business. But what’s really the selling point of commercials more than anything? Have you decided to be the host who pitches your business in the commercial? If you don’t have great camera presence, you may need a voiceover artist to help rouse enough people to drop everything and visit your store.
We might not always notice just how much the tone of a voiceover artist can affect how we react to commercials. It’s why you have to choose your voiceover artist carefully and write a script that’s appropriate to the style of what your business is.
What Style of Voiceover Should You Use?
The style of voice you use is going to depend on your general demographic and what people generally expect with your business. In a soft sell situation, you’ll generally want to have someone who speaks in slower speeds and sounding relaxed. You should be careful here, though, so you don’t turn it into self-parody, especially if you decide to use an overly sultry voice for a dating hotline or overly romantic product.
When doing a commercial that’s somewhere between soft and hard sell, you’ll want to hire a voiceover artist who can speak conversationally while still sounding energetic. This style works well for most commercials because it can give the feeling they’re talking directly to the viewer. And personalization is a route you should always strongly consider with your customers.
Regardless, you may need a hard sell tactic in your commercial that requires a voiceover artist who sounds like they’ve consumed a few cups of coffee. While these can sometimes veer toward sounding unintentionally humorous, they can still work in the proper context and with the right artist. In fact, doing an excited hard sell voiceover can sometimes be done in a comedic manner to garner more attention.
Crafting the Script to Help Your Voiceover Artist
While you may have to hire someone to write a script for your voiceover artist, you have to craft some things if writing it yourself. You have to consider pacing in the script and how the voiceover can convey certain sentences so they fit into an allotted time frame. Many commercials are just 30 seconds, and trying to get to the point in that short time span can be a challenge. It might look easier on paper, though speaking it is another thing.
It’s noted that some voiceover artists prefer to have scripts in lower-case letters for easier readability. Some also like to have numbers spelled out in the script to help bring a better conversational flow during the recording session.
Even if you’ve made arrangements with a voiceover artist and know what style you want to use, always give them the script to look over first. They can give you suggestions on how to change things before you go in the studio to record. The last thing you want is to end up having to make last-minute changes to the script during a recording session when your budget is going off the clock.