As a voice over coach with Such A Voice, I talk to new voice over professionals and aspiring voice over talents quite often. One of the most common concerns I hear in new and aspiring voice over professionals is confidence in themselves. “Do I really have what it takes?” This question weighs on the minds of just about everyone considering to get into the dynamic and growing industry of voice over.
Many people hear the digitally mastered and eloquent voice over performances of Morgan Freeman, James Earl Jones, or Donald Sutherland and just write themselves off. “How can I compete with that?”, they think.
Here is how I’ve helped those people who are wondering if they really have something to offer. I’ve often said that there’s the perfect market, perfect product, and a perfect message for every voice. The key to success in voice over is to discover the markets, messages, and products that are the best fit for your sound and your capacity to deliver a compelling message. Then focus your efforts on connecting with that market.
One of the greatest examples I can think of to illustrate this philosophy is Gilbert Gottfried. Now here’s a guy who’s made himself quite famous for constantly communicating with a really bad voice. In fact, he made this bad voice a principle component of his personal brand. In his comedy, acting, and public appearances we all hear this shrill, loud, and obnoxious voice. Some would say it’s annoying. Others would go so far as to say it could make glass break and children cry. Regardless of what you think of Gilbert Gottfried’s voice, there’s no denying he’s found a niche, and he’s mastered the art of marketing into it.
You see, success in voice over is often not about how attractive or unattractive your voice may sound. Many times simply having something unique to offer will make the difference of getting a gig.
When the insurance company AFLAC was trying to break into the fiercely competitive insurance industry market in the United States, they did some research. They wanted to know if people understood who they were and what service they provided. Their research uncovered a really big problem. Few people recognized the AFLAC brand. Before they could compete effectively in this lucrative but competitive field, they needed brand awareness. They developed a campaign around a duck that would scream the word AFLAC in their commercials. Sounds hideous, right? They needed this sound to permeate into the minds and memories of the consumer base. They launched one of the most expensive and inundating marketing campaigns in advertising history, and it centered on Gilbert Gottfried’s striking delivery of the word AFLAC. Today millions can hear the sound of the word AFLAC as clear as they’d just watched the commercial even if they haven’t seen one of these ads in years.
There are many other examples of notable voice over artists who found a unique niche. Tim Allen’s Michigan.org commercials, Yeardley Smith’s performances as Lisa Simpson, and James Earl Jones as the infamous Darth Vader are notable illustrations. For as long as new messages, new products and ideas, and new markets continue to emerge there will always be evolving new opportunities for voice over professionals, too.
The process of finding your unique offering to the voice over profession can be one of the most rewarding and satisfying components of your voice over career and not just financially.
Perhaps you connect best with busy work mothers, or maybe you are an excellent sound for children learning to read. Regardless of what niche you choose or discover yourself to be most compatible with, your voice over projects are always a process of connecting with people. Remember that, and you’ll do great.
Lonny Hogan is a marketing and business development expert, working directly with Such A Voice to grow the brand.
