In the marketing and advertising business there’s a famous illustration about how dangerous it can be to give the wrong answer to the question: What business are you in? The story goes that back in the middle of the Twentieth Century, the railroad companies thought they were in the railroad business; so the airlines passed them up and, at least in the United States, the railroad companies are now shadows of their former selves. (The correct answer, by the way, is that they were in the transportation business, not the railroad business.) If you have attended a marketing seminar in the last 20 year or more you’ve probably heard a variation of that story at least once.
So what business are we in? My answer to that question was prompted in turn by a question I received in my email a few days ago from my friend Rich VanSlyke.
In this business of being a freelance voice talent, you have to constantly seek out new clients and ask for work. The illusion is that if you get enough clients, the work will come by itself. But, you must constantly be reaching out to new people. I’ve been doing it for 7 years and I will always be doing it. That’s how it works. Correct?
Rich,
Here’s how I look at the answer to your question:
1. Our highest responsibility or goal as a voice professional is to help people solve their problems. So, when I am hired for the first time by someone, I try to do more than just a great job. I try to make sure that I’ve solved all the problems for them that I can. Did they need a second or third or 20th voice? Do I know someone (or several someones) who could fit the bill or at the very least audition? What if there are changes and they don’t have any more budget to get fixes done? My answer to that one is I do the fixes for free. (Adding here, unless a job through one of my agents, in which case the my agent handles the fee negotiations.)
2. When we help people solve problems, we become much more than just a voice for hire. We leave a sweet impression. We stick in the mind of the person who hired us. So, for example, a few weeks ago I started working for a huge corporation because a guy they just hired there remembered me from work I’d done for a company he used to work for. This was new work for me that I did NOT have to go find. It came to me. Hundreds of dollars of work, and thousands more lined up behind it in the coming year.
3. Yes, we have to be marketing and prospecting for new clients all the time. But, if we’re doing a great job of solving problems for people, it’s must easier to get referrals, recommendations and good word-of-mouth that makes that prospecting so much easier. Easier, but still necessary. No question.
So, I don’t know about you, but I’m in the problem-solving business. I just do voiceovers as one of the ways I help people solve problems.
Bob,
I’m linking to this excellent post on my blog. I know in my heart you’re right…but I’m just a kindergartner when it comes to what you’re talking about. A hopeless neophyte. It will be the thing that ultimately makes me or sinks me in this business.
Dave C (CourVO)
Dave,
Thanks for your very kind comments. And I think you’re further along this path than you realize. At least, that’s my impression from watching you in action in various contexts.
Be well,
Bob
Bob!
What a wonderful post…like I should be surprised!
I too have used a variation of what you write, in saying that my job as a voice talent is to make my client’s job easier….which of course means helping them solve their problems!
I too will be linking to this post on my blog!
Peace!
Liz
PS…oh & Dave? Yeah…you’re WAAAY farther along than you give yourself credit for!!!!! 🙂
Liz,
Thank you. I know these thoughts aren’t exclusive to me and I’m not at all surprised that you have been thinking in this way for some time. Hopefully this post will be helpful to some folks, to nudge them in the direction of greater success.
Be well,
Bob
Bob! Love this! You are so right, it is all about how we can help our clients solve their problems. Just goes to show that no matter what business you’re in if you keep this in mind, you’ll most likely find success. I too am linking this post on my blog. It’s funny, I just blogged about what we voice people call ourselves, referring to what you, Bob,call yourself, “Storyteller.” Now we can add the best name of all…”Problem Solver.” Thanks!
Tracy Pattin
Tracy,
Thank you for your very kind comments and for the link.
Be well,
Bob
Bob,
I echo the above comments- well said!!
Kara
Indeed, great post Bob! The next step, beyond solving problems, is to make your clients heroes! Remember, most airlines are fighting for their lives today. 🙂
It really takes one very simple, yet difficult change in mindset. And it’s this: If you want to grow your business and your brand, remember that it really doesn’t matter what people think about you. What matters is this: How do you make them feel about themselves and their decisions in your presence?
Keep up the great posts!
Great post, Bob! Once again, your enunciation is perfect.
Tom,
What a tremendously valuable addition to this discussion you’ve left here. I very much appreciate your insight.
Kara and Wayne, thank you for your very kind comments, too.
Be well,
Bob
Bob, Thanks for this column blog. I found it via Liz’s page. This is a great lesson, and I’m posting this on my noticeboard.I shall remember it. I read once the saying that ‘you can get anything you want, if you help enough people get what they want.’
It’s good to be a problem solver. I’ll learn to be better at it. Thanks for the inspiration!
stefania
🙂
Stefania,
I’m so glad you stopped by. Thank you for your kind comments.
Be well,
Bob