One of my good friends who runs a studio where I get to offer up my voice over craft, finished up a job that I had voiced. He leaned back in his chair and said, “Dang, I’m good!”
I laughed and said, “Hey, that was my awesome voice over!”
The ad rep was there and he chimed in, “What? That was my incredible writing!”
The client, who also happened to be there, laughed out loud, “It’s a good thing I’ve got such a great product to make you guys look good!”
Truth be known…and I would never say this to those guys because they all still owe me lunch…they were all absolutely right!
It’s kind of the “it takes a village” thing.
Now, I tell you that little anecdote to make an important point: As voice talents, we are all a small part of the whole process of success.
Over the past few years I’ve had the privilege of voicing a number of those infomercials you’ve seen on TV. My very first one was for the “Wacky Vac.” Soon after came the MagnaDuster. Then there was everything from sewing kits and leather repair to hair curlers, kitchen tools, electric bikes and exercise equipment.
One of my favorite clients is Tim Kerr. He writes and produces some of those infomercials I get to be a part of. Over the past few years I’ve had the privilege of voicing some of his fun projects:
Olde Brooklyn Lantern
…and others I don’t even remember right now.
But what I love about Tim and Paddock Productions (where he produces his work), is that these guys get it. It’s all about putting the viewer in the commercial.
That’s one of the secrets! And I’ve learned so much from them (Great! Now they’ll make me buy lunch…again!)
As a voice talent, it’s not about my voice or my brilliant interpretation of the copy. It’s about the customer. That’s it! It’s all about making the customers see themselves in the ad.
I don’t care if you’re the client, the writer, the producer or the voice talent. Get this one thing right and you’ll chuckle all the way to the bank.
Here’s an example of what I’m talking about: Dan's Brilliance (go ahead, the file is safe).
One of my Marketing and Advertising professors in college once said, “Hurst, the only thing about you in advertising is your grade. Everything else is about the customer.”
Dang, that was hard to swallow.