2. The Script Determines the Voice, Not the Other Way Around
A common mistake is booking a voice actor first, then trying to make the text fit. A voice-over is like plastering a wall: if your text's foundation is uneven, you'll see the cracks straight through the finest coat of paint.
Write your script aloud and read it back with a stopwatch. A sentence that reads smoothly on paper might still feel clunky when spoken. Give the voice actor a script that flows naturally on its own.
3. Director's Tip: Give Your Message Room to Breathe
As a voice director, I often see the same mistake in the studio: clients try to cram too much information into a short spot. A voice actor can speak very quickly, but your listener can't process that information just as fast.
Keep these practical rules in mind for a clear spot:
- Aim for an average of 2.5 to 3 words per second for a calm commercial.
- Include deliberate pauses just before or after the brand name.
- Cut unnecessary adjectives before you start the recording session.
When a voice is given space, the product makes an impact.
The cost of a commercial voice-over differs significantly from, for example, a corporate film or e-learning. For non-commercial work, you usually pay a rate per word or per project. For a commercial, it works differently.
You pay a fixed basic fee for the studio recording, plus a licence (a 'buy-out') for the usage. This licence depends on:
- The medium (such as national radio, regional TV, or online channels).
- The campaign duration (for example, three months or a full year).
- The broadcast territory (Belgium only, or international).
By clearly defining where and how long you'll use the spot beforehand, you avoid unexpected costs later.
5. The Right Regional Nuance Determines the Response
A Flemish consumer can tell immediately when a voice isn't from their own region. Local recognition creates an instant connection. For a Belgian campaign, a voice like Sander's, who also presents on MNM, feels instantly familiar. For a specifically French-speaking Belgian market, you should choose a voice with a natural Walloon or Brussels accent.
Are you looking for an international appeal for an overseas market? Then a local native speaker works best. For example, our Italian voices like Giovanni and Paola record exclusively in their native language, which makes the spot credible for that specific audience.