Where to Find a Warm, Cosy Female Voice for Your TV Promo (and Why It Really Matters)

In 2022, I was recording a radio ad for a local dental surgery in Gibraltar. Fast-forward a few years, and I’ve just heard my voice introducing Glade Fragrances on ITV2 and ITVX at primetime!

I’ll be honest: I’m chuffed to bits but it’s quite surreal too. There’s something wonderfully strange about sitting on the sofa on a Sunday night, hearing your own voice pop up between the shows you watch for fun. It’s one of those small but mighty “pinch me” moments that makes me stop and smile.

And it got me thinking about how brands and production companies find the right voice for their promos in the first place… especially when what they’re after (well, in this particular case) is that warm, cosy, relatable sound that draws people in.

My primetime TV promo for Glade Fragrances, aired on ITV2 and ITVX

Why the Voice Matters So Much

If you work in TV production, you’ll know that a voiceover can completely transform a promo. The right tone can make an audience feel something in just a few seconds… excitement, trust, comfort, curiosity.

For something like Glade, the voice needs to sound soft, inviting, and calm, evoking that feeling of home. But for a new series promo or sports trailer, you might want energy and impact instead.

Finding that balance is where the magic lies, and why it’s worth taking the time to find a voice that fits not just the brand, but the emotion you want to leave your audience with.

So, Where Can You Find That Warm, Friendly Voice?

If you’re on the hunt for a voiceover artist who sounds approachable yet professional, here are a few tried-and-tested routes that producers often use:

🎙️ 1. Work directly with experienced promo voiceover artists

Many of us (myself included!) have fully equipped studios ready to record broadcast-quality audio within hours. You can reach out directly, share a brief, and often get a quick custom demo to test the tone before booking.

💻 2. Use trusted voiceover directories

There are several professional databases where you can filter by tone, accent, and style… like voiceovers.co.uk, greatbritishvoices.co.uk etc These sites often showcase reels so you can instantly hear whether someone’s the right fit.

🎧 3. Ask your regular post-production or creative agency

They sometimes have a roster of trusted voices; and if they don’t, they’ll usually know someone who does!

📩 4. Request a custom demo

If you’ve got a short script and a few notes on tone (“warm, friendly, homely”), a good voiceover artist will send you a quick test read. It’s one of the easiest ways to hear how your promo could sound with your chosen voice.

Cosy jumpers for a cosy, warm vocal delivery ;-)

What to Listen Out For

When you’re searching for that warm, cosy sound, try listening for:

                  • A natural delivery – conversational, not forced.

                  • A sense of connection – you feel like the voice is speaking with you, not at you.

                  • Clarity and pacing – smooth but never rushed.

                  • And above all, believability – you trust what they’re saying.

That’s the difference between a promo people notice… and one they remember.

From Gibraltar to Primetime

From a dental surgery in Gibraltar to a fragrance ad on ITV, every project has its own story. What ties them all together for me is finding that sweet spot in tone: warm, human and a little bit magical.

I absolutely love working on commercial and promo projects like this… whether it’s for TV, online, or radio, and I’d love to do more.

I'm Sarah Bowers, a full-time British female voiceover based the The Cotswolds, specialising in warm, trustworthy reads for TV promos and commercials. If you’re looking for a voice that feels familiar, trustworthy and full of warmth, (who also has a professional studio) you can:

👉 Listen to my latest TV & commercial reels

or

👉 Get in touch for a short custom demo. I’ll happily record a few lines in your preferred tone so you can hear how it might sound on your next campaign.

Final Thought

Finding the right voice isn’t just about ticking a “female, British, warm” box. It’s about finding someone who can carry your message, someone who can give your visuals emotion, flow, and personality.

And when you hear it all come together — on your screen, in your living room… you’ll know you’ve found the right one.

sarahbowersvo.com

sarah@sarahbowersvo.com

+44 7771 884 128