Freelancing

Are Those Black Friday Deals Really Worth It?

by Paul Strikwerda in Articles, Freelancing, Gear, Money Matters, Studio, Widgets 3 Comments

Black Friday at Best BuyAt this very moment, the retail powers that be, are working you left and right.

They’re preying on you, like a lion lures a lamb.

Unlike the lion (who will do his best to stay undetected until he makes his deadly move), retailers come at you in plain sight. They have no desire to rip you to pieces. They want you alive, so they can bleed you year after year.

Retailers won’t jump you either. Instead, they play a game of not so subtle seduction, with one or two pieces of masterful bait, the first one being (drum roll):

Low Prices.

Yes, Black Friday and Cyber Monday will soon be upon us, and credit card companies are already drooling over your looming debt increase.

We may all believe that we’re independent thinkers that cannot be manipulated, but psychologists know better. They know that one of the strongest human fears is the fear of missing out.

That’s why the time ticker at QVC and the Home Shopping Network is such an effective sales tool. It tells you how much time is left to get this incredible gadget you suddenly cannot live without. That’s why they throw in all these “but wait, there’s more” extras to sweeten the deal, but only if you BUY NOW.

Limited time offers and low prices are classic incentives to get weak and impressionable people to buy stuff. Black Friday and Cyber Monday are the ultimate examples of these incentives, because they only come once a year, and some of the deals are truly incredible.

Supposedly.

You and I know that those heavily discounted doorbusters are meant to give you a shopping high, so you’ll buy more once you’re in the door. Besides, these deals will often come back in slower seasons.

If you’re still tempted to empty your wallet around Thanksgiving, I can’t stop you. But allow me to give you a few pointers, if I may. 

1. Distinguish between a WANT and a NEED

Every time you’re tempted to make a major purchase, ask yourself:

“Do I really need it right now, or is it just something I want?” “Is it a necessity, or a luxury?”

If you wish to experience sustained success as a for-profit freelancer, there’s one simple formula you must stick to:

Keep your revenue stream high, and your expenses low.

So, if you really, really want to buy this nice, new, shiny piece of equipment, ask yourself:

– Will it make me more professional, productive, and profitable?

– Will my clients experience an undeniable difference as a result of this purchase?

– Will this investment pay for itself within a reasonable period of time?

For instance, a few of my voice-over colleagues are already salivating over a new microphone this season. But a recording will only sound as good as the space it’s recorded in. So, rather than spending cash on a new mic, it’s often much wiser to invest in creating a better acoustic environment.

Most clients won’t hear the difference between a $300 microphone and a $1000 mic. They will hire you because you’re able to deliver clean and crisp audio, without the sound of the neighbor’s leaf blower in the background.

2. Choose High Quality over Low Price

If you must make an investment, do your research before you make that impulse buy. This means you have to overcome one of humanity’s eternal weaknesses: the need for immediate gratification when buying something that’s on sale. 

As a freelancer, competing on price is a losing strategy. You want people to pick you because of your added value, and that value is worth something. If you truly subscribe to this idea, you can’t just apply it to your own business. You have to “live it” in all areas of your life. So, stop buying things just because they’re cheap.

Only yesterday, I threw out all the heavy catalogues of the major pro audio retailers without even looking at them. Apart from being a waste of tropical rain forest, I have everything I need to run my business. I’ve carefully collected my equipment over time. I gave myself an opportunity to save up, to gather info, and to invest some of my profits in quality gear that will last for many years.

I’ve said it before, and I will say it again: Buying cheap can be expensive. Buying quality saves you money in the long run, and a whole lot more.

3. Choose the Planet over Price

I already mentioned the catalogues I had to throw away. But that’s not the only thing that concerns me.

In the past few decades, there’s a growing tendency among manufacturers to make things that only last a few years, and cannot be fixed. As a result, we end up with landfills of trash, gradually leaking toxins into the environment. Nature’s resources are depleted, and people in low-wage countries are exploited as they make the shiny trinkets we end up throwing away.

This process will go on for two reasons. One: because the environmental and societal impact of a product is hardly ever a part of the price. Two: because people like you and me keep buying them.

I’m a strong believer in creating change through spending. If I want local businesses to grow; local farmers to go organic, and make a decent living, that’s where I’ll have to spend my money. If I want manufacturers to create products that are environmentally-friendly, that last, and can be repaired, I have to show them there’s a market for those products.

Now, if you believe that you alone can’t make a difference, talk to Tara Button. Tara is Founder and CEO of BuyMeOnce.com. She was so frustrated with our throw-away culture, that she went on a global quest to find things that are built to last, and that are made in an ethical, green way. Her website features kitchenware, furniture, clothes, shoes, beauty products, and other things. Yes, you’ll pay more upfront, but you’ll save money over time.

4. Don’t spend all your money on objects

If you’re still itching to spend (or borrow) Black Friday money, do you really have to spend it on “stuff”? How fulfilling is that, ultimately? Once the rush of owning something shiny is over, there’ll be a new void, waiting to be filled. And what void are you filling anyway, and for what reason? Do you want to impress your colleagues?

To borrow a phrase from a weight-loss coach:

“Until you know what you’re truly hungry for, you’ll never be satisfied.”

We’ve been shoving waste under the carpet for decades. Is that a legacy you can be proud of? You don’t have to agree with me, but I think mother earth would be better off if we’d shift from an economy of “more and more,” to an economy of “enough is enough.” 

As Thanksgiving is coming up, can we just stop for a moment, and be grateful for what we already have? Can we also spend some time giving, instead of getting? For so many charities, your (tax-deductible) donation is not a want, but a need.

If you insist on giving yourself a gift, why not buy a gym membership (and actually use it)? Why not enroll in a cooking class that teaches you to make healthy meals?

Treat your family to a trip abroad, allowing everyone to broaden their horizons, and to recharge those batteries that have been going non-stop.

Gift yourself to your community by volunteering! Science has proven that it is better to give than to receive. So, be selfish, and share your time and talent with those who need it. It will truly transform your life!

I’ll tell you one thing:

It will beat leaving Thanksgiving dinner early, so you can stand in line for Best Buy.

Paul Strikwerda ©nethervoice

PS Be sweet. Please retweet!


Secrets From Successful Voice-Overs

by Paul Strikwerda in Articles, Career, Freelancing 8 Comments

Road to SuccessLast week, I shared the story of Rick, a voice actor and producer with over 30 years of experience. In spite of his talent and time in the business, Rick isn’t doing so well. What’s even worse: he has pretty much given up hope that things will change for the better.

His story struck a chord. Colleagues reacted privately and publicly, telling me that the voice-over Boulevard of Broken Dreams is a crowded place. Is it possible to get stuck there? Of course it is, but with the right mindset, skill set, and marketing strategy, your chances at success will improve dramatically.

I asked my commentators what kind of advice they had for Rick. Here’s what they had to say.

1. DON’T DWELL ON THE PAST

“The bottom line is this: get rid of all the negativity in your life, believe in yourself, and thank the powers that be for all the good fortune in your life. Yesterday is gone, tomorrow doesn’t exist, so that leaves today! Working on today is what I do very well!”

Shane Morris

“Be in the right mindset. We can often be our own worst enemy with what we unconsciously BELIEVE to be “true,” and can sabotage our own best efforts, because deep down, we really think we don’t deserve success, or some other faulty belief that we keep living out and finding evidence to support.”

Debbie Grattan

2. CHOOSE HAPPINESS OVER MONEY

“After working as a Part-time VO for 20 years, I only just went full time 3 years ago, and I am in the midst of my best year ever. I am tracking to make 30K this year. Still only a third of what I used to make as a multimedia developer. But I am much happier.

I realize I may not ever hit the “Big-Time,” but it doesn’t deter me from continuing in this industry because I am happy. I know the pitfalls, and in my opinion, they are less stressful and more rewarding than any company I worked for all my life. It’s not all peaches and cream. It’s perspective, and I appreciate honesty above all. Less surprises that way.”

John N. Gully

3. FIND YOUR NICHE

“If you can find a mid-sized market where you can be the “only” at something, I think you can have a real shot. I entered a mid-sized market when there was no one else who sounded like me. This mattered because there were tons of women with deep, sexy voices in the Philly market.

I was a recent college grad with a high-pitched, very young sounding voice. I even had engineers say to me “We finally have someone to call to play a high school or college student!” At that time, there was a lot of character parts in radio VO, and I played the daughter, the valley girl (that was a “thing” at the time), the high school or college student, etc. I wasn’t the best voice talent, but I did have acting skills and I was essentially the “only.”

Jeannie Stith

4. BE CLOSE & BE READY

“People will tell you that because of the internet, Source-Connect, ISDN, etc. you can do this from “wherever.” Don’t believe it. I mean, you can…sort of… but with limited success. I have had the success I’ve had because I can be at studios in Burbank/Los Angeles/Hollywood at the drop of a hat. It’s not because I’m better than anyone else – I’m sure I’m not.

I have a dear friend in Des Moines who works at a car dealership. He has an amazing home studio with everything you could ever need or want, and he’s a lot better than I am. He would beat me at every read. But, I book 200% more work than he does because of WHERE he is, and because opportunities come when he’s working his other job. I get auditions that need to be done in the next 4 hours and so does he. You can’t do those if you’re working another job. I get work, not because I beat guys on the read, but because I beat them to the punch.

Treat VO like a part-time job or a sideline, and that’s all it will ever be.”

Jon Armond

5. BE OPEN & EXPAND YOUR HORIZONS

“Stay up with the times. Just because you’ve been doing something for 30 years, if you’re working from an old paradigm, then perhaps you need to expand into a new way of thinking… not only with copywriting, but vocal delivery, music mix, and message.

Diversify. Don’t only focus on commercial work. How about being open to niches in narration, explainers, phone messaging, audio books, video games? The VO world has expanded so much from 30 years ago, with niches opening up that didn’t even exist before.”

6. OUTSOURCE

“Hire other professionals to help you in areas where you’re not an expert (website building, branding, marketing, SEO, social media management, blog writing, etc.) and also coaches, to keep fresh in your vocal delivery. Hire demo producers to cut new and cutting edge demos – they seem to constantly need to be refreshed.

Get copies of your work to upload onto many different playlists on YouTube, and then keyword those to attract potential clients. These are just a few practices that can make a big difference. Outsource, where you can, and this includes housekeeping, yard maintenance, etc.”

Debbie Grattan

I want to thank my colleagues for chiming in with these words of wisdom. They illustrate the final point I’d like to make:

7. DON’T REINVENT THE WHEEL: LEARN FROM THE BEST

As they say: “Experience is the slowest teacher,” particularly bad experience. Cut your learning curve by working with pros who are where you want to be. That way, you don’t have to make the mistakes they had to make.

Remember that even the best athletes work with coaches on a regular basis. The success of a single player is a team effort.

Surround yourself with people who support your goals, and who have the expertise to get you there.

Be patient. Be persistent. Be a Pro. 

Paul Strikwerda ©nethervoice

PS Be Sweet. Please retweet!

photo credit: ota_photos Road to Success via photopin (license)


Voice-Overs: the Untold, Unsexy Story

by Paul Strikwerda in Articles, Career, Freelancing, Pay-to-Play 18 Comments

Standing at the gates of hellSomething strange is going on.

Whenever I try to warn people about the intricacies and pitfalls of the voice-over business, I get two types of reactions.

More experienced colleagues thank me for painting a realistic picture of a complicated industry.

Beginners criticize me for spitefully dashing their dreams.

To some, I am a hero for speaking my mind. To others I’m a villain who wants to curb his competition. There seems to be no middle ground. Just look at the reactions to my YouTube videoThe Troublesome Truth About A Voice-Over Career.” Even though I made it a few years ago, I still stand behind every word of it. One of the commentators said:

“Why would anyone seek out this negative party pooper? Don’t just offer the problems, offer the solutions, or at least direct people to where they can find the solutions. That might be on your website, but most people will never go there as all you’ve done with this post is attempt to suck the life out of their dreams.”

Another one said: 

“Why is this guy such a douche bag? Haha. This is a video about a VO actor that sadly didn’t “catch the big break” and made a rant video.”

Here’s a third response:

“Tough love. I appreciate it. Thank you for this, but it has me more determined than ever!”

And one more:

“A very honest and accurate summary of the voiceover business. As I tell folks, my job is not doing voiceovers. My job is finding voiceover clients.”

THE POWER OF PREJUDICE

Positive or not so positive, every response teaches us something about confirmation bias. It’s this very human flaw that makes us see what we want to see, hear what we want to hear, and believe what we want to believe. It’s a way of filtering information that confirms our preconceptions. Quite often, it makes people immune to facts.

Advertisers create entire campaigns to play into people’s biases by offering simple solutions to complicated problems. Here’s a familiar example from a new website, using the persistent myth (bias) that every ignorant fool with vocal folds has a good chance of becoming a professional voice-over!

screen-shot-2016-10-24-at-8-57-13-am

Yes folks: anyone with a camera can make money as a photographer. Anyone with a hammer can become a carpenter, and anyone with a piano can be a concert pianist. You just have to believe in yourself, and sign up for whatever training program they’re trying to sell you. Clients worldwide are waiting for you!

CUTTING THE CRAP

Well, let’s do a reality check, shall we? If you believe I have a hidden agenda and can’t be trusted, perhaps you’re willing to listen to an accomplished colleague of mine. He’s a writer, producer, and voice talent. A while ago he responded to one of my blog posts entitled What Clients Hate The Most.” His story is a tale I have heard many times since I started writing this blog.

It is honest. It is raw. It is painful.

Minutes after he posted his remarks, he asked me to delete them because of possible repercussions. Sharing setbacks could be bad for business, he said. I think he has a point. 

Most of us do our best to look successful in the eyes of colleagues and clients. That’s why we share our latest and greatest accomplishments with our peeps. Colleagues refer colleagues with an impressive track record. Clients want to hire winners, not whiners. 

So, I shelved his message for months, but in some way it continued to haunt me. Here was a story from the trenches that deserved to be heard. I’m not saying it is representative of what every single voice talent goes through, but it tells a story you have to hear. This week he gave me permission to share it with you.

RICK’S RESPONSE

Hi Paul:

I’ve written and produced for thirty years. One of my pieces is used by Dan O’Day in one of his courses, specifically the use of music in a commercial. I am quite good at nuance and communicating just what the client wants in the way he wants it. I have top-shelf recording gear with a couple of the world’s finest mics and preamps, and my stuff sounds very, very good.

I’m a good editor with an instinct for timing, layering, choosing the right music when required, and knowing where to put it. My demo is as good as anything you’ll hear. I’m a nice person with good people skills, and an ability to empathize.

I was mentored by a writer who did “Where’s the Beef,” and “Sometimes You Feel Like a Nut.” He told me 25 years ago, after working with him for many months, that I had reached a level where I should be making $75K. This was in 1981. I have read the books, gone to the seminars and webinars, written and produced 2000 commercials plus audio and video pieces for corporations and government agencies.

This year I will perhaps make $30K, only because I’m now on social security, and have a couple of new clients. All my clients are local. The average amount they spend per month on advertising is $700-$1000. I have sent out very well-designed and well-written post cards. I made hundreds of phone calls. My average income 15-20 years ago was $20-25K. For the last five it’s $15-18K.

I used to believe that if I learned my craft, had natural ability, never stopped learning, and worked diligently in making contacts and handling them well, I would succeed. I no longer believe that. 

I have lost clients to people who don’t write any better than radio stations, and don’t know how to schedule for effectiveness. 

I went with the two large pay-to-plays, and after 200 auditions and getting one inquiry that didn’t go, and after seeing people make it who sound like every dj you ever heard, I believe that success comes only when you (luckily) land that One Big VO gig or (luckily) get that One Big Client, and it all flows from there. 

For the people I know, that’s how it happened for all of them. I’m sure for many it’s different, but I haven’t seen or talked to anyone like that. I know there are more than enough people out there whom I could greatly help, whose messages are off-point and blandly produced, and who believe a commercial should “sound like a commercial” because that’s mostly what they hear.  They’re tossing their money in the street and don’t know it, and don’t know they don’t know. But I’ve never been able to find them. 

It’s an understatement to say I’m crushed. I know several talented people who just can’t make it, who will probably never make it. I am one of them, apparently. It’s a horror, Paul. I mean that quite seriously.

I am 66, sound like I’m 40, am still firing on all 8, and am writing and editing better than ever. But after three decades of not making enough to keep my family above the poverty line, I feel I am condemned to having small clients forever: Moms and Pops who, God bless them, believe they know more about advertising than I do, because people think “anybody can do advertising” and “all you need to do is get your name out there” and advertising is an afterthought; something they can give to Mikey the office assistant. You know what I mean. My few clients think I’m a genius, and I’m always naturally ‘up’ when talking with them or talking to a possible new client.

Because I love doing this, I have offered my services free to several organizations including charities. I have yet to get one callback.

VO guys and people who write and produce, have told me they spun their wheels for five years before getting the break that opened the Horn of Plenty to them, and they complain about “all that time” it took before it happened.

Really? Try starting in 1981 and still be nowhere.

Dante posted a sign outside the Gates of Hades saying “Abandon hope, you who enter here.”

Well, I know how that feels.

Rick*

THE TAKEAWAY

So, here’s a guy who is a triple threat. He was trained by the best. He has tons of experience, and he owns the right equipment. Yet, he’s struggling. I don’t know enough about Rick’s situation to tell you where and why things went wrong, and how they can be improved. I do know that Rick is not alone.

If sharing Rick’s story makes me a party pooper, or a douche bag, so be it. Frankly, I don’t care what you think, because throughout history people have always blamed the messenger. The question is:

What do YOU take away from Rick’s story?

Does it upset you? Does it make you more persistent to pursue your dreams? What does it tell you about breaking into voice-overs? 

I’ve had some time to think about Rick’s story, and here are my two cents.

If there’s a lesson in his narrative, it is this: The advertising/voice-over industry is not fair. In fact, life itself isn’t fair.

Studying hard, working hard, having the right chops, and owning the right equipment does not guarantee anything. Putting out nice brochures or postcards entitles you to… nothing. Being a nice guy doesn’t mean you’ll make enough to pay the bills.  

Uncertainty is the name of the game. There is no promise of work. There’s just potential, talent, and subjective selection. 

This is not a message many want to hear. It is a message most Pay-to-Plays, training companies, and demo mills want to suppress because it’s not sexy, and it doesn’t sell.

YOUR TURN

Now, Rick was brave enough to stick his neck out, and I would like him to walk away with something positive. That’s where you come in!

Ideally, I’d love it if you would use the comment section to answer some or all of the following questions:

• Is Rick’s experience unique, or do you recognize what he is going through?

• If you’ve been in a similar situation, what have you done to get out of it?

• What needs to happen in our industry to make it more likely that people like Rick can make a decent living?

The floor is yours.

Your input is much appreciated!

Paul Strikwerda ©nethervoice

PS Be Sweet. Please retweet!

*As you can imagine, Rick is not his real name. 


My Most Personal Post

by Paul Strikwerda in Articles, Career, Freelancing 45 Comments

In deep thoughtAs a blogger, I often write about various aspects that play an important role in the way we lead our life, and the way we run our business. Think of things like our health, our state of mind, and the stuff we use to make a living.

Today’s topic is something I approach with trepidation. For one, it’s very delicate and personal. Secondly, some commentators believe it has no place in a discussion about work.

I respectfully disagree.

EVERYDAY ETHICS

For me, spirituality has a clear role in how I conduct myself, and how I conduct business. It permeates everything I do, and it often guides me as to what not to do. It’s a moral compass.

Notice that I do not use the word faith in this context. I avoid it religiously. To me, spirituality is less divisive of a term. It’s more elusive and inclusive.

Whereas faith and religion are often associated with dogmatic, hierarchical institutions, spirituality is first and foremost a subjective individual experience. I cannot and will not define it for you. What I can do, is tell you what it means to me.

When I use the word spirituality, I am referring to a connection to something greater than myself. This can be a physical as well as a metaphysical connection. Spirituality tells me that there’s more to life than the naked eye can observe, and more than science can explain. 

Spirituality helps me answer some very basic but essential (business-related) questions:

  • Why do I do what I do?
  • Why is that important?
  • What am I (ultimately) trying to accomplish?
  • For what (higher) purpose?
  • What will it allow me to do?
  • How does that affect those around me, and the planet? 


Spirituality is linked to motivation and mission. It can provide us with a motive -a reason- that explains and drives why we do what we do. But it’s not as simple and superficial as that. Ultimately, it’s about living a life of meaning and purpose. It’s uniquely personal and universal at the same time. 

INTERCONNECTION

To me, leading a spiritual life acknowledges the fact that we don’t live on an island. Whether we realize it or not, we’re all part of a larger whole. We’re all connected. Our individual choices and actions have the potential to influence other individuals. Right now, and in the future. It’s impossible to know to what extent one simple decision can change the course of many lives, but action-reaction is a dominant force of transformation. 

Not everyone sees it that way, or acts that way. Too often, nations, corporations, and individuals act as if there’s no tomorrow, and their behavior has no consequences. We fight one another over faith, scarce resources, and land; we poison the planet to make shareholders happy, and we focus on ourselves because we believe we are at the center of our universe. The here and now is all that matters.

We ignore the bigger picture because we refuse to look further than our own backyard. We choose to focus on what divides us, instead of on our common interests. And in doing so, we lose a vital sense of (global) community and interconnectedness. We may even lose part of our humanity.

It doesn’t have to be that way.

CONSEQUENCES

Being mindful of the consequences of our thoughts and actions, makes for a consequential life.

The Iroquois called it Seven Generation thinking. That’s the idea that decisions should be considered for their impact on the seventh generation to come. This focus on sustainability is philosophical and practical at the same time. It is based on a profound respect for this magnificent speck of stardust in the midst of an infinite universe we get to borrow during our lifetime.

That’s my kind of spirituality!

You may have noticed that I am trying to stay as down to earth as possible when it comes to spirituality. Rather than praying for some magical, mystical experience, I choose to also interpret spirituality as doing things in a certain spirit. That’s where the word inspire comes from. Spiritual people lead inspired lives, and strive to inspire others.

So, in what spirit do I choose to conduct business?

MY PERSONAL APPROACH

Well, I believe I’ve been given (and have developed) certain gifts for which I am eternally grateful. What better way to celebrate those gifts than to share them with the world? That’s one of the reasons I use my voice and my pen for a living.

Here are some other spiritual principles that guide me every day:

• I want to be of service, and use my talents to the very best of my ability.

I want to treat clients and colleagues with class, kindness, and respect.

I want to do business in an honest, open, and accountable way.

I want to charge rates that are fair, not only for my benefit, but for the benefit of my entire professional community.

I want my business to be as environmentally friendly as possible.

I am totally committed to keep on learning and growing, and –

I want to assist and inspire others to do the same.

I won’t take on projects that go against my beliefs, e.g. games that glorify gratuitous violence and turn horrifying aggression into so-called entertainment.

I want to make this place a better world.

THE ANSWER WITHIN

Freelancing is not for the faint of heart. At one point in our professional lives we’re all going to be tested. Perhaps we’ll hit a long dry spell. Perhaps we’ll receive some horrible feedback. Maybe we will start doubting ourselves, or we’ll feel professionally isolated and alone. 

Especially during those times, we have to rely on our WHY. If the answer to the question “Why do I do what I do?” isn’t convincing enough, it will be very tempting to give in and give up.

But if, on the other hand, our inner fire is burning with purpose, we’re poised to get back on track, and stumbling blocks can turn into stepping stones. Challenges become learning experiences and opportunities to grow and give.

I believe it is human to crave connection and look for meaning. Otherwise, why are we even here? Why do we even bother?

And should our lives be part of some divine design, I think a life well-lived may very well be measured by the number of meaningful connections we managed to make during our time on earth. Professionally and personally.

If that isn’t spiritual, I don’t know what is!

Paul Strikwerda ©nethervoice

PS Be Sweet. Please retweet!


Why Navel-Gazing Is Bad For Business

by Paul Strikwerda in Articles, Career, Freelancing 9 Comments

photographerI love being part of my sweet, supportive, and unpretentious voice-over community. It’s one of the many perks of the job.

When one of us lands the gig of a lifetime, all of us rejoice.

When one of us is down in the dumps, many of us reach out.

When one of us spots a scammer, we spread the news and warn our colleagues.

Most voice-overs I know, are sharing and caring people. We like hanging out with members of our invisible community, whether it’s in person, or online. While we may disagree on certain issues, we tend to have “warm exchanges,” instead of heated debates.

Spending time with our peeps is good fun, and often educational, but there’s a slight risk involved. The more time we spend inside our rosy VO-bubble, the greater our tendency to look inward. 

That inner focus may lead us to believe that the challenges we’re dealing with are unique to our profession. Nothing could be further from the truth. It is estimated that over one third of the U.S. workforce consists of freelancers. That’s over 54 million people, and those people have a lot in common!

So, when I am searching for answers and inspiration, I like to look outside of my small circle. Take freelance photographers, for instance. You may think that there are quite a few colorful characters among voice actors, and you’re right. But have you ever watched photographers on YouTube? Oh dear!

A DIFFERENT LENS

But let’s be serious for a moment.

Like voice-overs, many photographers operate as a one-person band. Like us, they tend to have studios. Just as the microphone is our professional ear that zooms in on sounds, the camera is the all-seeing eye that registers images.

Both voice-overs and photographers edit in “post,” using software. And if you think VO’s go crazy for the greatest gear, you should spend some time reading reviews of the latest lenses, filters, and other accessories!

If you still believe that any comparison between VO’s and photographers is a bit contrived, listen to David Shaw. He writes:

“More gear won’t make you a better photographer. Don’t get me wrong, I love camera gear. New bodies, lenses, and accessories are fun and exciting, but they won’t magically make you better at photography. To be a better photographer you need to learn how to find images. The gear can help you capture them, but the finding part is up to you.

Whenever I’m thinking of buying a new piece of gear, I ask myself, “Is my current gear holding me back?” Sometimes the answer is yes. (…) More often though, the answer to whether my gear is holding me back is no. The actual reason I want a new piece of gear is that it is shiny. I may lust over new camera stuff, but if that gear won’t improve my photography in a very tangible way, I don’t buy it. Remember that good photography comes from your heart and your mind, not your wallet.”

YOU’RE GETTING MARRIED

Whenever I try to explain the value of my work as a voice-over pro to a potential client, or even to a lowballing colleague, I often use the metaphor of a photographer. Since everyone carries a camera (disguised as a phone), and we all take snapshots, most people can relate to that.

I’ll often tell a hesitant client:

“Imagine it’s your wedding day. One of the best and most important days of your life. Who is going to take the pictures you will one day share with your grandchildren? Uncle Arthur with his silly smart phone? Cousin Fred with his point-and-shoot, and unsteady hand? Or will you look for the cheapest hack on Craigslist? You’ll save a lot of money, and you will regret it every single day.”

And all of a sudden, people who know very little about hiring a voice-over, get it.

IT IS A GIFT

Now, another thing photographers and voice-overs have in common is this: people tend to underestimate what it takes to get to a certain level. An amateur can take pictures all day long, and doesn’t have to live up to a standard. He or she can learn on the job. Pros, on the other hand, are expected to know what they’re doing. It takes hard work to make something look effortless.

Once again, here’s David Shaw:

“A few times, I’ve been told by people looking at one of my images, “You have such a gift.” I know they are being kind, that they are offering a compliment, but I can’t help feeling insulted. I want to say, “It’s not a gift! I worked my ass off to make that image! That shot is the result of years of effort, of early mornings, and hours of travel, of study and practice, tens of thousands of failed and deleted shots, and thousands of dollars in equipment. Nothing about that image was given to me, I earned it.” Of course, I don’t say that. Instead, I smile as though they’ve just said the nicest thing, and say thanks. (…) So no, photography is not a knack – it’s work.”

That’s precisely why professional rates are based on experience, and not on time spent. What’s true in photography is true in voice-overs. Talent cannot be bought. It has to be cultivated. Patiently. It requires discipline. It requires commitment. It may take years before you see a decent return on investment. David Shaw agrees:

“With the exception of the very top people in the industry, we pros aren’t millionaires, or anywhere close. Out of our meagre incomes have to come our mortgage, food, computers, software fees, travel, and yes, camera equipment. When I made the transition to full-time freelancer, that new reality hit me like a falling piano. Science fiction writer John Scalzi once wrote that you shouldn’t consider leaving your day job until you are making TWICE your normal income with your writing (or in this case photography). It’s good advice.”

LOOKING BEYOND

So, if you’re searching for answers, inspiration, and a common cause, look outside of your familiar circles. Extend and expand your network, and reach out to fellow-freelancers. Find script writers, copywriters, cinematographers, graphic designers, art directors, authors, artists, photographers, et cetera. Learn from their struggles. Immerse yourself in new ideas. Stand with them, be stronger, and be ready to be surprised.

This the really exciting part:

One new connection will often lead to another, and another, and another.

A photographer I had been in contact with, was getting into video production. She wanted to produce virtual house tours for realtors, and she needed someone to do the voice-over narration. Guess who she turned to?

Had I stayed in my sweet, supportive, and navel-gazing community, she probably wouldn’t have found me. What she needed, was a personal connection. 

Here’s what you have to understand.

These things don’t just happen. You have to be the one who reaches out. Today.

Do you get the picture?

Paul Strikwerda ©nethervoice

PS Be sweet. Please retweet!

photo credit: ** RCB ** pictures the hard way via photopin (license)


What Clients Hate The Most

by Paul Strikwerda in Articles, Career, Freelancing 19 Comments

SurpriseOkay, this may sound like a pop quiz, but are you a go-with-the-flow person, or do you like to plan everything out?

Do you like surprises, or do you prefer to know what will happen next?

How well do you handle uncertainty, and last-minute changes?

Personally, I think life would be unexciting without the unexpected. I like not knowing what I will get for my birthday. I love to give a chef free rein, as he creates a special dish for me. I purposefully seek out new ideas and uncharted avenues. It keeps the brain cells bouncing around in playful anticipation.

But forget personal preferences for a moment. Let’s talk about the lifeblood of your business: your clients.

If there’s one thing clients all over the world consistently hate, it’s not knowing what to expect.

That’s understandable.

In an uncertain and stressful world, clients want reliability, dependability, and predictability. If your work is inconsistent, you can’t be trusted to deliver a product or service a client can count on.

I’ve been going to the same restaurant for years, and the food was always outstanding. Always. Until a few months ago. The menu had changed. The wait staff wasn’t the same, and the open kitchen had disappeared. That evening, I had one of the worst meals ever, and now I hesitate to go back.

FIRST IMPRESSIONS

So, let’s talk about inconsistency for a moment.

Since I’m continuing my series on script delivery, you may be inclined to connect (in)consistency to your (voice) acting performance. We’ll get to that later, because we have a bigger picture to discuss.

If there’s one thing I’d like you to take away from this post, it is this:

Consistent delivery is about much more than the way you read your lines.

As a solopreneur, you’re judged by the way you deliver a total package. This starts with first impressions:

  • What does your website look like?
  • How do your demos sound?
  • What kind of equipment do you use?
  • How do you present yourself in person, via email, in social media, and over the phone?


If done right, all of these elements should send one consistent and congruent message:

Professional At Work

In a time where anyone can hang out a shingle and pretend to be a pro, it is easy to spot the inconsistencies that turn clients off. Do you want examples? Be my guest!

MIXED MESSAGES

On her website, one freelancer boasted about “years of experience.” Then I looked at her client list of… seven companies total. None of them were names you would recognize.

Another colleague thought that adding that amateur Polaroid snapshot to his website would really impress visitors. I hope his ideal clients are into Margaritaville, because that’s the logo I spotted in the picture’s background. 

Can it get any worse? Of course.

A few years ago I went to a recording session in Manhattan. The first thing I heard when I came in, was the sound of crying kids. One of the other talents had brought her two toddlers to the studio. The high-end client who had flown in for the session, was not amused.

One voice actor described himself on his website as detail-oriented. In the next paragraph I found not one but two spelling errors.

Sending mixed messages like that, undermines credibility. It kills trust.

DECEPTIVE DEMO

Here’s another inconsistency clients talk about all the time. They hire a voice-over based on a kick-ass demo. The talent gets the script and records the audio. But when the client receives the recording, it sounds nothing like the voice on the demo tracks.

You can guess how this came about. The super slick demo was overproduced, and later doctored by a talented audio engineer. When it was time to do the real work, the voice talent went back to her boomy closet booth where she self-directed.

“I’m not going to pay for that,” said the angry producer. “This girl charges top-dollar for something I can’t use!”

That’s another inconsistency. In this case, the quality of the product did not match the price.

Here’s one more pet peeve of mine.

A talented voice actor offered a quick turnaround time. It took him over a week before he got back to me. Mind you, during that period he was all over Facebook. I’ll have to think a very long time before I ever recommend him.

NEW AND OLD

Now, before you tell me that this blog post is one of those “nice reminders for beginners,” you should know that I find these types of inconsistencies across the board. In fact, fresh talent seems a lot more willing to please, because they still have to make a name for themselves.

Some veteran voice actors, on the other hand, have become complacent. They believe that their reputation should speak for itself. Although a nice portfolio doesn’t hurt, many clients don’t want to know what you have done for others in the past. All they need to know is this:

“What can you do for me, today?”

Here’s the bottom line. If you advertise yourself as a pro, you have to present yourself as a pro on ALL levels.

There’s a reason why a fashion designer doesn’t dress like a slob. It is obvious why a fitness trainer is usually in good shape. It’s part of a consistent message. A message a client is more likely to remember and respond to.

And what about consistency when it comes to the delivery of your script?

Let’s continue that conversation next week, when I’ll also look at the big secret to audio book success!

How’s that for a surprising teaser?

Paul Strikwerda ©nethervoice

PS This is part 4 in my series on performance and script delivery. You can read part 1 by clicking on this link, and part 2 by clicking on this link. Click here for part 3.

PPS Be sweet. Please retweet!

photo credit: dawolf- via photopin cc


The Wind Beneath Our Wings

by Paul Strikwerda in Articles, Career, Freelancing 19 Comments

FriendsThis blog post is dedicated to my wife Pam.

 

Some fifteen years ago, I walked into the office of my very first U.S. casting agent.

I was absolutely thrilled, but I didn’t realize that I was about to make a big mistake.

The walls were filled with posters of all the blockbuster movies the agency had been involved in. Signed thank you notes from famous directors decorated the hallways. Old awards were gathering dust in the renovated warehouse-turned-office that oozed sleek, expensive minimalism.

“Our voice-over director will see you shortly. One of her sessions is running late. Would you care for some coffee?,” asked a secretary.

Ten minutes and a perfect cappuccino later, I was handed an audition script. It would take a little longer, I was told.

“No need to be nervous,” the girl said. “I’m sure you’ll do just fine.”

It’s strange how these things work. When I walked in, I was feeling great. I knew I could nail this. But as soon as she mentioned nerves, I felt like a kid waiting outside the principal’s office, wondering what I had done wrong.

GETTING STARTED

It was my first year in the States and I was green. I even had a Green Card to prove it. I didn’t really know anybody, and nobody knew me. That’s why I had brought a friend along for the audition.

I just needed some backup, a second opinion if you will, to make sure this place was legit. Too many people were being taken for a ride by shady characters posing as casting directors, and I didn’t want to become one of them.

This friend happened to be nosy. Very nosy.

If you were to invite him to your house, he would read the back of the postcards that are hanging on your fridge. He would open up a family photo album without asking permission. I once caught him checking out a closed bedroom on his way to the smallest chamber in the house.

So, while I was learning my lines for the audition, you can imagine what my friend was doing. When the secretary was away to get the coffee, he went over to her desk and looked at some of the contracts she was working on. When she came back, he grilled her about the business, as if this was an episode of Shark Tank or Dragons’ Den.

I tried to give him the Cut it out, You’re not helping me-look, but to no avail. He acted like a pit bull sniffing a hot trail.

It got even worse when we finally met the voice-over director. Initially, my friend was wise enough to let me do all the talking. But when I went into the vocal booth to record my script, I could see him distracting her with all his inappropriate questions.

When the session was over, I heard in my headphones: “Paul, we need to talk…. in private. Ask your friend to go back to the waiting area and tell him not to snoop around.”

ONE ON ONE

“Let me level with you,” the casting director said when we sat down. “You have talent. You have experience and I love your accent. I don’t think we have anybody that can bring that European sense of sophistication to a read. In short, we’d like to represent you, but on one condition.”

I knew what was coming, and I knew she was right.

“Don’t ever bring your friend to this office again. I can understand you’re new to this country and you needed some support, but seriously… I almost kicked the two of you out. He was asking all sorts of questions about how much you would be making and how many jobs we would offer you each month. It was obvious that he knew nothing about the casting process, and we hadn’t even taken you on board.

Let me be clear. Contrary to what your friend seems to believe, there are no guarantees in this business. We can send you auditions, but YOU have to book the jobs. We don’t control our clients. If they ask us to recommend five voices for a project, we give hem five voices. You might be number one on my shortlist, but that’s irrelevant. You’d be surprised how often a client picks the voice I personally find least suitable. It’s all very subjective, and you have to be okay with that. By the way, did you bring some recent headshots?”

We talked for another ten minutes, we shook hands, and I left.

“It’s up to you, but I would never do business with these people,” said my nosy friend when I came out of the meeting. “I got the weirdest vibes off that casting director. You should have seen the way she looked at me. All I did was ask some simple questions to make sure the place was kosher. What’s wrong with that?

Of course it’s up to you what you want to do, but I think you should explore other options. One day you’re going to thank me.”

He was right. I did thank him for teaching me a valuable lesson that day. I also told him that I had signed with the agency. Two months later, he went his way and I went mine. Recently, someone told me he’s now an investigative reporter at some magazine I’d never heard of.

SUPPORT SYSTEM

Our choice of friends says a lot about who we are as a person and as a professional. In order to be successful in any business, it’s important to surround yourself with people you believe in, and who believe in you.

I don’t mean people who think that every word that comes out of your mouth is pure gold. That role is reserved for proud mothers and misguided fans. You need people who look out for you in a discreet, intelligent way. Preferably, people who know the territory. There’s nothing as useless as the advice coming from the mouth of a person who doesn’t know what he’s talking about.

And let me tell you something else.

The most important friend you and I will ever have, is the person we choose to live our life with. First and foremost, this friend needs to be comfortable with uncertainty. Although attitudes are gradually shifting, most people still prefer the predictability of a steady job (and income) over the freedom and fluctuation of a freelance career.

If you’re living with a voice actor, you know some months are slow and others are crazy busy. You probably know how much money goes out every month, but you never know how much money will be coming in. That makes it hard to plan ahead. The perfect partner for a voice actor has a steady job with benefits. This is especially important in the beginning of a career.

Because of the ongoing uncertainty, this partner also has to be incredibly patient, flexible, and understanding. Ask any established talent, and they’ll tell you that a voice-over career is not a sprint but a marathon. If you’re still in business after the first three years, you’re either a fool or you’re beginning to get somewhere.

Not everybody can and will hang in there while you’re trying to make it in a field that’s becoming increasingly competitive. You need to sow a lot of seeds, and the harvest might be years away.

BENDING OVER BACKWARDS

Talking about flexibility… I can’t tell you how many times we have had to change our family’s plans at the last minute, because some client needed me to record a script pronto. At times I wish I had the audacity to tell that customer:

“You can’t do this to me. I have a life, you know! When you called this Sunday morning, we were all wearing our bike shorts, ready for a ride.”

Instead I keep quiet, go down to my studio, close the soundproof door and start recording that darn, poorly written script about the importance of family time. When the client says “Dance,” I dance. Meanwhile, the family goes on a bike ride without me.

If you’re not ready to roll with the punches and take life one day at a time, you’re not ready to start a serious relationship with a voice actor. And if you are, you must be a saint!

People with a steady job often have a hard time wrapping their brains around what it means to be self-employed. I’m lucky to be married to a professional musician. She understands that if someone offers you a good gig, you take it. If you don’t, someone else will, and they’ll start calling that person next time.

EMOTIONAL ROLLERCOASTER

On paper it sounds great. Today’s voice actor stays home all day, recording short commercials and promos that bring in more money than most people will make in a month. It’s easy to forget that getting the work takes up far more time than doing the work.

Every audition brings new hope. “What if I get picked to be the next voice of ….?” (name a big brand name). “I’d finally have some income I can count on, and the recognition I’ve been secretly longing for.”

Of course you’ll never hear back about the role you thought was made for you, and when you turn on the radio three months later, you hear a complete idiot mess up the lines you auditioned for because they chose him over you. That morning, you will hear that stupid commercial over and over and over again. This will make your day. I guarantee it!

But you’re never going to take your frustration out on the one you love most, right? You always manage to stay calm, composed, and positive. You never take things personally. It’s only your voice they’re evaluating.

Instead, you send a quick email to congratulate the lucky bastard who landed the job, and you put on a fake Facebook smile because it’s so wonderful to be able to do what you love and get paid for it. Meanwhile, you don’t know how you’re going to pay this month’s health insurance premium, or how to fix the fridge that just broke down.

At that point you need a soft place to land. You need someone who has your back. Someone who doesn’t think you’re a failure. Someone who says:

“I love you. Let’s go for a walk. It’s a beautiful day.”

SWEET SUCCESS

Other times you do get lucky and you hit the jackpot. You get tons of work and you need the house to be quiet so you can finish your recordings. Who’s there to make sure you can work in peace? Who’s taking over your household chores so you can finish editing that never-ending audio book?

When things go really, really well, and your voice is heard all over the nation; when hotshot agents who always ignored you all of a sudden know who you are; when you yourself start believing that you’re the Big Kahuna now… Who’s there to celebrate your success, and keep you grounded?

When you’re too big for your boots, who will gently put you in your place? Who will tell you that there’s more to life than talking into a microphone, or being adored by countless fans? Who’s going to be there for you when the applause fades away? With whom will you share and develop other interests?

I guess it boils down to this:

WHY are you doing what you’re doing?

Does it make any sense if you can’t share your setbacks or successes with someone?

Mind you, even though I am happily married, I’m not advocating the advantages of matrimony per se. I am simply in favor of surrounding yourself with a couple of close friends who can keep you sane in a weird and complicated world. People with whom you can let your guard down, be vulnerable, and be yourself.

It’s about time we give those friends the credit they deserve.

They truly are the wind beneath our wings.

Paul Strikwerda @nethervoice

PS Be sweet. Please retweet!

photo credit: Daadi via photopin cc


If Only I had Known

by Paul Strikwerda in Articles, Career, Freelancing, Personal 16 Comments

Crystal Ball“Looking back, and knowing what you know now… what would you have done differently, and why?”

This question (and many of its variations), is really popular among those interviewing the rich and famous. It’s meant to elicit golden nuggets of priceless information, acquired over a long and illustrious career. It’s an old trick, and it still works.

As an interviewer I’ve probably used it dozens of times, and I could only get away with my lack of originality by editing myself out. I usually kept the answer until the end of the conversation. After a short musical interlude, the celebrity I was speaking with would “spontaneously” get philosophical, and come up with this profound life lesson that resonated long after the interview was over.

Mission accomplished!

Last week, the tables were turned when a young colleague asked me same question: “Looking back, and knowing what you know now… what would you have done differently, and why?”

At that moment one realizes that it’s much easier to ask than to answer, but I knew pretty quickly what I was going to say. It brought me back to the beginning of my American career, some sixteen years ago. Here’s what I came up with:

“I wish I would have listened to my heart, instead of to my mind, when I thought of becoming a voice-over.”

I realize that this is not an eye-opening, Zen-like insight, but I know I’m not the only one struggling with the battle between warm feelings and cold logic. 

At that time my analytical, practical mind came up with all these brilliant rationalizations as to why a VO-career would never work for me. This was at the beginning of a new millennium, and I had just arrived in the United States.

I had very little money, no contacts in the industry, and I didn’t know where to begin. How would I promote myself in a country with over 300 million people? Who would hire this nobody from Holland with his funny accent?

I felt overwhelmed, unprepared, and insecure.

Of course there was no Facebook or LinkedIn group where aspiring voice-overs could ask questions. There were no books about the business, and the concept of home studios did not exist. It was much easier to find a job waiting tables, and as someone who needed to make money, that’s exactly what I did.

My first job was at The Fish House in Lambertville, NJ, and even though I was a vegetarian, I knew how to sell sardines, swordfish, and Chilean sea bass. Because I didn’t know anybody, the so-called celebs who frequented this restaurant didn’t impress me.

One day, a colleague took me aside and said: “Do you know who you just served?”

I had no idea.

“The coach of the Eagles!” he replied enthusiastically. “You know… THE EAGLES!!”

I looked at him with a straight face, and said: “What Eagles?”

In hindsight I think coach Andy Reid appreciated that I treated him like a regular customer. He even laughed at one of my wine jokes. His wife Tammy wanted to know why the Jersey Chard she was drinking had such a distinctive yellow glow. I told her the vineyard was next to a nuclear power plant.

Fortunately she though it was funny. 

Meanwhile, I didn’t know that I had just taken the first step in becoming a real actor: I was waiting tables!

The restaurant was also where people began commenting on my voice, my accent, and my ability to speak several languages. To me it was kind of a party trick to help my tip jar, but kind customers asked: “No offense, but why are you a waiter? You should really do something with that voice of yours!”

Encouraged, I signed up for an open casting call at Mike Lemon Casting in Philadelphia. My heart told me that’s where I should go, but my mind was skeptical. Once again it came up with a million reasons as to why I wouldn’t make the cut. All those reasons made perfect sense, but they were all wrong. 

That day, voice casting director Joanne Joella signed me on the spot, and my American adventure in voice-overs officially began.

Well, not quite.

Even though I was booking some decent jobs here and there, my mind told me this wasn’t going to last, and that I really needed a serious position doing serious work. I was doing well on tips as a waiter, but recommending Jersey wine and pan-seared scallops did not make a career.

That’s how I ended up in a call center, surveying European hard- and software specialists by telephone. Of course these overworked, stressed out professionals had nothing better to do than talk to me, and they all loved telling me about their satisfaction with the latest network servers.

NOT.

This job had two amazing perks. One: Because we called businesses in Germany and in the Netherlands, I lived on European time, getting up at 2:00 AM, making my first call at 3:00 AM (9:00 AM in Amsterdam and Munich). Two: I had to use a script from which I was not allowed to deviate.

That was my second step in becoming a real actor: I got to use scripts!

A year or two into that pathetic call center job, something wonderful happened. All the interviewers were mercifully replaced by an automated voice response system that was much better at taking verbal abuse from German software specialists who were sick of revealing their satisfaction with product X on a scale of zero to ten, zero meaning completely dissatisfied, and ten meaning completely satisfied.

It was time for me to move up the ladder!

Did I listen to my heart this time, and would I be pursuing a full-time voice-over career?

No, my friends. My mind talked me into accepting a job as a customer service trainer at Wachovia Bank. As we all know, banks are a secure place to work. Some of them even offer benefits.

Yea for me!

Luckily, I knew nothing about the financial industry or balancing books, and I suffer from dyscalculia. That’s like being dyslexic but with numbers instead of words. It’s particularly useful when you have to stare at bank accounts all day long, and figure out why this infuriated client got slammed with five overdraft fees after buying a burger with money he didn’t have.

Here’s what I loved about this job. Since I was the lead trainer, I was in front of a class of sleepy, unmotivated students all day long. 

Looking back, Wachovia was my third step in becoming a real actor: I got to perform in front of a live audience!

By the way, if you can’t remember the name Wachovia, that’s perfectly understandable. Wachovia was eventually overrun by the Wells Fargo wagon, and they brought in their own training team to cultivate a new corporate culture.

Good for them. Great for me!

After three pointless, mind numbing, soul crushing, dream dashing jobs, I finally got the message:

“Follow Your Heart, you idiot! Become a full-time voice talent, and conquer the world.”

And that’s exactly what I did.

I strongly believe that living is learning, and that every job helped prepare me for the future I created for myself. Yet, when I look back at all those years of doing things for money while my heart wasn’t in it… When I think of how miserable I used to be, and how happy I am now… I often wonder:

If only I had known…

If only I would have taken the risk, and had followed my dreams from the get-go. Where would I be now?

Would I be a household name? Would obnoxious fans ask for my autograph at crazy comicons and conventions? Would agents fight to represent me? Would I be rich and famous?

Well, if that were me, I’m pretty sure that one day, a young reporter would knock on my door. After an in-depth, hour-long interview, he would pause and get ready for that very last killer-question:

“Looking back, and knowing what you know now… what would you have done differently, and why?”

Paul Strikwerda ©nethervoice

PS Be sweet. Please retweet!

photo credit: you probably don’t wanna know via photopin (license)


How Not To Be Like Jeremy Clarkson

by Paul Strikwerda in Articles, Career, Freelancing, Journalism & Media, Social Media 26 Comments

Top Gear presenters Jeremy Clarkson and James May with Tony Harrison's Lancia Beta Coupe Stanford Hall 2008 Last Sunday, the BBC premiered the 23rd season of Top Gear with a new team of presenters. The program drew disappointing ratings in the UK and abroad. This had a lot to do with the absence of star presenter Jeremy Clarkson, who was forced to leave the show. More about that later.

Because Clarkson was such a dominating presence on Top Gear, he might have thought that the program wouldn’t stand a chance without him. Perhaps the critics and viewers proved him right. After all, there’s only one Jeremy Clarkson. This had me wondering…

Do you ever think you’re indispensable?

Do you believe your clients, your readers, or your viewers can’t live without you?

Unfortunately, the reality for most independent contractors is that they can be tossed out any time. The price of freelance freedom is often paid in uncertainty and stress.

In theory, this uncertainty should at least be partially compensated by a higher paycheck. But you know as well as I do that we have to fight for decent rates. 

Small fish in a big ocean don’t have a lot of leverage in the labor market, unless they operate as a school. But what about the big fish? How far are they allowed to go?

INFLATED EGOS

Some people, especially in the entertainment industry, seem to think they are untouchable, and they behave accordingly.

Like spoiled children.

Over the years they have gathered a loyal following, and have amassed a considerable fortune. Whenever they enter a room, people ooh and aah, and ask for autographs and selfies.

When these celebs say something that isn’t even remotely funny, people laugh hysterically. Some are suddenly seen as “thought leaders,” “trend setters,” or as the sexiest men/women alive.

Photographers will pray or pay for a pose and a smile. Companies fight for the opportunity to stuff backstage gift bags, hoping for a tweet of acknowledgment or better still: a product endorsement.

And so, the people who have everything they could possibly wish for, get even more without paying a dime. Those who aren’t as fortunate, can only hope, dream, and drool.

But fame is fickle, and recognition can be a double-edged sword.

The higher you climb, the lower you can fall. But if your cushion is elastic enough, you may be able to bounce back. Comfortably.

TOP GEAR

On March 25th, 2015, the BBC fired Jeremy Clarkson, one of the presenters of Top Gear. Top Gear is one of the most successful programs in the history of the Beeb, bringing in millions of pounds every year. The car show is one of the biggest factual TV shows in the world with an estimated audience of 350 million in 200 countries. People who don’t even care for cars (myself included) watch Top Gear religiously.

Clarkson’s sacking was self-induced. He was fired for physically and verbally attacking one of the producers because no hot food was provided after a day’s filming. Prior to that, he had been given a final warning because of earlier controversies. “This time,” said the BBC, “a line was crossed.” Clarkson was dismissed, in spite of the million+ people who had signed an online petition to reinstate him.

Yes, we’re all unique, but no one is irreplaceable, or above the law.

As Tony Hall, the BBC’s Director-General, said: “There cannot be one rule for one and one rule for another dictated by either rank, or public relations and commercial considerations.”

The question is: Who will have the last laugh?

Clarkson’s contract was up for renewal anyway, and as soon as he left, other networks in Great Britain started fighting over who could offer the man the most lucrative deal. In the end, Amazon Video won out. Like the Terminator, Clarkson (and fellow-presenters Richard Hammond & James May) will be back, making more money than ever.

THE TAKEAWAY

As much as I deplore what Clarkson did, I wondered if we could learn anything from what happened. Like Clarkson, you and I work with producers and directors all the time. Some of them are very nice people. Others are not. Some make unreasonable demands, crazy requests, and give you a hard time when asked if the check is finally in the mail.

There are some big egos in our business, and I’ve seen colleagues suck up to the people with power, and kick those who are lower on the ladder. Here’s something that happened to me while I was working at a radio station.

One day, a fellow-presenter lashed out at an assistant because he had given her a glass of water with what looked like a hair in it. The woman exploded, and left the assistant heavily hyperventilating in the hallway. But when the director of the station paid us a surprise visit right after the incident, my angry colleague was suddenly all smiles.

After we had taped our show, I took a good look at the infamous glass of water. A curly, red hair was indeed floating on the surface.

My explosive colleague happened to have curly, red hair.

SEVEN SIGNS

Most people I’ve worked with seem to have it together. Perhaps this is because invisible voices have a low profile. We don’t have millions of fans, or millions of dollars. 

Those I admire in my industry have certain things in common. They often thrive against the odds. They are loved by colleagues and clients alike. And if you wish to follow in their footsteps, I have a few recommendations for you.

My first suggestion is simple: Treat everyone around you with respect; not only the people in power. Even if some co-workers do their very best to push your buttons, you’re not a robot. You can’t control their behavior, but you can choose your response.

Secondly: Celebrate your achievements, and remember where you came from. You are where you are because people who probably didn’t know you, believed in you, and were kind to you.

You made tons of mistakes. We all do, but were they met with punishment or patience? And even if your teachers weren’t always tolerant, don’t use that as an excuse to give others the same treatment you so hated.

Third: Don’t ever take success for granted. It entitles you to nothing. It has to be earned, and treasured. Over and over again. And what good does it do you, if you make the people around you miserable? They’ll feed you what you want to hear, while spitting out the truth behind your back.

Fourth: Don’t mistake fame for importance, and money for value. Who gives a damn how many followers you have on social media, and how much you have stashed away in your Swiss bank account. Why should we even care about your credentials? All these things do not make you a good person.

You should take your work and your fans seriously, but please take yourself with a few grains of salt.

Fifth: If you end up -willingly or unwillingly- being a role model, know that it comes with responsibilities. You are in a privileged position to influence a great number of people who look up to you. Are you going to use that position, or abuse it?

Sixth: Don’t ever ask: “What’s in it for me?” The better question is: “What can I do today to improve the lives of others without getting anything in return?” It’s the result that matters. Not the reward.

Seven: Be humble, and be grateful. Every single day.

Success is hard to sustain. One moment you’re the flavor of the month. The next you’re yesterday’s news. Clients may seem ungrateful, but that doesn’t mean you should be. 

Appreciate what you have right now, and realize that you couldn’t have done it without the help of others. No matter how hard you’ve worked for it, and how much you think you deserve it, feel confident without being cocky. Big egos don’t make amigos.

One last thought.

No one is irreplaceable, but at least for one project, one gig, or for one show, you were chosen. That means something. 

If you’re lucky, you can make it last.

If it doesn’t, enjoy the ride, but hopefully not in a Jeremy Clarkson sort of way.

Paul Strikwerda ©Nethervoice

PS Be sweet. Please retweet!

photo credit: Jeremy Clarkson and James May Top Gear presenters with my Lancia Beta Coupe Stanford Hall 2008 IMG_6342 via photopin (license)


Is Your Client Driving You Crazy?

by Paul Strikwerda in Articles, Career, Freelancing 2 Comments
David Ogilvy

David Ogilvy

After last week’s story about bad clients, one reader wanted to know:

“Have you ever fired a client, and why? I have one customer who is driving me nuts, but I can’t afford to lose his business.”

First of all, that’s a horrible position to be in. Many freelancers choose to run their own business because they don’t want to depend on someone or something else. Having big spenders as clients may seem fantastic, but if you’re not careful, you end up being in their pocket, and they start pulling all the shots. 

David Ogilvy, the famous advertising guru, took great care in selecting his clients. That concept alone was revolutionary. If you’re a service provider, don’t clients choose you? Isn’t that how the game is played? Not in Ogilvy’s world. 

Ogilvy and his partner would turn down about sixty clients every year, and this was one of their rules:

“Never work for a client so big you can’t afford to lose them.”

They once turned down Ford because the iconic motor company would represent half of their total billing. 

So, to get back to my reader’s question: be selective in whom you want to work with, even if you’re just starting out. Don’t put all your eggs in one or two baskets. It makes you overly dependent, and very vulnerable. If that one big client pulls out, you’re toast. 

Have I ever fired a client? I sure have, and I’m happy I did. It wasn’t all about money. In fact, in many cases money had little to do with it. 

Here are a few clients I gladly gave the sack:

THE DICTATOR

Here’s the client who thinks he owns you twenty-four seven. He always knows best; he’s overly demanding, disrespectful, and never satisfied. These people are impossible to please. The more you try, the less you succeed.

Working for dictators made me hate myself and my job. I did everything I could to avoid contact with them because it was emotionally draining. No money in the world could make up for how lousy I felt working for these bullies. 

THE VIOLATOR

Some clients act as if the rules don’t apply to them. Even with a written agreement in place, they try to bend and break it as fast as they can: “Sorry, we can’t pay you within thirty days. We’ll cut a check as soon as the end-client pays us.” 

“Did the agreement say that we have to pay you even if we don’t use your recording? Well, that’s just too bad. We have switched gears, and don’t need your voice-over anymore.”

When you continue working for a client who is not paying your bill, you are sending the message that you are not worth the fee you charge. 

THE  CHEAPSKATE 

Stay away from clients with great ideas and no budget, and the ones that try to nickel-and-dime you from the get-go. I once fired a long-time client of mine that was locked into old rates. When I increased my fees across the board, she insisted I make an exception “for old times sake.” 

While it may seem like a “nice” gesture, deals like that hold your business back. Time spent on these small-budget clients prevents you from spending that time working for a client who respects your rate. Ogilvy was right when he said:

“Only work for clients who want you to make a profit.” 

THE UNETHICAL

When thinking of your clients, ask yourself these two questions:

“Do they sell a product or service I can be proud of?”

“Will I be able to do my very best work?”

Whether you’re a copywriter, a graphic designer, or a voice-over, you will be professionally associated with a product or service you helped promote. Your reputation is always on the line.

An advertising agency I had worked with in the past, asked me to voice a commercial for one of the world’s worst weed killers. I politely declined, and they understood. My voice is for hire, but my integrity is not for sale. 

It’s up to you where you draw the line, but I would never want to be involved in something illegal, or help sell something I’m morally against. 

THE UNPROFESSIONAL

Some clients are completely unorganized and in over their heads. One day they want one thing. The next day all has changed. It’s something you find out once you start working with them. As a freelancer, you’re used to juggling many plates, but you’re not getting paid to help your clients juggle theirs. 

Sometimes clients become overly friendly. They start calling at night with some lame excuse. It turns out: they just want to talk about a personal issue, or they start gossiping about a colleague they’ve worked with. Before you know it, they’ll be asking you favors because of the perceived friendship. 

Take my word: keep things clean, and have clear boundaries. It’s painful to have to fire these clients, because you know they’ll start gossiping about you to the next professional they cling to. But if you give in because you want to be nice, they’ll suck up your time and tire you out.

THE HIDDEN MESSAGE

All the clients I just described have a few things in common: They keep you from growing your business. They drag you away from your goals. They also appear on your path as your teachers.

People who don’t respect you, are giving you a chance to learn to respect yourself.

People who distract you, are showing you the importance of being focused.

People who don’t pay you, are testing what you think of the value of your work.

People who are trying to manipulate your feelings, are helping you grow a pair. 

Now, if you are bound by a contract I’m not suggesting you break your word and fire these clients. Rather than cutting them loose, you’ve got to cut your losses, fulfill your obligation, and learn from the situation.

But should these clients contact you again for a project, respectfully decline their offer. All they would do is take the fun out of your job. And as Ogilvy said:

“Where people aren’t having any fun, they seldom produce good work.”

Paul Strikwerda ©nethervoice

PS Be sweet. Please retweet.


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