What Makes an Effective Commercial Voice Over?
- Tom Dheere
- 8 minutes ago
- 3 min read
You have 30 seconds. In that time, you need to grab a listener's attention, build trust, explain your product, and inspire action.
When casting for a radio ad or a TV spot, the single most powerful tool to achieve all of this is the human voice.
What makes a good commercial voice?
It's a common question, and the answer has changed dramatically. Spoiler: It's no longer the booming, over-the-top "announcer" from a monster truck rally.
Today, an effective commercial voice isn't about sounding like an announcer; it's about connecting like a real person. This guide will walk you through the modern voice styles for commercials and give you a simple framework for how to choose a voice for your brand.
The "Announcer" is Dead. Long Live the "Real Person."
For decades, the "voice of God" was the gold standard—a deep, loud, and impersonal voice that told you what to think. Today's consumers are too savvy for that. They crave authenticity and connection.
The "good voice" of today is the right voice. It’s the voice of a trusted friend, a helpful expert, or a witty neighbor.
It’s a voice that doesn’t just read a script; it delivers a message with an authentic point of view. The goal isn't to be "heard"; it's to be felt.
A Breakdown of Modern Voice Styles for Commercials
When you're casting, you're not just looking for a voice; you're looking for a specific performance style. Here are the most common styles you'll hear and when to use them.
The Conversational Read (The "Best Friend")
What it is: This is the dominant style today. It's relaxed, natural, and authentic. It sounds like a real person giving you a genuine recommendation, not an actor reading lines.
Best for: Tech, insurance, consumer goods, and any brand that wants to build trust and be seen as relatable.
The Authoritative Expert (The "Accessible Pro")
What it is: This style is confident, clear, and knowledgeable... but still warm. It's not bossy or condescending; it's reassuring. It's the voice of someone who knows what they're talking about and wants to help.
Best for: Medical, financial, automotive, and B2B products where expertise and security are key selling points.
The Witty/Sarcastic Read (The "Peer")
What it is: This is all about personality and timing. The read is often fast-paced, maybe a bit dry, and feels like it's in on the joke with the listener. It’s the (now famous) Ryan Reynolds effect.
Best for: Brands targeting younger demographics, like mobile carriers, snack foods, or any product with a bold, irreverent personality.
The High-Energy Read (The "Classic")
What it is: This is the style most people associate with "casting for a radio ad." It's upbeat, enthusiastic, and creates a sense of urgency. While it's used less in national campaigns, it's still highly effective for local retail, car dealerships, and special promotions.
Best for: Local ads, promotional events, and any time the main call-to-action is "Hurry in today!"
How to Choose the Right Voice for Your Brand
So, how do you find your perfect voice? It comes down to two questions.
Who is your audience? Are you talking to a 20-year-old on a music streaming app or a 50-year-old during a news broadcast? The "best" voice is one that your target audience will immediately trust and identify with.
What do you want them to feel? This is the most important part. Don't just cast for a sound; cast for an emotion. Do you want the listener to feel...
...reassured?
...amused?
...a sense of urgency?
...like they just learned something important?
When you listen to auditions, close your eyes and ask yourself: "Do I believe this person?"
An effective commercial voice over is a strategic brand asset. It's not just audio decoration; it's the very personality of your brand, delivered in 30 seconds or less.
With over 25 years of commercial experience, I've built my career on being a versatile partner who can find that perfect read—from conversational to authoritative and everything in between. If you're ready to find the right voice for your brand, listen to my commercial demo and let's get started.
Thanks For Reading!
To learn more about me, hear some samples, or download my demos, just go to www.tomdheere.com.
Tom Dheere is a voice actor with over 25 years of experience narrating just about every type of voiceover you can think of. He also helps other voice talents navigate the voiceover industry as the VO Strategist. When not voicing or talking about voicing, he produces the sci-fi comic book Agent 1.22.