Just as in everyday conversation, a wonderful naturalness occurs when there’s balance, fluidity and variety in the spoken words. Trying to get that same ‘feel’ into a web audio message needs a little careful attention to the simple fundamentals. And, just as important is keeping a watchful eye on those things that can sabotage your efforts. Here’s what to avoid:
1. Being Amazingly BORING
Sadly, most selling and marketing messages in print suffer from this disease. If it’s dull in print, it’ll be dull in the spoken word. You see, creating compelling, irresistible, can’t-walk-away-from-messages is the simple treasure that’ll keep people on your website in the present, and what will keep them coming back to your website in the future. Being able to transfer your genuine enthusiasm, and sincere and exciting language into a simple audio presentation can act as a powerful antidote to the sea of lifeless, achingly boring, humdrum-sounding messages.
Put yourself in the shoes of one of your prospects and challenge yourself to find out what catch phrases and key words excite them and what gives them the juice for living life. Once you do that, you’ll have more information than you can handle! Use this information to your advantage and there will be absolutely no way that your audio messages will get dumped into the deaf-eared graveyard.
2. Poor Quality Recording
Trying to battle with audio messages that are poor in quality, crackly, include countless distractions, cave-like echoing, and other background noise is something most people just haven’t the patience for. And I don’t blame them. Which is why it’s especially important, considering the trigger-happy (mouse-clicking) way people use the Internet not to cause them undue distress!
Nowadays, people are used to listening to high-quality stereo sound on their TV’s, superfine state-of-the-art car audio systems, crisp sounds from their phones, DAB digital radios, DVD players, and even high audio quality from their singing, dancing morning alarm clocks. Their hearing is ‘conditioned’. Give them anything less than high quality sound, and they click away right there and then!
Test the recording that you want everyone in the world to listen to before airing it. Listen for the clarity, for the crispness, for the technical excellence. Get trusted friends to give you their honest feedback on your recording. It’ll save you countless lost prospects, and it’ll help swell your bank account!
3. Lack of Relevant Content
Enthusiasm, drive, excitement, passion are all essential ingredients to make any conversation sparkle. But, what use is it if the core content has no structure, aim, or substance? Listening to conversations that go round in circles, with no meaningful outcome, is sure to leave audiences confused, bewildered, and clamouring for the exit door.
Having something important, worthwhile and informative in your audio presentation will keep your audience hanging on for more. Strive to research a little as to what will keep your audience intrigued, attentive, and responsive.
4. Language Gymnastics
Another killer flaw you must be on the alert for is the way in which things are said, and the language used to convey a message. Having a website with an audio file littered with ‘ums’, ‘errs’, grunts and a whole host of other conversation-killers will help your audience click away faster than a speeding bullet. Also, trying to sound lofty, pompous, or superiorly intellectual can also send prospects scuttling away from your website instantly!
The key is to speak like you talk! For some reason, when we know we’re recording ourselves, we tend to clam up. We become a little more conscious about how we’re speaking and about how we’ll sound to the people listening. When this happens, our ‘voice’ loses its personality, its electricity switches itself off. Once we’re able to relax and speak as if we were speaking to a friend over a cup of coffee, the naturalness and spontaneity quite simply return. Try it for yourself right now if you like. You’ll immediately relate to what I’m saying.
5. Shouting rather than Conversing
If you’ve ever observed how fruit sellers use their voices to sell their fruits, or how policemen use megaphones to control a crowd of protesters, or how ‘jobbers’ on the stock market floor use their voices to get themselves heard, you would probably have thought that it’s the way of their trade. You’re not wrong.
And using your voice on something as ‘impersonal’ as the Internet is an opportunity for you to tame the coldness of it all. It will seem unusual at first to speak the opening of a message to an audience whom you have never met and whom may never have heard your voice before. But, with the magic of your spoken message it is possible to ‘touch’ and influence a great many more prospects than if all you had was the written word.
And ‘conversing’ your spoken message will give you a much better shot at someone responding to your audio, than if you blasted it across the internet like a fruit seller. Don’t believe me? Test it and see.