Nethervoice

The Fallacy of ME, ME, ME Marketing

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

selfie with microphoneQuestion on Quora:

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

Top answer:

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

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

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

WHAT’S YOUR GOAL

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

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

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

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

How do selfies fit into this picture?

YOU OR THE CLIENT

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

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

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

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

WHO’S YOUR TARGET

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

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

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

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

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

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

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

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

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

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

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

Paul Strikwerda ©nethervoice

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5 Things You Should Stop Doing Right Now

by Paul Strikwerda in Articles, Career, Freelancing, Social Media, Studio Leave a comment

Are you a nail-biter, a chain-sitter, or an overeater?

We all have bad habits we want to get rid of.

Here are some of the things I have written about in the past, I wish colleagues would let go of in 2019. 

1. Spending money on new equipment while you’re still in a bad recording space.

Yes, I know you’ve been eyeballing that new microphone for the past six months now, but will it stop the neighbor’s leaf blower from blowing, or the deep rumble of the school bus from making a guest appearance in your auditions? Will it magically tame the flutter echoes in your improvised booth, and make you sound like the next movie trailer man (or woman)?

Not in a million years!

The number one thing that held me back from being successful as a voice-over, was the absence of a dedicated and isolated recording space. Once I built my own booth, I had the freedom and confidence to go after every job I felt I was suitable for. Last year, almost every production I’ve been involved in began in my home studio. It has paid for itself many times over.

Treat the space first. Then treat yourself to some shiny new equipment. If you must. 

2. Expecting the keys to the kingdom on a silver platter.

I’m a member of many social media groups dedicated to voice-overs. A majority of these groups are supposed to be for professional voice talent. Yet, every single day I see amateur questions that have been asked and answered hundreds of times, coming from people who are too lazy to do their homework. In the age of the Internet no one can claim ignorance, so:

Stop playing dumb, people! It’s embarrassing. 

It’s not that our community isn’t willing to share. If anything, the VO-universe is very giving to those who demonstrate relentless commitment and extraordinary talent. But I refuse to help people who want to pick my brain out of a false sense of entitlement, and a simplistic idea of what it takes to make it in this business.

So, dear colleagues: Stop giving free rides to those who don’t feel like learning how to drive. If you keep spoon-feeding a child, it will never learn how to eat by itself. 

3. Complaining without taking responsibility or action.

“The book I’m narrating is awful. The author is impossible to work with. The deadline for this project is unrealistic. They expect me to record a complete rewrite of the script for free…”

First of all: Stop whining!

Winners aren’t whiners. 

You’re a freelancer. You are free to work with anyone you want. Nobody is forcing you to read a crap novel about a topic no one’s interested in for a ridiculous royalty share. You don’t have to collaborate with a disrespectful writer who pretends to know more about voice-over narration than you do. If a deadline doesn’t work for you, then don’t agree to it. Never record a complete rewrite at no charge. Your time and your talent are valuable.

If you feel this particular pay-to-play you’re a “member” of, is greedy and unethical, don’t keep it in business by renewing your membership. Don’t tell me your livelihood depends on this one company. It’s bad business to put all your eggs in one rotten basket. If you want quality clients, start doing the legwork yourself. It’s part of being a pro!

4. Working for less than you deserve. 

No matter what freelance business you’re in, there’s a quick and easy way to get rid of clients that treat you like dirt, and pay you accordingly:

Price for profit and raise your rates!

It’s not that complicated. Every time you accept a job for less, you send a signal to the market about your worth, and the worth of your colleagues. Clients aren’t stupid. They love getting more and more for less and less. We all do. But we also understand that there’s a link between value and price. Price is an important indicator of professionalism and quality. 

I’ve said it before, and I’ll say it again: When it comes to voice-over fees, you’re either part of the problem, or you’re part of the solution. As soon as you start competing on price and out of fear, you’re doing yourself and your community a huge disservice. As soon as you start competing confidently on added value, you’re teaching your clients about the worth of (y)our work. 

By the way, here’s something else you should stop doing in the new year:

5. Making assumptions about your clients.

So many colleagues tell me:

“If my quote is too high, I’m afraid the client won’t be able to afford me, and I’ll lose the job.”

Let me ask you this:

“How do you know what a client can or cannot afford? Did you talk to their accountant? Let’s say you didn’t get that job because of your higher bid, what did you lose?” You can’t lose something that wasn’t yours in the first place. Secondly, you’ve actually gained time to pursue or do a job at a respectable rate.”

Last year I’ve said “no” to more offers than in any year of my entire career, and this was my best year on record. I’m not saying that to impress you. I’m saying that to empower you.

Don’t ever pretend to know what your client is thinking of, or hoping for. You’re not in the mind reading business. You’re in the script reading business.

Never assume. Always ask.

Having said that, I won’t assume what things you’d like to stop doing this year.

If you like, you can share them in the comment section.

Don’t let me stop you.

Paul Strikwerda ©nethervoice

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Why I Want You To Fail

by Paul Strikwerda in Articles, Career, Personal 6 Comments

cellist“Failure” is one of the dirtiest words in the dictionary.

In a culture where the notion of “being successful” is forced upon us from an early age, failure is hardly an option. Winners never fail, and who doesn’t want to be a winner?

Helicopter parents pressure their offspring to always be the best, and go for the A plus and extra credits. Their over-scheduled kids are expected to be brilliant at whatever it is they do, from horseback riding to playing the violin, to selling the most girl scout cookies ever.

If children don’t come home with a trophy, a badge, or high honors, what’s the point? What will you put on Facebook? “Sarah did okay in math?” “Brian got a B minus in biology?” “Sandy can’t keep up with the rest of her class?”

Heaven forbid! How would that reflect on you as a parent?

Out of this thinking comes the idea that we have to make it easy for our kids to succeed. We want to build them up, and make them feel good about themselves. How do we do that? By giving them high praise for mediocre accomplishments.

“She took two bites of oatmeal today, isn’t that amazing?”

“He brushed his teeth all by himself. I am so proud of him!”

“The soccer coach gave him a prize, just for showing up every week.”

When you set the bar really low, it becomes almost impossible to fail, but what you’re really doing is reinforcing behavior that is below average. It might give some kids a false sense of confidence and entitlement, which could carry over into adulthood.

LIFE LESSONS

When I was a teenager, my French professor always gave us easy tests. Even the slowest of students would do well, and on paper it looked like this teacher was a genius. But during our school trip to Paris, no one was able to put more than two words of French together, and we got hopelessly lost in the subway.

At that point we realized that this great teacher wasn’t so great after all. The biggest shock came later that year however, during final exams. Compared to most other students in the country, we did miserably, even though our grades had been fabulous.

A cellist I know had accepted a new, young student who was rather full of himself. When he got to meet the parents, he understood why. Mom and Dad thought that their Daniel was destined to be the next Yo-Yo Ma or Mstislav Rostropovich. “Well, we’ll see about that,” said the cellist. Let’s begin our first lesson, and afterward I’ll tell you what I think.”

It turned out that the kid wasn’t very good, even though he played an expensive instrument. “It’s not the instrument. It’s how you play it,” said the cellist to the parents, but they wouldn’t listen, and neither would their son.

So, what did his new teacher do? He signed Daniel up for a regional competition. Even though the boy had several months to prepare, he thought he could wing it. His parents (who knew very little about music) were convinced he was doing really well. Filled with great expectations they took him to the competition.

BEING TESTED

You probably know what’s coming. Compared to other students, Daniel didn’t impress the judges that much, and he got low marks. When his parents found out, they were furious.

“You set our Daniel up for failure,” they said. “The boy is in tears. What kind of teacher are you?”

“Let me tell you something,” said the cellist. “Your son might think he failed. In my opinion he just didn’t get the result you were expecting, which, given his skills and attitude, was rather unrealistic to begin with. This is not an easy instrument to master. So far, you have been comparing your son to himself. This competition was an opportunity to compare him to other kids in his age group.”

He went on: “Parents and other family members are supposed to be supportive. There’s nothing wrong with that. But the people who are closest to us, aren’t necessarily the most knowledgeable or experienced. Most of them don’t know what they’re listening and looking for. So, if you want honest feedback, you need two things. Number one: make sure the test is tough enough. Number two: the evaluators have to be experts.”

THE RELEVANCE

Now, if you’re new to voice-overs and you’re reading this blog, you might be wondering why I am talking about learning French or a musical instrument. You’re trying to break into the business thinking you stand a good chance of making it. People have told you that you have a great voice, and why wouldn’t McDonalds hire you for one of their commercials? You’re auditioning left and right, but so far there’ve been no takers. What does that tell you?

First of all, if making money as a voice-over would be easy, anybody would do it, and the rates would be even lower. Something that comes easy, isn’t worth much. Secondly, do you even know if you’re good at this? Let me rephrase that: Is what you have to offer ultra competitive in a market that is pretty much saturated? How do you know? Are you able to recognize your limitations?

HEARING MYSELF

A few days ago I listened to some of the auditions I recorded in 2010. At that time I honestly thought I sounded pretty great, and I didn’t understand why clients wouldn’t hire me. Knowing what I know now, there is no way I would have hired myself back then.

After a year of trying, I was ready to call my efforts to become a VO Pro an epic fail. Yet, as you know, one of the reasons I write this blog is because I’m still in business. How did that happen?

It turned out that this year of trying was a big test. It tested my preparedness, my resolve, my talent, my nerves, and my ability to learn and grow from feedback. I needed at least a year of “failure” to work on my weaknesses, as well as on my strengths.

I also learned to reframe that word “failure.” I started looking at my situation in terms of results. Just because I wasn’t getting the results I had hoped for, didn’t mean I had failed, or that I was a failure. I began to ask myself questions like:

– What results did I get?

– What part of it was something I could  influence, and what part was beyond my control? 

– What did I learn from it that was positive and practical?

– What would I need to do to improve?

– Who could help me make those improvements? 

– How was this process helping me become the professional I want to be?

And finally, just as it can take many years to learn a foreign language or master an instrument, I knew that it would take me a while to get good at doing voice-overs, and running a freelance business. Every “failure” could bring me one step closer to success, as long as I used it as a chance to learn something new.

If you happen to be in the middle of that process, and things aren’t going so well, please remember what one of my teachers once told me:

“No matter where you are in life, never stop learning.

Quite often, the best students get the hardest test!”

Paul Strikwerda ©nethervoice

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

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

on stage at VO Atlanta 2018, click to enlarge

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

“Is it worth it?”

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

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

A MATTER OF VALUE

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

What do you mean by “it,”

and

How do you determine “worth?”

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

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

They do things for their reasons.

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

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

ACTIVE PARTICIPATION

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

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

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

2019 keynote speaker Kay Bess

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

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

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

IN IT TOGETHER

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

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

2018 keynote

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

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

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

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

LEARNING FROM FEEDBACK

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

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

Do you need more reasons to come to Atlanta?

THE SECRET INGREDIENT

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

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

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

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

WHY YOU SHOULD GO

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

the author presents

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

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

See you there!

Paul Strikwerda ©nethervoice
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The Myth of the Shortcut

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

“Seize the day,” “Carpe Diem,” “Maximize each moment.” 

In a society as hectic as ours, that seems to be sound advice. Especially at the beginning of a new year.

All of us are given a limited time on earth. The best thing is to use it wisely. Don’t worry too much about tomorrow. Get the most out of each day.

Go to any electronics expo, and you’ll find tons of smart gadgets designed to make us do more in less time. While some of these ingenious tools can be helpful, they are part of a trend that worries me:

Life is speeding up. People are getting less patient, and more stressed.

They are focused on the short term, instead of thinking ahead.

Why? Because we crave certainty, and it’s easier to predict what will happen in the next moment as opposed to years from now. Instant gratification has never been more popular, and has never been more destructive.

A few examples. 

Politics doesn’t think in decades anymore. Voters have short memories and demand quick results. Policies that lead to temporary gains are favored over measures that may take years to implement and bear fruit. Let’s drill for energy today, and we’ll worry about the environment later!

We’re not interested in diets or exercise that lead to gradual, lasting weight loss. No, we demand results by the end of the week. And if that scale doesn’t give us a number we’re happy with, we blame it on the method and move on to something else. But everybody knows that losing pounds is the easy part. Keeping them off is much more challenging. That requires long-term commitment.

Makeover shows on television tell us that people can change their lives in a matter of days. It takes us a week to build an Extreme Home, five days to turn a failing restaurant around, and 48 hours to learn what not to wear. After that, we’ll never be the same again! Well, a few weeks later our dream home is leaking, the bistro is going bankrupt, and that fashion-challenged girl dresses like a slob again. 

I’m sorry to break it to you, but quick fixes rarely lead to lasting change

Short-term thinking is a big problem in the “industry” I’m a part of: the wonderful world of freelancing, in particular, the voice-over industry.

THE MYTH OF THE SHORTCUT

Thanks to false advertising, unrealistic expectations, and an attitude of entitlement and impatience, some people still believe they can rise to the top in very little time. Just read this book, take that seminar, and buy some cheap gear. Before you know it, you’re in business! No experience necessary. 

And when these people finally come to me for coaching because they’re not getting anywhere, they are shocked when I present a long-term plan without guarantees. 

“That can’t be,” they say. “This takes too long, and it’s too expensive. I don’t have the time, and I don’t have the money. I thought this would be easy.”

I tell them: 

“If you’re in this for the long run, a few simple steps won’t get you anywhere. Would you throw some seeds into the soil and expect a few trees to magically pop up the next morning? And would you expect these trees to bear fruit the day after? It may very well be a couple of years before you book your first job.”

One person responded: “If it takes that long, you’re probably not a very good coach.”

I replied: “If that’s what you believe, you probably won’t be a very good student.”

THE ONLINE CASTING TRAP

Another example of short-term thinking is the way some people perceive the “membership” fee for online casting sites. They tell me: “If I book one nice job, this whole thing pays for itself.”

No, it doesn’t. It wouldn’t even be true if you only booked that one job. If you spend let’s say $399 on membership, and you make $399, what’s your profit? To see if that $399 would be a worthwhile investment, you’d have to look at an entire year of membership, and ask yourself:  “For all the time and money invested, how many dollars did I get in return?”

You’d have to add up all the money made through that Pay to Play in one year, and deduct the membership fee, taxes and other expenses. Then you divide your net profit by the total number of hours required to generate that income. By hours I mean all the time spent looking at jobs on that site, doing auditions, communicating with clients, and recording/editing the audio.

When you finally look at how much you’ve made per hour in a year, do you think this is still a good investment, or should you spend your time and money elsewhere? Of course no one ever takes the time to run the numbers. Perhaps they’re afraid of the answer.

A COMMON MISCONCEPTION

But don’t make the mistake that short-term thinking is just a problem for the newbie. I often encounter it when colleagues discuss the hot topic of pricing. People with a short-term view tend to charge lower rates than those who are in it for the long haul. 

“I’d rather make a hundred bucks now, than lose out on a job,” they say. “A bird in the hand is worth two in the bush.” A week later they complain that they can’t seem to make a living as a voice talent. 

No surprise there. 

Your rate is not just about money. It’s a sign of professionalism. It sends a signal to the client: “This is what I believe my time and talent are worth.”

It also sends a signal to the industry: “This is what I believe this job is worth.” 

By the way, it’s much easier to book a low-rate job than to land a well-paid gig. Any fool can undercut the competition (and go broke in the process).

Here’s the thing: If we devalue the work we do, don’t expect rates to rise. Low rates will become the new normal.

How do we turn this around?

Step one: realize that short-term actions have long-term consequences.

If you don’t think about the long-term consequences of your actions, your life becomes inconsequential.

A NEW FOCUS

If you wish to have sustained success as a freelancer, you have to start thinking long-term, and big picture.

You have to ask yourself:

“Where do I want to be, five years, ten years from now? How much do I need to minimally make in a year to get there? What do I have to invest? How much do I need to charge?” 

Of course you also have to factor in what people around you are charging, and what clients are willing to pay. But don’t let that limit you. Premium products command a premium price. If you think that’s just a slogan, tell me: who’d have thought people would be willing to pay over $1000 for a mobile phone?

Thinking big picture also means you have to consider the effect your actions may have on others, and on this planet (often for generations). You don’t live on an island. It’s not just about you. What you do or don’t do may not seem earth-shattering, but it makes a difference. A tidal wave consists of many small drops. 

So, here’s my humble request for 2019:

Accept that there are no shortcuts to success.

Slow down, practice patience, and embrace delayed gratification.

Dare to say no, instead of settling for low.

Trust me.

All of this will pay off in the long run!

Paul Strikwerda ©nethervoice

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Surviving Christmas

by Paul Strikwerda in Articles 13 Comments
The author next to the Christmas tree

The author

Because I’m the son of a minister, people have always assumed that Christmas was my favorite time of year.

To tell you the truth: it wasn’t. 

In fact, every year I was glad it was over.

In the weeks leading up to the celebration of the birth of Christ, our home became a very stressful place where kids had to walk on eggshells.

My mom was responsible for Sunday School, and for the inescapable Nativity Play. Every year she had to deal with parents harassing her because their son or daughter was selected to be an ox, an ass, or worse, a tree.  

My dad was crazy busy writing too many sermons on the subject of world peace, hoping to make an impression on those who only came to church at the end of December. His calendar was dominated by one social function after another. He was often asked to bring the whole family to singalongs, nursing homes, hospitals, and countless receptions. 

During those hectic weeks, my sister and I got an idea of what it must feel like to be part of the First Family. We had to be on our best behavior, as we were getting stuffed with sugary treats from sweet old ladies. It gave us tons of energy, and we had nowhere to put it. 

At the end of this grueling marathon, we visited both sets of grandparents in Friesland, all the way in the north of the country. By that time, it became harder and harder for our family to keep up appearances, especially when familial buttons would be pushed. And believe me, around the holidays those buttons only needed to be touched lightly to have maximum effect. It was only a matter of time before one of us would either explode or collapse. 

“Thank God Christmas is over,” my dad used to say, and he meant every word of it.

When he left his congregation to become Head of Pastoral Services at a university hospital, Christmas became a bit more relaxed for all involved. I learned to play the cornet, and joined a local band. It was one of those marching bands that -thank goodness- did very little marching. We did have a special Christmas tradition.

In the early hours of Christmas Day, a select group of musicians would go to different street corners, and play a number of carols. We did that for an hour or so, and then all of us would have breakfast at a nursing home. This had been going on for so long that most of the people in my town felt like it wasn’t really Christmas until the caroling band had woken them up at the crack of dawn. 

SRV Van

SRV-van

Getting to as many street corners as possible with a bunch of brass players was not as easy as it sounds. We used to arrive in separate cars to do our thing, until two brothers offered to help. One played the tuba and the other French horn, and both drove what was known in Holland as “SRV-vans.” These vans looked like huge motor homes or bookmobiles. They were actually supermarkets on wheels, and miracles of technical ingenuity.

Almost anything a local supermarket would stock, was for sale in these vans. They sold only one brand of peanut butter, coffee, or laundry detergent, but for many customers it was very convenient to have these goods arrive at their doorstep. On top of that, these vans were electrical, and thus very environmentally friendly.

So, imagine a group of musicians arriving on a cold and dark winter morning. The streets were usually slippery, and driving conditions were hazardous. Our lips would nearly freeze to our mouthpieces, but we were determined to fulfill our mission. Moments later, the two SRV-vans would arrive, filled to the brim with all kinds of groceries.

When the whole group was ready, we split up into two teams to cover different parts of town. One by one, you’d see trumpets, trombones, euphoniums, and basses get into the vans. Inside, we tried to find a safe space in between heads of lettuce, orange juice, cheeses, bread flour, milk, and the Holiday edition of Playboy. It was a very tight fit.

SRV van inside

Inside the van

From the very beginning, it was clear that these vans were not made for public transportation, especially if the roads were covered in snow and ice. Those inside had to hold on for dear life when these vehicles rounded corners. That wasn’t easy with a brass instrument in one hand. Everything inside would start to shift, and I vividly remember round Edam cheeses falling off the shelves like cannonballs. 

Because there were no side windows, we often had no idea where we’d stop, if we’d stop at all. Thanks to the added weight, the vans would slide a couple of extra meters on a frozen road after the driver had stepped on the brake. With so many passengers on board, his windscreen was all fogged up, and it was a miracle that we never collided with anything dead or alive. 

If my cornet would survive the Christmas ride without bumps and bruises, I’d be a happy man. If I’d survive the ride, my parents would be extremely relieved. 

Looking back, it was a crazy thing we did, and yet I didn’t want to miss it for anything in the world. We knew how many people were counting on us, and we were willing to take the risk.

There still are about three hundred supermarkets on wheels in The Netherlands, serving rural communities and the elderly. They’re long gone from the town I used to live in, but the last time I was there I heard a persistent rumor.

If you happen to wake up early on December 25th, you may hear the faint sound of a brass band playing carols in the cold.

Merry Christmas!

Paul Strikwerda ©nethervoice

photo credit: Sebastiaan ter Burg via photopin cc

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Why is doing voice-overs so difficult? Part 3

by Paul Strikwerda in Articles, Career, Personal 12 Comments

Leap of FaithClick here for Part 1, and click here for Part 2.

One thing I am sure of.

Human beings have a hard time dealing with uncertainty.

From the moment we’re born till the moment we die, we have a need to know.

That’s why we spend a lifetime answering questions, such as:

  • Why am I here?
  • Is there a God?
  • Can I be happy?
  • Why does evil exist?
  • Is there an afterlife?
  • McDonald’s or Burger King?

Not knowing is often worse than knowing. That’s why TV shows take us from cliffhanger to cliffhanger, and millions tune in to find out who the next American Idol is going to be. We cannot live with the suspense of not knowing.

Where does this innate urge come from? I believe it has to do with control. Subconsciously, people assume that the things they know for sure, they can control. We cannot measure and control the things that are unknown.

Two friends of mine love going on vacations. Let’s call them Jack and John. Both have traveled the world in ways that couldn’t be more different. Jack’s a free spirit. He likes to improvise, and takes life one step at a time. Jack is the person who’d buy a ticket to Rome and a Lonely Planet guide to Italy, and he lets his gut feeling determine where and when he goes to explore the country.

John would absolutely hate that. He prefers to tour Italy with a group, knowing exactly where he ‘s going to be, and where he is going to stay from day to day to day. And if things wouldn’t go according to plan, he’d get very nervous and upset. “If you fail to plan, you plan to fail” is his favorite saying.

Ask yourself: Are you a Jack, or are you a John?

That’s a question anyone should ask before deciding to become an independent contractor. It’s exactly the sort of thing that makes it so hard to be a professional voice-over. I’ll go one step further: the answer to that question is the number one reason why most people who are going freelance, fail.

I’m not making that up to rain on your parade. The Small Business Association (SBA) estimates that 30% of new businesses fail during the first two years of being open, 50% during the first five years, and 66% during the first 10. Those cold numbers camouflage dreams dashed, families in turmoil, and the burden of bankruptcy.

I’ll be very clear: those who eventually become successful at doing voice-overs, are great at handling uncertainty in an economic system that favors predictability.

So, what kind of uncertainty am I talking about?

For starters, you’ll never know where your work will be coming from, and which job you’ll land, and which job will go to a colleague. If you’re not selected, you’ll never know why.

When you audition, you won’t know what the client is looking for. Many clients will tell you: “I’ll know it when I hear it.” The job description is purposely vague: “Male/Female voice, Neutral English, Young Adult to Middle Age.”

You’ll never know how much the client has budgeted for the job you just auditioned for. They all plead poverty. These days you won’t even know how much a particular job is worth anymore, and what your bid should be. You’ll be bidding on jobs in many countries and many markets for all sorts of media. There will always be an idiot who will do more for less.

Once you’ve accepted the job, things don’t get any clearer. Nine out of ten times you’ll be recording by yourself without a director, so it’s up to you to read between the lines and interpret the script as best as you can. It’s a hit or miss process.

The whole thing feels like running a restaurant where you are the owner and chef. The client comes in and wants food. “What would you like?” you ask. “I’ll know it when I see it,” says the customer. “Go to the kitchen and work your magic. But make it quick.”

Half an hour later you proudly present your finished dish. The client smells the food, turns green, and waves the plate away saying: “That’s not what I ordered! I’m not paying for that.” Or worse, they’ll eat everything and disappear without leaving a check.”

You see, that’s another thing you’ll be uncertain about. As a voice-over, you run an international business that’s based on trust. The client trusts you to take care of the job. You trust the client to pay you for the job. On time and in full.

Good luck with that!

The Freelancers Union estimates that 7 out of 10 freelance workers face nonpayment, and freelancers are stiffed an average of $6000 annually.

Who is going to protect you? So far, New York is the only city in the United States to adopt the Freelancing Isn’t Free Act which extends unprecedented protections against nonpayment for millions of New York City’s freelance workers.

But what do you do when that client in Mumbai or Shenyang doesn’t respond to your payment requests? They wanted your audio files yesterday, you sent them, and now they’re MIA. You have no leverage. The only thing you can do is publicly shame them, and demand payment up front the next time you work with an unknown client.

Given the fact that you don’t know what you’ll be working on, when you’ll be working, how much you’ll be working, how much you’re getting paid, and when the money will be coming in, how do you know you’ll be able to pay the bills?

Try getting a mortgage on a freelance income, or any other loan for that matter. If you’re just getting started you need the money the most to pay for all that equipment, your demos, website, home studio, marketing materials, and coaching sessions. And you have nothing to show for it but good intentions.

No matter how much or how little is coming in, your insurance company expects you to pay your premium on time, your rent is due the first of the month, and your credit cards need to be paid, as well as your taxes. John would go crazy going from month to month.

You may be able to live with uncertainty, but what about your family?

Now, in the past I used to say that the only factor in this business you can count on and control, is YOU.

That sounds nice, but based on my experience, most people who try their hand at voice-overs lack the knowledge, the drive, and the discipline to run a business. They can handle it as a hobby, but that’s it. Let me give you an example. As a VO-coach I can quickly tell if someone has what it takes by the way they handle my assignments.

Those who need a lot of hand-holding don’t impress me. Those who don’t do their homework and make all sorts of excuses, tend not to do well. Those who say “Just tell me where I can find work,” are likely to fail.

Many are interested. Very few are committed.

Here’s the problem: as someone who is self-employed, no one will tell you what to do. No one will hold you accountable. No one cares if you sleep in, or waste your time surfing the web.

And then there’s this.

Until March of this year, I thought I was in control. I believed that I was the certainty my business was based on.

Then I had a stroke.

I woke up weak, exhausted, and without a voice. During many months of rehab I lost thousands of dollars in work I was unable to do. Some of my clients with whom I’d been working for years, found other talent and never came back.

Instead of building my business, I am rebuilding it, piece by piece. But if it weren’t for my amazing better half, my business probably would have gone bust.

At the end of the day, running a business is about risks and rewards.

Too often, newcomers focus on the rewards, and forget about the risks.

So, if you’re seriously thinking of becoming a voice-over, are you a Jack or a John?

I know you want the rewards, but are you certain you’re ready for the risks?

If so, you are in for a most rewarding career!

Paul Strikwerda ©nethervoice

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Why is doing voice-overs so difficult? Part 2

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

Click here for part 1

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

Sit behind their microphones and record the most amazing scripts?

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

Narrate yet another best-selling novel?

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

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

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

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

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

Are you ready to be a business owner?

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

“that activity is carried on for profit if it makes a profit during at least three of the last five tax years, including the current year (…).”

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

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

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

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

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

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

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

And you pay for that “privilege”?

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Be certain to check it out!

Click here for part 3.

Paul Strikwerda

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

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Why is doing voice-overs so difficult? Part 1

by Paul Strikwerda in Articles, Career, Studio 9 Comments
Yuja Wang performing with the National Youth Orchestra of China at Carnegie Hall on July 22, 2017

Yuja Wang

“How do I become a voice-over?”

It’s the number one question I get from my readers.

Well, if you’re one of the many people who are thinking of becoming a voice-over, this three-part series is for you. Before you leave your day job, you need to hear from someone on the inside what life is like when you depend on your voice for a living.

I can tell you one thing right now: in spite of what you may have heard, it’s not what you think it is. Far from it. I’ve been doing this for over thirty years, so please trust that I know what I am talking about.

I have to warn you, though. You may hear me say a few things you don’t want to hear. Please keep an open mind. It’s not my job to either encourage or discourage you from following your dream. If there’s a fire burning inside of you, don’t let me put it out. Use this information to prepare yourself for what lies ahead.

So, why is doing voice-overs so hard?

Anything that seems easy, usually isn’t.

It sounds like no big deal, doesn’t it? Talking for a living. We all do it, incessantly. Human beings need to communicate, so, why not get paid for it? Dan Castellaneta, the voice of Homer J. Simpson is said to be worth over $60 million, just like Nancy Cartwright who voices Bart Simpson. All they do is blabber into a microphone.

Seeing them at work in the studio, voice acting looks like so much effortless fun, and that’s where you make your first mistake. What you see is the result of unique talent, and many, many years of training, hard work, and experience.

In a way it’s like watching Yuja Wang perform a Rachmaninov piano concerto. Her playing is so fast and fluent that it’s easy to forget that even at the peak of her career, she has to practice many hours a day to get to a point where it becomes seamless and second nature.

In our society, we tend to fixate on the end result, and ignore the long and arduous journey to success. Please keep in mind that those who do well as voice-overs are in it for the long haul, and they realize that instant gratification is an illusion sold to you by people who want your money.

Back to the musical metaphor.

The relationship of a musician to a score is like the relationship of an actor to a script. You’ve got to make the words your own, finding the right tone, melody, and rhythm.

Here’s a question for you: There’s a difference between playing the notes and making music.

Anyone can read, but can you actually make music?

Let me take that back. Not everyone can read. Most people think they can, but when you give them a few lines, their volume drops, they start stammering and become very self-conscious. I’ve been there. You’ve been there. You put emphasis on the wrong words. You mumble as your tongue dries up. What comes out of your mouth sounds stilted instead of spontaneous. And when I point that out, you tell me:

“Here’s the problem, Paul. This script… those are not my words. I would never say it that way. That’s why I’m having so much trouble.”

Well, there’s your challenge! At one point, Nancy Cartwright had to find her Bart Simpson, and Dan Castellaneta his Homer (as well as the many other characters they play). They were asked to say things they would never say in real life, and convince the rest of the world they meant every word of it.

That’s part of why voice acting is so difficult. You’re paid to sound authentic and sincere, even when you’re faking it and the script sucks. And take it from me that more than half of the scripts you’ll be asked to voice are written to be read, not spoken, with too many words and too little time.

Meanwhile, you and I are still working on that text I just gave you. Now let’s put you in front of a microphone, and we’ll add an audience to the mix. Let’s assume you’re in a recording studio and the client is listening to your session, together with the director and the sound engineer.

Are you ready for that? After all, people have told you that you have “such a great voice.” How would you handle your nerves? How would you deal with last-minute script changes? How would you respond to feedback that isn’t necessarily positive? Are you patient enough to work for two hours on a thirty-second script, laying down take after take? Will your voice hold up, even when asked to scream enthusiastically over and over again?

All of the above assumes that you have passed the first hurdle: the microphone. Most people become very self-conscious when someone points a camera at them. All of a sudden they don’t know where to put their hands or how to hold their head. The same thing happens with a microphone.

Once you’re aware that every sound you make is being recorded, the pressure is on. And when I say every sound, I mean every sound. Even the sounds you’re not aware of. Every breath, every lip smack, every pop, every click, every snap, bone crackle, and stomach rumble.

The microphone is like a merciless magnifying glass exposing all your imperfections.

These are just some of the things you have to confront as a voice-over professional. You have to…

Sound natural in an unnatural situation, and act as if you’re not acting.

To be honest, most people can’t do it, and they don’t need to because they have other talents and ambitions. Not every piano student wants to have a career like Yuja Wang, but those who do, better prepare themselves!

Next week I’ll talk about another aspect of what makes doing voice-overs so difficult:

It’s a freakin’ business!

Click here for part two.

Paul Strikwerda ©nethervoice

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Stop Giving All The Answers

by Paul Strikwerda in Articles, Career, Freelancing, Internet, Social Media 10 Comments

One of the joys of visiting Facebook voice-over groups is this. Every day, you’ll find questions from VO-colleagues that have been asked and answered a gazillion times. In most cases, the person asking the question is new to VO (yet they’re on the Voice-Over Professionals group), and simply too lazy to do a quick search, and they want to be spoon-fed like a cry-baby.

This is not unique to VO, by the way. You’ll find the same phenomenon in almost any group on social media. In this age of information, laziness, willful ignorance, and an attitude of entitlement is alive and well!

Now, I can already hear my critics say: “Stop it already! There’s no need to bash beginners. Be supportive. You were a novice once. I’m sure a lot of people helped you out when you were new to this.”

True, but things were very different when I first stepped up to the microphone. This happened in 1980 (yes, I’m that old). I was seventeen when a national broadcaster picked me to produce and present youth radio shows in the Netherlands. I had lots of ideas, but no clue about how to bring those ideas to the airwaves.

Back then, everybody was using typewriters, rotary phones, and Rolodexes. There was no Internet to do research. No social media. No YouTube tutorials. No place like Quora to share knowledge. I totally depended on the information I was able to dig up myself, and on the help from those who were already working in the business.

SELF-RELIANT

I still have the same attitude I had when I was young. Before I would bother a pro, I would do everything in my power to find the answers myself. I did this out of respect for the experts’ time, and out of respect for myself.

Looking back, my quest for knowledge taught me more than the quick-and-easy answers the pros could have given me. To this day I am convinced that when we’re on a journey to find our own solutions, the knowledge tends to stick much better because we’re invested in the process.

I see this as a coach. My students ask predictable questions all the time. “Should I record sitting down or standing up? How do I protect my voice? What’s the best voice-over travel kit? Where can I find practice scripts? PC or Mac?”

It would be easy for me to answer these questions based on my experience. But what works for me, doesn’t necessarily work for the rest of the world. Voice-overs is not a one-size-fits-all business. My job is to make sure the individual I am coaching finds something that caters to his or her unique needs and budget.

If I were to give them all the answers on a silver platter, I’d make my students lazy and dependent, but if I send them on a quest, they’d have to do the work, and depend on themselves. Don’t get me wrong: I won’t send them on a wild goose chase. Like a tour guide, I point them in a certain direction, but they have to explore the area by themselves and report back to me. Why is this important?

FORCED CHOICES

We live in a time of algorithms. Algorithms determine what pops up in your Facebook feed. Algorithms decide what products Amazon thinks you should buy. Algorithms suggest which people to befriend, and which jobs you should go after. In an ocean of information, cutting-edge technology beyond our control filters what reaches us and what doesn’t. We are being spoon-fed by artificial intelligence.

As fascinating as this new technology may be, I believe people should use their own initiative and intelligence to gather and evaluate information first. I want them to become critical, knowledgeable voters, consumers, and professionals who are able and ready to make their own choices. You don’t need Netflix to tell you what you want to watch.

A word of warning. Our society doesn’t necessarily like these independent thinkers, because they don’t conform to the norm. These people question what’s being presented to them, and refuse to be manipulated. They don’t buy into hypes, they’re not impressed by assumed authority, and tend not to fall for schemes that take advantage of the willfully ignorant.

This pro-active, non-conformist, and critical mindset is exactly what I’d like my students, colleagues, and readers to develop. As more and more people flood the freelance market, it is vitally important to question the easy answers, to not do what everybody does, and to be the instigator of our own success.

WINNING ATTITUDE

This mindset alone will make you stand out, and increase your chances in the unregulated world of voice acting. Why is that? Because so many people are afraid to be different, so many people love the reward but don’t want to do the work, and so many believe BS because they can’t distinguish between fact and fiction.

You don’t want to be like so many people.

So, the next time you feel tempted to answer one of those common questions on social media, ask yourself the following:

“Will a baby ever learn to walk, if we carry her everywhere?”

“Is it better to teach a new colleague how to fish, or do we feed him a fish?”

“Are we really helping this person by spoon-feeding them information, or are we enabling a lazy attitude that is counterproductive to a successful career?”

Don’t expect me to answer that for you!

Paul Strikwerda ©nethervoice

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