There’s really no point in having a demo if no one knows you have one. Out of sight, out of mind.
Promotion allows you to take matters into your own hands. Without it—all your hard work could be for nothing. Think about it: you wouldn’t walk through a grocery store and purchase anything that was poorly packaged and completely foreign to you. We generally go with what we know; we most often reach for what is familiar. And familiarity comes about with repeated promotion.
Coca-Cola and McDonald’s are both time-tested household names for one reason: they never stop promoting. This should be your mission, too, considering any successful businessperson will tell you promotion is better than 90% of their business. You might even say promotion makes their business. The remaining 10% of the equation is your product: your performance and a demonstration of your abilities on your voice-over demo.
Yet, most voice talent rely on auditions as their sole form of promotion. Which could account for why so few go the distance.
Industry professionals respond to proper marketing and branding, and are more likely to book you based on familiarity. However, familiarity only comes about through repeated promotions. Therefore, committing to an effective, tried and true promotional plan is critical to the success of your small business as a voiceover, because it establishes you as a familiar name and reliable brand. In fact, as a small business owner, you should expect to dedicate no less than three-to-five-years to establishing and furthering your brand through consistent promotion.
However, Creatives (and the various producers most likely to hire you as a voice over) absolutely loath unsolicited emails—probably even more than you do, if that’s possible! And, maybe it can go without saying, but cold-calling professional producers, casting directors and talent agents is a big no-no, as well. Only a novice would do so.
So, before you think all might be lost, breathe easy. We have a solution. What marketing and PR professionals know that you might not is that your target audience doesn’t even realize you’re attempting to communicate with them until you’ve promoted yourself at least TWELVE to FIFTEEN times. Therefore your promotional postcards (yes, POSTCARDS!) must be sent again and again and again to the same individuals before they are likely to even acknowledge your presence.
This is YOUR career. It doesn’t exist without you promoting it!
The average talent shirks the responsibility of promoting their small business resting on the notion they “don’t want to be bothered”, or “isn’t promotion my agent’s job?” Either train of thought will insure anonymity, if not flat out oblivion.
If you’re well trained and your demo is exceptional (and it most certainly is if we had anything to do with it)—then, wonderful! You have a Maserati for a demo, but it won’t get you anywhere if you leave it parked in the garage. You have to promote your demo to drive your career. It’s promote or perish. The world won’t come to you simply because you have a demo. They don’t even know it exists. Certainly talent agents want to help, but promotion is honestly not their area of expertise, nor is it their responsibility.
There are essentially two forms of promotion: one is to establish representation with the talent agents, and the other is to make your name known and familiar with those most likely to hire you as a voice talent. Promoting yourself to the talent agents is a wholly separate endeavor from your ongoing promotion, which will remain your job well after you have secured representation from a handful of reliable talent agents in multiple regions if you hope to expose yourself to the greatest number of opportunities. (We define these two distinctly different promotional strategies in detail in our book, The SOUND ADVICE Encyclopedia of Voice-over & The Business of Being a Working Talent.)
If you’re just getting started, or starting over again, discover how to establish and further your voiceover career with the SOUND ADVICE one-on-one OREINTATION or Career Reboot and get 25% OFF on this service (until Wednesday, December 22nd, 2016) for one more day!
And contrary to what you might assume, you don’t need an agent prior to promoting yourself professionally with those most likely to hire you.
SOUND ADVICE is the only voiceover production service to offer an exclusive strategic marketing plan and SEVEN remarkable, direct mail mailing lists, which we maintain and continuously update. This is how you promote yourself to the greatest number of professional contacts available anywhere! No other source offers such direct access to those most likely to hire you as a voiceover. It’s one of the many features we offer that we refer to as our ‘secret sauce’, and precisely why our clients’ success rate has remained so high for so long.
As luck would have it, our exclusive Voice Over ONLY Promotional Mailing Lists for HALF OFF beginning Friday, December 23rd through December 31st, 2016.
Save hundreds of dollars on the best kept secret in the business while promoting yourself to the greatest number of professional contacts available anywhere!
It’s YOUR career. Own it! It doesn’t exist without you promoting it!
Copyright © 2016 by Kate McClanaghan, Inc. All Rights Reserved.