Market Your Voice Over Services Like
The Superhero You Are (Or Should Be)
July 28, 2015
By Paul Strikwerda
Too many freelancers are too focused on themselves, and it is costing them business.
The way I see it, successful solopreneurs have one job, and one job only: To be a Superhero.
A superhero doesn’t think about him - or herself. A superhero answers a call of someone in need, and uses special powers to save the day. And once the job is done, the hero leaves the scene to tackle another problem.
Now, the very best superheroes have at least one thing in common: They know when they are needed.
WHAT MOTIVATES A PURCHASE?
Let's take a step back from that thought to answer the question: What motivates people to buy things?
Even though you and I are likely to have different clients with different needs, there are three factors that always play a role in every purchase decision. You might be selling a service or a product. It doesn’t matter. All buyers are influenced by the same three things: Price, Benefits, and Perceptions.
The price is what the customer pays in exchange for benefits received. It’s something your client has to give up in order to get something from you. Ideally, those benefits should outweigh or at least equal the cost.
Benefits are the positive effects derived from using your solution or service. It’s the pleasure people experience after getting rid of their inner emptiness, frustration, or pain. Smart sales people sell benefits. Stupid sales people slash prices. Any idiot can close a sale by cutting the price (and go broke in the process). It takes brains to sell benefits.
Perceptions are the result of how people evaluate the benefits and price, the (initial) impression they get from your business, as well as the total experience of using your product or service. In the end, perceptions matter most.
Allow me to demonstrate.
Let’s assume you’ve studied the market and you decide to charge $250 per hour for your services.
Is that too much or not enough? Does it even matter what you think?
Get this: An anonymous donor paid $3.5 million at a charity auction to have lunch with Warren Buffet, one of the richest men in the world. Is that too much for a few hours of conversation and a meal?
Hedge fund manager Ted Weschler spent about $5.3 million to win both the 2010 and 2011 auctions. To him, it was money well spent. Buffet ended up hiring him to manage an investment portfolio.
CREATE FAVORABLE PERCEPTIONS
Perceptions are personal value judgments, and therefore highly subjective. This begs the question:
Can perceptions be influenced? Can we manipulate a client into buying from us?Even though I believe that lasting change comes from within and cannot be forced upon someone, the fact is: people are impressionable. Otherwise, they wouldn’t be as open to social proof, and all advertising would be totally irrelevant.
Years of being a solopreneur have taught me that there are things you can do to get an interested client in your corner, as long as you play your cards right. Here’s what I have learned:
1. First impressions are crucial
We all know that we shouldn’t judge a book by its cover, but psychologists will tell you that it takes us only a few seconds to form an opinion of someone or something. That’s why companies spend billions on packaging, and people spend millions on make-up, clothing, and cosmetic surgery.
If you can’t pique a consumer’s interest or instill a level of trust right from the start, he or she will move on to whatever catches the eye next.
So, ask yourself: What is the very first thing new customers see or experience when they stumble upon my product or service? Is it the landing page of my website? Is it a cover of a book or a brochure? Is it… me?
This first impression is the all-important hook. It sets the tone and tells prospective clients enough about your level of professionalism and style, or lack thereof. If anything, this is where you should spend most of your marketing money.
To do it right …
2. Your message needs to be clear, convincing, congruent, and consistent
If you want to play the part, you have to dress the part, and embody the part.
That might seem obvious, yet, so many business owners undermine their own credibility by sending out conflicting signals. A few examples:
3. You have to be responsive
What clients hate more than anything is to be ignored. It gives them the feeling that their business isn’t important to you, and you know what? I think they’re right.
Time happens to be something we all have the same amount of. How we choose to spend that time, gives us an inside look into someone’s priorities and planning skills.
I’ve walked out of a fancy restaurant because the wait staff couldn’t be bothered to serve my table in a timely way. I don’t care if you’re known for the best food in town. If your service sucks, you’re screwed.
I read on your website’s Contact page that you’ll get back to me within 24 hours. I sent you a message three days ago and I have yet to hear from you. What other promises aren’t you going to keep? My project has a strict deadline. If you can’t meet your own, how can I be sure you’ll meet mine?
Being responsive also means: giving your client concise progress reports. It’s a way to reassure them that they’re in good hands. If you’re right on track, let your client know. If you’re experiencing an unexpected delay, you have to let your client know. Don’t wait until they send you an email wondering why they haven’t heard from you in days.
Communication is key, as long as you’re to the point. Anticipate and answer client’s questions. Be an open book. Stay in touch. Make it a breeze to do business with you. You want your clients to smile when they think of you.
That will happen when you …
4. Go out of your way to be helpful
Not all inquiries lead to a sale. Sometimes what you have to offer is not what a client is looking for.
In my case they might want to hire a female voice actor or someone with an older sound or a different accent.
Does that mean that all my efforts were wasted? On the contrary. If you cut off contact because you can’t make an immediate sale, you’re thinking about yourself and you’re thinking short term.
Everything is marketing. Any contact with a client, no matter how brief, is a golden opportunity to start building a relationship. A healthy relationship is a two-way street and takes time to evolve. It’s about giving and receiving.
So, how do you give to a client who doesn’t need your services? It’s simple: Be a resource.
If you’re not right for the job, recommend a few colleagues who are. I’m sure they won’t mind. Show your expertise. Build some goodwill. You’re sowing seeds, and who knows when they might bloom? There are always new projects in the pipeline that might be a better fit for you.
Here’s the thing about giving, though. Don’t just do it for future rewards. That’s not a gift. That’s a bribe.
Do it because it’s a decent thing to do. It’s all a matter of perception. Even superheroes are aware of that!
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. And he is author of the new book, Making MONEY In Your PJs: Freelancing for voice-overs and other solopreneurs, and publishes an informative and entertaining blog, Double Dutch.
Email: firstname.lastname@example.orgWeb: www.nethervoice.com
Double Dutch Blog: www.nethervoice.com/nethervoice
Making MONEY In Your PJs: http://makingmoneyinyourpjs.com
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