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Voice Over and Virtual Reality Marketing Fit Like Hand in Glove

August 15, 2017 by Debbie Grattan

Manus VR Gloves and the HTC Vive for Exceptional Virtual Reality ExperiencesVirtual reality has become a literal reality, one of the hottest new developments in today’s technology. You can find it being used in everything from VR games to instructional how-tos to VR apps to virtual reality story-telling behind one of the best-selling organic soap brands in the world. I mention the soap since Dr. Bronner’s was the first voice over and virtual reality video project I had the thrill of completing. And yes, it was certainly a thrill.

The 6-minute virtual reality video provides information, entertainment, a brief company history – and the chance for viewers to enjoy a full 360-degree view in all directions throughout the entire video.

You’re treated to outdoor festivities (complete with a line of costumed dancers), aisles of soap products, videos playing in the background of the video you’re watching, and, perhaps most importantly, a grand tour of Dr. Bronner’s headquarters in Vista, California.

Promoting soap companies is just one of the many ways virtual reality can and is already being used for the benefit of companies, their audiences – and VO talent hired to be an integral part of the VR projects.

Virtual Reality for Marketing

With a well-crafted script that tells a compelling story, VR marketing campaigns can be hugely compelling for any brand. Dr. Bronner’s and other companies have already figured that out, with another fun example coming from the cheese company Boursin. While Dr. Bronner’s gives you a  360-degree view of headquarters and festivities, the Boursin VR video gives you a 360-view of the inside of a fridge where Boursin cheese hangs out with other delectable goodies.

The top benefits of VR videos for marketing include the following:

  • Truly engaging your audience in ways that are cutting-edge and very stimulating
  • Capturing the viewers’ full focus and attention, devoid of outside distractions
  • Providing a more intense experience than traditional media, making it (and the brand) more memorable
  • Capitalizing on virtual reality’s novelty for companies quickly out of the VR starting gate

Virtual Reality for Documentaries and News

Dr. Bronner’s told the company story using VR video, and storytelling of any type can get a huge boost with virtual reality technology. A solid example is the New York Times, with a VR documentary entitled “Displaced.” The VR video tells the story of 30 million children driven from their homes due to the ravages of war, letting viewers do more than just read about what it’s like. Viewing the NYT video requires downloading the NYTVR app, which you can do here.

Virtual reality video for news stories and documentaries has the power to:

  • Put viewers at the very heart of the story
  • Stir up stronger emotions due to a more memorable and intense experience than traditional media
  • Provide the full impact of surroundings with total 360-degree views

VR for Training and Testing

Training videos offer another way to use virtual reality technology for awesome results. VR training videos can go far beyond car mechanics and electrical wiring projects. They can provide driving or flight training without the hazard of putting novices behind the controls. They can also help doctors learn complicated surgical procedures without risk to patients.

Mercedes created an app that lets you test-drive its E-Class. While it’s technically a marketing video, it does give you an idea of what a VR driving video could look like. Below is the VR test drive video, and be sure to grab the screen to change the view as you go along.

Benefits of VR for training and education include:

  • Giving audience members a chance to attempt complex tasks as many times as they wish
  • Eliminating the real-life risks associated with real-life training of the tasks
  • Ensuring trainees have a safe environment at all times
  • Saving money by producing a single VR video instead of multiple real-life training scenarios

Virtual Reality for Gaming and Entertainment

My family knows the excitement of virtual reality gaming firsthand, thanks to our daughter Natalie, who invested about $2,000 of her VO gig money into an HTC Vive VR System last summer. We’ve all been playing VR now for over a year. This Vive VR demo video captures the experience of the Vive pretty well. It is truly a mind-blowing experience to interact with some of these virtual environments. And we are at just the beginning of content creation. It will just keep getting better and better as time goes by.

For an in-depth review of some of the most popular VR headsets, check out Top Virtual Reality Headsets and Their Breakdowns

VR gaming gives you the chance to:

  • Experience an actual alternate world, transforming the act of watching a screen into living an actual experience
  • Escape from the daily grind
  • Engage in high-powered, realistic amusement

Pretty cool, huh?

Other Voice Over and Virtual Reality Marketing Opportunities

While I touched on some ways VR is already being used, the above categories definitely don’t cover all of them. Virtual reality videos and technology are also being used for a variety of other applications, such as helping:

  • Travelers pick vacation destinations by letting them “visit” possible locations before they choose.
  • People cope with post-traumatic stress disorder and phobias, using varying levels of exposure therapy until they’re able to deal with feared objects, places, or circumstances.
  • Patients undergo physical rehabilitation and learning tasks in a clinical setting before applying them out in the real world.
  • Patients cope with pain by using distraction therapy while undergoing painful procedures.
  • People manage anxiety and reduce anxiety attacks, with a VR game that comes with a wearable belt that teaches and encourages diaphragmatic breathing.

As extensive and amazing as these examples maybe, they’re only the starting point of what virtual reality is poised to achieve. Keep in mind, however, that the high-end technology of VR alone isn’t necessarily enough to attract and then keep the attention of your audience. You also need a quality script, a solid story, and, in many cases, the addition of a voice over actor who can add another layer of intrigue to an already intriguing project.

Filed Under: For Voice Over Clients Tagged With: Featured, virtual reality, vr voiceover

The Most Annoying Speech Patterns You Hear All the Time Now

November 28, 2016 by Debbie Grattan

annoying speech patterns can drive you crazy
So, you probably already know about vocal fry, valspeak and uptalk, right? I mean, everyone has heard plenty of examples of those speech patterns that have made perfectly well-educated college grads (mostly female) sound like Kardashian wannabes.

Vocal fry refers to a low, glottal, animal-like sound that speech pathologists consider a vocal disorder.

Valspeak is, like, short for the way Valley Girls talk that was, like, you know, so big Frank Zappa sang about it in 1982.

Uptalk, a subset of valspeak, is the habit of producing a rising inflection as if you’re asking a question – even when you’re not?

Here’s a new video we created to demonstrate some of the more common patterns you hear today…

To say that all these fad-driven speech patterns are kinda, sorta, well… I don’t know, annoying may seem a bit harsh. But it’s also absolutely true.

The Harsh Reality of Speech Patterns

The use of such patterns do more than annoy the listener. Even if the people indulging in these patterns have an incredibly high IQ, the patterns work against them by making them:

  • Sound less intelligent
  • Appear less professional
  • Seem like a nitwit or airhead
  • An embarrassment in front of mom, dad or the general public
  • Unfit for any position that pays more than minimum wage

Despite all the detriments of allowing those patterns to unconsciously creep into your own conversational lexicon, people are falling prey at rapid rates. Some are even doing it on purpose.

One of the reasons the patterns become so widespread, particularly with the current trend of vocal fry, is the feeling of belonging it gives young women. A video on Today explains how it makes the women feel part of a “macroculture.”

If you ask me, I’d rather join a gym.

If you ask me again, I’d also predict the tide will turn and people who drop these phrases will come out on top in the long run. Drop the phrases now and you can think of it as an easy, inexpensive way to outshine 85 percent of your competitors in that next job interview.

thumbs down

The Up-and-Coming Most Annoying Speech Patterns

Being a voice-over talent makes me extremely sensitive to not only the sound of voices I hear on TV, radio and the internet, but also to the words that are chosen. None of these up-and-coming phrases ever appear in scripts that I read for actual voice-over jobs or auditions. They are typically found in unscripted, more extemporaneous speech.

These five speech patterns have become rampant in interviews. My husband listens to a lot of podcasts, particularly enjoying them while out driving or working in the yard. He started tracking the pervasive use of these five patterns of speaking that are appearing in virtually every interview he listens to lately, including on cable news and business channels.

Of course, once he shared them with me, I started hearing them, too.

I’ve already used all five patterns in this post, did you catch them?

1. You know – This phrase is increasingly being used at the beginning of the sentence as a lead-in. This one has been around for ages but, you know, it’s been given new life with a new use you can’t help but constantly hear if you listen for it.

“You know, the best way to find out the answers is to just Google it.”

2. So – So, you’ll also find this one at the beginning of a sentence, namely as a way to “manage” the conversation and sound fairly authoritative (or condescending). It’s become hugely common, even among expert speakers during formal interviews (just listen to NPR while various experts are interviewed). More on that idea here.

“So, what we’ve found in our research is that people tend to add this word as a way to sound informal yet still be an expert.” 

3. I mean – This completely unnecessary phrase seems to just be a habitual way to start sentences for many people. I mean, where did this one come from anyway?

“I mean, if it really was a problem that I say that phrase whenever I’m trying to make my point, what difference does it make?” Whatever!

4. … right? – This one comes at the end of sentences, apparently to encourage or sometimes subtly force agreement on the listener. It reminds me of the French who often tack on a oui or non at the end of a sentence, non? It’s hit the English language strong in just the past year or so, right?

“It wasn’t just that the election campaign this year was ugly, right…? It really became a battle of negative personalities in a race to the bottom of common decency.” 

5. Kind of (or sort of) – This tidbit is used anywhere in the middle, as a way to not say what you really mean. It’s sort of a way to soften, to be kind of… vague, imprecise and uncommitted.

“Well, if you look at the data, you’ll kind of notice that there’s a trend that sort of jumps out at you.”

You can even mix them all together in infinite combinations:

“Right, so… you know the best way to find out answers is to Google it, right? It’s kind of like way better than going to the library. I mean, how did people even get through the day before the internet was invented! We really owe a lot to the guy who invented that, I mean, really…

I understand these may be hip ways of speaking these days , but they actually detract from the message. They also make the speaker sound less intelligent and sometimes even manipulative.

On those rare occasions when I hear an interview with someone who is profoundly lacking all of these five patterns, it is such a breath of fresh air! I can focus and absorb what they are saying so much more easily.

More common, is hearing someone speak with various combinations of several of these patterns appearing in just one sentence! It’s kinda crazy, right?

Yes, I understand that my fixated attention on these patterns is what is causing me to be distracted. And, like a highly contagious virus, it is possible that by simply reading this post, you too will become afflicted!

Sorry about that, but it’s the only way to bring awareness to this type of conversational disease in hopes that it can be eradicated very soon.

Pay attention and I promise you’ll start noticing these patterns in nearly every casual conversation you listen in on. Even interviews with people you’d think would be trained to avoid patterns like these are using them.

It’s mildly disturbing to me. I hope you’ll be disturbed too. At least enough to curb your own use (and maybe the usage by your kids, spouse and/or significant other).

Oh, and yes, I know I left off many other annoying speech patterns. Like things like “like” because it’s just, like, beyond ubiquitous and you already know about it. Now that you’ve become painfully aware of my top five annoying speech patterns, please share your own speech pattern pet peeves.

Feel free to share in the comments! And please read through the comments for some very interesting insights and observations from other readers.

Filed Under: Fun Stuff Tagged With: Featured, patterns, speech, voice over style

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Debbie Grattan is a top-rated professional female voice over talent with more than 25 years of experience delivering voice over services worldwide. She regularly records commercial voice overs for radio and tv as well as infomercial voice overs and direct response marketing for children's toys, health, fitness and beauty products. Other specialties include female narration voice overs for corporate narration, web videos, tutorials, explainer videos and technical medical narration. Debbie also provides phone-related voice over services including phone prompts, messages-on-hold and outbound phone marketing for companies in the United States and Canada.

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