Week 2: “Commercials capture your attention, that’s all.” ~ Calvin Klein
The previous week, Lesley and I discussed the many and various ways in which voice actors can apply their voice acting skill professionally. This week, she suggested that I narrow my focus down to one.
Despite the fact that my passion lies in voicing audio books, I have decided to focus on commercials as they can be more lucrative in the short-term. I still intend to pursue audiobook production as a long-term goal.
So this week we took a look at some previously used commercial Scripts. While reading the scripts, Lesley encouraged me to focus on two things: the “what” and the “how” of each ad.
WHAT is being sold here? We’re not just looking for a one-word answer like “a car.” We need to know what makes this car different. Also, what is the target demographic for this product?
HOW is it being sold? How do you think this ad is intended to appeal to the target demographic?
Here is just one example of an ad we discussed:
“When everything’s in the right place, you can’t go wrong. Which makes the Buick Enclave such an easy choice. It’s full of features like the IntelliLink voice-activated sound system, the industry’s first front center air bag and available seating for up to 8. Finally, a perfect way to get comfortable with technology. The redesigned 2013 Buick Enclave. It’s your kind of luxury. Discover more at buick.com”
What is being sold? The simple answer is “a car”, but if we look a little deeper we see that what’s really being sold here is the concept of automotive luxury mixed with cutting edge technology. That will definitely affect the tone that you will use when voicing the ad. Obviously, you want to sound self-assured. Confident without being smug. You want the listener to identify you as someone who knows what they’re talking about and, as such, believe what you’re telling them about this car.
How is it being sold? Technology can be daunting for some people. Especially the target demographic for this ad. I mean, Let’s face it, we’re probably not selling big Buicks to some tech-savvy 20-somethings. No, this car is being marketed to a slightly older crowd. That must also be reflected in the tone. One example of this is to pay attention to when contractions are being used (versus when they aren’t.) Less formal speech implies an easy familiarity. And easy familiarity is how we want the customer to think of using the technology in this car.
Lesley often says that voice work is two-thirds mental and one-third physical. Meaning that most of the work you will be doing is reading, thinking, re-reading, and making notes before you ever step in front of a microphone. “What is the What and How of this ad?” “What is the tone of this ad?” “What words should I hit a little harder than others?”
We reviewed this exercise several times, with a varied list of products from fast food, to bars of soap. The most important thing to remember about the service that Lesley provides is that being coached is something you need to experience. Your coach is a mirror. Impartial and there to show you what looks good, and what needs to be improved. “Slow down a little.” “That was the right place to pause, but let’s make that pause a little shorter.” “Let’s try it again, but this time, I want you to pretend you’re talking to your grandparents.” It’s amazing how something as simple as visualizing your audience as a specific person will completely change your tone and inflection.
Throughout our session, Lesley encouraged me to read in as natural a voice as possible. While attempting to read a commercial script there is a propensity to try and make your voice sound the way you’ve heard other voice actors sound in similar commercials. Think “Chevy truck month” or that guy who does most of the movie trailers.
But what you might not realize is that the audience hears the inherent lack of authenticity in your voice, and that will not be good for business. So the takeaway here is “Be Yourself. And do the best job that you can do with the voice you have.”