I always feature the voices of my clients in the radio and TV ads I write for them, especially if their voice doesn’t belong on the air. Voices that “belong” are easily ignored. Don’t you agree that rich, smooth, professional voices tend to all sound the same?
Voices that shouldn’t be on the air cut through the clutter like a knife through butter.
Have you been told you should leave the voicework to “the professionals?”
There are two possible reasons they may have said this to you:
1. They don’t understand what they’re up against. They misapprehend the challenge. They incorrectly assertain the obstacle.
Okay, I’ll just say it: They don’t really know what they’re doing.
2. They know exactly what they’re doing and they want to control your advertising. They want to make themselves indispensable by controlling important elements in your style guide.
Don’t build your future on a distinctive identifier that you do not fully control. Use your own voice. (Especially if it really, really doesn’t belong on the air.)
The more you don’t belong, the better you stand out.
Roy H. Williams