December 2006 Archives

Can you ever go overboard on the self-promotion and networking? If you had asked me this question a few months ago, I would have had a different perspective. You can have all the talent in the world, but talent alone will not win you jobs if no one knows about it. I’m a firm believer that you must learn how to promote yourself and your capabilities often, to the right people and in the best light.

I have gotten most of my voice-over work through my own self-promotion efforts. I am a perpetual student of marketing and publicity books and other resources. I observe what other people do both inside and outside the voice-over industry to see how I might apply the concepts to my business.

I learned from Wayne Dyer that when you ask the Universe, “How may I serve?’, the Universe will respond by asking that question of you. If you are constantly in a state of saying “Gimme…gimme…gimme”, the Universe will respond by serving up that statement to you. You will feel like you are always striving and never arriving.

The point I want to make today is that the needs of your audience still take priority over your own need to promote yourself. It’s not all about me, and it’s not all about you.

I advise people to tell everyone what you do. You never know where that next voice-over gig may come from. I mention my work while on vacation when people ask about it, and I tell them details when they ask questions. Sometimes I have seized opportunity while on vacation to make a pitch for work, but those times are rare. (I mean it's rare that I have the opportunity, not rare that I would take it!)

After listening to a lecturer on our recent cruise, I compiled some guidelines about self-promotion when networking in social settings that you may find helpful.

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

I was shocked and saddened to open my e-mail this evening and find this message from Michele Cobb, president of the Audio Publishers Association:

I was privileged to meet Kate at an APA conference a few years ago. I remember her as a smart, kind and funny person who generously shared her knowledge with others. She impressed me that day with her precision in pronunciation, and I frantically took note of the various dictionaries that she mentioned using in her work. She was a shining role model to me as she excelled as both a narrator and a producer. Words are inadequate to describe her loss not only to the audiobook industry but to the world.

I found an article in the Seattle Times that provides more details about Kate Fleming's illustrious background and this tragedy, which actually occurred on Thursday, 14 December.

I have experienced loss in my life, and I send my deepest empathy to Kate's partner, family and friends during this dark time.

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.