Laura Schreiber

Sales Funnels For Voice Over

March 17, 2022 by Laura Schreiber

Marketing to Voice Over Clients

Note: this is not a story with a happy ending. If you want to skip to the follow up blog, click here.

In voice over, we talk about marketing endlessly. How do we get clients? Voice actors love to talk about marketing. We love to talk about our CRMs. Building client relationships is another hot topic. A few weeks ago Robert Sciglimpaglia started talking about sales funnels for voice over. Diana Birdsall, fellow VO Coach and I got super excited. Why? After years of emails and LinkedIn outreach, sales funnels are different. And why work with Rob and his daughter Mary Brainard? Put simply: they are fantastic.

You might be wondering how a voice actor/attorney and his daughter teamed up to do this? Well, Rob explained that it was always his dream to work with his daughters but none are lawyers. Mary actually studied English and Psychology in college. At present, Mary does copy writing and marketing for companies with six and seven figure budgets. Mary and Rob decided to team up and bring Belair Creative to the voice over community so that we can benefit from their marketing expertise. In just their first month on the scene, business exploded for the father-daughter duo.

Explaining a Sales Funnel

A sales funnel is a fancy word for a sales process. If you picture a tube or a pipe that is wider at the top and narrow at the bottom, that is what a funnel looks like. In a sales funnel, as people move through the funnel, there are more people at the top and fewer at the end. This is because not everyone wants or needs you services at the moment they are pulled into the funnel. You can work to maintain contact with all who have come into the funnel through follow up emails, calls, and social media. Also, it came up in our clubhouse chat that funnels should really be used for experienced voice actors who have their business up and running. If you are new to VO and just starting out, this is not the system for you. You can try this once your booth is set up, your website is up, and you are ready to seriously invest in your business.

Knowing Who to Target

Just like when you mark your script and you have to understand who you are talking to, in marketing you have to understand who your ideal or dream client is. Some other people might call this a buyer persona, although Rob and Mary did not use that terminology. Anyway, instead of sending out endless emails in hope of a reply, Mary uses targeted videos well-placed in social media groups so that they land where you want them. Often, clients need talent but don’t know where to find them so they end up on casting sites. By going directly to them, and finding the clients where they are, we are making ourselves easy to find.

Some Sales Funnels Have More Steps Than Others

Every clients is on a different path in their journey. Some might be ready to buy your services today. Others might be ready to purchase next month. Maybe some might never be ready to take action. It’s possible funnels have more steps because they want to qualify the potential clients. Other funnels have more steps because there are different types of funnels. Some have a survey, a questionnaire, or a form. The main goal could be information for a mailing list. Another main goal could also be the sale of services. The funnel is based on what you want to accomplish. Belair creative does a three level funnel that includes video, a survey, and scheduling an appointment.

When Mary and Rob work with voice actors, they are aware that different talents need varying degrees of handholding when setting up their sales funnels. They basically set up a system so that someday we can maintain it ourselves. Through the funnel, we can learn where our clients come from. We will get data both from the CRM and from social media. In order to run a solid funnel, you need to know who you are talking you and what you want to specialize in.

The Downside to Sales Funnels

We asked if there is a downside to sales funnels. Mary said she thought a lot about this. She said if you set it up and did not use it that would be a downside. Or, if you got too many new clients and you could not manage them all, that would also be a downside.

Why Sales Funnels are Unique and Some Final Thoughts

As Diana astutely pointed out, so many voice actors are on pay to plays and do direct marketing. What we all want is jobs in our in box every morning, right? We asked Rob why this is the next great thing. He said that in addition to finding clients where they are, so much of the funnel process is automated. From follow-up emails to scheduling appointments, automation helps drive the campaign. Mary also offered that doing a funnel allows you to be more in control of your business. You get unique, specific data about who is purchasing your services. By reaching out you are building relationships and staying top of mind. Getting clients is really important, and that is what funnels do.

In business it is really important to be careful who you take advice from. There have been many conversations about being cautious of “the next big thing.” We have all scene recent promises that sounded wonderful and did not pan out. You probably know already that I do not have a crystal ball. I can’t guarantee that every funnel will get who we need to get. What I do know is that you can waste a lot of time marketing to the wrong people on your own. Rob has been loved my many in the VO community for years, and once you meet this father daughter team, you will see why Diana and I were so delighted to share them with the community.

The line between the voice actor and our business?

February 28, 2022 by Laura Schreiber

The Philosophical Question of VO

Without doubt people love John DiMaggio’s character Bender on “Futurama.” So when DiMaggio’s contract was up, he faced a dilemma. Many voice actors have actually faced this very dilemma. Does he hold out for the rate he deserves? Should does he walk? Or perhaps in this instance, DiMaggio responded like his character Bender would have.

This is a complex situation. If you have not watched the show or have not read about it, there are a few key details. DiMaggio has played Bender since the 90s. He has described Bender as being part of his soul. Hulu decided to revive the series. There are a lot of unanswered questions:

We do not know the entire budget.
What was John DiMaggio’s offer was relative to others in the cast like Billy West?
Was actually only about the rate?

As voice actors, we face a daily struggle. We are working artists. Creatives. How do we align artistic principles with business principles? If something is “part of your soul” how do you attach a rate? When a character becomes part of the fiber of who we are, how do we walk away? At the same time, we spend years training. We invest in pricey gear. We have a huge cost to maintain our business. How can we afford not to maintain our rates? If we do not stand up for our value, who will?

Recently I was on a college tour at Georgetown with my son. They tour guide spoke about religious and philosophical life on campus. He said they want the students to grapple with the questions to which there are no answers. When I read DiMaggio’s story, I thought back to this. As voice actors, we need to find the intersection between our acting goals and our business goals.

Voice Over Bookings Like Library Books

In March of 2019, I was at the World Wide Radio Summit in Burbank. I remember Kelly Doherty saying something brilliant. She likened VO gigs to library books. Kelly said they are ours for a time then they go to someone else. I loved that. As someone who has always believed we get the jobs we are meant to get, that worked for me. My friend used to do the Burlington ads on Spotify, then I did them. Now someone else is. I used to do the IVR for Big Bear Gear. Then they wanted a male voice and I happily passed it on. That’s how it goes.

What makes it different in the scenario is with Bender, is that fans equate actor with the actor. The actor has developed the character. The actor has not only made the character who he is, but the character then becomes a part of the fiber of the actor.

Now, let’s flesh this out. There are times when actors assume roles that have already existed. For example, Bob Bergen took over as Porky Pig. Dora from Dora the Explorer has been voiced by three actors: Isabella Merced, Caitlyn Sanchez, and Fatima Ptacek. “Tom and Jerry” had no fewer than seven voice actors over the many years. There was not feuding when these actors stepped into a role, the role, like a library book, simply changed hands.

What Makes the Bender’s Voice Over Role Different

Some philosophical questions must be asked at this point in analysis:

Does fan attachment come into play?
Do some actors define a role?
Can actors seamlessly take over for each other?
Where is the line between budget and performance?
Is it more important for a talent to earn a living wage? Or, is it more important for the character to go on to exist and be part of a series?

When DiMaggio could not reach an agreement, many industry insiders came to his defense assuring everyone that they would not assume his role either. This leaves us with an open-ended question: imagine of someone had tried to replace Beaver Cleaver or Arther Fonzerelli? If someone tried to replace Peter Cullen as Optimus Prime, we would notice that too, so perhaps some characters are just different. Perhaps Bender is one of those characters. That, of course, leads to another great question: does the voice actor develop the role is does the role create the space for great talent?

As a professional voice actor, I can tell you that great scripts are a gift and they do not come your way so often. When they do, they give voice actors a chance to shine. It is hard to give a brilliant performance when the specs in no way match what you are sent script wise. So my thoughts are that when characters become iconic, it’s because an extremely gifted actor is placed in a wonderful cast and has a great script to work with.

Voice Actors Earning a Living Wage

All of that said, I am a voice actor because I have a passion for my craft. I have an advanced degree and while there are many things that I could do, there is only one thing that I want to do: voice over. Of my daily routine, I take joy in the minutiae with one exception: negotiating rates. Despite the prevalence of well-publicized rate cards, I constantly have to negotiate with clients. It is so frustrating. DiMaggio’s recent problems bring all of this to light. If the most famous and talented among us cannot get paid what they feel they need to continue an on-going role that they are known for, how are the rest of us supposed to hold out hope that we will get the rate we need on the next commercial or eLearning gig?

Talking Voice Over with Randy Thomas

February 17, 2022 by Laura Schreiber

Chatting with Voice Over Industry Icon Randy Thomas

Randy Thomas, Laura Schreiber, and Diana Birdsall as we chat on Clubhouse!

Yesterday we had Randy Thomas in our Clubhouse room “Ask the VO Coaches.” If you have ever been in our Clubhouse, then you know that the vibe of the chat was different with Randy. Everyone was extremely excited to have her there. Randy has a body of work like no one else in voice over. She books across genres including Radio Imaging, Promo, and Live Announce and the list goes on. From the Oscars to the Tony’s to GMA, everyone has heard Randy. Despite her celebrity, Randy remains kind and humble. Always dedicated to helping those around her in voice over, Randy spent an hour with us!

How Randy Segued From Radio To VO

Randy worked in radio for many years. Starting as a teen at a station in Detroit, she loved it. As a DJ, she went from MI to NY to Dallas to Miami. Randy said she thought radio was everything and she’d do it forever. While she was at the Miami station, they gave her copy to read. That was when everything changed. Randy became the first female ever to announce for the Oscars.

Live Announce Vs Other Genres

Next, Diana Birdsall and I asked Randy how Live Announce reads are different. She said when she reads for the Oscars she reads it big, with confidence! It’s not about being loud, it’s about the tone and the vibe that you project. Over the years, Randy says she has mellowed. We asked Randy how different shows get different reads. Her instincts come into play a lot. For example, the Tony’s are way more compact. When in the Director’s Guild Awards she feels like she is in “rarified air” and gives a special, hipper read.

Like with other genres of voice over, actors have to make a choice. Directors give input and Randy works with that. Randy shared an anecdote about her late, great friend Chris Corley. Chris is well-known for being the voice of the MLB network, movie trailers, imaging, and more. Anyway, once auditioned. He was cast in this role. Once hired, they told him his read was not what they wanted. But, he was so committed and they loved that commitment to the read. The choices we make when we read and the characters we choose matter so much across genres.

Another interesting aspect to Live Announce is the scarcity. So, no matter how talented a voice over artist is in this genre, there are simply not enough gigs. This is why brancing out into other genres becomes necessary.

Being the First Woman to Announce the Nightly News

I confess I was beyond excited to talk to Randy about this. Only Randy not only has such a good opportunity, but her opportunities have been unique. As the first woman announcer for Prime Time, Randy broke this glass ceiling. We asked her why it took so long? Randy said men were making decisions. They went with what they new. When she got the opportunity to host the Oscars, she did not think about being first, she was thrilled. Randy’s work as the voice of news shows like GMA and Prime Time is important. She is changing perceptions about women and where we fit in the workforce.

Having Top Agency Representation and Its Implications

Atlas Talent represents Randy and all her bookings go through Atlas. Randy shares that 95% of her work comes from Atlas, and she has a few relationships of her own. We asked Randy about the impact of top representation. Having always coveted it myself, I was curious for her perspective. Randy shared she thought it is possible to still go after certain genres without such an agent. In my experience, having various regional agents I am very thankful for, there are limits. Promos, TV Affiliate, and Radio Imaging seem to be under the lock and key of the top tier agencies. As some one with lots of agents, that work just does not come my way and I sure wish it did.

Randy also talked about being a union talent. She talked about how much being part of the union means to her. The union scale jobs have been great for her career.

Exciting Clubhouse Announcements

Finally, we had big announcements! VO Master is coming back in 2022! Randy shared they are back in force this year. Rachel Wohel, Randy’s daughter and fellow VO actor, Joined us. They divulged several upcoming events.

First, they present “Marketing to Local Businesses to Become ‘The voice of your town’” with Tom Aglio. That’s this Saturday, Feb 19th from 9:30-11:30 am PST.

Next, they offer “The Anatomy of a News Promo: Work With ABC News Producer Yoni Mintz” on March 7th from 5-7 PM PST.

Lastly, for the first time ever, they are doing casting on Clubhouse! They will be casting for a dystopian poem, “Drums of Grace” by Michael Rothenberg. Randy and Dennis Kleinman have already co-narrated it. This will be a condensed version written by Cherise Alexander. They will be casting for this live reading soon, so don’t miss your opportunity!

Why Improv is Great for Voice Over

February 14, 2022 by Laura Schreiber

How did I end up doing Improv?

Firstly, I never set out to study improvisational technique when I started doing voice over. Early in my VO career I worked with amazing coach Fred Frees. Fred was my character coach. We were doing private lessons working towards a character demo. Fred is not only an established talent, but he also grew up in the industry. Fred happens to be the son of VO legend Paul Frees. There is not a voice, character, or trick that Fred can’t do. The man is amazing. One day in one of our lessons Fred told me I had to find an improv class. For me, this was out of my comfort zone. He told me that he heard repetition in my characters and that I was falling into patterns. The only way to break this was with an improv class.

Why was I nervous? Well, in the safety of my studio, I was fearless in front of a microphone. Fred suggested leaving the booth and going to an actual theater with real live people. Learning a very new different skill set was scary. It was daunting. And, it was necessary.

I found a class called “Advanced Acting and Improv” at Paper Mill Playhouse. Taught by Broadway great Elisa Va Duyne, the class was hard. I was not used to learning lines. The amount of drama was also a big change. Physicality amongst others was also new to me. But I started the class none the less. Want to know how long it took for Fred to hear a difference once class started? Fred heard a difference in my reads in one week. He said I was like a different person in our sessions.

Scott Parkin and Voice Over

Fast forward quite a few years. Now I have the luxury of having a weekly Clubhouse Room, “Ask the VO Coaches.” This week voice over legend Scott Parkin was our guest! Whether you know it or not, you likely know Scott! He is the voice and face of many recognizable brands as he does both voice over and on-camera work. He actually started out on morning radio. Scott has a national Tide TV commercial and many more. He has also made appearances on well-known shows like “Grace and Frankie.” Scott finds that the relationship between VO and on-camera work is symbiotic. Scott shared that most of his work comes in through his agents at DPN. As a single dad, his daughter Miranda grew up socializing with other talents in the DPN waiting room.

Scott Talks Improv and Voice Over

Diana Birdsall and I asked Scott why voice actors should study improv? Scott explained that improv helps you find a character. It also helps you find that sought after conversational read. For example, think about what you like to do for fun. When you respond, you make it real, including stops and starts. Scott was great fun in the Clubhouse! He fell into many characters for us. He was Angus, a Scottish soccer player. Then he was Doug from Doug’s BBQ in Texas. First Scott became the character. Then he showed how they would say their lines with ease.

Improve Across the Genres

We asked Scott which genres of voice over improv helps with. He said it is useful in all genres. We talked about assuming characters in genres like eLearning or narration. One of our attendees, Jeffrey, told Scott he is taking improv classes in Atlanta. Jeffrey asked Scott what he should look for in class. Scott said it depends on your goal, which might include:

On-Camera work
Sharpening your skills
Writing Sketches

The conversation went on to consider if improv practice can happen via zoom. Scott said that he has adapted his drills to work on-line. But, in-person classes are still the gold standard.

The Culmination of Improv: “Comet Casino”

“The Comet Casino” Original art by Miranda Parkin

Scott has a daughter Miranda. Miranda is both a voice actor and an amazing artist. Perhaps it’s because Miranda grew up surrounded by voice actors. Maybe it’s because Miranda’s dad bursts into character at the snap of a finger. Or most likely it’s because Miranda has oodles and oodles of talent! This 21 year- old phenom has created her own cartoon: “The Comet Casino.”

The show boasts an all star cast with the likes of Tara Strong, Billy West, and Maurice LeMarsh to name a few. Dad and daughter are doing all the leg work themselves. From creating the team to raising funds for animation, it is a family project. What’s the point? If you connect the dots, it’s no accident that a kid with profound improv training did this. Miranda can act. She is also an artist. Miranda had a vision. This gal also happens to have an amazing dad behind her. Now, am I saying that if you study improv you can write a show? Maybe not. But the point is, you never know where years of exposure and on-going training and coaching will take you. That’s the point. Work on your craft. In conclusion, keep working on it. And if you have the means, also support this amazing family here.

Talking Instagram Reels with Jonathan Tilley!

February 8, 2022 by Laura Schreiber

The Guru’s Advice on Instagram Reels

Sometimes the stars just aline and you are graced with the presence of brilliance. On Friday, fellow VO coach Diana Birdsall and I were lucky to have the amazing voice actor and personal brand strategist Jonathan Tilley in our Clubhouse room. Many know Jonathan from both his courses League of List Builder at nd My Content Calendar, and if you don’t know Jonathan you should. He is both a generous soul who gives his best to help everyone he talks to and a creative genius. From voice actors to models to photographers, working creatives who know Mr. Tilley simply do better! Jonathan himself uses Instagram Reels and was able to book $12,000.00 in new business from one Reel, and if he can do it, so can we! So, if you missed our Clubhouse or if we covered so much you couldn’t get it all down, here are some of my notes on what was covered:

Why Did Instagram Shift to Reels?

We started our chat on this topic. If you think Reels are brand new, they aren’t. This shift actually came in the summer of 2020. The folks at Instagram saw how popular TikTok was. There used to be IGTV. As Reels came into the picture, that went away.

Some of the Best Features on Reels

Jonathan enlightened us to some features that take reels to another level. He loves the timer. The timer allows you to set the button and have 3-10 seconds to wait before filming starts. Jonathan suggests using the 10-second option so that you are tulle camera ready at the start. Next, Jonathan loves the speed settings. He talked about how using 2x can just add a little more energy to your reel. Jonathan also chatted about aligning and how taking the time to align your reels really takes them to the next level.

Should We Be Sharing Our Posts Across Platforms?

Put simply, no. Jonathan explains that just like you don’t go to Tokyo for croissants and to Paris for sushi, do not create your reels on TikTok simply because crossposting is an option. While he hates playing to the algorithm. The algorithm prefers content produced within the app.

What is the Difference Between Videos and Reels?

If you’re like me, you might be surprised to know that there are still BOTH videos and reels!! A reel is a sub-genre of a video. As mentioned before, IGTV, which was the YouTube of Instagram, is gone now. Videos are vertical. Reels do have certain characteristics:

They use trending audio
They are fast
There is no introduction
This is your chance to bring your own style/authenticity

One of our Clubhouse attendees, Jen Greenfield, made the insightful comment that current TV commercials are actually using both trending audio and dances from Reels, so being savvy to these nuances is important to understanding current advertising trends.

The Deal With Hashtags

I learned so much from Jonathan’s discussion about hashtags. He explained that early in 2021 we were allotted 30 hashtags. Then it changed to 8-15 in the Spring of 2021. Then, it shifted again! First, I had no idea that if you use a hashtag in your stories, it is only seen or reached by those who follow you, so it in no way increases your following. Next, in general, in your Reels, Jonathan suggests using three to five hashtags. He personally always includes his name amongst them. Beyond that, he said it is no longer necessary. I can share that in the 10 days that I have been posting reels, I have increased my reach by more than 400% and I am rarely using hashtags. As Jonathan says, it is more important to create good content.

Do You Need Full Makeup for Instagram Reels?

Jonathan said 50% of your Reels should be show stopping. For me, I am more likely to be show stopping when my hair and makeup is done than when I am in my gym clothes. He also emphasized that it is important to show up, have fun, and be yourself.

How Do We Keep Up With current Trends?

Jonathan said it is most important to learn the 5 steps to Reels. Finding and saving trending audio is essential. Aligning is key. Knowing how to edit your Reel matters. Post them from the app without stickers. Once you have mastered the 5 steps, play and have fun! Jonathan says find your own style. Consider creating a series.

Does the Position of Instagram Reels Matter?

The position matters very much. Jonathan says we all need to stop putting that camera way up above our heads. Whatever we think it is doing, it’s not doing that. Instead the phone needs to be parallel to the back wall and we really just need our head and shoulders. Jonathan also suggests that if you have good light by a window this is always wonderful.

When Is it Time to Submit to A Voice Over Agent?

February 6, 2022 by Laura Schreiber

How Do you Know When You Are Ready?

So you’ve been working really hard to build your voice over career. You’ve been working with coaches, you’re on pay to plays, you’ve been doing some direct marketing, but now you feel that your moment has come! You want to make your bold move: it’s time for a voice over agent! But how do you get one? Well, before you begin your official outreach, it’s important to make sure you have positioned yourself for success. What does having an agent really mean? Having an agent really means access to increased opportunities, and you want to maximize this potential. Here are some key considerations when preparing to market ourself to an agent.

https://youtu.be/WPfIhiiG5Cc

Demos Are Done…

You want to begin the agent outreach process once your commercial demo and any others that you are seeking representation for are complete. If you intend to work with an agent, and go after the more lucrative work, it is imperative to understand you cannot produce your demo on your own. Having top notch demos that compete and represent current industry trends is essential. Your demos should be ready to go before you begin marketing to agents.

Website is Up

Your website is your virtual storefront. It established your personal brand and why you are unique from other voice over actors. You should not start to market your self to voice over agents until your website is up. By “up” I mean fully operational. I do have a website planning guide under my “free resources,” but you need to make sure that you have downloadable demos and an easy to find contact page at the very least.

Source Connect is ALREADY SET UP

Most agents require you to have the PAID version of Source Connect in order to sign you. You might be thinking, oh, well, I’ll just tell them I have it and then when I book work I’ll add it. I strongly advise against this. When you get Source Connect, you have to have something done called getting your ports mapped. It is done through a service call on their end. You basically schedule the call, download software, give them remote access to your computer, and they map the ports to your router. It must be done from their end to your end, and it must be set up. Sometimes support appointments are harder to get than others, so it is really important to have Source Connect up and running. The other important detail is that once your ports are mapped, they are mapped to a specific location. So my ports are mapped to the iMac in my studio. If I were going out of town, and needed remote access, I would need to have my ports re-mapped to my MacBook Air. The other alternative is to rent studio space. Why does this matter? Reputable agents expect you to have Source Connect up and running so that if you book a gig with them they can schedule you anytime at the clients convenience.

What Should You Say?

It’s best to keep things short and sweet. Tell the agents who you are, why you are reaching out, and why you are qualified. Attach your VO Resume and appropriate demos. Give them your contact info. That’s it. You can follow up a week later to confirm they got it and then based on what they say decide how often to reply.

International Agents

While it is great to have regional representation, it is also extremely beneficial to have representation abroad as well. As they often need voices of all demographics and accents, it is in your best interest to reach out throughout Europe, Central America, South America, and Asia. The more opportunity you have, the more exposure you will benefit from.

Keeping In Touch

Sometimes agents are kind enough to reply and tell you that the do not have space on their roster at present but they may in the future. This is a great opportunity. This means there is something about you that they like enough to respond, but it is now your responsibility to check in without stalking them! So, you have to decide how often you will pursue this lead and when it is the right time. Such instances include when you have a stellar booking or a very strong month, if you are nominated or win an award, if your earnings start to rise drastically, and if you have been to a conference and met someone from their team. Any of these reasons are great time to circle back and see if anything at all has changed on their end, and to let them know in a fun and casual way about your great successes. The point is to maintain a relationship and keep the possibilities open.

Remember, in the end, there are no guarantees of success in VoiceOver. Having a VO agent does not need that you have made it. It just gives you access to great opportunities. The most direct and sure way to success in voice over is consistent hard work over an extended period of time.