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kim@kimhandysidesvoiceover.com

voice over artist

4 Keys Successful Voice Artists Use to Unlock The Perfect Delivery

Voice

As a voice over artist, what do you do with a script when you get one? Other than just read it cold into your microphone. Do you analyze it for meaning? For nuance? What about its message? The writer of your script definitely spent much more than a few minutes putting it together, so you as the performer must spend more than a few minutes analyzing it. Discovering the perfect delivery for any script separates the professional from the amateur in our business.  I’m going to discuss four keys successful voice artists use to unlock it.

No matter the genre – commercial, narration, promo, game, etc. – dozens of hours go into the script before it ever gets to your studio to voice.  Clients hire a creative team – copywriter or script writer, creative director, producer – or they go to an advertising agency, elearning company, explainer video shop, etc. who then provide the directives and all together they sit down and discuss end goals.  They dream up a concept, stories they intend to tell, messages they want included to resonate with their intended audience. The writers then pack all those nuggets into an engaging, intriguing script. Your job is to unpack that.

Step One: Read the Script For Flow

It may sound obvious that you will need to read the script.  But this means giving it more than a cursory glance. You need to read the script for flow, to start to absorb what is being said, why and how. Read it multiple times.  Like eight or ten. While you’re doing that, think about how the script might be said aloud. Then think about multiple ways it might be read.  Ask yourself what the script is about. If you’re having trouble figuring that out, try this: if you had to sum it all up into one or two words, what would they be? Does the story have a problem/solution structure? Does the narration build slowly or move quickly between points? What is the environment where the story takes place? A kitchen table? A grocery store? A science lab? A forest?

How does the actual language flow? Does changing emphasis assist in the voicing of the script? There is a great exercise for quickly seeing how emphasis can enhance story telling. Take the sentence “I am going to buy shoes”.  Read through the sentence 6 times, each time with the emphasis on a different word, i.e. “I AM going to buy shoes” or “I am going to buy SHOES”. Where you place the emphasis can expose the subtext of the script and improve your delivery.

Step Two: Understand What the Script Is Saying and Why

If you are not clear on why you are saying something, do you understand the language? What is the deeper meaning behind it? If it’s uncomfortable, how would you say it? You can’t change Shakespeare. You have to find ways to understand what the script is saying and why.

In a workshop on unpacking the Bard I took several years ago, the instructor had us paraphrase lines in Hamlet in our own vernacular. This helped those who hadn’t grasped the meaning really isolate why they were saying what Will had written. So “To be or not to be, that is the question” became something like “Do I keep on living with this pain or should I just kill myself? That’s what it comes down to.” Once you’ve put it in your own words and it’s comfortable, switch it back to the existing script. ‘Cause you can’t rewrite Shakespeare, neither can you rewrite the Whole Foods ad you’re about to record.

Step Three: Sort Your “Who’s”

Part of understanding the what and the why is understanding the WHO.  Every script has at least one character and you need to sort your “who’s” – Who’s talking? Who’s listening? 

For example –  let’s say you’re voicing a commercial for Skippy peanut butter.  Who are you? Are you the company that makes and sells it explaining its nutritional value to consumers? A mom thankful for a food her kid likes who is sharing this discovery with another mom? Or are you a kid who tells her friend she can’t wait to have lunch because it’s a peanut butter sandwich?  These three characters are going to have vastly different perspectives about Skippy. And that perspective is going to then influence what they say, how they say it and why. You can’t find the right delivery without knowing what character you are portraying.

Or another example – now you are providing narration for an explainer video discussing 5 steps to help flatten the curve of coronavirus outbreak.  Who are you now? A doctor? An authority such as a mayor or a governor? A concerned family member or friend? Are you speaking to a patient who is worried about catching it? Or to a city or state who needs to understand the risks or new rules? Are you hoping to help those you love stay calm and do what’s necessary.  Again, a serious subject, but who you are will guide you to why and how you are saying what is in the script.

Work on making the connection between speaker (you) and listener strong and clear.

Step Four: Connect Emotionally With the Script

Finally, give yourself the chance to connect emotionally with the script.  This is another reason why a cursory glance through the words on the page before recording really won’t help you nail the voice over delivery. What emotions come up for you when you read the script? What emotions is the client looking for? Was the script funny? Did it make you tear up? Did you want to shout “hell yeah!” when you got to the end?  Note how you’re feeling.

Now, see how that aligns with what you understand to be the creatives’ intention. What is the obvious emotion or intention being invoked? Is it happiness? Does the spot fuel outrage (like in political spots)? And what is the subtext –  the unspoken or less obvious meaning or message?  

Why are you opening your mouth to say anything at all in this?  Aka – What do you want to share?

If script analysis is new to you, work on this a lot until it becomes second nature. Practice makes the process quicker, but it also makes you better at analysis which makes your performance better too.

Filed Under: Voice Tagged With: voice actor, voice artist, voice over, voice over artist, voiceover talent

Top 10 Voiceover Blogs to Follow – David Tyler

blogs

Learning from others who are doing well in the the voice arts is a great way to learn more and stay abreast of what works and what doesn’t. I regularly check out blogs of some of the cream of the crop in our industry. Now anyone can talk can blog, but not everyone creates insightful content worthy of my (or your) time. Earlier this year,  I began my Top Ten Voiceover Blogs to Follow list and released interviews with people on the list.

Released in alphabetical order, we’ve so far heard from J Michael Collins, Dave Courvoisier, Bill DeWees, Anne Ganguzza, Debbie Grattan, Paul Strikwerda, Laura Schreiber and Marc Scott. Next on my list is David Tyler. The voice of CTV, thousands of commercials and a voiceover artist I’ve had the pleasure of knowing well for most of our voiceover careers, David is personable and extremely bright. He thinks outside the box and this comes through not only in his insightful blogs, but in his coaching, in the stories he tells and the connections with people he makes.

 

Voice Over Artist David Tyler

 

David Tyler voice over
Voiceover Artist David Tyler

David, why do you blog about voice over?

 

I blog at davidtyler.com first, to help my clients do their jobs better and second, to help prospects get to know, like and trust me. I rarely post about voice over on my blog, instead I focus on finding ways to help people who might hire me as a voice talent. My blog is called “The Art of Communicating Ideas” and is geared toward the needs and interests of my clients. They don’t want to learn about voice over but want to know for example how to properly setup speakers in their editing/mixing suite so I write about that.

 

Do you have a theme to your blogs or do you wait for inspiration to strike?

Generally, I wait until inspiration hits or when I discover something or read an interesting article that I can credibly add my own spin that will help achieve my goal of getting readers to know, like and trust me. My client base are TV and radio broadcasters, commercial producers, copywriters, eLearning producers and video content creators, so I’m always looking for things that will interest them and/or help them do their jobs better.

 

What are your favorite kinds of blogs to write about?

I don’t think I have a particular favourite except that every post is geared toward better communication. My core marketing message is helping companies communicate ideas. Anything that falls into that theme is my favourite.

 

What kinds of blogs have you noticed get the most attention or feedback?

In my case blogs that have a “how to…” or teaching theme seem to get the most interest. My blog post “The 5 Truths About Commercial Copy Writing” is a good example of the teaching aspect of what I blog about. For my clients who work in radio and for my small business owner clients this is a post that continues to get hits, and it was written in 2015! You should aim to create posts that can withstand the test of time.

 

Do you have anything else you’d like us to know about your blog in particular or your (philosophy and) approach to the industry?

To be honest, my clients have jobs to do and finding & booking a voice talent is the least of their worries. Write blog posts that 1) help them do their jobs, and 2) build trust with them. If you do that they will hire you and more importantly keep coming back.

Before I create any content (blog post, social post or video) I look through my rotating ‘Be8′ list to decide on my angle: Be Useful, Be Generous, Be Entertaining, Be Timely, Be Human, Be Promotional, Be Controversial, Be Engaging. Pick one of these 8 things on a rotating, regular basis and you’ll be on your way to building connection with your audience.

 

Do you have any fav VO bloggers to recommend?

…aside from KimHandysidesVoiceOver.com ??? 😉 My favourite VO blogger is Nethervoice. Paul is the greatest! Love those shoes…

Filed Under: blogs Tagged With: commercial producers, communicate ideas, copywriters, radio broadcasters, storytelling, video content creators, voice over actor, voice over artist, voice talent, voiceover, voiceover blog, voiceover bloggers, voiceover talent

Top 10 Voiceover Blogs to Follow – Anne Ganguzza

blogs

Following great voice over bloggers, people who’ve been around the industry for years (this top ten list has a collective 200+ years of experience and wisdom) is an easy way to learn what to do and what not to do to make it as a voice artist.

For insight and advice into the voice over industry there are a few bloggers who dominate. I reached out to my favs. People I follow and consider among the best. I asked them all the same questions and am posting their responses this. Released in alphabetical order, I’ve already mentioned three awesome bloggers. Today we have another. Anne Ganguzza is a force for good in the voiceover industry. An excellent talent in her own right, she also is extremely knowledgeable about marketing and education. Driven, with a heart of gold, you can learn a lot in following Anne.

Voice Over Artist Anne Ganguzza

Voice Actor Anne Ganguzza

Anne Ganguzza is not only a phenomenal blogger, she is a stand-out coach, industry leading demo producer, top voice talent and a great friend. Anne’s sharp head for business and heart of gold drive her several voice over brands, including VO Peeps and VO Boss among others.

 

Anne, why do you blog about voice over?

I blog about voiceover on my website to connect and engage with my community.  As individual entrepreneurs, it can be a lonely existence never stepping foot out of the booth. Blogging allows a way for me to reach out and connect on a more personal level than just a static website! 

 

Do you have a theme to your blogs or do you wait for inspiration to strike?

I have multiple brands and manage multiple communities within the industry so I use them as muses (I have lots to talk about!) – I try to rotate between them all.

 

What are your favorite kinds of blogs to write about?

Anything I am passionate about! My hope is that I can inspire and motivate others to have joy and growth in their careers.  That is where I personally have found the most joy in writing.   Some of my favorite topics are: Entrepreneurship, Anything BOSS 🙂 and VO Technique

 

What kinds of blogs have you noticed get the most attention or feedback?

I always seem to get the most feedback and comments on blogs that highlight other people’s amazing work, such as my student’s demos or when I blogged about my studio (built by my Daddy!).  I also get a lot of feedback when I am completely vulnerable and transparent with my readers.

 

Do you have anything (else) you’d like us to know about your blog in particular or your (philosophy and) approach to the industry?

I love to think that I can offer readers a unique perspective on the industry with my corporate and educational background combined with my industry experience and longevity.  I’m happy to share my experiences transparently, especially my failures, as I feel my readers can benefit positively from them (as have I) I am committed to continuing to build a community that can share and grow together!

 

Oh, and do you have any fav vo bloggers to recommend?

Yes, my list includes: Kim Handysides :), Marc Scott, Paul Strickwerda, J Michael Collins and Dave Courvo

 

Thanks so much Anne! Personally and professionally, I have incredible admiration for this voiceover industry pro.  If you haven’t explored all of the wonderful advice and insight Anne has to offer yet, do yourself a favor and put that on your To Do list.

Filed Under: blogs Tagged With: Anne Ganguzza, coaching, VO bloggers, VO Boss, VO Peeps, voice actor, voice over, voice over artist, voiceover, voiceover blog, voiceover bloggers, voiceover brands, voiceover demo, voiceover industry pro

Top Ten Voice Over Blogs – Number 3 Bill DeWees

Voiceover Business

Source: Unofficial Royalty

It’s the second instalment of my list of the Top Ten voice over blogs to follow. For insight and advice into the voice over industry there are a few bloggers who dominate. Yesterday we revealed the first (as in alphabetically first) two awesome bloggers. Today we have two more out of the ten.

Following great voice over bloggers, people who’ve been around the industry for years (this top ten list has a collective 200+ years of experience and wisdom) is an easy way to learn what to do and what not to do to make it as a voice artist.

I reached out to my favs. People I follow and consider among the best. I asked them all the same questions and am posting their responses this. We’ve heard from J. Michael Collins and Dave Courvoisier. Today it’s Bill DeWees. Who will it be tomorrow?

 

Voice Over Artist Bill DeWees

voice over artist Bill DeWees
Voice Over Artist Bill DeWees

I first came across Bill DeWees via his book How to Start and Build a  Six Figure Voice Over Career. Though Bill left blogging years ago for vlogging instead, I find his posts helpful, especially a few years ago during my transition from a voice over veteran confined to external studios within my city to a the owner of a full-fledged remote home studio and seeing my voice over career expand internationally.

 

Bill, why do you blog about voice over?

Someone suggested to me (about 9 or 10 years ago) that I should record a YouTube video regarding how I build my VO business.  I had never vlogged before, but i gave it a shot and got a great response.  I’ve now recorded about 500 videos for my YT channel and have over 30,000 subscribers.

 

Do you have a theme to your blogs or do you wait for inspiration to strike?

My themes are typically taken from questions/comments that I receive via e-mail.  After I posted my first video, people began e-mailing questions to me which has created a never ending source of content.  I have over 200 VO students and I often use their questions as well (not to mention my own personal experiences in the “day to day” of VO work).

 

What are your favorite kinds of blogs to write about?

I tend to enjoy content that focuses more on the mental/psychological aspect of being a talent and running your own business.  Motivation, inspiration and even the psychology of VO performance.  Most people tend to think their success lies in their “gear” or their “chops.”  Their issues typically exist in the gray matter between their ears!

 

What kinds of blogs have you noticed get the most attention or feedback?

Even though VO equipment is not a critically important topic, people LOVE to hear and talk about equipment.  My most watched YT video is a coaching session that recorded in which I worked with a guy with “announcer syndrome.”  I think it really resonated because of the battle we can all have in being/sounding like ourselves, as opposed to what we think others want us to sound like.

 

Do you have anything (else) you’d like us to know about your blog in particular or your (philosophy and) approach to the industry?

I’m definitely a “non-traditionalist” when it comes to VO.  I come from a business background.  My focus is on what works in BUSINESS.  The laws of marketing in business apply to VO as much as they do in any other type of business.  The notion of success as a “great” voice and having an agent is an old and outdated notion.  When people begin to realize this and start to treat VO as a business, frustration turns into progress.

 

 

There we go. Number three from my Top Ten list of voice over bloggers. Another professional chock full of insight into the voice over business.

Filed Under: Voiceover Business Tagged With: actor, coaching, home studio, voice actor, voice over, voice over artist, voice over bloggers, voice over brand, voice over career, voice over industry, voice talent, voiceover, voiceover business

Best Voice Over: Spotlight on Health Care Ads

Voiceover Styles

Health care ads are a mainstay in advertising and the best voice over chosen to present medical messages is a critical part of creative choice. Healthcare commercials achieve their goals through a few specific avenues in terms of vocal tone and direction: sentimental – those that tug at heart strings, inspirational – through sharing success stories or great track records, and solution – matter of fact – as in, you’ve got a problem? We’ve got the solution. Which one do you think is at the heart of this health care ad I voiced for the Texas Children’s Health Plan?

https://www.youtube.com/watch?v=K6HhSwtfyCQ

The hallmark of healthcare ads no matter the end-goal is motivating people to take action toward taking good care of themselves. Easier said than done. Consumers aren’t generally interested in healthcare messages and place their own health at the lower end of their list of priorities unless they or a loved one is embroiled in the middle of a health problem. Challenging people to make connections between behavior change and well-being is not easy. Done well, it’s presented through stories that resonate with target markets. But many healthcare ads have the added constriction of tight FDA controls over what can and cannot be said about procedures, methods and the places and people we turn to for ideas of where to go to and what to do when we want to improve or take care of our health.

Behind the Message in Voicing Health Care Ads

Voice actors can get clues on how to better deliver the messages behind health care ads by gaining insight into how consumers react to certain word choices that may be in the healthcare script. Becker’s Hospital Review had some interesting insights into power words to lean in to in terms of performance. Words like “knowledgeable” “trust-worthy” and “cost-effective” gained top marks in terms of inspiring customer loyalty. “Sincere,” “authentic,” and “safe” are other words that resonated well with the consumers surveyed in this report. For voice actors, keeping these ideal messaging words uppermost in our minds when we approach how to perform our voice over narrations for these ads, whether they appear in the copy or not, enhances our delivery.

Personal Approach in Voicing Health Care Ads

To break past the vast divide of anonymity and reams of red tape people may feel when thinking about hospitals and health insurance, the actor voicing health care ads needs to remember to take a personal approach. Health care is ultimately very personal. Our interactions whether on the giving or receiving end are one person to one person at a time. Remembering that and bringing our voice over delivery to the one-on-one level helps humanize the message. Health care ad agencies know the best way to reach their audience is through creating an emotional connection. One that garners trust. In order to vocalize that, we voice actors have to be as authentic and genuine as possible in delivering the copy. Our ability to be sincere on behalf of our clients (i.e. the hospitals, health insurance companies for which we speak) can mean the difference between their client making a decision in their favor or not.

Voice Over on Behalf of Doctors and Clinics

Smiling Doctor holding Healthcare Ads sign
Source: Koeppel Direct

Though smaller than hospitals and insurance companies, commercial voice over on behalf of doctors and health care clinics are another important part of the mix of health care commercials. Showcasing physicians may be a choice made by some hospitals, like how Mount Sinai made their docs (and themselves as a result) seem more interesting and accomplished in promoting their musical side. Whether the marketing venture has a bigger or smaller lens, the successful voice over for doctor and clinic ads will be one that’s compelling and relatable. We need to spark emotion and curiosity and not forget the most important tool in our voice actor’s toolkit: the ability to storytell.

DTC Pharmaceutical Ad Voice Overs

Now, I can hear you saying, Kim, this is all well and good for branding messages but how can a voice actor riff away at a DTC (direct-to-consumer) pharmaceutical ad in a conversational, storytelling voice over manner? Especially when most of them are chock full of medical and legal terminology longer than Apollo’s journey to the moon and back. In a word, finesse. You work those $50 words until they roll off your tongue as easily as your grocery list and you imagine you’re sharing that info with your best friend – who’s life could just happen to become a whole lot better by taking said medication. I once had a client ask me to read a product monograph in a conversational way. A product monograph! That’s the little insert full of clinical trials and p values inside the medication box. Yup, it took a lot of imagining and world building, but I’m happy to say, it can be done. Happily, in spite of all the legalise and FDA restrictions put upon pharma ads, they do help people solve problems. They invite consumers to start conversations with doctors. So the artful voice over artist must self-direct to spin the words in, you guessed it, a compelling, authentic and genuine manner by focusing on the people, the pain of the problem and the hope and joy of the solution.

The Huge Role of Emotion in Health Care Ads

Whether voice over or action on screen, the myriad of emotions played in a health care ad are what ultimately make them successful, because our health is inextricably linked with our emotional state. Unwell, we are unable to interact socially with friends, family and loved ones at the same level. The stress of ill health unleashes a storm of emotional burden, whether we or a member of our close circle are the ones affected. Docs, HCPs and other health care providers also bring in incredible emotion in their passion for healing and finding cures and compassion for patients and caregivers. How do we as actors and voice artists pay tribute to the huge role emotion plays in health care ads in an honest, engaging way? We do it by breaking the fourth wall. By interacting directly (in our artist mind’s eye) with the person who could most benefit from the message we deliver.

Where Health Care Ads are Going in the Future

Health care and related industries are highly competitive and to succeed must stay on top of marketing trends. This not only includes pre-roll ads, banners and social media spots, it includes updating websites with patient portals and other tools to make it easier for patients to connect with docs and their services online. Mobile marketing, digital marketing and social media advertising has seen massive growth and will continue to grow. However offline advertising such as TV, radio, cable and print will continue to hold its own for years to come.

Filed Under: Voiceover Styles Tagged With: advertising, commercial, conversational, genuine, health care ad voice over, health care ads, health insurance ads, hospital ad voice over, hospital ads, medical ad voice over, medical ads, message, natural, pharma ad voice over, pharmaceutical ads, storytelling, voice actor, voice over, voice over actor, voice over artist, voiceover

Voiceover Read Rate, and How Improving It Increases Your Bottom Line

Voiceover Business

pile of scripts improve your reading rateWhat the heck is a read rate? As a voiceover artist, your read rate is the difference between the length of your raw voiceover file and the length of your finished, edited one. And if you do any long form narration, it’s something to strive to ever improve. For example, if it takes you three hours to read one hour of finished text, your read rate is 3:1. Chatting with several colleagues recently – professional VO’s who’ve been in it for 5 or 6 years, I discovered that for the majority of them (all of them making a decent living), this is their read rate. But there are a few of us, present company included, who read at a rate of 1.2:1 or better. A tight read rate means your narration business is much more profitable.  Your costs per hour and your opportunity to increase your bottom line is greatly enhanced. want to make more money? Have more time? Let’s break this down.

Voiceover Read Rate Case Study

Let’s examine an imaginary case for read rate. Say you just booked a job at the eLearning narration rate of$1200 for a finished hour. If your read rate is 3:1, it will take you 3 hours to narrate and  6-7 hours to edit those 3 hours. So that means you spend 10 hours to produce that one hour of finished product, and you will be working at a rate of $120 an hour. Not bad. But it can be better. For the same job, with a read rate of 1.2 hours of raw to 1 hour finished, not only does it takes you less time to read, but it also takes you less time to edit. 1.2 hours plus 2 to 2.8 (to keep my math simple) to edit and it now took you 4 hours to produce an hour instead of 10 hours. You are now working at $300 an hour. Nice! Those extra 6 hours can be filled with more time to audition and narrate, or time to market or improve your craft or hit the gym. Sub out your editing to a good sound editor and your time/money profit increases further.

Getting Paid to Improve Your Read Rate

$100 bills, make more money voice over businessUnlike a lot of things in the current voiceover market, a tight read rate is one area where having a few years of experience reading the news live on TV or radio really helps. As well as several years as a DJ and a newsreader, I worked the six o’clock supper hour news shows at two major market networks, and a third national cable station doing weather. They had different approaches to presentation but the CBC gig was the one that really improved my read rate. For CTV and the Weather Network, our weather presentations were totally improvised. You fed the numbers and maps to the control room, stayed up to date with any changes to the forecast, and built your 5 minute presentation around the boards and maps unscripted. The CBC format demanded that I type up my forecast ahead of time to feed it to the teleprompter. Working with a prompter doing weather, helped in so many ways. While anchors and reporters have a more stylized sound, weather people don’t. Ad-libbing, right? You have to make it sound like you’re not reading. In that way, weather people are kind of the equivalent of TV DJ’s (minus the cool factor). So even though I was reading, I had to make it sound like I wasn’t. The biggest giveaway? Flubbing a line as I read. We just don’t do that in real life. One thing that greatly added to making sure I didn’t muff my lines was the pressure I put on myself to sound flawless. What helped create that pressure cooker? Heightened concentration.

Taking Your Read Rate to the Next Level

 roman road. improve your narration, solidifySince leaving TV and radio (over 20 years ago) I’ve been a full-time pretty-much-constantly-working VO artist. Before technology disruption made it affordable for us to create our own home studios, my motivation for improving my read rate was saving my clients studio time, aka money. This made me a popular client choice and fostered a lot of repeat business. The texts given were always read cold (without having seen them before). A visual artist friend of mine talks about the years it takes to build the eye-hand coordination to be able to faithfully (re)produce images (in her case paintings). There’s a brain connection that has to be exercised regularly to make it happen. It takes time and concentrated effort to forge it, but then once that connection has been created, it’s pretty much like a Roman built road. It’s permanent. In breaking down my own process to do the same with voiceover, I’ve gathered a small, but effective compendium of techniques to be able to improve eye-mouth co-ordination which I’ll be sharing at my X session Narration 2.0 at VO Atlanta 2019.

If you’ve already signed up, looking forward to working with you. And if you haven’t, there are only a couple spots left. See you there!

Filed Under: Voiceover Business Tagged With: audition, DJ, eLearning, home studio, narrate, narration rate, newsreader, radio, read rate, sound editor, TV, VO Atlanta 2019, voice over, voice over artist, voice over narration, voice over techniques, voiceover, voiceover market, voiceover narration, weather presentation

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