Voice-over Directory

Pay-to-Play: Dracula or Frankenstein?

by Paul Strikwerda in Articles, Pay-to-Play 2 Comments

Mahmoud Taji is not only a Cairo-based Creative Director, he’s also a successful Arabic voice-over talent and blogger extraordinaire.

Taji recently relaunched his Voice Emporium, and on this site you will find thought-provoking articles, but also a very valuable Voice-over Directory of 231 casting websites and a Scam Alert for the Voice-over industry.

Taji is a man on a mission. A mission to create a monster. He writes:

“Let’s (for the sake of argument) say that you and I are partnering together on a business venture. We are going to build the perfect Voice Over Casting Site.

It’ll be a Pay-To-Play site… and it will be an amalgamation of the best parts of all the voice over casting websites that are on the market these days… so it’s a Frankenstein’s monster (remember Frankie was the doctor… his creation was the monster) consisting of the best from Voices.com, Voice123.com, VOplanet.com & Bodalgo.com.

What would it be like? What would it have?”

Of course I couldn’t resist the temptation. These are some of the elements my ideal Pay-to-Pay site would have:

  • Organizational structure: a cooperative. The site is owned and partially run by its members. Every member pays a relatively small membership fee to cover operational and promotional costs.
  • Decisions. Members have a huge say in how the site is run and who is running it. Every year, they receive a detailed account of the state of the cooperative. Members vote on major decisions and they monitor (and can vote on) the performance of the site manager. One person, one vote.
  • Earnings: the site takes 10% of the earnings of each job. This money will pay for staff salaries. What’s left after deduction of operational costs, salaries and overhead, will flow right back to the members at the end of each year.
  • Rates. The site and its members promote and practice fair trade: every project posted has a minimum budget based on industry averages (to be adjusted every year). That means that the minimum budget for an audio book will be higher than the minimum fee for a one page narration. No project shall be less than $250 and underbidding is unacceptable.
  • Accountability. Every single project posted will be accounted for. Members will know when the job was awarded and for how much. Voice-seekers who find talent on this site, must book the talent through the site. Demos will no longer disappear into a black hole.
  • Standards. In order to be eligible for membership, each prospective member has to agree to uphold and promote certain standards of ethical business practice and professional conduct.
  • Quality. Before being accepted, members are screened to ensure that they meet minimum professional criteria in terms of vocal and technical delivery. Throughout the year, auditions are monitored to ensure that quality is maintained. The reputation of the site rests on quality; not on rock-bottom rates.
  • Openness. Voice-seekers are expected to do business openly and honestly. They cannot hide their identity. This allows the voice-talent to conduct his/her own investigation into any and all claims made by prospective voice-seekers, agents and/or clients.
  • Specificity. Without a clear map, it’s hard to reach a destination: voice-seekers must clearly and specifically define what type of voice-talent they are hoping to hire. They must clearly outline the terms of the contract, listing and limiting the use of the end-product.
  • Auditions are open to any member; as long as this member fits the criteria for a particular project (see 8). This is left to the discretion of the talent.
  • Payment. Talent will be paid 50% of the agreed rate after a contract is signed, and the remainder upon delivery of the audio file(s).
  • Joint venture. Overall, this cooperative is characterized by quality, cooperation, transparency and accountability. It’s a place where professional talent is working with each other and for each other, rather than against each other.

Well, those are my two cents. I think Taji’s right. This ideal Voice-over casting site is probably going to be an intelligent version of Frankenstein’s monster; a patchwork of positive elements from existing Pay-to-Plays, combined with some brand new features. Is it a pipe dream? Not really. Revisit my article What Pay-to-Plays don’t want you to know” . You’ll find out that this cooperative model is used to run one of Holland’s most successful multi-billion dollar businesses.

TALES FROM THE CRYPT
One thing’s for sure. This imaginary Voice-over casting site is going to be radically different from the current Dracula-model, where competing voice talents are sucking the life blood out of each other by low balling, undercutting and underbidding on bargain basement projects posted by cheap, anonymous voice-seekers.

Read my lips: eventually, only voice-over virgins will fall for this scheme, and this model will implode when it’s held up to the light, just like the illustrious Count from Transylvania.

If you’d like to join vampire-slayer Taji on his quest for the best Voice-over casting site, wake up out of your slumber; bring your cloves of garlic and have your say today!

Don’t be scared.

He’s not going to bite…

Paul Strikwerda © 2010

www.nethervoice.com


8 ways to boost your web traffic

by Paul Strikwerda in Articles, Internet, Promotion 8 Comments

NessieHaving a website is not an accomplishment.

Bella the Hamster has one. Famous dead people do too.

I have even seen sites in loving memory of unfamous dead hamsters! Some of those websites get more visitors in a day, than you hope to have in a year.

Here’s my question:

If you have a business website and you’re not getting any traffic, what’s the point? You might as well give the money you’re sending to your Internet Service Provider to a worthy cause, such as the Don LaFontaine Voice-Over Lab.

If, on the other hand, you want to use your online presence to your advantage, you better roll up your sleeves and get to work! Unless you’re too busy auditioning for that $200 narration of a 300 page audio book.

Nilhan JayasingheiCrossing is a digital marketing agency with specific expertise in social media and 12 offices worldwide. In 2008, Nilhan Jayasinghe, their VP, wrote a paper entitled; “Optimizing for users, not search engines. Building a sustainable brand in a connected world”.  He says:

“As search engines become more sophisticated, they will increasingly incorporate user data to validate their results. The numbers of people visiting a site; the time that users spend on a site; the depth of their engagement; whether they return over a period of time; how many people add it to their social bookmarking tools such as Digg; all will potentially be taken into account.”

If you’ve read my last blog, you already know that the new Google is going in that direction. And where Google goes, others follow. In my opinion, there are at least two things you must do to take advantage of this development. These are the things that will drive people to your website; keep them there and make them come back:

1. Start writing for people, not for search engines: offer fresh & relevant content.
2. Stop “telling & selling”. Instead, engage your visitors and begin a dialogue.

Here are a few ways to do it:

1. Offer FREE STUFFParadoxically, some companies are making lots of money by giving things away for free. It’s called the “freemium model” whereby some content is offered at no charge, while premium content is not. Seattle-based Big Fish Games distributes more online games than anyone else, at about 1 million a day. You can try almost any Big Fish game for free, but there are add-ons that players have to pay for.

Slide 1A few months ago, our colleague Peter O’Connell made his e-book “The Voice Over Entrance Exam” available at no charge. I’m pretty sure that this brought new visitors to his website. It did something else too: it established him as an expert. Here’s a third bonus: free resources get links. Isn’t that what I just did?

2. Contests & Awards are another way to drive people to your site. Videovoicebank.net organized a contest, and voice-overs were invited to share their professional horror stories. Not only did the Videovoicebank-team manage to engage their community; for days, visitors could enter their email address and vote for their favorite story. I wonder what they’ll do with those email addresses…

Voice Over Directory

3. Provide a resource that will benefit your target-group and (of course) offer it for free. Veteran VO-artist Mahmoud Taji compiled a voice-over directory of casting websites for “the benefit of established and up-and-coming voice over talent who want to secure more voice over work through the Internet.” He asked everyone in the industry to help out, and this is just another example of how to get people involved. So far, Taji has a list of 239 sites, and you might add a few to the directory.

4. Quizzes and Games on your site are a fun way to make people come back and spend more time with you. British talent Emma Clarke is the voice you’ll hear for a majority of the London Underground lines. Her website is terrific and it has games, spoof audios and even an online “Emma flip book”.  One of my favorites is a fridge magnet game where you can move the words around to make your own sentences and phrases – and have Emma speak them for you.

5. Actress Amy Walker (above) became an overnight sensation when her YouTube video 21Accents went “viral.” “These days, it’s not unusual to see a search engine like Google pull up a YouTube video in its top 10 results,” says Linda Girard, co-founder of online marketing consulting firm Pure Visibility in Ann Arbor, Michigan. “The best way to maximize this trend is by uploading your video to various sites and attach good, searchable terms to the clips in order to get those high rankings.” (source)

6. Then there’s the old trick of offering limited Deals & Discounts. Bristol-based voice-over talent Alison Pitman once offered a promotion of 25% discount on all message on hold voice-over recordings. Particularly if you’re also offering individual coaching and voice-over classes, never miss an opportunity to throw in an early bird special or a web coupon. Irresistible offers turn browsers into buyers.

7. Develop an ongoing relationship with your visitors (colleagues and clients). Answer their emails. Follow up with them. Ask them for feedback. Use social networking sites to connect. Take an active part in your community, online and offline. Send email newsletters using a service like Constant Contact or Aweber. It’s all about building your brand and positive reinforcement.

8. Blogging benefits business. Internet marketing company Hubspot surveyed over 1500 small businesses. They found that those with blogs attracted:

  1. 55% more traffic
  2. 97% more inbound links
  3. 434% more indexed pages

Blogs are a very effective way to create valuable content; to connect, to interact and to build relationships based on trust. Nilhan Jayasinghe put it this way:

“The closer that Google and others get to reading real interaction, the better they will become at separating the sites that look relevant from the sites that are relevant. Inevitably, it will become ever more difficult to fake the quality of a web page.

Given that this is the case, by far the best way to rank highly for a given term is to offer what the search engines are getting progressively better at finding – content that is genuinely useful to those people searching for that term.”

How to come up with quality content is going to be the topic of my next installment! In the meantime, how did you manage to increase your web traffic? What worked for you and why? What was a waste of time and money?

Paul Strikwerda ©nethervoice

PS What makes people click? Click to find out!