0743 – Voiceover Cut-Throughs

2023.01.13 – 0743 – Voiceover Cut-Throughs

A voice-over might hope that with a commercial read they may be asked to record another ad for the same brand, but it’s not a given. That job may be a one-off. But with trails and promo voices, once chosen you are likely to be on contract for months, seasons or years. You may be on a retainer, and have to voice any number of items with a quick turnaround every single week. (Oh, and you may be paid a premium for ‘market exclusivity’ to stop your voice from being heard on any other station, or on commercials on that station, and so on.)

For a lot of voice-over work such as promos and commercials (less so for audiobooks, e-learning of narration work – where people have already chosen to listen to you and your content, and so an engaging voice is important), your voice has really got to cut through. People are doing other things while they listen, concentrating while driving, being distracted while cooking a meal in a busy family kitchen and so on. They have their attention divided and you need to reach out and grab it. Just because what you say is coming out of a speaker, they won’t automatically hang on every syllable. 

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