caryn@carynclark.com

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Marketing

What Is a Relatable Read in Voiceover, and Why It’s Everywhere Right Now

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What Is a Relatable Read in Voiceover, and Why It’s Everywhere Right Now

You’ve heard it a thousand times in casting specs:

“We’re looking for a relatable read. Natural, conversational, not ‘announcer-y.’”

And if you’ve ever thought, Wait, isn’t that what everyone wants now? – you’re exactly right. The relatable voiceover read is everywhere. Commercials. Explainers. eLearning. Tech. Healthcare. Even political ads are asking for it (well, the cooler ones).

So what is a relatable read, and why is everyone obsessed with it?

🎧 It’s Like This:

Imagine your best friend just found a great product or had a life-changing experience, and is now telling you about it over coffee.

That’s a relatable read.

It’s not an announcer.
It’s not robotic.
It’s not perfect, either, and that’s the point.

🎯 Why Clients Love It

Because people are tired of being sold to. They don’t want a voice shouting “BUY NOW.” They want to feel something. They want connection.

A relatable read says:

  • “I get you.”

  • “I’ve been there.”

  • “Here’s what helped me.”

In other words: trust. And that trust drives engagement, learning, and yes, sales.

👩‍🎤 How I Deliver It (Without Sounding Boring)

There’s a fine line between “relatable” and “flat.” The trick? Control.

As a voice actor, I bring:

  • Natural warmth

  • Real-world pacing (yes to pauses, no to radio-speed reads)

  • Subtle emphasis where it matters

  • And a little spark of me, so the brand still shines

Clients often tell me it sounds like I’m actually talking to them, because I am. In my head, at least. (Hi. You look great, by the way.)

🛠️ When to Use a Relatable Read

This style works beautifully for:

  • Explainer videos

  • Children’s media

  • Brand storytelling

  • Social media ads

  • Podcasts

  • eLearning modules

  • Commercials

  • Any spot where connection matters more than hype

💬 Final Thought

A relatable voiceover read isn’t just a trend. It’s a reflection of what audiences want: authenticity, connection, and a human voice behind the brand.

And lucky for you… I’ve got that covered.

🎤 Need a relatable read for your next project? Let’s chat.

The Impact of AI Voiceover: Why Brands Should Think Twice

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Today I encountered a lot of talk about AI, from listening to a podcast about commercial creation, to reaching out to a potential client who warned me, their company is using AI voiceover right now. The impact of AI voiceover on a brand could be detrimental.

It’s cheap, right? With budgets being slashed, it seems like a great alternative to hiring a human voice.

 

What is the Real Cost of Using AI Voiceover

Potentially, it’s a very HIGH cost.

Recent data paints a clear picture of why human voices in media matter so much. According to Audacy’s Innovation Tracker (June 2024), people are more likely to trust a human voice. Specifically, more than twice as likely to trust a human voice (55%) over AI-generated content (23%).

Here are some stats from a recent Sprout Social article:

🥰 64% of consumers say their loyalty to a brand increases when they feel connected.

🥰 76% of consumers say they would buy from a brand they feel connected to over a competitor’s brand.

🥰 57% say they are more likely to increase how much they spend with a brand when they feel connected.

🚫 When consumers don’t feel connected to a brand, 70% are less likely to shop there over a competitor’s business, and 61% will spend less with that business.

Voiceover isn’t just a medium for delivering information. It’s part of your brand’s identity – what listeners remember long after the ad is over.

 

AI Voiceover Can Impact Brands Negatively

AI voiceover will impact your brand, and not in the best way.

In the words of Maya Angelou: “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”

Let that sink in, and think about the relationships you’re building with humans.

 

Even the Former Starbucks CEO Understands Human Connection

This post by Howard Schultz, founder and Chairman Emeritus of Starbucks, hits the nail on the head. Don’t play chicken with your customer base by thinking you’re going to save a few bucks using AI voiceover or other AI creative features. It’s going to cost you.

Here’s a excerpt from the post:

I remember vividly the advice I got from Jim Sinegal, the legendary founder and ceo of Costco as we were navigating the financial crisis of 2008,

“Howard, the cost of losing your core customers and trying to get them back during a down economy will be much greater than the cost of acquiring new customers.”

Jim’s sage gift became a core principle for us during that time of crisis, helping us emerge stronger as the headwinds died down.

Today, I see Starbucks ceo Brian Niccol’s bet on human connection and “getting back to Starbucks” as a spot on approach.

 

Give Me a Call

Click here to get in touch! I’m happy to help you connect with your customers, in a relatable, confident way that creates brand loyalty and trust.

 

 

Why We Should Not Fear AI

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Do you know why we should not fear AI?Do not fear AI

LinkedIn especially, often feels like doomscrolling. Between layoffs, people spending months and even years looking for a new job, freelancers slogging for connections to create relationships, and the ever present fearful chatter about AI from all points of view, it’s… exhausting. Humans fear of AI is crippling. Keep reading to learn why we should not fear AI.

Today, I came across a post talking about AI, and how, especially in the creative realm, it participates in intellectual theft. “AI isn’t creative, it’s just copying people who are.”

So true.

My friend, Todd Ellis, of Plain Brown Wrapper Media, made this comment, and it resonated with me:

“… the creative process is a PROCESS. If you eliminate a step, say “streamlining” you eliminate part of the PROCESS. Reading, listening, looking at something over & over & over again takes time, but it inspires change, strengthens flow, sparks new ideas (and a lot more I’d probably think of if I re-read this post a few times). If we eliminate that step (or any step) enough, we’ll forget how to do that step and everything suffers.

If we just bake biscuits out of a can, we lose all the skill of biscuit making grandma taught us. And those are some damn good biscuits.”

Look, I grew up in “the South” in rural central Florida. I know a good biscuit when I taste one. The ones made with bacon grease are the best.

Todd is right. We can use AI to help us along. Maybe. But if you’re actually participating in the CREATIVE PROCESS, then you have to go through each and every step of that process, in order to land in the ultimate creative nirvana.

In voiceover, there’s a creative process to understanding a script, and knowing how we can best represent the “voice” of that brand and message. If we skip any of those steps. the process suffers. I guarantee, a voice actor is not going to bring the best performance or perspective to their work.

We humans are unique. There is no machine or AI that is going to be able to replicate us, our minds, our experiences, or our creativity.  There is no other thing in the world like humans.

Do not fear AI. Stop worrying about it taking our jobs. There is nothing… that can human like a human.

If you need a real, relatable voice for your project, hire human. Hire me. Contact me here and we can chat about your needs. 

#hirehuman #AI #voiceover #relatable

Talk the Talk: Building Business Relationships with Voiceover

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There’s a lot to be said about the power of relationships in business, branding, and advertising, and using voiceover to nurture those relationships.

Building strong relationships in business is more than just networking. Actually, I hate the word “networking.” It’s about getting to know people. Really, and truly, know them. It’s about creating meaningful connections. Whether you’re a business owner, a brand strategist, or in advertising, relationships form the backbone of credibility, trust, and engagement. Understanding how these relationships impact branding and advertising can transform the way businesses communicate and connect with their audience.

The Role of Relationships in Branding and Business

Business is built on relationships. Whether between companies, employees, or clients, the strength of these relationships determines long-term success. Here’s why:

  • Trust and Loyalty: A strong business relationship fosters trust, which leads to customer and client loyalty.
  • Reputation and Referrals: Word-of-mouth referrals often come from solid business relationships. I love when I get a referral! It is the ultimate trust factor.
  • Collaborations and Opportunities: Connections lead to partnerships and growth opportunities.
  • Customer Retention: Brands focusing on relationships are more likely to retain customers long-term.

Investing in relationships within your industry helps solidify your brand’s presence, making it a preferred choice for clients and customers alike.

How Branding Creates a Feeling of Trust

Branding is not just about logos and colors; it’s about perception, and the feeling people get when the interact with the brand. Strong relationships help build a brand’s reputation, shaping how it is perceived by consumers.

  • Authenticity Matters: People connect with brands they trust.
  • Brand Advocates and Influencers: Satisfied customers and business partners become advocates, amplifying brand awareness through reviews, UGC, and word of mouth.
  • Consistency and Reliability: Nurturing relationships ensures consistent brand experiences for clients and consumers.

Successful brands are those that prioritize their relationships, ensuring their voice resonates with their audience.

Voiceover in Advertising: The Human Connection

Voiceover plays a crucial role in advertising by establishing a connection between the brand and its audience. The right voiceover evokes emotion, builds trust, and enhances brand identity. But how does relationship-building impact voiceover success?

  • Authenticity and Relatability: A voiceover artist who understands the brand’s values can communicate with authenticity. Even better – choose a voiceover who is loyal to your brand!
  • Consistency in Messaging: Working with the same voiceover artist across campaigns strengthens brand recognition.
  • Engagement and Emotional Appeal: A trusted voice fosters emotional connections, making your campaign more effective.

When a brand and voiceover artist work together consistently, they create a seamless, trustworthy experience for the audience.

Say I Love You

Your brand solves a problem for your customer. Creating and building relationships in business plays a vital role in branding and advertising. Strong connections enhance trust, foster brand loyalty, and improve the effectiveness of advertising campaigns. Focusing on relationships will elevate your brand and ensure long-term success. Don’t forget to say “I love you” to your customers. Let them know you appreciate them and the relationship you have.

I love chatting all things advertising. Hit me up to talk, or hey, if you need a voiceover for your next campaign, click here to contact me.

Links to More Info and Research: 

 

Advertising Statistics Say Don’t Ignore Women When Advertising

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Advertising Statistics Say Don't Ignore Women When Advertising

Ever since my first job out of college, advertising statistics have resonated with me.

That first job was a customer service representative for a mutual fund company. There I learned about invaluable stats of mutual fund returns (3 mo, 12 mo, YTD, etc), and how statistics, even in hidden ways, are used to market and sell, well… so many things.

So, what are the advertising statistics?

Lately, I’ve been doing quite a bit of marketing to automotive advertising agencies. Did you know that women buy 54% of all cars and influence 85% of all vehicle purchase decisions?

Yet, women HATE buying cars. I know I do. I’d rather poke my eyes out with a fork. We just bought a car for my stepdaughter a couple of weeks ago, and after visiting a few dealerships, we finally found a relatable and nice salesman. Oh, and a decent car.

Ok, so here are a few more ASTOUNDING stats about the general consumer (hint: ummmmm… they’re mostly women):

I don’t know what most men are doing, but the ladies are out there making it happen!

The average person is exposed to between 4,000 and 10,000 ads per day across all media platforms, including television, online, radio, and billboards. (Source: Applied Psychology)

WOAH. That’s a lot of exposure. What sinks in?

Relationships are important in advertising

Ads that create a relationship with the consumer. You have to create a bond… with one pillar of that bond being trust. Another pillar is relatability.

As you can imagine, the imagery, message, and voiceover in advertising play a very important role in all of this. A voice who is relatable to your consumer is VITAL.

Guess what? Over and over, I’m told I’m relatable… well, my voice is. 🙂 I’m just a nice gal from Pennsylvania transplanted to Florida who lives a somewhat normal life, married, one stepchild, with two (adorable rescue) dogs, who loves college football (Go Gators), traveling, collecting vintage PYREX, and shopping!

Chew on the above advertising statistics for a while. Then, give me a call when you need a voiceover. I’d love to help you.

Using Strategic Voiceover for Google Video Ads in Search Results

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The idea of video ads potentially appearing in organic search results fascinated me as a voiceover actor when I was writing my last blog. With the rise of influencer-driven marketing on platforms like YouTube, TikTok, and Instagram, it’s not hard to imagine Google capitalizing on this trend for search results as well. With 8 billion searches a day (that’s 96,000 every second!), the opportunity for brands to leverage video ads tied to specific searches could be huge. But here’s the thing: while this might be in Google’s pipeline, brands should be optimizing their video strategies now, not waiting for Google to make their move. Let’s dive into what strategic voiceover in Google video ads looks like, shall we?

The current landscape of Google ads

We all know Google Ads are already a powerhouse for digital marketers. But text-based ads, display ads, and shopping ads have become old news in a world where short-form video reigns supreme. Brands today aren’t just serving one ad—they’re targeting consumers repeatedly through cookies, presenting multiple opportunities to address specific buyer concerns at different points of their journey. This opens the door for highly strategic video funneling that aligns with the awareness, consideration, and decision phases of the buyer’s journey. Scrolling through TikTok or Instagram, it’s clear that attention spans are shorter than ever, and video captures more engagement than static content. Adding video to search results could revolutionize how brands connect with their audiences—and, more importantly, how they sound.

Google’s video ads in search results – is it happening? 

Here’s the scoop: Google recently confirmed they’re testing video assets in search ads with select customers:

According to a spokesperson, “We’re running a small pilot with select customers that feature advertiser-provided video assets on Search ads. We don’t have anything to share beyond that, but I can keep you informed as this evolves on our end.”

Search Engine Land article breaks down a little more: 

What’s been seen in select user accounts:

  • A “Video” option now appears in the Assets section of Google Ads.
  • Clicking the option leads users to the familiar “Add Video” screen, streamlining the upload process.

What to watch for:

  • Performance metrics for video assets compared to traditional text and display ads.
  • Potential new tools or features accompanying this rollout in 2025.

According to Search Engine Land, this feature isn’t widespread yet, as advertisers in the UK, U.S., and Europe haven’t seen it in full release.

Translation? The video advertising landscape may be getting a lot more dynamic. Brands need to be thinking ahead, not just about their visual strategy, but about their auditory one as well. If video ads become standard in search results, voiceovers could help take that brand’s message from “meh” to memorable. And if you’ve got those videos ready to go? You don’t have to gear an entire new campaign and budget to producing search-friendly ads. (Just saying.)

Why strategic voiceover in Google video ads matters more than ever

Imagine you’re a consumer scrolling through search results. You’re researching a product, maybe something you’ve already seen pop up on your favorite social media feeds. Suddenly, a video ad catches your eye. The visuals pull you in, but it’s the voice that seals the deal. And it doesn’t just happen once. Over a strategic video ad release, you become familiar with this voice and that familiarity resounds every time they hear that ad. The right voiceover will elevate an ad by connecting with the viewer on an emotional level—whether it’s conveying trust, enthusiasm, or relatability.

For big brands, this is where the magic happens. Voiceovers are the unsung heroes of video ads, giving personality and credibility to products while guiding viewers through their decision-making journey. Your audience will relate to a well-chosen voice, turning curiosity into clicks, and clicks into conversions.

Rethinking your strategic voiceover in Google video ads marketing strategy for the buyer journey

Much like how consumers encounter a variety of videos on social media while researching a product, brands should think strategically about how video advertising integrates into the buyer’s journey (and how that journey might occur on every platform as a user searches or encounters their ads). What if your video ads, guided by intelligent keyword targeting and cookie data, could solve specific buyer pain points while reflecting what your audience is already searching for?

Mind. Blown.

Consider these tips for preparing for video in search (and optimization in general):

  • Keyword-Driven Content: Focus on creating videos that target what your audience is actively searching for. For a toy brand, it might be “STEM gifts for kids,” while an automotive brand could explore “family-friendly SUVs.” Tailor your voiceovers to align with the tone and intent of these searches. You can even include these words in your script so that your captions show them.
  • Audience Resonance: Who is your ideal buyer, and what kind of voice would they relate to? A playful, energetic tone might appeal to parents shopping for toys, while a confident, knowledgeable voice might attract buyers researching new tech products.
  • Evolving the Buyer Journey: Video ads should meet your audience where they are in the funnel. Awareness videos should capture attention, Consideration videos should build trust and answer questions, and Decision-phase videos should compel action with clear, persuasive messaging. And those keywords will vary based on where they are! “Family friendly SUVs” might switch to “Kia Sorento vs Toyota Highlander features” which might then become “Kia vs Toyota Dealer Incentives”.

By focusing on these elements, you’re not just preparing for a hypothetical future with Google video ads—you’re refining your current strategy to drive results right now based on what the algorithm has and will always favor – the needs of the user and what they’re looking for. And with the right voiceover, your videos can become an integral part of how consumers move from search to purchase.

The Bottom Line: Using Strategic Voiceover in Google Video Ads

The evolution of Google’s ad platform is inevitable, and strategic voiceover in google video ads in search results could reshape how brands engage with consumers. But why wait for tomorrow? By refining your current video advertising strategy—targeting smarter, speaking clearer, and connecting deeper—you can maximize your performance on every platform that you’re already advertising on. And when the future arrives, you’ll be miles ahead, with voiceovers that turn every view into a valuable interaction.

Need help getting started? Let’s chat! I’m here to help you craft the campaigns that drive results and make your brand unforgettable.

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239.634.5039