Note:  12-13-10- Sid Whatley passed away Friday, December 10, 2010, with complications following surgery. I am deeply saddened to receive the news of his death. The following article was posted in June 2010.

Sid Whatley is a great guy. I’ve had the recent pleasure of working with Sid and, as usual, found out that his story is extraordinary. When I find a great talent I can usually count on a story that helped to mold the strength and sensitivity that is expressed by the artist .

When I first heard Sid’s voice demo I could tell immediately that he was a real pro.

He has definitely paid his dues in the radio, TV, jingle production, promotion, production and everything in between business.

Sid served our country during the Vietnam conflict and is, today, a disabled veteran. But the story should come from him, so here it is, briefly, in his own words.

“I am an amputee (right leg above knee). I served in the Navy 71-75, at Annapolis and then aboard a ship during the last years of Vietnam. But I lost my leg in 2000 from a freak auto accident. I hydroplaned, crossed the median and hit an 18 wheeler head-on. My leg was amputated at the scene and the doctors were able reattach my right arm. I woke up 68 days later and was called “The 3rd true miracle in the history of the hospital (Tulsa)”. They didn’t give me but a 10% chance of surviving.

My career began as a professional musician (drummer) at age 12 touring with a show-band thru my teen yrs, got into the agency business after the Navy in 76 where I was in charge of the audio studio (music, jingles, musician, in-house voice/on camera….etc), had a minor (very minor!) hit record in 81, was known as “The Subaru Cowboy” on camera nationwide, featured on CMT as a solo artist in the late 80′s and the voice of many national accounts over the years.

Left the agency in 93 and I’ve been doing voiceovers/audio production in my home studio ever since. Current national accounts include Sheplers Western Wear, Sunflower Farmers Market, narrator inside The Alamo and voice of The Texas Chevy Dealers. A few of my old music videos can be seen here http://www.youtube.com/user/adman1048

Glad I found the enormous talents of Sid Whatley. You can hear his demo at voice123.com

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 -