The Human Touch: The Art and Skill of Professional Voice Acting
The captivating voice that narrates your beautiful educational video, the soothing tones that guide listeners through your meditation app, the persuasive message delivered in a pharmaceutical commercial – all these elements rely on the touch of a professional…… a professional voice over (VO) artist that is. Let's peak behind the curtain into the world of professional VO and demystify some of the factors that make up the art and the skill of voice acting professionals.
I'd like to give a better understanding of the skill behind the voice and some insights into how us voice artists actually approach a project we are hired to do. A VO artist isn't simply reading a script…… there is an art and a skill to literally breathing life into it.
Here are some of the “tools” in the professional VO tool bag:
Script Interpretation: We meticulously review and analyze your very carefully written script to get a true understanding of the goal for communicating this message. We need to get clear on the underlying message(s), the tone required to deliver that exact message and get crystal clear on WHO we are talking to (target audience for the project) among other things we look for.
Vocal Delivery: We have gone through extensive training to learn the art of using our voice as an instrument. This is one of the benefits of using a human for your projects versus AI. We are able to naturally adjust our voice to account for pace, volume, tone, pitch, intonation, and emphasis to convey your intended message. And to do so with the clarity and impact you intend.
Emotional Connection: Emotions are the driving force behind impactful storytelling. The ability to inject my own emotion into a script is also one of the really fun parts of VO! And one thing we know to be a universal truth…… people connect with emotions. Similar to the craft of an on-screen actor……. Voice actors get to place ourselves into the "scene" and bring our own personality and human reaction to what we are reading in real-time. For example, if I have been hired to support the video content for a new medical facility opening up in a community……. There tends to be some excitement around the opening, yet because of the nature of medical care and patient interaction, you want to ensure to convey a calming reassurance required in healthcare to connect with the intended target audience….. Prospective patients! This emotional connection fosters engagement, making them more receptive to the message being conveyed. A skilled VO artist with an understanding of emotional delivery can elevate your script from mere words to a compelling narrative.
Here are Some Examples of What Emotional Connection Sounds Like in Voice Over:
Pharmaceutical commercial: a reassuring and empathetic tone to connect with patients struggling with a health condition.
Corporate training video: a confident and authoritative voice to deliver important information and inspire employees to act.
Social media explainer video: an enthusiastic and engaging tone to capture viewers' attention and build excitement for your brand product or announcement.
Articulation: You ever listen to the end of a pharmaceutical commercial where you here the long list of drug risks being listed? That's because the FDA requires drug companies to include all of a drug's risk information in a product claim ad called a major statement. The "major statement" is a term that is relevant only to broadcast (TV or radio) ads for prescription drugs. It refers to the presentation of the drug's most important risks and…... it MUST be spoken. There is an option of whether or not to have it included in the video part of visual advertisements. Professional voice actors are usually the ones you hear reading this text because we are able to include all of the required language with clear, concise articulation.
Brand Identity: There is the chance of an unexpected bonus that can develop for your brand. If you hire the right voice…… they can become an extension of your brand. A VO artist who is in alignment with your messaging and is nailing the conviction of the desired emotions you are looking to communicate, like trust, authority and friendliness, can help establish a strong brand identity and build a connection with your target audience. You will have found a brand voice! Literally!
This combination of technical skill and artistic interpretation is what elevates your project from mere words on a screen to an engaging and impactful experience for your audience.
