Money Matters

How To Fix Sliding Voice-Over Rates

by Paul Strikwerda in Articles, Career, Freelancing, International, Money Matters, Pay-to-Play Leave a comment

Peter Dickson (l) and Hugh Edwards (r)

I usually don’t allow guest posts on my website, but today I am making an exception for Hugh Edwards, CEO & Founder of Gravy for the Brain.

The issue of sliding voice-over rates is pressing and seemed impossible to solve.

The folks at Gravy for the Brain came up with a brilliant, no-cost solution that can make a huge difference in the lives of those who talk for a living.

Click on this link to read Hugh’s article.

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Peanuts and Monkeys

by Paul Strikwerda in Articles, Career, Freelancing, Money Matters, Promotion 5 Comments

Peanut & MonkeyI don’t know about you, but I’m astonished at the growing number of people responding to no-budget and low-budget voice-over jobs. It had me wonder:

Who are they? What drives them? How do we make them stop?

Some colleagues suggested I shouldn’t take these lowballers seriously. They’re ignorant hobbyists at best, and their actions have no impact on us professionals.

I disagree.

BEING WORTHLESS

It’s insulting and upsetting when both client and talent find the contribution of a voice-over of so little value that no money changes hands. Meanwhile, the copywriter and sound engineer get paid, the animator receives a check, and the guy who hired them to create an ad campaign has a full-time position with benefits.

What’s wrong with this picture?

If the company is too cheap to pay a pro, why don’t they ask Keith from accounting to do the voice-over? Why do they have to post a job in a Facebook group for voice-overs? It’s simple: because they know that Keith in accounting is a klutz, and there’s always a hopeless hopeful VO with a sliver of talent who’s willing to do it for nothing.

I’m sorry, but I’ve worked too long and too hard to be giving my voice away. Even if I were getting my feet wet, I’d have enough respect for myself and my colleagues to insist on being paid good money for good work.

So, why are some budding voice-overs willing to work for free? Beginning plumbers don’t do that. Newly graduated chefs don’t put a zero dollar menu together. Young teachers make less, but they get paid for doing their job. What makes us voice-overs so special that we deserve not to be paid?

A TYPICAL JOB OFFER

To get some perspective, let’s pick a real gig that was just posted on Facebook. The job is for a “nonprofit small low power Christian radio station” and was described as follows:

“A concept piece mentioning a new name and slogan along with some catchphrases. It’s like a sizzle reel in tv terms. Unpaid but appreciated.”

Someone who wants this job responds (and I’m not going to pick on the grammar):

“I could use the exposure and experience being new to professional.”

Just imagine all the exposure a small nonprofit low power Christian radio station can bring! I think you’ll need the intervention of a higher power to make all that exposure work to your benefit.

Speaking of exposure, try going to a restaurant telling the owner: “I’m not going to pay you today, but I’ll make sure to say nice things about you on Instagram.” Unless you’re Kim Kardashian, Paris Hilton, or Kylie Jenner, I don’t think you’ll be getting very far.

As someone who has been using his voice professionally since he was seventeen, I can tell you that, unless you’re a flasher, exposure is highly overrated. It doesn’t pay the rent and it can’t feed your family. It’s a transparent trick to make you believe you’re getting something in exchange for volunteering your services.

Some high-profile jobs may give you limited exposure, but these jobs usually go to A-list celebs and come with a nice paycheck. Keep in mind that voice-overs are the Invisibles of the industry. By definition, our role is mainly supportive (the exception being audiobook narration which I think is underpaid). We have to make up our own awards shows in order to get some recognition… from our peers.

So, if you’re looking for exposure, you’ve chosen the wrong profession. Don Lafontaine was arguably the most famous voice-over artist of his time, but very few people knew who he was until he appeared as a sidekick in a Geiko television commercial. Notice that he’s introduced as “that announcer guy from the movies.”

WHAT EXPERIENCE?

Will working for free give you the experience needed to book more paid jobs? It totally depends on the experience. I vividly remember an angry young conductor kicked out of a competition. He wanted to know why he hadn’t made it to the next round. He told the jury: “Compared to all the other contestants I’ve had much more experience. Why are you letting me go?” The chairman of the jury told him: “Your experience must not have been very good.”

Some experiences simply don’t translate. Just because you’ve worked as an announcer for a radio station or you were a teacher or a minister doesn’t mean you have the chops to be a successful voice-over. Having extensive experience as a voice talent doesn’t necessarily get me hired. Most clients aren’t interested in what I’ve done for other people in the past. They want to know:

What can you do for me today?

Will experience help you finally land an agent? Agents get interested once they know you can make them money. Doing jobs for free tells them you’re desperate instead of marketable. In my opinion, the experience you need as a budding voice-over is the experience of working with a good coach who’s not afraid to say what you don’t want to hear.

BEING A PROFESSIONAL

Let’s get back to the reason one of our colleagues thought he’d be a good fit for that no-budget Christian radio station job. He wrote:

“I could use the exposure and experience being new to professional.”

We’ve covered exposure and experience. Let’s get to the “professional” aspect. According to one dictionary, a professional is “engaged in a specified activity as one’s main paid occupation rather than as a pastime.”

So, if you’re doing something professionally, it can’t be a hobby, and you have to get paid. In addition, voice-overs are small business owners. The IRS says:

“A trade or business is generally an activity carried on for a livelihood or in good faith to make a profit.”

In other words:

WORKING FOR FREE IS UNPROFESSIONAL

A GOOD CAUSE

But what about working for charities? Don’t they at least deserve a discount? Before I get into that, let me be clear: the VO jobs I see posted in Facebook groups are sometimes for nonprofits but not for charities. Every charity is a nonprofit, but not every nonprofit is a charity.

As professionals we have to stop making assumptions about how much we believe a potential client can or cannot afford. They’re not going to tell us so we will never know. Just because it’s a nonprofit or a charity, doesn’t mean there’s no budget for PR. I know because organizations like Charity Navigator keep track of how much of a charity’s budget goes to fundraising campaigns.

Charities like the Cancer Survivors’ Fund, the Autism Spectrum Disorder Foundation, and the Kids Wish Network spend more than 50% of their budget on fundraising activities (source: click here). That isn’t necessarily a good thing, but don’t tell me all charities have no money and deserve a break.

Many CEO’s of charities make six-figure incomes. In 2015, the CEO of the Memorial Sloan Kettering Cancer Center made $3.6 million, and Wayne LaPierre who heads the nonprofit National Rifle Association was reported to make $4.6 million. These are extremes, but Charity Navigator says that among the charities they’ve evaluated, the average CEO salary is $150,000 (source: click here).

THERE’S A DIFFERENCE

What’s my point? Not every charity is created equal. Many are huge, professional organizations with big budgets for promotion. If there’s money to pay a CEO a decent salary, there is money to pay a voice-over a decent fee. Now, if you wish to support that charity because you connect with the cause, don’t discount your services. Make a tax-deductible donation after you get paid.

What baffles me most about those willing to work for (next to) nothing is the fact that they seem to be beginners. Perhaps I’m weird, but when I started out, I needed all the money I could get so I could invest in my career. I had to buy decent equipment, a good website, and I saved up to create a quiet recording space. Plus, I had to have a roof over my head and some food on the table.

I couldn’t afford to work for free, and I still can’t.

Here’s the thing most lowballers won’t admit: it takes real talent to book a top-dollar job, but it’s pretty easy to book a gig when you’re charging very little or nothing.

Once clients are used to your low rates they won’t be willing to pay you full price, and your colleagues will have a harder time negotiating a better deal. Why should clients pay more if they can get it for less (especially those for whom “good enough” is good enough).

Charging peanuts means you’ll never have the life you’re hoping for, and you’ll have less money to give to that charity you say you wish to support.

The moment you start charging a reasonable rate, you create expectations. You have something to prove. You tell the world:

“This is what this job is worth!

This is what I am worth, professionally speaking.”

If what you bring to the table has no added value, you’ve nothing left but to compete on price. But…

if you’re any good at what you do, people are willing to pay for it, and the benefit of hiring you outweighs the cost every single time.

Even monkeys can figure that out.

Paul Strikwerda ©nethervoice

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Common questions and the answers you don’t want to hear

by Paul Strikwerda in Articles, Freelancing, Gear, Internet, Money Matters, Pay-to-Play, Personal, Promotion, Social Media, Studio 35 Comments
Paul Strikwerda at the beach

the author, enjoying some fresh ocean air

Every couple of weeks I make the social media rounds on the various Facebook voice-over groups to see what’s new. The answer:

Not much.

In fact, most of what’s going on is an endless regurgitation of familiar topics, and Me-Me-Me marketing we love wasting our time on: How much should I charge? Where can I find work? Will you critique my demo and my new website?

In an effort to nip these dreadfully boring and superfluous conversations in the bud, I’m going to cover some returning questions rapid-fire style, so we can all get on with our work.

I want to get started in voice-overs, but I have no experience, no equipment, and no money. Where do I begin?

Are you serious? You sound like the guy who wants to be an Uber driver, who doesn’t know how to drive, does not own a car, and has no money in the bank. How’s that going to work?

My two cents: Get a job. Put some money aside, and work with a coach to find out if you’re even remotely talented before you spend big bucks on a studio, gear, demos, and a website.

It sounds like I need a lot of money to break into this business. Why is it so expensive?

Compared to what? Ask a New York cab driver how much he paid for his medallion. What did the pianist pay for her Steinway? How much debt did your doctor take on to get her degree?

You can’t be invested without making an investment. If something is worth it, you’ve got to pay the price. And if you’re serious, you can equip your voice-over studio for under a thousand dollars. Click here to find out how.

I just got started as a voice-over. I’ve been auditioning for over three months and haven’t booked a single job. Nobody ever told me it was going to be this hard. I’ve got rent to pay.

Your coach should have prepared you for a harsh reality. Ninety percent of trained actors are out of work. The ones on the A-list get booked again and again. It’s not much different for voice actors. Your job is finding jobs. Over and over and over again. So, stop lurking on social media and start marketing yourself!

I signed up for several Pay-to-Plays. Posted my demos. Nothing’s happening. Is this a scam?

A P2P is the lazy way to get into this business. You pay your membership fees, you post a few homemade half-baked demos, you do a few lousy auditions with your crap equipment, and you expect magic to happen? Don’t blame the system. You are delusional.

My neighbor is driving me crazy with his mad dogs, his leaf blower, and his lawn mower. Right now I want to kill him.

Do you expect the world to stop just because you need to meet a deadline? You advertise yourself as a professional, yet you have no dedicated, isolated recording space. That’s a problem. Costs come before revenue. Stop moaning and get a double-walled booth. If you’re any good, it will pay for itself many times over.

This new client hasn’t paid me in months and won’t respond to my emails. Help!

Who have you been working for? Did you do your research to find out whom you’re dealing with? Did you watermark your audio? Did you ask to be paid upfront? Not every client can be trusted so you have to protect yourself. You either lawyer up and threaten legal action, or write the unpaid invoice off as a business loss. Remember: even if small claims court rules in your favor, it’s not going to collect your money. That’s on you.

I’m not making enough as a voice-over. What am I doing wrong?

You’re not alone! In this business, there is no guaranteed return on investment, and with what you’re charging, are you surprised you’re not making enough? It’s a self-inflicted wound. Low rates are the sign of a desperate amateur. Who wants to work with a desperate amateur?

Be better, not cheaper.

Sitting in front of a computer all day long is hurting my health. I hate it!

No one is forcing you to do anything that’s detrimental to your health. In order to take care of your clients, you have to take care of yourself. Exercise, do yoga, move around, choose a healthy diet. Sit up, hydrate, get a supportive chair, and a wrist rest. Don’t forget your emotional health. Surround yourself with supportive people. Get a life outside of your studio! Your work is just a means to an end.

Being a freelancer is hard work. I thought it would be fun to be my own boss, but I’m starting to change my mind.

No job in the world is 100% fun all the time, no matter what some Instagram posts may tell you. What you see and what you hear – the end result, may sound and look like fun, but you don’t see the effort necessary to make it happen. If you do your job well, you make it seem effortless.

If your level of fun is the only criterium you use to evaluate your job, you’re never going to be satisfied.

Now, if you’re not happy with how things are going, know that nothing is going to change unless you change. Keep in mind that as long as you keep on blaming others for your misfortune, they have to be the ones that have to change in order for you to be happy.

That ain’t gonna happen.

Allow yourself to make mistakes. Allow others to make mistakes. You don’t have to spoon-feed every newbie begging for free advice. They’ll end up being lazy, ungrateful, and dependent.

Give yourself time to become good at what you do. Learn from the experts. Invest your earnings to further your career. Value what you have to offer and price accordingly.

And beginning today, start figuring out ways to get visitors to your web pages, instead of interacting on other people’s groups and sites, boosting their SEO. 

What do you say?

Paul Strikwerda ©nethervoice

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What Were They Thinking?

by Paul Strikwerda in Articles, Journalism & Media, Money Matters, Promotion, Social Media 9 Comments

Sale!No matter how much you love your job as a voice-over, there are always aspects of your work you don’t care for, or would rather have someone else do.

I, for instance, am not a numbers man, and I’m glad my office manager is keeping the books for my business. Very few colleagues I talk to enjoy doing the unglamorous paperwork that is part and parcel of running a professional service. Yet, it needs to be done. 

But if there’s one thing many voice-overs are very uncomfortable with, it is this: selling themselves. They’d rather spend hours in a dark booth recording an obscure historic novel, than having to talk a client into hiring them.

If you’re experienced enough to have a couple of agents, they will do the talking for you. Quite often though, a potential client will approach you directly because they’ve been on your website. In that case you have to do the negotiations yourself. Inevitably, you have to answer the following client questions:

1. Why should I hire a professional voice? 

2. Why should I pay that much money, if all you’re going to do is talk?

In the end there are three ways to answer these questions. You can highlight the benefits of what you have to offer, or you can tell some horror stories of clients who went with a cheap, unprofessional voice… or you can use a combination of positives and negatives.

Now, for some clients that’s not enough. Maybe they’re new at hiring a VO, and they simply can’t imagine what effect a bad voice-over could have on a good script. Those people need to see, in order to believe.

One guy started talking to me about text-to-speech software, and how advanced things were getting in that area. His boss had suggested he buy some software, and use it for the next video, instead of a real voice. The TTS-software would pay for itself in no time, he told me. 

“Well,” I said, “I’m not sure your company could afford the kind of artificial voices that are developed and used by Google or Apple. But let me send you a link to a video that was uploaded not so long ago. This is an affordable product you could buy right now. Take a look, and let me know if this is what you had in mind?” Here it is:

Some things just speak for themselves, don’t they? A few weeks later I spoke to a Head of Internal Training who wanted to “explore his options.” He was producing a tutorial, and he said:

“I’ll be honest with you. Keith from IT has a decent voice, and he said he’s willing to put this thing together for a six-pack and a pizza. That would save me a lot of money. Give me one reason why I should hire you.”

“I’d be happy to,” I said, and I sent him this educational YouTube masterpiece:

Let me share one of my other favorite tutorials. It’s not a corporate presentation, but if you’re interested in baking banana bread, this is a must-see (but you might want to turn the volume up a bit…).

Are you hungry yet? Don’t be fooled though. This is a so-called ASMR video (autonomous sensory meridian response) and there are currently about 5.2 million ASMR videos on YouTube. It’s the biggest YouTube trend you’ve never heard of.

The most popular tutorials on YouTube have to be the ones of girls teaching you how to put on make-up. Why do I bring this up? A year or so ago I was approached by a cosmetics brand. Their creative team was coming up with a new campaign, and they had two directions they wanted to explore. One was a more sophisticated approach for which they had my voice and accent in mind.

“The other idea,” said the account manager, “is to let real people tell their story. After all, that’s what our clients can relate to. We want someone who sounds like the friend they never knew they always wanted. Someone who can demonstrate our product, rather than sell it in a commercial.”

“Do you mean someone like this?” I asked? (and you might want to turn your volume down again…)

Most potential clients I talk to aren’t the creative types. They’ve already decided they want to hire me based on my demos, but they want me to give them my “best price.” That’s client speak for: “I think your rates are ridiculous, so let’s see how desperate you are.”

Last week I had a very interesting experience. A woman I was talking to about a voice-over project did something crazy.

She used the F-word!

We were talking about what I would charge, and all of a sudden she said: “But what about all these guys on Fiverr?”

“What about them?” I asked.

“Well,” she continued, “if I were to go with one of them I’d pay a lot less. In the end it’s all about the bottom line, you know.”

“Listen,” I said. “This video you’re putting together is going to be on the world wide web forever, and I hope thousands and thousands of people are going to watch it. For many, this is how they will learn about what your family business has to offer.

In most cases, you’ll get one chance to make your pitch. One chance. People have become extremely critical and impatient. If they don’t like what they see and what they hear, they’ll have millions of other things to watch. So, it’s up to you how you want to present the company your grandfather built. If your video looks unprofessional or sounds unprofessional, your company looks unprofessional.

Do you honestly want to put the reputation of your business in the mouth of this Fiverr guy?”

I think she got the point. Now, let me be clear.

This blog post is not about bashing people who are trying to make a few bucks with a dynamic microphone, or who want to share their knowledge, passion, and whispery voice with the online community. I used the above examples to provide some perspective, and because these videos are in the public domain.

One thing I’m sure you’ve picked up on, is that voice-over narration is very different from giving a running commentary of whatever you’re doing, using the cheapest device in the house. It’s not as easy as it seems, and it’s not true that anyone can do it. 

The difference between a pro and an amateur is this: a pro makes it seem easy and effortless. Amateurs are often hard to understand, and clumsy. Their presentation distracts from the message. A professional voice allows the viewer or listener to focus on the message. 

SELLING YOURSELF

This blog post started as a story about selling, so let’s get back to that.

Some clients are sold on benefits. They need to know what good things will happen when they hire you. Other clients are motivated by fear. They want to avoid disaster. Sometimes it really helps to give those people a flavor of what’s in store for them, should they go cheap. My message to them is this:

Cheap is always more expensive. 

Some things in life are just too important to leave to hobbyists or stupid software.

If you need a builder, a car mechanic, or an electrician, would you go to someone who charges five dollars for his or her service?

Would you pick your OB/GYN based on whomever has the lowest rate?

Would you want to get your teeth fixed by an amateur dentist?

Then why on earth would you trust a Bottom Dollar voice talent with your promotional message? Why would you allow a babbling dabbler to take a shot at your training course that took a fortune to develop? Do you want your employees to be distracted by Keith from IT, or do you want them to actually retain some information?

And to the creators of the Text to Speech video, the software tutorial, the banana bread lady, the make-up girl, and Mr. Fiverr I want to say this:

I’m not going to take away your right to post anything on YouTube you believe is worthwhile watching. But honestly:

What Were You Thinking?

Paul Strikwerda ©nethervoice

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photo credit: Paula Satijn Bargain via photopin (license)

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Do Less, Make More

by Paul Strikwerda in Articles, Career, Freelancing, Money Matters 7 Comments

Being busyWhat’s frustration number one for a freelancer?

Being busy without being productive. 

It’s a trap I have fallen into many times. I was working all day long, without much to show for it. That is, until something finally dawned upon me:

Busy people talk about how little time they have. Productive people make time for what’s important. 

The question is: how do you know what is important for your business?

On some days, everything seems important: answering emails, invoicing clients, making phone calls, updating the website, recording auditions, paying bills, designing marketing materials, researching new gear, keeping up with social media… The list is endless, especially when you’re a one-person band. It’s tempting to do it all, and to do it all by yourself. 

That’s mistake number one. Here’s how to fix it:

Focus on what you’re good at. Outsource the rest.

There’s a reason why a brain surgeon doesn’t do her own billing, a CEO doesn’t answer every call, and Tim Cook doesn’t design the next iPhone. People who run a successful business hire people who are smarter and more talented than they are, to take care of certain aspects of that business. These experts are able to do things better and quicker, leaving you with more time to focus on your strengths. That’s where the money is!

So, if you’re not a kick-ass web designer, hire someone who is, and have him/her teach you to maintain and update the site once it’s up and running. Or do you have time to become an SEO specialist? I didn’t think so!

If you stink at bookkeeping, get an office assistant to take care of the numbers, and let an accountant prepare your taxes. This ensures that you maximize your deductions, and you minimize the money going to the IRS. An office assistant can also take on other administrative tasks, such as dealing with unpaid invoices. That way, you don’t have to be the bad guy (or gal). 

If you’re struggling to create a logo or a catch phrase, hire a graphic designer and a copywriter. They specialize in making you look and sound much more professional than you’ll ever be able to do yourself. Clients will only see you as a professional if you present yourself like a pro.

If you’re recording a massive project (such as an audio book) on a tight deadline, pay someone to edit and master the audio for you. Why spend time on a $50 to $100 per hour job, if you could make between $350 and $500 per hour? 

If you’re thinking about how much all of this will cost, you’re looking at it the wrong way. Reinventing the wheel, learning on the fly, trying to do everything yourself… it will leave you frustrated and without energy to do what you do best. You know, the very things clients hire you to do. That is going to cost you!

If -on the other hand- you decide to outsource some or all of these things, you’ll be surprised how much time you will gain. Now, let’s see if I can save you some more!

AUDITION SELECTIVELY

In the beginning of my career I spent way too much time auditioning for jobs that were out of my range. Why? Because someone had told me that it was a numbers game. The more I auditioned, the greater the chance I would eventually land a job, they said. Doing auditions was a way to learn on the job, right?

Wrong!

Clients hire you because they trust you can do the job. They don’t want you to experiment on their dime. These days I am super selective. I know I don’t have a movie trailer voice, so I’m not even going to try to sound like one. I won’t audition for projects by companies or causes I cannot support (sorry fast food and tobacco industry). If you’re not offering a decent rate, you can find yourself a Craigslist talent, but please don’t waste my time. 

I also got smarter in the way I audition. Knowing that clients will often only listen to the first seconds, I am no longer recording three-minute scripts. Unless the client specifies otherwise, I’ll pick a few lines from the beginning with the company name, and I’ll include the payoff line at the end. Then I’m done. I know Michael J. Collins auditions this way, and he seems to be doing okay. 

One last thing about auditions: I no longer record ten takes before I’m satisfied. If I can’t produce a good read in a few tries, the job is probably not meant for me. 

THE HARDEST WORD

Apart from curbing my presence on social media, there’s one other thing that has saved me tons of time: I became better at saying a certain two-letter word. 

“Can you evaluate my demo for free?”

NO!

“Can you write a guest post for this blog with 12 subscribers?”

NO!

“Can you tell me how to break into the business?”

NO!

“Can you answer this question I am too lazy to research myself?”

NO!

Don’t get me wrong. I enjoy helping others, but I don’t run a charity. I run a for-profit business. That means that in everything I do, I have to think about the Return On Investment. 

Making enough money gives me the opportunity to invest in ways that will save me money and grow my business, as well as the freedom to engage in activities that are important, but that won’t generate any money.

ONE MORE LESSON

When I look back at my career, I wasted so much time waiting for things to happen. I thought that if I put a few things in place; had the right equipment and a decent amount of talent, things would turn out okay. After all, a wise man had told me: “Do what you love, and the money will follow.”

Tell that to the people who are going broke, lovingly living a dream.

A few hard years later, I realized that if I wanted to be successful, I had to become the prime instigator and number one delegator. I had to stop being busy, and start becoming productive.

It was quite the transformation, but you know what they say:

“Busy people talk about how they will change.

Productive people are making those changes.”

Are you?

VO ATLANTA 2019

If your VO business isn’t where you want it to be, and you wish to change that, come to VO Atlanta at the end of the month. On Saturday March 29th I’ll be leading a workshop (X-session) called Six Steps To Turning Your Business Around. It’s a practical, 3-hour, hands-on session during which I will challenge you to take a good look at six aspects of your voice-over career. What’s working, and what isn’t? Is one aspect sabotaging other areas? What aspect needs more work? At the end of the session you will walk out with a practical plan to take your business to the next level.

The day after I hope you will join me for a fun one-hour breakout session called Winning Mindsets To Take Charge Of Your Career. Great equipment and a good voice can only get you so far in this business. What you tell yourself is just as important as what you tell others. Find out what accomplished colleagues are doing differently between the ears that leads to their success.

If you cannot make it in person, join the conference live with VO Atlanta Virtual.

  • Enjoy watching presentations from the main-stage featuring industry experts
  • For the 1st time ever, watch select breakout sessions along with expert panel discussions
  • Exclusive Interviews with thought leaders from around the voiceover industry

 

Paul Strikwerda ©nethervoice

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Mind Your Own Business

by Paul Strikwerda in Articles, Career, Freelancing, Money Matters Leave a comment

Gerald Griffith

Gerald Griffith, the charismatic creator of VO Atlanta, is a clever cookie. He wants to give the attendees of this conference what they want. How does he know what they want? It’s simple. He’s not afraid to ask. It’s an approach many small business owners (such as VO’s) could learn something from:

1. understand your clients, and
2. ensure that what you’re offering meets or exceeds their needs

Result: Happy, returning customers!

So, over the past seven years, Gerald has been polling his audience trying to find out what kinds of topics they’d be interested in. Doing so, he noticed an inexplicable trend. Gerald:

“The pattern is the same. There’s a lot of demand for tech and business, but those are the most poorly attended sessions.”

This year it’s no different. Griffith:

“When I review the current block of workshop bookings (same holds true for breakout sessions in past years), guess which ones DO NOT show up in the top three? Technology and Marketing.”

For this blog post, I’ll leave the tech talk to the experts, but business and marketing are definitely my cup of tea. Full disclosure: I’m a presenter and panelist in these areas. So, why would people indicate they want more of these sessions, and yet not show up for them? It doesn’t make sense, does it? What’s going on?

STRANGE BEHAVIOR

First off: polls are opinions, not behavior. People vote with their feet. It’s the problem every pollster has to face: human beings say the socially acceptable thing, and do another. But there’s more.

Advertisers realized a long time ago that most people decide with their heart, not with their head. Business-oriented sessions tend to appeal to the analytical, left side of the brain. Some attendees falsely believe business segments are boring and filled with dry, factual information. In contrast, a hands-on workshop about getting into character animation led by a brilliant man known for voicing a pig, has way more emotional pull.

Now, if you had a choice between work and play, which one would you choose? The truth is: most VO’s -me included- are more interested in the fun aspects of their job than in running the numbers. Bookkeeping is considered work. Making phone calls is work. Social Media can be a chore. We’d rather talk about microphones and gadgets than about our bottom line.

In my experience as a coach, many VO’s don’t want to face financial reality. They call themselves voice-over artists, not entrepreneurs. They prefer to stick their head in the sand while complaining about rates going down.

STRANGE IDEAS

What’s also keeping people from signing up for business sessions is a particular mindset, summarized in these two maxims:

“If you build it, they will come”

“Do what you love and the money will follow”

These two ideas are part of the reason why about one-fifth of business startups fail in the first year, and about half go bust within five years. Only about one-third make it to ten.

Let me ask you this. If you build it without telling the world about it, why would people come? They don’t know you exist. And if they do know you exist, why should they come to you and not to someone else with a pleasant voice?

What makes you so special?

Go ahead and build it, but there’s no guarantee that they will come! Now, what about passion? Is that enough to make the magic money fountains flow?

I know plenty of people who hate what they do, and yet they make a boatload of money. I also know people who love what they do, who are struggling to make ends meet. Investing in yourself by signing up for sessions that will help you improve your voice-over skills is not a bad idea. However, you can offer the best product in the world, but if you don’t know how to sell it, the money will not follow. And in VO, you are your product.

FAILING BUSINESSES

Take a few minutes and Google “reasons why small businesses fail.” You’ll find that most authors are in agreement. Small businesses don’t fail because new entrepreneurs aren’t creative, passionate, or skilled enough. It is because their owners do not run them like a business. A business needs to be properly funded. Many freelancers don’t spend enough money to put themselves out there, and they don’t make enough money to stay there.

Secondly, failing businesses are offering something no one is looking for because it’s already available, usually of better quality and at a lower price. If you’re thinking of starting your own business, you have to find your place in the market by providing something only very few can offer. That’s your niche.

As a voice talent, it’s not enough to say: “I am special because no one sounds like me.” Believe it or not, there are people who sort of sound like you with more money, more experience, better equipment, a quiet recording space, a nicer website, a harder working agent, better branding, greater marketing, and an amazing social media presence. Anything they’re not good at or don’t like to do, they hire experts for. Those who want to do it all by themselves end up working eighty hours a week wondering why they ever wanted to be their own boss.

If you don’t want to belong to that fifty percent of small businesses that close within five years, you have to stop treating your profession as a hobby, as something you do because it sparks joy only. Owning a small business is challenging, frustrating, and exhausting, as well as exhilarating.

Here’s the good news: learning how to run a freelance business is a rewarding journey, and in our community you’ll find excellent tour guides to show you around. Many of the best are coming to VO Atlanta from March 28 – 31.

THE EXPERTS

Learn from Marc Scott and Tracy Lindley about marketing, about sales and money management from Bachelor no more Tom Dheere, about branding from Gabrielle Nistico and Celia Siegel, about using Twitter from Heather Costa, and create an action plan with Natasha Marchewka. These are just a few of the presenters coming to the Hilton Atlanta Airport Hotel. Click here for a full list.

Paul Strikwerda presenting at VO Atlanta

The Stinky Sock Session

On Friday 3/29, I’ll be leading an X-Session from 1:30 to 4:30 PM called “Six Steps To Turning Your Business Around.” It’s not a lecture, but an interactive workshop open to no more than twelve people. The next day I’d love to meet you at my Breakout Session, “Winning Mindsets to Take Charge of Your Career” from 4:45 to 5:45 PM. Find out why people started calling this the “Stinky Sock” session you’ll never forget.

THE FUTURE

In this volatile, crazy voice-over business, many are called but few are chosen. When doing my presentations, I often look at my audience and wonder: who will be here next year, five years from now, and in ten years? Who will have given up, and who has staying power?

I don’t have a crystal ball, but I do know this: having a remarkable voice and knowing how to use it is not enough. The ones enjoying sustained success are very likely to give you this piece of advice if you want to do well:

Mind your own business!

Paul Strikwerda ©nethervoice

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The Myth of the Shortcut

by Paul Strikwerda in Articles, Career, Freelancing, Money Matters Leave a comment

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

In a society as hectic as ours, that seems to be sound advice. Especially at the beginning of a new year.

All of us are given a limited time on earth. The best thing is to use it wisely. Don’t worry too much about tomorrow. Get the most out of each day.

Go to any electronics expo, and you’ll find tons of smart gadgets designed to make us do more in less time. While some of these ingenious tools can be helpful, they are part of a trend that worries me:

Life is speeding up. People are getting less patient, and more stressed.

They are focused on the short term, instead of thinking ahead.

Why? Because we crave certainty, and it’s easier to predict what will happen in the next moment as opposed to years from now. Instant gratification has never been more popular, and has never been more destructive.

A few examples. 

Politics doesn’t think in decades anymore. Voters have short memories and demand quick results. Policies that lead to temporary gains are favored over measures that may take years to implement and bear fruit. Let’s drill for energy today, and we’ll worry about the environment later!

We’re not interested in diets or exercise that lead to gradual, lasting weight loss. No, we demand results by the end of the week. And if that scale doesn’t give us a number we’re happy with, we blame it on the method and move on to something else. But everybody knows that losing pounds is the easy part. Keeping them off is much more challenging. That requires long-term commitment.

Makeover shows on television tell us that people can change their lives in a matter of days. It takes us a week to build an Extreme Home, five days to turn a failing restaurant around, and 48 hours to learn what not to wear. After that, we’ll never be the same again! Well, a few weeks later our dream home is leaking, the bistro is going bankrupt, and that fashion-challenged girl dresses like a slob again. 

I’m sorry to break it to you, but quick fixes rarely lead to lasting change

Short-term thinking is a big problem in the “industry” I’m a part of: the wonderful world of freelancing, in particular, the voice-over industry.

THE MYTH OF THE SHORTCUT

Thanks to false advertising, unrealistic expectations, and an attitude of entitlement and impatience, some people still believe they can rise to the top in very little time. Just read this book, take that seminar, and buy some cheap gear. Before you know it, you’re in business! No experience necessary. 

And when these people finally come to me for coaching because they’re not getting anywhere, they are shocked when I present a long-term plan without guarantees. 

“That can’t be,” they say. “This takes too long, and it’s too expensive. I don’t have the time, and I don’t have the money. I thought this would be easy.”

I tell them: 

“If you’re in this for the long run, a few simple steps won’t get you anywhere. Would you throw some seeds into the soil and expect a few trees to magically pop up the next morning? And would you expect these trees to bear fruit the day after? It may very well be a couple of years before you book your first job.”

One person responded: “If it takes that long, you’re probably not a very good coach.”

I replied: “If that’s what you believe, you probably won’t be a very good student.”

THE ONLINE CASTING TRAP

Another example of short-term thinking is the way some people perceive the “membership” fee for online casting sites. They tell me: “If I book one nice job, this whole thing pays for itself.”

No, it doesn’t. It wouldn’t even be true if you only booked that one job. If you spend let’s say $399 on membership, and you make $399, what’s your profit? To see if that $399 would be a worthwhile investment, you’d have to look at an entire year of membership, and ask yourself:  “For all the time and money invested, how many dollars did I get in return?”

You’d have to add up all the money made through that Pay to Play in one year, and deduct the membership fee, taxes and other expenses. Then you divide your net profit by the total number of hours required to generate that income. By hours I mean all the time spent looking at jobs on that site, doing auditions, communicating with clients, and recording/editing the audio.

When you finally look at how much you’ve made per hour in a year, do you think this is still a good investment, or should you spend your time and money elsewhere? Of course no one ever takes the time to run the numbers. Perhaps they’re afraid of the answer.

A COMMON MISCONCEPTION

But don’t make the mistake that short-term thinking is just a problem for the newbie. I often encounter it when colleagues discuss the hot topic of pricing. People with a short-term view tend to charge lower rates than those who are in it for the long haul. 

“I’d rather make a hundred bucks now, than lose out on a job,” they say. “A bird in the hand is worth two in the bush.” A week later they complain that they can’t seem to make a living as a voice talent. 

No surprise there. 

Your rate is not just about money. It’s a sign of professionalism. It sends a signal to the client: “This is what I believe my time and talent are worth.”

It also sends a signal to the industry: “This is what I believe this job is worth.” 

By the way, it’s much easier to book a low-rate job than to land a well-paid gig. Any fool can undercut the competition (and go broke in the process).

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

How do we turn this around?

Step one: realize that short-term actions have long-term consequences.

If you don’t think about the long-term consequences of your actions, your life becomes inconsequential.

A NEW FOCUS

If you wish to have sustained success as a freelancer, you have to start thinking long-term, and big picture.

You have to ask yourself:

“Where do I want to be, five years, ten years from now? How much do I need to minimally make in a year to get there? What do I have to invest? How much do I need to charge?” 

Of course you also have to factor in what people around you are charging, and what clients are willing to pay. But don’t let that limit you. Premium products command a premium price. If you think that’s just a slogan, tell me: who’d have thought people would be willing to pay over $1000 for a mobile phone?

Thinking big picture also means you have to consider the effect your actions may have on others, and on this planet (often for generations). You don’t live on an island. It’s not just about you. What you do or don’t do may not seem earth-shattering, but it makes a difference. A tidal wave consists of many small drops. 

So, here’s my humble request for 2019:

Accept that there are no shortcuts to success.

Slow down, practice patience, and embrace delayed gratification.

Dare to say no, instead of settling for low.

Trust me.

All of this will pay off in the long run!

Paul Strikwerda ©nethervoice

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My Most Moving And Miraculous Year

by Paul Strikwerda in Articles, Career, Freelancing, Gear, International, Internet, Journalism & Media, Money Matters, Pay-to-Play, Personal, Promotion, Social Media, Studio 6 Comments

Paul Strikwerda

Counting correctly, this is my 49th entry this year. Wow!

You may have read them all, or you may have read a few. Anyhow, I’m glad you’re here so I can remind you of the stories you have memorized, as well as the ones you may have missed. As always, blue text means a hyperlink that takes you straight to the story.

Apart from the usual musings about clients, colleagues, and the ins and outs of running a for-profit freelance business, things took a very serious turn some nine months ago. March 26th was the day I almost died. It was hard to imagine that only a few days before, I had been a presenter at VO Atlanta, which I didn’t like, by the way. I LOVED it, and I’ll be back in 2019!

After my stroke, the blog entries kept coming, but I disappeared from your radar screen, so I could focus on my recovery. One of the things I had to work on was getting my voice back, which is not as easy as it sounds.

People going through major, traumatic, life-changing events often ask three questions:

– Why me?

– Why this?

– Why now?

In Life’s Unfair. Get Used To It, I’ll tell you how I deal with these questions. Stories like these are examples of what I’m trying to do with this blog. Many assume that since I work as a voice talent, this must be a blog about voice-overs. That’s only partially true.

For me, the world of voice acting is just a lens through which I observe and comment on the world. When I write about customers, colleagues, and communication, what I really write about is relationships and human interaction.

A story like Filling In The Blanks, is not only a tale about what happens when you start to second-guess what you think your clients want to hear. It’s a story about perception and projection. About making assumptions, and finding true meaning.

In Getting In Our Own Way, I describe two types of voice talents: the narcissist and the masochist. They are two types of people who are very hard to teach. Take a few minutes to read it, and tell me if it only applies to the world of voice acting.

One more example. Are Clients Walking All Over You? is not just about dealing with difficult clients. It’s about how to handle conflict and getting a spine. That’s something many of us struggle with on a regular basis.

Some of my stuff is explicitly written for those who are thinking of becoming a voice-over, and those who are new to the business. When it comes to these people, here’s my general approach: I tell them what they don’t want to hear. As you can imagine, that makes me very popular in certain circles.

Stories like Entitled Wannabees Need Not Reply, Ten Lies Voice Overs Tell, and 5 Reasons Why You Should Never Become A Voice-Over are perfect examples. Bored Stiff, about the unexciting parts of being a VO, is another one.

This December I wrote a 3-part series called Why is doing voice-overs so difficult? (here’s a link to Part One, Part Two, and Part Three). If you ever have the “People told me I have a great voice” conversation with a wannabe, and you’re lost for words, please point them to this series.

Now, whenever I write these cautionary articles, there are always one or two commentating newcomers who still believe I’m trying to denigrate and disparage beginners.“You must be threatened by us,” they say, or “You were once a newbie. Why are you so mean?” It’s as if I personally reject them.

Although I’m convinced The Voice-Over World Needs More Rejection, it is never my intention to spitefully discourage people who are talented and truly committed to becoming a voice actor. In fact, in my blog I give those folks tools and strategies to help them navigate a new career in a competitive market.

Take a story like Surviving the Gig Economy, or 4 Ways To Get From Good To Great. The Secret to Sustained Success is another example. As a blogger I want to warn and welcome my readers to this fascinating but tricky line of work. Not to scare them, but to prepare them. If you don’t get the difference, you’re probably too thin-skinned for this business.

Speaking of business, without customers, you would not have one. Blog posts like Is Your Client Driving You Crazy? or Learn To Speak Like Your Clients were written to help you manage the delicate relationship with the hands that feed you.

In Would You Survive The Shark Tank? I invite you to take a good look at your business to see how well you would do in front of cash-hungry investors. If you want to cut expenses, read Becoming A Frugal Freelancer. If you need to increase sales, turn to How To Sell Without Selling. If you’re struggling with getting fair rates, read Stop Selling Yourself Short.

As a voice-over coach I’ve encountered a common problem that’s keeping talented voice actors from making a good living. They have the right training, the right gear, and promising demos, and yet they’re struggling. Why?

Because they are subconsciously sabotaging their success. They might be stuck in the Perfectionism Trap. They might be suffering from Mike Fright, or they might be held back by other fears. In other cases they are lacking a support system, or they may need some serious rebranding.

This year (like any other year), I could not resist writing about gear. Check out Picking the Perfect Voice-Over Microphone, and Equip Your Voice-Over Studio For Under A Thousand Bucks. Start spending those lovely gift cards during the post-Christmas sale! I know they’re burning a hole in your pocket.

What was my greatest gift this year? I’ll tell you: it was your ongoing support when I needed it most. Thank you for reaching out after my stroke, and for showing me that you’re not just a colleague or reader of this blog, but a true friend I can count on when times are tough.

My recovery made 2018 a miraculous year.

Your help and encouragement have moved me more than words could possibly convey.

I wish you a very happy and healthy New Year!

Gratefully yours,

Paul Strikwerda  ©nethervoice

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The Voice-Over World Needs More Rejection. Here’s Why.

by Paul Strikwerda in Articles, Career, Money Matters, Pay-to-Play 14 Comments

Words are powerful things.

They can inspire us, they make us laugh, they melt our hearts, and they entice our souls to jump for joy.

Words can also scare us and scar us. They can intimidate, discriminate, and humiliate.

The sound of certain words alone, can petrify people. Try this, will you?

Say the following words out loud, and let them sink in for a moment:

Terror
Horror
Pain
Death
Disaster

Did you feel the effect?

Although they are nothing but letters arranged in a specific order, they sound dark and ominous because of all the things we’ve learned to associate with them. The terror of 9/11, the horror of the Holocaust, the pain of suffering, the death of a loved one, and the disaster of losing a home in a fire.

We all carry these uniquely personal connotations within us, and -invisible to the outside world- they resonate whenever we hear these words. Here’s where things get interesting.

Although you may think that we share some of life’s ups and downs because they are part of being human, all of us experience these highs and lows in our own way. These experiences color what we associate with certain words. This explains why people can use the same words, and yet mean and feel very different things.

For instance, the word “Dutch” means something different to me than what it means to you. I was born in the Netherlands and grew up there. Dutch is part of my DNA. If you’re an American, the first thing you may think of is Pennsylvania Dutch, or a fun game of Double Dutch.

Take the word “relationship.” There’s the definition from the dictionary, and then there’ s our experiential definition, infused with memories, and expectations. We emotionally respond to the latter, not the former.

There are many scary words in our language, the scariest being the word “NO.”

A close second is the word “rejection,” which basically means the same thing. Today, I’m going to zoom in on that word, because I believe the voice-over community needs more of it.

What?

Yes, you’ve heard me.

We need more rejection. And before you reject that idea, please hear me out.

For newcomers trying to make a name for themselves in this competitive business, rejection is the worst that can happen. They’ve (hopefully) invested a lot of time and money in training and equipment, and feel ready to start playing the game. Subconsciously, many are convinced the world owes them. Why?

Well, when you make a serious investment, you should expect a decent return, right? That’s only fair.

Unfortunately, there is no fair in voice-over casting. There’s talent, training, experience, luck, who you know in the business, and subjective selection. None of them will guarantee any work.

So, when a novice starts auditioning for everything under the sun, and lands exactly zero jobs in three months, it feels like a slap in the face. Over time, they may start suffering from a gloomy condition I call rejection dejection, a feeling of failure caused by perceived incompetence.

Now, if that’s the result of rejection, why do I believe we need more of it? I’ll tell you.

1. People set themselves up for failure, and they deserve to be rejected

If you were ever in a position to cast a project, you know what I mean. You can throw at least half of the submissions out because the audio quality is appalling. Snowball microphones, egg crates, and leaf blowing neighbors can’t compete with pristine professional audio from someone who knows what s/he’s doing.

A quarter of auditionees don’t read the specs, and can’t be bothered to follow instructions. A quarter sounds fake and inauthentic, and many don’t know how to price their services. They’re either too cheap to be taken seriously, or too expensive to be competitive.

How do I know this? Because I’ve made all these mistakes! I simply didn’t know what I didn’t know without knowing it. The other day I was listening to some of my old auditions, and I was embarrassed. No wonder I didn’t book anything. But did I go on Facebook to moan and groan? No way! The only thing I could do was up my game, and rejection was the kick in the pants I desperately needed.

In short, rejection separates the wheat from the chaff, and can give people a strong incentive to learn and grow up.

2. We need to reframe rejection

The discussion about rejection almost always focuses on the poor, powerless voice-over, being a victim of the whims of a demanding, mysterious client. I’m not falling into that trap of misery and self-pity. Over the years I have turned the tables, and have come to see myself as the one doing the rejecting. It’s quite simple:

On any given day, I receive invitations to audition, and projects to record. Most of them I reject. I believe that quality, not quantity, is the secret to winning auditions. The client does not pay me to learn on the job, so I will only accept projects I know I can handle in terms of my skills and the time I have available.

I also reject projects that advocate unethical practices or promote products I cannot stand behind. For instance, I don’t want to be associated with the weapons trade, climate destruction, human rights abuses, the meat processing industry, and political parties whose ideas I cannot support. I know this has cost me work, but having principles comes at a price.

Lastly, I reject working with clients, corporations, or businesses that have been shown to act unethically. A particular Canadian Pay to Play comes to mind.

What’s the result of all this rejection? It’s the fact that I do work I can be proud of; work that makes me happy. If that’s something you want, I advise you to warmly embrace rejection!

3. We need to reject low rates, cheap clients, greedy Pay to Plays, and lowballing “colleagues”

Audio books are booming, video games are making billions, streaming services are producing more and more original content, eLearning is in high demand… I’d say the opportunities for voice-overs have never been better. That’s why so many want to give it a try.

In spite of these opportunities, many colleagues I talk to are finding it harder to get decent work for decent pay. Some of them end up doing more for less because the cost of living is going up and bills need to be paid. Agents dealing with clients tell me that it’s harder to negotiate a good rate, and that almost every client wants an unlimited buyout without paying for it.

Meanwhile, new voice casting services are opening their virtual doors, hoping to do good business with low rates and high commissions. It seems the gradual commoditization of our industry is in full swing.

The big questions is: how should we respond to that?

I think the answer lies in …. you’ve guessed it: rejection.

Be proud of your pricing, and reject rates that are insultingly low. Reject companies that triple dip, and leave you with less. Reject undercutting “colleagues.” Educate them, just as you educate your clients about fair fees.

Reject the lowballers that say: “One bird in the hand is better than two in the bush.” That’s based on shortsighted, egotistical thinking. It’s not a way to carve out a sustainable career that can feed a family.

Reject the notion that your decisions do not make a difference. Every time you quote a project or you accept a fee, you send a signal to the market: “This is what I believe my work is worth.” The only reason clients are getting away with paying pennies, is because people agree to work for pennies. No one is forcing them at gunpoint.

Now, you may have all kinds of reasons why you feel you have the right to work for a low rate, but I’m not interested in reasons. I’m interested in results. And the result is that for many it’s become harder and harder to make a living as a full-time voice-over.

Do all of us a favor and stop competing on price. It’s a game you will lose, because there’s always an idiot willing to do more for less, and go bankrupt in the process.

Show some self-respect, and show some respect for your craft and your community. Start competing on added value. Prove to the client that you’re worth what you’re asking.

Because if you do things right, your added value will always be higher than your rate!

Now, if that’s an idea you reject, I’m afraid can’t help you.

Paul Strikwerda ©nethervoice

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Becoming A Frugal Freelancer

by Paul Strikwerda in Articles, Gear, Money Matters Leave a comment

If you’ve stumbled upon this blog post without reading part one Would You Survive The Shark Tank? please stop. Click on the title above; read the story, and come back when you’re done.

By the way, as always, blue text on this blog indicates a hyperlink. 

Here’s one nugget from last week’s post you’ll remember:

“The way you manage your money is one of the most important indicators of success. You may have the most enchanting voice in the world, but if you don’t price for profit, and you spend more than you make without even knowing it, you may end up driving for Uber, instead of doing your dream job.”

A week ago we talked about investing in your business. You’ve got to spend money to make money, but you have to do it wisely. I call it “strategic splurging.”

BUSINESS 101

Today I’m going to talk about saving some cash, but before I get to that, let’s go over a few basics.

As a solopreneur, you have to ask yourself:

“What is the purpose of my business?”

Financially speaking, there can only be one answer:

It’s not to make money, but to turn a profit.

If I were a bank, and you’d come to me for a loan, I wouldn’t care about how well-respected you are in your community, or how much you love your job. I would not look at how many people read your blog, or how many friends you have on Facebook. I would look at your bottom line.

Your profit is the number one indicator of the health and success of your business. Here’s a simple formula:

Total Sales – Total Expenses = Profit

AMATEUR OR PRO

We often talk about the difference between doing voice-overs as a hobby, or as a business. What’s the difference between an amateur and a professional? In the end it doesn’t matter what you think, or what your coach tells you. You’ve got to convince the tax man!

Here’s what the IRS has to say about the difference between a hobby and a business: 

In order to make this determination, taxpayers should consider the following factors:

  • Does the time and effort put into the activity indicate an intention to make a profit?
  • Does the taxpayer depend on income from the activity?
  • If there are losses, are they due to circumstances beyond the taxpayer’s control or did they occur in the start-up phase of the business?
  • Has the taxpayer changed methods of operation to improve profitability?
  • Does the taxpayer or his/her advisors have the knowledge needed to carry on the activity as a successful business?
  • Has the taxpayer made a profit in similar activities in the past?
  • Does the activity make a profit in some years?
  • Can the taxpayer expect to make a profit in the future from the appreciation of assets used in the activity?

 

The IRS presumes that an activity is carried on for profit if it makes a profit during at least three of the last five tax years, including the current year.

SAVING MONEY

Healthy companies focus on two main things:

1. Increasing revenue
2. Decreasing expenses

Here’s what you should know: Curbing costs starts between your ears.

In Are Those Black Friday Deals Really Worth It?” I gave the following spending advice:

1Distinguish between a WANT and a NEED

Every time you’re tempted to make a major purchase, ask yourself: 

“Do I really need it right now, or is it just something I want?” “Is it a necessity, or a luxury?”

So, if you really, really want to buy a nice, new, shiny piece of equipment, ask yourself:

– Will it make me more professional, productive, and profitable?

– Will my clients experience an undeniable difference as a result of this purchase?

– Will this investment pay for itself within a reasonable period of time?

If you can answer these three questions with an emphatic YES, move on to the next level:

2. Find the product that best meets your needs and your budget

This applies to business expenses, but also to other purchases. You have to be a smart shopper across the board, to allow your business to grow. 

If you must make an investment, do your homework before you make an impulse buy. Determine how much you can afford to spend, and begin your research. Ask people you trust for suggestions. Look at what the pros are using.

Skip commercial copy, but pay close attention to independent reviews from reliable sources. For gadgets and certain pieces of gear, I will often turn to The Wirecutter website for extensive comparisons, reviews, and recommendations.

Here’s my rule of thumb: Always choose high quality over low price. You may pay a bit more today, but you will save money in the long run.

When you operate your own business, it’s so easy to get bogged down in the day-to-day running of your shop. However, if you want to have staying power, you must think long-term, and plan accordingly. And speaking of time, here’s your next decision:

3. Determine the best moment to buy something 

Saving money has a lot to do with timing. For instance, the best time to buy a new television is right before the Super Bowl, and before new models hit the showroom. It can save you hundreds of dollars. 

One of my favorite sites is lifehacker. Lifehacker has a handy graphic, illustrating The Best Time to Buy Anything During the Year. You’ll see that February is great for buying cellphones and home theaters. August is best for office supplies.

Once you’ve found what you are looking for, and you know when to get it, you must make the following commitment:

4. Never pay full price

No one pays sticker price on a new car, right? That would be foolish. So, I want you to bring that same mindset to your next purchase. And just as you’d go from dealership to dealership to get the best price, I want you to use the same method online.

The first thing you need to find out is how much retailers are generally charging for what you want to buy. Otherwise you don’t know if you’re overpaying, or you’re getting a steal.

A simple way to do that, is to start a Google search for your product. Click on the shopping tab, and sort by price from low to high. Before you begin this process, always clean your disk space by clearing your cookies, cache, history, and footprints. Otherwise, your search history might reveal to online retailers that you’re interested in buying a certain product, and they’ll quote you a higher price.

If you’re an Amazon fan, I recommend installing the free camelcamelcamel price tracker. It monitors millions of products, and it gives you insightful price history charts. On top of that, this tracker can send you alerts via email and Twitter, notifying you of price drops.

The website Slickdeals also has a price tracker, tracking prices from 52 stores. You can install a bookmarklet, and add it to your browser’s bookmarks bar to check the price history of any item at a supported store as you browse the web.

Once you have a clear price point, the next decision you’ll have to make is whether to buy…

5. Refurbished or used

My biggest savings have come from purchasing previously loved equipment. Not everyone is comfortable with buying second-hand, but once you’ve had a few positive experiences, I think you’ll warm up to the idea.

The safest way to buy used gear, is to get it from someone you know. The Facebook group VO Gear Exchange has over 1,500 members, and right now there are 123 items for sale. Online retailer Sweetwater has a Trading Post where you can buy and sell gear. You can also buy and sell used pro audio equipment from Guitar Center by clicking this link. 

As a buyer and seller, I’ve had mostly positive experiences with eBay. The trick is to do your homework before you start bidding. Know how much something is worth, and use the website Checkaflip to find out how much a certain product is usually selling for. 

Buyer beware! Only buy from sellers with overwhelmingly positive feedback, and look for auctions that end on hours very few people will be bidding (mornings and early afternoons). The fewer people bid on something, the better your deal will be. eBay has a money back guarantee if your item hasn’t arrived, or isn’t as described.

Amazon shoppers can also buy used or reconditioned products. Just click on the Used & New link below the description of the item you’re looking for. You might be surprised how much money you can save. 

Speaking of reconditioned or refurbished, that’s another great option for frugal freelancers. I recently bought an iPad Air 2 with 128 GB, Wireless & Cellular. You can find it at the Apple store for $629. I bought a factory refurbished model from BLINQ for $396.79 with free shipping (using a 20% off coupon for signing up for email alerts). Apple sells the same iPad refurbished for $529. Retailer Best Buy is selling the iPad Air 2 with similar specs as an Open Box item for $464.99.

My tablet didn’t arrive in Apple’s signature fancy packaging, but otherwise it looked and felt brand new, without any dents or scratches. Right now I’m using it as a second monitor, with the help of an app called Duet. The app is available for Mac and PC.

If you’re still not comfortable with getting a used or reconditioned product, you have to consider what to do when you’re… 

6. Buying new

Of course you’d start by using a shopbot like Pricegrabber, to find the best price. You can also look for deals on Retailmenot or a site like Overstock.

Rick Broida from website CNET, writes the Cheapskate Blog that’s written for bargain shoppers like me. Once I had ordered my iPad, I wanted to set up cellular service. The Cheapskate Blog told me about a free T-Mobile data plan for my tablet. All I had to do was buy a ten-dollar Sim card, install it, and BAM: I now have a 200MB monthly plan at no cost.

Rick also wrote about the Brenthaven Elliot Slim Brief with lifetime guarantee which normally retails for $79.95. I got it for $24.95, and it protects my iPad perfectly during my travels. This deal is no longer available. 

Apart from Rick’s blog, CNET has another deals & promotions page you might want to check regularly. You’ll find deals on anything from electronics, cruises, office equipment, to clothing.

There are at least four other deal aggregators I visit regularly: kinja Deals, BradsdealsWoot, and Tanga. Please do some window shopping to find out what they have to offer. You can thank me later!

Another money-saving concept is that of the Buyer’s Club. This is where a number of buyers commit to purchasing something to get a group discount. Groupon is probably one of the best examples. One of my favorites is MassDrop, which has a special Audiophile section. 

Whenever I’m shopping online, I make sure to activate my eBates account to earn cash back on my purchases. The Cash Back Button I’ve installed tells me how much cash back is being offered, and it reminds me to activate the discount. About 2,000 stores give cash back through eBates. The way I see it, it’s free money!

“But what about coupons?” you may ask. Well, I use a browser extension called Honey. Honey automatically finds and applies coupon codes at checkout on thousands of sites. Honey also finds better prices on Amazon, and offers cash bonuses on many stores. 

Once you have Honey installed, whenever you’re on a shopping site that Honey supports, you will see the Honey icon in the top right corner of your browser turn the color orange. This means that Honey supports that store.

Now, here’s my last money-saving tip for you: 

7. Get a good accountant who specializes in small businesses

Let’s face it: you didn’t become a freelancer so you could bury yourself in boring and time-consuming paperwork. Spare yourself the headaches, save yourself some time, and hire an expert. Your forms will be filled out correctly, and filed on time. A good accountant helps you maximize your deductions, lower your tax bills, and can be your financial sounding board.

When you’re ready to make your next purchase, remember this: it’s easy and lazy to pay full price. It’s also bad for business. 

It may take you some time to track down the best bargains, but you’ll learn a lot, and finding a bargain can be quite gratifying. 

The way you shop for your business will help you cut down your household expenses as well.

Small savings add up quickly. At the end of the day, you’ll have more money in the bank; money that’s going to be your security blanket.

Of course there are more ways to save, and if you have specific tips, I hope you’ll share them in the comment section.

Happy frugal shopping!

Paul Strikwerda ©nethervoice

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