I just wanted to share with you something that happened to me recently that only served as a reminder to me about the impact of verbal communication when it goes wrong…!
I experienced some fundamental communication issues with a service provider during a telephone conversation with their customer services representative, which could easily have been avoided, and highlighted the difference between the words in the script and the delivery of that message…
The agent probably said many of the things he was supposed to have said; may be some of them came direct from his script. So he seemed genuinely perplexed at my growing annoyance. Afterwards, I suggested to his team leader that he listens back to that call…
You see, some of the words he said may have been factually correct, but it was the negative and monotonous TONE of his voice in his delivery which not only wasn’t working, it was exacerbating the situation and making me feel bad about my service provider.
Whilst key words need to be there to convey important information, the greatest impact is made in the WAY that we say them.
And so it is the same with Voice Over. Getting the voice over right – and of course the right voice over artist in the first place in order to achieve this – the reading STYLE, TONE and the WAY it’s narrated, is crucial to its success if we want the audience/listeners to feel a certain way, and take action – whether it’s a commercial, corporate, e-learning, children’s story, or a marketing on-hold message.
To quote Banarama; ‘It ‘aint what you do, it’s the way that you do it’… !