Freelancing

The Secret to Sustained Success

by Paul Strikwerda in Articles, Career, Freelancing, Money Matters 11 Comments

“Seize the day,” “Carpe Diem,” “Maximize each moment.”

In a society as hectic as ours, that seems to be sound advice. 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 more productive. Here’s what I find ironic. They won’t give us any extra time off, but they will allow us to do even more with the time we have saved! Just thinking about that makes me tired.

While some of these ingenious tools can be helpful, they are part of a trend that worries me:

Life is speeding up, and people are losing their patience. They are more 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 often 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 equipment. 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 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 $395 on membership, and you make $395, what’s your profit? To see if that $395 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 needed 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, is this still a good investment, or should you spend your time and money elsewhere?

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).

If we devalue the work we do, don’t expect rates to rise. Low rates will become the new normal.

Realize that short-term actions have long-term consequences. That’s not a popular message, and that’s why many people like to stick their head in the sand.

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 sustainable 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 need 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.

Even if you were to run a charity, numbers matter. That’s a hard lesson to learn for people with an attitude of “Money doesn’t motivate me. I’m just so happy to be able to do what I do. It’s such a blessing.”

You’ve got to snap out of the thrill of the moment, and plan ahead.

Thinking big picture also means you have to think about the effect your actions may have on others, and on this planet (sometimes 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.

You can’t just go from job to job, and pick a number out of a hat, hoping for the best. You have to price for profit. You need to develop a pipeline of projects coming from different sources. And you need to save for when times are slow, or when you are sick.

Running a successful freelance business is a game of costs and benefits. It means planning for delayed gratification with all the tools you have at your disposal.

You’ve got to visualize your future.

Find allies and experts.

Dare to say no, and set new standards.

Be patient. Be open. Be humble.

And if you play your cards right,

it will pay off in the long run.

And it will be momentous!

Paul Strikwerda ©nethervoice

PS Be sweet. Please retweet.

photo credit: Soybean Sprouts During Early Growth via photopin (license)

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5 Reasons Why You Should Never Become A Voice-Over

by Paul Strikwerda in Articles, Career, Freelancing, Pay-to-Play 106 Comments

“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 Quilted Northern audition to every talent with a potty mouth. That really makes you feel part of an exclusive club, doesn’t it? (Quilted Northern is a type of bathroom tissue)

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?

I’ve never been happier!

Paul Strikwerda ©nethervoice

PS If you believe I’m being negative for no reason, you should read 5 awful things nobody tells you about being an actor. Then we’ll talk, okay?

photo credit: Sound Design: ADR Recording via photopin (license)

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Is Your Client Driving You Crazy?

by Paul Strikwerda in Articles, Career, Freelancing 4 Comments

David Ogilvy

The other day, one of my readers wanted to know:

“Have you ever fired a client, and why? I have one customer who is driving me nuts, but I can’t afford to lose his business.”

First of all, that’s a horrible position to be in. Many freelancers choose to run their own business because they don’t want to depend on someone or something else. Having big spenders as clients may seem fantastic, but if you’re not careful, you end up being in their pocket, and they start pulling all the shots.

David Ogilvy, the famous advertising guru, took great care in selecting his clients. That concept alone was revolutionary. If you’re a service provider, don’t clients choose you? Isn’t that how the game is played? Not in Ogilvy’s world.

Ogilvy and his partner would turn down about sixty clients every year, and this was one of their rules:

“Never work for a client so big you can’t afford to lose them.”

They once turned down Ford because the iconic motor company would represent half of their total billing.

So, to get back to my reader’s question: be selective in whom you want to work with, even if you’re just starting out. Don’t put all your eggs in one or two baskets. It makes you overly dependent, and very vulnerable. If that one big client pulls out, you’re toast.

Have I ever fired a client? I sure have, and I’m happy I did. It wasn’t all about money. In fact, in many cases money had little to do with it.

Here are a few clients I gladly gave the sack:

THE DICTATOR

Here’s the client who thinks he owns you twenty-four seven. He always knows best; he’s overly demanding, disrespectful, and never satisfied. These people are impossible to please. The more you try, the less you succeed.

Working for dictators made me hate myself and my job. I did everything I could to avoid contact with them because it was emotionally draining. No money in the world could make up for how lousy I felt working for these bullies.

THE VIOLATOR

Some clients act as if the rules don’t apply to them. Even with a written agreement in place, they try to bend and break it as fast as they can: “Sorry, we can’t pay you within thirty days. We’ll cut a check as soon as the end-client pays us.”

“Did the agreement say that we have to pay you even if we don’t use your recording? Well, that’s just too bad. We have switched gears, and don’t need your voice-over anymore.”

When you continue working for a client who is not paying your bill, you are sending the message that you are not worth the fee you charge.

THE CHEAPSKATE

Stay away from clients with great ideas and no budget, and the ones that try to nickel-and-dime you from the get-go. I once fired a long-time client of mine that was locked into old rates. When I increased my fees across the board, she insisted I make an exception “for old times sake.”

While it may seem like a “nice” gesture, deals like that hold your business back. Time spent on these small-budget clients prevents you from spending that time working for a client who respects your rate. Ogilvy was right when he said:

“Only work for clients who want you to make a profit.”

THE UNETHICAL

When thinking of your clients, ask yourself these two questions:

“Do they sell a product or service I can be proud of?”

“Will I be able to do my very best work?”

Whether you’re a copywriter, a graphic designer, or a voice-over, you will be professionally associated with a product or service you helped promote. Your reputation is always on the line.

An advertising agency I had worked with in the past, asked me to voice a commercial for one of the world’s worst weed killers. I politely declined, and they understood. My voice is for hire, but my integrity is not for sale.

It’s up to you where you draw the line, but I would never want to be involved in something illegal, or help sell something I’m morally against.

THE UNPROFESSIONAL

Some clients are completely unorganized and in over their heads. One day they want one thing. The next day all has changed. It’s something you find out once you start working with them. As a freelancer, you’re used to juggling many plates, but you’re not getting paid to help your clients juggle theirs.

Sometimes clients become overly friendly. They start calling at night with some lame excuse. It turns out: they just want to talk about a personal issue, or they start gossiping about a colleague they’ve worked with. Before you know it, they’ll be asking you favors because of the perceived friendship.

Take my word: keep things clean, and have clear boundaries. It’s painful to have to fire these clients, because you know they’ll start gossiping about you to the next professional they cling to. But if you give in because you want to be nice, they’ll suck up your time and tire you out.

THE HIDDEN MESSAGE

All the clients I just described have a few things in common: They keep you from growing your business. They drag you away from your goals. They also appear on your path as your teachers.

People who don’t respect you, are giving you a chance to learn to respect yourself.

People who distract you, are showing you the importance of being focused.

People who don’t pay you, are testing what you think of the value of your work.

People who are trying to manipulate your feelings, are helping you grow a pair.

Now, if you are bound by a contract I’m not suggesting you break your word and fire these clients. Rather than cutting them loose, you’ve got to cut your losses, fulfill your obligation, and learn from the situation.

But should these clients contact you again for a project, respectfully decline their offer. All they would do is take the fun out of your job. And as Ogilvy said:

“Where people aren’t having any fun, they seldom produce good work.”

Paul Strikwerda ©nethervoice

PS Be sweet. Please retweet.

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Do Nice People Always Finish Last?

by Paul Strikwerda in Articles, Career, Freelancing, Personal 15 Comments

“Why do clients always think they can play me?” said one of my students. Let’s call her Ella.

“What do you mean?” I asked.

“Well, first they try to nickel and dime me, and then they expect me to record a major revision of a script for free. After going above and beyond to keep them happy, they wait months and months to pay me. I’m sick of it! Who do they think I am? Some kind of doormat?”

“If anything, you’re a goody two-shoes,” I said, “and that might be part of your problem.”

“How so?” my student wanted to know.

“I’ll get to that in a moment,” I responded. “First you have to acknowledge something I had to learn the hard way.”

“And what is that?”

“It’s the fact that it’s virtually impossible to change other people. You can only change yourself. So, if you want a different response from a client, you have to change the way you respond to them. That’s the way it works in any type of relationship. And when you act differently, your environment might start to treat you differently.”

“Can you give me an example?” Ella asked intrigued.

“Sure. Here’s one thing I noticed when we started working together,” I said. “You’re a very friendly person who will go out of her way to please people. You also have a tendency to become very informal very quickly.

Now, there’s nothing wrong with being a kind and open person. However, you can be friendly and business-like at the same time. There’s no need to share all kinds of personal details with someone you know professionally. You work together to get a job done. You don’t have to become best buddies. In fact, I think it’s often best to keep your personal life out of it.

Because you tend to be so informal with everybody, some clients might get the impression that you’re not very professional. It’s a lot easier to push people around who don’t seem to know what they’re doing. Do you know what I mean?”

“I totally get it,” Ella said. “I probably come across as someone who is very naive and inexperienced.”

“It wouldn’t surprise me, Ella, and part of this business is all about perceptions. If people perceive you to be weak in one area, they’ll take advantage of it.”

“So what do I do?” Ella asked.

“Use your secret weapon,” I said. “Use your voice!

I have noticed that your voice has a tendency to go up at the end of most sentences. You might not even be aware of it, but it sounds like you’re not very certain of yourself. Everything ends in a question. It makes you sound insecure. And if you seem insecure, clients won’t trust you. We’ve got to work on that.”

“Perhaps I am insecure,” said Ella. “I don’t have a lot of experience, and I don’t want to lose a client because he doesn’t like me.”

“Thanks for bringing that up,” I said. “Correct me if I am wrong, but it seems to me that you are rather inclined to take things personally. Is that true?”

Ella nodded.

“That’s going to be tough in this business. Very tough. In any given week you’ll hear a lot of no’s, and very few yeses. If you take every single no as a personal rejection, you’ll be absolutely miserable. And I don’t want that to happen. You’re too talented.

Unless you completely messed up, or the quality of your recording was abysmal, it is never about you. It is all about the subjective opinion of the person casting the job. Emphasis on subjective.

Now, back to using your voice.

If you end your sentences with a period instead of with a question mark, you’ll sound a lot more confident. Period. You might not feel entirely confident, but the client doesn’t know that. You also have to work on your breathing, but that’s for another day.

Secondly, keep things strictly business. Remember, you are the expert. That’s why they’re thinking of hiring you. They’re not looking for a new friend.

Take charge of the conversation, and -if it is a new client- explain how you usually work. Let the client know they’re in good hands. And one more thing: stop apologizing all the time. You came in seven minutes ago, and you’ve already apologized ten times for things that weren’t even your fault. Why?

“I’m sorry,” said Ella…

And then she realized what she was doing. She blushed, and said: “I didn’t mean to interrupt.”

“I know you’re not doing it on purpose, but it’s not doing you any favors. Did you have a Catholic upbringing?”

“No, said Ella. “I’m Jewish.”

I laughed.

“Now, let’s get back to what we were talking about. I was giving you some advice, so here’s another thing I want you to consider: only take on a job you know you can handle. Be clear about your policies and procedures, and be firm about your rates. Never negotiate a rate after the fact. Get to an agreement before you go into the studio, and confirm things in writing ahead of time. Are you following me?”

“I’m listening,” said Ella, “and it all makes sense. I just don’t know if I can come across as someone who has been doing this for years. I don’t want to pretend to be someone I’m not. That’s not who I am.”

“I understand that” I said, “but here’s the good news:

In this business you get paid to pretend.

I just recorded a voice-over for a pharmaceutical company, and I played the part of a neurologist. The day before I worked on a guided tour for a museum, and I was cast as a historian. Who knows what they want me to be tomorrow? A mad scientist? A cartoon character? A Flying Dutchman? That’s the fun of this job! You can pretend to be anyone you want, and make some money too! The better you are at pretending, the more in-demand you’ll be as a voice-over.

If you can convince the client you mean business, you are in business.”

Ella looked at me, and I could see that my words had ignited a spark.

“Ella, listen to me. You know that as soon as you get a script that reads like it’s been written for you, you’ll knock it out of the park, right? In other words: it’s not even a matter of being qualified or not. It’s a matter of you believing in yourself. Don’t you agree?

A wise teacher once said: You can pretend anything, and master it.

So, let’s start this coaching session by “pretending” you know the ropes, okay? We’ll do a mock conversation with a potential customer. I’ll be the obnoxious client, and you’ll be the brilliant voice talent. It is your job to convince me that you are the right person for the job.

Are you game?”

Ella smiled.

“As in voice acting, you might need a few takes before you hit the nail on the head, but by the time we’re done, you’ll know how to respond like a pro, and you’ll never be played again.

How does that sound?”

Paul Strikwerda ©nethervoice

PS Be sweet. Please retweet.

photo credit: Wanderin’ free | Part of your world via photopin (license)

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Stop Selling Yourself Short

by Paul Strikwerda in Articles, Career, Freelancing, Money Matters 10 Comments

A while ago it happened again.

One of my contacts sent me the following message:

“Paul, my client would like you to voice two animations. Both advertise the same product on the same platform, but each one appeals to a different audience. Both scripts are no longer than 125 words. Normally we’d pay you €250 per video, but the client was wondering if you’d record both videos for €250. After all, these things are very short, and this is for the same product on the same platform. Another option would be to offer the client a $150 discount. Let me know how you’d like to proceed.”

What do you think I should do? Should I voice these two videos for €250 or $350? Should I charge the full €500, or even more?

Well, the answer depends on your pricing strategy, and on how you position yourself in the market place.

Let me explain.

A TALE OF TWO PICKLES

In front of me I have two 24 ounce jars filled with pickle spears. One is a store brand retailing for about two dollars. The other is a jar of Famous Dave’s Signature Spicy Pickle Spears, selling for about five bucks. Both jars contain the same basic ingredient: crunchy cucumbers immersed in an acidic solution.

Why would people pay five dollars instead of two, for ten to twelve pickles, you may ask. The answer is simple. Dave’s spears are distinctly different. His spicy cucumbers tingle your tongue with a signature blend of sweet and heat. They are addictively delicious.

Last weekend I was entertaining guests, and I served Dave’s pickles without telling them. I just put them on a plate. After the first guest took a bite his whole face lit up and he said: “Wow, where did you get these pickles? They are incredible!” Two minutes later everyone in the room was crunching away, and wanted to know where they could buy these special spears.

Yesterday I talked to one of my friends who was with us that evening, and he said: “I had so much fun last weekend. And by the way… those pickles were amazing!”

So, let me ask you this:

Would you rather be an ordinary pickle, or one of Famous Dave’s Spicy Spears?

MAKE A CHOICE

Are you a dime a dozen, or do you have something unique to offer? If you fall into the last category, in what way do you distinguish yourself, and how do you convey that to your clients? You see, believing that you’re special doesn’t get you anywhere. You need to prove it.

Famous Dave is a smart guy. He knows he’s got something awesome going, and that’s why he’s not competing on price. He is competing on added value. Added value can be defined as “an improvement or addition to a product or service that makes it worth more.”

As a voice-over, you add value to a video, a computer game, an ad campaign, an e-Learning program, a bestseller, or a major brand. The right voice can bring credibility and authenticity to a message. That alone can be worth millions of dollars, and advertising agencies know it.

You will never see those millions, but I happen to think that you deserve to be well compensated for your contribution. That will only happen if and when YOU value what you have to offer in terms of your expertise, and your experience.

PRICE LIKE A PRO

One way to convince a client that what you’re offering is valuable, is by using the link between price and professionalism. I’ve said it before, and I’ll say it again: Your rate is more than a number. It is a powerful statement. It says: This is what I believe I’m worth. It is also a way to prequalify your clients.

My rate sheet tells them: I take my job seriously. Lowballers better stay away. Quality clients are welcome. I will treat you with respect, and I will do the best job I can.

Like Famous Dave, I know that what I have to offer is different. My English has a European quality that adds a special flavor to a script. Those who like that flavor have no reason to haggle.

WHY COMPROMISE?

Now, let’s discuss that discount I talked about in the beginning of this blog post. Here’s my take on reducing a fee.

1. Discounts are for people who compete on price only, and for clients for whom price is the determining factor.

Here’s a hint: price is rarely the sole determining factor in a purchasing decision.

If clients would buy based on price alone, it would be perfectly fine to take months to send them a poorly made product, right? They wouldn’t dare to complain because you were the cheapest.

2. But Paul, didn’t the client say that these two jobs combined would be no more than 250 words? Why not give in a little?

Well, there are two hidden assumptions behind that argument. One: This job is something I could record in a heartbeat. Two: Clients pay me for my time. Both assumptions are false.

We all know that most clients have no idea how long it takes to deliver any length of finished audio. Secondly, I don’t charge clients for my time. They pay for my talent, my skills, and for my experience. They pay me for the added value I bring to their production.

3. If I were an on-camera actor, and I’d be featured in two videos targeting different audiences, wouldn’t I get paid in full for both? Then why should a voice actor accept a huge pay cut? Does that make any sense? Just because we’re invisible, doesn’t mean people should take advantage of us.

A MATTER OF TRUST

4. The client promised that both videos would be for the same platform, but how can I trust a claim made by someone I’ve never worked with? Clients will tell you anything to bring your price down. What guarantees do I have that these two videos won’t end up on different platforms? Who’s going to check that?

5. In the beginning of a relationship with a new client you set the parameters. If you accept a certain fee for whatever reason, that becomes your going rate. Don’t blame it on the client. That’s what you’ve trained them to expect.

So, the next time you ask for more money, don’t be surprised if your client comes back with: “But last week you did a similar job for X amount of dollars. Why should we pay you a penny extra?” And you know what? They’re right!

6. If you accept doing two jobs for the price of one (or even less), you’ve just stabbed your colleagues in the back. We are not independent contractors. We’re interdependent contractors. We are connected. A going rate is nothing but the prevailing market price. Every individual pricing decision -big or small- impacts that market. Before you know it, you’re contributing to a downward trend.

RATE REDUCTION

Having said that, here’s where I’m willing to give a discount:

A. When a client commits to a long-term working relationship, and a high volume of jobs.

B. As an incentive for a client to pay in full upon receipt of the invoice.

Some colleagues are in the bad habit of giving discounts to all charities, but I make that determination on a case-by-case basis. More about voice-overs and charities in my article “Work For Free For Charity?”

STICK TO YOUR GUNS

Listen carefully. You don’t have to agree with me when it comes to discounts. In fact, you don’t have to agree with anything I’m saying in this blog. It’s just my opinion. But if you haven’t thought about your value, your pricing, and about your position on discounts, simple questions like the one from my contact can get you in a pickle.

I decided to charge full price for those two animations, and I told my contact why. Taking a stance means taking a risk, and I ended up losing the animation job to a colleague who was willing to do it for less. But the story doesn’t end there.

Two weeks later my contact called me again. Working with the cheaper voice-over had left a bitter taste in the mouth of the client, and they wanted me to step in.

“At full price?,” I asked.

“At full price,” he said.

Being cheap often costs more, but some people have to learn that lesson the hard way. Don’t be one of them.

That day I went to the post office to send my contact a small thank you gift.

“Does this parcel contain anything fragile, liquid, perishable, or potentially hazardous, including lithium batteries and perfume?” the woman behind the counter wanted to know.

“Yes it does,” I said.

“What’s in it?” she asked.

“It’s a jar of Famous Dave’s Signature Spicy Pickle Spears!”

“Oh, those are the best,” she said. “Not cheap, but so worth it!”

Paul Strikwerda ©nethervoice

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PPS The word ‘pickle‘ comes from the Dutch word ‘pekel,’ meaning ‘something piquant,’ and originally referred to a spiced, salted vinegar that was used as a preservative (source.) You should know that I am in no way compensated to promote Famous Dave’s delicious pickles.

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The Wind Beneath Our Wings

by Paul Strikwerda in Articles, Career, Freelancing 17 Comments

wedding day, photo by Kevin Horn

This blog post is dedicated to my wife Pamela.

Some fifteen years ago, I walked into the office of my very first U.S. casting agent.

I was absolutely thrilled, but I didn’t realize that I was about to make a big mistake.

The walls were filled with posters of all the blockbuster movies the agency had been involved in. Signed thank you notes from famous directors decorated the hallways. Old awards were gathering dust in the renovated warehouse-turned-office that oozed sleek, expensive minimalism.

“Our voice-over director will see you shortly. One of her sessions is running late. Would you care for some coffee?,” asked a secretary.

Ten minutes and a perfect cappuccino later, I was handed an audition script. It would take a little longer, I was told.

“No need to be nervous,” the girl said. “I’m sure you’ll do just fine.”

It’s strange how these things work. When I walked in, I was feeling great. I knew I could nail this. But as soon as she mentioned nerves, I felt like a kid waiting outside the principal’s office, wondering what I had done wrong.

GETTING STARTED

It was my first year in the States and I was green. I even had a Green Card to prove it. I didn’t really know anybody, and nobody knew me. That’s why I had brought a friend along for the audition.

I just needed some backup, a second opinion if you will, to make sure this place was legit. Too many people were being taken for a ride by shady characters posing as casting directors, and I didn’t want to become one of them.

This friend happened to be nosy. Very nosy.

If you were to invite him to your house, he would read the back of the postcards that are hanging on your fridge. He would open up a family photo album without asking permission. I once caught him checking out a closed bedroom on his way to the smallest chamber in the house.

So, while I was learning my lines for the audition, you can imagine what my friend was doing. When the secretary was away to get the coffee, he went over to her desk and looked at some of the contracts she was working on. When she came back, he grilled her about the business, as if this was an episode of Shark Tank or Dragons’ Den.

I tried to give him the Cut it out, You’re not helping me-look, but to no avail. He acted like a pit bull sniffing a hot trail.

It got even worse when we finally met the voice-over director. Initially, my friend was wise enough to let me do all the talking. But when I went into the vocal booth to record my script, I could see him distracting her with all his inappropriate questions.

When the session was over, I heard in my headphones: “Paul, we need to talk…. in private. Ask your friend to go back to the waiting area and tell him not to snoop around.”

ONE ON ONE

“Let me level with you,” the casting director said when we sat down. “You have talent. You have experience and I love your accent. I don’t think we have anybody that can bring that European sense of sophistication to a read. In short, we’d like to represent you, but on one condition.”

I knew what was coming, and I knew she was right.

“Don’t ever bring your friend to this office again. I can understand you’re new to this country and you needed some support, but seriously… I almost kicked the two of you out. He was asking all sorts of questions about how much you would be making and how many jobs we would offer you each month. It was obvious that he knew nothing about the casting process, and we hadn’t even taken you on board.

Let me be clear. Contrary to what your friend seems to believe, there are no guarantees in this business. We can send you auditions, but YOU have to book the jobs. We don’t control our clients. If they ask us to recommend five voices for a project, we give hem five voices. You might be number one on my shortlist, but that’s irrelevant. You’d be surprised how often a client picks the voice I personally find least suitable. It’s all very subjective, and you have to be okay with that. By the way, did you bring some recent headshots?”

We talked for another ten minutes, we shook hands, and I left.

“It’s up to you, but I would never do business with these people,” said my nosy friend when I came out of the meeting. “I got the weirdest vibes off that casting director. You should have seen the way she looked at me. All I did was ask some simple questions to make sure the place was kosher. What’s wrong with that?

Of course it’s up to you what you want to do, but I think you should explore other options. One day you’re going to thank me.”

He was right. I did thank him for teaching me a valuable lesson that day. I also told him that I had signed with the agency. Two months later, he went his way and I went mine. Recently, someone told me he’s now an investigative reporter at some magazine I’d never heard of.

SUPPORT SYSTEM

Our choice of friends says a lot about who we are as a person and as a professional. In order to be successful in any business, it’s important to surround yourself with people you believe in, and who believe in you.

I don’t mean people who think that every word that comes out of your mouth is pure gold. That role is reserved for proud mothers and misguided fans. You need people who look out for you in a discreet, intelligent way. Preferably, people who know the territory. There’s nothing as useless as the advice coming from the mouth of a person who doesn’t know what he’s talking about.

And let me tell you something else.

The most important friend you and I will ever have, is the person we choose to live our life with. First and foremost, this friend needs to be comfortable with uncertainty. Although attitudes are gradually shifting, most people still prefer the predictability of a steady job (and income) over the freedom and fluctuation of a freelance career.

If you’re living with a voice actor, you know some months are slow and others are crazy busy. You probably know how much money goes out every month, but you never know how much money will be coming in. That makes it hard to plan ahead. The perfect partner for a voice actor has a steady job with benefits. This is especially important in the beginning of a career.

Because of the ongoing uncertainty, this partner also has to be incredibly patient, flexible, and understanding. Ask any established talent, and they’ll tell you that a voice-over career is not a sprint but a marathon. If you’re still in business after the first three years, you’re either a fool or you’re beginning to get somewhere.

Not everybody can and will hang in there while you’re trying to make it in a field that’s becoming increasingly competitive. You need to sow a lot of seeds, and the harvest might be years away.

BENDING OVER BACKWARDS

Talking about flexibility… I can’t tell you how many times we have had to change our family’s plans at the last minute, because some client needed me to record a script pronto. At times I wish I had the audacity to tell that customer:

“You can’t do this to me. I have a life, you know! When you called this Sunday morning, we were all wearing our bike shorts, ready for a ride.”

Instead I keep quiet, go down to my studio, close the soundproof door and start recording that darn, poorly written script about the importance of family time. When the client says “Dance,” I dance. Meanwhile, the family goes on a bike ride without me.

If you’re not ready to roll with the punches and take life one day at a time, you’re not ready to start a serious relationship with a voice actor. And if you are, you must be a saint!

People with a steady job often have a hard time wrapping their brains around what it means to be self-employed. I’m lucky to be married to a professional musician. She understands that if someone offers you a good gig, you take it. If you don’t, someone else will, and they’ll start calling that person next time.

EMOTIONAL ROLLERCOASTER

On paper it sounds great. Today’s voice actor stays home all day, recording short commercials and promos that bring in more money than most people will make in a month. It’s easy to forget that getting the work takes up far more time than doing the work.

Every audition brings new hope. “What if I get picked to be the next voice of ….?” (name a big brand name). “I’d finally have some income I can count on, and the recognition I’ve been secretly longing for.”

Of course you’ll never hear back about the role you thought was made for you, and when you turn on the radio three months later, you hear a complete idiot mess up the lines you auditioned for because they chose him over you. That morning, you will hear that stupid commercial over and over and over again. This will make your day. I guarantee it!

But you’re never going to take your frustration out on the one you love most, right? You always manage to stay calm, composed, and positive. You never take things personally. It’s only your voice they’re evaluating.

Instead, you send a quick email to congratulate the lucky bastard who landed the job, and you put on a fake Facebook smile because it’s so wonderful to be able to do what you love and get paid for it. Meanwhile, you don’t know how you’re going to pay this month’s health insurance premium, or how to fix the fridge that just broke down.

At that point you need a soft place to land. You need someone who has your back. Someone who doesn’t think you’re a failure. Someone who says:

“I love you. Let’s go for a walk. It’s a beautiful day.”

SWEET SUCCESS

Other times you do get lucky and you hit the jackpot. You get tons of work and you need the house to be quiet so you can finish your recordings. Who’s there to make sure you can work in peace? Who’s taking over your household chores so you can finish editing that never-ending audio book?

When things go really, really well, and your voice is heard all over the nation; when hotshot agents who always ignored you all of a sudden know who you are; when you yourself start believing that you’re the Big Kahuna now… Who’s there to celebrate your success, and keep you grounded?

When you’re too big for your boots, who will gently put you in your place? Who will tell you that there’s more to life than talking into a microphone, or being adored by countless fans? Who’s going to be there for you when the applause fades away? With whom will you share and develop other interests?

I guess it boils down to this:

WHY are you doing what you’re doing?

Does it make any sense if you can’t share your setbacks or successes with someone?

Mind you, even though I am happily married, I’m not advocating the advantages of matrimony per se. I am simply in favor of surrounding yourself with a couple of close friends who can keep you sane in a weird and complicated world. People with whom you can let your guard down, be vulnerable, and be yourself.

It’s about time we give those friends the credit they deserve.

They truly are the wind beneath our wings.

Paul Strikwerda @nethervoice

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Celia Siegel’s Voiceover Achiever

by Paul Strikwerda in Articles, Book, Career, Freelancing, Internet, Journalism & Media, Promotion, Social Media 6 Comments

“Brand Your VO Career. Change Your Life.”

That’s the somewhat ostentatious subtitle of Celia Siegel’s book Voiceover Achiever. It’s an illustrated, conversationally written step-by-step guide to branding your voice-over business, by one of the most amiable experts in our industry.

Will your life change after reading this book? It depends on how you’d answer the following question:

Can you get slim from reading about weight loss?

Or, to put it differently:

Are you an active, or a passive reader?

We all know people (perhaps intimately) who have tons of self-help books in their Billy bookcases that just collect dust. I call them shelf-help books, because that’s what they are. They’re the useless property of passive readers who are all talk and no action. In my estimation, about eighty percent of non-fiction fans fall into this category.

Active readers, on the other hand, absorb and embrace the information like a sponge. They make notes, they do the exercises, and start applying what they’ve learned immediately, and consistently. If that’s you, Celia’s book has tremendous potential to help you transform your business, and even your life. Whether you’re a voice-over, or otherwise self-employed.

And here’s the remarkable thing: Celia does it all in under 130 colorful pages, many of which feature large illustrations.

WHO NEEDS BRANDING?

But why buy a book about branding? I assume you have talent, training, equipment, connections, and even some business skills. You run a small shop. You’re not a company like Coca-Cola or Apple. Do you really need to boil down your essence into some smart slogan and a logo? Celia Siegel:

“The big question in our industry used to be: Do you have a beautiful voice? Do you know how to act? Those are still important. But they’re no longer enough. These days the question is: Are you brandable?”

Here’s the gist of it: In a cacophony of voices, you want to be found and heard. You want to stand out. You want to distinguish yourself from the rest by highlighting what makes you different, and more desirable. That’s what intelligent branding does. And since you personify the service you’re offering, you’ve got to start thinking of yourself as a brand, by -in Celia’s words: “being loud and proud about who you really are.”

That sounds great, but here’s the not so easy part. A brand is not something you can bottle and sell at a supermarket. It lives in people’s minds. A brand is the result of many implicit and explicit associations and perceptions of a product, a service, a person, or a company. It’s what turned brown, carbonized sugar water into a billion dollar business, and Oprah Winfrey into one of the most influential and wealthy people on this planet.

Now, here’s what you need to ask yourself: How can you create and control these associations that set you apart, and help your business perform better? That’s precisely what Celia Siegel does for a living, and her book is loaded with examples of voice talent whose niche she’s helped define.

Chapter by chapter, Voiceover Achiever takes you through the process she uses with her clients, helping you identify what makes you unique, and showing you how to tell the story of your brand through language, visuals, and different media. If this sounds like a daunting task, think again. Celia writes the way she speaks. She keeps it light and playful. She clearly knows her stuff, but she’s never stuffy, and at no point does she come across as a know-it-all talking down to noobs.

TOO MUCH OF A GOOD THING?

As you can tell, this is not a boring intro into branding. It is a book about Celia, Celia’s business, and Celia’s clients. That’s its strength, and its weakness. Examples from the same talent are reused throughout the book, and at times I got the impression that I was reading a long testimonial. All those testimonials are from voice-overs, and not from agents, or from people who are searching for voices for their projects.

I’m glad the people who hired Celia are happy with their new image, but what about the professionals they wish to reach? What’s their feedback? I want to know to what extent business has increased after Celia’s intervention, and how much can be attributed to branding.

Here’s another question: How much are rates part of branding? If we’re in the business of controlling associations and perceptions, the price of a product or service definitely influences how it is perceived. That’s why some people prefer a Rolex over a Seiko, even though the much cheaper Seikos are just as good at keeping time. There’s no mention of rates in Siegel’s book.

A MATTER OF IMAGE

Some of the images in Voiceover Achiever feel like fillers, just as the twelve empty pages of Brand Journal in the back of the book make it look more substantial than it is. I wish there had been more content, instead of pictures of lollipops, unicorns, and bicycles that seem to have come out of a kids magazine.

While I appreciate the examples of websites that have had the signature Siegel makeover, I would have loved to see a before and after, revealing some of the no-no’s of branding. Celia also doesn’t mention A/B testing and other methods as a way to find out what clients most respond to.

Teaming up with a “Brand Buddy” as suggested by Siegel (a fellow vo-talent embarking on his or her own branding journey), might not be ideal. As a sounding board, a colleague could be just as clueless as to what works and what doesn’t as you are. If, on the other hand, you need someone to hold you accountable and keep you on track, a Buddy could be very helpful.

CULTURAL DIVIDE

As a European living and working in the U.S., I’d like to know to what extent branding is context dependent, meaning that a different market may require a different message. In the Netherlands where I was born and raised, humility is considered a virtue, and superlatives frequently found on American websites, are often seen as bragging and off-putting.

I also don’t agree with some of the advice Celia’s giving. She recommends using a personal Facebook profile for business purposes, and I do not. It’s actually against the Facebook Terms of Service (for more about that, click here).

Siegel writes about website design:

“If you’re doing it yourself, I suggest a one-page, endless-scroll website, the simpler the better.”

From an SEO-perspective, websites that use pagination (spreading content over a number of pages) do much better because Google Analytics and other sites measuring statistics count page clicks. Visitors to infinite scroll sites don’t click. Clicking lowers the bounce rate, and increases engagement.

MAKING SOME NOISE

When it comes to spreading the message, I agree with Celia: You have to remind people that you exist. If you want to stand out, it’s no enough to be outstanding. That’s where her book moves from branding to marketing. Siegel explores social media such as Twitter, LinkedIn, Facebook, and Instagram. She lists the benefits of using stickers, branded E-cards, banners, newsletters, and networking. However, there’s no mention of blogs, podcasts, or videos. That’s a big omission in a time where YouTube has become the second largest search engine, and blogs such as this one are huge drivers of website traffic.

I also would have liked to see a few paragraphs devoted to brand protection. Your brand is your intellectual capital, and national and international trade mark registration should at least be discussed. At the same time it’s important that you don’t infringe on someone else’s intellectual property by using names, tag lines, or images that are already in use by existing brands. It could cost you dearly (more on that when you click here).

Last but not least, instead of empty Branding Journal pages, I would have loved a list of recommended resources such as graphic designers, website developers, copywriters, copy editors, SEO-specialists, illustrators, social media experts, and other people who can help you tell your story, and spread your message.

SUMMING UP

Voiceover Achiever covers a vital aspect of our business that, until now, has not been written about in much detail. As such it is a welcome and wonderful addition to the growing list of books about the voice-over industry (click here for a list of other books). Better still, anyone running a freelance business can benefit from Celia’s experience and expertise. However, please keep the following in mind:

No amount of clever branding can cover up a bad product or poor service. It may take years to build a reputation, and it can be destroyed in a matter of minutes.

Before you buy this book (and I really hope you do), ask yourself:

Am I an active or a passive reader?

Here’s the bottom line:

This is not a must-read book.

It’s a must-DO book.

Paul Strikwerda ©nethervoice

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Why I Didn’t Like VO Atlanta

by Paul Strikwerda in Articles, Career, Freelancing, International, Personal, Promotion, Social Media 16 Comments

Yes, it’s totally true. I didn’t like VO Atlanta.

I LOVED it!

Sorry for the clickbait headline, but I couldn’t resist. My clogs sometimes take me places I have no business going.

Before I get into anything else, imagine this…

You just came back from a spectacular four-course dinner at an amazing restaurant.

The atmosphere was incredible. The waitstaff treated you like family. The cuisine was exquisite. You even took pictures to show the rest of the world what they’d missed.

Days after your experience you can still taste the food, and you can’t stop telling family, friends, and colleagues about it.

And guess what?

No matter how enthusiastic you are, and how great the meal looks in all the pics, people just don’t get it! They never will, because they didn’t share the experience. It’s frustrating, but you can’t blame them because that’s how things are.

Words are just words, and photos of food are two-dimensional. They have no taste, texture, or smell. In spite of many technological advancements, we still can’t bottle the positive energy that’s palpable in a room, and sell it on eBay. No drug will ever replicate or replace a hug. And that’s the way it should be.

Here’s the truth. Some, if not all of life’s best moments are literally beyond words. And this is what makes them so inexplicably precious, personal, and powerful.

So, I’m not even going to try and explain to you what it’s like to have been at the world’s largest gathering of voice-over professionals, a.k.a. VO Atlanta. It’s just as futile as telling you about that amazing dinner. But I will tell you this:

This year, VO Atlanta was not merely a Conference. It became a Movement!

For a movement to gain momentum, people have to be moved, and be willing to move. There was plenty of both from the early hours of the morning until… the early hours of the morning (those who took part in the Team Challenge often didn’t go to bed until 2:00 AM).

A movement has to have a common cause. Well, no matter where the attendees were from, all of them came to help strengthen and raise the professional bar for voice actors and voice acting. In my mind, this involves a number of things:

– an open mind, and a joyful commitment to lifelong learning
– a celebration of diversity, equality, and kindness
– a readiness to set higher standards and rates for our profession
– a continuous and selfless contribution to our community

Take any panel, any presentation, or any X-session… these four elements were markedly present in every room, and they made this conference a transformational experience for so many.

Now, you know me, don’t you?

I’m often critical and sometimes cynical of certain developments and players in our industry. I can smell a scam from miles away, and when I feel an emperor is wearing very few clothes, I will tell you.

I also know that one cannot orchestrate authenticity. It is impossible to fake friendship and sincerity. No matter how well any conference is organized (and believe me, VO Atlanta ran like a well-oiled machine), it ultimately depends on the people who attend, to pour their hearts and souls into it.

And that’s exactly what they did from the get-go. Together they made this conference a safe place to share, be vulnerable, try new things, feel empowered, as well as a space to learn, grow, laugh, cry, sing, act, admire, and dance.

In many ways, this is extraordinary. Why? Because the so-called real world doesn’t seem to work that way. To many, that world is a dark and fearful place, filled with people who are out to get us, instead of support us. It’s a dog-eat-dog, survival of the fittest society, where a ME-ME-ME mentality often prevails over a WE-frame of mind.

Being at VO Atlanta gave me hope that there is a different reality, and a different future for the voice-over work we love so much. By all accounts the segments of the market we contribute to are growing: eLearning, audio books, explainer videos, cartoons, documentaries, gaming, virtual reality, and so on.

Somewhere, someone is looking for your voice, and it is part of your job to make sure that this someone finds you, or you find him (or her). If you don’t know how, perhaps you should go to a voice-over conference and find out. In the afterglow of VO Atlanta, colleagues have already reported that using what they’ve learned only a few days ago, has paid off big time.

There was something else I noticed.

Faced with bold moves from self-absorbed, predatory companies that seek to devalue our talent and our training, a new awareness is growing that we have a choice to whom we lend our voice. Yes, we want to work, but not at any rate, and not for companies that demand more and more for less and less as they triple dip into a client’s budget, while denying us our fair share.

I felt a strong resolve in Atlanta to fight the commoditization of our work, and a deep desire to come together and show what we are worth. At this moment we have ethical agents, brilliant software developers, and SEO-specialists on our side, who are coming up with new, intelligent platforms to showcase and sell our services.

Online voice matchmakers such as Voice123 and Bodalgo are listening to us, and are coming up with smart, exciting features that benefit clients and voice talent alike. The World Voices Organization is growing every day, providing invaluable support and leadership to its members and our community at large.

Paul Strikwerda, presenting at VO Atlanta

Paul Strikwerda presents

Colleagues with years of experience share what they have learned with humor, wit, and wisdom. People whose voices you’ve grown up with suddenly sit next to you in the bar, and strike up a conversation. And guess what? They’re just as interested in you, as you are interested in them.

At first, VO Atlanta can be a bit overwhelming, but boy does it feel good when we eat, drink, and dance together, and colleagues from all over the world become fast friends. And speaking of friends, you may remember that I do my best to keep my personal and professional Facebook contacts separate (click here to find out why). That’s why I have a Nethervoice Page and a personal Profile.

However, if you’ve been to VO Atlanta this year, and you feel that we’ve connected in a meaningful way, I now warmly welcome you to my virtual living room, because I consider you my friend!

I hope we will meet sooner, but if not, I can’t wait to see you again in 2019!

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PPS If you are a current, or prior, attendee of VO Atlanta, you’re eligible to register as part of a super-early bird registration which saves you $150 on the conference registration for 2019. This offer expires March 18th. Click here to register.

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A Quick Course In Blogging & How To Get Thousands Of Subscribers

by Paul Strikwerda in Articles, Freelancing, Internet, Journalism & Media, Promotion, Social Media 5 Comments

As you’re reading these words, I’m at VO Atlanta, the largest gathering of voice talent in the world. When people spot me on the conference floor, one of the first things they usually say is:

“Hey, are you Paul from the Nethervoice blog? I thought I’d recognize you!”

Then we’ll chat for a few moments, and inevitably, people start asking me questions about my blog. Of course I love talking about the stories I write, and I’m happy to give aspiring bloggers some pointers.

Now, to save some time I’ve decided to answer some Frequently Asked Questions, and that way you don’t have to take any notes. So, here’s question number one:

Should every (freelance) business have a blog?

That’s a tough one to answer. I can certainly tell you why I blog, and then you should decide for yourself if blogging could be beneficial to your business.

Here’s the thing.

You could own the best store in town, but if nobody knows who you are and where to find you, you’re not going to attract any customers. So, you need to do something to get people in the door. Once your customers have found you, you have to gain their trust. Nobody likes to do business with people they don’t trust.

My blog does a number of things. It brings thousands of people to my website every month. That’s a big deal. It means that out of all the voice-overs sites they could have gone to, they go to Nethervoice.com, and they stay there for a while.

Why do they do that? Because they find something of value that makes them come back again and again. That “something” happens to be my blog. And when they read that blog, they get to know me, and they learn about my take on the business I’m in. It’s a way for me to position myself in the voice-over market place as someone who knows a thing or two about my line of work. This builds trust.

I call this approach “under the radar marketing.” What do I mean by that? Well, I’m not putting up ads that say:

“Better call Paul.

He’s the best!

If you need an international voice, Paul is your man!”

People have become allergic to this kind of in your face, self-congratulatory marketing.

Instead, I write reviews, I give advice, and I tell stories. Most people hate ads, but they love a good story!

Does this approach work for everybody? Absolutely not. I happen to love writing. I’ve been doing it for most of my life. If you don’t like to write, then a blog is not for you. Perhaps you should do a weekly podcast. Others love making videos, or they put out a picture diary on Instagram.

The important thing is to do something that excites you, and that fits you. People can sense whether or not your heart is in it.

How do you become a successful blogger?

Before I answer that question, I’d have to answer another question. How do you define success? That’s not only important for blogging, but for any area in your life. Success is one of those tricky words. We think we know what we’re talking about, but we all have our own definition.

Personally, I like Deepak Chopra’s definition:

“Success is the continued expansion of happiness, and the progressive realization of worthy goals”

The next questions would then be: What makes you happy, and what are worthy goals?

Money? Fame? Influence?

For some bloggers, success means having two hundred followers. Others want two hundred thousand. Some bloggers look at how much money their blog is making them. My blog makes me happy because it enables me to connect with people from all over the world. Clients and colleagues. And when they tell me: “What you’ve written really helped me today,” that is a success. That makes me happy.

When people write to me and say: “I don’t agree with you, but you really made look at some things in a different way,” that too is a success.

Now, if I would tell you that numbers don’t matter, I would be lying. I am proud that I now have over thirty-nine thousand subscribers. For some bloggers that’s nothing, but I look at it in the context of our small voice-over community.

If you believe that you have something that’s worthwhile sharing, you want to share it with as many people as possible. So, 39K is a nice start!

Now, back to the question. How do you become a successful blogger?

Three words: Content, Personality, and Promotion.

We all lead very busy lives. Every week I ask people to take a few minutes out of their day, and spend those minutes with me. They will only do that if they feel I have something to offer that is valuable and relevant.

My blog is a free service. It’s not a sales pitch, and I think my readers get that, and appreciate that. But there’s something else that I think makes it work.

If you want to appeal to a wide audience, you have to have a unique point of view.

Why do people watch the Late Show with Stephen Colbert? It’s not because he rehashes dry facts from the paper. It’s because he’s Stephen Colbert.

Another reason why my blog has become a success is because I know a little bit about spreading my message. And thankfully, my readers are my best promoters. Without them, I would make as much noise as one hand clapping in a soundproof room.

What should a blogger write about?

If you don’t mind, I have to answer that question with a few more questions.

1. Who is your audience?

2. What are they interested in? What are they hungry for?

3. What do you have to offer that distinguishes you from other bloggers?

One of the things I like to do is to write about topics that are timely, and make them relatively timeless. News is outdated the moment it is published. Analysis lasts much longer.

If you want to give your content more staying power, I suggest you use specific examples to make a general point. For example…

Last year, I wrote about World Voice Day, an international event held every year on April 16th. I used it as an opportunity to write about vocal health. In the past I have written about the Voice Arts Awards. I used that story to talk about the pros and cons of competitions. I wrote about Top Gear presenter Jeremy Clarkson who was fired after physically and verbally abusing a producer. I used his story to identify seven traits of successful colleagues, and the ways they treat the people they work with.

What things should you avoid as a blogger, and what are things you should absolutely do?

Here are a couple of dos and don’ts. Let’s start with a few don’ts.

1. Do not oversell yourself. People love to buy but they hate being sold. A blog is about offering value for free, and about creating a connection. Once people start trusting you, they will start trusting your product, especially if you happen to be your product.

If you wish to increase sales, don’t make it about selling.

2. If you want to highlight what you have to offer, don’t make it all about you. Show people what you’re made of, but avoid the ME, ME, ME-stories. Focus on your readers.

Here are a few do’s:

3. Educate without lecturing. Come across as an expert, but not as a know-it-all. The most compelling way to pack information is to make it fun and light. Make your blog conversational, as if you’re talking to one reader who is sitting across the table from you. Use stories to make a point.

4. Always do your research. Make it easy for your readers to find and check your sources. If you want people to look at you as a reliable source of information, don’t spread rumors or make claims you cannot back up. It may take you years to get a decent following. It takes one stupid gaffe to lose your tribe.

Give your readers an opportunity to go one level deeper by giving them links to sources and resources. It will enhance your credibility.

5. Care about your readers, but don’t care about their opinions. If you feel like stirring the pot, then do it. Push that envelope. If you want to bring about change, you have to start pissing people off. Make a few folks uncomfortable. But be prepared to live with the consequences.

I once wrote a blog post about podcasting that didn’t go over so well with the podcasting community. People started calling me all kinds of nasty names, and I had to change my comments policy because of it.

I also rubbed a few readers the wrong way by giving them five reasons why they should never become a voice-over. With over 10 thousand views, it became the most widely read story I ever wrote.

How much time does blogging take?

Some stories come easier than others. On average I’d say I spend at least one day every week on my blog, but usually more. This includes prep time, writing, rewriting, and publishing. It also includes how long it takes me to respond to your comments, tweets, Facebook & LinkedIn messages, and emails.

I also spend a considerable amount of time repurposing content. I turn some of my blog posts into booklets, and I turn quotes from my blog into pictures that I repost on social media. My book “Making Money In Your PJs, Freelancing for Voice-Overs and other Solopreneurs” is largely based on stories I wrote for this blog.

Can blogging really increase business?

Absolutely, and this brings me back to the beginning. People don’t do business with someone they don’t know and can’t find. Years ago I was at a voice-over conference, and I did a presentation. At the beginning I asked people how they had heard about me. No one said:

“Because you’re on Instagram, Pinterest, Twitter and Google+.”

Most of them said: “We know you because we read your blog every week.”

Now, you might say: “These people are your colleagues. Not your clients.” Well, I happen to get a lot of business through referrals from colleagues. But my blog is also read by agents, on-camera actors, producers, audio engineers, and other freelancers.

What many people don’t realize is that I’m also a voice-over coach. Most of my students come to me because they’ve read my blog and/or my book.

So, in all modesty I can say that my blog did put me on the map. People visit my website because of it. They don’t go to a voice casting site or my Facebook page to find me. They come directly to me, and I can deal with them on my turf, and on my terms. To me, that’s huge!

How did your blog get over 39,000 subscribers?

Let me tell you: it didn’t happen overnight. It is the result of a lot of calculated small steps, and the support of my readers.

If you want to have that kind of success, the bigger question really is: Why would people come to your website? Why would they want to spend some of their limited time with you, week in, week out?

Here’s the answer:

You have to offer them something of value that is relevant to what they’re doing and thinking, and you have to present your content in a way that’s easy on the eyes.

People also read blogs to find out where someone stands. My most opinionated pieces are the usually biggest hits. People like controversy, and a good rant. As a blogger I have made many friends, and also a few enemies.

In summary: content, relevance, value, personality, and a pleasant format is what brings people to a blog.

But there’s even more to it.

If I were to write for the VO-community only, I would never have gotten where I am today. If you wish to be successful, you have to widen your reach. How do you do that? Start by asking yourself:

What greater community am I a part of?

This is what I came up with:

– Actors & artists

– The self-employed

– The underemployed

– Freelancers

– Solopreneurs

– Small business owners

As a narrator and voice actor, I’m also in touch with:

– Linguists & translators

– Sound engineers

– Bloggers

– Writers

– e-Learning specialists

– Advertisers & Social Media specialists

– People in the entertainment industry

Looking at this list, I had an idea: What if I were to write a blog that would be of interest to all of these groups? That way, I could use the angle of the voice-over industry as an example of a much greater picture. This really brings us back to one of my most important content rules:

If you want to appeal to a wide audience, you have to have a unique point of view.

Take fellow-freelancers for instance. They run into the same problems as I do as a voice-over professional:

• How do you put a price on your product?

• How do you handle challenging clients?

• How do you advertise your services?

• How do you overcome fear of failure?

• Where do you find new business?

Those are some of the things I write about every week.

Using Technology

Last but not least, you have to use technology to spread the word. My publishing platform is WordPress, and I let some of the WordPress plugins do part of the work for me.

A few tips:

1. I optimize my blog for search engines, using the All in One SEO Pack plugin. This allows me to enter a title, a short description of the topic, and keywords to the blog.

2. On the day my blog is posted to my website, I add it to relevant Facebook groups, such as Voice-Over Pros. I try not to post the blog to all groups at once.

3. I add it to relevant LinkedIn groups, to Google+, my Tumblr site. I add it to StumbleUpon and Reddit. Some of that is automated via the JetPack plugin. I usually write special Twitter links with shortened url’s.

4. I make it easy for people to subscribe to my blog. Some bloggers offer an incentive to get people to subscribe. It’s usually a free book or link to a video. I don’t do that, but I’ve heard it works well.

5. I encourage people to add my blog to Feedly, a content curator.

6. People can search for blog content by typing in keywords, or by category.

7. I have a list of the most popular posts, and a list of the most recent posts.

8. I offer them related posts. That way they stay on my site a bit longer. For this I use the Related Posts by Zemanta plugin.

9. I encourage my readers to share my stories with friends and colleagues, and people do.

10. I reward interaction. I do my best to thank every commentator and people who share my content. I believe in the power of PR: positive reinforcement. First-time commentators get an automated thank you note, via the Thank Me Later plugin.

All these small steps combined create a nice wave of publicity, and it’s such a joy to ride that wave with you!

Thank you so much for your comments, and for your continued support. It means more to me than I’ll ever be able to put into words.

If you happen to be at VO Atlanta for the next few days, I’d love to meet you in person!

PS Be Sweet. Please subscribe & retweet.

PPS I’ll be at the entire conference, and below are the events I am scheduled to participate in:

Friday, March 2, 2018, 11:00 AM – 12:00 PM: I’m on a panel about The Future of Voiceover Casting, moderated by the inimitable and amicable J. Michael Collins.

Friday, March 2, 2018, 6:30 PM – 9:30 PM: I’ll be conducting an X-Session named “Six Steps To Turning Your VO-Business Around.”

Saturday, March 3, 2018, 3:15 PM–4:15 PM: I will do a presentation entitled “The Inner Game of Voice-Over.”

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Entitled Wannabees Need Not Reply

by Paul Strikwerda in Articles, Book, Career, Freelancing, Personal 38 Comments

Okay, this is for the last freakin’ time, so pay attention.

No. I will not introduce you to my agents.

I refuse to evaluate your kitchen table demo, and critique your dime-a-dozen website.

You don’t get access to my network of contacts which took me years to build.

You cannot pick my brain over a cup of coffee. Who do you think you are? A zombie?

In fact, I don’t even know you, and it is clear that you don’t know me.

Why didn’t you do your homework before you assumed that I would gladly share my thirty-plus years of experience with you? Is that how you intend to operate your business? Taking advantage of people left and right?

In case you’re wondering: I will never send you any work. My voice is for rent. I do not hire anyone, and I won’t put in a good word for you either.

Let me ask you this.

Would you recommend someone you know nothing about; a rude, obnoxious person who thinks it just takes a few free tips to be able to do what I do?

It shows such ignorance and disrespect. I don’t even know where to begin. But here is where it ends. I have better things to do with my time.

There’s a reason why I am busy. I have scripts to narrate. Edits to make. Invoices to send. I need to feed the social media monster, and prepare a presentation.

I also have students to coach who actually pay me for my time and expertise. Imagine that!

Whatever happened to helping a beginner out, you ask. Why am I being so defensive and greedy?

I’ll tell you why.

I’m not defensive. I am protective. I’m protective of the brand that took me years to build, and the knowledge I have accumulated along the way. I value what I have to offer, and so do my clients. Does that make me a selfish money grabber?

Here’s some news for you: I run a for-profit business.

There’s a mortgage to pay, a house to heat, and I drive a thirsty car that loves a full tank. I just ordered new business cards, my computer is on its last legs, and I must make sure there’s enough money in the bank to survive the inevitable dry spells.

I ask you: Who’s going to take care of that? The cheapskates at VoiceBunny, Fiverr, and Upwork, or the scoundrels at Voices dot con?

No way José. They don’t care whether I turn a profit or not. They just care about their bottom line.

You seem puzzled. Why?

Because you’re clueless! You don’t know what it takes, and you don’t have what it takes to run your own business. You may not like your current nine-to-five job, but let’s face it. If your supervisor wouldn’t tell you what to do and when to do it, would you get anything done? And I don’t mean the fun stuff. We all like doing the fun stuff.

Would you, of your own free will, get out of bed and work a twelve-hour day? Would you like to be solely responsible for all advertising, marketing, sales, client acquisition, distribution, accounting, quality control, and customer service, while you create all the products for your company?

You may say that’s unrealistic, but guess what? This is what many freelancers do. Every day. Without any job security, paid sick leave, company-sponsored health insurance, pension plan, or other benefits.

Do you still think that doing voice-overs is about raking in the big bucks by talking into a microphone? Yeah, right. And every idiot with a camera can pretend to be professional photographer. I should buy you a baton, and you could start conducting a symphony orchestra (after you’ve picked someone’s brain over coffee, of course).

Take it from me: if doing voice-overs were that easy, everyone would be famous making a fortune from home because they have such a glorious voice…

Let’s experiment, shall we?

Try reading and recording this blog as if the words just entered your mind. Make it conversational without slurring the lines, without popping your p’s, or taking loud breaths. Give it some energy and character but don’t sound disingenuous. Say it as if you mean it, without overdoing it. In other words: don’t sound like someone pretending to be a voice actor.

Do you even have the space and the equipment to do that?

Can you put down a take without making one mistake? Can you do this faster, slower, higher, lower, warmer, cooler, seductive, instructive, informal, judgmental, frustrated, deflated, sedated, or elated?

I thought so. You’re not even close. And yet, you want me to help you break into a highly competitive business in exchange for a cup of Joe? I feel offended!

Listen, if you want to read up about voice-overs, I’ve written over three hundred articles you can access for free on my website. Buy my book. Do your homework. Take some training. Join an improv group. Build a studio. Read out loud every single day.

Show me that you’re serious.

Once you’ve done all that and you still want to pursue a career in voice-overs, drop me a line.

I might even buy you a double espresso.

You’re gonna need it!

PS Please be sweet: Subscribe & Retweet!

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