Time to have a little chat about BAD ANNOUNCING. OMG people, it seems to be everywhere. You hear bad announcing on networks, on stations, on national spots. It’s alarming to think that either producers have become tone deaf or they don’t understand the role of a voice in any creative project. For those whose eyes override their ears, here are a few quick tips to make sure your voice choice isn’t, to be blunt, horrible. First, not everybody can handle copy. Just like your anchor people can, by and large, handle reading prompter ideas, it’s even more true that your voice do more than just spit out words. If on hearing your spot you do not feel the emotion of the copy, then you’re hearing announcing, not interpreting. Did you spend all that time and creative capital –did you scramble to get everybody’s thumbs up for your idea – did you have to rewrite and rethink to get a spot you believe in…do you want all that to be ruined by a puker? In the entertainment world, particularly in radio, there are reads that are known as puking. Think Ted Baxter. Think bad used car salesmen. Think the guy at Happy Hour who is overly thrilled with himself. Puking was around in the 50’s on radio…small town, big sound, oh yea baby. Yuck. When assaulted by a puker, the ear recoils. No, that type of read and sound does NOT break through the clutter. It does the opposite. So beware the pukers, and sadly, they are out there and being pushed by people who don’t know anything other than how to grind money out of your organization. Avoid. Know that pukers will hurt you in the long run. Now that you’re paying attention to your voice, ask yourself if they really represent what your product is. Are you the quick and new station using a low registered ‘voice of god’ sounds-like-dad voice? Uh, no. Mismatch. Are you the #1 classic and solid choice using a light young voice? Definitely no. You get the idea. Now ask if you sound like everybody else in the market. If you need a little assist – get a market analysis from me. It’s free for the holidays. Guarantee the analysis will open your eyes to the fact MANY stations don’t stand out whatsoever. Your job is to create an image that appeals to all senses, Don’t leave out your ears. And btw, here’s an example of a puker. Now make sure you are Well Dunne!
Think About This: “A strategy delineates a territory in which a company seeks to be unique.” ~ Michael Porter