Some of the questions you should answer in the guideline include:
- What is your target audience?
This will help you shape the tone of your voice-over, and consequently, select the right voice talent.
- Describe your product/ service in 1 or 2 sentences.
This is so you can clearly define what you are selling. Such information is vital both in writing the voice-over scripts and developing visuals for your video.
- What are the 3 major benefits of your product/ service?
Don’t make the mistake of listing features of your product instead of the benefits.
Your audience doesn’t want to listen to the latest technical features of your product, they want an emotional connection. The voice-over should make them excited to explore what you have to offer.
- What tone should the voice-over take?
This should be easy after you define your audience. It also depends on the message you want to send. You can choose a friendly, authoritative, warm, or excited tone for your voice-over. There are no guidelines on this, it all just depends on what your end goal is.
- What will motivate your audience to act after watching the video?
This is where you come up with the call to action. What makes your voice-over so good that they will be motivated to act when they hear the call to action?