Voice over talents who subscribe to voxmarketising or who train with the Voice Over Workshop occasionally receive a free e-mail from the Voice Over Workshop’s owner (who also happens to own audio’connell voice over talent and this blog/podcast) with his advice on how to earn billions of dollars in voice over (which none of them ever do). Nonetheless, subscribers saw this first…so if you’re seeing it for the first time now, you are at the end of the line. Subscribe now to fix that.

If you’re like many of my voice over friends heading into the last month of the first quarter (Q1 for the “suits” in the audience) you’re either enjoying a feast or experiencing famine.

Some folks have got a ton of voice over business in Q1 and others have called the phone company numerous times this quarter to check if the ringer on their phone is broken (it’s not).

In January’s Kick in the Pants, I mentioned putting together a marketing plan. Some of you have done this, some have you have called me for help and some of you are still on hold with the phone company about your possible “ringer” issue.

THE VOICE OVER DEMO
Well let me assume for a moment your marketing is under control. How are things on the demo front? You know, your REAL business card – the voice over demo!

Voice talents are usually in two camps on this issue:
1. Produce it themselves
2. Have someone else produce it for them

Now because I run Voice Over Workshop I need to make clear it is NOT my goal to solicit demo work from Workshop students ever. I produce only a few demos a year for people (primarily not with Workshop participants). Some Voice Over trainers focus on voice demos as a key revenue source, using training as the bait. I don’t care for that business model personally.

Having clarified that (I hope) I do think it helps to have a third party produce your demo and it’s usually worth the money. My primary thought is that you are too close to your work and you need a fresh perspective. That opinion offered it’s not the point of this KITP.

What I DO want to talk about is who listens to your demo BEFORE you put it out into the marketplace. I have some suggestions.

YOUR EARS ARE NOT BIG ENOUGH
As an example, let’s talk about your commercial demo. Say you’ve had a really talented producer put it together and you both feel it’s great. It very well may be but I’m sorry to tell you – you’re not done with your demo’s production (or you shouldn’t be).

My advice is that you seek the ears of about three other qualified people to critique your demo. You want to know from them their honest take away from just one listen of your demo. You are looking for trends.

Listen – if you ask 3-4 people their opinions you’re just as likely to get 3-4 different opinions…so what should you hope to take away from this exercise? If you get 2-3 people noticing the same sort of thing on the demo or all agreeing on an issue without having spoken to each other (and reviewers should never speak to each other or even know who the other reviewers are during this exercise) then you know you have a demo issue (or if its all positive….you’ve got a great demo!) Better to know now!

WHAT ARE THE QUESTIONS?
What are the demo elements about which you want feedback? There’s a ton but since you’re likely asking a favor, start with these primary areas:

• “What did you think of the first 15 seconds of the demo?” Sadly for all the work done on all 60 seconds (on average) of a demo, producers often make up their minds on a voice in the first 15 seconds or less. Your “money voice” and your finest performances need to be there. If your reviewers consistently say your best work was not up front…well then Houston, we have a problem.

• “What did you think about the order of the demo elements?” This too goes to the question of “is my strongest stuff up front?” But it also highlights if one or more demo elements seemed out of place or – to their ears – stopped the demo in its tracks (in a bad way). The demo flow you and your producer hear may not be the flow a hiring producer hears.

• “What did you think about the pacing of the demo?” With this question you’re searching to learn if they heard a demo that was “too slow” or “too fast” or that had “too many different cuts” or “not enough vocal variety”. Admittedly, this question will likely give you the most varied opinions of all but it are good to get those too. A different perspective is not a bad thing for voice demos.

WHO SHOULD YOU ASK TO LISTEN?
Not your Mom and not your spouse. Nice people both but unless they’re hiring VO’s, they offer nothing to this party.

Certainly in this instance if you can find a broadcast producer at an advertising agency who you know, that would be valuable…even more so if they share it with their department to solicit opinions. Sure, if it sucks, it could cost you a few credibility points but you wouldn’t have been hired by them anyway and if you retool and it sound better in round two…they’ll be impressed by your growth.

A video production company producer or commercial producer for a TV station would be another good choice for what I feel are obvious and similar reasons.

Should you ask another voice talent? That’s not as easy a question as it seems. You would want to solicit the opinion of a voice talent with some strong producing credits in both commercials and demos. Maybe a good way to judge is to listen to their demos…if you thought it rocked, give them a call. The worst they could say is no.

INDICTING THE PRODUCER!
Every producer of voice demos has their own way of doing things…indeed; this all is part of my way of producing a demo. But I also think probably not surprisingly that it makes the most sense because even third parties can get too close to their work to consistently be omniscient.

It is important to note, however, that if changes or alterations are required following this kind of listening party, it should not be a poor reflection on your producer…be it you or a third party.

The hiring of voice talent is a completely subjective process. One person’s opinion – based on their client knowledge, professional experience, personal opinions or bias, momentary mood, trouble at home…all that junk…is what colors the selection process for voice over candidates on any given day. All that stuff also goes into the listening of a demo too.

I liken it to panhandlers sifting for gold – the sand is all the different opinions and mood stuff the demo listener brings to the table. The gold is the feedback that either strikes a chord with you or that joins the chorus of demo reviewers, offering you consistent feedback.

FOR DEMO PRODUCERS
There are some very talented demo producers in our midst and on this list and I would invite them to review this blog post and consider my invitation. I’d love to hear your opinions on the Top 5 elements that go into producing a commercial demo. Blog it on voxmarketising.com and maybe we’ll get you into the podcast’s roundtable.

Enjoy the ride!

Tags: kick in the pants, voice over workshop, voiceover advice by peter k. o'connell, your friendly, neighborhood voice-over talent
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I was working with a great voice talent friend of mine over the weekend in my Voice Over Workshop. This person has wonderful talent and experience but a real brain cramp about calling agents. In this talent’s world, this performer feels somewhat unsure about whether she will be accepted or rejected by an agent and this has become a road block in the advance of her career.

Tired sports analogies are both obnoxious and accurate (in fact their accuracy may be why they become so darn obnoxious). But anyway, what I said as a way of helping encourage action in this case was: “you miss 100% of the shots you never take.”

The issue here really isn’t about an “agent” so much as it is overcoming our imaginations…imaging and over preparing for the worst to the point where our fear leads to inaction.

What I also pointed out in the Workshop is I have brain cramps too. Not on this particular topic but on other ones. We all do and we’re all absolute idiots for not being able to get past ourselves.

We are afraid or intimated by the possible “no”. It’s the high school date dance all over again. We’ll she go with me? If she says no, will everyone learn of my embarrassment?

Will we all ever grow up? Are we all 45 going on 15?

Let’s make a promise to each other right here that for the next 30 days, we’ll focus on our personal brain cramp issues and tackle them head on until they are resolved.

My sense is once we address them, they won’t be nearly as difficult as we expected them to be.

Will you dare to achieve with me?

Tags: commentary, marketing, voice over workshop, voiceover advice by peter k. o'connell, your friendly, neighborhood voice-over talent
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Voice over talents who subscribe to voxmarketising or who train with the Voice Over Workshop occasionally receive a free e-mail from the Voice Over Workshop’s owner (who also happens to own audio’connell voice over talent and this blog/podcast) with his advice on how to earn billions of dollars in voice over (which none of them ever do). Nonetheless, subscribers saw this first – so if you’re seeing it for the first time now, you are at the end of the line. Subscribe now to fix that.

I came across a comment from a voice talent friend of mine who noted that they hadn’t heard from any past clients in a while. She surmised: “Hmmm, I better do some marketing.”

Had my Mother not taught me better, I would have said to her “That makes about as much sense as saying ‘Hmmm, I just finished taking the Bar exam, I think I’ll start studying for it now.'”

While I doubt I’m the first one you’ll hear make this point, the time for marketing is yesterday, today and tomorrow. In short, always.

We’re cursed and blessed as voice talents with a fair amount of time in our work day where we’re not voicing something. Oh some will tell you they’re always voicing throughout the day but by and large they’re full of crap.

Like me, your Mother probably raised you better than to point that out to them.

So you’ve got the time to do the marketing and you’ve got a budget in mind and ain’t it just handy that you’re pretty much at the start of the year.

Now what?

How about starting with a plan. A marketing plan. Think of it as a shopping list of sorts.

Sure, you can get pretty fancy with its design but a marketing plan is NOT about look and feel but rather it is about giving yourself a tool to decide WHO you want to get your message, WHEN you want them to get that message, HOW you’re going to get that message to them and WHAT that message is going to be.

It’s simple in its concept and can be as complex and involved as you’re willing to make it but you have to make a plan and then you have to live the plan. Otherwise you might as well sign up for the Bar exam.

That’s my Voice Over Workshop Kick In The Pants for this month.

If you’d like to visit with me one-on-one to discuss marketing or any other part of your voice over future, email me and we can set up a telephone session: 2 hours for $100 on any and all topics you’d like to cover in the world of voice over.

More info is available at the Voice Over Workshop.

Enjoy the ride!

Tags: kick in the pants, voice over workshop, voiceover advice by peter k. o'connell, your friendly, neighborhood voice-over talent
Comments Off on voice over workshop’s kick in the pants – january 2009

Although I attend all too infrequently so that I can be at home with the growing fam, I am allowed back in to study occassionally with the great teacher and my friend Toni Silveri of The Voice Actor Workshop here in town.

Quick plug: Toni is bringing into Buffalo her long-time friend Pat Fraley on August 16-17 for two classes. The Saturday workshop “The Silly, The Serious and The Subtle” character voice class is full but there are a few spots left for the class I am attending on Recording Audio Books. Contact Toni through All Coast Talent to reserve your spot.

WHY ARE YOU IN A WORKSHOP?!

I was talking with my friend Amy Snively yesterday. She’s a marvelous voice talent in Los Angeles that you’ve probably heard on network shows as a promo voice or as a narrator (her commercial work is cool too). In a wonderfully wide ranging conversation she hit on a theme that that people have brought before me many times: why do you (me) attend voice over classes?

The question is usually meant in a complimentary way (I think) as if to say you’re very talented and knowledgeable about all things voice. You should be teaching not studying.

Well I do teach (if you can call it that, compared to the scores of more thoughtful tutors in our industry) but I am so knowledgeable about voice and about life that I know just how much I don’t know. You may have to read that again to grasp the intent. The point is: there is always something more to learn. Our brains may have a finite capacity for knowledge but I’m pretty sure I’m still only using a ¼ of the tank in my cranium. So I need to keep filling.

GROUP OR SOLO?

Amy wanted me to consider private coaching as all of my learning as been in a group environment when it comes to voice over. She and many of my peers have accomplished great things in this format. I probably should try private coaching to actually compare but my inner-sense (and certainly experience) tells me I learn more in a group setting. Your mileage may vary as we all learn in different ways (best to check under your own hood for directions on preference.)

Maybe I’ll change my mind after I try the private route.

It could be that I “think” I prefer the group setting because of the solitary nature of our business; the chance to interact and work with peers helps renew my joy for voice over. “There are others like me, I am not a freak!” (Or at least the other freaks are very nice and I enjoy their company.)

But I think it’s getting input and direction from my respected teachers and insight from my fellow students that helps me improve so much in both my performance and my mental game. I will grant you that in a workshop setting, you would have to respect and value the opinion of your fellow students for this to be applicable and if you didn’t get a good group at the outset, you’re pooched). There are nuggets of voice over and performance gold all around in a great VO group class.

HIDDEN TALENTS REVEALED

There is always some epiphany I come away with when I study with Toni and the rest of the class who are by and large some of the most talent and under credited voice talents I have worked with in twenty-five years. Their talents and mine are always magnified under Toni’s tutelage.

Last night I was encouraged to use a narrator voice that to my ear sounded awfully but the class went nuts over it!

That to me is just one great example of why voice talents need to study: we as voice artists cannot rely constantly on our own ears to ensure our performances nor can we rely on the clients’ ears. Why?

Our ears are too used to and accepting of our own VO quirks and short cuts that can (long term) hamper our performance. And clients are not professional voice talents; they’ve hired you because you sound great to them so even if you know you offered a slightly flawed performance, they may love it. Well great, the check cleared and the client’s happy but should that in itself be enough? If you are a true voice professional, I say no.

VOICE 2008 AND OTHER WORKSHOPS

As we approach VOICE 2008 in Los Angeles in early August, there’s a lot of talk now about voice training. That event will bring together voice talents from around the world with some tremendous teachers – it’s a group learning setting where I know I would learn lots but I am not going. Why?

Cost? Not really as I have airline mileage points and hotel stay points that make travel a minor cost issue and certainly the show is not cost prohibitive. But as I told Amy ultimately the time and travel commitment is – I have to justify to myself taking a lot of time away from my children and my wife to pursue my professional education. And I’ve already done a lot of training this year.

Deb Munroe who is based out of Vancouver, B.C., came into Toronto a few months back to hold an advanced training of her Mic & Me Workshop. It was a two day event but I came up for only one day. What a fireball of energy Deb is! She’s a very focused teacher who helped me further my “everyman” persona is a great way. She’s a charmer and a go-getter who really helped everyone with their VO needs. You’ll see her at VOICE. Please tell her I said hi.

Stevie Vallance presented her Tooned In Workshop on character voices also in Toronto this summer. She is a multi-talent performer, a three-time Emmy nominee and one-time Emmy Award winner who continues to excel in the animation field, having served as a voice actor and voice director on many network cartoon shows. That was a wonderful vocal work out where I again was introduced to some new talent while also working with old friends.

Combine that with Fraley’s workshop coming up in August and that’s plenty of workshops for me. Though I would love the networking I would do in LA, its very unlikely that I’ll attend….this year.

What have been your training experiences this year and how did they go? Planning on any workshops and what are your goals for the workshops? Let me know.

Thanks for reading.

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Tags: animation, announcers, audio books, character voices, commentary, commercials, narrations, peter o'connell, voice actors, voice over workshop, voice talent, voiceover, voiceover advice by peter k. o'connell, your friendly, neighborhood voice-over talent
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At this time of year, between graduations and wedding and celebrations of all kinds, there is a ton of advice being tossed around (mostly in speeches and quiet one-off conversations). Everybody has good intentions with their advice generally and it’s out there for the picking.

Voice over coaching is the same way. You need advice, I’ve got experience so let’s sit for a spell and visit. There are a ton of coaches in the VO world most of them far more talented at it than I am. With Voice Over Workshop, that’s what I advise my students from the start. I’ll share with you what I know on whatever relevant voice over topic they want.

Its more about conversation with a few soliloquies thrown in that seems to have a greater impact and longer lasting results for my students. They seem to have genuinely learned something by the end of each session and are certainly motivated.

That makes me happy on two counts:
1. I’m helping people learn more in an area they I have great experience in while watching them bloom in the pursuit of their voice over dream.

2. I’m getting paid for what was for too long offered as free, really helpful advice.

Everybody learns differently. Certain phrases or words or visuals are processed in a unique way by all of us. But too often I notice some students trying to absorb every morsel of what I say and make all of the examples I offer applicable to them as individuals. I think it’s due to their desire to be a successful voice artist “yesterday”!

I’ve been in learning situations where I react the same way, and I remind myself I need to settle my brain down a bit and just listen.

While students may want wrap their craniums around my 25 years in voice over, media production and business into a few 2 hour sessions, even they realize it can’t happen once I point it out to them. Better, I tell them, to “take what works and discard the rest.”

I advise them to let their brains find some offered nugget(s) that is really and immediately applicable to their career today. They’ll find information I offered that will stick like cement and really help them in their VO quest. The other stuff, well, we’ll file that in the recesses of their brain for later. It works. When students accept it, you can see their faces relax and the learning begin. And that is a great gift for both of us.

Take what works and discard the rest. It’s not just for voice over training.

It’s a powerful phrase (not originated by me). It’s an impactful way of learning. It’s a wonderful way to achieve physical, mental and spiritual balance in life.

Letting ourselves do it? Well, that’s what takes practice.

Thanks for reading.

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Tags: commentary, peter o'connell, voice actors, voice over workshop, voice talent, voiceover, voiceover advice by peter k. o'connell, your friendly, neighborhood voice-over talent
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As audio’connell Voice Over Talent has opened its division, International Voice Talents (which strangely enough offers professional voiceover services from…international…voice…talents, get it?) we needed to kick up the branding a bit.

Its logo time.

The goal of this logo design was to mimic some international signs with their abstract iconography; the good news was that many of those signs use the colors red, white and black as does audio’connell Voice Over Talent and Voice Over Workshop (see, we were destined to do this international voice thing!)

Place your vote below in the comment section including whether you’re picking the logo you love or the best of the worst. Voting is open to anyone so tell your friends…but hey, vote only once please.

Certainly branding is hard work but nobody said it couldn’t be fun!

(Click on icon for full view)
CHOICE A

CHOICE B

CHOICE C

Thanks for reading.

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Tags: audio'connell voice over talent, commentary, international voice talents, logo design, marketing, social media, voice over workshop, voiceover advice by peter k. o'connell, your friendly, neighborhood voice-over talent
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