voice over coach

VO Sales Funnel Fail

July 18, 2022 by Laura Schreiber

How Something That Seemed So Right Could Go So Wrong

When 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

While 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.

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!

In 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?

It 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.

One 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?

Talking Voice Over with Randy Thomas

February 17, 2022 by Laura Schreiber

Chatting with Voice Over Industry Icon Randy Thomas

Randy Thomas, Laura Schreiber, and Diana Birdsall as we chat on Clubhouse!

Yesterday we had Randy Thomas in our Clubhouse room “Ask the VO Coaches.” If you have ever been in our Clubhouse, then you know that the vibe of the chat was different with Randy. Everyone was extremely excited to have her there. Randy has a body of work like no one else in voice over. She books across genres including Radio Imaging, Promo, and Live Announce and the list goes on. From the Oscars to the Tony’s to GMA, everyone has heard Randy. Despite her celebrity, Randy remains kind and humble. Always dedicated to helping those around her in voice over, Randy spent an hour with us!

How Randy Segued From Radio To VO

Randy worked in radio for many years. Starting as a teen at a station in Detroit, she loved it. As a DJ, she went from MI to NY to Dallas to Miami. Randy said she thought radio was everything and she’d do it forever. While she was at the Miami station, they gave her copy to read. That was when everything changed. Randy became the first female ever to announce for the Oscars.

Live Announce Vs Other Genres

Next, Diana Birdsall and I asked Randy how Live Announce reads are different. She said when she reads for the Oscars she reads it big, with confidence! It’s not about being loud, it’s about the tone and the vibe that you project. Over the years, Randy says she has mellowed. We asked Randy how different shows get different reads. Her instincts come into play a lot. For example, the Tony’s are way more compact. When in the Director’s Guild Awards she feels like she is in “rarified air” and gives a special, hipper read.

Like with other genres of voice over, actors have to make a choice. Directors give input and Randy works with that. Randy shared an anecdote about her late, great friend Chris Corley. Chris is well-known for being the voice of the MLB network, movie trailers, imaging, and more. Anyway, once auditioned. He was cast in this role. Once hired, they told him his read was not what they wanted. But, he was so committed and they loved that commitment to the read. The choices we make when we read and the characters we choose matter so much across genres.

Another interesting aspect to Live Announce is the scarcity. So, no matter how talented a voice over artist is in this genre, there are simply not enough gigs. This is why brancing out into other genres becomes necessary.

Being the First Woman to Announce the Nightly News

I confess I was beyond excited to talk to Randy about this. Only Randy not only has such a good opportunity, but her opportunities have been unique. As the first woman announcer for Prime Time, Randy broke this glass ceiling. We asked her why it took so long? Randy said men were making decisions. They went with what they new. When she got the opportunity to host the Oscars, she did not think about being first, she was thrilled. Randy’s work as the voice of news shows like GMA and Prime Time is important. She is changing perceptions about women and where we fit in the workforce.

Having Top Agency Representation and Its Implications

Atlas Talent represents Randy and all her bookings go through Atlas. Randy shares that 95% of her work comes from Atlas, and she has a few relationships of her own. We asked Randy about the impact of top representation. Having always coveted it myself, I was curious for her perspective. Randy shared she thought it is possible to still go after certain genres without such an agent. In my experience, having various regional agents I am very thankful for, there are limits. Promos, TV Affiliate, and Radio Imaging seem to be under the lock and key of the top tier agencies. As some one with lots of agents, that work just does not come my way and I sure wish it did.

Randy also talked about being a union talent. She talked about how much being part of the union means to her. The union scale jobs have been great for her career.

Exciting Clubhouse Announcements

Finally, we had big announcements! VO Master is coming back in 2022! Randy shared they are back in force this year. Rachel Wohel, Randy’s daughter and fellow VO actor, Joined us. They divulged several upcoming events.

First, they present “Marketing to Local Businesses to Become ‘The voice of your town’” with Tom Aglio. That’s this Saturday, Feb 19th from 9:30-11:30 am PST.

Next, they offer “The Anatomy of a News Promo: Work With ABC News Producer Yoni Mintz” on March 7th from 5-7 PM PST.

Lastly, for the first time ever, they are doing casting on Clubhouse! They will be casting for a dystopian poem, “Drums of Grace” by Michael Rothenberg. Randy and Dennis Kleinman have already co-narrated it. This will be a condensed version written by Cherise Alexander. They will be casting for this live reading soon, so don’t miss your opportunity!

Why Improv is Great for Voice Over

February 14, 2022 by Laura Schreiber

How did I end up doing Improv?

Firstly, I never set out to study improvisational technique when I started doing voice over. Early in my VO career I worked with amazing coach Fred Frees. Fred was my character coach. We were doing private lessons working towards a character demo. Fred is not only an established talent, but he also grew up in the industry. Fred happens to be the son of VO legend Paul Frees. There is not a voice, character, or trick that Fred can’t do. The man is amazing. One day in one of our lessons Fred told me I had to find an improv class. For me, this was out of my comfort zone. He told me that he heard repetition in my characters and that I was falling into patterns. The only way to break this was with an improv class.

Why was I nervous? Well, in the safety of my studio, I was fearless in front of a microphone. Fred suggested leaving the booth and going to an actual theater with real live people. Learning a very new different skill set was scary. It was daunting. And, it was necessary.

I found a class called “Advanced Acting and Improv” at Paper Mill Playhouse. Taught by Broadway great Elisa Va Duyne, the class was hard. I was not used to learning lines. The amount of drama was also a big change. Physicality amongst others was also new to me. But I started the class none the less. Want to know how long it took for Fred to hear a difference once class started? Fred heard a difference in my reads in one week. He said I was like a different person in our sessions.

Scott Parkin and Voice Over

Fast forward quite a few years. Now I have the luxury of having a weekly Clubhouse Room, “Ask the VO Coaches.” This week voice over legend Scott Parkin was our guest! Whether you know it or not, you likely know Scott! He is the voice and face of many recognizable brands as he does both voice over and on-camera work. He actually started out on morning radio. Scott has a national Tide TV commercial and many more. He has also made appearances on well-known shows like “Grace and Frankie.” Scott finds that the relationship between VO and on-camera work is symbiotic. Scott shared that most of his work comes in through his agents at DPN. As a single dad, his daughter Miranda grew up socializing with other talents in the DPN waiting room.

Scott Talks Improv and Voice Over

Diana Birdsall and I asked Scott why voice actors should study improv? Scott explained that improv helps you find a character. It also helps you find that sought after conversational read. For example, think about what you like to do for fun. When you respond, you make it real, including stops and starts. Scott was great fun in the Clubhouse! He fell into many characters for us. He was Angus, a Scottish soccer player. Then he was Doug from Doug’s BBQ in Texas. First Scott became the character. Then he showed how they would say their lines with ease.

Improve Across the Genres

We asked Scott which genres of voice over improv helps with. He said it is useful in all genres. We talked about assuming characters in genres like eLearning or narration. One of our attendees, Jeffrey, told Scott he is taking improv classes in Atlanta. Jeffrey asked Scott what he should look for in class. Scott said it depends on your goal, which might include:

On-Camera work
Sharpening your skills
Writing Sketches

The conversation went on to consider if improv practice can happen via zoom. Scott said that he has adapted his drills to work on-line. But, in-person classes are still the gold standard.

The Culmination of Improv: “Comet Casino”

“The Comet Casino” Original art by Miranda Parkin

Scott has a daughter Miranda. Miranda is both a voice actor and an amazing artist. Perhaps it’s because Miranda grew up surrounded by voice actors. Maybe it’s because Miranda’s dad bursts into character at the snap of a finger. Or most likely it’s because Miranda has oodles and oodles of talent! This 21 year- old phenom has created her own cartoon: “The Comet Casino.”

The show boasts an all star cast with the likes of Tara Strong, Billy West, and Maurice LeMarsh to name a few. Dad and daughter are doing all the leg work themselves. From creating the team to raising funds for animation, it is a family project. What’s the point? If you connect the dots, it’s no accident that a kid with profound improv training did this. Miranda can act. She is also an artist. Miranda had a vision. This gal also happens to have an amazing dad behind her. Now, am I saying that if you study improv you can write a show? Maybe not. But the point is, you never know where years of exposure and on-going training and coaching will take you. That’s the point. Work on your craft. In conclusion, keep working on it. And if you have the means, also support this amazing family here.

Preparing for Your Free Sessions with a Voice Over Coach

January 20, 2022 by Laura Schreiber

So You’ve Booked Your Session with a Voice Over Coach

Wonderful, you’ve pulled the trigger and you have decided to book a free consultation to meet with a voice over coach. This meeting or call could be the beginning of your voice over career if the coach you are talking to is the right coach for you. Just as much as you want to find out if they are the ideal person to help you build the foundation for your business, they too are looking to see if you are the right fit for their voice over coaching program. Keep in mind that this working professional is setting aside time in the middle of booking gigs, running a business, and coaching others to speak with you FOR FREE. So here are some dos and don’ts to come in as prepared as possible for your consultation session. Remember, you only have one chance to make a first impression:

Do:

Actually prepare for your call. Know something about the coach you are speaking to, what genres they work in, their niche in the industry.
Educate yourself about the voice over industry.
Know why you want to work with a coach.
Have some personal goals. Why do you want to pursue voice over?
Ask about how this coach is different than other coaches?
Do ask about where this coach sources their scripts?
Do ask about how this coach designs and creates lessons.
Do ask about whether the coach only works on craft and vocal technique or if they cover business and marketing strategy too.
Do ask about the path that the coach took, what was their story.
Consider pricing and bulk packages.
Do a base line read if the coach sends one.

Don’t:

Don’t come unprepared.
Don’t ask for general life advice, like whether you should commit to voice over or go back to a day job.
Don’t ask for guidance for multiple genres all at once.
Don’t ask how much the coach earns in a year. It is fine to ask about typical career trajectories, but do not expect a stranger to share the income with you.
Don’t ask someone you have not hire to refer work to you.
Don’t ask a coach you have not booked work with for discount codes.
Don’t take more than the allotted time.
Do not continually email the coach who has already given you free time more questions.
Don’t take advantage.

What it it’s a Demo Consultation?

Do your homework in advance. Listen to and watch samples to see if you actually want to work with this coach before you schedule the consultation.
Do ask what is included in the Demo package.
Do ask how the demo recording session is run.
Do ask what the demo script selection process is like.
Do ask how the demo will be marketed and if that is included in the package.
Do ask about different genres the coach produces demos for.
Do ask about general demo guidelines.
Do ask why this coach’s demos stand out.
Do ask how long the demo and the various spots will be.
Do ask about the order of the spots and who determined it/how it is determined.
Do ask about the demo turn-around time.
Do ask about the music/video for the demo.
Do ask about different versions of the demo.

So How Do I Know

In the end, you have to trust your gut. If the coach has good referrals, and you feel like you will go far from working with them, it is reasonable to try coaching with them. Sometimes you can tell a lot by the demos they have produced and others that have coached with them, sometimes you can’t. One of the best coaches I ever had, Fred Frees, never coached anyone until I begged him to coach me. He was amazing. I found him in a testimonial on another coach’s website, and Fred was incredible. He gave meaningful feedback, he listened, he was genuine, he was kind, and he had years of industry experience. What more could I have wanted? I think about Fred often. Don’t pick someone because of their name. Find the right fit for YOU. We all need something different, and we all learn differently. So, find someone who is the right coach for you!

Conversely, if you are rubbed the wrong way from the start, there are plenty of coaches in voice over. Do not force yourself to work with some you do not click with. That is the point of the free session. See what feels right! See if it’s the right fit. When the free session is over, you should be super excited for the next and first real session to start. If you are not feeling that way, something is terribly wrong.

What Custom Voice Over Coaching Content Means

January 9, 2022 by Laura Schreiber

It’s In the Details

After finishing back to back jobs, one for a repeat client I do work for monthly and one for a new corporate client, I happily snuggle up with my studio dogs to do what I love: continue lesson plans for two students. While I always follow a specific pattern or structure in the way that I teach, every, single lesson is unique. Why? Well every talent starts at a different place and has different goals. An actor with years of training who comes from a stage background or an on-camera background has very different needs than a talent who is a total newbie. Or perhaps you’ve worked in one genre and now you are coming to me to branch into a new genre like Radio Imaging or IVR. The details of each scenario matter so much, so having unique, custom voice over coaching content matters.

So What exactly Is Custom Voice Over Coaching Content?

“Custom Content” means that each lesson is created for you and is based on current voice over trends. You don’t have to worry about working on scripts from four years ago or studying trends that are no longer relevant. Instead, your focus is on what is booking today and what you need to do to make your reads bookable. The other reason this is extremely important is that sometimes we all need to work on certain skills longer than others. While some of us breeze through understanding things like subtext, others take longer to decipher what scripts are really saying and need to spend more time on the basics of script analysis. Put simply, you cannot move at someone else’s pace for something as important as the foundations of your voice over career. You need to be at your own pace, tailored for your needs.

What Should I ask About When Talking to A New Voice Over Coach?

Having a coach that you have a good rapport is essential. It is ok to ask:

Where do your source your scripts?
Do you keep a script library?
Do I have to supply my own scripts or do you supply them? This question might surprise you, but not all coaches supply scripts for you.
Do you teach a technique for working on scripts?
Do you have a strategy for organizing my scripts?
Do we work in different industries/genres?
Do you help me determine where my personal vocal attributes fit into the VoiceOver industry?

Why Does it Matter That the Scripts Be Fresh?

It matters a lot both that scripts be current and represent what is currently on the air and that they are real. The truth is, while some scripts that are sent our way as voice actors are beautifully written, many are not. And across genres, often they are filled with typos and are not even translated properly into English. If you are new to VoiceOver, and you are expecting the VO copy that you get to look or sound like what you hear on tv and the radio, you might have a good dose of disappointment coming your way. Or, you can learn as I have, to see this as yet another opportunity to provide a higher level of needed service to your clients. This is your moment to step in and offer them what they need. This is your moment to be helpful and point out, as a native English speaker, how a line might be re-worked. Should an entire script need editing, then for a fee you can provide that. But as a coach, it is my job to show you realistic scripts, not just perfect scripts. In order for you to be fully prepared to work in VoiceOver, you need to know how to tackle the scripts that are not beautifully written and do not follow the rules.

The other reason to understand the current sought-after reads is to best prepare for your demo. Whether you are doing a commercial or narration demo, you want your demo to have a long shelf life. You don’t want to pick spots that will age your demo. So, you have to be mindful of current trends and try to pick spots that won’t enable a client to say- “wow, that was done in 2022.” Understanding characteristics of what makes a strong voice over read is essential to success in this industry.

Tying it All Together with Custom Voice Over Coaching

As a coach, it’s my job to make it easy for you. It’s my job to guide you through the process and set you up for success. While there are never guarantees in any industry, partnering with a good coach that you feel comfortable with makes launching and boosting your VO business much easier.