HOW TO REALLY SELL WITH YOUR VOICE 1
Copyright 2015 Success Vantage Group Pte Ltd All rights reserved. Published by Jenny Lewis. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopied, recorded, scanned, or otherwise, except as permitted under Canadian copyright law, without the prior written permission of the author. Notes to the Reader: While the author and publisher of this book have made reasonable efforts to ensure the accuracy and timeliness of the information contained herein, the author and publisher assume no liability with respect to losses or damages caused, or alleged to be caused, by any reliance on any information contained herein and disclaim any and all warranties, expressed or implied, as to the accuracy or reliability of said information. The publisher and the author make no representations or warranties with respect to the accuracy or completeness of the contents of this work and specifically disclaim all warranties. The advice and strategies contained herein may not be suitable for every situation. It is the complete responsibility of the reader to ensure they are adhering to all local, regional and national laws. This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold with the understanding that neither the author nor the publisher is engaged in rendering professional services. If legal, accounting, medical, psychological, or any other expert assistance is required, the services of a competent professional should be sought. The words contained in this text which are believed to be trademarked, service marked, or to otherwise hold proprietary rights have been designated as such by the use of initial capitalization. Inclusion, exclusion, or definition of a word or term is not intended to affect, or to express judgment upon the validity of legal status of any proprietary right which may be claimed for a specific word or term. The fact that an organization or website is referred to in this work as a citation and/or potential source of further information does not mean that the author or publisher endorses the information the organization or website may provide or the recommendations it may make. Further, readers should be aware that the websites listed in this work may have changed or disappeared between when this work was written and when it is read. Individual results may vary. 2
What This Book Is About If you are gifted with a voice that has the ability to stand-out or get heard, then you can really turn it into a great career opportunity. Having a good voice is not all. If you really want to make your voice sell, and want to earn from this amazing gift of God, then you will need to work on it. You will need to learn to mould it in different styles, and that s when you will be regarded as a voiceover artist. This short report/e-book is designed for those people who have a will to become a part of the voice-over industry. If you learn how to use your voice in a way that it compels others, or makes them want to keep listening to you, then you need to work on it. Whether you are a part of the entertainment industry or you are just a common salesman behind the receiver delivering their usual pitch, this book is definitely going to help you turn your voice around. Let s get started! 3
Contents Disclaimer Error! Bookmark not defined. What This Book Is About 3 Contents 4 Introduction 5 The VO Artist Checklist 6 Get to know the product 7 Keep the Slogan in mind 8 Give extra importance to copy points 9 Emphasize on the message 11 Focus on product differentiation 12 Reading Numbers the right way 13 Give emphasis to words based on importance 14 Practice a dynamic reading pattern 15 Follow the structure of the copy: set-up, Body, resolve 16 Get to know the target audience 19 Conversational and interactive voiceover sells 20 Build a connection 21 Practice exercise for making the voice-over more interactive 23 Build a character with your voice 29 Checklist for Building your Identifiable Character 30 Conclusion 34 4
Introduction Many people are blessed with good voices, but not all of them know how to make it work. Voice-over artists build a career out of something that they naturally have. They might be gifted with an amazing and high quality voice, but to make it sell is a really big challenge. When you are a VO artist, you need to put all your concentration on one thing; getting the right emotions and expressions across without needing from anything else. This means that when you are looking to make your voice heard, you need to stop doing anything else. All you need to do is focus on delivering the best voice. When you become involved in something else while recording a voice-over (or even when answering a call on your phone), the expressions in your voice change, resulting in a change in your tone. Good VO artists never let any external factor affect the quality of their voice. Delivering the right expression with the use of your voice is a challenging task. When you want to ask someone a question, you have to mould your voice in such a way that the person hearing you understands that you are asking a question. When you want to dub a voiceover for an emotional sequence in a film or drama, you need to lower your voice, adding more intensity to it. This is how you express through your voice, which requires nothing but the change in pitch and throw. The voiceover industry also plays a big role for businesses that are looking to sell their products in a highly interactive and conversational way. The reason that many adverts contain VO is that it helps build a real connection between the audience and the artist. So, when a VO artist is trying to sell your product/service, they are actually bringing the audience close to your offerings, convincing them to make a purchase. Doing a VO for a cartoon or a movie is very different from recording a VO for an advertisement. Because you are trying to sell something, which is the hardest thing to do because you have to sound convincing. Once you know how to use your voice to make people buy, then you will become the VO artist that businesses will hire when they need to increase sales. What once was only a blessing will become a selling point for businesses, allowing you to earn a flowing income. 5
The VO Artist Checklist Even if you have a good voice, it takes a lot of time to mould your voice in different ways. Before you begin your voiceover career, you need to make sure that you have practiced enough. Practice reading different types of scripts out loud. This will help you learn the exact recipe to sounding good. Apart from practicing different tones, there s a lot a voiceover artist needs to keep in mind, especially if you are opting for the commercial industry. Because in commercial voiceover, you need to focus on the goals of the advertiser, and you have to be really careful with the tone of your voice and the delivery of each word. The goals can be anything from convincing the audience to purchase the product/service to telling them a story. So, you will come across a broad range of concepts, and your focus be divided. You are actually delivering the final message of the brand and the advertiser to the audience. This means that your message has to be clearly delivered and should have the ability to derive desired results. Let s find out the different aspects that a commercial VO artist needs to consider before taking up a project. 6
Get To Know The Product Let s say you are auditioning for a commercial VO and you are provided with a script from the judges. Now, the first thing that you need to consider when looking at the script is the product description. Without knowing the product well, you will be unable to talk about it or sound convincing. If you don t learn about the product, you will be lost. The scenario will be similar to the one you faced in school when your teacher asked you to summarize a chapter that you did not understand. So, when you get the script in your hands, make sure you give time to understanding the product. See whether the product is being sold, promoted, or introduced to the audience. You will also need to pay close attention to the pronunciations. If you mispronounce the product s name or the brand name, you might ruin your chances of getting a VO deal. The brand and product name in a commercial are the money words. This means that they are extremely important and any mistake in these words can cause problems for you. If the product or the company name is not familiar, don t take a risk by pronouncing it the wrong way, but ask the judges about it. Any company that is investing in a commercial is looking to make the audience memorize their brand name. Brand recognition is one of the primary goals for every company. So, one of the major goals for you is to make the audience memorize the brand/company s name. Make them familiar to the company by saying the name in such a tone that it strikes to their ears. Commercial voiceover should not be boring. You need to make it sound more interesting by making use of different tones and expressions. Speak with a smiling face so that your voice sounds sweet and refreshing. These vocal gestures will build excitement in the advert, making the audience listen to what you have to say. Remember, when you are recording a VO, you have to build a connection with the audience because you are trying to sell something to them. If your ad is dull and lacks a compelling tone, the target audience will not pay attention to it. All they would do is pick the remote and change the channel, and this is what you do not want at any cost. You have to build a connection with them, and for that you have to add emotions and expressions to your voice. 7
Keep The Slogan In Mind People recognize brands with their respective slogans. That s what slogans are made for. They are also a small definition of the brand it defines its persona. Take a look at Nike and its slogan. Whenever the phrase just do it is seen or heard, people instantly think about Nike. That s exactly what you want to achieve. So, when you receive the script, make sure you find out the company s slogan. Even if the script doesn t contain a slogan, make sure you ask the advertisers about it. Once you have found out the company s slogan, it is time to read it. However, you cannot just read the slogan in a plain tone. You need to read the slogan in such a way that it clearly defines the company s attitude. If a company wants the slogan to be read in a strong and aggressive tone, then you should follow the instructions. The way a slogan is read is based upon the company s philosophy. If it is an ice-cream brand, its slogan will be read in a fun and excited tone. However, if it is a tire company, then the slogan might read in a strong and serious tone. So, before you practice reading the slogan, make sure you are aware with the company s philosophy. Your aim should be to deliver the slogan such that the audience understands that feel of the company. 8
Give Extra Importance To Copy Points When reading the script of an advertisement, there are certain points or things that you need to put more emphasis on. These important things are also known as copy point, which are actually things like the company s name, product name, location, slogan, etc. The reason that copy points need to be the highlights of the VO is that they clearly define the purpose of the ad. These points are also helpful in building brand recognition amongst the audience. So, if a script contains these copy points, make sure you give them a lot of importance. As a commercial voiceover artist, you need to understand that selling the product/service is the main aim of every company. Therefore, you need to pay attention to the product s name or any other point that supports the product. Let s say the product has a feature that is extremely helpful in solving a problem, then make sure you emphasize on it as much as you do on other copy points. 9
Example: There s a 30 seconds commercial for a men s body spray brand. There is a guy shown jogging in the park trying to make friends with the girls in the surrounding. But every time he smiles at a girl, she makes a bad face and moves right past him. He then sniffs himself and finds out that he is stinking. A guy sitting in the park throws a body spray at him and says try if this helps. The guy uses the body spray and every girl that he walks besides throws a smile at him. In the end there is a voice over saying; XYZ Body Spray is all you need to get lucky everyday! Grab the new XYZ Body Spray range from your nearest store today and don t let sweat destroy your day. XYZ Body Spray keeps you dry, kicks away body odor caused by sweat, and leaves you feeling manly. XYZ Body Spray: Game On! The voice over of this ad has some important copy points that we need to look at individually. The name of the brand is mentioned 4 times. The purpose that this body spray serves is mentioned 2 times. The place that you ll be able to buy this body spray is mentioned in the ad. The disadvantages of not using this product are also mentioned. Added benefits of the product are mentioned (keeps you dry and kills body odor). The voice over also mentions that the spray is targeted towards men. The ad also tells the audience that a new range of body sprays is available in stores. The tag line of the product Game On is also mentioned in the ad. This ad is a clear example of what a perfect ad should contain. In this 30 seconds commercial, the voice over artists has mentioned all the copy points by sending out a message to the audience. This is exactly how a voiceover artist should focus on the important points by repeating and emphasizing them for the audience to notice and remember. 10
Emphasize On The Message The message of every commercial is delivered to the audience with the help of sound effects, copy points, music, and other script specifications. The voiceover artist doesn t have to summarize the script of the commercial, but they have to read the entire script to find out the underlying message that the client is trying to put forward. The script might be focused on spreading awareness of a new product, compel the audience to visit the store and buy the product, or make people try their product. A script might contain one or all of these points hidden in the script. They are not presented in a clear form, but the voiceover artist has to figure out the real message that the client wants conveyed. Furthermore, the script also contains punctuations, line placement, and spaces to tell the voiceover artist about the exact tone and attitude that each word needs to read with. So, read the script carefully, and try to unveil the exact message that the client wants you to focus on. Now read the script in the same manner, adopting the exact same tone that the script and copy suggests. Sometimes the main message of the script is mentioned in the last lines. 11
Focus On Product Differentiation Unless you are selling a highly unique and innovative product, it is possible for your product to be the exact same as your competitors. However, the thing that matters is the way you differentiate it. Every client wants their products to be different from their competitors, and that s a point that the audience buys too. Therefore, when you receive a script from a client, you need figure out a unique selling point to present to the audience using your voice, words, and expressions. The client might not have explained their USP in the script, but as a voiceover artist it is your job to find it and make it work. We have seen many brands try to show the other one weak and less worthy. That s a common scenario in the soft drink commercials. One claims to be better than the other one. However, these brands don t name any competitor, yet still successfully differentiate their products from theirs. The key to acing this type of script is to read the positive points (the points that are about your brand) with a positive attitude and smile. You also need to be slow when you talk about positive points, so that the audience gets time to listen it carefully. When it comes to reading the negative points (the points about your competitor s brand), you should speed up and read in a serious tone. This is a great way to make people memorize the point of differentiation between your products and your competition s. Emphasize on positive words stating the good things about your brand and speed up when you are reading neutral information about your brand. 12
Reading Numbers The Right Way Sometimes clients mention their product s price in the script. These numbers need to be read in a certain way. The main purpose of the client is to make their numbers sound smaller. This is the reason when you get a script with numbers in it; make sure you know how to read them out. If the client is comparing their price with their competitor s, you ll need to read the competition s numbers slowly, with s serious tone and attitude. On the contrary, when you are reading the numbers of the client, make sure you are reading with a smile. You will also need to speed up a little when mentioning the client s numbers, as this will not put a lot of emphasis on the price. This technique is mostly applied for products and services that come at a higher price like car and smartphone brands. Furthermore, if the script mentions discount offered by the company, make sure you emphasize on it. Even if the price difference is slight, make sure you emphasize on your client s numbers and read them with a smile. Moreover, when you add only or just with number, it makes the audience seem that the price is not too high. If the client has mentioned the product price which is $33, 500, you should always read it as Thirty-Three Five instead of reading it out as a whole. So, the way you read out the numbers plays an important role in making the client s product stand out. 13
Give Emphasis To Words Based On Importance Tempo changes are quite an important part of voiceovers. The scripts you receive from the client contain a whole bunch of words that are actually a combination of least, most, and average importance words. Some words require the reader to put more emphasis using their expressions, tone of voice, and attitude. Similarly, there are words that require the reader to read them quickly without making them standout. When you are talking about a positive point, you have to stress more over it, making the audience hear it out loud and clearly. let s say you are telling the audience that the product helps remove stains faster than any other washing detergent, then this needs to be read in a slow speed, with smiling expression, and a positive tone. Similarly, when you are reading about something that doesn t hold a lot of importance, then you will read it with speed. The trick is to give less importance to prepositional sentences that support the sentence but are of no importance to the brand. When you pay attention to these details, you are able to deliver the script in the most ideal manner. Always remember: High importance Slow speed Medium importance Medium speed Least importance Fast speed 14
Practice A Dynamic Reading Pattern One of the most crucial and challenging part of recording a voiceover is the identification of different patterns. We have already discussed the importance of words in detail in the previous point. However, there is still a lot to be said about patterns and the perfect way that words should be delivered. zwhen you receive a script, you will need to find out the different patterns in it. You need to figure out what the copy points are and what needs to be thrown away (not emphasized). You need to recognize which word or sentence needs to be delivered at slow, medium, and fast speed. Let s take a look at an example to understand this in a better way. Are you tired of looking for a solution to get rid of those ugly stains on your teeth? XYZ toothpaste removes hard tobacco stains from your teeth, making them look clean and shining. In this voiceover, you need to focus on the product s name. The first sentence which is a question asked to the audience should be delivered with medium speed. The second sentence is important and in this sentence you need to put more stress on the name of the product. The words hard tobacco stains, clean, and shine should also be emphasized. Because the audience wants to find out about the product s benefits, and that s the reason those words should be read with more stress. In order to make the audience remember the product name, you should read it with slow speed, using a strong and happy tone. It is not only about the speed with which you read a script. Sometimes, you need to focus on changing expressions and tones so that the audience can easily identify the positive information (the one to retain) and the negative information (the one to get rid of). Another thing that you need to keep in mind is that the main purpose of reading a script with dynamic patterns is not to change the natural tone of your voice. Because when you change your voice completely, it starts to sound made up, and that s what you don t want. You want to blend these patterns in your natural tone so that the audience doesn t feel distracted. Important tip: When you emphasize on certain words or phrases, it is only to make the audience memorize those words so that they take the desired action. However, you should avoid stressing on too many words, as it will be an information overload, and the audience will not be able to remember anything at all. 15
Follow The Structure Of The Copy: Set-Up, Body, Resolve Every ad script is designed on a similar pattern. If you understand and recognize the script pattern, it will be easier for you to deliver the words with perfection. The three main components in every script are set-up, body copy, and resolve. If read properly, these components can make your voiceover work wonders. Let s take a look at these three components in detail. Set-Up Set-up is the opening paragraph or point of the script. This part is written to grab the audience s attention and address a problem. By pinpointing the problems and issues that the audience is facing, you successfully get their attention and keep them hooked to the commercial. Body Copy Body copy is the part of the script when you the reader gives out a solution for the first time by mentioning the client s name. If you asked a question in the set-up, then the answer for it will be mentioned in the body copy. Resume Now that you have provided a solution to the audience, it is time to get onto the part where you direct the audience to the store, so that they can buy the product. This is usually the ending paragraph in any commercial script, because in the client wants to sell their products and it can only happen if you compel the audience to make an action. This action can be anything from asking the audience to call, visit the website, or buy the product from a store. Sometimes scripts also include a short phrase or word at the end, which is known as button. This phrase is usually used to end the story or script in a humorous style. This phrase also helps complete the story, making it sound more interesting. Let s take a look at some examples to get a better idea of how these three components are presented in a script. 16
Example #1: Set-Up So, it is time to get a new car and get rid of the old one. But you are feeling lazy and totally stressed out by thinking about the many trips that you are going to have to make to different showrooms. Why worry when you have All-Cars-Sale? Body All-Cars-Sale is an online platform that will help solve all your car-buying problems. Not only do we hunt the most appropriate cars for you, but we also save you from visiting different showrooms to search for the perfect car. With All-Cars-Sale, you are just a click away from your dream car! Resume So, if you are looking for a new car, log onto our website and take your pick. Once you log onto All-Cars-Sale, you will find your desired car at a price that is right for you! In the example given above, we can clearly see the difference between the three parts of the script. In the set-up of the script, the reader will establish a base and ask the audience a question. This question will trigger a problem or an issue that your target audience is facing, which is exactly what this example shows. The reader is targeting the problem that every car buyer faces when they have to visit different showrooms to find an ideal car on their specified budget. In the last line of the set-up, the name of the company is mentioned, just to build curiosity. In the body of the script, we can see that the reader is telling about All-Cars-Sale and how it is the answer to all their car-buying problems. The body copy further defines how All-Cars-Sale helps save time and money that you waste on car-hunt. In the resume of the script, the reader is telling the audience how they can take advantage of this solution. They are bringing the audience to the website, so that they can buy from them. 17
Example #2: Set-Up The scorching heat of the sun can make any one feel annoyed in summers. But if you have a chilling-drink to sip onto, you can feel instantly refreshing and cool. Body Chill-Sip is here to make all your summer worries go away. This cool and energizing drink will not only beat the heat, but will give you a lot of energy to survive in the outdoors. Resume Stop the heat from ruining your day, and head to your nearest store to stock Chill-sip in your refrigerators. Button Is my back tanned perfectly? Now when you look at this ad, you will see that the set-up creates a scenario that is pretty common for everyone. Furthermore, it explains the desire that a person under the heat of the sun has; to sip on cold drink. The script is not only bringing the problem in the spotlight, but it is also building an urge in the audience; the urge for drinking something cold in hot weather. In the body of the script, we see that the audience is being presented with a solution. The product is not only disclosed in the body, but its positive points are also being mentioned. The audience gets to know from the body that the drink not only quenches thirst, but it also provides energy to the body. In the resume of the script, the copy writer has mentioned the exact place the audience will find this cold-drink. The button at the end of the script is just a comic move by the copywriter in which he/she is trying to add some humor to leave a good impression on the audience. When you understand the importance and purpose of the three parts of the script, you will be able to deliver them with perfection. 18
Get To Know The Target Audience The numerous advertisements that we see all the time on television, billboards, magazines, newspapers, and websites are meant to attract the audience s attention towards a particular product or service. The main idea of advertising is to bring the exact target audience to the stores so that they can purchase the product/service. An ad that is being run on the television around 10 pm is usually targeted towards the grownups that stay up late and watch television. This category also includes those who come from work and watch television before going to bed. The products that are targeted towards kids are usually advertised in the morning or evening, the time when kids are leaving for school or watching cartoons. When you understand the target audience of the product that you are selling through your voiceover, you are able to make use of the right tone, attitude, and vocal placement. That s the reason it is extremely important to know who your audience is. If your client s audience is children, you d know exactly the type of voice placement, attitude, and tone you need to deliver. Any ad that is targeted towards children is in a playful and cheerful tone. However, if you are promoting a product targeted towards businessmen, then your tone should be strong, powerful, and confident. Your voice should also carry weight, but you should not be loud. So, when you know who you are talking to, you can connect to them in a better way. This is the reason you should learn about the target audience of the product/service you are about to sell. The product s description itself tells you about the target audience that it is intended for. In order to understand the right type of tone and attitude you need for different audiences, you need to think like the audience. Think from the perspective of the audience, and how will they perceive a certain kind of tone. This is the best way to find out what the audience is really attracted to. So, understanding the target audience, you get to grab the audience s attention in the most effective way. Furthermore, when the voiceover is perfectly on point, the audience is also more willing to perform the desired action. Each point mentioned in the checklist holds equal importance. For someone who is striving to form a solid career in the VO industry, it is important for them to consider all of these factors. Without paying attention to any one of these factors, your voiceover will lack the charm, and hence it will not be able to achieve the results that the client desires. Reading onto a script might sound easy, but you need to understand that it is not just about delivering plain words. It is about making a product sell, which is the most crucial thing to do. 19
Conversational and Interactive Voiceover Sells The role of voiceover in the commercial industry is very crucial for the success of a brand s marketing efforts. That s the reason when a marketer is looking to hire voiceover artists; they want someone who has the ability to make their marketing strategies work, someone who understands the purpose of the ad and knows exactly how to read the script. No matter how well the commercial is being designed or planned, if the voiceover artist is unable to deliver the message that the marketer intended, their marketing efforts will go to waste. This is exactly what a voiceover artist needs to understand. Recording commercial voiceovers is a challenging task. You are not only reading a script, but you are trying to convince the audience to buy. Furthermore, as a voiceover artist, you need to understand that you are trying to involve the audience in your voice by making them believe in something that you are saying. This means that you need to have some acting skills to make your audience believe in any picture that you paint and make them feel like a part of it. When it comes to commercial (radio or television), you are trying to sell something. However, if you let the audience know that selling is your main purpose, you will definitely make them disappear. People don t want to spend money and that s the reason they won t like to hear someone trying to tell them to. Therefore, if you really want to sell something through your voice, you need to focus on creating a story instead of selling. You need to hide the sell by wrapping it up in a pretty package, which the audience is more likely to pay attention to. The words written in the script don t matter. What matters the most is the way you deliver those words. You need to be expressive and tell a story with those words. This is a great way to making the listener understand your story and get engaged in it. Without skills like these, you will be unable to make any impact on the audience, which will make the marketers strategies fail. In order to turn the commercial into a hit, you need to make sure you are doing more than just reading out the words. Let s take a look at some helpful tips that will help you deliver the right message to the audience, and getting them involved in your story. 20
Build A Connection Voiceovers for commercials require artists to build a connection with the audience. The script for ads should never be read as any other type of voiceover. Commercial voiceover is a completely different entity. In advertisements, apart from visuals, it is the voiceover artist s responsibility to keep the audience engaged. So, you cannot read the script as a dialogue. In order to build a connection with the audience, you need to talk to them as if you know them. If you will read the script as if you were reading it to an anonymous person, then there will always be a lack of interaction and engagement. The information that you are sharing through your voiceover needs to be delivered to someone who you know. This is the reason it should be read in such a manner that the listener feels comfortable in hearing you out. Let s assume that you are walking on the street and someone approaches you and tries to sell you something. Firstly, you feel really uncomfortable by the salesperson s sudden approach. Secondly, you are not at all interested in hearing them out because you don t know them and you are not willing to buy anything. However, if someone you knew approached you and tried to sell you something, you would want to listen. You might even consider buying from them just because you have a connection with them. 21
Similarly, when you are recording a voiceover for a commercial, you have to make the audience feel like they know you. Because if you sound like you are disconnected from them or if the audience considers you a total stranger, they will not want to listen to your story no matter how well you are speaking. Furthermore, when you perceive the listener as someone you know, you are able to read the script in a much more conversational and interesting way. If you are having troubles believing that you aren t speaking to an imaginary listener, think about someone you know and pretend that you are speaking to them. Because we are able to converse properly and comfortably with the people we know, it is a good idea to believe that the listeners are your friends and family members. Moreover, when you know you are speaking to someone you know, you are able to add more emotions and expressions to your words. Think of the audience as your friend, family member, partner, spouse, etc, and then read the script. This way you will instantly feel more alive and interactive, recording a voiceover that is highly engaging and effective. You also feel more emotionally accessible and attached when you think that you are talking to someone that you know. Now that you are into this mind-set, you start to build a connection with the audience. Furthermore, the audience also feels like they are listening to a real person, someone who has feelings, personality, emotions, and body language. The key to forming a bond with your audience is to read the script like their friend and not a salesperson. No one likes to get stuck with a salesperson, because they know that they will need to buy from them. This is quite like the situation in which you are planning to buy something you have no experience with. Let s say you are planning to buy a new cell phone, but you are unable to make a decision because you will need to spend a good amount of money, and you don t want to end up buying the wrong phone. Now, you head to a store to buy a phone, but you are not convinced by the salesperson s advice. You also find it hard to believe a salesperson to give you the right advice, so you head out of the store telling them that you will come back later. Because you have no idea what to do, you meet up with friends to ask for suggestions. Your friends tell you about the best phones on the market, and you believe every word they say. This is exactly what happens with the audience listening to your voiceover in a commercial. If you talk to them like they are your friends, they will find it easy to believe you, hence making the purchase. However, if you make them feel like they are listening to a total stranger, they will be unable to form a connection, and will not make a purchase. 22
Practice Exercise For Making The Voice-Over More Interactive Voiceover is not mere reading of words, but it is a whole lot more than that. When you are recording a voiceover for a commercial, you need to be more interactive and engaging. You should understand that as a voiceover artist for commercials, you need to form a bond with the audience. You need to become their friend; someone that they can trust in and listen to. Every VO artist should have an interactive and highly-engaging tone, so that the audience is able to form a connection with them and buy their story. If you read the words in the script as some dialogues, there will always be a lack of emotions, expressions, and connection. In order to achieve that level of comfort with the audience to consider them as a friend that you are talking to, you will need to work on certain areas. Let s take a look! Relax yourself You cannot achieve that level of comfort with your audience if you are feeling nervous or conscious. Voiceover recording requires you to be completely relaxed, so that you are able to deliver the words perfectly. It is also normal for voiceover artists to feel panicked. But you don t have to let this nervousness occupy your mind. You need to find a way to feel relaxed and in the moment. Below is a simple exercise that will make you feel calm before your VO recording. There are numerous techniques to feel more calm and less stressed out, but these meditation techniques take time. When it comes to voiceover recording, you cannot get involved in typical meditation or yoga practice because you are in a different environment. So, you need a quick fix that is simple yet highly effective. The best way to feel relaxed is to make use of one of your five senses. If you are a visual person, then close your eyes and think of a great moment or visualize someone you love. You can also visualize a scenic environment where you are with someone you dearly love. Now, visualize that the two of you are enjoying in a natural setting. This will calm your speedy heartbeat and make you feel relaxed. You will also find yourself smiling on the thought of your loved one. When you are feeling stressed or nervous, the best way to feel calm is to isolate yourself from your surroundings. Forget about the things happening around you, and let your imagination calm you. When your mind will be occupied by such feelings and emotions, you will instantly feel more energetic and happy. The thought of spending quality time with your loved one will also put a smile on your face. 23
Repeat this visualization practice until you feel completely calm, focused, and harmonious. Once you are in a state of serenity, you will be able to focus entirely on your purpose; to connect to the audience with the voiceover. Add Expressions in your Message When recording a voiceover, you need to focus on building a bond with the audience. If you think of the audience as your friend, you will be able to connect them in a personalized manner. When you are talking to a friend, you add lots of expressions and emotions to your message. These expressions make the message much more interesting and understandable. This is exactly what you need to do, but if you are having problems doing so while recording a voiceover, then practice the exercise given below. In order to personalize your message, you need to be more expressive with your message. If the script requires you to speak in a fun and happy tone, you will need to get in that state of mind. Play a song and listen to it carefully. Now, imagine yourself singing it and try to feel the emotions expressed in it. You can play a happy song or a sad one, and listen to what message is the singer trying to deliver. Now, if you are listening to a happy song, it might put a smile on your face or make you feel excited. You might also be rolling your eyes, shaking your head, or tapping your feet. So, when you want to add more expressions to your voice, you will need to understand the type of message that the marketer wants delivered. Is it some exciting news or something serious? Is it something fun or just good news? When you come to know the real expressions hidden in the script, you will be able to personalize it using your expressions and emotions. This is exactly what you want to achieve with your audience. You want them to understand your message with the help of your expressions. When you practice listening to songs and feeling the emotions, you come to understand that you also need to add these things in your voice to make it more personalized and believable. 24
Feel Energetic No one wants to listen to a dull and boring voice. That s the reason you need to make your voice more energetic. An energetic voice is much more appealing to listen. However, when you are not feeling packed with energy, there is a high chance that you record a voiceover that is sluggish. Such kind of a voiceover will fail to spark the right kind of feelings, emotions, and expressions with the audience, which will also result in poor results for the marketers. Watching a funny show is a good way to wake yourself up. You can watch a comedy reality show or some performance by a standup comedian to feel energetic. If coffee does it for you, then you can add some caffeine to our system. However, it is best to drink more water as it keeps a person hydrated and feeling fresh. If you don t have enough time to watch a comic clip, you can also put your earphone on, and play a rock song in loud volume. Again, listening to rock music is a good way to get an instant boost of energy. Furthermore, such music also helps boost the mind, making you feel high spirited. If you want your voice to feel fresh, scream along the rock song you are listening to. If you are watching a comic video, try to laugh as loud as you can to energize your lungs and add that extra edge to your voice. This is a great way to make your voice strong, lively, and brisk. So, when you record a voiceover with a highly energetic voice, you are better able to grab the listeners attention. Your energetic voice will also make the listeners feel lively, making them feel every emotion and expression that you are trying to deliver. 25
Make use of your Body Movements Have you ever noticed that whenever you speak, your body matches your expressions by making certain moves? Well, our body movements play an important role in shaping our voice. When we are angry we speak with our jaws pressed tightly and our palms clenched in a fist. Similarly, when we are talking to someone when we are feeling happy, we tend to smile and speak in an energetic tone. Sometimes, the different parts of our body make movements, which directly impact our delivery of words. If you find out how body movements can help make your voice more expressive, you need to perform the exercise given below. Log onto the internet and search for scripts with different expressions. These scripts should be happy, sad, energetic, serious, powerful, and informative. Now, start reading these scripts one by one. When reading a script that has to be read in a powerful tone, try to deliver the voice from your gut. When we add more force to our stomach, we get a stronger voice. You will also need to form a fist so that you feel more powerful. When you make these movements, your body helps form your voice in the exact same way that the script requires. This is a good way to release the pressure off your mind and transfer some to your body to let it help you get the job done. You need to understand that in order to deliver the right expressions, you need the help of your body instead of your mind. When your body moves, it automatically helps deliver words in the most appropriate way. 26
Answer a question When you have a script to read, you should be able to solve a problem. Without giving listeners a solution to their problem, you will fail to make any impact. This means that the questions are present in the script, it s your job to find them out and emphasize on them to grab the listeners attention. Some words hold more importance than others, and when you emphasize on each word based on their importance, you are able to answer questions. Look at this sentence and read it eight times and each time that you read it, give emphasis to one word. The first time you read it, give emphasis to because and so on. Because your skin should feel nothing but flawless. 27
When you read this sentence eight different times, you will notice that you were asking a different question each time. Let s break this sentence into eight different parts and see what questions you are asking. Because Why? Your Whose? Age? Skin Which skin type? Should What are the benefits that you offer? Feel What does the skin feel after the product use? Nothing Does the product offer better results? But What s more to the product? Flawless Why is your product better than the competition s? When you emphasize on each of the words, you read the script in a different manner every single time. Every word that you speak will have a different tempo and feel. When you are telling the audience that your product is better than the competitor s, you speak with confidence and pride. When you speak the word that tells the audience about the amazing results of the product, you have a different tone and expression to your voice. Every good actor has the ability to make use of their entire body to read a script. They express their emotions with bodily movements and actions, and they also make use of their breath to add ore expressions to their voice. However, sometimes when you are not fully present with your mind and body, you are unable to present the right emotions. Your mind might be stuck in the thoughts of the past or you might be thinking about a bad memory. Such instances make it hard for the mind to interpret the emotions. In order to get over such feelings and memories at the time of recording or rehearsal, make sure you practice a relaxation technique. Try to calm your mind and do not get overwhelmed by the script. Take a moment and let everything sink in, and then begin reading the script with a present mind and heart. 28
Build A Character With Your Voice As a voiceover artist, you will come across a variety of scripts. Some scripts will require you to become a humorous character and some will require you to be authoritative. When you read the script, it is you who has to identify the character that you would be playing. Once you identify the character, it will become easier for you to build a character. Character building is an important part of commercial voiceovers. When you speak to the audience, you need to have a real personality. You will need to be someone and not some statue talking to them. When you have a character, the audience will be able to understand your words and form a connection with you. They would want to listen to a voice that is coming from a real person or a real character that they have experienced in their lives. When you have the ability to mould into a character that the script suggests, you are able to make the message much more effective. 29
Checklist For Building Your Identifiable Character In order to become a character, you need to focus on the five Ws. These Ws are questions that you need to answer in order to understand the character in a better way. By adding these 5 Ws to your voiceover tasks, you will be able to add more depth, expressions, and life to the words in the script. So, the words will not sound dead to the audience, and will have a good impact on them. Who are you? When you get hold of a script, the first thing that you need to do is to decide who you are; what is the character that you will be playing for the voiceover? The script will tell you exactly what you will be playing. You might be a doctor, businessmen, engineer, architect, friend, coach, etc. Don t panic, the copy will contain the answer of your first questions; who are you? Carefully read onto the script and find out the exact message and purpose of the copy. The answer will have a huge impact your word delivery, tone, body language, and expressions. In order to find out the character that you need to play for the commercial, look for the tone used in the script. You will also need to look out for any intentional errors in the script because they will also help reveal a lot about the character and their personality. Check to see whether the copy is written in a casual tone or a formal one. Read the entire script and find out about the personality of the character that whether it is shy, jolly, polite, bossy, comic, ironic, or blunt. The mistake that many VO artists make is to re-write the entire copy to make it more appropriate for their actual personality. What you need to do is to adopt the character and personality that the script suggests, and not alter the script to make it sound more like you. The marketer wants a certain message to be delivered, and by changing the words and expressions in the script, you are altering their message. Another thing that every VO artist needs to keep in mind is that voiceovers for radio commercials are different from the ones in television commercials. In radio commercials, there is only audio that the audience listens. There is no visual image supporting their voice like television commercials. Therefore, these artists record with more expressions, movements, and dynamic attitudes. They make the audience visualize an image with their voice. 30
Television commercials on the other hand require less story telling with the voice because the visuals and SFX do the job. They don t have to make the audience focus on their voice. They have to balance their voice in such a way that it only supports the ad and not overshadow its visual aspect. Television commercials also have storyboards that are provided to the voiceover artist for additional information about the story of the ad and the character that they need to be playing. If the television commercial has visuals of a scenic environment, then you know that you have to adopt a polite and harmonious character. If the visuals of a commercial tell a comic story, then your voice needs to be humorous or lighthearted. Similarly, you can get the clues to your character by listening to the sound effects of the commercial. If the SFX are upbeat, your voice needs to be packed with energy. When the sound effects are dramatic, your voice needs to be heavy. There are many other things that hold clues to the type of character that you should play for the voiceover. Script Specs Script specs are a few lines by the client in which they tell about the type of character and personality that they want for their voiceover. Client If you are reading a script by a client that is selling bubble gum, then you d know the exact tone and personality that you should have for that VO unless the client has specified a character. Title The title of the script will also tell you who you should be playing for the voiceover. For example; the Nurse. Medium If it is a radio commercial, you will know that you have to be more expressive and overpowering. However, if the medium is television, then you need to match your voice to support the visuals and the sound effects. Music and SFX The type of visuals and sound effects the commercial has tells a lot about the character that you should be playing. Visual References If the client has provided you with a storyboard, then you can take cues from them. Grammar Sometimes clients intentionally make grammatical errors to define the personality of the character to the artist. Writing Style and Tone The writing style and tone in the script will tell you exactly who you are. 31
Once you take cues from your script and the information provided by the client, you are able to understand the character in a better way. This understanding will help you deliver a more personalized, interactive, and engaging voice message to the listeners. Where are you? When recording a voiceover, you need to visualize a location that you are in to help deliver the most interactive and engaging message to the listeners. Although you are in a recording studio, try to visualize the place that the writer has portrayed in the visuals, copy, or sound effects of the ad. When you imagine yourself in the exact same location that the client has portrayed in their commercial, it affects the quality of your voice, tone, volume, action, and speed. Thinking that you are in another place while recording the voiceover is easy when you are recording for a television or web commercial. But it is difficult to do so for a radio ad, because you don t have any visuals or images to take reference from. This means that visuals are not everything and you need to read the script to experiment with the location based on the story that the client is telling. So, live in the environment that the client has portrayed and tell a story in a more expressive and meaningful way. What are you doing? Now that you know the location that you are in, you need to find out what exactly are you doing. The script of the commercial might suggest that you are in an outdoor location. Now, you cannot just look at the obvious and assume your actions. You need to read onto the script and find out the purpose. Observe the hero character and find out the actions that he/she is performing. Is the character enjoying the outdoors sitting on a cozy chair and sipping onto a chilled cocktail? If that s what your ad suggests, then you can take those actions to make the character sound real. If the character that you are playing is ordering something at a restaurant, you should grab a piece of paper and assume that it is the menu that you are looking through. You need to get into the character to make your voiceover more authentic and realistic. When your bodily movements are in touch with your sound, you are able to give more life to it, making the listeners understand the story in a better way. 32
When is the action taking place? Knowing when the action is taking place plays an important role in making the voice sound more realistic and sensible. Because our tone of voice and expressions change with the time of the day, it is extremely important to take the time into consideration. If the script suggests that action is occurring in the morning, you might need to adopt a grumpy or fresh tone depending upon the character in the script. Sometimes you can pretend that the action is taking place on a hot summer day or a chilly winter s eve, and mould your voice in such a way that it reflects the time of the day/month/year the action is taking place. When you ll record the voice with the time in mind, you ll notice that your tone and breathing will change. Your attitude will also change when you imagine yourself taking a certain action at a particular time of the day/month/year. This technique will help create a scenario in the mind of the listeners, helping them relate to the voice. Why are you there? When you are reading the script, you are visualizing yourself in a location and at a particular time. However, if you don t have a purpose, your words will just be wasted. You need to know why you are talking to the audience in a particular location and time. This is the most crucial W that defines the audience the purpose of the entire commercial. When you fail to define your purpose to the audience, then your voiceover will sound incomplete. The listeners will immediately catch this lack of connection between your tone and the message that you are delivering. In order to present a purpose and meaningful story to the audience, you need to fully understand the character. Understanding the character will help you deliver the words in a more natural form. When you neglect these five Ws, you are left with a dull, boring, and totally flat voiceover. These Ws give dynamic dimensions to your voice. They help make your voice sound more realistic, authentic, and lively. The audience is also able to form a connection with such a character. So, whenever you are reading a script, make sure you keep these five Ws in mind for a more appealing and lively voiceover. 33
Conclusion A good voiceover artist is the one who has the ability to mould their voice according to the requirements of the script. A voiceover is just a set of words that you are reading. However, it is a VO artist s job to add life to those words and make them sound realistic. Because commercial voiceovers require the artist to tell a story, deliver a message, and sell the product/service, it is important to build a connection with the audience. When there is a connection between the listeners and the VO artist, the results are great. The audience listening to your voiceover will not be able to relate to it if you are not building a relationship with them. Become the character that the script suggests and form a bond with the listeners, because this will make them perform a desired action. So, when recording a voiceover, make sure you form a connection with the character and act it out for the audience. The more you become like the character, the more you are able to sound believable. In order to make the audience buy your client s products/services, you need to wrap the message in a shiny and appealing cover of words. You cannot directly tell the listeners to buy because no one likes to spend money unless they really need to. By focusing on each and every point mentioned in the report, you will be able to become the perfect voiceover artist who has the ability to read dynamic scripts and make the products sell. 34