Does anyone know of any research on whether men actively listen to male recorded spots more than female recorded spots and vice versa?
Hi Erika, I'd say Yes women do respond better to a female voice. I have a flooring client, when we had a male vouice their spots, they had a
minimal response. The following month we had a female voice their spot, they had the best response ever.
Sylvester
Interesting! Thank you!
Erika,
people in general respond to good creative period. Engaging copy engages your prospect while delivering your clients compelling offer. I have had great results using:
Story Telling:
“Once upon a time” then the Big Bad Wolf sold real estate. “Don't let me happen to you”
I had a Donald Duck voice for a Dr. selling Flue Shots at Walgreen's
I had a character named Rusty selling auto body repair
Good Luck!
Thank you Thane!
I think it depends on the ratio of your on air talents. If your station is primarily voiced by male dj's, then a female voice will surely stand out more. And of course, like Thane said, use your creativity. Anything that sounds different from the norm is going to catch an ear.
Very good point Lynn. This is very helpful, as we are heavy in the male department here, and that makes perfect sense. Thank you!
Yes copy is of the most importance but the client's business-type is also key factor to determining which gender would work best.
We respond in large, better when the classically defined gender roles are followed. If you are selling an auto repair shop, you use a male VO. Household products or anything that has to do with children, female VO.
I'm sure I'm going to get a lot of "your a sexist" but going against the traditional roles has been proven a less effective method, period.
