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professional voice actor

VO Sales Funnel Fail

July 18, 2022 by Laura Schreiber

How Something That Seemed So Right Could Go So Wrong

Follow PrioritiesWhen I first heard about the sales funnel for voice over, I was elated. Basically, their funnel drew me in and it worked instantly. I had several thoughts. First, I loved the idea of paying less for pay to plays. I thought by starting a funnel I could change my pay to play strategy. To be clear, I do not think there is a voice over reality in which pay to plays cease to exist, I simply wanted to be less dependent on them. Next, I loved the idea of positioning myself to be found by the people who were hiring me. In all my years as a full-time actor, I spend A LOT of time doing direct marketing, and we all know this can be a craps shoot, a big roll of the dice. The sales funnel was appealing because I had hoped that through the marketing expertise of  the folks I hired the people who needed me would find me and I could focus on what I love to do most, recording and coaching. It sounds great, right?

Perhaps I was also very willing to try because I very much liked and trusted the team I was working with. Rob is very well-known in the industry for his legal expertise and his daughter Mary seems quite savvy. I have put my own kids to work for me in the past and I loved that it was a father-daughter team and their vibe was great. I felt like we could make magic together.

Maybe I Jumped the Gun

In retrospect, Rob and Mary’s sample size at the time that I worked with them was NOT big enough. They had great success with ONE other voice talent who made back his investment in the first month. One. They also had their funnel running to draw in voice over actors and coaches like me, and it worked. Rob told me repeatedly that he had to turn the funnel off within days of running and as he was so booked and the he would have to do the same for me. Perhaps I should have waited until they had worked with more of these other talents to see what their results were before signing on for a three month deal. Or perhaps I should have opted for their one month option. I can say with certainty that signing up for a three month sales funnel with only one person prior was based on a lot of optimism and not a lot of numbers and I have never before in my business career made a snap decision like that.

So you must be wondering how a gal who has made spreadsheets for every single choice in her career, from who to do demos with to which microphone to buy, could make this choice so capriciously? One propelling factor was the lofty financial goal that Rob had set for the funnel. It was so high that I would have covered my daughter’s college tuition in one month, and my son’s by month four. When I heard the numbers, I felt determined to try.  Who could pass this up if I could really earn that much from the funnel? I do, after all, have goals that I am determined to reach and this funnel sure sounded like a quick fix.

My Actual Experience

Choices are ScaryWhile working with Rob and Mary was as expected in terms of their bed-side manner, and they were responsive and kind, Rob over-promised and under-delivered in terms of the result of the funnel. It was actually shocking. We would look at the same numbers, and they would have a completely different analysis of them. Keep in mind the funnel was supposed to bring in dream clients with large budgets. It was supposed to weed out the undesirables. This was NOT my experience. My experience with the opposite. My dream clients were no where to be found. I had multiple people sign up for calls and not show up. I sent follow up emails and texts to those no-shows.  After several weeks I had THREE total calls. One lady thought it was a job interview. One call was actually someone who was interested but did not move forward. The third was a man who had been on unemployed and just took a job as a janitor. He had a very limited budget and knew nothing about voice over and it seemed exploitative to even be talking to him.

Sadly, the funnel was not achieving its goals. It was disappointing. Rob, Mary, and I had a different perspective on how the funnel was working. We parted ways and I was thankful for the funnel to end. I lost both money and time.

I know another long-time VoiceOver professional and coach who started a funnel just after I did. Instead of directing her funnel toward coaching clients, she was going after automotive clients and attempting to market her automotive demo. Like me, she also stopped her funnel and parted ways with the team.

Final Thoughts

The most established member of our accountability group, Kim, has long cautioned that the VO community is always looking for “the next big thing”, and when it comes out we all jump on the band wagon. This happens every few years. It happened with voiceovers.com. I think, in the end, the sales funnel was like that for me. I was looking for the magic bullet, a quick fix. Instead I learned a lesson about listening to those who have been around and seen more. Next time I will slow down and wait for the hard data. 

Filed Under: Marketing/Branding, Voiceover Tagged With: direct marketing, Experience, Marketing, pay to plays, professional, professional voice actor, sales funnel, team, VO, voice over, voice over coach, voiceover

Voice Over Breathing Techniques

March 23, 2022 by Laura Schreiber

All Voice Actors Breathe

I remember when I first got into voice over years ago, one of the very first things I had to learn was not to hold my breath. Learning to actually incorporate breathing was hard. Voice actors need to learn how to breath and when to breathe. But being told to breath from your diaphragm and then automatically doing it at all the right places in the script are two very different things. That’s why this week fellow voice over coach Diana Birdsall and I invited Michelle Blenker into our Clubhouse room “Ask the VO Coaches.”

Michelle Blenker is a well-established professional voice actor and coach. Michelle is the only coach we know who has developed a curriculum specifically for breathing and voice over. She began her vocal training as a young child, taking singing lessons in MA where she grew up. There Michelle learned a breathing methodology to protect the voice.

This practice is useful beyond VO, and would work for people in sales or public speaking as well Michelle noted. As both a trained opera singer and a graduate with a Speech and Hearing Science degree, Michelle has both the training in specific breathing programs and the knowledge and understanding of human anatomy to bring out the best in her voiceover students. 

Does Your Voice Feel Tired After Recording All Day?

We were eager to ask Michelle about vocal fatigue. Whether you are auditioning or doing booked work, often your voice feels tired as the day goes on. Our voice is a delicate instrument, Michelle explained. She said our entire being is used when we do voice over. We use our body but our vocal cords take the brunt of what we do so we need to use our whole body to support them. As we bring air into our larynx, we want the air to float through and we don’t want to push air in. She suggests that we reframe our thoughts about where our voice comes from and focus on the diaphragm.

How Can I Control My Breath More? 

This is so common, from newbies to established professionals. Everyone wants to know how to best control their breath. Michelle cautions that if you sit, you often slouch which is problematic. In contrast, when you stand, you engage your legs. This provides a loosed base for your instrument. Apparently, most people barely use 40% of their air capacity!

vocal resonatorsIn order to increase this amount, you need to learn how to stand. Then, you need to engage your ribs and fill them more deeply with air. Lastly, you need to control how quickly the air is exhaled. When you learn to use your resonators properly, which are found in your sinuses and more, many voice talents discover that their true voice is actually higher than they realized.

Interestingly, Michelle cautions that a lot of people mistakenly think their voice comes from their chest. It does not. Our vocal apparatus is actually suspended quite miraculously in air by muscle and just floats in the throat. That is why pushing too much air can be so destructive. Our instrument is so delicate. Unlike drums, we need to phonate healthfully to prevent our vocal cords from getting damaged. 

How Do You Avoid Vocal Strain?

Vocal cord nodesIt seems like that raspy sound is still popular. Still, just because they ask for it, this does not mean you have to provide it if that is not your natural vocal tone. When we speak, our vocal cords vibrate and bump into each other to create sounds. When this happens, we can get nodules. Then, the vocal cords don’t open and close properly. To prevent rasp, there is an exercise you can do:

  • Take a deep breath in and learn how to control the flow of air
  • Do this singing and speaking exercise:
      • Very softly and gently sing “Hah-may-mah-mo-meh-moo” across keys

Diana noted that she always feels like when she practices such exercises she should do them stronger and louder. Michelle explained that in this case it’s experiential and you should feel the softness and then put power behind it.

diaphragmatic breathingOne of our attendees asked a question about promo reads. He said that when he tried to get deep resonance he loses his breath. Michelle confirmed that he stands and he said yes. She directed him to put one foot in front of the other. Then, he was told to tuck his bottom under to expand the back ribs. Michelle said that as he releases his breath he needs to control it and let it come through more slowly. She then told him to do the above exercise in the tucked stance, letting the air flow in and out like a balloon. 

Another attendee wanted to know if cardio vascular exercise improves voice over endurance. She surmised that her best recording days are the days that she does her elliptical machine. Michelle suggested that your body is more oxygenated on work out days, so it is possible. She further instructed Lisa to work on practicing her breathing as she walks. To count her steps, and try to control her exhales as a means of learning to increase her breathing capacity.

We also had a touching chat with Keaston, a voice actor living with a spinal cord injury. Keaston has to sit all the time, so he was curious how this technique applies to him. I was fascinated to learn that like pilates, the technique that Michelle teachers her voice students was created for injured veterans after World War II. So, perhaps he could learn from it as well. 

Final Thoughts and Breathing and VO

One of our regular attendees, Xavier, made an interesting observation. He noted that when he is really engaged in a script, you can’t hear him breathe and he incorporates the breath naturally. In the end, isn’t that the goal? To have good habits so that the breath flows naturally and all of these habits become second nature?

Filed Under: Coaching, Voiceover Tagged With: breathing, breathing techniques, Clubhouse, Diana Birdsall, diaphragm, diaphragmatic breathing, Michelle Blenker, nodes, nodules, professional voice actor, raspy voice, stronger voice, VO, vocal fry, voice as instrument, voice over, voice over coach, voice talent, voiceover

When Is it Time to Submit to A Voice Over Agent?

February 6, 2022 by Laura Schreiber

How Do you Know When You Are Ready?

So you’ve been working really hard to build your voice over career. You’ve been working with coaches, you’re on pay to plays, you’ve been doing some direct marketing, but now you feel that your moment has come! You want to make your bold move: it’s time for a voice over agent! But how do you get one? Well, before you begin your official outreach, it’s important to make sure you have positioned yourself for success. What does having an agent really mean? Having an agent really means access to increased opportunities, and you want to maximize this potential. Here are some key considerations when preparing to market ourself to an agent. 

https://youtu.be/WPfIhiiG5Cc

Demos Are Done…

You want to begin the agent outreach process once your commercial demo and any others that you are seeking representation for are complete. If you intend to work with an agent, and go after the more lucrative work, it is imperative to understand you cannot produce your demo on your own. Having top notch demos that compete and represent current industry trends is essential. Your demos should be ready to go before you begin marketing to agents.

Website is Up

Your website is your virtual storefront. It established your personal brand and why you are unique from other voice over actors. You should not start to market your self to voice over agents until your website is up. By “up” I mean fully operational. I do have a website planning guide under my “free resources,” but you need to make sure that you have downloadable demos and an easy to find contact page at the very least. 

Source Connect is ALREADY SET UP

Most agents require you to have the PAID version of Source Connect in order to sign you. You might be thinking, oh, well, I’ll just tell them I have it and then when I book work I’ll add it. I strongly advise against this. When you get Source Connect, you have to have something done called getting your ports mapped. It is done through a service call on their end. You basically schedule the call, download software, give them remote access to your computer, and they map the ports to your router. It must be done from their end to your end, and it must be set up. Sometimes support appointments are harder to get than others, so it is really important to have Source Connect up and running. The other important detail is that once your ports are mapped, they are mapped to a specific location. So my ports are mapped to the iMac in my studio. If I were going out of town, and needed remote access, I would need to have my ports re-mapped to my MacBook Air. The other alternative is to rent studio space. Why does this matter? Reputable agents expect you to have Source Connect up and running so that if you book a gig with them they can schedule you anytime at the clients convenience. 

What Should You Say?

It’s best to keep things short and sweet. Tell the agents who you are, why you are reaching out, and why you are qualified. Attach your VO Resume and appropriate demos. Give them your contact info. That’s it. You can follow up a week later to confirm they got it and then based on what they say decide how often to reply.

International Agents

While it is great to have regional representation, it is also extremely beneficial to have representation abroad as well. As they often need voices of all demographics and accents, it is in your best interest to reach out throughout Europe, Central America, South America, and Asia. The more opportunity you have, the more exposure you will benefit from. 

Keeping In Touch

Sometimes agents are kind enough to reply and tell you that the do not have space on their roster at present but they may in the future. This is a great opportunity. This means there is something about you that they like enough to respond, but it is now your responsibility to check in without stalking them! So, you have to decide how often you will pursue this lead and when it is the right time. Such instances include when you have a stellar booking or a very strong month, if you are nominated or win an award, if your earnings start to rise drastically, and if you have been to a conference and met someone from their team. Any of these reasons are great time to circle back and see if anything at all has changed on their end, and to let them know in a fun and casual way about your great successes. The point is to maintain a relationship and keep the possibilities open.

Remember, in the end, there are no guarantees of success in VoiceOver. Having a VO agent does not need that you have made it. It just gives you access to great opportunities. The most direct and sure way to success in voice over is consistent hard work over an extended period of time. 

Filed Under: Business Management, Marketing/Branding, Voiceover Tagged With: agent, coaches, demos, follow ups, international agents, professional voice actor, reminders, roster, Source Connect, voice over, voice over agent

Pickups and Revisions: What’s Your Policy?

January 31, 2022 by Laura Schreiber

Why Voice Actors Need a Policy for Pickups and Revisions

As a full-time, professional voice actor, I love working with repeat clients. I love delivering finished audio I can be proud of, and over the years I’ve come up with a few strategies to reduce the number of pickups I have to do. It is important to understand the difference between pickups and revisions, and how live sessions come into play.

Just What is a Pickup

A pickup implies that you, the voice over talent, have made an error, and typically any and all performance errors are covered by the actor regardless of the size of the job’s budget. This could mean that you misread the script, it could mean that there is an odd noise in the recording and it is obscuring your work, or it could be a performance error. Perhaps you were meant to sound calm and relaxed and the client feels you give off an agitated vibe. Any of this constitutes a pickup. When I book a job, I do ask clients to give me the courtesy of asking for pickups and deliveries within 48 hours of when I give them the finished audio. Most do. Some don’t. How flexible you want to be is up to you, and makes a difference in how you feel about your relationship with the client.

What is a Revision

A revision is different than a pickup. A revision implies that the client has changed the script. Typically this means that they got your VoiceOver audio back, reviewed it, and then decided to make tweaks. For me, for jobs over $250, I include one round of minor revisions which I define as less than 20% of the script within 48 hours of delivery. If it is after 48 hours or more than 20% I charge $75 per 30-minute revision session. If the revisions are more than 40 percent of the script I adjust the rate. If the script starts to look more than 3/4 different and it is a long narration, then it becomes a new job, and negotiations begin. This is not common. In all my years as a VO talent and coach, the two times this has happened, the clients were upfront about the revisions and offered me a new rate before I even had to start worrying. If you are noticing, they are noticing. In terms of the turnaround with revisions, again, you have to decide what you can live with. For example, I work with some eLearning companies that take quite a while to review their work. For me, this is not a problem and I am happy to wait.

Throwing a Live Session into the Mix

So you have a session for Source Connect, Zoom, or Skype. Wonderful. What should your pickup policy be? Audio from a live session is always final delivery. Period. The session should not end until the clients have what they need. This is the industry standard. If the client comes back after a life session and wants a re-record, you are entitled to a fee for an entirely new booking. Basically, you have made yourself available to however many people from their team are on the call, from the producer, to the creative director, to the folks from the brand. They have plenty of time to give direction, chat, and get all that they need from you. You are not in any hurry. If, after the spot is produced, they decide to take the work in a different direction, that’s fine. They can pay you for another session.

Tips to Avoid Pickups and Revisions

In the end, here are some tips I have come up with that leave me having to do very little pickups.

  • On jobs under three and a half or four minutes, I deliver at least two takes. If a client has options, they are less likely to come back to you wanting more.
  • I deliver wilds of the end. If there is a talk line, give them lots of options of the end as you would in a live session.
  • If there is something that may have an unusual or unexpected pronunciation, either try to call the company and hear how they say it, or fine it on YouTube and avoid having to do the retake for that. If you can’t find it, give them wilds of the word or sentence with different pronunciations.
  • Try to review your audio several times before you submit it. If you are new to VoiceOver, this is a reminder that you need to do your editing for correctness to script before adding EQ/Compression/Effect stack.
  • If you have a long narration, I actually edit page by page. I go through each page twice before moving on to the next one. I catch my errors and it gives my voice a break.

Ultimately Why Pickups and Revision Policies Matter

In the end, we want our clients to have a great experience working with us. We want them to come back to us over and over again. If we lay out our policies clearly, and there is no room for ambiguities, communication should be seamless. Expectations should be clear. Relationships are built on trust, and when policies are consistent, because there is, in fact, an actual policy, it is much easier for a client to understand what they are being charged for and why.

Filed Under: Business Management, Client Relationships, Coaching, Voiceover Tagged With: clients, coach, live session, pickup, policy, professional voice actor, Repeat Clients, revision, Skype, Source Connect, students, tips, tricks, VO, voice actor, voice over, voiceover, Zoom

Voice Over Invoicing

January 26, 2022 by Laura Schreiber

Why Your Voice Over Invoicing Should be Set Up the Day You Launch

I learn so much and am often so inspired by my voice over students. Recently, a very talented student new to voice over who had all his demos done and his website up and running booked his first gig! YAY! He reached out and wanted to know how to send an invoice. I was surprised by this. I was less surprised that he did not know and more surprised that I did not make it clear. So here I am, making it clear: if you are at the point where you are auditioning for work and ready to accept booked work that the universe sends your way, you had better have your business bank account up and running, and your voice over invoicing software set up and ready for use. Even though we had talked about invoicing and talked about CRMS, apparently I did not make it straightforward enough, so this is me making it clear. Do not start looking for work if you do not know what you are going to do when that work comes in. Why? From start to finish, you want you your client to have a seamless, professional experience, and if they have not taken every single step that you have discussed, then they are not ready to launch yet. Period.

https://youtu.be/NBdoZFhEi30

My Personal Voice Over Invoicing Preference: Wave App

Over my years as a working voice talent, I have tried many different types of billing programs. I strongly prefer Wave App for several reasons. First of all, it’s free. Next, it is integrated rather seamlessly into the CRM I use, Voiceoverview. Because of this integration, I can create the invoice, modify, edit, and send it all within VOV. I can create shareable links and download PDFs of the invoice. I was able to customize the design to include my logo and the fonts that I prefer. All in all, of every option I have tried for invoicing over the years, this has been my absolute favorite.

Fresh Books

I very much liked using Fresh Books and its features and the only real downside is the heft monthly cost. I liked the look of the invoices it created. I liked that I could accept bank transfers, credit cards, and PayPal! I liked that I could add taxes for different countries. I very much liked the time tracking features. When I have done copywriting work, I used this feature and could do precise, to the second invoicing with ease. I also liked that for clients in other countries this program could sort out VATs and all of that and my effort was very little. Again, if it were free I would likely still use it.

PayPal

I love that you can create invoices for free. I do have some clients who specifically ask for PayPal invoices and I am happy to send them. Because they do not integrate with my CRM, I prefer Wave App to this, simply for ease of record keeping. This is fine, but not as great.

Square

I tried Square for several months several years ago. Other than to say it was lackluster compared to other invoicing systems, I do not have much to see. The look of the invoices was “ehh.” It was not as easy to work with. My overall experience was mediocre. Not bad, just not exciting.

Quicken

I have never endeavored to use Quicken, but much like Fresh Books those who do use it seem to love it very much. Quicken provides many features, and can both invoice and work as your accounting software. Again, like Fresh Books, you have to pay to use Quicken.

Voice Over Invoicing Best Practices

As small business owners with a client-centered approach, we need to be mindful of what is best for our clients. Typically, every time I deliver finished audio I invoice within the same email with a shareable payment link. As my billing software will also invoice directly, after that email, I also send a specific invoice-only email. Some clients specifically ask for either a downloadable PDF or for a PayPal invoice, and if that is the case I send that upon delivery of the email. In my invoice, I also have a “footer” message giving very clear and specific instructions with all the ways that I accept payment. I do know some nice talents who invoice weekly, but I prefer to send the invoice as the job is completed. The only time I make an exception is when I have a client who requests a monthly invoice. If that is the case I hold the invoice until the end of the month and invoice for everything at once.

Sometimes, it can be hard as business owners to balance what is right for our clients and what makes the most sense for us as voice talents. For example, sometimes clients request sessions at times that conflict without family responsibilities. In this instance, it is actually possible to both meet our client’s needs and to make the sound choice for our own business.

Filed Under: Business Management, Coaching, Voiceover Tagged With: Business, business bank account, client centered, commercial bank account, CRM, Fresh Books, Invoice, invoicing, payment link, paypal, professional voice actor, Quicken, shareable payment link, small business owner, Square, VO, voice over, Voice Overview, voice talent, voiceover, VOV, Wave App

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

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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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