Entries Tagged as 'voiceover advice'

3 Steps to Fix Your Twitter (maybe 4)

Fixing Twitter For Voiceover TalentsMaybe Twitter is working just fine for your voiceover business.

More likely, though, you don’t really have a focused business purpose for Twitter.

Twitter is designed to be very customized so even if two voice talents compared their Twitter feeds, likely it would be different…please don’t worry that you are doing it wrong. You’re not.

But you may be able to do Twitter more efficiently.

If you’re just looking at Twitter for fun, you don’t need a plan. But it’s also, in my opinion, kind of a waste of your business day if you spend any time there.

Should you want to use Twitter for a myriad of voiceover business objectives, putting some thought into it will help you make sense of Twitter and make it work for you.

‘But Peter,’ you whine, ‘this sounds like work.’

Yes there’s some work involved. We are talking about Twitter as business tool, you tool!

Relax, though, as I’m going to chart a course for you to help you think all this through.

I’ll also give some examples of what I do so you can either copy some of what I do on Twitter or run fast in the opposite direction…but at least you’ll have a plan!!

Peter K. O'Connell Twitter

  1. Decide what you need Twitter to do for you?

The assumption here is that you want to do more with Twitter than just play. You likely want to have some kind of objective, like:

  • I want to network
    • It could be with prospects, clients or your fellow voice pros
  • I want to be educated
    • I want to learn about industry trends (mine or the business categories I work with most); new technologies, or even social media trends from people smarter than you or me
  • I want to stalk
    • In a business way, not a creepy way – most likely involving prospects or current clients (maybe also your peers) as a way to learn about what topics, trends or observations are important to them — you DO already follow all your clients on social media, right?!

You may want to do one, some or all of these things and that’s OK. You may even want to execute something totally different. But as you look at your current and future Twitter connections, I would advise that you identify and follow your custom objectives with a specific agenda in mind because I think it will help you moving forward

  1. Identify your top Twitter targets

You want to network? OK, but with whom and to what end?

You want to be educated? OK, but what about and with whom do you want to achieve that knowledge?

You want to stalk? Which prospects do you want to follow and what do you want to achieve (awareness, new business, a referral)? Are they specific people or a category of folks?

Just following someone on Twitter is simple. And not likely to move the business or educational needle terribly far.

It would also be wonderful if these folks you followed on Twitter would follow you back, but that’s not a given. They might not initially be interested in you, as people don’t immediately follow back on Twitter like they used to do. Or they might not pay a ton of attention to Twitter. Everybody and company uses social media in different ways.

The point being you should have a kind of mental strategy about what you want to achieve with Twitter targets.

Twitter listsIf you can’t fathom a strategy quite yet, that does NOT mean you should not move forward with Twitter. You can at least get your ‘followers’ list organized and Twitter has a great internal tool for that.

It’s called Twitter Lists. Twitter Lists allow you to create your own lists within your entire list of the people you are following. You can also subscribe to lists created by others.

How is that helpful to you?

Viewing a timeline of just people from a specific list will show you a stream of Tweets only from the Twitter accounts on that list. While there can be some benefit to subscribing to other people’s lists, I personally just focus on lists I have created – occasionally checking other lists to see if I’ve missed somebody in a category.

For example, voice talents are always looking to get on voice talent rosters of audio production companies. How many audio production companies are you already following? How many are following you? (If you’re not sure, check out follow tools like http://unfollowerstats.com/).

My recommendation is that you create a Twitter List of Audio Production Companies and tag all your current connections to that list (a list as big or small a list as you want).

Then figure out what other lists you’d like to curate on your Twitter account (you can have one Twitter connection on more than one list if you like, it’s your list!). Again, this is valuable because with this list, you can see only the Tweets of those on the list. This is a big time saver, a great way to see customized conversations and trends — and all of it leading to the next big fix.

  1. Tweet thoughtfully

For some folks, the idea of Tweeting is truly butt clenching, for fear of not knowing what to say. For some folks, they just type what ever is on their minds (often proving they have nothing to say).

If you have focused on what you want to get out of Twitter (step #1) and from which audience you want to interact with (step #2), step 3 shouldn’t be as challenging and you won’t come off a s a moron (see above folks with “nothing to say”).

Rule #1 on Tweeting thoughtfully is to remember to treat each tweet like you’re speaking to a person…don’t be intimidated by 140 characters…just be you, for lack of a better term. Don’t “act” like an expert, your content will prove your expertise.

Rule #2 is tweet like you would like to be spoke to. For example: what do you like hear?

  • You like to be sincerely complimented
    • You can simply “like” a Tweet by somebody on one of your list (they’ll likely be notified of your like and may check out your Twitter profile – make sure that your profile page is updated and looks nice)
    • You can send someone on your list a compliment on their Tweet – throw something personal in there, more than “nice Tweet” or “thanks”
    • You can share the Tweet with your audience (people whose Tweets get shared usually get notified about that and it may help you get followed back)
  • You like to learn new things
    • If someone on your list has shared something that you really like, say thanks but tell them why it was helpful
    • You might try doing this via “direct message” on Twitter, and a conversation might ensue
  • You like to share things that are interesting to you and that you think others also my find interesting
    • So share what you like – if they don’t like it or aren’t interested, it’s no crime, people will move on and not think worse of you

The bottom line is you MUST offer content (i.e. Tweet) for people to begin to notice you but it’s best not to just Tweet for Tweeting sake – offer a thoughtful content that reflects who you are either professionally or even personally if you’re comfortable doing that

Make Friends First AudioconnellRule #3 would be don’t sell. This is more my rule than anything else but I have not seen one example of someone actually selling via a Tweet and people buying, at least not in voiceover.

At the very least, be indirect. For example: “I’m really excited that my new commercial #voiceover demo is done. If you like, check it out at www.audioconnell.com

When it comes to tone on Twitter (or Social Media or Life) my rule is to at least attempt to talk with people, not at them.

SO now what? What’s the follow up after I do all this?

Well, what you’ve done by creating these lists is you’ve got the start of a database. People you can learn from; connect with and possibly get some business done. So craft a plan to do something with all this information. Like what?

For example, from the aforementioned list of audio production companies, why not go to their Twitter account, click on their web site link and gather some contact data to put in your company database. Then send them a letter, introducing yourself and your information- maybe request to be added to their voiceover roster. Then a few days later, follow up by phone.

Did Twitter just become a lead generation tool for your business? That’s for YOU to decide.

Hope this helps.

Some quick thoughts on a successful email blast

Voiceover talents love their email blasts.

It gets the message out to your “people” and putting a blast together is not terribly burdensome with all the online services available to help (they are not very costly either).

Depending on who you speak with, of course, email blasts are either the dumbest or the smartest marketing you can do. I’ll let you guess which side thinks they get better results from their blast.

There are two main drivers to a successful email blast: your list and your content. Which is more important? Both.

Let’s look at this two ways.

1. General Email Blast

Some voice talents write one email message or newsletter and send it to their entire list, without segmenting the list by categories (I’ll explain categories in a moment). This is the simplest way to do email blasts and can work if the message applies to everyone on your list.

2. Targeted Email Blast

This kind of blast involves creating an email message to just one portion of your list and sending the blast to them. For example, say you had a great idea for an email blast about your commercial production work. Let’s also say in your database, which you have previously broken up in to categories of people you work with and contact, you had a ton of commercial production contacts. BUT in your database you also had a ton of audiobook producer contacts too. In such a targeted email blast, you would omit the audiobook producer contacts from this specific blast because the message does not apply to them.

Which blast is more efficient? Depending on your message, both.

But I would suggest that voice talents send more general email blasts because it’s easy and are missing the marketing boat.

If you can target a specific message to a specific audience that would benefit from that message, spend the extra time to reach out to the RIGHT people, not just ALL the people.

Hope that helps.

‘you were their second choice’

2nd place trophy audioconnellA silver lining?

I prefer streets paved with gold.

But life doesn’t usually let us win every voice-over job and so it went today as I was advised, “you were their second choice”.

If you’ve been in voiceover for more than a day (and I’m not sure what percentage that is at the moment) you’ve likely been told at some point you were a prospect’s second choice for a voiceover job.

If you’ve been up for a job in almost any industry, you may have been told you were a second choice.

It happens. Now what?

Well nothing really. The bus left without you so you need to see about getting a different ride.

Sure, you can punch a wall or kick a dog (I’m personally OK with the wall option but not the dog…ever) but it doesn’t fix anything.

The real answer is that if it festers too much inside you, you need to get mentally tougher or quite seriously quit the voiceover business. The voiceover business is a business filled with rejection. Which is why it’s so great when you do land a new VO job.

As Pollyannaish as it might sound, it is not a bad thing to come in second. First is best but third is worse.

The point is your performance was really, really good. However, left up to the SUBJECTIVE (look it up) ear of a producer, they liked one other voice better. You cannot control that. No one can.

So if you can’t get over learning you came in second on a voice gig after more than about a minute, start working on your resume because you will need to look for a new job. I mean it. Get out of voiceover, for your own good.

Everybody else…move on. As I know you already have. Good job.

And congrats on that audition…you truly nailed it.

answers to your voiceover database question

audioconnell contact managementYou may be saying to yourself: “Self, I did not know I had a voiceover database question! So how is Peter K.O’Connell going to answer a question I did not know I had?”

I am going to answer it extremely well, especially if you are using Google Contacts as your customer relationship management tool. Based on discussions I have had with many voice talents as FaffCon, alot of people DO use Google Contacts…mostly because it’s free!

What you see on the left is my groups list for my database, which has about 1,250 contacts, pruned down significantly from about a year or so ago. At the bottom, you see a red circle around OTHER CONTACTS. That’s what I will be talking about here, specifically regarding when users export their contact list for things like email blasts.

If you’re smart, and I know you are, when you export your contacts to services like MailChimp for email blasts, you review the exported list before you upload the list to Mail Chimp or some other blast service. In doing so, many times you look at a number of email addresses on the list and ask in a loud, bold and italicized voice:

Who’s email address is THAT and how did it get in there?

The email address you are looking at is not familiar to you nor does it  match any names in your contacts, yet there it sits in your excel or comma separated values sheet.

Most likely it came from OTHER CONTACTS and my advice to you here today is to review, edit and/or delete any names in OTHER CONTACTS before you export your next list.

Briefly stated, Gmail and Google Contacts will save email addresses of group emails you received and some individual emails too if there is not a contact assigned to it. OTHER CONTACTS is where these emails get stored.

It’s not a bad thing. Sometimes when you get an email from a prospect who turns into a client, in the haste to provide your product or service, you don’t always create a prosper contact account for that person (i.e. you did not put that name in your database).

Google Contacts helps make sure you hold on to the email address and let’s you decide later if it is “Contact Worthy” or if it gets deleted.

If you have not gone through OTHER CONTACTS in a long time, spend some time to go through it and don’t just immediately delete everything. Copy an unfamiliar email address into your emails and see what comes up. You’ll know pretty quickly if it’s a keep or toss.

And don’t forget to sort your contacts by groups. But that’s a blog for another day.

local is not as sexy?

WWDLFDWhat follows is not a religious story, it’s a voiceover business story written thousands of years ago.

Most who know me won’t be surprised that I was in Church the other day but you might be surprised to hear I was paying attention while I was there.

And what I heard didn’t so much speak immediately to my spiritual side as to my voiceover side.

Yes, our all-knowing God wrote a kind of parable about the voiceover business.

Long before there was a voiceover business.

I told you, this is a voiceover business story.

The quote from reading was this:

“A prophet is not without honor except in his native place and in his own house.”  ~ Mt 13: 57

The context of the quote depicted the disrespect and disbelief shown to Jesus in his hometown as he began his adult work spreading the word of God to those he had grown up around and who knew him as a child. The locals.

Let me be clear at the outset: I do not think I or anybody else is like Jesus nor do I believe that voice talents should be treated like prophets. This is a business story!

The quote IMMEDIATELY took me back to Buffalo, NY and the years I spent working to get voiceover work locally, especially from advertising agencies.

I remember one instance in particular that illustrates the issue well.

There was an owner of a boutique (read: small) ad agency in Buffalo who seemed generally quite proud of herself (even featured herself in her own commercials for her agency). Some friends at a networking mixer had introduced me to her. She asked me what I did and I told her I was a voiceover talent — this got her attention.

“Oh you are? We get all our voice talents from New York City.” I was about to say something like ‘that’s nice’ when one of the people in the circle (who was a client of mine) jumped right over me (incensed by the rudeness and tone of this agency person) and said “Oh Peter is really quite good, you should use him!” Love that client!

Buy Local FirstBut that story reflects a truth in voiceover that I know personally and I have found (talking with VO’s around the country) is pretty universal. Local voice talents, no matter how qualified and no matter how many national brands they have voiced for, just don’t seem to be good enough for some of the producers in their own region.

What is the VO’s fault? They are a local voice. To some media producers, a voice talent from their own area is perceived to be less talented versus a voiceover from another market, further away.

It was a problem for Jesus and it’s still a problem for voice talents. Sometimes the local folks don’t see our value just because we are local.

This doesn’t mean that voice talents don’t get ANY local voice work and, to be sure, some voice talents are very popular around where they live. I have a very good relationship with many WNY producers and really enjoy working them. But there is a kind bias against local talent by some local producers…everywhere in the country.

I’m fortunate having moved into a new area. I am now the ‘new’ guy, a fresh voice! ‘Let’s try the new guy!’ Yes, I say, lets!

And maybe having moved away from my hometown, I’ll be some WNY media producers’ ‘out of town’ voice guy. That would be a hoot.

I offer this story for some of you who I just know are experiencing the same issue in your voiceover business. Burdened wit the same confused frustration I used to have. I want you to know not to feel bad about it and just move on.

If Jesus had to deal with it too, then we ‘local’ voice talents are in pretty good company.

peter’s handy dandy new voiceover demo checklist!

Peter's Handy Dandy ChecklistHaving completed my new commercial voiceover demo, I say with modesty, not bravado, that I am pleased with the results. I hope clients and prospects will like it as well because they are every demo’s intended audience.

However, I intentionally reminded myself recently to keep all the hard work of these past few months of demo pre-production, production and post-production in the proper perspective.

Here, now, is that perspective: it may crush the souls of many professional voiceover talents but the truth must come out: nobody – not one single person among your clients, agents or prospects – is AS excited about your new release voiceover demo as you are.

Yes, that demo…that creatively grew inside you and was meticulously birthed from inside an acoustically perfect studio and lovingly mastered by the finest audio doctors and nurses and is now ready to proudly be shared with the world…is mostly seen by that world as just another voiceover demo.

“But…”, you scream inside your head, “doesn’t everyone hear how much BETTER this demo is compared to the last one which now sounds to me now like a scratchy Al Jolson record played on a Victrola? I’ve improved so much!!! Love me! Love my voice!!!!!”

Gentle voice talent, no, the world generally doesn’t share your enthusiasm for this hard fought piece of audio. It’s not that the demo is bad (unless it is, yet probably really isn’t) but to them it is just ‘another demo’.

“Aw, what’s the use? What’s the point?! Why did I make a new voiceover demo then, if nobody cares?”

Aw pal, don’t be bummed. You just have to look at your demo differently.
The trick is, my friend, if you cannot make the world care about your new demo, then you must focus on making the world aware of your new demo.

What I’m going to start for you here is Peter’s Handy Dandy New Voiceover Demo Checklist! This list will help you organize WHO should be made aware of (and/or actually receive) your new voiceover demo and also (in my opinion) in what approximate order they should be made aware/receive. Your mileage may vary so use this as a helpful starting point and feel free to add stuff:

  1. All Personal Web Accounts
    1. Your personal web sites (maybe include some text about the demo being new)
    2. Sound Cloud
    3. Pay To Play accounts
    4. LinkedIn (your profile accepts media)
  1. Your Agents
    1. Send a personal email with the demo
    2. Make a follow up call to make sure they got it and post it to their web site (great –and reasonable – opportunity to get meaningful phone time with them)
    3. Make sure they post it to VOICEBANK if they have that account
    4. Include them in a mass email blast (more on that in a moment)
    5. Send a thank you follow up
  1. Recording Studios Where Your Are On A VO Roster
    1. Send a personal email with the demo
    2. Make a follow up call to make sure they got it and post it to their web site (great –and reasonable – opportunity to get meaningful phone time with them)
    3. Take good notes from your conversation if there is any new studio news (new people, new equipment, new location etc.)
    4. Send a thank you follow up
  1. Media/Video Studios Where Your Are On A VO Roster
    1. Send a personal email with the demo
    2. Make a follow up call to make sure they got it and post it to their web site (great –and reasonable – opportunity to get meaningful phone time with them)
    3. Take good notes from your conversation if there is any new studio news (new people, new equipment, new location etc.)
    4. Send a thank you follow up
  1. Prospect/Client Email Blast
    1. This should be a one topic email blast
    2. Keep the text short (under 100 words and even under 50 if you can)
    3. Add some nice graphics, pictures are even better
    4. Links to the demo in the email are vital (obviously)
    5. Pick key clients and do some phone follow-up to seek their opinion of the demo, discuss new opportunities
  1. Hot Prospects and Agents
    1. Email and call prospects that you really want to connect with about the demo
    2. Pick those few agents whose roster you’d really like to be on and contact them about your new demo
  1. Other Social Media
    1. Blog Posts about new Demo
    2. Facebook
    3. Twitter et al

So now, even though most of these folks might not care you have a new demo, they will be aware of it. Using any or all of the above tools to create that awareness (and maybe even subliminally some sense of excitement or urgency) might make some of your audience care about the your new demo. At least it should bring you to top of mind awareness in casting for a while.

Just remember that although you are justifiable proud of your new demo, sometimes the new demo isn’t the MOST important part. The valuable part of a new demo could just be opportunity to use the demo as a respectful and professional tool to communicate new and “interesting” news to prospects and clients to create awareness about YOU. The demo is your sound (and vital to your VO business) but you are the brand.

And just between us kids, I know how much better you sound on the new demo. You’re great! Nice job on the new demo!