·         So, you know who your audience is. Great!

·         You know what you'd like to say to them. Perfect!

·         The client's offered examples of the kind of voices they love. Excellent!

Ah, but does that voice elicit the feelings the client wants in their audience? Will it inspire, motivate, reassure, amuse...? Will it wrap itself around their lugholes & heart, drawing them to the brand like a Starling to a sunflower seed?

We may not remember the words that were uttered, but the chances are we'll remember how they made us feel.

That's why I listen carefully & don a whole pile of hats before I even open my beak. Yours, the client's (my own, obvs) & that all important human from their target audience. I want to peer behind the copy, and feel how you'd like that audience to feel, whilst staying on brand & in tune, embodying those feelings with authenticity.

It's all about empathy & human connection, and that's what I'm all about too.

If you're intrigued to hear the results of my approach, you can see my latest TV commercial for Twycross Zoo here (and yes, I didn't just don hats for that particular voiceover, but a stripey tail, too!). And if you're in need of a smile, you'll find a little piece for Netflix in the Music & Sound section of the Creativepool awards. Designed to make you feel good, why not give it a vote if it does the trick & make this little bird flap for joy!