A great voiceover is just as important to a commercial’s success as the actual content of the ad itself. It’s easy to pinpoint a bad commercial voiceover when you hear one — the infamously awful infomercials on late-night television might come to mind.
So what sets the great commercial voiceovers apart from the bad? There are 3 rules to follow in order to create great commercial voiceovers:
1) Capture the Audience
A commercial has one main goal: to convince the consumer to purchase a product or service. In order to accomplish this, the first step is simply to make sure people watch the commercial. An engaging commercial voiceover can be key here, while a voiceover that is grating on the ear can immediately inspire audiences to change the channel.
For this reason, finding the right voiceover for your commercial can be essential in successfully capturing an audience’s attention. This requires speaking clearly in a confident manner and using an engaging tone that doesn’t fall flat.
2) Convey an Authoritative Manner
Another important aspect to keeping the audience interested in a commercial is to include an authoritative voiceover. The tone should be informative, and the voice actor should sound like they know what they’re talking about while not sounding condescending or patronizing in any way.
Therefore, a good commercial voiceover will be both friendly and accessible. The voiceover is supposed to convey information that complements what your audience is seeing on the screen. Using a voiceover with an amiable tone will not only help draw viewers in but also instill a sense of trust in them.
3) Create a Sense of Excitement
When it comes to selling, you want your potential buyer to be excited about the product. There is no way that’s going to happen if the commercial itself doesn’t sound interesting or compelling!
Being able to convey excitement through a faceless voiceover can be difficult — it’s one of the most important skills you need to be a great voiceover talent.
That being said, it’s important to make sure your voiceover doesn’t go overboard in the enthusiasm department. It’s one thing to speak passionately about a product or service and it’s benefits to the consumer. It’s another thing to manically yell at your audience about the glories of adhesive strips.
What Good Commercial Voiceovers Avoid
Too much excitement is one thing that great commercial voiceovers avoid. If every sentence sounds like it ends in an exclamation point, the voiceover has probably gone overboard.
Excessively loud or fast voiceovers (often a hallmark of those late-night infomercials we all laugh about) can be annoying and are likely to lead to a channel change.
The characteristics that make for a great commercial voiceover are simple: be clear and lively, convey friendliness while sounding authoritative, and be (reasonably) excited.
Finding good commercial voiceover talent that is capable of delivering this balancing act of a performance without laying it on too thick can sometimes be difficult, but in the end it’s worth it.
After all, investing in professional voiceover talent in the appropriate languages and accents can help ensure a quality commercial voiceover capable of reaching a diverse audience.