ENGLISH / SPANISH CURIOSITIES

ENGLISH / SPANISH CURIOSITIES

Published September 6, 2010

I’ve addressed this subject before, but it’s good to bring it up again once in awhile: Converting English projects to Spanish is one of the most complicated ventures you’ll ever take on in the wonderful world of media production.

Each week I get a handful of projects from clients wanting to convert their commercial or narration to Spanish. Cool! That’s one of the main ways I make my living. Clients who do this all the time understand the issues. However, new clients often get quite frustrated with process.

See, English to Spanish isn’t a word for word venture. In fact, Spanish tends to run 20 to 25% longer. Why? Mainly because of syllables. For example the word “train” in Spanish is “ferrocarril.” Three syllables more than in English. “First Aid” is “Primeros Auxilios” – about three times longer to say. And phone numbers? Don’t get me started on phone numbers. Almost every number in Spanish takes twice as long to say as in English.

Then add in the complexities of play on words, colloquialisms, etc. and you can see how difficult the whole thing can get.

Now, take all that and factor in that the client wants it to fit the same format – a 30 second TV spot, a timed narration for video that has to sync up to the points and/or graphics, and so on – and you can see how difficult things can get.

The bottom line (colloquialism) is that you almost always have to cut copy (industry colloquial term). And that can open up a can of worms (try translating that colloquialism) if the copy has to go back to legal (another colloquialism).

So, if you’re wanting to get your English project voiced in Spanish (and by the way, Yes! It has to be translated. We don’t just read it in English and say it in Spanish), you must realize that it’s going to take a little extra time and effort. And if there are any verbiage, copy length and terminology issues it may take even longer.

Now, Spanish to English is a whole different matter! For some reason Spanish copy writers tend to write with great flourish, often quite dramatic and eloquent. It is, of course, a beautiful language. Unfortunately that beauty doesn’t usually translate easily…if at all.

As translators, we often find ourselves searching for terminology and sentence structures that will lend some justice to the original. Not an easy task. For example, part of a Spanish to English translation job I had last week would have literally translated as, “The unnecessary consequences of wrong choices and weak planning will leave one with far reaching complications later in life if even the smallest of details are ignored when choosing a business to change your oil.”

Ahhh…Breathing life into words in English and Spanish. What a fascinating line of work I’ve chosen!

STUPID COLD!

STUPID COLD!

Published July 24, 2010

So I’m fighting a bad cold, sore throat, and a nasty round of laryngitis. In the middle of summer!

I’m pathetic.

Between the wheezing, snorting, coughing, sputtering, and dripping I’m wondering how to get the voice jobs done that are due on Monday.  I wonder if I record the spots and then speed them up if I’ll sound normal?

Nah, probably not.

And the advice…oh, the advice one gets when one is sick like this!

“Try a spoonful of kerosene in hot tea.”  WHAT???  Isn’t that like deadly or something?

“Grapefruit Seed Extract.”  Check.  I think that’s in the second canister from the left.  The big one.  Doesn’t everyone keep a bushel of that stuff around?

“Dip your tongue in Scotch.  Don’t drink it.  Just hold your tongue in it.”  Yeah.  Right.

“Slather your chest in Vicks, then wrap a towel around your chest.”  Slather?  You want me to slather in goop?

“Go to a sauna and sweat it out.”  Yeah, that oughta do it.  The other people are gonna love a wheezing, sweaty, naked fat guy in there with them.

“Just ignore it.  It’s mostly mental anyway.”  Really?  Wonder what the client will think when he gets his voiceover back: “You can..sniff..shcrub and shcrub…cough..sneeze…sniff..and shtill not geth…drip…drip…thosh shtains out…hack, hack.”

No.  I think I’ll just suffer this one through.  Let it run it’s course.  Enjoy my miserability.  I know it’s not a word.  But it should be.

Because if there is anyone who has the ability to be miserable when he’s sick, it’s me.

Just ask my wife.

HAVE YOU PEAKED?

HAVE YOU PEAKED?

Published July 12, 2010

I’ve been watching the World Cup.  In fact, a few days ago I watched Spain win it all.  In all of the TV commentary someone said, “They peaked at the right time.”

A doubtful comment at it’s best, but I got to thinking about my VoiceOver career.  Have I peaked, or is the best still to come?

It’s a valid question.  Is your best work still in you, or are you on the backside – the downslide – of your best work?

Well, the immediate answer is “No! I’ve still got it.  I can still produce.”

Really?

I was the stadium announcer for the Kansas City Royals for 14 years.  Through those years I had the privilege of getting to know some of the best players of the game.

Frank White is one of the great major league baseball players, and certainly the best 2nd baseman the Royals ever had (8 Gold Gloves).  At the end of his career on the field we were having a conversation shortly after he scored his 2000th hit.

We met at a little watering hole after one of the games.  He knew that the organization was trying to phase him out and he was really hurting over it (and rightly so!).

He said, “Why do they want me out?  I can still play!”

The truth be known, he most certainly could still play!  The organization was just playing the odds, and they were pushing him out after such a brilliant career.  It was just cruel.

By the way, the player they brought in to replace him was gone after 2 years.

I’ve often thought about that exchange.  Especially with reference to my career.  When do you peak as a voice talent?

The good news  is that you probably have what it takes to produce for a long, long time!  Certainly far beyond what a professional athlete can expect.  The difference is that you have to adapt to your voice and capabilities.

And speaking of voice and capabilities, one of the things that drives me nuts when I get requests for an audition is the reference to the requirement for a middle-aged voice.

What does that mean?  What is middle-aged?

I mean, I figure I’ve got another  20 years of voice work left in me.  Am I still middle-aged?

On the other hand, I’ve got one of those deep, rich voices.  Is that middle-aged or are they looking for a lighter voice?

And I’ve been in this business for over 25 years.  What are the parameters for “middle-aged?”

Hey producers, it’s time to lose that “middle-age” reference.  Explain yourselves.  Do you want a lighter voice or a heavier voice?   Because good voice actors can deliver either.  It’s all about acting.

For example, today I did a “middle-aged guy buying a car” and “a tough old mountain man.”  In both cases, the client had specified a deeper voice.

See what I mean?  How do get from a “deeper voice” to those other styles?  It’s all about voice acting…not just the voice of the talent.

So…whom do you want me to be today?

By the way, my favorite voice/style direction ever was “kind of a cross between Mel Gibson and Antonio Banderas with less hair.”  I swear that is exactly what I was told.

It’s all in the delivery!

And NO!  I haven’t peaked yet!

WHY DO I DO THIS?

WHY DO I DO THIS?

Published June 23, 2010

I recently took a life inventory; something I recommend in the Success Strategy Seminars I occasionally lead.  It was a remarkable time of assessment and focus.

One of the questions I ask in the inventory is “Why do you do what you do?”

It’s a tough question because it’s generally aimed at business people within their work environments. What makes it tough is that there are 5 answers that are not allowed:

1.  It’s my job ( or any semblance of that answer).

2.  It’s what I’m good at (or any semblance of that answer).

3.  It’s what’s expected of me (or any semblance of that answer).

4.  I can’t afford to quit (or any semblance of that answer).

5.  I don’t know.

Now, I was in radio for a number of years.  I loved it, except for the last few years.  During that time management pretty much decimated what had been award-winning and ratings-topping radio.  It wasn’t fun anymore.  It wasn’t creative, and it wasn’t good radio.  But the money was awesome!  So I pouted all the way to the bank!

But I got to a point where I could not answer that question legitimately anymore.  And I knew deep inside my frightened soul that a change was coming, whether I made it, or the company made it.

That change launched me into one of the most challenging, exhilarating, scary, rewarding journeys I’ve ever been on: full-time voiceover work.

I had the good fortune of knowing that a change was coming in my life, and I went to work to build a new future.

Some people say the change couldn’t have come at a worse time.  The economy is a mess.  The industry is flooded with folks hoping to carve out a little piece of the pie, and radio and TV ad revenues are way down.

I don’t see it that way.  I’m part of a revolution.  Thousands and thousands of us are fed up with the corporate B.S. we’ve had to deal with.  We’ve snubbed our noses at the big boys and are building solid new companies that will grow and, in fact, be stronger and more profitable than many of the companies we left.

Which brings me back to that Life Inventory question I asked earlier: “Why do you do what you do?”

It would be real easy to answer that with a jab at the corporate goons who’ve ruined radio, but I’ve already done that.  The truth of the matter is that I am more in love with what I’m doing now than any job I’ve ever had.

Over the past few years I have fallen in love with my clients.  I don’t know how to say it any differently. I’ve met some of the most creative, insightful, warm people I’ve ever known.  Their passion, their commitment, their quirkiness inspires me!

Listening to their dreams and focus has driven me to a whole new level in personal motivation and passion. So how would I answer that personal inventory question?

I do what I do because with just the inflection of a word or the color of a phrase I can change lives, build companies, and create a legacy.

That, my friend, is reason enough to “get up and do it again!”

How would you answer the question?

I LOVE SUCCESS!

I LOVE SUCCESS!

Published June 7, 2010

Man, I love clients who include me in their plans!
I don’t know about you, but one of the things that I love about the voiceover business is that you get to build relationships with clients over the long term, and you really feel you are a part of their success!
I LOVE THAT!!!
I’ve been in this business 25 years.  I can’t tell you how many times I have caught myself lying in bed just thinking about a particular client and dreaming of ways for them to increase their business.
It’s addicting isn’t it?  As a voice talent, you just feel like you are part of that company’s life.
That’s part of the painful reality of our business.  We love our clients.  So much that we would bleed to make them successful.  And when they struggle we hurt with them!
I never want to lose that pain.
And there’s something else I never want to lose: The shear giddiness of a client who thinks outside the box.
Oh, I know it’s a cliché, but it’s a good one.
There is little that is anymore exciting and fulfilling than to be part of someone’s dream.  I have spent hours, literally, in person, on the phone, by email with clients planning strategies.  I can’t explain what a rush that is.  Is there anything anymore heady than knowing you are part of a plan…a strategy…a goal?
What it boils down to is that as voice talents, we are more than just a disembodied voice that yells at people.  We are part of a dream.  We work every day with clients that are investing their lives in their product or service.  
They should expect no less from us.
One of my most recent great pleasures has been to be the voice of Winning Colours, a new all-purpose cleaner that is about to take the United States by storm.  For the past few years I’ve been their voice in Canada and in Mexico.  Now, finally, they are making the push into the United States.  
Over the past few years it’s been my incredible pleasure to dream with Eric Lehner, the CEO of Winning Brands, the maker of Winning Colours.  We’ve dreamed.  We’ve strategized.  We’ve argued.  We’ve tested.  We’ve challenged.  We’ve experimented with ideas.  And finally the product is launching in the U.S.
What an amazing journey!
It’s true.  You are part of your client’s goal, strategy, and dream.  You owe them everything you’ve got to give. They deserve nothing less.
But the exciting truth is they owe you nothing less either. 

CAN EMAIL MARKETING REALLY WORK?

CAN EMAIL MARKETING REALLY WORK?

Published May 25, 2010

One of the challenges of voiceover work is finding new customers.  Most voice talents are in business for themselves and have to do it all: production, administration, marketing, even housekeeping.  Hmmm… sounds like any other small business!
There are a number of ways that many of us voice talents seek new business.  There are agents, production houses, referrals, Pay-to-Play sites, free listing sites, networking, phone soliciting, social media connections, direct mail, web banners, text ads, magazine ads, Ebay, Craigslist… oh, and email.  
A lot has been written about emailing as a marketing strategy.  There are whole companies built up around those efforts.  Does it work?
Well, yes…and no.  It’s pretty much like any other marketing strategy.  Done right, yes it works.  Done wrongly it can work against you!
But it must work to an extent.  I mean look at all those emails you get in your inbox!  Obviously it’s working or they wouldn’t be doing it, right?  It’s gotta be a law of percentages thing – send out enough emails and you’re bound to get some work, right?
Maybe you guessed, I am not a fan of mass emailing.  Generally if I get an email that is not addressed directly to me, I don’t read it (unless the subject matter is so compelling that I can’t help myself, or it contains the words “naked” and “jello”).
I don’t use email lists for marketing.  Ever.   I don’t even save a list of email addresses that I send out. Every email is individually researched, targeted and sent.  That’s just me.  I know some people buy lists and send individual emails, and I don’t think they’re wrong for doing so.  But I prefer to research a little about a potential client before I send them my info, so I tie the two efforts together.
Now, sometimes the only email address I can find on a potential client’s website is Info@… or I have to leave a message on a contact form, but that hardly qualifies as having put them on a list.
For the purposes of our marketing discussion I would say that anytime you put multiple email addresses in your “To:” box, that’s spam.  And everyone is irritably sensitive to spam.
The truth is if you get an email that you didn’t want, don’t you sort of think of it as spam?  It’s just the nature of the beast, I guess. But I disagree with the concept that just because something is unsolicited it’s spam.  Especially if it’s a business seeking a business opportunity with another business!  That’s called marketing.  And that also is the nature of the beast.
The way I look at it, an email inquiring about a business opportunity is no more illegitimate than a door-to-door salesman (although even that’s illegal in some communities).  My point is there is nothing wrong with a legitimate email offering your services anymore than there is anything wrong with legitimate snail mail making a legitimate offering.  
But HOW you make the offer is critical.  So, here are 5 things to keep in mind when you use email as part of your marketing strategy:
1. Send an initial inquiry to see if the company accepts voiceover demos (or whatever you are offering), and to whom such information should be sent. I always include a line in that email that introduces me as a bilingual voice talent, fluent in English and Spanish.  The reason I do that is so that if there is a need for what I have to offer, it may get the right person’s attention right away.
2.  Now, if the general rule of thumb applies, you are going to get only about a 2 or 3% response. I have gotten as much as 10% in certain business categories that I’ve marketed.  But that open door to those who have responded essentially pre-qualifies your reason for following up with the right person.
3. Never send an attachment by email unless you’ve been given permission to do so.  Don’t do it.  It makes you look like you don’t care that you’ve clogged up someone’s inbox.  And it may well be intercepted and deleted by the recipient’s server, meaning they’ll never even see your email!  I would suggest that if you are using the email to refer them to a demo, put a link in the email, or something they can copy and paste to access the demo.  I’ve learned to do both.  Some servers will kill links, so go ahead and add the link address as a precaution.
4.  Keep your email simple, informative, and short.  Just tell them who you are, what you do, a quick reason for why they may be interested in you, and how they can follow up with you or learn more about you.  That’s it.  
Ron Green was the most successful salesman I ever knew.  He could sell anything.  And pretty much did.  I asked him once why he thought he was such a good salesman.  He laughed and explained that he was trained to keep selling until the customer said yes or no.  But learned to stop selling until the customer said “More, please.”
5.  Connect with the customer.  
I have a guy who trims my trees.  I met him because he came around once a year, dropped off a flyer to let people know that he would be in the neighborhood the following month if they needed him.  It was a very well done flyer that explained what he did, how to get in touch with him, and of course, an offer for a free estimate the following week (“please call right away to let me know what time would be best for me to drop by”).  He’s one of the busiest tree trimmers around.
I asked him one day how he came up with his little marketing strategy.  He said, “Well, everyone else uses flyers to get business.  I use ‘em to get appointments for free estimates. I figure no one buys off a flyer.  They buy from a person.”
The fact is I rarely have a client hire me right from a marketing piece I’ve sent out.  The marketing piece is just a door bell.  If they open the door, then I can connect with the client, start building a relationship, figure out if I really am able to help them out, and determine how I should continue with that opportunity.  In some cases they want to hear from me every two or three months.  In some, once a year is enough.  Some call me when they need me, whether it’s weekly, monthly or annually.
And one more point about connecting with your client:  just because you’ve corresponded with someone by email, doesn’t give you the right to invade their space.  I can’t tell you how many people I know that seem to think that because we’ve exchanged a few emails, they think I’m interested in their mail-outs.  I mean, I guess they’re still sending mail-outs.  I blocked them a long time ago.
Emails.  I love ‘em.  I use ‘em all the time to go after new business.  But the game is constantly changing and if you’re not on top of how your clients use email, and know what will get them to notice you in a positive light, you’re wasting your time…and theirs.

A VOICE TALENT'S PRAYER

A VOICE TALENT'S PRAYER

Published May 12, 2010

Dear God,

Thank you for giving me the unique and privileged opportunity to be in the voiceover business.  Not too many people can say that they absolutely love what they do, but I can!

I’m grateful for clients who must be the absolute best in the world.  Well, except for that one guy that totally scammed me, but that’s between You and him now.  Please bless my clients!  Make their efforts and hard work completely successful.  Overwhelm them with the rewards of a job well done.

And thank you for the fellow voice talents You’ve put in my life.  You’ve made me better by knowing them, and I am inspired, motivated and challenged by each of them.

Lord, there are some folks who don’t get enough credit or appreciation in this business: the engineers, and producers, and writers, and translators that make magic out of my often inane and inadequate performance.  Please bless them in a special way!

But most of all, thank You for a wife and kids that put up with my idiosyncrasies and weirdness.  You’ve given them great patience and a high tolerance to my obsession.  I know it’s not right to stay up until 3am working on a silly audition that I have a 1 in a 1000 chance of getting, but how cool is it that I can!?!?!

I really only have one thing to ask for.  Would it be OK if I kept doing this?  I mean, would You connect me with the right people so that I can keep doing this for a long time?  That would be awesome!

So, I just wanted to say THANKS!  I know I don’t deserve it, but WOW, You’ve been good to me!   I am of all people most fortunate, and I am deeply, deeply grateful.

dan

P.S.  By the way, thanks for helping me figure out where that stupid buzz was coming from in my studio.

A DAY OFF OR AN OFF DAY?

A DAY OFF OR AN OFF DAY?

Published May 5, 2010

It doesn’t happen that often but earlier this week was a “no payday”.  No paid work.  Nothing.  Nada!

Oh, I had work to do.  But not paid work.

I used to panic over days like this.  Maybe get a little depressed.  Wonder what I was doing wrong.  I’d read about how busy other voice talents were and think my career was over.

Not anymore.  I realize it’s just part of the ebb and flow of the business.

I was in our grocery store the other day.  I noticed that there were only a few shoppers.  I saw the manager and just casually asked, “How’s it going?”

He just shook his head and said, “We’re in trouble.”

I didn’t really know what to say, so I opted for “Hey man, it sucks all over, but we’ll get through this.”

“No,” he said.  “It’s not that.  It’s that since it’s dead today, we’ll get hammered tomorrow!”

It’s weird how it works that way, but it does!

And sure enough, the next day I got swamped.  In fact, the night before,  I received an email from a client warning me that he had a large project coming in and could I “work him in?”  As it turned out, that’s exactly what I had to do – “work him in.”

Not that I’m complaining, mind you.  I most certainly am not.

But here’s a little secret:  your clients go through the same thing!  When things are slow for you it’s probably because things are slow for them, so…

That’s the perfect time to touch base with them just to say “Hi!”  Or to follow up on some leads with a personal note.  Or to check your invoicing and see if anyone needs a little nudge.  Or to clean out your audition files.  Or to tweak your website.  Or to develop a new demo.  Or to work on a Press Release.  Or to mine the internet for more leads.  Or to clean up your database.

Or to do what I did.

Go hang out by the pool.

I WEREN'T SO SMART YESTERDAY!

I WEREN'T SO SMART YESTERDAY!

Published April 16, 2010

“Guys my age shouldn’t have to learn anything.  And yet I find myself learning more now than ever before.”

Famous words by my Dad from a few years ago.  Dad, 85 years old, is now really irritated that his computer isn’t fast enough or powerful enough to do some of the things we wants to do on it. He’s decided it might be time to get a new one.  One with a really big screen so he can see it.

“No point in having a computer that could run a small country if you can’t see what you’re doing,” he tells me. “And no point in having a bigger computer if you can’t learn something from it.  The smartest people in the world are those who are aren’t smart enough.”

I guess I inherited his hunger for knowledge.

That certainly was true today!

I was in a session with Matt Smith and after we were done he schooled me…SCHOOLED ME…in a couple of new mic techniques.

And the light came on!

I had been taught wrong.  Not that what I was doing was wrong for everyone, but I was doing a couple of things that I had learned from some great engineers and some great studios…things that weren’t right for me and my voice.   I don’t need to go into all the details but mostly it had to do with a combination of proximity and mic gain.  Really, it had to do with being smart enough to realize that I’m not smart enough.

Now, I’m no slouch in the voice booth.  I’ve been doing voiceover work for 25 years.  It’s been very good to me and I make a decent living at it.  And I know how to work a mic.  I know about the sweet spot and how to avoid pops and sibilance, and acoustics.  I know how to build a great signal chain.  I know about mic placement and bass traps and reflection.  I built my own studio and sound booth.  I know stuff, you hear me?

But there is always more to learn.  And today was one of those special days!  It was exhilarating!  I couldn’t wait to get out of my sessions so I could play around with my newly learned techniques.

That’s the beauty of this voiceover business!  It’s a combination of art and science.  It’s the marriage of creativity and technical know how.  It’s the passion and determination to outperform yesterday.

Today I am a better voice talent because I learned something new.

I can’t wait to see what happens tomorrow!

I AIN'T NO DICK VITALE!

I AIN'T NO DICK VITALE!

Published March 24, 2010

At what point do you simply say, “Sorry, I can’t help you?”

One of the biggest mistakes that Voiceover Talent make is to try to be something that they are not.  

Let me give you an example.  A few weeks ago I had a client ask me to voice a commercial for him in a particular character.  He was looking for a Dick Vitale type read.  Now, I don’t really do characters.  I’ve tried.  I’m terrible. Because I’m fluent in English and fluent in Spanish, about the only character I can do well is English with a Spanish accent.  And my Dick Vitale doesn’t sound right with a Spanish accent.  Or without a Spanish accent.

So, I told the client I really couldn’t do a Dick Vitale read.  He told me he was desperate.  His client was demanding that, and he was down to the wire, and would I please give it a shot.

Crap!  He’s a good client.  I couldn’t just tell him “Sorry. No!”  Maybe if I listened to Vitale enough times I could get close.

So I said ok. Reluctantly.

After an hour’s worth of work, I sent him the most perfect Dan Hurst Dick Vitale ever!

The next day my client called and said his client had decided to do something else.

Ya think?!?!?!?

It just proves my point.  You are who you are.  Do what you do.  Stick with it.

I don’t know why I let myself get pulled into those situations.  They never work out!  Never!  Not for me, anyway.  I know what I can do.  I know, for the most part, what I can’t.  To overstep that boundary is foolish, a waste of time and energy, and misleading to the client.

Here’s the understatement of the year:  You didn’t get to where you are by being something that you’re not.  

Well, actually if things haven’t gone well for you maybe you did get to where you are by trying to be something you’re not.  But the point is that the best of what you’ve got is where you’ll earn your living.  It’s that simple.

Don’t kid yourself.  Do what you do and leave the other stuff to people that are better at it.  

I have a friend who had a carpenter do some work at his house.  The guy was awesome!  Incredible work.  My friend also needed some concrete work done on his driveway, so he asked the guy if he could do concrete work.  The guy said he had done his own driveway, but he wasn’t really a concrete guy.  My friend hired him on the spot.

Do you know how much it costs to have a driveway re-done by someone who really knows what they’re doing?

You are who you are.  Do what you do.  Stick with it. 

WHAT DID YOU SAY???

WHAT DID YOU SAY???

Published March 13, 2010

I’m a bilingual voice talent. English and Spanish.  It’s a niche that has developed through the years, and I’m extremely grateful to God and my parents for the privilege of growing up in a foreign country and learning to speak two languages fluently at the same time.

Along with that bilingual voice work comes the added opportunity to do some translation work.  With the growth of the Hispanic population in the U.S., many retailers and corporations are looking for better ways to communicate with the various communities.

Now frankly, I think the Spanish advertising thing is a little overdone.  I mean really, does McDonalds have to advertise in Spanish in L.A???  But there are thousands of other times where Spanish advertising is totally appropriate.  I’ve done several ads and training videos for law firms, banks, employment services, etc. that target the Spanish population with pertinent information about their services.

I’ve heard the arguments about how if “they” are going to live in this country “they” should learn English.  Well, they are.  I don’t know of one native Spanish speaker that isn’t trying to learn English.   They are anxious to learn our language and our culture…the good parts.   And local advertisers and companies are right in seeking ways to communicate with them and assimilate them into our way of life.

That’s where good translation work comes in.

So, if you are an advertiser or a company seeking to put together a commercial or a training manual targeted to Spanish speakers let me give you 3 suggestions that will improve your efficacy.

1.  Lose the slang and colloquialisms.

Read through your copy.  Are you using phrases and terms that will translate what you really want to say?

For example, I was given copy to translate yesterday that said, “Is your credit card company giving you the rap, rap runaround?”  Huh?

Sometime ago I was given a car spot to translate where the dealer was offering a “No Bull(beep) Sale!”  And he was irritated with me when I tried to explain to him that it just wouldn’t translate well.  So, I gave them the line, and I’m not making this up, “The We Won’t Sell You The  (beep) Of A Bull Sale!”  It just lost something in the translation.

Which, by the way, leads me to a parenthetical thought:  What is it with car dealers that have to name every sale?  It’s the President’s Day Sale, the Spring Cleaning Sale, the Tornado Bustin’ Sale, the Tradin’ Pants Sale, the We’ve Got Your Back Sale…make it stop!!!  Since when does naming a sale make it special?  C’mon, do you really think the “Our Boss Has Gone Nuts Sale” is that compelling?

So my point is make sure your copy says what you want it to say without slang and colloquialisms if you want a clean translation.

2. Allow for more time.

Most languages take longer than English does to say something.  It certainly is true with Spanish. That’s just the way it is.  Deal with it.

There are a few main reasons for this phenomena.    Many of the words have more syllables.  For example, cat is gato; car is auto (or carro); street is calle, and bus stop is parada de buses.  See what I mean?  And when you figure that most English commercials speak too fast as it is, you can imagine what that does to a Spanish translation.  And don’t get me started on phone numbers  (I actually had a producer once say, “It’s a phone number.  It’s only seven letters.  How can it take that long to say?”).

Another reason for the length problem is that sometimes terms have to be explained.   Especially if it’s an abbreviation or a coined term.  For example I was translating anOSHA/Safety Manual for a company.  They used the term “First Responders”.  Now, most English speakers would know what that means, but it’s not a common term in Spanish.  What is it?  First Aid?  Firemen?  Ambulance?  Police?  It’s Primeros Respondedores, but the term needed to be explained at least once.

So, figure at least 20% more time to say something in another language.

3.  Make sure your translator is fluent, fluid, and familiar with BOTH languages.

I can’t tell you how many times I’ve gotten a translation done by a native Spanish speaker that wasn’t completely at ease with the English language, and they botched the translation because they missed the intent of a phrase or a word.  That just ends up costing the client more money and time.

And I can’t tell you how many times I’ve gotten a translation done by an English speaker who took Spanish in college and spent a month in Mexico…and embarrassed themselves and the client.  By the way, the word in Spanish for embarrassed is not “embarazada”.  And when you bake bread you don’t “orinar el pan.”

Just sayin’.

So, I wrap up my diatribe by saying there are millions…MILLIONS of people who would appreciate hearing your message in their language as they adapt to this fast-paced, intimidating society of ours.  Do yourself and them a favor and honor their language and culture with an accurate yet comfortable translation.  They deserve it and so do you.

PLEASE LIKE ME

PLEASE LIKE ME!

Published February 25, 2010

A few weeks ago John Melley posted a discussion in the Marketing For Fun And Profit Group of VoiceoverUniverse.com called “How Scarce Are You?”  It was brilliant.  I highly recommend you read it.

In the post John asked the question, “How can I get them to say ‘That’s the person I want to do all my voice over work?’”

A great question.  And one that I hope will generate some discussion here.

John goes on to say, "You do it with the words you use, the way you treat your clients, how you look after them, how you dress, speak on the phone, how you write your emails, your letterhead, demo packaging, the experience they have with you in the studio. Your “Presentation.”  Those are all great reminders.  Read them again and think about them.

Now, obviously talent and delivery are critical to success with your client.  And you’re not going to get ALL of a clients voice work unless it’s a very small client.  But you can position yourself to make yourself one of your client’s “go to” voices.  So, with that in mind, I’d like to add a few thoughts to that question.

1.  Your client pretty much already has a voice in mind.  It’s your job to figure out what he/she is looking for.  Ask them for ideas and samples.

I learned this lesson from my wife.

Several years ago she decided she wanted a new hair style.  When she went to her hair stylist, she was asked to bring in pictures of what she had in mind.

My wife, Marcia, knew what she was looking for.  The stylist wasn’t offended that she wasn’t leaving it up to her.  It was all about pleasing the client.

A side note: the picture changed several times before she decided on what she wanted.  But that’s for another blog.

2.  Study the copy.

Your client has a unique writing style.  It’s different from every other client.  There are little nuances and inflections that your client has already heard in his/her head.  Find out what the client is expecting. Learn their writing style and how they interpret their copy.

I totally blew this today.

A client sent me the copy for a voiceover – a car spot.  I always do the real hard sell delivery for this client.  So, I recorded it and sent them a couple of takes per his request.

Well, not exactly per his request.

A few minutes later I got a call from the client, who fortunately was laughing, to tell me that Cadillac spots sound better when they are not screamed.

I’m an idiot.

3.  Understand your client’s schedule.

By the time your client gets to the voiceover part of the production, he/she is already in a time crunch.  That’s just the way it is.

If you can move heaven and earth to accommodate their schedule, they will appreciate and remember you.

Will they take advantage of you?  Sure.  But no more than their client takes advantage of them.  It’s just the way the business works.

4.  Tell your client that you welcome their direction.

I make it a point to tell new clients to feel free to tell me what they want, to interrupt me if I’m not doing what they want, to tell me what they like and don’t like, and that I’m not offended or bothered by that.

I have clients that are comfortable interrupting a read.  I like that.  I don’t take it as an insult.  Why should I waste their time and mine doing something that they’re not going to use?  The way I figure it, every time they interrupt me I get a little closer to what they’re looking for.

It’s all about pleasing the customer.

A couple of years ago Marcia and I purchased our second original painting by P. Buckley Moss, one of our favorite artists.  In fact, this painting was essentially commissioned, not that she does that sort of thing, but she offered…and we were thrilled!  When we received the painting – one that represents her unique style – it was missing two things that Marcia really wanted in the painting.  When asked if it was what she wanted, Marcia mentioned the couple of things (Hey, she asked!).  Pat took the painting back and acted pleased…PLEASED…that she would be able to add those two items to the painting.

That blew me away.  An artist of her stature was more interested in pleasing a fan than in her own interpretation of a subject.

That painting is one of the pieces in our collection of which we are most proud.

Believe me, treat your clients that way and you will be one of their favorites!

5.  Become a fan!

Your client is a fan.  You need to be a fan of your client.

I learned the importance of this a couple of years ago when I got a call from a producer inquiring about using me for a project.  He said he got my name and phone number from a mutual friend “who says you’re a good friend of his.”  That referral was from another client that I really do admire.  I really am a fan.  I just didn’t know it showed.

Apparently it does.

So, there you have it.  Make yourself one of your client’s favorites and you’ll have work for life!

Most certainly there are many other things you can do to make yourself one of your client’s favorites.  What do you think?

SHUT UP ALREADY!

SHUT UP ALREADY!!!

Published February 17, 2010

Today I speak for producers.

Those guys (men and women) who often decide which voice to use…which talent moves ahead in his/her career…who is actually the best voice for their product or project.

And here’s what they want us voice talents to know:  It’s not about us.

Just today I was in a session with an engineer from one of the production houses I work with.  He asked me point blank, “Let me ask you something.  Yesterday I was in a session with a talent…the client was on the line…and the talent just went off on how I was handling the session.  Am I doing something wrong?”

He actually caught me by surprise because I think he’s one of the best I’ve worked with, and I certainly didn’t think the way he ran a session was inappropriate.  But what is even more disconcerting is that the VO talent mouthed off in front of the client.

WHAT???  Shut up already!!!  It’s not about you!

The more I thought about that the more agitated I got.  On the one hand, it just made me look better to the producer and the client, but on the other hand it was an insult to our industry.  No matter what you may think, how you represent yourself represents the rest of us.  When a voice talent leaves a good or bad impression on a producer or client it affects how they think about voice talent in general.

So with that in mind, here are 5 things to consider:

1.  The most important thing in the world at that time to your client is that project.  Not you.  Not what you think about the copy.  Not what you think about the production. And not what you think about the direction.

2.  Piss off the client or the producer and you’ll never work for them again.  Do me a favor would you?  When you decide that the producer or the client is a moron, would you please let me know?  I figure they won’t be hiring you again and I might as well get my name in there.  I could use the work.

3.  The producer and/or the client generally know that they want.  They’ve been working on that project for a long time – much longer than you’ve been a part of the project.  They’ve got the sound they want in their head.  They thought you can deliver it.  It’s your job to figure out what they want, not theirs to convince you.

4.  Along with being a voice talent comes a responsibility for professionalism.  Unfortunately  too many talents have not lived up to that.  There is no union, association, or universal criteria that guarantees that.  It’s no wonder producers and clients are so hesitant and guarded with us.

5.  Voicing your unrequested opinion…or even showing an attitude in a session is not only arrogant but ignorant.  It just proves how out of touch you are with the process.  Shut up already!!!  It’s not about you!

The good news is that the VO talents who violate these principles are few and far between.  To you producers and clients who may read this, know that the vast majority of voice talents get it – we’re just part of the process; one of the tools in your toolbox.

Guaranteed satisfaction.  It’s a creed most of us voice talents live by.  And it can only happen when we really understand how we fit into the scheme of things, and then make sure the people we work for are happy they used us.  It is, after all, about them.

MARKETING YOUR BUSINESS!

MARKETING YOUR BUSINESS

Published January 30, 2010

It’s a Catch-22 isn’t it?

You work hard to get the information out about your business.  You spend a lot of time searching and researching potential clients.  You even throw a bunch of cash into the effort.  And then…

You get busy.

The marketing push pays off.  You get clients out the wazoo (whatever that means). And you find yourself working 10 to 12 hour days to keep up.  You smile all the way to the bank.  And then it happens…

You get un-busy.

Why?  Because you didn’t have time to keep the marketing effort going.

One time when my youngest son, Jordan, was very young, I told him to clean up his room.  And as with most kids, I had to tell him again.  And again.  To the point where I told him to go in his room and not come out until it was cleaned up.

About an hour later I checked in on him.  Nothing.  The room was still a disaster.

Finally, I was so frustrated with him that I sat him down on the bed, looked him in the eye and asked why he hadn’t cleaned up his room?

He looked up at me with that perfect innocent look of a 5 year old and said, “Dad, you made me stay in my room.  I can’t play AND clean up the room at the same time!”

That’s what happens in business also.  A lot of us get so busy working that we don’t take the time to keep the business coming.  It’s a big, costly mistake that too many companies make.  And then when business does slow down, the pressure is on, attitudes change, stress goes up, and revenues go down.  Because some of us don’t know how to play AND clean up the room at the same time.

I’m in the voiceover business.  And while each business is a little different, there are a lot of basics that work for all business.  I have a theory that works for me.  I use the 10-10-10 method.

Once the business is flowing,  I spend 10% of my time each week to generate new business;  I spend 10% of my revenues on marketing strategies;  and I expect my business to grow by at least 10% each year. It works for me.

And there is actually another 10 in there.  I’ve found I spend 10% of my time cleaning up my studio.  Because I can’t play AND clean up my room at the same time.

WHATCHA GOT?

WHATCHA GOT?

Published January 22, 2010

I spent 14 years behind the mic as the stadium announcer for the Kansas City Royals.  It was a great experience, and I got to meet a lot of really interesting people – from some of the great ball players to some of the great announcers and writers to some of the best support staff in any organization. One of my favorite acquaintances was the late, great Buck O’Neil, a first baseman and manager in the Negro League back in the early to mid 50’s.  During my tenure with the Royals, he was a scout for the team.

Buck and I used to talk about a lot of things.  Mostly golf.  But I remember one conversation that really hit home.  It was one of the few times we talked baseball.  I asked him “What’s the main difference between major league players and minor league players?  Is it talent?”

“Oh, no,” he answered.  “There are a lot of players in the minors that have more talent than some of the players in the bigs.”

He went on to explain that certainly experience is a big factor, but the biggest difference, he said, was players that knew what they had and what to do with it.

“For example,” he said, “You take a young pitcher that can throw 98 mph.  If he doesn’t know how to use that talent and when to use that heat, a hitter in the big leagues will take him downtown every time.”

I’ve thought about that conversation many times.  Especially when that 80 year old baseball legend kicked my butt on the golf course.

That principle holds true in any business.  And it certainly holds true in the voiceover business.

Want to succeed in your business?

Know what you’ve got and how to use it.

I’ve been in this business for about 25 years.  I’ve made so many mistakes in business I deserve some sort of award like the “What The Heck Were You Thinking” award, or the “Yup, You’re A Moron” award.  And almost every mistake and bad decision was because I thought I was better or different than what I am.

You are who you are.  Deal with it.

You have the talent you have.  Deal with it.

But here is the good news.  You can make a good living being one of the best at what you do best!

So…you’re in the minors.  You wonder if you will ever make it to the bigs.  And even if you do make it to the bigs, do you have the staying power to make a good life for yourself?

The answer is in the simple question:  “Whatcha got and whatcha you gonna do with it?”

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.