I have this conversation with clients at least 3 times a week – “What voice do you want to read your commercial?”
They always ask why? Is it important? Well YES – if you want your radio commercial to work better than expected.
So I took a quick look last week when I had some time, at why and how different types of voices in radio commercials can influences people’s buying habits – I did not look at the age of the voices, just a generic voice and how they would appear to listeners.
I will note that I have looked at this from a western perspective only – and am fully aware that different cultures will have different biases:
1. Male voices: Male voices are often perceived as authoritative and confident. They can be effective in promoting products that are seen as traditionally male, such as sports equipment, cars, or gadgets. Male voices can also be used to create a sense of urgency or excitement in promotions such as sales or limited-time offers.
2. Female voices: Female voices are often perceived as warm, friendly, and trustworthy. They can be effective in promoting products that are seen as traditionally female, such as beauty products, home appliances, or children’s items. Female voices can also be used to create a sense of comfort and familiarity in promotions such as healthcare products or services.
3. Celebrity voices: Celebrity voices can be effective in capturing people’s attention and creating a sense of excitement or exclusivity. They can be used to promote products that are associated with the celebrity’s image or values, such as fashion, sports, or entertainment products. Celebrity voices can also be used to create a sense of trust and credibility in promotions such as charity or social causes.
4. Accented voices: Accented voices can be effective in promoting products that are associated with a particular region or culture. They can create a sense of authenticity and connection with the audience and increase the perceived value of the product. However, it is essential to use accented voices carefully to avoid stereotypes or negative associations.
The type of voice used in radio commercials can influence people’s perception of the product and brand and affect their buying behaviour.
By selecting the right voice for their target audience and product, businesses can create a more effective and memorable advertising campaign and increase their sales. However, it is essential to use voices that are appropriate, authentic, and respectful to avoid negative associations or backlash.
The most important word there is ‘AUTHENTIC’ using a voice that sounds like they are reading, are disconnected from the situation or script, or a badly performed act or accent – just will not work for any client, at any time.
