In today’s third installment of Edge Studio Marketing Tips, designed to ‘Give You an Edge’ on your voiceover business, the Edge Studio staff reminds you, ‘It’s NOT about you’, it’s about your CLIENT and what You can do for THEM.
For more free VO business advice, check out the Edge Studio Free Career Center.
Marketing Tips
Promoting Your VO Business? Then Think About Your Clients
by Edge Studio Staff
Most voice over artists think about themselves when promoting their services. But to motivate a prospective client to hire you, think about them. Here’s how and why…
THE SERVICES YOU PROVIDE
Wrong: At Edge Studio, 99% of the resumes we receive say, “I am a voice over artist” or “I am a voice actor” or “I speak Spanish” or “I speak medical” and so on.
Right: What needs to be communicated is the benefit you provide. In other words, explain WHAT THE CASTING DIRECTOR WILL GET BY HIRING YOU. For example, how about beginning your resume with this:
“I’m a Corporate narrator who helps large and small businesses sound more professional by enhancing their voicemail, training video soundtracks, and commercials with high-quality narration.”
TRAINING VS. EXPERIENCE
When someone leaves Edge Studio with their new demo, often they ask, “What happens if a client asks what I’ve done? — I’m brand new!” We always tell them to be honest. BUT BEING HONEST DOESN’T MEAN SAYING, “I’m brand new.”
If you’ve graduated from our curriculum, you’re no longer a beginner. Don’t leave the wrong impression. You have more than training. You have experience.
How does this sound:
“I’m glad you asked about my voice over experience:
I’ve worked with four industry experts who are associated with New York’s Edge Studio, privately and in group workshops. I have taken courses to learn the business side of voice over, and vocal training workshops to learn the performance side.
My demo consists of “real takes” (not multiple takes edited together), so it’s a true, real-world demonstration of what I provide.
Although the demo contains short clips (the standard practice for demos), I can also provide long-form narration, having practiced this extensively and being in good vocal shape.
I have performed in a number of realistic practice auditions at Edge Studio, have worked in front of large groups, am comfortable at the microphone and work efficiently in the booth.
After establishing my home studio, I took multiple courses on editing and studio operation, and had Edge Studio’s chief engineer review and approve my home studio quality.
That’s why I’m pleased to have anyone ask how can I help their business sound better.”
HOME STUDIO
Speaking of home studios, these days having one is not so distinctive. Just about every voice over artist has one. But it’s easy for your studio to grab your prospect’s attention, simply by discussing how your studio can help them.
Wrong: Almost every voice over artist lists their equipment on their website. But realize that most prospects haven’t a clue what Model XJ6 is.
Right: Tell your prospect how your Model XJ6 can help them. For example:
“A respected audio-engineer helped me choose the high-fidelity XJ6 microphone, as it nicely captures the clarity of my voice, ensuring that your recordings sound clear.”
SPECIAL BENEFITS
Look around your home. Look in the mirror. Consider everything you can do. THEN CONSIDER HOW these things can help your prospect… and tell them!
Out of work? Then you offer “Fast turn-around times on voice over projects!”
Your friend is an editor? Then you offer “One-stop shop: editing services available, and can be discounted by 25% when you want both editing and voice over!”
Have extra hard drives sitting around? Then you promote “Backups of all recordings saved for one year!”
Neighbors moved away? Then you promote “Extra sound-proofed studio results in cleaner recordings!”
Want to partner with Edge Studio? Then you promote “Can provide music, sound effects, translation, ISDN, and dubbing. Just ask!”
And so on.
THINK YOUR COVER LETTER IS READY?
Here’s an exercise for you: Don’t just read your finished cover letter on your computer monitor. Print it out. Pretend you’re a casting director. What would attract you to that sheet of paper? What would impress you better than your old cover letter did? Is there information on your cover letter that would make a casting director take extra note of you? Is the information compelling enough to keep you “top of mind” with the casting director?
Does each sentence in your cover letter show how you help your prospect?
Would reading your cover letter motivate your prospect to listen to your demo?
Think how else you could help your prospect and add it to your cover letter.
HOW SHOULD WE END THIS ARTICLE?
Wrong: Edge Studio has marketing consultants on staff.
Right: Learn how to get more voice over clients. Ask one of Edge Studio’s marketing consultants to tell you how!
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