Previous Image « » Next Image

Sound Advice: Announcing... You?

While you could hire some talent to record the piece, deadlines and budgets may dictate a quicker and more economical approach. That's right; you're doing this one by yourself. But don't panic, you won't need a degree in broadcasting or a studio full of equipment to record a nice voiceover. In fact, everything you need is probably on your desktop and in your camera bag. The final piece will be an exercise in leveraging your hardware, software, microphone technique and vocal delivery. So grab a cough drop and let's get started

Most of my life has been spent working with media technology -- first with sound and recording and now as a video producer. But in between, I was a disc jockey. This was a valuable experience that taught me to write effective copy, work a microphone and deliver the goods consistently on time. Don't misunderstand; I was never a radio prodigy. In fact, at one station, my boss said I didn't have the best voice he'd ever heard, but he liked the conversational quality of my delivery. That's what got me hired.

This brings up an interesting point. Have you listened to very much national advertising lately? Back in the old days, announcers used the "Voice of God" or the hyperactive DJ persona (aka: The Gagger). Those days are gone. With few exceptions, most professional voiceovers sound like they could be your next door neighbor. A very well rehearsed next door neighbor, but an average citizen nonetheless. If the big boys can do it, so can you. You really don't need to have a big voice to do a voiceover.

What you do need is effective delivery and the ability to interpret the copy in a conversational, yet persuasive way. Rather than try to explain all the nuances of voiceover technique, I'll simply refer you to the radio. Talk or Rock, Country or Pop, most local radio stations have commercials. And while radio ads are different from TV ads, it's easier to pick out the good ones without visual distractions. The simplest comparison is between national and local ads.

National ads are for brands you recognize -- soft drinks, fast food, vitamins, beds and insurance. These ads tend to have a professional, yet comfortable style with excellent pacing. Everything is easy to understand and the message is clear. While there are many good local commercials, some are a little too, well, local. Typical problems begin with poorly written copy that clearly sounds like someone is reading. Pacing is also a casualty, with important information delivered so quickly, it's almost impossible to write down the address or phone number. Find two or three commercials you like and dissect the content for clarity and pacing. Listen closely to the announcers and their delivery, and then rehearse your piece using those quali…