Double Dutch

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!

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!

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!

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!

“The success of your business is equivalent to the strength of your relationships.”

It almost sounds like a slogan from one of those inspirational posters, doesn’t it? You know… the ones with pictures of eagles soaring over pristine mountain peaks. You can find these pearls of wisdom on coffee mugs, calendars and on mouse pads.

Because some of these truths are so trivialized, we’ve become as immune to them as to the violence in video games or human suffering on the evening news. Instead, we prefer to talk about Couric, Cronkite and Freeman. We worry about “Lost” and the State of the Union, and about the fact that Palin’s getting even more airtime on FOX. And that’s the way it is.

METAPHOR
If you’ve read the first two installments of this series, “Voice Over Nightmares” and “Our Own Worst Critic”, you know that I’m using Gordon Ramsay’s TV-show “Kitchen Nightmares” as a metaphor. I’m trying to cut through the pre-orchestrated reality drama, in the hopes of uncovering recipes you and I can prepare to boost our business. Today, the focus is on relationships.

One of the biggest mistakes you can make as a freelancer, is believing that you are a one-man (or one woman)-band on an island in the midst of a shark-infested ocean. Although it sometimes might seem that way, you’re not all alone in the universe.

This business revolves around relationships: relationships with our clients; with our team; with our significant others and ultimately… the relationship we have with ourselves (or is that too woo-woo for you?). These inner and outer circles constantly connect and interact. Great relationships can motivate and energize us to do great things. Terrible relationships can suck the life blood out of us and our business.

GROUP EFFORT
Before you step up to the mic, think about how many people have already been involved in the project you’re about to work on: the end client and her team, the ad agency, the production company, script writers, animators, translators, your agent or the people at that Voices-site.

If you happen to record in a studio, you’ll probably work with a director and a sound engineer. And once the product is finished, the circle widens again as your voice reaches an audience. All of a sudden, your tiny island has become very crowded… There are a lot of people you need to please!

STRESS TEST
Whether he’s in the British Midlands or in the heart of Manhattan, Gordon Ramsay always encounters dysfunctional families and co-workers on the verge of a nervous breakdown. To get a good sense of the internal dynamics of a restaurant, he insists on observing how a team deals with the stress of a full service. It’s his chance to find out what really goes on underneath the veneer of polite pretentiousness.

Early in the night, Ramsay will notice three things: the chef/owner can’t communicate, can’t delegate and can’t even cook. Let’s start with the first problem: lack of communication.

DISHONESTY
Some owners won’t communicate because they have something to hide. Often, their mismanagement has resulted in a financial mess. Not even their spouse or partner knows how much in debt they are, and when these people finally find out, they feel betrayed, dismayed and ready to walk. That’s why “Kitchen Nightmares” frequently turns into a “Relationship Rescue”. Sometimes, team members can’t be trusted: an accountant cooks the books (a bad thing, especially in an eatery); a server helps himself to the register.

DISRESPECT
Some chefs are dictators. All they do is boss people around, complain and criticize. It’s always somebody else’s fault. Praise is a dirty word. Compliments are for the weak. A team has to listen and obey. And if you don’t like it, you are free to leave!

By taking the employees for granted, many owners lose the respect and trust of the very people they depend on, to turn their business around.

MIND READING
Then there are chefs and owners who believe that they’re an open book… you know what I mean by that, don’t you? They expect the world to read their mind, and if that world is not on the same page, guess who gets blamed? This type of behavior is based on unrealistic expectations that can never be met, and it’s a relationship killer (in and out of the kitchen).

TURNING IT AROUND
So, let’s look at the flipside. If a business wishes to survive and thrive, it needs to be built upon honesty, respect and openness. Be honest with yourself and dare to ask the hard questions: Do I really have what it takes? How much am I in the red? How many weeks before I have to pull the plug? What’s my plan B?

Secondly: who’s on your team? Can they handle the job or are they sabotaging your success? Have you taken the time to monitor and evaluate their performance?

A year ago, you made an investment in one of those voice-over websites. Since then, you auditioned like never before. Did the staff deliver? How many gigs did you get? What’s the ROI? Have you heard from your webmaster, lately? He promised to update your demos. What’s taking him so long? And what about your agent? Has she forgotten that you exist?

WHO DO YOU THINK YOU ARE?
What would your team members have to say about you? Are you stressed, short-tempered and impatient because you’re feeling the heat? Are you willing to listen and are you ready to implement suggestions? When’s the last time you paid someone a sincere compliment? Did you let your partner know how much you appreciate the fact that he or she is there for you through thick and thin?

Now think about your clients. When’s the last time you reached out to all those smart people that have hired you in the past? Why did you neglect them? What could you do today, to reestablish the connection?

THE MENTALIST
When it comes to mind reading, I have news for you: most of us aren’t born with psychic powers. We spend a lifetime figuring out what goes on in our own head; let alone what goes on in the minds of others. All the same, we tend to forget the advice our favorite teacher once gave us:

“Never assume. Always ask.”

Seconds later, we run into the studio, script in hand, and we glance at the voice-seeker’s instructions: “Male or Female, English, enthusiastic but not over the top.” What’s that supposed to mean? How can you ever arrive at your destination when someone hands you vague directions?

Can you ask the client for specifics? I’m afraid you’re out of luck. The voice-seeker wishes to remain anonymous. So, how do you determine your take on the script? It’s simple: you use your imagination. In other words: you make it up based on what you think the client might be listening for. Two hours later, some stranger trashes your demo after the first ten seconds because it’s not really what he assumes his client wants. That was time well-spent, wasn’t it?

DELEGATION
Back in the middle of a Kitchen Nightmare, Gordon Ramsay is still observing service as he spots another basic mistake. Because there’s no trust or effective communication, the headstrong chef/owner thinks that that he must be in charge of… everything and everyone. He’s running from dessert to entrée while arguing with the front of the house.

Within ten minutes, he’s totally overwhelmed and most of his words need to be bleeped out. Hardly any food leaves the kitchen. A lot is coming back due to poor quality. Impatient patrons have had it and vow never to come back.

FREEDOM
I hope it’s not that extreme in your voice-over kitchen. Yet, I know it’s very tempting to believe that you can do it all by yourself. Becoming an “independent contractor” seemed to be the ideal way to escape the 9 to 5 rat race. It’s a dream come true: working from home; pursuing your passion and setting your own hours.

When you wake up, you suddenly realize that you are heading the sales department; you’re in charge of advertising and marketing; you’re designing your own website; you are the chief technician as well as the CFO. And let’s not overlook one insignificant detail: you deliver the goods!

This poor, overworked, idealistic, multi-talented genius is now working 15-hour days in the pursuit of happiness. Heaven forbid this superhuman being should get a cold…

FULL CIRCLE
Seriously, do you really need to do your own mixing and editing? Do you really have to master PhotoShop? Are you the best person to handle your finances and legal affairs?

Some people won’t delegate because they believe that “nobody does it better”. Others tell me they can’t afford any hired help. The end result? Tumbling productivity, deteriorating quality, messed-up relationships and a life that’s seriously out of balance.

Frustrated, angry and alone, you look at that magnificent poster on the wall; the one with the eagle soaring over pristine mountain peaks. Then you read the words written underneath.

All of a sudden, you realize that this familiar truism has surpassed the status of cliché. It has become relevant.

“The success of your business is equivalent to the strength of your relationships.”

It’s time to give that Ramsay-guy a call…

Paul Strikwerda © 2010

www.nethervoice.com

PS Less work, more competition, lower rates. Now what? Read the last installment in this series!

PPS Sign up for free Double Dutch updates. It saves time and you’ll never miss another article.

“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.

On June 8th of 2009, something occurred that had never happened before in the history of mankind.

Hyères, the oldest and most southerly resort on the French Riviera, was the scene of an attempt to break the world record in Static Apnea, the discipline in which a freediver holds his or her breath for as long as possible. The old record of 10’12″, set in 2008, was held by Tom Sietas of Germany.

The challenger, Frenchman Stéphan Mifsud, was determined to destroy it forever. Some called him a hero. Others thought he was a self-destructive lunatic. Few believed that he could do it.

AIDA is the International Association for the Development of Freediving. Their website offers a lot of in-depth information about various disciplines, such as “free immersion”, “constant weight” and “dynamic with fins”. However, it does not answer one fundamental question:

Why do people do these crazy, death-defying things?

After all, no one is forcing them to risk their lives in the pursuit of…. what exactly?

THE ETERNAL QUESTION
Whether we realize it or not, as (voice-over) actors we are constantly struggling with the very same issue: what motivates people? Day in, day out, we’re analyzing dead words on a piece of paper, and as we’re attempting to breathe life into lackluster letters, we wonder:

- for whom is this written; what drives them, why would they listen to me?
- what character am I portraying; what is making me tick?
- what’s the ultimate purpose of this message?
- how can I infuse that purpose into my performance?

We have to ask ourselves similar questions when it comes to our own writing. Take the copywriting we do for our personal website or blog, for instance. It’s easy to say that, in order to bring visitors to our site, we need to serve them a fresh meal of mouth-watering content (see my previous installment). But who has the recipe? Chef Gordon Ramsey?

TIME IS TICKING
Every day, all of us have a limited amount of time at our disposal. In order for others to spend some of that precious time on our website, we need to give them something special; something of value. It has to be something relevant and new that you can’t get anywhere else. It boils down to this: we have to feed a need. In order to tap into your reader’s needs, ask yourself:

What’s my audience hungry for?
What pains and problems do they have?
What issues do they care about?
What solutions are they hoping to find?
What am I passionate about?
What do I have to offer that’s unique and applicable?
Why should people trust me?

If you can answer these questions, you are well on your way to create what webmasters refer to as “sticky content”. Sticky content gives users a compelling reason to come to a site, spend time on that site and come back for more. Things that stick make people click.

Websites that are able to improve how long they can keep visitors engaged, are enjoying improvements to their search results in only a matter of months. On top of that, it helps build trust in your business and search engines will start to trust you too.

A FRAMEWORK
In 1947, Percy H. Whiting published ‘The Five Great Rules of Selling’. In it, he came up with a simple 4-step structure that can turn content into something sticky.

1. Attention
2. Interest
3. Desire
4. Action

Let’s break it down into bite-size pieces. The first thing you need to do is…

GRAB ‘EM BY THE BALLS with a HEADLINE that gets your readers hooked. Be provocative. Ask a controversial question. A short while ago, I had a chance to test this out. I could have picked: “Where do our custom demos go?” as the title of one of my recent blogs. Instead I wrote: “Are your auditions sucked into a black hole?” In a matter of hours my readership skyrocketed to unprecedented levels. Apparently, my heading had hit a raw nerve.

Once the reader is on board, it’s time for you to describe the PROBLEM (step 2). This is where you share some experiences, facts… your personal struggle. It is your chance to bond with your reader; to show the extent of the problem and the need for a solution.

Once you have created an interest in that SOLUTION, it’s time for step 3. Here’s where you write about what you have to offer; in particular about the benefits of your product or service.

This part should answer the age-old question: “What’s in it for me?” It’s a good idea to throw in compelling reasons as to why what you offer actually works. Think of testimonials and real world examples.

If you’ve done your job, your readers should be all dressed up by now. But where can they go? No sales-cycle is complete without a call to ACTION. Whether you want your visitors to email you, subscribe to your newsletter or buy your latest audio book, you have to let them know what the next step is.  “Download your free e-book.” “Subscribe to my blog.” “Sign up for my training.”

Of course there are many techniques to arrange your writings in ways that will get the attention of your readers. And we haven’t even addressed what you should write about. But all of that is completely irrelevant if you don’t do one thing: get started!

YOUR CHALLENGE
In the fall of ’09, the Internet turned 40. In October 2004, Technorati had indexed 4 million blogs. Four years later, this number had gone up to a staggering 133 million. Bloggers create about a million posts every day. 77% of active internet users read blogs. Blogs are represented in the top 10 web site lists across all categories.  Need I go on?

This is the big question: How do you cut through so much noise and get heard? Lewis Green, the CEO of marketing firm L&G Business Solutions puts it this way:

“To break through and get noticed, we need to understand who we are writing for and exceed their wants and needs. Not much different from running a business, and if we are a business blog, we better write for the readers, not for ourselves.”

As a freelancer, you might not be a freediver, but now is the time to get your feet wet and start creating sticky content that outlasts anything the competitions has ever written. But it takes preparation and determination to get to that point.

BREATHTAKING
Just imagine sitting stationary underwater, holding your breath…. for an eternity. After a while you can hear your blood pumping, and the pounding of your heart becomes almost deafening. Your lungs are about to burst and yet you have to stay still as sheer panic is taking over every single thought.

Could you do it? Would you?

On June 8th, Stéphan Mifsud did not break the world record.

He absolutely shattered it.

Paul Strikwerda © 2009

www.nethervoice.com