August 2006 Archives

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.

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.

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.

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?

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! :)

I no longer am the only person in my family to have earned a Master's degree. As of yesterday, I'm proud to report that my brother Michael Schubert has joined me as a graduate with this illustrious degree. He was awarded his MBA in Finance from my alma mater Georgia State University. You may think this entry has nothing to do with voice-over, but the lesson it conveys should be helpful to everyone.

 

 

While we dined at one of Atlanta's historical and celebrated institutions for unique cuisine to commemorate his latest achievement, I discussed with Mike the steps he took to accomplish this goal. Not surprisingly, he told me that he had followed the

time-proven steps

used by athletes, rock stars, voice-over actors (!), corporate CEOs or anyone working on a large and seemingly unattainable dream.

In the words of William Jennings Bryan:

Destiny is no matter of chance; it is a matter of choice.
It is not a thing to be waited for; it is a thing to be achieved.

1. Mike has accomplished and continues to accomplish many wonderful things in his life because his goals are written down.

2. He never has any doubt about the outcome or his ability to attain the desired goal. He believes in himself.

3. In addition, he surrounds himself with people who believe in him. Mike's wife Tammy is his greatest supporter. Don't waste your time or energy discussing your dreams and goals to the naysayers. Mike's signature line on his e-mail is Those who say it can't be done are usually interrupted by someone who is doing it.

4. Mike visualized his success. He thought about what it would feel like to earn his Master's degree and the benefits that reaching this goal would bring to him.

5. Most importantly, my brother consistently took action on a daily basis. He could always see the goal in reach and becoming closer in his sight.

My sister-in-law Tammy, meanwhile, has goals of her own. She is a romance writer who is working to publish her first novel. She has written an outstanding article about how to write your goals so that you can actually achieve them.

Mike has professional goals that will eventually land him the role as the CEO, CFO or CIO of a Fortune 500 company. His sought-after knowledge and skills will serve him well in any of those positions. I just hope that he remembers when he is in those executive meetings that his sister can perform the radio and TV commercials and corporate e-learning projects for his company!

Drew and I watched the third Austin Powers movie again over the weekend. I had forgotten that John Travolta had cameo at the end of the movie, and I was reminded about an amazing part of Travolta's story that proves to me once more that

things happen for a reason.

To quote Wayne Dyer:

All things are happening as they should,
and the Universe is acting in complete synchronicity.

You may not know or don't remember that John Travolta had a hit album in the 70s. The only song that I can remember was called Let Her In. When Travolta was a guest on Oprah's show a few years ago, he said that someone heard his song and knew he was on TV with Welcome Back Kotter, and that's how he got cast for Grease (in my view, Travolta's role of a lifetime #2 after Saturday Night Fever). He said that

all moments have importance

(my emphasis) because a kid named Quentin Tarantino grew up watching Grease and decided that he wouldn't make Pulp Fiction (Travolta's role of a lifetime #3, not that I personally liked the movie) without the guy who starred in Grease. Even Travolta said how he can see events building on each other. On another day, I will share a detailed story about my studio that illustrates how events built on each other and were guided by intuitive decisions.

I think his story also demonstrates that you have to keep doing what you believe in doing. If you keep putting yourself, your work, your talent and your ambition out in the Universe, it will come back to you in ways that you couldn't even imagine, and your future will better than you dreamed possible. Travolta certainly made some bad films in between Grease and Pulp Fiction. He didn't let the negative opinion of many critics stop him. I think many people thought his career was over by the time Pulp Fiction came out. Since then, he's been in some fabulous movies and seems to be getting even better. I think even he would be surprised by the success and acclaim he has achieved.

Keep taking those classes, doing the auditions, making contacts.... Do something everyday to advance your career. It all will come back to you. If you must work another job and feel frustrated by that fact, just keep reminding yourself why you are there and choose instead to feel gratitude for the many blessings it provides you. I have a friend who says:

You don't go on safari without having a base camp.
The base camp has to be funded, stocked and operational in order to have a successful safari.

Your other job is providing the basis for your base camp, and your voice-over career is the grand adventure known as the safari! Remember -- you don't have to risk everything just to get what you want. Live in the moment, and know that every moment has meaning!