Lauren McCullough

Female Voiceover Talent

828-398-4299

LaurenMcCulloughVO@gmail.com

Marketing

Why a Woman May Be Best for Your Brand Voice

Business, Marketing

So, your product is up for a refresher. You’ve got ads, and marketing, and you’re looking for that needed brand voice. Traditionally, many companies have chosen men for these roles to produce a strong, authoritative voice for products, but ask any Mom… women know how to use a strong, authoritative voice when needed. So while breaking from traditional casting of men in those roles may feel counter intuitive, it’s possible a woman’s voice will give your product or sales new life. 

Why should you choose a woman instead of a man? Well, change ups can be very valuable, especially since you may have kept your brand voice the same for a long time. Moving into a new voice will catch your potential customer’s attention. It’ll bring new engagement to your product right off the bat. 

If a man’s voice has always ‘sounded right’ to you, perhaps try inviting other people to voice auditions to get new perspectives on the available options. It’s a lot easier to just audition voices so you can try on a different casting direction before committing to a brand voice change.

Women are being selected for brand voices more and more often as the market shifts. There’s a wider variety of products that can fit with women’s voices than has been used before. Roles for women in society have always been multifaceted, and are only growing more so over time. There are a diverse array of reasons that a woman’s voice is good for you to consider.

 Diversity is not just a hashtag these days, it’s becoming an important principle by which to judge a company. Building trust with customers is essential for sales. Choosing a woman for your brand voice can open doors you might not otherwise have access to. 

  1. Women buy more stuff-they don’t only buy for themselves, but they purchase for households and others. Many times, even if a woman lives with friends, she will buy more ‘household’ stuff than men in the household will. And of course families and children come into big play here. 2020 drove record profits for many companies, because women had to shop from home more than ever. 
  2. Women enjoy listening to and sharing with other women, much like they do with friends. Women’s communication styles tend to revolve around sharing tips and information. A comfortable, friendly voice for your brand can help a woman feel like she’s sharing with a friend about a good deal or a good idea. This is especially true with a more conversational read. This is where your voice talent is just chatting with the potential customer, instead of being more traditional sales like. 
  3. Many positive characteristics are associated with women’s voices, trustworthy, soothing, relatable, melodic, intelligent without being domineering. Men’s voices transmit authority, control, and strength. For decades, research has said that people prefer men’s voices for many products. But women’s buying power has been growing, and their voices are finding a home in more places. Yes there are products that would sound better than a man, but would your brand benefit with a different sound? If you’re doubting, try some focus groups or studies. The results may surprise you. 
  4. Female voices are versatile in that they appeal to women and men-but men’s voices don’t resonate with women talking about women’s products. There are a lot of products that can be related to women. It’s not just clothes, shoes and household goods. Women are creating their own businesses, and many of them have had to step up in educating and entertaining their children. Movies, streaming services, parks, real estate, special events, there’s really very little that strictly has to be voiced by a male. 
  5. Increasing market share-millennial moms are being included in more purchasing decisions than moms across generations. The millennial generation is far more egalitarian in their buying choices. Dad isn’t the only one deciding for those major purchases in many cases. You have the opportunity to speak to this wider audience, and to catch more attention by doing so. And it’s unlikely this trend will reverse, so you’re not just buying into current market share, but the future as well with the upcoming Generation Z. 
  6. Business is booming- millennial moms are starting new businesses and creating new ways to earn money for their families. Partnering with this desire can help any brand drive sales. Many moms had to make tough choices in 2020. Some households could not maintain 2 incomes, and it was usually the mom that stopped working. But these moms aren’t idle. Many of them are looking to create influencer blogs, social media presences, and an endless array of ways to earn money. They can monetize their experiences, create interesting crafts, and anything else their minds come up with. Helping moms make their lives easier, and helping them bring in those extra dollars is a great way to build brand connection. And Moms love hearing from other moms!
  7. Women want to see their bosses and jobs taking the lead on social issues. They are consuming more news, and discussing it throughout their lives. Women in particular want to see gender equity and equal pay as priorities for brands. But keep things real in your company. More than one company out there has tried to tout diversity or inclusion and badly failed. It’s very easy to find from internal leaks or social media whether or not you’re actually doing what you say you are. It’s not just employees that want transparency and trust, investors are now looking at the impact of scandals on their dollars. Women love to see change being made in companies, showing that brands lineup with their values too. 
  8. Being online means that companies can get called on negative behaviors very quickly.  Social Media keeps brands honest-but fake news and false promises are a significant eroder of trust. Keep this in mind if you’re not quite ready to be public about your desire for diversity. There have been many years of brands and other institutions promising what they can’t deliver. These days people are very aware of who is doing what they say they will, and who is falling short. Honesty and transparency, not longevity are big trust builders. Venerable companies are all well and good, but there are significant opportunities for new ones that are willing to show more and be more. Women want to see companies that are aware of their impact in the world, and their impact in the workplace. Showing your values by having diverse hires is a great way to build this trust. And a brand voice is one of the most visible ways that you can do that. 

So, as you can see, although a woman’s voice isn’t the right decision for every brand and product, there are many positive elements going with that choice. Diversity and inclusion are the way the world is moving, and brands putting a woman’s voice out front have a head start to go along with it. And time will show that the sales come right along. 

Why Your Family Practice Needs Videos

Business, Marketing

Should your family practice office use videos to get the word out? Absolutely! There are so many great reasons to use video in your digital marketing strategy. Video is a dynamic way to connect with your patients and the community that may become patients. It can bring a face and voice to your office marketing strategy and help you engage with your patients. 

It’s also a powerful method for developing an environment of peace and serenity, instilling confidence throughout your office. Combined, both online and in the office, your family practice videos can add personality and a unique perspective to your brand.

Online Marketing For Your Family Practice

But first, let’s talk about why online video marketing is a great option for your physician’s office. There are endless statistics about why anyone should be using video in their online marketing strategy. For instance, according to this Forbes article, more than 250 million hours of video are watched on YouTube per day and a person spends 88% longer on a website that has a video embedded in it.

For me though, it’s more than the numbers and the algorithms. Video brings an authenticity to your family practice brand and allows you to connect with viewers in a very real, natural way. This is huge for a family practice office, because patients want to know they can trust their doctor. A recent study out of the Netherlands examined the contagious nature of emotions in YouTube channel creators and their viewers. Viewers can tune in for the content and be emotionally impacted at the same.

Imagine being able to really communicate your bedside manner, before you even meet a patient. Imagine easing anxieties and supporting positive emotions around a visit to a doctor’s office, even before a patient makes an appointment or steps into your office.

What Kind Of Content Should Your Family Practice Create

The content you create really depends on your particular family practice office and the patients you serve. What are their concerns? And what information do you wish they knew or understood better?

  • Informational Videos

You know all those brochures you have sitting around the office. The ones you hope your patients will pick up and learn from. Or the ones you hand them at the end of the visit. Those are a great place to start with informational videos. Share with your viewers the latest research and any precautions they need to be taking. This is also a good way to address seasonal or headline making diseases that are probably already on your patients’ minds.

  • Introductory Videos

Tell us more about you and your staff. Talk about your credentials, as well as a few personal details that make you more relatable. Where did you go to school? What kind of dog do you have? What are your hobbies? You can make a long video speaking with everyone in the office – or short videos with each staff member. You can use these on their bio pages on the website as well as social media.  

Walk around the office and show new patients what they can expect in your space. What does the waiting room look like? Who should they talk with first when they arrive? And what do the exam rooms look like? These are great for any new patient, but also for children who want to have a mental image of what to expect. These videos can reside on your home page or be linked from social media. 

  • What’s New

Did you just install some new equipment? Is your office undergoing a renovation? Are you doing something new or different? That’s a perfect time to grab a camera and walk around. Keep your patients engaged with what’s happening at your family practice. This is especially useful if your patients normally only come in once a year or so. Engaging with them year round keeps you front of mind. 

In-Office Videos

Let’s switch gears and talk about another powerful way that your family practice can use video. Videos throughout your family practice office can add to the environment of calm that you have tried to create. It’s more than just about grabbing some magazines in the waiting room or turning the TV on to a certain channel. Creating in-office videos for your patients is an intentional move to help them have a more fundamentally relaxing experience in your office and to create more positive associations with visiting you. This may help them trust you and visit you more often when they need to, but also to share their experience with their friends and colleagues. 

Relaxing With Video

People already flock to YouTube for what is often called ASMR (autonomous sensory meridian response) videos. They are looking to these mindful, relaxing videos for their physical and mental sensations. Others enjoy hours of just every day people talking about books or others interests. The research, and anecdotal evidence, is already out there that people relax with videos. So now’s the perfect time to bring that same experience into your family practice office.

Creating An Environment Of Calm In Your Family Practice Office

As you are thinking about creating an entire environment that is peaceful and welcoming to your patients, be intentional about where you can place tv or monitors to play videos that will help your patients relax. 

The first place to start is the waiting room. Here you can distract your patients from their concerns and the waiting with uplifting and comforting videos. Don’t forget the exam rooms. Depending on the type of healthcare you provide, you may want a monitor on the wall or a tablet that patients can hold to watch during their appointment. You don’t want the videos to detract from your face-to-face interaction and conversation, but if your patients have to undergo treatments, a relaxing video may ease the process. 

Here are a couple great resources about how music and nature can be therapeutic video design components. 

Types of In-Office Videos

  • Plug and Play

If you aren’t sure where to get started or just need to get going quickly, there are many plug and play options that allow you to just purchase videos or streaming and get started. C.A.R.E. Programming comes on a micro media player that you can just plug into your tv monitor through HDMI. UScenes offers streaming or USB options. 

  • Custom Created

Another option is to work with a video production company, or enlist your own talents, to create your own videos and stream them into your waiting room. The downside of this is that you will want to be sure that your videos are high quality and relaxing in tone. However, there are a number of positives. For instance, you can control what is being shown and can update it to address seasonal or other concerns. You can also use it as a way of building your brand recognition and making your staff more visible. 

Where A Voice Over Talent Can Come In

Whether you are creating videos for online marketing, to get the word out, or are desiring in-office videos to improve the experience of your patients, a voice over actress could help you create those videos professionally. Find a voice talent who is known for a relaxing or relatable voice and pair that with pictures or videos. As we’ve seen with the popularity of apps like CALM, guided meditations are a wonderful way to put you patients at ease. You can tell stories or educate your patients. Either way, both they and your family practice office will be better off for it. 

Adding Video to your Marketing Strategy

Business, Marketing

Are you leaving a chunk of engagement for your brand, sitting on the table unclaimed? You have ads, you have copy, you have logos. What are you missing? Video! Video marketing is the name of the game, and we’re not just talking about commercials featuring your product. The world has not just gone digital, it’s gone mobile. 

Numerous studies have shown that video content gains higher engagement on websites and social media streams. That number is only growing, as is the number of people who consume video content on their mobile devices. Whether it’s a phone or a tablet, people are watching their favorite shows and more in their hands. Video ranks well in search engine results, and it’s easy to share and re-share. In addition, the percentage of video content on the internet is only going higher as well. 

Brainstorm Ideas

So where do you start? If you’re a brand that has mostly kept their videos to specific advertisements, diversify! People love how-to content. If you’re a hardware store, create videos on how to change a tire, or how to know when to call a repairman for a dishwasher, or whatever you can think of. You’ll get to showcase your products and give potential customers a positive association with your name. 

Even brands that may have more esoteric products, like stock trading or financial transactions can give advice on how to pick stocks. Or perhaps on what kind of investments can give good returns. The opportunities are limitless, and you will immediately give the viewer a feel good moment. That makes them more likely to share your content, and spreads your reach further yet. Going viral is never out of reach if you can make people laugh or give them something to think about.

Connect with your audience

But before you begin your diversification, remember that realism is king here. Customers have been saturated with ads their entire lives, and if your how-to is just thinly derived sales pitches, it’ll be a quick turn off. The younger generations in particular have a sharp nose for sales derived language, and not much tolerance for it. Think of this non-sales content as a chance to show your values as a company. No matter whether or not people buy from you or use your services, you’re putting something good out there into the world. That’s the kind of thing people will remember and tell others about. Another excellent application for video is to give potential customers a view into who you are as a company. With our vast interconnection in the world, the personal touch gives your company and your brand a greater depth and connection. 

The Internet thrives on video

Have you neglected your social media channels? Take the opportunity to spruce them up with some video content. It’s an easy turn off if someone is trying to find out more about a company and all they can find is a half empty Facebook business page. Make sure that the team member(s) assigned to run these channels have a strong connection with the movers and shakers in your company. The messaging needs to be a strong thread throughout the whole company and not in some forgotten corner. Don’t forget to add video content to your website as well. There are a great many plugins that can feature your social media content on your website also. 

And even if it doesn’t seem like it, make sure that the executive level understands the value of social media and what type of content is good to put out. More than one venerable executive has caused missteps with their misunderstanding of the differences between old and new content types. Don’t worry about market saturation and following every social media ‘rule’. Worry about being interesting and engaging. Make it your priority to be a storyteller, someone who promotes connection between people, someone who gives value and transparency with their brand and their product, and someone who cares about people. 

Make people want to share

Engagement is the golden ticket many brands strive for. Customers replying to your posts, sharing your content, and participating in any contests you run can help spread your name far and wide. Video content is a keystone here, as well as making sure that you don’t always recycle the same content. Consider creating a partnership with content creators where you can share your channel with them. Or you could create a partnership with another business, perhaps in an allied field. A hardware store with a paint store. A tire shop with a car wash. Again, the opportunities are limitless.

Keep an eye on the truthfulness and shared values that are part of your content. If you’re saying one thing but your employees are saying another, people will find out about it sooner or later. There are no secrets online. And there is no way to delete content permanently once it’s been posted. This isn’t to scare you off of the video content that can improve your brand image. This is to make sure that you take some care in doing so. Once inconsistencies are noticed, there’s no putting that cat back in the bag. 

Think outside the box

Other ideas for video content are website contests. Give your viewers something to do, and you can increase your sharing. People love prizes and the chance to win something fun. Whether it’s the creation of a post of someone using your product, or writing comments on a post and sharing and tagging, this can increase your reach. Also, have your social media employees looking for people mentioning your product. 

Recently, a young man was wondering about the origin of the popular Triscuit crackers. Since they’re square, why was the name tri-scuit? To make a long story short, he found a photo of a 100+ year old ad that showed how triscuits were baked by electricity. That gave the company elec-tri-city biscuit, Triscuit. Triscut responded to the young man’s posts, confirming the information he’d found, and sent him a pallet of their product. Now they look good, the young man has an amazing story, and the whole incident is added to the feel-good archives of cool online happenings. 

Don’t forget emails!

Videos in your email marketing is another great opportunity to share your content. It can easily take a boring newsletter into something people want to open and share. This is another area to take care, however, as many companies have vastly overused this channel and heavily saturated the market. Don’t sign people up without their consent, and don’t send them constant emails. Make your content something that will make their day better. Give them good info, and don’t center your selling so that they don’t dread seeing your company name in their inbox. Or worse yet, have your email banished to their spam folder so they never see it at all. 

Whether you’re a video newbie or you’ve shared some things, there’s always more engagement out there for your and your brand. Advertising is changing, bringing in new methods, scripts, and modes, and you don’t want to get left behind. And the opportunities are truly exciting. You can not only drive sales of your product or services, but can make people laugh, give them good info, and genuinely touch their hearts. You can share stories, and rewrite your company reputation in this new frontier. 

YouTube Pre-Roll Ads That Rock

Marketing

Have you considered using YouTube PreRoll ads in your marketing strategy? These ads, which act like a short commercial before a YouTube video begins or sometimes later in the video, can be a powerful way to get your message out to just the right audience. 

How Effective Are YouTube PreRoll Ads?

In short, really effective. YouTube viewership grows constantly. Just check out these statistics. 

  • YouTube is the second most popular social media platform. (See Oberlo.)
  • Two billion logged-in monthly users. (See Hootsuite.)
  • One billion hours of video consumed everyday. (See socialsprout.)
  • Average user consumes 12 minutes and 43 seconds. (See SocialMediaToday.)

And here’s what makes it really awesome. YouTube is owned by Google. So to harness your pre-roll ads, you will use Google Adwords. This means that you can use keywords related to what you’re selling, what your target audience is looking for, to drive the use of your YouTube Pre-Roll ad. For instance:

  • If you sell children’s books, you can play an ad in front of a book reading or book review. 
  • If you want moms to see your ads, you can play in front of a tutorial for moms. 
  • If the perfect video for you to be in front of is a make-up tutorial, you can use target keywords to connect with those types of videos. 

As you can see, targeting your video to your exact audience is key. And is the great thing about YouTube pre-roll ads. The more specific you can be, the more certain you can be that the right person is going to see your little ad at just the right time. 

The Best Way to Use Pre-Roll Ads

According to this fantastic article from Convince & Convert, the best way to use your YouTube pre-roll ad is not to hit your viewers immediately with a sale. Keep in mind, your video is interrupting them. They clicked a YouTube video link to watch that YouTube video and first they have to sit through 5 seconds (and hopefully more) of your video first. So instead, the best way to use this opportunity is to “raise awareness,” according to the article above. 

I totally agree. This is your chance to make your viewer go “wow!” or “huh, I never thought of that” or “Well, I’ve never heard of that before.” It’s a chance to make them think, make them informed or educated, and make them click to learn more. 

Get creative. Get silly or serious; just make sure to match the tone of your message. Sometimes thinking outside the box is the best way to go. 

With YouTube Pre-Roll Ads, You Have 5 Seconds

The power of a YouTube pre-roll is that it plays before a YouTube video that the viewer has chosen to watch — or sometimes they play midroll or even after. The viewer has to sit through 5 seconds of the pre-roll ad before they can choose to click the “Skip” button and get on with the video they have chosen to watch.

Those first 5 seconds are the critical moments. Your video can be up to two minutes long, but most people choose to make them shorter, between 15 and 25 seconds in total, according to this article from WordStream. Of course, the whole video should be engaging, entertaining, informative, and generally just well done. But it’s those first 5 seconds that really matter, because those are the seconds that every viewer will see. They can’t skip until those 5 seconds are up. 

So what are you going to do with them? That 5 seconds may not sound very long, but take a moment and count them out. “One Mississippi, Two Mississippi, Three Mississippi…” You can do a lot in those 5 seconds. Cut out all the fluff, so to speak, and get to the heart of the matter pretty quickly. 

Remember, as we talked about above. This is about awareness. This is the top of your sales and marketing funnel. This is about drawing people in. This is making people aware of your brand, your cause, or your message. Maybe they’ve never heard of you. Maybe they didn’t know you existed, yet. Maybe they need your product or service, but didn’t even know you were an option. Or maybe you do things better than the competition, if only people know you existed. Or maybe there’s a problem out there that they haven’t even heard about, and can make a difference if they only knew. 

That’s what these 5 seconds are about. The chance to make them aware. 

What Should Your CTA For A Pre-Roll Ad Be?

As you are preparing your pre-roll strategy, you need to think about what you want people to do. What will define success and how will you track it? 

A click-through is a great way to keep track of how well your video is going. You can set up a landing page to send people to — to learn more about your brand or to grab a freebie in exchange for an email address. If you have a really engaging storyline, or other attention-grabber, you can encourage people to click-through to watch the rest of a story.  

Remember that since this is the top of your sales funnel, about raising awareness, you may not want to use this ad to drive sales directly and immediately. Bring them to a page to build interest and help them learn more. 

Some Great Pre-Roll Ad Examples

Do you need some inspiration for your YouTube pre-roll ads? These might spark some ideas:

  • Top 10 High Converting YouTube Pre-Roll Ads from YourCharisma
  • 11 Best YouTube Pre-Roll Videos from Fiverr
  • 13 Amazing YouTube Pre-Roll Ads from HubSpot

Hiring a Voice Over Actor For Your YouTube PreRoll Ads

When it comes to those 5 seconds that you’ve got to really connect with someone in a YouTube pre-roll ad, you don’t want to take any chances. Hiring a voice over talent can ensure that you hit the right tone in the most professional way. You can’t afford a mumbling voice or inarticulate diction. You need to nail it. 

Furthermore, a voice talent can bring just the right sound to your video. For me, that can often be a snarky millennial or conversational mom. Give your video the sound it needs — and grab them quickly. 

So whether you decide to be quirky or serious, just remember that the Pre-roll ad can be a highly effective, and unique way to draw in your audience and make customers interested in your brand and product.

What Is Sonic Branding?

Business, Marketing

Sonic branding is a topic that is rather trendy right now in advertising and marketing, with the growing popularity of digital marketing and online videos. But even as those spaces continue to grow, sonic branding isn’t necessarily a new concept. It’s been with us for a while, whether we realize it or not. 

So… What Is Sonic Branding?

Well, let’s just get out of the way what it isn’t.

  • It’s not about branding a certain PlayStation hedgehog from our millennial youth. (Although, hold that thought, we will get back to him.) 
  • It’s not about branding a fast food chain known for brightly colored drinks and drive-in service. 
  • It’s not about loud noises like sonic booms, necessarily.

But let’s get down to the definition. Stated simply, sonic branding is sound branding. It’s creating a type of logo and brand elements, that are built in sound. 

The Basics Of Sonic Branding

Still feeling a little confused? Well, let’s think about digital branding and what comes in a branding package. You have a logo. That’s the main element. You have a color palette that is specific to your brand. You have fonts and other features that lend themselves to your brand. And you have assets, which are ways in which all those pieces are put together and used to define your brand. So that when you see those elements, you KNOW it’s that brand. 

Okay, now let’s use our imagination and think about sound branding. You can have a logo—a quick tone or little song that, or even a little catch phrase or part of a jingle. It’s small, but distinctive. There are sound elements that go into that piece. Upbeat and happy or low and serious. And there are endless ways you can use that piece to denote your brand. At the end of a commercial for instance. 

Here’s another way to think about it. Sonic branding is like an audio tagline or slogan. When you think about your favorite brand’s slogans or taglines, you probably think about it in a certain voice or tone. Maybe with a specific rhythm or even music behind it. That’s the sonic branding. It’s that specific tonal quality that is the same every time and evokes a mood or emotion associated with it. 

Examples of Sonic Branding That Have Been Around For A While

Sonic branding isn’t necessarily a new concept, although the digital age has definitely taken it to the next level. This article from the 4A’s mentions that the first audio trademark registered at the U.S. Patent and Trademark Office was NBC’s signature three-tone chime sound, in 1929. And it’s still used today. 

That’s not the only signature sound that’s been with us for decades. In fact, some of the most iconic brands, that were with us during the heydays of radio and the early years of television, created sonic brands back then that you probably still know. 

How about the Jolly Green Giant and his classic Ho-Ho-Ho? (You know what comes next… “Green Giant!”

A little more recent, how about the Intel swoosh sound?

Let’s go back to the examples of what sonic branding isn’t and let’s think about that hedgehog for a moment. PlayStation is actually a great example of sonic branding. Here’s a clip of their little sound. Every time you hear it, you know it is PlayStation. 

Why Should A Company Invest In Sonic Branding?

Why invest the time and money into a sonic brand? The same reasons you do for digital marketing assets. Not only do they give your brand distinctive cohesion, they give you something to build around as you create videos, radio spots, clips and more down the road. You won’t have to reinvent the wheel to really leave your audio mark each time. In fact, you shouldn’t. 

But why else is sonic branding a good move for a lot of brands? It helps you stand out and correlates certain emotions with your brand. What do you want people remembering you for? And how can a sound help customers, and potential customers, understand what an experience with you feels like? That’s part of the layers of sound you want, in even the simplest sonic branding.

And here’s an interesting fact. In a study conducted by Veritonic in 2016, they found that audio logos that were best remembered had generally been in the market for a while, some even for decades. This makes sense because just like visual logos, it can take a while to become a household name, or sound, so to speak. But that investment of money and time paid off because those sounds stuck. 

How Can A Brand Use Sonic Branding?

In a digital space, sonic branding can be used for more than just videos and ads. In fact, there are endless ways to incorporate your unique sound into your brand, through the use of your product and technology. For example, MasterCard recently created its own sound that will be used whenever someone uses the card for a payment. In a growing digital age, there are lots of ways to use your sound during the use of your product or service, either upon initiation or at the close of a session. In this case, it’s about associating an experience with a feeling. 

Over the course of time, one of the most common uses for signature sounds was at the end of a commercial. They were a kind of sign off or stamp of approval—like signing your name at the end of a letter. 

Creating Your Sonic Branding

So, have I convinced you yet that your brand needs a signature sound? It’s a fun arena to explore, but where do you start? This article from AdAge offers some great advice. They recommend going back to the basics of your brand. Consider your visual brand guide. What are the emotions and affections that drive your visuals? Is it perky and flirty? Is it fun and adventurous? Is it quiet and soulful? The list could go on forever, but remember that inventing a sonic brand isn’t about starting from nowhere. It’s about building a sound that reflects who you already are. 

If you aren’t musically inclined, you may want to consider hiring a professional. Why? Because you want to find something truly original and impactful. You may be able to develop it yourself or in-house, but sometimes hiring a musician is the right way to go. 

And don’t forget that sometimes the perfect sound requires words. And that’s where a great voice over talent can step in and bring life to your concept. Hiring the right voice matters too, because the sound of the actor’s voice will become the sound of your brand. You need to find one that can not only perform your signature piece with clarity and precision, but also carries the emotion you need. 

 

Business Advice: Requesting Referrals

Business, Marketing, Voiceover Industry

Referral marketing is often thrown into lists of great marketing ideas, but have you taken the time to explore how to set up a referral program for your business? 

Referrals are one of the best ways to market yourself. Let’s be honest, people trust recommendations from people they know. When you’re trying to get the word out about what you are selling, sharing real recommendations from those who are happy with your product or service can help you build rapport and make sales a little faster or with more consistency. 

What Are The Benefits Of Referrals?

Before we dive into some hows, let’s look at the whys behind referrals. Why should you look into gathering and showcasing referrals? Why are they worth your time?

  • Referrals Are Powerful

Referrals are about trust. When potential customers hear about you from those they trust, some of that trust rubs off on your brand, so to speak. Referrals carry the weight of the relationship between the one sharing and the one receiving. Because they trust each other’s recommendations, your brand is seen in a more positive or trustworthy light, than it would without that referral. 

And that’s why they are so powerful. With a referral, you instantly get a leg up on the competition with that loyalty and authenticity behind it.  

  • Referrals Are Personal

Here’s the thing about referrals, whether they are for a pizza or pediatrician, they are deeply personal. Often built out of at least some level of relationship, referrals can develop out of a very custom need for your brand. People don’t tell others about brands they don’t think the other will care about. Instead, they tell them about things they know they need or want. 

And that recommendation often comes with a why. “I think you’d love this pizza because they overdo it on the cheese.” or “I know you need a pediatrician who understands gluten-free diets and other restrictions. Definitely check out ours.” That personalization is part of what makes them so powerful as we discussed above

  • Referrals Are Easy

Let’s skip trying to think of the next great marketing scheme or a compelling new campaign. Referrals are a simple step to build up your reputation and get the word out about what you do, without reaching for a lot of creativity. 

Too often when we try to get snazzy, we lose a sense of authenticity and forget the people behind why we do what we do. Referrals keep us grounded and remind us of why our clients come to us in the first place, and even more so, why they stick around. 

Who Should You Get Referrals From?

Do I have you convinced that you should start referral marketing? Unsure where to start? You need to know who to ask for referrals. That’s the first step. 

  • Everyone

This is the most basic answer, but the reality is that the power of referrals is multiplied by the numbers of clients who are willing to share your brand with others who may be interested. Setting up a system to automatically ask or taking the time to personally reach out to all your clients can help you reach those numbers faster. 

  • Your Most Loyal Clients

With the obvious answer aside, let’s talk about your loyal clients and customers. You know the ones. They always provide raving feedback. They are eager to purchase from you or work with you again. They are the ones to spend your time with. They may be eager to refer your brand already. They are likely to be excited to help you get the word out.  

  • Your Target Clients

Another angle to consider when narrowing down your referral request list is your target audience. This can probably be informed by your loyal clients and customers, but may be slightly different. Your target clients reflect the demographics that you are trying to reach with your brand. Referrals from this group can be very useful because the way your brand helps them and the way they talk about your brand can be very persuasive to more members of your target audience, helping your brand to reach an audience you are trying to connect with.

  • Influencer Endorsements

We don’t need to spend a lot of time with this one, but it’s worth mentioning. It’s often alluring to reach out to influencers or online celebrities who will talk up your brand, but try to remember everything we talked about above. Real effectiveness of referral marketing comes with authenticity and genuine connections.  

Helping Referrers Refer

Now that you know who you want to ask for referrals, how do you go about getting those referrals? The key is in helping them make those referrals. Taking the guesswork out and helping them refer you to their family and friends. 

How you help your customers or clients depends on your own business. Try to get inside their minds. When are they likely to tell others about your brand? How would they want to do it? Here are a few ideas to get you started. 

  • Marketing Collateral

Sometimes good old fashioned print marketing can help. Anything from brochures or one-page documents to postcards and stickers can give your loyal followers something to tangibly share with others. This is especially great if you have detailed services you provide or are a visual artist and can show off your skills. 

  • Shareable Online Content

When you are creating online content, such as educational videos or blogs, make sure they are easily shareable. And create content your target market loves. It gives them something to share with their friends when they refer your brand to others.

  • A Referral Program

We’ve all used them. Referral codes from brands we love that give others a little discount, and us too, when they use them. It’s a great way to incentivize people to get the word out, but keep in mind that these kickbacks can sometimes take out a bit of the authenticity. 

  • Just Asking

Let’s just keep it simple. Sometimes the best way to get a referral is just to ask. Just real conversation. It seems so novel in our overly digitized, constantly automatized world, but a simple ask can be as effective as any gimmick you try to employ. It brings the humanity back to the system.  

Just Asking For Referrals

How do you ask? Just ask. Ask your longest or most loyal clients. Ask them upfront “Would you be willing to share my name?”

A great way to start is with a real conversation. 

  • Ask about them and their family. Be real.
  • Ask how you can help them.
  • Tell them what you’re looking for, such as a type of customer or industry. Would they be willing to share your name?

People like to help other people they like. You may be surprised with the results. 

You can also create automated messages with your invoice or after a sale, asking people to share your name, if they are happy with your work. 

Referrals can seem difficult or intimating, but at the end of the day, they are about relationships. The relationships you have with your clients and customers and the relationships they have with others. 

And the key to referral marketing is nurturing those relationships. Asking for help in spreading the word and making it easy for your friends to do it. And don’t forget to ask how you can help them too.