During one of my Voice-Over Workshops for a voice talent last week, we reviewed some of her marketing challenges and internal struggles. She is a talented voice talent and a generally gracious human being — all wonderful traits that I aspire to.
But her marketing kryptonite is tooting her own horn â€“ marketing herself (which is her brand) out to the marketplace. She finds it awkward, braggadocios and lacking humility (my words not hers). Like I said, she’s a gracious person.
Let me repeat a secret I have shared here beforeâ€¦horn tooting or self-marketing IS awkward, braggadocios and lacking humility â€“ no matter how subtle you try to be (be warned, a subtlety overdone can completely water down a marketing message).
I have grown a bit more accustomed to it now, but when I started out in my voice-over business, I felt REALLY weird about marketing my brand: me! Using “I” in sentences, talking about MY work, me writing a press release about me. Yuck.
How self-absorbed, how egotistical, how arrogant! Just who the hell do I think I am?!!!
I feel your awkward pain frightened horn tooters but now I’ll share with you the epiphany that allows me to toot my horn with less (not none) awkwardness.
Who the hell do I think I am?
I am a small business owner who has kids to feed and a mortgage to payâ€¦and that money does NOT come in unless I am out there telling people what I do and how I do it and how what I do will help their business. And I AM the company. Whatever the tag line, no matter the iconography, at the end of the day I, as the professional voice-over talent, am the brand. I am selling myself â€“ just not on a street corner…yet.
So I toot (and if you’re 5 years old, you are now giggling uncontrollably at my unintended fart jokeâ€”that’s cool, fart jokes ARE funny).
But since I am doing the promotional work (writing, choosing media outlets, targeting the messaging etc), I can control the message that gets put out there, I control the tools and images I use to promote myself. Some people feel more comfortable using a 3rd party to do this…hey, whatever gets the job done for you.
It is a necessary evil in a free-lancers life â€“ this self-promotion.
So here’s is my little imaginary trick for dealing with this unsettling process of self-promotion you must do: pretend as you going through your marketing tasks that you are marketing for another company. Not another person, another company. In your head replace your name with Acme Voice-Over Company. This psychological game with yourself might give you the distance and perspective to get the horn-tooting starting and keep it going.
Listen, you are not egotistical, you are not self-absorbed.
You ARE a freelancer. You ARE small business owner or now what people are calling a Micro Business (soooo teeny tiny like me).
And you have my personal blessing to grab your horn and toot. It’s not only OKâ€¦it’s a requirement!
P.S. I did ANOTHER Voice-Over Workshop on Saturday and wouldn’t you knowâ€¦another frightened horn tooter. It looks like we may have to hold a telethon! But again, now all’s well for him too. So all you frightened horn tooters…you are not alone.