What Difference Does Voice Over Talent Make?

It's truly astonishing how many companies running ads do not pay enough attention to their voice over talent. They hire somebody with a nice voice and assume that is all it takes to have an lively and successful radio campaign. Even somebody with a nice voice though, doesn't automatically know the best way to utilize their voice effectively. They might not read well, or use their modulation to the best advantage. The truth is that if you take the time to listen to a a number of ads on the market, you would quickly be able to tell who used trained talent and who didn't.