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Take a moment to think about all the commercials you’ve seen and heard throughout your life. Are there specific ones that stick with you? Is it the jingle that made it memorable? Was it the catchphrase? Or was it the way the commercial narrator talked about the product? Commercials – whether they are radio, television or internet based – is an important marketing tool. And having the right commercial voice actor is important to your business.
You Have a Story to Tell
In today’s world of instant gratification, the consumer needs to know how a product is going to improve their life before they buy it. The internet makes it very easy to research a product and compare it to similar items on the market. But what makes “Item A” so much more attractive than “item B?”
The story behind the product and how that story is told.
A skilled commercial voice actor can take advertising copy and turn it into an appealing narrative that not only draws the consumer in but makes them want to purchase the product the next time they venture to the store. It doesn’t matter if the story is about the latest paper towel brand or the sale of the century at the local mall. When done by a professional who can recognize new trends and adapt to them, the commercial becomes a success.
Understanding Your Audience
Before a business can successfully sell their products, they need to understand their audience and the best method of communication. Broadcast advertising – primarily radio and television – serves a different audience than internet-based marketing. Radio and television tend to be aimed at consumers in local or national markets. Radio advertising can pinpoint a certain demographic even more. For example, if a business is selling tools and their primary demographic is adult males, they may advertise on a classic rock station.
Mobile devices and the internet have allowed businesses to home in even more on their intended demographic. Digital marketing is everywhere and not only uses graphics and other media to attract consumers, but also voiceover narration.
A professional commercial narrator must also understand the audience they are narrating to. By carefully studying the script they have been given, they can turn it into a compelling narrative, lending their voice to the story and drawing the consumer in.
Recognizing and Adapting to Trends
Commercial voice over actors are also able to recognize and adapt to the newest trends in advertising. In 2022 alone, video blogs, social media marketing, and interactive videos have become the hottest advertising tools for businesses to use. All three allow a commercial voice actor to showcase their own unique style while still providing the human connection consumers are looking for.
What Impacts a Commercials Performance?
There are five things that impact how a commercial – for a brand or for retail – performs.
- How informative is the commercial? Does it give the consumer all the information they need to make an informed decision?
- Is the commercial entertaining? Does it hold the consumer’s attention so that they can learn everything they need to make an informed decision?
- How credible is the brand and their product? Does the commercial add to their credibility as a business and how the product can help the consumer’s everyday life?
- If the commercial is for retail and a sale, does it adequately describe incentives that may draw the consumer in?
- Finally, is the commercial upbeat and free of factors that could cause irritation in the consumer? Is the commercial free from annoying, offending, insulting, or manipulating aspects?
Commercials can be annoying to watch or listen, but with the right commercial voice actor, consumers will be interested in what your brand has to offer.
How VO Evolution and George Washington III Can Help
George Washington III can help you bring your commercial to life and make it memorable. As a professional commercial voice actor, he can meet your business needs. He uses his years of classical and operatic singing to give you the steady and calming voice of a father to the excitement of a young executive and everything in between. Tap into his rich baritone and experience to create a commercial experience that consumers will remember.
Who Has George Washington III Worked With?
- Courtyard by Marriott
- Mountain Dew ICE
- Time Warner Cable
- Lowe’s Home Improvement