Steal These Ideas!: Marketing Secrets That Will Make You a Star, 2nd Edition

A Word about Voice-overs

The craze today is to hire well-known personalities with pleasing or distinctive voices to narrate television commercials. This is not for the faint of heart. Annual fees range from $50,000 to as high as $1 million. And although big bucks are put down on the table, most marketers do not get the most for their money, as they usually limit the voice-over to a single medium—television. The real payoff is a spokesperson who not only appears in your ads but also narrates off-camera. Use his voice on the radio and as your phone-service voice so that his participation in your campaign is truly integrated. Verizon for many years used James Earl Jones exactly this way.