What Difference Does Voice Over Talent Make?

It is truly astonishing how many companies running adverts don't pay sufficient attention to their voice over talent. They hire someone with a pleasant voice and take for granted that's all it requires to have an dynamic and successful radio campaign. Even somebody with a pleasant voice though, doesn't automatically know the best way to utilize their voice effectively. They might not read well, or utilize their inflection to the best benefit. The reality is that if you take the time to listen to a couple of adverts on the market, you will rapidly be able to tell who utilized professional talent and who didn't.