When it comes to holiday advertising voiceover for moms, there’s nothing more important than building trust.
With women influencing up to 80% of consumer spending, (OK, read that again – women influence EIGHTY PERCENT of consumer spending! Woah.) it’s not just critical, but a necessity that every single interaction foster as much trust as possible. And when it comes to fostering trust in your holiday marketing – it’s a matter of understanding the most important factors in exactly how moms make decisions.
Women favor nuance over absolutes. They’re more likely to factor in different variables or categorize things in a less black and white way than a man. This is an important consideration, because it means that every touchpoint in marketing to a woman matters and can be a factor in whether they decide to buy with you. Rather than having a more straightforward categorical view of a brand, a woman might look at it in relational context to other things.
And for a woman? Nothing matters more than making the right decisions for her family with regard to gift giving.
With crunched budgets impacting holiday spending more than ever before, and with an absolute barrage of holiday advertising messaging from low value, inexpensive international companies – how can you make sure your products stand out to the consumers who influence the largest segment of retail spending for the biggest retail season of the year?
Hey, nooooo pressure.
I got your back. Read on.
Start with Connection
In an age of AI everything, we’ve already taken some time to address the opportunity cost of using AI voiceover, but how do you truly build connection with your audience? With nuance mattering so much to women, advertising to moms during the holiday season means having extreme attention to detail in your production, and making sure your aesthetics, colors, and especially voiceover for moms are pieces women connect with.
It’s the FEELING you create with your advertising.
According to Judith Orloff, MD in her book Guide to Intuitive Healing:
“Just like the brain, there are neurotransmitters in the gut that can respond to environmental stimuli and emotions in the now—it’s not just about past experiences. When those neurotransmitters fire, you may feel the sensation of butterflies or uneasiness in your stomach. Researchers theorize that gut-instinct plays a large role in intuition by sending signals to your brain.”
Moms operate in a persistent state of stress because the world is constantly telling them they’re not doing enough. Offering the right re-assuring and calming tone in your voiceover from another mom will help them feel more confident and comfortable and open to the information you’re portraying in your audio or video ad.
The voice you use for your production can truly make a difference when it comes to connection.
Moms Trust Moms
From the moment they get pregnant, to sending off their children to college, moms beginning forming bonds with other mothers who can offer them insight and advice. Whether it’s in-person mom groups, mommy bloggers, or social media networking groups just for moms – trust is established between moms because they share a care for their children and the unique struggle of what it’s like to be a mom. No one knows what they deal with on a daily basis like another mom. And that? Offers an opportunity for massive trust building.
According to Girl Power Marketing Blog, a blog specifically focused around marketing to moms:
- 64% of moms ask other mothers for advice before they purchase a new product,
- 63% of all mothers surveyed consider other moms the most credible experts when they have questions.
Does that trust lend itself well to a calming, warm, relatable mom voiceover actor?
I might be biased, but I say yes. As a mom, my voice has been used to market to other moms and children alike!
Appeal to the People Who Matter to Moms
While it may not be the ideal, the statistics show on average, children aged 8-12 in the United States are spending 4-6 hours a day using screens, according to the American Academy of Child & Adolescent Psychiatry. This very real statistic means many children are going to be the ones to hear ads that pop up in holiday advertising.
I can’t tell you how many times my child ran to me after seeing an ad on TV or YouTube, begging for that item, only for me to respond, “Let’s add that to your Christmas list.”
Being added to a child’s Christmas list is a surefire way to get into the mom market, and what better way to do that than a fun, relatable mom voiceover to get them fired up about the latest toy or game?
Kid-focused voiceover is another way to get into a mom’s heart.
Emotion with Authenticity Matters
Moms are constantly evaluating brands, not just for their products, but for the values and emotions they represent. An empathetic, relatable, calming voiceover actor, who is also a mom, resonates emotionally. That will make all the difference when it comes to winning a mom’s trust.
Whether it’s the warmth of a motherly tone, or the excitement in the voice when describing a family-centered product, the emotional nuances in voiceover are key for building appeal in a quest to connect with the mom market. Authenticity is crucial—moms can tell when a brand is sincere or when it’s angling at a bottom line. A female voiceover actor with a genuine, heartfelt tone allows moms to feel understood, making them more likely to connect with the message and the brand on a deeper level.
In an era where consumers are inundated with ads and marketing campaigns, cutting through the noise to create authentic connection matters. For the mom market, authenticity, trust, and emotional connection are the key to achieving that connection.
Whether you’re appealing directly to mothers or indirectly through their children, your voiceover should reflect the values that matter most to moms: relatability, care, connection, and authenticity. With the right voice, you can build lasting relationships with the most influential consumers in the market – women and moms.
Click the player below to hear my demo of voiceover commercials for the Holidays!
Read more: voiceover that appeals to moms.
