Voice123

VO Business Year in Review

December 13, 2021 by Laura Schreiber

Reflections on 2021

It’s somewhat hard to believe it’s now December. Somehow the last few months have blown by in a busy whirl. For me, as a working mom of twins who happen to be high school seniors, this fall was extremely busy. With the New Year fast approaching, I am starting to reflect on 2021: what I’m proud of and what I might have done differently. The year is not over yet, and I plan to use the rest of the month to end strong.

Thoughts on My Business

I like to think a lot about where my business came from. The clients who came directly to me, not through a pay to play or an agent, were up 44% from last year. Repeat clients makeup 2/3 of my business. Clients from my website were up 136% compared to 2020, so I was very pleased with that number.

I also grew my coaching and demo production business substantially this year, and it made up about 3.5% of my annual income thus far. I was pleased with that.

My pay to play numbers were down. While I did have some stellar bookings on CastVoices that I am pleased with as that site is just starting, my bookings on Voice123 with new clients were down more that 30% from 2020. While I continue to submit, I find this quite frustrating. One major goal is to surpass my 2020 numbers in 2022.

Reflections on Equipment and Gear

I made some sound equipment upgrades this year that I am very pleased with. Dave and I added the Presonus to direct clients when they come in for demo sessions. I got a fantastic new desk setup for outside of my studio space. I am really happy with this. I added the EVO4 preamp to my travel rig. I also finally got to use my new rig that I invested in before my trip. That has been fantastic for me. Most recently, I upgraded my laptop that I use daily when outside the booth. My original one was from 2015, and it simply died. I am so happy to have a new, fast, working device.

Marketing Thoughts

I have a lot of thoughts about my marketing efforts. This is the one area I put so much time and on-going effort, every, single day. I updated my headshots. I kind of felt that the photos should actually look how I look, and if I looked in the mirror and looked nothing like the gal in the photo it was probably time to change! My website was then updated with the new photos. My website was not only updated superficially, but it got an update from the inside out, as it also now meets the requirements for Google Core Values. That update actually just happened, and I hope that clients now have an even easier time finding me. I continue to reach out to clients and industry friends with my monthly newsletter. After so many years, I am finally feeling more comfortable with mail chimp and have improved the format. I have also gotten a lot better with Canva this year and use their template consistently for my instagram posts. I have tried to be very much on top of my social media posts in 2021 and have grown a much larger following. I have also continued to blog at least once a week, and sometimes twice a week. I am proud that I have maintained my efforts with my blog.

I do feel that since August I have not been as on top of my direct emails. I feel that as I got busier with my twins, I became too relaxed and did not follow up as I typically do, especially in two main areas: with repeat clients and with my radio imaging outreach. When I sit and do it I regret that I dropped the ball a little.

Let’s end the year strong!

The year is not over! The next week and a half until Christmas can be a strong one! All marketing an be done with gusto. All auditions can be awesome. All booked work can be submitted with extra effort to make clients feel appreciated. Every single day matters, and each booking counts. As I reflect back on the year, I am so thankful for another year to pursue my dreams, and another year to work in the field I love. With the SOVAS this weekend, I am so excited to spend the last Sunday before the holidays surrounded by so many industry friends who are flying in from all over. Sometimes I say “there are no words” but for this weekend there are many words, and they are words of reflection and gratitude.

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!

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.

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.

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?

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?

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 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

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.

Another Instance of Why the VO Community Matters So Much

December 13, 2020 by Laura Schreiber

Now More than Ever…

Laura Schreiber and Industry Friends in NYC — With Uncle Roy, Lynn Norris, Michelle and Steve Sundholm, and my sister Julie Levin in NYC in Chinatown SOVAS Weekend

I think we can all agree that 2020 has presented us with some challenges. For those of us who enjoy the close knit voice over community, from the myriad of conferences each year to traditional events like Uncle Roy’s BBQ and Christmas Parties in NYC, when you work alone in a padded foam booth, interacting with others in voiceover is so much more than a chance to network. Any of us who go to these events will tell you about the gooey sweet bonding that happens between the karaoke and the shop talk. So the lack of face time in 2020 has been hard, but for me, the presence of social media groups, especially on Facebook (as much as I hate to admit it) has helped fill the gap. I feel like I still “see” my dear friends and have a sense of how they are and what’s going on. More than that, I crave the interaction, look for their posts, and try to be responsive. For me, these voice over groups on social media are not a distraction, they continue to give me a sense of connection when we are all forced to be distanced at the moment. This week, these connections in my Facebook voice over community genuinely helped me through an experience from a pay to play that had me feeling pretty exasperated.

The Frustrating Experience of this Week

Laura Schreiber at WoVo Con in Las Vegas with Industry Friends — Laura Schreiber with Michelle Blenker, Diana Birdsall, David Rosenthal, Lisa Suliteanu, and Kim Handysides at WoVoCon in Las Vegas in 2017!

On Thursday I got one of those messages we all love: I had been cast in a national spot. Spoiler: wait before you start celebrating for me, it does not end well. The initial offer was low and it needed negotiating, which in no way scared me off, negotiating is part of the job, right? But the good news was that they wanted me and I was available. The message came through Voice123 and the client asked me to call him right away. I called the client back immediately. I spent a long time chatting with the client. The spot was actually more regional in use but the client wanted national rights to not have to deal with his client more later. Fine. We also discussed pricing for web and social media. He was pleasant and very specific. He wanted a zoom session Friday morning. I gave him a choice of times and he said he would get back to me. I had a 5 pm zoom on Thursday and I was in a really good mood during that call. When I got off of that call, I got an email from the client. He said his client no longer had the budget and was going to use an in-house voice. They were going to use an in-house voice for a national spot? Are you kidding me? And he wasted so much of my time. I was really annoyed. I was aggravated. Frankly, I was pissed off.

I Was NOT Alone….

One of my VO besties suggested I post it on Facebook. We have a VO Red Flags group, and I also decided to post in our V123 Platinum members group. My wheels were turning and I was curious if he had interacted with anyone else. I wanted to see how others would have reacted and if this had happened to anyone else recently.

Laura Schreiber and Industry Friends at Uncle Roy's BBQ — Kim Handysides, Shelley Avellino, Devla Trainor, and Laura Schreiber at Uncle Roy’s BBQ in NJ

I got an immediate response in the V123 group. This guy had been making his rounds to other top voiceover talents. He had been negotiating with one male talent all week, since Monday! He had contacted other female voice actors at my level who also book a lot on that platform to negotiate with them! For some reason I have not seen my post go up in the Red Flags group yet. Sometimes that happens.

Laura Schreiber and Industry Friends at VOA — Michelle Blenker, Michelle Sundholm, Diana Birdsall, and Laura Schreiber and VO Atlanta 2018

The point, though, is that I felt much better having a community to discuss this with. I was not alone in my booth, or alone in my kitchen talking it through with my husband. I was part of a pretty awesome group of talents dealing with this together. I went from feeling angry to being thankful for having such awesome people. I realized this guy was outnumbered. He had heard over and over and over that his budget was too low. We were all in sync. The reason that there are industry standard rates and that we can all work so hard to maintain them is because those of us in the industry are such a cohesive, tight knit network.

So to be clear, the response that I got on Facebook this week had both an emotional impact on my stability and also, at the same time, showed the impact of the VO bond on our business. By communicating and remaining close, we all benefit. It is so so important that we stick together!

So cheers to a better 2021, and to seeing you all in person, so that I can give you all a big hug and we can have some fun together again! I am so profoundly thankful for this community.

My First Experiences As a VO Coach

May 25, 2020 by Laura Schreiber

How I Got Started as a VO Coach

Years ago when I was an Upper School History Teacher at a prestigious all-girls school on the Upper East Side in Manhattan, a popular question higher-ups used to ask faculty was where we saw ourselves in five years. I always answered in the classroom. It was true. I never had administrative ambitions. At 24, it was hard to imagine myself designing curriculum and assigning faculty their courses. When I got into voice over, much the same happened. I had and have long-term goals for myself and for my business, but they typically involve building and maintaining a consistent sustainable income in an industry I am extremely passionate about. So how then, without looking to build a career as a VO coach, did I suddenly coach three people last week?

As a platinum member of Voice123, they asked me to. In the email, they asked if I would be interested in working with talents who are premium members new to the platform. I was delighted and excited at this new opportunity on a platform that has helped me build my business. Without betraying the confidence of those I have worked with so far, I will share some interesting lessons I learned from coaching that I think would be useful for those of us who are working professionals and are a few years in.

When you surround yourself with the right industry friends, you can share this journey with them!

We All Started Somewhere

It is easy to forget that at some point we built our businesses and had to learn about the industry. Some of the talents I worked with had a better understanding than others, but compared to working pros they were clearly at the beginning of their journey. What they all had in common was that they were bringing valuable skills from their prior life with them into voiceover, whether they knew it or not. They also had a shared passion for voice over and a necessary determination to succeed. Yet, they were on a site to book work before even understanding the genres that are on the site, the criterion for professional demos, and some needed to get educated about how to use audio technology in general. Think about where you were when you went into VO? How much research did you do? Were you even aware of what you needed to learn? It was an exciting moment to connect with these aspiring voiceover actors and help to point them towards success, in hopes that they have the stamina to connect all the many dots necessary to build a career. It also brought back so many memories of what it takes to succeed and build a business.

Another Opportunity for Branded Content

As I corresponded with these aspiring VOs before our sessions, I found immediately that many of their questions overlapped. They wanted to know about:

How to improve their profile
How to submit competitive auditions
If their demos were appropriate
What DAWs to use
How to Market directly to clients

This touched the teacher in me. I was excited to hear about their goals, and I did not want to assume that what I want is what they want. I also was delighted to have a chance to create some of my own branded content to use with my new voice over students. I spent hours making lessons and creating handouts to use in our sessions. I wanted to create meaningful templates that would help start a solid foundation. I also wanted it to reflect my brand and my business values. I was very proud to put my logo on the worksheets I created. I was also very proud to make referrals to my many industry friends who I have connected with over the years who teach social media and marketing classes and produce demos.

Self-Evaluation for a VO Coach

So, how did it go? Well, each session went differently but all went well. As all of the talents I worked with thus far are at different points in their voice over journey and needed different levels of support, the sessions took very different paths. For example, only one student wanted to work on script analysis and craft. I loved pulling scripts I thought would be right and working on the reads. Another has built an impressive on-camera career and really is building her studio from scratch at the moment. It was exciting to be talking to her at the start of it all. Another had a wonderful acting background on stage and as a working mom is patiently waiting for her kids to go back to school. I sure can relate to that! I think now that I realize how everyone is at such different points, I will do an introductory survey before the session. It will help me better prepare and best meet their needs. I also think I will have even more support resources readily available if I know about their training, demos, and studio in advance.