Have you ever seen copy that has words capitalized or bolded? You are supposed to hammer those words with gusto because the client/agency decided they are important. So, look at this line of copy: “How would YOU like BIG savings; PLUS save over a thousand bucks AND get a car that will make you look GREAT!”
Now, wait a minute. Why are those words emphasized? Good question. We are not selling “you”, “big” “plus” or “and” or “great”. I am not sure why clients do this; it makes no sense.
Here is a tip when you see this in the copy. Ignore the bolds and tie the concepts together, like you would tell a friend because you would never speak to a friend like this. The keys here are “save over a thousand” and a “car that makes you look great”, words that are all equally weighted. Again, if you were telling a friend, do it in that style.
You are an interpreter of copy and the voice of that copy. You know what the client is trying to do. They want the listener to understand that the offer has multiple pieces. That’s fine. Normally we want to throw away words like “you” “and”, and “but”. But what do we do when the client insists on hitting those words? Instead, try to tie these unimportant words to important phrases. The alternative to reading “How would YOU like BIG savings; PLUS save over a thousand bucks AND get a car that will make you look GREAT!” Try this…
“How would YOU LIKE BIG SAVINGS; PLUS SAVE OVER A THOUSAND BUCKS AND GET A CAR THAT MAKES YOU LOOK GREAT!”
Yes, we know that read keeps everything at a strong dynamic, but those phrases are really what’s important.
There is a caveat to this though – and as any experienced voice actor will tell you – sometimes this just won’t fly with the client. Sometimes the client absolutely, positively insists on hitting those words YOU, AND, BUT.
What do you do? The truth? Read it how they want it because at the end of the day they have to feel satisfied with the end product so you can get paid. It happens. But at least you tried to improve this read the best you can…AND sometimes THAT is all YOU can do.