When you begin to think of it logically, you can get an idea how important it is for your audio project to have the correct voice behind it. After all, voices are powerful. In spite of the fact that they often take a backseat in our minds to a person's appearance without the perfect voice, looks ain't nothin'. And if the voice is all someone has to go on for instance, in a radio commercial then the voice becomes the most important thing in the world. A person who understands just how to use their voice can control another person just by talking. This is a startling concept the first time you consider it, but when you think about some of the most famous voices in the world, you will understand what a true statement that is. Consider, for example, the actor Michael Wincott. He's an attractive guy, but of course in the world of acting that doesn't mean a whole lot. It's just too common. But this guy gets role after role after role based on his vocal talent He has a voice that can keep you looking over your shoulder, long after the movie is over, because you're just a little worried that the latest Michael Wincott character may just be lurking in the shadows. Remember the movie, The Count of Monte Cristo? He was the warden with the whip and the gravelly voice. Fans of the movie weren't quite sure which was more frightening, the whip or that voice. That voice is what gets him jobs. Then there's Clint Eastwood. Of course, that unflinching, squinty stare of his is something to write home about. But what do people do when they're pulling off their best Eastwood impression? They give some love to the stare, but mostly they love the way he said, Come on punk. Make my day." Like Wincott, Eastwood has a gravelly characteristic in his voice. But back in the day, he knew where all the pauses were supposed to happen, and that made him something worth watching. He was worth watching because he was worth hearing. Another actor who made great use of his voice was Marlon Brando. Now this man had a nasally cotton-mouth voice that, untrained, would have driven people crazy. But he became an actor. He got training. He took something that stood out and made it a trademark. The rest, my friend, was timing. When he said, I made him an offer he couldn't refuse," as the Godfather, he didn't just parrot good dialog he said it with emphasis. With weight. What we are responding to isn't something these guys do inherently. They've had training. Therefore, when they acted those lines, the audience never knew what hit them. But they knew that it was good. Naturally, Michael Wincott, Clint Eastwood and Marlon Brando won't be available for your commercial, but they make great models to study when you are studying about how voices affect audiences. You want to use some of the same principals in picking out your voice actor, or in determining whether to use one. You are not the only person with a message for the public. There are thousands of other messages out there as well. You will have to convince listeners, and that means getting and holding on to their attention. A powerful voice can do that.
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