Difference between perceived and real value

Coming to you from a TED talk, Rory Sutherland, Vice Chairman of Ogilvy & Mather, speaks as to how and why advertising adds value to a product by changing perception, and not just the product itself.

Constant Challenge Voice Actors Face voiceover money
If you are a voice actor working online, on any given day you will come across someone who offers a very small amount of money for a large amount of voice-over work.

Voice actors online often state how much this bothers them and why it cheapens their industry for real professionals. It is cliche to say “the only reason people expect voice-overs to be cheap is because the client is cheap”.

Everyone wants to save money, while hiring the best professional possible, and that business practice applies to all industries, not just voice-overs.

What should a voice actor do about it?
Some may believe the way to do it is to state how professional they are to work with, but is that always enough?

Please watch this TED talk by Rory Sutherland, Vice Chairman of Ogilvy & Mather, as he discusses the power of creating real value through perceived value. Voice actors are creative and love to advertise themselves.

Instead of getting angry at offers of low ball gigs, maybe the answer to changing the voice-over industry, and the value of a “professional voice-over”, starts with changing its “perceived value”. ex: Showing others with a smile why hiring professional voice actors is the right choice, and doing so through creative expression of the voice talent in their own advertising.

What do you think would work, aside from aggressive “No way!” emails?

Watch the video and tell us what you think is the difference between perceived value and real value!

No better person to take advice from on this topic than an ad man from Ogilvy & Mather.

Great video! Hope you enjoy!

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