I’ve heard the expression that in decision making, you should ‘throw it (an idea) against the wall and see if it sticks.’ Does this apply to your voice-over success strategy? In voice acting like any other business, if you want to be successful, you must be focused.
If you’ve ever watched the feeding of dangerous pets or zoo animals, you’ve seen a trainer throwing assortments of mouthwatering morsels that are all quickly gulped up by the animal to make room for the next catch. As a voice talent, you don’t have to mock the feeding of an animal. It’s okay to choose what you want and what you don’t want to do in your business. Making wise choices in running your voice-over business will improve your performance and lighten your mental load on your pathway to success.
It can take many years to become successful in the voice acting business. Those of us in the industry, usually have only a general idea of how long it will take for us to reach our perceived success, whether it be money or voice-over jobs. The uncertainty of the time to success is the most substantial reason to focus and choose what works for you.
Know What You Do Best
Identify what you are best at as a talent. Are you drawn to performing commercials, audiobooks, or narrations? Focus on that skill or those skills in your training pursuits. If you’re not sure yet, verify with your coach where your best voice performance lies and then research on how to be the best in that genre.
Not everything matters equally, and success isn’t a game won by whoever does the most. Yet that is exactly how most play it on a daily basis.” Gary Keller, author of The One Thing
You don’t need to go after all areas of voice acting. Focusing on what you are good at will lead you to success faster than the “catch whatever” attitude when searching for and accepting voice-over jobs. Target your best audience through marketing and focus on the jobs you want.
Now that you know what you are good at, what does the voice-over industry need in your preferred genre? Is the market changing? What are the ideal styles that work best in reaching targeted audiences’ clients? Look, listen, and find out what voice producers want and focus on being in the position to deliver those tools with excellence.
Become the Best You Can
Train, practice, and train again. With the fast pace and change within the voice-over industry, you must be open to what is working now. Are you current in your voice acting delivery and style? How can you improve? Your best delivery today should be relevant for today and not what was good yesterday or last year.
Get the Word Out About You
Market to the voice-over seekers in your chosen genre. Purchase marketing or client lists if needed and reach out by email or social media sites or even cold calling. If your budget does not support the purchasing of voice-over contact lists, do your web search using keywords and phrases to narrow down potential voice seekers in your area. Once you feel you’ve exhausted the search in your area, expand nationally, and even internationally to find your target audience.
Stay Focused (Don’t Change Unless You Must)
You may receive offers to do other types of voice acting work, so consider your options carfully. I’m not suggesting you leave money on the table, but if you move from your goal, you may fracture your focus and lose sight of your goal. There are many types of voice acting, so staying in your voiceover genre will grow your business more steadily over time to the goal you want.
Focus as you break a lip!