{"id":44,"date":"2012-12-13T03:15:36","date_gmt":"2012-12-13T03:15:36","guid":{"rendered":"http:\/\/www.voiceovergurus.com\/guru_blog\/?p=44"},"modified":"2013-07-25T13:22:35","modified_gmt":"2013-07-25T13:22:35","slug":"voiceover-technique-and-the-product-part-1","status":"publish","type":"post","link":"https:\/\/voiceovergurus.com\/guru_blog\/voiceover-technique-and-the-product-part-1\/","title":{"rendered":"Voiceover Technique and the product (part 1)"},"content":{"rendered":"

Many months back I talked a lot about <\/span><\/span><\/span>voice over script analysis<\/span><\/span><\/span><\/span><\/a> as the key to winning the job(s).\u00a0 Not much has changed in my belief that understanding the script is more important that anything, but there are certainly plenty more key pieces to actually executing that and making it a reality.\u00a0 There are many ways to reach a destination, many strategies and techniques.\u00a0 I would like to focus on a mistake that many people need to avoid when analyzing copy.\u00a0 Avoiding this mistake will inevitably lead you to doing the analysis the right way, if not by anything but default.\u00a0 But that\u2019s ok.\u00a0 Whatever it takes to get you there!<\/span><\/span><\/span><\/p>\n

\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 The most common voiceover analysis mistake being made is deciding what kind of direction to take the script in based on the product alone.\u00a0 I have students who do this all the time.\u00a0 I ask them to analyze the following script:<\/span><\/span><\/span><\/p>\n

You asked for it. You got it.<\/span><\/span><\/span><\/p>\n

The McRib is back at Mcdonald\u2019s for a limited time.<\/span><\/span><\/span><\/p>\n

Smothered in tangy bbq sauce.\u00a0\u00a0 Served on a toasted bun.<\/span><\/span><\/span><\/p>\n

You\u2019re welcome.<\/span><\/span><\/span><\/p>\n

\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 The results of the analysis usually sounds something like this:\u00a0 It\u2019s selling deliciousness, toastiness, yummy bbq-sauce ness\u2026..They\u2019re trying to tantalize you with the tasty sandwich they\u2019re offering\u2026.<\/span><\/span><\/span><\/p>\n

In actuality, that is just telling you about a McDonald\u2019s product.\u00a0 That is not necessarily telling you what the WRITER was trying to do with this specific McDonald\u2019s script.\u00a0 More often than not it is the writer who will choose the performer.\u00a0 The \u201cproduct people\u201d might only get involved if they are looking for the ongoing voice of a campaign they will be doing which involves multiple spots.\u00a0 So, please the writer, not the people at McDonald\u2019s.\u00a0 And to do so, you must understand the style, the set-up, the story that the writer is using to build around the product they are advertising.\u00a0 To do this means to see the two separate things at play in a script:\u00a0 the information, and the \u201cstyle\/story\u201d.\u00a0 Your focus should be on the style and story if you want to appeal to the writer and show him\/her you connect to their intention.<\/span><\/span><\/span><\/p>\n

\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 In the next blog, stay tuned for the specifics on how to do that.<\/span><\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Many months back I talked a lot about voice over script analysis as the key to winning the job(s).\u00a0 Not much has changed in my belief that understanding the script is more important that anything, but there are certainly plenty more key pieces to actually executing that and making it a reality.\u00a0 There are many […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-44","post","type-post","status-publish","format-standard","hentry","category-voice-over-gurus-blog"],"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t