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No matter how badly you think you need to save money, it is never a good idea for a merchant to read his own commercial—unless, of course, he has a talent for it. The truth is, however, that most people don't. They may succeed in giving their commercial an air of originality, but that isn't a good thing if it results in people laughing at your commercial. And people are less likely to purchase your product or service if they don't respect you.

Many people mistakenly underestimate the importance of the voice over talent they use when approaching the public, because many people mistakenly believe that all they have to do to sell their product or service is to let people know that it's there. As long as they do something memorable, people will buy from them, right? Wrong. They may remember the guy with the funny voice or the guy who read in a monotone or tried to act out a little skit with his brother, but they'll buy from the guy who hired a professional to do his commercial.

And that is the heart of the matter. There is a purpose behind buying airtime and creating a commercial—you are trying to convince people to do something. You're trying to talk them out of their hard-earned cash, to come and give it to you in exchange for what you have to offer. You are trying, in other words, to impress them. If they sense that you didn't care enough about your marketing to do it correctly, then they will not be impressed. In fact, if you attempt to convince them using a very bad commercial, they may even feel as though you are insulting their intelligence, and that is definitely something you don't want.

When your commercial airs, it should sound professional. This makes you look professional. It may be the first contact a potential customer has with your business. In this way, your commercial is like your clothing. You wouldn't wear something sloppy and poorly assembled to go meet a client, so why would you present them with a sloppy and poorly assembled piece of advertising? Even though the voice telling the world about your service has nothing to do with how well you do what you do, in the same way the state of your clothing has nothing to do with how good you are at your job, you want to make the best impression possible with that voice, just as you would with your suit.

So what are the elements of a well-read commercial that a professional voice-over artist can give you? Professionalism is one very important thing that you will get. Your brother-in-law can't give you that in reading your commercial, because he doesn't know how. Just because he's been speaking all his life doesn't mean that he does it well. In fact, most people don't speak well. Speaking well is partly about pronouncing the words clearly so that people can understand, and partly about doing that so that it sounds natural.

Everyone in need of a commercial has to do it in the way they think is best, of course. For some it actually may not matter if they put out a professional-sounding commercials. Some customers may truly not care. However, someone who wants potential customers to associate his business with a voice that sounds professional, then it is vitally important that he hire a voice over professional to do the talking.