Promotion

Facebook: Why You May Be Doing It All Wrong

by Paul Strikwerda in Articles, Career, Freelancing, Internet, Journalism & Media, Personal, Promotion, Social Media 7 Comments

On July 31, Facebook will be updating the Terms of Service again. Why?

Because in their own words, they want to “better explain the rights people have when using our services.”

One thing that will not change is the distinction between Profiles and Pages. It’s something many colleagues still don’t seem to get. Here’s the deal:

You should never run your businesss from a personal profile. Always create a Facebook page for your business.

There are many reasons for doing that, and I’ll give you lots of carrots, but let’s start with a few sticks. The Facebook Terms of Service state:

“You will not use your personal timeline primarily for your own commercial gain, and will use a Facebook Page for such purposes.”

In other words, using a Profile for commercial activities is a violation of those Terms of Service, and Facebook can and will delete your Profile because of it. That’s what someone in my neighborhood found out when she tried to peddle her skin care pyramid scheme on a local Facebook group. Fellow-Facebookers reported her, and without warning she lost all her contacts, messages, pictures, and more.

PROFILE OR PAGE

To some people, the distinction between a Profile and a Page is a bit confusing, so here’s the bottom line.

A Facebook Profile is a personal, non-commercial account for individuals. It’s the way you connect with friends and family. It’s where you share your photos, videos, and life events. You can only have one Profile, and it’s managed by you. Only people you’ve added as a friend are able to see your posts, unless all your updates are public. For some mysterious reason Facebook allows you to have no more than 5,000 friends.

A Facebook Page is a business account for a company or organization. You can have many Pages, managed by multiple people. Your following is not limited by friend requests. Anyone who clicks the Like button receives your updates, and you can have an unlimited number of followers.

In order to create a Page, you first need to have a Profile. You can convert a Profile to a Page, but I don’t recommend it. First off, you only get one chance to do it. Secondly, the name on your personal account will become the Page’s name, which isn’t very smart. You want your Page to have the name of your business. Your Profile picture and cover photo will also be transferred, but it’s better for your brand to use your business pictures, instead of those silly summer vacation snapshots.

PROFESSIONAL OR PRIVATE

Before I discuss some of the features you can access once you have a Facebook Page, I want to tell you why I think it’s inappropriate to use a Profile to promote your business. It has to do with privacy, professionalism, and boundaries.

Number one: why would you give people you barely know access to your private life? Just because you exchanged business cards at a conference, doesn’t mean they should see you on your Timeline sporting a skimpy bathing suit at the Jersey shore, or drinking beer from a boot in Berlin.

The current U.S. administration may think it’s okay for Internet Service Providers to share our browsing history, financial information, health information, children’s information, social security number, and app usage. I strongly disagree.

I don’t want my private life to become publicly traded property. It’s literally none of other people’s business.

Call me old-fashioned, but I don’t like the fact that the lines between public and private are getting more blurry every day. I value my privacy. Online and offline. I don’t see the need to turn my life into some kind of reality show for the whole world to see. It’s not that interesting anyway.

CUSTOMERS OR FRIENDS

Some of my colleagues who are still using a Profile for their business, have accepted friend requests from clients without giving it any thought. To me, that’s shocking. I don’t think a client needs to know what’s going on in your life or mine. It can have serious consequences.

Let’s say a customer asks you to do a rush job, and you tell him you’re too busy to fit it in. Then he sees on Facebook that you’re taking the day off, and he wonders: “Why were you lying to me?”

It is unacceptable for an employer to ask about your general health and medical condition, so why share that information on social media? Let’s assume a client has a job for you, but you just posted that you’re a bit under the weather, so he hires someone else. Had he not known that you’re sick, he would have asked you, and you could have said: “I’m totally booked today, but I can do it tomorrow,” (if you think you’ll feel better by then).

A few more scenarios.

A client owes you money, and he sees on your Profile that you just bought a nice set of wheels. That client may think: “Oh, he’s got plenty of cash. He can wait to be paid.”

What if you tell your Facebook pals you’re struggling financially? Friends of mine just started a very public GoFundMe Campaign because their clunker car died, and they can’t afford to buy a new one. Desperate people are willing to work for less, and a client could abuse that situation to negotiate a lower rate.

One colleague became Facebook friends with the author of a series of books he was about to narrate. “He’s such a great guy,” my colleague said. “I’m honored he wanted to be friends with me.”

Well, when the writer saw on Facebook that my colleague was gay, he said he could no longer work with him, citing his faith. What a terrible way to lose a deal worth thousands of dollars!

A conservative think tank wanted to hire a voice-over for a number of ads, and they found a female talent with the perfect pipes. Just before they offered her the contract, they did a background check. Because all the posts on her Facebook Profile were public, they discovered she was an Elizabeth Warren supporter, and they called off the deal.

So, you have to ask yourself: should you really give the whole world access to your personal life? Is gaining a superficial Facebook friend worth the risk of losing a good client?

GENERATIONAL DIVIDE

Here’s an interesting trend. When I first brought this page/pofile thing up in my voice-over community, I got two kinds of responses. The older generation seemed to get this separation between private and professional spheres, as well as the need for reputation management.

The response of the younger generation boiled down to one word:

One girl wrote:

“This is a FREE country. I am who I am. If the client doesn’t like it, that’s their problem. I am building an online persona, and my followers like me just the way I am. They want a behind-the-scenes look into my life, and I ‘m gonna give it to them.”

To each his own, but as Dr. Phil keeps on reminding us: “If you choose the behavior, you choose the consequences.”

Those consequences can be quite serious. One of my agents just posted the following:

“It happened again. A huge project we had an opportunity with turned down loads of talent from many agencies for inappropriate social media including:

- Lingerie posted on Social Media
- Sexually Suggestive posts on Social Media
- Profanity on Social Media
- Political affiliations on Social Media
- Politically Charged posts on Social Media
- Inappropriate language on Social Media.

If you ever want to get in with a kid or family friendly network, your social media needs to be squeaky clean. Because if one parent sees that you post something inappropriate you can be in big trouble.”

Of course you can remove controversial content you posted after that wild night out, but when you need to do that, it’s usually too late. Know that it can take up to 90 days for deleted content to be removed from the system.

FRIENDS OR COLLEAGUES

Now, is it safe and okay to befriend fellow-voice talent on Facebook? As a popular blogger, many people want to be my Facebook friend, and that’s very flattering. If you’re one of those people, you’ve probably received the following message:

“Thank you for your friend request. I’m honored! This is my personal Facebook Profile which I’ve reserved for close friends and family members. It helps me separate my personal from my professional life.
If you’re interested in my work as a voice-over, and in developments in that field, please like my professional Page: https://www.facebook.com/nethervoice. That’s the best way to stay in touch with me. Thanks for understanding!”

In the beginning I thought people would hate me for blowing them off, but you know what the most common response to this message is?

“That makes so much sense. I should really do that too.”

But when I check in on a colleague a few weeks later, she is still promoting her business on a Facebook Profile, together with pictures of her cats, a couple of bible verses, and some crazy pop quizzes about celebrities and sex.

Very professional, indeed!

WHAT’S A FRIEND ANYWAY

Sociologists have said lots of things about the way Facebook has hollowed out the notion of (online) friendship.

Yes, some of my Facebook friends happen to be colleagues, but not all colleagues are my friends. It takes a certain level of intimacy and bonding before I let people into that select circle. Most people who want to be friends, want to connect with me professionally anyway, so why bother them with pet pictures, or photos from lunch at the local eatery? That’s why I send them to my business Page.

Sometimes, colleagues become contractors when they hire me for a job, making them my clients. That’s another reason to point them to my professional Page. Making this distinction has another advantage. Because I have fewer friends, it’s now easier to keep track of the lives of people I feel closer to, and Facebook is less of a time suck.

CREATING A BUSINESS PAGE

When you’re ready to create a Facebook Page, you have to pick a category based on the following options:

Local Business or place
Company
Organization or institution
Brand or product
Artist, band, or public figure
Cause or community

Once your business Page is set up, and you have at least 25 fans (or Likes), you should get a vanity URL. For instance, my Page is https://www.facebook.com/nethervoice/. This will make it much easier to find your page for those doing an internet search. Be sure your 180 x 180 pixel profile picture, and 828 x 315 pixel cover photo (the most important visual aspects of your Page), look good, and reflect your brand.

Last summer Facebook rolled out a new ad-free business layout, making it possible to add more prominent Calls to Action buttons to your Page. The seven calls to action available are: Book Now, Contact Us, Use App, Play Game, Shop Now, Sign Up, and Watch Video. Try my Contact Us Call to Action button, and see what happens.

VALUABLE INSIGHTS

A business Page also gives you an idea how your audience is responding, and how your Page is performing through Page Insights. Insights tell you which posts have the most engagement (videos and images rule!), and when your audience is on Facebook. You can use that information to increase traffic by creating content people respond to, and post it at strategic times. Jennifer Beese wrote an excellent article about Page Insights for Sprout Social.

Boosting posts is another way to increase your reach. You can boost a post when you create it, or after it’s been published. Simply click the Boost Post button, and you’ll be presented with some options. This is not a free service, by the way. The budget field allows you to select the amount you want to spend, or enter your own.

Another thing a Facebook Page allows you to do (and a Profile won’t), is create ads. Facebook itself has written a step-by-step guide, and you might also want to check out this beginner’s guide from Hootsuite.

THE BIG QUESTION MARK

My more senior coaching students will often ask me:

“Do I really need to be on Facebook? Isn’t it all a big waste of time?”

Facebook is too big to ignore. It’s the largest and most popular social network in the world, with over a billion and a half monthly active users, and over a billion daily active users. If Facebook were a country, it would be substantially bigger than China (source), and it continues to grow by 18% per year. According to Pew Research, 79% of internet users are on Facebook, and Forbes estimates that fifty million businesses are now using Facebook Pages.

In other words: this is a huge opportunity, because most of your (potential) customers are already using Facebook. If you were to pick one social media site for your marketing, skip Twitter and Instagram, and choose Facebook.

But please, do yourself a favor, and create a Page for your business today!

Paul Strikwerda ©nethervoice

PS Be sweet: subscribe & retweet!

Send to Kindle

Do You Want To Scratch My Back?

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

If you’ve been active as a voice-over long enough, you know one thing:

Finding a job usually takes much longer than doing a job.

It stinks, doesn’t it?

Let’s be honest. We all love doing the work, but we hate getting the work. That’s why we’re willing to pay online companies good money to send us leads. Every morning we simply open our inbox, and there they are: golden opportunities that are sent out to hundreds, if not thousands of hopefuls just like you. Welcome to the land where $249 a pop is the new normal!

FYI: if you can book five jobs out of a hundred auditions, you deserve a spot in my Hall of Fame. Just remember that no one is paying you for those ninety-five unsuccessful auditions that took hours and hours to record. But auditioning is such great practice, isn’t it? You’re definitely getting better at not being selected.

THE WAY TO GET WORK

What else can you do to get clients? If you like bothering people who don’t want to hear from you, try cold calling. Especially in winter. I know how much you love being interrupted at work or at the dinner table by some stranger, so why not do it yourself?

You could also build or buy a mailing list and start emailing people unwanted newsletters touting your accomplishments. No one has ever done that before, right? That’s why the spam folder was invented.

Perhaps an agent could jump start your career. Agents know people who know people. And they’ll only take you on board once you’ve landed the jobs you were hoping to get through them. Isn’t that ironic?

So, how about this? Your colleagues have contacts. Lots of them. Why not ask your VO friends to recommend and refer you to their clients? It doesn’t cost you anything, and sharing is caring! You don’t even have to be polite about it. Just ask. We’re all in the same boat.

PS If colleagues refuse to refer you, you can always raid their LinkedIn connections and Facebook friends, and spam them asking for help. Make sure to sound like a desperate dabbler.

You may shake your head in disbelief, but that’s how pretty much every week I am approached by people I don’t know, looking for jobs I don’t have. Yesterday, I received a short email from a colleague offering me 10% of whatever she will make, if she lands a job based on my referral. This could be a goldmine, people!

A MORAL MAZE

Not so fast!

There is a good reason why professionals like lawyers, realtors, accountants, and therapists have adopted codes of conduct, specifically prohibiting them from taking payment for referrals. It is considered to be unethical.

Look at the definition of bribery:

“An act implying money or gift given that alters the behavior of the recipient”

Do you really think you can buy my opinion and influence my behavior by offering me a bounty? Is that how you think I operate? Give me one reason why I shouldn’t feel insulted!

If I were motivated by money, I wouldn’t even be in the voice-over business. Take it from me: You will never do your best work for the love of money. Your best work is always a labor of love and never the result of greed.

Here’s my bottom line:

A referral needs to be earned, not bought.

I owe a huge part of my business success to unsollicited referrals, and I am frequently asked to recommend colleagues. For those recommendations I get paid handsomely.

Before I tell you what I receive in return, you must know that I take my referrals very seriously. You see, the fact that I will recommend a specific person reveals as much about me as it does about the person in question.

One can usually judge someone by the company he or she keeps. When you pass the name of a colleague on to someone else, you put your reputation on the line. So, how do you go about it?

A REFERRAL STRATEGY

For starters, never refer a person you don’t know. When you’re thinking of recommending someone, I want to ask you the following question:

How do you know that this person is good at their work?

I’ll give you four options to choose from:

See – You need visual evidence (e.g. You have to watch them do their work)
Hear – You need to hear them (e.g. listen to their demo)
Read – You need to read about them (e.g. a review, an endorsement, a website)
Do – You have to work with them to get a feel for how good they are

The answer to the question “How do I know that someone is good at their work?” is called a Convincer Strategy, and depending on the context, most people will have more than one answer.

My next question is:

How often does a person have to demonstrate that they’re good at what they do, before you are convinced?

A number of times – e.g. Three or four times
Automatic – You always give someone the benefit of the doubt
Consistent – You’re never really convinced
Period of time – It usually takes e.g. a week, a month or longer before you can tell if someone’s really good

The last thing you need to be aware of is your frame of reference:

Internal – No matter what anyone says about her, only you can tell whether or not she’s any good
External – A source you trust recommended her, and that’s good enough for you

It’s quite common for people to have an internal frame of reference with an external check, or the other way around. If your frame of reference is completely internal, no one will ever be able to convince you of anything. If it’s completely external, your opinion will be totally dependent on what others have to say.

By the way, we all use the above criteria in different situations, but most of us are not aware that we do.

REWARDING REFERRALS

Referring people can be very rewarding. It’s an essential part of being in business and staying in business, as long as you do it for the right reasons.

Let’s say you landed a gig as a result of my recommendation. In that case I demand that you pay me back… by doing the best job you can possibly do. As one of my teachers used to say:

“If you look good, I look good, so you better make me look good!”

Secondly, don’t send me any money or gift cards. You booked the job because you ticked all the right boxes, and you deserve it. I don’t take any credit (or cash) for that.

And please, if you insist I deserve a percentage of your fee, take your ten percent and give it to a worthy cause.

Pay it forward.

That’s the key to making the right referrals!

Paul Strikwerda ©nethervoice

PS Please refer someone else to this blog by retweeting this story, and “liking” it on Facebook.

Send to Kindle

Dealing With Your Deepest Insecurities

by Paul Strikwerda in Articles, Career, Freelancing, Personal, Promotion, Social Media 4 Comments

Caitriona Balfe

What’s the biggest social media mistake you can make?

It’s this: not using social media to your advantage.

What’s the second biggest blunder?

Mistaking social for selling.

One of my older students admitted that she was intimidated by social media.

“Paul,” she said, “I don’t know where to begin, what to do, or how to do it. A year ago I didn’t even own a smartphone. Now I’m supposed to be on it all the time. I hate talking about myself. Bragging about my accomplishments makes me uncomfortable. I’ve never taken a selfie in my life, and I don’t even know why people would be interested in me.”

“That’s perfect,” I replied. “You know why? Because it’s not about people being interested in you. It’s about you being interested in people. Being on social media is about making connections. The best way to do that is by interacting with people you’re genuinely interested in as a person, not as a prospect.

In the beginning, you don’t even have to post anything. Simply start by liking things you like, and by making some friends you have a connection with. Giving other people sincere compliments is a lost art, and visiting places like Facebook are ideal to rekindle that art.

When people share milestones, congratulate them. When they feel down in the dumps, let them know you’re thinking of them. When they have a question you know part of the answer to, share it with them. The key is to be a helper. Not a complainer.”

Two weeks later we had our next session, and I asked: “How’s that social media thing going?” She smiled and said: “Well, I took your advice to heart, and something unexpected happened.”

“What’s that?” I asked.

“When I reached out to people, they actually wanted to connect with me.”

“You sound surprised,” I said. “Why is that?”

“To be honest, I didn’t expect people to be interested in me.”

“That tells me more about how you think about yourself,” I responded. “Let me ask you this. Do you believe clients could be interested in what you have to offer?”

She took a deep breath, sighed, and said: “Maybe.”

“That doesn’t sound very convincing,” I said. “Before you convince a client you are right for a role, you have to convince yourself. A competent voice without confidence isn’t going to win auditions. We’ve got to work on that.”

“I thought social media wasn’t about getting clients,” she answered.

“You’re right,” I said, “but in our business, it’s sometimes more important who you know, than what you know. I get many of my voice-over jobs through referrals from colleagues who have never seen me in real life, but they know about me because we connected. People will never refer someone they don’t know or don’t like.”

“So, what you are saying is that selling should never be the purpose of social media, but it could be a nice side effect?”

“Right! The point is that you want people to get to know you, but not in a salesy, “pick me” kind of way. That’s one of the reasons why I tell a lot of stories in my blog. I’m not selling. I’m just telling stories. You see, you can always argue with an opinion, but you can’t argue with an anecdote, because…. it’s just fiction. People forget facts, but they will remember a good story.”

“But what if people don’t like your stories or your opinions?” my student asked. “Don’t you have a problem?”

“If that’s the case, I don’t have a problem, but my readers do!” I said, jokingly. “Listen, I do not post on social media or write a blog to get some kind of validation or recognition. I’m not looking to make enemies either, but I’ve learned that you can’t please everyone without betraying yourself.

Although I’m proud to have so many subscribers, I’m not writing to gain thousands of followers. Making a thought-provoking contribution to my community is much more important than increasing the number of visitors to my website.

Here’s the point though: these things seem to go hand in hand. As long as I have interesting stuff to say, people seem to be interested in me. This does help my Google ranking and that’s not something you can buy. It’s something you have to earn.”

“Do you see any downsides to using social media?” my student wanted to know.

“Seriouly, it’s a monster waiting to be fed,” I said. “And it’s always hungry for more. Being on Facebook, Instagram, Twitter, LinkedIn, Pinterest and what not, will eat up your time without much to show for. Our society favors instant gratification, but making a dent on social media takes time. It’s for those who are patient, persistent and consistent.

If you have low self-esteem, and you have a deep need to be accepted, social media can be a cruel place. My friend’s daughter came home in a terrible mood because her latest Instagram post only got twenty-five likes. To her, it felt like the end of the world because she thought she had lost the popularity contest.

My student looked at me, and sighed: “Children… they’re so vulnerable and impressionable.”

“Almost as much as voice actors…” I said.

“Now, listen… when you’re ready to put yourself out there as a creative professional such as a voice-over, it’s probably best to lose these three things:

– your desire to please

– your need for praise, and

– your urge to compare

Comparing yourself to other, more experienced talent, will make you as miserable as the characters in a Victor Hugo novel. Please compare yourself to yourself and be happy for those who seem to be doing well. Remember that on social media people are trying to show their best, socially acceptable selves, and not necessarily their true selves.

The need to be praised makes you dependent on the approval of others. I hate to break it to you, but that approval is something you have no influence over. Of course you want to do well, but you want to do it for the music. Not for the applause.”

I opened my iPad to an Irish Times interview with Outlander leading lady Caitriona Balfe. She recalls a valuable lesson she learned from an LA acting coach. He was…

“talking about releasing and destroying the need of whatever ‘it’ is. Whether you’re going to go in and audition, and you’re so nervous because you want people to like what you’re about to do: release and destroy the need to be liked.”

The Times continued:

Balfe learned to give herself permission to let go of those things that tie us all in knots, to move on from feelings. “It’s something so simple and so silly, but it works for a myriad of reasons. Whatever it is … just to walk away, to let go of that.”

My student nodded and I went on…

“In my mind, the desire to please has us focused on the wrong things. People-pleasers are constantly wondering: How am I doing? Am I messing up? Will they like me? I, I, I… Me, Me, Me…

As (voice) actors it is our mission to serve the script. We are a conduit. Our body is a vessel to communicate meaning. It’s not about “I hope they like me.” That’s a needy, egocentric approach. If we do our job well, our performance allows the audience to emotionally and intellectually connect with the text.

When a voice actor is struggling, I often wonder:

Are they self-conscious, or content-conscious?

It’s usually the former, and as long as they’re too busy dealing with their insecurities, they’ll never be able to immerse themselves in their read or in their role.”

“I think I understand what you mean,” said my student. “But how do I get there?”

“The way I see it, there are at least two elements that will take you there. One is preparedness. It’s the ultimate antidote to nerves. Good practise will prepare you. Once you know what to do, you can focus on being in the moment and getting the job done to the best of your abilities. It’s the difference between playing notes and making music. To make music, you need to know the score.

“What’s the second element?” asked my student.

“It is conviction. It’s having faith in your talent and your abilities. It’s something I can’t teach you, but it comes a lot easier when you’re well-prepared. In her interview, Caitriona Balfe put it like this:

“(…) a lot of it is just having the f***ing balls and grit to stick around and be persistent in the face of a lot of rejection. But I think that also comes from having a belief that if [there is] something you love to do so much, something that feels that it comes naturally, that in some way it has to be what you’re meant to do.”

My student’s face lit up like a Christmas tree. I continued:

“As your coach, it’s not for me to tell you what you’re meant to do. That’s for you to know, but I do know this.

If there’s enough of a voice-over fire burning inside of you, you stand a decent chance of having a long, rewarding career.

And you know what?

I’ll be the first one on social media to follow you, and cheer you on!”

Paul Strikwerda ©nethervoice

PS If you want to know how Caitriona uses social media, read the last paragraph of her interview.

PPS Be sweet: subscribe, share & retweet

Send to Kindle

Paul goes Podcasting

by Paul Strikwerda in Articles, Career, Freelancing, Journalism & Media, Personal, Promotion, Studio 2 Comments

This week saw the release of a podcast I recorded with the Pro Audio Suite team.

I don’t have time to listen to a lot of podcasts myself, but this is one I rarely miss, because the hosts know what they are talking about.

They are also good listeners, as I found out when I was a guest on their show.

What makes this podcast different from other podcasts? It’s produced like you were listening to a real radio show.

As you will hear, we cover a lot of ground in this interview, and I’m inviting you to be a butterfly on our wall.

Click here to listen.

Paul Strikwerda ©nethervoice

Send to Kindle

Peanuts and Monkeys

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

I 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

PS Be sweet: Subscribe, Share & Retweet!

Send to Kindle

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

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?

PS Be sweet: Subscribe, Share & Retweet!

Send to Kindle

VO Atlanta and the Meaning of Life

by Paul Strikwerda in Articles, Career, Personal, Promotion, VO Atlanta 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.”

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.”

PS Be sweet: subscribe, share and retweet!

Send to Kindle

What Were They Thinking?

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

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?

PS Be sweet. Subscribe, Share & retweet!

photo credit: Paula Satijn Bargain via photopin (license)

Send to Kindle

Promoting Yourself the Nethervoice Way

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

Last 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.