Are you planning to start a campaign that includes a Sirius XM commercial or other radio stations? If so, one of the factors that may have a positive or negative impact on the results is the voice-over talent. This person has the power to make a good impression on listeners; they can elicit the response you want or get a potential customer to take action.
If you plan to make a radio commercial, here are some of the things to consider when hiring a voice-over talent.
Choosing Between a Male or Female Talent
Many companies are choosing between using a male or female voice talent. There’s no definite rule about this, but a factor you need to consider is the demographics of your target audience. If the majority are female, you’ll have a better response rate with a female voice talent.
If most of your customers are men, they would want to hear a man’s voice. However, you also need to consider the kind of products or services you offer. Before making a decision, audition male and female talents and test their effect on your audience. Choose one that elicits the emotions and actions you prefer.
Identify the Emotions You Want to Elicit
It’s not just about what you sell, but how a product or service makes a customer feel. You want to elicit emotions associated with positive experiences from those that hear your ad on the radio. List the emotions that best describe your company.
Once you identify these, look for a voice over talent that exemplifies them.
Review the Portfolio
When looking for a voice-over talent, one of the first things you need to do is review their previous work. Do their past projects align with your brand values or type of radio ad you have in mind? Their portfolio also shows not just their experience, but also the diversity of their talent.
You’ll know if they can do narratives that require an expressive voice and if they are good at doing infomercials.
Think About Your Audience
Before choosing a voice-over talent, consider the needs, wants and behavior of your intended audience. Once you understand them, it will be easier to determine the tone of your story, the expressions the actor or actress needs to make and the angle of the message.
Telling a Story or Informing the Market?
A narrative and an infomercial approach both have advantages. A story will elicit emotions and stir the imagination of listeners. It will require an expressive voice from the actors or actresses you hire. The tone, pauses and even accent may have an effect on a listener.
An explainer ad informs potential customers about your brand and what you can do for them. Find a talent that fits the approach you prefer for the campaign.
Test with Your Target Market
The talent you hire may not click with your intended audience. Test the voice over with your target market. If they elicit the response you want, then you have hired the right person for the job.
These are some of the things to consider when choosing a voice over talent. Include these in your campaign for a successful radio ad.