Are you hiring a talent, a voice, or a read?
When people think "voiceover actor", ninety-nine times out of a hundred, they are actually thinking of only the "voice" part. Of course, many very famous actors are rather successful and notable for their commercial voiceover work. People like Matthew McConaughey, Julianna Margulies, George Clooney, Kiefer Sutherland, Julia Roberts, and many others have made a very successful side-biz out of voice work. But even the not-so-famous (to the public) or overtly recognized voice professionals ring in your ears when the subject of pro voice work comes to mind. There's that one guy from that one cartoon (take your pick here: Rob Paulsen, John DiMaggio, Phil LaMarr, Dan Castellaneta, Billy West, etc); that woman from the TV show you used to watch as a kid (Katie Segal, Lynda Carter), and oh yeah! The "in a world" dude from the movie trailers! (the immortal Don LaFontaine). These are voices that we all know, even when we don't know that we "know" them. They are the voices we think of when we think "voice".
But, save for maybe the late Mr. LaFontaine, which of these voices is really a voice that jumps out at you? Possibly DiMaggio, LaMarr, or maybe Castellaneta, I'll grant you. But as to the rest, their voices are (not to offend anyone) generally unremarkable. Frankly, they sound like you and me.
And that's the point.
I wish I had a dime for every time I read in an audition or spec script's artistic direction "Not too announcer-y", "We'd like to keep it 'conversational' in tone," or the dreaded "No Don LaFontaines!" (Hey! Do NOT speak ill of the Don!) The funny thing is, though, these hiring agents then immediately go and hire a "voice", thinking they can coach them into the read they want. More dimes would be in my piggy bank if I pitched them in for some decission-maker saying on a P2P site "We're coming at this project again because the talent we hired had the voice, but just didn't have the read/delivery/couldn't take direction," etc.
Here's the thing, folks. Never buy a voice. Buy a read. Buy the delivery. Buy the talent's ability to act and bring your message alive. THAT is what gets people's attention. Yes, I know, that sounds weird, and completely counter-intuitive. You want your message to get noticed! But any good working VO professional will tell you the straight-up truth: the greatest compliment they ever get is when they send off a demo, and some shot-caller gets back to them, saying "I swear I've heard you before. I can't remember where, but..."
That's because the everyman/everywoman is also the everywhere man/woman, and there's good reason for that. Familiarity and commonality breed trust, and trust is remembered.