Tom Asacker’s insights about branding are published in books, white papers and (my favorite) his blog called a clear eye. A few days ago he made an extremely cogent observation about the straw. A straw is a luxury item.
What I sell (doing voiceovers for people, telling their stories) is also a luxury. My clients don’t have to hire me. After all, just about everyone can read and speak. But, just as drinking a milkshake with a straw is a more pleasant and satisfying experience than drinking the shake directly from the glass, so is hiring me to do your voiceover a more pleasant experience than doing it yourself. Sometimes, it’s even less expensive; in which case it’s not only a luxury, it’s a bargain at the same time.
