making money in your pjs

Ten Things Clients Don’t Care About

by Paul Strikwerda in Articles, Book, Freelancing 27 Comments

If you just said to yourself: “I think that title looks familiar,” I’ve got to give it to you.

You must have read my book Making Money In Your PJs, Freelancing for voice-overs and other solopreneurs.

If you haven’t, please consider the story below as an introduction to some of the ideas you will find inside.

The basic premise of the book is that -even though I tend to write about voice-overs- most of what I have to say applies to anyone who’s running, or thinking of running a freelance business.

But don’t believe me. I’m the author. You can make up your own mind.

So, if you’re in the mood for some summer reading, here’s a little taste test!

Let me preface this chapter by saying that I feel very lucky. In the past 30+ years I was able to develop a strong relationship with a number of clients. The longer we go back, the fewer words we have to waste on what each side is expecting from the other.

It’s almost like a marriage. And very much like a marriage, a lasting business relationship needs commitment from each partner. It can be love at first sight and it can also end in a divorce, due to unspoken expectations and unfulfilled desires.

When I just started out as a freelancer, one of my more cynical mentors warned me against romanticizing the relationship with my clients. His mantra:

“Business is business and the rest is bullish*t.”

Today, these words resonate even stronger. In these fast and furious times, online matchmaking is getting more and more popular. And nobody seems to take it slow anymore. Making small talk is so yesterday.

“I need your demo now. Are you available this afternoon?”

Before you know it, you’re off into some dark room talking to yourself, and when you’re done recording, you dump the files into a dropbox.

As one of my friends put it: “I almost feel used.”

Well, isn’t that the whole idea? We offer our services. We deliver our services. We move on. End of story.

Let’s be honest. Most times, both parties aren’t that interested in getting to know each other before the deal is sealed.

How well do you really know your clients? How well do they know you?

Does it even matter?

In most cases it doesn’t, as long as the job gets done. That’s why it is time to take off those rose-colored glasses and get rid of your great expectations.

Here’s my top ten of things most clients don’t seem to care about anymore:

1. YOU

All you are is a solution to a problem; a means to an end. It’s your job to ensure that the benefits of hiring you outweigh how much you charge. Your client doesn’t have to care about you. It’s your work that matters.

2. YOUR PERSPECTIVE

What you perceive to be the benefits of your service is not important. The question is: Do you understand the needs of your clients, and can you meet those needs?

Your take on a script (or any other freelance assignment) may be interesting, but it’s often irrelevant. You’re the stylist. The client determines how she wants her hair cut, unless you have permission to be creative.

3. YEARS OF EXPERIENCE

The fact that you’ve been at it for a certain number of years doesn’t automatically mean you’re the right person for the part. Over the years, some people have become very good at being very bad. They’re stuck in a rut.

Years of experience entitles you to nothing. In fact, it can make you look like you’re old school. The quality of your experience qualifies you. Not the length.

4. ACCOLADES & OTHER ACCOMPLISHMENTS

An impressive resume tells a client what you have done for others, usually years ago. All he really wants to know is: What can you do for ME, today?

If you can’t make that clear, why should he hire you?

Experience can also backfire.

One of my friends specializes in medical narrations. In order to impress a possible new client, he quoted a fine endorsement from a pharmaceutical company he’d been working for, for years. It was his way of saying: “See… I have a proven track record. I can easily handle your project.”

The other party was not impressed. The email he got back effectively said:

“Since you’ve established yourself as the voice of brand X, it would be unwise for us to hire you. People would automatically associate your sound with our main competitor.”

5. YOUR COST OF DOING BUSINESS

Never justify your fee by bringing up how much you have invested in your dream. That’s the price you pay for being and staying in business. After all, you don’t care about your client’s business expenses either, do you?

6. YOUR HIGH-END EQUIPMENT

Clients won’t hire you because you happen to own a Steinway. They hire you because they like the way you play, or because you offer the best value for money.

You might impress your colleagues with a brand new Neumann U87 studio microphone. My last client hadn’t even heard of the brand.

7. TECHNICAL CHALLENGES

It’s lame to blame technology for your lack of preparation. In voice-overs, home studios have become the norm. Even if you record in a stuffy bedroom closet (and call it a ‘professional studio’), you’re the head of IT, audio engineering and data transmission. If you can’t handle that, don’t expect any sympathy from the client. He’ll find someone who can.

8. PERSONAL PROBLEMS

Leave them at the door. Clients are clients; not friends or family. You’re hired to do a job, no matter how horrible you might feel about your dead cat or a recent break-up. Put your life on the back burner and focus on the project. Cry when the job is done.

9. YOUR FRAGILE EGO

You are hired to make your client look good, and not to boost your ego. If you’re in need of praise, visit an evangelical church.

10. YOUR SUBLIME UNIQUENESS

Sure, nobody talks like you or walks like you. That doesn’t make you irreplaceable. Even if you’ve worked with a client for years, don’t be surprised if they ask you to re-audition.

One of the joys of being an independent contractor is that there’s no long-term contract with severance pay, should things come to a premature end.

You’re on your own.

Never take anything for granted. Complacency will be your downfall. Be ready to prove yourself, over and over and over again.

If you don’t take care of your career, nobody else will.

Business is business.

And the rest is…

Paul Strikwerda ©nethervoice

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Paul’s Great Giveaway

by Paul Strikwerda in Articles, Book, Freelancing, Journalism & Media, Pay-to-Play, Promotion 15 Comments

The other day, one of my colleagues asked me an interesting question.

“Paul,” he said, “Why don’t you speak at voice-over conferences? I mean, we have a number of these events throughout the year, and you’re never on the program. Don’t you feel that you’re being ignored?”

“Not really,” I said. “You seem to think they should invite me. Why is that?”

“Well, for one, you’ve published a pretty unconventional voice-over book this year. They always invite authors to these events. Secondly, your blog has thirty thousand subscribers. I don’t think anyone in our small industry has as many followers. Doesn’t that mean anything?

But more importantly, many see you as one of the thought leaders of our community. Weren’t you the guy who kind of discovered Studiobricks and the CAD E100S microphone? These days, most colleagues have either heard about them or got one. I think that’s pretty amazing.”

“That may be true,” I said, “but that doesn’t make me (keynote) speaker material. You’d be surprised how many people still believe that I live and work in the Netherlands! They’re not going to fly a Dutchman in to speak at a conference in the States. Even though I’ve been here since 1999 and I’m a U.S. citizen, the myth persists that I reside in Holland with one of my fingers stuck in a dyke.

Secondly, some of these conferences are organized and frequented by people I have managed to piss off in the past. I don’t think voices.com or any other Pay to Play will ever ask me to say a few words, or even write a guest post for one of their online publications. They’re probably too afraid I will say something that is less than flattering. And you know what? They’re right!

I don’t play the game that everything is hunky-dory in voiceoverland. I consider myself to be a positive person, yet, when I feel my colleagues are being taken advantage of, I can’t help but raise my voice. That’s how I was brought up.

Having a minister for a father has taught me that so-called authority figures are ordinary people like you and me. They fail from time to time. They love the limelight. They enjoy being looked up to. And many of them can’t handle criticism very well. They take it way too personally. But there’s more.

Throughout the years I have blogged about increasing voice-over rates, and raising professional standards. I’ve talked about coming together as a professional group, and about ways to counter the erosion of quality and the influx of cheap, ignorant amateurism. Some have seen that as an attack on the free market. Others believe I enjoy belittling beginners. You know better than that.

The way I see it, many conferences want to create an atmosphere of We’re one happy family. Look how wonderful it is to be in voice-overs! Imagine this silly Dutch guy walking in on his wooden shoes, creating controversy. Why doesn’t he go back to Europe where he belongs?”

My colleague chuckled. I continued:

“Here’s the thing. On one hand, we have a very supportive community. If you need a new pop filter, tons of people will tell you which one to get. But if you wish to create a strong, non-profit, member-driven international association of voice actors such as the world voices organization, most colleagues look the other way. What are they afraid of? A little bit of solidarity? Socialism? You tell me!

World Voices is trying to do what I have been doing in my blog for years: Empower and educate people; give them tools to stand out from the crowd. I guess empowerment and critical thinking isn’t that popular anymore. But I digress, don’t I?”

“You could say that,” said my colleague. “I was just wondering why you don’t speak at voice-over conferences. I really think you could shake things up a little.”

I paused for a moment. Then I said: “A prominent voice actor opened up to me recently, and confessed:

‘I considered inviting you to my event, but I was afraid you’d be too critical.’

That surprised me a little. Is that really how people perceive me?

When I look back at all the stories I have written, most of them were about the business of being in business. I’ve written about selling, marketing, and about communicating with clients and colleagues. I just finished a six-part series on improving voice-over performance. None of that stuff I would label as controversial.

Even if I’ve been critical in some of my writings, why would that be a bad thing? Are we that insecure? As they say: Feedback is the breakfast of champions. It helps us learn and grow. Getting a kick in the pants may hurt little, but any coach knows it’s sometimes necessary for a student to make progress.”

My colleague nodded approvingly. I leaned forward, and whispered: “Do you want to know the real reason why I don’t speak at conferences?”

“Absolutely,” he answered. “I’ve been waiting for that.”

“It’s actually very simple,” I said with a smile. “I’m too shy and too modest.”

“Get out of here,” he responded.

“You? Shy and modest? You must be joking!”

“Guilty as charged,” I said. “However, with thirty thousand blog subscribers and counting, I do feel I have built up quite an audience. It’s my way of public speaking. And I’m not even charging for it. My blog is a platform I’m very proud of, and thankful for. And that’s why I want to give something back to my community.

Here’s the plan, Stan.

I’m going to ask my readers to nominate someone who -in their opinion- could really benefit from my book Making Money In Your PJs. It could be someone who’s struggling at the moment. It could be a beginner. It could be someone with talent but without any business acumen. Perhaps it’s someone who needs a little encouragement.

To keep it confidential, I want my readers to use the contact form on this website to send me the name and the email address of the person they’re nominating. No one else needs to know about it. (Please don’t nominate yourself. This is about giving, and not about getting.)

To celebrate reaching thirty thousand subscribers (and almost 1,000 Facebook fans), I will send at least thirty nominees a PDF copy of my book. Remember, that’s the edition with ten bonus chapters. The person receiving the book will not learn the identity of the person who nominated him or her. It’s like a secret Santa thing.”

So, if you’re reading these words and you have someone in mind, please let me know before December 1st. I’ll make sure they get a complimentary copy (I will not use the email addresses for promotional purposes).

And should you consider having me speak at your conference, rest assured that my bark is bigger than my bite.

As long as you don’t call me Shirley, these two lips from Holland promise to be on their best behavior.

Happy Thanksgiving!

Paul Strikwerda ©nethervoice

PS Within a week I received over 50 nominations! It is no longer possible to enter a name. Everyone will receive a PDF copy before December 7th. Thank you!

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How To Sell Without Selling

by Paul Strikwerda in Articles, Book, Journalism & Media, Social Media 15 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 four 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. In fact, I’m still amazed I get some fifty to a hundred new subscribers a day.”

“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 it 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 27 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 four 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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One Girl. Many Voices. Perdita Lawton.

by Paul Strikwerda in Articles, Book, Career, Freelancing, Journalism & Media 4 Comments

Perdita Lawton

To celebrate the release of Making Money In Your PJs, freelancing for voice-overs and other solopreneurs, I organized a “Who-wants-to pick-Paul’s-brains contest.”

Today, I’m excited to introduce one of the winners. Her name is Perdita Lawton from the UK. She’s been a professional (voice) actor since June 2006. The photo she sent me immediately stood out, and I had to know the story behind the picture. Perdita:

“The picture was taken on my first scuba diving holiday in Malta. One of the dives was near the set of the 1980’s film Popeye starring Robin Williams. It was taken during a surface interval (to allow residual nitrogen to be absorbed). I thought it was a perfect setting, and time to read your book while taking a picture.”

When and how did you know that you wanted to become a (voice) actor? Who inspired you?

“I guess it was in training at drama school that I realised it was an equal option to theatre, television and film acting. My tutors often told me my vocal work was very strong, and a tutor and mentor Pal Aron (a professional actor) told me to get a demo done as it’s another string to an actors bow. Pal was an inspiration as well as the late Daws Butler, Nancy Cartwright, and Michael Winslow (Larvelle Jones in Police Academy). As a child I watched that series in awe of Michael’s talent!”

A lot of VO artists have a radio background. What’s yours? What kind of training did you have?

“My radio background was limited. I did a few weeks of work experience when I was 15 at a hospital radio station, and then a local radio station respectively. I really loved radio work but focused more on stage acting as I’d got the bug. I went to University where I studied English and Drama, and then I went to drama school. Vocal training involved accent, and general voice classes where you focus on breathing, pitch, tone, resonance, and projection for the stage.”

Do you have a niche, and if so, how would you describe it?

“I think a niche of mine is definitely character and animation voices, I especially enjoy doing eccentric and comedic characters. My range gets wider the more I practice and it seems to be scoring jobs in that market.”

What came first for you: voice acting or on-camera/stage acting?

“Professional stage and screen acting came first, then voice acting came due to circumstances. My late father invested money in some amazing equipment for me so I could set up my own studio in the house, while caring for him as I couldn’t commit to work away from home.”

Do you think on-camera/stage actors have a tendency to underestimate voice-over work? If so, why do you think that is?

“I think most drama schools teach vocal work, so for a lot of actors, the training is already there, and they appreciate how hard it is to convey a message and character just through the medium of voice without a physical form. They do however underestimate us being a ‘one man band’ as described in your book. They certainly underestimate the cost, marketing, business skills and technical knowledge required for a professional home set up (without paying a professional).”

How do you land jobs in this very competitive industry?

“I started getting jobs on a Pay-to-Play site. This got me a body of work built up which lead to an agent, and now I’ve got returning clients as well as new ones from the Pay-to-Play site. I’m also recently scoring some big auditions from my agent.”

What project or projects are you most proud of and why?

“I’m actually very proud of what I did Tuesday. It’s the biggest step on the ladder so far. It’s an award-winning Polish animation that’s being dubbed into English, and I’ve voiced the lead female role along with a few smaller roles.

I spent the day with a great audio engineer directing me, and we had great fun doing so, the ‘Auntie Hen’ character I play is hilarious as are the storylines. Animation voice acting is similar to pantomime. You have to go as large as possible, and I really like that.”

What has been your greatest obstacle/challenge in your career, and how did you overcome it?

“My greatest obstacle was getting work initially. It’s the catch 22, that I’m sure many have experienced. Without experience you aren’t offered work which prevents you from getting experience. I overcame it by getting local experience voicing newspapers, and magazines for the blind. I also make my own clips when I have time, and post them on SoundCloud, social media and my website. It allows me to be creative, whilst keeping my tools sharp, and lets people see I’m active. The dating.com girls are probably my creative highlight.”

How do you approach your auditions, and how do you deal with not being selected?

“I approach auditions making sure I’ve done everything in my control to get the job: I’ve warmed up, stayed away from dairy products, and done my research on the production/company/writer or whatever may be useful to know. Failing to prepare is preparing to fail. I also never take rejection personally. What is for you will not pass by you, and just because you weren’t right for one voice over job doesn’t mean you won’t be right for another. The world is subjective, and it would be a boring place if we all liked the same thing!”

Tell me about your ambition. What would you really love to do, professionally speaking, and how are you working toward that goal?

“My voice acting ambition is to be England’s answer to Nancy Cartwright. I’m working towards that by getting my cartoon video seen by as many people as possible. It’s already attracted clients as well as making people laugh which is awesome.”

And lastly, back to Making Money In Your PJs. What has been your biggest take-away? Why should colleagues read it?

“There are several take-aways. It was so good, I re-read it to answer these questions to the best of my ability!

My primary light switch moment was about asking for a testimonial at the same time as agreeing to the job. I’ve been chasing after testimonials for ages with no joy. As soon as I’d read that chapter I had a job come through, and I put it in my terms of agreement, and they were happy to oblige.

Also customizing each and every demo, and not playing safe with demos too, knowing my worth and value, how to chase clients that haven’t paid and asking for a raise. I may get the Freelance Creed printed to keep in my studio.

Colleagues should read this because it’s seasoned advice from a professional, mixed with an amazingly positive attitude, and with tips that really work!”

Many thanks, Perdita!

You can follow Perdita on Twitter @LittleMissVO, and on her website at www.perditalawton.com.

Paul Strikwerda ©nethervoice

PS Be Sweet. Please retweet!

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Confessions of a Self-Published Author

by Paul Strikwerda in Articles, Book, Freelancing, Journalism & Media, Promotion, Social Media 8 Comments

Debby Barnes

“Brilliant.”

“Paul nails it!”

“Required reading.”

“Straight talk with heart.”

“Filled with wisdom and passion.”

“Be prepared to have your mind blown.”

“The book this industry has been waiting for.”

“Strikwerda’s writing is razor sharp and always engaging.”

These are just a few superlatives readers have used to describe my new book Making Money In Your PJs: freelancing for voice-overs and other solopreneurs. I couldn’t be more thrilled! Seriously.

I’ve always believed that what other people have to say about your work is way more powerful than what you have to say about it yourself. I guess these quotes prove my point, and I want to thank every contributor for all the accolades bestowed upon me. And you know what?

You guys are sweet but crazy!

I rarely have bad days, but should I ever have one, all I need to do is go to Amazon.com, and read the rave reviews. Nothing is more gratifying or inspiring. And nothing goes to my head faster!

In fact, it would probably be better for my ego if someone were to give my book four stars instead of five. One person will do, if only to convince shoppers that I didn’t bribe my whole tribe to say nice things about me.

Here’s one thing you need to know: being a published author has some strange side-effects.

AUTHOR AGONY

People I’ve always wanted to connect with, suddenly seem to realize that I exist. They even want to be my Facebook friends! I’m flattered that they’re falling for my innocent scheme, and I intend to milk my new status for all it’s worth.

Fame is fickle. Today you’re the toast of the town. Tomorrow you’re yesterday’s news. So, if you’re anywhere near famous in the voice-over scene, please get in touch with me now, before I disappear into oblivion.

April Karys

Some people believe that my book has made me an overnight millionaire, and want me to sponsor their event, or give away hundreds of copies. News flash: sales are going really well, but I have yet to break even. Publishing a book is much easier than selling it. You should try it some day.

There may be a sexy man on the cover, but Making Money In Your PJs ain’t no Fifty Shades of Grey. Otherwise I would have called it The Naked Voice Over, and Don Johnson’s daughter would be starring in the movie version. I do have one thing in common with E.L. James. We both like dishing out a heavy dose of tough love. I’m just not into spanking and handcuffs. In my book, SM still stands for Social Media.

SLEEPWEAR

There’s one last side-effect I can only blame myself for:

Everybody wants to know about my PJs.

“Are you wearing your PJs yet?”

“Do you go shopping in your PJs?”

“Where can I buy your PJs?”

It never stops.

Enough already!

As if you didn’t know, the title of my book is just a gimmick. I wanted something slightly more interesting than A Voice Actor’s Guide to a Freelance Career. Something catchy. Just don’t expect me to show up in my PJs at every social event. And no, my pajamas are not for sale. Yet.

Now, on to the big news.

THE CONTEST

A while ago, I launched a “Who-wants-to pick-Paul’s-brains-contest.” The idea was to invite readers to take a picture with a copy of my book which I could use for shameless self-promotion.

Well, I’m happy to say that we have three wonderful winners for three equally wonderful prizes.

Debby Barnes will get to grill me during a 45-minute ask-me-anything session. April Karys receives a signed copy of the paperback, and I will interview Perdita Lawton for this blog. Colleague Colin McLean receives an honorable mention because he’s honorable, and I’d like to mention him.

So, what’s the next stop on my book’s journey to conquer the hearts and minds of colleagues and fellow-freelancers?

I’m so glad you asked!

The core of my very humble and altruistic promotional campaign can be summed up in one word:

Perdita Lawton

WOMAN

This -of course- stands for Word Of Mouth And Narration.

The voice-over community happens to be very good at spreading the word. Some people even get paid for it. At this point, word of mouth has been generating most of my sales, which is pretty exciting.

The other day I was contacted by a VO-coach whose name you’d immediately recognize. One of her students had mentioned my book, and now she wanted a copy. A studio organizing workshops for voice actors ordered a whole stack of books for their students. Voice-over meetup groups are reading and discussing Making Money In Your PJs together. Copies are reaching Spain, Brazil, the UK and the Netherlands. Yes, I am truly going global!

In a few weeks, I’ll finish up recording the audio version of the eBook, which has ten additional chapters.

With all of that going on, here’s the big question:

Is Making Money In Your PJs really “the book this industry has been waiting for,” and “a refreshing mix of common sense, business acumen and great storytelling”?

Well, that’s up to you to decide. Don’t believe your colleagues or the author. The paperback version is currently $19.99, which is a good deal for 425 pages. The eBook version for Kindle, iPad, Nook and more, is only $9.99.

Take your business to the next level, and use these buttons to order your copy:

Happy reading!

Paul Strikwerda ©nethervoice

PS Be sweet. Please retweet!

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The EWABS Interview

by Paul Strikwerda in Articles, Book, Career, Freelancing, Gear, Internet, Journalism & Media, Promotion, Social Media, Studio 2 Comments

East-West Audio Body Shop or EWABS, is a weekly interactive online talk show modeled after NPR’s popular “Car Talk.”

Hosted by Dan Lenard on the East Coast and George Whittam on the West, the duo answers questions about home studios, and they give tech tips on gear, soundproofing, best recording practices, and more.

Every week they also interview guests from celebrity voice actors to agents. During the show the chat room is open where colleagues comment on the topics of the day, and pose questions to the featured experts.

Every Monday evening (6PT/9EST) EWABS goes live, and you can find an archive of 144 previous programs on YouTube.

This Monday I had a chance to sit down with Dan and George, and talk about my new book, my personal background, the state of the voice-over industry, and my voice-over studio. I also read part of my story “The Most Obnoxious Man in Voice-Overs.”

The segment starts at 30:10.

Enjoy the show!

CONTEST

To celebrate the release of my new book, I invite you to enter a picture of yourself reading a copy of “Making Money In Your PJs.” You can use the paperback edition or a digital version, as long as the cover of the book is visible in the picture.

I’ll leave it up to you to make sure your photo stands out, as long as you are using the real book, or your eReader with an upload of the book. Only one entry per person, please.

You can either post your picture on the Making Money In Your PJs-Facebook page (www.facebook.com/moneyinyourpjs), or you can tweet it to @MoneyInYourPJs. If you really feel inspired, post it on both platforms.

IMPORTANT: By sending me your picture, I will assume that you give me permission to share it with my social networks, and that it’s okay with you to post it on this blog as well. You will remain the proud owner of the photo.

You have until Wednesday, June 18th at 1:00 PM EST, to enter your photo. The three winners will be revealed on Thursday, June 19th.

PRIZES

The third prize -a signed paperback of the book- will go to someone who already owns the digital version.

If you’re the winner of the second prize, I will interview you for this blog, and your story will reach 11,000+ subscribers, as well as many other readers.

The first prize is a 45-minute Skype session with me, where you can literally ask me anything about voice-overs, freelancing and self-publishing.

Paul Strikwerda ©nethervoice

Be Sweet. Please retweet!

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Out In Paperback!

by Paul Strikwerda in Articles, Book, Freelancing, Journalism & Media, Promotion, Social Media 1 Comment

Many of you have asked how soon my book Making Money In Your PJs, freelancing for voice-overs and other solopreneurs will be available.

Well, I have good news for you!

You can now order the paperback version from Amazon.com and Amazon Europe. The Kindle version is also available by clicking here. If you own an iOS device such as an iPad, click here to download the book.

UPDATE

A lot has happened since I announced the publication of the book at the end of April. At first I didn’t realize that writing a book and publishing it, was the easy part. Getting people to actually read it, is a different matter. First, they need to know that it exists.

Two weeks ago, I launched a new website where you can read three sample chapters for free. You’ll also find out what people like Dave Courvoisier (news anchor, blogger and voice actor), John Florian (VoiceOverXtra), and David Goldberg (CEO Edge Studio) think of my book. Here’s a screenshot of top of the site. Click on the image to access the site itself.

This one-page website is based on the FlatBook WordPress theme designed by Erik Taylor. Erik created something that is brilliantly simple and modern-looking. With limited knowledge and experience, I was able to customize the theme, and get the site up and running in no time. Whenever I ran into my own limitations, Erik was there to guide me at no additional cost, which was absolutely phenomenal.

I also created a fifty-second animated trailer to tell people about the book, and to promote the website. I’m new at animation, but the website www.wideo.co made this process fun and affordable. Wideo is a young company, and the creators of the software personally responded to my questions and comments. You should give it a try!

No promotional campaign is complete without a presence in social media. You may have seen the Facebook page where I am building a community of select readers and fans:

You can also follow the latest developments on Twitter:

Every publicity campaign begins with a press release. As a reader of this blog, I’d like to share it with you first:

FOR IMMEDIATE RELEASE

Making Money In Your PJs is the new book by author and veteran voice actor Paul Strikwerda. Subtitled “Freelancing for voice-overs and other solopreneurs,” it offers a unique look at what it takes to be and stay in business as a voice for hire or other type of creative freelancer.

Paul Strikwerda: “Audiobook sales reached $1.6 billion in 2013, and are steadily growing. That’s one of the reasons why voice acting is hot at the moment. Year after year, thousands of hopefuls are led to believe that they can build a lucrative career as a narrator using a cheap microphone, a computer, and an internet connection. Others invest a hefty sum in expensive studio equipment, coaching, and demos, only to get nowhere. Making Money In Your PJs takes a revealing look into this booming industry where many are invited and very few are chosen.”

“Every day, I see aspiring voice-overs treat their new dream job as a hobby and fail miserably. It’s not as easy as it seems. People need more than pleasant pipes to make a living as a voice actor. They have to have business acumen in order to succeed. It’s the stuff nobody teaches you in voice-over school that can make or break a career. That’s precisely the focus of this book.”

Making Money In Your PJs covers topics such as:

Transforming a hobby into a profession
Successfully promoting a business online and offline
Turning potential customers into clients
Pricing services for profit
Getting paid on time, every time
What to do when business is slow
How to stand out from the competition

These are topics that not only voice actors need to address. They apply to practically anyone who is self-employed. Although this book is written from the perspective of a voice-over, any solopreneur will benefit from chapters on freelancing, marketing, handling clients, and money management.

Making Money In Your PJs is neither a “get-rich-quick by doing voice-overs guide,” nor a step-by-step course that will take the reader from voice-over novice to top talent in three days. Rather, it is a practical, personal, and often humorous account of what life is like behind the mic. It’s written with insight, intelligence, and a healthy dose of realism.

The sheer depth, breadth, and quality of the information on the pages of Making Money in Your PJs makes this book an obligatory resource in your library of voice-over and freelance success-building.

About the author

Paul Strikwerda is a multilingual voice actor, coach, and writer with 30 years of experience. His weekly blog is one of the most influential in the voice-over industry. He’s an expert-contributor to Edge Studio, Internet Voice Coach, the International Freelancers Academy, and recordinghacks.com. Paul grew up in the Netherlands and now lives and works in the historic town of Easton, Pennsylvania. Previous books include Building a Vocal Booth on a Budget, and Boosting Your Business with a Blog.

You may reach the author via the Contact Form on this website, to set up interviews and arrange speaking engagements.

The actual press release will have my full contact information, but I won’t share that on this blog. I receive well over fifty spam comments a day, and that’s why I’m not displaying every detail on this page.

WHAT’s NEXT?

So far, I’ve been doing most of the legwork myself, and that’s part of my job as an author. But as my campaign is warming up, I could certainly use some help in the word-of-mouth department. I’ve already experienced that voice actors tend to be very good at it (no surprise there), and that’s why I have a question for you.

If you are a fan of this blog, I hope you’ll help me spread the news about Making Money In Your Pjs. After all, the book wouldn’t be here, had you not asked for it! Follow the latest developments on Twitter and Facebook, and do tell your friends and colleagues about it.

The ultimate goal of Making Money In Your PJs is not to make me rich and famous, but to assist and inspire our community in becoming more professional. I wrote it to raise our morale, our standards, as well as our rates.

If this message resonates with you, put on your PJs, and start making some noise!

Thank you!

PS Be sweet. Please retweet.

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The Power of One

by Paul Strikwerda in Articles, Book, Career, Freelancing, Internet, Money Matters, Promotion, Social Media 10 Comments

Thursday, March 6th was a good day.

It was the day this blog reached 5,000 subscribers. But it didn’t stop there

In less than two months, that number doubled. I could barely believe it.

What did I do to make this happen? And more importantly, what can you do to get there too?

Well, I can tell you right off the bat that I don’t have some secret formula, or a shady deal with one of those companies that promise to take your website to the top of the major search engines. It’s just me and my virtual pen that seem to be on to something.

However, I’m not going to fall back on the predictable answer that attracting readers is all about content. There’s more to blogging than telling stories people like to hear. If writers could simply rely on the quality of their work to reach bestseller status, the world of literature would be a lot more interesting, don’t you think?

So, if we set content aside and we forget about that illusive magical box of SEO-tricks, what could possibly account for this wave of new visitors and subscribers?

SOCIAL SCIENCE

I think the answer may lie in sociodynamics, or the study of group behavior and interaction. The basic premise of this study is the fact that human beings are influenced by other human beings. Perhaps the growth of my subscribers could have to do with what I call the “Late Night Commercial-Effect.”

When I still had cable, those infomercials were one of my guilty pleasures. Although I never bought any Japanese steak knives or Diamonique jewelry from TV pitchmen, it’s a fact that millions of people do, so the home shopping networks must be doing something right. For one, they know about the workings of the human mind.

Here’s one tool I’m sure you’ve seen in action. No matter what’s being sold, there’s always this counter telling you how many people have bought whatever the featured product is, and when this exclusive deal is running out. This may seem like a silly little gimmick to you, but the payoff is huge.

QVC is available in 300 million homes worldwide through its programming in the U.S., UK, Germany, Japan, Italy, and a joint venture in China. In 2013 it shipped more than 169 million products to these markets, generating $8.6 billion in revenues. It was all started by one man in 1986: Joseph Segel. He based his company outside of Philadelphia in West Chester, and today he has 17,000 employees worldwide.

By the way, don’t think that all QVC orders come from late-night television watching shopaholics. Last year, over thirty percent of sales came from mobile platforms. In other words: QVC has learned to be where their customers are, and these customers can’t seem to get enough of it. QVC has well over one million Facebook fans around the world who blog, comment, “like,” and share 24/7.

TRUSTED SOURCES

Feedback from fellow-shoppers is driving sales like never before. It makes sense. When it comes to buying decisions, we all want to minimize risks and maximize the rewards of our investment. We find it easier to trust the opinion of people we can relate to. That’s why other shopping giants like Amazon.com use comments from customers to try to influence purchase decisions.

Acclaimed author Guy Kawasaki wrote “APE, How to Publish a Book.” It’s a step-by-step guide for those who want to self-publish. I have inhaled the info as I was preparing to market my book “Making Money In Your PJs.”

Kawasaki recommends pitching a book to thought leaders, bloggers, and online communities to generate publicity. He calls this process “Evangelizing.” One of the things he tells new authors is to turn to Amazon’s best reviewers. Five-star feedback from them is worth more than a positive review in the New York Times.

Compare this strategy to expensive book launch parties, advertising campaigns, and paying PR professionals to pimp your product. Leveraging the power of social proof is practically free! That’s why it’s such a good tool for the solopreneur. All you have to do is target the right people with the right connections, and word of mouth will do the rest.

Of course it’s not that simple. It took me four years before my readership reached critical mass. In order to get to this place (for my career in general and my blog in particular) I have used a few tools you might want to consider as well. The first I call “The Power of One.”

THE RIGHT QUESTION

It’s based on the idea that a consistent sequence of small efforts can, over time, bring about big changes.

Every morning, I start with a simple routine. I ask myself a question that isn’t necessarily new or revolutionary, but nevertheless transformational:

“What’s the ONE thing I can do today, that would have the greatest positive impact in the area of…”

I purposely limit it to one, to keep things manageable. I’d rather do one thing really well than a whole bunch of things half-heartedly. To me it’s also important to focus on the notion of having a positive impact. Everything we do and everything we don’t, has an effect. That’s a given. But the result of our actions isn’t always positive, unless we make a concerted effort to bring about good.

That one question alone has resulted in a cascade of small improvements in the way I run my business and my life. In the beginning, the changes were barely visible. But when I connect the dots backward and see where I am now in relation to four years ago, the transformation is dramatic. Here’s another tool.

A CUE FROM QVC

After having reached 5,000 subscribers, I made a small change to my blog that proved to be immensely effective. I added a Call to Action in the top right-hand corner. I’m sure you’ve seen it. It says:

“Join over 10,000+ subscribers!”

I made sure to update this number at least once day, if not more.

At first I thought this was a rather self-congratulatory act. I’ve been raised not to boast about my accomplishments. I still believe humility is a virtue, but I’ve also learned that it’s okay to be proud of my achievements. Without an advertising budget or the help of a PR guru, I embraced the principles of social proof.

My “Join over 10,000+ subscribers!” is the equivalent of QVC’s sales counter with one exception. As long as I still have things to talk about, what I have to offer will not run out.

I don’t believe this counter is totally responsible for the increase in subscribers, but it’s the one small thing I changed since March.

MAKING MONEY IN YOUR PJs

Because I was reaping the rewards of social proof on my blog, I applied some of these principles to my newest venture.

While creating a website for my upcoming book “Making Money In Your PJs,” I decided to prominently feature testimonials. I did not want to wait for comments to roll in, so I sent people whose opinion I respect an advance copy, and asked them for a quote.

Later on, I will ask those readers who received the first fifty copies as a gift for a testimonial too. It’s a small favor, considering they got a 500+ page book for free.

Social proof is not only something I use as a book seller or blog writer.

The other day I needed to buy something online. After reading the description from the merchant, I wasn’t one hundred percent convinced that I should spend my money on this product. That is, until I read one positive comment from someone I trusted. Before I knew it, my mind was made up and I let my credit card do the talking.

Sometimes that’s all it takes.

One person starting a hugely successful business.

One good review.

One small change to a website.

One good question at the beginning of the day.

I’m telling you:

Never underestimate the Power of One!

If you still don’t believe me, ask Hans Brinker.

PS Be sweet. Please retweet!

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Take a Sneak Peek

by Paul Strikwerda in Articles, Book, Freelancing, Journalism & Media 3 Comments

Things are in full swing at Nethervoice Publishing!

My book Making Money In Your PJs will be available in a couple of weeks, and most people want to know what’s in it.

The following, taken from the introduction, will give you a quick overview.

From the outside, a voice-over career seems almost ideal. You talk into a microphone and you get paid. In Part One of this book, I’ll debunk the most prevalent myths that unscrupulous sales people use to try to sell you expensive voice-over trainings and demo-packages. You’ll also get a much better idea of whether or not a voice-over career is for you.

Part Two deals with self-guided learning, coaching, and voice acting. I’ll tell you what producers and agents are listening for when they’re evaluating auditions, and how you can learn to let a script speak to you. I will also reveal my number one trick to get rid of loud breaths and other mouth noises that can mess up your recordings.

In the next section chapter we get down to business. Most newcomers to voice-over will give up within a year because they don’t know anything about freelancing. Part Three prepares you for the road ahead by learning from other people’s failures and successes. That way, you don’t have to start from scratch.

Having a pleasant voice is nice if you want to become a voice-over, but it’s not essential. However, making sure that clients can find you is crucial for your career. In “Spreading the Word” (Part Four), you’ll learn how to market yourself through your website and social media, and by developing a personal brand. It’s the story of “telling, not selling” any freelancer can benefit from.

If you want to build a long-term career, you’ll need your colleagues just as much as you need your clients. In Part Five I’ll tell you how to separate the pros from the con artists, and I will introduce you to some of the colorful characters you’re bound to meet in this crazy business.

Whether or not you are going to make it as a pro, will depend as much on your ability to read scripts as on your ability to read clients. That’s what Part Six is about. I will show you what you need to know before you start bidding on projects, and I’ll share my experience with one of the most popular voice casting sites.

Part Seven is about money. It doesn’t matter what you do as a freelancer, but if you don’t learn how to manage your money, you are sabotaging your success. I will spend a good deal of time discussing what you’re worth so that you won’t ever sell yourself or your colleagues short. And if you’ve ever been short-changed by a client, the chapters on collecting money are a must-read.

Next up, I’ll talk about the secret ingredient that can make or break a freelance career: Attitude. Part Eight is called “The Inner Game.” Life as a solopreneur can be a roller coaster ride. Some months you’ll feel on top of the world. Other months you may feel like hanging up your hat. How do you deal with that, emotionally? Well, you’re about to find out.

Whether you’re trying to make it as a voice actor, a graphic designer or a writer, freelancing is a means to an end. No matter what we do, our working life affects our private life, and the other way around. In the last part of this book you’ll hear more about the things that move me personally and professionally.

That’s all you’re going to see for now.

Meanwhile, you can follow the news about Making Money In Your PJs on a special Facebook page: www.facebook.com/moneyinyourpjs, as well as on Twitter: https://twitter.com/MoneyInYourPJs.

The website for the book is now live and you can check it out at http://makingmoneyinyourpjs.com.

Stay in touch!

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I’m Giving My Book Away

by Paul Strikwerda in Articles, Book, Journalism & Media, Promotion, Social Media 124 Comments

Well, there you have it!

What do you think?

In a few weeks, my 400+ page book will be available in print and as an eBook. Later this year you can expect the release of the audio version, narrated by the author. He’s giving me a very special rate!

Until then, you can keep track of the progress and the official release date on a new Facebook page which I’d love you to like:

I’ll also be posting updates on a new Twitter account:

WHAT ELSE IS NEW?

In the next week I am launching a website (www.makingmoneyinyourpjs.com), that will do several things:

– promote the book with previews and reviews;

– serve as a companion to the paperback edition with hyperlinks from the eBook;

– provide an easy way to learn more about the author and ways to get in touch with him.

But that’s not all. Eventually, this website will evolve into something much bigger and better. More about that at a later stage.

WOULD YOU LIKE A FREE COPY?

Do you want to be among the first to read my book?

To celebrate the release of Making Money In Your PJs, I am offering a free PDF copy to the first 50 people who leave a short comment in the comment section below. Just make sure you fill in your email address before you click “ADD COMMENT.” Otherwise I can’t reach you. Please do not leave your email in the comment box.

The PDF-version will be ready in seven to ten days, and I’ll send it to you via wetransfer.com.

Meanwhile, enjoy Making Money In Your PJs!

PS Be sweet. Please retweet!

PPS Looking for a graphic designer? Try crowdsourcing with 99designs. That’s where I found mine. Last week I wrote about the process.

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