The Problem In Every Commercial Script

Hey, there!

I teach, in my Voicing Commercials – Part 1 and Voicing Commercials – Part 2 classes a simple rule that will change how you audition forever.

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.

Here’s how.

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.


10 Responses to 6 Steps to a Perfect VO Demo

  1. Kelli August 18, 2011 at 2:58 am #

    I feel really good about my demo. It is a quick and fun process, even for someone like me who gets very self concious. :)

  2. David Britz September 5, 2011 at 11:25 pm #

    The demos are great. Superb quality. Why go anywhere else?

  3. David Britz October 20, 2011 at 3:51 pm #

    Can’t wait to record my Narration VO Demo!! :))

  4. Mike Brang December 31, 2013 at 9:44 am #

    Having a well-produced demo is one of the most important things in the VO business. I had a number of demos made from other producers in the past and they all had one thing in common — that manufactured, cookie cutter sound!
    What sets David apart from the rest, besides his affordable price and tremendously fast turn around time, is that all of the clips you record with him sound unique. Each spot sounds like an actual commercial you recorded for a job.
    My agent loved the quality and even asked who produced it to refer his other talent there!

    Thanks again, David for producing such a great, high quality demo for me. You made the process relaxing and enjoyable. I urge anyone reading this unsolicited reply to listen to David’s student demos to hear the difference for yourself. Anyone would be lucky to work with him

  5. Kristy Liles February 9, 2017 at 7:04 pm #

    I can not thank you enough. I worked so hard on 15 page IVR project, one day I cryed, look for answers, pull my hear (not really) but I was about until another VO send me this great tool. Thanks!

  6. Frank June 11, 2017 at 9:51 pm #


    When v123 indicates the audition is for a student/ nonprofit are we to assume it is for $0. If so, why does the audition ask for an amount to be entered?

  7. shirley jordan June 12, 2017 at 5:58 pm #

    I did get this scam through Voice 123. In our discourse, they offered me the gig and they gave me the name of a legit local place to record and the same runaround with the money. I didn’t send anything, but instead, I called the studio to make sure the booking was for the day we set up, and lo and behold, the people there had no idea what I was talking about. I then tried to call back my “contact person” who was setting this up and there was a fax machine beep on the other end. I immediately contacted Voice 123 and told them what had happened. You know what they say…if it sounds togaed to be true, it probably is. Thanks for the reminder!

  8. shirley jordan June 12, 2017 at 5:59 pm #

    …too good…not togaed.
    The one time spell check didn’t work!

  9. Bernard Prame July 1, 2017 at 9:44 pm #

    extremely helpful demo. Thank you!

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