Chris Wagner offered some superb ideas on how to more effectively use the Internet, and specifically our web sites, to market our voiceover services during his VOICE 2007 presentation. Laurynda, over at Vox Daily, has done an excellent job summarizing that presentation.
You’ll notice in the comments to that thread that I do have a couple of small nits to pick with some of Chris’s material; but the vast majority of it is so good that I recommend you read and heed what he has to say.
THE STAR’S CREED
by Bob Fraser
“I’m an assistant storyteller. It’s like being a waiter or a gas-station attendant, but I’m waiting on six million people a week – if I’m lucky.” ~ Harrison Ford
This is one of my favorite quotes because it contains three of the most important elements you must understand in order to become a successful actor.
First, Mr. Ford tells you what the job is. Storyteller. Then he tells you how he thinks about his audience. He wisely considers them customers. Finally, he reveals the secret to becoming a big star – have a lot of customers.
In other words, if you want to be a successful actor, you must build your customer base. You must attract an audience.
This is just a fact of life in our business. Entertaining the audience is what you will get paid for. Whether you ply your trade anonymously behind a microphone, appear in Broadway musicals, act in commercials, sing for your supper, do your thing in sitcoms or soaps, make independent films, or interpret Shakespeare in the park – your primary focus (as a business person) should be the audience – the paying customers.
Understanding the “butts in seats” part of your acting career is crucial to your eventual success.
ATTRACTING THE CUSTOMER
Too many actors lose sight of this fact when they get caught up in the “inside” stuff. “Who’s my agent? How do I get the casting director to notice me? What do you think of my headshots? Maybe I should get my nose fixed. How can I get into the union? Should I go to New York or Hollywood?”
Believe me, our customers don’t care about any of that. Not one customer in a thousand can name Harrison Ford’s agent. It’s unlikely that you know who it is and you’re in the business. I doubt that any casting director has ever asked to see Harrison Ford’s headshot or resume in the last twenty years. And try this experiment; ask 100 civilians what union Harrison Ford is in. Be prepared for some blank looks.
Every successful actor I’ve ever met (or know about through reading biographies) has accomplished that success by one method. They’ve attracted an audience. Their focus is on the audience – the customers. They’ve worked hard at building their customer base. The other stuff is grunt work. Sure, it’s an important part of taking care of business – but none of those things will make you more successful.
It’s like a plumber spending a lot of time picking out his wardrobe. “Look, I don’t care about your outfit. Just fix my toilet.”
Is it easy to build a customer base? Even a plumber knows the answer to that. If it were easy, everyone would be successful. Is the method a deep dark secret? Not really. All you must do is concentrate your efforts on your audience skills.
Believe me, if your only goal is to entertain an audience, your success in the business is assured – when you treat them like customers and run your business as if your income depended on it, because (not to put to fine a point on it) it does.
Agents, casting directors, managers, other actors, & network vice-presidents of talent are not your customers. They are co-contractors. They are only helpful to you if you already know how to “fix the toilet.”
IT IS NOT REALLY LUCK
Many will argue that success in the entertainment business is a matter of ‘luck.’ It is. But look closely, Harrison Ford’s definition of ‘luck’ is doing your job for the audience and hoping they like it well enough to pay the admission.
If your definition is that anyone can get to the top by getting lucky – like it’s some sort of lottery – well, if you believe that, I know about some beach front property in Bagdad, you can buy cheap.
Some will even say that what counts is who you know. Again, that’s almost true. The reality is this: What really counts is who knows you. The more people who know you and want to see you perform – the larger your success will be.
Then there are those actors who believe that there’s a short cut. Get the right agent or manager. Find the “magic” monolog. Make friends with casting directors. Go to the right parties. Network until you find someone who will help you ‘make it.’
DO YOUR RESEARCH
I urge you to read the biographies of successful actors. You will not find a single instance of these sorts of tactics leading to the promised land of stardom.
If you still believe that actors are being discovered at the drugstore or the gas station – well, that Bagdad beach is beckoning … and I can get you a rock-bottom price.
It all boils down to this: any business person who does not consider the customer the most important element in the enterprise, is doomed to failure.
Becoming a successful performer is a matter of performing in front of an audience as much as you possibly can – serving your customers until you are doing what Harrison Ford is doing – “waiting on 6 million customers a week.”
It’s all about the audience. Customers make careers – not door keepers.
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PERMISSION TO REPRINT: You may reprint articles from Actor’s Tool-Kit, on your website or electronic newsletter. However, in order to comply with my copyright, you must also include the following paragraph with your reprint:
“Reprinted from ACTOR’S TOOL KIT, the email course just for subscribers of Show Biz How-To — The Free Actor’s Monthly. Get your own free subscription by going to: showbizhowto.com. Copyright © 2006 Bob Fraser Productions All Rights Reserved”
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You couldn’t miss Kara Edward’s smile as she lit up the conference room where we met in Las Vegas. Even in a crowd of over 200, her cheerful enthusiasm stood out unmistakably.
Kara has posted a wonderful summary of comments and reflections about VOICE 2007 on her blog. Go. Read. You’ll be glad you did.
At VOICE 2007, Frank Frederick’s presentation on Love Notes was one of many highlights for me. Not only because Frank has become a dear friend over the last year; but also because what he had to say struck a powerful chord of resonance in my own heart.
Stephanie, over at Vox Daily, has done her usual superb job of surveying the material presented. And if you want to dig deeper, Frank has published an audiobook on Love Notes, as well. (I’ll add a link to purchase Frank’s audiobook once I find one!)
My thanks to Peter O’Connell for pointing out this article today about VOICE 2007 at Backstage.com. Very nice.
It’s been an amazing 2 days so far. We began on Tuesday evening with an opportunity to meet and greet one another. While I’m naturally a rather shy and introverted person, I actually really enjoyed these 3 hours. It was truly a joy to meeting, in person, so many of the friends I’ve made through the Internet, in particular through the VO-BB.com. And to make a number of new friends as well.
If you haven’t been involved in voiceover work for very long, you may not have realized this yet, but unlike most other kinds of performance work; voiceover is filled with tremendously nice, helpful people. So, it’s a sheer joy to meet and talk with so many nice human beings in one place. There are about 200 voiceover talents, ranging from “not even hardly started” to “working professionals,” gathered here in Las Vegas. And it has been one amazing time, with so much to learn it feels like I’m trying to drink from a fire hose. I think a lot of us feel this way. But, it’s still a wonderful feeling.
I’ll add further updates to this and one or two more posts about this conference in the next couple of days. But, please believe me, you are not going to want to miss this event next year. Discussions are under way about where to hold it, so there’s a good chance it won’t be in Las Vegas next time. But, where ever it is, you need to be there. I know I will.
When I started publishing interviews on this voiceover blog, I knew the first person I wanted to feature was Mary McKitrick. Who? Oh, if you don’t know by now, you need to strap yourself in for a bit of a ride. Mary’s is a remarkable story. In the last few years she’s made the transition from college professor to voiceover talent. And quite successfully, I might add.
Indeed, a bit part of the reason I admire Mary so much is that in just a couple of years of voiceover experience, she has far surpassed me in her understanding of how to build and grow her voiceover career. And I’ve been making professional money at this game since 1983.
But, this post is about something specific that you’ll find at Mary’s voiceover blog. She has carefully documented her efforts to market her voiceover business through her local Chamber of Commerce, specifically…
I signed up for a table at the Tabletop Expo sponsored by my local Chamber of Commerce. The tables were quite inexpensive, putting the expo within reach of small business owners such as me.
Next came the question of what to give away. Mary, for some time, had…
been longing for MCM Voices pens…
The local business she chose to help her with her pen supply turned out to be a great choice, because not only did they do a terrific job with the pens, he asked a lot of questions…
…what I expected to get out of my participation in the Expo – what kind of people would I be marketing to and what would I be trying to sell? This was very important, because if not for his questions I might not have realized that the one thing I was most likely to be able to sell was something I don’t usually market, namely on-hold messaging and telephony. I subsequently designed a brochure that featured that part of the business much more than I would otherwise have done.
I highly encourage you to read the whole thing from Mary. It’s well worth your time and might yield some valuable lessons for your own marketing efforts.
Linda and Robin, over the The Nice Blog, have posted a really cool story they found in the New York Times that illustrates the power of nice, beautifully. Here’s just a brief bit…
After each show on his thirty–city tour, comedian Jim Gaffigan looks out into the packed theater and offers to meet every single person who would like to. He then stands in the lobby, sometimes very late into the night (he pays ushers overtime out of his own pocket), and shakes hands, signs CDs, and poses for pictures.
This story underscores how simple it can be to distinguish oneself from the ordinary. There are lots of nice voices in the world, lots of talented people. The goal is not just to book a voiceover job, it’s to make a lasting impression. After all, clients who are delighted with the experience of working with us, are much more likely to work with us again.
Career Advice, General, Getting started in Voiceover, People
Gary Terzza is a voiceover talent and coach based in the UK. On his voiceover blog he writes about what’s really required to deliver the goods as a voiceover artist.
I suggest you read the whole thing, it’s not long; but here are a couple of key lines…
Voice-overs are all about bringing a script to life…voice-overs come from the mind not the larynx.
Career Advice, General, Getting started in Voiceover, People
With thanks to my friend David Houston for pointing out this video on his voiceover blog, check out the excellent video interview with Rodney Saulsberry.
I think we’re going to learn a lot from Rodney at VOICE 2007.
WHAT AGENTS THINK
by Bob Fraser
Agents are salespeople working in an employment agency.
That’s what they do. They call people who have jobs to fill and they try to sell the business people they represent (actors). They are just like salespeople at a temp agency. Just because they sell actors doesn’t change the job.
The most important thing to understand about them is that they do it for money. Like many people in many professions – no, like all people in all professions – agents like to make money for their efforts. Unlike lawyers, however, agents rarely do pro-bono work.
I’ve only had two agents during my acting career, but I know a lot of agents – including some of the biggest in the business. I’ve gone to parties with them, played poker with them, and softball – seen ’em at picnics, awards ceremonies, golf tournaments … you name it.
Bottom line: I know these folks.
THINGS AGENTS NEVER SAY
Read the following very carefully:
I’ve never heard an agent say, “Yeah, I just took on a client who’s thinking about being an actor. She hasn’t done much on her own but I think I can teach her to work. I’ve got plenty of time to show her how to be a pro. And even though she’s got the wrong attitude, it probably won’t take too long to explain why her attitude is problematic. I know she hasn’t managed to get going on her own but I’ll just send her out for every part in her age range until she gets work. I know it’s risky, but she’s got a feeling she’s going to be a star, so I’m going to give it a shot.”
I’ve never heard anything like that.
WHAT AGENTS REALLY WANT
This is the kind of thing I hear agents say when I’m playing cards or lining up a putt, “Yeah, I just took on a real comer. This guy can do it all. He’s a good actor – wait’ll you see this little student film he did. He’s smart. He’s been making pretty good money – all non-union, but he’s ready. Hustle? The guy’s been in like a hundred plays, he teaches a class to kids. He’s doing a one-man show over at this Equity waiver theatre in West Hollywood – go go go. I tell you, Bob, I’m going to make a fortune off this kid.”
Do you see the difference? Of course you do.
In your heart of hearts you know that this is reality.
You know it.
So, how does this help you to get an agent?
In this crucial way: Now, you KNOW what agents are really looking for.
INTEREST = MIND-SET + RESULTS
1. Actors who are acting for money. Because 10% of that amount is what the agent lives on. It is his income. If the actor cannot book work – nada.
2. Actors who are getting cast. They’ve been in plays, student films, non-union work, it really doesn’t matter what level of work is, as long as the actor has a history of getting cast. It’s a good indication for most agents.
3. Actors who work hard at getting good enough to compete for jobs – actors with the right attitude. (They know they have to commit and work hard.)
4. Actors who hustle.
NO INTEREST = LACK OF COMMITMENT & HARD WORK
You now also know what they are NOT looking for.
1. Actors who haven’t made the commitment to act for money. (This kind of self-induced commitment is probably harder than you think it is.)
2. Actors who haven’t bothered to do much without anyone else’s help.
3. Actors who believe that an agent can “make it happen.” (Rule of Hollywood: Agents don’t make actors – actors make agents.)
4. Actors who take an attitude because of that belief. (“They just don’t care about talent,” is a hollow complaint – and changes nothing.)
5. Actors who think agents don’t know what they are doing. (Maybe the agent knows what she’s doing and the actor doesn’t know what he’s doing. It’s a possibility.)
Now, these ‘observable realities’ can lead us to only one conclusion with regards to your “getting an agent” problem.
IT CAN BE DONE
IF … you are the type of actor they are looking for.
NEXT INSTALLMENT: THE STAR’S CREED
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PERMISSION TO REPRINT: You may reprint articles from Actor’s Tool-Kit, on your website or electronic newsletter. However, in order to comply with my copyright, you must also include the following paragraph with your reprint:
“Reprinted from ACTOR’S TOOL KIT, the email course just for subscribers of Show Biz How-To — The Free Actor’s Monthly. Get your own free subscription by going to: showbizhowto.com
Copyright © 2006 Bob Fraser Productions All Rights Reserved”
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…here is one you should read and think about. My friend Steve Rae has written the 10 Most Important Service Phrases. All of us involved in voiceover work need to know these phrases and how to use them. For that matter, all of us involved in any kind of service business.
Career Advice, General, Getting started in Voiceover, People, Tools
I’ve written previously, more than once even, about how highly I think of Nancy Wolfson as a voiceover coach. After hearing about Nancy from two of my good friends who live and work in Southern California, my first direct experience with her training was during a teleseminar she conducted with Anna Vocino some time ago. And I’m delighted to let you know that very teleseminar is now available as an audio download for the same price we paid to be part of it in person, the rather modest sum of $49.
Details and order information is available at BreakIntoVoiceOver.com. I think you’ll find this valuable information is worth way more than the price.
Bobbin Beam has written some good thoughts on this subject on her voiceover blog. Read. Learn. Apply. Vanquish those mouth noises forever!
Career Advice, General, Getting started in Voiceover, People, Tools
My friend Jeffrey Kafer is blogging about his experiences using Google adwords and Microsoft AdCenter. The first post in the series is here. The second here. The third here. No doubt more will be added to his voiceover blog in coming days.
Thanks for documenting this experience Jeffrey. I’m interested to see how it turns out.
Career Advice, General, Getting started in Voiceover, People
Something I’ve noticed in posts at the voiceover blogs written by my friends Adam Creighton and Tom Dheere among others is the idea that if you’re working on your voiceover, voice acting or just acting career, and your not booking a lot of work “right now”, don’t sit around moaning about your lack of work, do something. Make your own work.
For example, Tom’s working on film projects (for one of which, Project: T.E.R.R.A., I even got to provide some voiceover bits) and Adam has created this brief, but interesting animation that he’s posted on YouTube.
Adam not only did the stop motion animation, but also wrote the script and provided all 4 voices. Nice work, Adam. And Tom, you’re doing some really interesting stuff too. Good for you. You guys are doing it.
There’s a lively exchange going on over at Vox Daily regarding the merits and demerits of doing voiceover work under union contacts exclusively. You might want to join the discussion.
I should point out that there’s a lot of confusion about the term “financial core” floating around, some of it in the comment thread of the above post. You’ll find some good, hopefully clear, examination on that issue of you search the archives here and at the VO-BB.
With my thanks to Darbi over at Everything Acting, check out their latest podcast (Episode 27 if you’re reading this post in the archives) for an interview with Billy Serow, of Abram’s voiceover department.