It’s a problem.
No, really. Find that problem and solve it for the listener or viewer, and your world is a brighter place, and your auditions become extraordinary.
Now, it’s not a problem with the writing or production of the script, but the problem you’ll solve for the listener or viewer every time the commercial you voice is heard. If you understand this going in, your auditions and performance will be greatly enhanced.
In another episode, I talked about analyzing the copy you’re about to voice, and identifying the secret you’ll reveal to the listener or viewer.
I said that once you reveal that secret, it will solve a problem for the listener or viewer, a problem that they may not even know they have.
There’s really no reason to advertise a product that doesn’t solve some problem: you’re fat, your clothes are dirty, your ketchup is runny, your car is a rust-bucket, your mobile phone isn’t so smart.
Whatever your problem is, a commercial will give you a solution that problem.
Once you identify the problem being solved in the commercial, and you make that your mission, you move away from cosmetic concerns, like trying to make the words sound good or your voice deeper or sexier or more friendly.
You instantly start thinking about the more concrete, authentic mission of telling the story of how your product or service can solve that problem.
And sometimes, the listener or viewer realizes they have the problem during the very moment of you giving them the solution. They might not have noticed that their towels aren’t very soft when they come out of the dryer, or that their computer is as slow as it is, or that their teeth aren’t as white as they’d like them to be.
Identifying the problem before you start to voice the copy, and knowing that what you say will help solve that problem, will instantly deepen and solidify your approach to that voicing job, and connect you fully to the product or service you’re describing.
Look for the problem, and how it gets solved, as soon as you pick up the copy.
Hope this helps.