You're cruising in your car, jamming to your favorite tunes, and suddenly, a voice grabs your attention. You instantly form a mental image of what that voice is describing. You also have a visceral reaction to their voice and what they are saying: you might laugh, you might agree or disagree, and you might get emotional. Then, the more you hear a voice, the more that voice is connected to the particular business they represent. That's the power of the right voice in creating the audio brand for your business.
In this blog, we'll discuss the reasons why the right voice selection for your ad is important to the long-term success of your marketing strategy.
Choosing the Right Tone and Personality to Match Your Brand
Your brand has its own unique identity, right? Well, the voice you choose should match that personality perfectly. Whether you're going for professional, friendly, authoritative, or even hilarious vibes, your voice should reflect the image you want to portray. Consistency in your brand's voice helps in building recognition and strengthening brand association in the minds of listeners.
A carefully selected voice has the power to pull heartstrings and strike chords with your target audience. Picture it: the tone, the mood, and the message all harmonize together to create an emotional connection that's stronger than your morning coffee. And when listeners feel that deep connection, engagement, and response skyrocket!
A skilled voice artist can effectively communicate your message, ensuring clarity and understanding. The right tone, pacing, and emphasis on key points can make your message more comprehensible and memorable. The voice should be able to convey the desired information, benefits, and calls to action clearly and concisely.
Understanding your target audience is also crucial in selecting the appropriate voice. Factors such as age, gender, cultural background, and regional accents should be considered to ensure that the voice resonates with the intended listeners. When the voice is relatable to the audience, it increases the chances of them paying attention and connecting with the ad.
A unique and distinct voice can help your radio ad stand out among the competition. By choosing a voice that is memorable and sets your ad apart, you increase the likelihood of being remembered by listeners when they make purchasing decisions.
Biggest Mistakes Businesses Make in Selecting Voicework for Their Ads:
We're about to uncover the biggest blunders that small businesses make when it comes to the voice for their ads. And guess what? Consistency takes the crown, the runner-up, the bronze, and every other spot on the podium. It's kind of a big deal.
Small businesses often overlook the importance of a consistent voice in their ads. They let different media companies produce their own versions of an ad, resulting in a chaotic mix of voices, messages, and offers. It's like having a symphony where every instrument plays a different tune—it's a branding disaster waiting to happen.
Here’s the solution: If you're working with multiple companies, pick one to be the voice for your ad. Then, have them send that recording to the other marketing channels involved in your campaign. By doing so, you'll harmonize your messaging, ensuring a consistent and cohesive brand experience across all platforms. You should also share the audio and/or use the same voice for cross-channel audio: television, video production for social media, and more.
Remember, consistency is the secret ingredient that transforms a hodgepodge of disjointed ads into a powerful branding force.
Should You Voice Your Own Ads?
And, we can't deny it—there's an undeniable thrill in voicing your very own ad and then hearing that familiar voice booming through the airwaves. It's like having your own personal fan club, with people eagerly telling you, "Hey, I heard your ad on the radio!" It’s tempting to embrace your inner superstar and bask in the glory of your own voice captivating the masses.
However, it could be disastrous. Be open to the possibility that your voice may NOT be the best option for your business. Here’s why:
Reasons Why You Probably Shouldn't Voice Your Own Ads:
Voicing your own ads can allow you to inject your personal style and authenticity into the message. This can create a genuine connection with your audience, especially if you have a recognizable voice or are already known to them.
Unless you have experience in voice acting or broadcasting, the quality of your voiceover may not match the standards needed to portray your business in the proper manner. This could result in a less polished and less impactful delivery, affecting the overall perception of your brand. If you have a limited vocal range, it may be challenging to effectively communicate the desired tone and mood in your ads.
Plus, when you voice your own ads, it can be challenging to maintain objectivity and identify areas that need improvement. Your media company may be hesitant to tell you how bad you actually sound, but you could be making a big mistake. Using a professional voice can help your ads stand out and be more memorable for listeners.
Using Radio Personalities to Voice Your Ad
Using an established radio personality as your brand voice can offer several significant benefits:
Vocal Range & Flexibility:
Radio personalities are successful because their voices are their livelihood. They have honed and perfected their craft. They know how to use their voices to portray different emotions, how to select words for maximum effect, how to mimic different character voices and more. Their expertise can be an invaluable resource when positioning our business on air.
Social Influence:
Radio personalities often have a significant social influence within their communities. They have a dedicated following and listeners who trust their opinions and recommendations. By associating your brand with a beloved radio personality, you can leverage his/her influence to gain credibility and reach a wider audience. Their endorsement of your brand can carry weight and positively impact the perception and reception of your products or services.
Familiarity and Recognition:
Local radio personalities are well-known and recognized within their communities. They have built a loyal fan base who regularly tune in to their shows. When such a personality becomes the voice of your brand, it creates an instant sense of familiarity and recognition among listeners. This familiarity can help your brand stand out and establish a connection with the audience more easily.
Trust and Credibility:
Trust plays a crucial role in consumer decision-making. Established radio personalities have earned the trust of their listeners through their consistent presence and relatable content. When they endorse your brand as its voice, it can transfer some of that trust and credibility to your products or services. The association with a trusted radio personality can enhance the perceived value and reliability of your brand in the eyes of consumers.
Increased Engagement and Response:
The loyal fan base of a radio personality tends to be highly engaged. They actively participate in contests, events, and promotions organized by the station. When they become the voice of your brand, their listeners are more likely to engage with your ads, respond to your calls to action, and support your brand initiatives. This increased engagement can lead to higher conversion rates and improved marketing results.
Local Relevance:
Radio personalities are often deeply rooted in their local communities. They understand the local culture, preferences, and trends. Utilizing a local radio personality as your brand voice allows you to tap into this local relevance. Their understanding of the community can help you tailor your messaging and marketing efforts to better resonate with the target audience, leading to a higher level of connection and acceptance.
The audio brand your marketing campaign owns is just as important as your logo, product packaging, storefront, website, and more. You invest in all those things so that they portray the best possible image to the public…the voice you use in your audio brand is just as important.
