"Can You Make It Sound More... Blue?" – A survival guide for giving voice casting services better direction than that.

I’ve been in the audio business for a long time. I’ve seen the evolution of tape to digital, I’ve mixed thousands of spots, and I’ve spent more hours in a recording booth than I have in my own living room. But if there is one thing that never changes, one constant in the universe of advertising and production, it’s the moment a client leans into the talkback mic and says something that defies the laws of physics, logic, and possibly the English language.

"AJ, that was great. But can we try one that’s... more blue?"

I usually pause, look at the voice actor (who is currently questioning their entire career path), and then look at the client. "Blue? Like... sad? Or like a Smurf? Or are we talking 'Miles Davis at 2 AM' blue?"

The truth is, directing voice talent is an art form, but it’s an art form that often gets lost in translation. When you’re hiring voice casting services, you’re looking for a specific sound to represent your brand. But getting that sound out of a human being's throat and into a microphone requires a bit more than just "vibes."

The Abstract Art of Voice Direction

We get it. You have a vision. In your head, the commercial sounds like a sunrise over the Rockies, or perhaps it feels like the first bite of a really expensive sourdough. The problem is that "sourdough" isn't a vocal register.

When clients give vague direction like "make it sound more blue" or "give it more zig-zag," it creates what we call "The Booth Stare." This is when the actor stays perfectly still, hoping that if they don't move, the confusing direction won't be able to see them.

Vague direction is frustrating because it’s unmeasurable. As a producer and voice actor, my job at AJ McKay Creative is to act as the universal translator. We take those abstract feelings and turn them into actionable, specific instructions that a human being can actually perform.

Why "More Energy" Is the Most Dangerous Phrase in Advertising

If I had a nickel for every time a director asked for "more energy," I wouldn't be writing this blog; I’d be retired on a beach somewhere.

The problem with "more energy" is that it’s a trap. To a client, "more energy" might mean "talk faster." To an actor, it might mean "shout louder." To a producer, it might mean "more personality." You end up with a take that sounds like a caffeinated auctioneer when what you actually wanted was a friendly neighbor who just had a really good cup of coffee.

Instead of "more energy," try these alternatives:

• "Give it the excitement of sharing great news with a close friend."

• "Read it like you’re let in on a secret that you can’t wait to tell."

• "Imagine you’re trying to convince your spouse to go out for tacos when they already started cooking pasta."

Specific scenarios give the actor something to act. Abstract adjectives just give them a headache.

The AJ McKay Creative Translation Guide

To save us all some time (and a few gray hairs), I’ve put together a handy translation table. Next time you’re working with voice casting services or sitting in on a session, try swapping your "gut feelings" for these actionable notes.

What You Might Say	What You Actually Mean	What the Actor Needs to Hear
"Make it warmer."	It sounds too clinical/robotic.	"Smile as you say it; imagine you’re welcoming a guest into your home."
"Give it more 'pop'."	It's a bit boring or flat.	"Punch the verbs and lean into the brand name at the end."
"It’s too corporate."	It sounds like a stuffy HR training video.	"Try a 'broken' read. Use more natural pauses and contractions."
"Make it more... blue?"	I want it to feel cool, calm, and sophisticated.	"Lower the pitch, slow down the pace, and keep the delivery intimate."
"Stronger/Confident."	It sounds hesitant or weak.	"Read it like a CEO who already knows everyone in the room agrees with him."

Prepare Your Vision Before the Mic Is Hot

Before you even book your voice casting services, it helps to do a little homework. You don’t need to be a professional director to get great results, but you do need to know who you’re talking to.

Ask yourself these three questions:

1. Who is speaking? (Is it the voice of authority? A peer? A wacky sidekick?)

2. Who are they talking to? (A skeptical teenager? A busy mom? A boardroom full of investors?)

3. What is the "Win"? (What do you want the listener to do the second the spot ends? Feel relieved? Buy a truck? Cry?)

If you can answer those three things, you’ve already done 90% of the work. The rest is just making sure the actor has enough water and that the script doesn't have too many tongue-twisters.

The Script: Your Best Friend or Your Worst Enemy

I’ve seen scripts that look like a secret code from the CIA. If you want a great performance, you have to set the actor up for success.

• Bold or Italicize for Emphasis: If there’s a word that must stand out, let us know. But don't bold everything, or then nothing is emphasized.

• Phonetic Spelling is God: If your company name is "Xylosynth," don't leave it to chance. (Is it Zy-lo-sinth? Ex-eye-lo-sinth?). Write it out: Zy-lo-sinth.

• Double Space: Actors need room to breathe and room to scribble notes. A wall of text is intimidating; a well-spaced script is an invitation to perform.

The "No-Go" Zone: Avoid the Line Reading

There is one thing that will suck the soul out of a recording session faster than anything else: the dreaded "line reading."

This is when a director says, "No, say it like this: 'Our prices are INSANE!'" and then mimics the exact inflection they want.

When you give a line reading, you stop the actor from acting. They become a parrot. Instead of giving you a performance with depth and nuance, they are just trying to mimic your voice. Unless you are a professional voice actor yourself, your "demo" of the line probably isn't as good as what the pro can give you if you just give them the intention behind the line.

Trust the talent. You hired them for a reason. If the line isn't landing, explain the why, not the how.

Why Professional Voice Casting Services Matter

This is where we come in. At AJ McKay Creative, we’ve spent years refining the process of finding the right voice and, more importantly, getting the right performance. We’ve been nominated for (and won!) awards for our work because we know how to bridge the gap between "Blue" and "Brilliant."

When you use our casting services, you aren't just getting a list of names. You’re getting a partner who knows how to talk to actors, how to prep a script, and how to make sure the final product sounds exactly like that "vision" in your head: even if you can't quite find the right words for it yet.

We’ve handled everything from national TV promos to local radio imaging, and we’ve heard every kind of direction under the sun. We pride ourselves on being friendly, professional, and: most importantly: bilingual (we speak both 'Client' and 'Voice Actor').

Wrapping It Up

So, the next time you feel the urge to ask for a "purple" read or a "crunchy" voice, take a breath. Think about the emotion, the audience, and the intent. Or, better yet, just give us a shout. We’ll help you find the voice, record the session, and handle the audio mixing so you can get back to doing what you do best.

Ready to find the perfect voice for your next project? Contact us to get started. Let’s make something that sounds better than blue. Let’s make it sound like a hit.

Fast. Flawless. Fun! -AJ McKay