Karen@KarenCommins.com

Karen Commins

Award Winning

Atlanta Audiobook Share-rator™

Marketing

Karen Commins is my new brand name

What’s in a name?

That which we call a rose by any other name would smell as sweet.
— William Shakespeare

True, but would Google and all of the other web search engines be able to find the rose if multiple names for it were used?

********************

This post marks my 100th entry in this blog, and this year marks my 10th year of my voice-over business. It’s time to make some changes. While I don’t plan to re-invent myself, I have decided to re-focus all of my efforts to create stronger brand identity with my name.

Aside from the 2 milestones I listed and the fact that we just started a new calendar year, other factors have propelled me to make this change. Earlier in the week, I wrote about Bonnie Gillespie’s current column in The Actors Voice: Social Networking and Acting in which she wrote a brilliant analysis of an actor’s effective use of social networking platforms in establishing and maintaining a professional brand. One piece of her advice has been percolating in my mind:

What’s your screen name on these sites? What’s the unique URL to your profile?
Nothing silly or casual, if you’re the smart actor user.
Instead, it’s your professional actor name!
It’s how we would look you up at IMDB or within the Breakdown Services’ system.
It’s how you’re branded.

As I read her words, I recalled the case study of the beer industry presented in the stellar marketing book The 22 Immutable Laws of Branding by Al and Laura Ries. The major players in the beer industry continue to introduce new brands, yet they do not increase their market share. Instead, buyers of the new brands tend to come from customers in the existing brands. In chapter 10, the Law of Extensions, the authors explain:

But people don’t think this way. In their minds, most people try to assign one brand name to each product. And they are not consistent in how they assign such names. They tend to use the name that best captures the essence of the product…..Customers want brands that are narrow in scope and are distinguishable by a single word, the shorter the better…..

While extending the line might bring added sales in the short term, it runs counter to the notion of branding. If you want to build a powerful brand in the minds of consumers, you need to contract your brand, not expand it. In the long term, expanding your brand will diminish your power and weaken your image.

(As an aside, I didn’t provide the page number because I downloaded the book to my new and life-changing Amazon Kindle wireless reader. When you highlight a book, the Kindle saves the highlight in a text file called “My Clippings”, which you can edit on your computer. I copied the quoted passage from the Kindle file.)

For some time, I have had multiple domain names, both on-line and reserved. For years, my main web site was AVOICEAboveTheCrowd.com. In recent times, I changed it to KarenCommins.com. Lately, I had been switching it to KarenVoices.com but continuing to point it at the other domain. The shorter name is easier for people to type and fits better on smaller imprinted products. I also am using KarenBlogs.com for this blog and KarenTalks.com for my podcasts and volunteer voice-over productions. I had been thinking of promoting my specialty of narrations aimed at the information technology industry and had reserved 3 more domains for that purpose.

Whew! I’m tired just writing and looking at that list! As my e-mail signature lines grew longer, I intuitively knew that I was segmenting my search engine rankings by using multiple domains. I didn’t realize that my overall brand would be diminished in the process. I can clearly see that these domains are really line extensions.

Furthermore, if I only use my first name in my domain name, people don’t know which voice talent named Karen to associate with the work. I searched some on-line voice talent casting sites and found a minimum of 30 Karens listed on each site — and that’s just using my spelling of the name.

This is the year that I contract my brand to one name: Karen Commins. With my name as my brand, my on-line presence will be in total harmony with my off-line life. Some changes are easier to make, such as changing my Twitter username and LinkedIn profile. Other things like consolidating my sites under my name will take a bit more time, energy and money paid to my webmaster.

Like I said, it’s time to make some changes. My re-branding efforts will remove the virtual thorns in my side and allow this rose to blossom in the sweetness of a more focused voice-over career.

 

25 reasons clients hire this voice talent

Most of my articles in this blog pertain to working and marketing oneself as a voice talent. Today, though, I want to write to my potential clients. Sometimes you may need to persuade others in your organization to hire a professional voice talent instead of creating a recording using internal personnel. Here’s a way for you to spell it out for them!


V

oice-over
is my life’s passion! I didn’t wake up one morning and decide to go into
voice-over because I thought I could earn some easy money. I can remember
being in 5th grade and knowing that voice-over is what I was meant
to do. I have been in voice-over since 1999, and I intend to be working in
voice-over for decades to come.

O

utstanding
ability to take and perform to your direction. If you want a word or line
with different emphasis or characterization, I attentively listen to your
instructions and carry them out on the next take.

I

ntegrity.
 I don’t agree to voice every project that is offered me. I believe in the
power of the word, especially the spoken word. If I don’t like the words that
would be coming out of my mouth, I won’t say them. You can feel assured my
voice would not tarnish the image of your business by being associated with
some other project that you might consider questionable.

C

haracter
reads are a specialty. Two of my audiobooks required me to give a
distinct and unique voice to over 50 characters! I also have provided the voice for several characters in 2 videogames.

E

ducation.
I continuously invest in my education to maintain and improve my skills in
copy interpretation, script analysis, microphone technique, character
development and audio editing. I have studied voice-over with Nancy Wolfson, Jeff Freeman, Susan Berkley, Pat Fraley, Rich Jones, Judith Sullivan and Paul Armbruster. I also have taken a class on Pro Tools audio editing at the Art Institute of Atlanta. I’m currently studying Spanish at Berlitz so that I can perform your copy in another language.

O

ption
for assistance with script revision. I have superior writing skills, as
evidenced by my BA in broadcast journalism and the publication of several
articles in national magazines.

V

ersatile
and pleasing vocal range and pitch. My normal voice is a lower, resonant
pitch that is perfect for narrations in corporate America, but I can go up and down the scale and add characteristics to create
believable character voices.

E

veryone can talk, but not everyone can read aloud well, much less make themselves transparent in the process. As a professional voice actor, I can perform your script so that your audience concentrates on your content, not the manner in which it is performed.

R

ates
are attractive. Many voice talent belong to a union, which sets rates based
on the type of work performed and its usage. The rates shown are for the
voice talent only and do not include studio time. I have flexibility in
setting rates, which always include my voice talent and production time.

S

tunning SOUNDPROOF studio. My studio is custom-built for recording, incorporating special soundproofing construction techniques. The room has no windows, 2 layers of ceilings with added
insulation, 2 sets of doors at each entrance with barrier space and 2 layers
of 5/8″ drywall covering the 2×6 walls. I record in a WhisperRoom for enhanced sound quality. In my pristine recordings, you won’t hear kids, dogs,
lawnmowers, computer fans, airplanes, thunder, cars or even paperclips as
background noises.
 

 

B

usy people don’t have time to read. I convert your copy into communication.

Y

ou won’t need to go through the process again of finding competent, reliable voice talent.

 

 

K

eeps your audience listening and interested. Need I say more?

A

lways
on time. You won’t miss a deadline because you were waiting for me to finish your
recording.

R

esearch
is done prior to recording session. For audiobooks, I read the book at least
once prior to recording it. I spend time to look up and learn correct
pronunciations of proper names.

E

quipment
is industry standard. Instead of recording straight from a low-end microphone into the computer, I record on a Neumann TLM 103 mic connected to a
Voicemaster Platinum processor. I use Pro Tools LE with a Mbox on my Macbook
Pro computer. If necessary, I could exchange session files with any other
recording studio in the world.

N

umerous clients and credits, including: Popeyes Chicken and Biscuits, Pepsi Cola, ADP,
Verizon Wireless, Georgia Department of Transportation, Delta Airlines,
Multiple Sclerosis Association of America, BlueCielo ECM, Georgia Institute
of Technology, and Orkin.

 

 

C

redible
and creative actress who delivers sensitive and well-timed copy even during
cold reads.

O

ffers custom auditions of your script for FREE.

M

ember
of Audio Publishers Association. I maintain contact with audiobook publishers
and can direct you to resources that may assist you.

M

arketing
expertise is FREE. I minored in marketing in college and am a perpetual
student of marketing books. I love marketing and am always happy to discuss
it!

I

nformation
technology narrations are a specialty. I earned a MS degree in computer
information systems and worked over 20 years in IT positions including
programmer and LAN/WAN/e-mail administrator. I can perform scripts geared to
a technical audience with complete authenticity and believability since I
actually understand the words that are coming out of my mouth! 🙂

N

ot
all things to all people. Would you hire a plumber to fix your air conditioner? Companies value those with expertise in an area, so why should the voice of your important presentation be left to someone who is not skilled in voice-over delivery? Even among voice-over projects, I am selective about those I will perform. For instance, if you want someone to record a movie trailer, I can refer you
to other talent. I specialize in audiobooks and narrations, including
podcasts, documentaries and corporate presentations. I also enjoy performing scripts
used in radio and TV commercials, as well as video games. I often voice the initial greetings and on-hold messages for phone systems, but I will not undertake telephony projects requiring hundreds of menu prompts or file conversions.

S

atisfaction
guaranteed! I require 50% payment up front when beginning a project. If you
are not delighted with your recording, I will not invoice you for the
remainder. I don’t know of another voice talent who dares to make this
promise!

You may have noticed that I only listed 24 reasons that I should be your voice talent. The last is that I’m FUN! I see the use of humor as a mission-critical element in my voice-over business. Everyone is under enough stress, so I want to use humor to help people feel at ease. Contact me now so we can get started on your next project!

 

Social networking in voice-over

In the attitude of silence,
the soul finds the path
in a clearer light,
and what is elusive and deceptive
resolves itself into crystal clearness.Mahatma Gandhi

I am and have always been a voice-over actor in my soul. I am passionate about my work and cannot imagine my life if I didn’t express myself creatively behind the microphone. However, even with my boundless enthusiasm for and commitment to my voice-over work and clients, my soul also needs quiet time for nourishment and relaxation.

I feed my soul in several ways, both large and small. Most recently, I took a large portion by allowing myself to totally be on vacation while on a cruise.

Whenever we travel for pleasure, I notify agents and clients that I will be unavailable for recording within a range of dates. I have thought many times about taking a portable voice-over studio when I travel. In reality, though, my desires to travel lightly and enjoy fun, uninterrupted time with Drew coupled with the airlines’ increasingly smaller allowances for checked luggage have deterred me from including a portable studio with my baggage.

As a business owner, I always have a laptop on these trips. I check my voice mail and e-mail throughout my vacation so that I can quickly respond to potential clients. Since I’m usually paying high per-minute charges for phone and computer access, it’s easy to limit the time spent in those activities while on vacation.

I must also feed my soul in small ways during my regular working days, so I choose to limit time for all on-line activities, especially for social networking. I have read messages from many voice talent who seem to feel that they must have a presence on every social networking site. Perhaps my thoughts on these sites will be helpful to others.

The whole purpose of networking — whether face-to-face or in a virtual community — is to build relationships.

The number of voice-over blogs and social networking sites is dizzying. If you feel overwhelmed by choices, consider your goal and time available for each site before signing up for it. Do you only want name recognition, or do you want to develop in-depth relationships? Are you an introvert or an extrovert? Who do you want to reach, and where might those people hang out? Answering these questions will help you decide your approach to social networking.

Rather than merely having a presence on a site like MySpace, Facebook or any other site, I strive to be an active participant. I have discovered that once you join and connect to people on one site, they invariably want to connect with you on every other site for which they are a member.

I don’t see the value to connecting with the same people on every site. I also am not a person to collect “friends” or “contacts” simply for the sake of having a large number of names. Names on a screen lack meaningfulness to me unless I can get to know the person behind the name. Otherwise, it’s like collecting sea shells to pass the time while you’re on the beach and never looking at them again when you return home.

I was blessed with a fascinating and in-depth response to that entry from Evan Wright in which he compared voice-over work to the number of thriving Chinese restaurants in New York City. Evan pointed out a seemingly hidden benefit to subscribing to one or more of the casting sites:

“Your clientele will be attracted to you due to the “choices” on YOUR menu, in the sense that you have multiple methods in marketing your name and talent out there in the world.”

In other words, we shouldn’t dictate to our potential clients the manner in which they must find and communicate with us! By having multiple listings, we tap into the CLIENTS’ PREFERRED METHOD of communication and therefore stand a greater chance of conducting business with them.

From that standpoint, Dave and my friend Bob Souer really get it. They have linked with dozens of voice talents and created memberships on multitudes of sites so that potential clients can find them using the prospect’s preferred method of communication. In fact, I only know both of these gentlemen due to their Internet marketing. Their voice work is excellent, and they are very nice people. I have them on my short list for referrals should a client request a male voice talent.

I admire Dave and Bob for their time commitment in creating and maintaining all of those relationships. I suspect they may be extroverts, or people who are energized by other people.

I, on the other hand, am most definitely an introvert. I’m not at all shy, especially when it comes to self-promotion of my voice-over business. Being an introvert means that I draw my energy from solitary pursuits. A fascinating article about introverts in Atlantic Monthly perfectly sums up the views of this 25% of the population:

For introverts, to be alone with our thoughts is as restorative as sleeping,
as nourishing as eating.

In addition, I am well aware that my words in cyberspace will live on into perpetuity, so I choose to add to conversations only when I can provide a thoughtful, substantive comment. I also don’t have hours each day available for professional reading. For these reasons, I limit my blog subscriptions and site memberships.

At the moment, you will find me only on a select few social networking sites: LinkedIn, Twitter, and Voiceover Universe. I decided to use Twitter as a microblog, and I invite you to follow me. If you have looked at the Twitter site, it may seem like a lot of inane chatter of self-absorbed people who document their every stomach growl. Andrew Hedges wrote an insightful blog entry about Twitter stemming from a lively discussion on LinkedIn which may persuade you of Twitter’s merits.

Since I am an introvert, I am proceeding cautiously in following others on Twitter. If I see that a person posts their every movement and thought or tweets (writes) more than a few messages in one day, I will stop following them. With so many thoughts constantly streaming from a single person, I am likely to miss something of great interest from someone less prolific.

As an aside, I truly believe that a lot of people who are excessively using Twitter and other social networking sites are or soon will be suffering from a case of Internet addiction. I wouldn’t be surprised if the same group of people has or will experience cubital tunnel problems from cell phone addiction.

By consciously removing myself from the busy distractions of the cyber world, I nourish my soul with the quiet, reflective time of a mental vacation. With daily mental vacations and occasional physical ones, I am rejuvenated and more creative. Even more importantly, I have the quiet time to perceive the guidance I need to reach my destiny.

 

For love…or money?

A while back, I wrote about offering unsolicited advice to anyone, especially potential or existing voice-over clients. Today, I have a story about solicited marketing advice that has made my day!

I have previously mentioned Henriette Klauser’s wonderful book Write It Down, Make It Happen: Knowing What You Want And Getting It. The author provides a variety of writing method which can be emulated to reach your own success. I am a firm believer in the process and consequently find myself writing almost every day, most often in some sort of journal.

I have journals for my voice-over career, my harp practice, design of my dream house, books I’ve read, and, most importantly, my everyday life. Given that I like to write as much as I do, it should not surprise you to know that I enjoy writing with fine pens.

In the last couple of years, Drew and I have become passionate about fountain pens, and we have assembled a small collection. We were therefore were excited to go to our first pen show, which was held in Atlanta this past April.

My favorite color is purple, and I fell in love with this luscious fountain pen the moment I walked in the door.

PurpleTaccia.jpg

Taccia prototype fountain pen on display at Atlanta Pen Show

Part of my everyday journal entry for that day relates to this fountain pen and today’s marketing story:

Pen Show journal entry.jpg

Part of my journal entry from Saturday, 5 April 2008

As you can read, I found myself talking with the Taccia company president, who told me that the pen was a prototype for which a name had not been determined. She was asking for input on the names for the 4 pens in this new collection. On my way home, I thought of a name for the collection and for the individual pens, and I discussed them with her when I returned to the show the next day.

She was very appreciative of my ideas and insisted on giving me a Taccia leather pen case. Most people don’t value ideas unless they pay for them. She didn’t have to give me anything, so her gift of the pen case was generous and representative of good karma. (Stay tuned for an upcoming story about karma.)

I had forgotten this incident until I was reminded of that pen yesterday. When I looked at Taccia’s web site, I was thrilled to discover that most of my idea for these pens had been implemented!

The Taccia Nightlife Collection is available
in NYC Blue, Golden Gate Copper, Vegas Sage, and Paris Lilac.

The collection name is a little different, and the copper color changed to another city. Still, the concept and names of the other cities are true to the ideas I presented.

If you’ve read this far, you may be wondering how this marketing story helped my voice-over career. Actually, I never thought that it would. I’m telling it for 3 reasons:

1) I’m proud and happy that a company chose to use some of my marketing ideas.
2) Everything I do isn’t about me or my voice-over career. I like to help others as good citizen of the world.
3) I love and am good at marketing but don’t need or want to make it my career.

I want to write for a minute about this last point. I have been told countless times in my life that I am good at marketing. People tell me that I should work for an ad agency. While I love marketing, I don’t want to make it my career. Just because you love something or are good at it doesn’t mean that you have to make it a career, or even do it for money. Our society gives the message that the only things worth doing are those which make money. However, it really is okay to do things just because you love doing them!

I believe that if you do something just because someone else thinks that you can make some money from it, you may find yourself feeling miserable much of the time. Almost every day, I hear from someone who wants to become a voice-over talent because they have been told they have a nice voice. They want to use their nice voice to make money.

To my ear, most people have nice-sounding voices. It’s what you can DO with your voice in transparently interpreting the client’s copy that can possibly earn money for you. Since it takes time, money and energy for classes and demo production, I always recommend that newcomers start with a book from my recommended reading list.

If you want to become a professional voice-over artist, you will be someone who runs a business and constantly markets yourself and that business. If you aren’t prepared or don’t want to operate as a business person, you still can use your very nice voice to volunteer to read/record for the blind, tell stories to children at libraries and hospitals, announce sporting events in your community, be a political activist, etc. In other words, use your voice and time in ways that you love and not just because someone else made you think that you can make some easy money as a voice-over talent.

To finish with the pen story, I already own 2 Taccia fountain pens, and you can be sure that I soon will own a third — the Paris Lilac that I named! 🙂

 

5 pieces of e-mail marketing advice

I received an e-mail tonight from a voice-over actor seeking work. I decided to post my answer with some additional thoughts here on my blog in the hope that it helps other voice talent better utilize e-mail as a marketing tool. I am a voice talent marketing myself.

The only help that I can offer your career at this point are 5 pieces of e-mail marketing advice:

1) It’s better to write customized e-mails which address the needs of the recipient instead of generic e-mails to a group. You need to research the person or company to whom you’re writing before you even think of sending them a message. When writing the e-mail body, it’s helpful to explain the reason which compelled you to make contact (referral, newspaper article, web search, etc.). When I contact people with whom I wish to work, I explain how I discovered them and the reasons that I am a good fit for their business. Those reasons would be things I uncovered in the research phase.

2) If you do send e-mail to a group, the addresses should not be listed on the TO: line. It’s a privacy violation to make e-mail addresses visible to a group. In fact, some people harvest the addresses for their own purposes, generating even more spam for the recipients. In addition, people often reply to all, which generates unnecessary email traffic for most of the people included in the message. Add your email to the TO: line and your recipients’ email addresses on the BCC: line for group messages.

3) The subject line of your e-mail should be a succinct statement that compels the recipient to open the message. The message I received had a subject line of TEST. I would have deleted that message without opening it if I had not been able to read the first line in the autopreview. I opened it only because I could tell it pertained to voice-over; I thought it was probably another newcomer who wanted my guidance.

4) Don’t send attachments to people whom you don’t know or who are not expecting them. I cannot overemphasize this point! So many people send unsolicited demos to me. I will NEVER open them, and I’m sure I’m not alone. In these days of rampant computer viruses, people are leery of unsolicited attachments. Besides, if everyone sent me a 3 Mb attachment, I would quickly run out of mailbox space. Let me say this one again: Don’t send attachments to people whom you don’t know or who are not expecting them.

5) Your message should be a clear call to action. What do you want people to do when they read your message? Saying you are “ready to cooperate” with me could mean to me that you will cooperate when I ask you to send me all of your money and the deed to your house. 🙂

Bonus round:

Correct grammar and spelling are worthy goals in all of your communications. I am constantly amazed to receive e-mails with spelling errors and incomplete or incoherent sentences. Remember, you are making an impression with every type of communication. E-mails that seem unprofessional are deleted by producers without a second thought. Furthermore, if I were a producer who hired voice talent, I would wonder how you could interpret my script if you can’t seem to express yourself.

E-mail is an essential component in the marketing toolbox for any professional voice talent. Hopefully, my observations will help you craft messages that help you convert prospects to clients. If you have other ideas on the topic of e-mail marketing, please share your comments here on the blog.

 

Cruising for a competitive advantage

A new audiobook project and new office furniture have kept me from writing a blog update in the past couple of weeks. Just after posting the last entry, though, Drew and I went on a fabulous Alaskan cruise which left from San Francisco. The scenery in Alaska truly is amazing — one snow-covered mountain peak after another. It’s hard to believe magnificent pristine environments like those we saw still exist when all of the land in Atlanta seems over-developed and commercialized.

Mountain Reflection.jpg

We’ve been on 9 cruises and already have the 10th one scheduled. While on our trip, I was thinking about the overwhelming choices offered by the abundant number of cruise lines. How would a person actually pick the ship and itinerary?

Like those who think all voice-over artists are the same, much about each ship and cruise seems the same. However, the cruise lines distinguish themselves and gain repeat customers through their competitive advantages and marketing strategies. Every business owner, including voice-over actors, would do well to set sail with this philosophy in mind.

A while back, I read a book by Larry Steinmetz and William Brooks titled How to Sell at Margins Higher Than Your Competitors: Winning Every Sale at Full Price, Rate, or Fee. The authors suggest that your competitive advantage boils down to one or a combination of these 5 fundamental attributes:

  • price
  • quality
  • service
  • advertising/promotion/salesmanship
  • delivery

In this eye-opening book, the authors assert that people who make buying decisions solely on the basis of price are not people whom you wish as clients for these compelling reasons:

1) They take all of your sales time.

2) They do all of the complaining.

3) They forget to pay you or are notoriously slow payers. To quote the authors: Anybody to whom money is so important tends not to settle accounts quickly. Anybody who is willing to beat the daylights out of you for an extra one quarter of 1 percent is more than willing to take that extra discount in the form of the time-value of your money by slow pay of your account.

4) They tell your other prospects or customers how little they paid for something. The authors wrote: Bragging about what they’ve bought from you and how little they paid for it, perhaps, is the most debilitating thing that price-buyers can do to you. Not only have they beaten you up on price, but they encourage other prospects to do the same.

In thinking of the many people we have met on cruises, I can testify about the truth of this statement. A cruise line may change prices for the same sailing depending on many factors, including exclusiveness of itinerary, advance bookings and unsold cabins. Some people seemed interested in talking with us only because they wanted to find out how much we paid for our cabin and tell us about the great deal they made.

5) They are not going to buy from you again, anyway.

The authors listed 4 other reasons to avoid price-shoppers, and the entire book is devoted to tactics for selling your services at your stated price. They discuss many techniques that prospects use to get you to cut your price. They also provide you with methods to combat price resistance and finalize the transaction. I cannot recommend it highly enough for any voice talent or other business owner.

If you decide — as I have — that you aren’t going to lower your prices to meet a potential client’s demands, you’ll have to compete on some other basis. The authors list 20 things a buyer would like besides a low price, including:

  • an easy, “no-brainer” relationship
  • total product offerings
  • reliability and dependability
  • breadth and depth of quality
  • knowledge, competence and follow-up

Your voice itself is part of your competitive advantage. We are all unique, and no one thinks or speaks in the same way you do. In Michael Port’s excellent book Book Yourself Solid : The Fastest, Easiest, and Most Reliable System for Getting More Clients Than You Can Handle Even if You Hate Marketing and Selling, you will find an impressive list of questions that will help you identify other ways that you are unique.

Once you have defined your unique offerings, Port steps you through defining a target and niche market based on your unique attributes and the types of clients that you want to attract.

To continue the analogy with the cruise lines, we could argue that the cruise lines seem to offer similar service, quality and delivery. Their competitive advantage seems to be in their advertising, promotion and salesmanship. Each line has defined a target market and then advertises to that market. Norwegian Cruise Lines appeals to the non-conformists. (Those who know me could readily guess that NCL is my favorite cruise line.) Royal Caribbean shows ads featuring families with diverse interests. Princess Cruises aims to lure the couples wanting a romantic getaway. Carnival Cruises attracts a younger crowd seeking sun and fun.

As a voice-over artist, I specialize in audiobooks, narrations and podcasts. Sure, I enjoy creating character voices and would love to be the next big star in a hot animated movie. After going through the exercises in Port’s book, though, I determined that my marketing efforts are better suited toward e-learning modules, corporate narrations, etc.

Having a MS degree in computer information systems and over 20 years of experience working in IT positions doesn’t really help me in landing roles as a character voice actor. However, these same attributes become huge competitive advantages when marketing to an e-learning target market and information technology niche market. By taking the time to assess my strengths and build marketing tactics around them, I can steer my voice-over career to exciting new places and heights.