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Lessons Learned From Recent Live Session

February 28, 2023 by Laura Schreiber

When You Do A Lot Of Live Sessions, What Makes One Standout?

Life is Short, eat chocolateAs a full-time, professional voice over actor, I typically have multiple live sessions every week. Most of my clients prefer Source Connect, and in truth I am so used to that at this point that I do too. On Monday morning, my first session of the week, with new clients, was over Teams. That was fine, so that was the first item that stood out. The second was that I was the only one with my camera on. Next, we were all in different countries. I was in the United States, and they were scattered from Italy to the UAE to Bahrain to India. I believe there were nine of us on the call, but possibly more. This session was different because this group was very chatty and wanted to talk amongst themselves a lot. They also wanted me to hang out while they edited their video, which is not standard, but luckily I had time on the other end and I could accommodate. So, from the get go, this session was different in all kinds of ways.

Why I Was SO Excited About this One

Well, if you know me you know I love chocolate. If I had to have one food on a deserted island, it would be chocolate. This commercial was for Ferrero Rochet. Not only do I particularly enjoy their delicious candy, but I also love that it is a brand that is eaten all over the world. This spot will run in the entire GCC, in places like the UAE, Bahrain, Saudi Arabia, Qatar, and more. I think it is pretty awesome that this little candy also serves as a cultural bridge of sorts. When I think about many of these places that will view my spot, none of which I have ever had the privilege of visiting, and I think about their culinary traditions, I confess that I never imagined this decadent chocolate as part of it. I was delighted to know that we share this.

We Have More In Common

Have friends with chocolate At the start of the session, the creative director wanted to make sure that I understood both the branding and the traditions surrounding Ramadan in the region. While I had, as I always do, done brand research in advance of the session, I was very pleased to learn about the traditions surrounding Ramadan, like the way that they decorate their homes with twinkle and fairy lights, in the importance of gracious hospitality in this festive holiday season. He also spoke of the emphasis of the changing and more egalitarian roles that their footage was clearly depicting. As I watched the footage and listened, I was struck by how many common shared values our cultures shared, especially with all of the spring holidays coming in the States. I was delighted by what I learned and it certainly informed my read.

The Technical Stuff

Secret Ingredient

The trend for almost all my commercial bookings of late is the conversational read. Clients always want the reads to sound authentic, like I am talking to a friend. Well, authentic and relatable were not the sought after tones in this session. And don’t forget, that when taking direction, it is about giving the client exactly what they ask for. I happen to know the brand well as I often transcribe their scripts when coaching. Yet, the direction that I got went well beyond what I anticipated. The clients wanted every word of every line to be measured. In the VO coaching world we often say that if everything is important then nothing is important. But the client wanted every word emphasized the same way, and he gave precise readings for how he wanted each line broken down. The pacing was not conversational. He did not want the rhythm and the cadence to vary. He wanted every. Single. Word. Measured.

 Pronunciation was another interesting part of the direction. Even though the team specifically wanted a voice actor with an American accent, certain words were non-negotiable. One of those words was “Ramadan.” They instructed me to pronounce it like rum-a-done. Next, the word “sweeter” was very important. They wanted me to hit the “ter” hard. We never do that here, but that is how they wanted the word said. So, that is how I did it.

Don’t Sound Happy. Umm, What?

Perhaps the most confusing bit of direction was the “don’t sound happy.” If you don’t already know, my tagline used to be “The Sound of Happy.” So, my voice sounds pretty happy, just on its own, without doing anything, this is how I sound. This bit of direction was tricky. I’m sitting there reading a script about a product I love, with a care bare hanging over my head (because it makes me happy) trying to sound, basically, unlike myself. I decided to flatten out the read and just try to be void of all emotion. I had to stop smiling,  which is also hard because I am a smiley kind of gal. I did, in that moment though, question their casting choice.

Conclusions

Not all live sessions are the same. Give yourself the grace and time to listen to what the clients want. If they want a live session, it is either because the really want to direct you, because they are legally obligated to have someone on the team present when you record, or because they cannot please the commercial script without being there. All of these things matter, a lot. So make it great for them. Don’t talk money during the session, ever. This session ran over in time which almost never happens with me. Most of my sessions are pretty short. My instinct was to say nothing and smile while they chatted about their choices and options. Afterwards I spoke with the producer and he confirmed that it never goes well when the VoiceOver actors start talking about money and time with the end users, who typically have nothing to do with our rates. In the end, smile and breathe and hope that they have the courtesy of sharing the final cut with you to promote!

Filed Under: Uncategorized Tagged With: branding, chocolate, commercial, commercials, creative directer, Ferrero Rochet, guided session, live session, luxury, pacing, playback, producer, pronunciation, Ramadan, recording, Source Connect, taking directions, teams, VO, voice over, voiceover

Turning a VO Booking into a VO Client

October 18, 2021 by Laura Schreiber

So You’ve Booked It!

Congrats, you’re a working voice over actor and you’ve booked a gig. Let’s say its a VO for a commercial, and let’s say for the sake of this blog that you booked this 30 second spot on your favorite pay-to-play. Your stoked not just because we are always pleased with every booking, but because it’s actually a rate you deserve. Yippee. So, how do you take this one-off and turn it into a client that keeps coming back over and over again for years?

The Platform Matters

The Platform MattersIn general, the platform you are on matters! Some pay-to-plays and even many rosters do not allow you direct interaction with the clients. The client belongs to them, not you. Their goal is for the client to come back to their site, to their platform. You, the paying talent, are only a means to that end. Other pay-to-plays, in contrast, let you interact directly with your client. Do your homework and start booking on those sites. Wouldn’t it be great if the next time the client needed you they just came directly to you, and you did not even need to audition? And wouldn’t it be great if that happened over and over with multiple clients? That’s how you build a business!

Bending Over Backwards

Bend over backwardsSo let’s go back to this client that you’ve booked on this pay to play for a commercial that you can interact directly with. Let’s say this job comes in on a Saturday and it’s a “Rush” job. Do you actually have anything else going on? Did you really need to re-shuffle your life to accommodate them? To me, if the client is already paying a nice rate, I would rather dazzle them with my super fast turn-around time and ease of availability than nickel and dime them. After all, how does it make you feel when you are charged extra for every little thing by a service provider? Instead, make it easy for the client to get exactly what they need as soon as they need it. Do an awesome job right away. Do you know what will happen if you do your job well and quickly? The client will be happy.

Building a Relationship

Get to know your clientsIn the course of your email discourse, try to start getting to know your client. You can start with the basics: ask them how they are and share a tidbit about your day or your week. If you live in a different region, chats about the weather can actually be riveting. I happen to be a working mom, so I love bringing that into the fold.  Holidays and birthdays are also great ways to get to know people. Studio pets are also a wonderful conversation starter. Then, when you speak next, circle back to what you already know.

Express Grattitude

Every job matters. Clients have a choice when casting and we are lucky to book what we book. An attitude of gratitude goes a long way. At the very least, send a hand-written thank you card. If you have an international client, send a virtual card. Let them know that you appreciate their business and act as if you are part of their team, because you are! Wish them well when presenting the finished audio, and mention your next collaboration. And in thanks. Sometimes, for larger projects, a thank you gift is appropriate. From agents to project managers to video producers to creative directors, it depends who you are working with and what the project was, but I have sent gifts ranging from Starbucks gift cards to chocolate to giant containers of popcorn.

Keep in Touch

Keep in TouchMake sure to maintain a relationship with your clients! You already know they like you, they already cast you once! So, don’t lose contact. Sometimes newsletters are great for reminding them that you are still available. More personal quarterly check-ins are, however, extremely important. You can share a tid-bit of wrk that might be relevant to them as well. You can check out their social media and new content and engage and comment on it. It’s really important to be genuine and actually have something to say, but it’s also important to simple stay top of mind. Your voice many not be perfect for every project, but you don’t want to miss out on a casting simply because the client has forgotten that you exist. Be present. Engage. Be the talent they are thrilled to hear from.

Filed Under: Business Management, Client Relationships, Marketing/Branding, Voiceover Tagged With: brand, brand voice, campaign, commercial, creative director, explainer video, Marketing, one-off, pay to play, professional voice actor, project manager, Rush, VO, voice over, voice over booking, Voice over client, voice talent, voiceover

Why Maintaining Rates In VO Matters

May 9, 2021 by Laura Schreiber

Recent Negotiation Examples

As a working, professional voice talent, one of the aspects of my job that I dread is negotiating rates with clients. When I think about “living the dream” part of the dream of pursuing my passion for voiceover as a talent, coach, and demo producer does not involve the back-and-forth banter to iron out a rate before a job begins. Yet, this banter is becoming more and more necessary as the days of jobs with desirable rates simply arriving in my in-box seem to be fewer that past years.

Accepting LessLet me share two experiences that happened in the past week. Last week, I heard from an Indie Video Game producer that I worked with in 2016. They were offering me the same role I played then. I had detailed notes in my CRM that they needed a discount as they were trying to launch the game with a kickstarter campaign. When I quoted them this time a normal, mid-range rate, they came back to me saying they were shocked that my rated had gone up. They went on to say that the five other talents had agreed to the rate they offered and they wanted to pay everyone the same. I referred them to the GVAA rate guide, which I will discuss later, and reminded them of the terms of 2016. They came up to my rate for me and for the other talents.

On Friday at the end of the day I client I have done quite a few TV campaigns for sent me two scripts. The rate for both was pathetic for one. It was clear he wanted a buy out, meaning he expects usage in perpetuity, which is never good for voice actors. I responded saying that I’d love to help but that the rate won’t work. I sent some suggestions their way, and said that we need to find a rate that is fare for both of us. My hope is that tomorrow we can work something out and that I don’t have to walk away from a long time client. I cannot, though, work for the rate offered. Maintaining industry standard rates matters for multiple reasons, not just for you as a solopreneur working to make  living, but for the some total of our industry as a whole.

If We all Accept Lower Rates, Will Only Get Lower Rates

Your Value Doesn't DecreaseImagine a scenario where we all just stopped negotiating. Let’s say a client offers $200 for two TV commercials with no mention of the length of usage, and instead of trying to negotiate, sort out the details, and explain why buy outs don’t work for us, we all just said “sure.” The implications would be staggering. The clients, then, would assume there is nothing wrong with this sweat shop pay, and would assume that our years of coaching and on-going professional development, that our expensive studio equipment, that the service we provide, that none of it has value, and that the can continue to lower and lower the rates. Where will it end? How low will they go? I shudder at the thought, and fear that if we are not willing to walk away, these bargain basement rates will become more and more common. You must know your worth and be willing to stand up for it.

Sometimes Client’s Genuinely Don’t Know and Need to Be Educated

As hard as this is to believe, sometimes clients are not actually trying to drive rates down. Sometimes they genuinely have no idea where the rates should be set and it is up to us to educate them. I have had this conversation with many other voice talents, and this is often the case. Often those casting us have never worked with voice actors before. Perhaps they were tasked with hiring a voice actor by someone else, and they know nothing about it. It’s possible, especially in eLearning, that they come from Human Resources or Academia and they know little to nothing about casting. When this is the case, a conversation about rates becomes a wonderful opportunity instead of frustrating and contentions.

Imagine How much Less You would Make If you Took the bottom Number on Every Job

Think about your financial goals for the month. Then think about your financial goals for the year. Then think about that over a three year period. Imagine, then, what would happen if you made 10% less on each job? Worse, what if you made 30% less on each job? It’s not just about having money to live off of and pay bills, at such a large income reduction, it will also effect your ability to save for the future and for your retirement. As solopreneurs, every booking we get matters in and of itself and in terms of building our client base. Each booking also matters for the industry as a whole. We all impact each other’s earning potential.

Where can you find Guides for Industry Standard Rates

If you are looking for sources or rates guides, let me refer you to three:

  • The GVAA Rates Guide is extremely thorough and covers most of what you need: https://globalvoiceacademy.com/gvaa-rate-guide-2/
  • The Gravy for The Brain Rates Guide is very specific, allows you to search by genre and usage, and is also great for EU and UK clients:

    Rate Guide

  • The SAG rate guide cal also be extremely helpful: https://www.sagaftra.org/contracts-industry-resources/voiceover

Think About the End Goal: Earning a Consistent, Sustainable Income

In the end, we all want to earn a consistent, sustainable income. I remember hearing Bill DeWees, one of my first mentor’s in voice over, talk about this back in 2015. Yes! That what I needed, consistency. But a consistent income doesn’t just fall into your lap, it requires a rigorous blend of hard work and a willingness to negotiate. If you can’t stand up for what you’re worth, you’ll never get it.

Filed Under: Rates, Voiceover Tagged With: Bill DeWees, booking, buy out, buyout, client education, coach, commercial, Gravy for the Brain, GVAA, income, industry standard rates, negotiating, professional voice actor, rates, SAG, social medial, solopreneur, usage, video game, VO, voice over, voice over coach, voiceover, working creative

Radio Imaging That’s Upbeat, Fun, and Affordable

February 14, 2021 by Laura Schreiber

I LOVE Radio Imaging

Don't Settle: Steve Jobs quoteWhile I’ve been full time in voice over since 2015, I did not discover Radio Imaging as a genre or my passion for it until 2017. As a professional female voice talent, I had been booking a lot of commercials and loved my commercial work. I was researching and trying to figure out what else was like commercial work to see what I might be good at. When I found radio imaging, I loved the genre right away because of the energy. In other genres of VO, I often have to dial down my energy and contain my exuberance. I have always found this quite ironic, because authentic is a big buzz word right now in voice over, and I authentically am bursting with energy. So when I found radio imaging, it seemed like the perfect fit and I began actively pursuing radio stations to add to my client roster. I love working with radio stations, regardless of market size, and do my best to meet all budget needs.

This Station Reached Out

Competitor is One Click AwayAbout a week ago I got an email through my website from Brandon at Ozarks Work Mix Radio. He was looking for a new female voice for his station. He needed both liners/sweepers and station IDs or stingers as he calls them. He was used to working with a male talent for quite a while who had provided him with packages. Brandon made it easy from the start. He was transparent about what he needed and what budget he was starting with. He even sent a link to his prior provider which made it so easy for me to be as helpful as possible. I was confident my team and I could present him with high quality, upbeat, fun liners, sweepers, and station IDs to compliment what was playing currently on the station. Brandon explained that the station was created so that there is a great mix and something for everyone. He explained that this blend of 70s, 80s, 90s, and today was a clean, upbeat mix so that whether you were at work or on a road trip you could just keep listening. They play a fun blend of pop, rock, and country. Who doesn’t love that?? I was so excited to be working with them. After all, this is my kind of music!

Presenting it On Their Terms

Brandon was used to getting packages from his male imaging provider, cluster in lines of 5 or 10. I had not previously done this, as all the other stations I’ve worked with had priced imaging per page, which is much more standard across the industry. Still, this is what the client wanted and I wanted to make it easy for him even if my rates were not the same. I spoke with several excellent producers who were all available to produce the sweepers and stingers for OWMR, and presented a chart of the different options, comparing them to the client’s current pricing in the top row, so that he could compare apples to apples. It also occurred to me when preparing the data for the station that other small stations like Ozarks Work Mix Radio might be looking for the same type of pricing, and now I have this to offer future prospect as well.

Getting It DONE!

Brandon reviewed the options and selected what fit his needs best. The prices I had quoted him included production and voiceover. To be clear, while the prices were not high, they worked for all parties involved. What was new to me, was that he needed copy writing for his imaging content as well. I had not initially understood that the previous provided’s prices also included the copy. Frankly, I was thrilled to work with him on this as well. I haven been doing copy writing for years, and I love adding copy writing clients. I immediately started writing the scripts. The next morning I recorded, and that morning they were sent to the different producers. Half of the spots have come back already and are live and on the air, half will be back at the end of the next work week.

https://youtu.be/TVuLfL6Ixp8

Takeaways From the Experience

People Remember how You Make Them FeelThe station is happy. They are extremely pleased and I made it easy for them to get what they wanted and needed. I had a blast working with industry partners doing what I love. For me, even if a station is small, there is still a lot of value in providing them service. My hope it that they will now come back to me as they need more sweepers and station promos. It’s not just providing them quality content that has great meaning to me, but also getting to know my clients and building a strong relationship over time. So while I made them happy with this first go around, now the work of building a lasting relationship so that I can serve them even better begins. With taking feedback, introspection, and hard work, I hope to continue to provide them with outstanding radio imaging for years to come.

Filed Under: Client Relationships, Rates, Voiceover Tagged With: 70s, 80s, 90s, affordable, authentic, clean, client centered, client friendly, commercial, copy writing, female voice over talent, full time, fun, happy, hits of today, liners, love, packages, passion, pop, presentation, production, promos, Radio imaging, rock, scripts, solutions, station IDS, stingers, sweepers, upbeat sound, VO

Don’t Assume Anything When Quoting VO Jobs

January 17, 2021 by Laura Schreiber

The Scenario

This week a job came in from a repeat client. I actually saw the booking posted on Voice123, but it was with a different gal from the production company than I had worked with before. When I submitted the read, I mentioned I had done work for both their agency and that client. I heard back right away that they were booking me. Great!

The Script in QuestionThey sent me the script and asked for my rate. They needed a RUSH turn around, but I was not charging them an extra fee for that. Since they were a repeat client and I was available I didn’t want to nickel and dime them. Anyway, I made a mistake almost right away. The voice over job I did for them was for an explainer video with usage limited only to their website. I assumed, again, I assumed that this was the same. I assumed this because the top of the script was labeled in bold font “VIDEO SCRIPT.” I initially quoted the job based on the last, recent voiceover work I did for them and the assumption that it was a video.

The Call

I got a reply that the price quoted worked for them and they just wanted to have a quick call to go over their notes on the script. We set a time for in 15 minutes so I could turn in around really fast.

Photo of Laura Schreiber in a HurryOn the call, it was great to catch up with the client. As a full-time, professional female voice over actor, building client relationships means a lot to me, and phone calls like this always provide an opportunity not only to better understand my client’s unique and specific needs, but also to get to know them. How better to build a relationship than to actually speak?

Anyway, we jumped on the call, and my client immediately mentioned the television run. I resisted the urge to interrupt her and listened. I then resisted the urge to immediately discuss the rates, and instead focussed on her needs: discussing the new product and the script. Then, after we covered that, I delicately circled back with a “You mentioned this is a tv spot…” segue. I calmly and clearly explained that I had assumed, and yes that was on me, that the job was again a video as the script was labeled video in multiple places. I asked the client two key questions:

  • How long is the tv run (length of usage?
  • Is there social media usage too? If so, is the social media usage organic or paid placement?

GVAA RATE GUIDE TV Broadcast ratesNow, these questions should have been asked in my initial reply email when they were casting me. I should have asked them before I threw any numbers into the air. And as a long established professional voice talent, I should have know better.

I was extremely apologetic, my town was calm, but I also explained that I could not do a TV spot for an internal video rate. I then offered and did send my client the GVAA Rates guide, so that they could better understand what my pricing was based on.

The Resolution

Luckily for me the clients were very nice and understanding. It was clear that I thought it was a video and did not know it was a television commercial. The woman that I spoke to said that she would reach out to the rest of her team, find out the length of the run, and find out if there was social media usage and that they would get right back to me confirming the rate I had suggested.

It did work out. It turned out it was a four month local tv run in Mississippi, with no social media usage for now. We discussed pricing in the event that the client decides to add that usage down the line, or when they see the final spot.

Lessons Learned

Take your time QuoteI will never be in such a hurry, even when I tell myself it’s for the client, that I skip major parts of the information gathering process. The point of having years of experience in the industry is not only to serve the clients well and to provide an outstanding level of service, but is also for precisely these scenarios, when years in the industry should teach us to take a breath, pause, and look at what we are dealing with. I realize that if I could make this basic mistake, anyone can. So do yourself a favor, ask questions. Enjoy the dialogue and back and forth. Don’t be afraid to hop on the phone and clarify a few details. I realize the clients in this scenario could just as easily have been inflexible about the budget, and that would have led to a very different blog today.

Filed Under: Client Relationships, Rates, Voiceover Tagged With: Assume, commercial, female, full time, length of run, organic placement, paid placement, professional, Quotes, rates, Repeat Clients, Rush, Script, social media, television commercial, trust, tv commercial, usage, Video, VO, voice over, Voice123, voiceover

Welcome to My VO Store: Voice Over Buying Made Easy

January 3, 2021 by Laura Schreiber

It’s 2021 Now…

You don’t need a middle man if you need a voiceover for your next project. Instead, with a revolutionary online store front, you can shop for you voice over needs just like online food marketing or buying shoes. This client-centered approach is about making it easy and clear for you, the buyer. Let me explain how it works. Here’s the online store:

Laura Schreiber Voice's website's services page

Voice Over Buying Made Easy

So let’s say it’s 2 am and you have just finished editing your explainer video. You have a super fast turn-around and you need a professional female voice talent who does not need a lot of direction, you tell her what you want, and voila, pristine audio will arrive fully-edited and according to your specs.

Or you have a commercial. You are looking for that quintessential millennial voice. You know, the authentic girl-next-door that sounds like a real person. You want it for a regional broadcast, and you need a live session via source connect. It’s 10 am, and you need the audio in the next day. Easy, you just click, and set up your session.

https://youtu.be/p31p69CD_sM

Here’s another potential scenario in which client’s love this online store. You’re looking to change your office voice mail recording. A holiday is coming up, so you want it to be seasonally appropriate, your hours are changing, and you need Laura to work with a professional engineer to add music to match your branding. Here are two recent samples where Laura was hired directly by the client to redo their IVR, and she customized the sound for them with a talented engineer.

https://youtu.be/9VHT-SawW5E
https://youtu.be/5Y1Ojjw4BVU

All of this is possible without even a single phone call, all with online purchasing through Laura’s voice over store.

The Process is Simple

  • First, the client would go to the “Services” page in the menu.Laura Schreiber Voice's website's services page
  • Then, select your category from the “menu” of service items.

category options in online store

  • Note that many of the categories differentiate the length of usage. It is important not to simply choose the cheapest option. Instead, you must actually select the real usage for your project.
  • When you are in the correct category, select the “Buy Now” button.
  • Choose the option that is appropriate and select “add to cart.”
  • To check out, click “view cart”

  • Then click “Proceed to Check Out”

Proceed to Check Out Option On Services Page

  • When you are in the check out screen, there is a notes section for any special notes about the booking. This is where you can make any directional requests about tone or pace.

Add Order Notes Form

  • All that’s left to do is to pay! That’s it, it’s that easy.

Rates…

As a full-time working professional with years of experience and top brands as my clients, maintaining industry standard rates is essential to my business ethics. What are you paying for when you hire an established voice talent? You might think you are paying for the actual voice over for a given project and the usage of that voice over, but the rates stand for even more. The rates are based on the years of coaching and the on-going training that a professional has to understand what is current and booking in the industry. The rates are in a certain zone because professional talents maintain broad-cast ready studios with expensive equipment so that the audio quality is pristine every single time. The studios typically offer costly methods for live sessions, including Source Connect. Lastly, when you book a job in a certain range, you have are getting the guarantee of revisions and availability of that talent. The rate being in a certain range, then, should come as a quality assurance. Conversely, rates that are surprisingly low should serve as a red flag and alert you that either a talent is inexperienced or lacking in one of the areas and you should run for the hills.

Other Perks of Easy Shopping

Again, the purpose of the online store is to make the shopping experience as easy as possible for the client. When shopping in this online store, transparency is a given. You know what you are getting upfront. If you need pickups or revisions with your booking, they always come with jobs $250 and higher. Live sessions are always final delivery. Laura always delivers her bookings in 24 hours and typically much faster. If you need RUSH work delivered in less time, whether it is for a commercial, an explainer, IVR, eLearning narration, or another project, simply let Laura know and with an additional $50 fee (as is industry standard) Laura is happy to accommodate.

welcome 2021It’s 2021. We’re still in a pandemic. We need what we need quickly. Laura gets it and she wants you to have perfect audio without a fuss at the click of your mouse. Let Laura know how she can help you!

Filed Under: Client Relationships, Rates, Studio/booth, Voiceover Tagged With: audio quality, client centered, commercial, credit cards, easy, elearning, explainer, female professional, happy, IVR, live session, millennial, online store, paypal, phone messages, pickup policy, pickups, revisions, Rush, self direct, Source Connect, upbeat, VO, voice over, voiceover, warm

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  • Laura answers every correspondence with a smile and a prompt reply. In addition to RUSH jobs and quick turnarounds, guided sessions are available and Laura works hard to make every project perfect. Do not hesitate to call or email anytime :) The one exception to this is erotica. Should you need someone for adult content, all the best to you, Laura is not your gal, do not reach out.

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