There are many, many people who simply turn the channel when they hear local business people voicing their own spots 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 bad commercial means that the merchant is a bit less than professional, doesn't matter. What matters is, the commercial turned off someone who may have otherwise spent money in that store.
Many people assume that all they need to do is let others know about their store 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 hook them to begin with. Telling them isn't going to make it happen either, because they already have dozens of other merchants with the same thing telling them their product 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 make people dislike you.
A commercial should convince potential customers to try your product. And yes, sounding energetic may indeed help you in some cases, but sounding professional – or hiring an actor to sound professional for you – will help you win over more customers. Many vendors actually turn listeners off by trying to come on too strong, and too “fun.” Trying to seem “fun” often creates the opposite effect. It often makes customers feel as though you are trying too hard. 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 place to begin. You may even want to mention that to the actor you hire. “I want you to make my customer feel as though he or she is the most special customer in the world.” That always gets people's attention, because in our “Look at me!” society, it is very rare. And frankly, people are tired of people who want their money clamoring for their attention.
Yet, when a non-professional puts together 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 illusion for a few minutes because it is interesting. A professional voice-over artist knows how to make listeners feel good, and that is the best thing about them.
About The Author: Terry Daniel Provides
Voice Over Services for Every Kind of Media and His
Voice Talent Has Been Heard Around the World. Listen to His Demo at: http://AmazingVoiceTalent.com
