Blog Posts

For Narrators

One need only look at my voice-over studio to know that I am in love with Paris. The Eiffel Tower is my favorite thing in the world. I wear a gold Eiffel Tower charm on a bracelet, and I have numerous Eiffel Tower figurines in my house. The highlight (no pun intended) of my collection is a tall, lead crystal Eiffel Tower that sits on a lighted mirrored base. The base has colored LEDs, so the sparkling crystal shimmers in a rainbow of color as the base slowly turns.

A dear friend didn't know that I had bought this crystal Eiffel Tower when I was in Las Vegas. As a birthday present, she surprised me with a smaller version of the one I had bought. It even sits atop a lighted mirrored base just like the one pictured here.
Granted, the peddlers swarming beneath the Tower's four lacy pillars wouldn't know those things about me as Drew and I exited the Tower on a recent visit to Paris. They would only know that I had been up in the Tower, and they should have noticed that I was carrying a shopping bag. Since it was dark, they may have been unable to discern that the shopping bag was from the Eiffel Tower, indicating I had purchased souvenirs at the Tower gift shops.
Just like at the Great Pyramids, these people all rush up to you, shoving their wares in your face and shouting prices at you. In addition to the ever-popular Eiffel Tower key chains that we have seen (and bought) on previous trips, the new craze was hand-held, flashing, lighted Eiffel Towers. A girl who loves the Eiffel Tower as much as I do and already has 2 lighted crystal Eiffel Towers is a likely target market for such a thing. At the time, though, I was most interested in dinner since it was very late, and we had to get up early for our flight home.
The seller's approach has everything to do with the prospect's interest. People shouting prices at me just make me want to hurry along to get away from them, no matter how much I might like their item. As Will Newman points out in his excellent article in the Early to Rise e-zine, you often have to use the word because and appeals to prospects emotions if you expect to make sales.
One of these flashing light vendors started walking with us. Like the guy at the Pyramids, I'll give him points for trying to create rapport with us. He even attempted to follow Newman's advice to play to our emotions, but he made a critical mistake.
When Drew and I recently visited the Great Pyramids in Egypt, our attention was instantly focused on something. You might think we were riveted by the awe-inspiring majesty of the ancient structures that we were visiting. While we were certainly thrilled to be standing at one of the 7 Wonders of the world, we couldn't totally concentrate on the moment as we defended ourselves against the onslaught of sales pitches of the many vendors who rushed up to us as we stepped onto the Sahara sand.
If you stood still for more than a few seconds, someone would approach you, offering to sell you something, take you for a camel ride or shoot your picture. I began to think that the sellers outnumbered the tourists.
People were hawking everything imaginable to remember your experience at the Pyramids: postcards, calendars, camels (both rides on real ones and small toys) coins, stamps, papyrus pictures, and, of course, head wraps.
In fact, head wraps seemed to be the most popular item sold by the vendors, and most of the people appeared to have identical packages of white cloth which you would tie to your head with colored rope rings. These wraps looked like the traditional Arabian, white scarves with rope rings that you see in the movies. Most people were selling them for a dollar.
When we went to the Pyramids, we didn't have it in our minds to buy a souvenir of our visit. We and our fellow travelers had spent a lot of time, money and energy to journey to the Pyramids; all we wanted was peace and quiet to enjoy the view. All the vendors wanted was to use our limited time and waning energy under the desert sun to relieve us of money for their trinkets.
In this setting of vendors barking their prices at us as we passed them, my marketing mind couldn't help but think: How does a person selling a product that is the same or similar to his competitors distinguish himself in a saturated marketplace? The observations I made during my trip to the Pyramids are tips that you can easily employ in marketing and improving your voice-over business.

Drew and me in front of the Sphinx and Pyramids
You can please some of the people all of the time and all of the people some of the time, but you can't please all of the people all of the time.
-- John Lydgate
As an aside -- when I was researching the correct attribution of this quote, I was interested to learn that, according to Wikipedia, the Oxford English Dictionary cites Lydgate with the earliest record of using the word talent in reference to a gifted state of natural ability.
Lydgate's quote was on my mind because of the first of the trip-related stories that I wanted to write. In your voice-over business, do you have a level of service that you provide to your clients? Do you guarantee your clients' satisfaction with your work? Have you done any contingency planning so that you can provide your voice-over recordings to your clients in the event of unexpected delays?
I have not written terms of service for my voice-over business, but I strive to ensure that every client is totally delighted with the work I perform. Ever heard of the phrase 'the show must go on'? If someone has booked your time, a professional talent doesn't call in sick and leave the client hanging in the face of a deadline.
In contrast, many large corporations have extensive written terms of service that their customers should expect. Human error, mechanical problems and forces of nature can cause the terms of service to decline or sometimes disappear.


