Marketing

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.

holiday marketing to moms 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

voiceover marketing for moms 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

The Opportunity Cost of Using AI Voices vs. Qualified VoiceOver Actor

September 17, 2024 by Caryn Clark

When it comes to a voiceOver actor, here’s an important definition to remember:

Opportunity Cost: [noun] Economics – the loss of potential gain from other alternatives when one alternative is chosen.

Across the board, advertisers are cutting budgets. According to Gartner’s Annual CMO Spend Survey, the average marketing budget for 2024 is down 15% at 7.7% of a company’s total revenue. Production companies, advertising agencies, and in-house teams are trying to achieve the same goals. But, with less budget and cutting back wherever possible. In the arena of advertising media, production budgets are often the first on the chopping block. We have more tools than ever before to explore engagement with the media we create. But there are so many intangibles when it comes to those video and audio segments that we might not see in a standard analytics report.

Production budget cuts mean that there’s less money to hire talented professionals to execute. While low budget production here and there can be fine (particularly on social media platforms), advertisements in general are the most successful when executed by talented professionals. And for voiceover talent? As a result of tightened budgets, we’re seeing a huge rise in both paid and free tools for AI generated voiceover. As actors, it’s a hard pill to swallow knowing some companies are opting for AI-generated voiceover, but a necessary one. We’ll need to figure out the balance between where AI voiceover can be used, and where we still need the connection and relatability of a real human voice.

While AI voiceover might seem like an attractive alternative to hiring qualified voiceover talent when budgets are low, the question remains: what’s the opportunity cost?

Is AI Truly an Alternative for a Voiceover Actor?

At first glance, AI voiceover tools seem like a budget-friendly shortcut. Especially in a time when every penny is being micromanaged for ROI. AI can churn out scripts in a matter of minutes for practically free, without needing breaks or really… anything. This inexpensive quick-return can make it super tempting for a production manager to consider when they’re facing shrinking budgets. But what’s often overlooked is the impact this has on the quality of the work—and more importantly, the connection brands make with their audiences.

Consumer Trust and Human Connection

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%).

This trust isn’t just a fleeting preference; it’s rooted in how the human brain is wired. The limbic system, the part of the brain responsible for emotions and memory, reacts differently to human voices. Voices that convey emotion and nuance can forge a deeper, more memorable and relatable connection with the listener. And when you’re trying to create a memorable brand? That connection is *everything*.

AI voices, on the other hand, while improving in their ability to mimic human intonation, lack the organic, emotional qualities that help a message truly resonate. This is particularly important in advertising, where trust and authenticity play critical roles in consumer decision-making.

Why Does This Matter for Your Brand?

Let’s look at the statistics from this 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.

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

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.”

A talented voiceover actor, just like an actor in an award-winning movie, has the power to impact how your audience feels.

When you use AI to voice your ads, not only do you risk sounding robotic and impersonal, which can undermine the trust your audience places in your brand. But you potentially can significantly decrease the ROI of your production at large.

Your brand’s voice is the gateway to building relationships with your audience. If that voice lacks warmth, emotion, and authenticity, what kind of connection are you fostering? Will consumers remember your ad as just another robotic soundbite contributing to the noise of their day? Will they walk away with a sense of trust and familiarity, feeling connected and ready to deepen the bond with your brand? By making a purchase, subscribing to your e-mail list, or referring your products or services to someone else that needs them?

Authentic voices foster connection. Robotic voices? Not so much.

It’s important to acknowledge that the majority of consumers are still wary of AI. According to KPMG.com, 61% of people are hesitant to trust AI in general. This apprehension naturally extends to AI-generated content, including voiceovers.

Why Does Emotional Connection Matter So Much in Media?

The human voice has a powerful ability to trigger emotional responses, thanks to the limbic system. When we hear a human voice, especially one rich in tone and emotion, our limbic system is activated, fostering feelings of trust and comfort. This emotional connection plays a crucial role in decision-making, especially in consumer behavior.

Simon Sinek breaks this down well in this short video where he talks about human emotion and connectedness, the limbic system and how these control consumer behavior.

People are far more likely to make purchasing decisions when they feel emotionally connected to a brand. A warm, relatable voice can do so much to enhance that connection.

AI-generated voices, despite technological advancements, just don’t create the same emotional response, making them less effective at building trust and influencing consumer choices. AI-generated voices don’t have the same subtle emotional cues and nuances that make human voices trustworthy. And with AI being such a new technology? Not a lot of consumers trust it. Remember: only 23% of people trust AI-generated content.

At the end of the day, while less expensive, AI is also less effective at building long-term trust and influencing consumer choices.

The Real Cost of Low Budget Voiceover Actor

The opportunity cost of choosing AI over a human voiceover actor is more than just dollars and cents—it’s the potential loss of connection with your audience. When you opt for AI voiceover, you might save on the initial production cost, but you’re risking long-term damage to your brand’s credibility and the trust consumers place in you.

Hire human talent, because down the road if you make compromises in your budget by using AI, you’re almost always guaranteed to pay for it somewhere else. Unfortunately, based on the data, it seems very likely it will be in consumer trust. By investing in voices that bring human connection, you can open doors to new opportunities in every arena. A professional voiceover actor doesn’t just deliver lines—they convey the heart of your brand, fostering trust and leaving a lasting impact on your audience.

Going the Extra Mile: Meeting Customer Expectations in Business

September 11, 2024 by Caryn Clark

When it comes to meeting customer expectations, they say, “Go the extra mile.”

But here’s the truth: what you consider the “extra mile” might actually be the standard expectation for your customers. In the end, customers define their own expectations, and it’s your job to meet them. Meeting customer expectations is not just a business practice—it’s the foundation of strong, lasting relationships with your clients.

Real-Life Example: Meeting Customer Expectations on a Holiday Weekend

Take this recent experience as an example:

During a three-day holiday weekend in the United States, two clients contacted me on Saturday morning with urgent script changes and requested pickup/re-reads. I delivered those edits within the hour. That’s the kind of responsiveness that helps build trust and shows clients you’re committed to meeting their expectations, even when it’s not required.

Consistency in Meeting Customer Expectations

Then, on Monday morning, two more clients reached out with additional work. No problem—I recorded and delivered the work by early afternoon. Once again, meeting customer expectations was at the forefront of my mind, and I made sure to get the job done on time and to their satisfaction.

Why Client Satisfaction Matters

For me, client satisfaction is part of my “why”. There’s an adrenaline rush when clients are happy with my work, and I love being able to help and exceed expectations. It’s why I’m passionate about working with people and always aiming to do my best for them. When you go above and beyond to meet their needs, it creates loyalty and reinforces your role as a trusted provider.

The Importance of Meeting Expectations in Business

In the world of business, client satisfaction is key. What might seem like going the “extra mile” is really about meeting their expectations. It’s not just a matter of doing what’s asked—it’s about delivering quality work on time, every time, and showing your commitment to their success. Meeting customer expectations is more than just a one-time effort; it’s a continuous part of building a strong brand reputation.

Interested in learning more? Contact me!

A Touchy Subject – Political Voiceover

September 5, 2024 by Caryn Clark

The Power of Political Voiceover

A political voiceover can be a touchy subject. However, this week, I had the pleasure of attending a gathering to watch the results of the local Florida Primary come in and to celebrate the winners of a hard-fought primary campaign. It was a wonderful experience, and it reminded me of how fortunate we are to live in a country where we can freely exercise our right to vote for the platforms and candidates we believe in.

The Privilege of Voting

No matter what your political preferences are, this is one of the great privileges of living in a democracy. The ability to cast our vote, express our voice, and participate in shaping the direction of our country is something we should all cherish.

My Journey into Political Voiceover

Looking back, I never imagined I’d find myself in the world of political voiceover work. Until just a few short years ago, I didn’t think I had the “right” sound to do voiceovers for political campaigns. I always assumed my voice wasn’t the right fit for such projects, so I never even tried. It wasn’t until I received a political audition that I thought, “Why not?” and decided to give it a shot.

A Surprising Discovery

To my surprise, I was chosen to voice that first political campaign, and then another, and then another. Before I knew it, political voiceover work became one of the most meaningful and fulfilling aspects of my career. The ads and campaigns I work on are often full of energy and personality, which, as it turns out, is something I do quite well. I find a great deal of purpose in voicing these messages, knowing that they have an impact on public discourse and democracy.

The Lesson Learned

The moral of this story is simple: always try new things! You never know where it might lead you. Sometimes, stepping out of your comfort zone can open doors you never expected.

Let’s Work Together

If you’d like to hear my political voiceover demo, click here. I’d love to work with you on your next project. You can contact me via email at caryn@carynclark.com or call/text me at 239-634-5039. Let’s create something amazing together!

Getting to Know You

September 3, 2024 by Caryn Clark

Thank you to SWFL Fresh Press and Eric Raddatz for a fun interview! If you’re curious about voiceover, how vos obtain work, who our favorite voices are, and what our REAL dream job is… listen! Click this sentence to link to podcast.

How I Changed My Mind About Marketing – VOPreneur Podcast

August 29, 2024 by Caryn Clark

Learn how I changed my mind about my marketing strategy.

Sometimes, we change our mind about how we do business. I changed my mind about my marketing strategy.

I didn’t want to use digital marketing, especially direct marketing. At all. I’ve been in voiceover nearly twenty years, and I’ve never had to really direct market to gain business. So, the idea of a CRM, sending emails, creating sequences… blew my mind.

I dug my heels in and said, “Nope, not for me.”

Then, after going though Marc Scott’s Voiceover Playbook, I changed my mind.

Marc Scott invited me on the VOPreneur podcast to chat about my resistance to a certain marketing strategy and what led to my change of heart.

Now? I even dream about it! (True story. My mind is always thinking, and dreaming, about marketing.)

Whether you’re in voiceover or not, this podcast is worth a listen. You can teach an old dog new tricks, and change her mind about her marketing strategy!

Click here to listen to the VOPreneur Podcast!

If you want to chat about business, marketing, and the like, I’d be happy to talk with you. I offer consulting services! Click here to learn more.

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