A Fresh Perspective on Commercial Voice Acting
As a voice coach with years of experience guiding talented artists, I’ve noticed a common misconception in our industry: the belief that commercial and industrial voice acting are two distinct worlds. Now, of course they have their differences, but there’s a similarity that you need to be aware of. Today, I want to challenge this notion and share why understanding the commercial nature of all voice work could revolutionize your approach to the craft!
Breaking Down the Commercial vs. Industrial Misconception
Many voice actors categorize their work into neat boxes: commercial spots in one, corporate training videos in another. However, this classification oversimplifies the fundamental nature of voice acting. Here’s the truth: if you’re selling something – and you almost always are – you’re doing commercial work.
The Hidden Sales Pitch in Every Project
Consider these scenarios:
- That corporate training video you’re recording? You’re selling the company’s values and culture to its employees.
- The internal presentation narration? You’re selling the executives’ vision to the team.
- The safety protocol announcement? You’re selling the importance of workplace safety.
The only true exceptions to this rule are documentaries, audiobooks, audio dramas, and animation projects, where the primary goal isn’t to persuade but to inform or entertain.
Why This Matters for Your Career
Understanding that most voice work is commercial in nature transforms how you approach each project. It means:
- Every script becomes an opportunity to craft a compelling message, regardless of the context
- Your delivery should always consider the underlying persuasive element of the content
- Your technique can be more consistently focused on engaging and convincing your audience
Developing Your Commercial Voice Acting Skills
With this understanding, developing a firm grasp of commercial voice acting techniques becomes a strong choice to consider. This means:
- Mastering the art of conversational persuasion
- Understanding how to connect with different audiences
- Learning to balance authenticity with persuasive power
- Developing versatility in your commercial delivery styles
What You Can Do
Overall, you’re not just a voice actor – you’re a storyteller who helps people buy into ideas. Whether it’s a traditional commercial or a corporate training video, you’re helping connect people with something valuable.
I’ve seen this mindset transform so many careers, and I bet it could do the same for you. So next time you’re looking at a script, any script (except those documentaries, audiobooks, audio dramas, and animation projects), think: “How can I move the listener emotionally in a way that feels real?”
Keep growing, keep learning, and most importantly, keep moving the listener emotionally – because that’s what great voice acting is all about!
Would love to hear your thoughts on commercial voice acting! Drop me a line and let me know if this perspective shift hits home for you like it did for me.