East-West Audio Body Shop or EWABS, is a weekly interactive online talk show modeled after NPR’s popular “Car Talk.”
Hosted by Dan Lenard on the East Coast and George Whittam on the West, the duo answers questions about home studios, and they give tech tips on gear, soundproofing, best recording practices, and more.
Every week they also interview guests from celebrity voice actors to agents. During the show the chat room is open where colleagues comment on the topics of the day, and pose questions to the featured experts.
Every Monday evening (6PT/9EST) EWABS goes live, and you can find an archive of 144 previous programs on YouTube.
This Monday I had a chance to sit down with Dan and George, and talk about my new book, my personal background, the state of the voice-over industry, and my voice-over studio. I also read part of my story “The Most Obnoxious Man in Voice-Overs.”
The segment starts at 30:10.
Enjoy the show!
To celebrate the release of my new book, I invite you to enter a picture of yourself reading a copy of “Making Money In Your PJs.” You can use the paperback edition or a digital version, as long as the cover of the book is visible in the picture.
I’ll leave it up to you to make sure your photo stands out, as long as you are using the real book, or your eReader with an upload of the book. Only one entry per person, please.
IMPORTANT: By sending me your picture, I will assume that you give me permission to share it with my social networks, and that it’s okay with you to post it on this blog as well. You will remain the proud owner of the photo.
You have until Wednesday, June 18th at 1:00 PM EST, to enter your photo. The three winners will be revealed on Thursday, June 19th.
The third prize -a signed paperback of the book- will go to someone who already owns the digital version.
If you’re the winner of the second prize, I will interview you for this blog, and your story will reach 11,000+ subscribers, as well as many other readers.
The first prize is a 45-minute Skype session with me, where you can literally ask me anything about voice-overs, freelancing and self-publishing.
It was the day this blog reached 5,000 subscribers. But it didn’t stop there
In less than two months, that number doubled. I could barely believe it.
What did I do to make this happen? And more importantly, what can you do to get there too?
Well, I can tell you right off the bat that I don’t have some secret formula, or a shady deal with one of those companies that promise to take your website to the top of the major search engines. It’s just me and my virtual pen that seem to be on to something.
However, I’m not going to fall back on the predictable answer that attracting readers is all about content. There’s more to blogging than telling stories people like to hear. If writers could simply rely on the quality of their work to reach bestseller status, the world of literature would be a lot more interesting, don’t you think?
So, if we set content aside and we forget about that illusive magical box of SEO-tricks, what could possibly account for this wave of new visitors and subscribers?
I think the answer may lie in sociodynamics, or the study of group behavior and interaction. The basic premise of this study is the fact that human beings are influenced by other human beings. Perhaps the growth of my subscribers could have to do with what I call the “Late Night Commercial-Effect.”
When I still had cable, those infomercials were one of my guilty pleasures. Although I never bought any Japanese steak knives or Diamonique jewelry from TV pitchmen, it’s a fact that millions of people do, so the home shopping networks must be doing something right. For one, they know about the workings of the human mind.
Here’s one tool I’m sure you’ve seen in action. No matter what’s being sold, there’s always this counter telling you how many people have bought whatever the featured product is, and when this exclusive deal is running out. This may seem like a silly little gimmick to you, but the payoff is huge.
QVC is available in 300 million homes worldwide through its programming in the U.S., UK, Germany, Japan, Italy, and a joint venture in China. In 2013 it shipped more than 169 million products to these markets, generating $8.6 billion in revenues. It was all started by one man in 1986: Joseph Segel. He based his company outside of Philadelphia in West Chester, and today he has 17,000 employees worldwide.
By the way, don’t think that all QVC orders come from late-night television watching shopaholics. Last year, over thirty percent of sales came from mobile platforms. In other words: QVC has learned to be where their customers are, and these customers can’t seem to get enough of it. QVC has well over one million Facebook fans around the world who blog, comment, “like,” and share 24/7.
Feedback from fellow-shoppers is driving sales like never before. It makes sense. When it comes to buying decisions, we all want to minimize risks and maximize the rewards of our investment. We find it easier to trust the opinion of people we can relate to. That’s why other shopping giants like Amazon.com use comments from customers to try to influence purchase decisions.
Kawasaki recommends pitching a book to thought leaders, bloggers, and online communities to generate publicity. He calls this process “Evangelizing.” One of the things he tells new authors is to turn to Amazon’s best reviewers. Five-star feedback from them is worth more than a positive review in the New York Times.
Compare this strategy to expensive book launch parties, advertising campaigns, and paying PR professionals to pimp your product. Leveraging the power of social proof is practically free! That’s why it’s such a good tool for the solopreneur. All you have to do is target the right people with the right connections, and word of mouth will do the rest.
Of course it’s not that simple. It took me four years before my readership reached critical mass. In order to get to this place (for my career in general and my blog in particular) I have used a few tools you might want to consider as well. The first I call “The Power of One.”
THE RIGHT QUESTION
It’s based on the idea that a consistent sequence of small efforts can, over time, bring about big changes.
Every morning, I start with a simple routine. I ask myself a question that isn’t necessarily new or revolutionary, but nevertheless transformational:
“What’s the ONE thing I can do today, that would have the greatest positive impact in the area of…”
I purposely limit it to one, to keep things manageable. I’d rather do one thing really well than a whole bunch of things half-heartedly. To me it’s also important to focus on the notion of having a positive impact. Everything we do and everything we don’t, has an effect. That’s a given. But the result of our actions isn’t always positive, unless we make a concerted effort to bring about good.
That one question alone has resulted in a cascade of small improvements in the way I run my business and my life. In the beginning, the changes were barely visible. But when I connect the dots backward and see where I am now in relation to four years ago, the transformation is dramatic. Here’s another tool.
A CUE FROM QVC
After having reached 5,000 subscribers, I made a small change to my blog that proved to be immensely effective. I added a Call to Action in the top right-hand corner. I’m sure you’ve seen it. It says:
“Join over 10,000+ subscribers!”
I made sure to update this number at least once day, if not more.
At first I thought this was a rather self-congratulatory act. I’ve been raised not to boast about my accomplishments. I still believe humility is a virtue, but I’ve also learned that it’s okay to be proud of my achievements. Without an advertising budget or the help of a PR guru, I embraced the principles of social proof.
My “Join over 10,000+ subscribers!” is the equivalent of QVC’s sales counter with one exception. As long as I still have things to talk about, what I have to offer will not run out.
I don’t believe this counter is totally responsible for the increase in subscribers, but it’s the one small thing I changed since March.
MAKING MONEY IN YOUR PJs
Because I was reaping the rewards of social proof on my blog, I applied some of these principles to my newest venture.
While creating a website for my upcoming book “Making Money In Your PJs,” I decided to prominently feature testimonials. I did not want to wait for comments to roll in, so I sent people whose opinion I respect an advance copy, and asked them for a quote.
Later on, I will ask those readers who received the first fifty copies as a gift for a testimonial too. It’s a small favor, considering they got a 500+ page book for free.
Social proof is not only something I use as a book seller or blog writer.
The other day I needed to buy something online. After reading the description from the merchant, I wasn’t one hundred percent convinced that I should spend my money on this product. That is, until I read one positive comment from someone I trusted. Before I knew it, my mind was made up and I let my credit card do the talking.
In my last post of the year, I always go back in time to highlight some of the articles you may have missed or would like to revisit.
December turned out to be Gear Month at Nethervoice, and in a way we’ve come full circle. My first contribution of 2013 was entitled “Confessions of a Hopeless Gearhead.”
If you’ve ever wondered why evaluating and selecting new gear is so subjective and challenging, you have to read this article.
CLIENTS FROM HELL
No matter in what stage of your career you are, you and I have at least one thing in common: we’re always communicating with customers. How to effectively deal with clients has been a recurring theme on this blog.
In “Rotten Carrots and Cool Clients” I will introduce you to Type A and Type B clients, and I’ll show you how you can tell the difference. Here’s the bottom line: stay away from one of them!
VIOLENT VIDEO GAMES & TIPS FOR BEGINNERS
January was the month I finally decided to open up about something I feel strongly about: violence in video games and the role voice actors play in the production of these games. In “It’s just a Game” I weigh some of the evidence on the links between violent games and violent behavior.
Makers of violent video games may proclaim that all they do is provide innocent entertainment. I’m not buying it. You may not agree with my conclusions, but I hope you’ll take a few minutes to consider what I have to say.
Another recurring theme is the position of newbies in the voice-over industry and ways in which beginners can increase their level of professionalism. In “Learning on the job” I expose one of the persistent myths that it’s totally okay to advertise yourself as a pro and treat your clients to trial-and-error sessions.
Success does not come easy in this profession, and certainly not overnight. My article “Failure is Always an Option” tells the story of a number of colleagues with great intentions who made bad decisions that killed their career. There are lessons to be learned from failure!
LET’S GET PERSONAL
Every now and then I also give you an inside look into my personal life. I don’t do that because I’m a closet-narcissist (you can read about that in “Call me a Narcissist”).
It’s because I want to draw attention to a charity I feel passionate about: the National Multiple Sclerosis Society. In “Overcoming Obstacles and Giving Back” I tell the story of how my wife discovered she has MS and how she is dealing with this confusing and unpredictable disease.
Together, readers of this blog raised over $5000 for the MS Society, making us the number #5 fundraising team out of 58 in my area. I can’t thank you enough for your incredible generosity!
Speaking of my wife, in “The Wind beneath my Wings” I blogged about the importance of having a supportive partner in this field of work. A partner can be a dear friend but also a life partner. I know for a fact that I wouldn’t be able to do what I do, if it weren’t for my better half.
As a reluctant introvert, I tend to keep things inside. “The Emotional Dilemma” is a story about how my feelings are influencing my work for better or for worse, and how I am channeling these emotions as I’m interpreting scripts.
Many people have asked my about my background as a voice actor. “How it all began” will tell you more about the early days of my voice-over career.
Of course no year goes by without me delving into some of the more technical issues that come with our job. In “Get the boom out of the room” I reveal some of my personal secrets to creating a dry recording space.
Last week I reviewed Audient’s iD22, a top-notch audio interface that is my number one pick for best new VO-gear of the year. I also tried out Microphone X from Aphex. It’s a unique USB mic with built-in analog processing.
Getting paid is always a hot topic in voice-over land. A few months ago, I wrote a series of stories on that topic, beginning with “When a client owes you” followed by “Give me my money!” If you’re still waiting for that check that was promised ages ago, and you’re wondering what you can do about it, I’m sure my tips will help you.
For those of you in Europe or with clients in that part of the world, I reported on the efforts of the EU to crack down on late payments. A new EU directive protects people like you and me against clients who demand you deliver your work yesterday and who pay whenever they feel like it.
Of course my blogging year wouldn’t be complete without mentioning two stories that turned out to be immensely popular because they dealt with one popular Pay to Play site in particular.
In “Leaving Voices.com” I told you about my falling out with this Canadian company (be sure to listen to the audio sample!).This article was widely discussed and quoted, and I added a follow-up with “As the Dust Settles.”
One of my New Year’s resolutions is to leave every online casting site that is not working in my best interest and in the best interest of our profession. I’d say that covers about ninety percent of them.
WHAT YOU CAN DO FOR ME
All in all it’s been a pretty productive year.
Many people have asked me how I manage to write a blog each week (plus guest posts), and to have a full-time voice-over career. Just read “Are You Talking To Me” for some answers, as well as tips for those thinking of starting a blog in 2014.
Of course there are many articles from 2013 that I did not mention in this overview, but I’ll leave it to you to explore more and pick your personal favorites.
If you’ve enjoyed my writing in the past twelve months, I’d like to ask you one small favor.
Please keep on sharing my stories with your friends and colleagues and stay in touch.
Your comments, friendship and collegiality continue to inspire me!
Rest assured. I’m not going to rehash my leaving-voices.com-litany. You’ve seen it. At the LinkedIn Voice Over Professionals group they’re still beating that dead horse. Click here if you’d like to join the fuss and the fun.
Since I left the Canadians, business has never been better, but that’s not what I wanted to talk to you about. I really want to talk about a few of my favorite topics: language, marketing, standards and blogging.
BLOGGING BOOSTS BUSINESS
You see, what the folks at “voices” understood from day one, is that free content is one of the best ways to attract visitors to your website. A good blog has people stay for a while and it makes them come back again and again. Voice123 has a blog as well; the Edge Studio is stepping up its blogging efforts and recently, Bodalgo joined the club.
Can you keep up with all the content? I certainly can’t! Thank goodness Derek Chappell reads them all and he posts the best blogs of the week on his own blog.
Vox Daily is the official blog of voices.com. Over the years it has grown into a huge database of informative articles about every aspect of the industry. Most of the content is original. Sometimes the stories come from other sources.
I applaud the writers of Vox Daily for keeping this thing going with such creativity and consistency. As you know, I only blog once a week and frankly, that’s all I can handle.
As a native of the Netherlands, I was drawn to a recent Vox Daily article by Stephanie Ciccarelli, called “What is a Native Speaker?” In it, Ciccarelli outlines the advantages of hiring a native speaker. She cites a conversation with Spanish voice talent Simone Fojgiel who told her that
“70% of the projects she receives from her clients that were translated from English into Spanish, required revisions. Some even needed complete overhauls due to poor translation work.”
“Before we start pointing fingers at translators in general, we need to take a deep breath and consider why some translations may be poor, inaccurate or altogether baffling. My dear friends, it all comes to down to whether or not the translator is a native speaker of the language they’re translating in.”
I’m a native Dutch speaker and I recognize Simone’s observations. However, I don’t believe non-native speakers bare the full blame for poorly translated scripts. In my experience, bad translations are often the direct result of:
carelessness or ignorance on the part of cheap clients;
amateur-translators using translation software;
lack of standards, quality control and overall professionalism.
The question is: what to do about it?
Sometimes I talk myself into believing that one of my missions is to educate the ignorant. Allow me to illustrate.
A few months ago, I received an invitation to voice a Dutch language course for beginners. The budget was low and the sample script was filled with language that might have been in vogue some seventy years ago. Today, no Dutchman would ever use these outdated expressions. My guess is that the producers of the course had adapted an old guide after the copyright had expired. Perhaps they were unaware of the archaic language because they didn’t speak Dutch.
Rather than refusing the job out of hand, I auditioned for it, just to have an opportunity to get in touch with the client. I told them that the language in the guide was old-fashioned and that it would mislead people into believing they were learning Dutch as it is spoken today. I gave them several examples to illustrate my point. I also suggested that I could help them bring this language course into the 21st century.
Did I get a thank you note or even an acknowledgement that my comments were received?
Of course not.
I’m only a native speaker who was trying to offer some added value. Why on earth would they listen to me?
HELPING CLIENTS IMPROVE
According to Ciccarelli, Simone Fojgel has…
“made it her mission to protect, preserve and propel the brand image of her English clients as they step out boldly in effort to communicate to Spanish-speaking audiences.”
Not only does Simone review, prep and (re)write copy for her clients, she directs voice talent “to guarantee their performance is just right for the target audience.”
In that respect, Simone and I are on the same page. Both of us reach out to clients and offer to better their products. But after my experience with that Dutch language course, I asked myself:
Is it the job of a native voice talent to save a client’s reputation and turn a trash translation into a treasure?
I’m not so sure anymore, and I’ll explain why.
SAVING THE DAY?
1. First and foremost: You can provide people with information but you can’t be sure they’ll actually understand. And even if they do, it doesn’t mean that they will act upon it. Why should I waste my time talking to a client who doesn’t even want to listen? Let them produce that old-fashioned language course without my help. Perhaps they need to learn things the hard way.
2. In order to be open to a solution, the client has to admit that there’s a problem in the first place. Here’s the thing. Clients don’t always see a problem. All they see is an added expense you call a solution.
3. A bad translation is only a symptom of a greater underlying cause. Clients are often more interested in treating symptoms.
I believe in fixing a problem at the root level. If a faucet is leaking, you don’t hire someone to mop up the floor thinking that this will solve everything. You call a pro to replace the washers, the o-ring or the seals. Unfortunately, not all clients think that way. They’d rather pay for cheap labor instead of hiring a more expensive pro. The worst scripts usually come from clients with bargain basement budgets. Not exactly my target market.
4. Is it worth my time?
Before I became a full-time voice-over, I worked as a professional translator and I hated it. I used to spend 14-hour days ruining my back in front of a computer screen translating boring market research, user manuals and legal documents. As a voice-over, I can make in thirty minutes what would take me a week of translation work. You do the math.
5. Leave it to the experts.
Being a native speaker doesn’t necessarily mean that you’re a great translator. Just as people underestimate what it takes to be a voice-over, people have no idea how hard it is to become an accredited translator. Even though I’m an academically trained linguist, I am happy to pass translation projects on to the natives who do this for a living.
Now, does all of this mean that I’ll never offer to correct a weak translation or tweak a text no matter what?
If the client is open to suggestions and is willing to spend some extra money on additional services, I’m game. As a voice-over, it is in my best interest to be associated with a stellar production. If it wins me some bonus points with a customer, better still!
So, at times, being a native speaker does translate into more business, but obviously not from the folks who were looking for a voice for that outdated Dutch language course. I believe the program is in the making as we speak. Unchanged.
People pretending to be professionals have infiltrated your talent pool. People who can barely swim. It’s happening on your watch and you probably have no idea what the heck is going on.
Because you don’t know or you don’t care.
You’re too busy trying to make a buck in this competitive market, and you have no time or money for decent quality control. Or you are aware that you’re accepting and advertising third-rate “talent,” but this is simply a reflection of your standards.
AVERAGE HAS BECOME ACCEPTABLE
Let’s talk about those standards for a moment.
Read the rest of this story in my new book. Click on the cover to access the website and get a sneak peek. Use the buttons to buy the book.
You and I, we walk a fine line when it comes to drumming up business.
Here’s the situation.
Clients won’t hire us unless they know we exist.
Colleagues won’t recommend us if they have no idea what we’re capable of.
Agents might think we’re yesterday’s news if we don’t prove ourselves every once in a while.
The remedy to anonymity is self-promotion. However, we all know people who are constantly promoting themselves. They hijack threads on Facebook to toot their own horn. They pop up in LinkedIn groups to talk about themselves. They spam your inbox with “newsletters” that glorify their latest accomplishments.
They must believe they’re very interesting.
If you’re one of those people, I have this to say to you:
Read the rest of this story in my new book. Click on the cover to access the website and get a sneak peek. Use the buttons to buy the book.
2012 is a year I will remember for many reasons, but the main reason is this:
Did you know that readers of this blog donated $2,500 to the National MS Society this year? Thanks to your contributions, our Walk MS team raised a total of $6,504!
When I told you that my friend Patrice Devincentis had lost her Sonic Surgery recording studio in Hurricane Sandy, you stepped up to the plate big time.
Donations to Sonic Surgery
Right now, part of my basement is taken over by audio equipment that was donated to Patrice, mostly by friends in the voice-over community.
Just when she thought her career was over, your help gave her hope and a chance to start rebuilding a studio and a career.
As soon as her recording space is ready, I will deliver all the gear on your behalf, but that’s not all.
When you go to the Sonic Surgery GoFundMe page, you’ll see that together we’ve raised over $2,600 for Patrice. We still have a long way to go before we’ll reach our $10,000 goal, but it’s a great start.
SPREADING THE NEWS
As readers, you’ve also been generous with your blog comments (all 2,658 of them), retweets, Facebook “likes” and all the other ways in which you helped my stories reach a wider audience. Thank you so much for that! It works and here’s the proof.
A story like the introduction of Studiobricks (a new type of vocal booth), has reached almost two thousand readers. Mike Bratton’s interview and review of the Studiobricks ONE cabin, has been seen over fifteen hundred times. But there were more reviews this year.
If you’ve been following this blog for a while, you know that I love writing about the business of being in business. Having a great voice doesn’t mean that you’ll automatically have a great voice-over career. You have to be a savvy entrepreneur as well.
When you open up shop, you’re all of a sudden the head of the advertising, marketing, sales and the customer service department. Are you sure you can handle that? Some customers can be a royal pain in the tuches, but you have to attract them first.
Now, all these ideas didn’t appear to me in a dream. It has taken me quite a few years of running a freelance business to come up with certain vital concepts. Trial and error are the slowest teachers, and I had to learn many of my lessons the hard way. I still remember the day I almost made a $10,000 mistake.
On an average day I spend at least eight hours in my vocal booth/office, and of course I blogged about life behind the mic. I gave you the grand tour of my studio in two installments.
In 2011, 44% of independent workers had trouble getting paid for their work. 3 out of 4 freelancers are paid late or not at all at least once in their careers. That’s why the New York-based Freelancers Union ran a campaign called “Get Paid, not played.”
I tend to write a lot about value and remuneration. Just click on the “Money Matters” category over on the right hand side of this blog and you’ll see what I mean. When my website got a make-over, I decided to publicly post my voice-over rates. Not everyone believed this was a wise move, so I wrote a story exploring the pros and cons of being open about fees.
One relatively new way to fund your business, is to use crowdsourcing. I asked audio book publisher Karen Wolfer to share her experience with Kickstarter. Another money-related topic that came up this year was this: Should you work for free for charity? On paper “giving back” sounds like the right thing to do, but is it always the case? As with any of the stories mentioned above, click on the blue link to read the full article.
TAKING CARE OF YOURSELF
Let’s move from wealth to health. I shall remember 2012 for one other reason. Never before have I written so much about fitness and well-being. In “Be kind. Unwind” I wrote about the importance of taking a break, being in the moment and leading a balanced life.
After meeting the globetrotting host of The Amazing Race Phil Keoghan, I discovered four principles to live in the spirit of NOW (No Opportunity Wasted). In August it was time for me personally to cut the crap and rid myself of excuses that had me trapped in an unhealthy, sedentary lifestyle.
MAKE A DIFFERENCE
All in all, 2012 has been a great year. We’ve had to weather some powerful storms, but the year was also packed with positive change.
It always amazes me how relatively small changes can have a huge impact. Imagine someone throwing a pebble into a pond. See how the ripple effect moves through the water in ever-widening circles. That’s the effect one individual act of generosity can have.
It happens when people who care, share what they have to give without expecting anything in return. It can be time, it can be money or -as in Patrice’s case- even audio equipment.
I am grateful and appreciative that you have chosen to take a few minutes out of your day, to see what I have to say. Many of you came back, week after week. Hopefully, you’ve found my stories and ideas helpful and worth sharing. If that’s been the case, I have news for you:
I’m not done yet!
In fact, I’m ready to push more envelopes, stir more pots and be more outspoken in 2013.
Last week I talked about the importance of tailoring your proposal or demo to the needs of the client.
This week I’m taking it one step further. I will show you how you can apply the principle of personalization and customization to your social media presence.
In a moment, I’ll share some cool new tools you can use to spread the news about your business more efficiently and effectively. The end result: more fans for your Facebook page. A better search engine ranking. More hits for your website. Increased business.
If you’ve been following me for a while, you know I spend a lot of online time “socializing.” I blog, I tweet, I pin, I comment and I participate in discussions for at least an hour a day, if not more.
Now, level with me for a moment because I want your honest opinion.
Am I wasting my time on a magnificent distraction or could this be beneficial for my business?
While you think about that, I’ll tell you how I see it.
Social Media are tools. Tools aren’t inherently good or bad. It depends on how they are used, by whom, to what end and what the ultimate return on investment is.
Professionally speaking, I don’t go online to play games, to save souls or to share what I’m making for dinner. Social Media are part of my “undercover” marketing strategy. If you’ve read my recent article on undercover marketing, you know what I mean by that:
Any activity that helps you find clients and helps clients find you
Here’s my golden rule: You want to spend most of your marketing time and money where your market is. In my case, that’s online.
If you’re in the same boat, it’s wise to:
have many ways to be found and drive traffic to your website
share and promote compelling content and services
create opportunities for clients to get to know you and interact with you
WHY JOIN THE MASSES?
At this point you might say: “I already have a website. Why should I join Google+, Pinterest and Twitter? I have enough on my plate.”
First off, counting on your website to bring in business is a very passive approach. You’re asking the world to come to you and the world is lazy and doesn’t know where to find you. If you don’t make any noise, no one will hear you.
Secondly, most websites aren’t very social. They offer static content and very little opportunity for interaction (more about sites in: Why Your Website Stinks). Search engines hate that, and so do your clients and fans.
Places like Facebook and LinkedIn on the other hand, are buzzing with activity and offer amazing opportunities to proactively build a network, strike up a conversation and -eventually- take people to your store.
Remember: the purpose of this strategy is not to sell anything. You’re just building relationships. Facebook friends might become clients. Clients become fans. And eventually, your fans will do some of the marketing for you.
Here’s what I really like about Social Media: most of these platforms are (still) FREE! All you need to invest is a bit of time, energy and creativity. The returns could be tremendous.
There’s just one caveat. It’s easy to personalize your own website. It’s a bit more challenging to give generic sites such as Twitter and Facebook a personal and professional touch. In order to do that, let’s take one step back.
DESIGN YOUR IMAGE
First you have to create an overall look for your business in general and your website in particular; something that’s instantaneously recognizable. In my case it’s the color scheme of orange and dark gray, as well as the picture of me with the orange tulips.
Then you consistently use your look across multiple platforms.
One way of doing that is by creating a Gravatar. That’s short for Globally Recognized Avatar. A Gravatar is an image that follows you from site to site. It appears beside your name when you do things like comment on a blog.
Using a Gravatar reinforces your image, it creates a connection with the reader and it increases your credibility.
Content spammers usually don’t use Gravatars, so, having one identifies you as a genuine, trustworthy contributor. Besides, it makes you look much more personable.
Or would you rather have a Mystery Man picture next to your comment?
So, how do you create a Gravatar? Click on this link and follow the instructions. It’s quick and it’s easy.
Whenever you go online, this image of me and my orange tulips will pop up. Once people make it to my website (the ultimate goal) they get a feeling of familiarity because they’ve seen it before.
Let’s look at my Twitter profile:
There are two other things I did to customize this profile. I added a hyperlink to my 160 character bio. It leads to one of my demos. Now, my over 2200 Twitter followers can hear what I sound like, and all it takes is one click.
Here’s the second part. Normally, the full link to that demo would look like this:
It wouldn’t fit into my bio, but luckily SoundCloud can give you an abbreviated version that looks like this: http://snd.sc/KyX8oJ. You could also use a service like tiny url or bit.ly to shorten your links. Before you do that, there’s something you should know.
Internet users have become increasingly suspicious of these shortlinks because you can’t really tell where they originate from. With so much harmful and useless crap floating around in cyberspace, people are more inclined to click on links they can identify and trust.
So, how did I create a shortlink to one of my SoundCloud files that incorporates the url of my website and looks like this?
I used a WordPress plugin called Pretty Link. Once installed, it will appear on your dashboard and allow you to generate shortlinks for all kinds of online content. This is what the window of the Pretty Link admin area looks like. It’s pretty self-explanatory.
SOUNDCLOUD & PINTEREST
As you can see, I am visually and virtually connecting some of the content sharing sites people can find me on: Twitter, SoundCloud and Nethervoice. That way, they can cross-pollinate. It’s all about the sum of the parts.
If you’re not terribly familiar with SoundCloud, it’s kind of a YouTube for audio recordings.
All the embedded demos on this site are stored in SoundCloud. As you can see, the audio tracks are depicted as waveforms and listeners can easily download, distribute and comment.
You can also use SoundCloud to upload demos to your Facebook page by creating a BandPage. You don’t have to have a band to do that.
It gets even better. Recently, SoundCloud introduced a new feature that makes it possible to “pin” your audio to your Pinterest boards.
Pinterest is one of the fastest growing content sharing sites, allowing you to create and manage image collections. Each collection has it own pinboard and here’s a screenshot of a few my boards:
When you click on a particular board, all the images on that board are displayed. Individual images can be “re-pinned,” liked on Facebook, emailed, embedded and shared on Twitter. But here’s the real magic: once you click on a particular photo, it becomes a link and you are taken to the site the photo is taken from. You can promote blog content by pinning it, YouTube videos as well as your SoundCloud demos.
Why is all of this relevant? Pinterest is popular and is said to drive more traffic to websites than Twitter.
“Marketing is a sound. Those who hear the sound you make and resonate with it will follow.”Bill Sanders, project management and process consultant at Roebling Strauss
Clients don’t grow on trees. We all know that.
We can’t expect them to find us if they don’t know we exist. In order for them to discover our needle in the online haystack, we have to make noise. Lots of noise. But what kind?
Some say the answer lies in Massive Marketing.
The truth is, most voice talents are pretty good at doing someone else’s marketing. That’s what they get paid for. But when it comes to tooting their own horn, a lot of them are as clueless as a hamster in outer space.
If marketing is not your forte, you’re not alone.
Recently, the online magazine VoiceOverXtra polled its readers and asked the following question:
Read the rest of this story in my new book. Click on the cover to access the website and get a sneak peek. Use the buttons to buy the book.
Good old Double Dutch had to make way for the new Nethervoice. It might take some time to get used to, but believe me: it was inevitable. Let me tell you why.
If you have your own domain, do you know how many visitors come to your website in a day or a week; how they found your site; what they were looking at during their visit and for how long they stayed before going somewhere else?
If you don’t, you are in trouble. It’s like owning a store and having no idea how many customers come in and what they’re interested in. You cannot manage what you don’t measure.
As I was going over the Google Analytics stats for nethervoice.com, I had an epiphany. It turned out that in the last six months over 50% of my visitors had used a mobile device to access my website.
With millions and millions of tablets and smart phones sold, that was not exactly a revelation. My epiphany came when I realized that my site was never designed with mobile devices in mind.
DRIVING BUSINESS AWAY
Nethervoice.com looked okay on a 20″ monitor, but on an iPhone it was dreadful. Important information was cut off, buttons had disappeared and it was very user-unfriendly. No wonder my bounce rate was way too high.
Unknowingly and unintentionally, I was driving most of my visitors (= potential clients) away!
Now, do you know what your site looks like on an iPad or an Android?
Would you like to know?
Why don’t you visit this site right now and type your url into the test field. You can select “width only” or “device sizes” to find out what others see when they look at your website using a mobile device. If you’re on a desktop, make sure you enlarge the screen all the way to the right to reveal the iPad Landscape setting.
In my case the conclusion was crystal-clear: I would have to build a new site from the ground up. These were my criteria:
It had to be mobile responsive to allow my site to automatically change layouts according to the visitor’s screen size, whether on a desktop, smartphone or tablet
My content management system (CMS) of choice would be WordPress. Because my old Double Dutch blog was WordPress-based, I already knew how easy it was to create pages with little or no knowledge of html code. If you’ve never worked with WordPress, here’s what you should know.
The look and functionality of a WordPress site is determined by a template called a theme. Right now there are thousands of themes available, but not all of them are mobile responsive. Most themes can be customized to your suit your needs and reflect your style.
Some templates are specifically designed for bloggers, photographers, restaurants, bands et cetera. Many themes are free, but premium themes cost anywhere between $35 and $100.
The theme you’re looking at right now is called ProMotion. Try changing the screen size manually and see what happens. You’ll notice that the layout changes but that the content remains visible.
EASY DOES IT
The functionality of a theme can be enhanced by plugins and widgets. For instance, the Subscribe box in the upper right-hand corner of this blog and the list of Popular Posts are both plugins. Once installed, they can simply be dragged and dropped to the sidebar as a widget. No programming experience necessary. Because this is open source software, you can choose from a database of more than 18,000 plugins!
The WordPress platform itself, as well as the themes and plugins, are regularly updated. When an update becomes available, it can usually be installed by clicking a button. It’s that easy. If you’ve ever worked with a more traditional CMS, this is like going from a stick shift to an automatic. And since I’m not a computer geek, I prefer automatic.
ENTER THE EXPERT
I do know my limitations, and to make sure the transition would be smooth, I asked Joe Davis to give me a hand. Joe knows WordPress inside out, and he recently helped Dan Lenard, the Home Studio Master, with his new site. It was particularly important to me that my entire archive of blog posts would migrate seamlessly.
Before my new site went “live,” Joe uploaded the theme to his server and put the main building blocks in place. That way I could see what the site would look like as we worked on the individual pages. It’s almost like writing a book: you go through several drafts before coming out with a finished product.
I asked Joe about the biggest hurdle he had to overcome in this migration project. This is what he said:
When working with someone like you Paul, who has such a good understanding of what a website can do and brings out that functionality with plugins, it can be a challenge to make sure they all play nice with each other. The more plugins you have, the greater the risk of a conflict between some of them.
You work a lot with the WordPress content management system. What are the advantages of WordPress as opposed to the more traditional CMS systems?
This may come as a surprise to some of your readers but although WordPress started out as a blogging system, it has turned into the world’s most popular CMS. WordPress is a very fast, easy to use, robust framework to build a site in. With the enormous list of plugins available you can add almost any functionality you are looking for. The way themes are handled by WordPress also provides lots of flexibility for the creative folks among us.
With WordPress, web design seems to have become a lot simpler. But not everything is as easy as it seems. What are some of the things you recommend people get help with?
It depends on what the goal of the website is, but generally I would say the areas that people need the most help with are theme/layout design if they are creating a new design and Search Engine Optimization (SEO). On site SEO can be the difference between a great website that nobody sees and a great website that needs a new welcome mat because so many people have stopped by.
What basic mistakes do you see when you visit websites?
Everyone wants their website to be attractive but it is also important to remember why people are on your site. They are looking for something and that should be as painless an experience as possible. Many times I see websites that have huge beautiful headers with lots of pretty graphics. The problem is users have to scroll in order to see the content and must do so on every page. To add that extra step in order to get to the meat and potatoes, on a platform like the Internet where people decide if they are going to stay or leave within seconds, is not a gamble I’m willing to take. Other common mistakes include poor usability, content disorganization and lack of SEO.
Your main job has to do with SEO. Any tips for the uninitiated to improve their SEO?
There is so much you can do, but you will be ahead of most if you remember these life basics that apply just as much online.
If you are interesting, people will come talk to you! Content, content, content! If you don’t have good content, the search engines won’t give you much attention and humans won’t either.
Speak their language! What does someone do with a magazine they pick up that is in another language? Usually nothing because they can’t understand it (or maybe just look at the pretty pictures) but either way the text is lost. Often people will put important keywords that they want to rank well for… in an image. This is a big mistake. Be very careful what you put in graphics. Search engines can’t read anything that’s in an image and will ignore it.
You are associated with who you pal around with! Relevant inbound links arecritical. Regarding linking up: Pretend you are looking for a date. Makesure that person is from nice folks with similar interests. If you are avoice actor don’t have your buddy with the real estate company link to youunless the page he links from has content directly related to your field. Alink from an audio production house will have a much better result.
Where can people best reach you?
Well, let’s practice a little SEO here. Please visit us for more information about Voice Over Websites and Marketing. See what we did there? We created a relevant inbound link with relevant anchor text to a special page I created solely devoted to voice over that opens in a new window. And you linked to a relevant page which is good for your site. Everyone wins!
Meanwhile, why don’t you do some site-seeing and let me know what you think of the New Nethervoice. Your feedback is much anticipated and appreciated!
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