Owning a stove does not make one a chef. And, although it's been said "if you can read, you can cook," the fact that one purchases expensive audio gear and possesses the ability to follow an owner's manual does not necessarily make this person a qualified technician or producer.

If the person you're considering as producer of your next audio job admits to listening to loud music - especially the car audio systems whose bass can be heard a block or more away - politely move on to the next candidate.

Louder is not better. It takes healthy ears... and years of experience, emotion, observation and imagination in the form of closely listening to (not simply hearing) the world around us to develop a gut instinct as to what sounds right.

The art is in the ears, not in something pulled from a box. The combination of the right pieces of equipment may not look and sound as overwhelming as lots of flashing lights and sub-woofers that rival earthquakes, but they will faithfully produce the correct and desired sonic power.

For models, and actors of the visual arts, it's the headshot. For voice talent, it's the voice over demo. Next to yourself, the one thing that best sells you, as a voice performer, is your demo. Your audio résumé. It's the only part of yourself that you can leave behind or send someone. Your voice over demo has to provide a potpourri of the best examples of your reading, interpretation, speaking, and acting abilities. Within the first ten to 15 seconds, the person listening to your demo will decide whether they will keep listening or go for the 'eject' button. Established talent know the drill. Those just coming on-board: first spend some time listening to established talent. Then, get the best coaching you can. Hone your skills by recording and then listening critically to yourself.

Put yourself in the agent's chair: would you hire you? Don't waste time and money on a voice over demo until the answer is a solid 'yes.'

I am neither a voice coach nor do I operate a for-hire recording studio. I do, however, have over 30 years of audio production experience, doing radio commercials and promos, as well as long-form corporate/industrial audio-for-video. I know how to produce for the ear, and I'm quite good at it. When you and your voice coach agree you're ready for the demo, record your voice tracks in a studio that excels in voice recording. Send me the best takes of your various bits, and each clip will be produced as if it were an excerpt of an actual spot, promo or narration. Below is a six-minute compilation taken from several voice-over demos recently produced.