How to direct voice talent effectively
Make it stand out
Whatever it is, the way you tell your story online can make all the difference.
You've hired great voice talent. You're excited about your project. And then you get the first take back and think... that's not quite it.
So you write back: "Can you make it more energetic?"
The talent re-records. You listen. It's... different. But still not what you heard in your head.
Here's the thing: "energetic" means something different to everyone. And vague direction leads to endless revisions, frustrated talent, and ads that never quite land the way you imagined.
After years of working with voice talent at Voice Dragons, I've learned that the difference between "meh" and "perfect" isn't the talent's skill—it's how clearly you communicate what you actually want.
Let's fix that.
The Problem with Vague Direction
When you tell a voice actor to be "more energetic" or "more conversational" or "friendlier," you're essentially asking them to guess what's in your head.
They'll take their best shot. But their version of "energetic" might be game-show-host levels of enthusiasm when what you really wanted was "excited but not exhausting to listen to."
Common vague phrases that don't actually help:
"Make it pop"
"Give it more personality"
"Sound more natural"
"Be yourself"
"Less corporate"
These phrases feel descriptive, but they're not actionable. And every revision cycle costs time, money, and goodwill.
What Actually Works: The Three-Part Direction Framework
Here's how to give direction that gets you the read you want on the first or second take:
1. Set the Scene (Context)
Tell the talent who they are and who they're talking to. This is the fastest way to shift their entire approach.
Instead of: "Be more conversational."
Try this: "You're talking to a friend over coffee who just asked you about this product. You're genuinely excited to tell them about it, but you're not selling—you're sharing something cool you discovered."
Instead of: "Make it warmer."
Try this: "You're a kindergarten teacher reading to kids at story time. Calm, patient, and reassuring."
When talent understands the scenario, they instinctively adjust their tone, pacing, and energy to match.
2. Name the Emotion (Not the Adjective)
Skip vague descriptors like "energetic" or "friendly." Instead, name the actual emotion you want the listener to feel.
Instead of: "Be more upbeat."
Try this: "I want the listener to feel hopeful and a little relieved—like they just found the answer they've been searching for."
Instead of: "Sound authoritative."
Try this: "The listener should feel confident in your expertise but not intimidated. Like you're a trusted guide, not a lecturer."
This shifts the focus from how the talent sounds to how the listener feels—which is what actually matters.
3. Give a Reference (Show, Don't Tell)
If you can point to an example of the vibe you want, do it. This is the nuclear option for clarity.
Examples you can use:
"Think late-night radio DJ energy—smooth, low-key, a little mysterious."
"Imagine you're the quirky best friend in a sitcom giving advice."
"This should feel like a TED Talk opener—confident and compelling, but not overly polished."
"Picture a documentary narrator—informative but not dry."
You can even reference other ads, podcasts, or videos. Just make sure the talent can access the reference easily.
Real-World Example: Before and After
Let's say you're creating a podcast ad for a productivity app.
❌ Vague Direction:
"Can you make this sound more exciting and less boring?"
✅ Clear Direction:
"You're talking to a busy entrepreneur who's drowning in to-do lists. You just discovered this app last month and it completely changed how you work. You're excited to share it, but you're not hyping it up—you're being real. The vibe is 'I found something that actually works and I think you'd love it too.' Think friendly, credible, and genuinely helpful. Pacing should feel natural, like you're texting a friend a recommendation, not reading a script."
See the difference? The second version gives the talent a scenario, an emotion, and a vibe. They know exactly what you want.
Bonus Tips for Smoother Sessions
Be specific about pacing:
Don't just say "faster" or "slower." Try "Take your time with the first sentence—let it land. Then pick up the pace as you get into the benefits."
Call out specific words or phrases:
If there's a word that needs emphasis, tell them. "Really punch the word 'free'—that's the hook."
Explain why you're asking for a change:
"The current read feels too formal for our audience, who are mostly millennials. Let's loosen it up so it sounds like you're texting them, not presenting to a boardroom."
Give positive reinforcement:
"That second take was perfect—keep that energy but slow down just a bit on the tagline."
The Bottom Line
Great voice talent can deliver incredible work—when they know what you want.
Your job isn't to be a mind reader or a professional director. Your job is to clearly communicate the vibe, emotion, and context so the talent can do what they do best.
Next time you're about to type "make it more energetic," pause. Ask yourself:
What's the scenario?
What should the listener feel?
What's a reference I can point to?
Answer those, and you'll get the perfect read in half the revisions.
Need help creating podcast ads that sound exactly like your brand? That's literally what we do. Check out the Podcast Listen-Up Package or reach out—we'll figure it out together.
