Double Dutch

“If a picture’s worth a thousand words, why didn’t I become a photographer instead of a voice-over?”

That was typical Bill. No “Hello” or “How are you”. Bill always comes in with some kind of wisecrack.

“Why do you look so happy?” I asked. “Just watching you makes me miserable.”

“I think I nailed that last audition, man. I totally rocked the house,” Bill said, beaming from ear to ear. “I even added some special effects.” He made the sound of an airplane on the runway. I was utterly confused.

Bill is no Shallow Hal. Bill is deep. A while ago, I nicknamed him ‘Bill the Boomer’ because of his powerful pipes. Most mics aren’t made to handle Bill’s almighty ‘basso profundo’. Most of his clients aren’t either.

Do you want to know something remarkable? I don’t think Bill really has a voice. It’s more of an instrument. His vocal cords could be a terrible weapon in the hands of the wrong people. If LaFontaine was the ‘Voice of God’, Bill had to be the incarnation of Beelzebub. Well… sort of.

Bill and I go way back. This is what you should know about him:

He has a heart the size of Texas and New Mexico combined.

Bill has ambition.

Bill has talent.

And… Bill has no social filter for his thoughts. He doesn’t listen and just spits out words. Unminced. He is always heading for some kind of impulsive disaster.

I have told him many times: “Bite your tongue Bill, or otherwise you’ll get in trouble.”

He always gives me the same answer: “I can’t bite my tongue. I’m a voice-over. I’d be out of commission for weeks. Besides, you know me: I’m spontaneous.”

“There is a subtle difference between being spontaneous and being obnoxious, Bill,” I explained. “And you can be both.”

One day, I overheard him as he was talking to his agent on his brand new Droid. I could tell he was not amused:

“If they want me to use my money voice, they should pay me a decent rate! Give me a break. And if they don’t like it, tell ‘em that they’re free to shop at voices one-two-three or whatever. There they’ll find plenty of people who’d do this job for a piece of paper with Benjamin Franklin’s face on it.”

“They’ll do it for less, Bill,” I said. “I just found this website called Fiverr dot com . It’s advertised as ‘The place for people to share things they’re willing to do for five bucks’.

Guess what? I found someone to replace you! His listing reads as follows:

“For $5 you’ll get me speaking and recording your script no matter what it is! English man with a clear accent. Check out my voice here.”

“You must be kidding me,” said Bill. “I wonder what else people are offering for a fiver?”

“That’s a scary thought, Bill. Don’t even go there.”

Instead, I read a few other listings to him:

• I will design a Professional Logo for any porpuse for $5 (that’s how it was written)
• I will help you with setting up your own studio for $5
• I will write any article of any length for $5

“Seriously, last time I checked, there were at least 1600 pages of these ads and each page has seventeen listings. Perhaps we should have become professional photographers after all. Look at this… I can’t compete with this guy. He writes:

I will create 30 second voice overs if you provide the script. I will allow retakes until you are satisfied. Voice over professional with over 20 years experience.

A week later Bill asked me over for some energy drinks.

“What’s the deal with that audition you were so proud of? Did you get the gig?” I wanted to know.

“Funny you should ask,” said Bill. “I need to talk to you about that. I want an honest opinion. You see, I thought I nailed it, and this morning the producer called me for something else. He also told me that everybody in the office had had a good laugh when they listened to my demo.

They ended up offering the part to that guy who used to do these Geico commercials. He suddenly became available. Can you believe that?”

“No,” I said. “I can’t believe that.

Nobody likes being rejected, my friend. Were you at least graceful in defeat?”

“Well….” said Bill. “I think I might have hit a bit of a snag in that department. You know me and my blabbermouth. I just couldn’t help myself.”

“Bill, tell me, what did you say to that producer when he told you that you didn’t get the part? You know you can be very rude, dude.”

Bill took a deep breath.

“I didn’t really mean it,” he said.

“Didn’t mean what, Bill?”

“I told this fellow that he wasn’t making any sense and… that I thought he was so gay that he couldn’t even think straight.”

“Oh… come on, man,” I said. “You should have known better than that. That was way off base. Some of my best friends are producers, and they would have wrung you out and hung you up to dry.

Listen to me, Bill. If you ever want to have a long career in this industry, begin by thinking before you open that money making mouth of yours. And I’ll tell you something else: you better start embracing your inner rainbow! You’re in show business.”

“What’s that supposed to mean? Do you want me to start liking Liza Minelli?” asked Bill, as he took a sip from his Gatorade. “That’s not going to happen.”

“Can you be serious for a moment?” I asked. “You and I know that some of the best jobs don’t necessarily go to the best people. Why do you think that is?”

Before he could answer, I continued:

“Some people know how to schmooze, my friend. They know not to bite the hand that feeds them. They know that if that powerful producer says something that is even remotely funny, they are expected to laugh like Pavlov’s dog.”

“I didn’t know dogs could laugh,” said Bill.

“For Pete’s sake, Bill,” I tried. “How can I ever get through to you? This isn’t funny. Show some respect. Call that producer now and apologize. It’s about time you learn the art of flattery, my friend. These guys can make or break your career, so you better start sucking up to them. If you don’t, you’ll end up burning all those bridges that you haven’t even built yet. Capisce?”

“Point taken. I apperciate the advice,” said Bill, pretending to sound like George W. Bush. “But I still think they should have given me that job. I’m telling you: my audition was funny and flawless, but this producer said that I’d completely missed the mark.”

“Alright, mister president,” I responded. “Let’s play that demo before you call him back and eat some humble pie.”

I have to admit that Bill’s audition was weird. It seemed like it had been recorded in the cockpit of an airplane. He’d been right about these special effects. He also sounded happy but in a forced way, when he said:

“Ladies and gentlemen, this is your captain speaking. We are now flying at an altitude of 5000 feet and the skies are clear. Why don’t you sit back, relax and enjoy our complementary peanuts. Organic peanuts from Greener Pastures. Green never tasted better.”

“And…?” asked Bill expectantly. “You’re a straight shooter. Give it to me.”

“Bill, I have to be totally honest with you. What on earth were you thinking? This demo doesn’t make any sense whatsoever,” I said. “You’re nuts.”

“That’s exactly what the producer told me,” said Bill. He even asked me:

“Why did you spoof Leslie Nielsen in ‘Airplane!’ instead of coming up with some kind of silly character voice?”

“And what did you tell him?” I asked.

“I told him that I just followed the instructions that came with the script,” said Bill.

“What instructions are you talking about, Bill?”

“It read:

This is for an animated pilot.

How was I supposed to know they meant a cartoon?”

Paul Strikwerda © 2010
www.nethervoice.com

PS Stay in touch with Double Dutch and subscribe today! Thanks for retweeting!

PPS What do you think of Fiverr.com?

IMPOSSIBLE CLIENTS. We know who you are! You’re searching for a specialist who can handle almost anything. Isn’t that a contradiction in terms? Does your family doctor make a great brain surgeon? Can a novelist write irresistible advertising copy?

Yet, some clients are looking for a be-all, do-it-all freelancer with young, fresh ideas and years of experience. Is that too much to ask?

Some psychologists say that the fact that we humans are able to hold two diametrically opposed ideas in our mind at the same time, is a true sign of intelligence. Part of me wants to believe that this is indeed correct. The other part thinks it’s utter hogwash.

Does this theory imply that we have to develop a split personality in order to be perspicacious? Well, I’m more than torn about that too.

On one hand it seems kind of dim to define intelligence in such a limited way. On the other hand, aren’t most eternal truths simple and succinct in nature?

THREE CHEERS
Today I am celebrating the official launch of my company Nethervoice, exactly one year ago. To mark the moment, I started to reflect on the dichotomies of freelance life.

If you’ve just discovered this blog, you should know that I make a living as a full-time voice-over professional. Yes, I am the disembodied voice reading an audio book to you during long car rides. I tell you when to click the “next-button” as you’re e-learning on-line. I have sold cars in South-Africa, hotels in Spain, ski slopes in Austria and stoves in Finland. And that’s just the boring stuff…

But whether you’re making your money as a faceless voice, as a copywriter, a graphic designer or you’re in any other way self-employed, you and I have lots in common. Day in day out, we’re dealing with seemingly contrary forces that are interconnected and interdependent, that -somehow- give rise to each other.

Taoists already know what I’m talking about: the ancient concept of Yin and Yang.

Here’s an example of two concepts that seem mutually exclusive or at least contradictory:

1. SPECIALIZE or GENERALIZE?
Marketing gurus tell us: you can’t be a Jack of all trades. Don’t do what everybody else does. Find your niche. Create, don’t imitate. Lead, don’t follow. Distinguish yourself.

Here’s the problem: by narrowing your niche, you could be narrowing your market and you run the risk of becoming a one-dimensional, one-trick pony.

However, if you don’t differentiate yourself from the rest of the pack, you could become a dime a dozen. Why should a client hire Mr. or Mrs. More of the Same?

This is your challenge: you have to find your own voice and be flexible. Great inventors come up with a product that:

- solves a common problem

- is totally unique and

- appeals to a wide audience

2. FAMILIAR or FOREIGN?
Most people embrace the familiar and fear the unknown. But if you wish to grow on a personal and professional level, you must step into uncharted territory and invite the unpredictable.

During one of my voice-over coaching sessions, I asked a rather stuck-up student to read part of the Declaration of Independence… in a pirate voice. I ran into resistance from the get-go.

“I can’t do a pirate voice,” he said emphatically.

“Why not?” I asked.

“First off, it’s disrespectful. Secondly, I’m not going to make a fool of myself,” he replied.

I said: “You want to be a voice-over actor, don’t you?” “Actors have the ultimate excuse to be ridiculous. How are you ever going to expand your range, if you’re not willing to try something new? Were you one of those kids that only ate Mac & Cheese?”

Well, I didn’t really say that last thing, but it crossed my mind.

Reluctantly, my student became Bad-Rum Ronny and started:

“Arrrr… When, in the course of human events…”

And just as he was getting more comfortable with his new found identity, I said:

“That was fantastic! Now, please take it from the beginning, but this time, I want you to be a female pirate. Pretend you’re Johnny Depp’s big sister…”

My student looked at me as if I had lost my sanity.

“You’re really pushing the envelope,” he said.

“Oh, come on,” I pleaded. “The Founding Mothers would be so proud of you. And if you do it, I promise to write about it in my blog.”

That apparently worked because this time he sounded more like Geena Davis in Cutthroat Island.

“Wow,” he said. “I never knew I had that in me. That’s kind of scary…”

“Here’s what I learned,” I said. Some people avoid taking risks because they’re afraid of what the world might think of them. But playing it safe won’t get you very far. One day, you’ll have a client that will ask you to do something you’ve never done before. Something that might scare the living daylights out of you.

Do it anyway.

You have to be comfortable with who you are, in order to allow yourself to break out of your comfort zone. In other words: be comfortable being uncomfortable. It means you’re growing!”

3. ACT NATURAL
As a professional performer, this is another oxymoron you have to live with. You have to learn how to be natural in unnatural situations. It comes in different variations:

• Act, but don’t make it look like you’re acting.
• Read but don’t sound like you’re reading.
• Pretend not to pretend.
• Deliver a meticulously prepared and polished performance that seems spontaneous.
• Give it your all, but make it seem effortless.
• Don’t try it. Just do it. Be yourself.

It’s great advice, but nobody ever tells you how to get there, right?!

It all goes back to the “Four Stages of Learning,” a theory posited by psychologist Abraham Maslow. He coined four psychological states involved in the process of progressing from incompetence to competence in a skill:

1. Unconsciously incompetent: you’re not aware that you can’t do something
2. Consciously incompetent: you know that you are incompetent at something
3. Consciously competent: you’re developing the skill, but you constantly have to think about what you’re doing
4. Unconsciously competent: you’ve become so good at it, that it has become second nature

All of us go through these phases when we’re learning how to drive, how to type  and how to walk. Only when we’ve reached the level of unconscious competence, we are able to Act Natural.

In a world that revolves around instant gratification, quick fixes, easy answers and immediate results, this is a very unpopular 4-step process. We want it all and we want it now! Why is it so hard to find gratification in delayed gratification?

4. EXPERIENCED or EXCITING?
Do the following scenarios ring a bell?

a. You’re trying to break into the business, but you don’t want to come across as an absolute beginner.

b. You have years of experience, but you don’t want them to think of you as yesterday’s news.

It’s an impossible situation, isn’t it? Here are a few more stereotypes:

• Seasoned pros are old school and too expensive.
• Rookies are wild cards and need a lot of hand-holding.
• Veterans are rigid, arrogant and demanding.
• Newbies are unpredictable and have yet to hone their skills.

This black-and-white thinking is nothing but a distortion of reality. Do not fall for these false dilemmas. Challenge them instead. You might have years of experience but does that mean that you have lost your Mojo? Is a beginner by definition always new, fresh and exciting, or is he just a copycat? Are clients paying more because your rate is higher, or is it more expensive to hire an amateur?

A BALANCING ACT
As a freelancer you have to be able to deal with two diametrically different ideas at the same time. Don’t worry. You’re intelligent. You can handle it!

Let me leave you with some more freelance Yin and Yang:

- Have a strong backbone, but dare to be vulnerable.

- Be personable and keep things strictly business.

- Be spontaneous, but bite your tongue.

- Be proud of your accomplishments and stay humble.

- Be confident, but doubt yourself enough to evaluate your performance.

- Set the highest standards, but cut yourself some slack.

- Be available and accessible, but balance work and play.

- Sell yourself, but don’t sound like you’re selling yourself.

- Be passionate about your work, but know that it’s a means to an end.

- Keep your head in the clouds and your feet firmly planted on the ground.

- Be able to multi-task and stay completely focused.

- Be in the moment and plan for the future.

- Admire without feeling threatened.

A NEW YEAR
As I am opening a new chapter for Nethervoice, one of my friends asked me:

“Paul, what are your plans? Your blog is doing so well and you’re turning down voice-over work. Are you going to focus more on your writing or on narration?”

I thought about it for a moment, and then I said:

“Either way is better.”

Paul Strikwerda © 2010
www.nethervoice.com

PS Read the incredible story of how Bill “The Boomer” lost a $5000 gig and perhaps his reputation

PPS Stay in touch with Double Dutch and subscribe today!

RECESSION DEPRESSION… I don’t think it has made it into the DSM-IV yet (the Diagnostic and Statistical Manual of Mental Disorders). Give it some time and the American Psychiatric Association might include it in the next edition (together with Orthorexia nervosa, a harmful obsession with health foods).

If your plate or glass always appears to be half empty, it’s tempting to feel hopeless and helpless about the current state of the nation. Of course your freelance career is down in the dumps. It’s the economy, stupid! It has nothing to do with you.

Here’s the thing: if it has nothing to do with you, it means that you can’t turn it around. You’re a victim of circumstance. Now go to your doctor and ask for a happy-pill. You might be depressed, but the least you can do is feel good about it.

SUBJECTIVE REALITY
Remember that no matter where you look, you’ll always find a way to filter your perception of reality to justify your outlook on the world. If you feel that this time of economic crisis is limiting your chances of landing freelance jobs, you’re right. If you feel that the current recession is creating brand new freelance opportunities, you’re right! What you focus on most, is most likely to materialize. That’s the idea behind the self-fulfilling prophecy.

As a blogging freelancer, I get a lot of emails from colleagues who want to pick my brain. Here’s the number one question people ask me:

How do you beat the recession?

My first inclination is to ask them “What recession?” but that would be insensitive. Of course I know that millions of people are scrambling to get by. I used to be one of them. But feeling overpowered and helpless about it, is not going to pull you out of your slump. If you’re giving in and giving up, it’s game over. But that would be too easy. I think you deserve better.

INSIDE INFORMATION
At the risk of sounding like a self-help guru, I do believe that one way to beat this recession is by working from the inside-out. Before you do anything, I recommend you look at the way you are perceiving yourself right now.

In Holland we have a saying:  “Als je voor een dubbeltje geboren bent, word je nooit een kwartje.” Or in plain English: “If you were born a dime, you’ll never become a quarter.” It’s another way of saying: You need to know your place (and stay there). Well, if that’s really how you feel, what impact does this have on the choices you make?

If you’re applying for a job, and deep-down inside you’re telling yourself  “I don’t deserve this” or “I’ll never make it,” aren’t you setting yourself up for failure?

Other people grow up believing: “I can do anything I set my mind to” or “No matter what happens, I’ll always find a solution.” How do you think this impacts the way they lead their lives?

CONVENIENT ASSUMPTIONS
Here’s the remarkable thing about beliefs: it doesn’t matter whether they’re true or not. Yet, beliefs are a powerful driving force behind behavior. Beliefs can give us hope, strength and courage, or they can fence us in and bring us down. A belief is not some innocent abstract concept without consequences. Some people are prepared to kill and die in the name of whatever they believe in. Americans wouldn’t be celebrating the Fourth of July, if it weren’t for a set  of certain powerful beliefs!

Proponents of mind-body medicine like Bernie Siegel, M.D., are convinced that our beliefs can heal or harm our body, and that our state of mind has a measurable impact on our immune system.

If you think that all of this is just a bunch of mumbo-jumbo, realize that this too, is a belief. Beliefs don’t have to make sense. Beliefs don’t need to be scientifically sound. Beliefs give people a feeling of certainty. All that matters is whether or not a belief is plausible. The placebo effect is entirely based on this assumption.

SCIENCE-FICTION
Nevertheless, a group of medical students who firmly believed in a logical, analytical approach to medicine, wouldn’t have any of it. How could ordinary thoughts possibly influence biological functions and seemingly autonomous chemical-electrical responses? That’s just a bunch of New Age baloney!

One day, their professor walked in and said: “By a show of hands, how many of you believe that the mind is capable of influencing the body?” Not one single hand went up in the air. Mind over matter wasn’t science. It was science-fiction.

Then the professor started reading one of the more notorious passages from “Lady Chatterley’s Lover” by D.H. Lawrence. Soon his audience started to blush. At the end of a few quite explicit paragraphs, he looked up at his students and asked the same question again. “How many of you believe that the mind is capable of influencing the body?” This time, they all raised their hands.

So, let me share one of my empowering beliefs with you. It goes like this:

THERE’S NO ONE LIKE ME

I can already hear some people’s reaction:

“Well, duh… After all that build-up, is that the best you can do? Thank you Captain Obvious; superhero of platitudes! That’s not much of an eye-opener, is it? Of course there’s no one like you (and that’s probably a good thing).”

Well, once you get past the sarcasm and cynicism, consider the following.

Every day, thousands of people are waking up with a dream. Some want to become writers, news anchors or architects. Some want to find a cure for Multiple Sclerosis or invent an environmentally-friendly way to clean up oil spills… or a way to clean up the companies who are responsible for this Brutal Pollution.

But by the time we enter our teens, most of us have learned that dreams are figments of the imagination and that in order to grow up, we must face “reality”. Isn’t it strange? We start out as this helpless but boundless human being filled with infinite possibilities (especially if you were lucky to be born in a country like The Netherlands or the United States).

Then the process of social conditioning and conforming sets in. If we wish to please our parents and other role-models, we better be compliant and allow ourselves to be conditioned in order to be worthy of their love, attention and affection. We learn to blend in and not to raise our voice. If we do well, we are rewarded. If we don’t fit the mould, we have to face the consequences. Heaven forbid that we should stand out from the crowd…

GO YANKEES
When my 8-year old daughter wanted to go to school in a Yankees-shirt while 98% of the kids were wearing Phillies-Jerseys, some parents thought I was nuts. Why would I expose my daughter to ridicule and make her stick out like a sore thumb? What kind of a parent does that?

Here’s the thing: my daughter didn’t feel all warm and fuzzy about the Phillies. She happened to root, root, root for the Yankees. And when she went to school, she soon found out that a few other kids were Yankees fans too. Yes, some classmates made fun of her and others ignored her. But she held her head up high and felt even stronger because she stood up for something she believed in. Months later, the Bronx Bombers defeated the Phillies to win the World Series.

What does that have to do with beating the recession? I’ll tell you! If you want to be self-employed but you don’t believe in yourself, you are sabotaging your success even before you’re out of the gate. You have to be comfortable with who you are and with what you have to offer (comfortable, not cocky). If you’re in the service industry, you are your product. If you’re producing a product, you will be identified with it. Whether you like it or not, you are your brand and you better embrace it.

RIDICULE AND MOCKERY
When I set out to become a full-time voice-over professional, I knew the odds were heavily against me. Some people said:

“Do you honestly believe that you’ll make it as an actor? Dream on! The restaurants of New York and LA are filled with thousands of hopeful waiters. All they do is wait and wait for an opportunity that never comes. These days, anyone with a mic and a laptop can claim to be the next Don LaFontaine. The market is saturated. The economy is bad. Why don’t you get a real job, my friend?”

Here’s why I didn’t: because I knew that there’s no one like me. Yes, there are tons of people who do what I do, but they don’t do it the way I do it. It’s just a matter of letting the rest of the world know what I have to offer.

Believe it or not, this process started less than twelve months ago. This time last year I had no ‘corporate identity’ and there was no company website or a blog. I didn’t own expensive equipment and I had no big shot agents ready to represent me. All I had was a bunch of excited neurons bouncing around in my brain.

Well, that’s not entirely true. I had a number of people who believed in me, and who were willing to lend me a very generous helping hand (Thank you Pam, Dick, Polly and Folkert!). But before they could believe in me, I had to believe in myself.

GETTING THERE
After less than a year I’m nowhere near where I want to be, and it would be arrogant to pretend otherwise. However, I am proud of what I have achieved so far. This blog is read by more people than I ever hoped for; Internet Voice Coach just posted my first tutorial, and the award-winning Florida Realtor Magazine now features an article I wrote about voice-overs and virtual home tours.

I am recording voice-overs in four languages for clients on all continents, and I couldn’t be happier that I proved my skeptics wrong. Now, this list of personal achievements is not  some vain attempt to show off. Rather, it’s my way of telling you what could happen if you refuse to give in to recession depression.

The skeptics will tell you “I will believe it when I see it”. I am telling you that you have to believe it before you will see it.

When Disney World opened its doors, Walt Disney was no longer alive. Before the opening ceremony, a reporter asked Walt’s brother Roy: “Don’t you think it’s a shame that Walt Disney isn’t here to see it all?” Roy answered:

“That’s not exactly true. Because Walt saw it, we are seeing it today!”

Paul Strikwerda © 2010
www.nethervoice.com

PS What are some of the empowering beliefs that help you deal with the recession? Share them in the comment box below!

PPS My next article is all about freelance dilemmas:  is it better to be a generalist or a specialist?

No, I’m not going to tell you what it is just yet. Let me begin by asking you a simple question: Do words have power? When you think of it, aren’t they just letters in a certain order? Or are there words in our language that are so potent, that they have the potential to transform our life and our livelihood?

Now, before you think that I’ve gone all philosophical again instead of practical, just  STOP for a moment and think about it…

In the past few days I’ve asked some of my friends about words they feel have had (and still have) a profound impact on their professional lives. Here are some of the words they came up with:

As for me, the one word that has been my guiding light in the past 25 years as a freelancer, is neither grand nor deep. Yet, I believe it to be one of the most powerful words in our vocabulary. Without it, my career certainly wouldn’t be where it is today. It consists of two letters.

It is the word NO.

NO is the ultimate reflection of where I draw the line in life; the line between what I am willing to accept and what I must reject. Right now I can honestly say that I owe most of my success as an independent contractor to this word. It’s quite simple:

In order to give yourself a leg up, you sometimes have to put your foot down.

Today I am offering you seven suggestions for shaping your freelance career by using the power of what William Ury calls a “Positive No”.

1. SAY NO TO MOST FREELANCE JOBS
In this recession it seems that many freelancers function in survival mode and operate out of fear. They jump on every job opportunity that presents itself, because “you never know what tomorrow will bring”. They’re like a batsman who’s hitting at everything the pitcher’s throwing at him.

Although you might consider yourself to be a versatile voice-over pro, web designer or copywriter, even the famous Swiss Army knife has its limitations. It is humanly impossible to be everything to everyone. Like a batsman, you have to wait for the perfect moment where preparation meets opportunity, to hit that ball out of the park.

KNOW when to say NO. It’s early in the day as I am writing this article, but I’ve already said NO to at least fifteen jobs that didn’t meet my criteria. Why waste time applying for work I’m not totally qualified for?

I could get really ticked off by colleagues who subscribe to the “more is more strategy,” telling me: “It’s a numbers game. The more I try, the more chances I have to land a job.” Even though it might look that way sometimes, it is not a lottery. It is a business.

And why am I not ticked off? Well, we all have our life lessons to learn, and some people just prefer to learn things the hard way. And because they can’t…

2. SAY NO TO DIY
If you’re running your own business, it’s probably safe to say that you’re wearing many hats: CEO, CFO, COO, Head of HR, Advertising, Acquisition, Marketing, PR, IT, R & D, Quality Control, Social Media Manipulation… Are you tired yet? And guess who’s delivering the goods?

Just because you’re self-employed, doesn’t mean that you must do everything yourself. You shouldn’t, because you’ll burn out before you’ve even lit up the place.

KNOW your strengths. A realtor decided to shoot his own real estate video tours to save some money. As he was taking his shaky camera through a million dollar property, I could hear him do his own narration. The result was cheap, unprofessional and embarrassing. When he read my paper on video tours and voice-overs, he decided that he was not going to be the new host of House Hunters. Thank goodness for that!

So, here’s your assignment of the day. Ask yourself: What is the number one thing in my business that:

1. Is an essential part of my job
2. I’m not good at
3. I hate to do
4. Takes up way too much time

Now ask yourself two questions:

- How much more productive would I be, if I would outsource this to an expert?
- How much more profitable would I be, if I would outsource this work, especially if I…

3. SAY NO TO LOW RATES
In a society where most of us still equate value and quality with price, low rates are the trademark of an amateur. This strategy might bring you a few short term gains, but you’ll end up a long-term loser.

If you need nine more reasons why you shouldn’t sell yourself short, read my article: The secret to landing any freelance job.

KNOW the value of your work and the effect of your pricing on your bottom line and on your market. Then take the next step and…

4. SAY NO TO LOW STANDARDS
The Greek philosopher Mediocrates gave us the Law of Averages:

“Average standards lead to average results”

Look around you. Despite all the self-help hoopla that is sold as the “psychology of excellence,” the best most can hope for is mediocrity. Otherwise, “average” wouldn’t be the most common denominator and Walmart would have no customers.

KNOW that as an independent contractor you have the privilege of not having to live by other people’s rules. Look at your role models. Did they achieve success by following other people’s standards, or by setting their own? Become a non-conformist. Be utterly un-average and totally inimitable. Be younique and…

5. SAY NO TO BLAME
The Law of Causality deals with the relationship between an event and the consequence of that event. This interplay of Cause and Effect is reflected in our language as in: “My business isn’t doing so well because….”

We all know people who aren’t where they want to be in life, and they’re absolutely convinced that it is someone else’s fault. If only all the other people on this planet would change, they’d be so much happier! Those are the folks who blame the fast food industry for the obesity crisis and the tobacco industry for turning them into helpless, brainwashed chain smokers.

Blame makes people lame and seemingly dependent on things they have little or no control over. Mind you, I am not denying the devastating role some external circumstances can play in someone’s life. Neither am I trying to guilt-trip people for having been dealt some terrible cards.

I am talking about people who –rather than take responsibility for the things they have control over, expect others to fix them for them. Those are the people who’d rather complain about something than do something about it.

KNOW the difference between making things happen and letting things happen. It’s fine to subscribe to an on-line job search service. However, if you adopt a wait-and-see approach and blame the website when you’re not landing gigs within a week, you’re giving them way too much credit and you have effectively disempowered yourself.

I firmly believe that we’re not helpless leaves in the wind. I believe that we can harness the power of the wind and adjust our sails by the virtue of the choices we make. One of those choices we can make is to…

6. SAY NO TO UNCONTROLLED SPENDING
Why did the New York Times write that “one of the world’s most successful photographers essentially pawned every snap of the shutter she had made or will make until her loans are paid off”?

The Times cited as one of the reasons, that Annie Leibovitz has had a “long history of less than careful financial dealings“.

In the ideal world, you always have a pipeline full of projects. In reality, work can come in waves. When you finally hit that freelance jackpot and you’re starting to make some serious money, nothing is more tempting than to go on a spending spree. After all, you deserve it, don’t you?

Yes, you totally deserve to reap the rewards of your labor, today, tomorrow…. and in a few months when that big project is done and the money is no more. It’s not fun to be brilliant but broke.

KNOW that when it rains it probably pours, and when it doesn’t, you must set money aside for… a rainy day. Your bills don’t care whether or not you were lucky to get a nice chunk of cash in June. There’s always July, August and -dare I mention it- the day you hope to retire.

The book “The Millionaire Next Door” is not about big spenders. It is about people like you and me who live well below their means. Those folks are likely to…

7. SAY NO TO TAKING INSTEAD OF GIVING
“What’s in it for me? I want it for free!” seems to be the mantra of the new millennium. This narrow focus on personal gain, often at the expense of others and our planet, is an egotistical and eco-destructive philosophy.

Yet, some self-styled entrepreneurs have made the following three words the cornerstone of their business: Gimme, gimme, gimme.

With the rise of social media, this new group of predators is all about ‘getting’ instead of ‘giving’. They want to befriend you in order to milk your network, so they can slam your contacts with overt or covert product- and self-promotion.

These vampires seldom contribute to a discussion, and when they do, it’s mainly to get their contact information in the comment field. They ask for referrals. They don’t give referrals. They want a sample of your work… and run away with it.

KNOW that the way to grow a freelance business is to become a contributor; by giving back. Over the years, countless people have given me their time and expertise free of charge, just because they wanted to help.

PAY IT FORWARD
The best way to honor the gifts they have given me, is by passing them on to someone else. That’s one of the reasons why I started this blog, and that’s why you might find me answering someone else’s questions on a networking site.

When you start paying it forward, amazing things will happen. Do you have time for three examples?

* A few months ago, Shelley Cryan, a brilliant freelance photographer and real estate videographer, asked for recommendations for a voice-over microphone on an on-line forum. I happened to read her request and gave her some suggestions. A few weeks later, Shelley asked me if I’d be interested in narrating one of her virtual home tours. I just completed my third narration for her.

* Earlier this year, master narrator John Pruden wrote an excellent article for VoiceoverXtra. After I had left a comment, John got in touch with me and we exchanged a few emails. Recently, he told me about an audio book project that might be a good fit because I’m a multi-linguist. He recommended me to the client and to cut a long story short: after an audition they offered me the job.

* In April, David Rosenthal -the enthusiastic driving force behind Internet Voice Coach- wrote me an email in which he told me how much he enjoyed my blog. Not so long ago he asked me if I would like to join his team of contributors at Internet Voice Coach as the “expert on all things international”. I couldn’t be happier!

Over the weekend, my IVC “department” opened its doors and it now features exclusive interviews with Bodalgo’s Armin Hierstetter and Arabic blogger/voice-over Mahmoud Taji (who recently published a free e-book called “The Modern Voiceoverist’s Guide to the Online Universe & Other Stories”).

I’m not telling you these things to impress you. I’m sharing these examples to impress upon you that wonderful and unexpected things can happen as a result of being attentive to opportunities to help and contribute.

TEST
One last thing. Should you choose to adopt these seven suggestions and become a no-sayer, expect to be tested! We live in a culture of YES and instant gratification. People don’t want to hear the word no. They’d rather cut off their no’s to spite their face. When they’re putting pressure on you to cave in, remember this:

The best students usually get the most challenging tests!

So, stick to the program and keep on saying “yes” to NO.

Paul Strikwerda © 2010
www.nethervoice.com

PS What are some of the things you have said NO to as a freelancer, and how has that worked out for you?

PPS What’s the number one question colleagues keep on asking me, and how do I answer it? Find out here!

Two psychoanalysts were walking down a narrow road. A colleague came up to them for a stop-and-chat and asked: “How are you today?”

Both analysts looked at each other and wondered: What would he mean by that?

When I first came to America some 15 years ago, I noticed something strange. Whenever I asked someone: “How are you?” people would usually respond by telling me about their work, as if I had asked them: “What do you do?”

TO DO OR NOT TO DO
This begs the question: is our work so important that this is how we ultimately define ourselves? Isn’t there’s a big difference between ‘being’ and ‘doing’? Isn’t what we do only a part of who we really are?

Now, I completely understand that for some people, a profession is an expression of their identity, especially for those working in a creative field. But if we confine our definition of ourselves to the job we do, are we giving ourselves enough credit?

On one level, it is a privilege to be able to turn a passion into a profession and make it the center of our universe. Beethoven did it. Picasso too, perhaps. It can also be dangerous. How dangerous? Let me tell you about John*.

RADIO DAZE
John was a colleague of mine at the station I used to work for. Radio was his life. It was his ‘magnificent obsession’. In fact, that’s all he ever talked about. He was a walking encyclopedia of all things wireless.

John was one of those gentle men you would easily overlook at a party. He seemed socially shy and out of place. But put him in front of a microphone, and you almost wouldn’t recognize him: he was engaging, energetic, funny and full of… life! The two sides of this golden coin couldn’t have been more different.

One day, serious looking men in charcoal gray suits walked into our station. They had one mission: to make us do more with less. Cutbacks were unavoidable. Layoffs were a certainty. It was only a matter of time.

Rumors were spreading fast. Would they get rid of those who had joined the station last, or would they turn to the veterans who, because of their seniority, were making a very decent salary, thereby draining the budget?

A LOST MAN
Two weeks later, I got my answer. John and I shared an office, and he was putting some old tapes and CD’s into a cardboard box. “Getting ready for the show, tomorrow?” I asked. Then I took a good look at him. His face had lost all color as if he had donated too much blood. “John, are you alright?” I said. “Do you need some help?” He never said a word to me, and continued packing, as if in a trance.

The next morning, the sound engineer knocked on my door. “This is John’s desk, right?” he wanted to know. “You’re looking at it,” I said. “It’s never been cleaner.”

“Do you happen to know where he is?” asked the engineer. “We’re supposed to tape his show in a few minutes. Usually he sets things up way ahead of time and I can’t find him anywhere.”

“To be honest with you, I haven’t seen him all morning,” I replied. “That’s not like him at all.”

Of course we called John’s home and he didn’t appear to be there either. Where could he be? All of us knew that he lived for his radio show and that he hadn’t missed a taping in thirty years. We were getting worried.

THE FINAL ANSWER
Two hours later, the management said they had an announcement to make. They had found John. Two kids playing together had spotted him… hanging from a bridge.

One of John’s long-time colleagues and closest friends exploded when he heard the news. He stormed off saying: “Those bastards. They killed him. They should burn in hell!”

“What was that about?” I asked the sound engineer.

“I just heard,” he said.

“Heard what?” I asked.

“John had a meeting with the management, yesterday.”

“And?” I wanted to know.

“They fired him. Just like that.”

A LIFE’S WORK
The example of John is extreme.  But I’m sure you know people for whom their work is their life. We praise them for their dedication. We admire them for what they accomplish. And when the reason for their existence is suddenly taken away from them, they are left with… a void.

So, let me ask you: How are you? Who are you? How much of you is shaped by the work you do? Are you still chasing your dreams of a life filled with fame and fortune? Do you feel that you’ve achieved success?

CHOPRA
Writer, endocrinologist and one of the principal proponents of mind-body medicine, Deepak Chopra, came from India to study in the United States. He authored more than 50 books, including “Reinventing the Body, Resurrecting the Soul.”

His writings, CD’s, seminars and appearances have made him a wealthy man. But does he consider himself to be successful? Well, it depends on the definition.

I had the pleasure of interviewing him once, and Chopra defined success as follows:

The progressive realization of worthy goals;

The ability to love and have compassion;

To be in touch with the creative source inside you;

To ultimately move from success to significance

ALWAYS ON THE GO
So, measured by those standards, how are you really doing? And how are we doing as a society? Sometimes it’s best to have others hold up a mirror.

Many years ago, a visitor from a distant land came to the New World.  He had never seen any skyscrapers, department stores or the subway during the Monday morning rush hour. He was obviously overwhelmed and couldn’t wait to get back to his country, to report to his tribe what he had seen.

“What are the people like?” was what they wanted to know.

“The people?” he said? “I’ll tell you!”

“All they do is hurry-worry, hurry-worry. Day in day out.”

“What are you wearing on your wrist?” asked one of the elders, pointing at a watch that was given to him as a present.

“This is a device that tells you what hour of the day it is. It’s called a watch,” the man said.

“And you know what?” he continued,

“In this New World I visited, everybody wears a watch.

But nobody has time.”

GROUP THERAPY
“Nice story”, said the psychoanalyst to the narrator. “Thank you for that.” Then he turned to me. “I believe we have to welcome a new member to our group today. Tell us who you are.”

I took a deep breath and said:

“Hello. My name is Paul, and I’m a workaholic.”

“Hi Paul” answered the group in unison.

“Great,” said the therapist.

“Now we all know who we are, let’s get to work!”

Paul Strikwerda © 2010
www.nethervoice.com

PS What’s the one word that saved my freelance career? Find out in my next article.

*John’s not his real name. I have changed it to protect the identity of those involved.

Daniel Stern is known for his roles in films like “Hannah and her Sisters,” “City Slickers” and the first two “Home Alone” films. He’s also the narrator for the “The Wonder Years” and the voice of Dilbert in the animated TV series.

One day, Daniel got a script for a voice-over audition, and his mouth practically dropped to the floor when he read the specs:

“Must sound like Daniel Stern”

He’s thinking: “Piece of cake. This one’s in the bag!”

So, Stern goes to his booth; records a demo; sends it in…

…and doesn’t get the part!

Has that ever happened to you? Probably not, because your name is not Daniel Stern. However, we’re all too familiar with the story of that brilliant audition we did, that disappeared into nothingness and left us wondering:

“What just happened? I knew I nailed it. Why didn’t I get the part? Was it something I said?”

OVERCOMING REJECTION
There are two ways of dealing with this sad smack in the face:

1. Tell yourself: “Those ignorant producers don’t know talent even when it’s staring them in the face. By not selecting me, they have proven themselves unworthy of my God-given artistic gifts to this world. It’s their loss; not mine. Now, if you will excuse me, I’m late for my pedicure.”

or you could

2. Ask yourself: “What did I miss? Was there anything I could have done or should have done, to turn this audition from ‘good’ into ‘great’?”

Let’s be honest. All of us get stuck in a rut from time to time. Without prior warning, we lose our “magic touch,” our “MoVo”. That Money Voice that used to sell so well ain’t doin’ it no more. Does that mean your career is over? Of course not. It just means that it’s time to take a step back and get a second opinion.

You see, most of us aren’t as good as Baron von Munchausen, who reportedly pulled himself up from the swamp by his own hair. Sometimes, we need someone who’s not going to tell us what we want to hear, but what we need to hear.

We need a Dr. Phil who listens to people playing the same old tapes inside of their heads over and over again, and who will “tell-it-like-it-is”.

Or perhaps we want to go with someone with more hair, more flair and with more experience in the voice-over industry. Someone like David Rosenthal.

David is not only a top voice-over talent, actor and director with 25 years of experience; he’s also a sought-after voice coach and teacher. A few days ago, I had a chance to talk to him about his craft, his approach as a coach and about his latest endeavor: Internet Voice Coach.

ALL WORK, NO PLAY
Rosenthal: “I tell all my students that auditioning has to be one of the most enjoyable parts of their day. If you are worried about getting that job or needing to sound a particular way, then it will never happen, because then you’re judging yourself; you’re in your ‘work-mode’. The whole point is that people who truly know how to take life in the most optimistic and playful way, are priming themselves for being wonderful voice actors.

I feel that a lot of people getting into voice-overs have forgotten how to play as adults. All the actors in this industry that have created and sustained careers for 25, 30, 35 years, have done so, because they know how to play. They know how to roll with it; to be creative and imaginative and they’re never too hard on themselves.

This is another great secret: when you’re playing, nobody can judge you. You are free. You can’t judge play. It’s creative, in-the-moment stuff. It is attractive. It’s what keeps clients coming back to us as voice-over professionals, because we know how to bring that sense of play to life for their products. They know it’s magic.”

BIRTH OF AN IDEA
Rosenthal received his BA in Theatre, Anthropology, and English Lit. from Sarah Lawrence College. He studied acting in NYC at Herbert Bergoff Studios and in San Francisco with Richard Seyd. He is a regular voiceover talent for Sony, Nintendo, Sega and for commercial radio, with over 600 voice-over credits to his name. David teaches Spokesperson trainings, the Art of Voice Acting and he is a staff member of the Kids-On–Camera Acting School in the Bay area. He continues:

“Students would come up to me after class and say: ‘Dave, if there was any way that you could bottle this up -not just the lessons but the way you in which you teach them- and put it on the internet or on a DVD, I would buy it in a second.’ That stuck in my head. So I decided to take this particular philosophy that I have about this industry and our art, and present it to as many people as possible, in an extremely informative manner.”

ON-LINE VOICE CACHING
Rosenthal kept his word. A few weeks ago, he launched a brand new website called Internet Voice Coach (IVC). It’s an extensive on-line resource as well as a community that brings industry experts, trainers, students and voice-over veterans together. Rosenthal:

“The primary focus of the site is on PLAY. People often come to me saying: ‘Everyone tells me I have a real nice voice,’ and I tell them: That’s really wonderful but, when you talk about essential prerequisites for making it in this industry, a really nice voice is not one of them. It’s a great asset, but that, by itself, won’t cut it.

So, I started thinking of creating a website around the philosophy of play, but also having all the tools that are necessary to help people who are just getting started, as well as more specialized advice and tips for seasoned pros.

For instance, we have interviews with casting directors and we’re asking them: What are you looking for? Why did you hire me for this last job? What’s going on in the industry right now that people need to be aware of? What are some common mistakes that you hear in auditions?”

ACTING OUT
“When you go on the site, you don’t just see a bunch of people talking about the industry. You can watch me as I prepare for an audition, literally playing in front of you, messing up my face and my voice, joking around.”

Here’s David on keeping a voice consistent with a character:

DEMO CRITIQUE
Internet Voice Coach offers more than videos, how-to articles and interviews. Rosenthal:

“We have an incredible aspect to our site. It is something I do not believe any other site has out there in the voice-over world and that is: ongoing personal feedback.

When you become a yearly member, you will get 20 opportunities a year to send in a voice-over demo for an audition or practice files that you’re working on. You can send them as an MP3, and you’ll receive an MP3 from us, loaded with feedback.

The advantage to that over one-on-one phone coaching is that it’s very focused and it doesn’t cost $130. I’m trying to be conscious of people’s pocket books, and at the same time give them a tremendous opportunity to learn and grow (membership is $199 per year PS).

We also have monthly webinars. That means we’re live on video, and members can log in and join in. After we talk about a particular subject for about 45 minutes, we take questions.”

DREAM TEAM
IVC is David’s brainchild, but he teamed up with voice-over actor and coach Jason Klofstad, who happens to be the voice of Apple computer. His other partner is Mary Windishar, a broadcast producer for over 20 years (Oprah Winfrey Show); a voice and on-camera talent for over 15 years and a prominent spokesperson for women in the field of voice-overs.

Then there’s a whole list of regular contributors such as Elaine Clark, author of “There’s Money Where Your Mouth Is”.

David Rosenthal:

“The site is purposely called Internet Voice Coach and not Voice-Over Coach. It has modules on public speaking (featuring expert-in-residence Brian Collins) and articles on vocal health, overcoming rejection, marketing and much more.

Ultimately, IVC is a resource that isn’t just for learning the craft, but for staying on top of your craft. Had I had this site 25 years ago, I really would have been able to kick-start my career a lot faster. Why reinvent the wheel if you can learn from the best in the business?”

One of those people is actor Daniel Stern who was recently interviewed for the site.

He didn’t get the part, even though it his name written all over it.

I couldn’t help but wonder who eventually landed that gig.

Could it be… a certain David Rosenthal, perhaps?

SPECIAL OFFER

Courtesy of IVC,  Double Dutch readers receive an exclusive free 3-day trial membership to Internet Voice Coach. It’s an excellent way to explore the site and find out how it can help you further your career! Please use this link to sign up for your free trial membership that will give you FULL ACCESS to the site. If you just like to poke around with limited access, please use this link.

Paul Strikwerda © 2010
www.nethervoice.com

PS I will be joining the IVC team of contributors as a voice-over specialist on ‘all things international’. If you enjoy this blog, please join me on IVC for exclusive content and industry insights.

PPS All work but no play? My next blog is about the dangers of becoming a workaholic…

“He was so learned that he could name a horse in nine languages; so ignorant that he bought a cow to ride on.”
- Benjamin Franklin

All of a sudden, the lame world of voice-overs is up in arms. Why? I have one word for you “VoiceJockeys”.

The website Voicejockeys.com describes itself as “a virtual meeting place for voice over talent and people in need of their services.”

Yep, it’s yet another on-line casting service trying to cash in on a market of hopeful but clueless voice-over newcomers. The more the merrier, right? At least these jockeys were honest about their intentions. According to their website they offer:

“(…) professional voice over work at a fraction of the cost. “

You might wonder: How do they do it, these clever casters? VoiceJockeys discloses their amazing strategy on their website:

“(…) we bring you directly to the source, the actual talent, not to a fancy agency or casting service. We empower you to make your own casting decisions and basically “try before you buy” entirely cutting out the middle man.”

Hold your horses… does that make any sense whatsoever? If there would be no middle man, wouldn’t the voice-seeker be contacting the talent directly, instead of VoiceJockeys?

VO-LAW TO THE RESCUE
Tipped off and ticked off, attorney and voice-actor Rob Sciglimpaglia Jr. decided to go over the VoiceJockeys talent contract with a comb as fine as only attorneys can get their hands on. In part one of a three-part VoiceOverXtra series, he concludes:

“I carefully reviewed the rates and contract that is posted on the web site for this company, and it is straight out of the dark ages concerning protection of the rights of the working voice-over artist.

I liken it to a SWEAT SHOP for voice talent.”

Sciglimpaglia spurred into action and offered to represent VoiceJockey voice-overs pro bono, as a group, in an effort to secure new contract terms. According to VoiceOverXtra:

“(…) he is already negotiating with VoiceJockeys, and he started a blog to report on similar companies that “prey” on voice actors with low pay and excessively restrictive contracts.”

BETTER LATE…
Rob’s right: Voice Jockeys.com is not the only on-line agency taking you for a ride. They are one of many sweatshop-services in a market that thrives on exploiting the hopeful, the desperate and the ignorant.

The fact that some members of the voice-over community apparently needed an attorney to analyze the fine print of a contract, doesn’t speak well of the level of professionalism in this industry. Always do your homework before you sign on the dotted line. It’s number 3 on my list of 10 classic mistakes why people leave money on the table.

I fully support Rob’s mission, and if you’re a regular reader of this blog, you know that I take the issue of fair compensation and reasonable rates very seriously.

MIRROR, MIRROR
But reading Rob’s review could lead people to believe that “cheap paying companies” as he calls them, are the only ones to blame for sliding fees and unfair terms & conditions. That’s like blaming the fast food industry for the entire obesity crisis.

The only reason these business practices are perpetuated, is because people are falling for them. Sweatshop services exist because they feed a need. They prey on predatory pricers (or “poachers” in Rob’s words), and they appeal to those who want something for next to nothing.

What’s more, some colleagues have been defending bargain basement rates with arguments such as:

• we live in a capitalist economy and prices are determined by market forces
• setting minimum rates amounts to price-fixing which is illegal
• underbidders aren’t underminers; the low end of the market does not affect the high end
• lowballers have the best of intentions: they need to make a living too
• stop beating a dead horse; nothing will ever change
• Don LaFontaine never bothered to mount campaigns against people who voiced movie trailers at a rate below his

SOLIDARITY
As a freelancer, I have worked in many different industries. In no sector have I ever encountered so many colleagues who were ready to justify rip-off rates for whatever reason.

Could it be because some of them are also in the business of hiring voices? Is it because they don’t have to survive on a voice-over salary? Is their partner perhaps the main breadwinner? Or is there something going on, at a deeper level?

In the end it boils down to a matter of mentality. Let me spell it out in black-and-white terms:

Some people primarily operate from a ME-mentality. Others operate from a WE-mentality.

WORLD VIEW
The question: “What’s in it for ME?” is a powerful driving force behind human behavior. It focuses on immediate benefits to the individual, regardless of the impact on the community. It comes from an age-old survival instinct that puts self first.

In this vision, there are winners and losers. An oil spill in the Gulf is just an unfortunate consequence of a fossil fuel based economy. Who cares about the environmental impact, as long as it’s not in my backyard and I can keep on driving my SUV? It’s the price of doing business.

The question: “How does this affect the GROUP?” focuses on how individual fates are connected through a network of relationships. It looks at the long-term consequences and collective future rewards, rather than at instant individual gratification.

In this vision, we’re all in the same boat, sharing the same ocean. An oil spill in the Gulf is a signal that we should be serious about renewable energy, preserving this planet, instead of polluting it perhaps permanently. The world is our backyard, and we look dumber in a Hummer.

My question to you is this: which horse are you betting on?

SHAKESPEARE
The beleaguered King Richard III is a classic sell-out character. He is desperate. During the final battle his horse, Surrey, is killed and the King can no longer flee. Hoping to secure his survival, he offers his meaningless empire with the infamous iambic pentameter:

“A horse! A horse! My kingdom for a horse!”

It was a bad barter, and we all know how the story came to an end. Richard the Third was left at the mercy of his enemies because he had devalued his Kingdom. He died at the hands of the Earl of Richmond.

HERE TODAY, GONE TOMORROW
We all know how easy it is to get caught up in the excitement of the moment. In a few days or weeks, the drama of VoiceJockeys will be forgotten, or looked at as an isolated incident. New sites will emerge and it will be déjà vu all over again. Does it have to be that way?

Shakespeare’s Richard III starts with the following opening words:

“Now is the winter of our discontent”

Perhaps this VoiceJockeys episode could be the start of our “winter of discontent”.

OUR POWER
I once read that globally we spend more money on advertising than on education. It’s a scary statistic, but it goes to show how much money is spent and made in product promotion.

Let me ask you this: Can you imagine commercials without voice-overs? Can you think of documentaries or industrials without narration? How about instructional DVD’s, Public Service Announcements, Voice Response Systems…

All of the above would not be possible without voice actors. We can make or break a million dollar campaign. We can engage and motivate an audience. We can warmly welcome old and new customers. We can entertain and teach at the same time.

We are voice-over professionals.

Then why don’t we insist that we fully deserve and should get a significant slice of the pie? Are we lacking respect for our own profession? Are we degrading our training, our background and our craftsmanship? Are we devaluing our crucial contribution to advertising, marketing, education and cultural enrichment?

If we don’t take ourselves and our work seriously, why should others? Ultimately, we get what we deserve, and if we feel that we don’t deserve that much, we should stop complaining about rates going down and the cost of living going up.

Or we could start by charging reasonable fees that are a reflection of the added value of our work, as well as the respect for our talent!

It looks good on paper doesn’t it? It sounds even better, read by a voice-over professional.

Then why do I get the feeling that we’ll be having this same discussion in a week, a month or a year from now?

Here’s why:

You can lead a horse to water, but you can’t make it drink.

Are you thirsty, yet?

Paul Strikwerda © 2010
www.nethervoice.com

PS Even the best teams need a coach. Read all about the brand new Internet Voice Coach  website in the next installment, and  be sure to check out a very special offer for readers of this blog.

RATE SHEETS. Do you have one? If you don’t, why not? Wouldn’t it be handy to publish your fees on your website? That way, the powers that are thinking of hiring you, know what to expect.

Not only is this your first line of defense against those who can’t afford you, it will also establish you as a professional.

Rate sheets. Why would you want your competition to know how much you charge? Wouldn’t you undermine your competitive edge by giving others the ammunition that will allow them to underbid? Do you want people to write you off based on your rates, without giving them a taste test of what you have to offer?

Rate sheets. Some voice-over casting sites have ‘em, but are they up to date? And when you compare the rates listed, to the budgets offered for projects posted on these sites, what do you see?

Do these sites stand behind their own rate sheets, or are these ‘average fees’ nothing but a marketing tool to attract new members: “Look at how much money there is to be made in voice-overs. Sign up today!”

There is a big difference between suggested rates and suggestive rates.

So, what do you do when someone asks you for your rate? In my last article, I warned you against blind bidding, and I suggested you do your homework. But here’s the thing: you’re only one part of the equation.

What about your clients? How can we make them understand that they can’t expect us to just pull a number out of a hat (unless your name is James Alburger, who is also a professional magician)…?

That’s how I came to I write an

OPEN LETTER TO VOICE -SEEKERS

Dear voice-over shopper:

Thank you so much for getting in touch! Before we get down to business, may I ask you a question?

Would you ever bid on a project without knowing the specifics?

Let’s assume you’re in the construction industry. A prospect sends you an email asking:

“How much for a building? Give me your best price!”

Could you honestly answer that question? Of course not. Yet, I receive emails every day, asking:

“How much for a voice-over? Give me your best price!”

… as if we’re talking about the cost of a Big Mac or a quart of milk. Even that differs depending on where you live.

If you were a builder who was asked to come up with an accurate estimate, you’d minimally need to know what purpose the construction would serve (commercial or residential); you’d have to know where it will be located, how big it needs to be, when it needs to be finished etcetera, etcetera.

Voice-over professionals are no different. They’re  independent contractors. They need to know what purpose their recording will serve, in what market it would play, how long the script is and how soon you need it (among other things).

Without specifics, any bid is based on pure guesswork and not on the particulars of your project.

“Then why” -you might ask- “are so many of your colleagues willing to plug in just about any number -no questions asked?”

I’ll answer that question with a question.

Would you trust a builder who’d name a price knowing hardly any details of the project? Or would you consider that to be… ‘unprofessional’?

STANDARDS, ANYBODY?
The voice-over industry is populated by seasoned pros, hopeful hobbyists and anything in between. With today’s technology, it’s so easy to plug a mic into a computer and hang up a sign saying:

“Voice for Hire. Will work for food.”

There are no requirements, no regulations and no standards.

What would happen if the construction industry would operate that way?

Some might argue that that’s an unfair comparison. When builders don’t follow regulations, people could get hurt. No one’s ever going to get harmed by an unprofessional voice-over artist, right?

Think again, and let’s zoom in on Medical Narrations. What would happen if the name of a medication would be mispronounced or if the narrator messes up the dosage? What would happen if a procedure would be read in such a way that it could be misconstrued?

These are extreme examples. I agree. How about something less serious: Audio Tours.

Imagine hundreds of tourists getting stranded on a hot summer’s day because the narrator had instructed them to go left instead of right. Among the group members are elderly people, pregnant women and folks with various medical conditions.

That’s not just a ‘small oversight on the part of an inexperienced narrator’.

That’s a lawsuit in the making!

THE REAL DEAL
Professionals do their homework. When a voice talent gets back to you with specific questions, that person is not trying to be a pain in the neck. It’s a sign of professionalism. It means that you’re not getting the cookie cutter treatment. It’s an indication that this person takes his or her job and your project seriously. Please remember:

Amateurs passively plug in guesstimates. Pros ask questions and give informed quotes. There’s a reason why the word pro is part of ‘pro-active’.

Think of it this way: your voice-over project is a destination. If your end-client does not provide you with a clear description, how can you be sure that you’ll ever get there? Without the right information, you’re setting yourself up for failure, as well as the talent you’re hoping to hire.

Let’s assume the end-client asks for fruit and you come back with the juiciest orange ever to hang from a tree. It could have been a lucky guess. But what if your client says:

“Oh come on… I didn’t want a boring orange. I had an orange yesterday. You should have brought me an apple. A green apple. From Holland.”

THE BLAME GAME
Now, it’s easy to point the finger and blame your unspecific client. But blame is lame and disempowering. The ball was in your court. What did you do with it?

Not only are you now wasting your own time; you’ve just posted a vague project on a casting site and hundreds of voice-over talents are wasting their time recording a custom demo that’s nothing more than a shot in the dark.

Some of you might respond: “That’s just too bad. It’s part of the industry. It’s always been like that and it will never change. You win some. You lose some. And if you don’t like it, go do something else.”

That might be true, but does it really have to be that way? It’s 2010. Are we still running the industry based on these inefficient, expensive, last century old-school ideas?

IT ALL ADDS UP
Please consider this: how long will it take you to weed through all these shot-in-the-dark submissions? You might end up picking a very affordable talent, but -thinking of your hourly rate- how much did all that weeding just cost you and your company? Don’t you have better things to do than listen to auditions that totally miss the mark?

If you expect talent to be on target, give them a fair chance to hit the bull’s eye.

Tell them what you’ll be listening for in as much detail as possible. If not for the sake of the voice talent, do it for your own sake. You’ll get much better results in less time.

Here are a few other tips. Don’t worry, they won’t cost you anything!

• Language. Don’t just put “Spanish” if you really need a speaker from Chile. Otherwise you’ll get accents from wherever Spanish is spoken. (more on accents in this article)

• Age. When you need a young and energetic sound and you’re not clueing us in, don’t be surprised to receive demos from mellow middle-aged matriarchs and serious sounding seniors (as well as from blogging voice-overs who love alliteration).

• Budget. You say that you want to hire an experienced voice talent. Do you really think you’ll get one for a hundred bucks? Try this experiment: go to a jewelry store and shop for a 24 carat diamond. When you’ve picked out a nice rock, tell them you wish to get it at the price of a cubic zirconia. Let me know how that worked out for you.

I assume that you take pride in your work, just as we take pride in ours. Don’t devalue what we do. Believe me; it’s not as easy as it sounds.

• Expert. If you don’t want to pay a pro, ask Sam in Receiving to record that power point presentation you’re about to give to potential investors. It’s only the future of your company that’s at stake.

Cindy the secretary has a nice voice too. Perhaps she’s willing to do that phone greeting that will be heard by thousands of customers every day. It’s not our job to determine how you want your company image to be perceived by the rest of the world.

• Editing. If you expect a talent to deliver clean, edited audio, don’t assume that someone will throw that in for free. First of all, editing is a special skill, and not every talent has mastered that skill.

Secondly, it takes an experienced editor at least twice as long to clean up the audio, as the time needed to record it. People deserve to be compensated for their time and expertise. Aren’t you?

• Payment. Don’t be surprised if we ask you to pay 50% upfront and the remainder upon receiving the recording. Some colleagues won’t record a word without getting paid in full first. You see, we haven’t established a relationship yet, and most of us have been burned in the past. Did that band you hired for the office party require money upfront? Did the hotel ask you for a deposit at the time you reserved that conference room?

Don’t take it personally. We run a voice-over business; not a collection agency. We give you our word (literally) that we’ll deliver the goods. In fact: we will WOW you! Please PayPal your down payment so we can get the ball rolling.

FINAL THOUGHTS
If you happened to detect a slight sarcastic undertone in my writing, please know that I’m aware of that. It’s a bad habit and I’m working on it. Just not today.

Secondly: not all voice-seekers are created equal, and it’s not right to put all of you into the same category. You’ve got to make a living too and make your boss happy by hiring the best talent at a reasonable price.

I’m confident that we can meet in the middle, and I’m committed to making your product or service shine as if it were my own. You and I are in the same boat:

Happy customers are our best credentials.

Testimonials from satisfied clients are stories that can never be accurately reflected in the most detailed of rate sheets.

Now… let’s talk some business, shall we?!

Sincerely,

Paul Strikwerda ©2010
www.nethervoice.com

PS If you had a chance to write your letter to those who are thinking about hiring you, what would you like them to know? Share your comments and thoughts below!

PPS Voice seekers are not the only ones trying to get more out of you for less. My next article is about Internet Casting Services  taking it to the extreme.

How much do you charge for your services? What determines your asking price? If you charge too much, you run the risk of losing the job. If you’re selling yourself cheap, you look like an amateur. Here are 10 ways to win the bidding war.

“Do these cookies taste as good as they look?” asked our friendly neighbor.

“Even better,” said my almost 8-year old daughter with a big smile on her face.  “I baked them myself this morning!”

Last week, she went door-to-door to raise money for our Walk MS team. She’s a much better fund-raiser than her father, who’s still hoping to do better with his “Giving a Voice to MS” campaign.

“How much are they?” the neighbor wanted to know.

“You can get two cookies for a dollar,” answered my daughter. A moment later, she had four shiny quarters in her hand.

“Fantastic,” I said. “I’m so proud of you! You just made your first dollar. Now, do you want to know a little secret to raising some serious money?” She was all ears.

“Next time someone asks you how much your Snickerdoodles cost, tell them:

‘You can give as much as you want’. Then you just wait… and see what happens.”

“But what if they only want to pay fifty cents?” my daughter asked.

“Well,” I said. “You’ll have to tell them that they have to give at least one dollar. Always know your bottom line. If they don’t think they’re worth that much, there are plenty of other people to sell them to. It’s okay to walk away from a bad deal.”

THE WILD, WILD WEST
In the unregulated world of freelancing, putting a price on a product or service is one of the most talked about and controversial topics. Why?

Copywriters know all about crafting compelling copy; web designers are great at creating sticky sites, and voice-over actors can sound like they know what they’re talking about, even if they don’t.

Here’s the problem: just because you’re good what what you do, doesn’t mean you know how to sell yourself. If anything, you’re probably selling yourself short and you’re leaving a lot of money on the table.

How many schools or vocational training programs are actually teaching business 101, sales techniques or negotiation skills? With a diploma in hand, many graduates discover that it’s a jungle out there, and the only way to learn is by trial and error. That’s an expensive strategy.

In my last article, I talked about the consequences of predatory pricing and about why low rates are bad for business. The next question is: how can you make sure you get a decent price for your product or service? Let’s begin by avoiding these

10 CLASSIC MISTAKES WHEN QUOTING A PRICE

1. Blind Bidding. Especially in today’s market where lots of freelance jobs are auctioned off instead of negotiated, it’s tempting to just plug in a number, no questions asked. Clients love it because your eagerness, ignorance or desperation practically guarantees them a bargain.

Project details are left vague for a reason! But how can you make the right offer without having the right information? That’s because you’re falling into trap number two. You are…

2. Making Assumptions. Poor client! She said she was operating on “a small budget,” so if you really want that gig, make sure you put in a lowball offer or give a discount.

NOT SO FAST! What might be a “small budget” to some might be a large chunk of money to others.

How can you be so sure whether or not a customer you don’t even know can or cannot afford you or your product? Did you just read the tea leaves? Did that little voice in your head tell you so? The “limited budget excuse” is the oldest trick in the book of cheapskates. And you’re buying it because you’re…

3. Not Doing Your Homework. Do you have any idea who your mystery prospect is? What company does she work for? How many employees does this company have and in how many countries? What clients do they serve? What’s their market share? What reputation does this firm or this person have?

You’d be surprised by how much can be found out by spending a few extra minutes on your computer (just look at how much info I was able to dig up on the editor of Newspapers for the Blind). Wouldn’t you want to have these data available before you quote a KIA price to someone with a Bentley budget?

Of course some website-seeing won’t give you all the answers, nor will it give you a chance to build a more personal relationship with your prospective buyer. Dry facts always have a backstory, and you’re not getting it because you’re…

4. Not Asking the Right Questions. Ideally, your product or service is the solution to your client’s problem and the pleasure to their pain. But if you don’t know what their specific wants and needs are, you won’t be able to fulfill them to their satisfaction.

Any price will be too high if your prospect doesn’t feel that what you’re offering is what he really needs.

Ask yourself: what do I minimally need to know to make sure that I am the right person for this job and to put in a reasonable bid? My article about breaking down an audio book rate gives you a sense of how much is really involved and how much is usually left out when bidding.

Once you’re fully prepared, why not turn the table by asking: “How much have you budgeted?” (notice the not so hidden presupposition) I must warn you: it’s easy to sabotage this process by…

5. Too much talking. Not enough listening. It boils down to this: do you really want to know, or are you just asking? If you’re passionate about your profession, chances are that you’re full of it… Some people -not you of course- are even full of themselves. And because you know and care so much about what you do, it’s very easy to go on and on and on about it. Zzzzzz

As I said to the computer guy at Staples: “I don’t need to know how it works, as long as I know that it works.” He didn’t get it. He was in his own little world. I think he’s still talking to me, even though I left the store two hours ago…

When you’re actively listening to your prospect, make a mental note of certain buzz words and phrases that are an indication of why this project is important, and what this project is all about. If you’re on the phone, write it down. If you don’t keep track of these buzz-words, you’ll be…

6. Describing the benefits of a product or service in your terms; not in your client’s terms. What might be important to you is utterly irrelevant. What really matters is what’s important to your client. Never tell a prospect why they should hire you. People do things for their reasons, not for yours.

For instance, you might believe that price is a decisive factor in the deal you’re discussing, because that’s how you operate. Nothing is ever bought based on price alone, and perceived value might really be what the client is basing her decision on.

Some of us prefer more expensive brand name products. Others favor more affordable store brands. Do not bring up the price or your fee until the customer does. Otherwise, you fall into the trap of…

7. Bad Timing. Every sales trainer will tell you: never mention the price until a customer has fallen in love with the product. Highlight the benefits first, and be sure to use your client’s criteria and your client’s buzz words. Make the sale based on value. Value is usually defined as benefits received, divided by the price paid. If the perceived value is higher than the price paid, your customer’s a happy camper.

But what if a prospect tells you: “I can’t possible afford that. That’s too much money.” Is it ‘game over’? Only if you keep on…

8. Believing that Objection = Rejection. Wrong! Objections are opportunities to better understand your client. One salesman put it this way:

“I love objections. The more, the better. How can you sell somebody something unless you find out what he or she is thinking, and what his or her reservations might be about your product or service?”

Here’s the thing: it’s almost impossible to handle objections if the customer’s interest is not high enough, or when the prospect is not a “qualified buyer”. Those are the people who are “just looking” and who aren’t authorized to make purchase decisions.

“Your price it too high” is the oldest objection in history. Linguists call it a ‘comparative deletion’ because the obvious question would be: “Compared to what?” And without knowing the price concern, you can’t possibly help your prospect overcome it. Usually there are two reasons:

-the perceived value of your service or product is lower than your price or your fee;
-your prospect genuinely can’t afford it at this moment in time

In the first scenario, you haven’t convinced your client that what you’re offering truly meets his or her needs, or is valuable enough. In that case, you need to backtrack a little. In the second scenario, you can start offering other options (more about both in a future article).

There’s a third possible response to the price objection: giving in. That has to do with…

9. Being insecure about your own value. If you start apologizing for your prices, or if you’re undervaluing your services because you don’t think you’re worth it, stop negotiating because you look like an amateur.

The least you can do is go back to number 3 and educate yourself about the going rate for a particular project in a specific market.

Secondly, read “The Money Book for freelancers, Part-Timers, and the Self-Employed” and get a grip on your finances. Know how much you need to make to break even, and how much you want to make to lead the life you feel you deserve. Get a backbone and be proud of your price!

Losers lower their prices. Winners know what they’re worth!

A word of warning: if a prospect senses any sign of insecurity, you’ve just shot yourself in the foot. Remember that people equate price with quality. If they contacted you, they’re interested in hiring you, so hang in there and avoid…

10. Falling for False Promises. Never accept a job based on the promise of future work. The job is the job. Even when the client holds up a juicy carrot and says: “If this works out, chances are that a whole lot more will come your way,” treat it as a big red flag. You know that you’ll end up doing more for less, and you’ll never hear from them again. End of story.

FORTUNE COOKIES
Well before we’d reached the end of our block, my daughter had sold all her cookies and a minivan stopped in front of us. It happened to be a family that had already bought a few bags of Snickerdoodles for the MS Walk.

“Here sweetie,” said the mother, as she handed over a 20 dollar bill.

“But I don’t have any more cookies to give you,” said my daughter.

“That’s okay,” replied the Mom. “When you came to our door, I could only pay you a few dollars, because that was all the money I had in my wallet. I just went to the bank to get some more. All of us agreed that your Snickerdoodles were the best we’d ever had!”

Even though she was smiling, it looked like the Mom was holding back tears. As my daughter was talking to her kids in the back of the car, their Mom said quietly:

“My mother died from MS last year. We miss her so much. Thank you for doing the walk!”

“You’re very welcome,” I said. “I am so sorry to hear about your loss.”

I always tell my daughter: 

Different people do different things for different reasons.

Paul Strikwerda © 2010
www.nethervoice.com

PS If you feel that this article has been of value to you in any way, please  show your appreciation by making a donation to my Walk MS team today. Thank you!

PPS Ever felt like telling your clients how you really feel about them?  I just wrote an Open Letter to Voice-Seekers.

Is your freelance business going down the drain? Are you sick and tired of rejection? Have you had enough of wasting your time on auditions, bids and proposals that never lead to anything?

Perhaps it is time to make frustration your friend. Be sure to add a strong dose of disgust to the mix. According to success strategist Jim Rohn, disgust is one of the four emotions that can lead to life change. Rohn:

“The person who feels disgusted has reached a point of no return. He or she is ready to throw down the gauntlet at life and say, “I’ve had it!”

RESOLVE
Once your frustration has reached a boiling point, it is time to make up your mind. Are you throwing in the towel, or are you going to take massive action and turn your business around? If you pick the last option, the next question is: HOW?

The secret to landing any type of freelance job is contained in these three words:

PRACTICE PREDATORY PRICING

In other words: start offering your service or product at a price which is either below the going rate or below production cost. Crush the competition by underbidding. You gotta pay the bills, right? It’s better to have a low-paying job than no job at all. Après nous, le déluge.

Most of us live in a capitalist society based on a free market. There are no fixed prices in the unregulated world of freelancing. Today’s economy is based on one principle only: Survival of the cheapest. Is that morally wrong? Don’t be a hypocrite; we’re all accomplices. A few scenarios:

-Two gas stations on opposite sides of the road. Which one do you pick?
-You’re in the market for a new TV. Why are you using a ShopBot?
-Outlet Malls have become America’s number one tourist destination.

NO MORE WHINING
Let’s make a deal. Stop complaining about business being slow. End the self pity because nobody wants to hire you. Your product is not the problem. The problem is your pricing. So get off your high horse and start lowering your rates right now. If you won’t, others will. Ever wondered why almost anything is made in China?

Okay. Time Out.

TV psychologist Dr. Phil McGraw coined the phrase: “If you choose the behavior, you choose the consequences.” Before you start slashing your fees, consider the following:

10 CONSEQUENCES OF PREDATORY PRICING

1. Bargain prices attract bargain shoppers. Low paying customers are usually high maintenance customers. As one freelancer put it:

“People that are only willing to spend pennies will argue over every cent, while people willing to spend whatever it takes, care more about the result than the bill.”

2. Bargain prices create unrealistic expectations. You will attract clients that expect a gourmet meal at a fast food price (and at drive-through speed). Beware: as in mountain biking, it’s easier to go down than to go up. Once your price-level is set, it is hard to justify a higher price.

3. Bargain rates devalue your work. Don’t be fooled. Predatory prices attract clients that pick you based on your rate, not on your abilities. For them, the value of your work depends on your fee, not on your skills or experience.

Product launch coach Dave Navarro wrote: ” Because people tend to not value things that don’t cost them much, they’re much more likely to be dissatisfied with it – regardless of the quality of the product.” Are those the people you really wish to work for?

4. Bargain rates show little self-respect. A freelance web designer put it this way:

“I wouldn’t think of cutting my prices, because higher prices show that you are confident with your work, and confidence sells a lot more effectively to QUALITY clients -more-so than price.”

5. Bargain prices foster resentment and jealousy. What signal are you sending to yourself when you’re working for rock bottom rates: “Is that all I’m worth? Don’t they appreciate my work? Why am I only making one third of what he makes in two minutes and it take me two hours?”

6. Bargain rates bring your quality down. Freelance writer Steven Snell:

“If you are not making very much from a project you may rush through it so that you can finish and move on to something else. I know. It’s easy to say “I’m only making $X for this work, I don’t need to do any better than this.” As a result, your work will be less than your best. If you’re making a reasonable amount you should be able and willing to do your best work.”

7. Bargain pricing leaves less time to do well-paid work. Imagine the frustration of having to say “no” to a golden opportunity because you’re swamped with a project paying peanuts.

8. Predatory pricing is unfair competition. Dumping your product or service will isolate you from your colleagues, and it will negatively impact prevalent prices. Don’t blame the anonymous forces of demand and supply for a steady decline in rates. You are as much part of the problem as you are a part of the solution.

9. Predatory prices leave you working more and earning less. That’s a no-brainer, but didn’t you become a freelancer to have more free time and make more money?

10. Bargain rates lead to bankruptcy. What do JetGreen, DutchBird, and LowFareJet have in common? They were all low cost airlines that practiced predatory pricing. They went under because they over-promised, under-delivered and couldn’t break even.

GOING DOWN?
What do you do when clients say: “Sorry, I can’t afford you” or “In this economy we simply can’t pay regular rates.” Do you tell them to find a freelancer on Craig’s List, or do you give in and work for next to nothing?

Have you ever low-balled a project in order to get the gig? What do you think of undercutting colleagues? Are they simply trying to make an honest buck, or are they ruining the market for all of us?

Is there a way to increase your competitive advantage, without lowering your prices? Funny you should ask! It’s all about avoiding expensive pricing mistakes. That happens to be the topic of my next article, so stay tuned!

Paul Strikwerda © 2010
www.nethervoice.com

PS Voice-over colleague  Mary McKitrick has written two excellent blog posts that are absolutely worth your time: Setting rates in the voice-over business & Perceived value in voiceover. And if you like her writings, wait till you hear her voice!

PPS So many freelancers are quoting a price for their services based on assumptions and  ignorance. Could you be making one of the most common mistakes? Find out here!