Journalism & Media

Here’s What You’ve Missed

by Paul Strikwerda in Articles, Career, Freelancing, International, Internet, Journalism & Media, Money Matters, Personal, Promotion Leave a comment
Paul Strikwerda

The author

Happy New Year!

Today I want to start by thanking you for reading my blog. There’s so much content to choose from these days, and I am so glad you landed on this page.

Perhaps this is your first time, so: “Welcome!” Perhaps you’ve been here before. In that case I welcome you back with open arms.

One of the joys of being a blogger is the opportunity to connect with so many people from all over the world. This year I’ll be aiming for 40 thousand subscribers, which is unheard of in my particular niche: voice-overs. Then again, this blog is not just for professional speakers. It’s for all kinds of creative freelancers who struggle with things like finding work, dealing with difficult clients, and getting paid a decent amount.

If these topics interest you, I hope you’ll take a minute or so to subscribe. That way you’ll always know when I’ve written a new post. Just enter your email address in the upper right-hand corner. It will never be sold or used in any other commercial context. I promise!

WHAT DID YOU MISS

Now, we all lead pretty busy lives, and I completely understand that you might have missed a few stories from last year (especially if you’re new to this blog). That’s why I’m starting 2017 by giving you a quick overview of some of the topics I have covered (or uncovered). The headlines in blue are all hyperlinks, by the way. 

One of the things I write about frequently, is the road to success. Does luck play a part in it? Do you have to be at the right place at the right time? Read about it in “The Magnet, the Colander, and the Clay.” In “Secrets From Successful Voice-Overs” I share more top tips with you.

I’ve been freelancing for my entire professional life. Being a solopreneur is often fantastic, and sometimes frustrating. Do you want to know what my pet peeves are? Click here to find out. We might have a few in common!

One of the recurring themes of this blog is me taking a critical look at the field I work in: voice-overs. In “Voice-Over’s Seven Deadly Sins” I explore manifestations of things like Lust, Gluttony, and Greed among voice actors. Not every colleague always appreciates what I have to say. In fact, some think I’m quite the curmudgeon. Read “Call Me Oscar” to find out if that’s really true. 

Another topic I like to write about is how to deal with setbacks. No path to success is ever smooth, and in “Turning Resistance Into results” I take you to my gym for a few unexpected tips. In “The Mistake You Don’t Want To Make” I discuss a list of things freelancers do to sabotage their success, and I tell you about the one thing you must do, to make it in this business.

GETTING PERSONAL

Beginning voice-overs often have to overcome a lack of confidence before they are comfortable selling their services. My story “Do Nice People Always Finish Last?” deals with that issue.

During the course of a year great things happen, and things that are absolutely horrible. When tragedy strikes, I don’t always feel like writing about microphones, challenging clients, or impossible scripts. I feel a need to get personal with my readers, and posts like “The Weight Of The World” elicit lots of responses. 

Not every reader knows that I was born, raised, and educated in the Netherlands. So, what’s it like for a Dutchman to live and work in the United States? You can read all about it in “Those Silly Americans.”

Because I bring a different and more European perspective to the table, some of my readers say that I usually “tell it like it is.” This attitude is appreciated by many, and criticized by some. In “The Cult of Kumbaya” I’ll tell you how I deal with my critics, and with criticism in general. “How I Handle Negative Comments” is another take on how I respond to feedback that is less than positive. If you’re in a business where rejection is the name of the game, I think you’re going to find these stories helpful.

Another theme I like to return to has to do with treating your business like a business. If you don’t do that, you’ll never have the success you’re hoping to have. “Are You In Bed With A Bad Client” tells you what to do when a client is taking you for a ride. In “Is Your Client Driving You Crazy” I write about the clients I gladly gave the sack.

IT’S All ABOUT COMMUNICATION

As voice actors we spend a lot of time in one place: our studio. Did you know it could be dangerous to do that? Just read “How Dangerous Is Your Voice-Over Studio” and you’ll find out about the hidden dangers in your recording space, and what you can do about it. 

Since I’m in the communication business, it won’t surprise you that I love blogging about communication. “Filling In The Blanks” deals with a strange habit many of us have that could cost us clients, as well as personal friends. “Don’t Ever Do This To A Client” is a warning about how not to conduct business, ever.

What I love about being a blogger is the interaction with my readers. Many of them respond in the comment section. Others send me emails. The question I get asked a lot is this: “Looking back, and knowing what you know now… what would you have done differently, and why?” Click here to read my answer.

One of the unexpected discoveries I made in the past few years is that this blog is also read by copywriters, freelance photographers, web designers, as well as producers, and potential clients. For them I wrote “How To Hire The Right Voice-Over.” Even if you provide VO-services yourself, you might want to check this one out to get a sense of what clients are really looking and listening for.

If you’ve been following me for a few years, you know I’m no big fan of the Pay-to-Play model. Now, here’s a fun fact. If I want to guarantee myself at least a thousand hits in one day, all I need to do is write about one of those Pay-to-Plays: Voices dot com. “Stop Bashing Voices.com” is a story for those who don’t like what “Voices” is doing, and yet renew their membership year after year.

SELLING YOURSELF

Marketing your services is one of the most important skills you must possess to have a flourishing freelance business. At times you need to educate clients new to voice-overs about the benefits of hiring a professional voice. One way to do that, is to contrast what you have to offer with examples of what I call “voice-overs gone wrong.” If you want to have a laugh and some heart-felt advice, click on “What Were They Thinking?

Another question some people ask me is where I find the inspiration to write a new blog every week. To be honest with you, I often look outside of my own professional bubble. Click here to find out why, and what we can learn from fellow-freelancers who are active in another field.

Many blogs in the blogosphere are highly topical. Writing about current events is fun, but here’s the problem: the content gets outdated rather quickly. I do blog about things that are in the news, but I do my very best to make something that is timely more timeless. A good example is my story about the presidential election in the U.S., and the question of ethics and morality in voice-overs. It’s called “Should We Shoot The Messenger?” It certainly got people talking.

Another example is my blog about Black Friday. Yes, Black Friday is the “hook,” but in reality this is a blog about why people buy, and how you -as a frugal freelancer- should spend your money. “The Most Important Question Of The Year” is another story about the business of being in business. If you want to get to the bottom line, please read it.

MOVING ON

There you have it. That’s my overview. What were your favorite stories?

Looking at the new year, here are 5 things you should stop doing in 2017, and in 2018, 2019, et cetera.

One thing I hope you’ll continue to do, is come back to this blog every once in a while, -better still- every Thursday. Leave some feedback for me. Let me know what you’d like me to write about. Share your experiences in the comment section.

If you enjoy my musings and think they’re helpful, share them with your friends and colleagues on social media. That always makes my day.

And remember: Subscribe to stay in the loop, and get the latest scoop.

Here’s to another fabulous year!

Paul Strikwerda ©nethervoice

PS Be sweet. Please retweet!


A Historic Year

by Paul Strikwerda in Articles, Career, Internet, Journalism & Media, Money Matters, Pay-to-Play 3 Comments

For many reasons, 2016 was a year for the history books.

Where shall I begin? 

Let’s start with the economy, stupid! The on-demand gig economy, to be exact.

If as a self-employed person you ever feel isolated, remember this: You are not alone!

A GROWING NUMBER

The freelance workforce in the U.S.grew from 53.7 to 55 million people this year, now representing 35% of workers. In 2020, this number is expected to go up to a whopping 50%. In other words: you are part of the new normal. That’s a good thing, and a bad thing. 

Right now, freelancers contribute an estimated $1 trillion annually in freelance earnings to the U.S. economy. Unfortunately, flex workers don’t enjoy the same benefits and protections as non-freelancers. Employers have turned regular, full-time jobs, into part-time, freelance jobs. That way they don’t have to contribute to health care, pension plans, and other benefits.

Because the freelance workforce is mostly unorganized and unprotected, it’s easy for employers to do whatever they want. According to the Freelancers Union, over 70% of their members have been cheated out of payments that they’ve earned, and are stiffed an average of $6,390 every year.

On that topic there is some good news that made 2016 a historic year. It’s something that has been mostly overlooked in voice-over circles, perhaps because it’s relevant to the 1.3 million freelancers in New York City. However, this news could eventually be the beginning of change in the rest of the country. 

FREELANCE ISN’T FREE

In October, the NYC Council unanimously passed a bill helping freelancers get paid on time and in full. On November 16th, Mayor de Blasio signed it into law, and it’s called the “Freelance Isn’t Free Act.” NYC is the first city in the nation to provide protections against non-payment for freelancers and independent contractors. 

Here’s how it works:

  • The law, which will apply to contracts of $800 and up, requires any company that hires a freelance worker to execute a simple written contract (it could be as simple as an e-mail), describing the work to be completed, the rate and method of payment, the date when payment is due, and basic contact information for both parties.  

  • Payment in full is required within 30 days of the completion of services or of the payment due date under the contract, whichever is later. Companies who fail to pay would face penalties, including double damages, attorney’s fees, and civil penalties.

  • Under the law, companies would be prohibited from retaliation against freelancers who seek to exercise their rights under this bill.

According to council member Brad Lander who worked closely with the Freelancers Union to write this bill…

“The NYC Department of Consumer Affairs will act as a navigator for freelancers facing nonpayment. DCA will provide model written contracts in multiple languages, accept complaints from freelancers, issue a “Notice of Complaint” to hiring parties that don’t pay, and make it easier for an aggrieved freelancer to bring charges to court”

He continues:

“Just 5% of freelancers take delinquent clients to court, in large part due to the very high cost of hiring an attorney, and the unlikelihood for that lawyer to take the case “on spec.” Those freelancers that do bring deadbeat clients to court are often subject to retaliation – an especially big problem for freelancers that work through agencies, or on an ongoing retainer.”

“By passing this law, NYC is helping to address a big gap in state and federal laws for protecting workers. The Freelance Isn’t Free Act can serve as a model for cities across the country to take action to protect the growing number of “gig economy” workers.”

And that’s precisely what I hope will happen. This law needs to become the norm in our nation so freelancers like you and me are protected from non-paying clients.

THE STRIKE GOES ON

The last thing that made 2016 a historic year is this: unionized voice actors appearing in video games went on strike against 11 employers. The sticking points are twofold: working conditions and the compensation method. I could easily devote an entire blog post to dig deeper into the issues, but instead I encourage you to click on this link to get a better idea of what’s going on.

This is the first time I feel SAG-AFTRA is taking voice actors seriously. For years, the unions have treated us as second and third-rate citizens. Now that certain video games make even more money than some Hollywood blockbusters, we finally matter. However, video game voice actors make up a small percentage of all unionized voice talent, and I want SAG-AFTRA to care just as much about the compensation and working conditions of other members.

Whatever the outcome of the strike may be, the agreement reached will send a signal to the entire industry, and will impact both union and non-union talent. Why is that? Well, technology is changing rapidly. More people watch content online, and the internet knows no borders. Traditional media markets that were used to determine rates are rapidly disappearing, and our pay needs to be up to par with this changing landscape.

CROSSING THE LINE

The strike is also testing our solidarity as a professional group. Will newcomers take advantage of the situation, and cross the (virtual) picket line? You may find it shocking that some colleagues will act as scabs, but to me this is an indicator of another trend: the deliberate weakening of the position of voice-overs from within. Every day a symbolic picket line is crossed by voice-overs that are taking jobs for less because…

“Some money is better than no money”

“I’m just getting my feet wet”

“It’s only a hobby.”

“The client said she couldn’t afford to pay more.”

“I’m an idiot and I only care about myself.”

I hope 2017 will be the year in which union and non-union voice actors will take a stand, just like their video game voicing colleagues. I’m not suggesting we go on strike, but we can refuse to work for clients that don’t take our craft seriously. In fact, we don’t take our craft seriously every time we allow a client to take advantage of us, financially or otherwise.

There are 55 million independent workers in the U.S., and our numbers are rapidly growing.

But if we don’t act now to protect our livelihood, voice-overs won’t be part of the increase.

And we only have ourselves to blame. 

Paul Strikwerda ©nethervoice

PS Be sweet. Please retweet.

photo credit: Shrieking Tree Anti-Torture Vigil – Week 18 via photopin (license)


The Most Important Question Of The Year

by Paul Strikwerda in Articles, Career, Freelancing, Journalism & Media, Promotion 9 Comments

freelancer at workWe’re nearing the end of December, and I want to ask you a few innocent questions, if I may. Questions that may make a few freelancers slightly uncomfortable.

Here’s the most important one:

“How was business in 2016?”

Some of you might tell me:

“2016 was great. I had so much fun!”

“I feel blessed to do what I do and even get paid for it.”

“I booked more gigs than ever, and I learned a lot this year.”

Those are interesting points, yet from a business perspective they are almost irrelevant. Let’s unpack theses statements one by one.

I’m so glad you had fun (and I don’t mean that sarcastically), but that’s not how you measure success as an entrepreneur. I know quite a few starving artists who had tons of fun while losing boatloads of money. 

You may feel incredibly blessed, but how is that reflected in your books? Did your CPA congratulate you because your numbers are up this year?

It’s great that you landed more jobs, but if you’ve been doing more for less, are you really better off? I don’t know about you, but I became a freelancer so I could do less for more. That has nothing to do with being lazy. I wanted to have time to travel, to volunteer, to write, to coach, and to enjoy being with family and friends. 

Learning a lot is cool, but clients don’t pay you to learn on the job. They expect you to know the job. I’m sure you’re familiar with certain folks (perhaps intimately) who are very good at learning how NOT to do a job. That’s not a way to determine the well-being of a business, is it?

SUSTAINED SUCCESS

Let me share something with you I learned not by guessing, but from decades of experience:

People who are prone to making the above statements may be good at what they do, but that doesn’t mean they’re good at running a for-profit business. In fact, their comments tell me they don’t seem to have their priorities straight. 

If you wish to have sustained success in any competitive field, you need to be better than 90% of your colleagues in terms of talent and skills, AND you must run your business like a business (instead of some elevated hobby). You can’t have one without the other. 

This means that when I ask you “How was business in 2016?” you should be able to answer the following (and potentially uncomfortable) questions:

“Did you break even? Did you turn a profit, or are your (still) struggling to survive?”

Be honest. Don’t give me an answer that would look good on Facebook. It’s time to face the facts. To quote Dr. Phil: “You can’t change what you don’t acknowledge.”

The bottom line is always about the bottom line.

Now, if you’re not yet where you want to be: Welcome to the club! Trust me. Even the big names you look up to, are seldom where they want to be. It’s what drives them! They know business is unpredictable and volatile. But they also know the five factors that lead to success:

  1. Learn from the best. 
  2. Offer an outstanding product or service. 
  3. Make it easy for clients to find you.
  4. Make it easy to work with you.
  5. Make it easy to pay you.

I always tell my students not to reinvent the wheel. It’s a huge waste of time. There are no shortcuts to success, but it does help to model your business after those who are where you want to be. When you do that, you’ll notice a sixth factor that contributes to continued success:

6. Manage your money.

This is where many freelancers lose the game, because they’re not on top of their finances. I admit: it’s not a glamorous job, but it pays the bills. Literally. If this is something you’re interested in, you need to take the first step:

Get Organized!

If you’re like me, and you could use some help in that area, consider a service like Invoice2go.com. It was developed by someone like you: a small business owner. For $149.99 per year (The Enterprise Plan), you can list 100 clients, and send an unlimited number of customized invoices using your phone, tablet, or computer. Invoices will show a Pay Now button, allowing your customers to pay you online in multiple ways.

Here’s the thing:

Not only will you look much more professional, but when you make it easier for clients to pay you, they will pay you faster. 

Invoice2go also helps you keep track of your expenses. That way you’ll always know how much is coming in, and how much is going out.

Mind you, I’m not getting paid to toot their horn, but I was approached to contribute to an infographic they put together for small business owners. I think that’s a really cool thing! Invoice2go asked entrepreneurs with years of experience for their top advice for starting a small business.

Here’s the result. Let’s see if you can find my quote!

Invoice2go just launched a free invoice template generator, allowing you to create and send customized invoices in three simple steps. Here’s the link: 

http://blog.2go.com/invoice-template/

Happy invoicing!

Paul Strikwerda ©nethervoice

PS Be sweet. Please retweet!


How To Handle Negative Comments

by Paul Strikwerda in Articles, Career, Internet, Journalism & Media, Personal 10 Comments

cyberbullyingDon’t be shocked.

Sooner or later it is bound to happen, and you will ask yourself:

“Was it something I said, something I wrote, or something I did?”

It doesn’t really matter.

The truth is: you probably annoyed someone in some way, and they’re letting you have it.

Online. For the whole world to see.

You wonder: “What do I do? Do I ignore it? Should I retaliate?”

A DOUBLE-EDGED SWORD

Having an online presence is a blessing and a curse. It’s an opportunity to reach thousands of people instantaneously. Sane people, and insane people. Ideally, you don’t want your fans, readers, and potential clients to passively consume your content. You want people to react to what you’re posting. You want the “likes,” the retweets, the comments, and the thumbs up, don’t you? I know I do, and I’ll tell you why.

I purposely push the envelope from time to time, and stir the pot. I welcome and encourage a good discussion, because I want my readers to be moved in some way or another. I want them to be aware of the Emperors in our industry that aren’t wearing any clothes. I want people to think twice before they send their money to some demo mill, or to a casting website selling virtual cattle calls.

I know this doesn’t make me popular in some of the more established circles, but popularity has never been my goal. If anything, I want to empower my readers to become more professional, more business-savvy, and better equipped to run a profitable and ethical freelance business.

THE WIND AND THE TREES

In the Netherlands we have a saying that goes like this: “Hoge bomen vangen veel wind.” It means “Tall trees catch much wind.” In other words: if you choose to put yourself out there, things might get rough. You’re kind of asking for it. Let me give you an example.

You’re probably aware that I wrote a book called Making Money In Your PJs, Freelancing for voice-overs and other solopreneurs. It has an average of four and a half stars on Amazon. Not long ago I noticed that I got my first (and only) one-star review from Jack Dennis, a colleague. I can use Jack’s name, because he chose to identify himself at the end of his review which I appreciate. Here’s what he wrote:

“Don’t believe what you read. Paul is not well respected in the vo biz. In fact, quite the opposite. He has successfully offended many major league elite vo actors and their representatives. He is everything you shouldn’t be to become a major league talent. He embarrasses me and shames the art of voice over. He’s an author, coach and does vo. The basic formula for success is to learn from the best in their respective fields. You can learn nothing from Paul. He is pompous, arrogant and brings nothing positive to the table. He will only take your money and discourage you from going after your dream. This sounds like a nasty review it is. I’m tired of the vo wolves preying on those with a dream. If you want to have any success in the vo world, avoid people like this.”

While I didn’t enjoy reading these words, I do want to thank Jack for inspiring me to write about handling feedback. If you feel hurt, or angry about some of the negative comments you may have received, here’s what I’d like you to keep in mind:

1. Don’t take it personally.

I strongly feel that most comments reveal much more about the commentators, than about what or whom they’re trying to critique. In three words: Perception is projection.

I also think that ALL of us are looking at the world through dirty lenses. Our vision is colored by past experience, and by our values, our beliefs, and our expectations.

Some people feel big when they can make other people feel small. Some are jealous, narrow-minded, vindictive, or simply ill-informed. Some people thrive on creating conflict. Some fall for fake news. Some have been hurt, wronged, or disappointed, and they’ve become cynical, sad, or bitter bullies.

All of this resonates in the background, and influences how people perceive the world and respond to it. Sometimes it takes one small trigger that provides the spark that lights the fire. Some days, you might be that trigger, and you get some dirt thrown your way.

Mind you: I’m not justifying bad behavior. I’m just trying to put it into context.

One more thing.

A person is much more than his or her behavior. The behavior is just the tip of the iceberg. Just as we don’t like to be judged based on one thing we said or wrote, it would be unfair to judge the commentators based on a single, not so positive comment.

2. Substantive feedback is valuable.

It is really hard for most people to have an accurate sense of how they come across, in person, and especially in writing. As you’re reading these words, you can’t hear my tone of voice, and you don’t see my body language. Yet, most communication experts agree that tonality, facial expressions, and posture are way more revealing and honest than the words we speak. That’s why the written word is easily misunderstood (and why some of us use emoticons).

Quality feedback (emphasis on “quality”) is a precious gift. It’s a mirror that teaches us something about how we’re being perceived. It can be a confrontation with a part of ourselves we’re uncomfortable with. That’s why some people become very defensive. They take critique of one small aspect of how they come across, as an attack on their entire personality.

When someone has a few harsh words for me, this what I want to know:

– Is the feedback based on actual observations and facts, or on assumptions and interpretations?
– Is it specific, or does it consist of a bunch of generalizations?
– What is it, that the commentator is missing in order to truly understand me, and what do I need to do better, in order to be understood?

You see, I cannot change my critics. If they’re intent on cutting me down because they have some chip on their shoulder I know nothing about, I cannot help them. Frankly, it’s their problem. Not mine. I can only change myself. I can choose to ignore feedback that has no basis in reality, and to learn from feedback that’s fair. This brings me to the next point:

3. Ask yourself: Is the critique consistent and recurring?

Now, here’s where I start paying attention. If the same substantive feedback is coming back again and again, that’s like an alarm bell. Action needs to be taken. Jack’s one-star review may be annoying, but it doesn’t really worry me. Apparently, he has some bone to pick with me and/or the world, but his review is overshadowed by many positive comments from other readers…. which leads me to my next suggestion.

When fellow-bloggers and writers ask me if and how they should respond to people like Jack, I tell them:

“Don’t.

Let others come to your defense.”

When others advocate on your behalf, it has a much stronger impact than when you speak up yourself. And if you’ve taken the time to develop a considerable following, people will jump in. I guarantee it.

4. How you respond to feedback, teaches you about you.

Just as most comments reveal a lot about the commentators, how you respond to those comments tells you something about yourself. If you’re a people-pleaser, you probably want to be liked, and you avoid conflict. A critical comment may feel like a slap in the face. 

A few words of advice:

– It is impossible to please everyone, all the time. It’s also unhealthy!

– You are not perfect, and you don’t have to be, to be liked and loved.

– Receiving feedback is different from being rejected. It’s information, and you decide what to do with it.

– Always consider the source of the feedback. You can’t reason with unreasonable people.

– You cannot control the comments, but you can control your response.

5. Comment carefully.

If you happen to have a sharp online tongue, bite it!

If you have something to say, don’t hide behind an anonymous online identity. Own your ideas. Be accountable. Only cowards operate in the dark.

Be aware of the incredible power of words. Using strong language to provoke a response is not a game. It is not funny. It is beyond rude, and it is dangerous. Cyberbullying has led to suicide.

Never respond when you’re angry or under the influence. Realize that what you say about others, says a lot about yourself. Do you want to be known as a considerate and kind person, or as a jackass?

Online comments have a long shelf life. Something you wrote in anger, might come up in searches years after it was written, and may even cost you a job.

If you have very strong feelings about a person’s opinion or actions, why not send him or her a private message? Be polite. Be thoughtful. Be reasonable.

As Patrick Stokes once said: “You are not entitled to your opinion. You are only entitled to what you can argue for.”

DEALING WITH NEGATIVITY

If you’re a fan of British television, you may have heard of Nadiya Hussain. She’s the most recent winner of The Great British Bake-Off on the BBC. Nadiya walked into the show wearing a headscarf, and became one of the most well-known Muslims in the UK. Now she stars in her own television series, she wrote a number of books, and she even baked a birthday cake for the Queen.

In a recent interview, Nadiya was asked:

Many Muslim women have to endure anti-Islamic slurs in the street – has that ever happened to you?

Here’s what she said: 

“From the moment I’ve worn my headscarf, that almost comes with the territory. I don’t feed negativity with negativity. I receive it with a smile and I say: “You know what? I don’t need to balance the scales.” For me that’s really important because my foremost and most important job is my children. I live in a lovely country. I don’t want my kids to grow up with a chip on their shoulder. Those negative people and those negative comments are the minority, and I don’t let that dictate how I live my life.”

I agree with Nadiya. Never sink to the level of the person you’re responding to. Don’t become what you despise. It’s a sure way to fan the flames, and it will stain your soul. 

Language can be used to help, heal, or hurt.

The choice is yours.

Paul Strikwerda ©nethervoice

PS Be sweet. Please retweet!

PPS Have you ever received nasty comments? How did you handle it?


Should We Shoot The Messenger?

by Paul Strikwerda in Articles, Career, Journalism & Media, Personal 22 Comments

Hillary and DonaldA painful, and often embarrassing war of words is finally over.

America has voted. The people have spoken. 

We have a president-elect, and his name is Donald J. Trump. 

Some of us are elated.

Some of us are scared. 

Some of us are asking ourselves: “How the heck did this happen?”

Now, before you think this is yet another analysis of the election, let me stop you. This is primarily a blog about people’s voices and their meaning, and that’s why you and I need to talk. 

How so? 

Because some of us were foot soldiers in this war of words. Soldiers of fortune. 

I’m referring to the voice actors who used their talent to spread the message of a particular party. Masterful manipulators, hand-picked and hired to move hearts and minds. 

That’s not some dark, political point of view. It’s the ultimate purpose of our profession. Clients hire voice actors when they have something to sell, someone to entertain, something to teach, or something to preach. 

If we do our jobs well, we lift dead words off the page, and bring them to life in the most impactful way possible. Sometimes that way is a seductive whisper. Sometimes it is a battle cry about making a nation great again, or stronger together. As long as that cry is believable, people are buying it in droves. 

It’s all about influence. 

A masterful audio book narrator can create wonderful worlds and characters that become an intimate part of the listener’s experience. Well-delivered catch phrases from commercials become engrained in our culture. 

As the French say: “It’s the tone that makes the music,” and in my mind, it’s the voice-over who sets the tone, whether it’s someone like Sir David Attenborough, Gilbert Godfrey, or Morgan Freeman.   

Who can forget the way Ed McMahon delivered his “Here’s Johnny,” for almost thirty years? Who doesn’t remember Don LaFontaine’s booming “In a world…”  or Don Pardo announcing Saturday Night Live? 

As you’re reading these words, you probably heard their voices inside your head, and hearing these voices put you in a certain state of mind, if only for a moment. 

Don’t worry. That’s perfectly normal. 

Voice-overs infuse scripts with meaning and emotion. A talented voice actor can “play” the words, the way a musician turns notes into music, and music into art. 

Now, at this point I can hear some of you say: 

“Slow down a little. What’s the big deal? Words are just words! You can’t get wet from the word water. Sticks and stones may break my bones, but names will never hurt me.”

Well, you’re wrong.

Words are powerful weapons. Depending on who delivers them, and how they are delivered, words can act as a placebo, or as a poison.  

The word Kristallnacht isn’t “just” a word. Kristallnacht opens up a burning world of meaning; a world of anti-Semitism and intolerance that lead to the killing of six million innocent people. 

Words are loaded. They can be used to divide, to incite, to help, and to heal. Words drive teenagers to suicide, and words inspire religious fanatics to murder and maim. 

Words are never “just” words. 

Now, subscribing to the idea that words have power, has implications for all of us, and especially for professional communicators.

Whether you’re a copywriter, a speech writer, a politician, or a voice-over, as a paid manipulator of language, you have the responsibility to ask yourself: 

“To what aim am I doing my job?”

“What are the potential consequences?” 

“Would this project I’m involved in make me proud?”

Under what circumstances would I refuse to work on something?”

“Is this job an opportunity to make money, to make a difference, or both?” 

Some of my fellow voice-overs answer those questions in a very pragmatic way. They tell me:

“Don’t shoot the messenger. I’m only an actor. I’ll say whatever they pay me to say.” 

To be perfectly honest with you: I struggle with that attitude. Especially when it’s about causes I strongly believe in, I find it hard to separate personal from professional ethics. For instance, as a lifelong vegetarian, I would never butcher my beliefs to promote the consumption of meat, no matter how much they’d pay me.

At the same time, I’m not going to make the mistake of confusing an actor with his or her character. If someone portrays a member of the KKK in a movie, I know it doesn’t mean he supports the KKK. Perhaps that actor wanted to play this role to warn the world about the dangers of the Klan. 

So, to help myself deal with some professional, moral dilemmas, I find it useful to make a distinction between fiction, and fantasy. As a voice actor I give myself permission to play a despicable person if it’s non-fiction (and with certain limitations). But I would never record a promo video for the KKK. 

And what about political ads? Would I be willing to help a political party influence the voters?

It depends.

Although many political ads sound too good to be true, I put them in the category of non-fiction. They’re a tool in a battle to influence the masses. They’re instruments of propaganda. Based on my personal morals, and knowing what I know about the power of words, I would never lend my voice to a message I don’t believe in, regardless of the paycheck. 

My voice is for hire, but my integrity is not for sale.

I understand that you may draw the line differently, because your values and beliefs are different from mine. That doesn’t mean we shouldn’t discuss ethics in our profession. Our voice is a powerful instrument of influence, that can be used for many purposes, good, or bad. 

One last thing.

Let’s not confuse doing a great job with doing what is right. 

It is very much possible to do great work for a terrible cause. Leni Riefenstahl’s Triumph des Willens, is a cinematic masterpiece of propaganda about the 1934 Nazi Party Congress in Nuremberg. Her documentary Olympia about the 1936 Olympics in Berlin, was groundbreaking.

Sometimes it’s not the work itself that’s being criticized. It’s the purpose it serves, that matters.

With that being said, it’s time to adjust to a new reality. 

Our election is over.

To many observers, this wasn’t an election about issues. This was an election about emotions; about who was best at selling a message to the masses. 

A painful, and often embarrassing war of words has finally come to an end.

Or is it just beginning?

Paul Strikwerda ©nethervoice

PS Be sweet. Please retweet!


What Were They Thinking?

by Paul Strikwerda in Articles, Journalism & Media, Money Matters, Promotion, Social Media 21 Comments

Sale!No matter how much you love your job as a voice-over, there are always aspects of your work you don’t care for, or would rather have someone else do.

I, for instance, am not a numbers man, and I’m glad my office manager is keeping the books for my business. Very few colleagues I talk to, enjoy doing the unglamorous paperwork that is part and parcel of running a professional service. Yet, it needs to be done. 

But if there’s one thing many voice-overs are very uncomfortable with, it is this: selling themselves. They’d rather spend hours in a dark booth recording an obscure historic novel, than having to talk a client into hiring them.

If you’re experienced enough to have a couple of agents, they will do the talking for you. Quite often though, a potential client will approach you directly because they’ve been on your website. In that case you have to do the negotiations yourself. Inevitably, you have to answer the following client questions:

1. Why should I hire a professional voice? 

2. Why should I pay that much money, if all you’re going to do is talk?

In the end there are three ways to answer these questions. You can highlight the benefits of what you have to offer, or you can tell some horror stories of clients who went with a cheap, unprofessional voice… or you can use a combination of positives and negatives.

Now, for some clients that’s not enough. Maybe they’re new at hiring a VO, and they simply can’t imagine what effect a bad voice-over could have on a good script. Those people need to see, in order to believe.

One guy started talking to me about text-to-speech software, and how advanced things were getting in that area. His boss had suggested he buy some software, and use it for the next video, instead of a real voice. The TTS-software would pay for itself in no time, he told me. 

“Well,” I said, “I’m not sure your company could afford the kind of artificial voices that are developed and used by Google or Apple. But let me send you a link to a video that was uploaded as recently as last year. This is an affordable product you could buy right now. Take a look, and let me know if this is what you had in mind?” Here it is:

Some things just speak for themselves, don’t they? A few weeks later I spoke to a Head of Internal Training who wanted to “explore his options.” He was producing a tutorial, and he said:

“I’ll be honest with you. Keith from IT has a decent voice, and he said he’s willing to put this thing together for a six-pack and a pizza. That would save me a lot of money. Give me one reason why I should hire you.”

“I’d be happy to,” I said, and I sent him this educational YouTube masterpiece:

Let me share one of my other favorite tutorials. It’s not a corporate presentation, but if you’re interested in baking banana bread, this is a must-see (but you might want to turn the volume up a bit…).

Are you hungry yet? I admit it: I put that video in here just for fun, and because it’s rather bizarre. Don’t be fooled though. People put strange stuff on YouTube because they can monetize it. That’s why you’re forced to watch all those annoying ads. 

The most popular tutorials on YouTube have to be the ones of girls teaching you how to put on make-up. Why do I bring this up? A year or so ago I was approached by a cosmetics brand. Their creative team was coming up with a new campaign, and they had two directions they wanted to explore. One was a more sophisticated approach for which they had my voice and accent in mind.

“The other idea,” said the account manager, “is to let real people tell their story. After all, that’s what our clients can relate to. We want someone who sounds like the friend they never knew they always wanted. Someone who can demonstrate our product, rather than sell it in a commercial.”

“Do you mean someone like this?” I asked? (and you might want to turn your volume down again…)

Most potential clients I talk to aren’t the creative types. They’ve already decided they want to hire me based on my demos, but they want me to give them my “best price.” That’s client speak for: “I think your rates are ridiculous, so let’s see how desperate you are.”

Last week I had a very interesting experience. A woman I was talking to about a voice-over project did something crazy.

She used the F-word!

We were talking about what I would charge, and all of a sudden she said: “But what about all these guys on Fiverr?”

“What about them?” I asked.

“Well,” she continued, “if I were to go with one of them I’d pay a lot less. In the end it’s all about the bottom line, you know.”

“Listen,” I said. “This video you’re putting together is going to be on the world wide web forever, and I hope thousands and thousands of people are going to watch it. For many, this is how they will learn about what your family business has to offer.

In most cases, you’ll get one chance to make your pitch. One chance. People have become extremely critical and impatient. If they don’t like what they see and what they hear, they’ll have millions of other things to watch. So, it’s up to you how you want to present the company your grandfather built. If your video looks unprofessional or sounds unprofessional, your company looks unprofessional.

Do you honestly want to put the reputation of your business in the mouth of this Fiverr guy?”

I think she got the point. Now, let me be clear.

This blog post is not about bashing people who are trying to make a few bucks with a dynamic microphone, or who want to share their knowledge, passion, and whispery voice with the online community. I used the above examples to provide some perspective, and because these videos are in the public domain.

One thing I’m sure you’ve picked up on, is that voice-over narration is very different from giving a running commentary of whatever you’re doing, using the cheapest device in the house. It’s not as easy as it seems, and it’s not true that anyone can do it. 

The difference between a pro and an amateur is this: a pro makes it seem easy and effortless. Amateurs are often hard to understand, and clumsy. Their presentation distracts from the message. A professional voice allows the viewer or listener to focus on the message. 

SELLING YOURSELF

This blog post started as a story about selling, so let’s get back to that.

Some clients are sold on benefits. They need to know what good things will happen when they hire you. Other clients are motivated by fear. They want to avoid disaster. Sometimes it really helps to give those people a flavor of what’s in store for them, should they go cheap. My message to them is this:

Cheap is always more expensive. 

Some things in life are just too important to leave to hobbyists or stupid software.

If you need a builder, a car mechanic, or an electrician, would you go to someone who charges five dollars for his or her service?

Would you pick your OB/GYN based on whomever has the lowest rate?

Would you want to get your teeth fixed by an amateur dentist?

Then why on earth would you trust a Bottom Dollar voice talent with your promotional message? Why would you allow a babbling dabbler to take a shot at your training course that took a fortune to develop? Do you want your employees to be distracted by Keith from IT, or do you want them to actually retain some information?

And to the creators of the Text to Speech video, the software tutorial, the banana bread lady, the make-up girl, and Mr. Fiverr I want to say this:

I’m not going to take away your right to post anything on YouTube you believe is worthwhile watching. But honestly:

What Were You Thinking?

Paul Strikwerda ©nethervoice

PS Be sweet. Please retweet!

photo credit: Paula Satijn Bargain via photopin (license)


Are You My Colleague or My Competitor?

by Paul Strikwerda in Articles, Journalism & Media, Promotion 18 Comments

Screen Shot 2016-08-31 at 2.25.42 PMThe Olympic Games in Rio are over. The Paralympics end on September 18th.

Since the start of these games I have been glued to the television. For me, that’s a strange thing to do, and I’ll tell you why.

I’m not a huge sports fan. I don’t support one particular team. Between you and me, I think most sports coverage is overrated as the most important of very unimportant news.

I often wonder why millions of people get all psyched about a major game, but seem to care very little about famine, global warming, or the annihilation of yet another endangered species.

I don’t get why some folks are willing to fork over a fortune to buy tickets to a match, but aren’t willing to pay a few dollars more in taxes so their state can properly fund education, or repair those bridges that are on the brink of collapse.

I don’t understand why people make time to go to a lame game where two teams are chasing a round rubber object, but they couldn’t be bothered to leave the house to vote.

I find it profoundly disturbing that music, drama, and art teachers are always the first to be fired when schools need to cut jobs, but nobody dares to touch the athletic department.

Perhaps it’s a sign that I’m not fully integrated into American society yet. The USA is a country where baseball is called “The National Pastime,” and where NFL stars are paid more to defend their team’s title than we pay servicemen and women to defend their nation.

How we spend our money as a society, reveals our priorities.

If you want to know what’s important to a country, you should also listen to its language. U.S. politicians talk about “leveling the playing field.” Motivational speakers teach strategies for “winning the game of life,” and managers will ask us to “step up to the plate.”

Sport is part of the American spirit.

Enthusiasts tell us that it teaches healthy habits, strategic thinking, and teamwork. Sport, they say, is a powerful metaphor for life. 

That may be, but is sport always healthy?

According to Safe Kids Worldwide, an international non-profit organization aimed at preventing unintentional childhood injury, every 25 seconds, a child athlete suffers a sports injury serious enough to send him or her to the emergency room (source). Twenty year-old American snowboarder Trevor Jacob admitted that his memory is already a little fuzzy as the result of at least 25 concussions.

And what does sport teach us about relationships?

When we talk about sports, we’re talking about competition. Competition is based on confrontation where being the best is often more important than doing one’s best. The aim is to overpower the other team or fellow-competitor(s), rather than to work together as teams toward a common goal. It’s a black-and-white world of us against the rest. A world of winners and losers.

America does not like losers.

These days, the world of professional sports is also a universe of sponsorships, mega-contracts, endorsements, and merchandise. You may be thinking that you’re watching a fun game, but in reality it is a shameless vehicle for product promotion. At this point the ad agencies have conditioned us so well, that many viewers are more excited about the TV commercials than about the game itself.

As voice-overs we’re benefitting from this development because we often lend our voices to these commercials. Fifteen seconds of script can pay the bills for an entire month.

Many of us have embraced sports metaphors in our line of work. We talk about “winning or losing an audition,” and we sign up for seminars to stay “ahead of the competition.” A bottle of “Entertainer’s Secret” is the performance enhancing drug of choice.

Having said that, I think it’s a big mistake to compare our job to what athletes do. First of all, most athletes are in much better shape! Secondly, we’re not running a race (although it may feel that way). We’re not competing for a place on the podium.

Yes, just like athletes we need coaching, quality equipment, and experience. Our success demands sacrifice. But submitting an audition is not the same as entering a competition, because we do not determine the outcome.

In many sports, the fastest competitor wins. It’s that simple. Winning an audition has little to do with being the best. It’s about being the best fit in the eyes and ears of whoever is casting the part.

As voice talents, we are not opponents. We’re colleagues. We have no title to defend or national reputation to uphold. Your success does not diminish my standing. As far as I’m concerned, we have a common goal:

To deliver the best service, to increase our standards, and to ensure that we’re getting paid a fair and decent rate.

In order to do that, we need to lead by example, and we need to stick together.

Clients love to have us fight among ourselves, especially about rates. They’re trying to drive a wedge between those who sell their talent for less, and those who refuse to devalue what we have to offer. It’s up to us to play that game or not.

One thing I know for sure.

As long as we see each other as competitors with a price to beat, there’s only going to be one winner: The Client.

Back to the Olympics.

By now you know I’m not that much into sports, but I have been watching what’s happening in Rio. Even though I don’t consider myself to be a chauvinist, I’m usually rooting for the guys and girls in orange: the Dutch team. But what really got me, was this.

This summer, American middle-distance runner Abbey D’agostina and her former opponent Nikki Hamblin were both awarded special Olympic medals for sportsmanship. I’ll let the official Olympic website tell the story:

New Zealand runner Nikki Hamblin tripped and fell to the ground during the 5,000m race, accidentally bringing American D’Agostino down behind her with around 2,000m to go. The 24-year-old D’Agostino was quick to get up again, yet instead of carrying on with her race she stopped to help the stricken Hamblin to her feet, encouraging her to join her in attempting to finish the race. However, during her tumble, D’Agostino suffered an ankle injury, slowing the runner down, but Hamblin sportingly hung back to in return offer her encouragements. The two women went on to complete the race together.

Now, that’s the spirit I love in sports, and I love seeing it in my profession too: people helping each other succeed.

So, be a good sport. Engage in fair play. Help each other out. Admire your colleague’s accomplishments. 

You might not receive a medal, but you’ve just earned my respect, and the respect of your community.

That alone, makes you a winner!

Paul Strikwerda ©nethervoice

Be Sweet. Please retweet.


The Funniest Joke Of The Year

by Paul Strikwerda in Articles, Career, Journalism & Media 22 Comments
Tim Vine

Tim Vine

I love jokes.

Especially the ones that make me laugh.

Seriously!

Every year, the public at the Edinburgh Fringe Festival votes for the funniest joke of the year. Comedian Tim Vine was declared the 2014 winner with the one-liner:

“I decided to sell my Hoover…. well, it was just collecting dust.”

I don’t know about you, but when I read that joke, I had to chuckle a bit. That’s all. It wasn’t one of those tears in my eyes – I can’t stop laughing – rib-tickling moments. Why is that? If 2,000 people polled at the Festival thought this was the funniest joke, why am I barely laughing?

THE PROBLEM WITH SCRIPTS

The problem with that joke is the same a problem I encounter with many of the scripts I’m asked to voice. Well-written scripts aren’t meant to be read. They are meant to be spoken. Just like jokes.

I often compare the words in a script to musical notes. They’re dots on a piece of paper. Only when they’re played, you have the beginnings of music. And only when they’re played very well (and on a good instrument) do they have the potential to move you.

A great script can fall flat on its face due to a lackluster performance, but a great performer can still make magic out of a mediocre script. It has to do with that thing (voice) actors and comedians have in common with the Ob/Gyn’s and midwives of this world:

It’s all about the delivery.

Yeah, baby!

Now, those last two words might not make you smile, but when I hear them, I hear Mike Meyers say them as sixties-spy Austin Powers, and I have to laugh.

Delivery is the trademark of a pro. Done well, it sounds easy, but it’s not. And that’s what many hopefuls don’t yet get. 

Someone might have a resonant, pleasing voice, but as we all know, that’s not enough to have a career as a voice-over. Believing that having good pipes is all it takes, is the same thing as saying that you only need good looks to make it in Hollywood. As far as I can tell, only Tom Cruise pulled that one off.

Having the goods is one thing, but you have to know how to deliver. 

SHOW ME THE MONEY

So, the next question is: What makes a good delivery? What’s involved; can it be learned or does it come naturally?

I had to think about that when I listened back to a Terry Gross interview with Robin Williams for her show Fresh Air. At first, Williams manages to stay himself, but it doesn’t take him long to start doing all kinds of voices. The amazing thing is, Williams never sounds like someone pretending to be someone else. When he does an impression, he sounds like a completely different person. One thing was immediately clear: he’s a master of his instrument; a master of his voice.

Trained vocalists would immediately notice his use of voice placement. It’s a way for singers and actors to focus their sound into a particular area (head, mouth, chest or nose) with a specific resonance, coloring the sound. During the interview, I actually got the feeling that some of the characters Williams pulled out of his hat were sitting at different places at the table. I’m sure this also had to do with the way he worked the microphone.

If you listen to the entire interview, you’ll understand why he must have driven the sound engineer crazy…

Moving away from voice placement, what factors influence the way we come across, vocally?

If I were a college professor, I’d say: Human speech can be broken down into several basic elements, and each of these elements makes the way we sound unique, very much like a vocal fingerprint. Here they are:

  • Pitch: the degree of highness or lowness of our tone, as well as our vocal range and inflection
  • Tempo: the relative speed or slowness of the way we speak, and the way our speech flows
  • Volume: the relative loudness or softness of our voice
  • Timbre: the color and quality of a voice, e.g.  clear, nasal, raspy, breathy


COLORING OUR SOUND

These four elements can be affected consciously, and unconsciously. For instance, our health -or lack thereof- influences the way we sound. We all know that we don’t sound the same when we have a cold or suffer from a bad allergy. Our lifestyle may color our voice too. If you’re a heavy smoker or drinker, if you’re on a junk food diet, and if you’re not physically active, it will slowly change the sound of your voice. 

The way you are built and your posture have an impact too, as well as your facial expressions. Try saying something serious with a huge grin on your face… Then there’s your emotional state. A sad person sounds very different from an angry or a happy person. Environmental factors may influence your voice too. If you live in a very dry or polluted climate, the way you sound will tell the tale.  

And finally, we should consider age. After a lifetime of talking, the vocal folds and surrounding tissue lose strength and elasticity, and our mucous membranes become thinner and drier. Over time, men’s voices become higher, and women’s voices will drop. We lose volume, endurance, and control. All of this and more will influence our delivery. 

Now, here’s the good news: even though we cannot stop the aging process, you can protect and strengthen your voice. That means investing in your health. A few tips:

  • Be critical of what you put into your body.
  • Avoid a sedentary lifestyle.
  • Get enough sleep.
  • Avoid screaming and whispering.
  • Breathe deeply, and from the diaphragm.
  • Use good posture.
  • Manage your stress level.
  • Take singing lessons.


When you do all that, you will start to notice a huge difference in your delivery because you gain more control over your instrument. That’s essential if you want to get to the next level: making music.

And that’s precisely what I’ll be talking about next week, so stay tuned!

Meanwhile, comedian Tim Vine told The Independent that his award-winning Hoover-joke wasn’t even his favorite joke of the show. Tim tells about two hundred one-liners in sixty minutes. 

Vine also won funniest joke in 2010. Here it is:

“I’ve just been on a once-in-a-lifetime holiday.

I’ll tell you what…

Never again.”

Rimshot!

Paul Strikwerda ©nethervoice 

PS Be sweet Please retweet!

PPS This is part 1 in a series on performance and script delivery. You can read part 2 “The worst acting advice ever,” and part 3 “How to be believable,” in the weeks to come. 


Can You Control Your Career?

by Paul Strikwerda in Articles, Journalism & Media, Promotion, Social Media 52 Comments

the author

“So, what do you want to be when you grow up?”

It’s the dreaded question that can make a child quiver.

“What do you mean, be?

Am I not good enough? Do I need to be something or someone else?

Who says I want to grow up? Grown-ups are boring…”

Some kids know exactly how to answer that question, though.

They have dreams of becoming an astronaut, a fireman, or a movie star.

At the age of eight, I knew what I wanted.

I wanted to be Uri Geller. Remember him?

In the seventies, this spoon-bending Israeli mentalist first appeared on television, performing mind over matter tricks. I was fascinated by his psychokinetic powers. Geller claimed he could fix household appliances through the strength of his mind. How useful!

Like thousands of other viewers, I took my broken watch and placed it in front of our television set, waiting for Geller to work his magic. This man was a miracle!

Inspired by Uri, I spent countless hours staring at a pencil, trying to make it move with my mind. I don’t think I ever grew up, because I still find myself waiting for a red traffic light, trying to make it turn green by using the power of my brain. 

Sometimes it works, and I take all the credit. Sometimes it doesn’t, and I blame technology.

In all seriousness, these are not just mind games. This type of behavior raises a few fundamental questions:

• Can we manipulate our environment, and even the people around us by using our mental powers?

• Can we make objects and people succumb to our will?

Traditional advertising seems to believe so. Well, at least as far as the people part is concerned. The mad men of Madison Avenue spend millions and millions of dollars trying to manipulate our minds into buying stuff we don’t need and don’t want.

As a voice-over professional, I’m part of the plan. If you go to a Dutch toy store, there’s a great chance you’ll hear my voice blasting out of the speakers, selling U.S. made skateboards.

I’ll try to make you buy Turtle Wax® at the local Auto World, or futuristic fluid to super grease the chain of your mountain bike. “Now on sale in aisle 4. Must hurry. Supply is limited.”

Do these campaigns actually work? Are people really that susceptible (or dare I say: that stupid)?

As a freelancer, my mailbox is filled with offers for seminars like:

“Learn how to Dominate your Market in two hours”

“Making Money with your Voice, guaranteed”

“Success Secrets to Winning Auditions”

“7 Easy Ways to turn Prospects into Buyers”

My efforts to move pencils, the ad agency’s efforts to move product, and the seminar’s promise to turn me into a dominator have one thing in common: they feed our natural need for control.

Somehow, in some way, we believe that with the right ingredients, training, and campaign, we can part the waters of the Red Sea and walk across to the Promised Land.

A mistake of biblical proportions…

Can we really move the minds of the masses by slogans, websites, billboards, and -dare I say- blogs?

Haven’t we become immune to the endless avalanche of marketing messages, sales pitches, and empty promises?

I have a confession to make.

During the first half of my life, I honestly believed I could change people. It gets worse. I even believed I could change G-d. I used to pray:

“Dear G-d, if you help me get a good grade, I promise to go to church every Sunday and not embarrass my parents. Amen.”

Later in life I learned that if I don’t do my part and learn my lessons, G-d isn’t going to bail me out. That would defeat the purpose of being on this planet in the first place.

As an investigative reporter, I thought that if I would publicly expose some grave injustice, people would rise up and do something about it.

Then I learned that, if it’s not in their back yard or has any impact on their lives, people care more about their favorite sports team, game show, or pet rabbit, than about the hungry, the sick, and the homeless.

In intimate relationships, I tried to influence significant others by withholding love and affection if they didn’t change into the people I wanted them to be. Guess what? In the process I ended up ruining relationships instead of rescuing them.

As a voice talent, I think I’m still trying to make people hire me: “Just listen to my demo. Go to my website. Read my blog. I’m brilliant. Isn’t that obvious?”

No, it is not.

They just hire someone cheaper, younger, older, sexier, or John Hamm.

But don’t worry. When things don’t work out, you and I can always go to our social media friends, cry out loud that life’s unfair, and ask ourselves: “Why is it so hard to get hired? Why don’t people do what we want them to do?” Life would be so much easier!

Now listen up, and listen carefully.

This desire for control has nothing to do with others.

It’s all about You and it’s mostly based on fear.

The fear of losing something you never had in the first place.

The thing is: people rarely do things for your reasons.

They do things for their reasons.

Altruism has left the building a long time ago.

Most people have a hard time controlling themselves, let alone others.

If self-control were that easy, very few people would smoke, all of us would maintain the perfect weight, and prisons would be empty.

The idea that you can control all aspects of your career is based on the myth of magical thinking. It’s not some silver spoon you can bend at will. You don’t hold all the cards. Perhaps you only hold the Joker.

Yes, you can set the stage, learn your lines and lessons, and strive to be the best you can be. But you can’t force feed your target markets, especially if you don’t know what they’re hungry for.

You can be the most succulent steak ever, but if your client’s a vegetarian, s/he won’t bite. Of course you didn’t know that, because you never cared to be curious. All you did was give this client reasons why he should pick you.

YOUR reasons.

Oops! 

If you really want to move your career forward, you need to give up your need for control and your urge to make it about you. Especially when your product happens to be…. you.

Stop pushing, and start listening.

Don’t offer a solution before you know what the problem is.

Don’t try to brainwash your prospects with an email blast, or by singing your own praises again and again and again. You worked on that nice looking newsletter for hours, and within a matter of seconds it ends up in the trash.

Unread.

Here’s my advice:

Turn your monologue into a dialogue.

Invest in building a relationship first. People ain’t buying if they don’t trust you. And they won’t trust you if they don’t know you.

The best way to show them what you’re all about, is by putting them first. Believe me, once they get that, you’ll have plenty of opportunities to tell your story.

So, is traditional marketing as dead as a Dodo?

Brains on Fire” is a book and a blog about word of mouth marketing. It’s narrated by a Dutch voice-over and blogger. The authors quote a revealing study by Copernicus Marketing Consulting and Research. According to Copernicus, the average ROI of TV advertising campaigns is 1 to 4 percent.

The Brains on Fire team also cites a 2009 Yankelovich Study. 76 percent of people believe that companies lie in ads, and people’s trust that businesses will do the right thing has dropped from 58 percent in 2008 to a dismal 38 percent in 2009 (2009 Edelman Trust Barometer).

Be honest. Would you become a buyer from a liar?

Meanwhile, Uri Geller no longer seems to tell the world his mind triumphs over matter. In the November 2007 issue of the magazine Magische Welt (Magic World) Geller said:

“I’ll no longer say that I have supernatural powers. I am an entertainer. I want to do a good show. My entire character has changed.”

His critics have replicated some of his tricks by creating the illusion of spoon bending by using misdirection. That’s another term for distracting the audience.

And in case you’re wondering, my old watch never started ticking during Geller’s television appearance. It just needed a new battery. Not a psychic.

As I grew older, I realized a few things.

Living is learning.

I can’t change others. I can only change myself.

If I don’t like the way the wind is blowing, I can always adjust my sails.

It’s okay to be out of control. Control is an illusion. I can plan. I can practice. I can participate, and I can even ignite a spark.

Whatever happens next is one of life’s delightful and mind bending mysteries.

It’s not linear, it’s not logical, and it’s certainly not playing by our rules.

It just is.

People still ask me:

“So, what do you want to be when you grow up?”

These days I answer:

“I want to be a good person.

A helper. A tour guide.

Someone who is caring, kind, and a bit silly.”

How mental is that?

Paul Strikwerda ©nethervoice

PS Be sweet. Please Retweet!


The Terrible Truth About The News

by Paul Strikwerda in Articles, Journalism & Media 6 Comments
Wereldomroeper

The author, reading the news

It was one of the most cynical cartoons I’d ever seen.

A colleague had just put it up on the wall of the newsroom at Radio Netherlands International where I was working at that time. The frenzy of fanatic reporters filing their stories disappeared into the background as I read the headline:

“WHAT IS NEWS?”

The question couldn’t be simpler. The answer couldn’t be more complicated. And yet, everything around me was buzzing with deadline-driven activity, as if all of us actually knew what we were doing. After all, we were the news makers. 

NEWS” is one of those words that you and I hear and use many times a day. In fact, we hear it and use it so frequently, that we rarely question what it means. 

There are many words like that; words such as crisis, control, communityand support. These words are so common, it’s pretty obvious what they stand for, isn’t it? There’s no need to define them. 

SEMANTICS

Scientist and philosopher Alfred Korzybski, the father of general semantics, would strongly disagree. He coined the phrase: “The map is not the territory.” By that he meant that an abstraction derived from something, is not the thing itself. In plain language: you can’t get wet from the word water.

The word water (the map) is only a representation of something that’s much more fluid (the territory). But when we use the word water, it is generally assumed that we know what it means. Well, let’s ask the people of Flint, Michigan, about that.

That very human ability to make assumptions is the basis of many conflicts, big and small. People confuse maps with territories all the time. Here’s what I mean.

BUMPER TO BUMPER

“Support our troops” it said on the bumper sticker. Most Americans couldn’t agree more. Especially these days, it is important to support our troops, don’t you think? But on a deeper level, what does ‘support’ really mean?

Remember: the word ‘support’ is just a map. But of what? How exactly, should we support our troops? By increasing the defense budget? By sending those stationed abroad care packages for Christmas? Or should we support them by pulling them out of trouble spots, and bringing them back home?

As long as we’re talking on the level of abstractions, it’s easy to agree. For instance, who isn’t in favor of world peace? Who doesn’t want to see employment increased? Who doesn’t agree that we need to improve our system of education?

But how all these things should be achieved, is a different matter, and that’s where the bickering begins. Need I bring up the presidential race?

WHAT DO WE REALLY MEAN?

Bumper StickerThere’s a vital element through which we consciously (but most of the time unconsciously) determine meaning. Here’s a quick example.

Imagine seeing the “Support Our Troops” bumper sticker on a pickup truck with a veteran license plate. There’s also a “Semper Fi” sign on the F-150, and a third sticker saying: “Anti-War = Pro-Terrorism.” With that information in hand, how do you think the owner feels we can best support our troops?

Here’s a different scenario. You’re on the highway and you spot that same “Support Our Troops” sticker. But this time it’s stuck to the back of a beat up Volvo station wagon. Next to it is a “Bring them Home” sticker, and another one that reads: “Against the War. Not the Warrior.” Knowing what you know now, what assumptions would you make this time, about the owners’ views on how to best support our troops?

Even though we’re talking about the same sticker, the meaning of the words is contextdependent. And without knowing the context, we’re all in danger of mistaking the map for the territory. Our territory.

As a result, we carry on entire conversations based on mind reads and interpretations that have very little to do with the reality of the person we’re talking to. That person can be a (Facebook) friend, a foe, a politician, or our life partner.

Our lips might whisper the words: “I know exactly what you mean,” but truthfully, our perception is greatly based on distorted personal projections. 

Army MapTHE REAL WOR(L)D

I’m not just talking semantics here. Every soldier knows that the reality on the ground is most likely to be very different from the map that was used during the briefing. Confusing the map for the territory has led to deadly mistakes.

It has killed many relationships and numerous attempts to build bridges between people, cultures, faiths, and political systems. And because it is so ingrained in human nature, it won’t hit the headlines any day soon. The familiar might be deadly, but it’s also boring.

So, WHAT IS NEWS?

The cartoon at my radio station showed this very simple and sad formula for determining the newsworthiness of an event:

“The number of people killed, divided by how many miles away from home it happened.”

I did tell you it was one of the most cynical cartoons I had ever seen, didn’t I? It criticized the “If it doesn’t bleed, it doesn’t lead” type of journalism that is so pervasive these days. A plane crash in some far away land won’t make the six o’clock news, unless Americans are involved (if you live in the States, that is). Had it happened closer to home, it would have made the headlines.

That’s an example of the proximity effect. People tend to care more about what happens in their own backyard, especially if it’s grotesque, gruesome, and controversial.

MALFUNCTION

Now, let me ask you this: How many people experience a wardrobe malfunction on any given day? When it happens to you or me, it’s no big deal, but when a famous actress steps out of a limo, unintentionally showing some extra skin, the tabloids are having a field day.

It’s an example of the prominence effect. Whenever a celebrity is involved, the media will jump on it. The proximity effect and the prominence effect are just two of the filters journalists use to determine what news is. To a certain extent, these two filters are based on silly, but semi-objective criteria.

Here’s my question:

Is it possible to be utterly impartial, and leave personal values, opinions and ratings at the door when evaluating the newsworthiness of a story?

In 1996, the U.S. Society of Professional Journalists dropped the word “objectivity” from its code of ethics. Deborah Potter writes in The Handbook of Independent Journalism (a U.S. Department of State publication):

“Journalists are human beings, after all. They care about their work and they do have opinions. Claiming that they are completely objective suggests that they have no values.”

Twitter BadgeNEW SOURCES

Twitter has become one of the world’s fastest growing news sources. How objective do you think most of those microblogs (a.k.a. tweets) are? By definition, blogs usually reflect opinion instead of fact, and most Twitter-users don’t subscribe to a code of fair and balanced news-gathering, based on checking and double-checking sources to provide a complete picture. Twitter-chatter is highly subjective. That’s one of the reasons for its popularity.

But let’s bring it a bit closer to home. You’re a reasonable person, aren’t you? When push comes to shove, can you set your own prejudices aside, and open your mind to whatever information comes your way?

THE MIRROR

Well, let’s see how objective you are. When you see a “map,” do you think you really know the “territory”?

Remember that F-150 pick-up truck with the “Anti-War = Pro-Terrorism” sticker, the veteran license plate, and the “Semper Fi” sign?

That redneck driver is surely a right-wing republican Fox-News watching ex-marine in favor of killing our way out of any conflict, with an NRA endorsed semi-automatic rifle, yes? If it looks like a duck, swims like a duck, and quacks like a duck…

Well, as you get off the highway to pump some gas, you end up parking your car right next to the F-150. A young guy in a “Life is Good” t-shirt, steps out of the truck and starts filling it up. A woman at the next pump is clearly upset about the provocative bumper stickers, and she says to the young man:

“Anti-War = Pro-Terrorism… that’s a terrible message you have on your car, young man. I’m against any type of war, but that doesn’t make me a supporter of terrorism, does it? Do you call yourself an American? Shame on you!”

The young man looks at her in shock. His face turns completely red. Then he takes a deep breath, and says:

“Ma’am, I’m on my way to the hardware store to pick up some stuff. I’m working on a house for Habitat for Humanity. This truck belongs to a friend of a friend who was kind enough to help us out. I didn’t even notice the stickers.”

On hearing that, the woman turned bright red, and apologized profusely.

At that moment she realized:

Things are never what they seem to be. The map is not the territory.

Think of that, when you watch or listen to tonight’s news.

Paul Strikwerda ©nethervoice


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