Behind the Mic - Jon Carter (Part 2)
Part Two of our interview with 15-year radio, TV and voice over veteran Jon Carter features Jon’s feedback on voice styling, client direction and a look at the most powerful commercial he’s voiced.
What have you found to be effective in voicing a commercial? Different/varied intonation? Phrasing?
Tone, phrasing, inflection…the list goes on and on. Doing a great read is all about communicating a message. If you listen to the spot and you feel that the person is really speaking to you, then chances are it’s a great commercial.
Does having the client “sit in” impact the session in any way?
It always impacts the session. I appreciate clients who want to sit in on a session. It’s a different process. I communicate with the client and make sure we get the reads just right. Many times a client will point out things that get you out of your own head and help you perform even better. Also when the job is done, I know that we have nailed the project because you get the green light directly from the source. It’s truly a rewarding feeling to work with someone on that level and know you are making the client happy.
What technological advancement has affected you the most when it comes to voice work?
Wow. I can’t say that there is just one! There are so many advancements that have totally impacted the way I do my job. Computer workstations and software have completely changed the whole process(for the better). Also, being able to deliver jobs via the internet and email has increased efficiency and job turn-around time. Another thing I would like to mention is the fact that now you can get an amazing microphone for under $500.00. The marketplace has certainly evolved as a result of these technological advancements and many more.
What have you found to be the most effective call to action? Or what have the various calls to actions been recently? What have you seen change over the years?
Please excuse me for the generalized answer, but the best call to action is a spot that evokes emotion from the viewer/listener. If you move people emotionally in some way, they will be more likely to act. Simply asking the listener to “call now” or “log on now” are just not enough. You must reach the listener on some kind of emotional level. Find what moves people (in relation to your commercial/product) and use it to evoke response.
What has been the most powerful commercial you’ve been in?
The Haan Steam Cleaning Sanitizer? It was powerful because it can really bust through dirt and grime on hardwood floors…Ok, just kidding (although that infomercial did turn out great). I have done a few promos for CNN that came out nice. Also, a lot of my voicework used in radio promos/imaging turned out very dramatic and powerful. I am lucky to work with some very talented people who really know how to make me sound my best.
What has been the most successful?
I have around 150 clients that keep coming back for more so I guess you would have to ask one of them that question. All I know is that if they keep coming back, we must be doing something right!
Visit Megahertz Studios for more information about Jon and to hear samples of his work.
Ian Cohen, Production Director