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For Narrators
I had planned to write about an incident with karma, but that's not the voice-over story that wants to be told today. In 1995, I fell in love while at the Stone Mountain Highland Games. Drew and I were walking through the clan and exhibits area when I heard a pleasant, tinkling sound in the breeze. I followed the sound and was delighted to discover a tent where harpists had gathered and were playing their instruments. I immediately knew that I had to get that sound in my life, so I did what anyone would do in the circumstances: I bought a small harp.Playing the harp immediately became one of my passions. In 2000, I was thrilled to buy my first and only pedal harp, a magnificent 44-string Camac Clio.

My Camac Clio harp in my music room
When I started playing the harp, I was exercising my desire to do voice work by volunteering for the Georgia Radio Reading Service, which I did for 5 years. I still was a few years away from making the decision to become a voice artist and creating my first demo. Learning to play the harp taught me 5 things every aspiring voice talent should know.
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.

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:

Part of my journal entry from Saturday, 5 April 2008
I looked at and made a decision about every piece of paper in my filing cabinets. I found an e-mail message that I sent to a client in 2002. I extracted the main portion below because I wondered if you have found yourself in a similar situation:
Hi, Clientname. When I agreed to do this project, you will remember that I cut my normal rate severely in order to work with you and establish an ongoing business relationship. I thought the script was in final form, so we did not discuss whether any changes to the narration would be included in the original fee.
I have already spent about 3.5 hours on the narration, editing and transmission of the files, including resaving and resending the files in .mp3 format earlier this week [because the client originally specified .wav format on CD]. At my normal rate ... this project would have cost $675 instead of the $150 to which we agreed. Because I am committed to providing you with high quality service and ensuring your total satisfaction, I will not request additional compensation for these edits. However, please be aware that I will be unable to perform future projects at the same low introductory price.
In reading my words today, I realize that I was dealing with a textbook definition of price-buyer. In addition to demanding more work than was originally agreed, the client never followed through on the promise of additional work. I don't remember, but I believe I had difficulty in obtaining payment for the narration. Price-buyers are the same clients who can take months to pay you.
I had produced my first demo and had mailed it without success for about 6 months to agents and prospects. I also created a database, using data I found on-line and in organization directories. I then started mailing postcards to these prospects.
Lesson 1: Always qualify your prospects before adding them to your database. I had not even contacted people to find out if they hired voice talent before entering all of the contact information into my database. Mail-outs are expensive, and I learned the hard way that repeatedly mailing things to people who would never hire me is a colossal waste of time, money and energy.
One person called me after receiving one of my postcards. I was elated when he said he wanted to hire me for a radio commercial. My first job, and a radio commercial, no less! I wouldn't have cared what the job entailed; I was giddy with the knowledge that I had hit the big time! I didn't ask any questions except for the scheduled time and directions to the session.
Lesson 2: Ask questions of potential voice-over clients. At a minimum, you need to know the type of project, the usage for your voice (both in the script and in geography) and the client's budget. You can also ask about the frequency that voice talent is hired and samples of previous work. You have the opportunity and obligation to provide your own policies. For instance, I expect new clients to pay 50% up front, and I expect everyone to pay immediately upon receipt of my invoice. I also charge fees for revising or writing scripts, as well as re-recording segments due to client changes.
When I arrived at the address, I was confused. The address was at a duplex in a somewhat seedy looking neighborhood. Surely this producer had hired a recording studio? Was I at the wrong address? I rang the doorbell. I was at the correct address and felt a little distraught when the producer led me to a back room. I started thinking how I might escape and was relieved to see microphones at a table. He sat at one, and I sat at the other. I had produced my demo in a gorgeous studio at Todd A/O/Editworks (now R!OT Atlanta). I naively thought that all recording studios were of the same caliber.
Lesson 3: Many people work out of their homes. If I were approached now by a new prospect to go to another location, I would inquire in person and/or through Internet research to determine whether the address is commercial or residential. If you don't feel safe at an address, don't be ashamed to cancel the session, even at the last second. If I felt my safety was in jeopardy, I wouldn't care if I lost a prospect's respect and business. As an aside to this point, potential clients who have seen the picture of my stunning soundproof studio have asked if they could come here to direct my performance in person. Since my studio is in my home, I do not allow anyone to come here until I am comfortable in the working relationship.
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.
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.
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:
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:


