freelancer

How To Sell Without Selling

by Paul Strikwerda in Articles, Book, Journalism & Media, Social Media 18 Comments

“So, what do you hope to accomplish with that blog of yours,” asked one of my clients.

I had just finished a recording session, and somehow we started talking about my website.

“No offense,” said the client, “but these days, everybody has a blog. I try to read a few every once in a while to keep up with the business, and usually I’m sorry I did. Just because people are good at reading copy doesn’t mean they should write it. ‘Stick to what you know, and leave the rest to a pro.’ That’s what my father taught me.”

“I understand where you’re coming from,” I said, “but we can’t fault people for trying. They’ve heard that blogging is good for SEO. Every other colleague is doing it, so they jump on the bandwagon. The first few months they’ll write a few original posts, but when the newness wears off, it becomes a burden to find something to blog about. The five people who had been following the blog, disappear, and within three months, it goes belly up.”

“For how long have you been blogging?” my client wanted to know.

“I think I published my very first story about eight years ago. As long as I can remember I’ve been jotting things down on a piece of paper. Notes to self, mostly. I had no idea other people would be interested in what I had to say.

“So, back to my first question,” said the client. “I’m thinking of starting a company blog. That’s why I’m interested in what your goals are. Do you want to increase the number of visitors to your website? Are you trying to sell yourself? What are you aiming for?”

“First off, I have never written anything simply to increase web traffic. Any self-respecting writer sets out to write a good book, but never a bestseller. It’s true that my blog drives people to my website, but that’s just a pleasant side effect. The reason I write has to do with professionalism.

Call me idealistic, but I hope my stories will inspire people to raise the professional bar in freelancing, and in voice-overs. Secondly, I love to write. It’s a simple as that. As soon as writing becomes a chore, I’ll hang up my hat.”

“So, you’re not selling yourself?” asked the client, as if he didn’t believe me.

“I don’t like that term,” I said. “There’s too much selling in social media, and people aren’t buying it. Those who are trying to sell something usually do so with themselves in mind: ‘Look what I did! See what I have to offer!’ It’s a big, boring ego trip.

I see myself more as a tour guide. You know, the guy with the silly hat, holding up an umbrella. As a blogger, it is my job to show people something they would otherwise overlook; something unexpected. At times I also want to give them something to think about.”

“That’s very noble of you,” said the client, “but with so much information available online, do you think that’s necessary? Do we really need another blog?”

“I believe it is a matter of perspective and style, I replied. “Great bloggers talk about things people can relate to. They’re not in the business of breaking news. It’s their point of view that makes them interesting, and the way they package it. The best blogs read like a conversation. Not like a sales pitch.”

The client was scribbling some notes on the back of a script as I continued:

“I agree, a lot of information is already available online, but also a lot of misinformation. I often use my blog to separate the facts from the advertorial. I don’t claim to be objective, but I do my research. My readers know that I’m not on the payroll of some corporate sponsor, and they seem to respect me for that. I always tell them: My voice is for hire, but my opinion is not for sale. I guess that’s why most of them trust me.”

The client interrupted: “The service I am offering is very much geared toward start-ups. Many of them are trying to reinvent the wheel. What’s the main thing you run into, when you write a blog for beginners?”

“Let me correct you there,” I said. “My blog isn’t only for beginners, but I do have a lot of newbies among my regular readers. I hate to generalize, but many of them tend to have a Q and A problem.”

“What do you mean by that?” asked my client.

“Questions and Assumptions,” I answered. “They make too many assumptions, and they don’t ask enough questions. As a blogger, I like taking their assumptions apart, and I address questions I know people want to ask. Blogging is not about what I want to tell, but about what readers want to know. I use that same approach with my customers. What I want to sell is irrelevant. It’s about what they want to buy.”

“Now, tell me this,” said the client. “Voice-overs is a niche market, right? How come you have over 39 thousand subscribers, and some of your colleagues only have a few hundred?”

“Well, you have to remember that I’ve been at it for a while,” I said. “That certainly helps. For one, I’m proud that I never bribed people to subscribe to my blog. Some blogging gurus will tell you to give stuff away for free in exchange for an email address. I always wonder: are these subscribers interested in the blog or in the freebie? And what happens once you give them your gift? Will they move on to the next free thing?

I sincerely think that colleagues with only a few hundred subscribers make one big mistake: they only write for the in-crowd. They preach to the choir. Had I only written about and for voice-overs in these past eight years, I would have run out of material a long time ago. We’re a small, ruminating community. We tend to talk and write about the same things over and over again. It gets predictable.

For a blog to grow, you need to step out of your protective bubble, and find new readers and fresh content in areas that are related to your expertise, but that are different. I used the same strategy for my book Making Money In Your PJs. It’s not just a book for voice actors. It’s about freelancing in general.

Many of the examples in my book are taken from the world of voice-overs, but the advice I give applies to many solopreneurs. We all want to negotiate good rates, and we want to know how to market and grow our business. Once you start writing about these topics, your potential readership will skyrocket.”

“Interesting,” said the client. Do you happen to have a copy of your book with you?”

“As a matter of fact, I do,” I said. “Would you like me to sign it for you?”

As I was signing the book, the client looked at me with a twinkle in his eyes.

“Boy, you’re subtle,” he said.

“What do you mean?” I replied, giving him my most innocent look.

“You said you were not selling anything to me, but look what you just did. I’m going to subscribe to your blog, and I’m buying your book!”

Then he paused and asked:

“Is that how blogging works?”

“You betcha!” I said.

“Nice doing business with you!”

Paul Strikwerda ©nethervoice

PS Be sweet, and buy the book! Click here to read a few sample chapters and to learn more.

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Surviving the Gig Economy

by Paul Strikwerda in Articles, Career, Freelancing 9 Comments

In about ten years, contract workers and freelancers are expected to make up half of the U.S. workforce.

Let that sink in for a moment.

Forget full-time positions. Goodbye job security and legal protection. No more benefits. No pensions or health insurance. No sick leave. Nothing.

Working without a safety net is rapidly becoming the new normal.

Not everyone is cut out for it. It takes a special type of personality to run one’s own business, because the best equipment is useless without you having the right mindset.

Today I’d like to share a number of attributes I believe to be the trademark of any successful solopreneur. If you want to make it on your own, you have to be…

CREATIVE

I don’t necessarily mean “artistic” when I say “creative.” I’m thinking more in terms of the ability to create opportunities. Being your own boss means coming up with a concept for your business, and turning that idea into reality. No one will tell you what to do or how to do it. As the Chief Creative Officer, you have to take responsibility for every part of the process. It’s a daunting, never-ending task, and the outcome is by no means guaranteed. That’s why successful solopreneurs have to be…

OPTIMISTIC

Go to any bank for a loan, tell them you’re self-employed, and wait for the reaction. I bet you’ll see some raised eyebrows. Freelancers are considered to be unstable which is often mistaken for being unreliable. If you don’t have a hopeful and positive outlook, you’re going to have a tough time dealing with rejection and uncertainty. Without optimism, it’s easy to give in to recession depression, and eventually hang up your hat. You’ve got to believe that your business has a future, and that clients will come. Even if other people don’t see potential, you have to have vision. You also have to be…

NURTURING

A business is like a flower bed. If you don’t give it the proper care and attention, it has no potential for growth. You cannot approach it as a hobby because it will bankrupt you. You’ve got to be “All in, all the time.” People who are transitioning from a corporate nine-to-five job are often not ready for that. Because a business can easily eat up all your time, it’s important that you nurture yourself too. You are the goose with the golden eggs. You can only take good care of business if you take good care of yourself. One way of doing that, is by being…

FLEXIBLE

The final measure of fitness is flexibility. It’s the ability to move muscles and joints through a whole range of motions. Psychologically speaking, the most flexible person will have the most choices and will be able to achieve more. Huge corporations find it almost impossible to change course. Flexible freelancers adapt, change, and can bend without breaking. They also have to keep on…

INVESTING

Your product will only be as good as the tools you use to make it. You are one of those tools. That’s why it is essential to keep on investing in yourself. Sign up for trainings. Participate in meetup groups. Read the latest literature. Invest in building a supportive social network. A successful solopreneur never stops investing. S/he is also…

DISCIPLINED

The freedom of owning your own business can easily become a trap. With no one to hold you accountable, it is very tempting to spend a lot of time doing the things you like whenever you want. Those who run a successful business often start the day by doing the things they don’t like but that need to be done anyway. They delegate things they’re not good at, and that take up too much time. Being disciplined also applies to the way you manage your money. Successful solopreneurs have a strong work ethic and they…

EXCEL

In a saturated market, one of the best strategies for success is to excel in what you do. Here’s the problem. So many people are trying to become better quickly, and they forget how long it takes to become good.

However, it is not enough to be good at what you do. You have to express yourself in ways in which you are heard. You’ve got to master marketing to reach customers and colleagues. They’ll be more open to your message if you have a clear…

NICHE

Find a specific area that defines you, but that does not limit you. Your niche is the raison d’être for your business (the reason your business exists). It’s the focus of your attention. If you’re not clear what your focus should be, you’re like a ship, drifting at sea. Clients will have a hard time differentiating what you have to offer from your competitors. You’ll have a hard time selling it to them (and to yourself). In essence, you need…

CONTROL

As a solopreneur, you control the course of your business. You control your professional standards, your services, your rates, the hours you’re willing to work, the flow of money, and the way you communicate. Are you ready for that responsibility? Not only that, is this something you’d embrace and enjoy?

All of this points to the last attribute I’d like to bring up. It’s having an…

ENTREPRENEUR MENTALITY

Some have described it as the “ability to see something in nothing.” It’s the urge to take matters into your own hands and to take calculated risks. It’s about being proactive, passionate, patient, and persistent. Entrepreneurs have to overcome obstacles, absorb losses, and gradually grow their business. If you don’t treat it like a true business, it will never be one.

And finally, all of these attributes will make very little difference if you lack one specific mental quality.

What is it?

Take the first letter of each attribute, and you’ll find out!

Paul Strikwerda ©nethervoice

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Act Like A Pro

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

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My Most Personal Post

by Paul Strikwerda in Articles, Career, Freelancing, Personal 54 Comments

As a blogger, I often write about various aspects that play an important role in the way we lead our life, and the way we run our business. Think of things like our health, our state of mind, and the stuff we use to make a living.

Today’s topic is something I approach with trepidation. For one, it’s very delicate and personal. Secondly, some commentators believe it has no place in a discussion about work.

I respectfully disagree.

Hanukkah is being celebrated right now. Christmas is less than two weeks away. So, let’s talk about spirituality!

EVERYDAY ETHICS

For me, spirituality has a clear role in how I conduct myself, and how I conduct business. It permeates everything I do, and it often guides me as to what not to do. It’s a moral compass.

Notice that I do not use the word faith in this context. I avoid it religiously. To me, spirituality is less divisive of a term. It’s more elusive and inclusive.

Whereas faith and religion are often associated with dogmatic, hierarchical institutions, spirituality is first and foremost a subjective individual experience. I cannot and will not define it for you. What I can do, is tell you what it means to me.

When I use the word spirituality, I am referring to a connection to something greater than myself. This can be a physical as well as a metaphysical connection. Spirituality tells me that there’s more to life than the naked eye can observe, and more than science can explain.

Spirituality helps me answer some very basic but essential (business-related) questions:

Why do I do what I do?
Why is that important?
What am I (ultimately) trying to accomplish?
For what (higher) purpose?
What will it allow me to do?
How does that affect those around me, and the planet?

Spirituality is linked to motivation and mission. It can provide us with a motive -a reason- that explains and drives why we do what we do. But it’s not as simple and superficial as that. Ultimately, it’s about living a life of meaning and purpose. It’s uniquely personal and universal at the same time.

INTERCONNECTION

To me, leading a spiritual life acknowledges the fact that we don’t live on an island. Whether we realize it or not, we’re all part of a larger whole. We’re all connected. Our individual choices and actions have the potential to influence other individuals. Right now, and in the future. It’s impossible to know to what extent one simple decision will change the course of many lives, but action-reaction is a dominant force of transformation.

Not everyone sees it that way, or acts that way. Too often, nations, corporations, and individuals act as if there’s no tomorrow, and their behavior has no consequences. We fight one another over faith, scarce resources, and land. We poison the planet to make shareholders happy, and we focus on ourselves because we believe we are at the center of our universe. To many, the here and now is all that matters.

We ignore the bigger picture because we refuse to look further than our own backyard. We choose to focus on what divides us, instead of on our common interests. And in doing so, we lose a vital sense of (global) community and interconnectedness. We may even lose part of our humanity.

It doesn’t have to be that way.

CONSEQUENCES

Being mindful of the consequences of our thoughts and actions, makes for a consequential life.

The Iroquois called it Seven Generation thinking. That’s the idea that decisions should be considered for their impact on the seventh generation to come. This focus on sustainability is philosophical and practical at the same time. It is based on a profound respect for this magnificent speck of stardust in the midst of an infinite universe we get to borrow during our lifetime.

That’s my kind of spirituality!

You may have noticed that I am trying to stay as down to earth as possible when it comes to spirituality. Rather than praying for some magical, mystical experience, I choose to also interpret spirituality as doing things in a certain spirit. That’s where the word inspire comes from. Spiritual people lead inspired lives, and strive to inspire others.

So, in what spirit do I choose to conduct business?

MY PERSONAL APPROACH

Well, I believe I’ve been given (and have developed) certain gifts for which I am eternally grateful. What better way to celebrate those gifts than to share them with the world? That’s one of the reasons I use my voice and my pen for a living.

Here are some other spiritual principles that guide me every day:

• I want to be of service, and use my talents to the very best of my ability.

• I want to treat clients and colleagues with class, kindness, and respect.

• I want to do business in an honest, open, and accountable way.

• I want to charge rates that are fair, not only for my benefit, but for the benefit of my entire professional community.

• I want my business to be as environmentally friendly as possible.

• I am totally committed to keep on learning and growing, and –

• I want to assist and inspire others to do the same.

• I won’t take on projects that go against my beliefs, e.g. games that glorify gratuitous violence and turn horrifying aggression into so-called entertainment.

• I want to make this place a better world.

THE ANSWER WITHIN

Freelancing is not for the faint of heart. At one point in our professional lives we’re all going to be tested. Perhaps we’ll hit a long dry spell. Perhaps we’ll receive some horrible feedback. Maybe we will start doubting ourselves, or we’ll feel professionally isolated and alone.

Especially during those times, we have to rely on our WHY. If the answer to the question “Why do I do what I do?” isn’t convincing enough, it will be very tempting to give in and give up.

But if, on the other hand, our inner fire is burning with purpose, we’re poised to get back on track, and turn stumbling blocks into stepping stones. Challenges become learning experiences and opportunities to grow and give.

I believe it is human to crave connection and look for meaning. Otherwise, why are we even here? Why do we even bother?

And should our lives be part of some divine design, I think a life well-lived may very well be measured by the number of meaningful connections we manage to make during our time on earth.

Professionally and personally.

If that isn’t spiritual, I don’t know what is!

Paul Strikwerda ©nethervoice

PS Be Sweet. Please retweet!

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Calling it Quits

by Paul Strikwerda in Articles, Career, Freelancing, Money Matters 19 Comments

There.

He said it.

And I happen to agree with him.

My agent Erik has a YouTube Channel every voice talent should watch and subscribe to. It’s called The Outspoken. Erik uses this channel to answer questions, and to expose all the BS that’s going on in the voice-over world. Let me tell you: he’s got his job cut out for him!

A week or so ago, Erik posted a video with no-nonsense advice for voice-over newbies and coaches. To coaches he had this to say:

“I feel it’s irresponsible in today’s market to bring in and encourage new talent.”

And for newbies he dropped this bombshell:

“Your chances of making it big are close to… nil.”

That’s not the message most people want to hear, and yet they have to hear it again and again until it sinks into their stubborn skulls. And if you don’t take Erik’s word for it, listen to what one of your colleagues had to say. He just wrote me this email:

“Paul, I know that you’re a good source for the up and up on voiceovers and was just wondering: are voiceover actors getting obsolete? I have been doing this for well over nine years now; had my ups and downs, but lately it’s been on the downside. I was used to making thousands of dollars on the side doing this, but now it’s virtually nothing, so now I’m trying to reignite my IT career once again. It’s not something that I really like, but I do have a degree in it. I like doing voiceovers a lot more, but it is very slim pickens now. Just wondering if you knew anything going on in the voiceover industry that might be happening with voice talent.”

Well, a lot is happening, and it ain’t all good.

So many talented, hard-working people are having a tough time right now. Don’t think we’re the only group of flex workers that has trouble in this fickle gig economy, though. Freelance photographers, graphic designers, copywriters, event planners, fitness trainers, independent music teachers, -even therapists in private practice are struggling to find clients, and make ends meet. Some of them are ready to pull the plug. The question is:

How do you know it is time to hang up your hat?

Different people have different reasons. For some it’s purely financial. Others have trouble keeping up with the changing nature of their business. So, what are some of the reasons for wanting or needing to call it quits?

Here’s a quick checklist:

q You’re not booking enough jobs, and you’re running out of money.

q You have no bites on Pay-to-Plays, and agents aren’t interested.

q You don’t know how to distinguish yourself from the rest of the pack.

q You can’t afford to invest in quality equipment and/or coaching, and you have no money to outsource the things you hate doing.

q You find it tough to market yourself, and to sell your services.

q You have a hard time motivating yourself. You’re bored doing the same thing over and over again. There’s no challenge, and no room to grow,

q You’re stressed out by the uncertainty that comes with so-called freelance freedom.

q You can’t organize or prioritize.

q You need a lot of hand-holding and spoon-feeding.

q You’re feeling isolated and lonely. You miss daily, in-person interaction with colleagues.

q You want to leave your work at work, but you can’t keep your personal life separate from your professional life, and your family is suffering.

q You’re working too much for too little.

q You want it all, and you want it NOW, but after three years things are not improving.

q You long for a job with regular hours & benefits, and a predictable income.

Here’s my rule of thumb. If you’ve checked off at least five boxes, you have some serious soul-searching to do. No one is forcing you to make this voice-over thing happen. But you’re the boss, and it’s up to you how long you want to keep going at it.

FACE THE FACTS

If I’m totally honest, I believe that some seventy to eighty percent of people calling themselves voice-over talent have no business being in this business. They’re not cut out for it. They have very few skills, and almost no talent. Their chances of making it big are close to nil. All they can do is compete on price, which will be their downfall.

Now, listen. If you’re part of this group, that doesn’t mean you’re a hopeless, horrible human being. You probably have other talents in other areas. As I said in my article 5 Reasons Why You Should Never Become a Voice-Over…

“We have enough people talking into microphones. What this world needs is less talk and more action. We need teachers, doctors, nurses, and scientists. We need experts in conflict resolution, people who know how to fight global warming, and first responders to natural disasters.

If you want to make a real difference on this planet, don’t hide behind soundproof walls selling stuff no one needs. Get out there and start helping the poor, the homeless, and the ones without a voice. They need you more than Disney does.”

UNKIND WORDS

You may think that this sounds harsh, and that it doesn’t apply to you. After all, I don’t know you, and I don’t care about you. Well, that’s not necessarily so. I know too many naive hopefuls like you, who are being ripped off by unscrupulous characters and companies selling them a pipe dream that will never come true. I really don’t want you to fall for those expensive schemes. And get this…

If even pros with years of experience and an impressive portfolio have trouble booking jobs these days, you need to bring something very special to the table if you wish to compete at the highest level. You need to have a comfortable cash cushion to survive the first few years, and you must be strong and determined enough to withstand massive rejection.

If that’s you, then by all means: GO FOR IT! Prove Erik and me wrong!

You’ll become part of a select, supportive community of go-getters, risk takers, fast learners, and people who are sillier than the characters they’re paid to play. All of them have this in common:

At one point in their lives they made one of the most important decisions that propelled them to where they are now.

They decided to quit quitting.

If that’s something you know deep down you can do, you better fasten your seatbelt.

It’s going to be a crazy ride!

Paul Strikwerda ©nethervoice

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My Worst Client Ever

by Paul Strikwerda in Articles, Career, Freelancing 7 Comments

Elvis is alive!

How do I know?

Well, he lives in France, and he used to be my client.

Until I fired him.

You see, this French Elvis was a bad boy. Probably my worst client ever. He used to give me these scripts with way too much text, and not enough time to fit all the words in. Then he complained that I sounded rushed.

Elvis was one of those people who thought they had me on retainer. He would call me any day of the week at any hour, forgetting about the time difference between his part of the world and mine. Did he really forget, or did he just not care?

He always wanted things yesterday, and would pay whenever he felt like it. Most of the time he didn’t feel like it, and I’d have to remind him of the reminders I’d sent him. Then he got angry and said I should stop harassing him. I was the one who was causing problems, n’est pas?

Right before he needed me for another lousy project, he’d make a payment, and play all nice again with that silly accent of his.

He was one of those annoying guys who loved the expression “my friend” as in:

“Paul, my friend, you will do this for me, right?”

“My friend, I have lots of projects for you, so you give me a good price, no?”

After I had given him a discount and handed in my first recording, I would not hear from him for a year. Then he’d call me up in the middle of the night with an urgent job, trying to pull the same stunt.

Elvis, you two-faced Frenchman, you were never my friend, and you never will be. You’ve sucked up so much of my time and energy, and I hated every minute of it. While I was too busy dealing with your cheap antics, I could have worked for good clients at a great rate. Why did I put up with you for so long? Why did I allow you to push my buttons?

The easy answer is that I’m too trusting. I believe that most people are essentially good, and well-intentioned. I also believed that if I treated people nicely, they would return the favor.

Yeah. Right.

The truth is that there are too many Elvises in this world, who can’t wait to take advantage of the naïve, the newbies, and the pushovers. They are a minority, but they always spoil it for the rest of us. Because of them, we need rules, regulations, and a spine made of steel.

People like Elvis will treat you like a servant, and not as an equal partner working on the same project.

They think everything you do is easy, and can be done quickly, and -most importantly- cheaply.

Instead of paying you extra for extra work, they expect you to record those five script changes for free. And should you push back, they respond:

“I totally get where you’re coming from, but can’t you make an exception for me? It will never happen again. I promise.”

Beware of a promise from an Elvis! It’s just as disingenuous as the words “Trust me,” or “Don’t worry.” When some bad guy on TV utters these words, you know there’s trouble on the way, don’t you? Trust me!

Some Elvises have mastered the art of giving vague instructions. Left at your own devices, you start guessing what the desired tone and tempo of the voice-over read might be, and you press record.

Later that day, the Elvis gets back to you telling you everything you did wrong, and how could you be so dumb and inexperienced? You really should have done it this way, or that way…. A real professional would have known!

Apparently, real professionals can read minds!

The thing is: you can’t give clients what they want if they don’t tell you what it is. Countless marriages fall apart over this principle, and so do professional relationships.

Other Elvises are essentially micro-managing know-it-alls, who know very little. The more they get involved, the more time it will take you to finish the project. “Just let me do my job, and I’ll let you do yours,” you think. But no, they’ve got to be in control of every stinkin’ detail, driving you crazy with their calls and emails.

Some Elvises are accomplished liars. They hire you to do a voice-over “for internal use only.” Before you know it, it’s all over the web, and when you try to get a hold of them to ask for more money, they’re MIA, laughing all the way to the bank. Meanwhile, your colleagues show little sympathy, because you should have joined the Union, as they have told you a million times.

Thanks a bunch, fellows!

While it may hurt, there is some truth to what they’re saying. They are telling you the same thing your parents told you when discussing the birds and the bees:

“When you’re ready to do it, make sure you have protection.”

Nobody forces you to be in bed with a bad client. Nobody will make you work without a written contract or a down payment. No one says you have to take the abuse, and dance when the client says “Dance!”

It’s one of the advantages of being your own boss. There are no more mediocre managers or power-hungry executives who tell you what to do.

You’re on your own, and you decide what you will or will not tolerate.

So, do yourself a huge favor. Leave all those disorganized, penny-pinching, impossible to please, disrespectful, I’ll pay you whenever, lying Elvises for what they are.

Better still: Send them to Fiverr and VoiceBunny (and a whole bunch of other predatory voice casting sites I won’t name).

Let them deal with the Elvises of this world. Likes attract, so maybe they’ll get along.

As an attorney instructor once put it:

“The bad clients you don’t take, will be the best money you never made.”

Paul Strikwerda ©nethervoice

PS After reading this story, French colleagues told me Elvis declared bankruptcy, and his website has been suspended. You know what they say about karma, don’t you? Unfortunately, there are still people who never got paid.

PPS Be sweet. Subscribe, and retweet!

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What Are You Waiting For?

by Paul Strikwerda in Articles, Career, Freelancing 6 Comments

A big break?

A small miracle?

Are you waiting for that one person to tell you you’re the best, and you should really do this?

It’s the daily drama of the wannabe freelancer. Lots of good intentions. Hopes and dreams galore. Always looking for the key that magically opens all doors.

And when those doors remain closed, be ready for the surprise, the indignation, and the excuses:

“They told me I had talent!”

“They said there would be lots of opportunities.”

“I’m just a beginner. You can’t expect me to know all these things.”

Every new job has a learning curve. That’s a given. But advertising yourself as a pro elicits expectations. Clients expect you to have professional equipment. Clients trust that you have the basic skills to do the job you just bid on. Is that too much to ask?

Yes, there are lots of opportunities, and lots of people are going after those opportunities. People with more experience, better gear, and a better understanding of how things work in this business. They are your competition. Can you compete on more than price?

I have no doubt that you are talented. But talent is nothing but potential. A diamond in the rough looks quite ugly, and needs serious cutting and polishing before it can be sold. Do you have the time, the means, and the patience to listen, learn, and improve?

Do you have enough drive, or do you like to be driven?

You see, this is not a superficial thing. To get to most diamonds, you need to dig deep. Diamonds don’t polish themselves, and doors don’t magically open. Only saints can claim small miracles, and that big break is highly overrated. Some wannabe’s go broke, waiting for that break.

Intentions, hopes, and dreams are figments of the imagination. Clearly defined goals, a solid education, and a willingness to work harder than anyone else, are not.

Here’s the real rub.

If you are waiting for someone or something, you’re doing it wrong.

The key to being successfully self-employed lies in taking massive, positive action. Not because someone told you to. Not because you felt forced.

You get out of bed because you have this burning desire to accomplish something meaningful, whatever it may be.

Step by step.

Day by day.

So, stop whining.

Stop waiting.

Start creating.

Your life.

Now.

Paul Strikwerda ©nethervoice

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How To Attract and Keep New Clients

by Paul Strikwerda in Articles, Book, Career, Freelancing, Promotion 2 Comments

Okay, I admit it.

I sometimes get annoyed by colleagues tooting their own horn really loud.

We may be living in the “Age of ME,” but it’s painful to see beginners and more experienced talent trying to construct some kind of image that’s supposed to persuade clients to hire them. Here’s the problem:

Too many freelancers are too focused on themselves, and it is costing them business.

The way I see it, successful solopreneurs have one job, and one job only: To be a Superhero.

A superhero doesn’t think about him- or herself. A superhero answers a call of someone in need, and uses special powers to save the day. Once the job is done, the hero leaves the scene to tackle another problem.

Now, the very best superheroes have at least one thing in common: they know when they are needed. Here’s what I want to know: How do they figure that out?

That’s a great question, and every sales person who has ever lived has asked that question many times. In order to answer that question, we have to take a step back, and answer another question: What motivates people to buy things?

Even though you and I are likely to have different clients with different needs, there are three factors that always play a role in every purchase decision. You might be selling a service or a product. It doesn’t matter. All buyers are influenced by the same three things:

Price, Benefits, and Perceptions

The price is what the customer pays in exchange for benefits received. It’s something your client has to give up in order to get something from you. Ideally, those benefits should outweigh or at least equal the cost.

Benefits are the positive effects derived from using your solution or service. It’s the pleasure people experience after getting rid of their inner emptiness, frustration, or pain.

Smart sales people sell benefits. Stupid sales people slash prices. Any idiot can close a sale by cutting the price (and go broke in the process). It takes brains to sell benefits.

Perceptions are the result of how people evaluate the benefits and price, the (initial) impression they get from your business, as well as the total experience of using your product or service.

In the end, perceptions matter most. Allow me to demonstrate.

EVALUATING VALUE

Let’s assume you’ve studied the market and you decide to charge $250 per hour for your services. Is that too much or not enough? Does it even matter what you think?

Client A will never hire you because she thinks you’re too cheap, and cheap equals crap. Client B will hire someone else because she thinks you’re overpriced. Client C will happily hire you because she believes your price is just right.

Your fee is just a number in a certain context. It is always evaluated in relation to something else. That “something else” is a matter of interpretation or perception.

People do things for their reasons. Not for yours. Get this:

An anonymous donor paid $3.5 million at a charity auction to have lunch with Warren Buffet, one of the richest men in the world. Is that too much for a few hours of conversation and a meal?

Hedge fund manager Ted Weschler spent about $5.3 million to win both the 2010 and 2011 auctions. To him, it was money well spent. Buffet ended up hiring him to manage an investment portfolio.

Perceptions are personal value judgments, and therefore highly subjective. This begs the question:

Can perceptions be influenced? Can we manipulate a client into buying from us?

Even though I believe that lasting change comes from within and cannot be forced upon someone, the fact is: people are impressionable. Otherwise, they wouldn’t be as open to social proof, and all advertising would be totally irrelevant.

Years of being a solopreneur have taught me that there are things you can do to get an interested client in your corner, as long as you play your cards right.

Here’s what I have learned:

1. First impressions are crucial

We all know that we shouldn’t judge a book by its cover, but psychologists will tell you that it takes us only a few seconds to form an opinion of someone or something. That’s why companies spend billions on packaging, and people spend millions on make-up, clothing, and cosmetic surgery.

If you can’t pique a consumer’s interest or instill a level of trust right from the start, he or she will move on to whatever catches the eye next. So, ask yourself:

What is the very first thing new customers see or experience when they stumble upon my product or service? Is it the landing page of my website? Is it a cover of a book or a brochure? Is it… me?

This first impression is the all-important hook. It sets the tone and tells prospective clients enough about your level of professionalism and style, or lack thereof. If anything, this is where you should spend most of your marketing money. To do it right…

2. Your message needs to be clear, convincing, congruent, and consistent

If you want to play the part, you have to dress the part, and embody the part. That might seem obvious, yet, so many business owners undermine their own credibility by sending out conflicting signals. A few examples:

– A translation and proofreading service emailed me: “Your welcome to visit our website.” When I pointed this out to them, they blamed this slip of the pen on the intern.

If you don’t proofread your own material, why would my legal translation be safe in your hands?

– The sign in the front yard said: “Quality lawn care at a price anyone can afford.” Meanwhile, weeds were growing everywhere, and most trees needed pruning.

– The owner of the local health food store looked like she was terminally ill. She must be friends with that overweight director of the fitness center.

See what I mean? Actions speak louder than words. Remember the four Cs when you craft you core message. You have to be Clear, Convincing, Congruent, and Consistent.

3. You have to be responsive

What clients hate more than anything is to be ignored. It gives them the feeling that their business isn’t important to you, and you know what? I think they’re right. Time happens to be something we all have the same amount of. How we choose to spend that time, gives us an inside look into someone’s priorities and planning skills.

I’ve walked out of a fancy restaurant because the wait staff couldn’t be bothered to serve my table in a timely way. I don’t care if you’re known for the best food in town. If your service sucks, you’re screwed.

I read on your website’s Contact page that you’ll get back to me within 24 hours. I sent you a message three days ago and I have yet to hear from you. What other promises aren’t you going to keep? My project has a strict deadline. If you can’t meet your own, how can I be sure you’ll meet mine?

Being responsive also means: giving your client concise progress reports. It’s a way to reassure them that they’re in good hands. If you’re right on track, let your client know. If you’re experiencing an unexpected delay, you have to let your client know. Don’t wait until they send you an email wondering why they haven’t heard from you in days.

Communication is key, as long as you’re to the point. Anticipate and answer client’s questions. Be an open book. Stay in touch. Make it a breeze to do business with you. You want your clients to smile when they think of you. That will happen when you…

4. Go out of your way to be helpful

Not all inquiries lead to a sale. Sometimes what you have to offer is not what a client is looking for. In my case they might want to hire a female voice actor or someone with an older sound or a different accent. Does that mean that all my efforts were wasted? On the contrary.

If you cut off contact because you can’t make an immediate sale, you’re thinking about yourself and you’re thinking short-term. Everything is marketing. Any contact with a client, no matter how brief, is a golden opportunity to start building a relationship. A healthy relationship is a two-way street and takes time to evolve. It’s about giving and receiving.

So, how do you give to a client who doesn’t need your services?

It’s simple: Be a resource.

If you’re not right for the job, recommend a few colleagues who are. I’m sure they won’t mind. Show your expertise. Build some goodwill. You’re sowing seeds, and who knows when they might bloom? There are always new projects in the pipeline that might be a better fit for you.

Here’s the thing about giving, though.

Don’t just do it for future rewards. That’s not a gift. That’s a bribe.

Do it because it’s a decent thing to do.

It’s all a matter of perception.

Even superheroes are aware of that!

PS Be sweet. Please retweet.

PPS The above article is a chapter from my book Making Money In Your PJs, Freelancing for voice-overs and other solopreneurs. It’s available in paperback, and as a digital download.

photo credit: A Is For Aquaman via photopin (license)

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Feeding Your Soul

by Paul Strikwerda in Articles, Career, Personal, Promotion 22 Comments

A few weeks ago, I gave you my “formula” for being less busy, and more productive:

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

People who run a successful business hire people who are smarter and more talented than they are, to take care of certain aspects of that business. These experts are able to do things better and quicker, leaving you with more time to focus on your strengths. That’s where the money is!

This philosophy has served me very well, and yet it’s only part of the picture. Today I am going to reveal something to you I haven’t told anyone else. At first, it will sound like a contradiction in terms, but I assure you it is not. It is something essential that took me many, many years to learn, and quite frankly, I don’t think I’ve mastered it yet.

Because it is seemingly contradictory, it confused me to the core, and at first I fought it tooth and nail. But once I discovered the benefits of this strange strategy, I came to embrace it.

TRYING TOO HARD

It all began some ten years ago. I was trying very hard to build my business, working 60 to 70 hour weeks. The idea was that the more I would put into it, the more I would get out of it. That’s only fair, right? It’s the same perverse philosophy that’s behind the torture that is cold calling. The more numbers you dial, the greater the chance of success. That’s what they say, whoever “they” are.

Well, this might be working for some people, but it wasn’t working for me. All that knocking on doors and auditioning for anything under the sun left me exhausted, and disenchanted. Bottom line: I had run into the law of diminishing returns. The more I tried, the less I accomplished.

Have you ever been in a situation like that?

People around me said: “You’re working too hard. Take break. You can’t force success.”

Did I listen? No!

Every time I took a breather, I felt tremendously guilty because I could have and should have been using that time on something useful and productive.

DREAM ON

This voice-over business was supposed to be my dream job. Dream jobs don’t feel like work, and they give you energy, don’t they? It’s the ultimate freedom from the 9 to 5 rat race so many people get caught up in. It was my chance to prove to the world that I could be my own boss, living life on my own terms and turf.

If all of that were true, why didn’t it feel that way? Why was I waking up exhausted before the day had even begun? Why had I become an irritable, self-absorbed, sad sack of a husband who could only converse about finding new ways to get new clients?

“Oh, the first three years are always the hardest,” I told myself and my friends. “Eventually, it is going to get better, and it will all be worth it!” (insert fake smile)

But things didn’t get better, and I didn’t know how to turn it around…. until the day I walked into my local bookstore, and picked up a random paperback from the self-help section. The next thing I did was such a cliché: I closed my eyes, opened a page, and looked at the first thing that caught my eye. It was a quotation:

You can’t give what you don’t have.

I don’t remember the title of the book or who wrote it, but it felt like I had received a message from the universe that could not be ignored. If my business was a flower bed, I had been watering and watering it, until the can was empty, and could not be refilled. No water: no growth. It was crystal clear.

So, what was I to do? Give up? Sit on the couch and watch TV all day long? Play video games?

I looked at the next few lines in the book, and the author had clearly anticipated my question. This was her advice:

“Replenish yourself. Do something that feeds your soul. Something that has nothing to do with work.”

STEPPING OUT OF IT

I’ve always been a lover of the outdoors. That was one of the things that attracted me to America. Endless forests. Majestic mountain ranges. Roaring rivers. Hidden trails.

The day after my revelation I put on my hiking boots, and I disappeared into the woods. For hours. There and then I realized how much I had missed my conversation with nature. I had missed the fresh smell of pine trees, the sweet sound of bird song, and the quiet rustling of the leaves. Not once did I think about my flailing business.

As I was trying to capture what I was experiencing, I thought of something else that was missing in my life: writing!

From the moment my mother taught me how to write, I was always scribbling words on pieces of paper. As a teenager, I would never leave home without a small notebook. In the last few years, however, I had been too busy reading scripts other people had written, and I felt I didn’t have time to put my pen to paper.

When I came back from my walk, it was as if a load had lifted from my shoulders. I could breathe again, and I went to the attic to find my favorite journal which was still half empty, (or half full, depending on how you look at it). Without even thinking, words started flowing from an invisible source within me, as if someone had opened a faucet filled with feelings and ideas.

Then it dawned upon me. What if I were to use my passion for writing, and start a blog for my business? It was something so obvious that I had never thought of it before. It’s like suddenly seeing something that is right in front of you!

And that is how this blog was born.

BOOSTING BUSINESS

In all the years that I’ve been doing voice-overs, nothing has been more vital to the promotion of my business as this blog. Colleagues read it. Clients read it. You are reading it right now.

Here’s the irony and the contradiction: the idea came to me as I was doing my very best not to focus on my business. I was relaxed. I was in the moment. I was feeding my soul.

All of us get stuck from time to time. We get worked up. We feel frustrated. We might even lose faith.

The question is: What should we do about it?

Take my advice. Let it go, and find what feeds your soul. For some this might be through yoga, music, or meditation. Some people paint, or work in the garden. Others start jogging, or get on a bike. There is no right or wrong. Whatever floats your boat.

In a society that is obsessed with work, and where people pride themselves on how many hours they put in, this is a radical shift. To me, it did not feel normal. I had to work hard on not working so hard.

But the moments I chose to feed my soul, turned out to be the most fulfilling and eye-opening moments of my life. They proved to be the answer to the question:

“What for?”

Ultimately, our work is just a means to an end, but to what end?

FINDING MEANING

As I was hiking on that wooded trail, experiencing the serenity of solitude, and the beauty of creation, I realized:

“This is what it’s all about.”

I don’t mean withdrawing from the world, but rediscovering an essential part of that world that is so easily lost. The part that’s more about being, than about doing.

Look at it this way: there’s always going to be something in your inbox. You’ll always find a reason to do more work to please more people. But you can’t give what you don’t have. If you don’t step away from your business from time to time, it will take everything you have, and then some.

Candles that are burned out, can’t spread any light.

Please make time to create moments that matter. These moments will give you the energy to carry on, and the inspiration to evolve, personally and professionally.

The other day, my wife and I went to Columcille Megalith Park, in Bangor, Pennsylvania. It’s a park rooted in Celtic spirituality, and inspired by the Isle of Iona off the coast of Scotland.

If you’re not in a position to leave your computer right now to go on a hike, take a few minutes to absorb the pictures I took, and listen to the music.

Then get back to what you were doing.

I can almost assure you that you won’t feel the same!

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Are You Wasting Your Time Going Nowhere Fast?

by Paul Strikwerda in Articles, Career, Freelancing, Money Matters 9 Comments

What’s frustration number one for a freelancer?

Being busy without being productive.

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

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

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

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

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

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

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

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

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

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

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

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

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

AUDITION LESS. MAKE MORE.

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

Wrong!

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

And if you’re not offering a decent rate, you can find yourself a Craigslist talent, but please don’t waste my time.

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

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

THE HARDEST WORD

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

“Can you evaluate my demo for free?”

NO!

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

NO!

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

NO!

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

NO!

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

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

ONE MORE LESSON

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

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

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

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

“Busy people talk about how they will change.

Productive people are making those changes.”

Are you?

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