Caryn Clark

Advertising Tips: Holiday Shopping Habits of Women

October 31, 2024 by Caryn Clark

Advertisers spend millions trying to understand women’s holiday shopping habits—and for good reason. Women influence up to 80% of consumer spending, making them the most powerful shoppers during the holidays.

The good news? Holiday spending is on the rise for 2024! 57% of women will spend between $500 and $2,000 this season, making it a crucial time for brands to capture their attention.

Key Holiday Shopping Trends for Women

74% of women make buying decisions based on promotions and sales—so those discounts really do work.
7 out of 10 women plan to use their smartphones for holiday shopping, making mobile-friendly deals essential.
29% of women are likely to buy gifts for themselves, so don’t forget self-care promotions.
65% of women prioritize purchasing gifts for their children over extended family or friends.
72% of women respond positively to ads that emphasize family and emotions, making heartfelt marketing a must.

Why This Matters for Advertisers

Women aren’t just shopping; they’re making major purchasing decisions for their households. Brands that understand their habits and preferences can create marketing strategies that truly resonate. Discounts, emotional storytelling, and mobile-friendly shopping experiences will be key to winning over female consumers this holiday season.

Want to see the full breakdown? Check out the infographic below!

If you want to read more about this, click here!

Holiday Advertising: Do You Know Who the Decision Makers Are?

October 21, 2024 by Caryn Clark

Women are responsible for the majority of holiday purchasing decisions. With a budget that has to stretch further than it ever has – you need to make sure your voiceover talent for your holiday advertising accomplishes your goal. Ads are vall over their social media feeds and interrupting their favorite TV shows and radio stations. So, how do you ensure you’re creating meaningful ads that speak to women in charge of the holiday budget?

While numbers are the bottom line by which you measure the performance of your ad campaigns, you need holiday ads with empathy and feeling. This is something an experienced, relatable female voiceover actor can nail for you!

As you compete with other brands to vie for female consumer attention, I’m here to help you connect with your audience. And. in a way that feels genuine and relatable, ensuring your ads convert those women into buyers.

Build an emotional connection

Women drive up to 85% of household purchasing decisions, according to the National Retail Federation, and their influence is even stronger during the holiday season. Women are also more likely to respond to ads that stir emotion, and research supports this: 70% of women say emotional appeal influences their holiday buying decisions. With women taking the lead in gift-buying, brands need to ensure their message is relatable and attention-grabbing.

Warm, relatable, and conversational female voiceover can give your brand a relatable voice that speaks to women. By humanizing your message, you can create an emotional connection, which is key to standing out in the overwhelming sea of holiday ads.

Know your audio has impact

When holiday shoppers are inundated with ads, quality voiceovers are essential to making your message stand out. If a user has taken this opportunity to run into the other room to grab a snack – will the voice in your ad compel them to keep listening?

Quality holiday voiceover audio is critical to reinforcing your brand message, especially during the holidays when consumers are searching for brands they can trust. Women, in particular, tend to respond well to clear, engaging audio. That means leaning on this qualities when it comes to your voiceover talent for holiday advertising can help convey authenticity and build trust in your brand.

A seasoned female voiceover artist has trained specifically to deliver your message with the right tone and pacing, making your ad feel real, personal, and trustworthy.

Stand out in the crowd

The average person is exposed to 4,000 to 10,000 ads a day, with women seeing a large portion of these, especially during the holiday season. A professional holiday voiceover is your secret weapon to cutting through this noise. Female shoppers are quick to dismiss ads that feel generic or impersonal, but a well-crafted, empathetic voice can stop the scroll, capture attention, and encourage action. By choosing the right voice for your ads, you’ll elevate your brand in a meaningful way that speaks directly to your target audience.

In a season when women are bombarded with messages to “buy, buy, buy” you need to maximize your impact with more than just a flashy ad. Conveying a message with heart, delivered by the perfect voiceover actor for your holiday advertising campaign can drive conversions and build lasting consumer relationships – particularly with women.

Let’s connect and create connection in your advertising with the right voice, shall we?

You ARE a Badass… Don’t Forget It!

October 21, 2024 by Caryn Clark

I’m a big fan of the Badass books (in case you hadn’t noticed with this pic).

One of my favorite authors regarding mindset, in life and in business, is Jen Sincero.

Owning your own business, being a freelancer, and/or working in a padded room every day, requires a mindset unlike any other. Amiright? It’s easy to think you’re getting no where, fast. Especially if business dies down… and it will die down. You have to maintain the mindset, though, that you are on the right path, and do all the right things. Doing the right things involves taking risks and making yourself incredibly uncomfortable.

I can tell you, I’ve taken some risks lately. They’ve made me want to crawl out of my skin. I’m happy to report, it’s all paying off! I’m about to take another big risk in a month or so.

Sincero starts out, “If my broke ass can get rich, you can too.”

My journey with the Badass books

I started with the basic yellow Badass book about seven years ago. I think I bought it at the airport. Read it. Loved it. Then put it on my shelf.

A few weeks ago, after a mindset workshop via National Association of Voice Actors: NAVA with David Toback, I pulled the yellow book off the shelf along with The Four Agreements.

Re-read TFA, and as I started to open the yellow Badass book, I decided to check out what other offerings Jen Sincero had in her Badass series.

I settled on the audiobook of “I’m a Badass at Making Money” and I’m glad I did! Sincero is HILARIOUS, and continually makes many valid points and reminders about money mindset.

I’m actually listening to it a second time.

And yes, I went ahead and ordered all of the Badass books!! Click here to see ALL of the Badass books and products.

Highly recommend! Doooooo eeeeeeeeetttt!!!

Tips for Advertising to Those Impacted by Natural Disasters: Voiceover with Empathy

October 15, 2024 by Caryn Clark

In the wake of Hurricane Milton and the tornadoes that ravaged my community, some might think it odd I’m focusing on voiceover advertising resources.

While my home was left untouched, my neighbors and many others throughout Florida weren’t so lucky. My heart goes out to those in Florida who are rebuilding. And to all impacted by the record-breaking number of tornadoes touching down just before Milton made landfall.

Between Hurricane Milton, and Hurricane Helene, advertising with empathy is critical to protect your brand.

I’ve lived in Florida for 25 years, and have witnessed firsthand the devastation Hurricane Ian caused in Southwest Florida two years ago. I helped many friends clean out their homes, trying to salvage whatever they could. I can tell you, without a doubt, one of the strangest aspects in the days following a disaster is realizing the world carries on.

Feelings of dissociation, anger, sadness, hopelessness, survivor guilt, and anxiety, to name a few, are the only things to occupy your mind.

When messaging continues to abound in ads, phone calls, and spam, it can be frustrating for those whose lives changed.

How do we as businesses and corporate entities build our advertising campaigns with empathy, knowing survival is the most top of mind awareness for those after a disaster?

Here are just a few tips for advertising campaigns during major disasters.

Compassionate, empathetic voiceover to calm and provide hope.

In advertising, we’re often trying to persuade, make emotional connection, or rationalize a purchase decision on behalf of a buyer, using quality voiceover as a driver.

A study from the National Institute of Mental Health (NIMH) found that 30-40% of survivors of natural disasters develop symptoms of PTSD (Post-Traumatic Stress Disorder). Several studies have found significant psychological impacts, such as increased anxiety, depression, and even PTSD, following a major disaster. For example, a Harvard Medical School study on Hurricane Katrina survivors reported that over 33% experienced anxiety or mood disorders. With about 14% suffering from serious mental illness.

These findings suggest that prolonged recovery efforts often worsen the mental health of those affected. This is according to the American Journal of Qualitative Research. Consumers are more likely to respond positively to brands that demonstrate empathy during crises. Empathetic messaging, especially after a disaster, increases customer loyalty and engagement. One study found that emotionally appealing advertising is particularly effective. specifically at creating stronger, long-lasting relationships with consumers post-disaster (Catalyst).

Use contextual marketing in your ads.

With advertising, not acknowledging what is happening in the world can cause negative associations with your brand. Contextual marketing is a proven way to use current situations to:

grab consumer attention
engage empathetic messaging
provide assistance to them in some way

By aligning your brand messaging with the situational needs of your audience, you can better connect with them. For example, brands using empathetic, supportive messaging during disasters are perceived as more authentic and trustworthy.

In the aftermath of Hurricane Harvey, brands that used location-based and contextual advertising saw engagement rates increase significantly. Consumers were more likely to respond to messages that showed understanding of their current struggles.This approach also builds long-term brand loyalty as consumers remember which brands were there for them during difficult times. Adding empathetic female voiceover to your advertisements helps provide a comforting tone. Add to the fact your voiceover (me!) has personal life experience with major disasters (9/11, hurricanes) – and you’re going to have messaging with a tone that resounds so much more. After natural disasters, people’s risk perceptions are forever changed, influencing their behavior and response to ads in general.

Contextual marketing addressing these risk perceptions, such as ads focusing on safety features or resilience, have a much stronger impact. This is in comparison to traditional advertising that does not take these concerns into account, according to Wolters Kluwer Experts.

Cater to short-term emotional appeals.

Research published in the Journal of Advertising Research highlights how concrete emotional appeals tend to have a more immediate impact on consumer behavior. Short-term, compassionate messaging can drive immediate action and support. You cannot only avoid negative brand perceptions, but you can actively boost your brand’s reputation as an empathetic, helpful resource.

In the immediate aftermath of any disaster, brands should focus on offering support, comfort, and tangible assistance using messaging that communicates sincere empathy and authenticity. Voiceover messaging in this context can highlight empathy by acknowledging the difficulties and trauma the community is facing, offering help, or providing information on resources. This creates a sense of solidarity and can spur immediate action, such as donations, volunteer support, or even purchasing behavior when essentials are needed.Research suggests people in distress are more likely to engage with content that makes them feel understood and supported. Voiceover advertisements that have a calm, reassuring tone can foster a deep, immediate connection by soothing the nervous system.

Brands that effectively use this short-term approach often see a spike in consumer engagement. Studies have shown consumers are more likely to respond positively to brands that demonstrate empathy during crises. Empathetic messaging, especially after a disaster, increases customer loyalty and engagement. One study from Catalyst found that emotionally appealing advertising is particularly effective in creating stronger, long-lasting relationships with consumers post-disaster.

The right voiceover tone before, during, and after a disaster is everything. An empathetic, understanding, and relatable female voiceover could be exactly what you need to continue to reach those in impacted areas long-term and foster a positive association with your brand.

If you’re a creative director, agency or in-house marketer that’s struggling to create a strategy and work your current advertising in these areas, let’s chat about reworking your content with a more empathetic tone.

Reach out if you need help! I’m here for you.

A Personal Post. It’s Been a Week.

October 11, 2024 by Caryn Clark

It’s been a week

We had Hurricane Milton roll on through the west coast of Florida and through the state, on the heels of Hurricane Helene.

Yesterday, while chatting with a neighbor, she was joking at the irony of me being married to a first responder whose nature is to be prepared and take emergencies seriously, and yet, I’m the least worried person when it comes to hurricanes. I don’t put shutters up, don’t evacuate, don’t hoard non perishables or fill up gas cans. Heck, our generator isn’t even usable in our place. If the power goes out, I’m OK with no electricity. Typically the weather is gorgeous after a hurricane! Today is BEAUTIFUL!

My hurricane experience

When a friend texted me there was a tornado in my neighborhood and I should get into a bathroom immediately, I didn’t panic. I just stopped, listened, moved a lantern, charger, and water bottle into the bathroom, looked outside for swirls, and went about my business shutting down breakers. Never set foot in that bathroom. (That tornado was definitely too close for comfort though.)

Maybe I’m just incredibly stupid.

Part of it is experience I guess. Where we live is as safe as can be, there will be gas available and food available eventually, and while things could be uncomfortable for a brief time, it’s not the end of the world. (Note: this is not to undermine what happened in NC btw. There is NOTHING that could’ve prepared the wonderful people of that state for what happened. Nothing. My heart is absolutely broken for a place I would love to call home.)

Trust me, I have anxiety about a lot of things. A lot. Emphasis on “a lot.” I work my ass off in my business. You don’t want to have me as your passenger on curvy mountain roads, and let’s not even talk about aspects of being a step parent. My poor husband, and friends. I can be a lot.

It’s not that these things don’t affect me. They do. I had a migraine for two days and yesterday, I basically took the day off to recuperate. I even napped because I was so exhausted. I’m not a napper.

I guess there are certain things you know are simply out of your hands. I’m grateful to God for giving me the calm this week, and for watching out for all of us. I’m glad everyone is safe and sound.

#hurricanemilton #hurricanehelene #northcarolina #florida

Holiday Voiceover Advertising to Moms: Building Trust with Voiceover

September 30, 2024 by Caryn Clark

When it comes to holiday advertising voiceover for moms, there’s nothing more important than building trust.

With women influencing up to 80% of consumer spending, (OK, read that again – women influence EIGHTY PERCENT of consumer spending! Woah.) it’s not just critical, but a necessity that every single interaction foster as much trust as possible. And when it comes to fostering trust in your holiday marketing – it’s a matter of understanding the most important factors in exactly how moms make decisions.

Women favor nuance over absolutes. They’re more likely to factor in different variables or categorize things in a less black and white way than a man. This is an important consideration, because it means that every touchpoint in marketing to a woman matters and can be a factor in whether they decide to buy with you. Rather than having a more straightforward categorical view of a brand, a woman might look at it in relational context to other things.

And for a woman? Nothing matters more than making the right decisions for her family with regard to gift giving.

With crunched budgets impacting holiday spending more than ever before, and with an absolute barrage of holiday advertising messaging from low value, inexpensive international companies – how can you make sure your products stand out to the consumers who influence the largest segment of retail spending for the biggest retail season of the year?

Hey, nooooo pressure.

I got your back. Read on.

Start with Connection

In an age of AI everything, we’ve already taken some time to address the opportunity cost of using AI voiceover, but how do you truly build connection with your audience? With nuance mattering so much to women, advertising to moms during the holiday season means having extreme attention to detail in your production, and making sure your aesthetics, colors, and especially voiceover for moms are pieces women connect with.

It’s the FEELING you create with your advertising.

According to Judith Orloff, MD in her book Guide to Intuitive Healing:

“Just like the brain, there are neurotransmitters in the gut that can respond to environmental stimuli and emotions in the now—it’s not just about past experiences. When those neurotransmitters fire, you may feel the sensation of butterflies or uneasiness in your stomach. Researchers theorize that gut-instinct plays a large role in intuition by sending signals to your brain.”

Moms operate in a persistent state of stress because the world is constantly telling them they’re not doing enough. Offering the right re-assuring and calming tone in your voiceover from another mom will help them feel more confident and comfortable and open to the information you’re portraying in your audio or video ad.

The voice you use for your production can truly make a difference when it comes to connection.

Moms Trust Moms

From the moment they get pregnant, to sending off their children to college, moms beginning forming bonds with other mothers who can offer them insight and advice. Whether it’s in-person mom groups, mommy bloggers, or social media networking groups just for moms – trust is established between moms because they share a care for their children and the unique struggle of what it’s like to be a mom. No one knows what they deal with on a daily basis like another mom. And that? Offers an opportunity for massive trust building.

According to Girl Power Marketing Blog, a blog specifically focused around marketing to moms:

64% of moms ask other mothers for advice before they purchase a new product,
63% of all mothers surveyed consider other moms the most credible experts when they have questions.

Does that trust lend itself well to a calming, warm, relatable mom voiceover actor?

I might be biased, but I say yes. As a mom, my voice has been used to market to other moms and children alike!

Appeal to the People Who Matter to Moms

While it may not be the ideal, the statistics show on average, children aged 8-12 in the United States are spending 4-6 hours a day using screens, according to the American Academy of Child & Adolescent Psychiatry. This very real statistic means many children are going to be the ones to hear ads that pop up in holiday advertising.

I can’t tell you how many times my child ran to me after seeing an ad on TV or YouTube, begging for that item, only for me to respond, “Let’s add that to your Christmas list.”

Being added to a child’s Christmas list is a surefire way to get into the mom market, and what better way to do that than a fun, relatable mom voiceover to get them fired up about the latest toy or game?

Kid-focused voiceover is another way to get into a mom’s heart.

Emotion with Authenticity Matters

Moms are constantly evaluating brands, not just for their products, but for the values and emotions they represent. An empathetic, relatable, calming voiceover actor, who is also a mom, resonates emotionally. That will make all the difference when it comes to winning a mom’s trust.

Whether it’s the warmth of a motherly tone, or the excitement in the voice when describing a family-centered product, the emotional nuances in voiceover are key for building appeal in a quest to connect with the mom market. Authenticity is crucial—moms can tell when a brand is sincere or when it’s angling at a bottom line. A female voiceover actor with a genuine, heartfelt tone allows moms to feel understood, making them more likely to connect with the message and the brand on a deeper level.

In an era where consumers are inundated with ads and marketing campaigns, cutting through the noise to create authentic connection matters. For the mom market, authenticity, trust, and emotional connection are the key to achieving that connection.

Whether you’re appealing directly to mothers or indirectly through their children, your voiceover should reflect the values that matter most to moms: relatability, care, connection, and authenticity. With the right voice, you can build lasting relationships with the most influential consumers in the market – women and moms.

Click the player below to hear my demo of voiceover commercials for the Holidays!

Caryn Clark – Holiday