Measuring ROI For Your Time:
It Tracks What Brings You Jobs
By Dave Courvoisier
Voice Actor & TV News Anchor
In the overbearing ocean of American acronyms, none has its place closer to the heart of a capitalist than ROI - Return On Investment.
Make no mistake, itís an economic term in origin. In fact, hereís the formula for the Arithmetic ROI (also known as Rate of Return):
There, now donít you feel better? So ... get out there, and go get Ďem tiger!
ROI FOR VO
Those stat-crazy Wall Street folks certainly need to pay attention to the numbers. But us freelance peons are more interested in the less-regimented definition of ROI - the one that tells us whether the time weíre spending doing this or that is worth the effort for our voice over business.
Here again, though, the default of doing your best at measuring and quantifying is of utmost importance. For example:
However, there are also grey areas - soft ROI's.
So far, I have not seen the equation that tells me whether the hours Iíve spent blogging since 2007 have translated to dollars in my bank account. How do you measure that?
Or the analytics that would reveal the time I spend each month on conference calls for the SaVoa Advisory Board - whereís the phantom formula for that?
When I mentor an up-and-coming talent, or help a friend troubleshoot a funny buzz in his audio chain - are there metrics for that?
BEYOND THE NUMBERS
Sometimes you have to go beyond the numbers, or even find a substitute when no numbers are available.
If you look up from your monitor after wearily perusing the latest listings on V123, and you canít face ONE. MORE. POSTING. Maybe itís time to try something else.
Whatís your Soft ROI on that?
YOU'LL KNOW ...
Does common sense tell you that cold calling does not fit with your basic personality? Soft ROI to the rescue.
Your agent hasnít sent you a commercial script in months, but ACX (Audiobook Creation Exchange) is needing your services on at least two audiobooks.
Hmmm, my Soft ROI is talking!
I hate that Soft ROI is not quantifiable. I wish I could put a gauge on matters of the heart. But youíll know. Youíll know.
ABOUT DAVE ...
Dave Courvoisier ("pronounced just like the fine cognac, only no relationĒ) is an Emmy Award-winning broadcaster, writer, producer, voice actor, and the main weeknight news anchor on KLAS-TV, Channel 8, the Las Vegas CBS affiliate. He's become the voice over industry's social media tech guru, and writes Voice Acting in Vegas, a daily blog of adventures and observations in a style thatís true to his friendly Midwestern farm roots.
TV bio: KLAS-TV bio link
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