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Is the Golden Age of Voice Over Gone? Part Two: Here Comes AI

Is AI going to replace real life voice over actors?

That’s a question that’s consistently popped up over the last several years, and a good question to explore in the second part of this blog series. Part one of the series looked at a voiceover talent’s transition into the digital era.

In part two, we’re diving into artificial intelligence (AI), the impact it’s having on the industry, and the idea of synthetic voices replacing real life actors. While we can never really know what the future may bring, I am inclined to say no, AI will not replace real life voice over actors.

There are several reasons I feel this way:

  • AI-generated narration can instantly kill all the drama and excitement when used for a full-length documentary-type TV show (as evidenced by one we ran across a few weeks back).
  • Certain AI-powered robot vacuums have voices that are annoying enough for people to return the product based on the voice alone.
  • No client has ever told me “We’re going to hire AI to do your job.” And if they did, I have enough work and clients coming in to wish them luck and move on.

And those are just a few of the reasons off the top of my head. I’ll go a bit deeper later in this article, right after we flesh out what’s going on with AI in the world of voice over.

AI and Technology in Voice Over

Voice technology has gotten more sophisticated, something I’ve touched on in past blogs. Examples include:

Synthetic Voices

Artificially produced replications of the human voice, such as simple commands on automated messages.

Text-to-Speech (TTS)

Text-to-speech transforms digital text into human speech. Google’s text-to-speech is a prime example.

AI Voices

Type of synthetic voice that uses deep learning to:

  • Transform text into human-sounding speech
  • Transform speech into text
  • Identify a person by their voice command

Voice Assistants

Voice assistant software can perform tasks or answer questions in response to a person’s voice. Think Amazon’s Alexa or Apple’s Siri.

Synthetic, On-Demand Voice Overs

Today you can actually find software that produces text-to-speech (TTS) voice overs as needed. The TTS voices are often synthetic voices generated by AI and other technology to help them sound less robotic and more human.

If you’d rather start off with a real voice, other technologies let you create a voice bank of a real person’s voice that can later be used to create synthetic speech. Here the voices originally come from human actors, but the sounds are broken down and then put together to produce the desired order needed for the project.

On the surface, it may appear as if technology is rapidly honing in on the voice over industry, ready to replace the real life actors. And for some uses, perhaps it has. But that doesn’t mean game over.

Downside of Artificial Voices

True, starting costs for using synthetic voices might be lower than hiring a professional voice over actor. You may also get a rapid-fast turnaround time, along with the ability to endlessly manipulate the recording as desired. But the pros have yet to outweigh the cons.

The cons of using synthetic voices include:

  • No unique sound. You may be purchasing a synthetic voice that’s used by dozens, or even hundreds or thousands, of other companies. Not only may the voice be mundane and overused, but it also runs the risk of sounding monotonous.
  • Limited library. While you may find plenty of voices speaking standard, non-accented English, you’ll likely be at a loss if you need regional accents or a less common language.
  • Endless manipulation. The ability to manipulate the recording to add pauses and other elements may be a plus. But you may also find yourself manipulating the recording to fix errors with acronyms, abbreviations, ambiguities, missed cues, bad flow and other issues that make the recording less than stellar.
  • Lack of humanness. The lack of humanness is the greatest downside. No matter how advanced artificially reproduced voices may be, the human brain can pick up the difference.

Why the Human Touch (and Sound) Matters

Even though they try to make a variety of different sounding AI voices, there is really no way to direct to the nuance that some clients desire.
When you take the humanness out of voices, you take away what connects us to our audience: human emotion.

Marketing relies heavily on human emotion, as up to 90% of our decisions are based on emotion. In fact, emotional branding has become one of the foremost ways many brands attempt to connect with their audience.

Real voice over actors are still the only way to provide the emotional connection that synthetic voices have yet to master. Hiring a seasoned voice actor also brings on added benefits, such as getting guidance on the script, receiving input based on their expertise, an opportunity to provide vocal direction and feedback on the delivery of the copy, and connecting with a real person to develop a professional relationship.

End of the Digital Era?

Voice technology has gotten better – but it’s still not to the point where it can substitute for a real person with real emotions. And even though advances may continue to be made, experts like author Greg Satell say we’re looking at the end of the digital era.

That doesn’t mean we’ll stop using digital technology. But it does mean we won’t necessarily see the same massive explosion of new technologies that we’ve seen of late.

“We’ve spent the last few decades learning how to move fast,” Satell notes. “Over the next few decades we’re going to have to relearn how to go slow again.”

Slower and more in-depth, using all this technology for meaningful projects that go beyond automating robo calls or shutting off porch lights with a voice command.

“We are awash in nifty gadgets,” Satell writes, “but in many ways we are no better off than we were 30 years ago.”

Voice Over: Greatest Challenges, Greatest Joys

This all brings me to one final thing I noticed as I was thinking and writing about the changes in the voice over industry. It can be summed up with a quote from French writer Jean-Baptiste Alphonse Karr (written in 1849):

“The more things change, the more they stay the same.”

No matter what has changed in the voice over in the way of technology and work methods, two fundamental elements remain the same. One is the greatest challenge and the other is the greatest joy.

  • The greatest challenge is still finding and securing work. Finding people who are doing the hiring and getting in front of them. True, you now get in front of them with an email instead of an in-person connection, but you still need a way to stand out from the crowd.
  • The greatest joy will always be connecting with clients and delivering exactly what they’re looking for.

Another thing that has stayed the same is the suggestions I give to new talent looking to break into the industry. The most important thing is a good, clean sound – and the willingness to work hard for what you want.

Just because technology has made some things faster and easier doesn’t mean technology does everything for you. People still have to put in the legwork if they want to succeed – in anything.

I feel lucky to have entered the voice over world when I did, as it’s given me a chance to embrace a wide range of different experiences. While I miss the in-person work with other actors, (even though we have ways to live-connect digitally with each other now, via Source Connect, Zoom and other methods), I also love the ability to be around my family working from home. Not to mention living anywhere I want and still being able to get a steady stream of work.

I’d also say it’s actually easier for me to find work today than it was when I first started. I have a lot of fingers in a lot of different pools. I have a variety of auditions coming to me from many sources. And, clients can find me by searching for female voice talent (or something related) online. SEO is a wonderful thing, and optimization of one’s website is very important these days.

And I have a large stable of clients I built up over the years that I stay in touch with. Once again, the human connection comes into play. Like any meaningful career, it’s not only about the work you do but the relationships you develop… Relationships you just can’t get from technology, no matter how fast, cheap or accessible it may be.

Thank you for reading this post! Let me know when you need a custom audition or voice over quote for an upcoming project.

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!  

Voice Over Trends 2022: Hottest Marketing Trends You Don’t Want to Miss

Hop on your computer or smartphone, and within seconds you’re sure to end up running across a video. Or two. Or three. Voice over trends in video has been steadily gaining steam as one of the most popular ways to connect with your target audience. And the audience loves it, too.

In fact, 99% of the respondents to a video marketing survey said they enjoy watching online video content from brands.

That said, it’s no surprise that three of the top voice over trends for 2022 all happen to be related to video. They are:

While brands can certainly DIY with video, it’s imperative they deliver quality. That means quality content, quality footage and quality audio. A seasoned voice over pro can contribute greatly to the latter, helping to transform a run-of-the-mill vlog, social or interactive video into a compelling piece that perfectly speaks for and aligns with your brand. Here’s how.

Voice Over Trends & Vlogs

We all know about blogs (you’re reading one now). Since their introduction in the mid-1990s, blogs have become one of the most common ways for both businesses and individuals to share information. But with more than 600 million blogs currently on the internet, getting people to pay attention to your blog may be no easy feat.

Video blogs, or vlogs, can help gain new attention. Instead of reading words on a page, your audience is treated to a video on the screen. And if you want it to succeed, it needs to go beyond a video of you just sitting there reading your blog. A vlog script is going to be written a lot differently than a straight-up blog post.

Vlogs present a prime opportunity to:

  • Showcase your brand style and personality
  • Create a human connection between your business and your audience
  • Keep people coming back for more

Why You Want It

Vlogs have become a hot commodity, and with good reason. They get results.

How Voice Over Contributes to Vlog Success

The tone and style of your writing gets your brand personality across in your blogs. The right voice over artist does the same for your vlogs. That means you want to pay careful attention to the voice you choose. Sure, you need just the right tone and style. But you also need just the right sound.

A rugged, masculine brand, for instance, may lose credibility if the voice in your vlog sounds like a preppy, 20-something barista. And your peppy, energetic brand may lose customers if you deliver a vlog with an overly mature and/or serious voice.

The main aim of a vlog is to build a friendly, trusting relationship with your viewers—and the voice you use can play a huge role in making this happen. You want a casual and welcoming tone that reflects the style and personality of your brand. While this may be a tricky task for some, it’s a regular part of the job for voice over artists.

You can also look for voice over talent who not only have experience reading scripts, but editing or even writing them as well.

Social Video Marketing 

Social media videos can be posted on your social feed or as a social media story, on platforms that range from Facebook to Instagram, from TikTok to Twitter. Where you post your video depends on where your target audience hangs out.

You can also use a variety of different video types to meet a wide range of goals. These include:

  • Explainer videos that explain how a product or service works
  • Educational videos for providing tips, guides and other info while creating brand awareness
  • Brand history videos that outline your brand’s origin and creation
  • Behind-the-scenes videos that give viewers a sneak peek into your company
  • Brand anthem videos, which outline why your brand exists

Why You Want It

When done right, social video marketing is incredibly effective for grabbing attention—and results.

  • Social video generates 1200% more shares than images and text combined.
  • People retain 95% of a message when they see it on video, compared to the 10% retention rate of text.
  • Brands that use video grow revenue 49% more quickly than those that don’t use video.

How Voice Over Trends Contribute to Social Media Video Success 

People tend to barrel through their social media feeds at rapid speeds. The only way to gain any attention is to deliver something that grabs and holds their attention. A high-quality video can be that something.

It’s a simple next step to make sure the voice aligns with the type of video and information being presented. Common sense can assist in matching the right voice with the right product or service.

And just because you have a variety of different video types doesn’t mean you need to hire a variety of different voice over actors. The most skilled voice over performers are able to match their tone and style with the type of video and information at hand. Once you find a voice that aligns with your brand, you may be able to use that same voice for every video project in the hopper.

Interactive Videos  

Unlike linear video where the viewer passively watches the video on the screen, interactive video (IV) invites people to click or otherwise make selections that make an action occur.

Interactive video quizzes are a good example. Depending on the answer you provide, they either move to a screen that says you’re right or one that says you’re wrong.

A more advanced example would be an interactive video in which you are able to choose different pairs of shoes, shirts and other apparel…that completes with a model wearing the items you selected.

Interactive video has the power to:

  • Make your video more compelling and effective
  • Draw the viewer into the content
  • Make a memorable impact, particularly for training and learning videos

Why You Want It

Just how much more compelling and effective is interactive video? Interactive video:

  • Delivers up to four times more engagements and conversions over linear video
  • Averages a click-through rate that’s 10 times higher than passive video
  • Increases the completion rate of watching the entire video by 36%

How Voice Over Trends Contribute to Interactive Video Success 

One of the greatest allures of interactive video is giving control to the viewer. It’s the viewer who makes the decisions and determines where the interaction will take them. With this in mind, you need a voice that is friendly and welcoming but in no way pushy or overbearing.

Some may also incorrectly believe that interactive video dumbs things down, or makes things too simplistic. Although it is true that IV is a staple in the gaming and K-12 e-learning environment, the concept can be effectively used for many other applications.

Interactive videos can deliver complex information in a way that’s both compelling and sophisticated, providing an experience that’s on the same knowledge level as the viewers. In this case you’d want a voice that’s again welcoming, but not too causal or overly enthusiastic. A voice that feels like it’s actually speaking to the viewer/listener one-on-one, in a real conversation, keeper the viewer engaged for the entire video.

In short, your interactive video is best poised to get the results you want if it has the voice you need. And that voice had better be consistent. Unlike linear video that can be recorded in one fell swoop, interactive video is typically made up of several different components.

The video may have different branches, events and overlays that pause for a viewer to make a decision—and then resume down the selected path once the decision is made. Your voice over needs to be consistent throughout all the different components, even if those components are recorded at different times.

For viewers in a hurry, providing a downloadable audio summary of the video can deliver an overview of all the info the video contains. Of course, your voice over talent could record that, too.

With vlogs, social video marketing and interactive video topping the list of voice over trends for 2022, there’s no doubt video will continue to explode in the marketing world. As more and more brands produce it, the stiffer the competition becomes. It’s become more essential than ever to give your videos the edge that make them stand out from the pack. Adding professional voice over video narration can be just the element to make that happen.

Emotional Branding: The Power of Emotional Video Narratives

While we humans like to think we’re in control, making decisions based on logic and rational thought, we’re really not. In fact, up to 90% of our decisions are based on emotion. Yet we’re not always apt to admit that, even to ourselves.

We instead justify our actions, explaining to ourselves and others why buying that flashy new sports car instead of the practical minivan was a rational decision based on logic and fact.

Even when people deny the power emotions have to persuade them, they still fall under their spell. That’s exactly why emotional branding is such a powerful and effective technique.

You got a good taste of emotional marketing in our brand anthem blog, and now you’re getting the full entrée on emotional branding—topped off with examples of compelling video narration in action.

What Is Emotional Branding?

Emotional branding is a marketing technique that uses the power of emotion to build a relationship between a brand and its prospects and customers. The benefits of emotional branding are enormous, with the ability to:

  • Differentiate your brand from the competition
  • Create a human connection and positive brand recognition
  • Increase brand loyalty, resulting in greater retention and customer lifetime value

The term was first introduced by Marc Gobé in his 2001 book “Emotional Branding: The New Paradigm for Connecting Brands to People.” And the concept has been on fire ever since.

His book introduces the 10 Commandments of Emotional Branding, which outlines how brands sell products not just because the products are useful—but because they produce experiences and forge emotional connections.

10 Commandments of Emotional Branding

Gobé’s commandments focus on the transformation of ideas associated with the traditional marketing mindset into concepts aligned with emotional marketing. Here’s a quick paraphrasing of all 10:

  1. Not consumers, but respected individuals.
  2. Not products, but things that create memorable life events.
  3. Not only honest but trusted. People expect brands to talk about being honest. Go one better by building brand loyalty through likability and trust.
  4. Not quality, but preferred. Go beyond a focus on the quality of your product. Dig into the preferences of your target audience to make sure you remain the preferred brand producing the preferred products.
  5. Not notoriety, but an aspiration. Being well-known is good. Being a brand that delivers a good feeling and emotional connection is even better.
  6. Not identity, but personality. Just because your brand has a clear identity doesn’t mean it has a charismatic personality with strong values.
  7. Not function, but feelings. Make your products more than a practical solution to a need. Craft them to embody an emotional experience that aligns with aesthetics.
  8. Not ubiquity, but presence. Being everywhere isn’t as effective as having a strong presence in places where your target audience hangs out.
  9. Not communication, but dialog. Give up your one-sided conversation in favor of an interactive dialogue with feedback, accessibility, and social proof.
  10. Not service, but relationships. Don’t just sell products. Connect with your audience to establish loyalty, taking their suggestions and making them feel they are part of your brand.

The Art of Persuasion

Putting the commandments to work takes even more strategy. An effective one is to couple them with the three pillars of persuasion introduced by Aristotle. Those pillars are:

  • Ethos: Appeal to credibility and authority
  • Pathos: Appeal to empathy and emotion
  • Logos: Appeal to logic and reason

Ethos is connected to the credibility and values of your brand’s personality. You want to showcase how your quality products are backed by a company with strong moral and ethical values. Strengthen your brand ethos by being transparent with your company policies, impeccable customer service, dependability, and reliability.

Pathos appeals to empathy or stirring up the desired emotions in your target audience. Do this by creating a sense of urgency for making a purchase, along with delivering a sense of safety and belonging. Ignite emotion through your communication and marketing.

Logos refers to the logical side of it all. No matter how good you are at exciting emotions, people aren’t likely to buy your products or services unless they deliver high-quality options that actually perform. Feature product specs, service details, and customer reviews.

All three elements can be highlighted through customer feedback, with visible reviews and social proof supporting the overall appeal of your brand.

the emotions of colors

Emotional Motivators

Another important aspect of emotional branding is paying attention to emotional motivators, or the feelings that drive customer behavior. But what are they? The consumer intelligence firm of Motista set out to define and measure them. And that they did, coming up with a list of more than 300 emotional motivators that drive consumers to action.

Here are 10 of the most powerful for driving action across a broad range of industries and categories. People are emotionally motivated by a desire to:

  1. Stand out from the crowd
  2. Have confidence in the future
  3. Enjoy a sense of well-being
  4. Feel a sense of freedom
  5. Tap into a sense of thrill
  6. Feel a sense of belonging
  7. Protect the environment
  8. Be the person they want to be
  9. Feel secure
  10. Succeed in life

Emotional Branding vs. Emotional Marketing

One more note may seem obvious but still merits a mention. Emotional branding refers to the overall strategy of building a brand that connects to people’s emotions, aspirations, and needs. Emotional marketing does the same thing, but it may only apply to specific advertisements or marketing campaigns.

Brands don’t necessarily need to invest in an overall emotional branding strategy to get results from emotional marketing. Yet using the two concepts together has a way of creating the most memorable experiences.

Emotional Appeal Using Video Narration

Video marketing has exploded, and it’s also one of the best ways to create a coveted emotional connection with your audience. The most effective emotional videos contain striking visuals, a polished script, storytelling elements—all supported by compelling video narration.

You’ll see what I mean with the following examples, all of which use elements of emotional branding or marketing to heighten their effectiveness.

Video Narration: Farm Bureau Insurance

This brand anthem video example uses:  

  • Storytelling
  • Emotional motivators: confidence in the future, sense of well-being, feeling secure, succeeding in life

Video Narration: Insurance Noodle

This explainer video uses:

  • Storytelling
  • Emotional motivators: stand out from the crowd (of other insurance agents), feeling secure, succeeding in life
  • User statistics to strengthen authority and credibility

Video Narration: CARFAX  

This corporate video uses:

  • Storytelling
  • Emotional motivators: confidence in the future, feeling secure

Getting Started with Emotional Branding

Now that you have a basic understanding of emotional branding and are aware of its many benefits, it’s time to try it on for size. You don’t necessarily have to start off by revamping your entire brand strategy. Give it a go on a smaller scale with a video or two.

When you’re ready, feel free to reach out to request a custom audition or quote for video narration. I’m always happy to help.

The Brand Anthem: What It Is, Why You Need One

What do powerful songs, movies and really good books have in common? They stir up enough emotion for you to remember them forever (or at least a really long time). A brand anthem, when done right, can do exactly the same.

Brand anthems are one of the hottest things in marketing right about now, although they’re not necessarily the newest thing. Also known as brand manifestos, brand anthems have been around for years. Whether you’re familiar with the concept or just learning about it now, brand anthems remain a timeless way to bare and share your company’s soul.

Brand Anthem Explained

A brand anthem is a declaration of what your brand is all about. It proclaims who you are, what you stand for and—perhaps most importantly—why you exist. While you may immediately think of a song when you hear the word anthem, you won’t find any brand anthems blaring over loudspeakers at a baseball game. The ones with the biggest impact are showing up as brand anthem videos.

Unlike the explainer video that talks about the how, or straight-up commercials that tell you all about the what, brand anthem videos focus on the why.

Why do you do what you do?

The why gets to the heart of a company’s passion and purpose. And if you can open that heart to your audience, your brand anthem will be one powerful declaration indeed.

Example of a Brand Anthem Video

One of the best ways to get the gist of a brand anthem video is to see one in action, like this example from my web video narration library.

This particular video is only 1 minute and 22 seconds long. But we don’t even get a hint of the product or company behind the video until a good 45 seconds into the clip. That’s because the video is not about the product or the company.

It’s all about the purpose behind the company’s product, the why. And why should you buy life insurance? Because you’re sharing the love with someone you care for. Or, as the company so sweetly sums it up: “Life insurance is love insurance.”

What a Brand Anthem Does

One of the most obvious effects of a well-crafted brand anthem is its ability to make an emotional connection with the audience. Emotions are a potent force that can:

  • Make your brand more memorable, with people remembering things that stirred up emotion much more easily than they remember a lineup of statistics or facts
  • Gain more attention, for both your company and your content; people particularly love sharing videos that leave them feeling warm, fuzzy, empowered, and altogether good
  • Create new customers, as emotion is the bigger driving force behind purchasing decisions than logic or rational thinking (even though people like to think they make purchasing decisions based on logic)
  • Strengthen bonds with existing customers, resulting in increased customer loyalty and enthusiastic brand advocates

And those are just the benefits outside your organization. Internally, a brand anthem can unite employees behind a specific purpose while increasing enthusiasm and drive.

How to Create a Brand Anthem

Now that you know what a brand anthem is and why it’s important for every company to have one, you may be wondering how to create one. Just as Rome wasn’t built in a day, neither is a brand anthem.

Your first step is to really sit down and think about why your company exists in the first place. And no, making money is not going to fly as the basis behind an effective brand anthem.

You instead want to brainstorm about your brand identity.

  • Who is your brand?
  • What are you serious about?
  • Why do you do what you do?
  • What is the driving force behind your existence?

Feel free to write down everything that comes to mind, as companies can be complex entities. But once you have loads of notes and thoughts compiled, it’s essential to boil it all down to a singular, unified message.

Think: “Life insurance is love insurance.”

Is there a particular tagline, purpose or mission statement that sums up your company? Identify it. Smooth it out. Then create a video that supports it.

Key Elements of an Effective Brand Anthem Video

Brand anthem videos can vary wildly, from the highly sensational to the straightforward and down-to-earth. Regardless of the particular style or specific message, all the exceptional ones have a number of elements in common.

Emotional Charge

You want to create a video that makes viewers say, “Wow.” Leave existing customers with a strong sense of pride for being associated with your brand. Make potential customers eager to learn more about your business. Skip facts and figures for a focus on feelings.

Straightforward, Unified Message

You don’t have to say a lot to have a lot of impact. Keep your central message in mind and make sure every element in your video supports it. Don’t go off on tangents or overload your video with needless info. A clear and concise message is often the most captivating.

Focus on the Story, Not the Sale

Sure, your products and services come with immense benefits and features. But your brand anthem video is not the place to share them. You instead want to create a platform where a story unfolds, one that your purpose helps end happily ever after.

High-Quality, Compelling Visuals

Video gives you a chance to showcase captivating visuals. Take advantage of it. Whether you use dramatic footage of a natural landscape or adorable shots of a happy family, give viewers something enticing to watch. Hint: a talking head behind a desk is not all that enticing.

Impeccable Narration

Your brand anthem video showcases what your brand is all about. That means you need just the right voice to properly convey your message. This applies to the style and tone of your written video script, as well as the voice over narration of your finished product. Don’t skimp on either one. Go with a pro that can get it right.

Voice Over for Brand Anthem Videos

While voice over narration is important in all types of videos, it becomes even more so when used to support a brand anthem. That’s because the voice over actor has to double duty. Their voice must:

  1. Match the tone and style of your message
  2. Elicit strong emotion in your audience

Think carefully about the type of voice that may be able to do both for your company, and ask for plenty of custom auditions along the way. Whether your anthem works best with a sultry or serious female voice or the voice of a grizzled old man, you’ll know it when you hear it. It will align perfectly with your visuals, music and message. When done right, your brand anthem video will send tingles down your spine. And do exactly the same for your audience.

Contact Debbie to request an audition or request a voice over quote for your next video project now.

How Do I Get Started in Voice Over?

You want to learn how to get started in voice over. You are certainly not alone.

In fact, the query “How do I get started in voice over?” is one I get so frequently that I’m compiling some basic information and advice. This way anyone who lands on my site with this question can check out this blog – instead of sending an email – for an overview of what I recommend.

You’ll find my advice may differ from other voice over actors, so you’re free to take it for what it’s worth. After spending nearly 30 years in this business, I’ve learned a lot and seen many changes from when I began.

Getting started or becoming proficient in voice acting is not as simple as it may seem. Contrary to what you may have heard or think:

  • You need MUCH more than just a voice and a microphone.
  • All the people and sites promising an “easy way to make money from home doing voice over” are way off-base.

Like any entrepreneurial venture, you have to be smart, and tenacious, and creative, and talented, and WORK hard. Yes, hard work is part of the deal.

It’s not an easy or obvious road to navigate and, for most, the challenge is simply more than they’re up for. Often, it takes years figuring out the right paths, and putting it all into play to actually start making money.

No “Get Rich Quick” scheme here. It’s all about building a business and career. Like anything worthy, it doesn’t happen overnight. But, like any venture, it can be done with proper commitment, talent, desire and some luck.

There are more voice over opportunities than ever these days, but the competition is formidable.

I don’t coach talent, but will pass along a link from a VO Pros group on Facebook. The link comes from a fellow voice over actor, based in Los Angeles, and offers a crash course in what to do to get started in the industry:

Crash Course for Getting Started in Voice Over

And here comes my take on what it takes to get started in voice over, with eight tips I freely share with anyone who asks.

1. Do Your Research

When I started, the internet did not yet exist (yes, I’m a dinosaur!). Now, it serves as a treasure trove of information – which can be a double-edged sword if you fall into the trap of information overload.

You don’t have to figure it all out overnight. But you will have to figure out what is helpful information, and what applies to you in whatever stage you’re in. There are lots of books, webinars, blogs, podcasts, groups, and on and on.

There is no ONE approach. It’s up to YOU to do your homework, and figure out what seems a good fit for your situation, your particular vocal strengths and what you’d like to focus on.

You’ll find a bunch of links throughout this piece, that I’ve personally selected from trustworthy sources, packed with solid information.

And remember, it’s a marathon. You have to take small steps and reward yourself along the way. Otherwise, it can all just be too much.

Do your due diligence, to see if it’s even something you truly want to pursue.

Making a Move

Many people have very limited knowledge about all that voice over entails. They may also not understand that most big commercial, animation and gaming work comes from talent agencies and casting companies in large markets, such as LA, NY and Chicago.

Your overall goal may be one that requires a physical move to get to the place where you can actually pursue the niche you want. (But I wouldn’t suggest making a big move until you’re truly ready and committed with your goals in place.)

Working from Home

A lot of VO work these days is done from home studios across the globe. That means it is possible to book work from anywhere—although it’s probably a lot less glamorous than what you might think. But you have to establish yourself first, and that can be the tricky part.

Do a Google search on “How to break into VO” and you’ll have thousands of links to peruse. You’ll also find tons of information on the topic on my own blog, so check it out for more specific details.

Here are two pieces you may benefit from right off the bat:

Knowing the Players

Part of your job is knowing who the players are. That’s the research I’m talking about.  Here are a few links for some basics to get you started. Bookmark them and visit often:

  • Vo Buzz Weekly: GREAT information from Chuck Duran (hottest VO demo producer in LA) and the incredible guests he has on this weekly show. There are archives of shows with VO actors, agents, casting directors and coaches. You’ll see some of the same names in links I personally recommend further down the page.
  • Voice Over Resource Guide: Extremely up-to-date information on casting companies, talent agencies, union rates, training, and demo production in the Los Angeles and NYC areas.
  • Global Voice Academy Rate Guide: This is a great guide for VO rates and other pertinent info on upcoming seminars, workshops, conventions, coaches and more. I use it all the time, to reference to clients, so they know I’m not just making up my rates out of thin air.
  • Nethervoice Blog: Get on the subscriber list for this blog. Paul Strikwerda is one of the most eloquent and astute bloggers on topics related to VO. I agree with nearly everything he writes.
  • Debbie Grattan Blog: And if you haven’t already checked out my website and blog, then bookmark that as well

2. Attend a Voice Over Workshop

Once you’ve done some research, seek out a good workshop. A good workshop is one that:

  • Is led by a true professional in a real recording studio (if possible)
  • Contains actual commercial and narration copy
  • Teaches you about interpretation, trends, working with a microphone and taking live direction

There is a lot of skill involved in voice over…more than one might think. It’s not as easy as it may seem. Kinda like when you watch a great golfer take a swing. It looks effortless. But of course we know the years of coaching, detail and practice that went into getting it just right.

An industry professional will share current vocal trends in the market, such as today’s focus on conversational, real-person voice overs. This may be trickier than expected to deliver in an audition, when the copy is often not written in a very conversational style.

Niche Markets, Major Markets

Certainly, it’s possible to be proficient in many VO niches. But each requires not only different skills in interpreting copy, but also variations in audio editing, marketing, demos, gathering prospects and clients and follow up.

You’ll find many more workshop classes in major markets, but there can also be offerings in smaller markets as well.  Even a community college might offer a class. Try it out somewhere to see what it’s all about. Your first encounter will give you a better idea if voice over is something you think you want to pursue.

Voice Over Workshop Benefits

Workshops also allow you to network with other VO actors, and find out what they’re doing to promote themselves and get connected in the industry.

Some examples of recommended workshops for VO in LA and vicinity:

  • Kalmenson & Kalmenson: Definitely one of the best in town. Also, watch Cathy and Harvey “Da Harv” Kalmenson on VO Buzz Weekly to get a personalized interview to hear what expert advice they have to offer.
  • Wallis Agency: A nice list from a Hollywood agent with several VO workshops in town.
  • Braintracks Audio: Super- hot VO coach Nancy Wolfson. You can learn a lot just from watching her videos.

Schedules may be different or on hold due to COVID, making patience a key.

One more important note:

The vast majority of working VO professionals have a rich background in performance, so it’s a BIG plus to have training or experience in:

  • Acting
  • Stand-up comedy
  • Improvisation

If you are lacking in these skills, best to get some basic training or brush up on techniques.

If you choose to pursue voice over as a career, you will be competing with top-notch actors. A background in performance will help you greatly.

3. Be Coach-Able and Be Patient

Allow your mind to embrace new ideas.  Don’t get in your own way with negative thinking. Any career in the entertainment industry is highly coveted and fiercely competitive.

You need to maintain your own personal support system to help you roll with the rejection that’s a day-to-day part of the job. Be kind to others and to yourself.

The truth is:

The actual recording part of a VO pro’s day is only a very small part.

  • 5 to 25% of the day: Time spent recording
  • 75 to 95% of the day: Time spent FINDING the work (especially in the early days)

That’s the challenging part.  And no matter how good you get, you’re still going to have to be your best cheerleader, your best salesperson, and learn to enjoy the challenge. Find the things you like about it, and celebrate when you’ve hit a goal or had a success!

4. Learn What It Takes to Run a Business

Most people find it hard being an entrepreneur, which is what you have to be as a VO actor. It’s a rare few that make it past the hurdles to actually make their living in VO or acting.

You must:

  • Take charge
  • Wear many hats, and be good at most (if not all) to succeed
  • Make up the rules as you go
  • Discern what’s working and what’s not
  • Be creative in your approach
  • Be tenacious

Whew. If that’s not enough, you must also keep going and going – even when the going gets tough.

While there are suggestions from everywhere, there is no ONE road to success. It’s different for everybody, and it’s up to you to find what personally works for you.

5. Invest in Yourself and Your New Career Path

You’ve heard “It takes money to make money?” Well, that’s definitely true in a voice over career.

You have to be willing to invest in your career. You will be required to spend money on the things that are vital to getting you up and running.  Think in possibility.

My order of spend for your career over the first year or two:

In-person or remote VO workshops or coaching sessions

  • Cost: $250 to $500+ depending on location and instructor

You’ll probably want to take more than one before moving on to the next step.

Home studio setup

  • Cost: $1,000+ for adequate studio setup

Essential for your own practice and ability to learn the basics of recording and editing. You’ll find tons of online info to help with home studio setups. Don’t invest in a WhisperRoom or a super expensive mic just yet.

A quiet place like a closet or corner you can treat with a noise dampening technique is a good place to start. When or if it becomes clear you want to pursue this venture further, you can upgrade your studio setup as needed.

Joining a pay-to-play (P2P) site

  • Cost: $199 to $300 per year to join at a beginning level

P2P sites let voice seekers post auditions for voice actors to submit. Major sites, like Voices.com, Voice123, VO Planet and others will have an annual membership fee. Since you won’t yet have your own professional website at this stage, P2P sites are a place to set up a temporary web presence with a bio and some demos of your work.

Beware: You may audition for hundreds of jobs on sites like these and not book one for a very long time – or ever! You have to not only be patient, but also get feedback from a coach or other industry professional to tell you what’s working and what’s not in your auditions.

Professional demo production

  • Cost: $200 to $2,500+

Many newbies want to make a demo right out of the gate. I don’t recommend doing so, as you have to learn and grow as a voice actor before your demo is competitive in the market.

Certainly you can DIY, but most professionals will hire a demo producer to take you from beginning to final. Don’t spend on the high end at this stage.

Many auditions want a custom demo, with their script. That means having any type of premade demo may not even be requested or needed anywhere else but your web page.

At least one professional demo, and perhaps several, will be imperative once you reach the point where you decide to make voice over into something more than a hobby. You’ll need demos if you wish to pursue agency representation, which is not necessary but helpful for bigger jobs.

6. Regularly Read Industry Blogs to Stay in the Know

The internet is your friend. It provides answers to nearly all of your questions. There are TONS of books, articles, blogs and other content about the business of voice over. Read something by Marc Cashman, for sure.

Once you start familiarizing yourself with industry pros, you’ll find those with whom you resonate. You’ll be able to keep up with industry happenings by continuing to branch out with those in the know.

7. Join Social Networking Groups for Voice Over

From Facebook and LinkedIn to Twitter and Instagram, get on the social networking platforms. You’ll find TONS of VO groups, with all sorts of advice on everything from where to get a demo to how to set up a home studio, to what producers you want to avoid.

Helpful links to get you started:

  • VO Peeps: Meetup group delivering resources and info about the industry. Great for networking and ongoing learning.

Search around for more group on all the social platforms. But be careful to not waste too much time chatting or posting. Like most social media, it can be a huge time waster if you get sidetracked. If you stay on track, it’s a fantastic way to get connected to others in the industry and LEARN.

You’ll find the VO community to be among the warmest and most helpful out there. Everyone was once in your shoes. They all had to figure a way to get wherever they are.

If you’re not in-person in a workshop, then interface with the VO community online:

  • In groups
  • Chat rooms
  • Podcasts
  • Webinars
  • Wherever you can

Keep in mind they are doing a favor in handing out any advice (unless you’ve hired them for coaching services). That means you don’t want to over-impose. And never send a one-line note asking, “How do I break into the VO industry.” That’s just a big turn-off for most VO pros.

8. Study Successful VO Talent in Your Chosen Category

Identify and study your competition. It’s really simple to do that nowadays, with that fancy little laptop or smart phone you have. Or just watch and listen to commercial spots to hear what’s current.

Google is your gateway to the world. Research other VO talent. Take notes on what you like about their demos, websites, communication, blogs and other content. Then use it to assist you in your journey.

You need to be aware of who you are competing with. You also need to find your own unique way to stand out amongst the competition. That’s something you’ll have to do with EVERY audition, so get used to it!

Summing It Up for New Voice Over Talent  

The MASSIVE amount of voice over information out there can be overwhelming, especially at first. But literally any question you can ask will have an answer – or multiple answers.

Podcasts to put on your list:

As mentioned, I personally do not coach talent, but there are many VO professionals who do. Marketing oneself as a coach for actors is an entirely separate business from acting and VO, and I only have the time and energy to devote to one. But there are good teachers out there.

If you follow through with the slate of info in this article, it will surely lead you to other important sources of information and the next step on the ladder. You’ll find many more steps past those listed here. In fact, the steps are never ending.  But if you enjoy what you’re doing, then it will always be a fun ride.

Just keep swimming!
Best of Luck!