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Specialties | Mom & Wife

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THE MOM VOICE: KIDS FEAR IT – COPYWRITERS LOVE IT

It’s the dreaded Mom Voice that makes kids breakout in a sweat, but in advertising, clients rely on the friendly version of the Mom Voice, the authentic sound of a friend, wife, neighbor.

“So you’re a mom (wife, neighbor, friend)…”

This is how many female voice-over recording sessions begin.  What directors are looking for when they say it, is a real-person, conversational, believable read of the script.

“When consumers sense an aspect of a brand’s personality that they see or desire in their own personality, the connection resonates emotionally.” (Small Business Chronicle)

Copywriters will often use the mom-to-mom or friend-to-friend approach to market their clients’ products and services.

According to Fleishman-Hillard, over the next decade, women will account for 2/3 of consumer wealth in the US.  That makes female consumers a highly sought after target market.

In a Olapic Think Tank post about what matters women as retail consumers, it states, that authenticity is proven to more effectively reach consumers, and female shoppers respond strongly to content shared by other women.

With television and radio advertising VO, female voice talents are often directed to sound like the trusted voice of someone close to the listener, a wife, friend, neighbor, mom in order to engage the powerful female consumer.

Kelley Buttrick, a mom, wife, neighbor and friend, has been asked to tap into her authentic experience in of the aforementioned roles as a female VO for brands like Country Crock, Disney, Harley Davidson, Chevrolet, Kroger, Children’s Healthcare of Atlanta, Medifast, Highlights Magazine and many others.

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.
Jill

iHeartMedia

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