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MARKETING My (Almost) $10,000 Mistake Taught Me That Custom Demos Make A Difference  By Paul StrikwerdaVoice Actor I was in a rush. I wasn't thinking. And it almost cost me ten thousand dollars. The lesson I learned that
day has been one of the cornerstones of my success as a voice talent.
Before I share that lesson with you, let me ask you this: Have you heard of the Calimero Complex? It is named after an Italian/Japanese cartoon character named Calimero, and many freelancers seem to suffer from it. THE ODD CHICK OUT Calimero is the only black chick in a
family of yellow chickens, and he still wears half of his egg shell on
his head. It is as if he never really made it out of the nest. Calimero is the archetypical
underdog. He often gets in trouble and believes the whole world is out
to get him. When the show reaches a dramatic climax, Calimero usually
utters the following catch phrase: "They are big and I am small and that's not fair, oh no!" That's the Calimero complex. I can understand why some
freelancers can identify with him. Operating a small business in a big
world is not easy. We might not wear an egg shell on our noggin, but we
certainly wear many different hats. Being self-employed can be invigorating, liberating - and terribly intimidating. Some of us thrive under pressure. Others can't stand it and eventually chicken out. WHEN SMALL IS BEAUTIFUL Personally, I believe small is beautiful.
I love being my own boss. And as a small business owner, I do not suffer from the Calimero complex. I'm not afraid of the big guys because I know I have something to offer that big businesses can never compete with, no matter how hard they try. I'm not a chain, a franchise or a branch. I personify my product and there's nothing generic about that. I might not have offices on five
continents, but I do business with people from all over the world. I
don’t build brands. I build relationships. My customers don't have to jump
through a million hoops to speak to someone from management. My clients
have direct access to the CEO. NO AUTOMATED RESPONSES And when they send me an email, they
won't get an automated response. They receive a personal message. I don't outsource quality control and customer service. I am quality control and customer service. I don’t dictate clients what to do. I listen to what they need. And most importantly: I don't do more of the same. I customize. I localize. I personalize based on the unique requirements of the job. It's a lesson I learned the hard way. THE MOST VALUABLE LESSON One day, an audiobook publisher
asked me to audition for a 1,200-page biography. He didn't send me a
demo script. He only told me what the book was about. His request came
at the end of a very busy day and I was ready to leave my studio to meet
a friend. I usually answer these types of
emails as soon as I can, and on my way out, I wrote the publisher that I
was interested in the project and I attached a generic demo to my
message. BIG MISTAKE! A few days went by before the
publisher emailed me back. He said he'd continue his search for a
narrator because my demo sounded "too commercial." He needed an
international storyteller. Not someone doing a sales pitch. Now, I could have left it at that,
but something told me I should try to turn things around. Perhaps I
could get a second chance to make a first impression. THE SECOND ATTEMPT I went online to find the book in
question and picked a paragraph to read. This time I recorded a custom
demo, showing off my multilingual narration skills. That same day I received some great
news: My new and improved audition was a big hit. The job was mine and I
ended up recording (and getting paid for) over 32 hours of audio. A few
months later, the same publisher asked me to narrate a second book. THE MAGIC OF CUSTOMIZATION These days, I hardly send out
generic demos anymore. When no script is provided, I look at the subject
matter and (if published) the name of the client. Then I go online and
find a press release or an article about the product or service the
client is associated with, and use that for my audition. This does two things. It is my way
of telling clients that I do my homework and that I'm willing to go the
extra mile. Secondly, clients get the opportunity to hear me say the
name of their company and product and "try on" my voice in a context
they can relate to. All of a sudden, a simple demo becomes relevant. BREAK AWAY FROM THE PACK Of course, I don't win every job I
audition for. Far from it, but I do know that customization can set me
apart from the rest of the pack. It makes my entries more memorable and
as such, it enhances my chances. And when I ask my clients why they
picked me, the custom demo is often cited as the difference that made
the difference. It does take extra time and effort to do the research and record something special. But that's an investment well worth making.
Customers are the life blood of your
business. Why give them a hotel chain treatment, if you can give them a
bed-and-breakfast experience?
Being small in a big world can be a competitive advantage! ABOUT PAUL ... Paul Strikwerda is a 25-year veteran of the voice over industry whose Nethervoice
service features German and Dutch voice overs, translation and
evaluation services. Born in Holland, he has worked for Dutch national
and international radio, the BBC and American Public Radio. Although 90%
of his work is in English, Strikwerda also records in Dutch, German and
French. Clients include Novartis, Johnson & Johnson, and the
Discovery Channel. He also publishes an informative and entertaining
blog, Double Dutch. Email: paul@nethervoice.com Web: www.nethervoice.comDouble Dutch Blog: www.nethervoice.com/nethervoice |
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So it turns out that I was a "Finalist" for this lucrative gig (along with a handful of others), but never got a call. V123 allows you to include another demo along with your custom audition, and I can't help but think that having included a "health care" demo might have helped my chances quite a bit. I'm kicking myself over it now, since it was at least $3K worth of spots!
So YES, I am a believer in the value of specialized demos!
I often compare the process of customizing a demo to writing a cover letter for a job application. A generic letter does not get you to the top of the enormous pile. A customized letter might not automatically get you the job, but it certainly increases your chances.
It's all part of being client-focused. If you're sending a generic demo because you're in a hurry (like I was), you're thinking of yourself. If you make a special effort and record a customized demo, you're thinking about your client.
The 2nd part of your post is right on (as usual). I helped someone create a custom dating site demo and she/we landed the job, just like you said! Clients want to hear your voice with their copy and in their style. Your generic demo can help them weed out whose custom demo they don't want to hear if your timbre is just not right for their product.
Thanks again Paul! - Uncle Roy
Excellent advice. I tell all my students they are not "doing voice overs," they are starting their own business. And, yes, they are the CEO, the talent, the casting agent, the booth director, the engineer, the quality control person, the advertising manager... Well, you get the idea! You have to take each of those jobs seriously to succeed.
I am sure custom demos are the best. Many clients don't have the imagination to translate the sound of your generic demo over to their project. Besides, I'm sure the client just likes the sound of your voice talking about their products and saying their company name. Yes, it take more time but it yields much better results.
Great advice!
William
The extra mile you reference is often the difference that tips the scale in our favor and a great reminder to do your homework as consistently as possible. Great tip on researching the company and using their own information in customized, personalized auditions.
Thanks again...
Ken
Thank you.
JG