As a voice over coach, one of my favorite teaching methods is learning by example. Recently, during a webinar for Voices.com, I pulled up a random Amazon commercial on YouTube to break down what makes commercial voice over work really pop. These three commercial voice over techniques keep showing up in commercial and corporate VO, and once you spot them, you’ll hear them everywhere! Let’s break down these three crucial elements that continue to dominate the commercial and corporate VO landscape.
1. Positivity: The Universal Connector
Positivity isn’t just for upbeat, peppy commercials – it’s a fundamental trait that spans across various types of voice over work. Even in eLearning or corporate training narration, a touch of positivity goes a long way. Why? Because clients consistently hire voice actors who make their listeners feel good. It’s that simple!
While genres like audiobook narration, audio drama, and gaming require more varied emotional ranges, commercial and corporate work thrives on positive energy. Think of it as creating a welcoming atmosphere for your listener, regardless of the message you’re delivering.
2. Conversational: The Art of Natural Delivery
Today’s market demands authenticity. Whether you’re voicing a casual, friendly read or taking a more authoritative approach, the key often is maintaining a conversational tone. In a recent project, I was asked to deliver two distinct styles:
- Lifty Casual: Think chatting with a friend over coffee – light, friendly, zero pressure, not pushing the listener in any particular direction.
- Authoritative: Picture giving solid advice to someone you care about – strong and warm, but still incorporating positivity to connect with the audience
The client wasn’t sure which way to go, but both styles needed that friendly, “hey, I’m a real person” quality. Because at the end of the day, we’re just having a conversation with our listeners.
3. Selling Without the “Ick”: The Power of Empowerment
You know that feeling when someone’s obviously trying to sell you something and you just want to run the other way? Yeah, that’s the “ick” we’re avoiding here. Nobody likes feeling pressured into a purchase or decision. The most effective commercial voice over techniques makes listeners feel empowered rather than pushed. But what exactly is “selling without the ick”?
It’s about creating a genuine connection where your listener doesn’t feel like they’re just another sales target. Modern consumers are savvy – they can tell when someone is talking to them solely to make a sale versus genuinely caring about their needs and experience.
In today’s market, successful voice over delivery helps people feel like they’re making their own choices. Whether you’re voicing a commercial, corporate training, or eLearning content, the goal is to guide and inform rather than command or pressure.
The Bottom Line
The beauty of these three traits – positivity, conversational delivery, and ick-free selling – is how they work together to create engaging, effective voice over work. Even when you need to sound authoritative, mixing in these elements helps you connect with your audience in a way that feels natural and genuine.
Remember, no one likes being told what to do. But everyone appreciates feeling understood, respected, and empowered to make their own decisions. That’s our job as voice actors when voicing commercial and corporate work – creating that positive experience no matter what style we’re asked to deliver.
Want to Level Up Your Commercial VO Skills?
Need more help with commercial voice over skills? This March I am hosting a Commercial Skills Workshop! Send me a message and I’ll make sure you get the email. We’ll dive deeper into these techniques, practice different styles, and I’ll share more real-world examples that’ll help you nail your next commercial audition.