What's The Difference?

When making a commercial for a client, whether it be a traditional TV commercial, Radio commercial or a You tube commercial, choosing the right voice over talent is critical. Voice talent will lend credibility to the commercial graphics you are going to produce for your client, and with the right amount of talent, the right voice over professional will put the right emphasis in the places in the commercial. There are many online v/o resources & companies available for you to choose voice talent from. Keep in mind: not all voice talent are created equal. While many people may respond to your requests for talent needed on the "cattle call sites" or cheap voice banks, it is imperative that you not only choose your talent on the way they sound, but also on the following factors:

1) Experience. If the talent is a newbie getting into the voice over business and simply has a microphone connected to a computer and a fancy website on a voice over search engine, you may be in trouble. Make sure the person you are hiring has some experience behind them (or the v/o company has a solid reputation). This is important for your client so the right parts of a commercial are presented the right way and there are no surprise problems or additional costs.

2) Turnaround. What this means, how fast the spot is voiced and sent back to you. Ask the company or independent voice talent how fast their turnaround is. Is it 3 hours, 5 hours, 24 hours, within a week? Or do they even have a turnaround policy at all?

3) Costs. Many of today's top voice over professionals are available to you for a very hefty fee. The problem is, most media outlets, small to medium size ad agencies, or businesses cannot afford them. This is why asking what the rate is per word, script, or per project is important upfront. Some independent voice talents or voice companies may even ask for a copy of the script, and you should kindly oblige by sending as quickly as you can, and in return asking for a speedy reply on price.  Many companies have a rate card that covers all the basis and should share it with you without arm wrestling for it. Review it in full for what the rate is and then additional fees for additional services.

4) Customer service.  Whether it is just a "one man show" or a full company comprised of several voice over professionals and a office staff* compare the customer service and ask for their policies if not listed on their website.

* There is a reason Planet Charley Productions, LLC has been rated the #1 voice over production company on the web in 2010 and 2011!  Unlike the "cattle call" websites that make their money off of the voice talents by annual memberships and will list any one (from a novice to a voice talent that charges a few hundred dollars for a dry local spot for 13 weeks), we have screened, auditioned, and reviewed the credentials on all of our voice talents for you.  In fact most of our World Class voice talents have national to planet-wide credits. Our talents are contracted and earn their income on the high volume of daily bookings we receive. Our World Class voice talents are true seasoned professionals... all on our site at the same rate.  Plus unlike most of our competitors with a similar business model, we have a search feature to assist you with finding the right voice for your project faster. Not to mention we have editors performing a free post clean up at NO additional charge ensuring you are getting clean audio with the timing you specify that is broadcast ready.

 What separates Planet Charley from the others is our "whatever it takes" attitude coupled with the industries most respected voice over talents & producers. Plus we give back to charities as part of our "We Care About Our Planet" program. That's why more television stations, cable companies, radio stations, and advertising agencies turn to us first.

RIP Dick Clark

Dick Clark died earlier today. The famed TV producer was 82.

Paul Shefrin, a rep for the entertainment legend, told ABC News his client suffered a "massive heart attack."
The Mount Vernon, N.Y., native, who was born Richard Wagstaff Clark, became a breakout star after being tapped to host “American Bandstand,” an afternoon dance show for teenagers, which debuted nationally in 1957. He went on to form his own production company and put out many popular shows, from the hidden camera series "TV's Bloopers and Practical Jokes" to game show "$25,000 Pyramid." He also produced many TV award shows, including the Golden Globes.


[Related: Dick Clark’s ‘Rockin’ New Year’s Eve’ just turned 40]


In 1972, he hosted "Dick Clark's New Year's Rockin' Eve" for the first time, helping Americans countdown to midnight as the ball dropped in New York's Times Square. He continued to helm the special until 2004 when he suffered a stroke that left him partially paralyzed and unable to speak. After Regis Philbin stood in for him the first year, Clark passed the baton to "American Idol" host Ryan Seacrest and, after recovering, made an annual appearance to address the audience.
[Related: Dick Clark's Rocking Malibu Retreat for Sale]

Clark's first time back in 2006, he had the same boyish spirit people had grown to know. Although he clearly struggled with his speech, sounding hoarse and sometimes indecipherable, he candidly addressed the audience, saying: "Last year I had a stroke. It left me in bad shape. I had to teach myself how to walk and talk again. It's been a long, hard fight. My speech is not perfect but I'm getting there." Noting, "I wouldn't have missed this for the world."

Following the news of Clark's death, Seacrest offered condolences. "I am deeply saddened by the loss of my dear friend Dick Clark, he tweeted. "He has truly been one of the greatest influences in my life. My thoughts and prayers are with his family."

Other celebrities expressed their sadness over the passing of Clark as well. Jenny McCarthy, who appeared on "Dick Clark's New Year's Rockin' Eve," tweeted: “RIP dick Clark. You were amazing to work with. U will be missed. Xxxoo.” Joan Rivers chimed in, writing: “Very sad to hear about Dick Clark. What a great life. What a great career. Relevant until the end. He will be missed!” Even Snoop Dogg remembered the TV man, posting: “REST IN PEACE to the DICK CLARK!! U were pioneer n a good man!! Thank u sir.”

Clark is survived by his three children and his third wife, Keri Wigton, to whom he has been married since 1977.

Hire The Professionals To Get It Done Right

There are lots of strategies that have to be considered by a business enterprise for the prosperity and growth of the business. Marketing and advertising strategies are crucial for every business but there are different ways to conduct a campaign.

One of the ways to promote your name along with advertising new offers and discounts is about using the voice talent offered by professional companies. There are lots of ways to make use of voice talent but two of the most common ways are mentioned below.
> You need to get in touch with a professional company offering perfect voice talent and voice over services at the time of making your commercial. It doesn't matter how amazing your commercial is because it will never create an impact on your audience if you don't hire professional voice over services.
> Using professional & polished voice talents is the most economical way of making your business stand out and engage an audience.
> One of the common ways to use voice talent is when being placed on hold when the customer calls your business. What this means is that instead of holding on without being attended by anyone, your customer will listen to the latest happenings and the unique offers available from your business to your current or potential company.

In the above occasions, you just can not create a high impact without opting for a company offering professional voice over services like Planet Charley Productions, LLC.

An important thing to consider:
The most important thing to keep in mind is that you must not try to use your own voice or your local radio station dj's in order to attract your customers. It is a bad strategy and chances are your business will be perceived as un-professional or not capable of answering customer needs. You wouldn't hire your dentist to fix your car so why would you allow a radio jock or a person without the proper training and experience attempt to do your audio marketing.

Always keep in mind that a voice in your commercial is used by your audience to judge your potential and you will do not do any justice to your reputation by saving a buck or two by using your own voice or your local radio jocks not trained to interpret and create the proper vocal invitation for customers to do business with you.  Especially when your competitors may already be utilizing professional voice over talents for their audio marketing.

The best way to make your ads more effective is by allowing experienced voice over professionals to handle things on your behalf. These professionals know how to use microphone to add variations to the voice. It is only due to their experience and knowledge that you can expect them to do a wonderful work for you.

So, the fact of the matter is that there are lots of occasions when you have to entertain or address your customers in a professional way. Those are the occasions when voice-over professionals can create a great impact on your customers.

For more details on how the # 1 rated voice production company can help build and re-enforce your brand awareness visit our website http://www.planetcharley.com/ and contact us.  Our World Class talents have national to planet-wide credits and you will be surprised how little of an investment you will make with Planet Charley Productions for award winning voice talents and producers. Click on the link, check out the demos, and contact us for a free consultation.

Make Your Local Candiates Stand Out This Political Year!

Everyone in local television agrees that 2012 will be unfathomably lucrative, thanks to politicians spending on commercial time with the kind of impulsive freedom usually reserved for sailors on shore leave.

All agree that 2012 will witness record spending, thanks in large part to the 2010 Supreme Court decision that essentially removed caps on political donations. By some estimates, President Obama will cough up a billion dollars to keep his job, most of it going to local television. The “U.S. Broadcasters Get Ready for Record-Breaking Political Ad Spending in 2012” report issued by Moody’s in June estimates a 9%-18% increase for broadcasters from the $2.3 billion spent on political advertising in 2010.  (source: B&C)

If there’s anything station group chiefs can take heart in, it’s that politicians almost always spend earlier, and spend more, than reasonable forecasts have called for. And an extraordinary batch of hot-button political issues, including those related to healthcare, federal tax cuts and unions’ collective bargaining, will likely kick cash to stations, too.

Why Planet Charley Productions for your political spots?  We have voiced & produced hundreds of political spots.  Our World Class voice talents understand the tone, the emotion, and professional presentation needed to engage your audience to your local candidates advertising with you.  Use our search feature at http://www.planetcharley.com/ and type in POLITICAL for our voices that may be the best fit for your local campaigns. 

Successful political campaigns start with professionals to help candidates fight and be heard during a time of advertising clutter.  Planet Charley is the # 1 voice over production company on the web and we have already done dozens of political spots this year.  May the best commercial win!

Engage Your Target Audience For Holiday Advertising

We are constantly asked about scrips and which broadcast mediums work the best.  Both radio and television are very strong mediums.


Radio
When you place a radio ad, you're speaking to a captive audience - the listener has to take an action (actively change the station) to pass by your ad. Because listeners are often sitting alone (frequently in their cars), speak to them like you're having a one-on-one conversation. Address them directly, and your message will get across.

Use these tips to learn more about what it takes to use radio successfully.

• A good radio ad doesn't differ greatly in structure from any other type of ad. Begin with a headline - in this case, a strong opening line that tells the listener what you're going to tell them. Then tell them. Then finish by telling them what you've already told them. End your ad with a call to action - buy our product, read our magazine, call now, etc.
• On radio, you need to keep your message simple and focused. Choose one theme and stick to it. Remember that it takes longer to say something out loud than it does to read it. The average 30-second radio spot contains only about 70 words. Mention your company name at least three times in those 30 seconds.
• Different radio stations require different types of ads. "Background" stations are on in the background and are typically music stations that are listened to passively. "Foreground" stations require active listening. They would include talk radio, all-news radio, call-in shows, and the like. Make your ad sensitive to the format to keep the listener's attention - don't use a "voice-only" ad on a music station; don't put a country and western jingle on a classical music station; and don't use a music-driven ad on talk radio.
• You have two basic choices when it comes to creating a radio ad. You can provide a script and have it read by the announcer. Or you can provide a cd or mp3. If you choose the latter, have a professional voice over talent read the copy; and consider using background music or sound effects as a way of making the ad stand out.
• Repetition is very important in radio, because it takes several airings for the listener to become familiar with your name and product or service. Frequency helps you break through the clutter. Consider running your spots at the same time every day for a week. Take a week off and then run it for another week.

Television
You might think of television as the exclusive domain of corporate advertising. But with the growth of cable and the ability to broadcast to a specific region, television can be used effectively by small businesses too. This medium must be utilized carefully, because it can be easily misused - a bad ad not only makes you look silly, but can actually decrease your customer base.

These tips can help you use advertising correctly.

• Successful television advertising sells through emotions. Television viewers rarely remember the details of an ad, but they can recall how the ad made them feel. Make sure they feel motivated after viewing yours.
• Get to the point. You have about two seconds to grab the television viewer's attention, so use a strong opening image and / or a professional voice over talent - the visual equivalent of a strong headline. You then have a total of maybe five seconds to say what the ad is about - if it's not clear you've lost the viewer for the entire ad.
• Keep your message simple. Stress your benefits. And remember to stress them visually. You can do this by "showing" what they are, rather than just "telling" what they are.
• Be sure to tell the viewer your name visually. Put it right there up on the screen, along with your logo, and your address and phone number. Better yet, hit them twice by having the voice-over talent read it aloud at the same time.
• Don't forget your call to action. Tell the viewer what to do - Call now!!!; Visit your local dealer; Compare the value; Come see us; etc.

Broadcast media can give you impact and communicate emotion and identity faster than any print media and it probably should be part of your ad plans.

Radio Spots 101

The following are three components of a great radio commercial and the details they entail. Though these are merely basic and have many other factors to consider, they are a great starting point for radio success.
1. Something Different – Contrary to popular belief, the components of a great radio commercial begin long before a script is ever written and the record button is ever pushed. First you must establish what makes you different. Do not waste your precious airtime talking about the same things everyone else does. Surely your company can offer unique knowledge or a unique solution to a unique kind of customer problem. Your unique selling point is what will make your offer matter to potential customers. Whatever that special product or service does to benefit the consumer is what makes your organization relevant to them, and thus causes them to pick up the phone and call you. What is in it for them? Logic is not the only factor that plays into decision-making. Emotion plays a major role. Remember to sell more than just features that anyone can imitate, but instead highlight the ultimate benefit the customer will receive. Instead of saying, “Laundry Detergent A gets clothes cleaner,” consider that the higher order benefit may actually be that keeping kids’ clothes spotless helps someone feel like a better parent.

2. The Message – Now it is time to develop the message that grabs and keeps listeners’ attention, while resonating with the potential customers. Do not underestimate the attention-grabbing opener! First impressions are everything, and if the commercial starts off strong, it will draw listeners in for further exploration. Using generalities allows your company to get thrown in the pile with everyone else, so be specific about what makes your product or service excellent, and then be clear and assertive about it. Emphasize the product or service’s uniqueness and credibility. Be simple in your message. Use no extra or unnecessarily large words, and use your small amount of time wisely. Clear, concise messages will get to the point faster and be easier for listeners to comprehend and retain. However, do not forget to entertain. Radio is often called the “theater of the mind.” In other words, you should show, not tell, with your script.. It is recommended that a commercial mention particularly important pieces of information (like names and phone numbers) at least three times to increase retention. Some opt for a catchy 1-800 phone number or a jingle with the name or number in it. Finally, get to the point fast. People are bombarded with a huge number of advertising messages each day, and in order to break through the clutter to reach them, you have to be concise, entertaining and informational.

3. Finally, the production value and the audio talent/music beds selected for your commercial can make a massive impact on how credible the product or service seems to users. Choose a producer who knows his or her way around the studio, and that obviously exhibits a strong expertise in radio engineering. A great engineer will be able to offer creative suggestions on how to make the commercial sound great. Quality production breeds credibility, believability and the ability to successfully captivate attention. The message in the commercial is not just about the words. Make sure to find voice talent that suits the message of the commercial and represents the company well.
The message in the commercial is not just about the words. Find a voice that suits the message of the commercial and represents the company well. Lastly, the music selection can make or break a commercial. The wrong song or sound for the message.

Visit http://www.planetcharley.com/ and click on the You Tube logo at the bottom of the front page to "ear" some of our powerful advertising messages.  All radio spots with just our logo have been produced by us with our World Class talents selected by our clients.  A lot of the same concepts apply to television advertising as well.

Are You Sure You Are Using The Right Voice?

With over 100 World Class talents (many with planet-wide credits) on our website it can be a little overwhelming.  We understand that and have made choosing the right voice easy.

First... Know your clients target audience & demographics.  If it is not you than we suggest the account executive working with your client puts together a check list.  This will help avoid setting your client up for advertising failure.

Second... Be creative and unique with the copy.  While most businesses have similar goals and missions, every business has something unique.  Build on that uniqueness to appeal to your clients target audience.  Because your client is not in the advertising business like we are don't let your client write the script.  The copy needs to feature the important aspects of their business and a trained copywriter will be able to capture the facts, emotion, call to action, and / or the over all direction for the commercial to be successful.  Whether it's a television spot or radio spot, you only get one chance to grab the attention of the audience and entice them with the creative.

Third... By now you have invested time and hopefully a plan of action.  Now it's time to get the right voice that will compliment the spot and relate to the target audience.  Planet Charley Productions has a big variety of award winning World Class talents and each one of our voice pros are unique.  Instead of just grabbing the first or second demo you played, read the talents description next to their name.  Better yet use our talent style search feature to help save you time.  Type in an adjective or two and then listen to at least the first 3 or 4 clips in each talents demo.  You may be surprised how many of our voices sound completely different with a clip in the middle of their demo than at the beginning.  If you use a word that doesn't fine tune the talents that shine best in the word(s) you entered then try a similar word.  For example if you are looking for a car dealer style voice and get a limited selection to choose from then start over and type in automotive.  You can even break it down by gender (ie automotive female).

Our World Class talents have national and international credits.  There is a reason they were casted and booked for the national spots they voiced.  You don't think a clients ad agency listened to one or two voices and then just went with them, do you?  Therefore spend a few moments on our site reading the talent descriptions while playing the demos and use our search feature.  The voice talent in any commercial is the most important part of the spot.  It's the right voice that will captivate, motivate, relate, encourage, and or take the target audience and patronize your clients business.  If the client is happy it is a lot easier to up-sell and get additional buys.  Don't hesitate to contact us for help or a You Tube link to see how we can help you find the right voice.  Remember, the voice over talent is the story teller.  You just want to make sure you are using the best one for your client's message.