Voiceovers By Walt - Professional Voice Overs and Voice Over Talent out of Tampa Bay Florida

Copywriting

Where would Voiceovers be without a script? How effective could a Voice Talent be if the copy they were reading was poorly written? More importantly, how effective would the message be?

Effective copywriting is as much an art as a good voiceover. I have seen (and read) many scripts for commercials, narrations, IVRs, etc that showed little promise for grabbing someone's attention and getting them to react to the message. Unfortunately, most voiceover artists have little say in the script they're given. They might question the structure of a sentence or pronunciation of a word, but beyond that they are left to interpret the script as best they can, read it, and move on. Oftentimes the voice talent and/or producer may bare the brunt of the blame when the message or commercial gets little or no response. When in reality, it may have been the Copywriter who did a poor job to begin with. Maybe that writer was the client, who thought they knew what they wanted to say but didn't have the skills to tell their story effectively. Does this sound familiar to you?

A master of Adverting and Marketing, William Bernbach, (he's the B in DDB, one of the largest, most successful ad agencies in the world) once said ~

"The truth isn't the truth until people believe you, and they can't believe you if they don't know what you're saying, and they can't know what you've said if they don't listen to you, and they won't listen to you if you're not interesting, and you won't be interesting until you say things imaginatively, originally, freshly."

Therein lies the magic of effective, creative copywriting! Bernbach also said ~

"If your advertising goes unnoticed, everything else is academic!"

More often than not, the heart of a good ad or marketing campaign is a fresh idea and great copywriting.

Yes, copywriting is indeed an art and skill. And one could argue that the quality of the copy might even be more important than the talent of the voice artist. We've all seen movies that were filled with A list actors, but flopped miserably at the box office. Why? Bad Story? More likely - bad script or screenplay. 

Don't underestimate the importance of Copywriting. Before you spend lots of money on a marketing campaign, hire the best voiceover talent for the job, and wonder why you got little or no response, remember the words of Bill Bernbach ~

"Advertising isn't a science. It's persuasion. And Persuasion is an art."

Please contact us about our Copywriting services and let us create your next marketing message!

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