Freelancing

The Key To Promoting Your Business

by Paul Strikwerda in Articles, Career, Freelancing, Journalism & Media, Promotion, Social Media 16 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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Be Bold. Be Brave. Be You.

by Paul Strikwerda in Articles, Career, Freelancing 6 Comments

skydiverLooking back at my writing of the past few years, I see that I spent a lot of time warning my readers:

“A voice-over career is not as easy as some people want you to believe.”

“There’s no success without sacrifice.”

“This business is highly subjective and unfair.”

“You’ll be competing against thousands of hopefuls.”

While some of you appreciate my “tell it like it is” style, others think I have a secret agenda. Recently, one of my critics wrote the following, after he had watched my video The Troublesome Truth About A Voice-Over Career:

“This video was made by an old-timer, unwilling to accept a changing industry, and the new competition it brings !!!”

I’ve heard that silly argument numerous times. Somehow, I supposedly feel so old and so insecure that I want to scare off the competition by telling them that they’re never going to make it. It’s either that, or people assume I’m recruiting new students for my VO-coaching by telling them how much they need me.

Well, let me set the record straight.

I’m not that old yet, and I’m certainly not insecure. I welcome any newbie who wants to give this voice-over thing a try, and I believe there’s enough work for talented, unpretentious people who sell their services at a fair price. I don’t advertise my coaching services, and those who want me to be their mentor have experienced that they need to go through several hoops before I take them on as a student.

Got that?

Now, what I’m about to say is not meant to scare you, but to open your eyes.

Whether you’re an aspiring voice-over or a veteran, if you doubt your ability to deliver what clients want to hear and pay you for, you have some serious soul-searching to do. If -for some reason- you feel inferior, incapable, or undeserving, you will be undermining your chances of success every single day.

In the tough world of freelancing there is no room for the unprepared, the needy, the desperate, or the faint of heart.

That doesn’t mean that I want you to be an overconfident, self-absorbed know-it-all. On the contrary. You do need the ability to recognize your challenges. You have to be open to learning new things, and a healthy sense of humility will serve you well. However, if you don’t believe in yourself as a professional, don’t expect others to take your word for it.

What makes humans so interesting is that our thoughts and feelings come to the surface via our behavior. In the way we walk. In the way we talk. In the way we respond to our environment. Some psychologists call those clues BMIR’s (pronounced “Beamers”): Behavioral Manifestations of Internal Representations.

Whether we’re terrified, or madly in love, we will give ourselves away by the tone of our voice, our body language, and by how we interact and react to the world around us. It’s natural. So, if deep-down you believe you’re “just a beginner” who doesn’t deserve to paid a fair, normal rate, your actions will reflect that belief, and your results will confirm it. Ever heard of a self-fulfilling prophecy?

If a script requires you to play the role of a confident academic, and those grey cells between your ears tell you that’s “just not you,” you’re in trouble. One of my students wanted me to help her with a script that required her to use a sultry, seductive voice. No matter how hard she tried, she just couldn’t do it. It turned out that she wasn’t comfortable with her own sexuality, and she thought the words she was hired to record were somewhat degrading.

“If that’s how you feel,” I said, “why on earth did you accept this job?”

“To be honest,” she replied, “I did it for the money.”

Rule number one: Don’t ever accept a job you feel you can’t be proud of, no matter how much it pays. If what you have to say goes against your belief system, people will pick up on that, unless you’re an amazingly talented trained actor who can fool his own mother.

No one forces you to say yes to a job you’re uncomfortable doing. That being said, if you wish to develop your range as an actor and be more marketable, you have to be comfortable being uncomfortable. You have to be bold, and be brave to take on a persona so you can serve the script to the best of your professional abilities.

Consider it a form of role play. It’s the perfect excuse to take on a role that might be far removed from who you really are. You can play the meanest villain in the universe, and get away with it without being arrested! You can be a tough business negotiator, closing a million dollar deal. The question is: how do you do that if you suffer from self-doubt?

Well, if you’re not the most confident person in the room, start by pretending you are, and see where the script takes you. If you need some inspiration, think of someone in your life who embodies certain qualities you’d like to emulate. How does this person walk, talk, and breathe? What would they be saying to themselves?

This does require that you give yourself permission to let go a little. Can you do that? Can you stop that critical internal dialogue, and focus on the external dialogue, if only for a moment? Chances are that you’re by yourself anyway, so no one is going to judge you for experimenting.

Once you’ve tried on this new persona, you might discover that you’re not half as bad as you thought you’d be. It can actually be fun! It’s like trying on a new style of clothes you never saw yourself wear, and find out that you look pretty good in them!

Let’s say you do this a couple of times, and you find that it’s getting easier to step out of your comfort zone (and by the way, a comfort zone is nothing but a story we tell ourselves). Here’s what will happen: not only will you start seeing changes as a voice actor. You may notice that you’re beginning to be a bit more bold and brave in your personal life as well. I’m not saying this will happen overnight, but it just might.

For the longest time I was socially shy. You’d see me hiding in a corner, pretending not to be there. It wasn’t fun at all. But one day, someone asked me if I’d be interested in playing a character in a variety show a group was putting on for a charity. The day I said yes to that opportunity, my life changed. I put on a funny costume and some make-up, and tried out a silly voice. The public loved it! This gave me a tremendous confidence boost. Now I don’t need those props anymore.

The trick is to put yourself in a position where you have to take a risk. Mind you, I’m not asking you to become a different person. I want you to discover a different aspect of who you are. Is that something you’re willing to try?

Then challenge yourself this week, by doing something you’ve never dared to do. 

Don’t pick the biggest thing in the entire universe. Start small and build from there.

Give yourself a chance to succeed, and watch yourself grow.

Be bold. Be brave. Be you!

Paul Strikwerda ©nethervoice

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The Seven Worst Mistakes Beginner Voice-Overs Make

by Paul Strikwerda in Articles, Career, Freelancing 5 Comments

You know what they say about hindsight, and it’s annoying.

Especially in retrospect.

The idea is that, had we known better, we would have done better. That sounds very reasonable in theory, but in reality, I find most people to be stubbornly unreasonable. Hindsight or no hindsight.

In many major decisions, logic seems to play a minor part: the choice of a life partner (or to stay single); whom to trust in business and in politics; whether to have children or not, to name a few.

If logic and reason would rule the world, no one would be overweight, or smoke cigarettes. There would be no littering, global warming, texting while driving, or unprotected sex.

Instead, we live in a world where people cannot control their most primitive impulses, their most unfounded fears, and their most irrational ideas. History repeats itself as fallible human beings fail to learn from the past. As countless psychologists have observed: previous behavior is a good predictor of future behavior.

Having said that, I really wish I had known a thing or two before I started speaking for a living. Here’s my top 7 of things I did, before I knew better:

1. Putting on a voice

Listening back to old recordings, I noticed that I was trying too hard to sound like a voice-over. I was imitating someone else, instead of being me. There’s too much effort. I spoke louder than I normally do, delivering a speech, instead of having a conversation.

Takeaway: There’s no one like you. Be effortlessly authentic. (click here for some tips)

2. Auditioning for everything under the sun

Once upon a time I believed in the numbers game. You know, the silly idea that the more you audition, the greater the chance you’ll eventually land a job. Forget that. If you don’t sound like John Wayne, Darth Vader, or Helen Mirren, don’t be a pretender. It’s embarrassing. Only take on what you know you can pull off, while developing your range.

Takeaway: Be selective in what you audition for. Play to your strengths.

3. Not delivering pristine audio

What’s the number one reason most auditions end up in the garbage bin? Bad sound quality! In hindsight, I took too long to get a professional recording space, and quality equipment. Once I did, my bookings tripled, because the audio from my home studio was just as good as the audio of my demos.

Takeaway: If you want to play with the best, you need to invest. Having a home studio is a must.

4. Approaching it like a hobby

You may have an amazing voice and great equipment, but that’s no guarantee that you’ll have a successful voice-over career. You must learn how to run a freelance business, how to manage your money, and how to toot your horn without annoying the heck out of everybody.

Takeaway: Being business savvy is often more important than having a unique talent.

5. Being reactive instead of proactive

Being a voice-over is not for those who wait and see, or for those playing the blame game. You’re in the driver’s seat, buddy! If you don’t steer your career, you’ll never know where you’ll end up. Successful solopreneurs are risk-takers, go-getters, and fast learners. They love to lead, and hate to follow.

Takeaway: Don’t let things happen. Make them happen!

6. Trying to reinvent the wheel

You may think you know it all, and can do it all, but you don’t know what you don’t know. It’s better to admit your limitations, than to be willfully ignorant. The self-employed wear many hats. Dare to excel in a few things, instead of being mediocre in many.

Takeaway: Do your homework, and ask for help. Outsource the things you’re not (yet) good at. (click here for more on this)

7. Not charging enough

I thought that low rates would get me work. It turned out that by charging less, I branded myself a desperate beginner. People didn’t take me seriously, and those who paid the least, were the biggest pains in the neck.

Takeaway: Any fool can undercut the competition and go broke in the process. Running a for-profit business starts with valuing yourself and your services properly. (click here for more on low rates)

 

Well, there you have it.

Now I can tell you “I told you so.” Not that it’s going to make any difference.

Some people don’t like being told what to do, and I understand that.

The most profound life lessons are often the ones coming from experience, and not from books, blogs, or well-meaning mothers.

But it might take you a few years to come to that realization.

Unless you have perfect vision.

Paul Strikwerda ©nethervoice
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PPS Here’s a quick summary of the main points.

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Are You Wasting Your Time Going Nowhere Fast?

by Paul Strikwerda in Articles, Career, Freelancing, Money Matters 9 Comments

Being busyWhat’s frustration number one for a freelancer?

Being busy without being productive. 

It’s a trap I have fallen into many times. I was working all day long, without much to show for it. That is, until something finally dawned upon me:

Busy people talk about how little time they have. Productive people make time for what is important. 

The question is: how do you know what is important for your business?

On some days, everything seems important: answering emails, invoicing clients, making phone calls, updating the website, recording auditions, paying bills, designing marketing materials, researching new gear, keeping up with social media… The list is endless, especially when you’re a one-person band. It’s tempting to do it all, and to do it all by yourself. 

That’s mistake number one. Here’s how to fix it:

Focus on what you’re good at. Outsource the rest.

There’s a reason why a brain surgeon doesn’t do her own billing, a CEO doesn’t answer every call, and Tim Cook doesn’t design the next iPhone. People who run a successful business hire people who are smarter and more talented than they are, to take care of certain aspects of that business. These experts are able to do things better and quicker, leaving you with more time to focus on your strengths. That’s where the money is!

So, if you’re not a kick-ass web designer, hire someone who is, and have him/her teach you to maintain and update the site once it’s up and running. Or do you have time to become an SEO specialist? I didn’t think so!

If you stink at bookkeeping, get an office assistant to take care of the numbers, and let an accountant prepare your taxes. This ensures that you maximize your deductions, and you minimize the money going to the IRS. An office assistant can also take on other administrative tasks, such as dealing with unpaid invoices. That way, you don’t have to be the bad guy (or gal). 

If you’re struggling to create a logo or a catch phrase, hire a graphic designer and a copywriter. They specialize in making you look and sound much more professional than you’ll ever be able to do yourself. Clients will only see you as a professional if you present yourself like a pro.

If you’re recording a massive project (such as an audio book) on a tight deadline, pay someone to edit and master the audio for you. Why spend time on a $50 to $100 per hour job, if you could make between $350 and $500 per hour? 

If you’re thinking about how much all of this will cost, you’re looking at it the wrong way. Reinventing the wheel, learning on the fly, trying to do everything yourself… it will leave you frustrated and without energy to do what you do best. You know, the very things clients hire you to do. That is going to cost you!

If -on the other hand- you decide to outsource some or all of these things, you’ll be surprised how much time you will gain. Now, let’s see if I can save you some more!

AUDITION LESS. MAKE MORE. 

In the beginning of my career I spent way too much time auditioning for jobs that were out of my range. Why? Because someone had told me that it was a numbers game. The more I auditioned, the greater the chance I would eventually land a job, they said. Doing auditions was a way to learn on the job, right?

Wrong!

Clients hire you because they trust you can do the job. They don’t want you to experiment on their dime.These days I am super selective. I know I don’t have a movie trailer voice, so I’m not even going to try to sound like one. I won’t audition for projects by companies or causes I cannot support (sorry fast food and tobacco industry).

And if you’re not offering a decent rate, you can find yourself a Craigslist talent, but please don’t waste my time. 

I also got smarter in the way I audition. Knowing that clients will often only listen to the first seconds, I am no longer recording three-minute scripts. Unless the client specifies otherwise, I’ll pick a few lines from the beginning with the company name, and I’ll include the payoff line at the end. Then I’m done. I know Michael J. Collins auditions this way, and based on his fine dining pictures on Facebook he seems to be doing okay. 

One last thing about auditions: I no longer record ten takes before I’m satisfied. If I can’t produce a good read in a few tries, the job is probably not meant for me. 

THE HARDEST WORD

Apart from curbing my presence on social media, there’s one other thing that has saved me tons of time: I became better at saying a certain two-letter word. 

“Can you evaluate my demo for free?”

NO!

“Can you write a guest post for this blog with 12 subscribers?”

NO!

“Can you tell me how to break into the business?”

NO!

“Can you answer this question I am too lazy to research myself?”

NO!

Don’t get me wrong. I enjoy helping others, but I don’t run a charity. I run a for-profit business. That means that in everything I do, I have to think about the Return On Investment. 

Making enough money gives me the opportunity to invest in ways that will save me money and grow my business, as well as the freedom to engage in activities that are important, but that won’t generate any money.

ONE MORE LESSON

When I look back at my career, I wasted so much time waiting for things to happen. I thought that if I put a few things in place; had the right equipment and a decent amount of talent, things would turn out okay. After all, a wise man had told me: “Do what you love, and the money will follow.”

Tell that to the people who are going broke, lovingly living a dream.

A few hard years later, I realized that if I wanted to be successful, I had to become the prime instigator and number one delegator. I had to stop being busy, and start becoming productive.

It was quite the transformation, but you know what they say:

“Busy people talk about how they will change.

Productive people are making those changes.”

Are you?

Paul Strikwerda ©nethervoice

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Only Fools and Horses

by Paul Strikwerda in Articles, Career, Freelancing 5 Comments

If…

You believe that having a good voice is your ticket to success,

You’ve never had any coaching or training,

You don’t know what equipment to buy,

You have no professional demos,

You have no idea how to price your services,

You think that low rates will attract quality clients,

You don’t know how to run a freelance business,

You have no clue how to market and sell your services,

You can’t handle constant rejection,

You have a hard time working on your own,

You adopt a wait and see approach,

You expect to make full-time income while working part-time,

You’re happy to reinvent the wheel,

You try to fake it until you make it,

You think you get paid to learn on the job,

You’re convinced that a good microphone will make up for a bad recording space,

You believe that an online casting service will launch your career,

You think an agent will give you all the work you can handle,

You’re certain that sites like Fiverr are a way to break into the business,

You take on more than you can handle,

You have no support system,

You know nothing about vocal health,

You like to complain but not contribute,

You constantly have to ask your colleagues for advice,

or

You believe you know it all…

You are not ready to call yourself

a voice-over professional.

Paul Strikwerda ©nethervoice

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