Commercial Voice Over Work Tips

Palesa Mpho Ratsomo
A seasoned creative professional with over a decade of industry experience. Her journey began with TV presenting and acting courses, followed by internships at Radio Today and LM Radio, where she honed her writing and producing skills. Now a talent manager at Kalu Media, she specializes in artist development and management, focusing on modeling and voice-over talent. Palesa’s expertise adds tremendous value to our platform.

”Assumptions people have regarding voice over work include a) thinking that having a ‘standout voice’ will automatically equate to success and b) reading well (almost in mimicry of a new anchor) is what is required to create a great voice over. I’ve watched countless prospective voice over artists (VOAs) battle with delivery in studio. I’ve also had the distinct pleasure of watching “the magic-happen” when some of the most seasoned VOAs impress clients with their deliveries. To then finally, seeing or hearing the same work that was recorded in studio, weeks or months earlier, flight on TV or radio. As a talent manager and producer with over six years of experience, this article will focus on the common scripts a VOA can expect to record.

It’s not uncommon for a novice to be confused about how to decipher the script presented to them in studio. Their instincts are typically correct: they try to understand the intention of the copywriter. However, the conceptual understanding and practical application are two separate things. These are some of the most popular scripts categories you can get:

1) Hard Sell: the VOAs delivery must be fast paced, highly energetic and full of expression. You can recognize this script because most retail brands use hard sell to directly market to their customers. The adverts are characterized by sales, discounts, and low prices for example.

2) Soft Sell: is indirect marketing. High-end brands typically employ this sales technique. A VOA should aspire to achieve a low pitch (for women) or deep timbre (for men) to achieve the mood the copywriter has intended for the advert. In the South African context: watch and listen to the following commercials: Magnum Ice-Cream or liquor brands like Klipdrift.

3) Conversational: deliveries should sound like two people having a casual chat. So, the VOA should be engaging, friendly and warm to sound authentic. Even if in the studio the VOA is not specifically talking to another VOA in the advert or recording.

4) Corporate: Think of any medical aid or financial insurance institution’s adverts on TV? These cases best exemplify the VOA’s delivery- firm, knowledgeable and compassionate.

5) Narration: The style of an audiobook is an illustration of this method. The VOA can feel like they are reading a story. Typically, VOAs in documentaries, news readers, sports commercials, employ this method.

6) Character: Here the VOA typically has a “larger-than-life” character and makes use of accents, colloquial language, and possibly humour as some tools to create a fantastical delivery. In America, the Old Spice (Cologne) commercials and in the South African context: Nandos and Savanna (alcohol brand) adverts make use of this technique exceptionally.

In the following articles, I will explore techniques that can help VOAs practically craft their deliveries, so they are aligned to these script categories, and therefore meet clients’ expectations. I will share tools, exercises and guidance on studio etiquette. My hope is to demystify the process of voice work and to give clarity on what it is.

“Approach your work with confidence and a sense of calm.”