A great commercial voice over can make a difference to your ad. But how do you make it stand out when marketing experts tell us that we hear thousands of ads every day?
Sure, that’s probably a bit of an exaggeration; While it’s impossible to calculate the exact number of commercials we hear, it’s probably closer to a few hundred.
Still, that’s a lot of content.
As a business owner, you need to ensure that it is your commercial catching the eye of your target audience.
There are a lot of factors that go into this: a captivating script, a unique style, and strong product to name a few.
However, the narrator of your ad is the person who puts these elements together.
The voice actor you choose will have a major impact on the way viewers will perceive your brand.
For instance, John M.’s sophisticated, aspirational voice in the video below aligns perfectly with the image of the luxury watch.
This is a prime example of how the right commercial voice over can enhance storytelling, reinforce brand identity, and contribute to a memorable advertisement overall.
Where to Start When Choosing a Commercial Voice Over?
That said, finding the best narrator for your commercial can be tricky.
Right off the bat, you’ll have questions that need answering.
For example, how much do voice actors charge?
How do you know which artist to pick for your project?
And can you be sure the talent you choose will give you the professional performance you need to make your commercial a stand-out?
The truth is, selecting the right commercial voice over talent for your ad is not merely about finding someone who’s capable.
They have to fit with your brand message and resonate with your target audience. The right commercial voice over artist will bring your script to life in a way that wholly engages and persuades listeners.
American voice actor Dave P.
However, the highly sought-after voice actor Dave P., who has voiced commercials for many major brands from FOX Sports to Farm Credit, claims that while voice talent become a tool in the hands of commercial directors for businesses, the best voice actors know it’s a creative partnership.
He says:
[The directors] have a vision, and it’s your job to listen, then bring that vision to life.
They’ve hired you because of your tone and style, but this is a collaboration between creatives. Listen, internalize, and deliver.
Dave does exactly that for this Maserati ad below, delivering an emotionally powerful performance that grips from start to finish—even though the ad is but a few minutes long.
Fortunately, once you know what to vet for, finding the perfect match in a voice actor— the way Maserati managed with Dave,—is not as hard as it seems.
So, with that in mind, keep reading to find out everything you need to know about zeroing in on that perfect narrator.
Consider Your Brand Image
Not all commercials are the same, and neither should their voice overs be.
Before you start looking for a narrator, the first thing you need to do is consider your brand.
What kind of voice would best represent your brand vision and mission statement?
Are you looking for a particular accent?
What about pace and energy?
Is the commercial intended to promote a specific product, or simply gain visibility for your brand?
These are the kinds of questions you’ll need to ask yourself in the early stages of development.
Remember that consumers tend to buy when their state of mind is emotionally elevated.
Your understanding of your product, brand image, and target audience will dictate the style and content of your commercial.
Whatever approach you are going for, you’ll need the perfect commercial voice over to complement it.
Decide Whether You Want a Male or Female Commercial Voice Over
Traditionally, there has been a belief that male voices are more convincing in commercials than female voices.
This has since been disproved, both by research and the trend toward more female voices in advertising.
Of course, this doesn’t mean that male and female voices are equally good for every individual commercial.
For example, some findings have revealed that women relate better to female-narrated commercials for women’s products.
This preference is thought to hold across both genders.
A man speaking about a men’s product might be more believable than a woman speaking about, say, men’s razors.
However, this tendency can give you the opportunity to subvert expectations and stand out to your audience.
One example of this is the Carl’s Jr. commercial featuring Charlotte McKinney.
Massive, juicy hamburgers are generally considered to be the ultimate “man food”.
If that’s not enough, the gritty rock music background adds to the “manliness” you’d expect from a Carl’s Jr. commercial.
All that is contrasted by a sexy, feminine Charlotte McKinney who totally shatters the male stereotypes and makes this ad totally memorable and effective!
Consider Your Target Audience
The success or failure of a commercial depends on how it resonates with the target audience.
Start by thinking about the background, demographics, and preferences of your audience.
A 25-year-old actress in LA might relate very differently to a certain narrator than a 38-year-old animal rights activist in the UK.
It’s usually a good idea to work with a voice actor whose accent matches that of your target audience.
Consider that a southern US accent can come across as uneducated to Americans from the North.
On the other hand, a northern accent could sound condescending to a target audience from the South.
Still, there are exceptions to this rule.
British voice actors, for example, are often hired to advertise luxury cars and other high-end products.
Americans typically like British accents and associate them with class and good taste.
Think, Bond—James Bond.
However, at the same time, if not used correctly, a British accent can also sound stand-offish or condescending, which may alienate your audience.
It can be tough to decide between an American vs. British accent for your commercial. But whichever you choose, ensure that the commercial voice over aligns with both the emotions and the expectations of your audience.
Find Potential Narrators and Listen to Demos
Once you have an idea of what you’re looking for, you can start to narrow down your search.
We make it easy to apply filters based on your needs and preview hundreds of commercial narrators.
What to Look for When Picking a Good Commercial Voice Over Artist
Here are a few key factors to consider as you start comparing candidates:
Clarity and articulation—A professional commercial voice over artist must speak clearly and enunciate words properly so that the message is easily understood by listeners.
Authenticity—A natural and believable delivery helps build trust with your audience.
Consistency—From energy to accent, a great voice actor gives a consistent delivery.
Besides these elements, also vet for any specific vocal qualities you’re looking for. For instance, as noted above, perhaps you need a regional accent or a particular vocal age?
Beyond that, consider tone. Are you looking for a warm and friendly voice or someone with a deeper, more authoritative tone?
Reach Out to Narrators and Request Auditions
Once you have narrowed down your list, the next step in finding a narrator for a commercial is to request auditions.
For the auditions, you should provide a script from which voice artists can work.
The auditions will give you a good idea of what your copy will sound like.
This will further whittle down your selection until you arrive at the perfect commercial voice over for your ad.
Find Your Perfect Narrator Today
Finding the ideal commercial voice over talent doesn’t have to be hard.
The secret is in doing your prep work and figuring out what you’re looking for.
From there, it’s a matter of selection.
Now that you know the steps involved in picking a good narrator, are you ready to move forward?
We’re here to help you find the perfect voice actor and make your project a success.
You can browse through the community, listen to demos at will, and request free quotations from the artists that catch your ear.
If you have any questions about the process, check out our FAQ section, or reach out to us and we will be happy to help.
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