A term that gets bandied
about in our industry among voiceover artists, producers, casting directors,
etc. is "money voice". But, what IS the "money voice"?
Easily defined, it is that voice that clients seem to respond to best. It
isyour voice, style, delivery, interpretation that sells the client's wares.
It is that voice that is uniquely you. It's also that voice that you can
reproduce without thought or effort. It is you, the whole you and nothing
but the you. And, every voiceover artist has one.. However, sometimes it is
difficult to be objective when it comes to selecting our own "money voice".
Keep in mind that what we perceive to be our "money voice" may be very
different from what others perceive it to be.
But, it's not difficult to determine just what our "money voice" is. We do
this by reviewing our past work and by collecting comments or suggestions
from our clients. To be sure, clients aren't always on the money and
often fail to realize our true potential and range. That doesn't make them
wrong or ignorant. While we may not agree with others' opinions about
exactly what our "money voice" may entail, it's extremely important to
understand that they know what their clients want. And, if you've worked
with them for any length of time, they'll have a good understanding of what
it is you can deliver for their clients.
You may have a completely different idea of what your "money voice" truly is
- and here's the kicker... you may be right! The double kicker... so might
they!
Now what?
Market your demos accordingly. Determine your "money voice" based upon all
the factors and considerations. Then, it's a good idea to begin your demo
with your "money voice". Many producers also suggest you end your demo with
another example of your "money voice". Demos may absolutely be the most
difficult element of your marketing strategies - and the most crucial. Think
about it. If your demos aren't getting you work, what's the problem?
It may or may not be your demo. You'll have to make that determination. Some
voiceover artists seem to continually tweak their demos which may or may not
be a good idea. Even worse, it could be a waste of time and effort (other
than the editing practice). You want the mass appeal from your demo. But, it
may be that one track in the middle or near the end that brings in that
lifelong, lucrative client. If that track is at the end of the demo
presentation and the prospective client doesn't buy into your "money voice"
up front, it may never get heard. Oh, what a dilemma we conjure with our
demos. How do we get around this?
While the demo is the most important element of your marketing strategy, it
is only one element. It's an entire marketing package that renders the
optimal results.
You need to write great introduction letters/e-mails to prospective clients
to entice them to even listen to your demo. A personal website, free and
devoid of disconnected advertising is a must in the 21st century.
Your name must be splattered all over your marketing elements. It has been
said that it takes seven repetitions of your name or your company's name
before anyone will ever have a chance of recollecting it. This is also why
the biggest and most successful of businesses seem to run their messages
into the ground. Ever said, "If I hear that spot one more time, I'm gonna
throw the radio/tv out the window"? Of course you have. We all have. But, we
do remember who drove that image into our brains, don't we? This is also the
message that many advertising account executives relay to their customers
who counter with, "Nah - advertising doesn't work for me - it's an expense I
just don't need". For the intelligent business operator who counters with
the above, a brief reminder of how Coke, McDonald's, Microsoft, etc.
constantly bombard us with their message accounts for their huge market
success usually does the trick.
We each have a unique ability to deliver the intended message in our own
unique style and way.
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ABOUT THE AUTHOR:
Doc Phillips has been providing voice work in one way or another for 30
years. He is also an internet entrepreneur who hosts and manages several
sites. He built, maintains and "markets" his website,
http://www.docphillips.com.
