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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

Why I Never had Imposter Syndrome as a Voice Actor

December 9, 2021 by Laura Schreiber

In the Past Year I Learned a New Phrase

Signs of Imposter SyndromeI’ve been a full time, professional voice over actor for quite a while now, but in the past year I started hearing for the first time a new term: imposter syndrome. I started hearing it on social media, on Clubhouse, and at conferences too. I found it surprising because in all my years in VO, I had never heard any other talents speak to this before. What I have learned is that this term refers to the feeling that one does not actually belong, or is not what they claim to be and is, instead, an imposter. Suddenly, in the past year, I am hearing about others feeling this way frequently. It is coming up often in conversation. Perhaps it is because many turned to voice over during covid. Perhaps it is because some start working or trying to work before they are actually prepared. For a multitude of reasons, suddenly I am hearing this all over the place. If you are interested in being a voice over actor, and you really want to succeed and do NOT want to feel like an imposter, perhaps consider my experience, as this has never been an issue for me.

Lots of Training

When I started working in voice over, really working, it was after no less than a year of working at getting into voiceover. In that Coping with Imposter Syndromeyear, I worked with 4 coaches and took advanced acting and improv at a local theater. I spent sic to eight hours A DAY studying and working on my craft. I worked on scripts. I practiced characters. I recorded. I edited. I submitted to my coaches. I listened back to my assignments. I did research and followed prominent voice actors to see what they were booking. I took multiple private lessons each week. I was in group classes with GVAA. I had practice partners. I met with those partners. I did homework for those partners too and I took each and every assignment so seriously, as if my life depended on it. So when I say I had lots of training, that is just when I started out. Since then I have continued to have lots of coaching. Have coaching is the foundation of all we do. I think by the time my website launched, I was so ready to work that it never occurred to me that I was not prepared to serve my clients.

Long Days

Defining Imposter SyndromeBoth as a student of voice over and now as a professional, I have always put in extremely long days. From morning to night, often going back into my booth after dinner, my days are long and rigorous. Sometimes new talents ask me when they will start booking. They tell me they have submitted 50 auditions. I try to keep a straight face. I typically submit more than 30 auditions in a day, even now, so 50 auditions is in no way impressive to me. I have often heard of the rule of 10. I believe that Gaby Nistico has even made a video about it. If you work 10 hours a day more than 10 months a year for 10 years that is when you start making six figures… Well, I believe there is something to this. I have always had the luxury of being in voice over “full-time.” Well, let’s flesh this out. What exactly does “full-time mean? To me, it means I maintain standard business hours and I am in my booth al day every day to serve my clients. The more you are available and the more you record and submit, the more legitimate your business is.

Sure of My Identity 

Types of ImpostersWhen my business launched, in audition to lots of coaching and sweat equity under my belt, my first website helped establish my identity. I never had doubts about my identity as a professional. I had been told by every coach I ever worked with that even at the start of my career, I should introduce myself as a professional. I did so with confidence. As I get clients under my belt and had testimonials, I felt more proud of what I was building, but it never came from a place of doubt. I was certain that I was building a great service business that would help my clients get what they need.

Wholly Committed

Another reason I think I never suffered from this imposter syndrome is that I was entirely committed from day 1. Basically, I bet the house on it. I built a high-end studio. I had an expensive microphone. I was working full time. It was never an option for it to not work. Success was my only possible outcome. It never occurred to me that I was not a voice actor. I set out to live this life and I did. Period. Sometimes we have choices in this world, but as a working mom, failure was not an outcome I was willing to explore. I only had one potential outcome for myself and my children, and that was for the business to take off.

Filed Under: About Me, Voiceover, working mom Tagged With: acting, Clubhouse, coaches, Coaching, commitment, decision, GVAA, hours, identity, imposter syndrome, improv, professional, social media, theater, training, trust, VO, voice over, voiceover, working mom

Finding the Right Voice Over Coach

June 21, 2021 by Laura Schreiber

I’ve Been In Your Shoes

Laura Schreiber with Anne Ganguzz
Years ago at Atlantis Studios in Santa Monica with Anne Ganguzza, my beloved coach:)

It seems like just yesterday I was just starting my own voice over career. When I was new to voiceover, I, like you, had questions about everything from technique to gear. I had so much to learn, I was not sure where to begin. Coming from an academic background, my inclination was to research, but finding the right voice over coach that was the right fit for my vast VO goals was a goal in and of itself. If you look at my resume, it reads like a “Who’s Who” of the best of VO. I’ve coached with Anne Ganguzza, Bill DeWees, Nancy Wolfson, J. Michael Collins, Eric Romanowski, Dave Walsh, and the list goes on. You might be thinking, why has this gal worked with so many coaches? Well, there are three reasons: At different points in your career, you need different things. And, coaches have varying areas of expertise. Lastly, voice over, like many other professions, is a field for career-long learning.

Now, as a long-established full-time professional talent and working coach myself, Diana Birdsall and I have teamed up and started a Clubhouse room called “Ask the VO Coaches”

Ask the VO Coaches
Join Laura Schreiber and Diana Birdsall on Clubhouse weekly!

where we can have a weekly dialogue where people who are walking on the same path can now have a trusted space to pose their questions. Last week on Clubhouse Diana and I talked about finding a VO Coach that is right for you. Here are some of the issues that we considered:

Clubhouse Screenshot
Are you curious about Clubshouse? Find us there Thursday and Friday afternoons and chat about VO for free!

Vetting the Right Voice Over Coach

During our Clubhouse panel last week, Diana and I were excited to have Randy Thomas and Dan Friedman as guests. Both established voice talents and coaches like us. We discussed that group classes and conferences are great ways to test the waters and see if a voice over coach is the right fit for you. You should consider things like their demeanor and philosophy. See if you can get a sense of their methodology. What is their approach to studying voiceover like?

What Questions You Should Ask

  • You should ask voice over coaches about their policies. For instance, do they require 24 hours notice for cancellation or are they flexible?
  • Do they provide the scripts? Some coaches plan the lessons and provide scripts, others expect you to find your own scripts. I always provide scripts, but this is not standard, it really does vary and if you don’t want to go digging you should ask. Or, conversely, if you want to control the material, you should ask.
  • How do they know what you are ready to go to demo? Not all coaches produce demos. I do work with an amazing demo team, and I do not send my students to demo until their reads are repeatedly bookable.
  • Do they offer a free consultation? This is very common and is a great way to see if you are a good fit. Do they offer a consultation for demos? This is very helpful as well.

What Guarantees Can They Offer

None. That’s it. You can do everything right. You can have an amazing demo. No one can promise you work. Voice over is hard. It is a grind. It takes hours of commitment and sacrifice and more determination than you can measure. If you have demo producers promising you the starts you should run for the hills. There are no guarantees and anyone that suggests that there are should not be trusted. Gabby Nistico, another amazing coach who I know as an industry friend, has a video about the rule of 10. She talks about how you have to put in years of effort to reap the rewards. The secret is there is no secret.

https://youtu.be/MyuNcKjU9rs

The Right Voice Over Coach Should Make You Better

At the end of the day, you know where you are when you start. You should know how you learn. A good coach should bring

Building Blocks Class Image
It was such a joy to see our students make progress week to week. From top left: Laura Schreiber, Jeffrey Mahoney, Rosemary Le, Dave Scott.

out the best in you and push you. For example, I respond well to positive reinforcement. I do not respond well to criticism, harsh feedback, sarcasm, or cruelty. I am not the kind who can rise above to prove how awesome I am. I will, instead, just fall to pieced. It is not good. So for me, I look for a specific energy from coaches. Ultimately, I was very excited to build my VO career. Now, as a coach, when I work with students, I am trying to build a relationship with them just as I do with my clients. I want them to build a strong foundation of skills that will not disappear when they are nervous in a live session or when there is noise outside their apartment that they cannot control. I want them to hear my voice in their head cheering them on and lifting them up.

Filed Under: Client Relationships, Coaching, Voice Over Demos, Voiceover Tagged With: demos, gear, professional, technique, voice over coach, Voice over Demos

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

VO Lessons Learned From A Dog… Yes, That’s Right

October 19, 2020 by Laura Schreiber

Taking Daisy to New Skete

Daisy at New Skete Training CenterI have been blessed to have three precious dogs in my life, and each of them has brought me immeasurable joy. I had no idea, however, that when we got our Labrador Retriever Daisy, in addition to being super sweet and super smart, she would also be super challenging to walk without the right training. A neighbor with two Great Dane pups introduced me to the dog training books by the Monks of New Skete, who have been training dogs since the 1970s. We made the choice to send Daisy for a board and stay training program, and I learned from the brothers that there were a few keys essential to Daisy’s success. We needed to be consistent with her obedience every day and maintain her routine. She would need structured daily exercise. We needed to plan everything- even her walks, to set her up for success. As a small business owner, I realized that in voice over all the lessons that would lead to success for Daisy also hold true to maintaining a successful professional voiceover career.

Doing What’s Right, Not What’s Easy

Just like in Daisy’s dog training, doing what’s right in my voice over business instead of what is easy is essential to success. One of the most challenging aspects of running a VO business is determining rates with clients. Even though it can be awkward and is not fun to talk about money, it is really important to always maintain industry standard rates and hold your ground.

Another area that demands a good deal of time and attention, and I have put countless hours into, is audio quality. Again, like dog training, it is far from easy to sound pristine. I have worked with top sound engineers to perfect my setup and effects stacks. Even for my travel rig, I have made sure it sounds just like the audio in my booth. None of this is easy. None of these are quick fixes. Just like the dog training, this takes a lot of dedication, time, and work. In the end, though, I could never send out anything less.

Maintaining a Consistent Routine

Daisy and Violet sitting nicelyNow back from New Skete, every day Daisy has to run through her exercises, from leave it and heal to place. Similarly, working on my craft is essential every day. From warm up exercises to practicing cold reading, this is part of my daily routine. I recently reflected on this in my blog about the class that I am taking with Kim Handysides, but in order to stay strong in the reads that I submit both as auditions and as booked work, this daily work is essential to my success.

I have health rituals that are also essential to my voice over success. I steam with a personal steamer. I am also on a gluten free and dairy free diet. This consistency matters in how I sound.

Daily Exercises

Daisy playing with toy in the grassJust as Daisy needs her purposeful walk, I need a certain amount of daily exercise to stay in shape for voice over, I walk four to five miles a day. I do pilates three times a week. All of that is in addition to my vocal warm ups. When your body is your instrument, you have to maintain your instrument every single day.

It’s All Building A Strong Relationship

The intent behind Daisy’s obedience training is to strengthen the relationship between the dog and her humans. Well, the most important thing that we do in voice over is build lasting relationships with our clients. Every single choice we make feeds and fuels that relationship. If we make the wrong choice, it can damage that relationship. If we stay out too late with friends and are at a loud restaurant with a live session the next morning, how will our client feel when we show up to the booking sounding like a much raspier version of ourselves? The answer is you do not want to find out. In voice over, we make choices in anticipation of the outcome they will have on our body and our voice. Being able to show up and perform is the biggest part of the deal, and being honest and up front about it when we can’t is also essential. Being able to foster a strong relationship is really important to building a client base.

Laura Schreiber with Daisy and Violet on CouchIn the same way that communicating well with Daisy strengthens our family bonds, doing all of the above plus communicating well with clients strengthens our connections with them. As they can rely on our work being consistently good and being there when they need it, they will be able to trust us for their clients, and in the end that trust is what matters most. As a professional talent, a new booking is great, but when that new booking comes back, it’s almost as good as when Daisy comes galloping towards me.

Filed Under: Voiceover Tagged With: cold reading, communications, consistency, craft, exercise, industry standard, pristine audio, professional, quality, rates, relationship, routine, Standards, training, VO, voice over, voiceover, warmups

If Your VO Routine Feels Like Groundhog Day, Shake Things Up With Some Coaching!

October 4, 2020 by Laura Schreiber

When Each Day in VO Feels Like a Time Loop Get Coaching

coaching quoteI happened to marry a huge Bill Murray fan, and from Quick Change to Groundhog Day, I think I’ve seen all of his top hits, but Groundhog Day is my favorite. As a working mom, having a system to maintain efficiency is really important but unfortunately that same system often makes every single day feel the same. I go into my booth and warm up. I do my most pressing auditions first. Next I tend to all booked work. I submit more auditions. I stop and walk the dogs. I typically eat an early lunch then work on client outreach. Then I go back in the booth for more work and to submit more auditions. Every day is pretty much the same. I meet with my accountability group on Thursdays and I blog on Sundays. Days are the same and weeks blend together. So, as a full-time voice over professional who is booking work, you might be asking what is wrong with this? The problem is the rut the I feel like I fall in. With no room for self-checks and no room to make sure that I am submitting the best possible reads, the Groundhog day scenario perpetuates itself. The best way to break this cycle and for a voice over professional to submit bookable auditions is to work on their craft regularly and get coaching from top professionals who give solid feedback! In voice over we are constantly being asked why we are different than other talents and those of us who book work know that the answer is seldom our voice but rather that we need to work on our craft to stand out!

Why “The Voice Over Study” Class with Kim and Lisa

The First step is a doozy It’s important to pick the right coaches and I’ve been blessed to work with many excellent ones in the years that I’ve been in voice over. Sometimes you want private lessons and sometimes group classes can meet your training needs. Right now I wanted to shake things up. Kim Handysides and her daughter Lisa Suliteanu book a lot of work. They understand what is au courant and have created a curriculum across genres to target bookable reads. Kim has been an industry leader for 30 plus years and her talented daughter Lisa has been working steadily since she was 7 years old and has been full-time since finishing university. In case you’re wondering what the vibe of their class is like, it is upbeat, inspirational, clever, and fun. With so many coaches in the industry at the moment, this class is designed to put voice actors on the path to success and enrolling was a great step for me, even so many years into my career!

A Fresh Look at Scripts

Bill Murray playing the pianoIn Groundhog Day, we see Phill Conners taking piano lessons and becoming an amazing pianist. This did not happen over night. It took lots and lots of practice. Right now in The Voice Over Study, we work on different scripts and then can use those tools to go back and really work on a script. The more we learn to unravel it, the better our reads become. For me, having fresh feedback on my reads is helpful. It is also just as helpful to pay attention to the reads of the other voice actors in the class, listen to how they approach the scripts, and think about the feedback that they are given. I try to incorporate this approach into both my auditions and my booked work and bring some freshness to it all.

Interact with Others

Bill Murray With Andie MacDowellIn Groundhog Day, we see Phil’s relationship with others in the town blossom and develop throughout the film as he gets to relive each day. For me, having an opportunity to meet other voice over actors is really valuable. The other talents in the class are from different parts of the United States and Canada. We are at different points in our careers and we all aspire to focus on different genres of voice over. Still, I think knowing other voice actors is essential to our success, and I am so thankful to be getting to know the other actors in this class as we all learn together.

What’s Current in Coaching and What is Booking NOW

Phil Conners with News TeamJust as we see Phil repeatedly attempting to cover the story about Punxsutawney Phil, there are countless ways each script can be approached, so wouldn’t it save a lot of time and energy to understand which reads are actually booking right now? That is the point of “The Voice Over Study,” the nuances of the bookable read are not necessarily my go to read, so I am so thankful for the first few sessions already! For example, the words to emphasize or blend may not be what I had thought of, so this valuable feedback, and the reinforcement of it, makes Kim and Lisa’s class outstanding. In class last week, Kim directed me to hit words I never word have that to enunciate, and the overall gestalt of the read was just a million times better. Her instincts are amazing. Kim and Lisa book A LOT of work on their own, and my goal is to be as busy as they are!

Coaching Homework Keeps Us Honest

Bill Murray reading poetryIn class we have homework. We have scripts to prepare and we are also supposed to work on cold reading. I also love this, as both make me more efficient and more effective in my daily work. These tasks are something that I look forward to, as I feel like I am taking control of my career and determining my own path.

If you have a passion for voice over and you want to make your work stand out, do something different, be bold, and take this class! Unlike Bill Murray in Groundhog Day, in the voice over industry what you do each day does matter so get coaching, do the work, and make your career better!

Filed Under: Coaching, Voiceover Tagged With: actors, coach, craft, Groundhog Day, Kim Handysides, Lisa Suliteanu, professional, professional voice over, read rate, routine, rut, training, VO, voice over, voiceover, working mom

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