The Secret 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 secret.

No, really. Find that secret, and your world is a brighter place, and your auditions become extraordinary.

Here’s how.

Let’s work backwards in the advertising and sales process.

4. People buy things because they want to solve a problem.

3. Companies make things and offer services for people to buy.

2. Companies advertise the benefits of their products or services to inform customers how the products or services will solve problems.

1. The benefits of those products or services are described in the advertising, and…here it is…are revealed as valuable secrets – secrets that you get to share with the viewer or listener as the VO talent.

How you share those secrets, even knowing what each secret is, can give you a distinct advantage in your audition, over everyone else that’s simply going for cosmetic improvements in their reads. Instead of just sounding more “up” or “bright” or “deep”, you, by knowing the secret, will be more authentic, connected and truthful.

Sometimes, the secrets are actually called “secrets” in the copy (“the secret to our success?”, “11 secret herbs and spices,” and “Ancient Chinese secret, huh??” are just three famous examples), but the secret is always there: the product or service saves you money, does more, makes you sexier, look younger, feel better, cures your boredom, removes warts, whatever.

How do you find the secret in your copy?

By reading the copy and looking for what are called “discriminators,” the features or benefits of the product or service that separates it from everything else on the market, or from not using the product at all.

Once you discover that secret, you deliver the copy from a more confident perspective, because you understand exactly what the product is meant to do for the consumer. And once you reveal that secret in your voicework, you’ll solve a problem for the listener or viewer that they may not even know they have.

And that problem?

I’ll help you with that too. Stay tuned.

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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