On CNN.com today you’ll find an article featuring comments from two of my good friends, both of whom also happen to be brilliant voice talents. Kara Edwards and Moe Egan. Ladies, you rock!
Career Advice
Branding Webminar from Nancy Wolfson and Anna Vocino
In spite of some technical glitches in the first couple minutes, there’s a boat load of excellent thoughts and advice from Nancy Wolfson (with whom I’m currently studying) and Anna Vocino about how to present yourself as you build your voiceover career in this Voice123.com webinar that’s available now through YouTube.
Getting the most out of your Voiceover Talent
One of the newest members of the VO-BB is Tom Test. Not only is Tom a talented voice actor (listen to his demos here to see what I mean); but he’s also a thoughtful and insightful writer.
He’s assembled six superb articles on this page under the general heading of “Tips on Getting the Most Out of Your Voice Talent.”
Thank you for this excellent stuff, Tom.
Where in the world (updated)
I’m making my first ever trip to Upstate New York this weekend, to attend what promises to be a fabulous day-long voiceover marketing conference in Albany, New York and sponsored by Voicecoaches. These folks run a first class operation, and I’m honored to be here and to have been invited to take part in the closing panel discussion this afternoon (Saturday, June 2nd), though the title of the panel should be several experts and one guy who wandered up here from Charlotte!
In any case, I know I’m going to learn a great deal from everyone here, including the presenters and the folks attending. We had a mixer this evening at which I had a chance to meet several of the attendees. It was great fun interacting with folks of various backgrounds, but all of whom have a strong desire to pursue voiceover work.
I’ll update this post after the event is done with some further reflections. But, I can already tell that I’m very glad I have Voicecoaches on my blog roll under Career. They work with folks here in the Northeast directly as well as over the phone with people all over.
First update: We’re on a lunch break now, half-way through the day at the Marketing Conference sponsored by Voicecoaches. I’m deeply impressed with the quality of the presentations. I’m very glad I came because I’ve picked up several valuable ideas on how to continue to grow my voiceover business.
The top ideas were:
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- A brilliant presentation from Jay Silverman about how to prepare an introductory letter when sending your demo to a potential new client, a letter that doesn’t read like everyone else’s but stands out as something fresh and original. (Stephanie has posted her usual superb notes about Jay’s presentation over at
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- Some excellent insights from Stacey Nooney and Warren Garling (Warren, I sure hope I got your name right) about networking organizations and opportunities I’d never thought about.
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- A tremendous presentation about marketing voiceovers in the Google era from David and Stephanie Ciccarelli of
- . As I was listening to them speak I finally put together an idea of how to do some pay-per-click marketing of my voiceover business that I think may work.
I’m so glad I’m here. And I look forward to everything that’s still ahead this afternoon. More updates later.
Second update: The afternoon kicked off with a brilliant presentation on graphics, design and a solid dose of branding advice from Dan and Phil from OveritMedia. I was very impressed with the focused approach these guys demonstrated, and equally impressed with their passion for staying current and adapting to the winds of change that continue to blow through the voiceover business.
We then heard some of the life story of Billy Serow, commercial voiceover agent with Abrams Artist Agency in New York. (The agency has an office in Los Angeles as well.) As Stephanie Ciccarelli posted on Vox Daily, Billy is that rare sort of agent, a person with a genuine heart for people. It was a sheer delight to hear some of his life’s journey and especially how he feels about developing promising talent.
I made an uncharacteristically bold move during both of these presentations when the time came for questions, I asked Dan (President of OveritMedia) and Billy if they ever worked with guys outside their local markets (Albany, NY for Dan and NYC, NY for Billy) and they both responded with “yes.” So, being even more uncharacteristically bold, I asked each of them during their respective presentations if I could give them a business card. Again they each said “yes” so I got up from my seat near the back of the room, walked up and handed over one of my cards. Honestly, I surprised myself a bit when I did this, because I’m normally too shy to do something like that; but I think some of what I’d learned earlier in the day about marketing and networking actually penetrated my thick skull, so it was easier to step up and make a move like this when the opportunity presented itself.
The final session of the day was a panel featuring a number of brilliant contributors, including David Ciccarelli and Billy Serow, as well as actor and television personality Evan Farmer, Heather Frenz (a very talented actress and voiceover talent working full-time in Albany), Jim Sciancalepore of Media Logic, David Bourgeois (president of Voicecoaches) and me. We spent over an hour and a half answering questions from the 60 or so in attendance. It was great fun. I’m so very glad I was invited to be a part of this excellent day.
Talent Agency question answered
Marc Cashman blogs as the Voice Cat (at Ask the Voice Cat) and recently responded to a question about Talent Agencies. There is whole lot of solid and valuable information for you to explore. Take a few minutes and read the whole thing.
More about audiobooks
My friend Elaine Singer has just learned first hand why I always give the same answer to everyone who asks me about how to get started recording audiobooks. That answer? Take Pat Fraley’s audiobook class. (If you don’t see an audiobook class listed at the link, send an email requesting to be added to his notification list.) You’ll learn everything you need to know. And if you make any kind of effort at pursuing audiobook work after you’ve completed the class, you’ll quickly make back what the class costs.
Authenticity?
One of my favorite bloggers on the subject of branding is Tom Asacker. His “A Clear Eye” is a must read, so much so that I subscribe to his site via RSS. His latest post links to a new white paper he’s written on the current marketing buzz about authenticity.
Here are two of the ways Tom’s paper connects back to the world of voiceover work:
1. As talent, we must do everything we can through our performances to help deliver an “authentic” experience for our clients regardless of the quality of the writing.
2. As producers, the voice talents you select need to have the talent and ability to deliver a performance that moves your brand forward. Quality and availability are the defining characteristics, not price.
Who cares how you get there
My friend Jeffrey Kafer has written a post for his blog that underscores something I’ve long believed: many times the best solutions are the simplest. In Jeffrey’s case, he was trying to figure out the best way to set up his home studio to do a phone patch. Our mutual friend Frank Frederick (yes, Jeffrey, he is a super nice guy) gave this exact advice about not picking an expensive and complicated solution when a simple one will do.
Good for you, Jeffrey. May there be many more.
Focus, it’s a good thing
My friend Mary McKitrick writes consistently thought-provoking posts on her blog. Today’s post is no exception. The central point is the point. What? When you read, you’ll understand.
There’s a potent conclusion to be drawn if you need to hire voiceover talent as well. Especially when the project you’re working on has a budget of some substance, with the higher level of importance that comes with such budgets. Finding voice talent with specific skills and experience relevant to your project will save you a great deal of both time and money. Because paying more for an experienced professional is going to save recording time, editing time and final production time. And you already know what time equals.
Stay the same or Change?
My friend Karen Commins always gets my brain cells working with her blog posts. Her post How to lose friends and irritate people is a perfect example. While my experiences haven’t paralleled Karen’s exactly, I do see the dynamic of “keeping you the same” playing out in interesting ways. Thank you, Karen. And if you’ll take some time to read the whole thing, I think you’ll say “thank you” to Karen as well.
Canadian readers have study opportunities
According to my server logs, quite a number you dear readers, are located in Canada. Since I’d hate to leave you “out in the cold” as it were (ahem), here are some study opportunities coming to various cities across Canada. All of these are classes offered by the brilliant Debbie Munro.
MIC & ME Voice Workout – $375.00 (full weekend) or $225.00 one day only. All levels of experience.
Work for two intense days on mic. Be directed as you work on a variety of current scripts. Tips, tricks and amazing stories throughout.
Toronto – June 9/10, 2007 (NOTE: Check this post on the Vox Daily blog for more about this event.)
London UK – June 16/17, 2007 (see info sheet for prices)
Calgary – August 25/26, 2007
Regina – September 8/9, 2007
Saskatoon – October 6/7, 2007
MIC & ME Voice Biz – $375.00 (full weekend) or $225.00 one day only. All levels of experience.
Learn all about the business for day one, time on mic and basic editing day 2. Perform an actual audition as I direct you, then you edit it and submit it yourself.
Vancouver – Sept 22/23, 2007 10-5 p.m.
Calgary – TBD Fall 2007
Edmonton – TBD Fall 2007
As far as I know, the prices quoted are Canadian dollars. But, to be sure check Debbie Munro’s website for all the latest updates and details.
A chat with AFTRA from VOICE 2007 (updated)
Stephanie Ciccarelli has been an invaluable resource of information that she gathered during the VOICE 2007 conference in Las Vegas. She’d posted a conversation she had with some folks who were there representing AFTRA.
UPDATE: Stephanie emailed today to me to let me know that AFTRA has requested that she remove the article from Vox Daily, which she has done.
A terrific learning opportunity in Western PA
If you live within driving distance of Pittsburgh, PA you should seriously think about attending a special Panel Discussion about Voiceover that’s taking place on Wednesday, May 23rd. Details are available on the VoiceChaser’s discussion board. My thanks to Kristy Sproul for posting this notice.
Among the folks who will be speaking are my agent, Stephen Black (The Talent Group in Pittsburgh) and my friend Rob Deaner, founder of Market Street Sound recording studio in Pittsburgh. 8 of the best years of my life were spent in Pittsburgh. I sure wish I could be there on Wednesday.
Another load
Short and sweet thoughts from the mind of Philip Banks, posted with his permission, from the VO-BB.com…
Never make a sacrifice but be prepared to invest in yourself.
Before you ask someone else what they think you should do see how long they take deciding “Soup or shrimps?”
Don’t ask if they like your demo, ask them to refer you to someone with work.
Ask your coach about their most recent VO job. If it’s more than a week ago make sure more than a week goes by before you get another coaching session from them.
Job offers should be assessed based on whether they make financial sense or not – Like or dislike has nothing to do with it.
Talk to the big hitters, the REAL big hitters – They’ll give you time.
Is what you’re seeking within your reach? Raise your game and learn to jump.
Wanting to be a Voice Over is not enough – You HAVE to be a Voice Over.
The only feedback worth believing reads as follows – “Payment of invoice No ….”
Is my set up good enough? When switched on does it give a clean feed from the client’s bank account to yours? If so, then it’s just fine.
I would offer only this alternative thought regarding one’s voiceover coach, “Ask your voiceover coach about the recent work of his or her students.” (i.e.: John Wooden was never close to the level of basketball player as were those whom he coached, but his record as to whether he was a great coach or not, isn’t subject to question. Being a great coach doesn’t always require being a great performer.)
More about battling mouth noise
There’s a roundup of suggestions on how to stay hydrated as you work in your voiceover studio at Vox Daily. Good stuff.
Three more steps
Another voiceover blog I frequent is written by Kara Edwards. Her post Three Tiny Steps is well worth your time.
Expectation of a feeling by way of an experience
The title of this post is my summary of Tom Asacker’s definition of branding. I hope you’ll read his entire post. But, if you don’t or won’t take the time, here are a few key quotes…
Our expectations of brands are created by a combination of factors; e.g. packaging (how something looks and feels), promotion (what we’ve seen, heard, or read about it), word-of-mouth (what friends have told us), past experience (the feeling we’ve received from choosing and using it), etc. Great brands become great because those various factors reinforce our expectation of receiving the desired feeling.
The key to brand success is to stay tuned in to consumer’s changing desires, create an expectation that your brand can fulfill those unfulfilled desires, and then deliver on that expectation over time. And don’t forget that people’s expectations are always changing, based on what they are exposed to in the marketplace.
Don’t get confused by all of the brand and marketing noise. It’s only going to get louder as the money continues to flow out of mass media. Instead, get as close as you can to your audience. Close enough so that you’ll only have to whisper to be heard, and so that you’ll be able to feel the reaction.
Teleseminar with Nancy Wolfson and Anna Vocino
Rather than trying to live blog this evening, I’m just going to pass along what I see are some of the key thoughts. We began with Nancy talking with about some of the core concepts of Nancy’s instruction, the material that forms the basis of many of her private lessons. The thing that is different here is that Nancy (with Anna chiming in from time to time) is doing all the talking rather than the interactive experience that studying with her in Private Lessons is like. (I confess, I like the Private Lessons better; but this has been great review of some of these very basis ideas.
Here are a couple of examples of ways to sound like a real person: Don’t emphasize conjunction words. (and, but, then, etc.) Don’t emphasize “you.” (The person seeing or hearing the commercial isn’t thinking about anyone else listening, so emphasizing “you” telegraphs that this is a [small time] commercial.)
In the question and answer time, one of the questions had to do with “what about those times when the client insists on one of those words being emphasized.” Nancy’s response: Ignore what I said and do what the client wants.
Observations from the demo evaluations: 1 minute and 22 seconds is too long. It needs to be right about one minute. Don’t leave mispronounced words on your demo. Make acting choices and then commit to those choices. Don’t just say the words. Don’t use a slate on a demo unless it’s part of a house reel. Have the first voice that’s heard be our money voice. Don’t lead with a partner voice, because an agent wants to hear money and partner reads suggest “radio” which is the lower paying stuff. Lead with a campaign sound, a Porsche not a Kia.
Lead with our authentic sound, the one that establishes our individual brands. Sometimes, especially for pieces that are TV spots, the background music should drown out our voices slightly, because that’s the TV spots really are mixed.
Nancy has done demos for people all over the world, including people she’s never met in person; by using Source Connect to direct remotely while connected with a studio where the talent lives.
And to cap off the evening, Kara Edwards won a free one year Premium subscription to Voices.com, when her name was drawn out of the hat at the end. (It was a good evening for Kara, as she was also one of the 4 who had her demo evaluated on the spot by Nancy.)
And for more information, be sure to visit BreakIntoVoiceOver.com.
Drawing from the well called Philip Banks
From time to time Philip Banks backs up his Brinks Truck of insight and unloads a great pile of it at the VO-BB. Today was one of those days. Since he has previously given me blanket permission to quote him, I will do so here. And thank you, Philip, for these very thought provoking comments, buried as they are on page 5 of this thread.
I’m a $20 per month member of Voices.com and a $195 member of Voice123. My membership of both sites has helped me spend part of my marketing budget; it remains to be seen how effective this exercise will prove.
For several months I’ve been looking for value in my marketing spend and this has proved increasingly difficult to find. In order to connect with business people I joined ecademy.com at a cost of $20 per month. Most of the members are entrepreneurs (Bilkopedia = between bankruptcies) who talk the talk but do not walk the walk.
Never before have I encountered so many bedroom based CEOs. Why do so many business people spend time networking online, going to local, regional and national networking meetings? Because they have nothing better to do, in other words NO BUSINESS. My final test for ecademy was to place an ad in the so-called Marketplace offering the service of a Voice Over. I didn’t expect a response but did expect to see another ad to appear offering the services of a Voice Over. No disrespect to the other Voice Over, it just confirmed that ecademy was not the place for me.
I was taught a long time ago to test everything I do in marketing and to establish the £ (or dollar) value. As law student I was also taught that the most important question to ask is always the second one because people seldom answer the first. if you combine these two disciplines you will have a powerful marketing philosopy.
We need to be sure why we are doing something, is it business or is it pleasure? Guess what. VO-BB is of no commercial value to me at all!“OUCH! How VERY dare you, Sir. I spurn you as I would spurn a rabid dog!”
Over 1500 posts, each has been a pleasure. I’m delighted to be in your company and I chose to spend the time I’ve spent thus far on here because I enjoy it.
Having placed the above on record there are sites like voices.com that work the voices but do not work for voices – Here’s what you do. Use the site to fit in with your agenda, never let things work the other way. Do you have a minimum session fee? Do you audition for jobs below your minimum session fee? When someone asks for a custom audition send them a note requesting that they listen to you demo’s and if they feel it’s appropriate get in touch for a custom piece of audio. You feel this may be heavy handed? What if you don’t get the job? There was only a 100-1 chance you were going to get it any way so you’re not losing much.Pay to play sites – You pay them to get you work, you do not pay them to allow people to collect free auditions.
Agents – The job of an agent is to represent your interests and to help promote your career. An email that reads “do this audition” should always be followed up with a request as to why the client wanted an audition from you in particular. You would be amazed how many agents work on the “mud sticks” principle, that is not in your interest. If you honestly believe it is the following may be of use – You would be amazed how many agents work on the “mud sticks” principle, that is not in your interest
When I moved up to Scotland a journey of over 600 miles I was contacted by an agent. Would I go to a TV studio to audition for character voices for a new puppet TV series ? Qualifier was very important as the audition day was my moving day – “Why does the director and producer want to see me?”
The agent lost her temper, she snapped that she was very busy and this was a good opportunity. I asked the same question again – Keep asking your question until you get the answer. It turned out that the production team were seeing anyone from any agency. I was going to allow 6 people on salaries plus expenses to waste my time, fuel and not pay me a penny. Was it going to be an investment? 100-1 chance or over? No, I doubt it. Did I upset the agent? Yes. If someone took from you (or tried to) around $500, stopped you from doing something more productive and all for no good reason would you mind upsetting them?The two great motivators in this business are vanity and fear, beat those and your career will go into orbit. Most people never manage to beat either, let alone both.
Live blogging Nancy Wolfson and Anna Vocino’s Webinar
Voice123.com is presenting their first Saturday Webinar today, with Nancy Wolfson and Anna Vocino. They’re about to get underway and I’ll do my best to present the information discussed in this webinar as we go along. Together Nancy and Anna have a business called Break Into Voice Over.
The webinar is titled The Power of YOU, Inc. …Work Your Brand to Get More Work. (All time references are Eastern US time.)
1:12 PM – A few technical difficulties have led to a bit of a late start. But, we’re now under way. Nancy begins with a bit of background on her approach to training, specifically her concentration on helping each talent discover their own unique brand.
1:15 PM – What is Break Into Voice Over? Using our skills and connections to help your career. Demystify the VO business. Why creative people must act like business people. Increase opportunities to make money at voiceover work. What you need to know about branding.
1:18 PM – Four must haves of our VO Business Plan – 1. Education 2. Inventory. 3. Marketing 4. Means of Distribution. If this seems kind of strange, a business focused, goal oriented way of looking at things rather than talking about acting technique. If we concentrate on performance skills rather than understanding the styles that are actually selling, we can end up with lots of skill, but not work.
1:20 PM – Your demo needs to be “so you.” It has to accurately reflect who you really are. Commercial demos need to be first, and only after we’re starting to book significant work should be branch out into secondary and other demos like animation, character, trailers, etc.
1:22 PM – Consistent graphical content, avoiding corny and over used images like microphones and mouths, that reflects who you really are needs to be everywhere. Web site. CD cover. Business cards. Etc.
1:25 PM – It’s important to focus on the first four points (at time reference 1:18 PM above) and do them in order. Train. A Great Demo. Consistent, accurate marketing. Professional quality home studio, high speed Internet service, web site and other tools.
1:28 PM – One major key to branding your voice is to be narrowly focused, especially at first. Like a hot knife through butter, we need to cut through the clutter to “you” as distinct from anyone else on the voiceover landscape. There isn’t a single “sound” that is the accepted voiceover sound anymore. Because everyone and her cousin can now seek work in voiceover.
1:30 PM – Even if you’re talented enough to do all kinds of things, there’s already others who can do each of those things better than you. Everyone is a unique fusion of experiences, genetics and relationships; and if we can present ourselves as that unique “me”. Being versatile isn’t a distinctive position.
1:34 PM – With national, well known brands, the distinctives of the content (e.g.: Heinz and Hunts catsup actually have different formulas for the amount of vinegar and sugar) are demonstrated in the way the packages are designed.
1:36 PM – So, our graphics need to reflect who we really are and who we actually sound. Thus highlighting our distinctive difference from anyone else in the voiceover business.
1:38 PM – The graphics, demo and presentation do have to match, otherwise we’re undermining ourselves in the process. But, by having everything lined up and consistent, we multiply the power of what we’re doing.
1:40 PM – What do we use to Brand? You and your experiences. Your likes and dislikes. Your demographics including age, place where you grew up, etc. Key questions like “how would your Mom describe you?”, etc.
1:44 PM – Branding Blackjack: What is your “up” card and what is your “down” card? (e.g.: Brad Garrett is such a funny, goofy guy for someone with such a big, deep voice.) Question to examine, how is who I am distinctive from how I look?
1:49 PM – Check out the pairs of voices at this link, which is what we’re comparing and contrasting right now. In each case, the pairs are similar enough they wouldn’t likely be listed on the same agents’ rosters, but distinctive branding sets them apart.
1:53 PM – Good branding makes it easier to book work because it helps agents and clients understand who you are and what you can do. Branding also makes the point to those who make advertising that you understand how advertising and marketing works.
1:57 PM – Places to go and things to do. Register your domain name now! You can listen to lots of examples of other great demos at voicebank.net and Nancy’s site. Also check out the FAQ section while you’re there on Nancy’s site.
2:02 PM – Nancy and Anna are interviewing agents, casting directors, animation directors, and producers for a series of MP3 recordings that will be available at Break Into Voice Over in the near future.
2:06 PM – First question was about catching the eye of those who cast. Graphics have to be first quality or we will communicate that we’re small time, even if we’re not.
2:08 PM – Second question. What are the first 5 things to do for someone new? Look above at the list of the first 4 things. Plus, we have to Available, Affable, and Able. (Clarifying this last point, you have to be able to deliver once you’re in the studio!)
2:11 PM – Third question was about versatility for those already with an agent. Narrow branding is still vital, because it helps the agent get you work.
2:15 PM – Everyone’s situation is unique, which is why Nancy recommends studying privately with her to focus on branding, so that the branding efforts can concentrate on what is unique about you.
2:19 PM – How much does it cost? The answers are in the Break Into Voice Over web site in the MP3 teleseminar for sale there, but bottom line, about $5000.00 if starting from scratch.
Thanks to Nancy, Anna and Voice123.com for an excellent webinar!
(Update: All typos and grammar errors are mine and will be corrected as soon as I can get to them.)