Have you noticed that many of the same voice talents keep showing up over and over?

Keep It Coming

Many people view that as a mistake, a burn out or tired, old sameness. But if you look closer you’ll find that most of those people generally communicate by complaining.

I view consistent voices as a good thing. One of the principles of ongoing success is momentum. One of the most consistent voices in the business is Donna Reed.

Steady She Goes

I have known Donna for over 20 years. There have been whole three or four year spans when we would only catch up for a minute or two by phone but I have always been able to hear her voice somewhere.

That is real momentum.

Donna’s resume is impressive. It reflects her consistency.

She has done voice work for-

• all of the major networks,
• movie trailers,
• children’s readings,
• characters for commercials,
• TV,
• radio
• and singing jingles.

She has often been interviewed by the major industry magazines so it is not hard to find her advice on how to be a force in the voice over business.

Here are a few tidbits:

Donna has recently been asked to submit as a voice double for acting legend Judy Dench.

She has completed a project for LAX, Scholastic books and American Airlines.

Her voice has been a steady anchor for:

• news promos,
• sports and rock stations both in the US and Europe,
• animated characters,
• narrations and tutorials.

She is at it every week. Year after year. That is what it takes.

And that is why you hear familiar voices, including hers. Consistency. Momentum.

So if you ever wonder, “what’s the secret?” Step back and look at Donna Reed. She is talented and works to improve her performance, she is sincere and trusted, and Donna is committed to working even when it’s not always glamorous.

The mistake Donna does not make? Not showing up..

My Favorite

She even voices the announcements on the local bus where I live. It’s not unusual to be standing near a bus stop and hear a familiar, friendly voice saying, “Welcome Aboard”. That’s Donna Reed.

Check out these videos and listen to Donna.

There is only one thing more compelling than good content.

Character. In communication content is king.

But Character beats Content for recognition.

… as in Cookie Monster, Elvis, Marylin Monroe, Sarah Palin and McGruff the Crime Dog.

When you have established a strong character, the actual content is still important but it is secondary.

That’s why it is so important to have a character. Just consider the advertising cartoons that have meaning in your life.

• The Michelin Man
• Pillsbury Dough Boy
• Aunt Jemima
• Buggs Bunny
• Road Runner
• The Geico Geko

There are more personable characters as well. Non cartoon, believable spokesmodels who have instant recognition:

• George Foreman
• Susanne Summers
• Al Gore

You can find a character or make one up. Stay with it long enough for a fair test.

A relevant character soon becomes more than the voice of your advertising copy. It has meaning and instant recognition.

If you are wondering if your character is strong enough ask this question. Could this person be  parodied on Saturday Night Live?

If the answer is yes, you’ve got a strong character and commercial voice. As in Sarah Palin. Watch William Shatner explain -

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photo mandj98

If you are planning a radio or TV ad one of the most important considerations is the voice.

There are times when the best spokesperson is a well known personality. Locally, you can find people who have a strong reputation and  familiarity. This will help deliver your message and associate your product or service with a trusted name and voice.

Local celebs  include :

• A coach
• A sports figure including race car drivers
• Popular local musician
• Writer
• Educator
• A sports announcer
• Politician
• Fire Chief (good for  public service)
• Radio personality ( only on certain stations)
• Political reps ( careful)
• Product pitch person ( local advertiser)

Not About Quality Sound.

The actual voice of this kind of spokesperson hardly matters at all. It’s the familiarity and strong sense of trust that can be valuable. You could spend hundreds or thousands of dollars on a professional voice and still not get the positive response you can receive by using a local personality to voice your commercial.