The Power of Word of Mouth & Voiceover

Let’s talk about word of mouth, or as the OG, Byron Sharp describes it ‘what normal people call “having a conversation”’. What was the last recommendation you received or opinion you sought from someone you trust? Did you bother to verify their recommendation in any way or did you just ‘take their word for it’ (do you see where I’m going with this? lol).

Back in my previous career, we spent a lot of time trying to figure out how our ad campaigns could generate more ‘earned media’ for our clients - in layman's terms: earning credibility and kudos for your brand/product through peer-to-peer and word-of-mouth recommendations, amongst other approaches. WOM is one of the oldest tricks in the book when it comes to bringing in new customers because the currency used in word-of-mouth is: TRUST. You’re effectively buying into someone’s CONFIDENCE. Plus it’s basically free, so the more of it you generate, the better your ROI!

Obviously there are many and varied ways in which you can generate trust with your audience, but one really simple, powerful and cost-effective way: is using a VOICEOVER. One you think ‘sounds’ like your brand, embodies your values, or even better, sounds like a person your consumer would like to have a conversation with! It builds positive brand sentiment, and helps you build a stronger emotional brand-consumer relationship. It’s why so many brands use celebrity voice overs as consumers feel they have a personal connection with them on some level!

So, the next time you’re thinking about how to build trust and a stronger emotional connection with your audience, think about what sort of personality, or voice would be best placed to deliver that...

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