Wine bottles with blank labelsIf you’re like me, you are always looking for more ways to engage current and prospective customers… there is no better way than to tell a good story!

How are you getting people to buy into your brand and its promise?
Take a leaf out of the vintners playbook! Learn how to build a world around your voice and its properties today on VOX Daily.

Everyone Likes a Good Story

I find it interesting that while many voice over professionals pride themselves on their ability to tell someone else’s story well, many of them find it hard communicate their own stories.
The root of this issue could simply be that some voice talent don’t know or haven’t thought of how to position their story or how to share it in a captivating way.
For the purposes of demonstration, I’d like to single out a couple of companies who have taken time to create short, telling stories that pique the interest of their consumers with the goal of selling their products. Vintners, and those who may write for them, know their products well and are particularly skilled in this area. Our two examples will come from the world of wine.

Cave Spring

Consider the story of Cave Spring Cellars, based in Jordan, Ontario Canada and how they chose to describe their 2006 Cabernet / Merlot using terms that highlight quality, the type of grapes used and how environmental factors followed by the barreling process have influenced the flavour of the wine:

“This cuvée of predominantly Cabernet Franc and Merlot originates from the unique, limestone-rich clay soils found along the gently sloping benchlands of the Niagara Escarpment. Barrel aged for 15 months, it retains the distinctive mint-berry character typical of these varieties in this particular area of the Niagara Peninsula.”

Stonechurch Winery

For another example, let’s take a look at Stonechurch Winery, based in Niagara-on-the-Lake, Ontario Canada. Stonechurch Winery has an interesting story and used prestige and historical references to describe its 2007 Muscat:

“From one of the most ancient and noble grape varieties comes this unique wine. Powerful aromas and flavors found only in the Muscat grape, permeate the wine. This is perhaps the only wine which smells and tastes exactly like the grape from which it originates. Enjoy this unique taste of history on its own or with fresh fruit.”

Make Your Story Unique and Appealing

Something I’d like you to note is that there are many different angles you can choose from when describing your voice, services and background.
When you begin the journey of crafting your own story or promotional piece, take a leaf out of a great company’s book and describe your voice, interesting facts about you and share details about how you developed into the artist you are today.
If you were to write a paragraph about you and included on all of your marketing materials, how would your story read?

Consider Your:

  • Brand
  • Personal story
  • Voice type
  • Vocal characteristics / timbre
  • Educational background and training
  • Creative process
  • Best work

When writing the story, remember to draw upon language and cultural references that are both familiar and appealing to those you seek to reach to and do business with.
In conjunction with attractive packaging, appropriate wording, phrasing and the inclusion of pertinent information will draw a prospective customer in and make them crave your voice and what you can do for their brand as a voice artist.
Once you’ve written your story, put it to use!

What’s Your Story?

I hope this article has provided some inspiration and direction on how you can create a story centric to your voice to attract business.
Do you have a story?
Looking forward to hearing from you,
© Lugo


  1. Remember the 3 Bs ….BRAND, BORE, BRIEF
    Brand – Unless you fully understand what “BRAND” means AND I GUARANTEE ….YOU DON’T….LEAVE WELL ALONE. If you don’t you will confuse your readers (the people to whom you are telling your story) and probably confuse yourself.
    Bore – Your story is about what interests THEM not you. Do not be a Voice Over bore. If you really want to see what they’re like read Twitter, Facebook and see what the so-called Social Networkers write.
    Here’s an example. I did a horror movie trailer yesterday ….”Big deal, Philip”. How about – Sorry if I frightened you, actually I’m not, quite enjoyed it really. Same story but do you see the difference. Your story engages them.
    Brief – Do not keep on keeping on keeping on. Write and re-write, edit, sub-edit and do it until you’ve said the most by writing the least.

  2. I enjoyed this piece because I love words, and marketing can always use a creative twist. Stephanie, you know I also love comedy writing , so I couldn’t resist this:
    “Voice of Vicki has a particularly complex bouquet, with hints of persimmon and rose (Amorose) harmonizing for a rich sensory experience. Layers of flavor enfold slowly. Drink now! This is a velvety voice to be savored and slowly revealed. Voice of Vicki is best paired with ripe cheese and a fat paycheck.”

  3. Great advice, as always, Stephanie.
    There are thousands of voices out there, but each one has a unique story. The STORY is what differentiates us. We take our story for granted, so we don’t think about how to draw people in with it.
    Your article is a good reminder to give some thought as to how to best communicate my most unique selling point…my story.
    Thank you!

  4. > I find it interesting that while many voice over professionals pride themselves on their ability to tell someone else’s story well, many of them find it hard communicate their own stories.
    It’s my job to help clients tell their stories, figure out what separates them from their competitor, and I still have trouble doing this for myself. This is probably why we need coaches: an objective view.
    In terms of branding, all of my clients have the same belief. They are the best at what they do. They offer the friendliest service. Great selection. They are knowedgable about what they do. They have a helpful staff. BORIIIING. All of that is expected of you. None of it separates you from the pack.
    Consumers don’t buy Coke because they enjoy sweet, sticky brown liquid in a can. They buy into youth and, once upon a time, ‘peace and harmony.’
    Michelin doesn’t sell tires. They sell safety. Remember the baby sitting in the tire?
    Sleep Country U.S.A. (or Canada) doesn’t sell mattresses. They sell a better night’s sleep.
    What do you sell? What problem do you solve for your target audience? What is your emotional hook?
    Do you have a slogan? Is it working for you?
    Hugh Hefner is not just a man. He is a brand (like you). And he represents a lifestyle.
    Sir Richard Bransen is also a brand. Move over, Bruce Wayne. This guy is the real-life millionaire playboy (no offense, Hef)! He seems as cool and fun as his Virgin airlines.
    Rachel Ray makes 30 minute meals with store-bought ingredients and proves that you don’t have to be a gourmet chef (or have tons of free time) to cook a delicious dinner.
    Branding yourself is difficult. You may not have captured what it is that makes you special. It’s tempting to knee-jerk and change your slogan, or your website, in hopes of creating an increase in business. But branding is about the long haul, building awareness over time. And yes, telling a story. I’m still trying to decide how to tell my own story better. Maybe I need a coach.
    For those interested in marketing and branding, I reccommend reading every book by Seth Godin. They are short, easy to read and full of good info and TONS OF INSPIRATION! You can get started by reading his blog at

  5. Can you imagine hearing 60 clients each week tell you their story, the purpose of their company, what they want to accomplish with their new voiceover ad or jingle? You’re left with a ‘blank slate’ after talking with the client (s) or advertising agency creatives. You stare blankly at the wall or paper and pray for inspiration. What will the slogan be? What will the copy convey? What will the jingle lyrics contain? What will the music style be? Daunting task, to say the least. As Creative Director of one of the world’s largest production firms (we produced jingles and vo spots for clients worldwide) and as the ‘in charge’ head of this division for eight years prior to founding my company, I learned my craft there, including the skills I now use in my recording studio as an audio engineer and post production specialist. Of course, I had been in the business prior to this position, but the sheer volume we produced was an education I shall always treasure. Now, I can get to the “essence” of a person’s needs quickly. Then, by asking questions and probing, I can dig further to the root of needs. Then, I fulfill them (or try to~keeping in mind that not everyone can be your ‘best client’ but I try…). My advice: Pretend your client’s company is YOUR COMPANY. Pretend you have her bank loan to pay, her employees to pay, her product to sell. That personal approach and caring works. I treat my students (actors, singers, voice talents, songwriters) with the same care, staying with them long after the seminar or private lessons are over. They remark that so many others do not “care as much.” I pride myself on caring.


Please enter your comment!
Please enter your name here