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Specialties | Hard Sell

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Not just for truck shows, hard sell advertising still works.

According to an article in AdAge, “Hard-sell advertising uses a direct ‘reason why’ approach…(to) focus attention on how the customer can directly benefit from using the advertised product.”

40’s ad man Roger Reeves coined the term “unique selling proposition” (USP).  He advocated for the hard sell and operated under three philosophies 1. The USP must involve a specific product benefit. 2. It must be unique. 3.  It must sell.  His agency Ted Bates Inc. created the USPs “M&M candies melt in your mouth, not in your hand” and “Colgate cleans your breath as it cleans your teeth.” (AdAge)

Hard-sell voiceover style requires a lot of energy, but while sometimes called “screamers,” does not necessarily require a lot of volume.

Who still uses hard-sell?

Listeners can hear hard-sell advertising for some local-market auto dealers, diet programs, law firms, special events, retailers with limited-time sales, and other companies needing to create a sense of urgency.

Kelley Buttrick’s hard-sell style reads have been used for the female voiceover on ads for clients like Rooms To Go, Bedzzz Express, Shaw Floors, Toys R Us and many more.

We work with so many different clients. And when we have to super-serve them with a voice we know they’re going to love, and who will knock the project out of the park, Kelley is our first call. She’s a voice talent that we can trust. When we have clients in the studio, she’s professional, funny and makes the process enjoyable for everyone involved.


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