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Debbie Grattan

Emotional Branding: The Power of Emotional Video Narratives

While we humans like to think we’re in control, making decisions based on logic and rational thought, we’re really not. In fact, up to 90% of our decisions are based on emotion. Yet we’re not always apt to admit that, even to ourselves.

We instead justify our actions, explaining to ourselves and others why buying that flashy new sports car instead of the practical minivan was a rational decision based on logic and fact.

Even when people deny the power emotions have to persuade them, they still fall under their spell. That’s exactly why emotional branding is such a powerful and effective technique.

You got a good taste of emotional marketing in our brand anthem blog, and now you’re getting the full entrée on emotional branding—topped off with examples of compelling video narration in action.

What Is Emotional Branding?

Emotional branding is a marketing technique that uses the power of emotion to build a relationship between a brand and its prospects and customers. The benefits of emotional branding are enormous, with the ability to:

  • Differentiate your brand from the competition
  • Create a human connection and positive brand recognition
  • Increase brand loyalty, resulting in greater retention and customer lifetime value

The term was first introduced by Marc Gobé in his 2001 book “Emotional Branding: The New Paradigm for Connecting Brands to People.” And the concept has been on fire ever since.

His book introduces the 10 Commandments of Emotional Branding, which outlines how brands sell products not just because the products are useful—but because they produce experiences and forge emotional connections.

10 Commandments of Emotional Branding

Gobé’s commandments focus on the transformation of ideas associated with the traditional marketing mindset into concepts aligned with emotional marketing. Here’s a quick paraphrasing of all 10:

  1. Not consumers, but respected individuals.
  2. Not products, but things that create memorable life events.
  3. Not only honest but trusted. People expect brands to talk about being honest. Go one better by building brand loyalty through likability and trust.
  4. Not quality, but preferred. Go beyond a focus on the quality of your product. Dig into the preferences of your target audience to make sure you remain the preferred brand producing the preferred products.
  5. Not notoriety, but an aspiration. Being well-known is good. Being a brand that delivers a good feeling and emotional connection is even better.
  6. Not identity, but personality. Just because your brand has a clear identity doesn’t mean it has a charismatic personality with strong values.
  7. Not function, but feelings. Make your products more than a practical solution to a need. Craft them to embody an emotional experience that aligns with aesthetics.
  8. Not ubiquity, but presence. Being everywhere isn’t as effective as having a strong presence in places where your target audience hangs out.
  9. Not communication, but dialog. Give up your one-sided conversation in favor of an interactive dialogue with feedback, accessibility, and social proof.
  10. Not service, but relationships. Don’t just sell products. Connect with your audience to establish loyalty, taking their suggestions and making them feel they are part of your brand.

The Art of Persuasion

Putting the commandments to work takes even more strategy. An effective one is to couple them with the three pillars of persuasion introduced by Aristotle. Those pillars are:

  • Ethos: Appeal to credibility and authority
  • Pathos: Appeal to empathy and emotion
  • Logos: Appeal to logic and reason

Ethos is connected to the credibility and values of your brand’s personality. You want to showcase how your quality products are backed by a company with strong moral and ethical values. Strengthen your brand ethos by being transparent with your company policies, impeccable customer service, dependability, and reliability.

Pathos appeals to empathy or stirring up the desired emotions in your target audience. Do this by creating a sense of urgency for making a purchase, along with delivering a sense of safety and belonging. Ignite emotion through your communication and marketing.

Logos refers to the logical side of it all. No matter how good you are at exciting emotions, people aren’t likely to buy your products or services unless they deliver high-quality options that actually perform. Feature product specs, service details, and customer reviews.

All three elements can be highlighted through customer feedback, with visible reviews and social proof supporting the overall appeal of your brand.

the emotions of colors

Emotional Motivators

Another important aspect of emotional branding is paying attention to emotional motivators, or the feelings that drive customer behavior. But what are they? The consumer intelligence firm of Motista set out to define and measure them. And that they did, coming up with a list of more than 300 emotional motivators that drive consumers to action.

Here are 10 of the most powerful for driving action across a broad range of industries and categories. People are emotionally motivated by a desire to:

  1. Stand out from the crowd
  2. Have confidence in the future
  3. Enjoy a sense of well-being
  4. Feel a sense of freedom
  5. Tap into a sense of thrill
  6. Feel a sense of belonging
  7. Protect the environment
  8. Be the person they want to be
  9. Feel secure
  10. Succeed in life

Emotional Branding vs. Emotional Marketing

One more note may seem obvious but still merits a mention. Emotional branding refers to the overall strategy of building a brand that connects to people’s emotions, aspirations, and needs. Emotional marketing does the same thing, but it may only apply to specific advertisements or marketing campaigns.

Brands don’t necessarily need to invest in an overall emotional branding strategy to get results from emotional marketing. Yet using the two concepts together has a way of creating the most memorable experiences.

Emotional Appeal Using Video Narration

Video marketing has exploded, and it’s also one of the best ways to create a coveted emotional connection with your audience. The most effective emotional videos contain striking visuals, a polished script, storytelling elements—all supported by compelling video narration.

You’ll see what I mean with the following examples, all of which use elements of emotional branding or marketing to heighten their effectiveness.

Video Narration: Farm Bureau Insurance

This brand anthem video example uses:  

  • Storytelling
  • Emotional motivators: confidence in the future, sense of well-being, feeling secure, succeeding in life

Video Narration: Insurance Noodle

This explainer video uses:

  • Storytelling
  • Emotional motivators: stand out from the crowd (of other insurance agents), feeling secure, succeeding in life
  • User statistics to strengthen authority and credibility

Video Narration: CARFAX  

This corporate video uses:

  • Storytelling
  • Emotional motivators: confidence in the future, feeling secure

Getting Started with Emotional Branding

Now that you have a basic understanding of emotional branding and are aware of its many benefits, it’s time to try it on for size. You don’t necessarily have to start off by revamping your entire brand strategy. Give it a go on a smaller scale with a video or two.

When you’re ready, feel free to reach out to request a custom audition or quote for video narration. I’m always happy to help.

The Brand Anthem: What It Is, Why You Need One

What do powerful songs, movies and really good books have in common? They stir up enough emotion for you to remember them forever (or at least a really long time). A brand anthem, when done right, can do exactly the same.

Brand anthems are one of the hottest things in marketing right about now, although they’re not necessarily the newest thing. Also known as brand manifestos, brand anthems have been around for years. Whether you’re familiar with the concept or just learning about it now, brand anthems remain a timeless way to bare and share your company’s soul.

Brand Anthem Explained

A brand anthem is a declaration of what your brand is all about. It proclaims who you are, what you stand for and—perhaps most importantly—why you exist. While you may immediately think of a song when you hear the word anthem, you won’t find any brand anthems blaring over loudspeakers at a baseball game. The ones with the biggest impact are showing up as brand anthem videos.

Unlike the explainer video that talks about the how, or straight-up commercials that tell you all about the what, brand anthem videos focus on the why.

Why do you do what you do?

The why gets to the heart of a company’s passion and purpose. And if you can open that heart to your audience, your brand anthem will be one powerful declaration indeed.

Example of a Brand Anthem Video

One of the best ways to get the gist of a brand anthem video is to see one in action, like this example from my web video narration library.

This particular video is only 1 minute and 22 seconds long. But we don’t even get a hint of the product or company behind the video until a good 45 seconds into the clip. That’s because the video is not about the product or the company.

It’s all about the purpose behind the company’s product, the why. And why should you buy life insurance? Because you’re sharing the love with someone you care for. Or, as the company so sweetly sums it up: “Life insurance is love insurance.”

What a Brand Anthem Does

One of the most obvious effects of a well-crafted brand anthem is its ability to make an emotional connection with the audience. Emotions are a potent force that can:

  • Make your brand more memorable, with people remembering things that stirred up emotion much more easily than they remember a lineup of statistics or facts
  • Gain more attention, for both your company and your content; people particularly love sharing videos that leave them feeling warm, fuzzy, empowered, and altogether good
  • Create new customers, as emotion is the bigger driving force behind purchasing decisions than logic or rational thinking (even though people like to think they make purchasing decisions based on logic)
  • Strengthen bonds with existing customers, resulting in increased customer loyalty and enthusiastic brand advocates

And those are just the benefits outside your organization. Internally, a brand anthem can unite employees behind a specific purpose while increasing enthusiasm and drive.

How to Create a Brand Anthem

Now that you know what a brand anthem is and why it’s important for every company to have one, you may be wondering how to create one. Just as Rome wasn’t built in a day, neither is a brand anthem.

Your first step is to really sit down and think about why your company exists in the first place. And no, making money is not going to fly as the basis behind an effective brand anthem.

You instead want to brainstorm about your brand identity.

  • Who is your brand?
  • What are you serious about?
  • Why do you do what you do?
  • What is the driving force behind your existence?

Feel free to write down everything that comes to mind, as companies can be complex entities. But once you have loads of notes and thoughts compiled, it’s essential to boil it all down to a singular, unified message.

Think: “Life insurance is love insurance.”

Is there a particular tagline, purpose or mission statement that sums up your company? Identify it. Smooth it out. Then create a video that supports it.

Key Elements of an Effective Brand Anthem Video

Brand anthem videos can vary wildly, from the highly sensational to the straightforward and down-to-earth. Regardless of the particular style or specific message, all the exceptional ones have a number of elements in common.

Emotional Charge

You want to create a video that makes viewers say, “Wow.” Leave existing customers with a strong sense of pride for being associated with your brand. Make potential customers eager to learn more about your business. Skip facts and figures for a focus on feelings.

Straightforward, Unified Message

You don’t have to say a lot to have a lot of impact. Keep your central message in mind and make sure every element in your video supports it. Don’t go off on tangents or overload your video with needless info. A clear and concise message is often the most captivating.

Focus on the Story, Not the Sale

Sure, your products and services come with immense benefits and features. But your brand anthem video is not the place to share them. You instead want to create a platform where a story unfolds, one that your purpose helps end happily ever after.

High-Quality, Compelling Visuals

Video gives you a chance to showcase captivating visuals. Take advantage of it. Whether you use dramatic footage of a natural landscape or adorable shots of a happy family, give viewers something enticing to watch. Hint: a talking head behind a desk is not all that enticing.

Impeccable Narration

Your brand anthem video showcases what your brand is all about. That means you need just the right voice to properly convey your message. This applies to the style and tone of your written video script, as well as the voice over narration of your finished product. Don’t skimp on either one. Go with a pro that can get it right.

Voice Over for Brand Anthem Videos

While voice over narration is important in all types of videos, it becomes even more so when used to support a brand anthem. That’s because the voice over actor has to double duty. Their voice must:

  1. Match the tone and style of your message
  2. Elicit strong emotion in your audience

Think carefully about the type of voice that may be able to do both for your company, and ask for plenty of custom auditions along the way. Whether your anthem works best with a sultry or serious female voice or the voice of a grizzled old man, you’ll know it when you hear it. It will align perfectly with your visuals, music and message. When done right, your brand anthem video will send tingles down your spine. And do exactly the same for your audience.

Contact Debbie to request an audition or request a voice over quote for your next video project now.

How Do I Get Started in Voice Over?

You want to be a voice over actor. You are certainly not alone.

In fact, the query “How do I get started in voice over?” is one I get so frequently that I’m compiling some basic information and advice. This way anyone who lands on my site with this question can check out this blog – instead of sending an email – for an overview of what I recommend.

You’ll find my advice may differ from other voice over actors, so you’re free to take it for what it’s worth. After spending nearly 30 years in this business, I’ve learned a lot and seen many changes from when I began.

Getting started or becoming proficient in voice acting is not as simple as it may seem. Contrary to what you may have heard or think:

  • You need MUCH more than just a voice and a microphone.
  • All the people and sites promising an “easy way to make money from home doing voice over” are way off-base.

Like any entrepreneurial venture, you have to be smart, and tenacious, and creative, and talented, and WORK hard. Yes, hard work is part of the deal.

It’s not an easy or obvious road to navigate and, for most, the challenge is simply more than they’re up for. Often, it takes years figuring out the right paths, and putting it all into play to actually start making money.

No “Get Rich Quick” scheme here. It’s all about building a business and career. Like anything worthy, it doesn’t happen overnight. But, like any venture, it can be done with proper commitment, talent, desire and some luck.

There are more voice over opportunities than ever these days, but the competition is formidable.

I don’t coach talent, but will pass along a link from a VO Pros group on Facebook. The link comes from a fellow voice over actor, based in Los Angeles, and offers a crash course in what to do to get started in the industry:

Crash Course for Getting Started in Voice Over

And here comes my take on what it takes to get started in voice over, with eight tips I freely share with anyone who asks.

1. Do Your Research

When I started, the internet did not yet exist (yes, I’m a dinosaur!). Now, it serves as a treasure trove of information – which can be a double-edged sword if you fall into the trap of information overload.

You don’t have to figure it all out overnight. But you will have to figure out what is helpful information, and what applies to you in whatever stage you’re in. There are lots of books, webinars, blogs, podcasts, groups, and on and on.

There is no ONE approach. It’s up to YOU to do your homework, and figure out what seems a good fit for your situation, your particular vocal strengths and what you’d like to focus on.

You’ll find a bunch of links throughout this piece, that I’ve personally selected from trustworthy sources, packed with solid information.

And remember, it’s a marathon. You have to take small steps and reward yourself along the way. Otherwise, it can all just be too much.

Do your due diligence, to see if it’s even something you truly want to pursue.

Making a Move

Many people have very limited knowledge about all that voice over entails. They may also not understand that most big commercial, animation and gaming work comes from talent agencies and casting companies in large markets, such as LA, NY and Chicago.

Your overall goal may be one that requires a physical move to get to the place where you can actually pursue the niche you want. (But I wouldn’t suggest making a big move until you’re truly ready and committed with your goals in place.)

Working from Home

A lot of VO work these days is done from home studios across the globe. That means it is possible to book work from anywhere—although it’s probably a lot less glamorous than what you might think. But you have to establish yourself first, and that can be the tricky part.

Do a Google search on “How to break into VO” and you’ll have thousands of links to peruse. You’ll also find tons of information on the topic on my own blog, so check it out for more specific details.

Here are two pieces you may benefit from right off the bat:

Knowing the Players

Part of your job is knowing who the players are. That’s the research I’m talking about.  Here are a few links for some basics to get you started. Bookmark them and visit often:

  • Vo Buzz Weekly: GREAT information from Chuck Duran (hottest VO demo producer in LA) and the incredible guests he has on this weekly show. There are archives of shows with VO actors, agents, casting directors and coaches. You’ll see some of the same names in links I personally recommend further down the page.
  • Voice Over Resource Guide: Extremely up-to-date information on casting companies, talent agencies, union rates, training, and demo production in the Los Angeles and NYC areas.
  • Global Voice Academy Rate Guide: This is a great guide for VO rates and other pertinent info on upcoming seminars, workshops, conventions, coaches and more. I use it all the time, to reference to clients, so they know I’m not just making up my rates out of thin air.
  • Nethervoice Blog: Get on the subscriber list for this blog. Paul Strikwerda is one of the most eloquent and astute bloggers on topics related to VO. I agree with nearly everything he writes.
  • Debbie Grattan Blog: And if you haven’t already checked out my website and blog, then bookmark that as well

2. Attend a Voice Over Workshop

Once you’ve done some research, seek out a good workshop. A good workshop is one that:

  • Is led by a true professional in a real recording studio (if possible)
  • Contains actual commercial and narration copy
  • Teaches you about interpretation, trends, working with a microphone and taking live direction

There is a lot of skill involved in voice over…more than one might think. It’s not as easy as it may seem. Kinda like when you watch a great golfer take a swing. It looks effortless. But of course we know the years of coaching, detail and practice that went into getting it just right.

An industry professional will share current vocal trends in the market, such as today’s focus on conversational, real-person voice overs. This may be trickier than expected to deliver in an audition, when the copy is often not written in a very conversational style.

Niche Markets, Major Markets

Certainly, it’s possible to be proficient in many VO niches. But each requires not only different skills in interpreting copy, but also variations in audio editing, marketing, demos, gathering prospects and clients and follow up.

You’ll find many more workshop classes in major markets, but there can also be offerings in smaller markets as well.  Even a community college might offer a class. Try it out somewhere to see what it’s all about. Your first encounter will give you a better idea if voice over is something you think you want to pursue.

Voice Over Workshop Benefits

Workshops also allow you to network with other VO actors, and find out what they’re doing to promote themselves and get connected in the industry.

Some examples of recommended workshops for VO in LA and vicinity:

  • Kalmenson & Kalmenson: Definitely one of the best in town. Also, watch Cathy and Harvey “Da Harv” Kalmenson on VO Buzz Weekly to get a personalized interview to hear what expert advice they have to offer.
  • Wallis Agency: A nice list from a Hollywood agent with several VO workshops in town.
  • Braintracks Audio: Super- hot VO coach Nancy Wolfson. You can learn a lot just from watching her videos.

Schedules may be different or on hold due to COVID, making patience a key.

One more important note:

The vast majority of working VO professionals have a rich background in performance, so it’s a BIG plus to have training or experience in:

  • Acting
  • Stand-up comedy
  • Improvisation

If you are lacking in these skills, best to get some basic training or brush up on techniques.

If you choose to pursue voice over as a career, you will be competing with top-notch actors. A background in performance will help you greatly.

3. Be Coach-Able and Be Patient

Allow your mind to embrace new ideas.  Don’t get in your own way with negative thinking. Any career in the entertainment industry is highly coveted and fiercely competitive.

You need to maintain your own personal support system to help you roll with the rejection that’s a day-to-day part of the job. Be kind to others and to yourself.

The truth is:

The actual recording part of a VO pro’s day is only a very small part.

  • 5 to 25% of the day: Time spent recording
  • 75 to 95% of the day: Time spent FINDING the work (especially in the early days)

That’s the challenging part.  And no matter how good you get, you’re still going to have to be your best cheerleader, your best salesperson, and learn to enjoy the challenge. Find the things you like about it, and celebrate when you’ve hit a goal or had a success!

4. Learn What It Takes to Run a Business

Most people find it hard being an entrepreneur, which is what you have to be as a VO actor. It’s a rare few that make it past the hurdles to actually make their living in VO or acting.

You must:

  • Take charge
  • Wear many hats, and be good at most (if not all) to succeed
  • Make up the rules as you go
  • Discern what’s working and what’s not
  • Be creative in your approach
  • Be tenacious

Whew. If that’s not enough, you must also keep going and going – even when the going gets tough.

While there are suggestions from everywhere, there is no ONE road to success. It’s different for everybody, and it’s up to you to find what personally works for you.

5. Invest in Yourself and Your New Career Path

You’ve heard “It takes money to make money?” Well, that’s definitely true in a voice over career.

You have to be willing to invest in your career. You will be required to spend money on the things that are vital to getting you up and running.  Think in possibility.

My order of spend for your career over the first year or two:

In-person or remote VO workshops or coaching sessions

  • Cost: $250 to $500+ depending on location and instructor

You’ll probably want to take more than one before moving on to the next step.

Home studio setup

  • Cost: $1,000+ for adequate studio setup

Essential for your own practice and ability to learn the basics of recording and editing. You’ll find tons of online info to help with home studio setups. Don’t invest in a WhisperRoom or a super expensive mic just yet.

A quiet place like a closet or corner you can treat with a noise dampening technique is a good place to start. When or if it becomes clear you want to pursue this venture further, you can upgrade your studio setup as needed.

Joining a pay-to-play (P2P) site

  • Cost: $199 to $300 per year to join at a beginning level

P2P sites let voice seekers post auditions for voice actors to submit. Major sites, like Voices.com, Voice123, VO Planet and others will have an annual membership fee. Since you won’t yet have your own professional website at this stage, P2P sites are a place to set up a temporary web presence with a bio and some demos of your work.

Beware: You may audition for hundreds of jobs on sites like these and not book one for a very long time – or ever! You have to not only be patient, but also get feedback from a coach or other industry professional to tell you what’s working and what’s not in your auditions.

Professional demo production

  • Cost: $200 to $2,500+

Many newbies want to make a demo right out of the gate. I don’t recommend doing so, as you have to learn and grow as a voice actor before your demo is competitive in the market.

Certainly you can DIY, but most professionals will hire a demo producer to take you from beginning to final. Don’t spend on the high end at this stage.

Many auditions want a custom demo, with their script. That means having any type of premade demo may not even be requested or needed anywhere else but your web page.

At least one professional demo, and perhaps several, will be imperative once you reach the point where you decide to make voice over into something more than a hobby. You’ll need demos if you wish to pursue agency representation, which is not necessary but helpful for bigger jobs.

6. Regularly Read Industry Blogs to Stay in the Know

The internet is your friend. It provides answers to nearly all of your questions. There are TONS of books, articles, blogs and other content about the business of voice over. Read something by Marc Cashman, for sure.

Once you start familiarizing yourself with industry pros, you’ll find those with whom you resonate. You’ll be able to keep up with industry happenings by continuing to branch out with those in the know.

7. Join Social Networking Groups for Voice Over

From Facebook and LinkedIn to Twitter and Instagram, get on the social networking platforms. You’ll find TONS of VO groups, with all sorts of advice on everything from where to get a demo to how to set up a home studio, to what producers you want to avoid.

Helpful links to get you started:

  • VO Peeps: Meetup group delivering resources and info about the industry. Great for networking and ongoing learning.

Search around for more group on all the social platforms. But be careful to not waste too much time chatting or posting. Like most social media, it can be a huge time waster if you get sidetracked. If you stay on track, it’s a fantastic way to get connected to others in the industry and LEARN.

You’ll find the VO community to be among the warmest and most helpful out there. Everyone was once in your shoes. They all had to figure a way to get wherever they are.

If you’re not in-person in a workshop, then interface with the VO community online:

  • In groups
  • Chat rooms
  • Podcasts
  • Webinars
  • Wherever you can

Keep in mind they are doing a favor in handing out any advice (unless you’ve hired them for coaching services). That means you don’t want to over-impose. And never send a one-line note asking, “How do I break into the VO industry.” That’s just a big turn-off for most VO pros.

8. Study Successful VO Talent in Your Chosen Category

Identify and study your competition. It’s really simple to do that nowadays, with that fancy little laptop or smart phone you have. Or just watch and listen to commercial spots to hear what’s current.

Google is your gateway to the world. Research other VO talent. Take notes on what you like about their demos, websites, communication, blogs and other content. Then use it to assist you in your journey.

You need to be aware of who you are competing with. You also need to find your own unique way to stand out amongst the competition. That’s something you’ll have to do with EVERY audition, so get used to it!

Summing It Up for New Voice Over Talent  

The MASSIVE amount of voice over information out there can be overwhelming, especially at first. But literally any question you can ask will have an answer – or multiple answers.

Podcasts to put on your list:

As mentioned, I personally do not coach talent, but there are many VO professionals who do. Marketing oneself as a coach for actors is an entirely separate business from acting and VO, and I only have the time and energy to devote to one. But there are good teachers out there.

If you follow through with the slate of info in this article, it will surely lead you to other important sources of information and the next step on the ladder. You’ll find many more steps past those listed here. In fact, the steps are never ending.  But if you enjoy what you’re doing, then it will always be a fun ride.

Just keep swimming!
Best of Luck!

Are You Willing to Do What It Takes to Succeed at Voice Over? – Part 3

The idea of a voice over career can be alluring indeed, especially when many people think it automatically delivers easy money, fun work and maybe even a chance to voice famous characters or worldwide campaigns.

For starters, it doesn’t always deliver those perks. True, a small percentage of voice over artists get to voice famous characters and worldwide campaigns – but they’re typically well-known actors to begin with. And thinking that any career automatically delivers easy money and fun work is an erroneous thought across the board.

Making it as a voice over artist takes a lot of proverbial blood, sweat and tears, along with the willingness to endure many things people may not even think about before they dive headfirst into the industry. As the third and final part in my blog series about launching a voice over career, this article is going to expose those things.

Part One of the series asked you to go deeper into your reasons for choosing a VO career. Part Two of the series asked you to determine if voice over delivered the legacy, mastery, freedom and alignment you need out of a career. Part Three is again going to ask a question, but only a single practical question:

Are you willing?

Are you willing to go to the lengths needed to make an honest attempt at voice over success? Before you answer, you probably want to know what those lengths would be. You’ll find them in the questions below.

Are You Willing to…

Give up that thing called job security?

Like any form of self-employment, especially in a creative field, the workflow tends to fluctuate. You may be overloaded one month, and get barely any jobs the next. You’ll also be paying for your own health insurance, sick days, vacation time and other expenses a full-time position would normally cover.

Even once you build up your voice over career with regular clients, monthly income can vary widely. But that doesn’t mean the monthly bills can go unpaid. Wise creatives save during the rainfalls so they’re properly prepared for the droughts.

Build your skills before you even begin?

Your first step in a voice over career is not to record a demo. It’s to strengthen your skills so you’re ready to record a demo. No matter how good your neighbor thinks you are at funny accents or character voices, unprofessional demos can be spotted a mile away. They can also work against you in the long run.

Building skills involves:

  • Hiring a voice coach
  • Attending voice and acting workshops and classes
  • Doing daily technical exercises to warm up your voice and improve control
  • Learning how to analyze scripts
  • Recording and listening to your voice with a critical ear
  • Practice, practice and more practice

Spend money (and more money) before you start making money?

Starting a voice over career is a big investment. Really big. In addition to the coaching, workshop and course fees, you’re going to need to invest in a lineup of other start-up expenses.

These include:

  • Home studio and equipment
  • Online or industry subscriptions
  • Demos
  • Website and marketing

Dedicate a portion of your pay to your team? 

Behind many successful voice over actors is a team of players. And those players need to get paid. Key players on the team can include:

  • Your agent, who typically gets about 10% of your pay
  • Your manager, who gets around 15% of your pay
  • Your marketing team, with a budget dependent on how much work you give them
  • Subcontractors, who handle the work you don’t have the time or skills to do yourself
  • Suppliers, who provide things you need on a regular basis (like your monthly subscriptions) 

Be a highly disciplined and strict boss – to yourself?

If you’re the type that needs a boss breathing down your neck, you’re most likely not going to cut it in the world of voice over. This profession demands that you BE that boss, pushing yourself to get things done. To be successfully self-employed in any profession, you need to be disciplined, self-motivated and strict enough to keep the ball rolling forward – even if it appears it’s going nowhere.

Learn how to run a business?

Being your own boss also means running your own business. A profitable business. In addition to the discipline and self-motivation mentioned above, running a profitable business takes plenty of know-how about the technical ends of things. These include invoicing, getting paid, balancing budget, providing optimum customer service, connecting with prospects and clients, and many other tasks. You’ll find the bulk of voice over work is often behind the scenes, rather than behind the microphone.

Spend more time trying to get work than actually doing the work?

Auditions. Marketing. Prospect and client correspondence. Follow-up and more follow-up. Only a small percentage of your time is apt to be spent actually recording jobs. Savor that time, but don’t get too used to it.

Sell yourself in the marketplace?

A voice over career is not for the weak. And it’s not for the meek. You’ll need to get out there and sell yourself. Marketing is a huge and necessary part of the job to get your voice heard above the fierce and never-ending competition. It’s vital to create a strong presence in the marketplace, and equally as important to nurture relationships with existing clients. This takes time, effort, professionalism and a service-oriented mindset. 

Embrace rejection?

While you most likely won’t be able to count on a steady paycheck, you can always count on a steady stream of rejections. Taking them personally will tank your career before it even gets off the ground. With so much competition, it’s only natural that rejections are the norm, not the exception. Grow a thick skin. A really thick skin. And use the rejections to make you stronger.

You can also do what I’ve learned to do. I submit an audition and forget about it, moving on to the next one. If it comes back with an offer, great. If not, I am not crushed or disappointed.

Sit alone in a booth for hours on end?

Some people need ongoing interaction with others throughout the day. You’re not going to find it with a voice over career. Any interaction is typically via email or an occasional business phone call. You’ll be spending lots of time alone, in a booth, with no one else around.

Sitting (or standing) alone in a booth for hours each day is just one of the potentially stressful aspects of the job. Unpredictability and ongoing rejection can end up getting to some people as well. If that’s the case for you, this may not be your best career option.

Enter a field that gives you no guarantee?

Even with the proper pieces in place, there is no guarantee you’ll get any voice over work at all. Ever. Hard work, determination and perseverance all play major roles when it comes to attaining voice over success, but there’s also a bit of luck involved. Being at the right place at the right time. Meeting the right people. And many other factors far beyond our control.

If you’re willing to endure the behind-the-scenes elements that come with a voice over career, you may have what it takes to make it work. That is, of course, if you’re willing to do one more thing:

Get up and do it all again tomorrow.

While the stakes are high and the return can be low, a voice over career can be a highly rewarding career. I know I’d have it no other way. I also know one of the most important aspects of the journey is to ensure you’re ready, willing and able to do what it takes before you even begin.

Points to Ponder before Zooming into a Voiceover Career – Part 2

So, you want to be a voiceover actor. Cool.

Often people may (mistakenly) regard voiceover work as a career that delivers fast and easy money, and maybe even with a bit of glamour too. Who doesn’t want to hear their voice on TV and radio, or even a video game, or wow – an animated movie!?

Unfortunately, the truth is that it’s a competitive and challenging industry. Folks who may think it is just about creating silly character voices come to a very rude awakening when they realize the long and arduous road that lies ahead for any real measure of success.

Even if the unemployment stats of actors at around 90% don’t scare you off, other aspects of a voice acting business most certainly can.

We discussed several of those aspects in Part One of this blog series, where we also talked about ways to determine if a VO career path may be the right path for you. Here in Part Two of the series, we’re going to dive even deeper with another big question:

Will a VO career give you what you really want out of a job?

Put the ideas of fast money and glamour aside, especially since they may not even be possible until much farther down the road of your career. Let your pride and ego move out of the picture.

Open your heart and check out four points to ponder to help you determine if voiceover could be a meaningful career choice for you.

Legacy

Legacy refers to what you leave behind once you’re gone. It can be thought of as what you did, and what you’re remembered for.

Why Legacy Matters

Your legacy is what you leave behind as a contribution for future generations. When people think of you, what will come to mind?

It’s easy to see what great artists and writers left behind as their legacy. Others still learn from their work today. Notable architects and scientists also leave an obvious legacy. I realize that even this collection of blogs is a bit of a legacy for me. But you don’t need to leave behind remarkable buildings, literature or works of art to pass something on to future generations, or to feel that your life mattered.

Does a voiceover career align with the way you want to be remembered?

When it comes to the legacy of a voiceover career, it goes much deeper than just a library of recording projects on YouTube or your website.

For me personally, the bulk of the recordings I do for my voiceover work consists of content that is pretty boring. True. Some clients even apologize to me in advance about how boring their script content is. In fact, from an artistic perspective, there are a very few projects out of the thousands I’ve done that would be terribly impressive to anyone.

Most of the time, I’m using my vocal skills to sell a product, explain how to do something and/or enhance someone’s service or brand. It’s rare that I actually get the chance to play a real character in a situation with any true depth of emotion.

It’s not that acting skills don’t come in handy. It’s just that there are much fewer opportunities to lend a voice to something with a real story, as in a feature film, animated series, or even a video game. That kind of work is coveted, rare, and often relegated first to the A-list actor pool, with any remaining scraps being highly contested through agency auditions.

That said, my personal legacy has more to do with pursuing and achieving a dream than showcasing a catalog of exciting work. From a young age, my dream was to be a working actor – to make my living in the industry. After decades of dedication, concentrated effort, good luck and the grace of God, I’ve ultimately found that success. I’m able to pass down the notion to my children: With focus, clear vision, and tenacity, dreams can come true.

Would that be a legacy worthy of your efforts in a voiceover career? Ask yourself what matters to you.

Mastery

Mastery involves using strengths you want to improve, and employing those strengths in a way you find rewarding.

Why Mastery Matters

Finding something you’re good at – and that you love to do – is one of the keys for creating a career that is more pleasure than work. While there will still be specific tasks within a career that are mundane or tiresome, selecting a career that allows you continuous use and improvement of your strengths is poised to bring ongoing rewards.

Does a voiceover career provide a rewarding way to use your strengths? 

With a history and degree in acting, along with a love of language, voiceover seemed a good match for me. It allowed me to use my skills and talent to bring scripts to life for my clients. I love the continuous improvement of my acting abilities through ongoing education, dialect work, and keeping up with the latest industry news, knowledge and trends.

I also enjoy the chase of the work – fielding auditions, inquiries and client requests – which is typically the day-to-day grind for most working actors. I like the organization of it all. I take pleasure in the challenge of starting each week, and each new day, with nearly a clean slate I am tasked to fill. Most of all, I absolutely love the work.

Realizing that the vast portion of your workday will NOT be filled with creating goofy character voices behind the microphone is something would-be voice actors need to accept. Your average day is instead apt to be filled with much more mundane and repetitive yet important tasks that bring you paying voiceover jobs (that are likely to fall into the “unglamorous” category).

Will that be a good use of your personal strengths? More on what those specific tasks are in Part Three of this series.

Freedom

Freedom can mean different things for different people. Some may view freedom as having all the money they need to travel the world or buy extravagant luxurious. Others may define freedom as flexible hours and the ability to work from home, wherever that home may be.

One of my agents has a great way of defining my home studio: it’s my own personal ATM which can generate as much income as I choose. How many jobs or careers can say that?

Why Freedom Matters

When related to a job, freedom can be thought of as the benefits, flexibility and salary you need to live the life you desire. It matters a lot for your overall life satisfaction levels. You can keep freedom front and center by thinking of the lifestyle you want, and then choosing a career that will help you lead that lifestyle.

Does a voiceover career deliver the freedom you want?

Freedom for me is the ability to spend lots of time with those most important to me, live in a gorgeous state with changing seasons, and have the opportunity to do what I love while making a living. Voiceover fits the bill on all of the above.

Unlike working as a stage or screen actor where geography matters, voiceover work can be done from anywhere in the world with the right equipment.  In my early days, it was beneficial for me to start in the LA market, which afforded me the chance to build a business. Once established, I was able to move out of that market to a Midwest haven, where we had room to breathe and grow as a family.

Especially as a woman in the modern acting world, it’s not easy to find a career that is as accommodating to motherhood as being a VO-preneur – especially when your husband is handling a lot of the business end of things.

I love being my own boss, making up my own rules, setting my own schedule, and creating something from nothing, every day!  But I must add that building any business to this level, and keeping it there, is a huge task, and not without enormous ongoing effort, tenacity, and continuous navigation in a ever-evolving market.

Alignment 

Alignment relates to feeling like you belong. It refers to the values, culture and priorities of the place you work or the field you’re in.

Why Alignment Matters

Anyone who has tried to work in an environment where they don’t feel comfortable with the overriding beliefs or treatment they get knows the major importance of alignment. When you’re aligned, walking into your workplace feels like walking into a place where you’re welcomed, needed and respected. It also feels like a place where you’re being challenged, growing and becoming the person you were meant to be.

Do you feel like you belong in a voiceover career?

Alignment with a career in voiceover is particularly important, since you’re mostly working alone in a highly competitive environment. You need to ask yourself if you’ll be comfortable working alone in a small booth most of the time – or will the solitude drive you crazy? Are you the type that can get things done on your own, or do you need consistent outside motivation, feedback and encouragement?

A voiceover career can be a lonely one. Unless you’re part of a live or in-person acting hub in a major city, your interaction with others is typically limited to emails or occasional phone calls. (Even the acting hub interactions have diminished during COVID-19.)

No one is looking over your shoulder to make sure you get things done. You have no bantering colleagues or built-in support system. Most of the time, no one is directing you in your auditions or recording work. And as with any artistic career, rejection rates are high and competition is fierce.

The alignment works for me, provided I balance out the solitude (which I enjoy) by spending quality time with family and friends. I also seek out other outlets when I’m not working.

Over the years, I’ve also learned to grow a thick skin when it comes to rejections. I don’t take them personally, and literally forget most auditions the moment I submit. If I do get the booking, it’s a nice surprise. (And secretly, most of my work doesn’t come from auditioning anyway…but that’s another blog!)

I also view my work as something more than just a job. As mentioned in Part One of this series, voiceover to me is about serving others. My role is one cog of a collaborating effort of the team, pulling together the final project. Our efforts ultimately help support the business we’re working for, our own livelihoods and, in the broader sense, the entire happiness of the world.

Maybe that sounds cliché, but these connections in our lives do have a way of branching out in ways that can be very meaningful.

My enjoyment of my career and track record of success over the past 20+ years helps me recognize that I belong in this field. It’s a good fit for me.

If you believe a voiceover career would bring you happiness in the way of legacy, mastery, freedom and alignment, perhaps it’s time to move forward. But there’s still one more aspect of the business to explore. Stay tuned for Part Three of this series where we’ll look at the practical side of the equation to see if voiceover work is truly something you want to pursue.

What You Need to Think about Before Even Entertaining the Idea of a Voice Over Career – Part 1

Lately, I’ve received much more communication than usual from people interested in knowing what it takes to get started in the voice over industry. The disruption in stage, TV and film production due to the COVID-19 pandemic has financially impacted a lot of working actors (and plenty of others), and many are looking for alternate or additional forms of income.

For most, there is an assumption that it’s a pretty easy way to make money from home using something most all of us possess: a human voice.

Working actors may be even more encouraged by the knowledge that they can capitalize on a skillset they’ve already mastered; namely, their trained ability to handle written copy in a way that brings it to life.

While the skills of a working actor are definitely a plus when entering the VO world, they are often not the most important factor. Nor are they necessarily the key reason one sustains continuing voiceover work.

Building a Voice Over Career

Establishing and maintaining a voiceover career is different than just getting a few opportunities here and there that might help with paying some bills.

Those who think of booking VO work (or acting work in general) as a fast, easy way to make money are living a bit of a fantasy. Most working actors already understand the dedication and connections needed to function successfully in the professional performance world.

They know the many unseen steps necessary to reach a point of not only making money, but making enough money to replace all other income streams, is rare. And it’s a never-ending gig economy, where there is no steady paycheck. For the most part, actors generally embark on a daily hunt for one-off jobs… a hunt that continues day after day… forever.

Certainly, there are new people entering the VO profession every day with varying levels of success. Most realize that immediate success is unlikely, but there is always that lucky break. It is possible to create a fulfilling career if you invest the necessary time and effort to do it right.

What does doing it right mean?

It means ensuring a voice over career is something you really want – for the right reasons – and then taking the necessary steps to attain it. To gauge if it’s something you truly desire, you need to go deeper than aiming for a fast and easy paycheck. Going deeper involves thinking about the reasons you’re choosing to take the voice over path in the first place.

3 Questions to Ask Yourself

Here are three questions to ask yourself to help determine if voice over could be a fulfilling career choice for you.

Why Are You Choosing Voice Over?

If you’re looking for short-term fast and easy money, we already ruled that one out. Once you’ve established yourself in your career, with the building blocks necessary to sustain it, VO may turn out to be a great gig for you.

The fallacy that you’ll be having tons of fun every minute of the day, or the incredible ease of simply reading into a microphone for a living, will also be revealed. You’re going to be expected to do much more, and you’re going to face fierce competition from those who’ve already figured it out. You want to be sure you’re onboard for the full ride, and won’t be discouraged after investing time, money and best intentions, only to come up with a big goose egg.

Better Answer

A good reason to choose a voice over career would be to use your strengths in a way you find rewarding. You enjoy acting. You have a highly versatile, strong and pleasant voice. And you’re excellent at juggling tasks, challenging yourself, and adapting to the various hats you’ll need to wear and ongoing changes you may need to make as a VO-preneur.

Using your strengths, and excelling with them, provides a sense of achievement. And a sense of achievement is high on the list of factors that contribute to life satisfaction. When you’re good at the job you choose, you’re also more apt to find it fulfilling – as well as monetarily rewarding. As with any job, the highly skilled are able to negotiate higher pay.

If you’re just starting out and feel you’ve yet to develop your full range of talent, that doesn’t have to be a deal breaker. As long as you’re willing to work smart and learn as you grow, you may have the right components in place to expect some positive results.

There is no shortcut to the time and experience necessary for success in any venture. Voice over is no different. If you’re able to stay the course and work against the odds, you’ll have a great asset working in your favor.

Another reason to move forward would be if you truly feel voice over is your calling. This happens when you’re less interested in career advancement or making tons of money and more interested in the sense of fulfillment you get from the work itself.

I know actors who enjoy the storytelling aspect of audio book narration and have found a good niche for their acting talents there. They stick with it out of enjoyment, even though it doesn’t come with the higher price tag commercial work does.

What Are You Looking to Achieve?

When someone I meet finds out in conversation that I’m a voice over actor, the first question they usually ask is “Where have I heard you?” They often think they may know me from the latest Pixar film or some character in an animated TV series.

Even though I can point them to some things on TV or elsewhere where they might have heard me, they’re usually disappointed to realize that I’m not a famous household voice. Those seeking fame or notoriety may end up sorely disappointed in the largely unglamorous world of voiceover.

Yes, there are actors who book that high-profile work (mostly A-list celebrities. You can check out my blog on that here.) But for most VO professionals, the bread and butter of the work is of the unglamorous type, consisting of projects that most of the general public will never hear.

Better Answer 

Using your talents to be of service is a fabulous achievement. It’s also one that’s close to my own heart. Being of service doesn’t have to mean being openly charitable (though I will sometimes work pro bono for certain philanthropic or student projects without a proper budget), but being involved with teams and in projects that have a broader reach than just recording text.

For example, some of my voice over projects involve teaching English to children in other countries and recording captioning for the blind. Many provide basic assistance to small businesses by promoting their product or service, or instructing their work force with necessary information. This mindset makes it all much less of a job, and more of a mission to help people.

I’m not only serving my clients with the recorded end product, but I’m also here to collaborate. This can include translating, correcting or editing the script, massaging the message to best speak to the target audience, or promptly answering a client email or phone call to provide immediate support.

Voice over to me is about serving others. The fact that my needs and desires may be met along the way is an extra bonus, but it’s more like an inherent reward that comes as an aside. I think of my role as not the center or “star” of the project, but more of an integral part of a team effort. This effort helps to keep our economy, our livelihoods and, in the broader sense, the happiness of the world spinning.

How Are You Going to Achieve This?

Getting started as a voice over artist ultimately requires you to find clients who need your audio recording services. If you’ve already got an agent for acting, they may be one resource for VO auditions, but agency auditions are often highly competitive and very hard to book.

Casting directors in larger cities like Los Angeles may be another avenue for established actors, but with the same competitive edge.

You will find a ton of audition calls listed online on various websites. Randomly answering those calls and hoping for the best is not the most strategic game plan either. In fact, it’s not a game plan at all.

For starters, many of the websites require a paid membership just to respond to the listed audition calls (aka pay to play). You’re also likely to get burnt out from submitting audition after audition, and then frustrated when no one books your voice.

Better Answer

Like any other undertaking, building a voice over career starts with a plan. Your first step is to get a firm foundation in place. This includes things like:

  • Setting up a home studio
  • Considering voice over training to improve your skills
  • Creating a quality website, brand and marketing plan
  • Recording demos and samples
  • Getting yourself into the right mindset  to increase your overall chances of success

Once your foundation is in place, it’s time to think about different strategies you can use to break into and maintain a presence in the field. Strategies I’ve used over the years include:

  • Researching the market and targeting my most likely prospects
  • Maintaining a compelling, SEO-optimized website
  • Using a variety of marketing tactics, such as social media, email newsletters, direct mailing, blogging, and others
  • Industry networking
  • Auditioning through multiple sources
  • Continuous improvement through ongoing training and learning
  • Upgrading skills and equipment as needed or desired

As with any type of career, there are a lot of different strategies you can use to achieve and maintain success in the voice over industry. What works for one person may not necessarily be the same for another. It takes trial and error to determine which strategies work best for you.

And there’s never any guarantee of success. But having a well-thought-out and executed plan gives you a better chance of success than having no plan at all.

Bottom Line

These three questions can be incredibly helpful on several levels. Not only do they help you dig deeper to determine if you’re choosing voice over for the right reasons, but they also let you examine your goals as well as the amount of effort it may take to achieve them.

If you’re satisfied with your answers, and truly feel a voice over career is something you are driven to pursue, you’re off to a good start. But there’s still more to do. Read about the next steps in Part Two of this series coming soon. Stay tuned!