Been Listening…
I’m on vacation right now. Having a great time! I’m out in Virginia visiting some of the family.
I think they’re ready for me to go home.
But anyway, while I’ve been traveling I’ve been listening to a lot of local radio, and specifically to local voice talent. And I’ve gotta say there are some dang good voice talents out here!
I know this business is full of people trying to make a living with their voice, and very few actually accomplish that, but it’s not for lack of talent! So what’s the difference?
Marketing!
Aside from the talent issue, I’ve noticed that the one thing that separates the big dogs from the pups is marketing. Well, of course there is the matter of experience, but even a good marketing plan overrides that.
And now with the wonderful world of the internet, effective and affordable marketing really is possible. Don’t matter where you live!
So, hats off to all you voice dogs trying to carve your niche in this fabulous industry! Keep working it. Get yourself a great marketing plan and hang in there. A bunch of you have what it takes. You just need to help clients discover you!
Of course that begs the question of how to do it.
Let me suggest 5 things that will help you build a great marketing strategy:
1. Get yourself a good website. And I mean a good one! One that’s classy, compelling, informative and easy to navigate.
2. Forget text ads. They’re a waste of money. I should know, I’ve spent five figures learning that lesson!
3. Keep your site fresh; not only for possible clients but for search engines.
4. Make personal contacts with producers and the ad creative types. There are thousands of online forums full of these people. Spend some time getting to know them and eventually some of them will give you a shot.
5. Do what I did…and still do. Hitch your wagon to a rising star. Years ago when I started in the business I decided that I would develop a good working relationship with small ad agencies that were just starting out. I figured if I helped them out and took care of them, I would grow my business as they grew. It was a stroke of genius, if I may say so myself. As those agencies grew, so did my business. And as some of those businesses merged with others, or individual players went to other agencies, my business just expanded. To this day, I NEVER seek work from the large agencies. They have their players. They don’t need me. Once in awhile I land a job from a large agency, but it’s usually because of someone that I cultivated a good working relationship along the way. I go where I’m needed, and it pays off in the long run!
Back to my vacation now…and listening in for you VO folk.
Here’s to all your hard work!