Many programmers are against client-voiced commercials.
And…for good reason. Clients are not professional broadcasters and most cannot read a script to save their lives.
          But in today’s quest to be unique in your commercial approach, nothing is more “unique” than a client’s voice. It might be bad, good, or indifferent, but there is no disputing that no one else has your client’s voice.
          In selling, nothing is more compelling than the human voice.
Ask your insurance agent or real estate agent this question. “If you had the chance to send a letter to a prospect or to talk to them on the phone, which approach is more likely to result in an appointment?”
            They will always tell you that voice contact is more powerful and persuasive than a printed letter.
            So how do we utilize your client’s voice to persuade your audience to do business with them without it sounding like an amateur reading a script?  Simple. Don’t give them a script!  Instead, bring the client into your studio for a half-hour interview and make them sell you. Ask the hard questions; “Why should I drive past three of your competitors to do business with you?” or “Everyone claims to give good service. Prove to me you do.”
At the end of the interview you should have some very compelling, natural and believable sound-bites around which you can build an effective spot.
            NOTE: If the client can’t sell you during this interview, she probably won’t be in business two years from now.
            A unique client-voiced quote in your commercial can be more compelling and memorable than the most expensive jingle in the world.
            Remember Chrysler’s, Lee Iacocca or Wendy’s, Dave Thomas? As long as you are choosing client voice for sound strategic reasons, and not just to satisfy the client’s ego, it can be a huge branding tool.
            Acquiring sound bites with passion and sincerity during a casual interview in the acoustics of a professional sound studio should alleviate any concerns your program director has.   Surrounding these bites with professional announcers or jingles should help your cause even more.