The Sound of Business -Part IV

Steps to Creating Your Sonic Personality©

1. List all the human attributes inherent in your business personality. An
accounting firm may want to project stability, reliability, and a
conventional outlook – think the avuncular voice of Walter Cronkite. An
advertising agency might want to deliver a hip, cutting edge, in your face
creative personality – think the edgy delivery of Chris Rock or Dennis
Leary. Now before you get all excited and start shouting, ‘how I am I
going to afford these guys?’ the answer is you don’t. There are great
voice actors available at very reasonable prices that can project the
desired style and delivery.

2. What are the audio qualities of the Signature Voice? Do you want a
man or a woman, or a combination of both? Do you want a deep base
voice full of conviction, a snooty British accent dripping in
condescension, or a comic rapid-fire patter aimed to amuse and
entertain? When we created the MassiveRecordProductions.com (http://
http://www.massiverecordproductions.com) project, we required a smart-alec
wise-guy approach, in the vain of Dennis Miller. In this case, the actual
accent of the voice was less important than the delivery.

3. What kind of language, phrasing, and cadence is required to give the
Signature Voice its personality? When we were looking for a Signature
Voice for a DVD that was to be used at the Winter Baseball Meetings,
we decided on a combination of Dizzy Dean and Mel Allen. The key was
that ‘good ole boy’ southern charm conveyed through a combination of
baseball jargon, phrasing, and dialect. We weren’t looking for someone
to imitate Dizzy Dean, just someone who could deliver the essence of
Dizzy’s love for the game.

4. Wet or Dry? Have you ever watched one of those ‘The Making of …’
documentaries on a how a movie was made? Sometimes they will show
you a scene with dialog but no music or sound effects. It’s really very flat,
even with the actors doing their dramatic best. Voice without music or
sound effects is called a ‘Dry’ delivery. When the effects and the music
are added in postproduction, the scene delivers real emotional impact.
The music and f/x provide emotional clues and memory hooks.

5. Write the script. I find having the voice in my head is a great help in
writing the script. Whether you’re shooting for Sidney Greenstreet or Rod
Serling, the cadence, phrasing, and language are what makes the script
come alive, and creates the Sonic Personality© that will represent your
company. Unrelated to the actual voice but definitely of importance to
the script, is the point of view. The script should not be about you, it
should be about how your audience can benefit from knowing you. Don’t
fall into the trap of focusing on you and listing a bunch of product or
service features. Talk about what you can do for your audience, and in
that way you will make a real connection.

6. Audition the talent. Once you have a script, it’s time to audition a
number of voices to find the one that fits the Sonic Personality© you are
looking for, and of course the price you are willing to pay. We generally
have 50 to 100 people audition for each script. We then narrow the
search down to the two or three best voices that fit the audio and budget
requirements and present them to our client.

7. Implement on the Web. Once the voice audio is complete, music and
sound effects can be added as needed. The audio tracks are then cut
into digestible clips, compressed, and converted into appropriate
implementible files. The Sonic Personality© program can be delivered
on a website, or a DVD or CD presentation.

The Proof Is In The Toaster

In a world of mental clutter, ‘information anxiety’, and low attention
spans, Sonic Personality© will become the next big weapon in
webmedia presentation and marketing. But let’s say you’re still not
convinced even after reading the four installments of ‘The Sound of
Business.’ Let me show you exactly how Sonic Personality© can work in
a practical example, but you have to promise to participate.

Take a sticky note or a plain piece of paper and place a big question
mark on it. Under the question mark draw a line. Now place the piece of
paper in your daily agenda two weeks from today. In two weeks, I want
you to write down on that piece of paper the name of the fictitious
product in the example we are going to create. If you can remember the
product’s name, Sonic Personality© has done its job.

Here’s the setup. There are certain things in life that are very personal,
the way you dress, how you comb your hair, the way you take your
coffee, and how you like your toast. There is nothing worse (well of
course there is) than waking up on a Saturday morning, taking the last
two slices of bread, placing them in the toaster, and in several minutes
find you have what can best be described as a ‘burnt offering.’ There is
definitely a need here that needs to be filled.

Our made-up client is a small appliance company who has created a
toaster that audibly warns you what setting your toaster is on as soon as
you put your bread in it. This product has appeal for anyone who has
been irritated by ruined toast. The client isn’t sure what kind of Sonic
Personality© they want to present, so we create a series of Sonic Demo
Spots.

Click on the link below to hear the various sonic demo spots, each with
its own Sonic Personality©. Don’t forget to create your two-week
reminder and if you remember the name of the product, you should start
thinking about how to implement your own Sonic Personality©
campaign.

Paris to New York in 2 Hrs – New Super Sonic Business Jet

Imagine flying at speeds of up to 2,664mph – Mach 3.6 (twice as fast as Concorde) onboard a private jet with 20 other fellow passengers. Nobody has ever travelled that fast before. Flying from Paris to New York would take less than 2 hours and London to Sydney in three and a half hours. SonicStar is set to achieve these world record passenger flight times with it’s new futuristic VIP jet.

The project was founded by HyperMachs CEO Richard Lugg. HyperMach claim that the SonicStar will be 30 per cent more fuel efficient than the Rolls-Royce engines which were used on it’s predecessor – The Concord. It will also fly at twice the speed of the Concord – radically cutting journey times. High tech light weight materials such as composite metals and titanium will be used in the build of the aircraft to reduce weight and maintain structural integrity.

HyperMach have named the propulsion system: S-MAGJET. Unlike conventional jet engines the S-MAGJET system is based on a hybrid gas turbine engine technology. This will dramatically lower it’s Carbon Footprint.

HyperMach SonicStar Specification:

  • Maximum cruise speed – Mach 3.6
  • Long-range cruise speed – Mach 3.1
  • High-speed cruise speed – Mach 3.4
  • Engines – Two SonicBlue S-MAGJET Hybrid Supersonic 4000-X Series
  • Landing distance – 4,800ft
  • Range – 6,000 nautical miles
  • Highest Altitude – 62,000ft
  • Length – 64metres
  • Height at maximum – 2.6metres
  • Width at maximum – 2.7metres

An electromagnetic current will be passed across the fuselage to suppress the sonic boom. This means that at supersonic thrust speed – spectators on the ground will not hear a supersonic boom. This technology empowers the super plane to overcome the noise regulations that currently restrict supersonic travel.

The British Department of Trade and Industry is investing in the project and the plane is set to be airborne in 2021. The project will have a huge impact on both the commercial and private aviation sector and no doubt create thousands of jobs. The sheer demand for an aircraft of this type will result in most mainstream jet manufacturers being forced into manufacturing rival jets of this calibre. In the future many private jets may be able to travel at super sonic speed.

The SonicStar will revolutionise private jet charter by cutting journey times making more achievable in the business day. Until 2021, jet operators and jet charter consultancy firms will have wait until the SuperSonic is released.

Has Google Earth Destroyed the Aerial Photography Business?

Google Earth is a great resource, and yet one of the most controversial things online. Mostly due to the fact that people enjoy their privacy, and do not like aerial pictures of their properties; they find it intrusive. So too, do many governments of the world, some of which are trying to hide things, others that are trying to keep various assets safe, and some that are definitely rogue nations with something to hide.

Drug Dealers despise Google-Earth big time and do not wish to have their lavish estates photographed, and very wealthy, but very honest individuals would like to leave well enough alone, and do not wish to engage the Internet Surfing version of the paparazzi. Indeed, everyone, including the innocent and the not so innocent has at least some apprehension about Google-Earth.

Most would agree that even so, it is a good tool to have and it keeps large corporations, governments, and others honest with regards to the environmental concerns and what they are up too. Most folks believe in transparency, and nothing could be more transparent than an aerial photo. Of course, with every new type of technology that is brought to the public, it will send shock waves to the old way of doing things, and this one has definitely sent a sonic boom to those who specialize in Aerial Photography.

Not many people are aware of this, and indeed, the only reason I am is that before retirement, I was a big consumer of aerial photographs, over lays, maps, and such. We used them when strategically looking for clientele and planning our marketing plans within a city or target zone. A full size aerial map could costs $100s of dollars, and we spent 10s of thousands of dollars on them each quarter.

Real Estate Developers, land speculators, civil engineers, large corporations, and government entities were also very big consumers of aerial-maps. Aerial Photography Companies made over half their money this way, while also taking specialty photos while flying over the homes, buildings, and areas for a specific consumer.

Since 50% or more of their income was aerial map type photographs most of them have gone out of business now. Often it was a couple of people and an airplane owner, and a nice little small business. Generally, there was one in every county in the US and 2 or more in every major city.

Today it is difficult to find such specialists, and it is rather unfortunate, but indeed, this is the price of progress, so please consider this.