self-promotion

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

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!

Paul Strikwerda

PS Be sweet. Subscribe, Share, and Retweet!

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

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Creating a Wave

by Paul Strikwerda in Articles, Career, Freelancing, Internet, Promotion 27 Comments

You and I, we walk a fine line when it comes to drumming up business.

Here’s the situation.

Clients won’t hire us unless they know we exist.

Colleagues won’t recommend us if they have no idea what we’re capable of.

Agents might think we’re yesterday’s news if we don’t prove ourselves every once in a while.

The remedy to anonymity is self-promotion. However, we all know people who are constantly promoting themselves. They hijack threads on Facebook to toot their own horn. They pop up in LinkedIn groups to talk about themselves. They spam your inbox with “newsletters” that glorify their latest accomplishments.

They must believe they’re very interesting.

If you’re one of those people, I have this to say to you:

Read the rest of this story in my new book. Click on the cover to access the website and get a sneak peek. Use the buttons to buy the book.

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Face the Press without Stress

by Paul Strikwerda in Articles, Journalism & Media, Promotion 7 Comments

This is Part One of a mini media training for artists, authors, entrepreneurs and anyone getting ready to be questioned.

As long as you’re prepared, you have no reason to be scared!

There’s no publicity like FREE publicity, especially if you run a small business on a small budget.

Right now I’m the media manager and PR-advisor to “Music for MS,” a benefit concert organized by and featuring my wife.

It’s my job to drum up as much media interest for this event as possible, and fill up the venue in a few weeks, by word of mouth and other means.

Every glossy flyer or multicolored poster we would print or ad we’d have to buy, would mean less money for the cause (the National Multiple Sclerosis Society), so I’m not doing that. Instead, I’m mobilizing the local press and I’m using social media to reach out to the community. It saves tons of paper which makes it eco-friendly.

The official campaign began yesterday, and so far we’ve already landed two interviews. This is where things get serious. Anyone can write a glorious press release, but not everyone does well on radio, television or in the papers. I know what I’m talking about because I have trained hundreds of people to get ready to meet the press.

YOU ARE UNINTERESTING

One of the first things my students would always complain about is the focus of the media: Why do they only cover sensational stories? Why has the news become so superficial? Why don’t they come to me for a story? What they’re really saying is this: “Paul, you’re a journalist. I’m interesting and you should interview me!”

My knee-jerk response would be: “No you’re not, and why should I?” But of course I’d keep that to myself. Here’s what I’d say instead:

1. You have to have a hook to be heard.

If your name is Kim Kardashian or Paris Hilton, you don’t have to do anything special to attract the attention of millions. In fact, that would be your only accomplishment: being famous for being famous. Mere mortals such as you and me have to give the news media a good REASON why they’d want to come to us. A hook. Preferably with fresh bait.

News is the report of an event that is:

recent
unusual
previously unknown and
interesting and relevant to a great number of people

Let me add something to that definition: If there’s nobody to cover it, it’s not news. Fortunately or unfortunately, these days, all we need is one idiot with an iPhone.

Secondly, news is news if conglomerates like Rupert Murdoch’s News Corporation or Bertelsmann AG decide we should learn about it.

Third, news is news if the corporate sponsors (or other powers that be) feel it does not undermine their interests. (click here for an example)

Fourth: the more local the outlet, the lower the bar for what is deemed to be newsworthy.

Let’s assume you’re a voice-over professional hoping to attract some interest from the local papers. You’ve just completed another audio book. That’s something recent, but is it news?

Well, it depends on how unusual the book is and how many people would be interested in it. If we are talking about the audio version of Hitler’s secret diaries that were thought to be lost, you might have a story, but I don’t think this type of publicity would do your career any good. Which brings me to my next point.

2. You have to have a clear objective.

What do you ideally want to happen as a result of the media attention you hope to generate? Unless you’re hungry for recognition, an interview is just a means to an end.

In the case of my concert, the overall goal is to raise money and awareness for the fight to find a cure for Multiple Sclerosis, a chronic, mysterious and often misunderstood disease of the central nervous system. In order to accomplish that, I need as many people as possible to come to the concert. This gives me a way to measure the success of my campaign.

Please note: what you hope to accomplish and what the journalist wishes to accomplish, are usually two very different things!

If you don’t know what you want to get out of the interview, don’t do it. Just because you can, doesn’t mean you have to. It’s better to wait for the perfect opportunity than to waste a mediocre one.

If you do have an objective in mind, it’s time to go to the next step:

3. You have to craft a compelling core message.

If you could summarize what you’d like to get across in one or two sentences, what would it be? Let me put it in another way: If at the end of the interview people would only remember one thing, one powerful image or one great idea, what would you want that to be?

That should become the heart of your message, and it is your mission to get it across no matter what.

In the age of information overload, it is harder and harder to cut through the clutter and be heard. People scan the news and rarely look past the headlines or sound bites, so give them headlines and sound bites. You’ll survive.

I don’t care if you think it’s shallow or giving in to sensationalism. Should you get the chance to reach thousands, if not millions of people, don’t waste it by being boring. It’s regrettable to be forgettable.

A sound bite is usually not something you’ll come up with when the intimidating cameras are rolling and you’re staring into the hot, blinding studio lights. Do not count on your magic talent for improvisation. You can’t wing it.

4. You have to be prepared.

Well, well… isn’t that a given? Of course you need to give it some thought. Or is it better to be spontaneous and ‘in the moment’? You don’t want to look too rehearsed, do you?

Here’s my take on that.

One of the biggest mistakes I’ve seen people make is not preparing for an interview. They’ve literally said to me: “But I’m the expert. You can throw any question at me any time. I don’t need interview training.”

Just because you’re an expert doesn’t mean you’ll do well during an interview. Readers, listeners, viewers… they all hate pompous know-it-alls that talk over people’s heads.

I have seen great thinkers, captains of industry and even bishops nearly faint because they couldn’t handle the pressure of the simplest unexpected question.

They approached a 2-minute interview as if they were delivering a half-hour sermon, and when time was up, they had said nothing of significance. Of course they’d blame the network for not giving them enough air time.

Everyone who’s ever been interviewed will agree with me: When you’re in the hot seat, time as we know it does not exist. In the stress and excitement of the moment, people forget the simples of things such as their middle names and the phone number of the organization they’ve come to promote.

Here’s the good news: it doesn’t have to be that way. In the next installment I’ll tell you how to deal with tricky questions.

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