I don’t know about you, but I’m astonished at the growing number of people responding to no-budget and low-budget voice-over jobs. It had me wonder:
Who are they? What drives them? How do we make them stop?
Some colleagues suggested I shouldn’t take these lowballers seriously. They’re ignorant hobbyists at best, and their actions have no impact on us professionals.
It’s insulting and upsetting when both client and talent find the contribution of a voice-over of so little value that no money changes hands. Meanwhile, the copywriter and sound engineer get paid, the animator receives a check, and the guy who hired them to create an ad campaign has a full-time position with benefits.
What’s wrong with this picture?
If the company is too cheap to pay a pro, why don’t they ask Keith from accounting to do the voice-over? Why do they have to post a job in a Facebook group for voice-overs? It’s simple: because they know that Keith in accounting is a klutz, and there’s always a hopeless hopeful VO with a sliver of talent who’s willing to do it for nothing.
I’m sorry, but I’ve worked too long and too hard to be giving my voice away. Even if I were getting my feet wet, I’d have enough respect for myself and my colleagues to insist on being paid good money for good work.
So, why are some budding voice-overs willing to work for free? Beginning plumbers don’t do that. Newly graduated chefs don’t put a zero dollar menu together. Young teachers make less, but they get paid for doing their job. What makes us voice-overs so special that we deserve not to be paid?
A TYPICAL JOB OFFER
To get some perspective, let’s pick a real gig that was just posted on Facebook. The job is for a “nonprofit small low power Christian radio station” and was described as follows:
“A concept piece mentioning a new name and slogan along with some catchphrases. It’s like a sizzle reel in tv terms. Unpaid but appreciated.”
Someone who wants this job responds (and I’m not going to pick on the grammar):
“I could use the exposure and experience being new to professional.”
Just imagine all the exposure a small nonprofit low power Christian radio station can bring! I think you’ll need the intervention of a higher power to make all that exposure work to your benefit.
Speaking of exposure, try going to a restaurant telling the owner: “I’m not going to pay you today, but I’ll make sure to say nice things about you on Instagram.” Unless you’re Kim Kardashian, Paris Hilton, or Kylie Jenner, I don’t think you’ll be getting very far.
As someone who has been using his voice professionally since he was seventeen, I can tell you that, unless you’re a flasher, exposure is highly overrated. It doesn’t pay the rent and it can’t feed your family. It’s a transparent trick to make you believe you’re getting something in exchange for volunteering your services.
Some high-profile jobs may give you limited exposure, but these jobs usually go to A-list celebs and come with a nice paycheck. Keep in mind that voice-overs are the Invisibles of the industry. By definition, our role is mainly supportive (the exception being audiobook narration which I think is underpaid). We have to make up our own awards shows in order to get some recognition… from our peers.
So, if you’re looking for exposure, you’ve chosen the wrong profession. Don Lafontaine was arguably the most famous voice-over artist of his time, but very few people knew who he was until he appeared as a sidekick in a Geiko television commercial. Notice that he’s introduced as “that announcer guy from the movies.”
Will working for free give you the experience needed to book more paid jobs? It totally depends on the experience. I vividly remember an angry young conductor kicked out of a competition. He wanted to know why he hadn’t made it to the next round. He told the jury: “Compared to all the other contestants I’ve had much more experience. Why are you letting me go?” The chairman of the jury told him: “Your experience must not have been very good.”
Some experiences simply don’t translate. Just because you’ve worked as an announcer for a radio station or you were a teacher or a minister doesn’t mean you have the chops to be a successful voice-over. Having extensive experience as a voice talent doesn’t necessarily get me hired. Most clients aren’t interested in what I’ve done for other people in the past. They want to know:
What can you do for me today?
Will experience help you finally land an agent? Agents get interested once they know you can make them money. Doing jobs for free tells them you’re desperate instead of marketable. In my opinion, the experience you need as a budding voice-over is the experience of working with a good coach who’s not afraid to say what you don’t want to hear.
BEING A PROFESSIONAL
Let’s get back to the reason one of our colleagues thought he’d be a good fit for that no-budget Christian radio station job. He wrote:
“I could use the exposure and experience being new to professional.”
We’ve covered exposure and experience. Let’s get to the “professional” aspect. According to one dictionary, a professional is “engaged in a specified activity as one’s main paid occupation rather than as a pastime.”
So, if you’re doing something professionally, it can’t be a hobby, and you have to get paid. In addition, voice-overs are small business owners. The IRS says:
“A trade or business is generally an activity carried on for a livelihood or in good faith to make a profit.”
In other words:
WORKING FOR FREE IS UNPROFESSIONAL
A GOOD CAUSE
But what about working for charities? Don’t they at least deserve a discount? Before I get into that, let me be clear: the VO jobs I see posted in Facebook groups are sometimes for nonprofits but not for charities. Every charity is a nonprofit, but not every nonprofit is a charity.
As professionals we have to stop making assumptions about how much we believe a potential client can or cannot afford. They’re not going to tell us so we will never know. Just because it’s a nonprofit or a charity, doesn’t mean there’s no budget for PR. I know because organizations like Charity Navigator keep track of how much of a charity’s budget goes to fundraising campaigns.
Charities like the Cancer Survivors’ Fund, the Autism Spectrum Disorder Foundation, and the Kids Wish Network spend more than 50% of their budget on fundraising activities (source: click here). That isn’t necessarily a good thing, but don’t tell me all charities have no money and deserve a break.
Many CEO’s of charities make six-figure incomes. In 2015, the CEO of the Memorial Sloan Kettering Cancer Center made $3.6 million, and Wayne LaPierre who heads the nonprofit National Rifle Association was reported to make $4.6 million. These are extremes, but Charity Navigator says that among the charities they’ve evaluated, the average CEO salary is $150,000 (source: click here).
THERE’S A DIFFERENCE
What’s my point? Not every charity is created equal. Many are huge, professional organizations with big budgets for promotion. If there’s money to pay a CEO a decent salary, there is money to pay a voice-over a decent fee. Now, if you wish to support that charity because you connect with the cause, don’t discount your services. Make a tax-deductible donation after you get paid.
What baffles me most about those willing to work for (next to) nothing is the fact that they seem to be beginners. Perhaps I’m weird, but when I started out, I needed all the money I could get so I could invest in my career. I had to buy decent equipment, a good website, and I saved up to create a quiet recording space. Plus, I had to have a roof over my head and some food on the table.
I couldn’t afford to work for free, and I still can’t.
Here’s the thing most lowballers won’t admit: it takes real talent to book a top-dollar job, but it’s pretty easy to book a gig when you’re charging very little or nothing.
Once clients are used to your low rates they won’t be willing to pay you full price, and your colleagues will have a harder time negotiating a better deal. Why should clients pay more if they can get it for less (especially those for whom “good enough” is good enough).
Charging peanuts means you’ll never have the life you’re hoping for, and you’ll have less money to give to that charity you say you wish to support.
The moment you start charging a reasonable rate, you create expectations. You have something to prove. You tell the world:
“This is what this job is worth!
This is what I am worth, professionally speaking.”
If what you bring to the table has no added value, you’ve nothing left but to compete on price. But…
if you’re any good at what you do, people are willing to pay for it, and the benefit of hiring you outweighs the cost every single time.
After reading my last two articles, here’s what some of you wanted to know:
Do I make all this stuff up to scare newbies and make them look bad?
Before I address that, let’s explore the suggestion behind this question.
Number one: blaming the messenger is a cheap attempt to deflect attention from an unwelcome message. This is a tactic as old as mankind. If you feel you can’t win the argument, try to discredit the source, like:
“I’m uncomfortable with what Paul is saying, so I’ll accuse him of lying.”
Number two: why would I make stuff up? Every time I put myself out there as a blogger, I risk my reputation. The moment people would catch me in a falsehood, it’s game over. As a former journalist, I know for a fact that years of truth telling can be nullified by one stupid lie.
Once exposed, no one would ever want me to present at a conference, interview me for their podcast, read this blog, or buy my book. Clients that got wind of it might not want to work with me anymore.
Honestly, to lie would be a liability.
Lastly, why would I have to make things up if you can easily find them in open Facebook groups? If anything, social media is ideal for spotting public displays of ignorance. I’ve just combed through pages and pages of voice-over related nonsense to bring you the best of the worst. Before I get to that, here’s what you need to know.
You’re about to read literal quotes. I’m not paraphrasing anything, or correcting spelling. To protect the identity of the authors, I’m not going to name names. However, you should realize that this is my personal selection, specifically chosen to emphasize a few trends that worry me, namely:
1. Social media offer a seemingly equal playing field to pros and hobbyists. If you’re new to the business and you don’t know anybody, you can’t tell whom you can trust for advice. You might get solid information, or someone might be taking you for a ride.
2. Too many (amateur) doctors are prescribing cures before carefully diagnosing the patient, unhindered by a lack of common sense, knowledge, and experience. Anyone’s an expert, and quite often, the deaf are leading the blind. As usual, the quality of the info depends on the quality of the source.
3. Many Facebook groups have no barrier of entry, and any nobody can pretend to be somebody. I’ll say that again: any nobody can pretend to be somebody. Some critics claim that half of all Facebook accounts are fake. Ask yourself: do you know for sure that the Facebookers you’re chatting with are who they say they are?
In some groups, the people recruiting voices for their next project have started adding “must be 18+” because many of the submissions turned out to be from kids who were just fooling around.
4. There is no Facebook police, and too many group moderators are allowing anyone to say anything… they agree with. In my experience, it’s permitted to sing the praises of an unnamed, unethical, greedy P2P, but any criticism is quickly censored as “being negative.” In the same spirit, the moderator will allow rave reviews of newbie demos and websites (even when they’re crap), and will delete more honest assessments because they’re seen as “mean.”
An aspiring VO exclaimed:
“I’m going to leave this Facebook Group mainly because I’ve received nothing but negative comments since I’ve joined and I really only wanted to learn how to be successful and instead recieved so much hate.”
Thankfully, someone responded:
“I searched for your name and you’ve gotten one troll reply and about 30 helpful ones. It’s not hate if people don’t agree with you. It’s constructive criticism and at the end of the day only YOU choose what to take away or leave behind from any advice you get in life. If people keep taking things personally, then sorry but the VO business is not for you.”
As expected, people have lots of questions about breaking into the business. The scary thing is that so many Facebookers are ready to give advice without knowing anything about the person asking for it.
Let’s say you’re a car mechanic. Would you start working on a car before finding out what’s wrong with it? That’s pretty dumb, right? So, speaking of ways to get into the VO business, here’s what someone recommended:
“You have to move to los angeles to become an actor am i right regardless if how much fame or money you have or how many friends one gets in life? its easy for richard horvitz to be an actor if hes from there regardless how many friends he was with a pro actor or athlete right?”
That was particularly helpful, wasn’t it? Moving on to the next question:
“Been voicing anime since I was little but wanting to do it professionally; how to get started is my question.”
Here’s the answer:
“First creat a few demos”
“How to do that and not make it sound terrible?”
“I think the first step is just put yourself out there, make your presence known so, maybe take some unpaid jobs first, build a report of people that will recommend you and go from there.”
Here’s another brilliant suggestion:
“First things’ first: got a good mic? then: record something and upload it to soundcloud.com then put url link here.”
Someone else chimes in:
“I was always told to reach out to radio stations. I’m friends with a few professional voice actors.”
My two cents? First of all, don’t move to LA yet. Get some training first and see if you have any talent. Secondly, don’t “creat” any demos if you haven’t demonstrated anything. Once you’re ready for those demos, hire a professional to create them with you. By the way, don’t put yourself out there (whatever that means) if you have no website, no sound samples, and no recording space. It’s like opening a shop with empty shelves. Lastly, stay out of radio stations. They’re breeding grounds for frustrated announcers.
Unsurprisingly, many questions on Facebook are about home studios and recording equipment. We’d rather spend hours debating the pros and cons of using a USB microphone, than talk about how to market our business. Here’s a selection:
Q. “What’s the best mic that I can buy for under $100?” A1. “Blue snowball is good.”
A. “You can get the whole set up for about $200 and it’s totally worth it. You can see my mic and interface recommendations at XYZ.com Also, I’m selling my condo.”
A2. “You should able to go into a music shop and ask them if you can test their mics.”
A3. “I started with a Rode NT USB. A simple noise reduction pass is all you need and the set up is a fraction of the cost of XLR if you’re starting out on a budget.”
A4. “The Kaotica Eyeball is the only thing you need. It turns anywhere you are into your own sound studio.”
Let me break that down for you. Forget snowballs. Blue balls are particularly painful. $200 is not going to get you all you need to compete. Please don’t test microphones on the noisy shop floor of your local Guitar Center. Try them out in your recording space. Invest in a condenser mic and soundproof your studio. A plugin isn’t going to keep out lawn mowers and leaf blowers.
Q. “I don’t have a studio. How do i record when the neighbors kids are so loud i can hear them with the window closed?”
A1. “Tell the kids to shut up.”
A2. “You could try to build a little pvc/moving blanket fort… it will help.”
A3. “Upturned mattress and blankets all over will get you where you need to be once you get as far away from the kiddies as possible. Then a blanket over your head with your mic.”
Mattresses and blankets may help tame the boom in the room, but you need to decouple walls and add mass to keep the outside sounds out. FYI that’s going to cost you a pretty penny, but a VO without a home studio is like an Uber driver without a car.
A few more booth questions:
“Does anyone else use their macbook webcam mic? Do you find that sometimes your audio is inconsistant when you record? Somedays I sound clear and crisp, others I sound like I’m talking in a tin can. (I’m using Garage band to record)”
“So, I’m planning on making a cheap diy mobile sound booth on a pallet, and I’m wondering if you guys have any tips on what the cheapest materials I could use.”
“I have used fibre egg crates for sound absorbing material, they work great.”
“So I have a square closet that has a lightbulb hanging from the ceiling. I would probably want to put some soundproof material under the door because that’s the only part I can think of that would need it. I know that a lot of people start out with using a closet because it’s usually the most natural soundproof room.”
“Mine booth is a decommissioned shower stall. I used $5 moving blankets on all 4 sides as well as top and floor. It sounds as good as any booth in Hollywood I’ve ever used.”
“Moving blankets for the walls, ceiling, and floor if you have hard floors. Then toss a heavy blanket or comforter over the top moving blanket and put a heavy blanket up behind you. That’s as good as it gets without being a whisper room or studio bricks or something else nearly soundproof.”
Another person says:
“If you’re trying to keep it on the cheap, generic Walmart mattress toppers are between 1-2 inches thick and are usually around 10 bucks for a twin/full size mattress.”
What’s the common denominator? People trying to create something on the cheap. Here’s the thing: if you compromise on sound quality, you compromise your career. You don’t need to invest in a Bentley to travel from A to B, but you need a reliable means of transportation to get anywhere. And egg crates are just a fire hazard.
What surprised even me, are the number of “passion projects” peddled in Facebook groups. “Passion project” turns out to be a euphemism for unpaid slave labor. Here’s a sample:
“Hello everyone! I am in need of a few voice actors for my Sonic Boom Stop-Motion Episode 2 Project. This is NON PAID and I need the roles filled in as soon as possible!”
“I am currently in production of the first season of an all audio sketch comedy show. The project isn’t compensated however there are other benefits we will provide and avail to you if you are selected and interested.”
“I’m helping for casting for my mates unpaid Doctor Who Audio Series. (Unpaid) I am still looking for male voice actors for my Return to Wonderland motion comic book series.”
“Looking for a female VO for a Halo themed audio book. Project is unpaid currently as it is a copyrighted IP, but a copy of the completed work will given, and when it is live VO’s will be paid out first. The previous VO is having to be replaced due to some audio issues.”
“[Non-Paying] Any lady vocalists/singers interested in trying their hand providing vocals for original tunes?”
“Hey guys, need a voice actor for 4 roles. One for a robber, a female bank clerk (can also be voiced by male), and 2 male cops. Ill post the script below. This is a non paying gig, but may be a paying gig in the future.”
“Doing a freebie for a friend and was wondering if any of you would voice a short commercial? It’s for a “amateur” wrestling show. Its non paying I just need someone who wants to voice something for local tv.”
“Im looking for a few people to do some narrations for a youtube series. The Theme is Children’s Stories and I hope to make a fair few episodes of it so may have returning narrators. Unfortunately its unpaid but it will be able to bring out the budding little actors who are starting out in the art of voice acting as well as the pro’s that don’t mind doing it for a little fun.”
You’d be surprised how many people respond to these passion projects. The desperation to start yelling something into a microphone is real.
Here’s my rule of thumb: If you’re good enough to be hired, you’re good enough to be paid. Period. Working for exposure is something only strippers do. Someone commented:
“Chances are if they can’t afford to pay, they don’t have a big enough platform to offer significant exposure anyway. And if they do have some MASSIVE platform, they should be paying.”
Plus, you’ve barely started to get your feet wet, and you’re already teaching clients they can get something for nothing. This is a comment from one of those clients:
“As a content creator I can tell you all 99.9% of us would love to pay everyone we work with on every project. But if I spend all my budget on talent what am I to do about promoting my project? If one is getting into this field looking at it as a job then you’re doing it wrong. This is the business of independent contractors.”
In other words: freelancers can’t expect to be paid? Well, there’s a new concept!
There’s another myth out there, namely the myth that doing auditions is such great practice. It’s not. Here’s what I believe:
You practice to audition. You don’t audition to practice.
In order to get the job, you have to demonstrate that you can do the job. Some half-baked attempt is not going to work. It will leave the client with a bad taste in his mouth, and the next time he hears your voice he’ll move right on to another talent.
Oddly enough, those applying for unpaid jobs complain elsewhere that they have no money to move their career forward. Here’s one of them:
“So, as an aspiring voice actor myself, I have made one demo in the past but it wasn’t easily accessible. Now i’d like to make another one but I’d like some help.
Nevermind just found out 1100 bucks for the classes and then the demo. That’s aloooot of cash.”
Between you and me, that’s not a lot of cash for voice-over training and a demo. I would be very suspicious of anyone offering such a package for a little over a thousand bucks.
Finishing up, let me reiterate that it’s not my intention to shame anyone or make fun of anyone new to the voice-over business. You are very brave, and I am giving you these examples as a warning. Quite often, Facebook is the worst place to seek advice for those who don’t know what they don’t know.
Be smart, and do not allow yourself to be taken advantage of by people who prey on impressionable beginners.
Do your homework before asking any questions. Show the world that you’ve made an effort to find a solution before bothering the group. Don’t beg for jobs. Don’t comment on things you know very little about. Be open to feedback. Save up so you can invest in coaching, equipment, and a recording space. And above all: give yourself time to become good at what you want to do, and have fun.
I had fun responding to a Facebook question recently:
“I’m looking for a high soprano for an album I’m very close to finishing. It’s a various artists album, with some Asian and Celtic influences. Please PM me if interested.”
So, after my last blog caused quite a ripple effect throughout the VO community, I’m adding some fuel to the fire with what you’re about to read. When it was first published I managed to piss off a great number of people, and I’d love to do that again. That’s why I’m republishing the story below.
If you’re looking for fresh content this week, you’re invited to check out a new category on my website: Reviews.
Over the years I’ve reviewed voice-over gear, and I wanted to create a place to bring these articles together. But prepare yourself: I’m going to branch out to other products I have tested, unrelated to voice-over. Click here to get to my first new review. I’m not going to tell you what it’s about. If you’re interested, you’ll find out. Alternatively, keep on reading about…
5 Reasons Why You Should Never Become A Voice-Over
by Paul Strikwerda
“Millions of dollars paid out to voice actors globally.”
“Audition for your dream job now.”
“Instant access to amazing opportunities.”
“New job postings every day.”
It sure sounds tempting, doesn’t it? Especially when you’re young, idealistic, and impressionable. It’s the way online casting sites throw out their net, hoping that loquacious people will bite.
Well, bite they do, and day after day an ever-growing army of hopefuls is eagerly looking at their inbox, waiting for the next “amazing opportunity” to arrive. It comes at a price, though.
If you’re taking part in these online cattle calls, be ready to be milked!
Of course these casting sites won’t tell you that you have to spend between $349 and $399 per year to take part in a crapshoot. They’ll feed you success stories about people who claim to make a six-figure income by winning audition after audition. Anecdotal evidence always trumps independently verified numbers, right?
Believe me: People believe what they want to believe.
So, today I’m not going to give you the golden formula to online voice-over success. Sorry to break the news, but it does not exist. Instead, I will give you a few reasons why you probably should stay clear of this business. I’ll start with the most important one.
1. The world doesn’t need you.
Yes, you’ve heard me.
We have enough people talking into microphones, thank you very much. What this world needs is less talk and more action. We need teachers, doctors, nurses, and scientists. We need experts in conflict resolution; people who know how to fight global warming, and first responders to natural disasters.
If you want to make a real difference on this planet, don’t hide behind soundproof walls selling stuff no one needs. Get out there and start helping the poor, the homeless, and the ones without a voice. They need you more than Disney does.
2. There’s no money in voice-overs.
The cost of living goes up every year, while voice-over rates are in steady decline. That makes sense, doesn’t it? Even the union can’t stop it. Thanks to online casting services and ignorant amateurs, your voice has become a commodity, sold by the lowest bidder to the cheapest client.
VO has become a game of averages, and here’s how it works.
The bottom feeders choose lowball sites like Elance, Fiverr, and freelancer.com to sell their services for beer money. The top end of the market consists of A-list actors making millions voicing cartoons and commercials. If you’re average, you’re forever stuck in the middle. You have enough integrity to leave the crumbs to the idiots, but you won’t get the big gigs for the big money.
Don’t be fooled by voice-over veterans posting on Facebook how well they are doing. Some of them confided in me that they’re just keeping up appearances. No one wants to hire a loser, so you’ve got to tell the world you’re still an important player. Yay for social media! Everything people post is 100% true.
3. You are a social being.
Unless you enjoy going to expensive conferences to hear VoiceVIP’s talk about themselves and plug their books, you’re pretty much on your own in this business. I mean, who likes being locked up between the four carpeted walls of a 3.5’ by 3.5’ whisper box all day long?
You have no one to talk to but yourself, and you’ll never see a response from the people you’re supposedly entertaining. If acknowledgment is what you’re secretly longing for, go to a nursing home and read to the residents. Tell stories to kids in the cancer ward. It will make their day, and yours!
The sedentary lifestyle of a typical voice-over is unhealthy for the mind, body, and soul. If you’re an extrovert, you crave contact, and you thrive in the company of others. I can tell you right now that you will curse the day you decided to isolate yourself from the world, just so you could narrate some third-rate novel for a royalty share that doesn’t even pay this month’s water bill.
4. You’ll spend at least 80% of your time trying to get work, and 20% doing the work.
Voice-overs spend a lot of time being busy without being productive. How rewarding is that? Regardless of what voice casting sites want you to believe, most jobs you audition for will go to someone else, and you’ll never know why. Don’t you love it?
But what about agents, you may ask. Once you have an agent or two, things will get better, right?
No they won’t.
The pickings are slim, and these days, all the agents in North America will send the same bathroom tissue script to every talent with a potty mouth. That really makes you feel part of an exclusive club, doesn’t it?
5. It may take many years before you see a return on your investment.
A voice-over career cannot be bought. It has to be conquered. Slowly.
You may think you’re going to be successful because of your unique sound. Dream on! The only way you’ll stand a chance is if you stop treating your pipe dream as a hobby. This means you’ve got to invest in professional gear and in a quiet place to record. Then you have to get yourself a few top-notch demos, plus a website to tell the world what you’re doing. And this is just the beginning.
Having all of that in place is no guarantee that you’ll make any money with your voice. Thousands of people all over the world are doing exactly what you do, and they are giving up within a year. The only money they’ll ever see is when they’re selling their stuff on eBay. At a loss.
When you really think about it, you have to be a fool to become a voice-over.
I was foolish enough to choose that as my career, and guess what?
Every couple of weeks I make the social media rounds on the various Facebook voice-over groups to see what’s new. The answer:
In fact, most of what’s going on is an endless regurgitation of familiar topics, and Me-Me-Me marketing we love wasting our time on: How much should I charge? Where can I find work? Will you critique my demo and my new website?
In an effort to nip these dreadfully boring and superfluous conversations in the bud, I’m going to cover some returning questions rapid-fire style, so we can all get on with our work.
I want to get started in voice-overs, but I have no experience, no equipment, and no money. Where do I begin?
Are you serious? You sound like the guy who wants to be an Uber driver, who doesn’t know how to drive, does not own a car, and has no money in the bank. How’s that going to work?
My two cents: Get a job. Put some money aside, and work with a coach to find out if you’re even remotely talented before you spend big bucks on a studio, gear, demos, and a website.
It sounds like I need a lot of money to break into this business. Why is it so expensive?
Compared to what? Ask a New York cab driver how much he paid for his medallion. What did the pianist pay for her Steinway? How much debt did your doctor take on to get her degree?
You can’t be invested without making an investment. If something is worth it, you’ve got to pay the price. And if you’re serious, you can equip your voice-over studio for under a thousand dollars. Click here to find out how.
I just got started as a voice-over. I’ve been auditioning for over three months and haven’t booked a single job. Nobody ever told me it was going to be this hard. I’ve got rent to pay.
Your coach should have prepared you for a harsh reality. Ninety percent of trained actors are out of work. The ones on the A-list get booked again and again. It’s not much different for voice actors. Your job is finding jobs. Over and over and over again. So, stop lurking on social media and start marketing yourself!
I signed up for several Pay-to-Plays. Posted my demos. Nothing’s happening. Is this a scam?
A P2P is the lazy way to get into this business. You pay your membership fees, you post a few homemade half-baked demos, you do a few lousy auditions with your crap equipment, and you expect magic to happen? Don’t blame the system. You are delusional.
My neighbor is driving me crazy with his mad dogs, his leaf blower, and his lawn mower. Right now I want to kill him.
Do you expect the world to stop just because you need to meet a deadline? You advertise yourself as a professional, yet you have no dedicated, isolated recording space. That’s a problem. Costs come before revenue. Stop moaning and get a double-walled booth. If you’re any good, it will pay for itself many times over.
This new client hasn’t paid me in months and won’t respond to my emails. Help!
Who have you been working for? Did you do your research to find out whom you’re dealing with? Did you watermark your audio? Did you ask to be paid upfront? Not every client can be trusted so you have to protect yourself. You either lawyer up and threaten legal action, or write the unpaid invoice off as a business loss. Remember: even if small claims court rules in your favor, it’s not going to collect your money. That’s on you.
I’m not making enough as a voice-over. What am I doing wrong?
You’re not alone! In this business, there is no guaranteed return on investment, and with what you’re charging, are you surprised you’re not making enough? It’s a self-inflicted wound. Low rates are the sign of a desperate amateur. Who wants to work with a desperate amateur?
Be better, not cheaper.
Sitting in front of a computer all day long is hurting my health. I hate it!
No one is forcing you to do anything that’s detrimental to your health. In order to take care of your clients, you have to take care of yourself. Exercise, do yoga, move around, choose a healthy diet. Sit up, hydrate, get a supportive chair, and a wrist rest. Don’t forget your emotional health. Surround yourself with supportive people. Get a life outside of your studio! Your work is just a means to an end.
Being a freelancer is hard work. I thought it would be fun to be my own boss, but I’m starting to change my mind.
No job in the world is 100% fun all the time, no matter what some Instagram posts may tell you. What you see and what you hear – the end result, may sound and look like fun, but you don’t see the effort necessary to make it happen. If you do your job well, you make it seem effortless.
If your level of fun is the only criterium you use to evaluate your job, you’re never going to be satisfied.
Now, if you’re not happy with how things are going, know that nothing is going to change unless you change. Keep in mind that as long as you keep on blaming others for your misfortune, they have to be the ones that have to change in order for you to be happy.
That ain’t gonna happen.
Allow yourself to make mistakes. Allow others to make mistakes. You don’t have to spoon-feed every newbie begging for free advice. They’ll end up being lazy, ungrateful, and dependent.
Give yourself time to become good at what you do. Learn from the experts. Invest your earnings to further your career. Value what you have to offer and price accordingly.
And beginning today, start figuring out ways to get visitors to your web pages, instead of interacting on other people’s groups and sites, boosting their SEO.
It’s a trap I have fallen into many times. I was working all day long, without much to show for it. That is, until something finally dawned upon me:
Busy people talk about how little time they have. Productive people make time for what’s important.
The question is: how do you know what is important for your business?
On some days, everything seems important: answering emails, invoicing clients, making phone calls, updating the website, recording auditions, paying bills, designing marketing materials, researching new gear, keeping up with social media… The list is endless, especially when you’re a one-person band. It’s tempting to do it all, and to do it all by yourself.
That’s mistake number one. Here’s how to fix it:
Focus on what you’re good at. Outsource the rest.
There’s a reason why a brain surgeon doesn’t do her own billing, a CEO doesn’t answer every call, and Tim Cook doesn’t design the next iPhone. People who run a successful business hire people who are smarter and more talented than they are, to take care of certain aspects of that business. These experts are able to do things better and quicker, leaving you with more time to focus on your strengths. That’s where the money is!
So, if you’re not a kick-ass web designer, hire someone who is, and have him/her teach you to maintain and update the site once it’s up and running. Or do you have time to become an SEO specialist? I didn’t think so!
If you stink at bookkeeping, get an office assistant to take care of the numbers, and let an accountant prepare your taxes. This ensures that you maximize your deductions, and you minimize the money going to the IRS. An office assistant can also take on other administrative tasks, such as dealing with unpaid invoices. That way, you don’t have to be the bad guy (or gal).
If you’re struggling to create a logo or a catch phrase, hire a graphic designer and a copywriter. They specialize in making you look and sound much more professional than you’ll ever be able to do yourself. Clients will only see you as a professional if you present yourself like a pro.
If you’re recording a massive project (such as an audio book) on a tight deadline, pay someone to edit and master the audio for you. Why spend time on a $50 to $100 per hour job, if you could make between $350 and $500 per hour?
If you’re thinking about how much all of this will cost, you’re looking at it the wrong way. Reinventing the wheel, learning on the fly, trying to do everything yourself… it will leave you frustrated and without energy to do what you do best. You know, the very things clients hire you to do. That is going to cost you!
If -on the other hand- you decide to outsource some or all of these things, you’ll be surprised how much time you will gain. Now, let’s see if I can save you some more!
In the beginning of my career I spent way too much time auditioning for jobs that were out of my range. Why? Because someone had told me that it was a numbers game. The more I auditioned, the greater the chance I would eventually land a job, they said. Doing auditions was a way to learn on the job, right?
Clients hire you because they trust you can do the job. They don’t want you to experiment on their dime. These days I am super selective. I know I don’t have a movie trailer voice, so I’m not even going to try to sound like one. I won’t audition for projects by companies or causes I cannot support (sorry fast food and tobacco industry). If you’re not offering a decent rate, you can find yourself a Craigslist talent, but please don’t waste my time.
I also got smarter in the way I audition. Knowing that clients will often only listen to the first seconds, I am no longer recording three-minute scripts. Unless the client specifies otherwise, I’ll pick a few lines from the beginning with the company name, and I’ll include the payoff line at the end. Then I’m done. I know Michael J. Collins auditions this way, and he seems to be doing okay.
One last thing about auditions: I no longer record ten takes before I’m satisfied. If I can’t produce a good read in a few tries, the job is probably not meant for me.
THE HARDEST WORD
Apart from curbing my presence on social media, there’s one other thing that has saved me tons of time: I became better at saying a certain two-letter word.
“Can you evaluate my demo for free?”
“Can you write a guest post for this blog with 12 subscribers?”
“Can you tell me how to break into the business?”
“Can you answer this question I am too lazy to research myself?”
Don’t get me wrong. I enjoy helping others, but I don’t run a charity. I run a for-profit business. That means that in everything I do, I have to think about the Return On Investment.
Making enough money gives me the opportunity to invest in ways that will save me money and grow my business, as well as the freedom to engage in activities that are important, but that won’t generate any money.
ONE MORE LESSON
When I look back at my career, I wasted so much time waiting for things to happen. I thought that if I put a few things in place; had the right equipment and a decent amount of talent, things would turn out okay. After all, a wise man had told me: “Do what you love, and the money will follow.”
Tell that to the people who are going broke, lovingly living a dream.
A few hard years later, I realized that if I wanted to be successful, I had to become the prime instigator and number one delegator. I had to stop being busy, and start becoming productive.
It was quite the transformation, but you know what they say:
“Busy people talk about how they will change.
Productive people are making those changes.”
VO ATLANTA 2019
If your VO business isn’t where you want it to be, and you wish to change that, come to VO Atlanta at the end of the month. On Saturday March 29th I’ll be leading a workshop (X-session) called Six Steps To Turning Your Business Around. It’s a practical, 3-hour, hands-on session during which I will challenge you to take a good look at six aspects of your voice-over career. What’s working, and what isn’t? Is one aspect sabotaging other areas? What aspect needs more work? At the end of the session you will walk out with a practical plan to take your business to the next level.
The day after I hope you will join me for a fun one-hour breakout session called Winning Mindsets To Take Charge Of Your Career. Great equipment and a good voice can only get you so far in this business. What you tell yourself is just as important as what you tell others. Find out what accomplished colleagues are doing differently between the ears that leads to their success.
“You’re very good at telling me what NOT to do. Please write about the best ways for me to promote my business.”
For that, I want to go back to an email conversation I had with one of my British colleagues.
Here’s what we talked about.
Q: Many people rely on just having a website and an internet presence on Twitter, Facebook or on a P2P site to do their marketing for them… does this work? And if not, why not? Let’s take a step back and talk about what I believe marketing to be: Any activity that helps you find clients and helps clients find you. Marketing is about understanding your clients’ needs and connecting your product or service with customers who want it. Effective marketing is a compelling, engaging conversation. It’s about building profitable relationships and creating an amazing experience around your brand, product, or service. If you succeed in these three areas, your marketing works. It’s as simple and as complicated as that. Having an internet presence in and of itself is as useless as hanging up an expensive billboard in the middle of nowhere. In order to be effective, you have to make sure people find your needle in the online haystack. It’s not enough to have an online profile on a P2P site or on Facebook. That only benefits the P2P and the world created by Mark Zuckerberg. You need to drive traffic to a site that you own and control.
Q: What is the most effective tool to market yourself? Blogging, Facebook, Tweeting? My blog has proven to be my most effective instrument in my marketing toolbox, and I’ll tell you why. You can offer the best product nobody has ever heard of and never make a penny. In order for people to buy from you or hire you, they have to find you, get to know you, and learn to trust you. That’s exactly what my blog has done for me. Today’s search engines have become much smarter. Quantity is no longer king. It’s about quality and engagement. Relevance and social interaction are now built into the algorithm that determines how your pages are ranked and thus found. Most experts agree that one of the best ways to boost your SEO is to offer fresh and quality content. Most websites are pretty static. Once it’s up, not much changes. That’s why blogs are so effective. Every day or every week you get a chance to connect with your followers and attract new readers by sharing something of value. Q: To be effective, how much time do you estimate it is necessary to spend on marketing? It’s a running joke among freelancers that we spend 80% of our time finding the work and 20% doing the work. Marketing never stops. Look at the big brands. We know their logos and slogans by heart. Yet, they continue to bombard us with messages. Award-winning colleagues whom we think of as “established” never stop marketing. B.L. Ochman, president of What’s Next said it best: “Marketing is everything a company does, from how they answer the phone, how quickly and effectively they respond to email, to how they handle accounts payable, to how they treat their employees and customers. Done right, marketing integrates a great product or service with PR, sales, advertising, new media, personal contact. In other words, marketing is not a discipline or an activity – it is everything a company is – at least if the company wants to be successful.”
Q: Are there other ways to market yourself other than online? Marketing is never an either/or. It’s doing this, that and a whole bunch of other things in order to influence perception. If marketing is not integrated into everything you do, you’re not doing it right and you’re not doing enough. Q: If you have limited time/resources… how do you choose the best marketing tools for you? The best form of marketing is delivering a stellar product or service. Clients are your best credentials. If you exceed their expectations, they will do part of the marketing for you. Remember: tooting your own horn is necessary but suspicious. What others have to say about you is perceived to be more credible than all the things you will ever say about yourself. Q: How do you ensure that you are constantly reaching new people and not just preaching to the converted. Ask yourself this question: What greater community am I a part of? Most voice-over professionals are: – Actors & artists
– Small business owners As a narrator and voice actor, I’m also in touch with: – Linguists & translators
– Sound engineers
– e-Learning specialists
– Advertisers & Social Media specialists
– People in the entertainment industry Blogging is a form of content marketing. If I only were to write my blog for a relatively small group of voice-over colleagues, I would be preaching to the choir. That’s why I make sure to write content that appeals to all the groups mentioned above. That way, I widen my circle, instead of preaching to the choir. Q: Is marketing yourself the same as bragging? No, it’s not, although it often comes across like that. My advice may sound a bit like a contradiction in terms: If you want to highlight what you have to offer, don’t make it all about you. A blog or brochure is not a public diary about your personal trials, tribulations, and triumphs. Here’s the challenge: you have to show people what you’re made of, but avoid the ME, ME, ME-stories. That book is usually very thin and gets very old. Focus on your market. Find out what their frustrations are and offer practical tips, and remember this: Educate without lecturing. Come across as an expert, but not as a know-it-all. Q: As soon as you have an online presence, you are vulnerable … how do you protect yourself from spam and junk? Never put your email address on your website. It’s an open invitation to spam bots. Use a spam-protected contact form instead. Use an email program with a solid spam filter, or buy one. Make sure your anti-virus software is up to date. Install anti-tracking software. I also check every new subscriber to my blog against a list of known spammers. Q: How would you compare the impact of automated tweets, updates, responses, and postings etc. against individually composed postings? Small businesses have a strong competitive advantage over huge corporations. They can deal with (potential) clients in a very direct and personal way. Because voice actors embody their product, that’s their unique selling point. Mass emails, tweets, and newsletters can be deleted in seconds. Personal messages, letters, and faxes are harder to ignore. Ultimately, effective marketing is directed at key individuals. Cater your message to their needs and you’ll be more successful. Remember: marketing is not a sales pitch. It is highlighting a service. Q: In an overcrowded marketplace, how do you ensure that you stand out from the crowd? I am going to brag now, but only because it’s based on feedback from my readers. The number one reason readers come back to my blog is that they find content that is relevant and helpful, told from a unique perspective. If you want to appeal to a wide audience, you have to have a unique point of view. I’m not telling my readers how great I am. I’m simply showing them how they can be more successful if they follow some of my suggestions. In other words: I am not asking them to buy something from me. I’m giving them something useful. If you try to be everything to everyone, you end up being nothing to no one. I highly recommend finding a niche and emphasize your specialty in your marketing messages. In my case, I market myself as “The Ultimate European Voice.” I realize that sounds rather pretentious, but for someone living and working in the United States, my European-ness is one of my unique selling points. More and more clients don’t necessarily want a British or North-American English speaker for a global campaign. Because of my more “neutral” English accent, international companies are interested in my services. Q: For people who may not be technically minded … do you think it is worthwhile employing someone to do your internet marketing for you? Technology is a tool that sometimes stands in the way of true communication. There has never been a generation in the history of this planet that has been more connected, yet millions and millions of people miss a real connection. Technology enables us to send a mass email or newsletter to everyone in our database. It’s as sad and ineffective as cold calling. You’re playing a numbers game, thinking: The more people I send stuff to, the more likely it is that someone will respond. I always get the best responses from personal contact. I have no marketing guru to run my “campaign”. The reason is simple. No one is as motivated and dedicated to my business as I am. No one is willing to work as hard for my business as I am. That doesn’t mean I don’t ask for help. We all have our strengths and I do feel that when I look at certain websites, some people should have used a web designer, a copywriter, or a professional photographer. First impressions are vital! However, it does pay off to learn how to maintain your own site. Otherwise, you end up paying your webmaster (or mistress) for every small change or update. Q: Talk a little about keeping the balance right … e.g. marketing versus actually doing the job. Is it possible to do too much marketing? As I said earlier, doing your job to the very best of your ability is one of the best forms of marketing. If you approach it that way, there is no real separation between the two. There is a risk of overdoing it, though. I’m not going to name any names, but one voice-over coach regularly plasters the internet with promos for seminars, classes, and the whole shebang. It’s overkill and it’s counterproductive. If you yell too loudly and too frequently (especially if it is more of the same), it becomes annoying and people will start tuning you out. Q: How do you think marketing will develop over the next five years? I’ll have to take out my crystal ball for that one. On one hand I see that marketing is becoming more and more mobile technology driven. YouTube is quickly becoming the number one search engine. Social proof is rapidly replacing expert advice. If you wish to make a dent in the marketing universe, you need to learn to play the technological game, create visual content and attract, grow, and serve a considerable online following. On the other hand, it is critically important to always remember that you’re talking to real people with real problems that need to be solved. It’s impossible to meet their needs with a mass email. Marketing can be the beginning of a connection, but it’s only a first step. Let me put it this way. Creating an appealing window display is one thing, but no level of technology can force people to come inside, let alone become a (return) customer. Q: Joining the dots … and creating a seamless approach to marketing – creating your own look, logos, fonts etc. Are they important? Now we’re entering the realm of branding: the marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products. With thousands of voice-over talent entering the market each year, differentiation is essential. Having a picture of a microphone on your website is anything but unique. What clients are looking and listening for is personality. Things like a recognizable logo, a catchphrase, and a consistent color scheme have to reflect your personality and your niche. I don’t have a logo per se, but I consistently use a picture of me, holding a bunch of orange tulips. On a subconscious level, people still associate tulips with Holland, and as a native Dutch speaker that’s a good thing. Orange also happens to be the Dutch national color. Then there’s the pun “tulips” and “two lips” which for a voice-over professional is a nice association. Q: What is the most important thing you have learned about marketing? Three things: 1. Marketing is like sowing seeds. You can’t force those seeds to come up overnight, grow into trees, and produce fruit. Marketing is an organic process that requires persistence, patience, and love for what you’re doing. 2. It is pointless to market a bad product because it won’t sell. 3. Even the sharpest tools in the shed get dull after prolonged use. Keep on learning to refine your skills.
Gerald Griffith, the charismatic creator of VO Atlanta, is a clever cookie. He wants to give the attendees of this conference what they want. How does he know what they want? It’s simple. He’s not afraid to ask. It’s an approach many small business owners (such as VO’s) could learn something from:
1. understand your clients, and 2. ensure that what you’re offering meets or exceeds their needs
Result: Happy, returning customers!
So, over the past seven years, Gerald has been polling his audience trying to find out what kinds of topics they’d be interested in. Doing so, he noticed an inexplicable trend. Gerald:
“The pattern is the same. There’s a lot of demand for tech and business, but those are the most poorly attended sessions.”
This year it’s no different. Griffith:
“When I review the current block of workshop bookings (same holds true for breakout sessions in past years), guess which ones DO NOT show up in the top three? Technology and Marketing.”
For this blog post, I’ll leave the tech talk to the experts, but business and marketing are definitely my cup of tea. Full disclosure: I’m a presenter and panelist in these areas. So, why would people indicate they want more of these sessions, and yet not show up for them? It doesn’t make sense, does it? What’s going on?
First off: polls are opinions, not behavior. People vote with their feet. It’s the problem every pollster has to face: human beings say the socially acceptable thing, and do another. But there’s more.
Advertisers realized a long time ago that most people decide with their heart, not with their head. Business-oriented sessions tend to appeal to the analytical, left side of the brain. Some attendees falsely believe business segments are boring and filled with dry, factual information. In contrast, a hands-on workshop about getting into character animation led by a brilliant man known for voicing a pig, has way more emotional pull.
Now, if you had a choice between work and play, which one would you choose? The truth is: most VO’s -me included- are more interested in the fun aspects of their job than in running the numbers. Bookkeeping is considered work. Making phone calls is work. Social Media can be a chore. We’d rather talk about microphones and gadgets than about our bottom line.
In my experience as a coach, many VO’s don’t want to face financial reality. They call themselves voice-over artists, not entrepreneurs. They prefer to stick their head in the sand while complaining about rates going down.
What’s also keeping people from signing up for business sessions is a particular mindset, summarized in these two maxims:
“If you build it, they will come”
“Do what you love and the money will follow”
These two ideas are part of the reason why about one-fifth of business startups fail in the first year, and about half go bust within five years. Only about one-third make it to ten.
Let me ask you this. If you build it without telling the world about it, why would people come? They don’t know you exist. And if they do know you exist, why should they come to you and not to someone else with a pleasant voice?
What makes you so special?
Go ahead and build it, but there’s no guarantee that they will come! Now, what about passion? Is that enough to make the magic money fountains flow?
I know plenty of people who hate what they do, and yet they make a boatload of money. I also know people who love what they do, who are struggling to make ends meet. Investing in yourself by signing up for sessions that will help you improve your voice-over skills is not a bad idea. However, you can offer the best product in the world, but if you don’t know how to sell it, the money will not follow. And in VO, you are your product.
Take a few minutes and Google “reasons why small businesses fail.” You’ll find that most authors are in agreement. Small businesses don’t fail because new entrepreneurs aren’t creative, passionate, or skilled enough. It is because their owners do not run them like a business. A business needs to be properly funded. Many freelancers don’t spend enough money to put themselves out there, and they don’t make enough money to stay there.
Secondly, failing businesses are offering something no one is looking for because it’s already available, usually of better quality and at a lower price. If you’re thinking of starting your own business, you have to find your place in the market by providing something only very few can offer. That’s your niche.
As a voice talent, it’s not enough to say: “I am special because no one sounds like me.” Believe it or not, there are people who sort of sound like you with more money, more experience, better equipment, a quiet recording space, a nicer website, a harder working agent, better branding, greater marketing, and an amazing social media presence. Anything they’re not good at or don’t like to do, they hire experts for. Those who want to do it all by themselves end up working eighty hours a week wondering why they ever wanted to be their own boss.
If you don’t want to belong to that fifty percent of small businesses that close within five years, you have to stop treating your profession as a hobby, as something you do because it sparks joy only. Owning a small business is challenging, frustrating, and exhausting, as well as exhilarating.
Here’s the good news: learning how to run a freelance business is a rewarding journey, and in our community you’ll find excellent tour guides to show you around. Many of the best are coming to VO Atlanta from March 28 – 31.
Learn from Marc Scott and Tracy Lindley about marketing, about sales and money management from Bachelor no more Tom Dheere, about branding from Gabrielle Nistico and Celia Siegel, about using Twitter from Heather Costa, and create an action plan with Natasha Marchewka. These are just a few of the presenters coming to the Hilton Atlanta Airport Hotel. Click here for a full list.
The Stinky Sock Session
On Friday 3/29, I’ll be leading an X-Session from 1:30 to 4:30 PM called “Six Steps To Turning Your Business Around.” It’s not a lecture, but an interactive workshop open to no more than twelve people. The next day I’d love to meet you at my Breakout Session, “Winning Mindsets to Take Charge of Your Career” from 4:45 to 5:45 PM. Find out why people started calling this the “Stinky Sock” session you’ll never forget.
In this volatile, crazy voice-over business, many are called but few are chosen. When doing my presentations, I often look at my audience and wonder: who will be here next year, five years from now, and in ten years? Who will have given up, and who has staying power?
I don’t have a crystal ball, but I do know this: having a remarkable voice and knowing how to use it is not enough. The ones enjoying sustained success are very likely to give you this piece of advice if you want to do well:
Are you a nail-biter, a chain-sitter, or an overeater?
We all have bad habits we want to get rid of.
Here are some of the things I have written about in the past, I wish colleagues would let go of in 2019.
1. Spending money on new equipment while you’re still in a bad recording space.
Yes, I know you’ve been eyeballing that new microphone for the past six months now, but will it stop the neighbor’s leaf blower from blowing, or the deep rumble of the school bus from making a guest appearance in your auditions? Will it magically tame the flutter echoes in your improvised booth, and make you sound like the next movie trailer man (or woman)?
Not in a million years!
The number one thing that held me back from being successful as a voice-over, was the absence of a dedicated and isolated recording space. Once I built my own booth, I had the freedom and confidence to go after every job I felt I was suitable for. Last year, almost every production I’ve been involved in began in my home studio. It has paid for itself many times over.
Treat the space first. Then treat yourself to some shiny new equipment. If you must.
2. Expecting the keys to the kingdom on a silver platter.
I’m a member of many social media groups dedicated to voice-overs. A majority of these groups are supposed to be for professional voice talent. Yet, every single day I see amateur questions that have been asked and answered hundreds of times, coming from people who are too lazy to do their homework. In the age of the Internet no one can claim ignorance, so:
Stop playing dumb, people! It’s embarrassing.
It’s not that our community isn’t willing to share. If anything, the VO-universe is very giving to those who demonstrate relentless commitment and extraordinary talent. But I refuse to help people who want to pick my brain out of a false sense of entitlement, and a simplistic idea of what it takes to make it in this business.
So, dear colleagues: Stop giving free rides to those who don’t feel like learning how to drive. If you keep spoon-feeding a child, it will never learn how to eat by itself.
3. Complaining without taking responsibility or action.
“The book I’m narrating is awful. The author is impossible to work with. The deadline for this project is unrealistic. They expect me to record a complete rewrite of the script for free…”
First of all: Stop whining!
Winners aren’t whiners.
You’re a freelancer. You are free to work with anyone you want. Nobody is forcing you to read a crap novel about a topic no one’s interested in for a ridiculous royalty share. You don’t have to collaborate with a disrespectful writer who pretends to know more about voice-over narration than you do. If a deadline doesn’t work for you, then don’t agree to it. Never record a complete rewrite at no charge. Your time and your talent are valuable.
If you feel this particular pay-to-play you’re a “member” of, is greedy and unethical, don’t keep it in business by renewing your membership. Don’t tell me your livelihood depends on this one company. It’s bad business to put all your eggs in one rotten basket. If you want quality clients, start doing the legwork yourself. It’s part of being a pro!
4. Working for less than you deserve.
No matter what freelance business you’re in, there’s a quick and easy way to get rid of clients that treat you like dirt, and pay you accordingly:
Price for profit and raise your rates!
It’s not that complicated. Every time you accept a job for less, you send a signal to the market about your worth, and the worth of your colleagues. Clients aren’t stupid. They love getting more and more for less and less. We all do. But we also understand that there’s a link between value and price. Price is an important indicator of professionalism and quality.
I’ve said it before, and I’ll say it again: When it comes to voice-over fees, you’re either part of the problem, or you’re part of the solution. As soon as you start competing on price and out of fear, you’re doing yourself and your community a huge disservice. As soon as you start competing confidently on added value, you’re teaching your clients about the worth of (y)our work.
By the way, here’s something else you should stop doing in the new year:
5. Making assumptions about your clients.
So many colleagues tell me:
“If my quote is too high, I’m afraid the client won’t be able to afford me, and I’ll lose the job.”
Let me ask you this:
“How do you know what a client can or cannot afford? Did you talk to their accountant? Let’s say you didn’t get that job because of your higher bid, what did you lose?” You can’t lose something that wasn’t yours in the first place. Secondly, you’ve actually gained time to pursue or do a job at a respectable rate.”
Last year I’ve said “no” to more offers than in any year of my entire career, and this was my best year on record. I’m not saying that to impress you. I’m saying that to empower you.
Don’t ever pretend to know what your client is thinking of, or hoping for. You’re not in the mind reading business. You’re in the script reading business.
Never assume. Always ask.
Having said that, I won’t assume what things you’d like to stop doing this year.
If you like, you can share them in the comment section.
“Seize the day,” “Carpe Diem,” “Maximize each moment.”
In a society as hectic as ours, that seems to be sound advice. Especially at the beginning of a new year.
All of us are given a limited time on earth. The best thing is to use it wisely. Don’t worry too much about tomorrow. Get the most out of each day.
Go to any electronics expo, and you’ll find tons of smart gadgets designed to make us do more in less time. While some of these ingenious tools can be helpful, they are part of a trend that worries me:
Life is speeding up. People are getting less patient, and more stressed.
They are focused on the short term, instead of thinking ahead.
Why? Because we crave certainty, and it’s easier to predict what will happen in the next moment as opposed to years from now. Instant gratification has never been more popular, and has never been more destructive.
A few examples.
Politics doesn’t think in decades anymore. Voters have short memories and demand quick results. Policies that lead to temporary gains are favored over measures that may take years to implement and bear fruit. Let’s drill for energy today, and we’ll worry about the environment later!
We’re not interested in diets or exercise that lead to gradual, lasting weight loss. No, we demand results by the end of the week. And if that scale doesn’t give us a number we’re happy with, we blame it on the method and move on to something else. But everybody knows that losing pounds is the easy part. Keeping them off is much more challenging. That requires long-term commitment.
Makeover shows on television tell us that people can change their lives in a matter of days. It takes us a week to build an Extreme Home, five days to turn a failing restaurant around, and 48 hours to learn what not to wear. After that, we’ll never be the same again! Well, a few weeks later our dream home is leaking, the bistro is going bankrupt, and that fashion-challenged girl dresses like a slob again.
I’m sorry to break it to you, but quick fixes rarely lead to lasting change.
Short-term thinking is a big problem in the “industry” I’m a part of: the wonderful world of freelancing, in particular, the voice-over industry.
THE MYTH OF THE SHORTCUT
Thanks to false advertising, unrealistic expectations, and an attitude of entitlement and impatience, some people still believe they can rise to the top in very little time. Just read this book, take that seminar, and buy some cheap gear. Before you know it, you’re in business! No experience necessary.
And when these people finally come to me for coaching because they’re not getting anywhere, they are shocked when I present a long-term plan without guarantees.
“That can’t be,” they say. “This takes too long, and it’s too expensive. I don’t have the time, and I don’t have the money. I thought this would be easy.”
I tell them:
“If you’re in this for the long run, a few simple steps won’t get you anywhere. Would you throw some seeds into the soil and expect a few trees to magically pop up the next morning? And would you expect these trees to bear fruit the day after? It may very well be a couple of years before you book your first job.”
One person responded: “If it takes that long, you’re probably not a very good coach.”
I replied: “If that’s what you believe, you probably won’t be a very good student.”
THE ONLINE CASTING TRAP
Another example of short-term thinking is the way some people perceive the “membership” fee for online casting sites. They tell me: “If I book one nice job, this whole thing pays for itself.”
No, it doesn’t. It wouldn’t even be true if you only booked that one job. If you spend let’s say $399 on membership, and you make $399, what’s your profit? To see if that $399 would be a worthwhile investment, you’d have to look at an entire year of membership, and ask yourself: “For all the time and money invested, how many dollars did I get in return?”
You’d have to add up all the money made through that Pay to Play in one year, and deduct the membership fee, taxes and other expenses. Then you divide your net profit by the total number of hours required to generate that income. By hours I mean all the time spent looking at jobs on that site, doing auditions, communicating with clients, and recording/editing the audio.
When you finally look at how much you’ve made per hour in a year, do you think this is still a good investment, or should you spend your time and money elsewhere? Of course no one ever takes the time to run the numbers. Perhaps they’re afraid of the answer.
A COMMON MISCONCEPTION
But don’t make the mistake that short-term thinking is just a problem for the newbie. I often encounter it when colleagues discuss the hot topic of pricing. People with a short-term view tend to charge lower rates than those who are in it for the long haul.
“I’d rather make a hundred bucks now, than lose out on a job,” they say. “A bird in the hand is worth two in the bush.” A week later they complain that they can’t seem to make a living as a voice talent.
No surprise there.
Your rate is not just about money. It’s a sign of professionalism. It sends a signal to the client: “This is what I believe my time and talent are worth.”
It also sends a signal to the industry: “This is what I believe this job is worth.”
By the way, it’s much easier to book a low-rate job than to land a well-paid gig. Any fool can undercut the competition (and go broke in the process).
Here’s the thing: If we devalue the work we do, don’t expect rates to rise. Low rates will become the new normal.
How do we turn this around?
Step one: realize that short-term actions have long-term consequences.
If you don’t think about the long-term consequences of your actions, your life becomes inconsequential.
A NEW FOCUS
If you wish to have sustained success as a freelancer, you have to start thinking long-term, and big picture.
You have to ask yourself:
“Where do I want to be, five years, ten years from now? How much do I need to minimally make in a year to get there? What do I have to invest? How much do I need to charge?”
Of course you also have to factor in what people around you are charging, and what clients are willing to pay. But don’t let that limit you. Premium products command a premium price. If you think that’s just a slogan, tell me: who’d have thought people would be willing to pay over $1000 for a mobile phone?
Thinking big picture also means you have to consider the effect your actions may have on others, and on this planet (often for generations). You don’t live on an island. It’s not just about you. What you do or don’t do may not seem earth-shattering, but it makes a difference. A tidal wave consists of many small drops.
So, here’s my humble request for 2019:
Accept that there are no shortcuts to success.
Slow down, practice patience, and embrace delayed gratification.
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