Freelancing

The Concise (and incomplete) Voice-Over Book List

by Paul Strikwerda in Articles, Book, Career, Freelancing, Journalism & Media, Money Matters, Social Media 4 Comments

Man reading bookStop reading my blog!

Well… at least for a week or so. Then I expect you back where you belong. But let me ask you this:

When is the last time you read a book? A real book?

If you’re like me, you are so used to staring at poorly written scripts, and when you’re done, you turn to social media. That’s where you live your life in fleeting paragraphs, funny photos, shocking videos, and concise comments meant for people with the attention span of a peanut.

Here’s the good news: You don’t have to be one of those people! You’re much smarter than that. You can read entire chapters in one sitting. 

This week I challenge you to do what I ask of all my voice-over students: Deepen your knowledge. Broaden your horizons. Learn how to run a profitable freelance business. Be inspired by the pros. Find out how to free your voice, and how to build a home studio.

Go beyond the heartfelt but very limited advice you get on Facebook, Reddit, LinkedIn, or whatever platform you prefer. There’s so much to take in, and as a freelancer, you must take time to work ON your business, and not only IN your business. 

Below is your starter kit. It’s an incomplete collection of books covering many aspects of a voice-over career. Clicking on a title will magically take you to an online store. Should you order that title, this store will send a few pennies my way. I consider it my tip jar.

THE NETHERVOICE-OVER LIST OF BOOKS

The Wealthy Freelancer, 12 secrets to a great income and an enviable lifestyle by Steve Slaunwhite, Pete Savage, and Ed Gandia.

My So-Called Freelance Life: How to Survive and Thrive as a Creative Professional for Hire, by Michelle Goodman.

The Freelancer’s Bible: Everything You Need to Know to Have the Career of Your Dreams – On Your Terms, by Sara Horowitz and Toni Sciarra Pointer.

Become Your Own Boss in 12 Months: A Month-by-Month Guide to a Business that Works, by Melinda F. Emerson.

The Money Book for Freelancers, Part-Timers, and the Self-Employed: The Only Personal Finance System for People with Not-So-Regular Jobs, by Joseph D’Agnese and Denise Kieran.

There’s Money Where Your Mouth Is: A Complete Insider’s Guide to Earning Income and Building a Career in Voice-Overs, by Elaine A. Clark.

Voice for Hire: Launch and Maintain a Lucrative Career in Voice-Overs, by Randy Thomas and Peter Rofe.

More Than Just A Voice: The REAL Secret to Voiceover Success, by Dave Courvoisier.

V-Oh!: Tips, Tricks, Tools and Techniques to Start and Sustain Your Voiceover Career, by Marc Cashman.

Voice-Over Voice Actor: What It’s Like Behind the Mic, by Yuri Lowenthal and Tara Platt.

The Art of Voice Acting: The Craft and Business of Performing for Voiceover, by James Alburger.
You Too Can Make Money In Voice Overs, by Sharon Brogden.
Step Up to the Mic: A Positive Approach to Succeeding in Voice-Overs, by Rodney Saulsberry.

Rodney Saulsberry’s Tongue Twisters and Vocal Warm-Ups: With Other Vocal-Care Tips, by Rodney Saulsberry.

You Can Bank On Your Voice: Your Guide to a Successful Career in Voice-Overs, by Rodney Saulsberry.

The Voice Over Actor’s Handbook: How to Analyze, Interpret, and Deliver Scripts, by John Burr.

Voice-Over for Animation, by Jean Ann Wright and M.J. Lallo.

My Life as a Ten Year Old Boy, by Nancy Cartwright.

Scenes for Actors and Voices, by Daws Butler.

Daws Butler, Characters Actor, by Ben Ohmart, and Joe Bevilacqua.

The Magic Behind the Voices: A Who’s Who of Cartoon Voice Actors, by Tim Lawson and Alisa Persons.

Did You Grow Up with Me, Too? – The Autobiography of June Foray. 

Mel Blanc: The Man of a Thousand Voices, by Ben Ohmart.

That’s Not All Folks, by Mel Blanc. 

VO: Tales and Techniques of a Voice-Over Actor, by Harlan Hogan.

Secrets of Voice-Over Success: Top Voice-Over Actors Reveal How They Did It, by Joan Baker.

Accents: A Manual for Actors– Revised and Expanded Edition, by Robert Blumenfeld.

The Actor Speaks: Voice and the Performer, by Patsy Rotenburg.

Freeing the Natural Voice: Imagery and Art in the Practice of Voice and Language, by Kristin Linklater.

Set Your Voice Free: How To Get The Singing Or Speaking Voice You Want, by Roger Love and Donna Frazier.

Sound Advice: Voiceover from an Audio Engineer’s Perspective, by Dan Friedman.

Home Recording Studio: Build It Like the Pros, by Rod Gervais.

Acoustic Design for the Home Studio, by Mitch Gallagher.

Voice Over LEGAL, by Robert J. Sciglimpaglia Jr.

 

I could have added my own masterpiece, Making Money In Your PJ’s, to the list, but I’m too modest to even mention it. Besides, as a regular reader of this blog I fully expect you to have one or two copies on your bookshelf.

If you’d like to add other recommendations to my list, please mention them in the comments.

Now, stop reading this blog.

Find a quiet corner.

Gently attach a “Do Not Disturb” sign to your forehead, and start turning pages.

Enjoy!

Paul Strikwerda ©nethervoice

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The Trouble With Giving Unwanted Advice

by Paul Strikwerda in Articles, Career, Freelancing 26 Comments

Thanks, but no thanks.We are a suspicious society.

Whether we realize it or not, most of us are trained to distrust people’s intentions.

Some fifteen years ago, my friend was driving me home at night. The United States was still new to me, and I had a lot of cultural adjusting to do.

At one point during our dark drive I spotted someone with car trouble by the side of the road. The hood of her Honda was up, and she seemed distressed. To my surprise, my friend drove right past her without blinking an eye.

“Are you crazy,?” I cried indignantly. “Why didn’t you stop to help the poor woman?”

“That’s a very bad idea,” my friend said. “For one, she might think that we’re coming to molest her. Two: Her friends could be waiting in the wings to mug us. Why don’t you take my phone and let the police know what’s going on. They’ll handle it.”

“Whatever happened to being a good Samaritan?” I asked.

“Forget that,” said my friend. “You can’t trust anyone anymore. This is America. People have guns, and they are not afraid to use them.”

I was flabbergasted. In the Netherlands where I came from, not helping someone in need could be interpreted as criminal negligence. In the USA it apparently was a liability. 

But America has more trust issues.

FLYER OR FIVER

A few years ago, Kyle MacDonald conducted a social experiment. He took to the streets with a stack of flyers and five-dollar bills. Much to his surprise, it was easier to hand out flyers than fivers. People didn’t seem to want his money because they believed Kyle had ulterior motives. After all, there’s no such thing as a free ride, right?

Suspicions about the true intentions of strangers are nothing new, by the way. Telling the story of the famous Trojan horse, the classic author Virgil coined the phrase Timeo Danaos et dona ferentes, often translated as Beware of Greeks bearing gifts. What he meant to say was this:

Do not trust an opponent who offers to do something nice for you.

This adds another element to the mix. That of an opponent. That’s because those who assume the worst, often see people they don’t know or understand as adversaries, competitors, or as folks they should be afraid of.

I guess it takes one, to know one.

Don’t get me wrong. There are some pretty scary individuals out there, ready to scam our grandparents, abduct our kids, and steal our identities. Radicalized, brainwashed fanatics will kill themselves and many others to glorify their G-d. We need to be vigilant, but we also need to put things into perspective.

THANK GOODNESS

Just because something bad might happen, doesn’t mean it will. Most of the time it doesn’t. Random acts of kindness are performed every day, and there are still genuinely kind and trustworthy people in this world who wish to help their fellow human beings out, no strings attached.

The voice-over community I am a part of is blessed with countless supportive Samaritans who are ready to assist you, whether you’re a veteran or a newcomer. They recommend colleagues to clients, and people get hired because of it every day. Including me. 

They critique each other’s demos and websites for free, they answer questions about rates, and they put their two cents in when asked about what audio equipment to buy. Just spend some time on Facebook and LinkedIn, read a few blogs, and you’ll pick up golden nuggets at no cost whatsoever.

Yet, I found out that free advice is not always welcomed and appreciated. Sometimes, it is treated with utmost suspicion. 

NO CRITICISM ALLOWED

The moderator of a particular voice-over Facebook group (which shall remain unnamed) made it clear that no one was allowed to be “negative” about cheap sites like Fiverr.com and VoiceBunny. “Everyone has to start somewhere,” was his reasoning, and “we should not discourage talent to sell their services on those types of websites.”

I am not going to repeat myself by telling you where I stand in terms of those sites. If you’ve been reading this blog for a while, you know exactly how I feel. Here’s the thing, though. I sometimes see it as my mission to educate clients and colleagues. After all, I’ve been around the block a few times, and I have this strange illusion that some of my insights might be helpful. Especially to those who are just starting out.

So, when a member of this particular Facebook group made some comments about Fiverr, I couldn’t keep my big mouth shut. As it turned out, I wasn’t the only one. Soon, other experienced colleagues chimed in with valuable advice which was… not appreciated at all. It didn’t take long before the name calling began.

We were accused of being old-school, pretentious know-it-alls who did not understand where the new generation of voice talent was coming from. Perhaps we felt threatened by young talent? Is that why we told people to stay away from the bargain basement?

By the way, I got the same response to last week’s blog post entitled Voice-Over Newbies: You Have Been Warned, which was read over 10,000 times. “This was undoubtedly,” as someone put it, “my sad attempt to discourage the competition.” But let’s get back to the discussion about Fiverr.

TALKING TO A WALL

No matter how hard we tried to inject some logic and common sense into the heated exchange, people kept questioning our motives. They thought we just wanted to impress, or get some coaching clients out of the debate.

Then the moderator (who took part in the back-and-forth) had had enough. With the click of a mouse he removed the entire thread. That’s when I decided to remove myself from the group.

Closed minds make the worst students. 

Yet, I cannot put all the blame on the inexperienced, skeptical members of this group. When people regard you as an uninvited guest, it’s often better to stay under the radar, and I didn’t.

In my view, people are more open to advice from those they know and trust. I did not really know the people I was talking to, and they clearly didn’t trust me. There was no rapport, and that was mistake number one.

EXPOSING IGNORANCE

Secondly, people don’t like it when their ignorance is publicly exposed. They feel humiliated, and become defensive. Perhaps I had advocated my point of view as THE truth, which is never a good thing. Many roads lead to Rome. Some are just a bit longer than others. People need to learn from their mistakes, so, who am I to deny them a significant aha moment?

The thing is: opinions can be discarded. Life experience is harder to refute. 

Instead of blasting the Facebook group with my “wisdom,” I could have asked: “May I give a suggestion?” Putting it that way tends to removes resistance. 

Third, when people make an investment (e.g. in my services as a coach), they’re usually more invested in what is offered. For instance, I can tell one person something, and they respond with “Whatever.” I can say the same thing to a student, and they tell me it’s the best suggestion ever. Go figure!

The last piece of advice I would give myself is this: 

Don’t waste your time giving eye-openers to people who are willfully blind.

Too many beginners don’t know what they don’t know, and when a horse isn’t thirsty, you can’t get it to drink.

And by the way…

Whenever I see someone stranded by the side of the road, I still feel inclined to pull over and help.

I must be a very naïve and strange person!

Paul Strikwerda ©nethervoice

PS Be sweet: subscribe and retweet! 

photo credit: Day 5, Ape Can’t Trust Man via photopin (license)

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Voice-Over Newbies: You Have Been Warned!

by Paul Strikwerda in Articles, Career, Freelancing, Gear, International, Internet, Money Matters, Studio 24 Comments

Today I’m going to jump right into the topic of this blog.

No teasers. 

No anecdotes.

No mysterious introductions.

Right now I want to take a few minutes to talk about the pitfalls of a voice-over career. Now matter how many times you’ve dreamed about becoming the next Tom Kenny or Nancy Cartwright, you should never jump into the ocean if you don’t know how to swim. Too many hopefuls are drowning, and I don’t want you to be one of them. 

Here’s what you need to know.

NUMBER ONE

Most people tend to underestimate what it takes to become a full-time, for-profit voice-over. Why is that? Because the job of a true pro is to make it sound easy, spontaneous, and seamless. The best actors distinguish themselves by their ability to fool everyone into thinking that they’re not acting. Just because it sounds easy or looks easy, doesn’t mean it IS easy. 

So, pitfall number one is underestimating the difficulty of having to be natural in an unnatural situation. It requires a special ability to sound authentic even if you don’t believe a word of what you’re saying, as well as the skill to sound sincere, conversational, and real, as someone else is putting weird words into your mouth. To be honest: most people can’t do it.

NUMBER TWO

Pitfall number two is the technical aspect of this business. The number one reason most auditions get rejected is bad audio. You may have the perfect pipes for the job, but if you’re talking into a cheap microphone with a lot of self-noise, you lack basic microphone technique, and your recording space is not isolated and acoustically treated, you’re wasting your time. 

That expensive demo you just recorded in this great recording studio is worth nothing if you have no way of producing clean and professional audio recorded in your home. 

NUMBER THREE

Let’s boil it down to one word: professionalism. It’s easy to do this as a hobby, but as soon as you advertise yourself as a voice-over professional, things get serious. That label creates expectations, and rightly so. Clients hate it when they need to hold your hand. That’s not what they’re paying you for. 

As a pro you have to know how to run a freelance business with you being the CEO, the CFO, the head of marketing, advertising, and sales. You run the bookkeeping department, and you’re the audio engineer, as well as the featured talent. Plus, if you’re online, you’re running a global business!

Too many beginners are trying to figure things out on the fly, without any preparation or training. Why on earth would they do that? It’s asking for trouble. 

NUMBER FOUR

The next pitfall is a big one: money. You’ve got to spend money to make money, but you didn’t need me to tell you that.

While it is possible to get started as a VO with a simple recording set-up, please remember that you’re competing with people who have been doing this for years. These are people with a soundproof studio, a really nice microphone and preamp, and a website that attracts clients. It all adds up. On top of that, you have to stay afloat financially, while you are building your business. Your bank wants you to continue to pay your mortgage, and you do want to keep your health insurance, don’t you?

Secondly, while the cost of living goes up every year, voice-over rates have been going down at a dramatic degree. If you want to do this for a living, you can’t rely on doing the odd job here and there, unless you have a partner who can help you out, financially. You need to make sure that you have a consistent flow of projects coming your way, and that’s easier said than done – even for voice-overs. My advice: have a cash cushion that will help you stay afloat for… a few years.

Lastly, too many newbies quote or accept a job, even when they have no idea what to charge. Can you imagine a baker or a florist running her store that way? Clients love getting a bargain, but do you really want to contribute to the problem of sliding rates?

NUMBER FIVE

This is another big one: time. We live in an impatient world. Very few people experience overnight success. You can’t buy your way into a voice-over career. It needs to be earned. Slowly. The people who are at the top of their game are not the people that just started doing voice-overs. Most of them have been at it for years. 

VO is not a get rich quick – I can do this part-time scheme. The only people who can do this on the side are A-list actors who don’t depend on VO for a living. Ironically, they are the ones collecting all the awards.

Again, most people underestimate how long it may take before their voice can be the main source of revenue. For many, it will never happen. That’s not me being mean. That’s me warning you based on decades of experience, and on input from people like you. 

NUMBER SIX

Next on the list is increased competition. In case you hadn’t noticed, you’re not the only one who thinks he can do a mean Morgan Freeman impression, or talk like a movie trailer man. We have plenty of those folks in our ranks, and the role of Morgan Freeman is already taken by… Morgan Freeman. 

If you don’t have a specialty or a niche, it’s going to be tough to make your mark because you’re basically redundant. Technology has made it a lot cheaper an easier to get started. You don’t need to be close to a studio to do your work. That means that every frustrated teacher, every burned-out retail clerk, and every unemployed actor (which happens to be the majority) is now your competition.

But wait, there’s more. Much more!

NUMBER SEVEN

If you want to hear a number other things you should look out for, I invite you to listen to Jamie Muffett’s VO School Podcast

You’ll find it on SoundCloud, iTunes, Google Play, and a few other platforms. Jamie is producing and hosting this podcast in collaboration with Backstage Magazine

In the latest episode, agent Erik Sheppard and I talk candidly about the many schemes you shouldn’t fall for when starting in this business. 

Please join us, and don’t tell me I didn’t warn you!

Paul Strikwerda ©nethervoice

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Calling it Quits

by Paul Strikwerda in Articles, Career, Freelancing, Money Matters 19 Comments

There.

He said it.

And I happen to agree with him.

My agent Erik has a YouTube Channel every voice talent should watch and subscribe to. It’s called The Outspoken. Erik uses this channel to answer questions, and to expose all the BS that’s going on in the voice-over world. Let me tell you: he’s got his job cut out for him!

A week or so ago, Erik posted a video with no-nonsense advice for voice-over newbies and coaches. To coaches he had this to say:

“I feel it’s irresponsible in today’s market to bring in and encourage new talent.”

And for newbies he dropped this bombshell:

“Your chances of making it big are close to… nil.”

That’s not the message most people want to hear, and yet they have to hear it again and again until it sinks into their stubborn skulls. And if you don’t take Erik’s word for it, listen to what one of your colleagues had to say. He just wrote me this email:

“Paul, I know that you’re a good source for the up and up on voiceovers and was just wondering: are voiceover actors getting obsolete? I have been doing this for well over nine years now; had my ups and downs, but lately it’s been on the downside. I was used to making thousands of dollars on the side doing this, but now it’s virtually nothing, so now I’m trying to reignite my IT career once again. It’s not something that I really like, but I do have a degree in it. I like doing voiceovers a lot more, but it is very slim pickens now. Just wondering if you knew anything going on in the voiceover industry that might be happening with voice talent.”

Well, a lot is happening, and it ain’t all good.

So many talented, hard-working people are having a tough time right now. Don’t think we’re the only group of flex workers that has trouble in this fickle gig economy, though. Freelance photographers, graphic designers, copywriters, event planners, fitness trainers, independent music teachers, -even therapists in private practice are struggling to find clients, and make ends meet. Some of them are ready to pull the plug. The question is:

How do you know it is time to hang up your hat?

Different people have different reasons. For some it’s purely financial. Others have trouble keeping up with the changing nature of their business. So, what are some of the reasons for wanting or needing to call it quits?

Here’s a quick checklist:

You’re not booking enough jobs, and you’re running out of money.

You have no bites on Pay-to-Plays, and agents aren’t interested.

You don’t know how to distinguish yourself from the rest of the pack.

You can’t afford to invest in quality equipment and/or coaching, and you have no money to outsource the things you hate doing.

You find it tough to market yourself, and to sell your services. 

You have a hard time motivating yourself. You’re bored doing the same thing over and over again. There’s no challenge, and no room to grow, 

You’re stressed out by the uncertainty that comes with so-called freelance freedom.

You can’t organize or prioritize.

You need a lot of hand-holding and spoon-feeding.

You’re feeling isolated and lonely. You miss daily, in-person interaction with colleagues.

You want to leave your work at work, but you can’t keep your personal life separate from your professional life, and your family is suffering.

You’re working too much for too little. 

You want it all, and you want it NOW, but after three years things are not improving. 

You long for a job with regular hours & benefits, and a predictable income.

Here’s my rule of thumb. If you’ve checked off at least five boxes, you have some serious soul-searching to do. No one is forcing you to make this voice-over thing happen. But you’re the boss, and it’s up to you how long you want to keep going at it.

FACE THE FACTS

If I’m totally honest, I believe that some seventy to eighty percent of people calling themselves voice-over talent have no business being in this business. They’re not cut out for it. They have very few skills, and almost no talent. Their chances of making it big are close to nil. All they can do is compete on price, which will be their downfall.

Now, listen. If you’re part of this group, that doesn’t mean you’re a hopeless, horrible human being. You probably have other talents in other areas. As I said in my article 5 Reasons Why You Should Never Become a Voice-Over…

“We have enough people talking into microphones. What this world needs is less talk and more action. We need teachers, doctors, nurses, and scientists. We need experts in conflict resolution, people who know how to fight global warming, and first responders to natural disasters.

If you want to make a real difference on this planet, don’t hide behind soundproof walls selling stuff no one needs. Get out there and start helping the poor, the homeless, and the ones without a voice. They need you more than Disney does.”

UNKIND WORDS

You may think that this sounds harsh, and that it doesn’t apply to you. After all, I don’t know you, and I don’t care about you. Well, that’s not necessarily so. I know too many naive hopefuls like you, who are being ripped off by unscrupulous characters and companies selling them a pipe dream that will never come true. I really don’t want you to fall for those expensive schemes. And get this…

If even pros with years of experience and an impressive portfolio have trouble booking jobs these days, you need to bring something very special to the table if you wish to compete at the highest level. You need to have a comfortable cash cushion to survive the first few years, and you must be strong and determined enough to withstand massive rejection.

If that’s you, then by all means: GO FOR IT! Prove Erik and me wrong!

You’ll become part of a select, supportive community of go-getters, risk takers, fast learners, and people who are sillier than the characters they’re paid to play. All of them have this in common:

At one point in their lives they made one of the most important decisions that propelled them to where they are now.

They decided to quit quitting.

If that’s something you know deep down you can do, you better fasten your seatbelt.

It’s going to be a crazy ride!

Paul Strikwerda ©nethervoice

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The Key To Promoting Your Business

by Paul Strikwerda in Articles, Career, Freelancing, Journalism & Media, Promotion, Social Media 14 Comments

If you’re like most colleagues I know, you love doing what you’re doing for a living…

… but you hate selling yourself. 

Am I right?

I know I felt that way for a long, long time.

My mom and dad brought me up to be modest, and to never put myself on a pedestal. And that’s what selling and self-promotion really is about, right? Tooting your own horn is an exercise in vanity, telling the world how great you are, and why people should buy from you.

Maybe it’s a generational thing, but millennials don’t seem to have so many reservations about it. The word “humble” has been removed from the humble brag. We live in the age of the shameless selfie, and the i-everything. The iPhone, iPad, the i can have anything I want whenever I want it. Now. 

Beauty is in the I of the beholder, and the world shall bear witness. 

These days, it’s super cool and common to document one’s life in “vids and pics,” and give everybody a front row seat. Just follow people around on social media. Without telling you they’re telling you: 

Look at where I’m going!

Look at what I’m eating!

Look at my kids!

Look at my cats!

Look at my coffee!

Look at my new car!

Look at my new wife!

Look at ME!

Gimme some likes. Gimme some love. Gimme the feeling that I matter. I beg you!

Worst of all, some people are taking this self-absorbed attitude to their marketing strategy, because they believe that effective marketing revolves around self-promotion. If you don’t tell the world about your magnificent offerings, the world will go somewhere else. At least, that’s what they’re afraid of. 

Let me ask you: Is that really how it works? Is this the new way to attract clients? Why are people doing this?

INSTAGRAM

I spend way too much time on social media, and this week I’m trying to crack this monster called Instagram. It’s exciting to see how many colleagues have embraced it wholeheartedly, and I want to learn from them. What are they posting? What hashtags are they using? Do they seem to have a specific strategy to promote their business?

Here’s what I’ve noticed.

I see lots of pictures of cute animals, sunsets, waterfalls, babies, fabulous food, family members, beaches, cups of coffee, art work, quotes about the meaning of life, and yes… selfies. 

Don’t get me wrong: some of these pictures are gorgeous, and as an amateur photographer I get inspired. But what do snapshots from a family album tell me about someone’s business? Are they meant to promote something, or what?

PERSONAL OR PROFESSIONAL

Perhaps I’m wrong, but it looks like a majority of the colleagues I am now following is using Instagram strictly for personal reasons. That’s why they don’t have a business account, and that’s why I see photos of cousin David’s bris, and auntie Annie’s aging Pomeranian. Both are equally painful, I might add.

I see these things on Facebook too, by the way -particularly if people have connected Facebook to their Instagram account. That means you get to see the same boring stuff twice. I’ve also noticed that some colleagues are still using a Facebook Profile to promote their voice-over services, instead of having a separate business page (click here if you want to know more about that).

What’s behind this? Is it because the boundaries between our personal and professional lives are slowly fading? Are people doing this because they feel that good marketing is based on self(ie)-promotion, or are they basically clueless, or too self-absorbed? 

IT’S NOT ABOUT ME

My philosophy as a solopreneur is simple: I am in business to serve my clients as best as I can. That means my marketing has to be centered on the people I serve, and hope to serve. It has to be about them. Always.

To come up with a marketing message, I have to think about my clients, and ask them questions like: 

– What do you need? 

– What do you want? 

– How can I best help you?

Contrast and compare that to the “Look at ME” strategy.

I strongly believe that I have something to offer; something my (potential) clients are searching for. I am a resource, and it is my job to connect (future) clients to that resource. Now, people won’t find me if they don’t know I exist. The challenge is to make it easy to find me, and to show my prospects what I can do for them without making it the never-ending Strikwerda show. 

My marketing goal is threefold. It is to…

1. Increase awareness of the Nethervoice brand

2. Position myself as an experienced, knowledgeable premium provider people can trust

3. Engage my audience, and lead people to my website

As one of the more outspoken members of the voice-over community, there’s a fourth goal worth mentioning: I want to be a strong voice in, and a resource to my community. That’s why I use social media to promote this blog. It’s obvious that this effort supports my three main goals. 

The question is: Will I reach these goals by posting cute pictures of cats, sunsets, and sangria?

WHAT’S YOUR REASON

Don’t get me wrong. I have nothing against people who are using the internet to share their lives with others. If you’re one of those people, you’ve got to ask yourself: For what purpose am I doing this? How can I use social media to grow my business?

It’s no secret that with more and more talent trying to make buck or two, clients have a huge pool of people they can choose from. What are the chances they will find you, and pick you? What can you do to increase the odds? Yes, YOU! Not that Pay-to-Play, or those agents. YOU!

I’ve come up with a marketing strategy that works for me, and I’m refining it week by week. That doesn’t mean it will work for you. Not everybody is a blogger. Not everybody is comfortable using 140 characters to craft a message. It takes time to learn the ins and outs of Instagram (and I’ve only started to scratch the surface).

But no matter what you do, it all starts by thinking of the people you wish to serve, and the clients you want to attract.

It is not one, big ego trip.

Use your marketing as a magnet.

If it’s strong enough, you’ll be able to monetize it.

Once the money starts coming in, you’ll have lots of time to post cute pictures of your feline friends. 

Paul Strikwerda ©nethervoice

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Help, I’m on Instagram! Now what?

by Paul Strikwerda in Articles, Freelancing, Journalism & Media, Promotion, Social Media Leave a comment

Some have called it: “The next Facebook.”

Since it’s owned by Facebook, that’s a bit of a stretch.

No matter how you look at it, Instagram is the second most popular social media platform on the planet.

Instagram has more monthly active users than Twitter. About 700 million people now use Instagram every month, with about 400 million of them checking in daily. Eighty percent of users are outside of the United States.

In spite of these impressive numbers, I have neglected Instagram for years. To me, it was just one more thing to do, and to be frank, I didn’t really know what to do with it. I’m not an exhibitionist, and I didn’t feel the need to let perfect strangers into my private life that’s far from picturesque. Also, I didn’t want to become one of those people ruining a perfect moment to snap an Instagram photo, instead of experiencing that moment.

Life needs to be lived. Not observed. Observation creates detachment, instead of closeness.

MISSING OUT

As the number of Instagram users started to grow rapidly, I began to suffer from a mild case of FOMO, the Fear Of Missing Out. Was I doing my voice-over business a disservice by ignoring this platform?

Because of its visual nature, millenials prefer Instagram over Facebook and Twitter. Hashtags make it easy to find and grow an audience. You don’t need to have access to your computer to use it, and there is less competition from other small businesses.

As a solopreneur who leads a fairly isolated existence due to the nature of my job, making new connections is vital to the survival of my modest enterprise. So, could Instagram connect me to new clients, and provide me with a fun and effective way to stay in touch with my readers? Social Media gurus have done the math.

Engagement with brands on Instagram is said to be 10 times higher than Facebook, 54 times higher than Pinterest, and 84 times higher than Twitter. Experts tell me that even if I had less followers than on other channels, my Instagram audience would be far more interactive. With so much untapped potential, I decided it was time to give my Instagram account some love!

WHAT TO EXPECT

If you’re already on Instagram, what can you expect from me? Pictures of my cats, and other family members? Photos of food, my visits to the gym, or vacation snapshots? If that’s what you were hoping for, I have to disappoint you.

If Instagram is supposed to be this powerful tool to reach thousands if not millions of people, I want to use it to inspire. That’s goal number one. Goal number two is to increase awareness of the Nethervoice brand (to use marketing-speak), and to drive people to my website. It’s not all fun and games. I have to make a living.

My strategy is to post one picture a day with a quote from one of my blog posts. It’s easy on the eyes, and it will make you think. It reinforces my message, and I hope that those who have never read my blog and book, will get curious. That’s the plan. Will it work? I have no idea, but I’ll keep you posted. Right now I have 338 followers, so there’s plenty of room to grow.

If you’re already on Instagram, you can do me a huge favor, and follow mehttps://www.instagram.com/nethervoice/ I will gladly follow you back. Here are two examples of the type of posts you can look forward to:

Are you on Instagram? What has been your experience, so far? Has it been beneficial to your business, or is it just another way to socialize online? Please share your tips and comments below.

Thanks!

Paul Strikwerda ©nethervoice

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Who’s Afraid Of Decent Rates?

by Paul Strikwerda in Articles, Freelancing, International, Internet, Money Matters, Pay-to-Play 34 Comments

AfraidNewsflash!

The great rate debate is still going strong.

I’ve been writing about the erosion of voice-over rates for years, and every day, clients and colleagues are arguing privately and publicly about the value of our voices.

One thing is certain: that value keeps going down. Talk is getting cheaper and cheaper.

What’s going on?

Let’s begin with our clients. It’s so easy to blame clients for this downward trend, because they’re the ones paying us. However, I think it’s time to cut them some slack. So many of them are small players in a big, international market. Because that market is unregulated, and there are no universal prices, they have a hard time figuring out how much they can expect to pay for our services. That’s not really their fault.

A majority of voice-overs do not list their rates, hoping clients will contact them and ask for a quote. Those quotes may differ greatly because we need to take so many variables into account, and frankly, many of us don’t always know what to charge. Go to a VO Facebook group on any given day, and you’ll find someone asking for advice on price.

TURNING A PROFIT

Because I run my own business, I completely understand that my clients want to keep their costs low, and their revenue up. If you can get great service at a great price, why pay a penny more? I also understand that there’s a link between what you pay and what you get, no matter what industry you’re in. It’s foolish to expect top quality at a bargain-basement price, unless you’re benefitting from a liquidation sale.

These days, everyone’s online, and that complicates matters. It may seem that we’re all operating on a level playing field (the world wide web), which is not the case. It is anything but level, but try explaining that to an imaginary photographer in Latvia, who needs a few English voices for a website he’s launching. He’s offering $20 for 5 minutes of VO, which he believes is perfectly reasonable because he’s hired local talent at that price. He wants to know:

Why should I pay $250 for a 5-minute voice-over, if Olga in Riga is willing to do it for $20?

I told him: “Your job posting tells me that you’re looking for voice-overs with an authentic British accent. If Olga can pull that off, why not hire her? The reason you’re posting your job overseas is that ’20-dollar Olga’ has no idea what she’s doing. Her accent is clearly from Latvia, and not from London. And because it’s cold in the Baltics, she’s probably using a Snowball microphone, guaranteed to give that crap amateur sound the Fiverr crowd is so proud of. You pay for professionalism, or lack thereof.”

The photographer responds:

I understand that it might be hard for me to find a native British voice-over in my neck of the woods, but that still doesn’t explain the huge difference in rates. $250 for five minutes? I think people are just greedy.

I said: “Location makes a big difference. Let me give you an example. Why does a Big Mac cost $7.80 in Norway, and only $1.62 in India? Why doesn’t McDonalds charge the same price for the same product, regardless of the location? Because the price of a Big Mac is a reflection of its local production and delivery cost, the cost of advertising, and what the local market will bear.

The cost of living is much higher in Norway, and consequently, people make more. According to the CIA, the 2016 per capita income in Norway was $69,300 and in India it was $6,700. If I were a Norwegian voice-over artist and I would charge Indian prices, I wouldn’t be able to make a living. That has nothing to do with greed.

As a freelancer, you have to price for profit wherever you’re located, because that’s where you’re buying your Big Mac. It’s where you pay your bills, and your taxes. That’s why a UK talent charges more than someone in Latvia, or in India.

ONGOING ADDED VALUE

And let’s remember that a voice-over is not some hamburger you order at the drive-through. Every Big Mac should pretty much taste the same, no matter where you order it. It’s generic. Once it has been consumed, it has served its purpose.

Every voice is unique, and every voice-over artist brings special talents and experience to the table. Once recorded, that commercial, trailer, or eLearning course can be played again and again, adding value every time someone’s listening. That’s worth something. 

Last but not least, just because you’re paying $250, doesn’t mean the voice-over always gets $250. Some online casting companies like Canada-based voices dot com, pocket a considerable amount without telling you or the talent. If you want to talk about greed, talk about that!”

THE TROUBLE WITH COLLEAGUES

The Latvian photographer still doesn’t understand why he can’t hire a UK talent for $20. However, in my experience it’s much easier to talk sense into some clients, than to reason with certain colleagues (and I use the term colleagues loosely, because they’re acting anything but collegial). Most of my clients know how to run a for-profit business, but so many ‘colleagues’ seem to be clueless. They don’t know the difference between “selling,” and “selling out.”

Every time the issue of reasonable rates comes up, there are always voices saying:

“Who are you to tell me what I should charge? It’s a free country, and I can charge whatever I want!”

Yes, and I can sell my Subaru Outback any time for $300, but does that make any sense whatsoever? Why should I settle for a handout if the market value of my car is at least $3,000? How stupid do I have to be to practically give my car away to the lowest bidder?

By the way, this whole free country argument is a load of bull, used by imbeciles to defend all kinds of idiotic practices. Here’s the thing:

Just because you can, doesn’t mean you must, or that it’s wise. 

“But who cares if I sell my voice for five bucks? Mind your own business! I’m not telling you what to charge. My bottom line doesn’t affect yours.”

Is that really so? What would happen if half of all car owners would decide to sell their vehicles way below value? Tell me that has zero impact on the used car market!

If what’s happening at the bottom of the VO-market does not affect the rest, why aren’t voice-over fees at least keeping up with the rate of inflation? Why are rates across the board in a steady decline?

WE NEED EACH OTHER

In the grand scheme of things you may feel insignificant, and believe that your choices only influence your bottom line. But hundreds of these individual choices send a message, and thousands create a trend clever clients have picked up on. 

To put it differently: if you really believe that one, individual decision has no impact on the overall outcome, then there’s no reason to live in a democracy. You might as well move to North-Korea. But since you’re still here, and (I hope) you vote, you must believe that you can make a difference.

Your choice of what to charge makes a difference. It impacts our professional community, and the families that depend on it. 

You can either cheapen our profession and our community, or enrich it. You can build it up, or tear it down.

You can price like a predator, or like a professional. 

Or are you afraid to charge a decent rate? Are you afraid the client will reject you?

Are you not convinced that what you have to offer can command a fair price?

If that’s the case, here’s a suggestion: perhaps you should find another job.

A certain Pay to Play call center in Canada might be hiring very soon.

Paul Strikwerda ©nethervoice

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PPS Below you’ll find links to some of the other articles I’ve written about rates and pricing

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My Worst Client Ever

by Paul Strikwerda in Articles, Career, Freelancing 7 Comments

Nixon and ElvisElvis is alive!

How do I know?

Well, he lives in France, and he used to be my client.

Until I fired him.

You see, this French Elvis was a bad boy. Probably my worst client ever. He used to give me these scripts with way too much text, and not enough time to fit all the words in. Then he complained that I sounded rushed.

Elvis was one of those people who thought they had me on retainer. He would call me any day of the week at any hour, forgetting about the time difference between his part of the world and mine. Did he really forget, or did he just not care?

He always wanted things yesterday, and would pay whenever he felt like it. Most of the time he didn’t feel like it, and I’d have to remind him of the reminders I’d sent him. Then he got angry and said I should stop harassing him. I was the one who was causing problems, n’est pas?

Right before he needed me for another lousy project, he’d make a payment, and play all nice again with that silly accent of his.

He was one of those annoying guys who loved the expression “my friend” as in:

“Paul, my friend, you will do this for me, right?”

“My friend, I have lots of projects for you, so you give me a good price, no?”

After I had given him a discount and handed in my first recording, I would not hear from him for a year. Then he’d call me up in the middle of the night with an urgent job, trying to pull the same stunt.

Elvis, you two-faced Frenchman, you were never my friend, and you never will be. You’ve sucked up so much of my time and energy, and I hated every minute of it. While I was too busy dealing with your cheap antics, I could have worked for good clients at a great rate. Why did I put up with you for so long? Why did I allow you to push my buttons?

The easy answer is that I’m too trusting. I believe that most people are essentially good, and well-intentioned. I also believed that if I treated people nicely, they would return the favor.

Yeah. Right.

The truth is that there are too many Elvises in this world, who can’t wait to take advantage of the naïve, the newbies, and the pushovers. They are a minority, but they always spoil it for the rest of us. Because of them, we need rules, regulations, and a spine made of steel.

People like Elvis will treat you like a servant, and not as an equal partner working on the same project.

They think everything you do is easy, and can be done quickly, and -most importantly- cheaply.

Instead of paying you extra for extra work, they expect you to record those five script changes for free. And should you push back, they respond:

“I totally get where you’re coming from, but can’t you make an exception for me? It will never happen again. I promise.”

Beware of a promise from an Elvis! It’s just as disingenuous as the words “Trust me,” or “Don’t worry.” When some bad guy on TV utters these words, you know there’s trouble on the way, don’t you? Trust me!

Some Elvises have mastered the art of giving vague instructions. Left at your own devices, you start guessing what the desired tone and tempo of the voice-over read might be, and you press record.

Later that day, the Elvis gets back to you telling you everything you did wrong, and how could you be so dumb and inexperienced? You really should have done it this way, or that way…. A real professional would have known!

Apparently, real professionals can read minds!

The thing is: you can’t give clients what they want if they don’t tell you what it is. Countless marriages fall apart over this principle, and so do professional relationships.

Other Elvises are essentially micro-managing know-it-alls, who know very little. The more they get involved, the more time it will take you to finish the project. “Just let me do my job, and I’ll let you do yours,” you think. But no, they’ve got to be in control of every stinkin’ detail, driving you crazy with their calls and emails.

Some Elvises are accomplished liars. They hire you to do a voice-over “for internal use only.” Before you know it, it’s all over the web, and when you try to get a hold of them to ask for more money, they’re MIA, laughing all the way to the bank. Meanwhile, your colleagues show little sympathy, because you should have joined the Union, as they have told you a million times.

Thanks a bunch, fellows!

While it may hurt, there is some truth to what they’re saying. They are telling you the same thing your parents told you when discussing the birds and the bees:

“When you’re ready to do it, make sure you have protection.”

Nobody forces you to be in bed with a bad client. Nobody will make you work without a written contract or a down payment. No one says you have to take the abuse, and dance when the client says “Dance!”

It’s one of the advantages of being your own boss. There are no more mediocre managers or power-hungry executives who tell you what to do.

You’re on your own, and you decide what you will or will not tolerate.

So, do yourself a huge favor. Leave all those disorganized, penny-pinching, impossible to please, disrespectful, I’ll pay you whenever, lying Elvises for what they are.

Better still: Send them to Fiverr and VoiceBunny (and a whole bunch of other predatory voice casting sites I won’t name).

Let them deal with the Elvises of this world. Likes attract, so maybe they’ll get along.

As an attorney instructor once put it:

“The bad clients you don’t take, will be the best money you never made.”

Paul Strikwerda ©nethervoice

PS After reading this story, French colleagues told me Elvis declared bankruptcy, and his website has been suspended. You know what they say about karma, don’t you? Unfortunately, there are still people who never got paid. 

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What Are You Waiting For?

by Paul Strikwerda in Articles, Career, Freelancing 6 Comments

A big break? 

A small miracle?

Are you waiting for that one person to tell you you’re the best, and you should really do this?

It’s the daily drama of the wannabe freelancer. Lots of good intentions. Hopes and dreams galore. Always looking for the key that magically opens all doors. 

And when those doors remain closed, be ready for the surprise, the indignation, and the excuses:

“They told me I had talent!”

“They said there would be lots of opportunities.”

“I’m just a beginner. You can’t expect me to know all these things.”

Every new job has a learning curve. That’s a given. But advertising yourself as a pro elicits expectations. Clients expect you to have professional equipment. Clients trust that you have the basic skills to do the job you just bid on. Is that too much to ask?

Yes, there are lots of opportunities, and lots of people are going after those opportunities. People with more experience, better gear, and a better understanding of how things work in this business. They are your competition. Can you compete on more than price?

I have no doubt that you are talented. But talent is nothing but potential. A diamond in the rough looks quite ugly, and needs serious cutting and polishing before it can be sold. Do you have the time, the means, and the patience to listen, learn, and improve?

Do you have enough drive, or do you like to be driven?

You see, this is not a superficial thing. To get to most diamonds, you need to dig deep. Diamonds don’t polish themselves, and doors don’t magically open. Only saints can claim small miracles, and that big break is highly overrated. Some wannabe’s go broke, waiting for that break.

Intentions, hopes, and dreams are figments of the imagination. Clearly defined goals, a solid education, and a willingness to work harder than anyone else, are not. 

Here’s the real rub.

If you are waiting for someone or something, you’re doing it wrong. 

The key to being successfully self-employed lies in taking massive, positive action. Not because someone told you to. Not because you felt forced. 

You get out of bed because you have this burning desire to accomplish something meaningful, whatever it may be. 

Step by step.

Day by day.

So, stop whining. 

Stop waiting.

Start creating.

Your life.

Now. 

Paul Strikwerda ©nethervoice

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How To Attract and Keep New Clients

by Paul Strikwerda in Articles, Book, Career, Freelancing, Promotion 2 Comments

The SuperfreelancerOkay, I admit it.

I sometimes get annoyed by colleagues tooting their own horn really loud.

We may be living in the “Age of ME,” but it’s painful to see beginners and more experienced talent trying to construct some kind of image that’s supposed to persuade clients to hire them. Here’s the problem:

Too many freelancers are too focused on themselves, and it is costing them business.

The way I see it, successful solopreneurs have one job, and one job only: To be a Superhero.

A superhero doesn’t think about him- or herself. A superhero answers a call of someone in need, and uses special powers to save the day. Once the job is done, the hero leaves the scene to tackle another problem.

Now, the very best superheroes have at least one thing in common: they know when they are needed. Here’s what I want to know: How do they figure that out?

That’s a great question, and every sales person who has ever lived has asked that question many times. In order to answer that question, we have to take a step back, and answer another question: What motivates people to buy things?

Even though you and I are likely to have different clients with different needs, there are three factors that always play a role in every purchase decision. You might be selling a service or a product. It doesn’t matter. All buyers are influenced by the same three things:

Price, Benefits, and Perceptions

The price is what the customer pays in exchange for benefits received. It’s something your client has to give up in order to get something from you. Ideally, those benefits should outweigh or at least equal the cost.

Benefits are the positive effects derived from using your solution or service. It’s the pleasure people experience after getting rid of their inner emptiness, frustration, or pain.

Smart sales people sell benefits. Stupid sales people slash prices. Any idiot can close a sale by cutting the price (and go broke in the process). It takes brains to sell benefits.

Perceptions are the result of how people evaluate the benefits and price, the (initial) impression they get from your business, as well as the total experience of using your product or service.

In the end, perceptions matter most. Allow me to demonstrate.

EVALUATING VALUE

Let’s assume you’ve studied the market and you decide to charge $250 per hour for your services. Is that too much or not enough? Does it even matter what you think?

Client A will never hire you because she thinks you’re too cheap, and cheap equals crap. Client B will hire someone else because she thinks you’re overpriced. Client C will happily hire you because she believes your price is just right.

Your fee is just a number in a certain context. It is always evaluated in relation to something else. That “something else” is a matter of interpretation or perception.

People do things for their reasons. Not for yours. Get this:

An anonymous donor paid $3.5 million at a charity auction to have lunch with Warren Buffet, one of the richest men in the world. Is that too much for a few hours of conversation and a meal?

Hedge fund manager Ted Weschler spent about $5.3 million to win both the 2010 and 2011 auctions. To him, it was money well spent. Buffet ended up hiring him to manage an investment portfolio.

Perceptions are personal value judgments, and therefore highly subjective. This begs the question:

Can perceptions be influenced? Can we manipulate a client into buying from us?

Even though I believe that lasting change comes from within and cannot be forced upon someone, the fact is: people are impressionable. Otherwise, they wouldn’t be as open to social proof, and all advertising would be totally irrelevant.

Years of being a solopreneur have taught me that there are things you can do to get an interested client in your corner, as long as you play your cards right.

Here’s what I have learned:

1. First impressions are crucial

We all know that we shouldn’t judge a book by its cover, but psychologists will tell you that it takes us only a few seconds to form an opinion of someone or something. That’s why companies spend billions on packaging, and people spend millions on make-up, clothing, and cosmetic surgery.

If you can’t pique a consumer’s interest or instill a level of trust right from the start, he or she will move on to whatever catches the eye next. So, ask yourself:

What is the very first thing new customers see or experience when they stumble upon my product or service? Is it the landing page of my website? Is it a cover of a book or a brochure? Is it… me?

This first impression is the all-important hook. It sets the tone and tells prospective clients enough about your level of professionalism and style, or lack thereof. If anything, this is where you should spend most of your marketing money. To do it right…

2. Your message needs to be clear, convincing, congruent, and consistent

If you want to play the part, you have to dress the part, and embody the part. That might seem obvious, yet, so many business owners undermine their own credibility by sending out conflicting signals. A few examples:

A translation and proofreading service emailed me: “Your welcome to visit our website.” When I pointed this out to them, they blamed this slip of the pen on the intern.

If you don’t proofread your own material, why would my legal translation be safe in your hands?

The sign in the front yard said: “Quality lawn care at a price anyone can afford.” Meanwhile, weeds were growing everywhere, and most trees needed pruning.

The owner of the local health food store looked like she was terminally ill. She must be friends with that overweight director of the fitness center.

See what I mean? Actions speak louder than words. Remember the four Cs when you craft you core message. You have to be Clear, Convincing, Congruent, and Consistent.

3. You have to be responsive

What clients hate more than anything is to be ignored. It gives them the feeling that their business isn’t important to you, and you know what? I think they’re right. Time happens to be something we all have the same amount of. How we choose to spend that time, gives us an inside look into someone’s priorities and planning skills.

I’ve walked out of a fancy restaurant because the wait staff couldn’t be bothered to serve my table in a timely way. I don’t care if you’re known for the best food in town. If your service sucks, you’re screwed.

I read on your website’s Contact page that you’ll get back to me within 24 hours. I sent you a message three days ago and I have yet to hear from you. What other promises aren’t you going to keep? My project has a strict deadline. If you can’t meet your own, how can I be sure you’ll meet mine?

Being responsive also means: giving your client concise progress reports. It’s a way to reassure them that they’re in good hands. If you’re right on track, let your client know. If you’re experiencing an unexpected delay, you have to let your client know. Don’t wait until they send you an email wondering why they haven’t heard from you in days.

Communication is key, as long as you’re to the point. Anticipate and answer client’s questions. Be an open book. Stay in touch. Make it a breeze to do business with you. You want your clients to smile when they think of you. That will happen when you…

4. Go out of your way to be helpful

Not all inquiries lead to a sale. Sometimes what you have to offer is not what a client is looking for. In my case they might want to hire a female voice actor or someone with an older sound or a different accent. Does that mean that all my efforts were wasted? On the contrary.

If you cut off contact because you can’t make an immediate sale, you’re thinking about yourself and you’re thinking short-term. Everything is marketing. Any contact with a client, no matter how brief, is a golden opportunity to start building a relationship. A healthy relationship is a two-way street and takes time to evolve. It’s about giving and receiving.

So, how do you give to a client who doesn’t need your services?

It’s simple: Be a resource.

If you’re not right for the job, recommend a few colleagues who are. I’m sure they won’t mind. Show your expertise. Build some goodwill. You’re sowing seeds, and who knows when they might bloom? There are always new projects in the pipeline that might be a better fit for you.

Here’s the thing about giving, though.

Don’t just do it for future rewards. That’s not a gift. That’s a bribe.

Do it because it’s a decent thing to do.

It’s all a matter of perception.

Even superheroes are aware of that!

Paul Strikwerda ©nethervoice

PS Be sweet. Please retweet.

PPS The above article is a chapter from my book Making Money In Your PJs, Freelancing for voice-overs and other solopreneurs. It’s available in paperback, and as a digital download. 

photo credit: A Is For Aquaman via photopin (license)

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