Address Is Approximate is an amazing example of stop motion animation, and the power it has to bring every day items come to life. We can all relate to the little toy robot, especially this time of year when the days are short and the nights are long making us all miss the sun.

Check back next Sunday for another great short.

Selecting the right voice over artist is a process that is often overlooked, when in fact its something every company should take very seriously, because like a logo, a commercial voice is an extension of your overall “brand,” and the sound and tone should embody what your company stands for.

The right voice can make all the difference when trying to create a successful commercial, and in this article I’ll review the process of selecting a voice over artist, and I’ll also give some tips on how to choose the right one.

Finding the voice

Most production companies already have a handful of artists they use on a regular basis, but if after listening to their selection of artists you still haven’t heard what you’re looking for, speak up!  If a client is unhappy with the voice over artist selection I provide them with, I immediately hold an open casting call (at no cost to the client), and if a production company refuses to do so, that’s a red flag, and you should address this with them right away.

Holding a casting call is a very simple process, and since there are many professional voice over artists out there, you can always find one that fits your budget.

Once the client selects a few potential voice over artists they like, I have the chosen artists do a read through of the script (often called a “demo read”), and these are then submitted to the client in mp3 format so they can hear what the script would sound like with each artist.

Below are four demo reads which I recently presented to a client for his upcoming commercial (the actual script can be seen here). This should give you an idea of what to expect from your production company.

1. Nancy H.
2. Alisa Z.
3. Alice H.

Tips for selecting the right voice

The most important thing to remember when choosing a voice is that you are choosing a representative of your company, so I always tell my clients to write down on a piece of paper the words that describe their company, and then to look back at those words when listening to the artist to see if they feel that from the voice.

For example, a car dealership might describe their company as “confident, reliable, honest…” whereas a spa might describe their company as “calm, relaxing, trust-worthy…”. Obviously these two companies require two very different types of voices.

I also recommend that my clients have at least 5 people listen to the examples–preferably people who represent the type of customer the company wants to seek out. For example, if you are a company that wants to seek out women between the ages of 45-55, it won’t do you much good if the person making the final decision is a 35 year old male. Test out the voices on the actual age demographic you wish to target, and see which voice speaks to them.

Also, think about the longevity of the voice. Studies show that commercials who use the same voice for multiple ads do better, because the viewer is already familiar with the voice being linked to the brand. For this reason, it is important to take your time selecting the voice over artist because ideally you want the same voice in future commercials.

Once you are sure you have selected the right voice (and you are sure the script doesn’t need any further changes), you have the artist do a final read through. The final recording is then cleaned up by the audio producer, a music track is sometimes introduced, and the final audio is delivered to the client for approval.

Selecting the voice of your brand may seem like a daunting task, but if you take your time and don’t rush the selection process, the end result is finding the perfect voice for your company (and yes, the perfect voice for your company does exist, so never settle for less),

If you have any questions regarding finding a voice-over artist please feel free to email me at michal@mehowdesign.com.

The real life client I’ll be using is Italian Connection USA (an online store where you can purchase fine Italian goods), and the product is a 30 second TV commercial promoting the business. The TV commercial will be an updated version of the TV spot that the company is using right now, with an updated look and HD quality. Each step in creating the finished TV spot will be explained in detail, and hopefully it will help answer a lot of questions that most new clients have.

Script

Usually after a phone conversation with the client I’m able to establish clear objectives for the TV commercial and develop a strategy that will work for them. Based on that conversation we come up with ideas for the TV commercial. The chosen idea is then developed into a script that meets the clients budget.

The script consists of a few elements such as the business name, the title of the TV spot, and the length (15 sec, 30 sec or 60 sec). The body of the script consists of two columns–the video column and the audio column.  Each section identifies what you see and hear. The script also includes a key, helping you identify the different elements like graphics, sound effects, and imagery.

That script is then sent to the client for approval, and the client reviews it to make sure all the information is correct such as the phone number, address, and any other contact info. It’s also a chance for the client to make sure that the concept is exactly what they were looking for.

In this case Italian Connection really liked the copy of the existing script so the audio portion of the script was not changed.  However the video part of the script needed some work. Here is a copy of the script as it was delivered to the client and waiting on approval.

Italian Connection USA TV script

Having a strong script is a really important part of producing a successful TV commercial. A script provides a strong foundation and a clear plan to move forward in production. It is always cheaper to change the text in the document then to change the audio or video on screen, so this is why working closely with the client to ensure the script is exactly how they envisioned is one of the most important elements to creating a successful TV commercial!

If you like me to animate your logo send me an email with your Logo, explaining what you do and how your business will benefit from the program.

BidPlenty is a new client that found me on Google Ad Creation Marketplace. Being a new company it was vary important for BidPlenty to get on air as soon as possible.  I made sure that the Spot was ready to run for the holiday season.

Here is what client had to say when asked if the product is approved and ready to air

Michal,

Great job! It looks wonderful! Yes, it is definitely approved. I can’t wait to get it on the air! Thank you very much! I will come back to your for sure when I am ready to upgrade to a new video!

Thank you,

Jeremy M.

BiDPlenty.com

BidPlenty was able to set up their TV campaign using the tools provided by Google and then later also approached dish network with a TV spot ready to air on their networks.

If your looking for new clients and like to advertise your business on television give me a call for a free consultation.