Hiring a voice actor isn’t really about finding a great voice.
It’s about finding someone who can help you solve a communication problem.
Maybe you’re producing a television commercial, creating a corporate video, launching an eLearning course, explaining a new product, or introducing your company to potential customers. In every case, your goal isn’t simply to have someone read words on a page. Your goal is to connect with an audience and inspire them to take action.
I’ve spent nearly 48 years producing commercials, corporate films, television programming, and branded content before becoming a full-time professional voice actor. During those years, I’ve listened to hundreds of auditions, directed countless recording sessions, and worked alongside agencies, marketing teams, business owners, and creative directors.
That experience taught me something important.
The best voice actor isn’t always the person with the most distinctive voice.
It’s the person who tells your story in a way your audience believes.
Don’t Cast the Voice. Cast The Storyteller.
You’re Hiring Someone to Help Tell Your Story
Clients often begin by saying:
“We need a voice actor.”
But that’s rarely what they actually need.
They need someone to narrate a corporate video.
They need someone to bring an eLearning course to life.
They need a believable spokesperson for a television commercial.
They need someone to explain a complicated product.
They need someone who can inspire confidence.
They need someone who can make people laugh.
They need someone who can create trust.
The voice is simply the vehicle.
The story is the destination.
When you approach casting from that perspective, your decisions become much easier.
What I Learned After Casting Hundreds of Voice Actors
Having spent years sitting on the producer’s side of the recording booth, I’ve learned that clients make decisions much faster than most people realize.
Often, within the first 10 seconds of an audition, you already know.
Not because someone has a deep voice.
Not because they own an expensive microphone.
Not because they sound like a movie trailer.
You know because they’re engaged in the story.
Are they talking to someone?
Do they sound believable?
Does it feel like they’re sharing something rather than reading words off a page?
Today’s audiences recognize authenticity immediately.
The old “announcer” style still has its place for certain projects, but most modern commercials, corporate videos, healthcare, tourism, and eLearning projects succeed because the performance feels genuine.
The audience isn’t listening for a voice.
They’re listening for a person.
Don’t Cast the Voice. Cast the Storyteller.
One mistake I see fairly often is clients becoming focused on sounding like a celebrity.
“I want someone who sounds like Sam Elliott.”
“I want James Earl Jones.”
“I want Ryan Reynolds.”
The reality is that’s usually the wrong goal.
Every professional voice actor has a unique voice.
Rather than searching for someone who imitates another person, look for someone whose natural delivery matches your message.
Sometimes I’ve watched clients begin a casting session convinced they wanted a deep, authoritative voice.
Then they heard an energetic, conversational read that completely changed their minds.
The story determined the casting decision.
Not the pitch of the voice.
One Lesson I Learned as a Producer
When I was producing commercials, I might receive a hundred auditions from voice actors and talent agencies.
Part of my job wasn’t choosing the winner.
It was narrowing those auditions to the strongest candidates before presenting them to the client.
Sometimes I’d even include a read that didn’t perfectly match the original specifications because I believed the performance deserved to be heard.
Occasionally, that unexpected choice became the client’s favorite.
Casting isn’t about proving you’re right.
It’s about giving the client outstanding options and allowing them to discover the performance that best represents their brand.
The best voice actors don’t simply read the words.
They see the finished production in their mind and understand how their performance fits into the bigger story.
A Real Example: Discover South Carolina
One project perfectly illustrates this.
I was hired to voice a national television commercial for Discover South Carolina featuring an empty-nester couple attending a Revolutionary War reenactment. The visuals were beautifully produced and captured a genuine sense of excitement and discovery.
For my audition, I recorded three different interpretations.
The first two were solid.
The third leaned much further into the feeling of wonder. I intentionally allowed myself to sound more amazed by what the couple was experiencing instead of simply describing it.
That was the performance the client selected.
Not because my voice changed.
Because the emotion changed.
That same interpretation carried into the final recording session, and the commercial is now airing nationally.
It’s a perfect reminder that clients aren’t necessarily looking for the deepest voice or the safest read.
They’re looking for the performance that best tells their story.
Watch the finished Discover South Carolina commercial below to hear how that creative decision shaped the final spot.
What Separates Great Voice Actors After They’re Hired
The audition is only the beginning.
The professionals I’ve hired over the years share many of the same qualities.
They arrive prepared.
They communicate clearly.
They take direction without becoming defensive.
They remember previous notes instead of repeating mistakes.
They stay calm when two decision-makers disagree in the control room.
They know when to offer an idea—and when to simply listen.
Their audio is clean.
Their files arrive properly labeled.
They’re responsive.
They’re dependable.
Most importantly, they’re easy to work with.
Clients don’t just hire voices.
They hire professional collaborators.
A Producer’s Checklist for Hiring a Voice Actor
Before hiring a voice actor, ask yourself these questions.
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- Does the audio sound clean and free of background noise?
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- Does the performance feel believable rather than read?
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- Can the actor adjust their delivery when given direction?
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- Do they respond promptly and communicate professionally?
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- Do they seem genuinely interested in telling your story?
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- Are they flexible enough to provide different interpretations?
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- Do they make the process feel easy?
A great voice actor should improve your production—not complicate it.
How You Can Help Your Voice Actor Deliver Their Best Performance
Hiring the right talent is only half the equation.
The client plays an important role too.
One of the biggest gifts you can give a voice actor is a well-prepared script.
Proofread it carefully.
Check spelling.
Provide pronunciation guides for company names, products, cities, people’s names, and industry-specific terminology.
Recently I auditioned for a project that referenced a city in Saudi Arabia. I spent extra time researching the correct pronunciation because accuracy matters.
On another project for a Catholic Diocese, the script contained dozens of biblical names and locations unfamiliar to many readers. I researched every one before recording to ensure the client received the most accurate performance possible.
Those details matter.
The better prepared your script is, the smoother your recording session will be.
If You’ve Never Hired a Voice Actor Before
Many business owners have never hired voice talent before.
That’s completely normal.
A professional voice actor understands that this may be your first experience.
Our job isn’t simply to record your script.
Our job is to make the process easy.
A good recording session should feel collaborative.
You should feel comfortable asking questions.
Trying different ideas.
Changing direction.
Offering feedback.
The goal isn’t to impress you with a voice.
The goal is to help you tell your story in the most effective way possible.
Final Thoughts
After nearly 48 years in commercial production—and now as a professional voice actor—the biggest lesson I’ve learned is surprisingly simple.
The person behind the microphone genuinely wants your project to succeed.
We celebrate your success because it’s our success too.
Yes, clean audio matters.
Professionalism matters.
Responsiveness matters.
Preparation matters.
But above all, hire someone who genuinely wants to tell your story.
When that happens, you’re not simply hiring a voice.
You’re gaining a creative partner who understands the responsibility that comes with representing your brand.
Whether you’re producing a national advertising campaign or a local business video in South Florida, the same principles apply: choose someone who understands your audience, communicates professionally, and cares about telling your story as much as you do.
About the Author
Robert Starling is a professional American voice actor and former commercial producer/director with nearly 48 years of production experience. Based in Lighthouse Point, Florida, he provides broadcast-quality voiceover services for clients nationwide from his professional studio. Live-directed sessions are available via Source-Connect, Zoom, Microsoft Teams, and Google Meet.