Freelancing

Do Nice People Always Finish Last?

by Paul Strikwerda in Articles, Career, Freelancing, Personal 6 Comments

smiling girl in a princess dress“Why do clients always think they can play me?” said one of my students. Let’s call her Ella.

“What do you mean?” I asked.

“Well, first they try to nickel and dime me, and then they expect me to record a major revision of a script for free. After going above and beyond to keep them happy, they wait months and months to pay me. I’m sick of it! Who do they think I am? Some kind of doormat?”

“If anything, you’re a goody two-shoes,” I said, “and that might be part of your problem.”

“How so?” my student wanted to know.

“I’ll get to that in a moment,” I responded. “First you have to acknowledge something I had to learn the hard way.”

“And what is that?”

“It’s the fact that it’s virtually impossible to change other people. You can only change yourself. So, if you want a different response from a client, you have to change the way you respond to them. That’s the way it works in any type of relationship. And when you act differently, your environment might start to treat you differently.”

“Can you give me an example?” Ella asked intrigued.

“Sure. Here’s one thing I noticed when we started working together,” I said. “You’re a very friendly person who will go out of her way to please people. You also have a tendency to become very informal very quickly.

Now, there’s nothing wrong with being a kind and open person. However, you can be friendly and business-like at the same time. There’s no need to share all kinds of personal details with someone you know professionally. You work together to get a job done. You don’t have to become best buddies. In fact, I think it’s often best to keep your personal life out of it.

Because you tend to be so informal with everybody, some clients might get the impression that you’re not very professional. It’s a lot easier to push people around who don’t seem to know what they’re doing. Do you know what I mean?”

“I totally get it,” Ella said. “I probably come across as someone who is very naive and inexperienced.”

“It wouldn’t surprise me, Ella, and part of this business is all about perceptions. If people perceive you to be weak in one area, they’ll take advantage of it.”

“So what do I do?” Ella asked.

“Use your secret weapon,” I said. “Use your voice!

I have noticed that your voice has a tendency to go up at the end of most sentences. You might not even be aware of it, but it sounds like you’re not very certain of yourself. Everything ends in a question. It makes you sound insecure. And if you seem insecure, clients won’t trust you. We’ve got to work on that.”

“Perhaps I am insecure,” said Ella. “I don’t have a lot of experience, and I don’t want to lose a client because he doesn’t like me.”

“Thanks for bringing that up,” I said. “Correct me if I am wrong, but it seems to me that you are rather inclined to take things personally. Is that true?”

Ella nodded.

“That’s going to be tough in this business. Very tough. In any given week you’ll hear a lot of no’s, and very few yeses. If you take every single no as a personal rejection, you’ll be absolutely miserable. And I don’t want that to happen. You’re too talented.

Unless you completely messed up, or the quality of your recording was abysmal, it is never about you. It is all about the subjective opinion of the person casting the job. Emphasis on subjective.

Now, back to using your voice.

If you end your sentences with a period instead of with a question mark, you’ll sound a lot more confident. Period. You might not feel entirely confident, but the client doesn’t know that. You also have to work on your breathing, but that’s for another day.

Secondly, keep things strictly business. Remember, you are the expert. That’s why they’re thinking of hiring you. They’re not looking for a new friend. 

Take charge of the conversation, and -if it is a new client- explain how you usually work. Let the client know they’re in good hands. And one more thing: stop apologizing all the time. You came in seven minutes ago, and you’ve already apologized ten times for things that weren’t even your fault. Why?

“I’m sorry,” said Ella…

And then she realized what she was doing. She blushed, and said: “I didn’t mean to interrupt.”

“I know you’re not doing it on purpose, but it’s not doing you any favors. Did you have a Catholic upbringing?”

“No, said Ella. “I’m Jewish.”

I laughed.

“Now, let’s get back to what we were talking about. I was giving you some advice, so here’s another thing I want you to consider: only take on a job you know you can handle. Be clear about your policies and procedures, and be firm about your rates. Never negotiate a rate after the fact. Get to an agreement before you go into the studio, and confirm things in writing ahead of time. Are you following me?”

“I’m listening,” said Ella, “and it all makes sense. I just don’t know if I can come across as someone who has been doing this for years. I don’t want to pretend to be someone I’m not. That’s not who I am.”

“I understand that” I said, “but here’s the good news:

In this business you get paid to pretend.

I just recorded a voice-over for a pharmaceutical company, and I played the part of a neurologist. The day before I worked on a guided tour for a museum, and I was cast as a historian. Who knows what they want me to be tomorrow? A mad scientist? A cartoon character? A Flying Dutchman? That’s the fun of this job! You can pretend to be anyone you want, and make some money too! The better you are at pretending, the more in-demand you’ll be as a voice-over.

If you can convince the client you mean business, you are in business.”

Ella looked at me, and I could see that my words had ignited a spark. 

“Ella, listen to me. You know that as soon as you get a script that reads like it’s been written for you, you’ll knock it out of the park, right? In other words: it’s not even a matter of being qualified or not. It’s a matter of you believing in yourself. Don’t you agree?

A wise teacher once said: You can pretend anything, and master it.

So, let’s start this coaching session by “pretending” you know the ropes, okay? We’ll do a mock conversation with a potential customer. I’ll be the obnoxious client, and you’ll be the brilliant voice talent. It is your job to convince me that you are the right person for the job. 

Are you game?”

Ella smiled.

“As in voice acting, you might need a few takes before you hit the nail on the head, but by the time we’re done, you’ll know how to respond like a pro, and you’ll never be played again.

How does that sound?”

Paul Strikwerda ©nethervoice

PS Be sweet. Please retweet.

photo credit: Wanderin’ free | Part of your world via photopin (license)

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Paul’s Pervasive Pet Peeves

by Paul Strikwerda in Articles, Career, Freelancing, Social Media 25 Comments

young girl with mustacheI guess I only have myself to blame.

The new year has barely begun, and I already have a list of things I get worked up about.

Sorry to disappoint you, but I’m not going to slam clients or berate online cattle call centers. This time I’m going to point my arrows at you, dear colleagues!

Well… at least some of you will have to suffer my undying intolerance for BS. As for the rest, I’m sure you’ll recognize my shortlist of major and minor annoyances.

Here’s pet peeve number one:

Automated requests to connect.

Let me get one thing straight. Although I can sound like one if you push me, I am not a robot. I am a human being with thoughts, feelings, and certain expectations. I am honored that you wish to add me to your network, but chances are that I don’t know you.

You don’t walk up to a stranger in the street and ask to be part of his circle of friends and colleagues, do you? So, why would it be okay to target me online with an impersonal message, without even introducing yourself? Are you that rude, or is it that you just don’t care?

Please tell me who you are, and give me at least one good reason why we should connect, and I’ll consider it.

Manners matter!

People wanting to pick my brain.

It often starts with an innocent question:

“Can I call you some time to talk about the business?” A few years ago, I would have said yes immediately, only to discover that I was about to do someone’s homework. A more honest question would have been:

“Paul, can I get a free coaching session? I have no money, no equipment, no training, and no brain.”

Mind you, I’m not opposed to helping those who are truly committed, but I’m not going to waste my time on lazy airheads who are simply “considering options.” How do I separate the two? It’s easy! The committed person has respect for my time, and is willing to pay for my expertise. End of story. I’m doing my very best to run a business. Not a charity.

And just so you know: I’m not going to evaluate your demo either. Unless you pay me, and only if you promise not to blame the messenger for destroying your dreams. 

Here’s the next pet peeve:

People asking for the number of my agent.

Seriously? Beginners I barely know want me to open my virtual Rolodex, and give them a chance to pester my professional contacts. That is wrong on so many levels! First of all, a quick Google search using the term “voiceover agent” will bring up 450 thousand results in 0.55 seconds. If you really need a number, don’t ask me to spoon feed it to you. Unless you’re a toddler. 

More importantly, the real question behind the question “Can you give me the number of your agent,” is: “Could you introduce me to your agent and say a few nice things about me?” Here’s my take on that.

I’m not going to recommend people I hardly know because it could end up biting me in the behind. Secondly, being part of an agent’s roster is something that has to be earned. It cannot be phoned in. Here’s my advice: make a name for yourself first. If you’re any good, chances are that an agent will contact you.

The next request goes even further:

Peeps asking for work.

The other day it happened again. A mysterious self-proclaimed voice-over colleague who is active on a different continent approached me and asked: “I would appreciate if you can send me some jobs and we can work over the internet.” 

Here’s what I could have said:

“Well, if you give me a moment I’ll open the Nethervoice vault and grab you a few voice-over projects. Is five enough? I’m sure you’re up to the task, and my clients are gonna love you. By the way, these gigs come with a nice paycheck! Are you okay with that?”

Without the sarcasm, here’s what I really wanted to say:

“For starters, I’m a colleague. Not a contractor. People hire me. I don’t hire people. Secondly, this industry is based on talent, trust, and connections. If you’re hoping to work with someone, make sure you get to know that person first, and allow them to get to know you. In other words: make a real connection. Don’t lead with what’s in it for you.

This is a service industry, so, focus on how you can help the person you’re approaching. Demonstrate your talent, and earn their trust. If you follow those steps with me, and you’re good at what you do, I might recommend you to some of my clients. Eventually.”

Now, before I go, there’s one last thing I’d like to point out.

All these requests have one thing common. They are based on a sense of entitlement; on the expectation that valuable information, experience, and assistance can be had for free.

If that’s your philosophy, you shouldn’t even be thinking of starting your own business. Think of it this way:

If you don’t respect and value other people’s time, skills, and insights, why should they value yours?

Paul Strikwerda ©nethervoice

PS Be sweet. Please retweet!

photo credit: FE2014 (156) via photopin (license)

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Calling It As I See It

by Paul Strikwerda in Articles, Career, Freelancing, Money Matters 40 Comments

Paul StrikwerdaIn this blog I often take a critical look at the industry I’m a part of.

Some colleagues have told me that -from a marketing perspective- this is a stupid thing to do. 

Particularly in America, there is this culture of forced optimism, and fostering a positive image is seen as one of the keys to continued success.

In an environment where public perception can be instrumental in the making of a career, it’s important to come across as likable and easy-going. That’s why many voice-overs keep their money-making mouths shut about controversial issues. It’s not that they don’t have opinions. They just fear that if they would share those opinions with the rest of the world, it might tarnish their reputation as the “Good Girl” or as “Mr. Nice Guy.”

It’s common knowledge that you don’t burn bridges, or bite the hand that feeds you. That hand might come back to slap you in the face. Let me give you one example of how something small that is seen as “negative,” can ruin a relationship.

WHERE’S MY MONEY?

A talent from Germany emailed me about an American agent. Three months ago she had completed a job for this guy, and she was wondering when the check would arrive. Because I live and work in the States, she asked me if it was normal to have to wait that long to get paid, and what she could do about it. I told her to take it up with the agent, which she did. The agent promised to look into it.

A month later, my colleague (who, by the way, is one of the sweetest people on the planet), wrote another polite email about the payment, and the answer she received was something like this:

“Please don’t bother me about it. I’m still waiting for the client to pay me. When I get paid, you get paid. That’s how it works.”

My colleague didn’t like the tone of that message. In her mind, her agent had to earn his commission, not only by submitting her auditions, but by making sure she was getting paid within a reasonable period of time. So, after two more weeks had passed, she wrote another friendly reminder. The response:

“Stop pestering me. This is what happens with Non-Union work in the U.S. Everyone but you seems to understand that.”

Well, another month went by and still no check. You can predict what happened next. My colleague contacted the agent again, and he exploded. When the money finally arrived, the agent wrote angrily:

“This will be the last check you’ll ever receive from me. Goodbye.”

KEEPING MY BIG MOUTH OPEN

You may think that this is an extreme example, but it isn’t. Before I got a backbone, some clients treated me like a servant, with an attitude of “Remember: there are many voices we can choose from. You should be grateful that you even have work in this economy. If you don’t play by our rules, you don’t get to play at all.”

Maybe it’s because I’m European, but I’ve been taught to speak up in the face of disrespect and injustice, regardless of the consequences. I will never point fingers at someone or something just to push the envelope. That’s what bullies do. But when I see emperors wearing next to nothing, or I see certain companies engaging in unethical practices, I call them out… and deal with the consequences.

There’s no need to feel sorry for me, but I know that being outspoken may have increased my notoriety, and I’m sure it cost me a few jobs and speaking engagements. After all, who wants to hire a troublemaker? Why have someone known for stirring the pot, speak at a voice-over conference? It’s important to keep the sponsors happy!

“Thanks for writing what many are thinking but don’t dare to share in public,” is a comment I often get from those who send me an email. It’s ironic. People who talk for a living, are afraid to raise their voice. 

Luckily, I did notice a remarkable shift this year. Here’s what made 2015 different from previous years:

Voice-Overs have started to speak up!

At last.

POSITIVE DEVELOPMENTS

Unionized video game voice actors threatened to go on strike if no understanding could be reached with big players such as Disney, Activision, and Warner Bros. Voice-overs want residuals or bonuses for blockbuster games that sell more than 2 million units. They also want limits on the number of consecutive hours they are expected to scream while dying a thousand horrible video game deaths.

2015 was also the year in which we saw a mass exodus from voices.com. People were finally fed up with a pay-to-play system that didn’t give them a fair shot at landing jobs, and with a company that seemed to be double and triple dipping while cheapening the marketplace with low rates.

At the same time, membership in the World Voices Organization (WoVo) grew to over 600 members, and their voice casting marketplace, voiceover.biz, positioned itself as a serious alternative for finding premium, vetted voice talent.

Together with global meetup group VO Peeps, WoVo hosted a series of roundtable discussions about rates. In the past, Non-Union rates had always been a tough issue to talk about publicly. This year, the elephant in the room was being discussed more than ever, and the awareness is growing that our fees need to be fair, and based on added value.

So, what do I make of all this?

It tells me that our profession is gradually getting away from its subservient yoke. We, who are used to treating our clients with respect, believe that respect is a two-way street. We also realize that it is pointless to fight our battles as individuals. We need to come together as a group, and find ways to impact the playing field, as well as increase our level of professionalism.

I will continue to do my part as a blogger, and ruffle feathers that need to be ruffled. I’ll no doubt step on some sensitive toes, and rub a few people the wrong way. Why? Because important players deserve to be challenged. False claims must be exposed. Newcomers need to be warned and educated.

My hope for 2016 is that you will join me in taking a good look at where we stand as voice-overs, and what we want to accomplish. Things won’t change if you keep quiet.

Don’t stand on the sidelines, and let others deal with the hot potatoes. Speak up! Participate. Be an engaged member of this community. 

It’s absolutely critical.

Happy Holidays!

Paul Strikwerda ©nethervoice

PS Be sweet. Please retweet!

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How To Secure Return Business

by Paul Strikwerda in Articles, Career, Freelancing, Money Matters, Promotion 13 Comments
Reserved for salesperson of the month

photo ©Paul Strikwerda

It must be hard to be Balloons the Clown.

For years, Balloons has been a fixture in my Borough.

He drives around in a silly red VW Beetle with a slogan prominently printed on the back:

“Honk if you like clowns.”

I’ll be honest: in all the years that our paths have crossed, I’ve never heard a single honk. That must be pretty depressing, if you’re a professional clown. But as one of my old teachers used to say:

“The meaning of our communication is the response we get.”

Here’s my question: Why would someone like Balloons even ask us to make some noise? My guess is that it has to do with the theme of last week’s blog post: reassurance. Perhaps this family entertainer is hoping for honks to confirm his presumed popularity.

Even though you probably don’t make a living walking around in huge shoes wearing a red nose, you and I, and Balloons, have something in common: we like to be reassured.

Our need for reassurance has to do with a deep human desire: the wish to be accepted. It’s this universal, comforting feeling that we matter, that we are safe, and that everything is going to be alright. It’s what lovers love, preachers preach, and what politicians promise. The person able to reassure us the most, gains our trust and gets our vote.

Clients are no different. They want to know that they are in good hands, and that their money is well spent. It is your job to convince them of that fact. As I suggested last week:

Selling is about reassuring. Before the sale, during the sale, and after the sale.

THE DO’S AND DON’TS

As the client is making up his mind, here are a few things that will make him feel confident that you’re the right person for the job. This is what you have to do:

  • Listen carefully
  • Read and follow instructions
  • Ask questions
  • Respond in a timely and personal way
  • Be clear about your policies
  • Demonstrate knowledge and experience
  • Use plain language, and avoid jargon when dealing with inexperienced buyers
  • Use correct spelling and grammar
  • Be as helpful as you can
  • Only take on jobs you know you can handle

 

“But isn’t this what you’re supposed to do as a professional?” you may ask. Well, you’d be surprised to learn that many so-called pros:

  • Make assumptions
  • Focus on themselves
  • Don’t follow basic instructions
  • Leave clients hanging
  • Have no studio policies
  • Try to impress by using language clients don’t understand
  • Send out poorly written emails
  • Do the minimum to get the job done
  • Bite off more than they can chew

 

By treating clients that way, these colleagues risk way more than losing one specific job.

Here’s my second lesson:

Selling is not about making a sale. It is about winning a client’s confidence, and building a relationship.

Your aim is never to make a quick buck. Your ultimate goal is to cultivate a long-term connection.

MORE WORK TO DO

Now, once the buyer has decided to hire you, don’t think that everything is A-Okay. Your job to reassure him or her is far from over. You still need to prove yourself. You might have the best testimonials and reputation in the world, but some clients just don’t care about the opinion of others. This is the question they want answered:

“What can you do for ME?”

There’s only one appropriate answer: you have to deliver a stellar product that is worth more than the price paid. Remember: you’re not just in the business of providing a voice-over (or other freelance service). You are in the business of adding value. That’s what you’re really selling. 

There’s one other thing you must do at this stage: you need to keep your client informed of your progress. This is especially important when you’re working on longer projects such as eLearning modules, and audio books. If you’re behind schedule, let your client know. If you’re on schedule, tell your client too.

Remember the online purchase I wrote about last week? Once I had bought my reading glasses, I couldn’t wait to get them. I was happy to receive immediate confirmation of my purchase, and I got a message once my readers were shipped. Thanks to a tracking number, I knew when the package would arrive at my doorstep. How reassuring!

But wait… there’s more. Let’s get back to your client. 

AFTER SALES

Let’s say everything went according to plan. Your customer is happy with his or her purchase, and you are ready to move on. But are you really done?

Absolutely not!

This was just the beginning of a relationship, and some clients may need additional assurance that they made a solid investment. That’s nothing new. One of my best buddies just bought a car, and he is showing it to all his friends. Of course he is proud of his new Subaru, but what he is secretly hoping for, is some kind of confirmation that he made the right choice. In other words: he wants reassurance after the purchase was made.

So, what can you do to give a client a warm and fuzzy feeling once the audio has been delivered? Well, show some gratitude! Send your client a thank you email, or -better still- a handwritten card. Let them know how much you enjoyed working with them The key thing is personalization. Avoid clichés such as “I look forward to working with you again,” or “if you have any questions, don’t hesitate to contact me.” If you have done your job and you did it well, they WILL get back in touch with you.

Secondly, make it painless to pay you. Some authors will tell you to invoice a client as soon as possible. I always wait a few days. Number one: I want to be sure that my recording is approved before I send the bill. Number two: I don’t want to give the impression that I’m all about money. Don’t wait too long either. Catch the client in the afterglow of their experience. That way they still remember what they’re paying you for.

Ask clients what their preferred payment method is. If your client prefers PayPal, use PayPal. If your client likes TransferWise, use TransferWise. And when the check clears and the money is in the bank, send another thank you note. Always reward desired behavior!

AND FINALLY

When I received my readers I noticed four things:

  1. They arrived ahead of schedule
  2. They fit like a glove
  3. I received a 10% off coupon for my next purchase
  4. I was encouraged to leave feedback

Numbers 1 – 3 once again reassured me that I had made a wise purchase from a trustworthy company. That put me in the right mood to do something with number 4. An hour after getting my new glasses, I posted a glowing online review. The very next day I received an email from the customer service manager, thanking me for my feedback. It wasn’t one of those automated messages, by the way. It was a personal note that referenced my positive comments.

To those of us who will never meet their customers in person: that’s how you do business, and stay in business! 

So, whether you’re selling a product or a service, do yourself a big favor and don’t clown around.

If you consistently show your customers that you genuinely care, they will be happy to honk their horns!

Paul Strikwerda ©nethervoice

PS Be sweet. Please retweet. It’s so reassuring!

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Freelancing Isn’t Free

by Paul Strikwerda in Articles, Career, Freelancing, Journalism & Media, Money Matters, Social Media 11 Comments

Screen Shot 2015-11-18 at 4.02.09 PMIsolation.

It’s a common feeling among freelancers.

Voice-overs (like me) especially, may feel separated from the rest of the world because they often work in small, dark spaces, talking to… themselves.

It’s easy to feel lost and lonely without a professional support system, and without colleagues to have water cooler conversations with. 

But if you ever feel small and insignificant as a voice-over, you’re making a mistake.

You haven’t looked at the big picture yet.

The fact is: you are one of many independent professionals.

THE NEW NORMAL

These days, freelancers account for one-third of the U.S. workforce. That’s nearly 54 million Americans, and this number is expected to grow to 50 percent by 2020. 

Evolving technology and changing business needs have made it easier to take part in what some call the “Gig-Based Economy.” This economy is driven by people who don’t rely on a single employer to make a living. Many of them do not freelance out of economic necessity, but out of choice. 

We all know the advantages of freelancing: freedom, flexibility, variety, and the joy of being our own boss. But there are serious downsides to running your own business. Let’s name a few.

Freelancers are running all the risks that used to be carried by employers, but without a safety net. They have no benefits. There’s no paid sick leave, no company health care or retirement plan. Forget about job security. 

Try getting a personal loan or a mortgage without a steady job. Try putting money away for a rainy day if you don’t know how much will be coming in each month. Can you afford to go on vacation? What if one of your biggest clients needs you, and you’re not available? 

Then there’s this…

Many freelancers say they spend as much as fifty percent of their time looking for work, and thirty to forty percent doing the work. This means they’re systematically underemployed.

MANY DOGS AND FEW BONES

An increase in freelancers also means that more people with the same skill set are fighting for a limited number of jobs. Companies love it because they’ll be able to get a great deal. And if they can’t hire the right person at the right price locally, they might just find what they’re looking for in a country where wages are cheaper and people are more desperate. 

Your nearest competitor is only one mouse click away, and she might be living on the other side of the globe where a five dollars per hour pay will go a long way. 

Because freelancers aren’t organized, they are economically vulnerable and unprotected. Richard Greenwald of Brooklyn College is the author of the forthcoming book The Death of 9–5He told PBS’ Paul Solman:

“If you’re working a nine-to-five job, and you don’t get paid, you can go to the Department of Labor, file a complaint and there’s a process for that. If you’re an independent contractor, and you don’t get paid, you have to go to small claims court, because it’s usually a small amount of money, which means you have to take time off of work, you have to sue, you have to represent yourself. One of the big complaints from freelancers is that there are huge delays in getting paid, and there are many clients who just don’t pay them. Our system is not set up to provide any security for them.”

One organization that wants to change that, is the Brooklyn-based Freelancers Union. In fact, November 19th was their Day Of Action to end nonpayment. Before I get to that, let me tell you a bit about this organization.

A NEW UNION?

The name Freelance Union is kind of a misnomer, because it’s more of an association promoting the interests of independent workers than a trade union. Membership is free, and will make you eligible to receive discounts on services like Freshbooks, Squarespace, Geico and other companies. 

The Freelancers Union offers tools like a Contract Creator; the Union gives advice on money and taxes, and you can even get Health, Dental, Term Life, Disability and Liability Insurance through the Union. 

If you’d like to start networking with other freelancers but don’t know how, try “Hives.” It’s an online community where people connect and support each other, and find fellow-freelancers to work with on their next project. 

Some of the best articles on what it’s like to survive and thrive in the Gig Economy, come from Freelancers Union contributors.  Reading those blogs may open your eyes to the fact that we have so much in common with other independent contractors. One of those things is getting paid, and it’s a huge problem.

A COMMON CAUSE

Almost 8 out of 10 freelancers struggle with nonpayment. The average freelancer loses over $6,000 in wages every year due to late and nonpayment. If you haven’t been stiffed yet, count yourself lucky!

Starting November 19th, the Freelancers Union began making some noise with a nationwide campaign aimed at putting an end to nonpayment through legislation that will strengthen protections for freelancers. The goal is to get freelancers paid on time and in full. So, if you happen to stumble across the hash tag #FreelanceIsntFree, you now know what that’s about.

Of course nothing significant will happen if people with the best of intentions sit still. If you’re interested in adding your voice, consider joining the Freelancers Union, and download their free Freelancing Isn’t Free Toolkit. 

If you happen to believe that Washington won’t listen to people like you and me, think again.

A report entitled Freelancing In America 2015, found that 86% of freelancers surveyed, are likely to vote in 2016. Sixty-two percent say they would be more likely to vote for a candidate that supported their interests as a freelancer. Overall, 63 percent of freelancers think the nation needs to start talking about empowering the freelance segment of the workforce. Freelancers are a significant political constituency, and politicians will have to start listening!

And let me end with some other good news from the report.

WE ARE THE FUTURE

More than half of freelance jobs are now found online, making it easier for most people to become a freelancer. The study also showed that the majority of freelancers who quit full-time jobs, now earn more money. Of those who earn more, 78 percent said that they made more money freelancing within a year or less of starting their business (source).

So, if you ever feel isolated, small and insignificant, it is time to change your perspective. Freelancers are driving the new economy, and they are a force to be reckoned with. Sara Horowitz, Freelancers Union Founder and Executive Director, had this to say:

“Freelancers are pioneering a new approach to work and life – one that prioritizes family, friends and life experiences over the 9-5 rat race. This study shows that the flexibility and opportunity associated with freelancing is increasingly appealing and that is why we’ve seen such dramatic growth in the number of people choosing to freelance.”

Now let’s make sure we get paid in full and on time, every time!

Paul Strikwerda ©nethervoice

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The Message Very Few Want To Hear

by Paul Strikwerda in Articles, Career, Freelancing, Pay-to-Play 30 Comments

DisappointmentWhat if…

What if you advertise yourself as a pro, but you’re still learning on the job;

What if you wonder why you’re not booking, but you’re too cheap to hire a coach;

What if you’re too lazy to look things up, and count on your community to bail you out;

What if you think you can break into the business on a shoestring budget;

What if you’re convinced you can crush the competition by undercutting rates;

What if you feel that no one has your back, but you refuse to join WoVo;

What if “What’s in it for me?” is your motto, and you don’t care about your colleagues;

What if you expect to make money, but you don’t know how to run a business;

What if your Pay-to-Play acts unethically, yet you don’t raise your voice;

What if your client pays dirt, but you bend over backwards anyway;

What if you are totally exhausted, but you never take a break;

What if you love to complain, but you never contribute;

What if you don’t believe in yourself, yet you hope others will…

Well, I’m really sorry, but I cannot help you. You have to help yourself, and up your game if you want to become a pro.

Pros know what to do. That’s what they’re getting paid for;

Pros never stop learning. Even the best work with a coach;

Pros are proactive, and do their own homework;

Pros invest in quality, and are willing to pay for it;

Pros know what they’re worth, and charge accordingly;

Pros stick together, and belong to the World-Voices Organization;

Pros look at the bigger picture, and care about community;

Pros are business savvy, and price for profit;

Pros speak up when they’re treated with little respect;

Pros work with clients who recognize their value;

Pros take care of themselves, knowing they can’t give what they don’t have;

Pros aren’t whiners; they are winners;

Pros are poised, and self-assured.

Pros realize that talent entitles them to nothing. It challenges them to do everything. 

And above all, Pros know that success is the result of many small, intelligent steps, taken in the right direction.

Success can’t be rushed. It can’t be bought. It can’t be forced or faked.

It has to be learned.

It has to be earned. 

Every. Single. Day.

Paul Strikwerda ©nethervoice

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The Ugly Truth

by Paul Strikwerda in Articles, Career, Freelancing, Pay-to-Play 14 Comments

Before you begin, please note that the following article was written in September 2015, long before Voices dot com bought VoiceBank. I think my story proves that past behavior is a good indicator of future behavior. 

Beginning bloggers often ask me how to write a story that gets a lot of attention and traction.

They realize they have to cut through a lot of clutter to reach an audience suffering from information overload, and they don’t know how. 

In a way, blogging is a bit like a voice-over career. With thousands of hopefuls jumping like Shrek’s donkey shouting “Pick me, pick me!,” how do you make sure your voice is heard?

As far as blogging goes, there are a few tried-and-tested ways to grab people’s attention:

1. Have a strong headline;
2. Use numbered lists (like I’m doing right now);
3. Tap into problems your readers are experiencing, and offer practical solutions;
4. Be provocative as well as entertaining.

Stories that prove to be particularly popular are the ones claiming to reveal success secrets of those who have made it. Content aggregators can’t seem to get enough of articles like:

“6 Behaviors of the Most Successful People”
“4 Remarkable Insights to Inspire Social Media Success”
“8 Habits of Exceptionally Successful CEOs”
“11 Secrets of Irresistible People”

I don’t even have to read these stories to tell you what “secrets” they reveal:

• Be yourself, and believe in yourself

• Work hard and play hard

• Be proactive and stay focused

• Keep on learning

• Stay in shape, mentally and physically

• Be persistent and flexible

• Do what you love, and love what you do

• Don’t get comfortable, stay hungry

• Always exceed expectations

That’s all good, but there are a few things that are frequently overlooked. Here’s one aspect all successful people and organizations have in common:

They are open to feedback, and willing to change course when they’re moving in the wrong direction.

A GREAT TEAM

A management team is useless if it only consists of cheerleaders. Cheerleaders love everything you do, and they will only tell you what you want to hear. We can all use some positive reinforcement once in a while, but a great company builds on its strengths, and it works on its weaknesses.

It takes clever and fearless critics to point out those weaknesses. They have the guts to tell you what you don’t want to hear. For that, critics may get a bad rep, because they are often seen as unsupportive contrarians who only want to disrupt and destroy.

Some companies have developed a culture where any form of criticism is being suppressed, because it is seen as being disloyal. It turns out that those companies not only close themselves off from inside critique. They don’t want to hear it from the outside either. And once a business stops listening to those who use their products or services, it is pretty much doomed.

GOING UNDERCOVER

You’ve probably heard of the show Undercover Boss. It features CEOs of struggling companies. Most of these men and women seem to have one thing in common: they have lost touch with reality. They know something’s wrong with their business, but they can’t put a finger on it because the people they surround themselves with are just as clueless, or they are too afraid to speak up.

So, the boss goes undercover and works a few jobs on different levels to find out what’s going on, and to hear what people are really thinking. What they usually discover is that the employees they work with on the show, are very much aware of what’s wrong. Some of them even have good ideas about how to fix it.

The program always ends with the CEO revealing him or herself, and implementing some or all of the recommendations and suggestions he/she picked up in the field. But there’s more.

The people who spoke up (not knowing they were talking to their boss) are publicly praised and rewarded, instead of being punished for criticizing the company.

The moral of the story? Whether you’re a public organization, a publicly traded company, or you run your own business, feedback is necessary for your survival. Otherwise you’re operating in a vacuum. Even if the criticism is harsh, and feels like a personal attack, you are being given a gift. How you handle that gift is up to you.

FLYING SOLO

Now, if you’re a solopreneur like me, you can’t go undercover in your own business. You need some other system to get feedback. That’s where a coach or mentor comes in.

Being a coach myself, I often have to be the bearer of bad news. It’s no fun telling people what they don’t want to hear. Hopes are high and egos are fragile. Susceptible people love to believe that they are special, and that they have what it takes to be the next Mel Blanc or Tom Kenny.

When that’s clearly not the case, it’s easier for a student to blame the messenger, and find another coach who will take their money and tell them what they want to hear. It’s just as easy to sign up for a site that will validate their status as a “professional” voice artist, in spite of their lack of talent. But “easy” won’t get them anywhere, because easy is an illusion.

Here’s the ugly truth:

If recording voice-overs was easy, everybody would be doing it, and they all would make tons of money. Instead, it’s the companies and individuals that want you to believe that it’s easy, that are making the money.

But I digress. The topic was feedback.

VOICES on “VOICES”

Over the past few weeks, this blog sparked a wave of criticism directed toward voices.com (VDC), one of the many online casting services. Colleagues like Iona Frances, who would normally bite her tongue on this topic, felt compelled to respond, and she shared her experience, as did many others.

The big question is: What will voices.com do with this feedback? I’m pretty sure the management has read the articles as well as the comments, and they can’t be too pleased. Countless colleagues have called Canada to cancel their membership, and have asked for a refund. Some have even contacted a lawyer.

If I were the CEO of “Voices,” I would listen, and listen carefully. This is an opportunity to learn and grow as a company. If the critique is valid, changes must be made. If the feedback is based on false assumptions, the company needs to set the record straight. What it cannot do, is to remain silent.

Ignoring a problem does not make it go away.

The worst thing “Voices” could do, is to give those who give them feedback, a hard time. But based on what I have heard, that’s exactly what’s been happening. It’s easier for an elephant to fly in the sky using his ears, than for VDC users to cancel their membership. Even those who thought they had been removed from the VDC database years ago, found out that they’re still in the system!

Instead of trying to regain the trust of members who each paid $399 or more for services they feel they’re not receiving, VDC is giving callers an earful. That’s not how you treat the talent your site supposedly supports. Moreover, it only confirms the negative impression people had in the first place.

After a deluge of devastating one-star reviews in August 2017, the moderator of the VDC Facebook page removed the review option altogether, deleting all the comments. Why does the image of an ostrich sticking its head in the sand suddenly pop up? 

PERSONAL CONSEQUENCES

As for me, I have always retained a free membership that allowed me to monitor developments and changes at “Voices” from the inside. Rather than have other people tell me about sliding rates and managed projects, I could see for myself what was going on.

One day in September 2015 when I tried to log on in, I made an interesting discovery: my account had been removed.

Without any warning or explanation.

Apparently, that’s how this company deals with those who dare to criticize it. You have been warned!

I have only one thing to say:

“Voices.com, thanks for the feedback.

Keep on doing what you’re doing, but know that we’re on to you.

WE HAVE HAD IT!”

Paul Strikwerda ©nethervoice

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Debunking Bottom Feeders

by Paul Strikwerda in Articles, Book, Career, Freelancing, Money Matters 47 Comments

Lowest PriceSomething strange is happening in the voice-over world, and it scares me.

I know of no other profession where colleagues (and I use the word loosely) denigrate other colleagues simply because they’re advocating for decent rates.

Those who favor higher fees are regularly labeled as greedy, unrealisticelitist, old school, or as misguided union members.

Since when did it become uncool to want to make more money, or at least earn a living wage?

Is it bad for business? Would it tarnish our reputation? What are people afraid of?

Some voice-overs who operate on the lower end of the scale have even come forward to proudly defend why they’re charging next to nothing. People like Rebecca Schwab, who confessed in a recent blog post that bloggers like me sometimes make her feel like “a voice over fraud.”

She goes on to describe her method of breaking into the voice-over business: by selling her services at rock bottom prices. In another blog post Rebecca writes:

“Whether or not I was “undercutting” anyone was the last thing on my mind. It was simply a matter of economics.”

I’m not going to copy and paste her articles here, but I think Rebecca* needs to learn a thing or two about economics and collegiality.

The frightening thing is that she’s not alone. If you frequent certain Facebook voice-over groups, you’ll notice that even some moderators have become very defensive when the subject of rates comes up. What’s even worse, you can’t argue with these people because they will kick you out of a group if you try to start a dialogue about money.

So, rather than get into a discussion with people who are unwilling to listen, let me give you my take on some of the arguments that are being used to defend, excuse, or justify low rates. Even though we’re talking about voice-over services, you’ll find the same type of reasoning when other freelance rates are discussed.

Let’s start with something I hear almost every day:

1. There will always be a high end and a low end of the market. Accept it and move on.

That’s a given, and it’s not addressing the real issue. We all know that there’s a market for KIA and Rolls-Royce. The point is: how low is the KIA dealer willing to go to make a sale? Is he prepared to sell his cars at a loss, just to get his business going? How long can he keep that up before he goes bankrupt? It’s not a way to get loyal customers either. Next time, they’ll just buy from someone who’s willing to go even lower.

Bottom line: You need to cover your costs, and then factor in a profit. Once you get clients hooked on cheap fees, they will never pay full price again.

2. You may lose money on every sale, but you’ll make it up in volume!

That’s like buying ten melons for a dollar each, and then selling 12 for 10 bucks. Does that make any sense? No matter how many KIAs a dealer sells, if he sells them below cost, he’s not making any money. A small business owner once said: “Sales numbers feed egos. Profits feed families.”

It’s not how much you sell, but how much money you get to keep that matters. Business is a game of margins, not volume. Bargain airlines tried making money on volume. Guess what? They’re gone! Would you rather do less for more, or more for less?

3. Purchase decisions are primarily based on price.

If that’s the case, Mr. Client, I will send you your order in two years, okay? I’ll also make sure that it will fall apart in two weeks, and you won’t be getting your money back. Don’t bother calling me, because I just closed our customer service department.

Most people do not buy on price alone. They will talk about price, but what they really mean is that you haven’t offered enough value to justify paying the price you’re asking.

There’s this cartoon with a picture of a brother and sister each with their own lemonade stand side by side. The brother’s lemonade stand reads “Lemonade 25 cents.” The sister’s lemonade stand reads:

Lemonade 50 cents (clean water).

Do you want your service to be known for being the cheapest on the market, or for high quality? Competing on price is a losing battle.

Lawrence Steinmetz and William Brooks are the authors of How to sell at margins higher than your competitors. Winning every sale at full price, rate or fee. They say:

“If you want to earn a solid living in sales, you need to remember that you are going to face a consistent challenge to hang on to a higher price, because you will always find yourself competing with a fool who is going broke cutting prices.”

The key is adding value. If you don’t offer exceptional value, then your product or service becomes just another commodity. People buy commodities on price. If you’re just another web designer, voice-over artist, or car dealership, you’re in trouble.

Value means: offering more at a higher price.

4. Price does not influence the perception of a product.

If that were the case, why are people prepared to pay thousands of dollars for a Rolex, instead of buying a $50 Seiko? Most watchmakers agree that the Seiko is the better time piece.

Let’s talk about brain surgery. Why don’t people go to the cheapest surgeon in the area? Because low prices make people think he isn’t any good. Price makes a statement. Cheap = cheap. What does your rate tell the world about what you think you’re worth?

5. Some clients just can’t afford paying higher rates. I cannot change that.

How do you know they can’t pay you a better rate? Buyers lie in order to get you to lower your price. It’s the oldest trick in the book. If they could get it from someone else at a better price, why are they still talking to you?

Stop making excuses for those who don’t respect you enough to pay you a decent fee. Unless you’ve seen their balance sheet, you don’t know what they can or cannot afford. 

Know your bottom line. Add value. Don’t compromise so easily. Negotiate. Dare to say NO to a bad deal. Study the art of making the sale. It’s part of being a pro.

6. I don’t set the rates. The market does.

So, what you’re saying is that you don’t take responsibility for your prices? They are forced upon you at gunpoint? You’re just a helpless leaf in the wind?

Let me put it bluntly: The market doesn’t determine your price. Your client doesn’t set your fee. YOU do.

It’s just very convenient to tell the world that you don’t have any influence over your rate. If you can’t control it, you can’t change it. You’re a victim of circumstance. End of story. Now go feel sorry for yourself.

Market trends are the result of millions of individual decisions. Decisions you and I make, each and every day. Change the decisions, and you change the trends. 

Price-cutting is a self-inflicted wound. Should you decide that $5 for an eight paragraph voice-over script is fair compensation, so be it. Contract law states that parties must agree to enter into a contract freely, and must be of sound mind.

I’m not saying that you should ignore the competition or forget about the rate cards that are floating in cyberspace. It’s up to you if you want to look at Odesk, freelancer.com, or the $100 voices.com minimum rate, and decide that that’s what “the market” is willing to pay. After all, the only thing the client cares about is price, right?

Or you could decide to look at union rates, and make those the basis of your pricing structure.

Why not talk to a few agents? If you’re any good, they might want to represent you. They will fight for a decent rate because if you do well, they will do well.

7. I’m not a sales person. I’m an artist. I don’t know how to negotiate.

No, you’re a wimp, and you need a firm kick in the pants! Nobody is forcing you to be a full-time freelancer. But if you tell the world you are doing this to make a living, it automatically means that you’re the head of the sales department, whether you like it or not. Lawrence Steinmetz has this to add:

“The first thing you have to understand is that the selling price is a function of your ability to sell and nothing else.”

Any idiot can cave in at the first sign of buyer resistance, and offer a price cut. That’s not selling. That’s being lazy and fearful. It’s a sign that you don’t believe in the value of your product or service. Clients always pick up on that, and it will cost you dearly.

Being extraordinarily talented in what you do, doesn’t guarantee instant success. Life might have dealt you a pretty good hand, but if you don’t know how to play the game, even the best cards are useless. We all know starving geniuses.

The way I see it, you have two choices. You either learn the rules and become good at playing the game, or you stay out of it. Remember: experience is the slowest teacher.

8. Low-end rates do not affect high-end rates.

If that were the case, why aren’t rates going up, instead of down? Why have so many auditions turned into a bidding war? Actor, writer and producer J.S. Gilbert:

“While it’s not being broadcast, I’m seeing people I know who have made six-figure+ incomes at voice-over for years now, looking at incomes that are fractions of what they were a few years ago.”

I understand that we’ll never get back to the golden days of Don LaFontaine (a.k.a. “The Voice of G-d”) and his limo. Thanks to the internet, the rise in home studios, and online job boards, clients no longer have to book union talent at union rates through an agent. Talk has become a lot cheaper.

As Gilbert pointed out to me, a job that used to cost the client $1000, is now offered at $250. But why pay $250 if some fool is willing to do it for $25?

As I said before, once clients are taught they can get it for less, why should they pay a penny more? Give me one reason why this trend does not impact today’s prices, and has never done so in the past. 

9. But I’m just getting started. I can’t possibly ask full price.

Some beginners admitted to me that they’ve offered their services for free, just to be able to build a portfolio. Mind you: they were not talking about doing stuff for charity.

I think a freebie only makes sense if you have something else to sell. That’s why a baker hands out samples, and that’s why my custom demos are free of charge. But if you’re giving 500 dollars worth of services away for free, you’re not only creating expectations, you’re in fact saying: “This is what I think my work is worth.” Meanwhile, you’re robbing a colleague of the chance to make five hundred bucks.

Jason Fried is the co-founder and President of software solution provider Basecamp. He recommends you practice charging a reasonable rate from day one. But what he said next was a real eye-opener to me:

“It’s very safe to charge low rates, because you don’t have to prove anything. But as soon as you charge a customer a good price, it gives them the power to demand something from you, such as good quality and great service. Those are the types of pressures you want on you as a small business owner. You want to be forced to be good. Charging for something forces you to be good.”

10. I don’t need to make a full-time income. It’s only a hobby.

If it’s only a hobby, then why are you advertising yourself as a voice-over professional? I play the piano, but I don’t market myself as a concert pianist.

If you enjoy reading to other people, go volunteer at your local children’s hospital or elder care facility. You will probably get more appreciation for doing this, than for anything you’ve ever done before.

Most talents I know are only freelancing part-time, because they’re still building what they hope will become a full-time business. A part-time teacher only gets paid less because she puts in fewer hours. Does a part-time cab driver fix the meter so he can drive you around at half-price? So, why should you offer your services at bottom dollar?

Oh… I see. Your partner has a steady job, and the money you make doing the occasional voice-over doesn’t have to pay the mortgage, right?

Guess what? In this economy there’s no such thing as a steady job anymore. What would happen if your partner gets laid off and you become the sole breadwinner? Can your beer money pay the bills? Do you really think you could raise your rates to make ends meet?

Price buyers are the first to look elsewhere. They don’t care about your personal situation. They care about cutting costs. But stop thinking about your own situation for a moment.

There are people who depend on doing this for a living right now, and they think your price dumping is nothing but unfair competition. I must admit: you’re quite talented, and by charging these low rates you are making it harder and harder for them to justify their fees.

I think it’s time for you to think about the bigger picture.

Asking for a reasonable rate is not about shameless greed or about becoming filthy rich and famous. This is about being able to provide for your family; being able to send your kids to college, and save some money for a rainy day.

Your voice could help sell millions of dollars worth of product. It can introduce people to brilliant books that enrich their lives. Your voice can be the voice of a mentor, teaching valuable skills to e-learners across the globe. Your voice can inform, entertain, sell, and assist. Surely, that must be worth something?

However…

Those who fail to build value, have nothing left but to compete on price.

Paul Strikwerda ©nethervoice

*since the publication of this article, Rebecca’s blog posts are no longer available

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PPS The above article is an excerpt from my book “Making Money In Your PJs, Freelancing For Voice-Overs And Other Solopreneurs.” Click on one of the buttons below to get your copy.

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Casting Pearls Before Swine

by Paul Strikwerda in Articles, Career, Freelancing, Internet, Journalism & Media, Promotion, Social Media 27 Comments

handing out adviceTo an ignorant outsider, the voice-over community I belong to may seem cutthroat.

Yet, if there’s one thing that makes it stand out among other freelance groups it is this:

Voice-overs love to share.

People with no or very little experience can expect a warm welcome, and a helping hand when they join an online VO-community.

Do you need advice on a microphone? You’ve got it!

Are you wondering how to soundproof your booth? We’ve got you covered!

I could easily spend all day answering questions from people I don’t know on Facebook, LinkedIn, and other social media. However, those days are pretty much over. Why?

Because it is a thankless task that eats up time, and doesn’t build my business.

Perhaps I better explain myself.

LURING LURKERS

Here’s what I know about internet culture. Most online communities consist of lurkers. You know, the people who observe, and very rarely participate. These folks like to take, but never give. They want to play the game, but they never show their cards. Have they earned the right to pick my brain? I think not.

It also consists of lazy people who never learn; people who want you to do their homework. Sorry, but I’m not going to enable an attitude of entitlement. 

Can you imagine a teacher spoon-feeding her kids by giving them all the answers on a silver platter? I thought the purpose of education was to make children resourceful and independent. 

I’ve also noticed another trend: many members of online voice-over communities are simply not serious. How do I know? Just look at the basic questions people ask. If they had half a brain and a genuine interest in the subject matter, they would have figured it out for themselves. But no, they apparently need a pro to hold their hand. Poor babies!

“But Paul,” some people respond… “Don’t be so harsh. You were once a newbie. You had to start somewhere, didn’t you?”

Of course I did, but here’s the thing. When I embarked upon a career in radio, I had more questions than answers. I made it my mission to find as many answers on my own, before asking for help. I didn’t want to embarrass myself in front of a pro. I wanted them to know that I had done my homework.

So VO-newbies, if you want to earn my respect, do your research!

INVESTING IN THE FUTURE

Thinking back to my start in radio, here’s what comes to mind: I was serious, I was committed, and I was willing to make an investment.

You see, that’s another thing that’s missing these days. This is the age of the free ride. Why pay for a song if you can download it at no cost? Why pay for Netflix if you can watch a pirated movie online? Why pay for expert advice if the experts are giving it away?

If we don’t value what we have to offer, we can’t expect others to find it valuable either. Those who are willing to make an investment, are usually invested in the process. Those who are not, have other priorities. 

“But Paul,” some people commented, “wouldn’t it be good for your business if people got to know you as someone who knows his stuff? You might even get some coaching clients out of it!”

Let me tell you something. In all the years that I have chimed in on Facebook or Google+, no one ever contacted me for coaching because they liked my answer to their question. Nine out of ten times I didn’t even receive a “thank you,” or other sign of acknowledgement. That’s why I call it a thankless task. People simply get what they need, and move on.

Well, that’s not entirely true. Some did ask about coaching, but as soon as I told them my rate ($125 per session), they said they were just “exploring options.” It is the epitome of not committing. 

Now, there’s another reason why I won’t be handing out free advice to every Tom, Dick, or Harry. I’ll explain by quoting a question I recently received from Mandy:

Paul, I read your article about your most embarrassing moment in your voice over career. You said that you used to use voices.com, but were only able to book a handful of jobs before leaving the site. I’m a voice actor as well and have been primarily using voices.com to find work. Now you said that you don’t really like the pay to play model and prefer to get work elsewhere. So my question is: what do you recommend for someone like me who is still new to voice acting? Are pay to play sites the only way for me to go being so new? I don’t have a demo or an agent so I don’t have people contacting me about jobs either. What options do I have? I haven’t really gotten much success with voices.com either, and voice acting is not my main source of income. I would very much like to learn and get better at voice acting too. Any knowledge or insight you can share would be great, thank you.

HERE’S MY ANSWER

Hello Mandy:

First off: thank you so much for reading my blog. I really appreciate that!

There are many ways in which I could respond to your comments and questions, but I have to say this first:

Without demos, industry contacts, experience, or an online presence, it’s virtually impossible to build a voice-over career, especially on the side, and especially in 2017.

I haven’t heard your work, so I can’t even tell whether or not you’re uniquely talented. This makes it really hard to give you advice. 

Some of my coaching colleagues might even question whether or not you’re serious about voice acting. They’re definitively not going to give you any recommendations on a silver platter. Their time and expertise are worth something.

I will say this, though.

The only way to get better in this field, is by taking trainings, and/or by working with a coach. Very much like driving a car, you can’t pick voice acting up from a book. You can’t teach it to yourself either, because you’re limited by your lack of knowledge. 

Overall I’d say that it is unwise to put yourself out there when you aren’t ready. No one opens a restaurant without knowing how to cook, right? 

The voice-over world has too many home cooks who all believe they’re the next best thing since sliced bread, and they don’t stand a chance against professional chefs. 

So, please don’t put the cart before the horse and expect to get work. Put in your time, make the necessary investments, learn the ropes, and build a solid home studio. Then we can talk about attracting clients.

Does that make sense?

This probably wasn’t what Mandy expected to hear, because she never responded. 

When it comes to a VO-career, there are too many people with their heads in the iCloud, and all of them believe they could be the next Don LaFontaine. Someone’s got to tell them that that’s never going to happen. Otherwise they’ll fall for all the propaganda from demo mills, unscrupulous VO-coaches, and greedy online casting sites.

UNDERSTAND FIRST

I do want to point out one more thing I tried to convey in my answer to Mandy: it’s rather pretentious to give advice to people you know very little about. You wouldn’t want a doctor to write you a prescription without having fully examined you, right? Yet, with the best of intentions, colleagues dish out advice left and right without knowing whom they are talking to. Stephen Covey was correct when he coined the phrase:

Seek First to Understand, Then to Be Understood.

I see a lot of people trying to be understood, without really understanding what the issue is. Do you know what I mean?

One last thing.

If all of the above is true, -and I believe it is… why am I still blogging? Isn’t that handing out unsolicited advice to people I don’t even know?

I suppose it is, but you know what? I pick the topics. I usually ask the questions, and I come up with answers. And most of the time, I feel very much appreciated.

Before I started blogging, very few people had even heard of this Flying Dutchman and his voice-over business. Now I am one of the go-to people when companies ask for someone with a European accent. Clients come to me when they need a native Dutch speaker. In other words: this blog has helped me build my business.

If people seek me out for my expertise, they have to come to my site, and not to someone else’s online platform. The amount of traffic this blog generates is worth more than any online ad campaign could give me. And the many friends I have made along the way… that’s simply priceless!

The way I see it, everybody wins, and that is why I will keep on sharing on my turf and on my terms. 

And yes: you’re welcome!

Paul Strikwerda ©nethervoice

PS Be Sweet. Please Retweet!

photo credit: Pondering Bob’s advice via photopin (license)

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How To Become A Superhero

by Paul Strikwerda in Articles, Book, Career, Freelancing 13 Comments

The SuperfreelancerOkay, I admit it.

Last week’s post entitled Ten Things Clients Don’t Care About was pretty harsh. Yet, I felt it needed to be said, and many readers agreed with me.

You see, here’s the thing. 

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. And 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.

To bring it back to my story, some of you said the following: “In your last blog post you’ve told us what clients don’t care about. I get that. Now, why don’t you tell us what clients really want?”

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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