In the Past Year I Learned a New Phrase
I’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 
year, 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
Both 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
When 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.
They 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.
On 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?
Now, 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 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.
As voice over actors, daily we play both the role of the talent and the role of the small business owner. Immediately in 2015 I decided that not only would I coach with Anne but I would hire her to help build my brand, as I needed to learn all that I could from her. She hit the nail on the head, working hard to get to know me so that the brand that we built for Laura Schreiber Voice is truly a reflection of the work that I do and what I bring to my clients. As a working creative, we are in a unique role because we ultimately get hired by other brands to represent them, but it is in solidly establishing our own unique brand that we can distinguish ourselves from others in our industry. According to Forbes article from March 2018, “your brand often acts as a function of your reputation and visibility.” As a professional voice over actor, it is essential to establish your brand so that your clients will get to know you as an individual and will trust you as a professional.
As a solopreneur, your brand begins with your website. It is your store front. Clients can listen to your demos, see samples of your booked work, and find out how to contact you. Those are the basics, but the fun begins when you use your website to do two things: show clients how you are different than other voice over actors and how you will best meet their needs. Kristin Wendys of The SelfEmployed.com advises “Think first with the eyes of a client and analyze what he is looking for, what are his biggest concerns, and what problems he needs to solve.” Some voice actors have brief summaries so that clients can quickly learn about their services, but much in the way that I am very chatty, my website is overflowing with long narrative explanations that I hope will help my clients connect with me.
Visual images help create your brand and your logo is very much a part of this. I have both an avatar that I love and a Laura Schreiber Voice Logologo. I use them both differently. My logo is on official correspondences like 
As a professional voice over actor, I can say I interact with industry contacts as just that, as a professional. I get auditions, I submit auditions. It is non-emotional. It’s business. When I connect with people on Facebook or LinkedIn, it’s business. I’m delighted, but still, it’s a business contact. Yet, there is a degree of trust that we must assume when we interact with clients and new contacts alike in the voiceover industry, right? Voice actors like myself often send recorded audio to people, whether they be clients or prospects, that we actually know very little about, and when we do this we trust that the audio we send is being used under the agreed upon terms. We trust that it is not manipulated. We trust them with our contact information. There is a lot of trust going on. For those of us who are working mothers, who have a family at home, we have a lot invested in the businesses we have built, and this trust is no joking matter.
I posted in the “Voice-Over Mamas” Facebook Group asking other 
Besides feeling shaken, I have not changed my setup yet. I have lots of questions. I think more than changing what how I am set up, this icky feeling (for lack of a better word) will stick with me. This feeling of vulnerability is not a pleasant one and I think that when future contact behave in a way that is outside the norm I will simply pass on the opportunity. I am not desperate for work, I am established in my career. I would rather forgo something that does not seem right than expose myself and my family to potential harm.
As a full time professional voice over actor, I am well-aware that my clients have options, so I want to make it really easy for my VO clients to work with me! I consider my business model to be client centered, I put their needs first, and try to put myself in their shoes always. Whether they are video production companies, eLearning content providers, or agents, I want them to trust when they book me that the experience will be seamless because I want to make this as easy for them as possible. Why? I want them to come back over and over again, so I want to be their go to voice in my vocal range. Outstanding service is what sets the bar higher. Pristine audio is a given. It is assumed that the sound matches either our demos or the audition we have sent in, so the way to stand out and have clients keep coming back is to give them what they need and make the experience a delight! Here’s what I offer every time:
I assume when you hire me that you need your audio back as quickly as possible. Typically when you cast me in a project, you will immediately (my average response time is 9 to 11 minutes) get my “Seal the Deal” email that confirms all the details. This will confirm the rate, the turn around time, and any questions that I may have about the booking. Unless you tell me when you send me the booking that you don’t need it for several days, I assume you want it as soon as I can get it to you. I often have people contact me about RUSH jobs and tell me that they need it “right away.” To me, that implies they need me to stop what I am working on and record their project. For that I add a $50 RUSH fee. Otherwise, I typically will have your job back to you in four to six hours. If it will be longer, the exceptions are if I am on location somewhere and I let you know. Always. Right away.
In an industry where clients have choices, customer service matters! I want my clients to know how much I appreciate every opportunity, and I want to make it as easy as possible for them to work with me. I think back to times I have had to buy a gift for someone and hesitated because of the wait at the store or how long it took the clerk to wrap the gift. At the end of the day, I want my service to match the quality of my audio: outstanding is the only option.
