*****************************************************************
Message delivered directly to members of the group:
internet_marketing_articleblaster@yahoogroups.com
*****************************************************************
Please consider this free-reprint article written by:
Jerry Bader
==================
IMPORTANT - Publication/Reprint Terms
- You have permission to publish this article electronically in
free-only publications such as a website or an ezine as long as
the bylines are included.
- You are not allowed to use this article for commercial
purposes. The article should only be reprinted in a publicly
accessible website and not in a members-only commercial site.
- You are not allowed to post/reprint this article in any
sites/publications that contains or supports hate, violence,
porn and warez or any indecent and illegal sites/publications.
- You are not allowed to use this article in UCE (Unsolicited
Commercial Email) or SPAM. This article MUST be distributed in
an opt-in email list only.
- If you distribute this article in an ezine or newsletter, we
ask that you send a copy of the newsletter or ezine that
contains the article to info[at]mrpwebmedia.com (replace [at]
with @)
- If you post this article in a website/forum/blog, ALL links
MUST be set to hyperlinks and we ask that you send a copy of
the URL where the article is posted to info[at]mrpwebmedia.com
(replace [at] with @)
- We request that you ask permission from the author if you
want to publish this article in print.
The role of iSnare.com is only to distribute this article as
part of its Article Distribution feature (
http://www.isnare.com/distribution.php ). iSnare.com does NOT
own this article, please respect the author's copyright and
this publication/reprint terms. If you do not agree to any of
these terms, please do not reprint or publish this article.
==================
Article Title: The Sound Of Business Part 4
Author: Jerry Bader
Word Count: 989
Article URL: http://www.isnare.com/?aid=22600&ca=Marketing
Format: 64cpl
Author's Email Address: info[at]mrpwebmedia.com (replace [at]
with @)
Easy Publish Tool: http://www.isnare.com/html.php?aid=22600
================== ARTICLE START ==================
STEPS TO CREATING YOUR SONIC PERSONALITY�
1. List all the human attributes inherent in your business
personality. An accounting firm may want to project stability,
reliability, and a conventional outlook - think the avuncular
voice of Walter Cronkite. An advertising agency might want to
deliver a hip, cutting edge, in your face creative personality
- think the edgy delivery of Chris Rock or Dennis Leary. Now
before you get all excited and start shouting, 'how I am I
going to afford these guys?' the answer is you don't. There are
great voice actors available at very reasonable prices that can
project the desired style and delivery.
2. What are the audio qualities of the Signature Voice? Do you
want a man or a woman, or a combination of both? Do you want a
deep base voice full of conviction, a snooty British accent
dripping in condescension, or a comic rapid-fire patter aimed
to amuse and entertain? When we created the
http://MassiveRecordProductions.com project, we required a
smart-alec wise-guy approach, in the vain of Dennis Miller. In
this case, the actual accent of the voice was less important
than the delivery.
3. What kind of language, phrasing, and cadence is required to
give the Signature Voice its personality? When we were looking
for a Signature Voice for a DVD that was to be used at the
Winter Baseball Meetings, we decided on a combination of Dizzy
Dean and Mel Allen. The key was that 'good ole boy' southern
charm conveyed through a combination of baseball jargon,
phrasing, and dialect. We weren't looking for someone to
imitate Dizzy Dean, just someone who could deliver the essence
of Dizzy's love for the game.
4. Wet or Dry? Have you ever watched one of those 'The Making
of �' documentaries on a how a movie was made? Sometimes they
will show you a scene with dialog but no music or sound
effects. It's really very flat, even with the actors doing
their dramatic best. Voice without music or sound effects is
called a 'Dry' delivery. When the effects and the music are
added in postproduction, the scene delivers real emotional
impact. The music and f/x provide emotional clues and memory
hooks.
5. Write the script. I find having the voice in my head is a
great help in writing the script. Whether you're shooting for
Sidney Greenstreet or Rod Serling, the cadence, phrasing, and
language are what makes the script come alive, and creates the
Sonic Personality� that will represent your company. Unrelated
to the actual voice but definitely of importance to the script,
is the point of view. The script should not be about you, it
should be about how your audience can benefit from knowing you.
Don't fall into the trap of focusing on you and listing a bunch
of product or service features. Talk about what you can do for
your audience, and in that way you will make a real connection.
6. Audition the talent. Once you have a script, it's time to
audition a number of voices to find the one that fits the Sonic
Personality� you are looking for, and of course the price you
are willing to pay. We generally have 50 to 100 people audition
for each script. We then narrow the search down to the two or
three best voices that fit the audio and budget requirements
and present them to our client.
7. Implement on the Web. Once the voice audio is complete,
music and sound effects can be added as needed. The audio
tracks are then cut into digestible clips, compressed, and
converted into appropriate implementible files. The Sonic
Personality� program can be delivered on a website, or a DVD or
CD presentation.
The Proof Is In The Toaster
In a world of mental clutter, 'information anxiety', and low
attention spans, Sonic Personality� will become the next big
weapon in webmedia presentation and marketing. But let's say
you're still not convinced even after reading the four
installments of 'The Sound of Business.' Let me show you
exactly how Sonic Personality� can work in a practical example,
but you have to promise to participate.
Take a sticky note or a plain piece of paper and place a big
question mark on it. Under the question mark draw a line. Now
place the piece of paper in your daily agenda two weeks from
today. In two weeks, I want you to write down on that piece of
paper the name of the fictitious product in the example we are
going to create. If you can remember the product's name, Sonic
Personality� has done its job.
Here's the setup. There are certain things in life that are
very personal, the way you dress, how you comb your hair, the
way you take your coffee, and how you like your toast. There is
nothing worse (well of course there is) than waking up on a
Saturday morning, taking the last two slices of bread, placing
them in the toaster, and in several minutes find you have what
can best be described as a 'burnt offering.' There is
definitely a need here that needs to be filled.
Our made-up client is a small appliance company who has created
a toaster that audibly warns you what setting your toaster is on
as soon as you put your bread in it. This product has appeal for
anyone who has been irritated by ruined toast. The client isn't
sure what kind of Sonic Personality� they want to present, so
we create a series of Sonic Demo Spots.
Click on the link below to hear the various sonic demo spots,
each with its own Sonic Personality�. Don't forget to create
your two-week reminder and if you remember the name of the
product, you should start thinking about how to implement your
own Sonic Personality� campaign.
About The Author: Jerry Bader, is a partner in MRPwebmedia, a
website design firm that specializes in creating multimedia
websites with audio, video, Flash, and interactive elements.
MRPwebmedia developed the Sonic Personalities� concept using
custom-crafted voice-overs. Phone (905) 764-1246 and visit
http://www.sonicpersonality.com and http://www.mrpwebmedia.com.
Please use the HTML version of this article at:
http://www.isnare.com/html.php?aid=22600
================== ARTICLE END ==================
For more free-reprint articles by Jerry Bader please visit:
http://www.isnare.com/?s=author&a=Jerry+Bader
Yahoo! Groups Links
<*> To visit your group on the web, go to:
http://groups.yahoo.com/group/internet_marketing_articleblaster/
<*> To unsubscribe from this group, send an email to:
internet_marketing_articleblaster-unsubscribe@yahoogroups.com
<*> Your use of Yahoo! Groups is subject to:
http://docs.yahoo.com/info/terms/
No comments:
Post a Comment