In this blog I often take a critical look at the industry I’m a part of.
Some colleagues have told me that -from a marketing perspective- this is a stupid thing to do.
Particularly in America, there is this culture of forced optimism, and fostering a positive image is seen as one of the keys to continued success.
In an environment where public perception can be instrumental in the making of a career, it’s important to come across as likable and easy-going. That’s why many voice-overs keep their money-making mouths shut about controversial issues. It’s not that they don’t have opinions. They just fear that if they would share those opinions with the rest of the world, it might tarnish their reputation as the “Good Girl” or as “Mr. Nice Guy.”
It’s common knowledge that you don’t burn bridges, or bite the hand that feeds you. That hand might come back to slap you in the face. Let me give you one example of how something small that is seen as “negative,” can ruin a relationship.
WHERE’S MY MONEY?
A talent from Germany emailed me about an American agent. Three months ago she had completed a job for this guy, and she was wondering when the check would arrive. Because I live and work in the States, she asked me if it was normal to have to wait that long to get paid, and what she could do about it. I told her to take it up with the agent, which she did. The agent promised to look into it.
A month later, my colleague (who, by the way, is one of the sweetest people on the planet), wrote another polite email about the payment, and the answer she received was something like this:
“Please don’t bother me about it. I’m still waiting for the client to pay me. When I get paid, you get paid. That’s how it works.”
My colleague didn’t like the tone of that message. In her mind, her agent had to earn his commission, not only by submitting her auditions, but by making sure she was getting paid within a reasonable period of time. So, after two more weeks had passed, she wrote another friendly reminder. The response:
“Stop pestering me. This is what happens with Non-Union work in the U.S. Everyone but you seems to understand that.”
Well, another month went by and still no check. You can predict what happened next. My colleague contacted the agent again, and he exploded. When the money finally arrived, the agent wrote angrily:
“This will be the last check you’ll ever receive from me. Goodbye.”
KEEPING MY BIG MOUTH OPEN
You may think that this is an extreme example, but it isn’t. Before I got a backbone, some clients treated me like a servant, with an attitude of “Remember: there are many voices we can choose from. You should be grateful that you even have work in this economy. If you don’t play by our rules, you don’t get to play at all.”
Maybe it’s because I’m European, but I’ve been taught to speak up in the face of disrespect and injustice, regardless of the consequences. I will never point fingers at someone or something just to push the envelope. That’s what bullies do. But when I see emperors wearing next to nothing, or I see certain companies engaging in unethical practices, I call them out… and deal with the consequences.
There’s no need to feel sorry for me, but I know that being outspoken may have increased my notoriety, and I’m sure it cost me a few jobs and speaking engagements. After all, who wants to hire a troublemaker? Why have someone known for stirring the pot, speak at a voice-over conference? It’s important to keep the sponsors happy!
“Thanks for writing what many are thinking but don’t dare to share in public,” is a comment I often get from those who send me an email. It’s ironic. People who talk for a living, are afraid to raise their voice.
Luckily, I did notice a remarkable shift this year. Here’s what made 2015 different from previous years:
Voice-Overs have started to speak up!
Unionized video game voice actors threatened to go on strike if no understanding could be reached with big players such as Disney, Activision, and Warner Bros. Voice-overs want residuals or bonuses for blockbuster games that sell more than 2 million units. They also want limits on the number of consecutive hours they are expected to scream while dying a thousand horrible video game deaths.
2015 was also the year in which we saw a mass exodus from voices.com. People were finally fed up with a pay-to-play system that didn’t give them a fair shot at landing jobs, and with a company that seemed to be double and triple dipping while cheapening the marketplace with low rates.
At the same time, membership in the World Voices Organization (WoVo) grew to over 600 members, and their voice casting marketplace, voiceover.biz, positioned itself as a serious alternative for finding premium, vetted voice talent.
Together with global meetup group VO Peeps, WoVo hosted a series of roundtable discussions about rates. In the past, Non-Union rates had always been a tough issue to talk about publicly. This year, the elephant in the room was being discussed more than ever, and the awareness is growing that our fees need to be fair, and based on added value.
So, what do I make of all this?
It tells me that our profession is gradually getting away from its subservient yoke. We, who are used to treating our clients with respect, believe that respect is a two-way street. We also realize that it is pointless to fight our battles as individuals. We need to come together as a group, and find ways to impact the playing field, as well as increase our level of professionalism.
I will continue to do my part as a blogger, and ruffle feathers that need to be ruffled. I’ll no doubt step on some sensitive toes, and rub a few people the wrong way. Why? Because important players deserve to be challenged. False claims must be exposed. Newcomers need to be warned and educated.
My hope for 2016 is that you will join me in taking a good look at where we stand as voice-overs, and what we want to accomplish. Things won’t change if you keep quiet.
Don’t stand on the sidelines, and let others deal with the hot potatoes. Speak up! Participate. Be an engaged member of this community.
For years, Balloons has been a fixture in my Borough.
He drives around in a silly red VW Beetle with a slogan prominently printed on the back:
“Honk if you like clowns.”
I’ll be honest: in all the years that our paths have crossed, I’ve never heard a single honk. That must be pretty depressing, if you’re a professional clown. But as one of my old teachers used to say:
“The meaning of our communication is the response we get.”
Here’s my question: Why would someone like Balloons even ask us to make some noise? My guess is that it has to do with the theme of last week’s blog post: reassurance. Perhaps this family entertainer is hoping for honks to confirm his presumed popularity.
Even though you probably don’t make a living walking around in huge shoes wearing a red nose, you and I, and Balloons, have something in common: we like to be reassured.
Our need for reassurance has to do with a deep human desire: the wish to be accepted. It’s this universal, comforting feeling that we matter, that we are safe, and that everything is going to be alright. It’s what lovers love, preachers preach, and what politicians promise. The person able to reassure us the most, gains our trust and gets our vote.
Clients are no different. They want to know that they are in good hands, and that their money is well spent. It is your job to convince them of that fact. As I suggested last week:
Selling is about reassuring. Before the sale, during the sale, and after the sale.
THE DO’S AND DON’TS
As the client is making up his mind, here are a few things that will make him feel confident that you’re the right person for the job. This is what you have to do:
Read and follow instructions
Respond in a timely and personal way
Be clear about your policies
Demonstrate knowledge and experience
Use plain language, and avoid jargon when dealing with inexperienced buyers
Use correct spelling and grammar
Be as helpful as you can
Only take on jobs you know you can handle
“But isn’t this what you’re supposed to do as a professional?” you may ask. Well, you’d be surprised to learn that many so-called pros:
Focus on themselves
Don’t follow basic instructions
Leave clients hanging
Have no studio policies
Try to impress by using language clients don’t understand
Send out poorly written emails
Do the minimum to get the job done
Bite off more than they can chew
By treating clients that way, these colleagues risk way more than losing one specific job.
Here’s my second lesson:
Selling is not about making a sale. It is about winning a client’s confidence, and building a relationship.
Your aim is never to make a quick buck. Your ultimate goal is to cultivate a long-term connection.
MORE WORK TO DO
Now, once the buyer has decided to hire you, don’t think that everything is A-Okay. Your job to reassure him or her is far from over. You still need to prove yourself. You might have the best testimonials and reputation in the world, but some clients just don’t care about the opinion of others. This is the question they want answered:
“What can you do for ME?”
There’s only one appropriate answer: you have to deliver a stellar product that is worth more than the price paid. Remember: you’re not just in the business of providing a voice-over (or other freelance service). You are in the business of adding value. That’s what you’re really selling.
There’s one other thing you must do at this stage: you need to keep your client informed of your progress. This is especially important when you’re working on longer projects such as eLearning modules, and audio books. If you’re behind schedule, let your client know. If you’re on schedule, tell your client too.
Remember the online purchase I wrote about last week? Once I had bought my reading glasses, I couldn’t wait to get them. I was happy to receive immediate confirmation of my purchase, and I got a message once my readers were shipped. Thanks to a tracking number, I knew when the package would arrive at my doorstep. How reassuring!
But wait… there’s more. Let’s get back to your client.
Let’s say everything went according to plan. Your customer is happy with his or her purchase, and you are ready to move on. But are you really done?
This was just the beginning of a relationship, and some clients may need additional assurance that they made a solid investment. That’s nothing new. One of my best buddies just bought a car, and he is showing it to all his friends. Of course he is proud of his new Subaru, but what he is secretly hoping for, is some kind of confirmation that he made the right choice. In other words: he wants reassurance after the purchase was made.
So, what can you do to give a client a warm and fuzzy feeling once the audio has been delivered? Well, show some gratitude! Send your client a thank you email, or -better still- a handwritten card. Let them know how much you enjoyed working with them The key thing is personalization. Avoid clichés such as “I look forward to working with you again,” or “if you have any questions, don’t hesitate to contact me.” If you have done your job and you did it well, they WILL get back in touch with you.
Secondly, make it painless to pay you. Some authors will tell you to invoice a client as soon as possible. I always wait a few days. Number one: I want to be sure that my recording is approved before I send the bill. Number two: I don’t want to give the impression that I’m all about money. Don’t wait too long either. Catch the client in the afterglow of their experience. That way they still remember what they’re paying you for.
Ask clients what their preferred payment method is. If your client prefers PayPal, use PayPal. If your client likes TransferWise, use TransferWise. And when the check clears and the money is in the bank, send another thank you note. Always reward desired behavior!
When I received my readers I noticed four things:
They arrived ahead of schedule
They fit like a glove
I received a 10% off coupon for my next purchase
I was encouraged to leave feedback
Numbers 1 – 3 once again reassured me that I had made a wise purchase from a trustworthy company. That put me in the right mood to do something with number 4. An hour after getting my new glasses, I posted a glowing online review. The very next day I received an email from the customer service manager, thanking me for my feedback. It wasn’t one of those automated messages, by the way. It was a personal note that referenced my positive comments.
To those of us who will never meet their customers in person: that’s how you do business, and stay in business!
So, whether you’re selling a product or a service, do yourself a big favor and don’t clown around.
If you consistently show your customers that you genuinely care, they will be happy to honk their horns!
I’m not one to stand in line for hours to get my hands on a doorbuster, but being the frugal Dutchman I am, I love a good deal. Most of those deals I find online, and I’m not the only one.
According to the website PracticalEcommerce, spending in actual stores fell 10 percent from last year on both Thanksgiving Day and Black Friday. Compared to 2014, online sales on Thanksgiving were up by 25%, by 14.3% on Black Friday, and by 16% on Cyber Monday.
Here’s an interesting development: for the first time, mobile shopping trumped the desktop on Thanksgiving, with a 57% share. On Black Friday, 33.2% of all sales were mobile, and on Cyber Monday 27% of all shoppers used their smart phones and tablets to make a purchase.
This change does not only affect the big-box stores and supercenters. If you are selling your services online (like most voice-overs do), this affects you too. In what way?
If clients can’t easily find you online, you do not exist;
If your website is not optimized for smaller screens, you will lose business;
If your website doesn’t instill confidence, people will shop elsewhere.
CASE IN POINT
Let me tell you about one of my most recent online purchases, and what I learned from that experience. I didn’t buy a big-ticket item. It was a pair of reading glasses. You’ll be amazed how many businesses are trying to sell readers on the web. Like voice-overs, these readers come in all shapes and sizes, but they basically do the same thing.
The big problem with buying glasses online, is that you can’t try them on. You can look at plenty of samples, but how do you know that a particular frame is the right fit? Voice-overs have the same challenge. You can present a prospect with many generic demos, but how does the client know that your take on the script will be a good fit?
Therein lies the first lesson:
Selling is about reassuring.
Prospective clients need to feel comfortable, before they’re ready to buy. Reassurance is actually critical in three phases of the sales process:
a. Before the sale
You have to convince the client that your product or service meets their specific needs, and that your asking price is worth paying;
b. During the sale
A client needs to be reassured when buying your product, or when hiring you;
c. After the sale
You need to reassure the customer that he/she has made the right decision. That way, they’ll be thinking of you the next time they need a voice for a new project.
Let’s break this down a little bit by going back to my purchase. How did the online vendor manage to reassure me? Here’s how.
By listing the exact measurements of each frame, I could easily tell which pair of reading glasses would be a good fit for my rather big head, and which ones were not. All I had to do was pick a pair I liked, and look at the frame dimensions.
Secondly, I needed some reassurance on the return policy. We’ve all ordered items that seemed great online, but when we tried them on, they looked ridiculous. So, I needed to be reassured that this vendor had a no-hassle return policy.
The next thing the vendor had to do, was justify the price of the item. These days you can buy cheap readers at the grocery store. You can put them on there and then, and there are no shipping costs. So why even bother ordering them online?
Well, the vendor made two value propositions. Grocery store reading glasses can be boring and poorly made. These online readers were stylish and sturdy. On top of that, there were plenty of testimonials from satisfied customers telling me how great they looked, and how long these fashionable readers lasted. These reviews were very specific, and seemed genuine to me. Fake reviews are often generic and are suspect because of bad spelling and poor grammar.
Never underestimate the power of a testimonial. I’ve said it before and I will say it again:
Nothing you say about yourself will ever be as strong as what other people say about you.
Once I was reassured, I was sold!
The question is: How could you apply this to the way you do business online? After all, you’re selling a service instead of special spectacles.
Think of it this way: just as the vendor of reading glasses, you are offering a unique solution to a particular problem. How can a client determine whether or not you’ll be a good solution?
First of all, your website needs to impress, and your demos really have to shine. Secondly, you need to make it crystal clear that you can deliver a custom-demo based on a portion of the client’s script, within a matter of hours. This gives the client an opportunity to try on your voice. That’s reassurance number one.
Next, you have to let the client know what your retake policy is. Clients don’t want to be stuck with something they’re unhappy with. On the other hand, they can’t expect you to re-record ad infinitum at no cost to them. My approach is based on the three F’s: Fair, Firm and Flexible.
Fair: I’m not going to charge a client for my mistakes. Firm: I will charge a client if he wants me to record a new version of a script after the first version was approved and recorded. Flexible: I am willing to be more lenient toward an established client, especially if that client pays exceptionally well.
THE COST FACTOR
At this point we have to talk about price. Selling used to be all about people. In the online world, it is increasingly about price because there is no personal, face-to-face interaction. As I said in the beginning, more and more people are shopping online, which creates certain expectations. One of those expectations is that buyers will know how much they’re going to pay for what’s being offered.
Whether you like it or not, sooner or later you have to answer the question: How much is this going to cost me? May I suggest that you better answer that question sooner, before your shopper goes to a competitor who is open about rates.
Telling prospects how much something is going to cost, may be scary to you, but it is reassuring to those who are thinking of hiring you. It also weeds out the low-budget buyers. I know that it’s often impossible to break voice-over jobs down to the dime, but a ballpark figure or a price range will suffice.
Lastly, like the vendor of reading glasses, you have to justify your rates. You have to answer the age-old questions: Why should I buy from you? What makes you so special? Those questions are easier asked than answered, and that’s probably why so many voice-over colleagues fail to come up with a solid value proposition. A value proposition is a promise of value to be delivered. It’s the number one reason a potential client should buy from you.
If you’re struggling with these questions, let me give you a hint: You’re probably not the best person to answer them. You’re too familiar with yourself, and you’re likely to make too many assumptions. What you need to do, is find out how other people see you, and how they perceive the benefits of what you have to offer. Next, you have to translate these benefits into headlines, paragraphs, visuals, and audio.
If you need an example of what I mean, take a look at my home page. It’s by no means perfect, but I think it gets the point across. What do you think my value proposition is? Is it easy to understand? Keep in mind that for most of my clients, English is a second language. Do I address basic questions and concerns? Do you see a testimonial?
So far, all I have talked about is ways to reassure the online client before the sale is made. Why is this so important? Well, reassurance leads totrust, and -trust me- people will never buy from someone they don’t trust.
Next week we’re going to dig even deeper, and look at ways you can reassure buyers during and even after the sale. It’s an aspect of selling that is often overlooked, but it is crucial if you want to get return business from happy customers.
Now, one thing I am often asked as a blogger is this: How do you come up with this stuff?
The answer is simple.
It is based on years of experience as a freelancer, first in the Netherlands, and now in the United States.
And remember: this blog post started with a pair of glasses and a bad pun. Brought to you at no cost whatsoever.
Voice-overs (like me) especially, may feel separated from the rest of the world because they often work in small, dark spaces, talking to… themselves.
It’s easy to feel lost and lonely without a professional support system, and without colleagues to have water cooler conversations with.
But if you ever feel small and insignificant as a voice-over, you’re making a mistake.
You haven’t looked at the big picture yet.
The fact is: you are one of many independent professionals.
THE NEW NORMAL
These days, freelancers account for one-third of the U.S. workforce. That’s nearly 54 million Americans, and this number is expected to grow to 50 percent by 2020.
Evolving technology and changing business needs have made it easier to take part in what some call the “Gig-Based Economy.” This economy is driven by people who don’t rely on a single employer to make a living. Many of them do not freelance out of economic necessity, but out of choice.
We all know the advantages of freelancing: freedom, flexibility, variety, and the joy of being our own boss. But there are serious downsides to running your own business. Let’s name a few.
Freelancers are running all the risks that used to be carried by employers, but without a safety net. They have no benefits. There’s no paid sick leave, no company health care or retirement plan. Forget about job security.
Try getting a personal loan or a mortgage without a steady job. Try putting money away for a rainy day if you don’t know how much will be coming in each month. Can you afford to go on vacation? What if one of your biggest clients needs you, and you’re not available?
Then there’s this…
Many freelancers say they spend as much as fifty percent of their time looking for work, and thirty to forty percent doing the work. This means they’re systematically underemployed.
MANY DOGS AND FEW BONES
An increase in freelancers also means that more people with the same skill set are fighting for a limited number of jobs. Companies love it because they’ll be able to get a great deal. And if they can’t hire the right person at the right price locally, they might just find what they’re looking for in a country where wages are cheaper and people are more desperate.
Your nearest competitor is only one mouse click away, and she might be living on the other side of the globe where a five dollars per hour pay will go a long way.
Because freelancers aren’t organized, they are economically vulnerable and unprotected. Richard Greenwald of Brooklyn College is the author of the forthcoming book The Death of 9–5. He told PBS’ Paul Solman:
“If you’re working a nine-to-five job, and you don’t get paid, you can go to the Department of Labor, file a complaint and there’s a process for that. If you’re an independent contractor, and you don’t get paid, you have to go to small claims court, because it’s usually a small amount of money, which means you have to take time off of work, you have to sue, you have to represent yourself. One of the big complaints from freelancers is that there are huge delays in getting paid, and there are many clients who just don’t pay them. Our system is not set up to provide any security for them.”
One organization that wants to change that, is the Brooklyn-based Freelancers Union. In fact, November 19th was their Day Of Action to end nonpayment. Before I get to that, let me tell you a bit about this organization.
A NEW UNION?
The name Freelance Union is kind of a misnomer, because it’s more of an association promoting the interests of independent workers than a trade union. Membership is free, and will make you eligible to receive discounts on services like Freshbooks, Squarespace, Geico and other companies.
The Freelancers Union offers tools like a Contract Creator; the Union gives advice on money and taxes, and you can even get Health, Dental, Term Life, Disability and Liability Insurance through the Union.
If you’d like to start networking with other freelancers but don’t know how, try “Hives.” It’s an online community where people connect and support each other, and find fellow-freelancers to work with on their next project.
Some of the best articles on what it’s like to survive and thrive in the Gig Economy, come from Freelancers Union contributors. Reading those blogs may open your eyes to the fact that we have so much in common with other independent contractors. One of those things is getting paid, and it’s a huge problem.
A COMMON CAUSE
Almost 8 out of 10 freelancers struggle with nonpayment. The average freelancer loses over $6,000 in wages every year due to late and nonpayment. If you haven’t been stiffed yet, count yourself lucky!
Starting November 19th, the Freelancers Union began making some noise with a nationwide campaign aimed at putting an end to nonpayment through legislation that will strengthen protections for freelancers. The goal is to get freelancers paid on time and in full. So, if you happen to stumble across the hash tag #FreelanceIsntFree, you now know what that’s about.
Of course nothing significant will happen if people with the best of intentions sit still. If you’re interested in adding your voice, consider joining the Freelancers Union, and download their free Freelancing Isn’t Free Toolkit.
If you happen to believe that Washington won’t listen to people like you and me, think again.
A report entitled Freelancing In America 2015, found that 86% of freelancers surveyed, are likely to vote in 2016. Sixty-two percent say they would be more likely to vote for a candidate that supported their interests as a freelancer. Overall, 63 percent of freelancers think the nation needs to start talking about empowering the freelance segment of the workforce. Freelancers are a significant political constituency, and politicians will have to start listening!
And let me end with some other good news from the report.
WE ARE THE FUTURE
More than half of freelance jobs are now found online, making it easier for most people to become a freelancer. The study also showed that the majority of freelancers who quit full-time jobs, now earn more money. Of those who earn more, 78 percent said that they made more money freelancing within a year or less of starting their business (source).
So, if you ever feel isolated, small and insignificant, it is time to change your perspective. Freelancers are driving the new economy, and they are a force to be reckoned with. Sara Horowitz, Freelancers Union Founder and Executive Director, had this to say:
“Freelancers are pioneering a new approach to work and life – one that prioritizes family, friends and life experiences over the 9-5 rat race. This study shows that the flexibility and opportunity associated with freelancing is increasingly appealing and that is why we’ve seen such dramatic growth in the number of people choosing to freelance.”
Now let’s make sure we get paid in full and on time, every time!
On October 15, 2014, Susan Truppe, the Canadian Member of Parliament for London North Centre, visited the offices of Voices.com for a second time. She did not come empty-handed.
That day she announced that “Voices” would be receiving $900,000 from the government “to go global by expanding its project management division and translating its products into additional languages.”(source)
She had some nice things to say to the owners of Voices:
“Taking a business idea and turning it into something that does well in commercial markets is something we need to see happen more and more in Canada. The founders of Voices.com have done this extremely well and I congratulate you, David and Stephanie Ciccarelli. (…) You have grown your business into a marketplace valued by radio and television stations, advertising agencies and Fortune 500 companies.”
Notice which category was missing?
$900,000 may seem a lot of money, but it’s not nearly enough if you have big plans.
In April 2015 it became clear that Voices had secured $2 million from BDC Capital, and according to Voices CEO David Ciccarelli, his company has raised $5 million so far, all of it debt financing. Talking to the Financial Post, Ciccarelli added that he estimates his company to make $15 million in gross revenue over the next 12 months, and that Voices will exceed $100 million in annual revenue within three years.
In June, Voices announced that it would open up shop in New York City. According to the website TechVibes, 85% of Voices.com’s customers are located in the US, and a majority of the company’s 125,000 voice talent are located there.
Did you know that voices.com had a database of 125.000 members?
Again according to TechVibes, the Canadian company is experiencing 400% year-over-year growth, and it expects its workforce to reach up to 200 employees by the end of 2016.
From a business perspective, Voices is a success story Canada can be proud of. By all accounts, the two owners are intelligent, hard-working people, who want their company to be the leading voice casting service on the planet.
There’s nothing wrong with being ambitious, but what an increasing number of members are concerned about, is how those ambitions are being realized. They know that without voice talent, the company would have nothing to offer. One might as well remove the word “voices” from Voices.com.
However, the very people who are at the center of the company’s growth, feel they’re being treated like second and third-rate citizens. The massive response to last week’s blog post, attests to that. The story has been viewed more than ten thousand eight hundred times, and if you haven’t seen it, stop what you’re doing, and read Voices.com Is Slapping Regular Members In The Face.
In the days after this article was published, we learned a lot more about the business practices of Voices.com, thanks to many colleagues who decided they’ve had enough. Here are some themes that emerged from hundreds of comments:
1. Voices.com is driving VO-rates down.
While the price of membership goes up and up, voice-over rates are going down and down. That should come as no surprise. Voices tells clients on their “About-page” that by using their services they can expect a “50% savings on voice talent and audio production and administrative costs.”
Big corporations and institutions that used to pay talent a decent rate, can now book a voice at a bargain. Good for them. Bad for us. Once clients are used to lower prices, why would they ever want to pay a penny more?
2. Voices.com may take more money than you make.
Let’s assume a client pays Voices $650 for their services. That doesn’t mean the talent will see or get $650 for a voice-over narration. Colleagues tell me that Voices will often show the job as paying much less, from which a 10% escrow fee will be deducted as part of their SurePay™ system that every member is forced to use.
This is not some random example. This actually happened to voice-over Andrew Randall. The client was already a contact of his, and told him how much they had paid Voices to get the job done. Andrew writes:
“The rate Voices.com originally posted on this job was $440. Deducting their 10% escrow fee, that would have left me $396. That means Voices.com was intending to keep $254 of the client’s voice-over talent budget of $650, or a staggering 39%.”
This particular job was handled by Voices’ Professional Services team. This division will cast the job on the client’s behalf, and more and more projects are handled this way. It seems fair that a client pays a bit extra for this service, but close to 40%? That’s a huge cut of which the voice talent will never see a dime.
A ticked off Andrew responds:
“Union agents are only legally allowed to take 10% of a talent’s fee, and even non-union agents never take more than 20%, and usually 10 to 15%. I wonder how much money I have lost over the years from previous jobs for which I was unaware that Voices.com was taking such a huge cut of my fee. I may seek legal advice to see if I have a case to request those exorbitant fees back.”
But there’s more.
One disgruntled Platinum member told me she booked a job through Voices for $400, not knowing who the client was because Voices didn’t list it. And since Voices explicitly forbids talent to contact clients directly, she couldn’t ask.
Once she got the script, she found out that it was for a MAJOR global brand. The video she ended up narrating has over 3 million hits and counting. She said she has a feeling that Voices charged the client a much higher fee, and pocketed the difference.
A fellow-voice-over agreed, and said:
“They do take $ and hide what the client is actually paying. Another talent mentioned earlier today that they had a friend who booked a job at $1500 (outside of the pay-to-plays) and Voices posted that same job as paying $250. I’ve heard several different accounts of this happening from different sources now.”
This practice doesn’t only insult talent. It also angers those who use Voices to hire talent. A producer just commented:
“I had a recent job where my offer was $250/voice, and the talent told me that they were told by Voices that the job was only $120. This pisses me off because it makes me look like a cheap bastard and some good talent probably passed on auditioning since they saw the job as too low budget for them but in reality, it wasn’t.”
3. Voices controls how much you can “play,” based on what you pay.
As a regular Premium member, you will never see all the jobs that are in the Voices.com system. That’s how it is set up.
As I reported last week, a select group of 100 Platinum and Platinum Unlimited members who pay $2500 or $5000 respectively, are invited to more public job postings, and will get more private invitations than any of the other 124,900 members. Not because they’re more talented or more experienced, but because they paid Voices to give them preferential treatment. They’ll also receive VIP customer service.
One voice talent responded:
“What about everyone else who cannot afford $2500 for a membership, let alone $5000? They are basically making those talents audition into the void and completely waste their time. It’s not about TALENT anymore with this system- it favors those who will put in the money. As someone who grew up very poor, this makes me incredibly sad- and truly outraged.”
Someone else added:
“If I could afford the $2500, I wouldn’t need Voices.com”
Of course Voices.com cannot guarantee any member at any level that they’ll ever get selected for any posted project. They may control the flow of auditions, but they can’t tell the client whom to hire.
Since my story broke, I have heard from a number of Platinum members, all of whom have been in the business for many, many years. One of them was voice talent and coach Deb Munro. She commented:
“I received more private auditions and made my initial investment back, but not much more than that either. I am floored that they are offering another tier [The Platinum Unlimited membership, PS]. This will be the demise of the site in my opinion, once more exposed.”
Here’s another point most commentators seem to agree on:
4. Auditioning on Voices.com is pretty much a waste of time and money.
Just listen to what three experienced voice-overs had to say:
“I auditioned like crazy, got one gig. 95% of my auditions were never even listened to. I finally would only audition if it was a 90% or better match, and less than 25 people had already auditioned, still nothing. I don’t know what the secret code is, but I couldn’t crack it, and I get plenty of other work.”
“The count of my auditions at Voices.com is in the high hundreds, and I’ve landed a total of two jobs – both from the same employer. I’ve received quite a few “likes” on my work, but a large number of my auditions go unheard and many more projects get closed without any further action. Spend more for better treatment and more visibility? Can Voices.com guarantee I’ll earn my investment back? On both counts, I think not.”
“Wow! I swore off P2P years ago. I thought it was not for me. This new Platinum Unlimited membership level brings it to a whole new level of wasted effort! I know there are some talents who have landed spectacular clients and/ or ongoing gigs. But that seems to be a rarity.”
Can it get any worse? Well, here’s another conclusion many colleagues seem to share:
5. The business practices of Voices.com are unethical. The company exploits naïve beginners, and doesn’t care about voice talent.
Here’s a small selection of comments on that topic:
“Monetize all the things” seems to be the new business model. Even inventing things to monetize. Yeah, one year was enough.”
“I would come back with open arms if they stopped the bidding wars, stopped undercutting their talent, and started representing their talent honorably. They have essentially taken over the job of a talent agent, and are NOT treating their talent according to the principles true talent agencies do. In the process, they are putting real talent agencies at risk – the real workers who fight for the talent. It has to stop.”
“I hate the way they run the company now. They used to pretend to care about members. Now they don’t even pretend to care. They just show utter contempt. David and Stephanie can run their company how they like. I will no longer support it or recommend it to other actors.”
“The arrogance and abusiveness of this company is astounding.”
Voice talent Todd Schick does’t mince words on his website:
“Some people are devoid of ethics and morals; they simply can’t see the benefit – monetarily or otherwise – to treat others in a fair, ethical manner. Indeed, I’ve heard personally from former employees at Voices.com who have been threatened….now in fear of coming forward. Those that work there are rumoured to have been told to toe the line or be fired. Further still, talent who make noise about this issue are blacklisted (…).”
WHAT WILL HAPPEN NEXT?
You have read the critique. The question is: will it make a difference? Many colleagues are cynical:
“Paul rightly calls them on their tactics, but Voices.com knows VO-land is disorganized and that there will always be newbies willing to under-bid on a job to get a foothold in this job field. For every one subscriber who quits the P2P in disgust, three more step up with dollars in hand.”
“They’re making money hand over fist. That’s all they care about. They’ll ignore this until it dies down, and then continue to think of new ways to fill their coffers.”
I have blogged about Voices.com before, and whenever I do, it always seems to hit a raw nerve. People share these stories on social media, and comment like crazy. But this time, one thing was definitely different, and I’ll tell you what it is.
Normally, I would always get a few commentators who would come to Voices.com’s defense. They’d tell me how much they love the site, how much money they had made, and that business was booming thanks to this Canadian company. Some said I should stop being so mean to Stephanie and David.
This time around…. nothing.
What I heard instead was this:
“I called customer service, and cancelled my membership. I should have done it a long time ago.”
Time after time after time.
And you know what else? In the midst of all this bad publicity, the company isn’t even attempting to do any form of damage control. They’re not denying anything that has been said or written.
At their headquarters in London, Ontario, it has been quiet.
They are making it harder and harder for regular (Premium) members to audition for, and book jobs.
How does “Voices” do it?
By creating yet another exclusive membership level, limited to a group of very special people who get preferential treatment. But before I get to the new program, let’s talk about the current situation.
As a voice-over blogger and coach, people often share their frustration about voice casting sites with me. One of my students wanted to know: “Why does it seem almost impossible to land a job on a site like voices.com? I pay them $399 per year, and I audition like crazy. This year I have yet to book a single job. What I am I doing wrong?”
I told him: “You might not be the problem. It’s the system that is rigged against you. On purpose.”
“We’re all about empowering you and your voice in this world of opportunities. (…) The Premium membership is designed specifically with the voice-over professional in mind.”
What many “ordinary” voices-members don’t realize, is that they’re being treated like second-rate citizens. Their annual fee does not give them access to all the jobs and exposure the site has to offer. That privilege goes to 100 Platinum members who pay a whopping $2500 each per year.
What does that get you? Supposedly this:
the highest rankings in the Voices.com search engine
a one-on-one consultation with your very own Success Manager
two press releases per year
being invited to audition for select Professional Services jobs
higher directory rankings
bonus eBooks available for download
VIP customer service
A GOOD INVESTMENT?
The question is: Is such a membership worth it?
Here’s the problem: no one knows, because we don’t have data that can be independently verified. All we have is anecdotal evidence, and a multitude of marketing messages.
I spoke to one Platinum member who asked to remain anonymous. She said:
“I have auditioned over 700 times in the past 12 months, and have been hired about 16 times. Out of those 700+ auditions, around 270 of them remained ‘closed’ with no action taken.”
By the way, these numbers are purposely vague to make sure the voice talent cannot be identified. What I can reveal is that she more or less broke even. In other words: she made as much as the cost of the Premium membership… by auditioning over 700 hundred times.
Imagine spending all that time trying to land a few jobs, and ending up making no money at all. Is that a good return on investment? Of course this is just one example of one member, so keep an open mind.
A NEW MEMBERSHIP PLAN
Now, are you ready for this?
The same person recently received a new offer from the Canadian company:
“I’m happy to tell you that we’re releasing a new membership called the Platinum Unlimited membership on September 1st, 2015. The Platinum Unlimited membership includes all of the features and benefits of a regular Platinum membership. (…) Additionally, the Platinum Unlimited membeship (sic) will include a Voices.com branding recording that would be provided to clients via email to give you excellent exposure while showing clients how impressive our talent can sound.
Currently, we have a system called VoiceMatch Invitations that controls the number of jobs you’re invited to. With the new Platinum Unlimited membership, we will essentially be turning this off. You will be invited to approximately twice as many public jobs postings. Our original Platinum membership gives you the opportunity to receive more private invitations because of the boost in your search ranking, while the Platinum Unlimited membership will allow you to choose from a larger amount of publicly posted jobs.
The Platinum Unlimited membership will only be available to our Platinum members. As always, we limit the Platinum membership to 100 people. This means that some people will have the Platinum membership, others will upgrade to the Platinum Unlimited membership, but in total between the two memberships we will never exceed 100 members.”
And how much is this Platinum Unlimited membership going to cost you?
How about five thousand dollars?!
No, I’m not kidding.
THE TRUTH COMES OUT
Here’s what I find particularly revealing.
In the invitation above, Voices.com admits that they are purposely controlling the number of auditions members get invited to, and they’re curtailing the number of public jobs their members receive.
The only way to turn that system completely off, is to fork over five grand. As of September 1st, even Platinum members won’t be receiving all the job postings anymore. Remember, Platinum Unlimited members will receive “approximately twice as many public jobs postings.”
With this move, Premium members are relegated to a third tier position, making it even harder for them to compete with colleagues who get preferential treatment.
Talk about stacking the cards against you!
Let’s briefly look at a few other perks a Platinum and Platinum Unlimited plan have to offer. First off, there’s the highest voices.com search engine ranking, and higher directory ranking.
This whole spiel about increased search engine ranking sounds very much like the snake oil sales people who are inundating my inbox with ridiculous claims and outrageous offers: “For only $500 a month we can get your website a top ranking on Google!” Everyone knows it’s bogus.
But let’s assume the creative minds at Voices can manipulate their search engine to give the Platinum & Platinum Unlimited members top spots. What this means is that neither competence nor experience matters if you want clients to see your name first. It’s all about how much you pay.
In the world of Voices.com, money trumps talent. It’s a clear indicator of where their priorities are.
ARE YOU A VOICES-VIP?
Secondly, only Platinum and Platinum Unlimited members will receive VIP customer service, whatever that means.
I don’t know about you, but I teach my students to treat every client like a VIP, regardless of how much they’re paying. Why?
Because it is the right thing to do.
I believe these overpriced Platinum programs are a slap in the face of all the regular paying members who expect to get a fair shot at booking voice-over jobs. What’s more, these schemes are only guaranteed to fill the coffers of Voices.com.
So, if you are in any way tempted to go Platinum Unlimited, take a moment and think of all the things you could do with 5K that would help your business right now.
This is five thousand dollars YOU control, and not some greedy company in Canada.
“I’ve decided to just embrace my role as the Simon Cowell of the writing world. I’m honestly tired of being nice and supportive to everyone who comes up to me with a half-baked idea or worse, a half-baked product, and asks what I think. Because they don’t want to know what I think. They want to hear how awesome they are. And most of the time they aren’t awesome. Most of the time I’d be better off trimming my toenails than reading their godawful attempts at a book or story, because at least that can get exciting if I trim a little too closely. So here goes – unexpurgated Hartness on why you’re not going to make it as a writer.”
And that’s only the beginning…
If, after reading that tirade you still believe I’m the rudest man in the voice-over universe, your skin is way too thin. That’s a serious problem, because -just as the life of a writer- the life of an average voice talent revolves around rejection. And if you’re not rejected enough, you’re not auditioning enough.
Now, is this me being negative and bitter again?
I’m not saying anything new. I’m merely stating a fact, and if you can’t handle that, you are being bitter. Not me.
RULES AND EXCEPTIONS
Here’s what most of my critics pointed out (and I paraphrase here):
While there is some truth to Paul’s five points, there are exceptions to his rules. Quite a few people are making a good living as a voice-over. Some are doing very useful work. It is possible to be social and productive as a VO.
To that I say: Big whoop!
I know a few actors who aren’t waiting tables in NYC or LA, but what does that prove?
Of course I’m generalizing. Anyone who has been in this industry for longer than a year recognizes that. But that doesn’t mean there’s no validity to my point of view. Here’s a quick recap:
– This world needs less talk, and more action.
– VO rates have been steadily eroding.
– Being a voice-over can be unhealthy, and lonely.
– Finding the work often takes more time than doing the work.
– It may take years before you make some serious money.
WHAT’S MY OBJECTIVE
Let’s be honest. Are these really the statements of some disenchanted, fearful soul, meant to scare newcomers off his lawn? Or am I simply restating a few arguments countless colleagues have made for many, many years?
If you have a problem with these conclusions, why shoot the messenger? Why not write to that online casting site you paid good money to, and ask them to raise the minimum rate, and to do some decent quality control? You’re an esteemed member. Shouldn’t you have a say in these matters?
And to commentator Scott Spaulding I’d like to say this:
You claim that there is money in voice-overs, and that’s fine. Your profile on Elance/Odesk tells me that your minimum hourly rate is $38. You voiced an animated infographic for $82! And you’re telling me that you’re “not working for beer money?”
Are you serious?
“(…) just because you work as a voice talent, doesn’t mean you don’t have any interaction with anyone. You can still pick up the phone and call a client directly to try to build a relationship that way. As well as cold-calling potential clients and try to build a report with someone other than through email.”
Yeah, let’s cold call a client to break the social isolation, and build a relationship. I’m sure that’ll go over really well. We all know how much people love to get a cold call. I haven’t had one in a while, and I really miss it.
I do have to commend you for your honesty, Scott. You said:
“I did find your comment about the voice conference speakers a little bit hypocritical though. You make a snarky remark about the VoiceVIP’s talking about themselves and plugging their own books at these conferences… when you’re doing the same thing on this blog! You have a link to your book on this page that says “Buy the book!” They’re using the conferences to help advertise and sell their book and you use this blog to help advertise and sell your book. You even plugged your book in one of your replies to someone who posted a comment.”
Are you saying that I shouldn’t promote my own work on my own website? What school of business did you go to? You’re on my turf, and the number one goal of this site is to generate an income. How is that hypocritical? You have samples of your work on your website, don’t you?
There’a big difference between landing on my site, and going to a VO conference. The 5,000+ people who visit my site every month pay zero dollars. What do they get for that? Over 120 blog posts that many visitors find informative, entertaining, and thought-provoking. Unlike some VO-conferences, I’m not asking people to pay a hefty fee for my privilege to plug my products.
Scott, I totally disagree with you on your definition of “productive.” You said:
“Whatever you’re doing that is helping build your VO business IS being productive. Whether it’s looking up places to contact, working on a new demo, emailing potential clients, looking up new marketing ideas… it’s all part of working towards your goal of getting business!”
Being busy does not equal being productive.
In any business, input leads to output. Input can be anything used to produce a product or a service (such as writing newsletters and emails, producing demos, making calls). Productivity is measured by the result of those actions. It’s the output that matters.
When you’re delivering services at a more rapid rate than before, you’re being more productive. Not when you’re making more calls, or when you’re doing market research.
As an envelope-pushing, pot-stirring blogger I accept the fact that people will criticize and ridicule me. Different opinions and dialogue are welcome, as long as we can have a civilized discussion.
I also realize that not everyone gets my tongue-in-cheek style. People tend to take the written word more literally, and snarcasm is not for everyone.
I never ask my readers to agree with anything I’m suggesting, but here’s the thing. I don’t provoke for the sake of provocation. The aim of last week’s piece was to provide a counterweight to all the propaganda from companies that are still trying to sell the same old story to a new, naive audience. If anything, I had expected a firm response from those companies. Instead, some colleagues accused me of dissuading newbies to join my club.
“If you don’t have anything positive to say, then perhaps you shouldn’t say it,” is their advice.
Sorry, but that’s not how I was raised.
If you’re a regular reader of my blog, you know I do more than complain and campaign. And when I spot things in my industry that seem unfair or downright wrong, I speak up. I don’t care if that makes a few people uncomfortable. As long as things are comfortable, nothing will change.
So, allow me to be that self-appointed watchdog. I may step on a few toes here and there, but my bark is worse than my bite.
At the beginning of 2014, I took a big risk with this blog.
I no longer wanted to write about things such as:
– What is the best acoustic foam money can buy?
– Should we record standing up or sitting down?
– ISDN. Disappearing when?
– Pay to Play, Yea or Nay?
… and all the other questions that come back ad infinitum on Facebook, LinkedIn and in other social media. In Spoon-feeding Blabbermouths I vented my frustration with being asked to answer the same basic questions over and over again. I wrote:
It’s not my job to do someone else’s homework. Those who wish to make it in this field have to be proactive, independent, and resourceful. If they can’t be bothered to do a simple Google search, why should I take time out of my busy day to do it for them?
I still wanted to write about voice-over related topics, but only if the subject matter would allow me to dig deeper. As an avid snorkeler, I know that things get much more interesting under the surface of the sea.
GROWING MY READERSHIP
There’s another reason for moving away from the road much traveled. Over the years, I discovered that only a part of my readers consisted of voice-over colleagues. Many frequent visitors were fellow freelancers, artists, directors, bloggers, and entrepreneurs. If I wanted to increase my readership, I had to make sure to keep it relevant for them.
The big question is: Did I make a huge mistake or did my efforts pay off?
Well, I’ll let the numbers do the talking. At the beginning of 2014 I had about 3,000 subscribers. At the last day of that year, I counted over 32,100!
Another element in my “success formula” is the way I started using social proof. You can read about it in The Power of One. In this post I go over some of the main reasons why people buy.
A third reason for the growth of this blog (and my business) has to do with what I am willing to let go of, and how I handle problems. In Giving Up, I wrote about the things most people who want to be successful don’t wish to see or hear, and I concluded:
There is no success without setbacks, and when times are tough, you need to reconnect with what ultimately drives you.
YOUR LIFE. YOUR BUSINESS.
That is easier said than done. That’s why I wrote a series about four aspects that play a vital part in the way we live our lives, and the way we run our business. These aspects are Physical, Mental, Material and Spiritual.
The first article in this series entitled Mind Your Own Business, dealt with the physical aspect of our jobs. It inspired numerous colleagues to look at their unhealthy lifestyles, and even to go on a diet! Hundreds of pounds have been lost since then, and a number of Faffcon 7 participants received a copy of my book to celebrate those losses.
In part two, The Stuff Between Your Ears, I share 10attributes I believe to be the trademark of any successful solopreneur. In part three –Call Me Materialistic– I explore the important relationship between having the right tools for the job, and a little thing called confidence.
On June 18th I published my most personal post to date. It’s a down to earth story about spirituality, and how it relates to the work we do. Here’s a quote:
To me, leading a spiritual life acknowledges the fact that we don’t live on an island. Whether we realize it or not, we’re all part of a larger whole. We’re all connected. Our individual choices and actions have the potential to influence other individuals.
DEALING WITH DISASTER
In July I wrote another very personal story after the shooting down of Malaysia Airlines Flight 17. 298 men, women, and children of various nationalities lost their lives. About two-thirds of them were from the Netherlands. It’s called Tears, Tragedy and an End to Conflict.
We often wonder why bad things happen to good people. This prompted me to write Life’s Unfair. Get used to it!In it, I try to come to terms with senseless tragedies. Of course there are no easy answers, but that doesn’t mean we shouldn’t ask the questions.
One of the reasons I publish an overview of past posts each year, is because even the most loyal Nethervoice-followers tend to miss stories, which they often regret. Speaking of regret, the following quote is taken from an article I published in September called Forget Regret:
It’s unfair and irrational to explain or judge the past using today’s standards. Present knowledge is unhelpful because it’s limited, and colored by personal ideas of how we think this world works or should work. Present knowledge doesn’t change the past one bit. It just changes our perspective.
One thing I did not regret was publishing a series of articles on a new awards show for voice talent. The first story was called The Voice Arts™ Awards, The New Pay to Play? The follow-up, Paying For Your Prize broke all records. It was read over 3,000 times, and it prompted many heated discussions on this blog, and outside of it. People loved me for writing it, and they hated me for the same reason.
The intention of the article (…) was to hurt, not inform. Brush it off. With success and recognition comes the unfortunate trail of parasites who, lacking the erudition to create anything truly inspired, seek their sustenance from sucking the life blood of others.
Well, this “parasite” went on to write a seven-part series on script delivery and performance. See for yourself if it lacked erudition and inspiration. You can read the introduction in The Funniest Joke of the Year. In it, I ask the question:
What makes a good delivery? What’s involved; can it be learned or does it come naturally?
MASTERFUL SCRIPT DELIVERY
In The Worst Acting Advice Ever (part two), I discuss something I must have heard a million times: “Just be you, and you’ll do just fine.” Here’s a quote:
Whether on stage, in front of a camera or in the recording studio, you’re not hired to “just be you.” You’re hired to be your best, most professional self, and to make it sound (and look) perfectly spontaneous.
In How to be Believable, I tackle the next aspect of masterful delivery. Once again I try to break seemingly simple concepts down into bitesize pieces. In this case, I discuss the concept of congruence.
The next article in this series (What Clients Hate the Most) proposes that delivery is about much more than the way we read our lines. As a solopreneur, we’re judged by the way we deliver a total package. The bottom line: If you advertise yourself as a pro, you have to present yourself as a pro on ALL levels.
In The Secret to Audio Book Success, I examine how great narrators such as Jim Dale, have the ability to stay in character, and then switch character and get back to the first character, while introducing a third. They do this for hours at a time in a space smaller than a prison cell. I also introduce you to Gary Catona, the voice builder.
This series continues with The Devil is in the Delivery, which focuses on mistakes narrators make every day that cause them to lose auditions. I conclude with a story about something that’s not for sale, and yet it is one of the most sought after things in the world: Charisma. Once again, it’s one of those things everyone is talking about, but very few people have taken the trouble to demystify it. That’s exactly what I attempt to do in Defining the IT-Factor.
2014 was also the year I made my stage debut. Granted, it wasn’t Broadway, but a local historic production in which I played activist-philosopher Thomas Paine, author of Common Sense. You can read about it in my blog post Acting Out In Public, which inspired several colleagues to audition for plays in their neck of the woods. You’ll see that there’s a huge difference between the studio and the stage!
If you’ve been following this blog for a while, you know about my interest in sales and marketing. It’s something many freelancers know very little about. They always wonder: “Is there some secret way to make sure clients buy from me?” If that question interests you, I hope you will read How To Sell Without Selling.
One of the greatest obstacles to professional growth can be very close to home. Some people have a tendency to make their own life rather difficult. If that’s something you recognize, I invite you to read Getting In Our Own Way.
At the start of a new year it’s not only good to look back, but also to plan for the future. Are you going to play it safe, or will it be a year in which you dare to take some risks? Perhaps it is time to ask yourself what your job really does for you. If you’re wondering about that, I encourage you to read A Means to an End which examines the question “Why am I doing what I am doing?”
And finally, if you’re looking at your motivation, you might wonder what has held you back all this time. What reasons, excuses and rationalizations do you need to let go of, before you allow yourself and your business to grow rapidly and organically. You may find some clues in What Is Holding You Back.
If you’ve enjoyed spending a small part of your Thursday with me (that’s the day I usually publish my blog), there’s no need to thank me. I just hope you’ll share your enthusiasm with someone else who -in turn- will become a regular reader.
As long as you do your part, I promise to treat you to more thought-provoking, controversial, and insightful articles in 2015.
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.
“I just love your voice. I could listen to it for hours.”
“Wow, you take great pictures.”
“Your jewelry is absolutely amazing.”
“You’re a born writer.”
“Have you ever thought of doing this professionally?”
For a moment you are flattered, but you quickly dismiss the compliment and say:
“Thank you so much. It’s just something I like to do for fun.”
But after hearing the same comments from different people, your brain starts playing with the possibility. Someone planted a seed in your mind and it’s definitely growing! One day, you wake up in the middle of the night with this 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.
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