Last Night on Clubhouse
Last night I had the delight of participating on a Clubhouse panel with some other fantastic, professional voice over actors 
from the US and Canada. Our focus was on marketing, and even as a panel member, it really got my wheels turning. I could not help but think of the specificity of my recent outreach, especially in eLearning. I have worked so hard to build my business as an eLearning narrator, and I think in order to really reach prospects, you need to think about who you are working with. From the very beginning of the process through the completion of the booked work, understanding your audience is essential to success as a working female narrator in eLearning.
From the Marketing…
Often our relationships with eLearning clients, whether they be independent instructional designers or larger companies that create content, begin because of marketing efforts. Sometimes our direct marketing is the first interaction a new eLearning client has with a voiceactor. You would never want to send a government client with classified, sensitive content a jovial and silly email that would not resonate. Likewise, you would never want to send a cosmetic company a super serious message that shows no personality. All of our outreach needs to have the end user, the eLearning client in mind. Our audience matters in every single correspondence.
Social media content, across platforms, needs to have the target audience in mind as well. This can be a bit trickier, as it is harder to control who sees your posts. You can, however, try to catch the eye of a specific group of clients or prospects by being clever about your target audience. If, for example, you are posing on Instagram and you want to reach out to instructional designers, both the content you use and the tags that you include in your post matters. Another way to grab your audience is to tag influencers and professionals in that field. Quote them. Have a conversation about them. If you want to work in eLearning, you need to be part of the dialogue.
Another tactic I often use is brochures. I use them to reach out to clients in eLearning when at eLearning conferences when I would love to show my website and samples of my work but cannot because we are in a huge convention center. I find that having a very branded prop is useful in establishing myself as a professional in the field and helps draw the prospect in. Again, in terms of being mindful of the audience, since conference have a range of content creators, the brochure needs to be professional and have all the essentials.
To the Audition…
The eLearning audience must be top of mind when auditioning. You always have to know who you are talking to, and what the audio is being used for. Imagine if you sent an upbeat and humorous toned training to a group of CPAs, it would not fit. Conversely, let’s take the example of the cosmetic company again, because I happen to love doing trainings for them. Imagine if you were doing training for hair stylists about hair brush options available and instead of sending a relatable, warm tone you sounded like a detached CPA. That also really would not work. When submitting eLearning auditions as a female narrator, the audience drives the read you give. It informs the tone, the texture you add, the variation in the pace. An energetic happy read has a very different pace than a professional, thoughtful read. Again, the audience in eLearning matters.
The Booking….
When you book an eLearning job, understanding the audience or the enduser is so important. For example, I was recently cast in a training for a local hospital: RWJ St. Barnabas, right here in NJ. It was a caller training. When I first read through the script, in my practice read, I sounded warm, gracious, and welcoming. I then re-read my roll: “Bad Caller.” I was the example of what not to do. Everything I just rehearsed had to be thrown out the window and the opposite read was needed. I was talking to the same people, but I was the example of what not to do, and I had to be the best “Bad Caller” they ever heard. Your job as an eLearning narrator is to make it obvious. They should not have had to figure out what was wrong with my phone skills, so I had to make every effort to clearly connect with the listener. Keeping the audience in mind should inform and transform every eLearning performance.
The Rapport with Your Clients
As a voice over actor, understanding your audience is what makes life easy for your clients. If you don’t get it, the narration will never be right. It makes it easier for everyone for you to clearly connect with the audience you are speaking to in eLearning.
As I said before, there were elements of my previous branding that I loved. I loved a lot of the pink. I did not love the contrast between the pink and the black. Instead of the bubbles I had before, we whose to do something that combined my favorite flowers and leopard print. Again, I wanted this to have some edge to it, while retaining some warmth.
I’ve blogged about migraines before. This was yesterday. A migraine day. On days like this I sleep a lot and do the work that I can horizontally. With my dogs on top of me. As a full-time, working voice actor, on my good days, when my head is perfectly clear, I often let the thought creep into my mind: maybe I’ll never get another migraine. On a clear day, meaning a headache free day, I feel amazing. I am happy. I have no pain. I can record and work with clients and I am myself. But for me, migraines have been chronic since I had my twins almost 18 years ago. So, what does this mean as a working mom and a small business owner who wants to serve my clients well on good days and on bad ones? It means that I have to make choices that will not cause more migraines, and when I have them I have to be realistic about what I can reasonably do on a given day to accommodate my voice over clients.
As a working pro voice actor, I love doing live sessions, but will not do them on migraine days. Why? Migraine medication is strong. On a clear day, I am responsive. I can listen to client feedback and deliver. I also mimic well. On a migraine day, I struggle. Every thing I do all day long is a struggle. I am proud of what I accomplish on those days, but I do not feel a need to put my struggle under a microscope. The few times I have made exceptions for clients I have regretted it every time. They have not been my best sessions. If you are a migraine sufferer too, I suggest only self- directing on those days.
I will confess that I do make choices knowing that the wrong one could lead to a Migraine. I leave fun events early, like industry wide BBQs. I often turn down dinner invitations that I really want to say yes to, even at conferences, because I know that late nights will certainly lead to a migraine. Essentially, my limitations have to stay in the forefront of my mind, otherwise I will have more migraines come my way than I can handle, and that, frankly, would no be good for my voice over business. I also have to limit my work day. For example, this week I got a new demo back. I was so excited to start marketing it that I worked for hours after dinner, well past my bed time. Guess what? I had a horrendous migraine and lost most of the next day. I pushed beyond my limitations and it was not smart.
In the past year, we lost Ruth Bader Ginsberg, feminist icon. Her story is nothing short of amazing. For any working mom, Justice Ginsberg is the quintessential role model in many ways. When institutions like Harvard tried to place road blocks before her, she simply pivoted and found another way by moving to Columbia. When Ginsburg could not get hired by the large New York City law firms because they simply did not hire women at the time she was working, she forged he own path in the public domain, a path the was paved with so much success it led her to the United States Supreme Court where for decades she was the voice of liberal change. Justice Ginsberg’s example serves as a role model for so many working women in so many fields. Her determination was limitless. She continually found a path toward success. Achievement knew no limitations. Her focus on her end goals is a model for us all. To succeed as a professional female voice over actor, the same fierce determination is vital to build something from nothing. We are constantly thrown curve balls and challenges, and it is the ability of those of us to look beyond these challenges and maintain focus that separates successful voice actors who persevere in an extremely competitive field from those who dabble for a time.
Voiceover life is often described as feast or famine. Sometimes I say my months come in like a lamb and go out like a lion. It takes real determination to push through these ups and downs. You have to be dedicated to the long road, and understand that a voice over career can much more accurately be compared to a marathon than a sprint. When the voice over gods shine down on you, it is the best feeling in the world. But we all go through times when the work just is not abundant, and we have to continue to submit auditions and work on our craft with the confidence that in an hour or in a day the tide can turn and the work will start pouring in.
In life, there are plenty of people with talent who abandon their goals. Why? They simply lack the determination to reach them. If you haven’t heard this yet, I will say it again here, in voice over it is not about the voice. A good voice will only get you so far. A voice over career, which is really what you want, is about fierce determination to succeed. It’s about knowing how to build industry connections and running your small business. It’s about maintaining your skills. And it’s about solid marking with a focus on your goals. If you want to succeed in voice over, you need to be committed to working hard!
When I started in voice over years ago, I remember thinking that when I had an agent I will have “made it.” I remember Screwing Up is Part of Success”one of my coaches telling me that she worked for five years before she had her first agent, so that I could align my expectations. At that point, I did not even know about managers. I was lucky, I was able to get on quite a few agents rosters pretty early in my voiceover career. As a working professional, I would hear a lot of chatter on social media about various agents and managers and how to get signed, as if somehow getting on the roster would lead to the ultimate success.
I signed with this manager specifically for the Radio Imaging part of my business in January 2019. Within the first week, I sent him 5 leads of stations who wanted to sign me and wanted to negotiate retainers. The email above was a call I got a week later. Of these leads, my manager destroyed every single one of them. I was not on the calls. I had empowered him to speak on my behalf. The email above “I was told that our station was not big enough for your services.” is a glimpse of how these prospects were treated in my name. Was this the road to the big agencies? No. Worse, when he tried to renegotiate the stations I had, I lost them. There were other odd quirks about the manager. He wanted any auditions to be professionally mastered, which was an added expense. He also sent Sound and Fury auditions, but I get those from other agents, so now I was paying him to get auditions I was already getting. It was terrible. I realized early on and I was stuck. I basically had to stop soliciting all Radio Imaging business or it would be tied to him. Years of hard work and planning came to a screeching halt. Be careful who you pick to represent you.
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.
