When the spec reads, “Conversational. Nothing slick, polished, or Announcer-y” what does that actually mean?
It’s easy to assume it just means casual or relaxed, but too often, that leads to a monotone, disengaged read. Here’s the thing: conversation is full of emotions. Joy, frustration, excitement, and even boredom are all part of how we naturally communicate. These emotions create a much more engaging read than simply “telling someone about something.” In most forms of performance, we are dealing with heightened stakes and heightened situations – commercials are no different. So how do we achieve a heightened, emotionally connected read that is still considered conversational?
The Power of the Moment Before
Get specific with your moment before. How great of a day are you having? How does the person you’re speaking with feel at the start of the conversation, and how do you want them to feel by the end? Notice how this approach connects your read to genuine emotion rather than slipping into a traditional “salesy” announcer style.
Also, if your lead-in is casual, your read will be casual. A strong, engaging read needs resistance or conflict to overcome.
Example: Imagine the person you’re speaking with is resistant to change, and this has become a problem in your relationship. You’ve told them this many times before, and this is the last time you’re willing to say it.
In this scenario, your lead-in can’t be, “Let me tell you about this great product!”
Instead, it might sound more like, “Gosh, I’ve said this so many times, and I don’t know what else to do. Please, this is so important – just hear me out!”
A lead-in line does you no good unless it activates some heightened emotional state. If it says “conversational,” let’s assume that means more personality and less polish.
Why Casting Directors Reference Celebrities
We see more and more celebrity references in casting specs; not because they want you to sound like that celebrity, but because they want a distinct personality. They’re looking for someone who isn’t trying to do the read right but instead brings something fresh, specific, and personal to the performance.
Would you like to be the ongoing voice of a brand? If so, ask yourself:
What’s the more likely path to success: trying to sound like the last person who booked it, or bringing your unique flavor and personality to the read?
A Three-Step Process for Your Auditions
1. Do it the way they think they want it.
2. Show them what it could be. This means taking a creative risk and bringing a fresh, personal take to the read. Surprise yourself!
3. Get weird with it. Do it as a pirate or a princess. In other words, deliberately “do it wrong.” This frees you from the trap of trying to sound conversational and instead lets you connect naturally. It also allows you to explore unexpected emotional expressions which you can then apply to another read without the character voice.
The key is to create a specific imaginary circumstance that leads to a more connected read. Structure, paradoxically, is what sets you free.
The Ouch and the Pinch
Consider this phrase, “There is no ouch without a pinch.”
A truly conversational read isn’t just relaxed – it has stakes, specificity, and emotional texture. So when given the task of delivering a conversational read, make sure you have a darn good pinch in mind.
Examples:
The person you’re talking with (not at) is deeply worried. You need to approach them with care, kindness, and patience.
The person you’re talking with is super excited, and you’re about to blow their mind.
Conclusion
A great conversational read isn’t just about sounding natural, it’s about engagement – it’s about who you’re talking to, what you want from them, and why it matters. Instead of aiming for “not announcer-y,” aim for activated. When you bring specificity, stakes, and personality to your reads, you don’t just sound conversational: you become it.
P.S. If you haven’t yet taken our introductory voice-over class, where we go over everything one needs to know about getting started in the voice-over industry, sign up here!
