By Stephanie Ciccarelli
January 20, 2010
If you're like me, you are always looking for more ways to engage current and prospective customers... there is no better way than to tell a good story!
How are you getting people to buy into your brand and its promise?
Take a leaf out of the vintners playbook! Learn how to build a world around your voice and its properties today on VOX Daily.
I find it interesting that while many voice over professionals pride themselves on their ability to tell someone else's story well, many of them find it hard communicate their own stories.
The root of this issue could simply be that some voice talent don't know or haven't thought of how to position their story or how to share it in a captivating way.
For the purposes of demonstration, I'd like to single out a couple of companies who have taken time to create short, telling stories that pique the interest of their consumers with the goal of selling their products. Vintners, and those who may write for them, know their products well and are particularly skilled in this area. Our two examples will come from the world of wine.
Consider the story of Cave Spring Cellars, based in Jordan, Ontario Canada and how they chose to describe their 2006 Cabernet / Merlot using terms that highlight quality, the type of grapes used and how environmental factors followed by the barreling process have influenced the flavour of the wine:
"This cuvÃ©e of predominantly Cabernet Franc and Merlot originates from the unique, limestone-rich clay soils found along the gently sloping benchlands of the Niagara Escarpment. Barrel aged for 15 months, it retains the distinctive mint-berry character typical of these varieties in this particular area of the Niagara Peninsula."
For another example, let's take a look at Stonechurch Winery, based in Niagara-on-the-Lake, Ontario Canada. Stonechurch Winery has an interesting story and used prestige and historical references to describe its 2007 Muscat:
"From one of the most ancient and noble grape varieties comes this unique wine. Powerful aromas and flavors found only in the Muscat grape, permeate the wine. This is perhaps the only wine which smells and tastes exactly like the grape from which it originates. Enjoy this unique taste of history on its own or with fresh fruit."
Something I'd like you to note is that there are many different angles you can choose from when describing your voice, services and background.
When you begin the journey of crafting your own story or promotional piece, take a leaf out of a great company's book and describe your voice, interesting facts about you and share details about how you developed into the artist you are today.
If you were to write a paragraph about you and included on all of your marketing materials, how would your story read?
à¹ Personal story
à¹ Voice type
à¹ Vocal characteristics / timbre
à¹ Educational background and training
à¹ Creative process
à¹ Best work
When writing the story, remember to draw upon language and cultural references that are both familiar and appealing to those you seek to reach to and do business with.
In conjunction with attractive packaging, appropriate wording, phrasing and the inclusion of pertinent information will draw a prospective customer in and make them crave your voice and what you can do for their brand as a voice artist.
Once you've written your story, put it to use!
I hope this article has provided some inspiration and direction on how you can create a story centric to your voice to attract business.
Do you have a story?
Looking forward to hearing from you,
Â©iStockphoto.com/Jason LugoRelated Topics: Cave Spring, Equifera, how to, Niagara, Story, Vintage, vintner, voice overs, wine, wine bottles