3 Reasons Why People Are Still Using Outdated Announcer Voiceovers

One of the things I see with astonishing frequency is businesses and companies still using outdated announcer voiceovers where they absolutely don’t belong. Conversational voiceover deliveries are far more effective at connecting with an audience and have the added bonus of humanizing a brand. Here are the 3 main reasons why I think people are still using a 1990’s strategy in the 2020’s:

They think it’s too expensive

There’s this general misconception that to get a voiceover that sounds authentic or even personable, you have to pay a lot. But for a majority of businesses - whether they’re running on radio, tv, or online - a solid voiceover is more than doable. It’s just important to check with multiple voice artists that fit the style and tone you want(what appeals to your target audience) and be willing to pay them what they’re worth.

They’re chosen by someone who doesn’t care

A lot of times businesses turn to marketing experts or agencies to help them. Many times this works in their favor. Sometimes it doesn’t. It’s important that business owners don’t just overlook the voiceovers used in their commercials or videos. Don’t just assume that the voice talent that’s been picked by an agency or production company is the best one for you or your brand. Ask questions. Do research. See what other top businesses in your industry are doing and use that as a gauge. If you don’t know your target demographic, find out. If you already know your target audience, make sure all your content has a voiceover that appeals and connects with them. 

They genuinely don’t know any better

There’s a reason you’ll hear the booming announcer voice over yelling about a furniture sale on your local tv station but hardly ever on national TV. It’s because some marketing agencies know what works and others simply don’t. I’ve seen a lot of cases where companies may be so small they just follow whatever their producer or agency tells them. Unfortunately, especially in smaller markets, production companies or agencies may be using outdated strategies and that can mean decreased response and traction for your business.

The bottom line…

If you own a business, production company or are responsible for a brand, you need to know what works and what doesn’t when it comes to voiceover. If you use an agency, double check them. If you are doing the marketing yourself, check with other sources to ensure you’re using the most effective voiceovers so that they work, instead of hurt.