Karen@KarenCommins.com

Karen Commins

Award Winning

Atlanta Audiobook Share-ratorâ„¢

Narrators

Do you think that lack of money is holding you back?

In the words of Theodore Roosevelt:

Do what you can, where you are, with what you have..
I saw a show on the Biography channel a few days ago about Larry Page and Sergey Brin. Their names may not be familiar to you, but I’m sure that you have used their marvelous invention countless times: the Google search engine.

While Google is an Internet mammoth now, I was very impressed to learn about the humble origins of this company. After Page and Brin wrote the code for their search engine, they tried to sell it to other established companies, like Yahoo. No one was interested.

They were so committed to their idea that they decided to form their own company. However, they had a small problem. The computers needed to run their program cost a LOT of money. Rather than giving up on their dream, Page and Brin used hard drives from PCs that were lying around and — get this —

built computer cabinets from Legos!

Obviously, their search grew in popularity, they were able to get financing for proper computers and the rest is history.

What can you take away from their story? Do you put off your dreams of working in voice-over because you don’t have the money to buy the top-tier equipment? If you’re already a voice-over professional, do you criticize yourself or are you constantly unhappy because of equipment or facilities that you don’t have? Or do you create recordings with pride and joy using whatever equipment you have, making your plans for the upgrades that you will enjoy as your business expands?

We often use lack of money as an excuse when our own resistance is the cause of our lack of progress. Nobody said that building a career would be easy. Nobody said that it wouldn’t be scary sometimes. Nobody said you would have all of the answers.

If you follow the words of Rough and Ready Teddy (someone who, by the way, knew the value of persistence), you will find that you can accomplish great and wonderful things just by opening your mind to the rich possibilities at hand. By consistently taking action and moving toward your goals using whatever is available to you at the time, your eventual success will be better than you could have dreamed possible!

 

Voice-over books on my bookshelf

When people ask me about starting a career in voice-over, I usually recommend that they first read a book about the voice-over industry. A book is a small investment of time, money and energy to see whether a voice-over career is the right choice for you. I have quite a few books and audio programs. You can never learn too much, and every author has different experiences and viewpoints to relate.

Since I haven’t found time to re-create the static page on the new site with my recommended reading list, I’ve created an Amazon list that features my favorite voice-over books. I even included a few items towards the bottom of the list that I don’t own but will probably add to my library.

Do you find this list and format helpful? I’d love to have your feedback before I make any changes to my site to add a permanent link or create more lists for marketing books, etc.

 

Voice-Over Days and Talledega Nights

Most people wouldn’t think that Talledega Nights, Will Ferrell’s recently-released comedy movie about NASCAR racing, would have anything to do with a career in voice-over. However, even though the movie probably wasn’t meant to teach anything, I found a few lessons in it anyway. I promise I won’t give away any surprises from the movie!

1) From the day he was born, Ricky Bobby knew he wanted to go fast. Like so many people who have an inner calling, he didn’t heed it initially. He first worked in a pit crew and had to be urged into taking the driver’s seat. You could also look at his experience another way. He took a job on the pit crew because he did whatever was necessary to be in the environment where his dream job awaited. If you’re an aspiring voice-over artist, you can always ask to volunteer or work in another capacity at your dream location to gain experience.

2) Ricky Bobby was overflowing with confidence about his ability. When he finally got his break into his dream job, he never doubted himself. He continually built upon his successes. He didn’t endlessly analyze how he could have done something better in a race that was already gone. As a voice-over actor, you have to let the past go. Once you do an audition or a job, you need to realize that you did your best and be ready to move on to the next challenge. Looking back only crystallizes your thinking.

3) The hero of the movie surrounded himself with people who believed in him. When the going got tough and he forgot how to believe in himself, Ricky Bobby had people who could remind him of his accomplishments.4) While the premise of the movie was based on competition, I noticed the cooperation between and resulting abundance that flowed to Ricky Bobby and his best friend Cal. They helped each other on the race track and in life. The more you live your life in service to others without expectation of reward, the more the Universe will be your servant.

People will tell you that becoming a voice-over actor, like joining the NASCAR circuit, is an extremely competitive venture with the odds stacked against you. Those who are in computer programming, interior design and basket-weaving would say that their fields are also competitive. Gaining skills sufficient to enter any field takes an investment of time, energy and education, but it doesn’t mean that it can’t be done. If you think that you live in an abundant Universe with more than enough opportunity to go around, you will get your chance. Not every NASCAR driver is right for every race; not every voice is right for every project. We all have talents, gifts and unique personalities that come through in our voices. No one else can see the world in the same way that you can.

5) Don’t run the race for the wrong reasons. So often, people contact me because they have been told they have a nice voice, and they think the logical conclusion is to make money as a voice-over actor. Voice-over is a business like anything else that requires a lot of marketing and ability to take rejection. Ricky Bobby showed us what it’s like to be in business for yourself and because you love what you do. Don’t become a voice-over actor because someone else thinks you should do it, because you think you can make some easy money at it or because you think it sounds like a cool thing to say you do. Become a voice-over actor because you love it.

6) If you’re not first, you’re last is not the best philosophy on which to base a career. Ricky Bobby struggled under the weight of this sentence for most of his career. He later realized that the sentence is completely meaningless! To a voice actor, you could spend lots of time and money to get ranked first on the popular search engines only to discover that your business didn’t increase exponentially like you thought it would. Maybe most of your new business comes when you network in person at industry meetings or send direct mail to your bulging mailing list.

7) Never give up. If you believe in yourself and your talent, you will always keep the finish line in sight!

 

Persistence is especially needed in marketing

Opportunity is missed by most people
because it is dressed in overalls and looks like work.

— Thomas Edison

I have read that one of the fastest ways to achieve your own dreams is to help other people achieve their dreams. I think that universal law is true because what you put out in the world comes back to you. In fact, one reason I started this blog is so I could help other people achieve their dreams of thriving voice-over careers.

However, when I write these articles, I benefit, too. I’m reminded of the days when becoming a voice-over artist were just a whispering in my mind. I think about every step I’ve taken to change that whisper into the reality of being a professional voice-over talent working in my beautiful Parisian-themed studio, and I can see how my consistent actions over time have built upon each other to make this fabulous career that I love. If I give advice to someone else, I re-read it as if I am the recipient and immediately think of areas in which I might improve in my own business.

I really do like to help people who are getting started or otherwise building their careers in voice-over, but I don’t have much time to help people on an individual basis. I’m finding that it’s much easier and faster for me to point anyone seeking my advice here and to my web site.

In this age of incredible technology and abundant information, I also think that people should do some research and have some respect for others’ time. READ AND ABSORB everything you can before you start asking questions. Building a career takes time, and no shortcuts exist. No matter how much I or anyone tells you,

your success is totally up to YOU.

I can’t decide any action you should take. I can’t do the work for you.

I can, however, highlight some lessons that I have learned along the way. When I mentioned the Atlanta attorney in yesterday’s column, I said he was a brilliant marketer. Observant students of marketing would have noted that I said he had repeated his message in multiple media. While his slogan is “One call — that’s all”, his success is due to the frequency and repetition of his marketing message in several formats. He’s not just relying one type of marketing (or even more simply, one call!) and hoping to bring in business. He wants to make absolutely sure that you see him everywhere you look, and you know exactly what he does and what he can do for you.

How can you apply this important concept to your voice-over business to attract clients to you? I wouldn’t necessarily advise advertising on park benches like our attorney friend, but are you utilizing:

  • a personal web site
  • phone calls
  • networking
  • direct mail
  • one or more agents
  • on-line casting services
  • forum postings
  • e-mails
  • articles
  • reciprocal web links and listings on free web sites
  • speaking engagements/training classes
  • industry advertisements in printed and web-based directories
  • signature lines on your e-mails
  • imprinted products

Obviously, my list is not an all-inclusive, exhaustive list of marketing channels and tools; books are filled with great ideas to promote your business. I even have seen ads on eBay for voice-over services. I don’t know how well those people are doing with their listings, but I give them kudos for thinking of a different media outlet in which to advertise their voice-over business.

While it’s great to market using the proven channels that everyone in your industry uses, I had an epiphany while listening to the extraordinary Mastermind Marketing System from legendary marketing guru Jay Abraham. Among the many things I learned from this CD set is that I should observe other industries and use them as a model. If you can market yourself in a way like no one else in your industry, you will more than likely will be a big fish in a big pond!

For instance, I have attended trade organization meetings when I have been the only voice talent in attendance. I have always made several good contacts at such gatherings which led to jobs after successive follow-ups months or, in one case, years later. My postings to web forums unrelated to voice-over have sent immeasurable traffic to my web site and who knows how many jobs.

This week is typical for me in that, like the attorney, I am not waiting for prospects to appear from only one endeavor. I am working on an audiobook pitch to one company, an e-learning pitch to another, a postcard mail-out to one target market, updates to my web sites, auditions from my agents and casting services, follow-ups about work with a TV station and contacts with a meeting planner. While next week’s exact activites may vary, one thing will not change: I will be doing something everyday to improve and increase my business.

I will conclude this entry with two powerful quotes to share regarding the persistence of effort that you will need to build your voice-over career.

Nothing in the world can take the place of Persistence. Talent will not; nothing is more common than unsuccessful men with talent. Genius will not; unrewarded genius is almost a proverb. Education will not; the world is full of educated derelicts. Persistence and determination alone are omnipotent. The slogan ‘Press On’ has solved and always will solve the problems of the human race.

— Calvin Coolidge, 30th President of the United States

I know that persistence trumps talent and looks every time. Given how I look and how little education I’ve had, persistence is pretty much all I had to fall back on. I arrived in Seattle in 1973 and decided I was going to work at KING-TV. They were somewhat less excited by this than I was. I called the news director every Thursday morning at ten for four years. Didn’t miss a one. At first they had no interest because I had no college degree. Then because I had no TV experience. Then because they had no job. In July of 1976, they figured out that I was just going to keep on calling. So they gave me the worst job in the newsroom. I loved it.

But long before then, I knew persistence was essential. When a 10-year-old tells his parents he’s going to be an anchor someday, they think he’s nuts. At 20 and out of work, they think he’s foolish. I’ve had a wonderful life because I never once doubted that things would work out. That is the lesson I teach my daughter. Decide what you want and do it. People will tell you that you’re being silly or a dreamer. Ignore them all. Just keep plugging along, make the phone call every week. I know this for certain.

— Aaron Brown, former ABC and CNN anchor as quoted in O Magazine, November 2002

 

Persistence will keep the voice-over dream alive

We have an attorney in Atlanta who has made a fortune with the simple and effective advertising slogan “One call — that’s all.” The guy is a brilliant marketer who has worked hard for his success, and he has imprinted his business and niche on the minds of everyone in the city. His face and phone number are everywhere — TV ads, billboards, Yellow Pages, park benches. He probably has an ice cream flavor named after him somewhere. If I’m ever in a car wreck and fighting with my insurance company, I know who to call to settle the case and get my check.

Unfortunately, I think that a lot of people enter the voice-over business with his slogan in their minds. As often is the case, I received an e-mail from someone who read my advice page about getting started in voice-over. This person had recently completed a commercial demo, was frustrated by the “lack of response” to it and was requesting my critique on the demo. Since I am not currently teaching or coaching anyone on an individual basis, it’s my policy not to give demo critiques as I would not be available to assist anyone with any revisions they might want to make on the basis on my comments. I always suggest that people find a reputable coach in whose opinion they can trust and work with that person to make their demo the finest it can be. Of course, if someone is interested in the random opinions of other working voice talent, they can always ask the good folks on the various voice-over Yahoo groups and the www.VO-BB.com site to share their views.

Anyone who reads all of my advice page will see that marketing, self-reliance and

PERSISTENCE

will be critical to your success. The dictionary can list different definitions for persistence, so maybe I need to add some from the perspective of a voice-over actor.

When someone tells me they have had “no response” to their demo, I will ask a series questions, such as:

  • What is your marketing plan? Do you HAVE a marketing plan?
  • What steps did you take to elicit a response?
  • How many people who could hire you have you contacted about work?
  • What follow-up steps did you take?
  • What methods are you continuing to use to put your demo in the hands of as many people as possible?
  • Do you have a web site?
  • Do you take steps every day to market your talent?

I don’t really want or need the answers to these questions, but rather they are ones that you need to answer for yourself. You need to be constantly marketing yourself and your talents in order to get jobs and improving yourself. It’s a cycle that will continue for your entire career. Even Nancy Cartwright, who has the dream job of voicing Bart Simpson, says that she still promotes herself, and she still continues to get coaching even after a quarter century of working in the business.

Henry David Thoreau said: If one advances confidently in the direction of his dreams, and endeavors to live the life which he has imagined, he will meet with a success unexpected in common hours.

Sydney Smith said: Whatever you are by nature, keep to it: never desert your line of talent. Be what nature intended you for, and you will succeed.

William Penn said: Patience and diligence, like faith, remove mountains.

An anonymous person said:

Those on top of the mountain did not fall there!

My friend and fellow voice talent Mary McKitrick wrote an inspiring blog entry which illustrated how persistence paid off for her in her marketing efforts. I have had similar results with clients calling me out of the blue after receiving my steady mailings. Like I said on my advice page and as any marketing book will tell you, it generally takes the repetition of at least 5-7 contacts before the contact associates you with your product or service!

Aside from the steady marketing actions of contacting people about your demo, you can always keep your dream alive by doing something EVERY DAY to move yourself toward your goals, for instance:

  • reading every book on voice-over that you can find
  • listening to demos of established voice actors, particularly those at www.voicebank.net
  • taking more classes every chance you get
  • reading books on marketing
  • figuring out your signature sound, target market and niche
  • learning about web site design and maintenance
  • downloading and learning free audio editing programs for your computer
  • joining on-line voice-over casting sites like Voice123.com and Voices.com and auditioning for projects
  • finding and attending meetings to network with people who might hire you such as MCA-I, WIF, ASTD, IGDA, Chambers of Commerce (I deliberately listed acroynms without links because figuring out these association names and how they could be important to your career can count as today’s step!)
  • recording commercials from radio and TV and transcribing the copy, then practicing the reads back with your own style into a tape recorder or minidisc
  • researching equipment specifications for the studio gear that you want
  • running eBay auctions so you can pay for the studio gear that you want 🙂
  • reading EVERYTHING aloud (magazines, newspapers, cereal boxes) and recording yourself into a tape recorder or minidisc

I could easily think of this list because I have done everything on it…and then some. If you will take baby steps toward your dreams every day, I have no doubt that you will reach the success of your dreams!

 

Don’t wait for vacation to send a postcard

Sometimes I’m amazed by the synchronicity of events in my life. For instance, this week I have been looking at sites on-line for postcard vendors. I’m planning my next postcard mail-out and have been comparing prices and offerings, as well as requesting samples. I previously have been working with a local printer, but I may be able to get a better deal on the glossy paper from a company that specializes in postcards. BTW, if you want to know why you should include postcards in your marketing mix and how to plan a campaign, I recommend that you download the marketing guide from www.modernpostcard.com.

This morning, I had to wait for a table at breakfast at a trendy restaurant in an artistic part of Atlanta. While I waited, I thumbed through the August issue of Performer Magazine, a free magazine that I never knew existed. The magazine is aimed at musicians, but the article on selling yourself with your merchandise benefitted me. It listed 2 pages of web sites for various promotional products and — you guessed it — postcards.

I want to go on on a small tangent from my discussion about postcards and marketing at the moment. Not only did the magazine article contain just the material I needed about postcards, but the past articles about recording posted in the magazine web site look like they may be very helpful. I’m always interested to learn everything I can about recording. In fact, I just ordered Pat Fraley’s newly-published book about home recording studios. Even though I have a totally wonderful studio, everything I learn from Pat is of tremendous value. I’m particularly looking forward to reading his info about self-direction, audio production tips and travel gear.

Marketing mentor Dan Kennedy’s e-mail message today said, in part, that frequency and recency are important with your clients, so frequent communication is required. In other words, out of sight, out of mind. I think postcards are a great way to maintain regular contact with the whole client list.

I’m also a member of Susan Berkley’s voice-over silver inner circle. Susan is a fantastic, warm, caring coach who truly wants every person she mentors to reach their highest potential. In the program, we have monthly hour-long teleconference with industry guests where we get the inside scoop on all parts of the business, a day for personal contact with Susan and Susan’s weekly e-mail containing advice about furthering our careers. She usually sends the the weekly e-mail at the beginning of the week, but for some reason, it arrived today. Can you guess the subject of her message this week?

POSTCARD POWER

I told you the synchronicity was rather amazing, didn’t I?

Do you still use postcards in your business? I’d love to hear your comments on the subject, as well as any sites you recommend. I’m obviously looking for a vendor! 🙂