Featured Infomercials

Is the Golden Age of Voice Over Gone? Part One: Into the Digital Era

Will things get better or worse? That’s a question people consistently ask about everything from the economy to the voice over industry to a change in their favorite restaurant’s menu. While we could sit around discussing the question for hours, or even days, I recall a very short answer that summed it up best:

“Things don’t get better or worse. They get different.”

And that’s exactly what happened in the world of voice over. While some may pine for what might be considered the Golden Age of voice over, others say a new Golden Age may be upon us.

Either way, I have used a few key strategies over the years to sustain my own voice over career through whatever comes across my path. For others facing significant changes in their own careers, or those embarking on the VO bandwagon, perhaps these strategies can help you, too.

The Early Days of Voice Over

While the definition of voice over’s Golden Age may vary, I feel it’s an era reserved for some true veteran voice actors. I don’t consider myself part of the Golden Age, although I have been in the business for more than 25 years.

When I entered the scene in the 1990s, in-person studio recordings were the norm. If you wanted any level of notable voice over work, you needed to live in New York, Chicago, Los Angeles or Southern California where the big studios and the big jobs were.

An average day in the voice over world for me included spending a lot of time attending live auditions, doing in-studio work – and being stuck in Southern California traffic.

Commercials made up the bulk of my work, mostly local commercials for businesses in the area. Yes, the work was exciting. And yes, I had a lot of fun.

I remember working at a studio in Irvine, California, with another OC native; Scott Rummell. He’s one of the top people in the voice over world, with a body of work that includes movie trailers, network promos, and commercials for national and regional TV, and gave me a valuable leg up in the beginning of my career. We used to record spots together, acting as husband and wife for local supermarkets or copier companies.

My background was acting, so I was used to working with other actors and creating believable dialogue. That was always the most fun… getting to work with other actors in a live situation.

A Voice Over Career in the 1990s

Live auditions
In-person studio recordings
Often recording with other actors in the studio together
Getting work through casting and talent agents
Voice over actor’s job was to read and interpret the copy
Engineers and production crew took care of the recording, editing, sound quality, and everything else that went into the finished, delivered product
In-person marketing – where personality played a huge role
Printed headshots
Demos on cassette tapes and then CDs, which were always cheaper if you bought in bulk. I still have a box of CDs left over from 20 years ago!

The early days were exciting. I was getting paid to be an actor – and that was my goal. Some people never get near that. Sure, I had some side jobs at the beginning, like working at a florist and marketing a murder mystery dinner theater, but I was driven to make acting my full-time career.

At one point, one of my side jobs ended. I saw it as a turning point. I knew I could draw unemployment for about six months and use the time to get all the pieces together to really focus on what I wanted to do.

From there, I just took one step after the other. The work got better. I made more money. Time is on your side. If you can stick out the tough stuff in the beginning, it does start to get a little easier.

And although I do miss certain aspects of the early days, I also know things tend to appear rosier in hindsight.

What I miss most: Working in-person with other actors.
What I miss least: Being stuck in the Southern California traffic. I can get so much more work when I’m not wasting time on the freeway.

The Digital Age of Voice Over

When the digital age began to unfold, my initial reaction was less than thrilled. It was more like: “Oh my gosh. What the heck is this technology, and how am I going to work with it?” And I might not have, if I had not met my husband.

I was not a computer person AT ALL, and he was the one who really nudged me into the computer and internet age. The transition has been challenging to me, but I’ve been able to learn what I need to know – and usually hire people to help with the rest.

There are people who are more adept than I am with technology, but that doesn’t mean I’m not proud of the progress I’ve made. I still sometimes go through everything I’ve learned and pat myself on the back. These days, technology is wired into younglings, so it’s mostly a breeze for them. They have other challenges.

Technology aside, the biggest challenge in the digital age has been connecting with potential clients; the people who are going to hire you. The current mantra is that anybody and everybody can be a voice over talent – which also comes with a downside.

Now you’re not just completing with the people in L.A. you see in the audition waiting room. You’re competing with people in every state… in every country. You’re competing with the world.

Voice Over Experience Matters

Seasoned voice actors do have the advantage of experience and the ability to say no to jobs that are not a good fit. Examples being clients who may have not directed a lot of voice over recordings and put you through the mill, asking for multiple free auditions or even recordings. Sorry, no.

Seasoned actors can end up with a disadvantage in certain cases. Sometimes a client may be looking for a voice that is unrefined, very raw and not polished. When you’ve been doing voice acting for so long, it’s kind of hard to turn off the polish.

A Voice Over Career in the 2020s

Digital auditions
Digital studio recordings
Usually alone in home studio
Getting work through voice over marketplaces, casting agencies, talent agencies, pay-to-play platforms
Voice over actor’s job is everything related to the craft: recording, editing, marketing, maintaining a website, the whole kit and caboodle
Online marketing where voice over websites and other savvy digital assets play a huge role
On-demand digital samples of work
Digital demos

After all these years, voice over work still brings me joy. My biggest joy is pleasing a client… when you get to hear something like, “Gee, that was really fantastic. It’s great working with you.”

I experienced one of those sessions recently, where we just whizzed through a series of difficult recordings for a major university fundraiser. In many cases, they were satisfied with the first take. It’s so freeing to work with someone who has such confidence in my abilities… someone who can just let me go and do my thing.

I used to be thrilled to hear my voice on TV or on the radio. My voice would come on while my kids were watching TV and they’d say, “There’s mom!”

Now I do a smattering of commercials, and the bulk of my work is long-form narration. E-learning and similar projects, along with some phone prompt work. I got into voice over narration very quickly, which perfectly aligns with the demands in the digital age.

And yes, my work is still fun. It’s like a game for me. Every morning I wake up, see what’s in my email inbox. I’m scouting possible jobs not just for me, but also for my college-age daughter who also does voice over work. I meet with her over Zoom once a day to do whatever auditions and client work she has in between her other work and classes. It’s a sneaky way for me to be in constant touch with her while she’s away at college…and she still makes a nice purse from her work too, which helps to pay for it all.

I have a set routine and a speed. It energizes me to think, “There’s another audition, there’s another opportunity.” You never know which one is going to hit with a client. When you do get the job offer, it’s a big win. Fortunately, I put enough spaghetti on the wall so some of it does stick!

What I enjoy most: Ease and speed of my daily routine.
What I enjoy least: Dealing with finicky technology. Nearly all of the most memorable scary moments in my career involve technology failing at extremely inopportune times.

How to Keep a Voice Over Career Going

Even though I miss some aspects of the earlier days of voice over, and I am still not a big fan of technology, at no point did I ever want to throw in the towel to pursue another career. As with any type of freelance career, voice over income can fluctuate. But even during years where we didn’t make as much money as we’d hoped, I’m still making more than I would at any other job that uses the education, experience and skills I have.

The strategies I used to keep my voice over career going can be used by anyone in any career. They are:

Look forward, not back: Remember the past is always rosier in your mind and new things can be even more exciting.
Know your limitations: There was no doubt I was not a computer person, and I never pretended to be.
Learn and adapt: I was willing to learn what I needed to stay in the game. This reminds me of an Eleanor Roosevelt quote: “You must do the thing you think you cannot do.” And I certainly thought I couldn’t do all those computer tasks!
Get a game plan: Those six months of preparing for a voice over career gave me a solid path and foundation for moving forward.
Keep your eye on the prize: Voice over work was and is my passion. No matter what challenges I need to face, I remind myself daily how lucky I am to have a job I love.

Will I still love voice over with artificial intelligence (AI) honing in? Ask me again in two years (kidding)! Actually, you can check out my take on voice over and AI in my next article: “Is the Golden Age of Voice Over Gone? Part Two: Here Comes AI.” Stay tuned!

Communication is Key for Voice Over Success

While all businesses rely heavily on communication for success, it’s even more important in the world of voice over. That’s because communication is at the heart of all we do. The main goal of our profession is to effectively communicate a message to the audience, and that can only be achieved if we are effectively communicating with our clients. Understanding this component of your voice over business is key to long-term success.

Good communication brings clarity to every situation, imparts professionalism and builds long-lasting relationships. Here’s how.

Communication for Clarity

All voice over jobs start with a rundown on what the client wants, and the only way you’re sure to deliver is to ask the right questions. You need to ask relevant questions that give you the information you need to fully understand exactly what they’re going for. Questions here include things like vocal tone, file type, delivery method and all other details associated with a particular project.

It’s then imperative to carefully listen to what they say so you can deliver what they asked for. If things are unclear, clear them up before you begin. You’ll save a lot of time that you’d otherwise have to spend correcting something that was vague or misunderstood.

Communication for Professionalism

How you communicate with clients says a lot about your competence level, whether it’s through a quick phone call or a detailed email. You always want to be respectful and professional, ensuring you use appropriate guidelines for business correspondence. Sending a professional email is not like texting a quick message to your pal in all lower-case letters with two-letter abbreviations.

You want to use proper grammar and salutations, spell check before you send, and include your logo, branding, a professional email address and good tagline. Part of your online communication also includes your website and social media accounts. Every email you send, post you create and image you choose reflects directly on you as a professional.

Impeccable emails and a polished online presence indicate you’re someone who knows what they’re doing. They paint you as someone who is experienced and can be trusted to complete the project to the specs required.

Communication for Building Relationships

While communication with a new or prospective client is best kept rather formal, you can relax the formalities a bit when you work with repeat clients over an extended period. I find ways to personalize communication, to make it feel more like a friendship when appropriate.

I have many clients with whom I’ve worked for years, so in some instances I know details about their families, their work transitions and their overall lives. When it’s appropriate, I enjoy being chatty and casual. I like to deepen the bond with them, so they see me as not just a voice talent, but a trusted friend and a fellow human being.

I also never under estimate the importance of a thank you. This could be for a referral, a recent job, or just for being a loyal client. I’ve tried many different approaches to this over the years, including sending postcards, personalized notes, birthday cards, gifts, or just reaching out through email or social media.

Posting a review for a client on their LinkedIn page or other platform shows your thoughtfulness and may help them with their marketing. Letting clients know how much they’re appreciated and valued can go a long way, especially when you do it in a way that gives them an extra boost to their own business.

Two More Tidbits on Communication

In a previous blog I wrote about The Biggest Voice Over Customer Service Mistakes, and it’s no surprise that poor communication made the list in two instances. They bear repeating. One was delay in communication, which can give off the vibe that you don’t really care. The other was not really listening or understanding what the client wants, which we also touched on above.

Responding to audition requests or messages to clients as quickly as possible shows you’re a pro who is ready to deliver what’s required. In the case of new clients, being the first to respond is often the move that gets you the job.

Truly listening and understanding what a client wants is another big deal. It’s better to ask tons of questions than make tons of mistakes. Good communication involves good listening skills and really paying attention to what the client is saying.

Keep these communication tips in mind as you move forward in your voice over career, and you may be happy to find your career moves forward with success. You’re apt to be seen as a true professional who can deliver exactly what the client wants while building beneficial relationships that can endure for years.

6 Reasons People Trust a Female Voice Over Male Voices

The question of hiring a female voice over talent vs. a male voice over talent has pretty much joined the ranks of other age-old debates. The topic has been covered by many, myself included (“Exploring the Decision to Hire Male vs. Female Voice-Over Talent”).

Despite the numerous discussions on the topic over the years, I felt there was still one angle that deserved a more intense look: the proven reasons behind the fact that people tend to trust female voices over male voices.

While my past blog touched briefly on the point, I wanted to more deeply explore why female voices tend to instill trust in the audience that can lead to a trust in a company, service or product and, ultimately, the buy. Here’s what I found.

Pitch and Inflection

To illustrate how quickly people determine if they can trust someone, University of Glasgow psychologist Phil McAleer ran an experiment. He recorded a batch of 64 men and women speaking, then had 320 participants listen to only the word “Hello” from the 64 voices.

The results? Female voices were deemed the most trustworthy for two main reasons.

Pitch: The higher pitch of the female voice instilled more confidence in listeners than the lower-pitched male. One super-low-pitched male voice was overwhelming voted the least trustworthy of all.
Inflection: Female voices that dropped at the end of a word or phrase indicated a degree of certainty, something that made people automatically trust them.

Soothing and Comforting Nature

A recent Harris Interactive poll found 46 percent of participants ranked female voices more soothing than male voices. Soothing voices can make people feel comfortable, and when people feel comfortable, they’re more inclined to trust.

Clearer, More Melodic

The clear, melodic nature of the female voice can also play a role in the trust it instills, as can the fact that female and male voices are processed in different parts of the brain. A University of Sheffield study found female voices are processed in the auditory region of the brain, the same area that processes music. Male voices are processed in the back of the brain in an area known as the “mind’s eye.”

The size and shape of the larynx and vocal cords between women and men make female voices more complex, yet still more easily “decoded” or understood. One interesting tidbit that underscores a female voice’s complexity is the fact that most auditory hallucinations contain a male voice. Study co-author Michael Hunter notes auditory hallucinations are thought to be caused by spontaneous brain activation, and it’s much tougher for the brain to mimic a female voice than a male one.

Are Our Brains Developed to Prefer a Female Voice?

Take any group of listeners, and you’ll find it may not be all that difficult to find a female voice that everyone enjoys. Finding a male voice everyone likes, however, can be a real challenge. Stanford University Professor Clifford Nass noted this fact, while pointing out the human brain is actually developed to like female voices.

Studies have found this preference can be traced as far back as the womb, where unborn babies reacted to the sound of their mother’s voice. They didn’t react to other women’s voices, nor did they react to their father’s voice.

Perceived as Helping, Not Commanding

If you haven’t already noticed, most digital assistants and navigation systems incorporate a female voice in their technology. Alexa, Siri, Cortana and the voice of Ooma are four immediate examples that come to mind. While there are several reasons female voices outweigh male voices for technological gadgets, one pointed out by Nass was particularly enlightening.

While people enjoy using technology to help them out, they also still want to feel as if they have some control in the process. Female voices tend to do just that, making the user feel as if the technology is helping them solve their problems.

Male voices, on the other hand, are perceived as commanding them what to do. The same mindset can apply to trusting the female voice to help you select the best product or service, rather than the male voice that simply commands you to buy it.

Females Are More Trusted in Person Too

It makes sense people would be more inclined to trust a female voice since they’re more inclined to trust a female in person. A management survey found this applied to CEOs, while business author Vanessa Hall found it to also be true for sales people. People are more inclined to trust, and follow, women CEOs over male CEOs. They are also more inclined to buy from those they trust, and they trust women sales people over their male colleagues.

Here the trust goes beyond just how women sound, but how they tend to act in a business environment. While male CEOs are often out for only the bottom line, women are more inclined to have more balance in their decision-making. They’ll consider the bottom line, sure, but they’ll also consider the impact of decisions on stakeholders, employees and the company as a whole.

Hall also points out that female leaders possess a more intuitive response to trust, along with an openness to change.

A study published in Harvard Business Review found women leaders ranked higher than men in 17 out of 19 categories that ranged from taking initiative to building relationships. The only categories where men ranked higher were technical or professional expertise and developing strategic perspective.

The higher-scoring leadership categories may also play a role in people’s readiness to trust a female voice.

All this doesn’t mean, of course, that a female voice-over talent is ALWAYS the ideal pick for your specific message, company or project. But it does mean you have at least six intriguing facts to consider when choosing between a male and female voice.

Whether it be for a radio or tv commercial, corporate narration or simple phone messaging system, you’ll want to give some consideration to these facts and information before deciding on which gender to choose for your project.

And, if you ultimately decide you want a female voice talent for your project, please give me a call or contact me online so we can talk about the details.

You may also enjoy reading these related posts:

“Exploring the Decision Whether to Hire Male vs. Female Voice-Over Talent”

“Benefits of Hiring a Full-Time Female Voice Over Talent”

“How a Female Voice Over Talent Makes Your Job (as Producer) Much Easier”

Are You Getting Remarkable Voice-Over Service?

One of the best compliments you can get is fabulous feedback or a glowing testimonial from a customer or client – without even asking for it. Does that mean you’ve delivered remarkable service? Most certainly, according to author and management company founder Mike Mack.

As Mack explains in a podcast interview (start at 7 minute mark), remarkable service is simply service that’s so good your customers remark upon it. While plenty of folks are prone to hit the social media arena remarking on extraordinarily bad service, Mack focuses on key points that can make your service extraordinarily good.

His plan of action is really not that tough – but it does require constant diligence. And here’s what remarkable customer service would look like in the voice-over industry.

Process and People

While Mack pointed out that customer service has many moving parts, there are two main areas upon which companies can focus their improvements. One is with the process; the other is with the people.

Process

Process refers to fulfilling orders, delivering goods or otherwise providing the customer with what they were promised and paid for. In the voice-over industry, the process would include things like providing an initial quote, gathering information needed to perform the work, and then delivering the final recording by deadline.

Sounds simple, but a lot can go wrong between the first step and the final recording if the voice-over talent doesn’t have his or her process streamlined for efficiency. I’ve spent years honing my process, making sure I ask all the right questions, know exactly what a client wants, and schedule my jobs with enough wiggle room for unforeseen happenings or last-minute needs.

Not everyone may do that, which can result in any number of hiccups for any number reasons, even those that are not your fault. No matter how noble your intentions, they don’t mean anything if you don’t deliver on them.

People

Dealing with people includes everything from responding to initial inquiries to effectively handling complaints and other interactions that require skillful interactions with others.

When all is well and customers are happy, it’s easy to be on target with your people skills. But when a customer is unhappy with their final product, things can get a bit trickier. There have been times when I’ve delivered a final recording, following the exact parameters a client outlined, but then they ended up wanting a myriad of changes that went above and beyond their initial project specs.

What then?

If I was at fault for the error, it’s a no-brainer for me to correct it as quickly as possible to make things right. But if the error is on the customer’s end, well, I still correct it as quickly as possible to make things right.

This is not to say I may not charge for the revisions or additional work I incur due to client error, but I will always communicate openly, honestly and directly with the client to ensure they are on the same page with the proposed solution. I don’t move forward if they’re not. And I never make assumptions that they will be. I need their confirmation.

I also make sure all communication is done with courtesy, kindness and understanding. It’s imperative clients know I’m not only listening to their input, but truly hearing what they have to say.

Little Things and Loyalty

Another important aspect of customer service is how big the little things can be. Little things refer to the smaller details of any customer interaction, such as making sure a restaurant patron gets a straw with their drink or an extra napkin if they ask for one.

While you may not storm out of a restaurant if you don’t get a straw or extra napkin, failing to pay attention to small details can erode the feel-good vibes customers have about your business.

In the voice-over industry, small things can be as simple as a prompt reply to emails and phone calls, offering a complimentary custom audition for prospective clients, and using a phone patch so clients can provide real-time feedback during the recording session.

Could voice-over clients live without these things? Sure, the same way most people could live without a straw or extra napkin. But I don’t just want to get the job done. I want to ensure my clients have, as Mack would say, remarkable service.

When done right and done consistently, the little things are what really add up to that remarkable service. And remarkable service, in turn, adds up to customer loyalty.

Mack’s book “Remarkable Service” goes into greater detail on the importance and nuances of customer service, which serves of the foundation of any business designed to thrive.

Remarkable Voice-Over Service

As you may know, my business tagline is “More than just lip service,” so providing remarkable customer service to my voice-over clients has been on the top of my list for many years. In a time now when there are so many voice-over talents out there, I find that service is what can often most powerfully differentiate me from the competition.

To read about the nuts and bolts of what I provide as part of my remarkable voice-over service, please check out my Top Ten Reasons to Hire Debbie list. Then contact me for a free quote or custom audition and give me a chance to be remarkable!

My Accidental Niche – Voice Overs for Children’s Toys

It never really gets old. As a voice over professional, when you hear your voice on a commercial spot, or a promo, or some animated project on TV or radio, it is always a bit of a treat.

It’s not quite like being a pop star and hearing your song played on the radio, but it’s still pretty cool.

These days, most of my commercial voice overs are for regional and local markets, so my clients are often in locations that are well outside of my viewing/listening range. Unless I ask for a final copy, I may never actually get to see or hear the finished spot.

Fortunately, there is one big exception.

A few years ago, I was lucky to “accidentally” fall into a niche in the TV market for children’s toys. The success of one particular toy was unprecedented, as far as “sold on TV” products go. It actually became the number one selling children’s toy for infomercials and direct response ads, selling over eight million units in just one month in 2010.

The Pillow Pets is likely my most widely known commercial. I suppose if I took a survey of holiday shoppers at any mall in America, nearly everyone I ask would probably say they’ve heard of the Pillow Pets, and many people would probably say they have bought at least one in the past few years.

A couple of months ago, I was doing some birthday shopping for my son at the local ToysRUs Store. While we were standing near the checkout counter, I noticed an end cap with a variety of kids’ toys that had formerly only been sold on TV, but were now making their way into the retail market.

I looked closer, and realized that every toy on the shelf was a product that I had done a voiceover for! What a hoot! I had my daughter snap a photo with her cell phone, just so that I could document the event. Toys pictured include: Flashlight Friends, My Spy Birdhouse, Dream Lites and Pillow Pets.

Later that same day, we were in Walmart, and in one of the aisles near the checkout section, I spotted a cart full of kids’ toys being readied to go out into the store.

Again, I see an entirely different set of infomercial type products from the ToysRUs group which also share the commonality of my voice on all of their direct response TV campaigns!

Let Your Voice Over Niche Find You

I never set out to be the voice of children’s toys. It just kind of happened. I think that is often how we discover our unique areas of specialty in voice over.

Sometimes the thing we think we’re best at isn’t what others think we’re best at. Sometimes it’s just plain luck and being in the right place at the right time.

It’s pretty amazing where that one children’s toy gig has led me. I’ll admit it’s a far cry from the Shakespeare and Greek Tragedies I acted in as a college drama major!

I am extremely grateful for the opportunities that have come my way with these products, and especially to the select group of clients who have hired me over the years for all of the infomercial and direct response marketing projects. Without your trust, opportunities and support, I would have never discovered this unique area of specialty. Thank you!!

Check out this playlist below showing many of my other infomercial and direct response voice overs for children’s toys. Have you purchased any of these for your children or relatives?

http://www.youtube.com/playlist?list=PLNZTQSGbM154HDj4TULjZ1PzYAyUqmdJJ

Children’s Toys Infomercials & Direct Response (http://www.youtube.com/playlist?list=PLNZTQSGbM154HDj4TULjZ1PzYAyUqmdJJ)

What is Your Accidental Voice Over Niche?

If you make your living as a voiceover professional, do you find that you have one particular niche in which you are regarded as the pinnacle voice choice? Did you intentionally set out to do that or did it just kinda happen?

Or if you are someone who hires VO talent, do you pay attention to how well-known a particular voice might be in any particular market niche, and does that have any bearing on which voice over talent you ultimately choose to hire when you create something that falls within the same niche?

Please share your thoughts and comments below!

VERSATILE

EXPERIENCED

PROFESSIONAL

Is the Golden Age of Voice Over Gone? Part One: Into the Digital Era