Before you begin, please note that the following article was written in September 2015, long before Voices dot com bought VoiceBank. I think my story proves that past behavior is a good indicator of future behavior.
Beginning bloggers often ask me how to write a story that gets a lot of attention and traction.
They realize they have to cut through a lot of clutter to reach an audience suffering from information overload, and they don’t know how.
In a way, blogging is a bit like a voice-over career. With thousands of hopefuls jumping like Shrek’s donkey shouting “Pick me, pick me!,” how do you make sure your voice is heard?
As far as blogging goes, there are a few tried-and-tested ways to grab people’s attention:
1. Have a strong headline; 2. Use numbered lists (like I’m doing right now); 3. Tap into problems your readers are experiencing, and offer practical solutions; 4. Be provocative as well as entertaining.
Stories that prove to be particularly popular are the ones claiming to reveal success secrets of those who have made it. Content aggregators can’t seem to get enough of articles like:
“6 Behaviors of the Most Successful People” “4 Remarkable Insights to Inspire Social Media Success” “8 Habits of Exceptionally Successful CEOs” “11 Secrets of Irresistible People”
I don’t even have to read these stories to tell you what “secrets” they reveal:
• Be yourself, and believe in yourself
• Work hard and play hard
• Be proactive and stay focused
• Keep on learning
• Stay in shape, mentally and physically
• Be persistent and flexible
• Do what you love, and love what you do
• Don’t get comfortable, stay hungry
• Always exceed expectations
That’s all good, but there are a few things that are frequently overlooked. Here’s one aspect all successful people and organizations have in common:
They are open to feedback, and willing to change course when they’re moving in the wrong direction.
A GREAT TEAM
A management team is useless if it only consists of cheerleaders. Cheerleaders love everything you do, and they will only tell you what you want to hear. We can all use some positive reinforcement once in a while, but a great company builds on its strengths, and it works on its weaknesses.
It takes clever and fearless critics to point out those weaknesses. They have the guts to tell you what you don’t want to hear. For that, critics may get a bad rep, because they are often seen as unsupportive contrarians who only want to disrupt and destroy.
Some companies have developed a culture where any form of criticism is being suppressed, because it is seen as being disloyal. It turns out that those companies not only close themselves off from inside critique. They don’t want to hear it from the outside either. And once a business stops listening to those who use their products or services, it is pretty much doomed.
You’ve probably heard of the show Undercover Boss. It features CEOs of struggling companies. Most of these men and women seem to have one thing in common: they have lost touch with reality. They know something’s wrong with their business, but they can’t put a finger on it because the people they surround themselves with are just as clueless, or they are too afraid to speak up.
So, the boss goes undercover and works a few jobs on different levels to find out what’s going on, and to hear what people are really thinking. What they usually discover is that the employees they work with on the show, are very much aware of what’s wrong. Some of them even have good ideas about how to fix it.
The program always ends with the CEO revealing him or herself, and implementing some or all of the recommendations and suggestions he/she picked up in the field. But there’s more.
The people who spoke up (not knowing they were talking to their boss) are publicly praised and rewarded, instead of being punished for criticizing the company.
The moral of the story? Whether you’re a public organization, a publicly traded company, or you run your own business, feedback is necessary for your survival. Otherwise you’re operating in a vacuum. Even if the criticism is harsh, and feels like a personal attack, you are being given a gift. How you handle that gift is up to you.
Now, if you’re a solopreneur like me, you can’t go undercover in your own business. You need some other system to get feedback. That’s where a coach or mentor comes in.
Being a coach myself, I often have to be the bearer of bad news. It’s no fun telling people what they don’t want to hear. Hopes are high and egos are fragile. Susceptible people love to believe that they are special, and that they have what it takes to be the next Mel Blanc or Tom Kenny.
When that’s clearly not the case, it’s easier for a student to blame the messenger, and find another coach who will take their money and tell them what they want to hear. It’s just as easy to sign up for a site that will validate their status as a “professional” voice artist, in spite of their lack of talent. But “easy” won’t get them anywhere, because easy is an illusion.
Here’s the ugly truth:
If recording voice-overs was easy, everybody would be doing it, and they all would make tons of money. Instead, it’s the companies and individuals that want you to believe that it’s easy, that are making the money.
But I digress. The topic was feedback.
VOICES on “VOICES”
Over the past few weeks, this blog sparked a wave of criticism directed toward voices.com (VDC), one of the many online casting services. Colleagues like Iona Frances, who would normally bite her tongue on this topic, felt compelled to respond, and she shared her experience, as did many others.
The big question is: What will voices.com do with this feedback? I’m pretty sure the management has read the articles as well as the comments, and they can’t be too pleased. Countless colleagues have called Canada to cancel their membership, and have asked for a refund. Some have even contacted a lawyer.
If I were the CEO of “Voices,” I would listen, and listen carefully. This is an opportunity to learn and grow as a company. If the critique is valid, changes must be made. If the feedback is based on false assumptions, the company needs to set the record straight. What it cannot do, is to remain silent.
Ignoring a problem does not make it go away.
The worst thing “Voices” could do, is to give those who give them feedback, a hard time. But based on what I have heard, that’s exactly what’s been happening. It’s easier for an elephant to fly in the sky using his ears, than for VDC users to cancel their membership. Even those who thought they had been removed from the VDC database years ago, found out that they’re still in the system!
Instead of trying to regain the trust of members who each paid $399 or more for services they feel they’re not receiving, VDC is giving callers an earful. That’s not how you treat the talent your site supposedly supports. Moreover, it only confirms the negative impression people had in the first place.
After a deluge of devastating one-star reviews in August 2017, the moderator of the VDC Facebook page removed the review option altogether, deleting all the comments. Why does the image of an ostrich sticking its head in the sand suddenly pop up?
As for me, I have always retained a free membership that allowed me to monitor developments and changes at “Voices” from the inside. Rather than have other people tell me about sliding rates and managed projects, I could see for myself what was going on.
One day in September 2015 when I tried to log on in, I made an interesting discovery: my account had been removed.
Without any warning or explanation.
Apparently, that’s how this company deals with those who dare to criticize it. You have been warned!
I have only one thing to say:
“Voices.com, thanks for the feedback.
Keep on doing what you’re doing, but know that we’re on to you.
To an ignorant outsider, the voice-over community I belong to may seem cutthroat.
Yet, if there’s one thing that makes it stand out among other freelance groups it is this:
Voice-overs love to share.
People with no or very little experience can expect a warm welcome, and a helping hand when they join an online VO-community.
Do you need advice on a microphone? You’ve got it!
Are you wondering how to soundproof your booth? We’ve got you covered!
I could easily spend all day answering questions from people I don’t know on Facebook, LinkedIn, and other social media. However, those days are pretty much over. Why?
Because it is a thankless task that eats up time, and doesn’t build my business.
Perhaps I better explain myself.
Here’s what I know about internet culture. Most online communities consist of lurkers. You know, the people who observe, and very rarely participate. These folks like to take, but never give. They want to play the game, but they never show their cards. Have they earned the right to pick my brain? I think not.
It also consists of lazy people who never learn; people who want you to do their homework. Sorry, but I’m not going to enable an attitude of entitlement.
Can you imagine a teacher spoon-feeding her kids by giving them all the answers on a silver platter? I thought the purpose of education was to make children resourceful and independent.
I’ve also noticed another trend: many members of online voice-over communities are simply not serious. How do I know? Just look at the basic questions people ask. If they had half a brain and a genuine interest in the subject matter, they would have figured it out for themselves. But no, they apparently need a pro to hold their hand. Poor babies!
“But Paul,” some people respond… “Don’t be so harsh. You were once a newbie. You had to start somewhere, didn’t you?”
Of course I did, but here’s the thing. When I embarked upon a career in radio, I had more questions than answers. I made it my mission to find as many answers on my own, before asking for help. I didn’t want to embarrass myself in front of a pro. I wanted them to know that I had done my homework.
So VO-newbies, if you want to earn my respect, do your research!
INVESTING IN THE FUTURE
Thinking back to my start in radio, here’s what comes to mind: I was serious, I was committed, and I was willing to make an investment.
You see, that’s another thing that’s missing these days. This is the age of the free ride. Why pay for a song if you can download it at no cost? Why pay for Netflix if you can watch a pirated movie online? Why pay for expert advice if the experts are giving it away?
If we don’t value what we have to offer, we can’t expect others to find it valuable either. Those who are willing to make an investment, are usually invested in the process. Those who are not, have other priorities.
“But Paul,” some people commented, “wouldn’t it be good for your business if people got to know you as someone who knows his stuff? You might even get some coaching clients out of it!”
Let me tell you something. In all the years that I have chimed in on Facebook or Google+, no one ever contacted me for coaching because they liked my answer to their question. Nine out of ten times I didn’t even receive a “thank you,” or other sign of acknowledgement. That’s why I call it a thankless task. People simply get what they need, and move on.
Well, that’s not entirely true. Some did ask about coaching, but as soon as I told them my rate ($125 per session), they said they were just “exploring options.” It is the epitome of not committing.
Now, there’s another reason why I won’t be handing out free advice to every Tom, Dick, or Harry. I’ll explain by quoting a question I recently received from Mandy:
Paul, I read your article about your most embarrassing moment in your voice over career. You said that you used to use voices.com, but were only able to book a handful of jobs before leaving the site. I’m a voice actor as well and have been primarily using voices.com to find work. Now you said that you don’t really like the pay to play model and prefer to get work elsewhere. So my question is: what do you recommend for someone like me who is still new to voice acting? Are pay to play sites the only way for me to go being so new? I don’t have a demo or an agent so I don’t have people contacting me about jobs either. What options do I have? I haven’t really gotten much success with voices.com either, and voice acting is not my main source of income. I would very much like to learn and get better at voice acting too. Any knowledge or insight you can share would be great, thank you.
HERE’S MY ANSWER
There are many ways in which I could respond to your comments and questions, but I have to say this first:
Without demos, industry contacts, experience, or an online presence, it’s virtually impossible to build a voice-over career, especially on the side, and especially in 2018.
I haven’t heard your work, so I can’t even tell whether or not you’re uniquely talented. This makes it really hard to give you advice.
Some of my coaching colleagues might even question whether or not you’re serious about voice acting. They’re definitively not going to give you any recommendations on a silver platter. Their time and expertise are worth something.
I will say this, though.
The only way to get better in this field, is by taking trainings, and/or by working with a coach. Very much like driving a car, you can’t pick voice acting up from a book. You can’t teach it to yourself either, because you’re limited by your lack of knowledge.
Overall I’d say that it is unwise to put yourself out there when you aren’t ready. No one opens a restaurant without knowing how to cook, right?
The voice-over world has too many home cooks who all believe they’re the next best thing since sliced bread, and they don’t stand a chance against professional chefs.
So, please don’t put the cart before the horse and expect to get work. Put in your time, make the necessary investments, learn the ropes, and build a solid home studio. Then we can talk about attracting clients.
Does that make sense?
This probably wasn’t what Mandy expected to hear, because she never responded.
When it comes to a VO-career, there are too many people with their heads in the iCloud, and all of them believe they could be the next Don LaFontaine. Someone’s got to tell them that that’s never going to happen. Otherwise they’ll fall for all the propaganda from demo mills, unscrupulous VO-coaches, and greedy online casting sites.
I do want to point out one more thing I tried to convey in my answer to Mandy: it’s rather pretentious to give advice to people you know very little about. You wouldn’t want a doctor to write you a prescription without having fully examined you, right? Yet, with the best of intentions, colleagues dish out advice left and right without knowing whom they are talking to. Stephen Covey was correct when he coined the phrase:
Seek first to understand, then to be understood.
I see a lot of people trying to be understood, without really understanding what the issue is. Do you know what I mean?
One last thing.
If all of the above is true, -and I believe it is… why am I still blogging? Isn’t that handing out unsolicited advice to people I don’t even know?
I suppose it is, but you know what? I pick the topics. I usually ask the questions, and I come up with answers. And most of the time, I feel very much appreciated.
Before I started blogging, very few people had even heard of this Flying Dutchman and his voice-over business. Now I am one of the go-to people when companies ask for someone with a European accent. Clients come to me when they need a native Dutch speaker. In other words: this blog has helped me build my business.
If people seek me out for my expertise, they have to come to my site, and not to someone else’s online platform. The amount of traffic this blog generates is worth more than any online ad campaign could give me. And the many friends I have made along the way… that’s simply priceless!
The way I see it, everybody wins, and that is why I will keep on sharing on my turf and on my terms.
Too many freelancers are too focused on themselves, and it is costing them business.
The way I see it, successful solopreneurs have one job, and one job only: To be a Superhero.
A superhero doesn’t think about him- or herself. A superhero answers a call of someone in need, and uses special powers to save the day. And once the job is done, the hero leaves the scene to tackle another problem.
Now, the very best superheroes have at least one thing in common: They know when they are needed.
To bring it back to my story, some of you said the following: “In your last blog post you’ve told us what clients don’t care about. I get that. Now, why don’t you tell us what clients really want?”
That’s a great question, and every sales person who has ever lived has asked that question many times. In order to answer that question, we have to take a step back, and answer another question: What motivates people to buy things?
Even though you and I are likely to have different clients with different needs, there are three factors that always play a role in every purchase decision. You might be selling a service or a product. It doesn’t matter. All buyers are influenced by the same three things:
Price, Benefits, and Perceptions
The price is what the customer pays in exchange for benefits received. It’s something your client has to give up in order to get something from you. Ideally, those benefits should outweigh or at least equal the cost.
Benefits are the positive effects derived from using your solution or service. It’s the pleasure people experience after getting rid of their inner emptiness, frustration, or pain.
Smart sales people sell benefits. Stupid sales people slash prices. Any idiot can close a sale by cutting the price (and go broke in the process). It takes brains to sell benefits.
Perceptions are the result of how people evaluate the benefits and price, the (initial) impression they get from your business, as well as the total experience of using your product or service.
In the end, perceptions matter most. Allow me to demonstrate.
Let’s assume you’ve studied the market and you decide to charge $250 per hour for your services. Is that too much or not enough? Does it even matter what you think?
Client A will never hire you because she thinks you’re too cheap, and cheap equals crap. Client B will hire someone else because she thinks you’re overpriced. Client C will happily hire you because she believes your price is just right.
Your fee is just a number in a certain context. It is always evaluated in relation to something else. That “something else” is a matter of interpretation or perception.
People do things for their reasons. Not for yours. Get this:
An anonymous donor paid $3.5 million at a charity auction to have lunch with Warren Buffet, one of the richest men in the world. Is that too much for a few hours of conversation and a meal?
Hedge fund manager Ted Weschler spent about $5.3 million to win both the 2010 and 2011 auctions. To him, it was money well spent. Buffet ended up hiring him to manage an investment portfolio.
Perceptions are personal value judgments, and therefore highly subjective. This begs the question:
Can perceptions be influenced? Can we manipulate a client into buying from us?
Even though I believe that lasting change comes from within and cannot be forced upon someone, the fact is: people are impressionable. Otherwise, they wouldn’t be as open to social proof, and all advertising would be totally irrelevant.
Years of being a solopreneur have taught me that there are things you can do to get an interested client in your corner, as long as you play your cards right.
Here’s what I have learned:
1. First impressions are crucial
We all know that we shouldn’t judge a book by its cover, but psychologists will tell you that it takes us only a few seconds to form an opinion of someone or something. That’s why companies spend billions on packaging, and people spend millions on make-up, clothing, and cosmetic surgery.
If you can’t pique a consumer’s interest or instill a level of trust right from the start, he or she will move on to whatever catches the eye next. So, ask yourself:
What is the very first thing new customers see or experience when they stumble upon my product or service? Is it the landing page of my website? Is it a cover of a book or a brochure? Is it… me?
This first impression is the all-important hook. It sets the tone and tells prospective clients enough about your level of professionalism and style, or lack thereof. If anything, this is where you should spend most of your marketing money. To do it right…
2. Your message needs to be clear, convincing, congruent, and consistent
If you want to play the part, you have to dress the part, and embody the part. That might seem obvious, yet, so many business owners undermine their own credibility by sending out conflicting signals. A few examples:
– A translation and proofreading service emailed me: “Your welcome to visit our website.” When I pointed this out to them, they blamed this slip of the pen on the intern.
If you don’t proofread your own material, why would my legal translation be safe in your hands?
– The sign in the front yard said: “Quality lawn care at a price anyone can afford.” Meanwhile, weeds were growing everywhere, and most trees needed pruning.
– The owner of the local health food store looked like she was terminally ill. She must be friends with that overweight director of the fitness center.
See what I mean? Actions speak louder than words. Remember the four Cs when you craft you core message. You have to be Clear, Convincing, Congruent, and Consistent.
3. You have to be responsive
What clients hate more than anything is to be ignored. It gives them the feeling that their business isn’t important to you, and you know what? I think they’re right. Time happens to be something we all have the same amount of. How we choose to spend that time, gives us an inside look into someone’s priorities and planning skills.
I’ve walked out of a fancy restaurant because the wait staff couldn’t be bothered to serve my table in a timely way. I don’t care if you’re known for the best food in town. If your service sucks, you’re screwed.
I read on your website’s Contact page that you’ll get back to me within 24 hours. I sent you a message three days ago and I have yet to hear from you. What other promises aren’t you going to keep? My project has a strict deadline. If you can’t meet your own, how can I be sure you’ll meet mine?
Being responsive also means: giving your client concise progress reports. It’s a way to reassure them that they’re in good hands. If you’re right on track, let your client know. If you’re experiencing an unexpected delay, you have to let your client know. Don’t wait until they send you an email wondering why they haven’t heard from you in days.
Communication is key, as long as you’re to the point. Anticipate and answer client’s questions. Be an open book. Stay in touch. Make it a breeze to do business with you. You want your clients to smile when they think of you. That will happen when you…
4. Go out of your way to be helpful
Not all inquiries lead to a sale. Sometimes what you have to offer is not what a client is looking for. In my case they might want to hire a female voice actor or someone with an older sound or a different accent. Does that mean that all my efforts were wasted? On the contrary.
If you cut off contact because you can’t make an immediate sale, you’re thinking about yourself and you’re thinking short term. Everything is marketing. Any contact with a client, no matter how brief, is a golden opportunity to start building a relationship. A healthy relationship is a two-way street and takes time to evolve. It’s about giving and receiving.
So, how do you give to a client who doesn’t need your services?
It’s simple: Be a resource.
If you’re not right for the job, recommend a few colleagues who are. I’m sure they won’t mind. Show your expertise. Build some goodwill. You’re sowing seeds, and who knows when they might bloom? There are always new projects in the pipeline that might be a better fit for you.
Here’s the thing about giving, though. Don’t just do it for future rewards. That’s not a gift. That’s a bribe. Do it because it’s a decent thing to do.
If you haven’t, please consider the story below as an introduction to some of the ideas you will find inside.
The basic premise of the book is that -even though I tend to write about voice-overs- most of what I have to say applies to anyone who’s running, or thinking of running a freelance business.
But don’t believe me. I’m the author. You can make up your own mind.
So, if you’re in the mood for some summer reading, here’s a little taste test!
Let me preface this chapter by saying that I feel very lucky. In the past 30+ years I was able to develop a strong relationship with a number of clients. The longer we go back, the fewer words we have to waste on what each side is expecting from the other.
It’s almost like a marriage. And very much like a marriage, a lasting business relationship needs commitment from each partner. It can be love at first sight and it can also end in a divorce, due to unspoken expectations and unfulfilled desires.
When I just started out as a freelancer, one of my more cynical mentors warned me against romanticizing the relationship with my clients. His mantra:
“Business is business and the rest is bullish*t.”
Today, these words resonate even stronger. In these fast and furious times, online matchmaking is getting more and more popular. And nobody seems to take it slow anymore. Making small talk is so yesterday.
“I need your demo now. Are you available this afternoon?”
Before you know it, you’re off into some dark room talking to yourself, and when you’re done recording, you dump the files into a dropbox.
As one of my friends put it: “I almost feel used.”
Well, isn’t that the whole idea? We offer our services. We deliver our services. We move on. End of story.
Let’s be honest. Most times, both parties aren’t that interested in getting to know each other before the deal is sealed.
How well do you really know your clients? How well do they know you?
Does it even matter?
In most cases it doesn’t, as long as the job gets done. That’s why it is time to take off those rose-colored glasses and get rid of your great expectations.
Here’s my top ten of things most clients don’t seem to care about anymore:
All you are is a solution to a problem; a means to an end. It’s your job to ensure that the benefits of hiring you outweigh how much you charge. Your client doesn’t have to care about you. It’s your work that matters.
2. YOUR PERSPECTIVE
What you perceive to be the benefits of your service is not important. The question is: Do you understand the needs of your clients, and can you meet those needs?
Your take on a script (or any other freelance assignment) may be interesting, but it’s often irrelevant. You’re the stylist. The client determines how she wants her hair cut, unless you have permission to be creative.
3. YEARS OF EXPERIENCE
The fact that you’ve been at it for a certain number of years doesn’t automatically mean you’re the right person for the part. Over the years, some people have become very good at being very bad. They’re stuck in a rut.
Years of experience entitles you to nothing. In fact, it can make you look like you’re old school. The quality of your experience qualifies you. Not the length.
4. ACCOLADES & OTHER ACCOMPLISHMENTS
An impressive resume tells a client what you have done for others, usually years ago. All he really wants to know is: What can you do for ME, today?
If you can’t make that clear, why should he hire you?
Experience can also backfire.
One of my friends specializes in medical narrations. In order to impress a possible new client, he quoted a fine endorsement from a pharmaceutical company he’d been working for, for years. It was his way of saying: “See… I have a proven track record. I can easily handle your project.”
The other party was not impressed. The email he got back effectively said:
“Since you’ve established yourself as the voice of brand X, it would be unwise for us to hire you. People would automatically associate your sound with our main competitor.”
5. YOUR COST OF DOING BUSINESS
Never justify your fee by bringing up how much you have invested in your dream. That’s the price you pay for being and staying in business. After all, you don’t care about your client’s business expenses either, do you?
6. YOUR HIGH-END EQUIPMENT
Clients won’t hire you because you happen to own a Steinway. They hire you because they like the way you play, or because you offer the best value for money.
You might impress your colleagues with a brand new Neumann U87 studio microphone. My last client hadn’t even heard of the brand.
7. TECHNICAL CHALLENGES
It’s lame to blame technology for your lack of preparation. In voice-overs, home studios have become the norm. Even if you record in a stuffy bedroom closet (and call it a ‘professional studio’), you’re the head of IT, audio engineering and data transmission. If you can’t handle that, don’t expect any sympathy from the client. He’ll find someone who can.
8. PERSONAL PROBLEMS
Leave them at the door. Clients are clients; not friends or family. You’re hired to do a job, no matter how horrible you might feel about your dead cat or a recent break-up. Put your life on the back burner and focus on the project. Cry when the job is done.
9. YOUR FRAGILE EGO
You are hired to make your client look good, and not to boost your ego. If you’re in need of praise, visit an evangelical church.
10. YOUR SUBLIME UNIQUENESS
Sure, nobody talks like you or walks like you. That doesn’t make you irreplaceable. Even if you’ve worked with a client for years, don’t be surprised if they ask you to re-audition.
One of the joys of being an independent contractor is that there’s no long-term contract with severance pay, should things come to a premature end.
You’re on your own.
Never take anything for granted. Complacency will be your downfall. Be ready to prove yourself, over and over and over again.
If you don’t take care of your career, nobody else will.
“I’ve decided to just embrace my role as the Simon Cowell of the writing world. I’m honestly tired of being nice and supportive to everyone who comes up to me with a half-baked idea or worse, a half-baked product, and asks what I think. Because they don’t want to know what I think. They want to hear how awesome they are. And most of the time they aren’t awesome. Most of the time I’d be better off trimming my toenails than reading their godawful attempts at a book or story, because at least that can get exciting if I trim a little too closely. So here goes – unexpurgated Hartness on why you’re not going to make it as a writer.”
And that’s only the beginning…
If, after reading that tirade you still believe I’m the rudest man in the voice-over universe, your skin is way too thin. That’s a serious problem, because -just as the life of a writer- the life of an average voice talent revolves around rejection. And if you’re not rejected enough, you’re not auditioning enough.
Now, is this me being negative and bitter again?
I’m not saying anything new. I’m merely stating a fact, and if you can’t handle that, you are being bitter. Not me.
RULES AND EXCEPTIONS
Here’s what most of my critics pointed out (and I paraphrase here):
While there is some truth to Paul’s five points, there are exceptions to his rules. Quite a few people are making a good living as a voice-over. Some are doing very useful work. It is possible to be social and productive as a VO.
To that I say: Big whoop!
I know a few actors who aren’t waiting tables in NYC or LA, but what does that prove?
Of course I’m generalizing. Anyone who has been in this industry for longer than a year recognizes that. But that doesn’t mean there’s no validity to my point of view. Here’s a quick recap:
– This world needs less talk, and more action.
– VO rates have been steadily eroding.
– Being a voice-over can be unhealthy, and lonely.
– Finding the work often takes more time than doing the work.
– It may take years before you make some serious money.
WHAT’S MY OBJECTIVE
Let’s be honest. Are these really the statements of some disenchanted, fearful soul, meant to scare newcomers off his lawn? Or am I simply restating a few arguments countless colleagues have made for many, many years?
If you have a problem with these conclusions, why shoot the messenger? Why not write to that online casting site you paid good money to, and ask them to raise the minimum rate, and to do some decent quality control? You’re an esteemed member. Shouldn’t you have a say in these matters?
And to commentator Scott Spaulding I’d like to say this:
You claim that there is money in voice-overs, and that’s fine. Your profile on Elance/Odesk tells me that your minimum hourly rate is $38. You voiced an animated infographic for $82! And you’re telling me that you’re “not working for beer money?”
Are you serious?
“(…) just because you work as a voice talent, doesn’t mean you don’t have any interaction with anyone. You can still pick up the phone and call a client directly to try to build a relationship that way. As well as cold-calling potential clients and try to build a report with someone other than through email.”
Yeah, let’s cold call a client to break the social isolation, and build a relationship. I’m sure that’ll go over really well. We all know how much people love to get a cold call. I haven’t had one in a while, and I really miss it.
I do have to commend you for your honesty, Scott. You said:
“I did find your comment about the voice conference speakers a little bit hypocritical though. You make a snarky remark about the VoiceVIP’s talking about themselves and plugging their own books at these conferences… when you’re doing the same thing on this blog! You have a link to your book on this page that says “Buy the book!” They’re using the conferences to help advertise and sell their book and you use this blog to help advertise and sell your book. You even plugged your book in one of your replies to someone who posted a comment.”
Are you saying that I shouldn’t promote my own work on my own website? What school of business did you go to? You’re on my turf, and the number one goal of this site is to generate an income. How is that hypocritical? You have samples of your work on your website, don’t you?
There’a big difference between landing on my site, and going to a VO conference. The 5,000+ people who visit my site every month pay zero dollars. What do they get for that? Over 120 blog posts that many visitors find informative, entertaining, and thought-provoking. Unlike some VO-conferences, I’m not asking people to pay a hefty fee for my privilege to plug my products.
Scott, I totally disagree with you on your definition of “productive.” You said:
“Whatever you’re doing that is helping build your VO business IS being productive. Whether it’s looking up places to contact, working on a new demo, emailing potential clients, looking up new marketing ideas… it’s all part of working towards your goal of getting business!”
Being busy does not equal being productive.
In any business, input leads to output. Input can be anything used to produce a product or a service (such as writing newsletters and emails, producing demos, making calls). Productivity is measured by the result of those actions. It’s the output that matters.
When you’re delivering services at a more rapid rate than before, you’re being more productive. Not when you’re making more calls, or when you’re doing market research.
As an envelope-pushing, pot-stirring blogger I accept the fact that people will criticize and ridicule me. Different opinions and dialogue are welcome, as long as we can have a civilized discussion.
I also realize that not everyone gets my tongue-in-cheek style. People tend to take the written word more literally, and snarcasm is not for everyone.
I never ask my readers to agree with anything I’m suggesting, but here’s the thing. I don’t provoke for the sake of provocation. The aim of last week’s piece was to provide a counterweight to all the propaganda from companies that are still trying to sell the same old story to a new, naive audience. If anything, I had expected a firm response from those companies. Instead, some colleagues accused me of dissuading newbies to join my club.
“If you don’t have anything positive to say, then perhaps you shouldn’t say it,” is their advice.
Sorry, but that’s not how I was raised.
If you’re a regular reader of my blog, you know I do more than complain and campaign. And when I spot things in my industry that seem unfair or downright wrong, I speak up. I don’t care if that makes a few people uncomfortable. As long as things are comfortable, nothing will change.
So, allow me to be that self-appointed watchdog. I may step on a few toes here and there, but my bark is worse than my bite.
For some people, it is the worst feeling in the world.
Not only that, it can be totally paralyzing.
We all have friends or family members who are really good at something they do. Perhaps they play an instrument, or they write funny little poems. But as soon as you ask them to play or read something in public, they come up with all kinds of excuses:
“I don’t think I’m ready.”
“I’m not that special.”
“What if I mess up?”
“What will people think of me?”
Here’s what’s so remarkable about these statements. They’re all based on self-doubt; on the assumption that things will go badly, and on the idea that the audience consists of critics.
This fearful attitude reminds me of children who refuse to eat something they’ve never eaten before. They always expect the worst. When asked why they’re not willing to try this new food, they all say:
“I’m not sure I’m going to like it.”
Perhaps that’s where this unadventurous, negative attitude starts. With whiny kids and overprotective parents.
THE ICE CREAM STORY
One of my young nieces is a very picky eater who only eats things she’s familiar with: mac and cheese and chicken nuggets. One day I took her to the ice cream parlor for dessert. Her eyes lit up when she saw the sixty plus flavors in the freezer window.
“I want ice cream, Uncle Paul,” she said. “I think I’ll have two scoops.”
I looked at her, knowing this would be the perfect learning opportunity.
“Are you going to treat me?” I asked playfully. “What a nice surprise!”
“No silly,” she laughed. “I don’t have any money. I’m just a kid. But I do want ice cream.”
“Well,” I said, “I don’t think I heard a question. Is that how your mother raised you?”
“No,” she answered sheepishly. I could tell she was a bit surprised that she didn’t get her way immediately.
A few seconds later she tried:
“Can I have some ice cream, Uncle Paul?”
This wasn’t the time to talk about the difference between “can and “may,” so I said:
“That’s much better, but I think I’m still missing the magic word. Do you want to ask me again?”
My niece was getting a bit frustrated, but her desire for ice cream was greater, so she said:
“Can I have some ice cream, PLEASE?”
“That’s more like it,” I said. “Now, let me ask YOU a question: Have you ever had ice cream from this place before?”
“No,” she answered.
“Oh dear,” I said. “In that case I don’t think you’re going to like it.”
“Why is that?” she said surprised.
“At lunch, when I asked you to eat your broccoli, you refused, because you said you never had it before. You didn’t think you would like it. So, how do you know you are going to like this ice cream?”
I could see that my niece’s wheels were turning for a moment or two, and while staring at the many colorful flavors, she let out a big sigh.
Then she looked up at me and said:
“Uncle Paul, I guess I’ll just have to try.”
“That’s great,” I responded, and we walked inside. I knew the owner of the store, and as I pointed to my niece, I said:
“This young lady would like to have some broccoli ice cream please.”
The owner winked, and he gave her a big scoop of pistachio gelato.
My niece took one big lick, and said she loved it.
“See, had you not tried it, you would have been missing out,” I said. “I’m proud of you!”
After a while I explained to her that this wasn’t really broccoli ice cream, but I don’t think she cared one way or the other.
The next day, I got a phone call. It was her mother, and she had a question.
“I don’t know what you did, Paul, but my daughter just asked for broccoli. How do you prepare that?”
BACK TO YOU
Here’s the point I want to make.
All of us are born with an amazing tool: our imagination. It allows us to create all kinds of scenarios, some of them more uplifting than others. Sometimes we form opinions about food we’ve never tasted. Other times we imagine what it would be like to perform in front of an audience.
What many people don’t realize is that we choose what we want to focus on, and what it means to us. We’re in the driver’s seat.
Are we going to tell ourselves:
“This new vegetable is probably not going to be very tasty,”
“This green leafy thing could be surprisingly delicious?”
When asked to step onto a stage, are we afraid that we’re going to embarrass ourselves, or do we see ourselves entertaining a delighted crowd?
No matter what we choose, we are programming ourselves for a certain outcome, based on a hallucination. That’s all it is. And parents pass these hallucinations onto their children.
I just heard a mother say to her son: “You’re probably not going to like these Brussels sprouts, but I want you to try at least one.”
What a setup! No wonder the boy didn’t want to take a bite.
The biggest disappointments are usually well-prepared.
I work in a competitive industry where many are invited, and very few are chosen. Every day I send voice-over auditions into the world that will be evaluated by total strangers. If they’re kind, they’ll give me between five and ten seconds to make my mark. Most jobs will go to other people, and I’ll never know why.
As a coach, it is my job to prepare my students for this highly subjective and uncertain process. Before they hit “record,” I want them to have the right mindset. So, this is what I tell them:
“People will form opinions no matter what, but it’s not the judgment of others that may or may not hold you back. It is your own judgment that may help or hurt you.
After all, you don’t really know what others are thinking. You have no idea how you’ll be perceived. It’s a waste of energy to be concerned about things you can’t control.
There are four things you can influence:
* your attitude,
* the way you cultivate your talent,
* your level of preparedness, and
* your performance.
Always put your best foot forward. Record that demo, and send it on its way.
After that, there’s only one thing you can do:
Let it go!
Enjoy the feeling that you put yourself out there; that you gave yourself a chance. And if that puts you in a good mood, perhaps you deserve a small but cool reward.
It’s a huge problem, and a tremendous opportunity.
In as little as 15 years, the U.S. is expected to be home to 73 million people over the age of 65. That’s about 33 million more than today.
The Baby boomers born between 1946 and 1964 are now between 51 and 69 years old. According to a 2011 Associated Press and LifeGoesStrong.com survey, 42% of those who are still working, are delaying retirement. 25% claim they will never retire.
Behind these rather boring numbers are real people. They may be friends or members of your family. Or you may belong to that group yourself. If that’s the case, you could be part of the first generation that grew up with television. You know, the people who still remember Gilligan’s Island, and where they were the day John F. Kennedy was killed.
I’m not of that generation, but I remember my parents waking me up in the middle of the night to watch Neil Armstrong and Buzz Aldrin walk on the moon. I remember the end of the Vietnam war, the oil embargo, and the Berlin Wall coming down. I remember getting my first personal computer, a cordless phone, and an Internet connection.
I don’t feel like a dinosaur yet, but that’s only a matter of time. Imagine me in 1982. I was eighteen, and I presented my first show on national radio in the Netherlands. Since then I spent most of my days with a microphone eight inches from my nose.
Every time people refer to me as a voice-over veteran I cringe in disbelief. Please don’t tell me I am that old! And every time I land a job I say to myself: “Thank goodness I’m still relevant!” It’s pathetic, and I know it.
If Annie Lennox can rock the mic at the Grammys at age 60, I have no excuse or reason to feel sorry for myself. But how will I feel ten years from now, or twenty? Will I be one of the 42% that delays retirement… indefinitely? Will there still be a younger generation willing and able to pay for their elders? Will I still be relevant?
THE AGING VOICE ACTOR
When I look at my older voice-over colleagues, I wonder what it’s like to be them. How do they handle the pressure of being a professional in a fast-paced industry where technology is changing the name of the game? A game taken over by like youngsters who are like totally into virtual reality and stuff… like that.
One of my friends -let’s call her Lizzy- turned sixty-six this year. After she retired as headmistress at a private school, she just couldn’t sit still. People always said that she had a powerful, resonant voice, and she loved reading to children. So, when one of her teachers mentioned voice acting, she perked up.
Thankfully, Lizzy had saved some money, and she hired a great voice-over coach. After twelve long months she converted a small guest room into a home studio, and even got herself a real Neumann microphone! A thousand dollars or so later, she had a demo she could pass around. With plenty of time on her hands, Lizzy was ready to break into the business!
Soon she discovered that having time, money, and a distinctive voice does not make a career. Finding work was hard, especially because Lizzy had never liked using a computer. “I don’t need a website,” she said. “That’s for the kids. I’ll do things the old-fashioned way. And forget about Facebook. I’m not going to waste my time chit-chatting about nothing.”
Her son convinced her to get a laptop, and helped her sign up for an online casting service. Once Lizzy became familiar with the inner workings of this service, she made a discovery that left her depressed for days.
“All the jobs on this site are for perky 20 to 40 year olds,” Lizzy said. “If you ever need an example of ageism, this is it. No one wants to hire an old headmistress. What am I supposed to do?”
But a week later her spirits were up. A client in Sweden needed a grandma for a number of English children’s stories, and he said Lizzy’s voice was perfect. “Can we set up a Skype session so I can give you some guidance?” he asked. Lizzy froze. She had heard of Skype, but had no idea what it was or how to use it.
“And,” said the producer, “once I have given you some pointers, I take it you can record the rest of the script without my help. We do expect you to deliver clean, edited audio that is ready to use. That’s not a problem, is it?”
“No, no, of course not,” mumbled Lizzy.
“Well, I’ll email you the script, and eh… can you send me the audio in let’s say.… four days? And shall we do our Skype session two days from now? Is ten o’clock your time okay?”
When Lizzy put the phone down she panicked because she realized she was not even close to being ready. What had she gotten herself into? That evening her son installed Skype on her computer, and showed her how to use it. He even took a morning off work, so he could be there when Sweden called.
MESSING UP BIG TIME
Once the connection was made and Lizzy started reading the script, everything was fine. Sven the producer seemed happy with her narration, and within the hour, Lizzy had recorded four three-minute stories. She even remembered how to edit the audio the way her coach had shown her. Things were looking up!
The next day she received a call from the client. He loved her storytelling, but he said they couldn’t use the audio. “Why not?” Lizzy wanted to know.
“Because of all the mouth noises,” Sven said. “I thought you would send me clean audio. That was our agreement.”
“Let me see what I can do,” said Lizzy, and she went back to her studio. She must have listened to her stories four or five times, but she didn’t hear what the client was talking about. What on earth was going on?
She asked her son to come over and have a listen. After a few minutes he looked at her and said: “Mom, are you sure you didn’t hear all those clicks and smacks? They’re all over the place.”
“Not really,” answered Lizzy.
“Well, that explains why you have been talking louder lately. I think you should see an audiologist. Get your ears checked. And when’s the last time you’ve been to the dentist? I have a feeling you may need new dentures.”
“Ah, the joys of old age,” said Lizzy. “The joys of old age.”
Two months and two hearing aids later, Lizzy missed being at school. A year ago, people still knew who she was. When she spoke, they listened to her. They even did what she told them to do. She missed being social.
In the world of voice acting, no one knew who she was, and no one cared. People were not polite. They expected her to drop whatever she was doing to record a demo. They never told her why she didn’t book a job she’d auditioned for. Whatever happened to patience and good manners?
When she called her coach, he wasn’t very supportive.
“Lizzy, clients don’t owe you an explanation,” he said. “We’ve talked about that. You may not have that young, hip voice everyone is looking for these days, but there are still jobs out there. It takes time to build up a network and a reputation. You’ve got to work at it. Every. Single. Day.”
He paused for a moment and said: “Lizzy are you listening?”
“A client doesn’t work on your schedule. You work on his or hers. And if you want people to find you, you need to have an online presence. You need to be comfortable with technology. I know you don’t like computers, but clients don’t care about what you like or don’t like. If you want to play the game, you have to live by their rules, no matter how old or how young you are.”
Spring was in the air. Outside, kids were playing tag. They were obviously having a good time. “There’s nothing like the sound of children laughing,” Lizzy thought. It always made her happy.
“Now, Lizzy, dear, can I ask you a question?” said her coach.
“Go ahead,” said a distracted Lizzy.
“What is it that you really want? Why did you want to become a voice-over?”
The answer immediately popped into Lizzy’s mind.
“Because I love telling stories!”
“Then why don’t you go out and do that!” her coach said. “There’s no need to stay home and stare at a screen all day long, hoping to get the perfect part. If you have stories to tell, start telling them!”
FINDING A PURPOSE
Two weeks later, Lizzy invited me to come down to the library. Ten four-year olds sat in a semicircle around her. I’d never seen a group of kids being so attentive. And when Lizzy started telling her stories, you could hear a pin drop. The toddlers were mesmerized.
“Lizzy, they absolutely loved you!” I said after the kids were gone. “You were fantastic! Now, are we still on for tomorrow?”
“What’s tomorrow?” asked Lizzy.
“In that case, I can’t make it,” she said. I’m going to the hospital.”
“Oh no, is something wrong?” I wanted to know.
“I’m fine,” said Lizzy. “I’m going to the children’s ward to tell some more stories.”
“But what about your voice-over career?” I asked. “Weren’t you going to set up a website, and do some more auditions?”
“Oh forget that,” Lizzy responded. “There are so many places where I can make myself useful. This world needs more volunteers than voice actors, and I need to be around people. When I looked into the eyes of those children this morning, there was a connection. I felt I was doing something meaningful. I bet that’s not something you can find on Facebook.”
“Oh Lizzy,” I said, “when I’m your age, can I be you?”
“No way,” she answered. “I’m already taken!”
When we walked out of the library, she gave me a big hug and asked jokingly:
“Do you want to buy a microphone? It’s a Newman. It didn’t do me any good.”
“Hang on to it my friend,” I said. “Sweden might be calling back soon. Over there they know how to take care of senior citizens. They treat them with the respect they deserve.”
“Oh, stop it,” said Lizzy. I’m not ready for retirement.
At the beginning of 2014, I took a big risk with this blog.
I no longer wanted to write about things such as:
– What is the best acoustic foam money can buy?
– Should we record standing up or sitting down?
– ISDN. Disappearing when?
– Pay to Play, Yea or Nay?
… and all the other questions that come back ad infinitum on Facebook, LinkedIn and in other social media. In Spoon-feeding Blabbermouths I vented my frustration with being asked to answer the same basic questions over and over again. I wrote:
It’s not my job to do someone else’s homework. Those who wish to make it in this field have to be proactive, independent, and resourceful. If they can’t be bothered to do a simple Google search, why should I take time out of my busy day to do it for them?
I still wanted to write about voice-over related topics, but only if the subject matter would allow me to dig deeper. As an avid snorkeler, I know that things get much more interesting under the surface of the sea.
GROWING MY READERSHIP
There’s another reason for moving away from the road much traveled. Over the years, I discovered that only a part of my readers consisted of voice-over colleagues. Many frequent visitors were fellow freelancers, artists, directors, bloggers, and entrepreneurs. If I wanted to increase my readership, I had to make sure to keep it relevant for them.
The big question is: Did I make a huge mistake or did my efforts pay off?
Well, I’ll let the numbers do the talking. At the beginning of 2014 I had about 3,000 subscribers. At the last day of that year, I counted over 32,100!
Another element in my “success formula” is the way I started using social proof. You can read about it in The Power of One. In this post I go over some of the main reasons why people buy.
A third reason for the growth of this blog (and my business) has to do with what I am willing to let go of, and how I handle problems. In Giving Up, I wrote about the things most people who want to be successful don’t wish to see or hear, and I concluded:
There is no success without setbacks, and when times are tough, you need to reconnect with what ultimately drives you.
YOUR LIFE. YOUR BUSINESS.
That is easier said than done. That’s why I wrote a series about four aspects that play a vital part in the way we live our lives, and the way we run our business. These aspects are Physical, Mental, Material and Spiritual.
The first article in this series entitled Mind Your Own Business, dealt with the physical aspect of our jobs. It inspired numerous colleagues to look at their unhealthy lifestyles, and even to go on a diet! Hundreds of pounds have been lost since then, and a number of Faffcon 7 participants received a copy of my book to celebrate those losses.
In part two, The Stuff Between Your Ears, I share 10attributes I believe to be the trademark of any successful solopreneur. In part three –Call Me Materialistic– I explore the important relationship between having the right tools for the job, and a little thing called confidence.
On June 18th I published my most personal post to date. It’s a down to earth story about spirituality, and how it relates to the work we do. Here’s a quote:
To me, leading a spiritual life acknowledges the fact that we don’t live on an island. Whether we realize it or not, we’re all part of a larger whole. We’re all connected. Our individual choices and actions have the potential to influence other individuals.
DEALING WITH DISASTER
In July I wrote another very personal story after the shooting down of Malaysia Airlines Flight 17. 298 men, women, and children of various nationalities lost their lives. About two-thirds of them were from the Netherlands. It’s called Tears, Tragedy and an End to Conflict.
We often wonder why bad things happen to good people. This prompted me to write Life’s Unfair. Get used to it!In it, I try to come to terms with senseless tragedies. Of course there are no easy answers, but that doesn’t mean we shouldn’t ask the questions.
One of the reasons I publish an overview of past posts each year, is because even the most loyal Nethervoice-followers tend to miss stories, which they often regret. Speaking of regret, the following quote is taken from an article I published in September called Forget Regret:
It’s unfair and irrational to explain or judge the past using today’s standards. Present knowledge is unhelpful because it’s limited, and colored by personal ideas of how we think this world works or should work. Present knowledge doesn’t change the past one bit. It just changes our perspective.
One thing I did not regret was publishing a series of articles on a new awards show for voice talent. The first story was called The Voice Arts™ Awards, The New Pay to Play? The follow-up, Paying For Your Prize broke all records. It was read over 3,000 times, and it prompted many heated discussions on this blog, and outside of it. People loved me for writing it, and they hated me for the same reason.
The intention of the article (…) was to hurt, not inform. Brush it off. With success and recognition comes the unfortunate trail of parasites who, lacking the erudition to create anything truly inspired, seek their sustenance from sucking the life blood of others.
Well, this “parasite” went on to write a seven-part series on script delivery and performance. See for yourself if it lacked erudition and inspiration. You can read the introduction in The Funniest Joke of the Year. In it, I ask the question:
What makes a good delivery? What’s involved; can it be learned or does it come naturally?
MASTERFUL SCRIPT DELIVERY
In The Worst Acting Advice Ever (part two), I discuss something I must have heard a million times: “Just be you, and you’ll do just fine.” Here’s a quote:
Whether on stage, in front of a camera or in the recording studio, you’re not hired to “just be you.” You’re hired to be your best, most professional self, and to make it sound (and look) perfectly spontaneous.
In How to be Believable, I tackle the next aspect of masterful delivery. Once again I try to break seemingly simple concepts down into bitesize pieces. In this case, I discuss the concept of congruence.
The next article in this series (What Clients Hate the Most) proposes that delivery is about much more than the way we read our lines. As a solopreneur, we’re judged by the way we deliver a total package. The bottom line: If you advertise yourself as a pro, you have to present yourself as a pro on ALL levels.
In The Secret to Audio Book Success, I examine how great narrators such as Jim Dale, have the ability to stay in character, and then switch character and get back to the first character, while introducing a third. They do this for hours at a time in a space smaller than a prison cell. I also introduce you to Gary Catona, the voice builder.
This series continues with The Devil is in the Delivery, which focuses on mistakes narrators make every day that cause them to lose auditions. I conclude with a story about something that’s not for sale, and yet it is one of the most sought after things in the world: Charisma. Once again, it’s one of those things everyone is talking about, but very few people have taken the trouble to demystify it. That’s exactly what I attempt to do in Defining the IT-Factor.
2014 was also the year I made my stage debut. Granted, it wasn’t Broadway, but a local historic production in which I played activist-philosopher Thomas Paine, author of Common Sense. You can read about it in my blog post Acting Out In Public, which inspired several colleagues to audition for plays in their neck of the woods. You’ll see that there’s a huge difference between the studio and the stage!
If you’ve been following this blog for a while, you know about my interest in sales and marketing. It’s something many freelancers know very little about. They always wonder: “Is there some secret way to make sure clients buy from me?” If that question interests you, I hope you will read How To Sell Without Selling.
One of the greatest obstacles to professional growth can be very close to home. Some people have a tendency to make their own life rather difficult. If that’s something you recognize, I invite you to read Getting In Our Own Way.
At the start of a new year it’s not only good to look back, but also to plan for the future. Are you going to play it safe, or will it be a year in which you dare to take some risks? Perhaps it is time to ask yourself what your job really does for you. If you’re wondering about that, I encourage you to read A Means to an End which examines the question “Why am I doing what I am doing?”
And finally, if you’re looking at your motivation, you might wonder what has held you back all this time. What reasons, excuses and rationalizations do you need to let go of, before you allow yourself and your business to grow rapidly and organically. You may find some clues in What Is Holding You Back.
If you’ve enjoyed spending a small part of your Thursday with me (that’s the day I usually publish my blog), there’s no need to thank me. I just hope you’ll share your enthusiasm with someone else who -in turn- will become a regular reader.
As long as you do your part, I promise to treat you to more thought-provoking, controversial, and insightful articles in 2015.
The other day, one of my colleagues asked me an interesting question.
“Paul,” he said, “Why don’t you speak at voice-over conferences? I mean, we have a number of these events throughout the year, and you’re never on the program. Don’t you feel that you’re being ignored?”
“Not really,” I said. “You seem to think they should invite me. Why is that?”
“Well, for one, you’ve published a pretty unconventional voice-over book this year. They always invite authors to these events. Secondly, your blog has thirty thousand subscribers. I don’t think anyone in our small industry has as many followers. Doesn’t that mean anything?
But more importantly, many see you as one of the thought leaders of our community. Weren’t you the guy who kind of discovered Studiobricks and the CAD E100S microphone? These days, most colleagues have either heard about them or got one. I think that’s pretty amazing.”
“That may be true,” I said, “but that doesn’t make me (keynote) speaker material. You’d be surprised how many people still believe that I live and work in the Netherlands! They’re not going to fly a Dutchman in to speak at a conference in the States. Even though I’ve been here since 1999 and I’m a U.S. citizen, the myth persists that I reside in Holland with one of my fingers stuck in a dyke.
Secondly, some of these conferences are organized and frequented by people I have managed to piss off in the past. I don’t think voices.com or any other Pay to Play will ever ask me to say a few words, or even write a guest post for one of their online publications. They’re probably too afraid I will say something that is less than flattering. And you know what? They’re right!
I don’t play the game that everything is hunky-dory in voiceoverland. I consider myself to be a positive person, yet, when I feel my colleagues are being taken advantage of, I can’t help but raise my voice. That’s how I was brought up.
Having a minister for a father has taught me that so-called authority figures are ordinary people like you and me. They fail from time to time. They love the limelight. They enjoy being looked up to. And many of them can’t handle criticism very well. They take it way too personally. But there’s more.
Throughout the years I have blogged about increasing voice-over rates, and raising professional standards. I’ve talked about coming together as a professional group, and about ways to counter the erosion of quality and the influx of cheap, ignorant amateurism. Some have seen that as an attack on the free market. Others believe I enjoy belittling beginners. You know better than that.
The way I see it, many conferences want to create an atmosphere of We’re one happy family. Look how wonderful it is to be in voice-overs! Imagine this silly Dutch guy walking in on his wooden shoes, creating controversy. Why doesn’t he go back to Europe where he belongs?”
My colleague chuckled. I continued:
“Here’s the thing. On one hand, we have a very supportive community. If you need a new pop filter, tons of people will tell you which one to get. But if you wish to create a strong, non-profit, member-driven international association of voice actors such as the world voices organization, most colleagues look the other way. What are they afraid of? A little bit of solidarity? Socialism? You tell me!
World Voices is trying to do what I have been doing in my blog for years: Empower and educate people; give them tools to stand out from the crowd. I guess empowerment and critical thinking isn’t that popular anymore. But I digress, don’t I?”
“You could say that,” said my colleague. “I was just wondering why you don’t speak at voice-over conferences. I really think you could shake things up a little.”
I paused for a moment. Then I said: “A prominent voice actor opened up to me recently, and confessed:
‘I considered inviting you to my event, but I was afraid you’d be too critical.’
That surprised me a little. Is that really how people perceive me?
When I look back at all the stories I have written, most of them were about the business of being in business. I’ve written about selling, marketing, and about communicating with clients and colleagues. I just finished a six-part series on improving voice-over performance. None of that stuff I would label as controversial.
Even if I’ve been critical in some of my writings, why would that be a bad thing? Are we that insecure? As they say: Feedback is the breakfast of champions. It helps us learn and grow. Getting a kick in the pants may hurt little, but any coach knows it’s sometimes necessary for a student to make progress.”
My colleague nodded approvingly. I leaned forward, and whispered: “Do you want to know the real reason why I don’t speak at conferences?”
“Absolutely,” he answered. “I’ve been waiting for that.”
“It’s actually very simple,” I said with a smile. “I’m too shy and too modest.”
“Get out of here,” he responded.
“You? Shy and modest? You must be joking!”
“Guilty as charged,” I said. “However, with thirty thousand blog subscribers and counting, I do feel I have built up quite an audience. It’s my way of public speaking. And I’m not even charging for it. My blog is a platform I’m very proud of, and thankful for. And that’s why I want to give something back to my community.
Here’s the plan, Stan.
I’m going to ask my readers to nominate someone who -in their opinion- could really benefit from my book Making Money In Your PJs. It could be someone who’s struggling at the moment. It could be a beginner. It could be someone with talent but without any business acumen. Perhaps it’s someone who needs a little encouragement.
To keep it confidential, I want my readers to use the contact form on this website to send me the name and the email address of the person they’re nominating. No one else needs to know about it. (Please don’t nominate yourself. This is about giving, and not about getting.)
To celebrate reaching thirty thousand subscribers (and almost 1,000 Facebook fans), I will send at least thirty nominees a PDF copy of my book. Remember, that’s the edition with ten bonus chapters. The person receiving the book will not learn the identity of the person who nominated him or her. It’s like a secret Santa thing.”
So, if you’re reading these words and you have someone in mind, please let me know before December 1st. I’ll make sure they get a complimentary copy (I will not use the email addresses for promotional purposes).
And should you consider having me speak at your conference, rest assured that my bark is bigger than my bite.
As long as you don’t call me Shirley, these two lips from Holland promise to be on their best behavior.
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