A Loyal Reader Writes:
“I work full time for a country radio station, 7pm to 12mid. Mon. thru Fri. Listeners tell me I have a good radio voice. My problem is here at the station.
“Our production manager and sales staff will not let me voice any spots because they don’t like the way I sound. I was told that the voices heard from 8am to 5pm are the important voices because that is when commercial buyers listen.
“What can I do to get a good radio voice that my co-workers will like?”
Your job is not to get a radio voice that your co-workers like.
Your job is to reach through the microphone and connect with your listeners.
Focus on that, and the rest will come.
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As we all know, effective spots only use Voice Of God “Announcers”. Why would an advertiser want to set themselves apart from the rest of the crowd by using a DIFFERENT voice?
Your production manager and sales staff are a pack of schmucks. I know this will sound “outrageous” but, if they would pay attention to post-1982 marketing, they will discover a trend toward natural sounding, sincere story tellers.
You’ll do well to avoid the goal of a “good radio voice.” It may serve you in the radio box you work in now – – but, it will only hamper you if you ever intend to use your voice elsewhere.
When I cast for a spot, I’m not looking for a good radio voice. I want to hear real people – even the announcer.
Great advice Dan. Some of the most memorable commercials are those with voices that aren’t cookie cutter “DJ” voices. If I were going to ask advice from someone, it would be from someone who sounds sincere, not someone who sounds contrived. DJ’s often sound contrived. Spot on! If he can relax and be natural….bullseye!