MANAGING THE CLIENT - PART 2

MANAGING THE CLIENT - Part 2

Published January 14, 2010

MANAGING THE CLIENT

Help!  The Client Wants A Freebie!

We’ve all had that phone call.  You know, the one where the client, who is probably not even a big client asks you for a favor and wants you to do a job for nothing to near nothing.  And your heart sinks and you have a sudden sense of panic – “What if I say no, will I lose this client?”  “How could he do this to me?  He knows I’m barely keeping my head above water!"  “If I do this, am I setting a precedent?” And suddenly you’re overwhelmed by a sense of losing control.

Unfortunately there are no set rules or formulas for how to handle this situation.  I will tell you though, that in my experience about half of the time the client was really in a jam and needed my help, and in the long run I made a business partner for life.  The other half of the time I lost a client who was on his way out because of his own business issues, or was more of a mooch than a client and I was happy to see him go.  I realize that’s a harsh statement to make, but Uncle Sam doesn’t consider me to be a charitable organization and he expects his cut. Of everything. Even the mere pittance the client offered.

The truth of the matter is you don’t build a good business relationship with your client by working too cheap.

You build good business relationships with your client by giving great service at a fair price.

But what about the client that asks for the freebies?  How do you handle that?

I have a personal policy that I follow on this matter.  It’s not for everyone, but it works for me.  If I have a client that has produced x number of dollars for me over the past year, and I am asked to help him out on a project at a cut rate…or even for no money…I ask myself two questions:

One, is this a pro-bono job that my client believes in and is committed to, and my contribution is of great benefit to the project?  And by the way, whatever cut the client asks me to take,  I ask them if they are taking the same cut.

And two, is this to help my client get more business?  In other words, what’s in it for my client? 

One of the things I’ve discovered over the years is that if my client understands that I’m willing to help him get new business, which of course may get me new business, he will have a greater appreciation for me and consider me more of a partner.

You have a most effective tool to help your client get more business: You – your voice, your experience, your connections, etc.   Your client will appreciate that from you! 

OH NO! I'M A LOSER!

OH NO, I'M A LOSER!!!

Published January 6, 2010

I’m watching one of my favorite basketball teams play while I’m writing this.  They’re not doing so well.  Nothing seems to be working.  They’re taking the shots, but nothing is falling.  It’s not that the other team is better, it’s just that my team isn’t scoring.

It’s frustrating.  And that frustration leads to more mistakes and more desperation.  It’s a vicious cycle.

It occurs to me that our business is a lot like that.  There are days when nothing we seem to do works.  No matter how hard we try, the auditions don’t work, the sound just isn’t right, and the clients go with someone else.

I had one of those days today.

So, what do you do when that happens?

Let me make a few suggestions:

1.  Listen to your coach.

Who’s your coach?  Do you have someone that is your coach, or are you your own coach?  In any case, listen to your coach, whether it be your inner or outer coach – someone who sees the bigger picture;  someone who knows your strengths and weaknesses;   someone who can refocus you on what you do best.

2.  Don’t panic.

Nobody ever makes the right decision when they panic.  Those kind of decisions are made by fear, not by wisdom, confidence, and experience.

3.  Go to your aces.

In a close game you always go to your big players.  It’s no different in business.  When the pressure is on, call on your main clients.  They’re the ones that believe in you and know how they can use you.  Your chances of changing the momentum are better with them than with trying to land a new client.

4.  Take your best shot.

Do what you’re good at.  When things don’t seem to be coming together, trying something new and different is usually not the way to go.  You’ve probably worked hard at establishing yourself with a particular vocal style and delivery.  Capitalize on that.

5.   Remember what doesn’t work.

The old saying goes “Those who ignore history are destined to repeat it.”  The principle applies to our business also.  If you don’t remember what doesn’t work, it will have a way of coming back to remind you again and again.

I just don’t have that “imaging” voice – you know, that voice that the big rock stations use.  That voice that you can feel in your chest.  I hate those guys.  They have it easy.  All they have to do is open their mouths and people throw money at them.  But I digress.

Every once in awhile I get a call from some station that would like me to do some imaging for them.  And suddenly I think “Hey, maybe I can do that.”  Bad idea.  I’m just not that voice.  And when I try to be that voice…FAIL.

So, it’s a lesson to learn.  At best you are only going to score on 10% of your auditions, and probably more like 5%.  Be what you’re good at.  Know who you are…and who you are not.

Oh, by the way, game over.  And the good news…my team pulled it out!

MANAGING THE CLIENT - PART 1

MANAGING THE CLIENT - Part 1

Published January 1, 2010

MANAGING THE CLIENT

What’s Going On In The Client’s Head?

A friend in the voiceover business called me the other day with a dilemma about one of his clients.  He was frustrated because his client was making demands that didn’t make sense to him.  Specifically, his client wanted to drop the retainer agreement they had, and pay per job, which in effect made more money for him, but didn’t seem to be a prudent move for the client.  My friend was concerned because he didn’t think the client was being transparent enough, and he was afraid the client wanted to bail on him.

With that in mind, I’d like to offer a few things to think about as you build client relationships:

1.    Your client is out to make a living also and needs to make a profit.

Think about this:  Does your client make as much per hour as you do? 

I’ve had a number of clients that have made less on a job than I have.  I don’t mind telling you that bothers me. That tells me that a client either really needs the work,  really bid the job wrong,  or really is struggling.  I owe it to my client to help him/her produce the absolute best job possible so that they will gain a reputation for excellence.  They deserve that. 

2.    Your client does not resent you (he/she did, after all, come to you with a job).

Boy, if you have that sense or attitude, there’s a problem.  Usually if the client is short or difficult it’s because of the circumstances beyond your control.  Make sure you don’t contribute to that problem!

If you’re not part of the solution, you’re part of the problem.

3.    Your client is accountable to someone for your work.

Years ago, I went to work for the Boasberg PR Company here in Kansas City.  My direct supervisor was the late, great John Gilbert.  My first week on the job was rather overwhelming, and I went to his office one day and said, “John, is there a detailed job description for me?  I’m not sure what I’m supposed to be doing."

He looked up from his desk, leaned back in his chair and said, “Your job is to make me look good.”

Your client has a boss.  It may be a supervisor or it may be a customer, but your client is accountable to someone for your work.  Therefore, the expectations your client has about you are colored in the light of that accountability. 

It’s your job to make your client look good.

4.    Your client hopes to use you again.

Many of us tend to be negative creatures.  I don’t know why, but it happens.  And if we have in our minds that this will probably be the only…or the last job we do for a client, we may by attitude enforce that.

The reality is that your client is hoping that this project will open the doors to new opportunities.  You can bet that if your client has a good experience with you that you will be top of mind the next time he/she needs a talent similar to yours.

5.    Your client needs more from you than just what he’s paying for.

I realize that’s an odd statement, but think about it.  Your client doesn’t really expect more from you than he’s paying for, but he needs more. 

He/she needs an advocate that believes in his/her ability to get the job done – and that’s one of the reasons they hired you.  Your client needs someone who is watching out for them, to make sure they get the absolute best product from you possible;  someone who believes their client deserves more than what they’re paying for. 

SHUT UP AND LISTEN!

SHUT UP AND LISTEN!

Published December 10, 2009

Wanna know one of the biggest secrets of successful voice talents?  They listen to other people.

One of the things that makes a great voice talent is the ability to hear and recreate the little vocal nuances that evoke the emotion the client is looking for.  Not mimicry, but rather the discovery and application of those expressions and energy that breathe a unique life into the copy.

Where does one find these?

In real conversations.

It’s become sort of a hobby for me – listening to people’s voices (not that I’m a great voice talent – I’m still in the discovery stage).  I listen for voices that capture me.  Then I listen for what it is that caught my attention.  For example,  I have a friend that has a most incredible laugh.  But I’ve discovered that what is so attractive is what leads up to that laugh.  It’s a sort of a building joy that lets you know he’s about to explode into a laugh.  And I’ve noticed that many times when he’s speaking, people around him are already smiling and laughing even before he lets go one of his seismic belly laughs.  Even people who don’t know him!

Applying that little nuance to some of my reads can give me an edge of anticipation that my client is looking for.

I have a relative who is the biggest cynic that ever lived.  But what is so great about her cynicism is that she is so sarcastic.  That edgy resignation is priceless when my client is looking for brash and sarcastic.

See my point?  Your client most likely has an attitude in mind for the copy. I’ve never had a client say “Gimme something new; something I’ve never heard before.”

Find out what they’re looking for even before your first read.  And listen to the words the client uses.  Often they don’t know how to explain what they want so they throw out several words.  Words like warm, friendly, powerful but laid back.  Or like the instructions I got the other day, “I’m looking for Christmasy”.

Today I had a client who told me he wanted whimsical with a sarcastic edge.  Huh?

I took that whacky Aunt of mine and an old farmer neighbor who has the most gentle, charming older voice you’ve ever heard, and put them together.  The client took the first take.

We are Voice Actors.  We use our voice to create feelings.  Feelings are based on experience.  It’s those little vocal qualities that remind our listeners of that experience.  Our job is to recreate that experience in our listeners.

You are only as good as the experience you create for your listeners. And that means you must find those little vocal techniques that recreate the experience your client is looking for.

Good Listening!

DON'T GIVE UP!

DON'T GIVE UP!!!

Published November 6, 2009

It’s been a little disconcerting.

Over the past few months I’ve heard from a number of voice talents that are considering getting out of the business (particularly full-time),  or at least taking on another job to make ends meet.  Hey, you gotta do what you gotta do.  But I just wanted to take a moment and drop a couple of thoughts on you.

I gotta tell you, I don’t blame you.  The business is tough right now.  Very tough.  And while it seems there may be a little light at the end of the tunnel, some folks are really struggling.

The business that we love and enjoy so much has caught the eye of a whole lot of people who think that what we do is so easy they should grab a piece of the pie.  Well, that’s your fault.  If you weren’t so good at what you do nobody else would want a part of it. That’s just the way it is.  When the economy goes south, people start looking for new and innovative ways to make money.

“Voice coaches” and “voice job sites” have made it seem as though anyone can do this job.  I don’t totally blame them.  They’re just capitalizing on people’s dreams just as some modeling agencies and talent agents do.  Now, please understand I don’t believe all coaches and voice job sites should be defined that way.  There are some outstanding vocal coaches!  And there are some very good voice job sites.  I’m a member of some of those sites, and I get work from some of them.  I have a couple of agents  and I’m listed with a couple of Production Companies, and I get work from them.  They’re not all suspect.  But let’s face it, any voice job site that has thousands of paying members but much fewer legitimate job opportunities is taking advantage of voice talents (or wanna be voice talents), no matter how they defend their actions, not to mention “agencies” that play slight-of-hand with rates (surely you’ve noticed that some agencies promote the same jobs all at different rates!).  And about those “voice coaches” who sell and sell and sell their seminars:  Buyer beware. There is a reason they have to promote so much!

But if you think voice talents are the only ones suffering in the industry, think again.  The ad agencies, producers, and editors I’ve been talking to are saying the same thing about their industries.  It seems anyone with a mic and some editing software fancies themselves a creative genius.  And here’s the scary part:  businesses are paying them to produce their work (sometimes greed isn’t about making money…it’s about saving money).

In spite of all of that, I say “Hang in there!  Don’t give up!”  It’s your dream.  Don’t let someone steal it from you.  And there are three things I would recommend you do.

First, go back to the basics.

Go back to what you are really good at.  You don’t have to spread yourself thin to make it.

I used to box when I was in high-school.  My coach always told me, a fight is no time to try something new.  His point was that I needed to stick to my strengths,  where I knew I was good,  where my competition had reason to fear me.

The same principle is true now.  What are you really good at?  Now, go find someone that really needs that.

Secondly, remember who you are.

One of the key things I told each of my boys as they went off to college was “Remember who you are.  You are not what someone else wants you to be.  You are better than your failures, and your successes are the result of who you really are.”

Quit trying to be the voice talent you are not.  I gave up a long time ago trying to be Don LaFontaine.  I had to.  I have too much hair.  Oh, and there’s that other little thing about not having his voice.  And I gave up trying to sound like Sam Elliot.  And I quit trying to be a cartoon character.

And I must say, it’s worked out better for me that way.

And thirdly, trim your sails.

Sailing isn’t about how much wind there is and how fast you can go.  It’s about controlling your boat to take advantage of the wind that is available.  And on the sails there are telltales (pieces of cloth that catch the wind) to help you determine how to adjust your sail.  The secret to taking advantage of the available wind is to watch the telltales.

The same is true with your business.  If there’s not that much business out there right now, you need to adjust to the situation by reading the telltales – those little things that tell you how to take advantage of the available resources.

For example,  I have a VO friend who makes most of his living doing car spots.  His clients have taken a beating in this economy.  He was about to lose one of his biggest clients and I suggested he try a new tact: convince his client that instead of using the media to go out and tell potential customers about his specials, why not have the customers come to him?

My friend looked at me like I was crazy.  But I suggested that his client use his current resources – a big marquee sign on the highway and his phone line – and put on the sign that he would have some sort of unique special every day, but that customers would have to call for a recorded message to take advantage of the special.  So, every day he ran a ridiculous special, but you had to call to find out what it was.  That way he could control his loss leader.  He offered oil change specials for $10, free windshield washer fluid, a couple of times he offered to replace trailer hitch balls on trucks, a few times he sold a car at some ridiculously low price, and on and on.  Well, guess who got to record those specials for him?  And he actually made about the same amount from him during the recession as when the economy was doing ok.  And the best part?  His client got great publicity and managed to outsell his competitors all because of his outstanding customer contact.

He trimmed his sails.  The telltales revealed what customers would be willing to do and how they would be willing to spend their money and my friend and his client found a way to take advantage of the economy.  It’s not about how much work is out there – it’s about adjusting your business to take advantage of the situation.

So, before you completely give up, how about going out and taking a walk in the woods.  Figure out what your basics are and what you need to do to get back to them.  Take some time to remember who you are – not what someone else thinks you should be.

And then…go sailing.

INTERNATIONAL VOICEOVERS ROCK!

INTERNATIONAL VOICEOVERS ROCK!

Published October 10, 2009

This voiceover business is getting smaller and smaller.

Oh, I don’t mean that there is less and less work.  Quite the opposite.  I mean it used to be that one’s circle of influence was very limited.  Chances were that if you lived in Kansas City, as do I, that you would probably not have the opportunity to voice for anyone on the Coasts, and even less of a chance to do something international.  But all that has changed.

Our world is getting smaller.  Or rather our circle of influence is getting bigger.  New communication methods are making it possible to do business clear around the world as if it were next door. 

I was looking at my workload over the past 3 months and was surprised to find so many international clients.  There was the Netherlands, Austria, Belgium, Jordan, India, Argentina, Luxembourg,  Brazil, and Canada (yeah, they’re still international – anybody who drinks something called a moose head ain’t from here).  I mean, I know they’re international, but I don’t think about it.  The interaction process is so smooth and simple that their location is just not an issue.  Wow, things have changed, huh?

So, how does one find those international clients? 

First of all, it is important to realize that international producers are the same as local producers in that they are looking for the right talent for their project. And because their business is crossing borders everyday and is growing more and more international in scope, they need access to more voice talents. 

There is a trend right now for foreign industries to voice projects in North American English.  Well, where do you find natural, fluent, unaccented North American voice talent?  Right here in Kansas City, of course…and a few other places that I’ve heard of.

What I’m saying is, international producers are coming to us.  We just have to be visible and available to them.  That means you have to be easy to find on the web, easy to communicate with, and ready to work some weird hours. 

Secondly, get ready to learn a new lingo and how to pronounce local names…and learn fast.

I’m currently the image voice for Spin Jordan – an English radio network in the Kingdom of Jordan.  My first job with them was a little stressful because I had to learn how they say the local places and personal names, not to mention the difference in word usage.  For example, the promo was for a drawing that was to be held for a grand prize.  Except that there it’s called a draw, not a drawing.  And sometimes they drop an article that we would normally put in here in the States.  It’s those little things that you have to pay attention to.

I tell you that because if you do it right, it won’t take long to start picking up a few referrals.  Your international clients will appreciate your attention to those details.

Thirdly, network, network, network.  I was amazed how many creative directors, videographers, writers, producers, etc I found on the various social networks!  Jillions of ‘em.  I just started connecting with a few of them, and slowly made some contacts, and before too long started landing a job here and there.  And best of all, I really enjoy their company!  Many of them have become my friends!

Now, I’m not one that thinks you have to be active on every social site out there.  I’m not a Facebooker.  I have no space on My Space. Frankly, I just don’t want to take the time.  But I do Twitter (DanHurstVO), and I am on Linkedin.  I am listed on a few sites like Voices.com and CommercialVoices.com  (both of them have been very good for me).  And I drop in on a few forums now and then, and I do work at getting my website out there.  That’s pretty much it.  But it works for me.

I’d love to hear your comments about what works for you.  Maybe I could steal an idea or two.

MISTAKES VO TALENTS MAKE

MISTAKES VO TALENTS MAKE

Published September 5, 2009

I guess this blog post is somewhat of a catharsis because I’ve made pretty much all of the mistakes on this list!

The good news is that making the mistakes isn’t career ending (for the most part).  The bad news is chances are you didn’t know they were mistakes and you made them…or are making them.

I would imagine you’ve got a few to add to this list, so please feel free to leave a comment and add your own.  Hey, we can all learn from your mistakes!

OK.  Here goes:

1.  Trying to be all things to all people.

I started in the voiceover business years ago when I lost my radio job.  I couldn’t find work anywhere.  McDonalds wouldn’t even hire me!  My wife suggested that I use my voice for some commercial work.  I thought “Well, somebody’s doing that voice work.  I might as well try to get a piece of the pie.”

I was so desperate for work that I tried to do everything.  I mean everything!  I tried typical announcer to character voices.  I did screaming car commercials to soft, sensual perfume spots.  I tried imaging work;  phone work; even church spots.

The problem was I was getting very few returns.  People hired me.  They just didn’t hire me again.  Dick Solowicz, my agent at the time sat me down one day and said “You’re good, but you’re not good enough to be everything.  Pick out 3 or 4 styles you love doing and lets make you an expert in those areas.”

That saved my career.  Or gave me a career, depending on how you look at it.

I’ve since learned there are some things that I’m just not that good at.  I’d like to be, but I’m not.  No sense in trying to beat my head against the wall and waste time trying to convince others to give me a try.  They just won’t come back.

The truth is I suck at imaging.  I’m not a movie trailer guy (as much as I want to be).  And I don’t sound like a 25 year old.  No sense trying!

But put a deep, warm, whimsical, friendly, caring script in front of me and I’ll nail it just about every time.  Give me a screaming car spot and I’ll make your ears bleed.  Want a typical announcer?  Here I am; English or Spanish.

2.   DJ Mentality

Most of the Voice Talents I know have a background in radio.  And lately, because of the “brilliant” business acumen of most radio consolidators (I can’t bring myself to call them broadcasters), there are a lot more radio talents getting into the voice business.  Welcome to the show, but leave your radio baggage behind.

In the radio business, and I was in it for several years, the production director calls you and tells you he needs you to voice a few spots.  You go in and rip ‘em off as fast as you can because that’s all that’s expected of you.

Well, you’re not in the radio business anymore.  You’re in the advertising/creative/acting business.   If you want to make it in this business you have to lose that DJ mentality.

Our clients are looking for someone who can make their copy come alive.  Someone who really gets what they’re trying to do and say.  Someone who understands that it’s their job to make the client look good.   Someone who treats the copy as if they wrote it and as if it was the last spot they’re ever going to do.

3.  Inconsistency

Years ago I totally embarrassed myself in a session.  It was an ISDN session and the client was patched in for it.  After a few minutes into the session I heard the client say to his client, “Wow, this isn’t the same voice I heard on the audition.”

I had failed to follow up and listen to the audition and determine what voice the client was looking for.  I wasted his time and increased his costs because he had to take studio time to get me to where he wanted me.

I’ve been on numerous multiple-voice sessions where one of the talents made this very mistake.  It’s costly and it just puts everyone else in an awkward and frustrating position.

Don’t do it.  Be consistent.  Know what it is about you that your client hired you to do.

4.  Out Of Your League

This is similar to #3.  Sometimes you get hired to do something that you just aren’t capable of doing.  Oh, you think you can, but you can’t.  Your demo suggested that you could, but the demo was doctored and you are out of your league.

Some time ago I was working on a two-voice Spanish spot for a client that didn’t know Spanish.  The other talent knew Spanish but was not a native speaker.  The difference was awkwardly obvious to me and no one else.  I approached the agency and gave them a heads up but they dropped the ball. The client didn’t know it…until the spot aired.

The agency lost the account.

Listen, when you pretend that you can deliver the goods eventually it’s going to get back to your client that that’s what you were doing: pretending.

A few things are about to happen here.  First, you are never going to be hired by that client again…maybe not even that production house.  Secondly, you’ve cost the client money, and chances are you won’t get paid – so you wasted their time and yours because you could have been doing a job that you’re good at!  Thirdly, you may have damaged the credibility of others that you are working with.  And finally, now you’ve got a bad reputation with a few people in the industry.  Not good.  Not smart.

5.  Bad Records

OK, one more.  This is, after all, a blog and not a book.

Learn to keep good records and get your invoicing in on time.  I’m speaking from experience here.  I’m horrible at this.  I’ve got great invoicing and bookkeeping software, but I’m pathetic when it comes to keeping up with the invoicing.  It’s an area I have to really focus on.  My CPAhates me.

Not getting your invoicing done in a timely manner does a number of negative things.  It creates a bookkeeping nightmare for your client.  It makes you look incompetent.  And it just creates more work for you that you are obviously not good at!  Oh, the IRS is gonna love you!

We’re business people for crying out loud!  We need to act that way.

So…you’ve probably thought of a few more mistakes that need to be added to this list.  Let’s see ’em.  It can only help make our business better!

A VOICEOVER REALITY CHECK

A VOICE OVER REALITY CHECK

Published July 25, 2009

The voiceover business is growing by leaps and bounds! There are literally thousands of people trying their hand at it.  And no wonder!  It’s a great business! 

There isn’t a week that goes by that I don’t hear from someone requesting advice or information on getting into the business.  There is a lot of information out there on how to do it. Just doing a search for “how to get into voiceovers” will get you about 3 million matches!

I’ve been in this business for over 20 years.  I’m a witness to the amazing changes in the industry.  And believe me, it is changing very, very rapidly.  So here are some things that you should be aware of if you are planning to venture into this strange and wonderful world:

1.  As best I can tell, there are only about 2000 of us true full-timers in this business.  The thousands of others are part-timers or have an additional full-time job, or supplement their income with related activities such as teaching or radio/tv jobs, or club work, or whatever.  And the reason they have to supplement their voiceover work is because the competition is brutal.  Not mean.  There is just a lot of it!

Not being in the voiceover business full-time means that your clients are going to have to wait on you.  Now, that’s not a problem for some producers, but it is for most. 

Why?  Think of it this way:  The copy has been written and approved; usually the music has been selected;  if it’s a video project the acting has already been done;  in many cases the buy for a commercial has already been placed;  and all the producer/editor is waiting on is the voice talent.  And usually by then they’re already behind schedule.  They don’t have time to wait for somebody to get home from work, cut the voice, send it to them overnight, make changes, send it back to the talent, wait for the talent to get home from work the next day, and do it again…and wait ‘til the next morning to get it in their email.  Not to mention that some producer/editors want to direct the talent live by ISDN or phone patch.

The only reason any producer/editor would wait on you in that case is because you have such an incredible voice, or it’s a tight budget and you’re working for cheap.

I tell you that right up front because most likely you are not going to make a lot of money in this line of work.  For the ninety-some-odd percent majority, voiceovers are a supplemental income at best, and even then, very limited.

However, there are some that make a very nice living in the voice business.  But they will tell you it’s a business and it’s a job.  You have to treat it that way.  If you want to make a lot of money, you have to do a lot of work.

2.  Having a nice voice that people comment on doesn’t qualify you for the business anymore than having a nice face makes you a movie star. 

It takes a lot of time…let me repeat that…A LOT OF TIME…to learn what your voice can do and what it can’t.  It takes a lot of personal training to develop your signature voice.  My vocal style is so incredibly different now from what it was years ago because it takes so much time to learn what it is that one can do well. 

Let me come back to a stage and screen analogy.  They don’t call them stage talents or movie talents.  They call them actors.  They’re all talents; it’s how they use that talent to act that sets them apart.  The same thing is true with voice work.

A voiceover is acting.  And because you don’t have a stage or props or costumes, it’s all about what you do with your voice.  While you may be gifted, it’s what you do with that gift and how you use it that gets noticed.

3.  It takes good equipment to stay in this business.

I hear it almost every day:  an audition or a demo from a voice talent that has used equipment that is just not set up right, or just cheap.  Believe me; producers/engineers/editors who do this all day for a living can hear that in the first 3 seconds.  And when your equipment doesn’t measure up to their standards you’re probably not going to get the job.

Now, I’m not suggesting that you need to spend a fortune on equipment.  In fact, you don’t.  But you do have to have equipment that is compatible and right for your voice. 

That’s one reason why I’m always so amused at the discussions on the voiceover forums where arguments ensue about the best microphone, or best recording software, or best processing, etc.  Every voice is different and requires its own unique combination and tweaking of equipment.

4.  A shingle doth not a business make.

Just because you declare yourself a voice talent, and even have a great demo to use, and even have a spectacular website doesn’t mean you’re in business.  It just means you’re a voice talent with a demo and a website. 

I know a voice guy with great talent, a really good demo and website, and even his own business cards.  He hasn’t had a voice job in the last year. 

Why?  Because as I mentioned before, it’s a business and it has to be treated that way.  And that means marketing.  Strong marketing.  Creative marketing.  Ambitious marketing.  Persistent marketing. 

If you don’t have a good marketing plan you’ll be dead in the water.  You might as well as use that Subxonic 1000 TMS Macro Flogulator as a boat anchor because you’re not going anywhere.

And by marketing I don’t mean joining a pay-site to send you voice job leads.  Such sites are a very, very small part of an effective overall marketing plan.  Now, I’ve joined some of those sites, and I do get work from a couple of them, but most people that I know that have joined those sites cannot say that they’ve gotten their money’s worth.

It takes a lot of networking to develop any sort of work flow.  Who you know is important, but who knows you is more important. 

I learned a long time ago that it doesn’t matter how much work I’ve done in the past, if I don’t have something lined up for tomorrow I’m unemployed. You’re only as good as your next job.

5.  Carve your niche.

Some voice talents are cartoon voices.  Some sell cars.  Some do audio books.  Some sell beer.  Some are multi-lingual.  Some do impersonations.

What is your niche? Not that you’re are limited to that.

Several months ago I found a new voice style I have that I had never used.  It’s a deep, gravelly, weathered, sort of voice that I can do warm and friendly with, or I can go intense and hard-sell with.  20 years doing this and I never knew I had that in me. 

I discovered it quite by accident.  I had to leave town for a couple of days but I had some liners that I still had to get out to a client. I was in sort of a rush but as with most clients, I gave him several different takes.  Jared, my engineer, cleaned them up and sent them on to the client.  Later that day I got an email from the client saying that he loved takes 3 and 4 of each liner, and could I redo the other liners to match those.

I had no idea what he was talking about, so when I got back I checked them out.  I was stunned to hear that voice!  It was a voice I had always tried to suppress.  I thought it was too harsh and old.  Boy!  Was I wrong!

I continued to work with that style until I found a very comfortable range and delivery.  Now I get several requests for that voice.  Who knew!?!?!

Well, that about wraps up my diatribe on this business I call mine.  I hope it was a reality check, but at the same time some wise direction on how to proceed if it’s for you.

As I mentioned earlier, Voice Overs are a great business.  You get to be creative.  You do something unique that no one else can do quite like you.  Some of us make a good living at it.  Some make a good supplemental income.  And it’s fun! 

I love what I do and I don’t wish for a different job.  I guess that’s the greatest endorsement for it.

A MARKETING GENIUS!

A MARKETING GENIUS

Published June 20, 2009

For all of us who are in business for ourselves, and responsible for our own marketing and sales, I am about to rock your world.

I have discovered the greatest marketing tool ever!

I should write a book on it, or sell the secret for three easy payments of $19.95 (plus shipping and handling).  I should, but because I’m such a nice guy I’ll just tell you for free.

Are you ready?

Here it is:

Take a break.

No, really, that’s it.  Take a break.

I don’t know why it works, but it does.  You can be in a work slump, trying every angle you know to drum up business, making all the calls, doing all the right things…and nothing. Nothing works.  You’ve spent waaaay more time trying to get work than actually doing what you’re good at.  So, what’s the next step?

Take a break.

It works everytime for me.  Take yesterday for example.  It had been 3 days since any significant amount of work had come in.  Now, don’t get me wrong; ALL work is significant.  What I mean is that as most people, I have goals and challenges to meet, and I have to have a certain amount of work on a weekly basis, and this past week was a relatively slow one.

So, I decided that since it was Friday I would take some time and go out and lounge around on the deck.  I figured maybe an hour or two…or three. Or maybe take the rest of the day off.

I hadn’t sprawled out on the deckchair for more than 15 minutes when the phone started ringing!

“Dan Hurst…Oh, hi!…uh…no, that boat motor going by and birds singing are sound effects…a major project I’m working on…well, let me see, yeah I’ve got a little time this afternoon…”

And I checked my email (by phone of course), and 3, count ’em, three large jobs had come in!

Now, this isn’t a one time event!

I am privileged to have clients around the globe.  Privileged and thankful! But that means different time zones and even different days for all of them.  AND, it means that I hear things like “You have a holiday for your presidents?” “Wait a minute, you Americans take a day off to honor Columbus?” or “Why is your Thanksgiving Day actually two days?” All of that to say that I find myself, as do most self-employed folk, working through most holidays and days-off.

So, if business is down, take a break.  Or better yet, plan on taking a day off and let your clients know and watch what happens!

I am your humble marketing genius.

SMALL WORLD!

SMALL WORLD!

Published June 14, 2009

I’m amazed at how small the world is getting!

Ten years ago an international voiceover client was rare for me.  I had a few regulars; and a few national clients that needed international work.  But finding new international clients was unique.

Now there isn’t a week that goes by that I don’t get at least an inquiry from a potential new international client.  And by international I don’t just mean Canada or Mexico.  My workload is growing (thankfully!) with clients in India, the Netherlands, Jordan, England, Argentina, Chile, Brazil, and on and on.  Amazing!

The translation industry is on fire right now!  As companies seek to compete in other markets, the demand for translation work is greater than ever.  Voiceover work tends to follow that lead.

One of the curious things that I’m seeing happen is the growth of foreign production houses creating projects to be used in the US.   And not because it’s cheaper.  In fact, I’ve found my rates hold with international clients.  They don’t seem to be cutting costs from what I can tell.  So, why is that happening?

Well, it seems that a lot of international companies based in other countries are looking to compete IN the US or to compete for US dollars in the international markets.  That’s part of it.

I like to think the other reason is that I’m just pretty.

But I suspect the real other reason is that American companies are becoming more international, and the demand to place those products AND the competition that creates has opened up new doors for support industries such as voiceover and translation work.

More and more of us full-time voice talents are finding ourselves having to learn wonderful and unique nuances in language exchanges to communicate with new clients;  we’re making new friends all over the world;  we find ourselves digging for news and information about places we didn’t even know existed a few years ago; we’re discovering wonderful and charming similarities and differences in various cultures; we’re learning to use currency exchange sites to invoice properly and fighting with our invoice software to accept the different currencies.

How exciting to be part of such an historical industrial transition!

CONGRATULATE ME!

CONGRATULATE ME!!!

Published May 3, 2009

Congratulate me, I’m a grandpa!!!

Earlier this week I became a grandpa 12 times over!!!

The Mallard that is nesting in our yard had twelvelets.  I guess that’s what you call twelve of ‘em!  And they’re awesome!!!

The mama duck let me get close enough to check ‘em out this weekend, and those little fuzzballs just came running over to check me out.  The daddy duck wasn’t so sure about me, so I didn’t overstay my welcome.

Right now I’m sitting on my deck watching them parade across the yard down by the shoreline.  What a hoot!!!

But what I really wanted to tell you about was something that I just witnessed.

I hate Starlings.  They are the most vile, disgusting, filthy birds around here.  They can’t even sing. I have no idea what they’re good for.  Except that a few moments ago a neighbor’s cat came walking down the side of the house.  The Starlings, apparently sensing some sort of danger because the little ducklings were out, suddenly went nuts on the cat.

They started screeching and dive bombing the poor cat, who I’m sure had no clue why he was being singled out.

It didn’t take long for the cat to run off, and peace and quiet returned to Hurstland.  And the little fuzzballs just kept darting every which way, oblivious to the dangerous world around them.

It occurred to me that a lot of us voiceover and translation people are like those Starlings.  I’m not sure what we’re really good for, and most of us can’t sing, but underneath that vile, disgusting, crusty exterior we’re a bunch of softies.

I’m not gonna name names, but I came across a group of VO guys a few weeks ago that knew about a local engineer that was down on his luck, including some health issues.  These guys all agreed to chip in one session fee a week to help the guy out.  In one month, they paid off his delinquent medical bills AND his utility bills.

I know these guys.  They’re all a bunch of Starlings.  And I love every one of them.

Oh!  Gotta run.  Here comes the neighbor’s dog that’s so friendly he would lick a snarling cat.  This oughta be fun!

BAD DEMOS

BAD DEMOS

Published March 5, 2009

If you’re a producer,  an advertiser,  a creative director,  etc,  you well know the challenges of finding the right voice for your project!  Unfortunately you often have to sift through a lot of bad, bad demos to find that one voice.  And who’s got time for that?

I have a friend who collects bad voice talent demos.  He has one of my very first ones and threatens to release it if I ever make him mad.  I remember that demo.  It was done on reel to reel tape and copied to cassettes.  But that’s not what made it bad.

No offense to my DJ buddies (I was one for waaaay too many years!),  but that’s what I sounded like – a DJ doing a bunch of commercials.  You know, like most of the commercials you hear on the radio today.  The sad truth is that the majority of advertisers today will spend a ton of money on radio or tv time,  and ask the radio or tv station to write and create the spot.  And what they end up with,  most of the time,  is a spot that sounds or looks far too much like the ones around it.  It’s like trying to find a Smith in the Smith listings of the phone book – it’s there,  but it looks a lot like all the others.

I know, I know. There’s something to be said about good writing.  So I’ll say it.  Hey, advertisers!  Get a good writer!

Now back to my diatribe.

Look, good voice talent is good voice acting.  It’s about finding the right character and attitude,  and creating something special.  It doesn’t matter if it’s a narration or a tv commercial,  it’s about acting,  interpreting;  creating an image in the listener or viewer’s mind.  That’s a craft.  That’s a talent.  It has to be developed.  It has to be constantly worked on.

So,  I have an exercise for you voice talents seeking your fame and fortune in this wonderful,  challenging business.  Turn the radio or the tv on and listen to some the commercials.  Then listen to your demo.  If your demo were a commercial (which it is),  would it just get lost in the Smiths?

If so, time to work on your acting skills and start working on a new demo!

I'M HONORED TO CALL HIM FRIEND!

I'M HONORED TO CALL HIM FRIEND!

Published March 13, 2009

One of the very best of show in the voiceover business retired last week.

No big fanfare.  No retirement party.  No gold watch.  You don’t get that when you’re in business for yourself as a voiceover talent.

But talent is exactly what he is.  Genius talent.

He was one of the pioneers of the ISDN tool for voiceovers.  He first discovered the concept over in Japan when he was on a USO tour.  By then he was already developing his voiceover business and he wondered if this new technology might be useful for his business.  It was.  And is.

At one time he voiced for 45 different TV stations.  45!  And he voiced a national network!

On top of that he was the signature voice for a number of religious Radio/TV programs including Billy Graham and Oral Roberts.

He pretty much owned all the major advertisers in his home town.  But he was as national as he was local.  You heard his voice for Macy’s,  TV Guide,  Blockbuster,  the Fox News Channel, and countless others.

He retired last week, still a young man.  Not because he wanted to.  A few years ago he was diagnosed with Parkinson’s,  and the disease has progressed to the point where it is difficult for him to maintain the consistency he is known for.

His national and international clients have suffered a loss.  A hero for voiceover talents has stepped down.  And Kansas City will never sound the same.

I had the very rare and unique privilege of having lunch with him in his home yesterday.  It was akin to a sacred moment for me.  A man I admire and wish I had a tenth of his talent made me a sandwich.  It was a surreal moment.

But that’s just the way he is.  Down to earth,  warm,  friendly,  and a class act.

Nope.  He never lived in the major markets.  But he took a lot of business away from you guys.  He was that good!

Here’s a link to his incredible sound:  http://drewdimmel.com/Demos/Dimmel-TV.mp3

Check it out and say a prayer for Drew Dimmel.

And if you get a chance, drop him a note at:  dimmel@everestkc.net

WHAT A BUSINESS!

What A Business!!!

Published January 18, 2009

The voiceover business is a curious one.  We are part of a process that connects clients with customers.  Our clients use our product to paint an image for their customers.  When you think about it, it’s a pretty intense and amazing honor – your client thinks your voice is a perfect match for his/her product!

“Well, we’ve got this new line of dog food.  Who should we use on the commercial?  Hurst? Yeah! He sounds like dog food!”

“This video training to erradicate bedbugs has to have the perfect voice.  I can just hear Hurst’s voice on this.”

“We need a voice like Antonio Banderas.  Dan Hurst?  How can someone named Dan Hurst sound like Antonio Banderas?  We need a Juan Gonzales, or something like that!”

“We’ve got to sell more cars!  We need a new voice.  Hurst?  Are you kidding?  Isn’t he the guy that sells dog food?”

Oh well, maybe it’s not as awe-inspiring as I thought.

GIVING THANKS

GIVING THANKS!

Published November 28, 2008

Thanksgiving Day was the usual chaos around here!

A gazillion people over.  Two turkeys, a ham, and 4 slabs of ribs.  And lots of football (albeit some of the worst football I’ve watched in a long time!).

Sometime in the afternoon between football games I checked my email.  I’ve learned over the past few years that it’s not a bad idea to do that on a holiday because international clients don’t all celebrate American holidays.

Sure enough.  Two different clients had sent voiceover work!

And for that I am thankful!

Some might criticize me for logging on and spending some work-related time online on Thanksgiving Day.  But to me it was just a reminder that I have so much to be thankful for!

I’m blessed with a fabulous family, the best friends in the world, and awesome clients.

And for that I am thankful!

And as I sit here looking out over the lake, watching the winter ducks play in the ice-cold water, I realize how good God has been to me.

And for that I am thankful!

MY FAVORITE TIME

MY FAVORITE TIME

Published November 21, 2008

I’m sure I’m like most Americans – this is our favorite time of the year.  Not for everybody.  I understand that.  For some it’s a very difficult time.

I’m very blessed and very fortunate to have an incredible family to enjoy during the holiday season!  And enjoy the holiday season is what we do!!!

So, starting this weekend, it’s Holiday Fiesta time at Casa De Hurst.  For the next month and a half it’s a party around here!  Oh sure, there’s work to be done, but that doesn’t stop us from enjoying the season and each other!!!

And my wife (Marcia) is nuts about holiday decorating.  Our whole house gets transformed into a surreal Christmas world.  You’re gonna think I’m kidding, but I’m not.  We have 32 Christmas trees!  32!!!  Not to mention her Santa collection, her angel collection, and now…her carolers collection!  Half of our basement is storage.  It looks like Hallmark threw up in there.

My friend, Jima Britain with Lithia Advertising gets a little nervous this time of year.  No need to worry Jima.  The wine cellar stays closed until the work is done!

…unless Marcia buys another Christmas tree.

TRANSLATE THIS PLEASE!

TRANSLATE THIS PLEASE

Published October 19, 2008

One of the remarkable things about Spanish voiceovers and Spanish translations is that there are usually two or three (and sometimes more) ways to say something.  Then throw in the local flavor and culture and a translation can end up as a hodge-podge of colloquialisms, attempted metaphors and similes that make no sense!

For example, last week I had a translation for a car dealership that was in a construction project.  They had a sale they called “An Orange Barrel Blowout!”

Uhh…

It’s a concept and a play on words in English.  But it doesn’t translate.  Think about it.  If you aren’t from the U.S. and you hear an add proclaiming “An Orange Barrel Blowout!”, what do you think?  Are they exploding orange barrels? Why?  Will my life be in danger if I go there?

Trying to translate that term into Spanish, even though the people you are trying to reach are acclimating to our way of life and language, is relatively impossible.

And some of the other names we come up with for sales…Geeesh!  How about:

The One For The Road Sale

The Tick Tock Tick Tock Sale

The Tradin’ Pants Sale

The I Told You So Sale

The No Bull**** Sale.  That one had a bleep in the middle of it, and the client wanted me to say it in Spanish.  The only way to say it in Spanish is to call it “The Sale Where We Don’t Sell You The **** Of A Bull!”

As they say, it loses something in the translation!

ELECTION YEAR!

UH OH...ELECTION YEAR!

Published August 23, 2008

I’m not sure how most other voiceover talents view election year, but for this one it’s added stress.

Personal politics aside, the stress comes from realizing that my voice (and sometimes my translation) is a critical part to that election.

I mean, let’s face it – how many regular commercials do you listen to and get turned off by the voice or the delivery of the spot? It happens a lot. An irritating voice inflection;  a word almost mispronounced; a fake chuckle;  a fake accent;  a VO guy pretending to be an honest, caring car dealer.  I listen to commercials all day long.  There are a lot out there that are just awful!!!  And of course, those are the ones that run the most!

Now,  I don’t over-stress about my voice keeping somebody from buying a can of beans, but politics…well, that’s different.

So, for the next 6 or 7 weeks I’m gonna fret a lot and stress out over each and every word, phrase,  concept, attitude and delivery.

Dang!  I’m gonna be fun to be around!

ABOUT TRANSLATORS

About Translations

Published June 9, 2008

Please allow me to grouse a little about translations…and translators.

I’ve been in this business a long time. Over 20 years. And one of the constants in this business is that clients still have trouble figuring out how to hire a translator. And worse, some people who have NO business calling themselves translators are hanging their shingle out there trying to catch a bit of the action.

I’m working on a job right now – almost 50 pages of translated copy – that is positively the worst I have ever seen in my voiceover career! And it was done by a “professional translator”. It’s full of wrong words, bad grammar, syntax errors, bad punctuation, and on and on. It’s going to cost the client twice as much as he intended to pay, not to mention the lost time and wasted energy.

So, what should you look for in a good translator?

1. Make sure they speak the language fluently…and fluidly. There are a lot of people who have learned to speak Spanish in school, and they may know the grammar. But they don’t know the little nuances and attitudes of the language. I know I will anger some when I say this, but do yourself a favor and use only translators who speak the language naturally.

2. Make sure your translator can handle the demand of your translation. Most good translators are good in specific areas, but not others. For example, I can do conversational translations all day long, but I suck at technical stuff. And don’t even try to get me into a medical translation.

3. Make sure your translator is adept at translating for your desired media. You’d be amazed at the number of translations that I read for radio and TV that were written for print. Again, it’s those little nuances and attitudes that make the difference.

4. Spanish takes longer to say than English, so if your English copy is exactly :60, expect the Spanish translation to come in ten to fifteen seconds longer. That’s just the way it is. Spanish words usually have more syllables, and the terms are ofter wordier.

And one other thing along this line: Don’t think that after the translation you can just cut a few words or lines here and there and it will all work out. It doesn’t work that way. The phrasing and terminology will often not allow for that. Cut the English down by at least 25% before the translator starts on it.

5. And finally, use a translator that speaks fluent English. At the risk of insulting my Spanish brothers and sisters, many of them simply do not understand the English language well enough to understand the intent and concept of the copy. And then you end up with a translation of words instead of phrases and ideas. Use someone who can say what you want to say, the way you want it said.

Where can you find translators like that. Well, there are most certainly lots of them. And I’m happy to recommend a few. They don’t even know I’m doing this, but they deserve the kudos because they’re great at what they do.

Jan Notzon (704) 996-1151, gets it. He knows what he’s doing. I’ve worked with him several times and can highly recommend him.

Amy Taylor (860) 459-5018 is a great female voice in English or Spanish! And you can count on her translation skills as one of the best around.

Jurgen Stevens (915) 566-3110, is a unique talent. In spite of his name, he’s full-blooded Mexican, and he’s fluent in English and Spanish. He knows what he’s doing when it comes to translations.

Oh yeah, and there’s me. Yup, when it comes to selling cars or insurance or banking or furniture, lemme at it! But just keep me away from heart procedures and metallurgical processing systems!!!

RED SKY AT NIGHT

Red Sky At Night...

Published May 14, 2008

HA! It’s 7:30pm and I’m sitting out on the deck watching the ducks and geese fly in on the lake. The sun is just about to set. I’m thinkin’ a nice Chilean wine would go well with this.

…and up pops an email from one of my favorite clients needing a translation and voiceover first thing in the morning!

Well, that’s a problem. I’ve got stuff scheduled for the morning. Now what?

I’ll tell you what. I do the translation, run up to the studio and do the VO and hustle my butt back down to the deck in time to catch a little lavender on the lake…and a little vino in the crystal.

…and I send my client a little special note of appreciation. It’s because of him that that I can catch a moment of clarity on a perfect evening!

Today’s been one of those days. Two new clients, two clients I haven’t heard from in a while, and two regular clients, all with immediate needs. Hey! It happens. I certainly don’t blame them for their clients needs!

And the truth of the matter is it’s my job to make my clients look good to their clients!

So, what do you know! It’s a little after 8pm…the sky is still gorgeous…the birds are still singing…the ducks are settling in…I take my first sip of a 2003 Don Melchor…and…

DANG! That’s good!

I learned years ago that no client ’s needs are an inconvenience, but rather an opportunity to make my life better!