Karen@KarenCommins.com

Karen Commins

Award Winning

Atlanta Audiobook Share-rator™

Narrators

Filing scripts under “P” for prosperity

When is the last time that you cleaned out your filing cabinet? Until recently, Drew and I might have answered “about 20 years ago.” If I had realized the negative effect that the overstuffed file drawers were having on my voice-over career, I would have done something about it long before now! Perhaps my story will inspire you to sort through your own files.

We decided to redecorate my office with new furniture, which meant pulling all of the files out of the drawers before the furniture could be moved. We made numerous trips to gather armfuls of hanging file folders that we stacked on the floor in the upstairs hall. Although the clutter in the hall was overwhelming, we agreed on the arduous task of examining every piece of paper and file so that we would only keep those things we needed.

Throughout this project, we have shredded at least 6 bags of paper and thrown away countless sheets. In addition to finding a multitude of outdated records about our health, finances and possessions, I was incredulous to see just how much paper I had accumulated in my work as a voice talent.

When I do an audition, I save the script so that I will have it available when I am booked for the job. I had folders overflowing with scripts from agents and on-line casting services. I also maintain folders for clients and their jobs.

My system works well — EXCEPT that I never got rid of anything! In making decisions about voice-over paperwork to toss, I combined principles discussed in 2 books on seemingly disparate subjects: Michael Port’s bestseller 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 and Catherine Ponder’s classic work The Dynamic Laws of Prosperity.

The first chapter in Port’s book is titled The Red Velvet Rope Policy. He makes the analogy of going to an invitation-only event where someone checks your credentials before allowing you to pass beyond the red velvet rope. He asks: Do you have your own red velvet rope policy that allows in only the most ideal clients, the ones who energize and inspire you? The first exercise in Port’s interactive and thought-provoking book is to dump the duds.

I include price-buyers in my category of duds; I wrote about this type of client in a previous entry. I immediately tossed folders of price-buying clients. More projects made their way to the circular file if I only worked for the client once and have no interest in voicing projects for them again. Perhaps I didn’t enjoy the type of work, or the project didn’t fit with my target and niche markets. Several folders belonged to clients who were notoriously slow to pay me, which actually is a form of price-buying.

I kept folders for the clients and projects that were a pleasure in every sense. In addition to conforming to the red velvet rope policy, I reminded Drew about Catherine Ponder’s words about the vacuum law of prosperity:

Nature abhors a vacuum. It is particularly true in the realm of prosperity.Basically, the vacuum law of prosperity is this:if you want greater good, greater prosperity in your life,start forming a vacuum to receive it!In other words, get rid of what you don’t want to make room for what you do want.

If there are clothes in the closet or furniture in your home or office that no longer seem right for you;if there are people among your acquaintances and friends that are no longer congenial —begin moving the tangibles and intangibles out of your life, in the faith thatyou can have what you really want and desire.Often it is difficult to know what you do wantuntil you get rid of what you don’t want.

Here’s where this monumental project to organize and declutter my filing cabinets had a direct impact on my voice-over career. Within days of tossing the bulk of my old voice-over auditions and projects, a new prospect from overseas contacted me about a video narration. The query was all the more interesting since I had never even heard of the company.

I quoted my price and was pleased when they immediately committed to the project and paid my customary charge of 50% up front. Two days later, I received, recorded and transmitted the script. The client provided almost instantaneous positive feedback and requested no changes. They paid the balance of the fee within one week of my invoice. The client also suggested that future voice work would be forthcoming.

This new client definitely fits my red velvet rope criteria! I truly had no room in my old file drawers to add a new client folder, but now, I have plenty of space — a vacuum, in fact — ready to hold this one and those to follow.

In cleaning out the files, I also found a couple of pieces of paper that have their own stories. Check back on the blog for a related entry about them in the near future. In the meantime, I would love to hear from you. Have you experienced the vacuum law of prosperity in your voice-over work or other aspects of your life?

 

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.

 

How to sparkle like a diamond

 

Guard well your spare moments. They are like uncut diamonds.
Discard them and their value will never be known.
Improve them and they will become the brightest gems in a useful life.

— Ralph Waldo Emerson
I love this quote! I have written numerous times about spending my spare moments in the improvement of myself in my voice-over career. Today, the word diamonds from the quote made me think about the advertising habits of two jewelry stores here in Atlanta. I decided to write about them so others can learn from this example.

As a person with a passion for marketing and promotion, I constantly analyze all forms of advertising broadcast commercials, billboards, magazines and even direct mail pieces — to see what I can apply to my voice-over business. It’s especially beneficial to examine how competitors choose to hawk similar commodities in a full marketplace.

In this case, both jewelers both specialize in diamond wedding sets and are continuous radio advertisers. Both enterprises utilize the company owners as the voice talent in their ads. Both establishments sell upscale jewelry, and Jeweler B also sells Swiss watches. They are true to their brand in their advertising.

Beyond these similarities, though, they run very different types of ads. First, they appear to be targeting different market segments. Jeweler A seems intended for those who appreciate and are willing to pay for elegance, while Jeweler B seems to be directed at the price-conscious crowd.

Jeweler A has a distinctive nasal voice. He always talks about new or featured product lines, gift ideas, his money-back guarantee, etc. Sometimes he relates a story based in a testimonial. He quietly talks about the benefits and pleasures of shopping with him and consistently gives you reasons why you may want to do so.

The ads for Jeweler B often feature the 2 men who own and run the business. Sometimes they mention advantages of shopping with them, like the number of graduate gemologists on staff and their longevity in the market. They make jokes like they want to appear that they didn’t think about the spot in advance. I suppose they want to convey the ultra-casual atmosphere of their stores where the sales people wear jeans and t-shirts.

In other ads, Jeweler B airs fake game shows where one of the contestants is someone poorly imitating Jeweler A. The nasal voice is always accentuated, and the imitator is always made to sound stupid and bumbling.

When listening to the ads from Jeweler A, you would never think that another jewelry store even exists. You certainly wouldn’t think that the owner is worried about competition in a saturated market.

Since Jeweler B often mocks Jeweler A in their ads, it’s obvious that they are keenly aware and perhaps even afraid of their competition. In fact, many of their ads border on personal attacks although they are presumably meant to be humorous. On a personal level, I do not want to deal with anyone who makes themselves sound or feel better at the expense of other people.

Every marketing book will tell you to focus on the benefits for the target market in your communications with them. Jeweler A consistently highlights in his ads those things important to his target market, where Jeweler B concentrates on them only half of the time.


The lesson for voice-over artists is that we also need to continuously highlight the benefits of working with us.

If you can’t articulate attributes of value and service that your target market considers important, how would your prospective clients ever be able to discern that you are the best fit for their needs?

These benefits are also known as your competitive advantages. I have a few thoughts on that topic as well, but that sounds like another article for another day. 🙂

In the meantime, spend your spare moments improving your own skills rather than worrying about, or worse, maligning those of your competitors. Polishing your skills will enable you to sparkle like a brilliant diamond in your marketing efforts and will make your life as a voice talent all the more useful.

 

Saying “thank you” after the gig

Seattle voice talent Jeffrey Kafer recently wrote a terrific blog entry about ways to go above and beyond in your service as a voice talent. While I do several of the things on his list, the most important one is expressing gratitude for the voice-over gigs that come my way.

Whenever I first work with a client, I always send that person a hand-written note and include a small gift card. I have been surprised how many people respond by thanking ME for the gesture! They truly seem touched by the thoughtfulness. Apparently, many people emulate Don LaFontaine’s view of thank-you notes and gifts:

Don’t suck up! Please! Don’t spend a lot of your time and money finding little gifts for your clients or sending thank-you notes after each session. I know this advice flies in the face of other opinions, but it’s what has always worked for me. Think about it. You don’t receive much more than a Christmas card from the people who work for you, like your mail carrier, your paper delivery boy, or your dry cleaner. There is no reason to be overtly grateful for the work. You’re doing them as much of a favor by performing consistently as they are in giving you the job in the first place. It’s a very symmetrical synergy.
 — Don LaFontaine, Secrets of Voice-Over Success, p. 20

While I don’t pretend to have the stratospheric demand or accompanying financial blessings of Mr. LaFontaine, I disagree with his statements about thank-you gifts on several points. First, voice talent cannot compare themselves to postal workers. American postal workers are salaried employees of the US federal government who automatically earn a paycheck and benefits. As I worked for much of my life as a federal employee, I can also state that federal employees are prohibited by law from accepting gifts exceeding a very modest value, and all gifts received in a calendar year count toward that value.

Aside from these monetary issues, the bigger difference between voice-over artists and postal carriers is that the postal service has a monopoly. If you want to receive mail and have it delivered to your house each day, you know you must contact the postal service.

Someone choosing voice talent doesn’t have such a clear-cut decision. The decision-maker could search for the ideal voice-over specialist through millions of individual web sites of voice actors or on various on-line casting sites. The person looking for voice talent may decide to contact a talent agent to narrow the field, or they may be influenced by the marketing efforts of a particular voice talent. Perhaps the person asks someone in their industry for a recommendation.

Regardless of the manner through which they decide to hire me, I am well aware that my clients had a choice. When they have another opportunity to contract voice talent, I want to do everything in my power to ensure they choose me again. My thank-you note may signal the end of the first job, but often, it is the bridge to a long-term relationship.

In the big picture, gratitude is a critical attribute for attracting prosperity and abundance. How can you expect to receive more of anything — including voice-over jobs, wealth and prestige — if you don’t convey constant gratitude for everything that you already have?

Showing gratitude today will not only set you apart from other voice talent, as noted by Jeffrey Kafer, but more importantly, you will put the right kind of energy out in the world. As I continue to read and learn from works based on the Law of Attraction, I understand more and more that what you put out in the world will come back to you and probably in ways that you didn’t expect.

Because of the energy that I am sending forth into the universe, I expect someday to achieve the level of success in voice-over currently enjoyed by Don LaFontaine. Even then, I would still send a personal thank-you note to each new client.

 

12 lessons from Dancing With The Stars

I have been too busy in the past month to post an article here on my blog. In that time, a new season of the TV show Dancing With The Stars began. Given my views on American Idol, you might think I would have no interest in this show. You might also think that dancing with the stars (DWTS) has nothing to do with a voice-over career. If so, this entry may surprise you.

Watching TV is a passive activity that does nothing toward accomplishing my goals. I prefer instead to spend the time with my husband or do things to advance my voice-over career, such as marketing tasks, auditions, etc. In order to efficiently manage my TV-viewing time, I don’t necessarily watch shows during their broadcast. I prefer to record them and watch them at my convenience. I also don’t spend much time chit-chatting about TV shows to anyone because those kinds of conversations are superficial and inane.

Then why am I spending precious time writing to you about a TV show, especially one considered fluff in many circles? When I first heard about this show, I confess that I thought the idea was dull and that the show would be cancelled.  I never watched DWTS until Barry Manilow made a guest appearance. I admit that I quickly became hooked. The show features celebrities from other endeavors who are paired with professional dancers. The dancers teach the celebs the complicated steps for ballroom and Latin dances, and three judges rate all of the performances.

While the thrilling live music, stunning costumes and amazing dance routines are appealing in themselves, I believe the show is widely popular for another reason:  We have the opportunity to watch adults in a learning curve.

Learning something new as an adult is a different process than as a child. From watching this show, we can learn 12 valuable lessons that can be applied to a voice-over career:

1) You can’t expect to excel at everything, especially on the first try.

As adults, we don’t like to admit we don’t know everything. When we’re a star in one area of our lives, we take it for granted that we’re a star in every area. This show proves that you can accomplish on some level anything that you set out to do, especially when you relax, enjoy the process and forget about instant gratification. If you also accept that it takes time, persistence and dedicated practice to become a star, you will be more likely to rise to that level.

2) You need to be patient with yourself when learning a new skill.

It’s easy to become frustrated and discouraged when results seem slow in coming. Whether you’re learning to bring authentic interpretation to voice-over scripts, dance the paso doble (who even knew such a thing existed?) or do anything else, you have to remain focused and work through the discomfort of the training to accomplish your goal.

3) You may have natural ability, but a veteran instructor can help you improve and showcase your talent.

The celebs with musicality and rhythm are readily apparent to viewers. Even so, they differ in how fluidly they can execute the routine. The professional dancers create routines that maximize the celebs’ abilities. Voice-over actors are also judged on our fluidity in performing the script. An excellent voice-over coach can guide you to a style that honors, reflects and strengthens your natural vocal characteristics.

4) If you think or say you can’t do it, you can’t. You have to maintain a positive attitude that you CAN do it.

Your attitude is the most critical factor in determining your success at dancing, voice-over, sheep-herding and whatever else you may do in life. Think of the power of your words as a self-fulfilling prophecy (which they are). Would you rather sit out on the dance and wonder if you could do it, or be fully alive and embracing the pain and pleasure of learning something new?

5) Confidence in your abilities grows with each step.

Viewers are taken behind-the-scenes as the competitors learn the dance for the upcoming week. We are able to see them struggle and fall (sometimes literally) while they are learning the routine. We can see that the more they practice, the more comfortable and confident they become. Practice is the key to confidence, whether on the dance floor or in the voice-over booth.

6) Instruction and significant practice are needed in order to compete at a professional level.

Championship figure skater Kristi Yamaguchi is extremely athletic and has spent her life learning a routine choreographed to music. However, she admits that ballroom dancing is very different than ice skating, and she spends long hours learning the intricacies and emotions of the dance each week. In voice-over, commercial scripts are different than narrative scripts, which require different skills than IVR scripts and audiobook projects. Professional voice-over artists continue to study with coaches to improve technique and interpretation in their niche areas.

7) It doesn’t matter how well you performed in practice. Your live performance is all that matters.

I realize I’ve made several comments about practice. It’s obviously extremely important if you expect to become proficient and at some point master anything new! The level of practice shows with the celebrity dancers. Still, they only have one shot each week to win the judges’ favor. As a voice-over artist, we make an impression the moment we step in the booth. A director wants to hear a solid performance on that first live take. When working at a studio, you can’t have the attitude that re-takes are possible until mistakes are fixed. With the confidence from extended practice, your mistakes will be minor and few.

8) No matter how good you are, you can’t take it personally if someone else is deemed better.

One couple gets eliminated on DWTS every week. A voice-over audition is the same way; only one person can win the prize. The criteria and judging are entirely subjective, and the mathematical odds of winning any particular audition are definitely not in your favor! You can’t take it personally when you don’t win auditions. If you keep practicing, submitting good auditions and putting yourself out there, some jobs will eventually be yours.

9) When you approach an activity with a sense of excitement and love, those attributes will be felt by your audience. By the same token, the audience can sense anxiety and fear.

The audience always wants the dancers to do well. When the dancers start thinking about being judged, they make more mistakes. Their anxiety can cause their performance to seem wooden or mechanical. Voice talent have the same performance issues. We allow the negative self-talk in our brains to disrupt our performance. By staying in the moment and concentrating on the feelings of love instead of doubt, we can give our audiences the performance that makes them cheer!

10) Just because it LOOKS easy doesn’t mean that it is!

My husband doesn’t like to dance; for some reason, he thinks he looks uncoordinated. As we watch the show, I will ask him “doesn’t that look like fun?” He always says, “No! It looks incredibly HARD!” The professional dancers are the epitome of beauty and grace, but it has taken them years to reach their level of accomplishment.

Many people enter the voice-over field because they enjoy mimicking others, or they think that the voice-over artist is merely talking into the microphone. While they may have a good ear for sound, they are not experienced in performing scripts, much less with a smooth and original interpretation. As in any career endeavor, I have noticed that the most successful voice talent have worked relentlessly by taking classes and hustling for jobs for 10 years or more before becoming an “overnight success”.

11) Infuse your personality into your work for the most authentic and memorable results.

Comedian and DWTS cast member Adam Corolla will never be a professional dancer. However, he inserts his sense of humor into his routines. His creative approach camouflages some of the shortcomings in his technique. I’m not encouraging you to do something to compensate for lack of technique. However, the greatest attribute that you can bring to the table is yourself. No one else sees the world the way you do, and no one else sounds just like you. The best readings are those when the voice artist can access and incorporate her own feelings in the script.

12) It’s possible to do quality work and leave the world better than you found it.

Steve Guttenberg, who is one of the celebs on the show this season, kept grinning ear to ear and gushing about the greatness of the show. This show proves that you don’t need to use foul language or violence in order to create commercial success. In my voice-over work, I won’t perform a script if I don’t like the words that I would be saying. I differ with those who think that it is merely acting to speak the words on the page. Your subconscious mind can’t distinguish between pretend and real, so I refuse to voice scripts that are opposed to my own value system.

I said I had been away from the blog for a month, and now it seems like I’ve been writing this entry for an equally long time! After reading these 12 points learned from a TV show, I hope you see that the success and creativity you observe in another field can inspire you to new heights in your voice-over career.