Yup, 2021 is here and it just seems like life is flashing by at such speed as you get further into your years.  Granted, I’m no spring chicken, but it just seems like when you roll out of bed on Monday morning and take a good stretch – it’s Friday when you look around.  Where did the week go?

This year, I’m focusing more on e-Learning projects, narrative jobs and Explainer videos.  I like the long form stuff that isn’t an audio book.  That’s just not my thang.  The incredible GVAA Rate Guide had helped us all so much in order to set rates without the clients saying, HOW MUCH??  Sorry, that’s what the market will bear these days.  Get with it.  And I have.  And many of my clients have too.  I’m always sure to mention I am negotiable.  And that seems to please a majority of them.  But some go away with a, “I’m not paying that much for just a bunch of words!  That’s ridiculous!”  Ok, go find someone with a Close ‘n Play recording kit and use them.  I’d rather work with clients who respect what we do and we in turn respect them too.

Over the years, I’ve received copy from radio salespeople, clients, copywriters and others trying to convey their inner most, poetic salesmanship. The authors wrote on radio, 18-line templates, many times in the wrong sized font, trying to squeeze in more info into a 30 or 60 second spot that was waaaay outside the law of ridiculousness.

I’ve been tossed legal pad versions with crossed-out lines. I’ve had some try and send me emails that were formatted improperly, which turned into gobblety-gook. I’ve even received scripts written on napkins from the corner bar. Who hasn’t?

My point here today is to share some facts that by now we all show know, but some effective new info has come to pass, I wanted to share, to make your copy stand out from the rest and show you know how to write for a VO.

* Forget the 18 line radio template. Align your text to the left margin and each sentence (one thought) is one line, then start a fresh next line.

* Use 14 -20 point fonts. 14 is the most utilized to enable the VO to read copy more effectively.

* Ever since we first started reading books, newspapers, magazines, etc., guess what was the most used font style? Times New Roman. So, our brains learned to comprehend that style all through our lives. And it only makes sense to use TNR as your basic font style, since our brains already understand it and are conditioned to read it more effectively.

* Finally, use Word Count to get the proper amount of words into your script. For 60 seconds, here are the standard word counts to consider: 120 wc for slow, methodical, biblical reads, 150 wc for standard conversational reads. 160-165 wc for nicely paced informational reads. 170-200 wc for fast-paced car spots.

Remember: the less wordage you use, allows the script to breathe. Give your voiceover a chance to emphasize words, show attitude/personality for each specific problem/solution your copy may try to solve. And don’t forget, a pause, is the most effective way to get attention. Bringing your voice to a stop and then follow-thru, garners the attention of the listener. It’s a real secret trick for good writers. (check out the 2nd spot on my Commercial Demo – see if you don’t agree)

What are some of your ideas that have helped you to make your scripts more effective? Love to hear your input. Till then –30–

Please address your thoughts and concerns to:
JG@johnnygeorge.com

I was thinking today how I respond to a video VO audition. How can I make my audition stand above the rest.

If your potential client gives you a scratch track of their audio with video and the VO is recorded by someone in their office, try this. I most always play their audio soundtrack onto my editor, so I can see, hear and display their timing.

If they have asked you to “sound like their example” you are simply listening for their natural emphasis, tone and timing. They do NOT want you to emulate their VO example. Otherwise, they wouldn’t need you in the first place. Bring your “A” Game to the audition. Let them hear how YOU would perform for their project.

First, once you understand their “taste”, lay down your track with your interpretation of their script. Once completed and you’re pleased with your performance, you now need YOUR audio to fit THEIR graphics and timing on the screen.

Then, cut up your voice to allow you to slide your sentences to meet their pace. Put theirs on Track 1 and yours on Track 2. Line them up. So, when played back, your audio now syncs with their project.

Now, mute their audio and finish producing your MP3 or requested format. Then send them your audition. Mention in your email, if you can, that you have timed your audio to their video. This will allow them to hear exactly how YOU sound in their work. That will go far in showing them you care and want to earn their business.  Plus, it saves them a lot of time.

I always try to do this for all accepted projects like this. It furthers your professional standards. And causes your work to always be above those that don’t take the time to work hard for the client.