Casting Ain’t Clicking: Why the Right Voice Isn’t Always the Cheapest (Or the Flashiest)

A Real-World Guide to Casting Better, Not Cheaper — From the Engineer’s Side of the Glass

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“Ninety Percent of Directing is Casting.”

— Martin Scorsese

Casting a voiceover today often feels like ordering takeaway. A few clicks, a flashy photo, a tempting price tag, and voilà... voice sorted, right? Not quite.

There are many talented voices on platforms like Fiverr, Voices, and Voice123. However, if your first filter is price and your second is vague gut feel, you’re not really casting; you’re simply shopping on autopilot. If your campaign, podcast, video, or brand holds significance for you, this can be a risky approach.

With more than 35 years in the industry, I've observed the outcomes of thoughtful casting versus hasty decisions. When casting is successful, it elevates everything. When it misses, it's not just the voice that falters — it’s your message, your vibe, and your ultimate result.

What Clients Think Casting Is

Many clients express, “We just need someone who sounds professional.” Others say, “He has a good voice. That’ll do,” or “We found someone online who was cheap and could deliver in 24 hours.”

That’s not real casting. That’s merely ticking a box.

Casting involves more than selecting a voice; it’s about finding the right voice. This is the one that understands your tone, speaks to your audience, and can adapt on the spot when the brief changes unexpectedly from “warm and natural” to “more like that Toyota ad, but with a hint of urgency.”

When done correctly, the result appears effortless. When done incorrectly, it sounds... well, flat. And that’s not what anyone desires.

What a Good Brief Actually Looks Like

A solid casting brief should be short, sharp, and crystal clear. Here’s what to include:

• Tone: Friendly? Dry? Intimate? Confident but not shouty?

• Audience: Who is listening? What captivates their interest?

• Context: 15-second radio spot? Explainer video? In-store loop?

• References: “Think of the calm authority of David Wenham combined with the casual ease of a Tim Tam ad.”

• Usage: Outline where it will be used and for how long. (Voice talent needs this information, and you want the correct rate.)

  
  

A well-crafted brief sets everyone up for success. A poorly constructed one wastes studio time and leaves everyone guessing.

👉 Need help pulling one together?

I’ve created a free Voiceover Casting Brief Template you can download and utilize for your next project.

Grab it here: Voiceover Casting Brief Template

Casting in the Wild – A Few Tales from the Booth

I’ve led sessions where the voice we thought was perfect completely froze when the client provided direction. Conversely, there were instances where the underdog, the “maybe” on the shortlist, walked in and delivered an impressive first take.

Consider the time a client wanted “blokey but not too ocker.” We successfully found this balance with an ex-TV journalist who also had experience in stand-up comedy. Or the job featuring a brief that called for “cheeky and confident,” but the audition sounded more like someone narrating a tax return. We managed to get it right, but not without a few anxious moments.

That’s precisely the point: casting isn't merely about discovering a voice. It’s about selecting someone who can perform under direction, adjust when needed, and still retain authenticity. No marketplace profile can reveal that depth on its own.

The Engineer’s Role in Casting (Yep, That’s Me)

Although I don’t pick the voice — that decision always resides with the creative team — I’m the one who helps bring their vision to life once the talent steps into the booth.

Throughout my career, I’ve run casting sessions for countless networks, brands, and agencies, including Saatchi & Saatchi, Clemenger, George Patterson, and many more.

One significant early project I worked on was the ticketing campaign for the Sydney 2000 Olympics. Since then, I've helped cast voices for AAMI, Subaru, Disney Channel, Foxtel, Arnotts, Commonwealth Bank, Doritos, and several others.

In these sessions, my role is primarily to act as a liaison, ensuring the creative direction is clearly communicated. This allows the voice actor to remain relaxed, perform their best work, and avoid confusion when feedback resembles:

“Let’s try it again… but this time a little more purple than green.”

I’m not here to overtake the process, but rather to keep everything on track and ensure everyone is heading in the same direction.

If I’m involved from the casting stage, it’s even more beneficial. That way, I can help you discover a voice that’s not only fitting for the read but the mix, the message, and the moment.

For the Voice Talent Reading This… A Few Friendly Tips

• Label your files clearly. You’d be surprised how many neglect this.

• Match the brief. Don’t submit your “default demo voice”; show us what was specifically requested. While we appreciate the uniqueness that makes you, you, if the brief specifies “cheeky tradie with a wink,” don’t send your smooth corporate explainer.

• Go easy on the processing. Provide clean, natural audio unless specifically requested to do otherwise.

• Be easy to work with. This trait is often more crucial than a high-end mic or a multitude of takes.

  
  

You don’t need to be the cheapest option. You just have to be the right fit and easy to direct.

Final Thought (And a Soft Sell)

Casting is essential. It matters not because it’s flashy, but because the right voice simplifies everything: production, editing, messaging, and more.

If you need assistance locating that ideal voice, or if you want someone who can extract the best from them once they’re cast, I’d love to have a conversation.

🎙️ Book a free 30-minute call here: Free Consultation

No pressure. No jargon. Just straightforward advice from someone who has seen it all and still loves the craft.