How to Create a Demo That Gets You Booked
Every voice over talent knows—or should know—that your demo is one of the most critical tools in your business. It’s your calling card, your resume, and your first impression to potential clients. A great demo showcases your ability, range, and marketability in a way that speaks directly to buyers. But what makes a demo effective? As a demo producer, I have strong opinions on this, and I want to help you create a demo that actually books you work.
Who Should You Ask for Feedback?
It’s common to see voice actors posting their demos in social media groups, asking for opinions. Be cautious with this! Your demo is not made for other voice actors—it’s made for buyers. While feedback from working professionals can be useful, remember that every talent has their own biases and experiences. Instead of seeking mass opinions, get feedback from industry pros who actively book work in the genre you’re targeting. And even then, take advice with a grain of salt. The most important opinions come from those who hire voice talent.
What Buyers Want in a Demo
If the goal of a demo is to get work, then it needs to be designed for the people who hire talent. A commercial producer wants to hear what you sound like on commercial reads. An e-learning developer wants to know if you can hold a listener’s attention for long-form content. A narration producer needs to hear your storytelling ability. Your demo must align with the needs of your target audience, not just be a showcase of what you can do. It needs to sound like the type of work your ideal clients are already producing.
A well-crafted demo should sound like a natural extension of the projects your buyers are working on.
Targeted Demos Get You Work
You wouldn’t market your business to “everyone” and expect great results, right? The same goes for your demo. A successful demo is highly targeted to a specific market and reflects current industry trends. If you want to book commercial work, you should be watching and listening to commercials regularly—see what kinds of voices are being hired and learn what’s trending in advertising. If you’re pursuing e-learning, study training videos and the companies producing them. Understanding the industry helps you choose demo content that resonates with buyers.
What Does “Range” Really Mean?
Range in a demo doesn’t mean showing off how many voices you can do—it’s about demonstrating different applications within your niche. A commercial demo should showcase different industries, tones, and brand styles. An e-learning demo should highlight different types of educational content, from corporate training to academic lessons. True range comes from acting ability—your ability to convey different moods, emotions, and attitudes in a believable way. Buyers want to hear how you tell a story, not just how many voices you can do.
Build a Voice Over Demo That Works for You
Your demo is a strategic marketing tool. It should be created with a clear focus on your target industry and the buyers within it. Before recording, take a step back and think about the kind of work you want to do and who will be listening to your demo.
Choosing the Right Demo Producer
Your demo producer should specialize in the genre you’re targeting. A corporate narration demo requires different skills than a video game or animation demo. Do your research—listen to demos they’ve produced, ask for client testimonials, and make sure they have experience in the type of work you want to do. A good demo producer should supply great copy and help craft a demo that highlights your strengths while speaking directly to your market. You should not be writing your own copy—this is a skill that requires industry expertise.
Thanks for reading! - Anne
Work with Anne
Anne Ganguzza is California-based Voice Actor, Voiceover Coach, and award-winning Director & Producer specializing in target-marketed Voiceover Demo Production.
