I ran across a longer version of this quote this morning and my first thought was, “This is it.” This is the root of all things. Dont’ worry I’m not going to go on a long philosophical rant. But, THIS. IS. KEY.
In marketing and writing copy for any product or service you are challenge to answer the question, “What problem are you trying to solve with your product or service?” Makes sense. Knowing that leads you to your audience and to the benefit statements.
In voice over, we have to go deeper. We have to make a connection – without body language, eye contact, or physical touch. We have to connect to the audience through our voice. So I say, again, go deeper!
When you review your next script ask yourself these questions:
*What is the problem this product, service or message solves?
*Who is the audience?
*What do they feel about the problem?
*What do you fear if nothing is done? (Added this one is because sometimes it’s easier to answer than the one about feelings.)
*What do they need?
If you see do this – with your script, with your clients, with your best friend, with your kids – you are building empathy.
This will guide you in providing an honest, versitile human connection with your voice. Give it a shot and tell me how it works out for you.