The fact that men like Morgan Freeman, John Cusack and John Cobert are in high demand for advertising voice overs is no coincidence – our subconscious makes it almost impossible for us not to trust them.
Trust per Instinct
According to a new study from the University of Stirling in Scotland, the voice is one of the key factors influencing our perceptions of new acquaintances. In fact, it has been proven that the depth, pitch and tone of a person’s voice, is more influential as to whether we like a person or not, than the actual spoken words. One example is the interaction between men and women, where women are more likely to be attracted to a man, if his voice has certain characteristics, which in turn has led men to subconsciously modulate their voices when talking to women they find attractive.
Thus, the voice is a decisive tool in the non-verbal communication that creates initial trust, credibility and, in some cases, attractiveness in human interactions. You probably have numerous examples of this from your own life, like when you create an impression of a person within seconds, without knowing anything about the person.
Your company’s voice makes a difference
The study is a great example of what we have been aware of from the beginning – the right voice will make a difference for your company.
Whether we are willing to admit it or not, humans are highly influenced by emotions and instincts. By selecting the right voice in relation to your communicative goals, you will be able to increase the effectiveness of your marketing and thus increase your chances of success.
Below we have selected three examples of advertisements in which the voice over has been perfectly casted.
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