Why is it that so many company CEOs insist on doing the voice-overs for their advertising campaigns, many of them reading off the idiot notes in a tone that sounds about as enthusiastic as someone describing their up-coming pile operation? I have no doubt that these CEOs are very capable business managers - and I am equally sure that they employ accountants to look after the books, and marketers to get their company's products or services into the market. So why do they not leave the voice-overs to people with the natural enthusiasm and exuberance that makes the listener sit up and say "Wow! Now that sounds good!" instead of drive at high speed into the next tree? Instead, in too many cases we end up with a message delivered more in the manner of a funeral oration than an irresistible call to buy what the company is selling. Let's face it - you won't find a burly and somewhat hirsute CEO in a thong, reclining on a car's bonnet and with bedroom eyes inviting you to try his sparkplug. So why the voice-overs?


Rod Baker, Content Manager: Send your news to: retailnews@bizcommunity.com; or visit https://www.bizcommunity.com. Subscribe now!