They'll Do It Every Time

I received an email today from a friend who was on his way to the local TV station to make a commercial and he wanted to "run his copy by me" for any suggestions (and by suggestions he means free advice). I looked at the copy and saw it was deficient in one area and included some additional information better suited to graphics that could be cut from the copy. That's when it all began.

Oh, he took my advice and made the changes, but then decided he had lots of time he wasn't using, so he added about thirty words to, what I thought, was a complete thirty second spot. He said he was amazed at how many words he could get into a thirty. I suggested he was probably reading the copy silently to himself (he was). "Try reading it aloud...and like you mean what you're saying." I said.

How often people who write their own copy make these simple mistakes...he had included a phone number which, in a thirty, can take a lot of time as each number is a word (people forget that)...that's seven words (in our area it's actually ten words because you have to use an area code for every call). Then he tried to cram as many words as as possible into the spot forgetting TV offers three modes of communication: sound, graphics and pictures.

I offer tips for copy writing on www.smooth-male-voiceover-talent.com for those who decide to write their own. In more than thirty years of this business, I've noticed most beginners make the same mistakes and they'll do it every time.

Just an Ordinary Day

In the studio by 4:00am...finished early...so I visited my friends at the local General Motors stamping facility. While they had some good news by being awarded some jobs for a car not due for production until 2010, they can't accept that as proof they will be immune from the GM downsizing/plant closings we see across the country.

One of the benefits of the computer age is the ability to send voice tracks anywhere in the world from the comfort of my home studio. How reassuring that my future isn't in the hands of some far off corporate decision maker who knows neither me nor my family.

I returned to my studio re-energized and even more determined to not participate in the current economic environment of doom and gloom; but rather to continue and make http://www.smooth-male-voiceover-talent.com/ an oasis in the midst of depression.

It's Cold...I'm Tired...I want to take a nap

I developed a habit several years ago that requires I awaken before 4:00am each morning and head outside to run 4 to 5 miles regardless of the temperature (I may choose not to run if preciitation or ice would safety an issue). So this morning I hit the road on schedule and could not wait to return to the warmth of our home.

I use the running time to work on projects, write scripts, think about what I can do to increase my value to my clients. It was the latter thought that occupied my run today. How many of us continue to try to earn our existing client's business once we already have it? Think about it. We work so hard to get new business...then we frequently stop doing all the things we did to earn the business in the first place. It's a prescription to lose business...and we very seldom see it coming.

To keep the good clients we have, we need to find ways to increase our value beyond the reason they hired us in the first place. If I'm providing only voiceover for a client, I offer copy improvements whenever there's a legitimate reason to do so. If I'm providing commercial production, I offer message-on-hold advice and/or production.

All of this requires a good relationship with the client, but the opportunity of continued business is well worth the investment of time.

Be sure to visit my website...who knows, maybe I'll even update it (right) www.smooth-male-voiceover-talent.com

I'm Not Going to Do This Any More

Last night I acted as auctioneer for the local Chamber of Commerce live auction...I'm not an auctioneer, but people have fun and open their wallets when I do my best imitation of a professional. It's hard work...I don't enjoy it...and I'm old enough (in spades) to not continue doing things I don't enjoy...so last night was my final auction (probably).

The worst part of last night's auction was the evening hours. I get up and run at 4:00 am every morning...that makes anything in the later hours of the evening (and by later hours I mean anything after 7:00pm) very difficult...even when there's alcohol involved.

The problem is, I enjoy being in front of large crowds; I like making people laugh, and I have this huge ego, all of which get stroked when I do things like the Chamber auction. Oh well, I'll probably say yes again next year.

I far prefer to stay in my studio and do my voiceovers, work on my website www.smooth-male-voiceover-talent.com (which I've ignored for three years), or find opportunities as keynote speaker for breakfast meetings. So, load me with work and I'll be happy.

I'm Not Going to Play

OK...another morning filled with negative news about the economy. Things are not as we would wish, but...they are what they are. I for one, and this is not an original thought by any means, choose not to participate in the recession.

A few weeks ago, just before my birthday, I visited the license bureau to renew my driver's license. The little girl behind the counter never looked up as she took my nearly expired license and began the questions she must ask hundreds of times each week (what a boring job that must be).

"Are you still at 35 M@#$%* Drive?" I said I was. "Are you still 5'9", 180 pounds?" I said I had probably lost ten pounds. "Brown hair, brown eyes?" I said nothing...after several minutes she finally looked up and I said, "What do you think?" She responded, looking at my very gray quickly receding hair, "We're not allowed to say!"

If you have as much gray hair as I have, you've been through at least three recessions and I know three things:
1) This will be over and the economy will recover and be stronger than before.
2) This is not the time to panic and sell everything in your retirement account...selling near the bottom is never a good idea.
3) There is plenty of work out there for those willing to go out and find it.

We may have to change the way we market ourselves (For instance, I may have to get around to improving that website that hasn't had new content in years... www.smooth-male-voiceover-talent.com ), and we may have to work harder to find those jobs we need...but if we choose to do what it takes, we don't have to participate in the recession. And I'm not going to play.

The Generation Gap Slaps Me

I just returned from a trip to meet with a client for whom I've been doing work for almost a year...but had never met face to face. It was an excellent meeting with the client and his advertising agency, until the subject moved to my most recent voiceover.

I produced a radio spot for the client utlizing a "needle scratch" sound effect I thought quite effective and humorous. The client had approve the spot, but asked me how I had the nerve to send it to them. "Nerve? Why would you think that?" I asked. The client went on to explain they had to have a meeting to decide if the commercial was suitable to use with the "fart sound" in it.

I was horrified and tried to assure them I would not do such a thing...but they insisted it was a "fart sound." They obviously had used the spot, and found it effective...even crediting it for a large sale...so I stopped talking. But later I thought about the entire incident, and I think I've got the answer.

The client is too young! They never had a record player...never heard a needle scratch acorss the surface of a 33, 45 or 78. The generation gap...now I know how it feels; and I know how it sound...like a fart!

Don't forget to visit my website: www.smooth-male-voiceover-talent.com .

Oral Surgery and Me

I had oral surgery about two weeks ago. For someone who makes a living talking, the prospect of having a mouth full of stitches, packing and pain was less than exciting. Fortunately, the procedure was painless, the recovery swift, and the interruption of my interests was minimal. That being said, I think next Winter I'll find another hobby...oral surgery is too inconvenient and expensive.

One of the benefits of being out of commission for a few days was the opportunity to look at other websites and blogs I hadn't visited in some time...it was instructive and fun (like going home after a long absence).

I also had the opportunity to do some marketing of my voiceover business; another neglected old friend...marketing that is. In my next posting, I'll rehearse one of the jobs that surfaced as a result of my efforts and the client I encountered...I guess everybody has clients that drive 'em buggy...this is mine.

So, I'll just sit here with temperature sensitive teeth (by the way, it now takes about twenty minutes to brush my teeth in order to comply with the instructions of the oral surgeon...and I'm very compliant). If you have the time, please visit my website: www.smooth-male-voiceover-talent.com (hoping to have some new stuff on the site very soon regarding website audio...it's a new gig I'm enjoying).

Bill

Rededicated in 2006

Well, the new year has brought it's usual promise of rededication to our business, physical health, relationships and more. I'm personally excited because I have launched the year with a dedication to a new aspect of www.Smooth-Male-Voiceover-Talent.com, website voiceovers. As I move forward with the project, I'll provide details of how your website can benefit from the addition of professional voiceover talent...it's a cost effective way to turn viewers into customers.

Oh yeah...and I quit smoking too. :} Happy New Year!

Bill

Christmas Rediscovered

I don't know if there really is an effort to discredit Christmas...nor do I know that I have actually noticed an absence of Christmas from the stores in which I shop. I have noticed all the media attention on the issue, and I think just the flap has had an effect upon everyday people during this season.

Last week, Lucia and I volunteered to ring the bell for the Salvation Army (we try to do it every year on St. Lucia's Day for obvious reasons). We were assigned to Sam's Club from 6:00pm to 9:00pm on a very cold evening. As we stood, danced, sang, rang the bells, anything to keep warm, we wished everyone a Merry Christmas. The response was overwhelming. Many stopped to thank us for using the "forbidden phrase" on their way into the store, others made a point to come back on their way out to express their support and thanks, still others took the time, once back in the warmth of their cars, to drive back past us to say thanks. It was most unexpected.

Our wish was neither a political statement, nor an expression of defiance, simply a wish from our hearts...and it seemed to resonate with those cold and hurried shoppers.

At www.smooth-male-voiceover-talent.com, we wish everyone a glorious holiday season regardless of belief, unbelief, political persuasion or ethnicity...and the manner in which we choose to do so is to wish you all a Merry Christmas.

Bill

I'll never understand!

Ever had one of "those days?" I've had one, and everyone seems to know more about my area of expertise than do I (even though they've never worked in the field). In an article on my website ( www.smooth-male-voiceover-talent.com ), I talked about the phenomenon; everyone knows everything about advertising.

Today, I happened to notice the local Chamber was making a very common error in an attempt to measure the effectiveness of their advertising. I approached the individual responsible for the tactic and suggested it was a worthy effort, but it won't work. She told me it was absolutely working...but she could not provide any documentation that their data was correct or even meaningful. I asked how the data was going to be used and was told the result (meaningless as it is) will be used to determine what media the Chamber will buy for next year.

I have no dog in this fight, I sell nothing to the Chamber but support all their programs. They are choosing to ignore advice from an experienced professional, I shall offer no more. Too bad, they're going to waste money chasing bad research.

I'll never understand.

Bill

Don't Pay the Ransom!

Don't pay the ransom, I escaped and everything is fine. Soon I'll be back to normal and posting with great regularity.

Actually, I've been on a cruise...my first! It was everything I had heard it would be, and more. As soon as I get things put away and sit down, I'll review the entire experience. For now, if you haven't had the opportunity to take a cruise, do it.

On my return I had a plesant surprize, a new client called (out of the blue) and is talking about a project for www.smooth-male-voiceover-talent.com. Best of all, it's a new client in a new major market...opens doors!!! Who knows, maybe I'll be able to take another cruise much sooner than anticipated.

Glad to be back.
Bill

Technology Rocks!

I had an appointment with a client the other day regarding their message-on-hold. It has been over two years since they changed messages...And we both agreed it was time to do so.

After we discussed the content of the messages and the music, I asked to see the equipment they were using so I could deliver the completed message in the correct format. A simple request, but, while I did not remember the client's system, I did remember how difficult it is to access.

My contact had to summon the IT manager who had the key to "the telephone room." When the IT guru approached, he had a suspicious look on his face (OK, that sounds wrong...I mean he looked at me suspiciously.). His body language made it clear I was seeking admission to a spot to which I had no right. In fact, while he had a key in his hand, he made no move toward the lock...But simply stopped and stared at me. My host explained I wanted to look at the message-on-hold system...To which Mr. IT grunted, "Why?"

By this time I'm thinking, "Just open the damn door so I can get out of here. It's only a message-on-hold." But I smiled and explained it had been a few years since I had supplied them with any material, and I wanted to determine the correct format for delivery. Well, how could I be so stupid...IT rolled his eyes and sighed audibly.

In an effort to ease what was for him clearly a painful encounter with an idiot, I began trying to talk with him like a real person...There had to be one in there somewhere.

Nope.

Anyway, eventually he told me the system loads from an mp3 format, which brought a big smile to my face. "You mean I can just email the file to you and you can load the new message?", I asked. Another look of disgust washed over his face...yes, mortal, of course you can email it.

I left the happiest I've been in days...thanks to technology, I never have to deliver any physical product, never have to ask permission for entry into the inner sanctum sanctorum, and, best of all, I never have to see Mr. IT face to face again...hmmmm, never did get in that telephone room. Oh well, technology rocks!

Bill

A New Season

I host a local academic challenge show on television that just began its second season. I'm always amazed at what the young people know...and what they don't. Events in recent memory for me prove to be difficult history questions for these high schoolers. Yet I stand in awe of their accumulated knowledge.

When I began the show, I didn't particularly like the young people participating. They seemed arrogant, rude, self-centered...I even called one school to tell the principal just how rude I felt her students acted. But in the light of experience and reflection, I've come to better appreciate (and perhaps remember) what it's like to be in high school.

One student, with whom I had a running battle last year, has actually become a favorite of mine after he approached me at a 5K in which we were both running. He didn't know I was a runner, nor I him. as He is definitely the brightest of the entire bunch (perfect scores on his S.A.T.s in his junior year) and, thus, the biggest pain in the neck (I cleaned that up). Maybe I was envious of his intellect...no, he is a pain! Anyway, we have now become close through the common bond of running (he's better at that than I am as well...damn), and I find myself proud of his academic achievement (as if I had something to do with it).

While being an on-camera host was never a goal of mine, I find I enjoy the experience and the exposure (a few voiceover jobs have resulted from someone seeing the show). Working without a teleprompter and trying to make an extremely stiff format interesting has proven to be a challenge. I also enjoy the show preparation, working through the questions to make sure I pronounce every name, place, etc. properly. If I could just remember the name of the show.

Each week I place notes with the name of the show (Scholastic Showdown) written boldly all around me...yet I go into breaks asking the audience to stay with us for more Scholastic Showcase, Academic Challenge, or practically anything else. The crew has a great time...and now has a pool for if and when I'm going to screw-up the name of the show; glad I can entertain them. Even the students now correct me, in unison, as soon as we are clear and into the break. Showbiz is my life.

Live television is a great classroom for those fortunate enough to have the opportunity to try it. I certainly appreciate the producer and the sponsors' willingness to let me learn. Smooth-male-voiceover-talent.com has benefitted from the experience.
Bill

Physical Fitness and Your Voice

I have been exercising regularly for more than thiry years. I began in a most unusual fashion when a client...no, wait, he was not a client...I wanted him to become a client...suggested we join the local YMCA for an exercise class so he could get in shape for skiing. I don't ski, but I said yes in the hope he might become a closer friend and give me an opportunity to do his voice work. The next week we were in the gym.

After class, I had to leave to pick-up my daughter arriving from Florida for Christmas. When I approached my car I could hardly stand the pain in my neck as my pulse pounded against my collar and tie. The pounding continued for almost an hour...that's how far out of shape I was.
The client...quit the class after two weeks and never darkened the door of the gym again. I continued.

Thiry years later, the client is still not using me often...but I'm in great shape.

I began thinking about the effects of physical conditioning on voice work and found the following information on a public domain site...although it is clearly dated...I think the basics hold true.
Look under "Helpful Articles" on www.smooth-male-voiceover-talent.com for the complete text of "Physical Fitness and Your Voice."

Bill

More to come!

Wow, what a week...lots to come, so stay tuned!
Bill

Voiceovers and Hurricanes

Well, the computer gremlins are still with me although they've become more sporatic in their attacks. Now it's the other stuff that's got me running.

This past week I received several calls that should have made me smile...but they didn't. One production company, for whom I provide a fair number of voiceovers and other services, called to tell me they were going to be calling on me for a heavy load of copywriting in the next few months. Good news! Yet, it was a bittersweet call. The reason for the increased workload added to the weight we're all feeling as a result of the hurricane tragedy...one of the partners in the company was activated by the Ohio Air National Guard to serve in the affected area.

Another call was from a local church where I served as assistant minister several decades ago in a previous incarnation (did I mention I was a minister?). While I still perform weddings and funerals and the occasional baptism for the church, I haven't been extremely active of late as my voiceover business has continued to grow. Anyway, the current assistant is leaving and they asked if I could "fill in" while their search committee did its thing. Good news! Yet, it will take a toll in terms of time...time I would have spent growing my client base.

I guess I feel guilty over receiving seemingly good news grounded in the misfortune of others. The joy I receive from my work seems tainted...perhaps I'm just worn-out from the onslaught of media coverage of suffering Americans. But I have made a decision...

Immediately following the hurricane, I rushed to donate at a local bank where the Red Cross was collecting funds for relief. However...henceforward, until the polticians cease their attacks on the administration, the congress, etc., I'm not going to contribute another cent. This is not a time to point fingers with cries of insensitivity or racism, that is just using the tragedy for personal selfish gain...and that really depresses me.

Perhaps all the guilt I feel is really frustration and anger at this grandstanding...and the only thing I can do is refuse to play. So be it.

So, I'm planning to continue my business as usual and provide the others with my best efforts during their time of need. And when the politicians either grow-up or wise-up...well, I don't really expect that to happen.

Smooth-male-voiceover-talent supports the efforts, and the people providing those efforts, at every level responding to this national crisis. I pray for those affected. And I have lost respect for a lot of liberal pundits, politicians and personalities.

Bill

I hate computers!

OK, I really don't hate computers, but I don't understand them, am easily frustrated by them, and wish I didn't have to use them...but without them, I'm out of business.

Computers have made it possible for me to build a home studio, record, edit and email voiceovers all over the world...and I like that. The convenience of working in my studio rather than driving to a, sometimes distant, production facility is something I appreciate beyond words.

But now, my computer (or the software, I never know which) has decided after each log-off to the internet to inform me I have no connection to the internet when I try to re-establish activity. AAGGHHHH! So, following the directions provided on my screen, I disconnect the modem, turn off the computer, wait at least two minutes, reconnect the modem, wait another few minutes, turn the computer back on, and, BINGO, there's the internet...until I log off and try again.

Of course the online tech-service options are open, so I email the manufacturer, the software developer, and the folks at Road Runner. But it's difficult to explain you're emailing because you do not have access to the internet.

Technology has made my business (www.smooth-male-voiceover-talent.com) successful and keeps me in the overextended lifestyle to which I've become accustomed. But it drives me nuts.

This is a forum for discussion of issues dealing with voiceover artists, advertising, etc.. It is also a pressure relief valve I shall continue to use...as long as I can get onto the internet.

Here I go; I'm going to log off...so I have a feeling I won't be back immediately (unless my problem has somehow corrected itself).

Bill

Using a Voice as a Jingle

"Winston tastes good like a..."
"You deserve a break today..."
"My baloney has a first name, it's..."

Jingles have been an important part of successful advertising marketing strategies for a long time; and for good reason. A jingle immediately identifies the product in the listener's (viewer's) mind. Jingles repeated for a period of time become synonymous with the product, and once that has been achieved, one cannot help but automatically identify the product in the first few measures of an internalized jingle.

This is an advertiser's dream. Even if the message recipient does not consciously hear the copy, the product has been elevated to top of mind awareness in a few short measures of music.

A well selected and utilized voiceover artist can achieve much the same result for an advertiser. Think of the voice of Kraft Foods for so many years (OK, I remember his first name was Ed...can't recall the last name [Herlehy?], and it has nothing to do with age,...email me if you remember). When we heard his voice, we knew the product...or, at least, the product line.
Used correctly, a voice used as a jingle forms a relationship with the audience. It’s an interesting phenomena I have come to call auditory intimacy. The listeners feel they know the voice, like an old and trusted friend.

Another advantage of using a voice as your jingle is the cost savings realized; musicians and studio time are expensive. Further, a jingle requires it’s own time...time for which you are paying...that cannot be used to provide your audience with important information.
A voice intimately connected to your product/service, however, can use every second of air time for your message while still achieving the top of mind awareness a jingle provides.

What kind of voice?

Much as discussed in other articles on my website (www.smooth-male-voiceover-talent.com), the kind of voice you choose to be your jingle is dependent upon many factors. Target audience demographics, product, and many considerations enter into the choice. But there are some basics to consider.

A distinctive voice:

The voice needs to be distinctive. Using local radio/tv talent, your commercial is likely to be lost among all the other commercials voiced by the same talent. The audience does not associate the voice with your product because the same voice was just touting another advertiser, maybe even a competitor. This is when a service such as smooth-male-voiceover-talent pays off. Your message stands out with a different sound than all the rest.

Cost:

While the station from which you buy time will not charge you for voiceover, thanks to the internet your distinctive voice/jingle can arrive at the station within hours of copy being approved for much less than you would expect, usually far less than the cost of a single spot in your buy. And the benefits far outweigh the additional cost.

Consistency:

You must be committed to your voice/jingle. The quickest way to waste your money is to hire a voice for a spot, then use local talent (or yourself) for the next two, then back to the hired voice, and so on. The effective jingles we remember were used over and over and over again. Your new voice must be used exclusively over an extended period of time before the results can be accurately weighed.

Smooth-male-voiceover-talent is a perfect voice for a wide range of products and services, but certainly not all. That is why we keep a catalog of other artists to whom we may refer clients when a job arrives not best served by yours truly (I don’t do screamers!). Our goal is a long lasting relationship with our clients, and that is best achieved by providing the most effective voice/jingle for each.

For an advertiser wishing to capture the top of mind awareness of a jingle without the expense, consider a voice.
Bill

Condo Boards

I just had a great fight with my condo board (and I'm the Vice President!)...well, actually, I didn't have it, they wanted to speak with Lucia. I asked if they really wanted that, and they said yes...so I had her come to speak with them. BOY, did they pick a wrong tactic.

We had filed a complaint about a common area issue, and they came to tell us how offended and upset they were that we had filed. I had told them I wanted to talk about it before it got out of hand (they asked me to leave)...Lucia invited them into our home to discuss the issue...but they chose to attack and thought if two large men came after one small lady, she'd collapse. I know something they didn't know...but they do now! Unfortunately, it's going to escalate: their decision not ours.

I think this is going to be fun...exciting stuff for someone who usually sits in front of a microphone in a small room by himself providing voice work for unseen clients...Oh Boy!!!
Bill

Language of success

I don't know when it began, but advertising in this country has been engaged in a grammatical "race to the bottom" for some time. I remember the controversy in the 1950's (I believe) over the “Winston tastes good like a cigarette should” campaign and, more recently, the Apple “Think different” slogan. But these are minor offenses compared to what passes for English in many commercials.

I was asked to write a piece of copy a few years ago featuring gentleman walking into his home with a section of frozen garden hose. I opened the commercial with a character actor entering from outside dressed for winter, holding the hose and saying , “Honey, my hose is frozen.”

The production company liked the idea, but wanted the character to say, “...my hose is froze.” I would not allow it to be changed and argued for days until I, ultimately, prevailed.

I believe we have an obligation to model proper grammar in all contexts, but particularly in any broadcast messages to be viewed by the general public...and definitely when the message may be viewed by children.

There are so few models of good grammar in the media in which we choose to immerse ourselves. Television and movies glorify substandard grammar and slang and have vaccinated much of the population to the pain of such utterances.

From what has been dubbed “Black English” (ask Bill Cosby about that issue) to just plain poor word choice and lazy pronunciation, the examples manifest themselves thousands of times a day. What chance do our children have of learning the importance of grammar, word choice and pronunciation?

The use of substandard English limits one's horizons socially and professionally, and we are cheating our children by allowing them to misuse our language.

As one paid to speak (voice-overs, on-camera, public speaking), I am a strong advocate for mandatory speech education in our public schools. And I will never accept substandard English, written or spoken, with the oft heard, “It's the expression of the ideas that is important, not the form.” Unacceptable!

I host a regional academic challenge television program featuring the very brightest of the young people in North Central Ohio. I am truly humbled by the intellect of these young scholars and the facts at their command. Yet I cringe when I overhear their off camera conversations.

I blame it all on advertising! We have chosen to “race to the bottom” without regard to the effect upon our audience. We have ignored our responsibility to model the language of commerce and industry...the language of success.
Bill