If you’re considering running a radio or television commercial, you may be inclined to use a “professional voice.”  Production companies often recommend it because they profit when you hire one of theirs.  But you don’t need a pro.  In fact, the best voice to use is your own.

It comes down to credibility and relationship.  When prospects hear your voice on the radio, or see you on TV, they begin to feel as if they know you.  From your appearance, and the way you speak, their subconscious is fast at work registering images and drawing conclusions about you.  In most cases, their conclusions are positive because people feel more comfortable when they know what you look like and know the sound of your voice.

Then, when new prospects come to your office, they hear a voice and see a face they recognize.  Immediately, they feel at ease.  That’s the sense of relationship that brings prospects to your door.

What’s more, if you start reviewing professional audition tapes, you could face a number of limitations.  First, you’ll pay at least union scale.  And if the person has even a small measure of celebrity value, you could pay much more.

You might learn that you can use the voice only in your metro area.  If you want to air your commercial in another city, you may have to pay a higher fee.  You might learn that you can use the voice only for 90 or 180 days.  If you want longer, you pay more.

Bottom line, when you record the commercial yourself, you profit from the many marketing considerations, plus you save money.

So no matter how much other people push you to hire a pro, don’t do it.  Use your own voice for best results!