Voice Overs - Don't Do Your Own

2007-11-12 Word Count: 557 Category: Business

When you own a small or medium-sized business, it is a good idea to look for ways to cut costs. That is great advice if it makes you avoid purchasing something more expensive when something less expensive will do, or if you avoid buying things you don't need. However, some business people try to cut corners a little too far, and end up not purchasing services they actually need. One area in which business owners make this mistake is in voicing their own commercials. Unless you are a voice-over professional yourself, you shouldn't try and voice your own commercials, because doing so can actually annoy potential customers.

The most common reason that customers are driven away from businesses whose owners make homemade commercials is that the commercials themselves annoy them. It may not be a pleasant truth to bear, but not every person is cut out for the microphone. If you have an unpleasant voice, customers will not want to listen to your message. If you are untrained, you may be sending messages that you don't want to send. You may sound angry without knowing and will, in turn, make your audience tense. If your voice makes them tense, then listeners will not want to visit your establishment.

If it is obvious that you don't have a professional voice talent, listeners will think at least one of two things – that you are cheap or that you are not successful enough to afford to make a professional commercial. People who think you are cheap when it comes to your advertising may also think the same thing when it comes to the product or service you are attempting to sell, and will not have trust in you. It is also a bad business practice to let the public know you can't afford things, even if it is true. People want to do business with successful people. Therefore, you must always act as though you are successful. Spending money on the right things will help you do that.

Though the final reason for not acting in your own commercials won't necessarily annoy potential customers, it is a valid concern: Wasting your time doing a job best left to people who can do it better is a unwise use of one of your most valuable resources – your time. As the owner of a business venture or department, your time is best spent doing what you do best, and that is running things. Your job as leader is to delegate tasks and responsibility. If you do choose to do some jobs yourself, do those things you can do well.

Your commercial is like a job interview. It’s your opportunity to make a first impression on potential customers who don't know your business and to let others know you are still out there and still doing an outstanding job. Just as you would never think of going into a job interview as anything less than a professional, you should never allow your advertising to be anything less than 100-percent professional. Hiring professionals and assigning tasks, where it is the appropriate thing to do, instead of running around trying to do everything, is the mark of a good leader. Don't let the desire to save a buck make you a laughingstock.

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