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VO Business Year in Review

December 13, 2021 by Laura Schreiber

Reflections on 2021

It’s somewhat hard to believe it’s now December. Somehow the last few months have blown by in a busy whirl. For me, as a working mom of twins who happen to be high school seniors, this fall was extremely busy. With the New Year fast approaching, I am starting to reflect on 2021: what I’m proud of and what I might have done differently. The year is not over yet, and I plan to use the rest of the month to end strong.

Thoughts on My Business

I like to think a lot about where my business came from. The clients who came directly to me, not through a pay to play or an agent, were up 44% from last year. Repeat clients makeup 2/3 of my business. Clients from my website were up 136% compared to 2020, so I was very pleased with that number.

I also grew my coaching and demo production business substantially this year, and it made up about 3.5% of my annual income thus far. I was pleased with that.

My pay to play numbers were down. While I did have some stellar bookings on CastVoices that I am pleased with as that site is just starting, my bookings on Voice123 with new clients were down more that 30% from 2020. While I continue to submit, I find this quite frustrating. One major goal is to surpass my 2020 numbers in 2022.

Reflections on Equipment and Gear

I made some sound equipment upgrades this year that I am very pleased with. Dave and I added the Presonus to direct clients when they come in for demo sessions. I got a fantastic new desk setup for outside of my studio space. I am really happy with this. I added the EVO4 preamp to my travel rig. I also finally got to use my new rig that I invested in before my trip. That has been fantastic for me. Most recently, I upgraded my laptop that I use daily when outside the booth. My original one was from 2015, and it simply died. I am so happy to have a new, fast, working device.

Marketing Thoughts

I have a lot of thoughts about my marketing efforts. This is the one area I put so much time and on-going effort, every, single day. I updated my headshots. I kind of felt that the photos should actually look how I look, and if I looked in the mirror and looked nothing like the gal in the photo it was probably time to change!  My website was then updated with the new photos. My website was not only updated superficially, but it got an update from the inside out, as it also now meets the requirements for Google Core Values. That update actually just happened, and I hope that clients now have an even easier time finding me. I continue to reach out to clients and industry friends with my monthly newsletter. After so many years, I am finally feeling more comfortable with mail chimp and have improved the format. I have also gotten a lot better with Canva this year and use their template consistently for my instagram posts. I have tried to be very much on top of my social media posts in 2021 and have grown a much larger following. I have also continued to blog at least once a week, and sometimes twice a week. I am proud that I have maintained my efforts with my blog.

I do feel that since August I have not been as on top of my direct emails. I feel that as I got busier with my twins, I became too relaxed and did not follow up as I typically do, especially in two main areas: with repeat clients and with my radio imaging outreach. When I sit and do it I regret that I dropped the ball a little.

Let’s end the year strong!

The year is not over! The next week and a half until Christmas can be a strong one! All marketing an be done with gusto. All auditions can be awesome. All booked work can be submitted with extra effort to make clients feel appreciated. Every single day matters, and each booking counts. As I reflect back on the year, I am so thankful for another year to pursue my dreams, and another year to work in the field I love. With the SOVAS this weekend, I am so excited to spend the last Sunday before the holidays surrounded by so many industry friends who are flying in from all over. Sometimes I say “there are no words” but for this weekend there are many words, and they are words of reflection and gratitude.

Filed Under: Uncategorized Tagged With: als, bookings, CastVoices, coaching business, consistency, desk, gear, Google Core Values, headshots, Home Studio, mail chimp, new clients, newsletter, pay to plays, prosonus, reflections, Repeat Clients, small business, Twin Mom, VO, voice over, voice over business, voice over coaching, Voice123, voiceover, website, working mom, workspace

Finding Voice Over Work on CastVoices

August 1, 2021 by Laura Schreiber

Clubhouse Round 2

https://www.dropbox.com/sh/u39kitauzpzpzig/AADC1By9qOM1pBTJ6eJ-E6gRa?dl=0&fbclid=IwAR3sYhpM9uYnETOPUWcohM3HdIPwVYqMut_Ng8XcN3Z6AXpCOmvqZFXN_08

Put simply, our first Clubhouse with the Liz Atherton and Nick Krause of CastVoices left us wanting more! So many guests in our room “Ask the VO Coaches” had questions, that Diana Birdsall and I did not even get through half of ours. So we were lucky enough to have Liz and Nick back again. If you are not yet in the CastVoices user group, the timing could not have been more perfect. This week some paying members were getting a little antsy about when more bookings would roll out and the tone of the chatter was somewhat impolite, so having Liz available to answer questions meant a lot. The funny thing is that as some were raising questions, I myself booked two roles on a video game that I auditioned on only through the site. It will be an ongoing role with work that will likely last years. So, for these of you who are worried, I urge you to sit back and relax. The work is coming. Now, for my re-cap:

There Are Some Features Unique to Cast Voices

On this platform, if a casting director choses, they can give you feedback on your audition. This is not typical and is extremely valuable! There is a sound-byte feature in your profile. This is meant to give voice actors an opportunity to stand out regardless of your level of experience. This is where you can show the human side of you and reveal a glimpse of your personality. Nick is extremely proud of the code that he has built, he has worked hard to create a platform to highlight voice actor’s talents. I shared that I love the resume feature, and Liz commented that ultimately this will be interactive.

CastVoices has a Social Mission

Liz was thrilled to share that the entire CastVoices team is likeminded in their focus on service to others. When they did an Indiegogo campaign to launch CastVoices, they ended up donating 50% of what they brought in. Of those funds, 50% went to feeding America, and 50% went to Tim Friedlander and Jay Preston’s financial assistance program for all actors in need. This money was given not with the question of “should we” but a “how can we” from a place of “spirit and love.” This team is truly amazing.

A Lot of SEO has been Put into the Site

Nick explained that the goal is that if someone searches for your name, they want your CastVoices profile to pop up. If someone searches for a project you’ve done and it’s on your resume, your CastVoices profile should come up. Through dynamic site maps, you are indexed in google right away.

Differences in Membership Levels on CastVoices

Liz made it clear they are very transparent: the only way they make money on the site is through subscriptions, not through casting. The differences in membership levels include the amount of samples shown, logos posted, and booked work you can show. On all levels of membership, clients can reach you directly.

Getting Buyers to the Platform

Their entire team is working hard to create strategic partnerships every day. They are connecting with creative directors, advertising agencies, gaming companies, and more. They go at it as a project enhancement platform. Every single day they reach out to clients, just as we do as small business owners, and encourage them to use the platform.  As of Friday they have 36 creative directors and 61 agents on CastVoices.

Some Questions That Came Up

Bev Standing asked for tips to set up her profile. Liz advised to look at the categories on her demos and to create a custom URL. Liz also offered that if people don’t have a website up yet they can use this custom URL. Liz also pointed out that we should specify the age ranges we can work in. Others asked if the CastVoices team will go over their profile and resume and Liz said she’ll do so as time permits. They also revealed that they have a huge client who needs translations, and already have business in 50 countries, so if you are able to provide translation please list that. Another topic that came up was etiquette. If you are contacted within the platform, it is appropriate to stay within the platform, not to track the casting director down outside of the platform. Another guest asked if they are looking for trends. Nick explained the ultimately they will, but at this juncture while they are doing certain analytics they do not have trends that will help voice actors yet. It was also asked if a profile can go stale. The answer is no. If you update it with new samples of booked work, so should be fine. If you are inactive, you can mark yourself inactive.

Conclusions

CastVoices is good for the voice over community. Their heart is in the right place and they have set us all up for success. How can we, as talent, help them take off? If you have clients who need to cast you can point them toward cast voices.

Filed Under: Casting, Client Relationships, Marketing/Branding, Uncategorized, Voiceover Tagged With: agents, Ask the VO Coaches, bookings, casting, casting directors, Casting Platforms, CastVoices, Clubhouse, Diana Birdsall, finding voice over work, invitation only, Liz Atherton, matching, membership, Nick Krause, opportunity, pay to plays, profiles, resume, SEO, social mission, soundbyte, Tim Friedlander, video games, voice over, voiceover

As An eLearning Narrator Your Audience Matters

March 2, 2021 by Laura Schreiber

Last Night on Clubhouse

Last night I had the delight of participating on a Clubhouse panel with some other fantastic, professional voice over actors Identify Your Audiencefrom the US and Canada. Our focus was on marketing, and even as a panel member, it really got my wheels turning. I could not help but think of the specificity of my recent outreach, especially in eLearning. I have worked so hard to build my business as an eLearning narrator, and I think in order to really reach prospects, you need to think about who you are working with. From the very beginning of the process through the completion of the booked work, understanding your audience is essential to success as a working female narrator in eLearning.

From the Marketing…

Often our relationships with eLearning clients, whether they be independent instructional designers or larger companies that create content, begin because of marketing efforts. Sometimes our direct marketing is the first interaction a new eLearning client has with a voiceactor. You would never want to send a government client with classified, sensitive content a jovial and silly email that would not resonate. Likewise, you would never want to send a cosmetic company a super serious message that shows no personality.  All of our outreach needs to have the end user, the eLearning client in mind. Our audience matters in every single correspondence.

Design matters to the audienceSocial media content, across platforms, needs to have the target audience in mind as well. This can be a bit trickier, as it is harder to control who sees your posts. You can, however, try to catch the eye of a specific group of clients or prospects by being clever about your target audience. If, for example, you are posing on Instagram and you want to reach out to instructional designers, both the content you use and the tags that you include in your post matters. Another way to grab your audience is to tag influencers and professionals in that field. Quote them. Have a conversation about them. If you want to work in eLearning, you need to be part of the dialogue.

Another tactic I often use is  brochures. I use them to reach out to clients in eLearning when at eLearning conferences when I would love to show my website and samples of my work but cannot because we are in a huge convention center. I find that having a very branded prop is useful in establishing myself as a professional in the field and helps draw the prospect in. Again, in terms of being mindful of the audience, since conference have a range of content creators, the brochure needs to be professional and have all the essentials.

To the Audition…

The eLearning audience must be top of mind when auditioning. You always have to know who you are talking to, and what the audio is being used for. Imagine if you sent an upbeat and humorous toned training to a group of CPAs, it would not fit. Conversely, let’s take the example of the cosmetic company again, because I happen to love doing trainings for them. Imagine if you were doing training for hair stylists about hair brush options available and instead of sending a relatable, warm tone you sounded like a detached CPA. That also really would not work. When submitting eLearning auditions as a female narrator, the audience drives the read you give. It informs the tone, the texture you add, the variation in the pace. An energetic happy read has a very different pace than a professional, thoughtful read. Again, the audience in eLearning matters.

The Booking….

Size of Audience Doesn't MatterWhen you book an eLearning job, understanding the audience or the enduser is so important. For example, I was recently cast in a training for a local hospital: RWJ St. Barnabas, right here in NJ. It was a caller training. When I first read through the script, in my practice read, I sounded warm, gracious, and welcoming. I then re-read my roll: “Bad Caller.” I was the example of what not to do. Everything I just rehearsed had to be thrown out the window and the opposite read was needed. I was talking to the same people, but I was the example of what not to do, and I had to be the best “Bad Caller” they ever heard. Your job as an eLearning narrator is to make it obvious. They should not have had to figure out what was wrong with my phone skills, so I had to make every effort to clearly connect with the listener. Keeping the audience in mind should inform and transform every eLearning performance.

The Rapport with Your Clients

As a voice over actor, understanding your audience is what makes life easy for your clients. If you don’t get it, the narration will never be right. It makes it easier for everyone for you to clearly connect with the audience you are speaking to in eLearning.

Filed Under: Uncategorized Tagged With: auditions, bookings, Clubhouse, direct marketing, elearning, eLearning clients, eLearning narrator, female narrator, instructional designers, marketing materials, narration, VO, voice over, voice over actor, voiceover

A VO Business in Review: What’s Working and What Needs Work

December 6, 2020 by Laura Schreiber

There's No Reason To Look BackVoice over is a competitive industry, and being a professional female voice over who books mostly commercials and eLearning is something I am very proud of, but it takes daily effort- all day. Every day. I often work weekends. I often work odd hours. And every time I do, I am proud because it means that my small business is succeeding. In order to stay on top of my VO game, it seems like December is the perfect time to reflect on what is working and what could work better. After all, if I’m going to devote to much of my life to pursuing this passion, I want to do as well as I possibly can in voiceover.

What’s working:

Auditions:

I audition a lot. I have a pretty good audition to booking ration, particularly on pay to play sites. I once heard Bob Bergen, renowned voice of Porgy Pig, say that the audition is the job, and I understand just what he went. I also think that my auditions are working in the sense that I submit a lot. Twice in recent months I had clients reach out with direct bookings because they had saved my auditions. Although they had not hired me when I had submitted for that given job, they helpd onto my audition, kept me in mind, and ultimately booked work with me. In this sense, my auditions are going well.

Follow Up:

For me, follow up with both clients and prospects takes several forms. I always send thank you notes after bookings. I send both email follow ups and hand written cards, often with gifts depending on the size of the booking. Typically clients are delighted by this. In addition, I do quarterly check-ins with clients and prospects to maintain the relationships. These are personalized and relevant. I also do outreach, including my monthly newsletter and holiday cards.

Invoicing

I am good at invoicing! I have a great system, so I invoice when I deliver my finished audio. My invoice automatically sends a 30 and 60 day reminder. If it goes to 90 days the client gets a letter from my lawyer/husband. They hate that, but it works really well and I have no money outstanding at present.

Blogs

I blog regularly and am proud of this. I blog so that I am found. In the years since I started blogging, which I was very reluctant to do and did not do when I began my voice over journey, I have tippled my website traffic. In the search terms that I target, I continue to come up on the first page of google. Blogs are going extremely well.

What Needs Work

You'll Know When You're On the Right TrackAuditions

Yes, they were mentioned above. I need to improve my booking ration for agent auditions. I have fantastic regional representation who work really hard to bring me wonderful opportunities. I would love to book more of what they present me with in 2021. I send two takes, I listen to me reads to make sure I am sending my best work, but like I said, the voice over industry is competitive. I am thankful for the agent bookings I had in 2020 and hope to increase the percentage moving forward.

Outreach

Yes, this category was mentioned above as well. The problem is that the possibilities for direct marketing are infinite and I lose focus. I could do a much better job marketing myself. I need to focus on who I want to bring in and what kink fo work I want to regularly book and reach out to those clients with greater gusto. I had been doing it consistently, then work somehow gets in the way of this very important work.

Bringing In New Clients

I need to bring in a few more clients who will send regular work, monthly or weekly. I love the rosters that I am on and I need more clients like that.

Awareness of Changing Market Place

Especially in a year without voiceover conferences to attend, I need to do a better job staying on top of current market place trends. I do not listen to podcasts often, and I have my own perceptions which may or may not be accurate. I think having a better understanding of how the pandemic and election are shaping the marketplace is essential to my new business plan for 2021.

A Glimpse Ahead…

I am lucky that I am not new to VO. I am surrounded by talented women who are innovators and trailblazers. As I plan for the new year, and strategize for my goals ahead, I will be using the network I am so thankful to have built over the years to focus in the right direction.

Filed Under: Voiceover Tagged With: auditions, blogs, bookings, changing market, commercials, female, female professional voice actor, invoicing, outreach, small business owner, talent, VO, voice over, voiceover, working mom

Case Study of a Directed VO Session With JP Morgan

November 1, 2020 by Laura Schreiber

The Casting

Pink PhoneMy recent commercial booking for JP Morgan makes for a great case study in voice over bookings. As a professional voice actor, every booking makes us happy, but when the producer emailed me about these radio spots, his explanation was interesting. I was cast directly without auditioning. He did not mention my voice. Nor did he mention my demos. In this instance, it was a matter of scheduling and availability. As I work full-time, they needed someone who could accommodate a live session at a specific time, which turned out to be 11 a.m. on a Friday morning, and he needed to confirm that I was available. The timing, in this scenario, was the most important question I was asked. The producer got back to me and confirmed that I had indeed booked two spots and it was a go. I was delighted.

The Tech

I asked the producer if we would be using Source Connect or Zoom, the most common ways I connect for live sessions. Initially he gave me a phone patch dial-in and password. This would have been fine. Then, at dinnertime the night before the session, the producer said that the clients preferred Zoom and the team at Spotify sent a link. That was also fine. I recently worked with the VO Tech Guru, and he showed me how to do audio playback during zoom sessions, so I was really excited to test it out during my session.

The Pre-Session Prep

Copy rightI prepare for every single session, whether I am self-directing or in a live session. Part of my prep is administrative. I take some time to log the job in my CRM and create the invoice. I then print a large print version of the script using my preferred font. Then, prior to marking up the script, I spend a bit of time researching the brand and their other ads. Interestingly, JP Morgan and Chase are linked. As a client, when I log in for my JP morgan account I also log into my chase account. Well, at the moment, the below Chase spot is the most sought after read in a long time. Clients often request this as the benchmark for tone, style, and pacing, so I had this in mind going into my session for sure.

https://youtu.be/Kk1dPgA2KxM

The Start of the Call

PcI think the start of a live session is really important. There happened to be a lot of people on this call. In addition to the producer, there were several people from the Spotify team and several people from the JP Morgan Team, including the scrip writer. In my mind looking back here were at least eight people on the session. It is my job to make them happy and to make them comfortable. I try to use the time at the start of the session to let them know that my feelings are not a factor, and that the only thing that would upset me would be for them to know have exactly what they need at the end of the call. I try to have friendly banter, but I want them to know and to be comfortable that I will give them whatever they need, and that it is not about me, it is about them. I think there are a few precious moments to establish this rapport and set the tone.

Working Through the Spots

pink headphonesWith so many on the call, there can be a lot of side chats during a directed session to make sure everybody has the takes that they want. This team was fantastic. They gave very clear direction and it was easy to take their feedback and run with it. They also all remembered to mute themselves while I was recording, which makes everything seamless. In this session, I read the first script all the way through three times. They gave me feedback. I again did three takes, and then we did some variations of the lines. Then, after the line reads, we did the whole script again. It really came together nicely. It was also super exciting to use Zoom’s audio share feature to play back the audio for the clients during the session so that they could mark the takes that they liked and we could also check the timing of the spots. Then we moved on to the next script, and worked through it the same way. The second one went a little faster as I understood what they were looking for from the first spot. All in all, the group was great to work with. For me, because JP Morgan is my bank and I use the app, it was easy to see the product and be enthusiastic about it because I actually enjoy the very features I was describing.

The Aftermath

After the session, I simply sent the drop box link to the producer. I had been deleting outtakes and pausing while we chatted during the session. As I’ve been doing this for years, I am now accustomed to marking the spots and deleting what is not needed during the session. It makes it so much easier to do it in the moment! It is a moment of great joy when I attach he link knowing that the producer now has what they want!

Final Thoughts

Two pink hands shakingI am often asked whether I prefer live sessions or self directing. The answer is really that it depends. I love self directing because it gives me a chance to be creative and a freedom to interpret the texts in front of me. I can explore my imagination and see where it goes. The downside, of course, is that there is always a chance of missing the mark and not giving the client what they need. With live sessions, I love the creative collaboration. I love working with other people. When I have the opportunity to work with the people who created the product or the people who wrote the script, I get a higher level of understanding and can often bring more nuance to the read. So, the answer is still: I depends.

Filed Under: Client Relationships, Live Sessions, Voiceover Tagged With: Audio Branding, bookings, branding, casting, commercials, directed session, JP Morgan, live session, phone patch, producers, radio, Schedule, Source Connect, Spotify, VO, Zoom

Defining a VO Pro

May 3, 2020 by Laura Schreiber

On this Sunday morning, lets’s grapple with this question: if there’s a low barrier to entry in voice over, what defines a pro?

Spending more time in Facebook Groups These Days

Like many in the voice over industry, I have been spending more time than ever on social media these days, especially on FaceBook. I long for human connection and to feel part of our beloved community, and frankly I enjoy the banter more than ever. Yesterday this post from highly esteemed coach and casting director MaryLynn Wissner caught my attention:

There’s a lot to this. We work in an industry where you don’t have to come from a career in theater or on camera work to get started, though many did study performing arts in school, pivoted for a first career, then returned to voiceover. I, myself, was a History teacher. Christian Lanz was an architect. Maria Pendolino worked in finance. Dana Hurley was a pharmacist. The list goes on and on, and there is nothing wrong with changing careers and bringing all of those skills with you into your business in VO. The question that is being asked here, is what is the difference between a guy who buys a plug in mic and a membership on a pay to play and calls himself a “professional” and then has the credit of having some good coaches, the benefit of being in good company, and an actual working professional? To me, if working with the best of the best in coaches is removed as a criteria in defining a pro, than we need to look to a voice over actor’s website, testimonials, bookings/credentials, and social media standing.

The Website

Put simply, the website is our storefront. More than our business card, our website is our calling card. It not only houses our demos, it is the voice actor’s place to showcase actual booked work. We can display our business philosophy. We can post testimonials. We can make it easy for clients to find us. This is how we create a sense of our brand. And a voiceover professional, unlike an amateur, has all of these things: sample of work across genres, a brand, comments from clients. Joe Davis and Karin Barth were recently interviewed on the “Middle-Class VO Podcast” talking about what sets voice over actor’s websites apart, in terms of what makes them professional and what makes them findable by google. The entire podcast can be found here:

https://www.youtube.com/watch?v=e-5r6SR33Kk

and Joe’s main words of wisdom are that the “website needs to work on whatever device….making sure that they are mobile compliant of mobile responsive….in today’s world more than half of web traffic is mobile.” A telltale sign of an unprofessional talent is one missing key information on their website, missing demos, with demos named improperly, or with a site that is not mobile responsive.

Testimonials:

A professional talent has an abundance of testimonials. Period. They should have them proudly displayed on their website, on LinkedIn, on whatever Pay to Plays they are on, and likely they share them on social media. Testimonials are not difficult to get. Happy clients who have just received pristine audio are typically delighted to provide them. My very first voice coach, Anne Ganguzza, told me how important it was to get testimonials! She asked for one from me about our work and gave me my very fist one. A voice actor without testimonials is likely not a professional voiceover actor.

Street Cred

Ok, I am talking about a solid client list with proof. What is proof? Samples of actual work that has aired. If a voiceover actor does not have samples of work in the genre or clients in a specific genre they have not likely worked in that genre even if they have a demo for it. The exception to this is likely eLearning as so much eLearning is proprietary content. Where can you find samples of work voice actors have done? Booked and finished work is typically prominently displayed in places like voice actor’s websites, YouTube pages, facebook, LinkedIn, ispot.tv, sometimes imdb, and more. So, a real, actual working professional has a body of produced work that they can easily share with anyone who wants to see it.

Social Media

Typically actual working professionals are active on social media as networking is really important. We typically post finished jobs, especially when these jobs have been done for large, recognizable brands. We love to share these clients on Facebook and Instagram. Often we have large social media connections and followings as well. YouTube is another sign of a voice over professional. Typically we post samples of work here. Many of us have videos about our professional philosophy, showing our studios, discussing our work, and more. A lack of a professional social media presence is a major red flag.

The Flip Side

While I think it is clear how to differentiate a professional voice talent from a wannabe, there is, of course, a flip side to all of this. As there is a low barrier of entry and many do not depend on agents or entry to the union for job sustainability, there is a chance that amongst the many with a plug in mic and a computer our bookings ratios will go down and our community demographics will shift. One of my favorite talents who I had the privilege of spending a day with at a VO Revolution conference in 2016, Dave Fennoy, speaks to exactly this issue as the final thought that I leave you with:

https://www.youtube.com/watch?v=KPkn3sb6-X4

Filed Under: Marketing/Branding, Voiceover Tagged With: actor, Anne Ganguzza, bookings, clients, coaches, credentials, Dave Fennoy, pay to play, professional, testimonials, VO, VO Revolution, voice actor, voice over, voiceover actor, website

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