The biggest misconception that I've experienced over many years of voice overs is that voicing scripts is easy; therefore, practically anyone can do it, which leads to perceived low value. Many professional voice over artists make it seem easy due to experience with taking direction and making cold reads sound great.

Believe me, I've been under the gun with narration scripts I'd just been handed while the clock is running on very expensive studio time. The more edits I cause the producer to make, the more studio time the client must buy.

I've proven time and again that I can make the producer's task easier (because I've also spent a lot time in that role). The better I can take direction from the client or agency and give them what they want, the less billable time will be necessary to complete the project.

I've also come across this concept in writing projects and site building. Granted, low-ball talent and even DIY are available. It all depends on budget, the importance of the project's success, and overall cost.