What Does “Non-Announcery” Mean?

Audition technique is of paramount importance to your success in booking voice over jobs.  Just like in the on-camera world, the tricks to getting the job are often very different than the tricks to performing on-the-job.  Since it’s so easy for clients to fast-forward through voice over audition MP3s, what are you doing in your auditions to stand out?Audition copy always arrives with specs.  The specs are the description of what the writer hears in her head for each character when she wrote that particular spot.  Along with the character description, the specs will contain a few overall directions, my favorite being all the iterations of, “non-announcery.”  The specs always beg that the voice over talent not be “announcery,” which is another way of saying, “please don’t sound all stiff and stilted, like a typical announcer would.  This isn’t TV circa 1968.  Please be natural, authentic, real.  It is imperative that you sell our product without sounding like a sales person selling our product.  In short, don’t suck, and you’ll make me look good in the process.”  If the client hears what they think is an announcery read, then “click” goes the delete button.

There are so many tricks to reading copy—pitch, volume, emphasis, pausing, cadence, rhythm, the list goes on and on…Even the copy that appears to be written in the most “announcery” way can sound natural and effortless.  The key to standing out on your auditions and to booking those jobs is to know exactly HOW to read the copy so that you don’t sound announcery.

Anna Vocino

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