The modern advertising landscape is saturated with a vast range of promotional marketing content encompassing tv commercials, social media posts, digital ads, email campaigns, and more. In recent years, Forbes has reported that the average American is exposed to up to 10,000 ads in a single day! This presents a lot of digital noise that marketers are tasked with breaking through. This oversaturation has also contributed to another challenge for marketers, as a Microsoft study reports that as the abundance of information available to consumers has increased over time, their attention spans have simultaneously seen a steady decrease. According to the data presented in this study, consumers now have an average attention span of around 8 seconds.
One of the strategic ways in which marketers have used this information to their advantage is by injecting the use of audio, specifically voice over narration, into their marketing strategy. As this type of marketing indulges the additional sense of sound along with sight, when paired with video or visually-captivating graphics, it can better help to captivate listeners’ attention and keep them more focused than other forms of media such as plain copy alone. In addition, as podcasts and the use of smart speakers have grown in popularity, these platforms have created additional opportunities for audio commercials that can help to place marketers in front of a growing number of consumers.
Another benefit of incorporating a voice actor into your marketing strategy is the resulting professional boost it can offer your brand. Depending on your specific industry and business model, there’s several unique ways this effect can be achieved. For businesses that utilize Interactive Voice Response (IVR) systems, voice messaging, and on-hold or voicemail greetings for telephone communication, having these answering machine messages recorded by a skilled voice actor can serve as a validation of credibility in the eyes of potential leads and other callers. These professional-level greetings relay great attention to detail on the part of your business which callers will likely anticipate rolls over into your services as well.
For businesses or brands who deal in the realm of entertainment and media, having a voice actor record a studio-quality podcast intro or commercial narration can help to distinguish this media and highlight the level of thought and care you’ve invested in creating top-quality content. In sum, there is no shortage of creative ways through which a seasoned voice actor can lend their talent to audio projects which portray an established and well-thought-out professional presence.
3. Create A Warm, Personalized Experience
It’s often been said that you can’t get a second chance at a first impression. With that in mind, you, of course, always want to assure that the first encounter a potential client has with your brand is a positive and memorable one. The right voice can help you to unlock that noteworthy impression. Having a warm and inviting voice to relay a message whether it’s in the format of a radio commercial, voicemail greeting, or in-store announcement (store casting) can help to put listeners’ minds at ease, making them more open and receptive to the messaging being relayed. It can also establish an overall sense of trust and comfort which listeners’ will come to associate with your brand. Establishing this sense of connection can be extremely impactful and influence opinions surrounding your brand overall. As described in the famous words of Maya Angelou, “…people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
If you’re ready to take the next steps towards boosting your brand, it’s time to start looking for the right voice. As a seasoned voice actor, I’m dedicated to bringing your messaging to life and delivering a positive, memorable experience for your clients. Get in touch with me today so we can chat further about your specific goals.