Having established that, here’s what I also know. You can be exceptional if you will take the time and exercise the humility needed to learn what you need to learn in order to become exceptional. Once you’ve begun this process, stick with it. The main thing that can derail you on your journey to being exceptional is to change directions or change focus. Doing so will derail your efforts every time. Needless to say, quitting will also derail you.

And once you’re on your way, here’s something you won’t hear from a lot of people. Don’t be afraid to say “no.” Know yourself, your strengths. You can’t please everyone. You really can’t be all things to all people. So don’t even try. Say “no” to the things that aren’t right for you. I do this all the time.

But, when you say “no,” keep in mind that this can still be a win for you. Refer a job that isn’t right for you to someone it is right for. In fact, when you do so, it’s a win for not just you, but your friend who gets the job and the client who gets what he or she needs. Do that often enough and you won’t know what to do with all the work you do have.

What? Turning down work leads to more work? Yes. Because at least some of those people to whom you refer work, will refer things back to you. And at least some of those clients you helped are going remember you, too and when they have something that is right for you, who do you think they’re going to call? Yep. You.

The more you concentrate on doing the work you are best at, the work you most enjoy, and turn down everything else by referring that work to someone else, the bigger your avalanche is going to grow.

(edited to fix typo)

The real secret to avoiding “average” however, is to be you. If you’re trying to be the next whomever, stop. Find your voice. Build your business around the things you love voicing. Not only will you be happier, you’ll almost certainly be better paid, too. Just as I am the world’s exclusive source for voiceovers by Bob Souer, you are the world’s exclusive source for voiceovers by you.

Good, but a little difficult to swallow in some ways, isn’t it? We don’t want to have to wait, but Dan’s right. Waiting is part of the deal. By the way, the waiiting bit is true for those of us who have been doing voiceover for years, just like it is for those who are just getting started or who’ve been doing voiceovers for a short time. And not just in looking back. We all have to wait, sometimes for a long time, in lots of different ways. It’s part of the deal.

The cool thing is that there’s something you can do to make the time pass a little more quickly. It’s to harness the power of the magical little E.L.B.s. You can read about these magical little creatures in the archives of the Monday Morning Memo, if you’d like to know a bit more. But, here’s the short version.

Every day, every single day, don’t go to sleep until you’ve made at least one step forward on your journey. It doesn’t matter how big or small the step. It doesn’t matter if it’s publicly visible or something only you know about. But every day you have to take some kind of action, move at least some tiny bit in the direction you’re going. If that’s success doing voiceovers then that’s the direction you need to head.

And the cumulative power of those little steps, taken one day after another, day after day will amaze you because it’s not one day’s action added to the next day’s and the day after that and so forth and so on. They don’t just add one to another. They begin to compound and multiply and before you know it, you’ve made an amazing amount of progress.

For 26 years I worked on voiceover as much as I possibly could, and things have gone pretty well for years; but it wasn’t until just the last 5 years or so that things have really taken off.

If you really do want an avalanche (remember I’ve all ready warned you it’s not fun to be sitting until that avalanche when it falls on you), you’re going to have to work at it every day, one little bit at a time. Unlike a real avalanche, which can be accelerated by explosions and the like, the avalanche of work has to be started one little bit at a time.

Are you ready to do the work? The only thing necessary is for you to start.

Now, I have nothing against auditioning as a way of getting voiceover work. I audition for things myself and in fact book work from auditions multiple times each year. But, auditioning is a process that leaves only one person with a job when many applied for it.

It’s much better when the work comes directly, without an audition, through relationships all ready established; or through relationships based on referrals from existing clients. This works very well for those of us who have been doing voiceovers for a while. But, as one of my good friends pointed out the other day, what about those who are just getting started? They don’t have a pool of existing clients from whom to get work or referrals.

Those comments from my friend have led me to think about this subject quite a bit in the last few days. I certainly don’t want to leave anyone with the impression that building relationships and getting work repeatedly from clients happens by magic or just by thinking about it.

Actually, thinking about it is important. But, after the thinking comes the doing.

For example, are there things you could do based on your own creativity that can lead to work? One friend came up with an idea to market her voiceover services directly to a category of businesses in her area. Made some phone calls. Put in some effort turning her idea into something practical and useful to those businesses. It didn’t happen overnight and it took some concerted effort and persistence, but it paid off.

Or, are there people who write about marketing (on a blog or in a freely distributed newsletter for example) from whom you can draw some ideas that you can implement yourself? Now, people writing for the general marketplace probably won’t offer an idea that can be used directly. You’ll probably have to think about how to adapt their ideas to the world of voiceover, but you’re a creative, intelligent person. You can do this.

What are the businesses that hire the kind of work you do or want to do? For example, let’s say you want to narrate audiobooks. There are a few big players that you can find with little effort; but what about the other publishers who are in the second or third tier of the business? It may take some extra digging to find those companies and, having found them, to learn how to submit to them. Everyone wants the low-hanging fruit. Your goal is to find the fruit that’s not so easy to pick.

I hope these few random observations help you start thinking about what you can do to move forward. And I’d love to hear how you make strides. Comments are always open.

In voiceover, the obvious parallel to the publishing model is auditioning for a job. Just like there would have to be a bestseller every week, there is going to be someone who books the job when auditions are sent out.

Now, this is not a rant against auditioning. I’ll leave such literary explorations to others. The point I’m trying to make here is that if you build your voiceover business on the basis of auditioning for work, then you’re always operating from the position of being “one of many” and only some of the time are you going to end up as the one who books the job. Sure, in an ideal world, auditions are only sent to a select number of talent; but in the real world where we all live and work, that’s not how it always happens.

There are lots of factors that contribute to the way things are. Again, I’ll leave the enumeration of those factors to others. What I’m hoping to persuade you to see is that auditioning isn’t the only way to book work.

Last year was a good year for me. And over 80% of my income came to me directly. An email or a phone call arrived with a message to the effect of: “Dear Bob, we’d like to send you a significant sum of money. Would you record the attached script for us?” This experience isn’t unique to me. Many working professionals in voiceover have learned the value of building relationships with people who want to work with them.

It takes time, a deep commitment to excellent service, and hard work. Put in the time and effort and you, too, can get those kinds of calls or emails. As you do, I’d love to hear from you.

Over the past two years, a peer-to-peer voiceover UNconference known as Faffcon has taken on a life of its own. What’s an UNconference, you ask? An UNconference is a gathering of like-minded individuals who meet and discuss topics of interest. Sound sort of like a conference? Well, in some respects it is, in that folks register, attend sessions, network, eat. Stuff like that. But the biggest difference is that while a conference is typically structured with specific lessons that are predetermined and planned for in advance, an UNconference unfolds as it goes along, with participants determining the content they believe would be most useful for them during the weekend of the event. While it sounds rather unstructured, the concept works remarkably well.

Consider the most recent business conference you attended. What were the parts that really stood out to you? Was it a keynote speaker talking about some Big Thing? Was it a technical session that discussed how-tos with remarkable minutiae? Or maybe, just maybe, it was the time you spent in the lobby bar, chatting with a new friend about some really cool way he was drumming up new business/refining his performance approach/targeting new representation.

Let’s be honest – for many of us, the conversations held during the social part of industry conferences are the best takeaways. We make new contacts, chat about the industry often sharing “inside” information, and just generally enjoy having others around who can relate to our own professional journey. That’s what Faffcon is. One big chit-chat session. Granted, chit chat with focus. For instance, there may be a group chatting about mic technique, another chatting about how-tos of getting an agent, another chatting about personal websites… you get it.

So now you’re excited, and you want to go! But funds are tight, and that mortgage payment is really important. Well, we may have a solution for you. After Faffcon 2, many of the participants felt a strong urge to express thanks for all they received, and decided to do that by creating a scholarship fund. If there’s one thing we’ve learned from the first two Faffcon events, it’s that participants are generous – with time, knowledge, and money! Lots of people pitched in, and before we knew it, we had 850 bucks in the kitty! So this fund is the direct result of your voiceover peers sharing their finances after enjoying a rich sharing of knowledge at the last event.

The Faffcon 3 scholarship is intended for a well-deserving voiceover professional, who may be a bit cash-strapped, but sees the value in this type of a gathering. The scholarship provides up to $850 to cover registration and travel expenses (see note below). Faffcon 3 is currently SOLD OUT with only one spot remaining – and that is for the recipient of this scholarship.

Don’t be shy! If you are a working voiceover talent who would not be able to financially swing it without the help of this scholarship, and really, REALLY want to attend Faffcon 3, I do hope you’ll apply. And I hope you’ll do it quickly because the deadline is August 15, 2011.

If the promise of one of the most amazing career-building events of your life is not enough, just remember: there will be chocolate. Lots of chocolate. Cheers!

(NOTE: The recipient of this scholarship will receive up to $850 in funds to cover air/rail travel, hotel room and registration fee. Actual amount to be awarded will be determined based on actual cost of these expenses. If these costs exceed $850, recipient will receive a full $850 and will be responsible for any costs over that amount.)