4 Aspects To Consider When Choosing Voice Talent For Your Business
Imagine that you call your doctor to leave a message on her voice mail, and is met by an answering voice that sounds like Marlon Brando in the Godfather. I guess you would be a bit confused. It’s not what you expected, right?!
To pick a voice for your answering service, training course or advertisement, is a very important part of your business’ communication. Your customers will relate your brand with the type of voice you pick, so make sure you choose your voice talent carefully.
Today, I’m happy to publish a guest article by Erica Ford, that explains what to consider when you choose voice talent for your business.
Businesses that must communicate effectively with customers through in-store announcements, video voice-overs or advertisements have to find professional voice talent.
Professional talent will ensure that the voice that customers hear is providing information in a clear and unambiguous way without some of the common pitfalls that are part of casual speech.
Finding the right voice for a business, video or product is not always easy. Businesses should consider several points before choosing a voice talent.
1. Match the voice with your brand
The voice talent should match the brand of the business. A retail storefront that sells clothing for women will likely want to use a female talent while men would be more appropriate for a store selling business suits.
The actual tone and cadence of the voice will also make a difference. Some voices have a distinctive undertone that will create perceptions about the speaker in the minds of listeners.
The perceived age of the voice could appeal to consumers who are roughly in the same demographic group. A voice that sounds overly energetic might not be the correct choice for a quiet professional office building. The sound of the voice should match the tone and demographics of the business.
2. Choose a dynamic vocal range
Businesses that are using voice talent for very long narrations on training videos or in productions for clients will want to hear the potential range of the talent.
The range of a voice actor is how well the talent is able to modulate the voice and change the tone of the lines while still clearly annunciating each word, number and key point.
The vocal abilities for each person are different and many people do not have a dynamic range that could carry a very varied video production for an hour or more. The only way to determine whether a particular voice talent has the correct range for a long narration is to listen to an audition.
3. Look at the voice talent’s experience
Not all voice talent is the result of professional training. Some actors have a natural ability and ear for the work. It is still important to look at the experience of the voice talent being considered.
Experience is important for larger projects and long-term relationships. Experience will allow the actor to produce consistent output that does not vary or sound awkward. There are also some vocal techniques and tricks that voice actors can employ that will make even the most technical messages flow smoothly.
Although experience can be important, it should not be the only factor affecting the final decision.
4. Check the voice talent’s availability
Customers who hear a particular voice in one or more announcements or advertisements start to relate to that particular voice. Customers will respond to that one familiar voice favorably whenever the actor is heard. Similarly, customers will not respond as positively to very different voices that are outside of the established brand.
It is important to check the availability of the voice talent in order to make sure that new advertisements, announcements or narrations can be recorded in a timely manner.
Choosing voice talent with good availability means that timely and seasonal messages can be recorded when needed instead of relying on pre-recorded clips from previous years.
This post was written by Erica Ford, marketing coordinator in Toronto. The company she works for uses voice overs from the voice talent expert Allison Smith.