Mike’s corporate video looked like a million bucks.
The camerawork was first-rate. The captions were loud and clear. The whole package was a winner.
As long as the sound remained muted.
Because the voice-over brought everything down.
“Where did you find this guy?” I asked. “He sounds like he has no idea what he is saying. There are certain words I cannot understand, and there’s a weird echo that is very distracting.”
“That’s our Dave,” said Mike with a proud smile. “Dave works in Delivery, and everybody kept on telling me that he has a nice voice. I thought I’d give him a break. Why search for outside talent when the answer is under our own roof?”
“Because this is a professional production,” I answered. “Whoever is going to see this, doesn’t care that Dave is your delivery guy. His voice is now associated with your company. If people are perceiving him as unprofessional (and they will), what will they think of your business?”
“But I saved a ton of money,” tried Mike. “I gave Dave fifty bucks, and he was happy with that.”
“No Mike,” I said. “You just lost a ton of money by working with an amateur. Think of a voice as your auditory logo. What does it tell potential customers about the kind of company you are? Dave’s delivery is undermining your message. He just doesn’t sound trustworthy, and that is damaging your corporate image.”
There was an awkward silence as I heard a few pennies drop.
“So, if Dave’s not doing it for you, how do I find the right voice?” asked Mike. “There are thousands of people online who all pretend to be voice-over pros. How do I separate the wheat from the chaff, and how long is that going to take?”
”It all starts with you, Mike,” I said. “You have to…