Double Dutch

This is the last part of a story, dedicated to those freelancers that have taken up the competitive sport of “lowballing.”

Click here for part one and here for part two.

When Max walked into the warm conference room, he saw two files on the table. On one, he recognized the name of a competitor. The other portfolio had his name on it. He knew instantaneously what he was up against.

Only a few weeks ago, he had lost a contract to this rival because their bid had been 30 percent lower. Had he just made a big mistake by coming out here in the midst of a dangerous winter storm?

“John Jarvis,” said the CEO, as he walked in. “You must be Max. I’m afraid it’s just me today. I live a few blocks from the office and practically no else dared to come out in this terrible weather.”

Jarvis sat down and took a sip of his coffee.

“Max, when I heard that you were on your way, I only had one thought: This guy must either be totally crazy or totally committed. But looking back on how you’ve handled this opportunity so far, you don’t strike me as insane. On the contrary. You hit all the marks of someone we’d like to work with. All of them, but one.

First of all, you clearly know the value of personal connections. Not once did I receive a generic email or an automated answer to a question. It was clear from the start that you were the go-to person that would not work for us but with us.

You made an effort to get to know your client and his problems first, before coming up with a solution. You learned our language and you translated your ideas into terms we could easily understand and relate to.

Third:  you consistently showed us that you could meet all deadlines and manage a project efficiently, even though we were only in the beginning stages. As you know, delays are usually costly. Not once did we have to send you a reminder. In fact, you were the one following up with us!

Now, as you can see, we’ve narrowed our choice down to two offers. Both companies were invited to present their proposals today. Only one showed up. I shouldn’t tell you this, but we’ve had to chase the CEO of the other company down to get his final plans here on time. It was his secretary who sent a response. This morning I found out why.

I’ll be honest with you Max. Your rival made us a very tempting offer that was 35% below your estimate. It was much more in line with current market prices for your type of services. We’re not talking peanuts here, but about a significant amount of money. So, here’s my decision.

Max held his breath. He knew that he had done everything he could to win this contract, but he had been down this road before. There was a lot at stake.

The CEO picked his rival’s folder up from the table; looked at it for a few seconds and threw it in the trash can.

“Congratulations Max. Welcome aboard!”

He went on:

“In this business we don’t really care too much about resumes and infomercials, but we certainly do our homework. I know some of the other people you’ve worked with in the past and I‘ve seen what you have done for them. Every penny spent on you was a fraction of what came back as a result of your involvement. As they say:

Quality will be remembered long after price is forgotten.

And do you know what impressed me most of all, Max? Not only are you committed and conscientious, you know what you bring to the table and how valuable your services are. At the end of the day, it wasn’t just your competence that sold me Max. It was your confidence.”

His startup coach had been right. Max remembered the day his mentor took out a big black marker and wrote on the flipchart:

A fair price is a price you believe in… plus twenty percent.

“I know you, Max,” his coach said. “As an entrepreneur, your greatest strength is your greatest weakness.”

“And what might that be?” asked Max, puzzled.

“You’re not motivated by money,” answered the coach.

“Let’s face it. You’re creative. You’re an artist. You want to contribute. One of the reasons you’re so good at what you do is the fact that you’re absolutely fascinated by it. It’s a magnificent obsession. You want to be the best you can be in your field. It’s that powerful internal drive that gets you up in the morning.

You don’t do what you do just to pay the bills. You do what you do because it matters and it is meaningful. To you, the ultimate reward is in the result, not in the remuneration.”

“Isn’t that a good thing?” Max wanted to know.

“Well, it’s what made Mark Zuckerberg the youngest billionaire in the history of mankind,” said his coach. “As far as we can tell, he wasn’t motivated by money when he came up with Facebook. Sir Richard Branson didn’t open up his record store to make millions. Steve Jobs co-founded Apple because he wanted to ‘make a dent in the universe’. Jobs once said:

“The only way to do great work is to love what you do. If you haven’t found it yet, keep looking. Don’t settle. As with all matters of the heart, you’ll know when you find it.”

The challenge is to channel that passion and turn it into a profitable product people want to buy.

Now, here’s another basic human need: the need for autonomy. Most people want to be able to direct their own destiny; make their own decisions and create their own future. In one word: they want to be FREE.

The most dissatisfied workers are the ones that are being told what to do; they have uninteresting, low paying jobs and no hopes of ever escaping the rat race, other than winning the lottery.

In order to gain autonomy, having an interesting, purposeful job is not enough. Being able to contribute to something greater than yourself is nice but not enough. Without money -or with very little of it- we operate in survival mode, focused on taking care of our basic needs. Without money, we’re dependent, we struggle and we’re stuck.

You might be the most promising painter of your generation, but you need money to buy canvas, brushes and paint. You need money to rent a studio and promote your art. You want to be able to take trainings and hone your skills. The better you become, the more you will require: more expensive canvas, better brushes and the highest quality paint… a bigger studio. Someone’s got to pay for that!

You might think it’s mundane, but one way we express how much we value things, is by putting a price on it. Rumor has it that super model Heidi Klum‘s legs are insured for $2.2 million, but one leg is insured for $200,000 less than the other because of a scar. And that’s just her legs…

What I’m trying to say is this: money is a means to a beginning. That beginning is called “autonomy”. As long as you low ball whatever it is you’re offering, you’re telling the world that you don’t believe that you’re worth a penny more. That’s not the road to independence. It’s a road to nowhere.

In 2008, Dara Torres became the first woman in history to swim in the Olympics past the age of 40 in her fifth Olympic games. On July 5th of that year, she qualified for the finals in the 50-meter freestyle breaking the American record. In the finals she broke that record for the ninth time, winning a silver medal, only one hundredth of a second behind Britta Steffen from Germany.

The hours and hours of resistance stretching and time in the pool played a huge part in this phenomenal achievement, but it didn’t win Dara the medal. She won because she believed she could do it. As we speak, she’s already training for the 2012 Summer Olympics in London.

You might not operate this way, Max, but people tend to not value things that don’t cost them much. That alone should be reasons enough never to devalue your talent.

If you want your business to grow, you’ve got to start thinking long-term. Today you might be offered a dream deal. But what about tomorrow and the day after tomorrow?

Not only do you need money to cover costs, you need it to invest, to expand and to contribute. Passionate people have a tendency to be stuck in the now, absorbed in the moment. But even those who have reached the top will tell you that you need to think ahead if you want to stay ahead. If you want to manage your career, you have to learn how to manage your money.

“But what if a client can’t afford me?” asked Max.

“And how would you know they can’t afford you?” countered the coach.

“Well, because they’d tell me!”

“And you always believe what people tell you?” asked the coach. “Oh please… The two oldest excuses in the book are not enough time and not enough money. Time is something all of us happen to have the same amount of. It’s how we choose to use our time that matters. Not having enough money is a comparative deletion: compared to what?

If you’re stuck in the middle of a snow storm and you absolutely need to be somewhere, are you going to nickel-and-dime the only driver who’s willing to take you to your destination? It boils down to this: what’s it worth to you? Does the added value or benefit outweigh the cost?

If Heidi Klum were to lose one of her legs in a shark attack, her multi-million modeling career would be over. She might be asked to do a season of “Dancing with the Stars,” but she wouldn’t be back on the runways of Milan. Is that worth at least one million dollars? I’d bet my foot on that.

The more valuable your product or service and the greater the need for it, the more leverage you’ll have to name your price.

Listen to me Max. Never assume you know how much or how little a client can afford. You don’t. Do your homework instead. Ask questions. Make your offer as relevant as you can… not to you, but in the eyes of your client. Make it irresistible.

Think about all the objections they might throw at you. Be prepared to answer the most difficult question they could ever ask you. It may never come up, but if you have an answer to that question, you know you can handle anything else that comes your way. That’s how you prepare for negotiations!”

“Max, are you okay?” asked John Jarvis.

“For a moment it looked like you were lost in thought.”

“I guess I was processing what just happened,” said Max. “Thank you so much for choosing me. I couldn’t be happier!”

“Well, the feeling is mutual,” said Jarvis. If all of this works out -and I don’t see why it shouldn’t- we’re looking at long-term cooperation. And by the way, call me John.”

Max stood up from his chair.

“Can I ask you something, John?”

“Sure, Max. Shoot.”

“Just out of curiosity… you mentioned that my competitor didn’t hand in his plans on time, and he wasn’t here today. Any idea what happened?”

“I know what happened,” answered Jarvis.

“His secretary told me this morning that his company went under. Apparently, he had a tendency of over-promising and under-delivering. His work looked great on paper, but in reality, he couldn’t meet minimum quality standards. Because of his aggressive pricing, the money that was coming in wasn’t enough to keep the company afloat.”

Jarvis put on his winter coat and said:

“But let’s not worry about that, shall we? Let’s just say that Karma is alive and well in this country. More importantly, we need to get you home safely. I can’t afford to lose you at this stage of the game. We’re barely out of the gates. Let me call our driver. He’ll take you to a hotel near the airport. This storm is not going to last forever.”

“That won’t be necessary,” said Max. “There should be someone waiting for me outside.”

“You mean that black SUV in the parking lot?” asked Jarvis.

“Yep, that’s my driver,” replied Max. “His name is Anatoly but his friends call him Stoly.”

“That’s not your driver, Max,” said Jarvis.

“What do you mean?” asked Max.

Jarvis smiled as he opened the door. He shook Max’s hand and said:

“Don’t give that man any tips. I paid him a fortune. Stoly works for me!”

Paul Strikwerda © 2010
www.nethervoice.com

PS Be sweet. Please retweet!

Technorati Tags: Apple, Daniel Pink, Dara Torres, determining a fair price, Double Dutch Blog, Facebook, freelance, freelance rates, Freelancing, Heidi Klum, lowballing, making a dent in the universe, Mark Zuckerberg, market value, need for autonomy, Nethervoice, Paul Strikwerda, power of pricing, secret to motivation, setting freelance rates, Sir Richard Branson, Steve Jobs, underbidding, voice-over, voiceover, voiceovers, what motivates people

Can ten minutes make a ten thousand dollar difference?

Not so long ago, a colleague introduced me to a client in need of a narrator. His institute was searching for a European voice and for someone who could read an audio book full of names and quotes in German, French, Dutch and other languages. That happens to be my specialty, and I was pretty confident that I could take on the task.

A day later I received an email. The client had listened to my online demos and found my sound to be ‘too commercial’ for this rather academic endeavor. In other words: Goodbye, Vielen Dank and bonne chance.

Now, some people might leave it at that and move on to the next best thing. Not me. My response to this client was a short and simple F-U!

You see, no matter how good a generic sample of your product may be, it has one fundamental flaw. Whether it’s a bunch of book covers you designed, websites, sales letters, videos or voice-over demos: they only showcase what you believe to be your best work.

If that’s the case, I have news for you: your client doesn’t really care about what you’ve done for other people in the past. Every client has the same response:

I am unique. Can you solve my problem?

If I’m looking for a handyman to fix that leak in my basement, do I really need to know that this genius is also a master mason and a talented woodworker? I don’t think so!

But listen to this: once Handy Andy’s in the door and has freed me from the floods without charging me an arm and a leg, I might want to talk to him about those broken concrete steps to my front door and that railing that’s been hanging by a few loose screws.

And after Andy’s assessed my steps and staircase and has run the numbers, I expect nothing but an F-U from him, and it better be within a few days. Otherwise I’ll go to Helpful Harry.

MISSING THE MARK
Failing freelancers make two crucial mistakes.

ONE: they sin against the Fifth Habit of Highly Successful People as defined by best-selling author Stephen Covey.

Seek first to understand. Then be understood.

Instead, these freelancers tell you everything you don’t need to know and were afraid they’d bring up. If only you would understand what they’re capable of, you’d hire them on the spot, wouldn’t you?

Excuse me…  Doctor, don’t you need to know what’s wrong with me before you write me a prescription?

TWO: failing freelancers forget to Follow-Up.

In my case, not following up with the audio book people would be admitting defeat without having given myself a fighting chance. Throwing in the towel is easy. Sorry folks, but I don’t believe in ‘easy’. Forget the song title. Easy never does it.

Let’s look at these mistakes in greater detail.

FIRST BLUNDER: Not following up, period.
Some of us have become masters of hollow phrases and empty expressions. How many times have you heard the words: “I’ll get back to you,” and you said to yourself: “Yeah, right. That’ll be the day!”

How many times have you ended a conversation with “We’ll talk soon,” and sooner became later, and later became “You seem familiar. Have we met before?”

Talk is cheap (that’s why there isn’t much money in voice-overs, these days). Seriously, be a man or woman of your word and make that follow-up call or write that email. Don’t put it off till tomorrow because tomorrow never comes.

Here’s what you do after you’ve spoken with a promising contact.

As soon as you put that phone down, type up a quick email, and begin by writing something nice followed by something specific. Let’s say you promised to email a prospect an estimate. Put your promise in writing and tell her when to expect your proposal. Make it a habit to always beat that deadline. Don’t allow a hot prospect to cool off or explore other options. Get that proposal in fast.

Provide your client with all your contact information. You’d be surprised how many business-related emails I receive that are simply signed by some “Jeff” or “Ginny”.

Also, with a last name like Strikwerda it’s no surprise that people have a hard time remembering it, let alone how to spell it. It is in my best interest to give my contacts a reminder.

My goal is fourfold:

1. to show the client that I am responsive
2. to make it easy for them to get back to me
3. to offer alternative ways of staying in touch with me (e.g. Facebook or Twitter)
4. to reinforce my brand, Nethervoice

In all my years as a freelancer I’ve heard many clients complain about colleagues. Number one on the list of grievances is a lack of responsiveness. They tell me:

“It takes ages for him to get back to me. What’s going on? I get the feeling that he could care less about my business. Do you have someone else you could recommend?”

Think about it. If I were to advertise myself as someone who can offer a quick turnaround on a project, and for whatever reason I take three days to respond to a simple question, what is the real message I am sending?

SECOND BLUNDER: Only following up when something’s wrong.
Unpaid invoices. Unanswered emails. Broken promises. That’s when most people feel the sudden urge to follow-up. It’s a bad habit because it will primarily associate you with problems and negativity.

The secret to building a solid relationship is to make sure that your client, your agent (and even your partner) has as many positive interactions with you as possible. That’s not rocket science, is it?

Learn from what the Mad Men of Madison Avenue have practiced for decades. The secret to any successful campaign rests on the extent to which the advertising agency manages to manipulate you into associating negative feelings with a problem and positive feelings with a product.

Let me be clear about one thing: I am not suggesting that you trick those on whom you depend into liking you. I just want you to be mindful and treat others the way you’d like to be treated yourself. That’s all, really.

So how do you handle tricky things like unpaid bills? Guess what?

You don’t!

Do yourself a huge favor and have your bookkeeper handle that outstanding balance. Let your lawyer deal with that contract. Leave it to your agent to negotiate your rate (or to the Unions, for that matter). Stay out of the line of fire and focus on delivering the goods to the best of your ability. That’s your job.

But do follow-up to put the power of PR into practice. And by PR I mean: Positive Reinforcement. It works with kids. It works with your partner. It certainly works in business.

Follow up…

• after that meeting
• after your call
• after they’ve received your proposal
• as soon as you’re selected for the job
• when someone else got the job
• when the job is done
• to thank your colleague for the referral
• and refer your colleague to someone else
• after someone answered your question on a forum
• to congratulate, encourage, admire and inspire
• after reading a blog that was really helpful

THIRD BLUNDER: Becoming a follow-up freak.
Too much of a good thing is a bad thing. Remember that it’s all about purposeful positive reinforcement, but in moderation. Just because I have shown an interest in your services at one point in time, doesn’t mean that I want to be on your mailing list, or that I want to befriend you on Facebook or follow your silly tweets on Twitter. If I’m interested, I’ll make the first move. You don’t have permission to cyber-stalk me.

This relationship is not about you. It is about me -someone you might do business with or have done business with. Stop leaving those self-serving comments on my blog. I don’t need to know what you had for breakfast or that you’re a fan of Fox News. That’s not a follow-up. That’s being a pain in the tush. Don’t you have work to do?

UNDERRATED
Used correctly, the follow-up can be one of the best instruments in your freelance toolkit. But if it turns out to be so effective, why don’t more people use it? I think that it’s in part due to laziness and sometimes even carelessness. However, I also believe that it has to do with a culture that seems more intent on punishing unwanted behavior, rather than on reinforcing positive behavior.

We tend to take action when things go wrong, and often, we’re not grateful for the things we take for granted. We want things for free. We get things for free. Why say “Thank You” for something that didn’t cost you anything?

If this is a trend we wish to turn around, you and I should lead the way. Take a minute or two to follow-up with that colleague who passed your name on to his client. Let that company know how much you appreciate the fact that they paid you in full within ten days after you sent them an invoice. Thank that engineer for making you sound better than ever. Show someone some gratitude, instead of an attitude. Follow-up! Use the power of PR!

REVERSAL OF FORTUNE?
So, can ten minutes really make a ten thousand dollar difference?

As soon as I received the message that my voice was ‘too commercial’ for this academic, international project, I jumped on-line and found the book that needed narration. I picked a paragraph with some German and French names in it, and in my best un-commercial voice I began recording. Within ten minutes, the client received an email with a custom demo.

One day later, the job was mine, as well as the prospect of receiving a nice check.

Understand first. Then be understood.

Some have asked me:

“Does every follow-up have a happy ending?”

Well… I’d have to get back to you on that one!

Paul Strikwerda © 2010
www.nethervoice.com

PS How many international clients do you have? Have you ever experienced miscommunication because of language problems? If so, my next article is for you!

Technorati Tags: attitude of gratitude, Dutch voice, Dutch voiceover, follow-up, freelance, freelance blunders, Freelancing, Handy Andy, Mad Men, Madison Avenue, Nethervoice, Paul Strikwerda, positive reinforcement, Seven habits of highly successful people, Steven Covey, voice-over talent

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!

Technorati Tags: Abraham Maslow, act natural, Dutch voice over, four stages of learning, freelance, freelancer, Freelancing, Geena Davis, Johnny Depp, Nethervoice, Paul Strikwerda, pirate, Taoism, voice acting, voice actor, voice-over, voice-over coach, voiceover, Yin and Yang

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?

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“It will look so good on your resume”
“This might lead to regular work”
“We’re a start-up business”
“It’s such a small project”
“This is an Indie film”
“It will only take a few minutes”
“You’re new and we want to give you a chance”
“Even if you don’t get the job, it’s still great practice”
“You’d be perfect for this… I wish we could afford you”

If you’ve been an active job-seeking member of the voice-over community for… about two weeks, I’m pretty sure these ‘teasers’ have been thrown out at you a few times. They’re getting old quickly, don’t you think? Or are you still falling for them? Be honest!

These days, clients are getting even more efficient by leaving these phrases out. Now it’s just:

“Manhattan-based attorney’s office in need of a male voice for their website. Budget $100.”

Are you kidding me? These attorneys won’t even pick up the phone for 100 bucks. So, why do they expect us to work for a hand-out? Is it perhaps because many of us call ourselves voice-over ARTISTS?

MISCONCEPTION ONE: Artists don’t work. They just enjoy their hobby.

My wife, a phenomenal professional flutist, had just finished an exhausting wedding gig: a ninety minute Mass followed by a two-hour cocktail party. All in all she had had two breaks: one to rush from the church to the banquet hall, and a ten minute bathroom break during the reception.

When she came back to get a refreshment, some guests looked at her as if she was stealing from the buffet. One of them even walked up to her and whispered: “Aren’t you supposed to be playing?”

At the end of the engagement, the mother of the groom walked her out and said it had been “lovely”. She sighed: “I used to play the flute. It must be wonderful…. being able to play music all day long.” When my wife discretely asked for the paycheck that should have been handed to her at the beginning of the day, the groom’s mother looked shocked. She said: “Are you telling me you’re actually getting paid for this?”

Some people just don’t get it, do they? Whether we’re musicians, writers, web designers or voice-over artists, the opportunity to do the things we’re passionate about, should be enough, don’t you think? Well, why don’t we ask Alex Rodriguez about that? Perhaps he’d be satisfied with getting the keys to the Big Apple and a fat World Series ring.

MISCONCEPTION TWO: All you need in this profession is a computer, a microphone and an Internet connection, and you’re in voice-over business. Small investment. Huge ROI (and you can even do it in your PJ’s!).

Well, well…haven’t we heard that one before? If it were that easy, tell me who is paying for your:

• marketing
• advertising
• bookkeeping
• hours spent finding work
• taxes
• overhead
• continued education
• attorney
• sick days
• paid holidays
• vacation
• union dues
• health insurance
• dental insurance
• disability insurance
• life insurance
• business insurance
• unemployment
• retirement
• invoices that never get paid
• … and all other joys that come with running your own business?

BREAKING EVEN
Remember, all of the above (and more) has to come out of that job that you almost accepted for $125. Do you even know how much money you need to make in a year, just to break even? How about in a month? How much per week… per day? That’s just to cover costs. How about making a profit? How about saving a little for a rainy day or for college?

If all of this is a little overwhelming and intimidating, let me reassure you. This does not have to be your life! If you don’t have the drive now, do not waste any more time. If you’re not prepared to run your career as a for-profit business, you still have plenty of options… to name a few:

1. Stop posing as a pro and leave the market place to those who are willing to be professional. Stay an amateur instead. No pressure.
2. Get a ‘regular’ job with benefits

GET REAL
However, should you decide to become a professional solopreneur, start acting like one! Don’t do anything else before you take the next step: figure out what your basic minimum hourly rate must be, based on cost, billable hours and the profit you’re comfortable with. Depending on your input, this could take 5 to 20 minutes of your time. How do you do it? By using this simple on-line rate calculator, developed by one of my favorite websites: www.freelanceswitch.com.

RUNNING THE NUMBERS
Of course it would be a little presumptuous to tell you what to do. Some people just don’t want to spoil their hopes and dreams by facing reality. These are the folks that purchased a house they can’t afford because they thought they could swing it. And now they’re paying for it. Some people are more comfortable playing the victim or playing the blame-game. Others use excuses such as: “I was never any good with numbers”.

Sorry, but I’m not buying it! First off, this rate calculator is so easy, even I can use it. Secondly, you can always ask a friend to help you out; find a mentor, hire a pro… There are business coaches out there who’d love to have your voice on their AVR in exchange for their advice. It’s often better to have an impartial opinion from someone who is not in love with your dream. Have a business lunch with them and bring your calculator and a note pad.

Third, make a small investment and get “The Money Book for Freelancers, Part-Timers, and the Self-Employed” by Joseph D’Agnese and Denise Kiernan. This was the first book about money matters that I actually enjoyed reading. It felt like I was getting advice from friends who knew exactly what situation I was in. Joe and Denise offer very practical, down-to-earth strategies in a language anyone can understand, and they’re actually very funny too!

FINE DINING
So…. next time a voice-seeker holds up one of those carrots I started this article with, imagine yourself walking into a restaurant and telling the waiter:

“I can’t really pay you full-price, but if your food is any good, I’ll be sure to spread the word about this place.”

Please let me know how that worked out for you.

And if that did not go over so well, try going into Home Depot, hoping to get 75% off that professional pneumatic drill. 

“And why would we do that?” asks the manager.

And then you utter the magic words: 

“Well, it’s only for a small project….”

Last but not least… Would you be willing to do me one last favor, please? Once you’ve figured out your desired and minimum hourly rate, look at that $100 voice-over project again, that you were just considering. You know, the one that “will give you great exposure”.

Now look at your hourly rate again.

Get it?!

Paul Strikwerda ©2009

www.nethervoice.com

PS Many thanks to artist N.C. Winters for the comic strips. Find out more about the work of N.C. at the artist’s site and at Freelance Freedom.

PPS A Dutchman visiting the US offers some refreshing insights as he holds up the mirror: Only in America.

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