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“Voice-seekers are idiots.
Well… some of them,” said one of my colleagues, known for her strong opinions.
“Why is that?” I asked.
“Because they ask for the impossible, especially when it comes to accents.” Her argument went like this…
Take your typical voice-over job listing:
Project: Short Video
Age: Middle Aged
Budget: Embarrassingly low (but it’s great experience!)
Here’s the 64,000 dollar question: based on this description, should you take a few moments of your valuable time to record a demo?
If the answer is YES, what’s going to be your approach? How do you know what the client will be listening for? What exactly does she need to hear to hire you?
Here’s the honest answer: YOU HAVE NO CLUE!
It’s the story of a man walking into a bar asking for “a drink.” The bartender randomly selects a bottle and pours a trendy macaroon-infused vodka. After one disgusting sip the man turns to the barman and says: “That’s not what I wanted!” The bartender responds: “How was I supposed to know? You could have been a bit more specific!”
The barman has a point. So, let’s see if we can be more precise in our imaginary job description by adding one word:
Language: English (British)
That’s a big help, isn’t it? The voice-seeker simply wants a UK-accent.
But not too fast…is there such a thing as a “British accent”?
As you know, the United Kingdom consists of England, Wales, Scotland and Northern Ireland. Even though there’s a great degree of uniformity when it comes to written British English within the UK, when a Scotsman from Aberdeen and a Cockney from London open their mouths, they sound like they’re from a different planet. Some might argue they actually are. Bottom line: a uniform “British accent” is as real as the Loch Ness Monster.
To get a better idea of the variety of British inflections, the BBC captured 1,200 voices of the United Kingdom, Channel Islands and the Isle of Man, and made them available online.
All you have to do is click on a dot on the map, and it will take you to an audio clip of a regional speaker. Here’s a subtle hint. Some of the clips had to be subtitled. Even seasoned BBC listeners couldn’t always understand some of their fellow countrymen and women.
But what about RP, you might ask. RP or Received Pronunciation is sometimes called “The Queen’s English” or BBC English. It is estimated that only 2 percent of UK citizens speak a pure form of RP.
Recordings show that even Queen Elizabeth has changed her accent over the past 50 years, and the BBC has long abandoned the policy of only hiring people for their posh pronunciation. Instead, you’ll find a wide range of accents at the Beeb, and these days, a mock 1950’s BBC accent is only used in comedy.
Voice-seekers wake up! BBC English died a long time ago. You probably aren’t even looking for a British accent, but for a stereotype. A cliché. And if that’s not what you want, you need to be much more specific. John Cleese, Ricky Gervais, Russel Brand and Sir Ian McKellen all have UK accents. But do they sound the same? To quote Monty Python: “Say no more!”
THE NEW WORLD
An estimated two thirds of all native English speakers live in the United States. The English spoken on the streets of Miami is remarkably different from the accents you’ll hear in the Deep South or in Vancouver.
Many of the nation’s newscasters tend to speak GA (General American) or ABE (American Broadcast English). Television journalist Linda Ellerbee, who worked hard to eliminate a Texas accent, said: “in television you are not supposed to sound like you’re from anywhere”.
Should we, like Linda Ellerbee, lose our Southern twang and work hard to sound just like the Cronkites, the Lauers and the Courics? Will that land us the job? Or should we look at our accent as an asset; something that distinguishes us from the rest of the pack?
Here’s the thing: why sound like everyone else? Why not bring some color to the grey masses? Geico’s gecko doesn’t speak ABE. And what about that “fabulous” Orbit chewing gum girl? These actors didn’t get the gig because they went for “neutral.”
Voice-seekers: you don’t want to have to weed through hours of auditions. But you have to help us out here: tell us what you want in as much detail as possible. If you want me to sing it, you need to bring it. If you don’t give us a clear idea of the destination, how are we ever supposed to get there?
Here’s by far the worst thing you could ever throw at us:
Language: English (neutral)
Who came up with that brilliant idea? What does “neutral” sound like? It’s like asking Bobby Flay to cook a flavorless meal. Can you imagine a casting director asking Kevin Spacey who is auditioning for a role, to play the part without personality? Would snowboarder Shaun White enjoy such worldwide appeal, had he chosen to stay Mr. Plain and boring?
It boils down to this. An accent is a way of pronouncing a language. It is therefore impossible to speak without an accent. No one is neutral. And I’ll tell you something else: voice seekers are starting to realize that their voice of choice could have a dramatic impact on the conversion rate of their website. Here’s where it gets really interesting for people like you and me…
Ginger software makes a contextual grammar and spelling checker that enables writers to produce error-free texts. It’s geared toward people for whom English is a second language. Ginger asked video optimization firm EyeView to develop an introductory video for their homepage to increase the conversion of this page for visitors.
The conversion goal for the page was for visitors to click the Free Download button. EyeView had a choice to make. Would they go with a British narrator or with an American talent? Would it even make a difference? What do you think?
EyeView decided to run a test: 50% of the global audience saw the video with a British voice-over, and 50% saw it with the voice-over performed with an American accent. The result: globally, the British voice-over was 4% more effective at converting visitors into downloaders. The Catholic Church would be thrilled with this rate of conversion! But wait… there’s more! EyeView:
“For US audiences, the conversion rate for the British accent was 5.5% higher than the American one – above the global average. In Canada, the British accent still outperformed the American, but by a mere 1.5%.
Irish viewers watching the British version converted 12% more often than those hearing an American voice while the response of the Australians was even more extreme. Viewers “down under” converted 32% more often when pitched with Pommy tones than with an American twang.”
Only in the UK and India, the American voice-over outperformed her British counterpart. So much for “neutral”. And so far, Ginger has seen a 15% increase in the number of people downloading their software.
The next time you wonder whether or not you should do that voice-over job for $125, think of the tremendous impact your voice can have on the sales of a business. In these times of economic woes, an increase of 15% is a CEO’s dream. That’s surely worth more than a symbolic fee.
THE EISENBERG PRINCIPLE
NYTimes bestselling author Bryan Eisenberg is an authority and pioneer in online marketing and improving online conversion rates. He was the key note speaker at the Search Engine Strategies Expo in London on February 17th, 2010. His address was called: “21 Secrets of Top Converting Websites”. In his speech, the EyeView experiment was on the top of his list.
And when people ask me about my personal voice-over ‘secret,’ this is what I tell them: even though it’s fun to do all kinds of accents and characters; 9 out of 10 times clients hire me because I sound like me, and not like somebody else.
That signature sound is a combination of my upbringing, my education, my travels, and my love for music and languages. My accent is the result of time spent living and working in the Netherlands, England, Israel and the United States. It’s a blend of my biology and my biography. I can honestly say that I do my best work as soon as I stop pretending to be someone I’m not.
Allow me to accentuate one last thing. Being me has one big advantage:
I have very little competition.
PS The more auditions you do, the greater your chances of landing a job, right? Or not? Read Bursting the Audition Bubble!
A rude awakening.
There is no other way to describe it.
This morning I decided to take a closer look at one of the voice-over websites I subscribe to, and I particularly looked at all the auditions I had submitted in the past couple of months. What I discovered didn’t exactly make my day. Here’s why.
In four months, I had submitted a total of 185 auditions. For about 80% of these job offers, the indicated deadline had passed. In other words: one might assume that the client would have hired a voice by now.
However, much to my surprise, I noticed that in only 10% of the above cases a talent had actually been selected. Mind you, not every selection ends in a booking. When I looked even deeper into the postings that never lead to anything, it got worse. I saw that at least half of those had over one hundred submissions!
THE BOTTOM LINE: a majority of auditions didn’t result in an actual booking, not because the job was awarded to another talent, but because the voice-shopper never became a buyer. In most cases, the client had plenty of talent to choose from. And with 100+ submissions per project, bidding must have been fierce. What’s going on here?
At least four things came to mind:
- Is this an overall trend or is it unique to my situation?
- These missed opportunities mean a huge loss in revenue for the site in question, as well as for the subscribers who pay to play, and not to be thrown away.
- There’s tremendous untapped potential! Why are some sites barely scratching the surface of a goldmine?
- What can be done to turn browsers into buyers?
To take up the last question first, this refers to what marketing guru’s call the “conversion rate.” Consumer behavior expert Paco Underhill is the author of “Why We Buy: The Science of Shopping.” He writes:
“Conversion rate measures what you make of what you have- it shows how well (or how poorly) the entire enterprise is functioning where it counts most: in the store. Conversion rate is to retail what batting average is to baseball -without knowing it, you can say that somebody had a hundred hits last season, but you don’t know whether he had three hundred at-bats, or a thousand. Without conversion rate, you don’t know if you’re Mickey Mantle or Mickey Mouse.
One could also describe conversion rate is as “the percentage of visitors who take the action you wish for.” In the case of this blog, I hope my readers will leave a comment, become a subscriber and visit the rest of my website. Of course I also hope you find my writings entertaining and that you take away something useful. But what I’m ultimately aiming for is “engagement.” Remember that. I’ll get back to it later.
It’s obvious that the conversion rate of the voice-over website I mentioned in the intro left a lot to be desired for. Yet, it’s nothing new for an internet-based business. Here’s the deal. This “just looking” behavior is ubiquitous online. That’s inherent to the medium. It gets worse, though. Some studies suggest that over half of all online shoppers abandon their carts part way through the check out process. Why is that?
The beginning of an answer to that question lies in the “interception rate,” the percentage of customers who have some contact with an employee. Paco Underhill:
“The more shopper-employee contacts that take place, the greater the average sale. Talking with an employee has a way of drawing a customer in closer. With no sales assistance it could be the difference between a conversion rate of 22 percent and a conversion rate that’s 50 to 60%.”
So, let me ask you this: when’s the last time you went on an online shopping spree, and had any type of interaction with an employee?
Where’s the engagement? Where’s the relationship? Where’s the interception?
Now, let’s go one step further and bring this closer to home. If you are a voice-over actor with a personal website or a blog, do you know your conversion rate? If not, wouldn’t you want to know? Do you even know how to measure your visitor’s response? I could care less about the number of hits you get on an average day, or your ranking on Bing. Bing doesn’t pay your bills. Don’t get me wrong: getting people in the door is a promising start. Keeping them inside is even better. Getting them to take action is the ultimate goal.
Here’s the 64 thousand dollar question: How do you do that? If customer-interception plays such a big part in increasing your sales, is such a thing even realistic in an anonymous, impersonal virtual world? How could you possibly turn browsers into buyers? Be sure to check out my next installment!
Paul Strikwerda ©nethervoice