Promotion

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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VO Atlanta and the Meaning of Life

by Paul Strikwerda in Articles, Career, Personal, Promotion 36 Comments

Gravy for the Brain, what kind of name is that?” asked my friend with a puzzled look on his face. We were both at the VO Atlanta conference, and I wasn’t paying any attention to him.

I was staring at an email from a new client I had been grooming for weeks. He finally reached out to me with a project, just as I was ready for four days of professional schmoozing. I love my job, but I didn’t want to go back to work. Not in Atlanta.

Normally I’d be up for a challenge because I always saw myself as the invincible superman. I could do it all: socialize into the wee hours of the night, get up first thing in the morning for some fitness training, attend a few workshops and presentations, and do it all over again after lunch. Then I would step into a studio and knock out a few scripts. No biggie.

But this time was different. My cardiologist had advised against going to Atlanta because I just started a new medication and he wanted to monitor me closely. However, I knew I had to be at this gathering. It was the goal I had set myself when I began my recovery about a year ago. I’d committed to leading a workshop and a Breakout session. This was going to be my moment to return to the VO community and be there for them after they had been there for me when I had my stroke.

The only way I could possibly handle the conference was by vigorously pacing myself. This included not doing this rush job for a new client. I had to heed the advice I give my students: “Just because you can, doesn’t mean you must.” That decision cost me seven hundred dollars, but it gave me the space and the energy I needed to take care of myself. After all, you can’t give what you don’t have.

So, I turned to my friend to address his question.

TOO MUCH INFO

“You’re right: it is a bit of an odd name, Gravy for the Brain. It doesn’t sound like a resource for voice talent, does it? Someone once told me the expression comes from the movie Conspiracy Theory but that doesn’t explain anything.

“I just looked it up in the Urban Dictionary,” said my friend pointing at his mobile. “It’s defined as the way your head feels after a long night of drinking and/or doing drugs.”  “I’ve got to tell you,” I said, “last year when I came back from VO Atlanta, it felt like I had gravy brain. Not because I had had too much to drink, but because I was in information overload. It took a while for me to process the experience. And here we are again, ready for more.”

Kay Bess

Keynote speaker Kay Bess

We walked to the Grand Salon for the conference opening and keynote speech by Kay Bess. “We distinguish ourselves, by being ourselves,” she said. Profound words that moved me deeply. I feel that being ourselves is one of the greatest gifts we can give this world. There’s only one problem. It does require that we have a sense of who we are, authentically speaking. I don’t know about you, but I’m still figuring that one out.

WHO AM I?

I sometimes wish we would come with an instruction manual we could give to friends, family, and colleagues. “Look, this is who I am. This is what floats my boat. Here’s how I rock and roll.” Instead, we’ve been given a lifetime to work things out, and if you believe in reincarnation, it’s several lifetimes.

I see becoming who we are meant to be as one of the great endeavors of our time on earth. It’s challenging because all of us play many roles in life. For instance, I am Paul the father, the husband, the patient, the son, and brother. I’m also the voice actor, the blogger, and punster. In different contexts I feel like a different person and act accordingly, so will the real authentic Paul please stand up?

On the subject of authenticity, here’s some free advice. If you’ve been to VO Atlanta, please don’t use anything you have learned in all the sessions you attended. Just don’t. Every other talent is already going to do that. If you wish to be authentic, do something out of the ordinary that no one else would possibly try.

Surprise the world. Be an original. Create. Don’t imitate. The field of people being and doing more of the same is growing by the day. That’s not your field. People who play it safe by taking the beaten path are blending in with the masses. You want to stand out, don’t you? As far as I could tell I was still the only person wearing clogs in Atlanta. Even though I didn’t socialize as much this year to conserve my energy, I think most people knew I was there. Total cost $19.99.

WHAT ELSE DID I NOTICE?

A few more random observations, some positive, others not so much:

– When you stick your head into a workshop for five minutes and decide it’s not for you, please don’t mock your fellow-presenter in public. It’s unfair and unkind to judge someone based on a snippet of info taken out of context.

– On the other hand, calling the CEO of a competing and highly unethical Pay to Play “That Idiot from the North” is allowed. The man is fair game.

– If you’re a prominent member of a worldwide organization of voice talent that’s dedicated to ethical conduct and fair rates, why would you have a profile on Fiverr and be proud of it?

– Doing voice-overs is sexy! Next year we should have a few after-hour X-rated sessions for narrators of erotica. Pseudonyms required.

– If you’re looking for the guy who used a sharpie to draw a mustache on J. Michael Collins in one of the elevators, look no further.

– I wish Voice123 CEO and spin doctor Rolf Veldman would have taken part in the karaoke. I had the perfect song for him: “Sorry seems to be the hardest word.”

TEARS AND MORE TEARS

VO Atlanta 2019 was an emotional experience for me. If you were there, you know that my eyeballs were leaking regularly. A big thanks to all of you who told me how relieved you were that I’m not dead. I must say I’m with you on that one. Thank you to all of my Guardian Angels who kept an eye on me throughout the conference. You know who you are, and so does my eternally grateful wife.

A special thanks to those who were at my workshop. One of you signed up at the very last minute after talking to me in the corridor. How sweet is that? One last thank you to those who came to play with my Stinky Sock and gave me a standing ovation. It’s gone straight to my head, and now I am impossible to live with. What else is new?

SURPRISING BONUS

Well, did I tell you I got to stay in Atlanta for one more day? Here’s what happened. My flight to Lehigh Valley International Airport was overbooked, and Delta offered those willing to give up their seat a hotel room and an $800 gift certificate. So, days ago I had lost $700 because I didn’t do the voice-over job I told you about. I ended up having eight hundred bucks to spend at Amazon. Life is fair after all!

As you can tell, the conference is over, but I am not over the conference. It’s been my second best experience of the past twelve months. What’s the very best experience, you ask? For that we have to go back to the night of my stroke. I was flown to the hospital in a helicopter, and a doctor was looking at a CAT-scan of the inside of my skull.

Things were serious. If the stroke had wiped out most of my brain, I would probably not survive. I can remember briefly regaining consciousness on the stretcher. I could hear my wife ask the surgeon about my chances. I’ll never forget what the doctor said:

“I think your husband isn’t going to die. Luckily, most of his grey matter is intact. In other words:

He is too brainy for the grave.”

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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Promoting Yourself the Nethervoice Way

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

silouette of man with bull hornLast week I wrote about the fallacy of ME, ME, ME marketing. One of my readers emailed me and said:

“You’re very good at telling me what NOT to do. Please write about the best ways for me to promote my business.”

For that, I want to go back to an email conversation I had with one of my British colleagues.

Here’s what we talked about.

Q: Many people rely on just having a website and an internet presence on Twitter, Facebook or on a P2P site to do their marketing for them… does this work? And if not, why not?
 
Let’s take a step back and talk about what I believe marketing to be:
 
Any activity that helps you find clients and helps clients find you.
 
Marketing is about understanding your clients’ needs and connecting your product or service with customers who want it.
 
Effective marketing is a compelling, engaging conversation. It’s about building profitable relationships and creating an amazing experience around your brand, product, or service.
 
If you succeed in these three areas, your marketing works. It’s as simple and as complicated as that.
 
Having an internet presence in and of itself is as useless as hanging up an expensive billboard in the middle of nowhere. In order to be effective, you have to make sure people find your needle in the online haystack.
 
It’s not enough to have an online profile on a P2P site or on Facebook. That only benefits the P2P and the world created by Mark Zuckerberg. You need to drive traffic to a site that you own and control.

Q: What is the most effective tool to market yourself? Blogging, Facebook, Tweeting?
 
My blog has proven to be my most effective instrument in my marketing toolbox, and I’ll tell you why. You can offer the best product nobody has ever heard of and never make a penny. In order for people to buy from you or hire you, they have to find you, get to know you, and learn to trust you. That’s exactly what my blog has done for me.
 
Today’s search engines have become much smarter. Quantity is no longer king. It’s about quality and engagement. Relevance and social interaction are now built into the algorithm that determines how your pages are ranked and thus found.
 
Most experts agree that one of the best ways to boost your SEO is to offer fresh and quality content. Most websites are pretty static. Once it’s up, not much changes. That’s why blogs are so effective. Every day or every week you get a chance to connect with your followers and attract new readers by sharing something of value.
 
Q: To be effective, how much time do you estimate it is necessary to spend on marketing?
 
It’s a running joke among freelancers that we spend 80% of our time finding the work and 20% doing the work. Marketing never stops. Look at the big brands. We know their logos and slogans by heart. Yet, they continue to bombard us with messages. Award-winning colleagues whom we think of as “established” never stop marketing.
 
B.L. Ochman, president of What’s Next said it best:
 
“Marketing is everything a company does, from how they answer the phone, how quickly and effectively they respond to email, to how they handle accounts payable, to how they treat their employees and customers. Done right, marketing integrates a great product or service with PR, sales, advertising, new media, personal contact. In other words, marketing is not a discipline or an activity – it is everything a company is – at least if the company wants to be successful.”

Q: Are there other ways to market yourself other than online?
 
Marketing is never an either/or. It’s doing this, that and a whole bunch of other things in order to influence perception. If marketing is not integrated into everything you do, you’re not doing it right and you’re not doing enough.
 
Q: If you have limited time/resources… how do you choose the best marketing tools for you?
 
The best form of marketing is delivering a stellar product or service. Clients are your best credentials. If you exceed their expectations, they will do part of the marketing for you. Remember: tooting your own horn is necessary but suspicious. What others have to say about you is perceived to be more credible than all the things you will ever say about yourself.
 
Q: How do you ensure that you are constantly reaching new people and not just preaching to the converted.
 
Ask yourself this question: What greater community am I a part of?
 
Most voice-over professionals are:
 
– Actors & artists

– Self-employed

– Underemployed

– Freelancers

– Solopreneurs

– Small business owners
 
As a narrator and voice actor, I’m also in touch with:
 
– Linguists & translators

– Sound engineers

– Bloggers

– Writers

– e-Learning specialists

– Advertisers & Social Media specialists

– People in the entertainment industry
 
Blogging is a form of content marketing. If I only were to write my blog for a relatively small group of voice-over colleagues, I would be preaching to the choir. That’s why I make sure to write content that appeals to all the groups mentioned above. That way, I widen my circle, instead of preaching to the choir.
 
Q: Is marketing yourself the same as bragging?
 
No, it’s not, although it often comes across like that. My advice may sound a bit like a contradiction in terms: If you want to highlight what you have to offer, don’t make it all about you. A blog or brochure is not a public diary about your personal trials, tribulations, and triumphs.
 
Here’s the challenge: you have to show people what you’re made of, but avoid the ME, ME, ME-stories. That book is usually very thin and gets very old.
 
Focus on your market. Find out what their frustrations are and offer practical tips, and remember this: Educate without lecturing. Come across as an expert, but not as a know-it-all.
 
Q: As soon as you have an online presence, you are vulnerable … how do you protect yourself from spam and junk?
 
Never put your email address on your website. It’s an open invitation to spam bots. Use a spam-protected contact form instead. Use an email program with a solid spam filter, or buy one. Make sure your anti-virus software is up to date. Install anti-tracking software. I also check every new subscriber to my blog against a list of known spammers.
 
Q: How would you compare the impact of automated tweets, updates, responses, and postings etc. against individually composed postings?
 
Small businesses have a strong competitive advantage over huge corporations. They can deal with (potential) clients in a very direct and personal way. Because voice actors embody their product, that’s their unique selling point.
 
Mass emails, tweets, and newsletters can be deleted in seconds. Personal messages, letters, and faxes are harder to ignore.
 
Ultimately, effective marketing is directed at key individuals. Cater your message to their needs and you’ll be more successful. Remember: marketing is not a sales pitch. It is highlighting a service.
 
Q: In an overcrowded marketplace, how do you ensure that you stand out from the crowd?
 
I am going to brag now, but only because it’s based on feedback from my readers. The number one reason readers come back to my blog is that they find content that is relevant and helpful, told from a unique perspective.
 
If you want to appeal to a wide audience, you have to have a unique point of view. I’m not telling my readers how great I am. I’m simply showing them how they can be more successful if they follow some of my suggestions. In other words: I am not asking them to buy something from me. I’m giving them something useful.
 
If you try to be everything to everyone, you end up being nothing to no one. I highly recommend finding a niche and emphasize your specialty in your marketing messages. In my case, I market myself as “The Ultimate European Voice.” I realize that sounds rather pretentious, but for someone living and working in the United States, my European-ness is one of my unique selling points.
 
More and more clients don’t necessarily want a British or North-American English speaker for a global campaign. Because of my more “neutral” English accent, international companies are interested in my services.
 
Q: For people who may not be technically minded … do you think it is worthwhile employing someone to do your internet marketing for you?
 
Technology is a tool that sometimes stands in the way of true communication. There has never been a generation in the history of this planet that has been more connected, yet millions and millions of people miss a real connection.
 
Technology enables us to send a mass email or newsletter to everyone in our database. It’s as sad and ineffective as cold calling. You’re playing a numbers game, thinking: The more people I send stuff to, the more likely it is that someone will respond.
 
I always get the best responses from personal contact. I have no marketing guru to run my “campaign”. The reason is simple.
 
No one is as motivated and dedicated to my business as I am. No one is willing to work as hard for my business as I am. That doesn’t mean I don’t ask for help.
 
We all have our strengths and I do feel that when I look at certain websites, some people should have used a web designer, a copywriter, or a professional photographer. First impressions are vital!
 
However, it does pay off to learn how to maintain your own site. Otherwise, you end up paying your webmaster (or mistress) for every small change or update.
 
Q: Talk a little about keeping the balance right … e.g. marketing versus actually doing the job. Is it possible to do too much marketing?
 
As I said earlier, doing your job to the very best of your ability is one of the best forms of marketing. If you approach it that way, there is no real separation between the two.
 
There is a risk of overdoing it, though. I’m not going to name any names, but one voice-over coach regularly plasters the internet with promos for seminars, classes, and the whole shebang. It’s overkill and it’s counterproductive.
 
If you yell too loudly and too frequently (especially if it is more of the same), it becomes annoying and people will start tuning you out.
 
Q: How do you think marketing will develop over the next five years? 
 
I’ll have to take out my crystal ball for that one. On one hand I see that marketing is becoming more and more mobile technology driven. YouTube is quickly becoming the number one search engine. Social proof is rapidly replacing expert advice.
 
If you wish to make a dent in the marketing universe, you need to learn to play the technological game, create visual content and attract, grow, and serve a considerable online following.
 
On the other hand, it is critically important to always remember that you’re talking to real people with real problems that need to be solved. It’s impossible to meet their needs with a mass email. Marketing can be the beginning of a connection, but it’s only a first step.
 
Let me put it this way. Creating an appealing window display is one thing, but no level of technology can force people to come inside, let alone become a (return) customer.
 
Q: Joining the dots … and creating a seamless approach to marketing – creating your own look, logos, fonts etc. Are they important?
 
Now we’re entering the realm of branding: the marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products.
 
With thousands of voice-over talent entering the market each year, differentiation is essential. Having a picture of a microphone on your website is anything but unique. What clients are looking and listening for is personality.
 
Things like a recognizable logo, a catchphrase, and a consistent color scheme have to reflect your personality and your niche.
 
I don’t have a logo per se, but I consistently use a picture of me, holding a bunch of orange tulips. On a subconscious level, people still associate tulips with Holland, and as a native Dutch speaker that’s a good thing. Orange also happens to be the Dutch national color. Then there’s the pun “tulips” and “two lips” which for a voice-over professional is a nice association.
 
Q: What is the most important thing you have learned about marketing?
 
Three things:
 
1. Marketing is like sowing seeds. You can’t force those seeds to come up overnight, grow into trees, and produce fruit. Marketing is an organic process that requires persistence, patience, and love for what you’re doing.
 
2. It is pointless to market a bad product because it won’t sell.
 
3. Even the sharpest tools in the shed get dull after prolonged use. Keep on learning to refine your skills.

Paul Strikwerda ©nethervoice

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The Fallacy of ME, ME, ME Marketing

by Paul Strikwerda in Articles, Career, Internet, Journalism & Media, Personal, Promotion, Social Media 4 Comments

selfie with microphoneQuestion on Quora:

“Is it okay to post pictures of yourself on Instagram? Would people think I’m too much into myself?”

Top answer:

“Since 99.99% of Instagram users have chosen to make evident how in love they are with themselves, you’ll fit right in.”

I had to think of that when one of my colleagues jokingly posted on Facebook that he was sick of seeing selfies of voice-overs in their studios. You know, these stereotypical posed pictures of smiling people in sweatshirts that always feature a microphone.

This led to a heated debate about narcissism and the perceived benefits of plastering your face all over the internet. Here’s what I want to know: are these selfies just a big ego trip, or an effective way to show your customers who you really are?

WHAT’S YOUR GOAL

Before I answer that question, let’s take a step back. Why would you as a small business owner use social media in the first place? It’s a time suck, a distraction, and as soon as you think you’ve figured it out, Zuckerberg and company change the algorithms.

For most freelancers, having a social media presence is part of their marketing strategy. The purpose of marketing is no mystery. It’s all about influence and perception. In a nutshell, here’s what effective marketing should do:

– Tells the world that you exist, and educates your audience about what you have to offer
– Helps your customers understand why your product or service is better than, or different from the competition
– Builds authority, credibility, and trust. It shows that you’re a pro running a reputable business
– Develops a relationship with your market: communicates with customers, and turns clients into fans
– Improves and reinforces brand awareness
– Grows your business by extending your reach and increasing your sales

Successful marketers influence how their product or service is perceived. They win people over by convincing them they have something special to offer that meets their needs. The ultimate goal is conversion: turning a prospect into a buyer.

How do selfies fit into this picture?

YOU OR THE CLIENT

We seem to have at least two schools of thought. I call them egocentric marketing and customer-centric marketing. An egocentric marketing campaign revolves around “Look at ME. Look at what I did. Look at what I’m doing.” It’s for people who mistake their own enthusiasm for what will motivate their potential customers.

Posting pictures of yourself and about yourself only works if you’re an interesting person leading an interesting life and if you already have a following that’s interested in you. Think of actors, musicians, models, celebrity chefs, politicians, and other public figures.

Let’s be honest: most of us aren’t that interesting, especially in a dimly lit studio with a big mike in front of our face. Unlike on-screen actors, voice actors don’t go on different sets in exotic locations. There’s no costume department clothing us, or makeup department carefully camouflaging our pimples. If we ever leave the house for work, it is to visit another dimly lit recording studio with more mikes, cables, and headphones.

Customer-centric marketing is based on the idea that if you wish to win people over, you have to stop talking about yourself and start listening. Based on what you hear, you provide content that addresses your customer’s fears, problems, and needs. It’s not about you. It’s about them. Customer-centric marketing is not only about increasing exposure. It’s about providing value for your viewers and followers.

WHO’S YOUR TARGET

The problem is that I don’t think many Instagrammers have identified a target audience before they start posting pictures. They don’t even have a business account. A personal account is used to post anything and everything. Snapshots from family trips, pictures of the pets, lunches, dinners, and the occasional picture of mama or papa doing voice-overs. All of this goes out to clients, colleagues, friends, family, and the one billion other people on Instagram.

There’s no distinction between the personal and the professional.

The question I asked myself before I became active on social media was this: Do I want to make my private life public, and if so, for what purpose?

Perhaps this is a generational thing. The younger generation has no trouble sharing their private lives publicly. The more views, the better. Self-esteem is linked to likes. A young colleague told me: “I want my clients to get to know me. If they see what I am like, they’ll remember me. If they remember me, there’s a greater chance that they will hire me.”

In contrast, I want to protect my privacy. The only time I open up about my personal life on this blog is to illustrate a point, or when I want to share something that I feel is relevant to many of my readers. That’s the reason you know about my stroke. I wanted to increase awareness through my experience.

My intended Instagram audience consists of colleagues and other freelancers. That’s why you won’t find any vacation photos, pics of alcoholic beverages, or silly selfies. Most of my posts are pictures with quotes from this blog. My goal is simple: to make people think. They don’t have to agree with me. I just want them to consider what’s written. It helps me be a trusted voice in an ongoing conversation.

I can hear you think: “That sounds very idealistic. Why would that be beneficial to your bottom line?”

Well, through these posts people get to know me and my ideas. And if they like what they see, they might go to my blog and sign up for coaching sessions. It gets me invites to interviews and podcasts, I’m asked to write guest posts, do presentations, and conduct workshops. It’s free publicity! People end up buying my book and start referring me to clients who need a European, neutral English voice.

There’s a lot that you can do when using social media to spread the word about your business. LinkedIn, YouTube, Twitter, Facebook, Pinterest, and Instagram give you an opportunity to highlight different aspects of what you have to offer. Different formats require a different approach.

What you do is up to you, but if you wish to make the switch from egocentric to customer-centric marketing, I leave you with the advice of one expert:

“It’s okay to be proud of your work, but turn your brags into benefits!

Paul Strikwerda ©nethervoice

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VO Atlanta: a Waste of Money or a Wise Investment?

by Paul Strikwerda in Articles, Career, International, Promotion, Social Media 15 Comments

on stage at VO Atlanta 2018, click to enlarge

As VO Atlanta (March 28 – 31) is rapidly approaching, something predictable is happening. The people who are on the fence about going, start making the rounds on social media asking:

“Is it worth it?”

You’ll never hear those who have participated in previous years ask this question. For them, it’s a non-issue because they know from experience that they will receive much more than they have invested. That’s why they’re coming back again and again and again.

The question “Is it worth it,” is asked a lot on social media in different ways. “Is joining Pay to Play X worth the money?” “Should I buy microphone Y?” “Does Mr. Z produce good demos?” I’m always surprised by the number of people ready to answer these queries without knowing anything about the person who is asking, and knowing very little about the subject matter. Online, the deaf often lead the blind.

A MATTER OF VALUE

When someone asks me “Is it worth it” I want to know at least two things before I decide to chime in:

What do you mean by “it,”

and

How do you determine “worth?”

If I don’t get clarification on those two things, I’ll run the risk of answering the question from my experience and with my values in mind, which are bound to be different from the person asking the question. Bear in mind:

People don’t do things for my reasons or your reasons.

They do things for their reasons.

Once you find out what their reasons are, you can make a case based on what motivates them. Consequently, they’re more likely to resonate with what you have to say. Anyone working in sales should know this.

Going back to the questions behind the question “Is it worth it?” what does the first “it” actually mean? Obviously, “It” refers to VO Atlanta. It is a linguistic attempt to fit the entire conference experience into a two-letter word. You don’t have to be a brain surgeon to see that that’s impossible. A conference like VO Atlanta consists of multiple days loaded with content and social interaction. It’s pointless and unfair to boil that down to one meaningless word.

ACTIVE PARTICIPATION

Besides, everyone experiences the conference differently. It’s not a spectator sport. As in real life, what you get out of it is greatly determined by what you put into it. If you don’t put yourself out there professionally and personally, you’ll have a very different conference then when you do. In other words: YOU determine the return on investment.

Here’s my prediction. If your mindset is “I’ll wait and see. You come to me,” then you’re not going to get as much out of the conference compared to an actively involved participant. Some of the most valuable and memorable moments at VO Atlanta (and I’m talking about “worth” now) may come from unplanned, spontaneous meetings in the corridors of the hotel, or at the lunch table.

They may come when you gather all your courage to walk up to one of your VO idols and start a conversation. Before you know it, you end up sharing a meal as you informally talk about the biz. That’s what makes VO Atlanta so unique.

2019 keynote speaker Kay Bess

As a former journalist, I had to report on lots of conferences. From that, I learned two things. One: most of these gatherings are a snooze fest. Two: the speakers are unapproachable and leave as soon as they’ve collected their checks. Everyone who’s ever been to VO Atlanta will tell you that this event is the complete opposite. It is engrossing and entertaining, and all presenters are accessible during the entire conference.

There are no industry secrets and no oversized egos. Just people who want you to succeed.

What else would make VO Atlanta worthwhile? I won’t speak for you, but I’ll gladly share my thoughts and feelings.

IN IT TOGETHER

What many are looking for, is a sense of connection. We all do our work in isolation, in a small box, talking to imaginary people. We know that there are lots of other silly people who do the same thing, but they’re just a profile picture on Facebook or Instagram. Meeting these people in real life means truly connecting with an international voice-over family you never knew you always had. There’s an instant rapport with folks who really get you because they do what you do, and love it just as much.

As the grand hotel ballroom fills up with hundreds of talkative colleagues, you look at the gathering crowd, and it suddenly dawns upon you:

2018 keynote

I am not alone! This is my community! These are my people!

Here’s what happens: competitors become colleagues, and colleagues become friends. Friends become a support system you can count on in good times, and when times are not so good.

“That’s all nice, warm and fuzzy, but will it get me any work?” you ask. “My clients aren’t going to be at VO Atlanta.”

I can only speak for myself, but I get a lot of work through referrals from colleagues who know that I am the go-to person for Dutch and neutral English jobs. People don’t refer people they don’t know, so it’s important to make connections. A conference is an ideal setting to do just that.

LEARNING FROM FEEDBACK

You also get a chance to impress top coaches and casting directors with your audition. Normally, you’d probably have a hard time getting in the door with these folks because they have no time and they don’t know you. At VO Atlanta, meeting them is part of your ticket. Not only will they listen to you, but they’ll also give you feedback on your read, and if they like you, they might sign you.

Because the voice-over industry is not regulated, there is no requirement for continued education. Come to think of it, there’s no requirement for any education! As the number of professional VO’s increases each year, those who are best prepared, have a greater chance of actually making a living. The many panels, workshops, presentations, and X-sessions at VO Atlanta will give you a necessary edge in a crowded field. Rather than reinventing the wheel making beginner’s mistakes, you’ll save time and money by learning from the pros who made the same mistakes when they were starting out.

Do you need more reasons to come to Atlanta?

THE SECRET INGREDIENT

There’s one thing you won’t find in any of the promotional materials, online or otherwise, simply because it cannot be captured. It has to be experienced. I am talking about the energy at the conference. At times it’s electric and contagious.

I may be biased, but I think that voice-over people are among the least pretentious, kindest, and most giving people on the planet. In Atlanta, the sense that we’re all here to help and support one another is overwhelming. Together we’ll continue the fight for fair rates, we’ll call out unethical and greedy companies, and together we’ll strive to continuously raise the professional bar. Plus, we don’t take ourselves too seriously, and we like to laugh a lot!

To someone who has never been to this conference the following may sound overly dramatic, but at VO Atlanta I got a glimpse of what the world can be when people of all backgrounds, faiths, persuasions, languages, and traditions come together and cheer each other on. It is powerful in the most positive way, and this world needs more of it. When leaving last year’s conference, I couldn’t stop smiling!

To me, that positive energy was one of the greatest takeaways from the conference, and one of the many reasons why I will be coming back as a presenter and a participant.

WHY YOU SHOULD GO

Lets face it. You’ve been working hard for the past couple of months and you deserve a break. A BIG break, even. Do yourself a favor and get out of that musty studio of yours. Go south, see some daylight, and meet some real people. You may not read from the same script, but you’re already on the same page.

the author presents

Take part in the group challenge and record a commercial for a charity. You might even win some gear! Dress up under the disco ball, and dance like no one is watching. Laugh a lot and cry a little when a deserving colleague receives the Unicorn Award. You’ll come home feeling recharged and refreshed.

And remember to look for the guy in the yellow clogs!

See you there!

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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Why is doing voice-overs so difficult? Part 2

by Paul Strikwerda in Articles, Career, Freelancing, Internet, Pay-to-Play, Promotion, Social Media 10 Comments

Click here for part 1

What do you think voice-overs do all day long?

Sit behind their microphones and record the most amazing scripts?

Make $5,000 for a twenty-second commercial?

Narrate yet another best-selling novel?

If you choose to believe Facebook, that’s what voice-overs do. They book, they record, and they cash in. Rinse and repeat.

Unfortunately, that’s a big fat lie, told to the world because no one wants to look like a loser on social media. We’re one happy family, everything is always great, and business is booming!

The truth is, some voice actors are doing really well, and many are not. Going into 2019, even the big names are asked to work for smaller budgets at full perpetual buyouts, while $249 seems to be the new normal for many non-union jobs. Jobs that would easily go for four or five times as much some years ago, perhaps even more.

If you’re just starting out, and your expectations are as great as your ambition, that’s probably not something you want to hear. But let’s be realistic for a moment.

Once you’ve told the world that you are now a professional voice-over, it stops being a hobby or a daydream. In fact, you’ve just opened up a business. Congratulations.

Are you ready to be a business owner?

Just to be clear: the IRS considers an activity to be a business if:

“that 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 (…).”

As someone who has coached many beginning voice talents, I’ll be straight with you. Most of my students have no clue what it means to run a for-profit business in a market saturated with wannabes. That’s a huge part of what makes doing voice-overs so difficult!

Think about it. You may be a crazy talented chef in your state-of-the-art kitchen, but if you don’t know how to run a successful restaurant, you’re doomed to fail. If you don’t believe me, ask Gordon Ramsey!

Here’s where the comparison stops. A smart chef has a staff managing all business aspects of his establishment. That way, he can concentrate on the cooking. As a VO-pro you are on your own, wearing many, many hats. You’ve got to get customers in the door, set the tables, cook the food, clean up at the end of the day, and do the books.

On top of that, too many beginners don’t know what they don’t know. Between you and me, they just want to have fun talking into a microphone, and get paid for it.

I’ll let you in on a dirty little secret: most voice-overs spend way more time trying to get the work than doing the work, myself included (and I’ve been at it for over thirty years).

Like any business, you’ve got to attract customers. How do you do that when no one has ever heard of you (and no one cares to hear about you)? Have you thought about that?

Don’t tell me you’re going to sign up for a voice casting website, and expect them to get you work. That big unethical one in Canada claims to have a global network of over 200,000 voice-overs, and most of them speak English. By the time you open that casting email, you’re at the back of a long line of hopefuls who just received the same message. Chances are that the client won’t ever hear your carefully crafted custom demo. I mean, who’s got time to listen to over a hundred auditions?

And you pay for that “privilege”?

Don’t expect an agent to send you work either when you still have to prove yourself. The irony is: agents want you when you no longer need them. As soon as you have clearly demonstrated an ability to make them money, you become interesting. By that time you should already have a portfolio of returning clients giving your business a sustainable basis.

So, if you can’t rely on Pay to Plays or agents, what are you to do? Where do all these fantastic money-making voice-over jobs come from? Do you find them on Craigslist? Do they grow on trees?

Ultimately, finding work comes down to one person: YOU!

Here’s secret number two: it’s easier to have clients find you, than you having to find clients.

To get people’s attention, you’ve got to toot your own horn. That puts you not only in the business of providing voice-overs. You’re also in the business of self-promotion and marketing. Be honest: do you have expertise in those areas? Are you even comfortable telling people why they should hire you?

Let’s be more specific. Do you know how to design and maintain a kick-ass website that’s search engine optimized, and ready to withstand hackers? If not, do you know a reputable company that can build that site for you? Let’s assume you just spent thousands of dollars on coaching, professional demos, equipment, and a good recording space, how much money is left to get you an online presence? Include the money you pay to a company like SiteGround, to host your website.

Building a website is not just about finding an attractive template and some stock photographs. You need someone with serious copywriting skills to sell your services. Someone who can capture your essence and turn it into a brand. You also have to develop fresh content to give visitors a reason to come back to your website. How are you going to do that?

Then there’s your social media presence. Your brand new company has to be on LinkedIn, Instagram, Twitter, Facebook, Pinterest, YouTube, and whatever the next big thing is going to be. Each platform has its own rules, algorithms, and format. You’ll have to learn how to shoot and edit decent home videos, how to take striking pictures, and how to write compelling copy that makes you stand out above the crowd.

A word of warning. Once you get started, you’ll soon notice that social media is a monster that constantly needs to be fed with fresh, relevant, and unique content created by YOU. This takes time. Lots of time. If you’re lucky, your content gets picked up. More likely, it gets lost in an ocean of mindless, self-absorbed chatter crying “Look at ME. Look at ME!”

Those who are young and full of energy are used to living life online. Their self-esteem is linked to the number of likes each post receives. To them, creating a social media presence is no big deal. I have coached quite a few people for whom voice-overs is a second or third career. They’re in their fifties or sixties, and to them building a website and being active on social media is intimidating and often frustrating. It’s not what they signed up for when they dreamt of being an audio book narrator.

They want to try it the old-fashioned way: cold calling clients. It’s the most masochistic way to spend your day. With people being sick of unwanted solicitation and robocalls, good luck trying to get past the screener before you can read your script to some teenager who is in charge of promotions. These days, more and more people refuse to answer the phone if they don’t recognize the number. If you love listening to voicemail and pissing people off, go for it!

So, let’s quickly recap. Why is doing voice-overs so difficult?

Last week I told you it is hard to sound natural in an unnatural situation, and to act as if you’re not acting. You need much more than a great voice to make it.

Today we talked about running a business, finding work, and self-promotion.

Next week I’ll add another layer: dealing with constant uncertainty.

Be certain to check it out!

Click here for part 3.

Paul Strikwerda

PS Be sweet. Subscribe, Share, and Retweet!

PPS Bob Souer, one of the nicest people in the voice-over community, has had a tough year. He has asked for our help to turn a corner and move ahead. Through the years, Bob has supported many of us with his wisdom and insight. Now it is time we support him and his family. Please visit his GoFundMe page, and give what you can give. Thank you!

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Ten Lies Voice Overs Tell

by Paul Strikwerda in Articles, Career, Promotion, Social Media 7 Comments

Pants on fireHow far would you go to get ahead in this game we call the voiceover market place?

Would you betray your pacifist principles and record a promotional video for land mines?

Would you flirt with the casting director?

Would you badmouth a colleague in the hopes of improving your odds?

As soon as money is involved, people are prepared to sell their dignity and self-respect to the highest bidder, and it’s Survival of the Slickest and every man for himself. Take no prisoners. After all, the economy sucks and it ain’t getting better any time soon. If it’s a choice between you and me, my friend, it better be me.

In an attempt to break into the business or simply stay afloat, people even start sinning against the Ninth Commandment: Thou Shalt Not Bear False Witness. What do they tell you in this business?

If you can’t make it, just fake it!

That’s why the almighty Internet is inundated with pretenders, posers, anonymous commentators and self-styled experts. In this day and age where the latest is the greatest, nobody bothers to fact-check anymore. It’s the ideal opportunity to be whoever you say you are. No questions asked. It’s in black and white. That means it’s reliable, right?

Now, don’t believe for one second that the people in our community are holier than the Pope. They are not. Some of them are spinning a world wide web of lies. Of course they don’t call it that. They see it as innocent embellishments of the truth. The means justify the ends. Meanwhile, they are walking around with their pants on fire.

Here’s my Top 10 of the most common lies people tell to get ahead as a voice talent:

1. Experience

Lie: “With years of experience under her belt, Carla can handle almost any project.”
Truth: Carla has been at it for five months; part-time, that is.

2. Training & Coaching

Lie: “Roger has studied with some of the world’s best coaches.”
Truth: He took an introductory course at the local community college.

3. Clients

Lie: “John has recorded voice-overs for some of the biggest names in business.”
Truth: John wishes he had recorded voice-overs for some of the biggest names in business.

4. Equipment

Lie: “Peter exclusively uses his trusted Neumann U87, arguably the best known and most widely used studio microphone in the world.”
Truth: Peter doesn’t even know how to correctly pronounce the name Neumann. He is the proud owner of a second-hand Chinese condenser he got off eBay for $65.

5. Home studio

Lie: “Heather records her voiceovers in her professional studio, guaranteeing you the highest audio quality possible.”
Truth: “Heather hides inside a bedroom closet and she has no idea why this mattress foam won’t keep the noise out. She wonders: Should I have used egg crates instead?”

6. Demos

Lie: It sounds like Thomas really voiced those national campaigns, doesn’t it?
Truth: The scripts were stolen from auditions that never worked out. An audio engineer friend helped him with the music.

7a. Languages and accents

Lie: “Jerome speaks Dutch and is available for your eLearning projects.”
Truth: Jerome was born, raised and educated in Flanders (Belgium) and speaks Flemish. Dutch and Flemish are just as related and just as different as American and British English. Substitute Dutch and Flemish for other languages and accents to expose other actors.

7b. Native speakers

Lie: “Maria was born and raised in Germany and speaks ‘Hochdeutsch’ or Standard German.”
Truth: Maria moved to the U.S. when she was seventeen and thirty years later, she stills lives in Dallas. Ever heard a German with a Texas twang?

8. Testimonials

Lie: “Jennifer was a delight to work with. Our company would not hesitate to hire her again.”
Truth: Jennifer never worked for “that company” and she is the author of this endorsement.

9. Head shots

Lie: We see a young, smiling face, staring confidently into the camera.
Truth: After ten years, Harry doesn’t look like his old headshot anymore. He’s become bitter and it shows. He also gained twenty pounds.

10. Believing that you won’t get caught

You see, people with real credentials have real experience and a real portfolio. They don’t have to hide behind vague descriptions and false advertising. The truth will always come out and when it does, it will damage a career that never was and probably never will be.

SPOTTING THE ROTTEN APPLE

You don’t have to be a detective to find the fakers. Liars usually do a great job exposing themselves. I was emailing one of my colleagues the other day, and he shared the following story with me:

“I’ve read your blogs regarding people that want to be a voiceover talent with interest. I have some ideas on people that are “posing” as voiceover talent and how to spot them immediately.

For example: a young lady recently posted on a LinkedIn forum complaining that she wasn’t being hired via sites like voices.com and how obviously the system was flawed, and that was the reason she wasn’t getting work.

I visited her website to find that (through the placement of national logos for Burger King and Nissan) she had implicated that she’d done voiceover work for national companies.

When I listened to her demo it was apparent that she had nowhere near the skill level of a national voice talent.

Furthermore – on her website there was a mention of a client that she claimed as her client, when in fact, it had been MY client for more than four years. A quick check with producers led me to find that this person had never worked with that company.

In short, she wasn’t getting work because she sucked as a “talent”. And yet, she couldn’t hear this, and was angry with the world because she wasn’t getting work.

What are these people thinking? Do they really believe they can fool an experienced producer or Creative Service Director?”

ACTORS ARE LIARS

People in our profession have a strange relationship with the truth. We get paid to pretend. The most convincing liars get the nicest paychecks, an Oscar and a star on Hollywood’s Walk of Fame.

However, true talent, trust and integrity are the cornerstones of a successful career.

Trust must be earned.

True talent and integrity can never be faked.

Ain’t that the truth?

Paul Strikwerda ©nethervoice

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