voice-over

Peanuts and Monkeys

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

I don’t know about you, but I’m astonished at the growing number of people responding to no-budget and low-budget voice-over jobs. It had me wonder:

Who are they? What drives them? How do we make them stop?

Some colleagues suggested I shouldn’t take these lowballers seriously. They’re ignorant hobbyists at best, and their actions have no impact on us professionals.

I disagree.

BEING WORTHLESS

It’s insulting and upsetting when both client and talent find the contribution of a voice-over of so little value that no money changes hands. Meanwhile, the copywriter and sound engineer get paid, the animator receives a check, and the guy who hired them to create an ad campaign has a full-time position with benefits.

What’s wrong with this picture?

If the company is too cheap to pay a pro, why don’t they ask Keith from accounting to do the voice-over? Why do they have to post a job in a Facebook group for voice-overs? It’s simple: because they know that Keith in accounting is a klutz, and there’s always a hopeless hopeful VO with a sliver of talent who’s willing to do it for nothing.

I’m sorry, but I’ve worked too long and too hard to be giving my voice away. Even if I were getting my feet wet, I’d have enough respect for myself and my colleagues to insist on being paid good money for good work.

So, why are some budding voice-overs willing to work for free? Beginning plumbers don’t do that. Newly graduated chefs don’t put a zero dollar menu together. Young teachers make less, but they get paid for doing their job. What makes us voice-overs so special that we deserve not to be paid?

A TYPICAL JOB OFFER

To get some perspective, let’s pick a real gig that was just posted on Facebook. The job is for a “nonprofit small low power Christian radio station” and was described as follows:

“A concept piece mentioning a new name and slogan along with some catchphrases. It’s like a sizzle reel in tv terms. Unpaid but appreciated.”

Someone who wants this job responds (and I’m not going to pick on the grammar):

“I could use the exposure and experience being new to professional.”

Just imagine all the exposure a small nonprofit low power Christian radio station can bring! I think you’ll need the intervention of a higher power to make all that exposure work to your benefit.

Speaking of exposure, try going to a restaurant telling the owner: “I’m not going to pay you today, but I’ll make sure to say nice things about you on Instagram.” Unless you’re Kim Kardashian, Paris Hilton, or Kylie Jenner, I don’t think you’ll be getting very far.

As someone who has been using his voice professionally since he was seventeen, I can tell you that, unless you’re a flasher, exposure is highly overrated. It doesn’t pay the rent and it can’t feed your family. It’s a transparent trick to make you believe you’re getting something in exchange for volunteering your services.

Some high-profile jobs may give you limited exposure, but these jobs usually go to A-list celebs and come with a nice paycheck. Keep in mind that voice-overs are the Invisibles of the industry. By definition, our role is mainly supportive (the exception being audiobook narration which I think is underpaid). We have to make up our own awards shows in order to get some recognition… from our peers.

So, if you’re looking for exposure, you’ve chosen the wrong profession. Don Lafontaine was arguably the most famous voice-over artist of his time, but very few people knew who he was until he appeared as a sidekick in a Geiko television commercial. Notice that he’s introduced as “that announcer guy from the movies.”

WHAT EXPERIENCE?

Will working for free give you the experience needed to book more paid jobs? It totally depends on the experience. I vividly remember an angry young conductor kicked out of a competition. He wanted to know why he hadn’t made it to the next round. He told the jury: “Compared to all the other contestants I’ve had much more experience. Why are you letting me go?” The chairman of the jury told him: “Your experience must not have been very good.”

Some experiences simply don’t translate. Just because you’ve worked as an announcer for a radio station or you were a teacher or a minister doesn’t mean you have the chops to be a successful voice-over. Having extensive experience as a voice talent doesn’t necessarily get me hired. Most clients aren’t interested in what I’ve done for other people in the past. They want to know:

What can you do for me today?

Will experience help you finally land an agent? Agents get interested once they know you can make them money. Doing jobs for free tells them you’re desperate instead of marketable. In my opinion, the experience you need as a budding voice-over is the experience of working with a good coach who’s not afraid to say what you don’t want to hear.

BEING A PROFESSIONAL

Let’s get back to the reason one of our colleagues thought he’d be a good fit for that no-budget Christian radio station job. He wrote:

“I could use the exposure and experience being new to professional.”

We’ve covered exposure and experience. Let’s get to the “professional” aspect. According to one dictionary, a professional is “engaged in a specified activity as one’s main paid occupation rather than as a pastime.”

So, if you’re doing something professionally, it can’t be a hobby, and you have to get paid. In addition, voice-overs are small business owners. The IRS says:

“A trade or business is generally an activity carried on for a livelihood or in good faith to make a profit.”

In other words:

WORKING FOR FREE IS UNPROFESSIONAL

A GOOD CAUSE

But what about working for charities? Don’t they at least deserve a discount? Before I get into that, let me be clear: the VO jobs I see posted in Facebook groups are sometimes for nonprofits but not for charities. Every charity is a nonprofit, but not every nonprofit is a charity.

As professionals we have to stop making assumptions about how much we believe a potential client can or cannot afford. They’re not going to tell us so we will never know. Just because it’s a nonprofit or a charity, doesn’t mean there’s no budget for PR. I know because organizations like Charity Navigator keep track of how much of a charity’s budget goes to fundraising campaigns.

Charities like the Cancer Survivors’ Fund, the Autism Spectrum Disorder Foundation, and the Kids Wish Network spend more than 50% of their budget on fundraising activities (source: click here). That isn’t necessarily a good thing, but don’t tell me all charities have no money and deserve a break.

Many CEO’s of charities make six-figure incomes. In 2015, the CEO of the Memorial Sloan Kettering Cancer Center made $3.6 million, and Wayne LaPierre who heads the nonprofit National Rifle Association was reported to make $4.6 million. These are extremes, but Charity Navigator says that among the charities they’ve evaluated, the average CEO salary is $150,000 (source: click here).

THERE’S A DIFFERENCE

What’s my point? Not every charity is created equal. Many are huge, professional organizations with big budgets for promotion. If there’s money to pay a CEO a decent salary, there is money to pay a voice-over a decent fee. Now, if you wish to support that charity because you connect with the cause, don’t discount your services. Make a tax-deductible donation after you get paid.

What baffles me most about those willing to work for (next to) nothing is the fact that they seem to be beginners. Perhaps I’m weird, but when I started out, I needed all the money I could get so I could invest in my career. I had to buy decent equipment, a good website, and I saved up to create a quiet recording space. Plus, I had to have a roof over my head and some food on the table.

I couldn’t afford to work for free, and I still can’t.

Here’s the thing most lowballers won’t admit: it takes real talent to book a top-dollar job, but it’s pretty easy to book a gig when you’re charging very little or nothing.

Once clients are used to your low rates they won’t be willing to pay you full price, and your colleagues will have a harder time negotiating a better deal. Why should clients pay more if they can get it for less (especially those for whom “good enough” is good enough).

Charging peanuts means you’ll never have the life you’re hoping for, and you’ll have less money to give to that charity you say you wish to support.

The moment you start charging a reasonable rate, you create expectations. You have something to prove. You tell the world:

“This is what this job is worth!

This is what I am worth, professionally speaking.”

If what you bring to the table has no added value, you’ve nothing left but to compete on price. But…

if you’re any good at what you do, people are willing to pay for it, and the benefit of hiring you outweighs the cost every single time.

Even monkeys can figure that out.

Paul Strikwerda ©nethervoice

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Are You Ready For World Voice Day?

by Paul Strikwerda in Articles, Career, International, Internet, Social Media 2 Comments

“Name one of the most beautiful musical instruments on the planet.”

“What’s your favorite?”

When I ask people these questions, they’ll usually say something like “cello,” “piano,” “harp,” or “flute.”

Bagpipes, cowbells, and kazoos never seem to make it to the list, and I can understand that.

But much to my surprise, people tend to leave out my favorite instrument: the human voice. Why is that?

Even though many of us sing in the shower, somehow we don’t recognize our voice as an instrument. Is that why people usually take better care of their violin than of their vocal folds? Is that why many of us don’t know the first thing about voice strengthening, proper breathing, and voice protection?

I find that very strange, especially if you’re using your voice to make a living.

We spend years practicing scales and arpeggios on the piano. Teachers tell us how to breathe correctly when playing a clarinet or trumpet, and we make sure to have the right posture before we put that French horn to our lips. But when I ask my voice-over colleagues how they have trained their voices, I usually hear a long pause.

IGNORANCE OR CARELESSNESS?

The truth is simple. We fully expect professional singers, athletes, or dancers to get their bodies into shape, but we expect our voices to do whatever we want them to do at any given time for as long as we want, without preparation.

This includes dying a thousand different deaths in video games or animation, or narrating an audio book from 10:30 am to 5:30 pm, five days a week.

If you’re not properly trained, that’s not only impossible. It is also dangerous.

We fully expect professional singers, athletes, or dancers to get their bodies into shape, but we expect our voices to do whatever we want them to do without preparation.

I say to them: “The fact that you even believe that, tells me you’re not taking this seriously.”

“Nobody would dare to swim the English Channel without proper preparation, unless you’re suicidal. So, what makes you think you can just jump in when you barely got your feet wet?”

PICKING A PRO

The other day, a colleague was complaining that famous people were taking voice-over jobs away from not so famous people. “They’re already making a fortune,” he said. “Why do they have to cut a big piece from my pie? It just isn’t right.”

First off, it’s not his pie, and secondly, there’s a reason why well-known actors are paid good money to do voice-over work. It’s not only because they’re a celebrity, but because they spent years honing their craft.

They have learned to strengthen and control the muscles of the larynx. Not from a book or from some website, but from a professional.

THE DIFFERENCE

“Real” actors realize that they use three-quarters of their bodies when they speak. They have learned how to move purposefully, and breathe properly: low and expansive. They know that good posture and deep breathing not only affect the voice. It makes them feel more centered, confident, and calm.

“Real” actors know the difference between a strong, resonant voice, and a loud voice. They know the difference between projecting and yelling. Their voices are flexible, and don’t diminish in quality during long sessions.

Because they’ve memorized their lines, these actors keep their heads up, which results in a more powerful and open sound. Many voice-overs glance down to read the script. This bends the neck and throat, and the voice sounds contorted, lower, and softer.

“Real” actors never start talking without a warm-up, they drink lots of water (6 to 8 glasses a day), and they stay in good physical shape. That means: regular exercise, a healthy diet, and plenty of rest. They avoid clearing their throat, screaming, whispering, and noisy places. And of course they don’t smoke.

Too many voice-overs are serial sitters, shallow breathers, and unhealthy eaters and drinkers. Most of them have never taken singing or dancing lessons, or seen an otolaryngologist.

Too many voice-overs are serial sitters, shallow breathers, and unhealthy eaters and drinkers.

Now, here’s a quick question for you:

How can you tell a voice talent just came back from a VO-conference?

Answer:

Because they lost their voice!

If you’ve ever been to a WoVoCon, Faffcon, VO Atlanta, or other convention, you know I’m right. The unavoidable Karaoke is a killer! You’d never expect ballroom dancers to come back crippled from a contest, would you? So why would voice-overs abuse their vocal folds for a day or two? And why do most of them start taking care of their voices once something’s wrong?

It just doesn’t make any professional sense.

A DAY FOR THE VOICE

A change in behavior has to start with increased awareness.

April 16th is World Voice Day. It is the brain child of an international group of scientists, specialists, teachers, and artists who came together in 2012. One of the missions of World Voice Day is “to encourage men and women, young and old, to assess their vocal health, and take action to improve or maintain good voice habits.”

Trust me, that’s not as boring as it sounds. It’s also a day to celebrate the magic of the voice with over 300 events in more than 50 countries. Expect a series of talks and concerts, as well as videos about the many different facets of the voice. The 2019 motto is: “Be Kind With Your Voice.”

For more information on World Voice Day, and a list of all the activities, go to http://world-voice-day.org. The website will have info on live streams, on how to take care of your voice, warm up exercises, and educational videos from around the world. The World Voice Day Facebook page is also a good way to follow what’s going on hour by hour, on April 16th.

START TODAY

Your voice is unique. It’s instantaneously recognizable.

It’s the only one you were born with, and you don’t have to be a professional speaker to be nice to it.

The Dutch philosopher Erasmus was right when he said: “Prevention is better than cure.”

So, don’t wait until it’s too late. In fact, it is vital that you begin today! All the things you can do and must avoid are not only good for your voice. They will enhance your well-being across the board.

Be a pro and start taking better care of yourself. Sign up for singing lessons. Hydrate. Move those muscles. Warm up. Read out loud. Rest up. Use a microphone when speaking in public. Don’t whisper, or clear your throat. See a specialist when you’re in pain.

And please, do me one small favor.

Don’t leave a comment saying: “Great post, Paul. Thanks for the reminders.”

Reminders are rubbish. You file them away and forget.

If your voice becomes hoarse or raspy; if your voice feels raw, achy, or strained, or if it becomes an effort to talk after a while, I can tell you this:

You don’t need more information.

You need to take action.

It’s instrumental.

Paul Strikwerda ©nethervoice

PS Click here for Tips for Healthy Voices, and click here for more tips.

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In Sickness and in Health

by Paul Strikwerda in Articles, Career, Personal 16 Comments

In the ICU

March 26th 2018 may not mean much to you, but it’s the day my life changed in many ways. It started like any other ordinary day, with me working in my studio. By the end of the afternoon I was rushed into a rumbling helicopter that flew me to the ER.

As I was airlifted, the surgeon waiting for me called my wife to prepare her for three possible outcomes. These were the options: if there were to be enough time, they would remove the blood clot from my brain that had caused a stroke, and I would recover. To what extent, he couldn’t say. If not, there was a good chance the brain damage would leave me greatly impaired and dependent for the rest of my life. Option three was least attractive: me reaching my expiration date.

By the way, what happened to me was nothing special. On average, every 40 seconds someone in the United States has a stroke. Stroke is now the third leading cause of death (behind heart disease and cancer) and a major cause of disability.

I lucked out. As you can tell, I’m still very much alive, and I plan to remain in that fascinating state for as long as I can. This gives me the opportunity to share some of my post-stroke observations with you. Perhaps it’s not what you expect from a blog about the world of voice-overs and freelancing. I get that. But please bear with me. One day, you or a loved one might have to deal with a similar situation. I feel it is part of my mission to tell my story. It’s one of the reasons I’m still alive.

SYMPATHY & SUPPORT

Once the news of my stroke broke, I experienced an incredible outpouring of sympathy and support, particularly on social media. The well wishes came from all over the planet. It was heartwarming and uplifting! If you ever want to find out how much people care, make sure you nearly die and tell the world about it! It will do wonders for your self-esteem!

The two things people told me over and over again were both very sweet and totally unrealistic:

Get Well Soon!

and

Speedy recovery!

We know a lot about the workings of the body and the mind, and there’s probably just as much that we don’t know. Good doctors have no problem admitting that. The not so good ones think they know it all. No doctor can predict how soon you will recover, or how much you will recover. In the case of strokes it greatly depends on which part of the brain is affected, and to what extent. The faster you find treatment, the better your chances.

Recovery from a stroke is more a matter of Getting Well S l o w l y. The first year is crucial, but recovery continues long after that thanks to the amazing plasticity of the brain. That’s the ability of the brain to reorganize itself by forming new connections between brain cells.

Especially during the first six months after I was out of the hospital, I could feel my grey matter making new connections, and boy did it tire me out! Saying I felt tired doesn’t do it justice. I felt utterly fatigued. What’s the difference? Simply put, fatigue is extreme exhaustion that surpasses feeling tired. It’s a total lack of motivation and energy. I spent most of my time in bed, sleeping the day away while my brain was reconnecting.

It took me a few months to be okay with my state of slumber. At first I felt terribly guilty that I wasn’t able to help out and be productive. I’ve always been such a go-getter, and now my biggest accomplishment of the day was a smooth bowel movement. Kicking and screaming, I learned to accept that I could not jumpstart myself into getting well again, and that it was okay and imperative to ask for help.

A NEW JOB

The next thing I discovered was this: recovery is not some passive process. It’s a day job. Apart from getting enough rest, my post-stroke life was (and still is) dominated by frequent doctor’s visits and therapy appointments. I had speech therapy, vision therapy, sessions with a neuro-psychologist, and lots of homework to be ready for even more sessions. I’ve been back to the ER four times now, and spent some time in the hospital over Thanksgiving and St. Patrick’s Day (and I just missed Valentine’s Day another time!).

I’m not bringing this up so you’ll feel sorry for me. I just want to give you a glimpse of my life so you’ll understand why I went undercover for so long. As I’ve described in another blog post, after my stroke I lost the ability to emote and enunciate, which is kind of a problem for a voice actor like myself. My delivery was as flat as a pancake. On top of that, a tremor on one of my vocal folds made my voice hoarse and tired in no time. Forget long-form narration!

DEALING WITH LOSS

So, not only was I reevaluating my physical and psychological state, I also had to take a hard look at my career in voice-overs. My psychologist described it as a state of mourning. I was mourning the loss of my health, my sanity, and possibly my way of making a living. I had to do all of that with a damaged brain that was readjusting and prone to stimulus overload.

I clearly remember going into one of the many hospital waiting rooms, unable to deal with all the noise. Around me, people were making phone calls, kids were playing loud games on their tablets, and patients were comparing notes about doctors and treatments. At the reception desk calls were answered and people were signed in. A big tv hanging from the ceiling was informing us about the father who brutally murdered his beautiful wife and two adorable children. Trump was touting his wall. This cacophony sent my brain into overload and made me nauseous.

Even though I have been generally impressed with the extraordinary level of care I received, hospitals and doctors’ offices do very little to create an environment conducive to stress reduction, well-being, and healing. I’d prefer a spa-like atmosphere with soothing colors, greenery, soft lighting, essential oils, and meditative music. A sanctuary away from the constant distractions and hubbub of our 24/7 society.

FOCUS & RESPONSE

Now, for those who are dealing with the effects of a stroke, it is easy to get despondent and depressed, making a bad situation even worse. I must admit that I’ve not always been able to keep it together, but a few things helped me not to wallow in my fate. One of them is the belief that human beings are free to choose what we focus on, and how to respond to what is happening to us.

Instead of bemoaning all the things I had lost, I chose to be thankful for the many things that were unaffected. I started reading about people in similar situations who had made remarkable recoveries that could not always be explained by traditional medicine. What did they do to get there? What were they thinking, eating, and drinking?

I came across stories of self care and self love, stories of patience, and picking new priorities. I decided to give myself time to heal, and to spend it on things that made me happy. I began writing my blog again as a way to have a voice. I purposely stayed away from petty problems and draining interactions with people who thrive on negativity. Gradually, my level of energy and my vision improved, and I was able to express myself with more emotion.

SUPPORT NETWORK

my wife

To be honest: I never could have done this on my own. I have a whole team of doctors, nurses, technicians, and therapists to thank. Colleagues came by and friends stepped in making meals and driving me to appointments. But by far my best bedside advocate, designated driver, medication manager, cheerleader, and personal chef is my wife Pam. She is my solid rock, and the soft shoulder I lean on every single day.

When I’m forgetful, she remembers. When I am anxious, she calms me down. When I need to rest, she makes sure I’m not disturbed. She fills out the many forms, deals with my health insurance, and talks to my doctors. For my trip to VO Atlanta, she’s set up a support system to make sure I won’t overdo it. In short: she’s my guardian angel, and I’m so lucky we’re together in health and in sickness.

On Thursday I’ll be leaving for VO Atlanta. 800 participants are coming together to immerse themselves in all things voice-over. If you’re going, I can’t wait to meet you! You’re invited to attend my X-Session “Six Steps To Turning Your Business Around,” on Friday from 1:30 PM to 4:30 PM, and my Breakout Session about “Winning Mindsets” aka the Stinky Sock Session on Saturday from 4:45 to 5:45 PM.

See you soon!

Paul Strikwerda ©nethervoice

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Don’t Drive Yourself Crazy

by Paul Strikwerda in Articles, Career, Personal 6 Comments

Do you remember the time you learned how to drive?

I sure do!

In the beginning it was utterly overwhelming and scary. My hands and feet were supposed to do different things at the same time, and they vehemently refused. When I had to shift gears, I felt the urge to look at that darn stick shift, but my instructor insisted I keep my eyes on the road, and use the mirrors to monitor the dangerous world around me.

How on earth was I supposed to peek at the dashboard; leave a safe space between my car and the one in front of me; keep a semi-intelligent conversation going, while figuring out where to go without getting everyone killed?

As my hands were digging deep into the wheel, I couldn’t imagine ever drinking coffee while driving, or listening to a Shostakovich symphony on the freeway. And what would happen if I had to sneeze?

Mind you: at that point I was only doing fifteen miles per hour on a back road.

“Give it some time,” said my overweight instructor as he wiped the pearly sweat from his impressive forehead. “Before you know it, everything will become second nature, and you’ll love being in the driver’s seat. Now, make sure not to cut off that cyclist on your right. I don’t think my insurance covers fatal accidents. Besides, I just washed the car.”

He paused for a moment, and said: “That was a joke.”

Then he took a long sip from his stainless steel flask. “Look,” he said proudly, “My wife had it engraved. Can you see what it says?”

“Do not dangle that thing in front of me. I don’t want to see what it says,” I squeaked, barely avoiding a ditch. “I’m trying to focus!”

“It says:

If everything comes your way, you are in the wrong lane.

Isn’t that funny?” continued my instructor. “I love a woman with a sense of humor. You know, my first wife was way too serious. She got car sick all the time. That should have been a sign. It was a messy divorce, but it was worth every penny! Do you have any kids?”

At that point I firmly put my foot on the brake, stopping the car so abruptly that our bodies turned into crash test dummies.

“Please take me home!” I cried. “My mind is in overdrive right now, and this is all I can take. I’m sure your new wife loves you very much, but giving you a flask for work? What was she thinking?”

“It’s just to take the edge off, Mr. Strikwerda. I think you should have a sip yourself. Believe me, you need it. Is it okay if I eat a bean burrito? I haven’t had lunch yet.”

Ten years and two driving instructors later, my mind took me back to this unsettling experience. The brain works in mysterious ways, especially when it consists of dark matter and black holes, like mine.

I was at a fancy New York voice-over studio, surrounded by self-absorbed nitwits who all believed they were crucial to the success of the recording I was hired to do. It was some stupid script about a new type of air bag, designed for driverless cars (and instructors with engraved flasks).

As five people argued over some last-minute script changes, I looked at the audio engineer. He nodded knowingly, and whispered in my headphones:

“Just remember: your meter is running. My meter is running. The longer they take, the more we make.”

In the past, these types of situations would have been as stressful as learning how to drive a car. I didn’t like being in a different environment with different people. Too many things were going on at the same time. Lots of egos, and me feeling inadequate and insecure. My internal dialogue would almost paralyze me with its ugly voice:

“Are they talking about me? What if I make a mistake? What if they hate my take on the text? Why is my mouth so dry? Is it okay to take a bathroom break? And what about that horrendous tongue twister in the third line?”

That was then. This is now. Things have changed.

I’ve learned how to drive while drinking a tall Latte as I listen to the BBC. I even drove myself to New York. In rush hour, and I only got beeped at once.

Call me Mr. Cool!

I leaned back in my chair, looking at the microphone. The folks on the other side of the studio window were still deliberating, and for some reason I had to think back to a radio interview I just heard on my way to the Big Apple. It was more of a conversation between two pianists, Gabriela Montero and Khatia Buniatishvili.

The interviewer asked:

“Could you describe the moment when the concert hall hushes, your fingers are poised above the keys… Take us inside your head. What are you thinking then?”

Khatia, who is from Georgia, answered:

“Actually, on stage I try not to think, because on stage there are things much more important than just human thinking that happen there. I’m totally forgetting my ego.”

“What about you, Gabriela?”

“I sit down, and I just want to be able to tell stories. That’s really the only thing that matters to me. I want to be able to convey in the deepest ways who we are, as a people; who we are, and what moves us. I want to move the public.”

Listening to these two professional performers, I felt a surprisingly close connection. As I was getting ready for my voice-over, I took a nice deep breath, and said to myself:

“This script is my score, my voice is my instrument, and this studio is my stage.

The best thing I can do right now, is to stop thinking about myself.

I’m a conduit. A storyteller, paid to move people with a message.

I have worked on my technique. I have analyzed the text. I have rehearsed it at home.

I am ready to let it go, and let it flow.

I am in my comfort zone, and this is just as easy…

as driving a car.”

Paul Strikwerda ©nethervoice

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Do Less, Make More

by Paul Strikwerda in Articles, Career, Freelancing, Money Matters 7 Comments

What’s frustration number one for a freelancer?

Being busy without being productive.

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

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

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

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

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

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

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

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

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

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

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

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

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

AUDITION SELECTIVELY

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

Wrong!

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

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

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

THE HARDEST WORD

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

“Can you evaluate my demo for free?”

NO!

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

NO!

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

NO!

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

NO!

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

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

ONE MORE LESSON

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

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

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

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

“Busy people talk about how they will change.
Productive people are making those changes.”

Are you?

VO ATLANTA 2019

If your VO business isn’t where you want it to be, and you wish to change that, come to VO Atlanta at the end of the month. On Saturday March 29th I’ll be leading a workshop (X-session) called Six Steps To Turning Your Business Around. It’s a practical, 3-hour, hands-on session during which I will challenge you to take a good look at six aspects of your voice-over career. What’s working, and what isn’t? Is one aspect sabotaging other areas? What aspect needs more work? At the end of the session you will walk out with a practical plan to take your business to the next level.

The day after I hope you will join me for a fun one-hour breakout session called Winning Mindsets To Take Charge Of Your Career. Great equipment and a good voice can only get you so far in this business. What you tell yourself is just as important as what you tell others. Find out what accomplished colleagues are doing differently between the ears that leads to their success.

If you cannot make it in person, join the conference live with VO Atlanta Virtual.

Enjoy watching presentations from the main-stage featuring industry experts
For the 1st time ever, watch select breakout sessions along with expert panel discussions
Exclusive Interviews with thought leaders from around the voiceover industry

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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Gravy For The Brain Goes Global

by Paul Strikwerda in Articles, International Leave a comment

Peter Dickson & Hugh Edwards ©paul strikwerda

When Hugh Edwards and Peter Dickson began creating a comprehensive resource for the voice-over community back in 2008, they had no idea that – some ten years later- their brain child would be all grown up, and ready to take on the world. Literally.

Based in the UK, Gravy for the Brain (GFTB) grew quickly, offering a mix of online courses, webinars, forums, live mentoring, voice-over tools, and social events. Based on a membership model, GFTB has helped over 41,000 people since its inception.

Right now you’ll find over 220 hours of content, practice scripts, a talent finder, a career planner, a rate guide, a resource library, and much more. It’s a one-stop shop to learn the ins and outs of the voice-over biz, available online at a monthly fee.

As their business grew and their knowledge base expanded, Hugh and Peter noticed that their customers weren’t only in the UK. Word of mouth spread quickly, and people began signing up in Australia, in the U.S. and in other parts of Europe. This became a bit of a challenge because most of the materials offered were based on British business practices that did not necessarily translate to other regions.

So, when the time came for another website update, the GFTB team gave themselves an ambitious goal: to make it accessible to all languages and cultures around the world by localizing every piece of content. This huge undertaking took a year and a half of planning, and fourteen people worked on it for thirteen months.

On January 8th, Gravy for the Brain V5 was launched, bringing faster website speed, an improved search function, an updated VO Career Planner, a brand new VO for beginners module, unique context specific tutorials, a podcast, and even an escrow service to tackle late payments.

Their latest and coolest tool is called V.O.I.D. It stands for Voice Over Internet Database. This is a free, searchable global database of companies, service providers, casting agents, recording studios, VO tools, coaches, job sites, VO conferences, and more.

On top of that, Gravy for the Brain is building a network of independent GFTB sites for specific territories. The aim is to cover 25 languages in the next five years. Each site has localized courses, localized rate guides, and a team of local VO experts.

All these sites are linked, and share core functions. Members from any country can view content from any other country at no extra cost. So, if you’re in the States and you’re bidding on a French job, you can go to the French site and look at the rate sheet.

Each country and/or region has a territory controller. J. Michael Collins is the controller for the USA site. Sophia Cruz and Rona Fletcher are covering Latin America. That site will go live on March 18th. On May 29th, the French version is ready, with Stéphane Cornicard as controller. After that Sweden, Italy, Spain, Australia/New Zealand, and India will follow.

So, how much is all of this going to cost you? If you’re already a GFTB-member, this upgrade is free. If you’re thinking of signing up, the fee has stayed the same. For a limited time, GFTB is offering a special discount when you use the code GetGFTBNow. Here’s what you’d pay per month, without and with the discount:

There are no sign up fees or cancellation fees. If you’re a “try it before you buy it” kind of person, there are plenty of freebies on the website such as webinars, quick tips, and a mini VO course. A VO rate guide is also available for free, as well as blog posts, a reading speed calculator, a talent finder, and the Voice Over Internet Database.

When Hugh and Peter first launced their business, they wanted to offer a valuable resource designed to benefit the voiceover community, and raise the standard of the voiceover industry. This hasn’t changed. If anything, they have consistenly raised the bar adding more value every year.

One last thing.

I’m not getting paid to promote Gravy for the Brain. I just think that a GFTB membership is one of the best investments in your career you will ever make.

You don’t believe me? Well, there’s only one way to find out…

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!

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Why is doing voice-overs so difficult? Part 3

by Paul Strikwerda in Articles, Career, Personal 12 Comments

Click 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!

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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

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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