

Writing Samples




Writing Samples


Here are a number of examples of my writing:
Articles
Social Media Posts
Promotional Material Copy Examples
Books - out in 2025
Website Copy
Media Release Example
Articles by Kerri Acheson, Ph.D.
Voiceover Narration: The Key to a Successful Training Project
How to write narration for, find and work with voice actors
Training Online Magazine October 2, 2023
Voiceover narration can be the key to a successful training program, eLearning course, or any other arena in which it is used. However, you need to be able to create effective learning programs with the narrator in mind, while understanding the richness the right voice can bring to the material. It is also important to know what you can expect from a voice actor, what qualities to look for, how to find them, and what you can expect to pay for professional voice acting services.
More and more, Training and Development professionals are utilizing a broader variety of technologies and approaches to engage learners. A new medium pops up almost daily. A good voice actor can make or break any of these productions. Here are some tips to keep in mind:
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Identify the need for training. A need for training may become apparent from several sources: Another department asks for it, you may have a regular feedback loop to identify needs across the organization, or you may do certain things on a regular basis. Keep the voice actor in mind as you determine which approach and medium to use.
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Consider your objective. Your approach may be dictated by what you need to accomplish. For example, if you need a video to welcome new employees, you might want a clip of the CEO saying, “Hello,” with them painting a vision of the organization’s values, followed by a video tour of your facility with voiceover narration.
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You may want to create new knowledge (cognitive), develop feelings and emotions (affective), or enhance physical or manual skills (psychomotor). Whether you need to inform, persuade, or remind will influence both your medium and your choice of voice actor.
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As you refine your objectives, keep in mind the kind of voice that will best accomplish them. Are you looking to build enthusiasm? Command authority? Change attitudes? Express empathy? Or just impart knowledge in an interesting manner?
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Profile your audience. Who your listener is will influence what type of voice actor you want to communicate with them. Profile your audience in as detailed a fashion as possible. Whether they are young/old, executive/factory worker, a new buyer/loyal consumer, accent/geographic area/language, and race/ethnicity or other demographic characteristics should influence your choices. You may choose to match your voice actor to your audience if that is indicated. You want the learner to empathize with the voice actor.
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Write an engaging script with a narrator in mind. Engagement is a hot topic in training circles, and the right voice actor can go a long way toward bringing employees into the process of learning. Is this a serious, formal program? Then you want someone who can speak with authority and command interest in the subject. An older actor would better serve your needs for credibility and trust. On the other hand, if it is more casual, you might want a voice that is more fun, one that can handle a light-hearted approach with ease. A younger voice might bring energy to the read. Where the listener will be when engaging in the training is another consideration. The voiceover artist may need to grab their attention on-the-go.
Choosing a Voice Artist
Most professional voice artists work remotely these days in broadcast-quality sound studios in their homes. Voice actors can give you a finished product in the form of an Mp3 or WAV file unless you have editing capabilities yourself. They usually will work with your schedule and give you a quick turnaround time. Their narration demo should give you a cursory idea of how they will sound in your project and give you an idea of their voice range. Or you can get a quick listen to many demos on casting platforms (called pay-to-play sites) that we will discuss shortly.
You may wish to provide them with a script to use and have them audition. Ask for more than one take. They may come up with an approach you hadn’t considered that will enhance the material. Pay attention to their tone of voice, pacing, and suitability to your project and brand. Studies have determined that 38 percent of a message comes from one’s tone of voice.
It is nice if the voice actor has experience with similar projects to yours, in similar industries. Sometimes it is helpful, if not necessary, for the voice actor to have a background in your subject matter, such as knowing how to pronounce medical terminology. It is a plus if they have had voice acting training or coaching with reputable voiceover experts. What qualities do you want the voice actor to convey: warmth, command respect, funny, seriousness, knowledgeable, parental, caring and so on?
Get details about their home sound booth. What kind of equipment do they have? Have they eliminated background noise? Nearly 60 percent of recent survey respondents said audio quality was the most important consideration when hiring a voice actor. Vocal performance (43 percent) and cost (35 percent) followed to round out an informative top three, according to the Voices.com Survey of 2023 Trends.
You want the voice actor to connect with your audience. It is the voice actor’s job, using your script, to provide exposition, or further meaning, to your visuals. If this is a long-term project where you will use the same actors over and over, keep in mind what kind of voice you want representing your company over the long run.
Where to Find Professional Voice Actors
There are many avenues for locating just the right voice talent. Voice actors can be found around the world, with casting services providing them in a variety of languages and cultures. Voiceover agents can bring you a selection of voice actors to meet your needs, making the process easy. Online casting sites are often fast and cheap, allowing you to listen to many demos at once. Freelancing sites, such as Upwork and Freelancer, have voice actors, as well as thousands of other services, so they may be too broad. You could put out a casting call on social media that will bring you many applicants who will audition with your script. Audio and video production houses have rosters of voice actors who have been prescreened. Or you could find a voice actor directly by Googling “voice actor” or “voiceover.” Most actors are independent contractors with Websites that can tell you all about them. You may want to build your own roster of talent from many sources, including e-mails from prospective voice talent.
What Will a Voice Actor Cost?
Your budget may determine where you look, with sometimes less expensive, less experienced voice actors available on casting and freelance sites. Some SAG/AFTRA union members can command high payments. Non-union rates are most often found in the GVAA Rate Card. Rates vary by the audience (internal, external, limited, broad), length of time you will use their voice, and reach of the medium. Or you can work directly with the talent to determine what is fair.
Tips for Working with a Voice Actor
Remember that the voice actor is there to bring your vision to life. You can work with them directly, or through an agent or other source. Be sure to give them clear written instructions about who your audience is, the setting for the learning experience, and how you want the topic communicated. You may want them to do two to three takes to give you an idea of different approaches to the subject. Be open to letting them suggest improvements to your script in enunciation, voice style, and more.
They usually will make revisions for no charge. If you make major changes to the script, they will charge you for their time.
If you want to be more involved, you could do a directed recording session, where you advise the voice actor in the approach you want, inflection, and so on as they are performing and recording. You can take this further and direct the actor remotely, while recording it at your facility with Source Connect or other recording software.
You may decide that this actor should be the “voice of your brand” and build a long-term relationship with them.
Time Well Spent
Training managers put a lot of time, money, and energy into designing creative, interesting programs for a variety of audiences. Voiceover narration plays an important role in the success of those programs by adding authenticity that makes the content believable and enhancing learning retention by holding their interest. Time invested in finding and building a relationship with the voice you need is time well spent.
https://trainingmag.com/voiceover-narration-the-key-to-a-successful-training-project/

AI vs Voice Actors for Training
Pros and cons to consider for both when making a decision
in today's ever-changing landscape.
Training Online Magazine November 21, 2023
As much as I would like to open this discussion with a bold statement about how artificial intelligence voices can never replace human voice actors (being one of the latter myself), I cannot. Learning and Development (L&D) professionals have adapted to many different applications of AI in recent years. Now, AI is moving to replace human voice actors in voiceover narrations.
The real question is not whether AI voices can be effectively used for voiceovers in everything from podcasts to explainer videos to eLearning modules, it is when and why to use it certain circumstances, and when to stick with the tried-and-true voiceover professionals. And just how you make those decisions.
AI Voices Today
We have come a long way from the robotic-sounding synthetic voices that were generated by computers. The new AI voices use natural language learning algorithms that either can create voices from scratch in a more believable manner or use actual human voices to create voices that can be manipulated to sound more realistic (i.e., avatars). The latest technology also allows you to alter everything from languages to pace and inflections. That said, there are benefits and drawbacks to even this advanced programming.
Pros of AI Voices
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AI has expanded markets for voiceover. Smaller companies that would not otherwise hire a professional voice actor might now be able to offer audios of their blogs and training projects because of the lower costs of AI voices. Interactive voice recordings and call center responses may be needed in different languages. AI makes that possible for more companies.
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AI voices can be less costly than voice actors. The cost of AI voice generation varies greatly depending on the platform and the extent of usage. Some platforms offer free trials. Paid plans can range from $44 per month for 24 voice avatars, 30 voice styles, and five projects to $179 per month for 100 projects with dedicated support. (www.wellsaidlabs.com). Other sources cite pricing from $6,000 to $40,000 per year. Comparison shopping is a must when choosing the right platform. It costs more to design a custom voice for your brand that you will never encounter elsewhere.
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Using AI voices can be faster than using voice actors. Although professional voice actors often will give you a quick turnaround, even returning within 24 hours, AI can be created at your desk in a matter of minutes once you understand the program’s intricacies. You do need to choose the right AI voice and lay out plans for the script’s interpretation by the program.
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AI voices offer flexibility and consistency. If you change a term that is used throughout your script, it is easy to just change it. No need to have the voice actor re-record it. If a change needs to be made much later in the process, the voice actor may no longer be available. Or, if you are doing your own narration, you may sound different on the day a change is needed. A consideration, especially with longer eLearning modules, is consistency. The AI voice will always be the same: today, next week, and next year.
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AI voices come in many different languages. It is simple to have the same script translated into different languages. This is important these days when call centers and Websites need to offer information in the listener’s own language. Or your company may have employees all over the world. Some AI voice firms offer 500-plus voices across more than 130 language locales. However, if your script is more than a simple instruction audio, be sure to use a translator to revise it with regional word usage and cultural nuances.
Cons of AI Voices
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The initial investment in AI voice software can be cost prohibitive. Training personnel on how to use AI voice programs, setting it up, and continuously optimizing it can be costly not only in financial output but in the amount of time it takes your staff to master it. Initial investments must be weighed against the type and number of projects it will be used for, and at what point you would break even compared to hiring voice actors for those same projects. You will need to develop a relationship with your AI voice company, as the system needs to be optimized continuously.
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AI voices are taking jobs from professional voice actors. Historically, technological advances, such as robotics, have replaced blue collar workers. Now those losing jobs to artificial intelligence capabilities are more likely to be highly paid, often female, office workers. In most cases, AI assists workers, not replaces them. That is not the case with voice actors. There are wide swaths of voiceover jobs that are being impacted. They are typically what many call “low-hanging fruit”: interactive voice prompts, low-budget training modules. and audio articles and newsletters.
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AI voices cannot duplicate human voices entirely. Although your learners may be used to Siri, Cortana, and Alexa, AI voices fall short in several areas: relatability, empathy, pronunciations, emotions, personality, humor. Bottom line, they just can’t connect on a personal level. They often can be robotic and emotionless. You can’t get AI to laugh or even sigh. Even though they have gotten much better recently, there is still something missing: a soul.
“Words mean more than what is set down on paper. It takes the human voice to infuse them with deeper meaning.” — Maya Angelou
Pros of Human Voice Actors
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Voice actors can connect to other humans on an emotional level. People may not always be able to put their finger on it, but they often perceive something as not quite there with AI voices. Humans seek out interactions with other humans. You probably will choose your voice actors by matching them to your learners’ demographics or other traits. The voice actor’s own history may give them an ability to relate to the learner in important ways. Those factors add credibility and trust to the encounter, enhancing acceptance of the material, as well as retention.
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Voice actors are more engaging. They bring emotion, passion, and often empathy to their interpretation of a script. They can impart a broad range of tones—from excited to funny to sad—that you may need to get your message across in a meaningful way. The very timbre of their voices may suggest a given interpretation, where AI voices can’t truly duplicate those human qualities.
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Voice actors can modulate their voices to convey meaning. Voice actors read the context of a script and use tone, pitch, inflection, volume, and pace to bring those thoughts to life and give them meaning. They bring nuances to the material that may not be clear if you are just reading words from a script, as TTS (Text to Speech) does. In other words, they can read between the lines.
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Voice actors are adaptable. They can be directed to perform the way you want the script expressed. Either through detailed instructions or in a live, directed recording session, it is easy to define the exact delivery and emphasis you want from a voice actor. Ask for two to three takes of your script. The voice actor may show you something you hadn’t thought about. They often suggest a different word or approach that would sound better than what is in the script. They will be less likely to mispronounce words.
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Voice actors speak in many different dialects. Although AI companies are trying to offer regional dialects, the choices are limited. On the flip side, voice actors can be found with every dialect imaginable in every corner of the country and the world. This becomes critical when it is important to connect with particular audiences.
Cons of Human Voice Actors
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Voice actors can be expensive. Technically, you can use your own voice, your phone or computer, and free software to create audio for nothing. Businesses that want to hire a podcast production team are looking at $1,000 to $15,000 per episode. If you need a voice actor for a 750-word article, for example, you can expect to pay $749. Depending upon the number of productions you do, costs can add up. You can find less expensive voice actors on casting sites, but you may get what you pay for by sacrificing quality.
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Hiring a voice actor can be time-consuming. The comparison of time needed using voice actors must include the time it takes to seek them out, have them audition, choose the right one, lay out instructions for the proper delivery, and wait for them to record your script remotely or direct them in a studio. And you may have uptakes once you receive the mp3 file. This sometimes can rule out humans for time-sensitive projects, such as daily news briefs.
How to Decide
There are several factors to be considered when deciding whether to use AI voices or human voice actors in your eLearning, training project, or even IVR. And they vary dramatically in how important they are to the success of your project.
Some of these factors are intangibles: trust, credibility, relatability, passion, and adaptability. The voice actor brings so much more than a voice to every voiceover. They bring personality and an ability to read the context in such a way that it is more believable and easier to retain.
Other criteria are easier to quantify: cost, time, and translation into languages.
In making the decision to use AI voices or human voice actors, you must weigh the relevance and importance of these tangible and intangible criteria. Depending upon the type of voiceover project, you may be willing to sacrifice relatability for cost savings, for instance. There are trade-offs to be made that ultimately will result in a program being well-received and retained by your audience—or not.
A Weighted Model
To quantify this difficult decision, you can use a weighted model such as an Excel one that is downloadable at www.uttervoiceovers.com under “Stuff” (the Excel file will automatically compute the scores for you; examples of the model in use for voiceover for an HR Hotline and voiceover for an onboarding video also are provided). Tangible and intangible voiceover criteria should be considered by rating them on whether they should play a role in your decision-making. These criteria are listed in the model below.


AI Voices vs Voice Actors: A Decision-Making Model
The weighted model below can be downloaded as an Excel file. You simply enter your subjective ratings and rankings for each criterion. The model will tally the results. Although this model is built to provide insight into this important decision, it has not been quantitatively tested. It is estimated that a total score of below 250 would favor voice actors, and above that would indicate that an AI Voice would be optimal for that project.

Note: be sure to activate edit mode when you open the file in order to enter your numbers.

E-Learning Script Writing 101
Craft Engaging Scripts that will Sound Great
TD Magazine December 2023
The magazine of the Association for Talent Development
Using voice-over work is a critical element in the success of creating engaging e-learning content that will keep your learners engaged and enhance their retention. Whether you are writing a script for e-learning integrated into a classroom to supplement teaching, used in blended learning, or that is a stand-alone course, ensure your approach involves writing for the ear (voice), not the eye (reading).
The differences between speaking and writing
Ideas, imagery, and language make up a person’s writing. Writing uses punctuation, boldface, and underlines to make a point; consists of neat, correct sentences; and can be more formal, creating meaning with context. The reader is not present.
Speaking, on the other hand, is messy. It comprises sounds, not just words. It uses intonation, pitch, rhythm, and tempo to convey meaning. The material doesn’t always use correct grammar or even complete sentences. The listener is present, and the material is processed in real time.
With those nuances in mind, you shouldn’t write anything without considering how it will sound when someone voices it. Writing for the ear and not the eyes takes time to get used to.
Use conversational language to sound natural and set the right tone with the script. For example, conversational speech uses contractions. Also use short sentences that are easy to read aloud. The more conversational the script, the better the odds that it will resonate with your audience. Learners want something they can relate to on a personal level.
Creating an image in your mind of who the speaker or protagonist is can guide you in writing a script. The persona should be able to relate to your learners, communicating in the same speaking style and language. Write with that consistent viewpoint. Check back often as you write to ask yourself: Would my persona really speak like that? Would they be believable saying that?
The prewriting process
Crafting the best voice-over scripts requires professionalism, creativity, and detailed instructions for the narrator. It is different from other forms of writing in that it is more three-dimensional—writing for the narrator to read and for listeners to hear.
Start with a clear creative concept or core message—a vision of your learners, how they consume the information, through which medium, and what you want to accomplish. Write one line that communicates a single, unambiguous message to guide you and keep you focused on the learning goals. Refer to that line throughout the writing process.
Do your research. Before you start writing, paint a picture in your mind of what a good voice-over narration is by reviewing other e-learning programs that you like. Is there anything about your topic that could be difficult for the narrator, such as technical terminology or statistics? Do you need someone who can comfortably speak complicated technical or medical terminology?
Use a script template or a storyboard. A script template can streamline the preparation for you and the narrator. The template can be simple, with columns for identifying segments, timing, script content, on-screen visuals, and comments for the narrator. A storyboard is more often used with videos as it adds the visual elements to sync with the voice-over narration.
Now that you have the project’s persona profiled, creative concept identified, elements of the script laid out on a template or storyboard, outline the script and put your thoughts and data into segments that will flow naturally. Then, proceed to fill in the blanks, so-to-speak.
Start writing your script
Imagine the fictional persona you identified as being a fascinating orator. Aside from industry or technical terminology, the words should fall easily off the tongue. Avoid any phrasing you wouldn’t ordinarily hear someone say in everyday life. Your goals are consistency, good translation into the spoken word, and good flow.
Capture the audience’s attention by getting to the point quickly. If necessary, instruct the narrator to project a commanding presence to create a resonance that attracts interest in an opening statement. They can bring meaning or excitement to the opening statement.
Use active voice. Active voice livens up almost all writing, infusing it with momentum and confidence. It is also straightforward, and sentences have more impact. Active voice makes it easier for learners to follow along with what the speaker is saying. An active voice also makes your listeners feel as if the speaker is talking directly to them, which will result in learners paying more attention.
Be concise. If you can say something in fewer words, do it. Short and varied phrasing is best for any voice-over. Keeping learners engaged means telling them the important matter quickly and clearly. Try to communicate one idea per sentence and strip your sentences of superfluous adjectives and adverbs.
Include verbal white space. If you hand the narrator a script with densely printed copy, they will probably have to put it into a document with better spacing and a larger font. Save them that time. The benefit of double spacing is that it enables the narrator to mark the script for performance cues.
Use natural pauses. Natural pauses have the same effect in audio as white space in a written document. Listeners need time to digest what they hear. Imagine the narrator taking a breath at given points. Work in several natural pauses throughout the script to ensure it sounds authentic and genuine. Those pauses also will help learners who may be taking notes.
Use proper punctuation. Punctuations provide cues to the narrator, indicating when they should insert pauses and assign meaning to the words. Don’t use commas the way that you do when you are writing for reading. For example, use a comma to divide phrases, but only if you want a pause at that point. A period ends a sentence or thought, while an exclamation point indicates that the narrator should speak excitedly. Don’t be afraid to use bold, italics, and underlines to make a point.
Use transition words. Such words and phrases—therefore, again, besides, at this time, and after all—link ideas and sentences together. They can summarize, show comparison or contrast, repeat information, stress a point, provide an example, draw a conclusion, or even state the obvious.
Call to action. You may want to include a call to action at your script’s conclusion to give listeners clear expectations about what is next. Will there be a quiz or other evaluation of their comprehension? Is this one of many modules on the same subject?
Read the script aloud again and again. Be aware of elements such as the flow, pacing, run-on sentences, punctuation, and tone that the narrator may misinterpret. Does the script match your creative concept identified earlier? Has the persona been consistent throughout? Have you clearly marked places to pause? Watch for accidental shifts in verb tense and between active and passive voice.
Working with a voice actor
If you plan to use a professional voice actor, wait to hire them until after you’ve finished writing the script. Once you’re at that point, there are two important ways to evaluate a voice actor: their demos and how they perform in an audition with your script.
Most voice actors are independent contractors whose websites contain their demos, records of other projects they have done, and related background information to help you decide. Have they done similar projects? Would they be believable in the role of your persona? Will your audience relate to them?
If the voice actor will be recording the audio in their home studio, make sure they have broadcast-quality equipment that will deliver the best sound quality. A recent voices.com survey found that audio quality was the most important consideration when hiring a voice actor.
Provide as much information as possible to give the talent a clear understanding of your expectations. Instructions should include the narration accompanying on-screen visuals and requirements for the necessary tone, pace, intonation, inflections, and emphasis. Those directions will inform the individual about the features they should focus on, such as a product’s benefits.
Also include instructions on how to pronounce words and names properly, as well as how to cite numbers and acronyms. For example, do you want 911 pronounced as nine-one-one or nine-11? Don’t assume that they know the acronyms you use in the script. Should they pronounce NASA as one word or four letters? Write acronyms phonetically within the script or send the voice actor an audio clip on how they should pronounce a word or name.
Voice actors will either take your script and directions and record the e-learning course in their own studio independently (the norm these days), go into an audio/video production facility where you produce your programs, or come into your production studio.
You can also do a live, directed recording session remotely. That would enable both you and the voice artist to discuss their thoughts and preferences on the script’s tonality, style, and delivery.
If you have chosen the right voice talent and given them adequate instructions, the recording session should, theoretically, go off without a hitch. Ask them to do a few takes of the material, depending on how long it is, providing different approaches. Note that you may need to make some changes to the script to make it better suited to the performance.
Writing for the ear and not the eyes takes time to get used to. Your goals are consistency, good translation into the spoken word, and good flow. Writing scripts for voice-over can be challenging, but using the above guidelines, you should master it in no time.
https://trainingmag.com/ai-voices-vs-voice-actors-for-training/
https://www.uttervoiceovers.com/stuff/#ai-vs-voice-actors-for-training

How to Write Great Scripts that Learners will Enjoy and Remember
Training Magazine Online - March 2024
Training managers set out to create e-learning content that learners will enjoy completing and will feel a sense of accomplishment when they do. To do it right, you must learn to write for the EARS as well as the EYES.
Before you begin the process of creating a script for voiceover, you need to determine:
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What your goals are for the experience (learn a new skill, change an attitude, apply complex material, inform/persuade/remind?).
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Who your audience is (what type of learner they are, are they new employees or seasoned pros, demographics?).
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What kind of content type should it be (short video, e-book job aid or manual, interactive game, e-Learning module, tutorial, or blog?).
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What the optimal delivery method is for this subject (will they be listening/watching on their phones, computers, blended settings, remotely from home offices?).
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How to design the right content (use AI or authoring tools to gather information, seek out experts in your organization, research other e-learning programs?).
All these things will influence your decision-making in designing engaging programs that enhance the learning experience and reflect positively upon your L&D department.
FIVE EASY STEPS TO SUCCESSFUL SCRIPT WRITING
STEP ONE: CREATE A PROTAGONIST OR PERSONA
Creating a profile of who the voice actor is in the script, a persona, will keep you focused on writing a script that will make the learner feel more connected to you and your message. Who will they be playing? A boss? A subject matter expert? A colleague? Write with that consistent viewpoint, referring to that perspective throughout the process. As yourself is that is how this person would sound?
STEP TWO: WRITE FOR THE EARS
The vocal part of your program should be top-of-mind throughout the process of writing any script for e-learning. Writing for the ears is different from other forms of writing in that it focuses on aspects of the delivery, not just the content. Keep in mind how each element of your script will sound in the final product.
The importance of voice cannot be overstated in creating an interesting e-learning course that will keep the audience engaged and enhance retention of the material. How the voice actors modulate their voice can capture your audience’s attention, interest, and curiosity. Voice modulation affects engagement by creating variety, contrast, and emphasis in the audio performance. Vocal tone & quality account for 84% of the message when you can’t see the speaker.
Modulation involves intonation, pitch/inflection, pace/tempo, resonance, paralanguage and a thousand other nuances that bring a message to life. Volume and variety round off the features of speech that can be used to influence and educate. How the voice is used will influence how the message is received, accepted, and retained.
You can use the audio portion of your project to captivate your audience and hold their attention throughout.
There are major differences between speaking and writing that you need to keep in mind as your structure your thoughts and put words to paper. Speaking is composed of sounds, using intonation, pitch, rhythm and tempo to convey meaning. It is transitory/temporary with the addressee present. Speakers use words with fewer syllables and don’t always use complete sentences, correct grammar or linear thoughts. The listener must relate to the speaker more than when they are reading.
Writing, on the other hand, is composed of ideas and signs, using imagery, language, and storytelling to make a point. It uses punctuation and other graphological devices like italics, boldfaces, underlines and so on. Writing is relatively permanent with the addressee absent. Meaning must be made clear with context and content. It is not spontaneous and can be more formal in nature. It consists of neat, correct sentences.
Most of us write differently than we speak. It is important to set the right tone with your script by using conversational language. You are essentially talking with the listener. Consequently, it sounds natural. The key here is to use the language the audience connects with. The more conversational the script, the better the odds of it resonating with your audience. Learners want something they can relate to on a personal level.
The tone with which you write a script should reflect the material covered. You don’t want to be too upbeat and cheery when imparting the seriousness of safety on the job, for example. But you may take an optimistic tone when laying out a promising future for the company.
Start with a clear creative concept or core message – a vision of who you are talking to, how they consume the information, through which medium, and what you want to accomplish with your writing. Write one line that communicates a single, unambiguous message that will guide you and keep you focused on your learning goals. Refer to this line throughout your writing process.
First, and foremost, WRITE LIKE YOU SPEAK. Imagine the fictional persona you identified as being a fascinating orator. Avoid any approach that you wouldn’t ordinarily hear that person say in everyday life. If you pretend that you are talking to someone you know you will naturally use smaller words, a more conversational tone and shorter sentences. Your goals, as you get started writing, are consistency, clarity and good flow.
Here are some tips to sound conversational as you write:
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write as you speak, make it easy to say,
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use contractions,
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choose simple, everyday words,
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write out numbers,
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use first person, or second or third, but be consistent,
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avoid formal words, acronyms, and jargon that wouldn’t be a part of your everyday vocabulary,
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be concise,
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use active, not passive, voice,
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include natural pauses (make it easy to take notes),
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use punctuation to direct the voice actor (only use a comma where you want a pause, for example),
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replace adjectives with data (95%, not ‘most’),
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use transition words to link ideas and sentences together (therefore, again, besides),
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keep sentences short, but add variety by including some longer ones,
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finish with a call to action.
A voiceover script is not one continuous monologue, but a series of multiple ideas meant to stand on their own supported by visual images that bring the point home in a convincing, involving manner.
There are those who say that 90% of what you see and hear is forgotten within the first 48 hours. If this is so, you need to identify what 10% of your content is crucial to remember and be sure to have both the script and the voice actor emphasize it. Don’t be afraid to repeat it with slides or content.
STEP THREE: READ ALOUD, EDIT, READ ALOUD
Read aloud – read aloud – read aloud. Always keeping your persona in mind, you will want to stop writing periodically and read your script aloud. Even better, record it and play it back. Better yet, have someone who isn’t involved in the project read it aloud to you. Watch for language issues, flow, and ease in speaking.
Be aware of the flow, words that might not sound right, the pacing, run-on sentences, punctuation that might be misinterpreted by the voice actor, and the general tone. Does it match your Creative Concept, identified earlier? Has the persona been consistent throughout? Are places to pause clearly marked? Watch for accidental shifts in verb tense and between active and passive voice. Critical listening will give you a sense of timing and rhythm. It should be appealing to the listener.
Then edit, edit, edit. There’s no such thing as too much editing. You don’t have to wait until the end to start editing. After all, changes you make may alter the approach taken after that point. Read aloud. Edit. Read aloud. Edit.
STEP FOUR: COORDINATE THE VISUALS WITH THE AUDIO
The role of the voiceover is to enhance the visuals of your course and infuse it with meaning and intention. Content should be supported by the visuals, not word-for-word reading of a power point presentation.
Bottom line, a script is a written document meant to be spoken as a stand-alone audio program, or as narration for a video or slide program. The images should suggest copy, and the script should bring the visuals to mind. They work hand-in-hand.
After you have finished writing the script and have read it enough times to feel confident that it will translate easily into the spoken word, create a template or storyboard to communicate your vision to all parties involved.
Using a Script Template or a Storyboard. Having a script template form that you can use with each voiceover project can streamline the preparation for you and the voice actor. It can be simple, with columns for identifying segments, timing, script content, onscreen visuals, and comments for the voice actor. A storyboard, on the other hand, uses pictures or drawings of each segment.
Keep in mind that a professional voice actor usually reads around 120 words per minute at a comfortable pace to keep track of how long your course will be. Give a name to each segment of your script to use in laying out visuals coordinated with audio.
This will guide you in the development of the script and aid the voice actor in interpreting it. The result will be a script that flows much better for the narrator and the intended listener.
Storyboard Script Template
A professional voice actor can record while syncing with your video presentation. This will save on further editing on your part, but is very difficult, so expect to pay the voice actor extra.
STEP FIVE: PREPARE THE VOICE ACTOR
Writing is done far in advance of the e-learning program’s release, sometimes months or longer, whereas hiring the voice actor is usually one of the last steps in the process. You want to wait until the script is written and approved before determining what kind of voice talent to look for. A professional voice actor is trained in how to effectively communicate the meaning of your script.
Crafting the best voiceover scripts requires professionalism, creativity, and detailed instructions for voice actors. You want to provide as much information as possible to give the voice actor a clear understanding of your expectations. When you are both on the same page, magic can happen.
You want to guide your voice actor by reinforcing your main points, highlighting key messages, and creating emotions that you want associated with the learning material. These are all cues to tell the listener what is important to remember and what is not. Your instructions should include the narration accompanying on-screen visuals and requirements for the necessary tone, pace, intonation, inflections, and emphasis. These directions will tell the voice actor about the unique features that they should focus on, like the benefits of a product.
Include instructions on how to pronounce words and names properly, as well as how to site numbers and acronyms.
You can even mark the script for emphasis with arrows to indicate higher or lower pitch, brackets surrounding a sentence or a part of a sentence that you want to express as one thought, underline to place emphasis on a word or syllable, slash for pauses, etc.
Voice actors will either take your script and directions and record the e-learning course in their own studio independently (the norm these days), go into an audio/video production facility where you produce your programs, or come into your production studio. Ask them to give you more than one take on your script.
You can also do a live, directed recording session remotely. That would allow both the client and voice artist to discuss their thoughts and preferences on the script’s tonality, style, and delivery.
VOIL! A DYNAMITE E-LEARNING COURSE
When you master writing for the ear and then focus on bringing those words to life with imagery, charts, exhibits and more, you are on the road to e-learning script writing success!



Tips for a Successful Voiceover Project
Written for the World-Voices Association
to use at their discretion
Whether you are setting out to do a commercial to pitch a new product line, a company onboarding video, a complicated e-learning course, or a video game, VOICEOVER IS AT THE HEART OF IT! The voiceover can make or break any type of project.
Here are some things to consider to make your next project a resounding success.
You want to be in the know, so to speak.
KNOW YOUR AUDIENCE
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Who is your target audience? A first-time buyer? Audiobook listener? A gamer? Profile them, demographically. Be as specific as possible.
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Where will they consume this communication? While watching TV or listening to the radio? On-the-go on their phones? At their desk?
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What distractions will they face when they watch/listen? What are the opportunity costs of their receiving your message?
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How will they feel about your message? Will it be difficult to get their attention? Are they actively seeking out communication from you?
KNOW HOW TO DEFINE YOUR PROJECT
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What genre/type of project are you designing? See the list in the search function for all the many genres: narration, commercials, e-learning, IVR and telephony, video games, radio imaging, etc.
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What form is it taking? A video with voiceover narration? On-hold messaging, with voice actors directing callers and perhaps promoting something while the customer is waiting on hold. Animated explainer videos?
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What is the purpose of this project? Training? Sales? Call to action? A legal requirement (compliance video)?
KNOW YOUR OBJECTIVE
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What outcomes are you seeking? Do you want them to buy? To learn a new skill? To get more involved in a game?
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Make your objective measurable and specific, with a completion date.
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How will you know when you have succeeded? Envision it.
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Write it down and refer back to it periodically as the project progresses.
KNOW YOUR VOICEOVER NEEDS
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What type of voice actor will you need for your project? Age performed? Remote capable? Male/female? Nationality? Language/dialect?
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What style do you need a voice actor to portray? Friendly? Authoritative? Sincere? Clear? Energetic? Young?
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Create a persona in your mind of the role that you want the voice actor to play? Are they experts in the subject matter? A friendly neighbor? A mother? Grandfather? A teacher? A boss?
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Would it be helpful to have a voice actor who has performed similar projects as yours? You may want to put together a list of questions to ask the voice actors when you first contact them.
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Do you need them to have a home studio, where sound is of broadcast quality?
KNOW HOW TO FIND THE RIGHT VOICE ACTOR
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Will you use TTS, AI, or in-house personnel? We obviously don’t recommend any of these. A professionally trained voice actor will enrich your script and contribute a great deal to your project’s success.
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Decide on your criteria to use on the Search page of this website: Age performed, gender (if a preference), delivery method, language, genre/project type.
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Your search will pull up a selection of voice actors who qualify for your project needs. Go through the list. Click on the name or picture for additional information, such as past clients, website address and contact information. Listen to their related demos.
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Contact them directly. Negotiate pricing. (Remember the minimum requirement on this site is $250) Have them do an audition if you would like.
KNOW HOW TO WRITE A SCRIPT FOR THE VOICE
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Learn how to write for the ears, not just the eyes. The voiceover should enrich the material offered on the screen, not just read it.
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Use conversational language. Use punctuation to direct the voice actor on where to pause, etc. Only use commas where you want a pause.
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Write as you speak.
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Use a storyboard or script template to lay out your audio and video.
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Read it aloud! And be open to suggestions from your voice professional. They will often know what works and what doesn’t.
KNOW WHAT TO EXPECT FROM A VOICE ACTOR
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Write up clear instructions for your voice actor. Do you want certain things emphasized? What tone do you want them to use? Spell out acronyms and tell them how to pronounce names.
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Do you want to direct them remotely with Source Connect or another channel and record it on your end? Or this can be done very simply with a cell phone or zoom link where the voice actor will record for you and follow your directions.
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How do you want them to deliver your finished product? Mp3 or WAV file via email or Dropbox or Google Drive?
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They will typically do revisions, within reason. Make your expectations clear.
Remember that the voice actors on voiceover.biz are professionals who have been very carefully vetted before they can offer their services on this site. There are voice actors in every specialty, and many will have experience related to your project’s needs. They speak many languages and are located all over the world!
Bottom line, once you have decided what your needs are, searched the roster for the right voice actor, perused their profile, YOU CAN NOW REACH OUT TO THEM AND WORK WITH THEM DIRECTLY TO MAKE YOUR PROJECT A SUCCESS! No intermediaries. No red tape. No charges or hidden fees. It’s easy with voiceover.biz.
Social Media Posts
Some received as many as 80,000 impressions and 500+ likes and comments














Promotional Materials Copywriting
Here are some examples of my copywriting skills.

Copy from left inside RAM brochure:
ITW Safe Zone is committed to remaining on the cutting edge of technology applied to highway construction. We will build high quality machines that fill a need, while saving lives and saving labor through automation. With deaths in work zones now exceeding 1,000 per year—23% are workers struck by vehicles—safety is paramount. Our designers at ITW Safe Zone along with our partner, IAS, and many respected industry professionals have developed machines that take workers off the roadway and place them safely in a truck. We have engineered completely new approaches to four hazardous jobs: putting down and removing “L” shaped temporary pavement markers, and setting and retrieving channeling cones. The Temporary Pavement Marking System and the Cone Handling System were designed to reduce the risk of injury and death, while improving productivity. What was once done by workers walking in harm’s way can now be accomplished safely and efficiently with Road Automation Machinery. These breakthrough products will … save lives, save labor through automation.
Copy from right inside of RAM brochure:
Improve Safety with RAM
ITW Safe Zone’s RAM line of products was created to reduce the risk of injury to
construction workers and travelers by automating processes that are now done
manually. All RAM machines keep vehicles safely in the desired lane and the workers
safely in the bed of the truck—NO ONE WALKS AND NO ONE HANGS OVER THE
SIDE OF THE TRUCK. The reflective markers and cones are loaded and unloaded
from inside the truck bed.
Improve Productivity with RAM
Savings can be measured in more than lost time from injuries and lost lives. Road Automation Machinery will increase productivity in many ways:
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Fewer workers needed to complete jobs.
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Save time and energy.
-
More accurate and faster than manual.
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Setup in a matter of minutes.
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Easy to operate with hand-held control.
Early estimates have calculated that up to 70% can be saved in labor costs. One user says that his Temporary Pavement Marking System “will pay for itself in one construction season.”
Temporary Pavement Marking System
The Temporary Pavement Marking System has one machine to apply “L” shaped flexible markers to the road surface and another to remove them. These machines are easy to operate and attach to most trucks with a receiver hitch. The TPM 2100 Marker Applicator applies markers to the road in adjustable patterns. It requires a driver and one person to load the tabs onto the machine’s conveyor.
The TPM 2200 Marker Remover, with a simple blade change, can either cut the markers to within ½” of the surface or remove them completely. Only a driver is needed to pull the unit and empty the collection bin filled by the vacuum.
Cone Handling System
The Cone Handling System series of machines consists of a cone setter and your choice of either the 28” or the 36” cone retrievers, depending upon cones used. The CS 3100 sets standard cones with a 15” base at speeds of up to 15 mph. Cone spacing can be set manually or automatically with the standard timing system. It requires a driver plus one or two people to load the cones. It sets cones from either side of the vehicle, moving forward or backwards.
The CR 3200 and CR 3236 Cone Retrievers pick up cones form the road surface without the need to hang over the side of the truck. It can retrieve cones from any angle and stack them for the worker to unload with two specially designed hooks. It requires one person to drive the truck and one inside the truck bed to unload cones from the machine.



Books - Out in 2025
The Speaking Guide — for On and Off the Job
By David Goldberg, CEO of Edge Studio in NYC, a leading voiceover production, training and speaking training facility.
Ghost written by Kerri Acheson, Ph.D.
Synopsis
Written in a casual, practical style, The Speaking Guide — for On and Off the Job is a compendium of tools to implement into your everyday life that make you a more effective speaker and presenter across many distinct situations. The ROI is great for those wishing to perform better on camera, on stage, behind the mic, in the office, and even at home!
Knowing not just what to say, but how to say it, is paramount, David Goldberg brings nearly 40 years of experience with everything relating to the voice into this arena with a unique approach to speaking across varied media and settings. He offers easy lessons relating to everything from positivity, to using your voice properly, to interviewing and negotiating, to team-building. Then he supplements them with examples of specific word choices, rephrasings and speaking adjustments that will make people take notice when you speak and lead.
There is nothing on the market that digs into the minutiae and details that are offered in The Speaking Guide. Goldberg offers a broad approach that encompasses all aspects of communication delivery: speaking to one or 1,000, appearance in virtual settings, feedback, listening and reading nonverbal cues, vocal manipulation, conflict management, and speaking with those dissimilar from yourself.
Designed for working people who wish to simply do a better job of getting their message across and avoiding misunderstandings, this book is meant to be used a guide on a journey to become a more effective speaker every time you open your mouth. Often referred to as “the best ears in the business,” Goldberg has helped countless people — CEOs, politicians, stage performers, movie stars, and even royalty — achieve their goals through effective communication.
Chapters/Objectives:
1: Use positive words for a positive culture
2: Support those around you
3: Incorporate different speaking styles to be inclusive
4: Adapt to your listener with Flex-Talk
5: Get fast responses
6: Casual-Speak—when and when not to use it
7: Sound professional by avoiding speaking mistakes
8: Nurture cohesive teams
9: Employ effective speaking time management
10: Reduce misunderstandings and miscommunications
11: Say it clearly
12: Choose the right words
13: Ask and answer questions clearly
14: Motivate others to bring about positive change
15: Give and receive feedback
16: Sound effective
17: Speak to impress 1 or 1,000
18: Tell great stories
19: Exhibit leadership by speaking well
20: Navigate difficult situations
21: Resolve conflicts
22: Negotiate more effectively
23: Pitch investors, customers, voters and more
24: Build customer loyalty
25: Sound natural when reading
26: Interview well as the interviewEE OR the interviewER
27: Adjust your speaking style to various media
D.I.Y Voiceovers:
How to write scripts for, perform, record and produce ads, podcasts, social media content,
eLearning, audiobooks and more --YOURSELF!
By David Goldberg, CEO of Edge Studio
and Kerri Acheson, Ph.D., Words.Company
Synopsis
As media and technology expand, businesses face endless ways to reach audiences but limited budgets. While professional voice actors are in demand, you might prefer to narrate yourself or save costs by being your own spokesperson.
D.I.Y. Voiceovers is designed for nonprofessional voice actors with limited or no experience in front of a microphone. It addresses performance and production issues for many types of voiceover projects, such as:
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commercials
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animations like explainers and video games
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podcasts
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IVR and on-hold marketing messages
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social media advertising and content
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audiobooks
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corporate narration for onboarding, compliance or other purposes
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e-Learning modules
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podcasts and audio dramas
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audio guides and announcements
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related marketing messages.
The book helps you decide between voice actors, AI, text-to-speech, in-house staff, or DIY, then guides you in choosing the right voice, setting up recording, and using audio software.
Writing scripts for the ear can be challenging. D.I.Y Voiceovers simplifies this by guiding you through general scriptwriting, tailoring for specific projects (e.g., podcasts or ads), and offering tips on sounding conversational, finding ideas, and creating the right hook. The Model for Targeted Copywriting walks you through the process step-by-step.
Next comes performing and recording voiceovers. Whether you're comfortable with the mic or struggle to sound natural, five chapters cover diction, pitch, tone, volume, tempo, and tips for finding your style. You may have an acting background, which may help or hinder your performance, so this book will direct your performance.
The book introduces visuals and production basics, then dives into specific project types, providing a foundation and resources to help you build your project.
D.I.Y. Voiceovers offers practical guidance for solving messaging challenges, from updating phone messages to becoming a company spokesperson, helping you handle the process from start to finish.
About the Authors:
David Goldberg has been training people to sound better for 38 years. He has trained voice actors, politicians, CEOs, stage actors, and even royalty in how to use their voices effectively. As the CEO of Edge Studio in New York City, he is a leader in the voiceover industry, often called “the best ears in the business.”
Kerri Acheson is a voice actor with experience across many genres. Her eLearning modules are heard around the world. She holds a Ph.D. in Marketing and Corporate Communications and has been on the faculties of leading universities.
Chapters:
Ch 1: Decision-making for Voiceover Projects
Ch 2: Recording Set Up: The Right Recording Space
Ch 3: Recording Set Up: The Right Equipment
Ch 4: Author's Perspective: Script Writing for Voice Actors
Ch 5: Promotional Script Writing - Targeted Copywriting Model
Ch 6: Commonalities of Scripts across Different Types of Voiceover Projects
Ch 7: Voice Acting Performance: Analyzing the Script
Ch 8: Recording Your Voice
Ch 9: Voiceover Performance: Getting Started
Ch 10: Voice Acting: The Performance Launchpad
Ch 11: Voice Acting: Vocal Components – Diction & Pitch
Ch 12: Voice Acting: Vocal Components – Tone, Volume and Tempo
Ch 13: Performance Commonalities across Projects
Ch 14: Digital Audio Workstation (DAW): Recording Software
Ch 15: Putting it all Together: Visuals, Video, Music and SFX
Ch 16: Script Writing, Voiceover Performance, Recording & Production: Getting it Right for Your Project
Ch 17: Commercials: Radio, TV, Trailers, Imaging, Promos and
Ch 18: Political and Fundraising
Ch 19: Animations, Explainers, Cartoons and Video Games
Ch 20: Telephony, IVR, On-hold Marketing Messages, Virtual Assistants and Automated Messaging
Ch 21: Social Media Advertising and Content
Ch 22: Marketing Messages: POS, In-store, Sales Videos, Trade Show Promos, Brand Statements and Out-of-Box videos
Ch 23: Audiobooks
Ch 24: Corporate Narration
Ch 25: E-Learning and Training Videos
Ch 26: Podcasts and Audio Dramas
Ch 27: Audio Guides and Announcements
Ch 28: The Future of Voiceover
Website Copy
Please note that ITW has been used as an example repeatedly just to show continuity across platforms and media.
ITW Road Automation Machinery
With deaths in work zones now exceeding 1,000 per year-23% are workers struck by vehicles-safety is paramount. Our designers at ITW Safe Zone along with our industrial automation partner, IAS, and many respected industry professionals have developed machines that take workers off the roadway and place them safely in a truck. We have engineered completely new approaches to two hazardous jobs, putting down and removing "L" shaped temporary pavement markers and setting and retrieving channeling cones. The Temporary Pavement Marking System and the Cone Handling System were designed to reduce the risk of injury and death, while improving productivity. These breakthrough products will save lives, save labor through automation.
Road Automation Machinery was developed over a two-year period. We spent many hours in the field with construction workers who are put at risk by the present methods of applying and removing markers, and setting and receiving cones. After long and arduous testing, this quality line of products is available to help solve some of your safety problems.
High Risk for Workers
Employees in work zones are at a high risk of injury and death from accidents. There is intense pressure from many sources - government, unions, insurance companies, and more - to lower injury and fatality rates in work zones. Safety is the centerpiece of the Surface Transportation Reauthorization Bill of 2003. The statistics are astounding:
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The annual fatality rate for workers in construction zones now exceeds 1,000.
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Workers being struck by vehicles account for 23% of highway worker fatalities.
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Over 40,000 people per year are injured as a result of motor vehicle crashes in work zones.
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73% of on-the-job fatalities occurred in road and highway construction, even though only 38% of union members surveyed were employed in road construction activities.
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Most accidents occur during the day on weekdays, and on roads with speed limits of 55 mph or greater.
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Motorists are six times more likely to die in a construction zone.
Improve Safety with RAM
Two of the most hazardous jobs in road construction are 1. Applying and removing temporary pavement markers, or 'stomping' and 'cutting,' and 2. Setting and retrieving safety cones. With this in mind, a concept was devised that would protect workers while doing these dangerous jobs. RAM products were created to reduce the risk of injury to workers and travelers by automating processes that are now done manually. Our team has spent the last two years learning the true needs of the end user and creating equipment that meets those needs. The result: Road Automation Machinery. It's easy to use, saves time and energy, and increases safety.
RAM products reduce the risk of injury and death. They allow the truck to stay in the safest lane and the workers to stay safely in the bed of the truck--NO ONE WALKS AND NO ONE HANGS OVER THE SIDE OF THE TRUCK. Cones are loaded and unloaded and markers are placed on a conveyor from inside the truck bed. These jobs are then easier, reducing worker fatigue and preventing accidents.
"The way we had to look at it in the past was that it might not be safe, but it was the only way to get the job accomplished. We can't say that any more. Now we have a machine that can go out there and help us keep these guys off the road and make things safer."
Randy George, District Manager, Northern District nited Rentals Highway Technologies
Improve Productivity with RAM
Savings can be measured in more than lost time from injuries, lost lives and possibly lower Worker's Compensation claims. RAM products actually make protecting your employees cost-effective by increasing productivity. These machines set up in minutes, easily adapting to most trucks. Fewer workers are required to complete jobs, saving labor costs. RAM is also more accurate and faster than manual methods, saving time and energy. They also improve efficiency with user friendly, easy to operate hand held controls. These quality machines work from either side of the truck. The TPM machines can operate at up to 5 mph, while cone machines can work at up to 15 mph.
Early estimates have calculated that up to 70% can be saved in labor costs.
One contractor predicts that his Ram system will pay for itself in one construction season.
A summary of the benefits of using Road Automation Machinery . . .
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Reduce risk of injury and death.
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Improve placement accuracy.
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Minimal workers needed to complete jobs.
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Faster than current manual methods.
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Keeps the worker safely in the bed of a truck-NO ONE WALKS!
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No more hanging from the side of a truck.
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Save time and energy.
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Easily adapts to most trucks.
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May reduce Worker's Compensation claims.
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Easy to operate with hand held controls.
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Setup in a matter of minutes.
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Driver can stay in desired lane, reducing accidents.
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TPM machines can operate at up to 5 mph, while cone machines can work at up to 15 mph.
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Takes workers off the road surface. Get a RAM and get off the road.
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Automate jobs that are now done manually.
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Unload from inside the truck bed.
Media Release Example
