It's not enough to know what to say.
You need to know what your words are intended to provoke in the other person.
It is this intention that defines how the voice should behave.
Check out these three Trivago commercials.
The brand is the same.
The announcer too.
It's me in all three.
But each film aims to evoke a different feeling.
[ENTER THE COMMERCIAL SEGMENT FOR THE FAMILY from 04” to 11”]”
This is an invitation to vacation.
Lightness, relaxation, a little smile…
The voice is younger, more conversational.
[ENTER THE FLIRTING COMMERCIAL EXCERPT — from 04” to 16”]”
The intention here is to create anticipation, with a certain sensuality.
Then the voice gains a little more breath, almost whispers, the rhythm slows down…
[COMMERCIAL BREAK ENTERS] TRAILER — 19” to 26”
Now, the idea was to create mystery and impact.
Each sentence needs to sound like a revelation.
The voice is the same.
The customer is the same.
The topic remains hotels.
But the timing, the environment, and the intention are completely different.
Therefore, the voice also needs to change.
And this applies to any type of communication.
You can try to be firm and appear aggressive.
Trying to be kind and appearing insecure.
Therefore, before choosing the tone, it's necessary to understand the situation and the effect you want your speech to produce.