We love lists don’t we? I know I do. When I need to read something and I don’t have time to really absorb it – which is, truthfully, MOST of the time – I will read the article, blog post or book that gives me a nice – bulletized concise and easy to remember LIST.
But as a female voice talent, I can’t say I love to encounter them as part of voiceover copy. And I’m not alone. A client I was working with recently indicated they were having trouble directing VO talent on this very topic. Problems like: (see the LIST !)
So here’s a quick list of things to keep in mind when reading voiceover copy lists:
AND…if you encounter questions in the copy – like the ubiquitous symptom list that comes after “Are you experiencing….” in medical voice copy, please find at least some of these to REALLY ask, (pitch the ending up) as in NOT make rhetorical (pitching the ending down).
Try these tips and send me a “list” of how they worked for you!
A friend of mine who does lots of corporate reads had coffee with me the other day and we got into a discussion about differences between voice-overs and voice acting. This guy makes good money as a “Corporate Voice” so I tend to appreciate his expertise. But when he declared that there is “no acting” involved in what he does – I had to say “wait a minute”. Elements of voice acting – that is, emotional elements, are in any and all voice-overs – unless you want no response from the listener – in which case – why bother? His point was that corporate reads are informational only – he doesn’t think about trying to elicit anything at all from the listener – except that they walk away informed. This really rankled me – and he laughed at my rankled-ness (all the way to the bank apparently). But I couldn’t let go of the conversation. I am a female voice talent with experience in business and corporate voicing, an Audie award, and an ongoing voice contract with GMC for 10 of my 20 years in this business – and here my very successful friend is shaking my tree on whether one can do “voicing” – without “acting”. So I ran to my James Alburger “The Art of Voice Acting” Third Edition to grab some language… Here’s the distinction according to Alburger: A voice OVER has one or more of the following:
So…..why would an advertiser hire a voice like this? Good question. I don’t think my friend is giving himself enough credit for the acting he does do, but I digress. Let’s look at voice ACTING. According to Alburger, all of the following apply:
OK – so now the question is really one of whether the bullets under voice ACTING apply to Corporate voice-overs. He says, with some exceptions, that mostly they don’t. I say, with very few exceptions – that even if the “story” and the “helping” and “emotional” aspect of a corporate read is not apparent, if the copy has integrity – those elements are still there. Subtle perhaps, but present. Think of an effective corporate voice presentation or ad campaign – like the TV campaign for the oil industry that was running for months – you’ve seen it – the tall leggy blonde in the black suit – giving us a virtual tour of how great the industry is for our economy etc. The oil industry is trying to combat our emotional response to the BP oil disaster and offshore drilling (yuck! no more! We’re killing baby pelicans!) to one of (job) security and rationality (yeah wind and solar, but America runs on oil and we always will). And who didn’t want to be like her? Calm, knowledgable, in control (and rich, tall and blonde). I closed my eyes and listened to this ad – a voice of authority, very corporate, very informational on the surface – but you betcha she was trying to elicit an emotional response…all the way to the voting booth right now!
So I don’t think you sacrifice the voice of authority required in so many corporate reads with an emotional element – I think you reinforce it. And you connect with the listener on a level that’s deeper than content and intellect….and that’s the realm of voice ACTING. My friend and I are going to have coffee again next week – and this time I’m bringing Alburger!
I went on an adventure over the last few weeks – looking for a new mic compatible with my Pro-tools software update. As a female voice talent with home studio and in need of quality mic-ing for a variety of voice overs and voice projects, – It had been recommended to me to look at the KSM 32 but yikes! The price! So I had a friend (a very effective “hunter-gatherer re: discount shopper” type) scan e-bay for me and we did that dance for a few weeks with nada to show for it and then…..found one for a little over $300 used at Daddy’s Junky Music online. Now, I know that there are some tech snobs out there who turn up their noses and turn down their amps on “Used” but hey, these days I can’t stand paying full price for anything – I have to at least have the illusion of saving $$! The term “Junk” in the store name made me a little nervous, as the possibility of shelling out a chunk of cash for exactly that increases with “Used” as it is – but….my experience on the phone with Daddy’s guy Bob – was terrific. And even though I had to do the transaction literally walking downtown on a busy street juggling coffee, laptop etc. we got it all done – my shiny (used) mic and spiffy case arrived this morning with its 60 day gaurantee. I’ll know if I got my money’s worth once it gets set up. Tell me some stories about your adventures in used equipment….
Ok. It’s a journey. I should know by now that something seemingly simple like “identify the voice you make the most money with” may not in reality be that simple. Many of us “artists of the spoken word“- female voice talents in particular pride ourselves on being versatile, but – hey – in a global market versatility doesn’t make the money it used to – specialty does. Stop mucking around and get specific. So – I’ve gone through the campaigns I’ve made the most money with from a running contract with GMC to the increasing number of healthcare spots I get called to read for and I think I’ve got it – the warm authority female corporate voice. If you want to announce your new healthcare clinic, expertise alone will not bring them in your door – but the sound of genuine warmth and experience will. I’ll find out if this works soon enough in the SEO class I am taking with Jenn Jaroszuk and Katrina Crowell – excellent by the way – but three sessions is NOT long enough! And I want to mention my recent subversive voice acting activities….what does Biddeford Municipal Airport and Chris Newcomb’s basement have in common? They were only two of the sound locations used in taping The Cleansed – the latest audiodrama written, produced and directed by the amazing Fred Greenhalgh of FinalRune Productions- profiled earlier this year in the Wall Street Journal. I was voicing an American military officer in an intriguing stateside emergency. It’s fun to voice someone 6 feet tall and 160 pounds at my 5’3″ frame – talk about a female voice of authority!
I can’t let it alone – maybe I’m one of those people who needs categories to make sense of the chaos – but I think the new Money Voices are open for invention…. Based on marketing trends and evolving demographics – I’d like to propose the following MoneyVoice designations – see if you might be one and then add some of your own….
The Middle-Age Meds voice: A hybrid built with 2 parts warm sincerity and 1 part corporate authority – with a dash of cynicism depending on the product….
Mr/Mrs/Ms Small-Biz Owner: This one combines energy, sincerity, and practicality and comes in lots of regional multi-age flavors: southern fried, mid-west nice and urban edgy….
Mr/Mrs/Ms New Parent: Another hybrid combining energy, sincerity and practicality with that sleep deprived – edge-of-hysteria-but-it’s-all-worth it sound that only real parents can truly know…
True Believer: This one combines Announcer authority with Born Again commitment – He/She has found The Answer in this product and because you are a very dear friend/relative/[potential consumer – you are the lucky recipient of the Message….
First Class: She/He has arrived….usually in some marvelous destination – You know the sound – Money, Authority, and Ease… It’s the voice of luxury, travel and expensive tastes – Dulcet Tones, Slower cadences, NEVER stressed – perhaps slightly southern or British Isles…you know you want to sound like this, to LIVE like this….so buy the car/fur/travel package already…
Oh that was fun. Now you have some and make up some of your own!
On another note:
I want to thank Bill Steele and Fred Greenhalgh for their contributions to the Audio class last night. Great information and experience and lots more questions to dive into. Fred’s serial audiodrama “The Troll of Stonybrook” may be the best five minutes a week you can spend – we are on Episode 4 now, so catch up and then stay tuned!
Happy Listening! KD
So I’m teaching a level 2 Audio class for those of us fans of the spoken word – whether audiobooks or commercial voice overs…and last night we were treated to an excellent session by guest marketing professionals Jenn Jaroszuk and Katrina Crowell of Strategic Media. They gave the class a terrific run-down of their side of the marketing/VO biz as copywriters and voice over casting directors…..and this question sprang (is it a word – it should be!) into the room – What is Your “Money Voice”? I think many of us voice actors- myself included – like to think of ourselves as oh so versatile – many voices – many possibilities – but in a world of increasing specialization…..well, it’s forcing all of us to be SPECIFIC. So if you can’t exactly answer the question in a half a 2 floor elevator speech, give it some thought – there’s lot’s to choose from: Check out the list at the end of the posting and please add some more… Myself, I’m circling in on….warm, authentic…CORPORATE with a soccermom twist!
Meanwhile – my pal Bill Dufris of Mind’s Eye Productions is showing off his brand-new studio via audio of course! I have a sample on there of one of my favorite Barbara Kingsolver books and there are some awesome narrators on the site – so check it out here.
Coming up…. the Audiofile Lobsters Await party – a big networking “do” with lots of Audio Industry Names….but mostly it’s a celebration of the Spoken Word….and that big yummy crustacean with the big scary claws!
And…Fred Greenhalgh of Final Rune Productions joins us next week for podcasting and all things audio….
Be well
Kym
“Money Voices” Partial list of Possibilities….
These are highly recognizable types that may be helpful in directing Voice talent
Are there others you would add to this list?
I just got my first Audible recording opportunity! And immediately, I remembered an interesting exchange I had with an engineer recently. It was our first time working together, and he expressed shock that I had read through and prepared the manuscript ahead of time on an audiobook we were recording. I was shocked that he was shocked….. then he explained to me that most of the narrative work he does is with Audible and that the readers don’t consider the narrator pay rate to be worth the extra time it takes to do a pre-read and prep.
So. …here I am looking at doing a job at about a third of my usual rate. Do I put in the usual prep time? I know that Audible is getting audiobooks out there to a wider audience through significantly decreased prices….and my narrator fee is one source of those reduced costs…ouch. So am I doing a pre-read and prep? I want to say…. You Betcha. It’s an art and a craft for some of us – not just a business. What I put into the world through my voice is a significant piece of who I am, and I want to bring as much integrity to that “product” as I can. But ask me after the hours spent reading and prepping and noting – pronunciations and references and dialects and trying not to think about how much my time is and is not worth…and I might be just a tad cranky about “craft”. … What do you think?
Maybe you all know about this already – but a friend turned me on to wync Radiolab and now I’m addicted (I actually did some work for WYNC radio years ago!). There is a fascinating podcast titled “Choice” that furthers the discussion on How We Choose – if fact, part of the show features Jonah Lehrer – So – check it out here along with all the other fascinating topics on the list to the right of their web page- and enjoy!
Fred – I love your comment about good ads being the last bastion of radio drama! I’m reading a really great book right now by Jonah Lehrer called “How We Decide” that touches on this subject in an interesting way. His premise is that for all the information and data we have streaming at us – demanding we use our prefrontal cortex all the time to sort through it – we really do not make final decisions based on rational weighing of fact, but rather on our emotional response to the stories underlying the data. He tells about a sad incident involving a very successful businessman who suffered a severe brain injury which left him emotionally unresponsive, but seemed fine to go back to work because he could still retain data and information. But after a few days it became clear that, although he could come up with facts on demand – his ability to sort through them and make decisions had vanished along with his emotional capacity. So the stories in an ad campaign – and our response to them are critical in not only capturing our attention, but helping us decide how to take action.
Hello! I’m sitting here hooked up to itunes (Steve Roach – it’s after and mulling over some voicing tidbits that came up this week in my consulting session with Strategic Media (www.strategicmediainc.com ). Who are we to some of these advertisers who create the ads we listen to? I was in my car this week and on the radio popped up an ad for a debt reduction counseling program. I could tell they had coached the voice talent to be warm and sympathetic – she was practically holding my hand and wiping my nose with her voice – and I had to ask myself – who did she think I was? Who did the creators of these ads think they were talking to? Apparently, I am a helpless sniveling victim of circumstances who hasn’t got a clue how to improve my credit and desperately needs….someone to hold my hand and wipe my nose. I know they worked the copy hard with words like “non-judgmental” and “respect” – but that’s not how it played on me. I felt very much judged and disrespected as they assumed I had no capacity to help myself – and I’m not even in debt! (Well…not that much….) So my question is…..have they really thought about their audience?
What’s YOUR experience as a listener to some of these ads? Love to hear about it…..
