Four is One Too Many to Ignore

I have sounded very bold in denying the recession to date, but the fourth friend just left my office after telling me he no longer has a job. Perhaps for all my bravado this thing is for real!

Still, there is little we can do to affect the situation beyond taking care of our own financial house. I'm quite sure the national economy will not respond to my individual moves...however, in the aggregate, we may be able to bring about some change.

I'll choose to continue living, but living a bit more carefully. I will neither suspend my life, nor will I bemoan the state of the economy. I'll step up my efforts to market www.smooth-male-voiceover-talent.com in an effort to expand my client base and, as a result, my income. I will help all others I am able knowing the reward is in the act.

This may be for real...I think it is. I ignored it for a long time, but four visits in the last week is one too many to ignore.

Sunday...Day of Rest?

Sunday is supposed to be a day of rest, but I've just finished a message-on-hold for a www.smooth-male-voiceover-talent.com client who needs it first thing tomorrow, then I have to write.

But at 4pm...it's martini time; nobody makes martinis as good as the martinis Lucia constructs. After a martini...or two...it's definitely time for rest.

Yeah, yeah...

It's cold, snowing, I'm about to spend two and one-half hours outside ringing the bell for the Salvation Army, and this dope walks in and tells me about the fabulous week he just spent in a luxury suite on the beach in Hawaii.

I have been in Hawaii six times...count 'em, six...and never been out of the airport! Nope, always on my way somewhere, or coming back from somewhere...but never outside the airport.

Now I'm really depressed.

Just picked-up another message-on-hold job from www.smooth-male-voiceover-talent.com hell, I could do that on a laptop in Hawaii! But no, I'll be right here...Everybody Loves Raymond...yeah, yeah....

The Holidays are Here, the Holidays are Here!

The holidays are here...rah. There is just too much to do in addition to the usual activities of daily living. I just returned from a marathon session at a local bank trying to figure out how to get money to my nephew in Japan.

In the past, I've sent my nephew bank checks...no good, personal checks...worse, so I was trying to find a safe, secure instrument I could use. Of course the best way would be to have his bank account number and just do a wire transfer...ahhh, but then he has to know the gift is coming and you don't even hear a "ding" when it arrives.

We settled on a Visa gift card...which is very much like sending cash through the mail (not a favorite), but I'm told the card should be easy for him to use in Japan...we'll see (note to self: do not hold breath). Every other thing I've tried has ended with him sending the instrument back to his mother (so I won't find out my gift failed to work...but my sister can't keep something like that quiet) then she had to cash it and send it back to him.

Thank goodness business is so much easier to transact. With the aid of tools like PayPal, clients around the world receive my invoices and pay with no muss, no fuss, and minimal fees. This has been very beneficial to www.smooth-male-voiceover-talent.com ...I wish it were so simple with personal gifts.

Oh well, the holidays are here.

Who Gives a #@$*!

It was cold and raining when I awakened this morning...then it got colder...and grayer. This is truly one of those days one wants to just climb back under the covers and/or have a manhattan and forget about everything.

But this is precisely the kind of day one must overcome his or her inclination and push forward with renewed energy. Lucia likes to say, "When you feel your worst, look your best!" I think it's good advice.

I once heard a lecture on tape by an AA speaker who's main premise is, "Your mind is crazy. Your mind is your enemy. You have to take control away from your mind because it will lie to you at every opportunity." I think he was on to something.

When the alarm goes off at 3:47am every morning, I can think of a thousand reasons to just roll over and sleep. But that is when I tell myself that my mind is trying to sabotage my exercise routine and I get up, get dressed and head outside to run. Later, I'm always glad I did so.

The same is true of working...I can always think of a thousand thing to do other than writing copy or recording that next message-on-hold or commercial. That's when the smile comes out and I get down to it. Perhaps I should use some of that energy to improve www.smooth-male-voiceover-talent.com ...oh hell, I'll just roll over and close my eyes for a few minutes...
who gives a #@$*!

et tu Sharp?

In this environment of skyrocketing unemployment, the economy continues to express bipolar manifestations. A young man visited my office yesterday and I asked him how his company was doing (he works for a men's clothing store). He smiled and began to recite sales figures over the past several weeks. Record breaking sales!!! All I can figure out is other people are also having very good sales, or they have decided to spend everything they have on material goods while their money is still worth something. Either way, some segments of the community are moving along quite well.

But this isn't about that...it's about the fact I'm participating in a process that is probably going to result in a close friend losing his job. One thing that cannot be denied in today's economy is, we cannot continue to allow unproductive people to remain in positions where their continued employment may threaten the existence of the organization. Unfortunately, that is precisely where my friend finds himself.

For many of us involved in the process this is very difficult...he has been in the position for a long time. Has he always been so inefficient, undisciplined, and ineffective? It appears that he has, but things were not so apparent in stronger economies. "A rising tide carries all boats"...but when the tide goes out, you find out which boats will be stuck and which ones will be able to navigate to safer waters.

I don't want to see anyone face unemployment, but sometimes I have to make decisions (or agree with decisions) for the greater good. This is tough.

Part IV Should I Appear in My Own Commercials?

In this final installment of an article found on my website, http://www.smooth-male-voiceover-talent.com/ , we'll answer the burning question (I know you're on the edge of your seat waiting for this dramatic conclusion), "Should I Appear in My Own Commercials?"

So, should you appear in your own commercials?

Well, it depends. The arguments for appearing include: 1)The credibility and trust your presence may bring to the message. You need a trusted advisor on this one who can be completely candid. 2)A unique presentation, i.e., your face and/or voice becomes a jingle for the product/service...think Dave Thomas, you saw his face and you thought Wendy's (While a professional talent may be seen/heard promoting other products.) 3)Prospective customers like to feel a personal relationship with an advertiser.

The arguments against appearing: 1)You may be really bad and come across as untrustworthy (the worst), foolish, or less than competent. 2)It may be more expensive...a lot more expensive. While you're not paying for professional talent you will be paying for production time, and re-shooting or re-recording a commercial until you get it right can add up quickly. A professional can save you money in production costs. 3)It requires time away from the business of your business. Some business persons get so involved in their advertising, they lose touch with their core business and customers. You are an expert in your field, professional talent is an expert in his/hers.

Copyright 2005 - Bill Sharp

Part III Should I Appear in My Own Commercials?

In Part III of our series from the article "Should I Appear in My Own Commercials?" from www.smooth-male-voiceover-talent.com we are reminded of the very simple reason clients advertise...this ain't rocket science.

Advertising has only two goals

Remember...increased sales and/or awareness are the only objectives of advertising. Spending advertising dollars to hear your neighbor tell you he heard, or saw, your latest ad does nothing toward your bottom line (Why is it your neighbors are seldom your customers?). So the test of any campaign's effectiveness must be whether or not it achieves the objectives of sales and/or awareness. True, there are variables that must be considered in addition to the talent (schedule, placement, and the message itself); but a good commercial on a bad station will produce better results than a poor commercial on the market leading station.

In our final installment I'll answer the burning question...finally...of whether or not you should appear in your own commercial.

Part II Should I appear in My Own Commercials?

Many clients choose to appear in their own commercials even given their limited skill before a microphone and camera...and some have good reason. In this installment of my copyrighted article from www.smooth-male-voiceover-talent.com , we'll explore some of those reasons.

So, why do they do it?

Some truly believe no one can adequately represent their business (one might conclude these are controlling types, but successful business persons are, by nature, take charge persons), others believe no one else should represent their business, and still others just really really like the recognition they receive (remember this last one...it's going to be back soon).

Of the three types above, media sales reps know they can make the most money selling to the final category of spokespersons, those who enjoy the recognition they receive. Why? Well, it's the ploy I mentioned in the first paragraph of this article. When the client measures the effectiveness of a campaign based upon how many friends, neighbors, co-workers or existing customers mention his latest ad, rather than by new revenue and increased sales, the sales rep has found a gold mine (When I was selling advertising, three mentions of a recent commercial on the golf course meant money in my pocket.).

In the next installment, I'll revisit the reasons people advertise...which, too often, may be overlooked at the advertising dollar's peril.

Part I Should I Appear in My Own Commercials?

A client and I had a discussion this morning on the topic of this first installment of a copyrighted article from http://www.smooth-male-voiceover-talent.com/ :

Should I Appear in My Own Commercials?

Appearing in, or voicing, one's own commercial can be a very effective tool...it can also be a clever ploy by the media sales rep to obscure the effectiveness of a campaign. In this article, we'll explore the positives, the negatives, and the hidden agendas in producing an advertising spot.

Having the CEO, owner, manager of a company appear in his/her own commercials, radio or television, has been utilized for decades with differing degrees of success (or disaster). Victor Kiam (Remington), Dave Thomas (Wendy's) and Lee Iacocca (Chrysler) are three of the most successful national examples of the past 25 years; each an articulate person of conviction, integrity, and charm. Examples of success exist in every local market as well, and every region of the country can site their local businessperson/stars.

But far more highly competent business persons come across the airways as cold, dull or, in the worst case, incompetent and foolish. Watching these persons one becomes uncomfortable and embarrassed, hardly the stuff of which sales are made. And while it is true that some have been wildly successful as spectacularly poor pitch-persons, most just keep spending money for ineffective commercials that fail to make the cash register ring.

In the next installment we'll answer the question of why, given the risks vs. the rewards, do clients still choose to appear in their own spots?

OK, We Elected Democrates...I Still Don't Need a Gun

I have friends who have gone out and bought guns because they fear the 2nd Amendment may be in jeopardy. I don't need gun...there are sure times at http://www.smooth-male-voiceover-talent.com/ I wish I had one (clients can be a pain), but I don't need one.

Many years ago, I was asked to participate on a panel discussing gun control...I was in favor of stricter laws for gun ownership and EVERYBODY else was against such legislation and, apparently, hated me and my entire family for my beliefs. It was awful...they even chased me into the parking lot to continue to tell me why I was an idiot. The thing was, I was not against gun ownership at all. I'm still not against it.

I believe every American has a right to own a gun, and who has what weapon is no business of our government. I choose not to have a gun...well, that's not exactly true. When Lucia was married to her late husband, she worked in retail and one day came home with not one, but two guns. Her husband did not want a gun, he didn't think she wanted a gun, yet here were two guns in the house. When he asked why she had purchased them she said, "They were on sale." But this is not about women (although this sentence kind of makes it that doesn't it?).

Anyway, when we moved together, she found the two guns...still in the boxes. Now we don't know what to do with them. But I don't want gun because I'm afraid the government is going to come and get them just because the Democrats are in power...I do fear we may be in a "politically correct" world where private ownership of guns may be ruled illegal (that' a change from my earlier belief of what was possible).

I have great hopes the NRA will keep that possibility in check, but there is growing pressure from the dopes with whom we share this planet.

I have friends who have gone out and purchased weapons for no other reason than the fear they may not be able to buy them in the not to distant future. What worries me more is the fact these friends have no training and small children in their home. That scares me...and I still don't need a gun.

Anybody want to buy two guns that probably don't work after nearly thirty years in a box?

Whoa!

Whoa! The day has somehow past right by without my even noticing...too busy to think, I guess.

This is one of those days where everyone has an emergency and they have decided to visit my office to talk about it. I haven't had this many visitors in months...and none of them seem to believe I have any work to do. Gonna be a late night at www.smooth-male-voiceover-talent.com .

Count to Nine

Sudoku has taken over my life. On vacation, I was given an electronic Sudoku game...and I take it everywhere, EVERYWHERE! One of the cool things about it is the appearance of my game mimics a typical PDA, so people think I'm recording information or texting someone during meetings that don't appear to be going anywhere.

And I now believe all the articles I read about exercise for the brain being beneficial. As I improve at Sudoku, I notice I see patterns emerge that eluded me in the early part of my playing. Better yet, I seem to be making better connections in my writing, speaking and consulting. There is, I believe, carryover from the game to my career.

While I haven't thought this through completely, I believe I'll write more about it for www.smooth-male-voiceover-talent.com .

If you have yet to Sudok (a new verb,but why not...everybody else does it)...give it a try. All you have to do is count to nine.

What am I Missing?

I spent the weekend, other than Friday, shopping (what kind of idiots enjoy shopping on Black Friday?) and I have to tell you...there are a lot of people out there spending lots of money. In every store we saw lines of people with loaded shopping carts; in the restaurants the tables were filled with smiling, laughing, over-eating families.

In the media, I read and hear of the financial crisis facing our nation...apparently no one has told the people. Today I heard retail spending was up over last year...duh! Just look around, people are out there living their lives.

I am not insensitive to the difficulties facing portions of our economy but, unless I'm missing something, it sure appears the majority of the people where I live are still working and spending.

I have just finished another website voiceover relating to the economy and people considering a business of their own...entrepreneurship seems to be at an all time high.

Whatever we face, I know we'll emerge stronger than we were on the other side of this (perspective is an advantage of having lived through three previous recessions) and my stocks will not only be back where they belong (hopefully I'll profit from the buys I'm making right now), but will reach new highs.

All we can do is keep on keeping on. I'll continue to do my voiceovers through www.smooth-male-voicover-talent.com and spend my money on living life (and we all know life's too short to buy cheap beer,wine, or bourbon). And when I hear the gloom and doom I'll continue to wonder, "What am I missing?"

There's always one

It occurred to me the other day I get paid to attend meetings...so I really should not hate attending all the meetings I'm compelled to attend. And, in retrospect, it's not the meetings I dislike but rather the "blockers" who get in the way of the meeting accomplishing...well...err...they get in the way of the meeting accomplishing anything!

You know who these people are; they always have something to say (I almost wrote the word contribute, but this type contributes nothing) and, generally, what they have to say is negative.

The meeting in question was a "visioning" session (trouble before it even begins). Many of those present had much to contribute, but our blocker always managed to bring the conversation back to a confused, and seemingly endless, maze of words. At every turn, his was the last voice heard on any one issue because no one could follow what he was saying and, thus, did not know where we should go next.

Finally, in desperation, and to prevent my strangling the blocker, I offered a synthesis of the evenings topics wrapping it all into, what I believed to be, a cogent whole. Nods flew around the room and then, just as it seemed we were about to make at least one decision, he began a slow, lengthy, stammering review of what I had suggested liberally punctuated with his own questions (and answers to same). At the end of his monologue we were right back to our previous state of confusion.

This has nothing to do with voiceover business...but I'm still upset at allowing someone to waste three hours (yep, three hours) of all our time. It seems to me no matter how many meetings I attend, no matter where the meetings are held, no matter what the subject being discussed...there's always one.

They Just Don't Get It...Sometimes Neither Do I

I just left a board meeting where the topic of discussion was the continued employment of a sales representative. It was generally acknowledged a rep was necessary, but there is some question as to whether the current person is the right person for the job.

"We need a superstar!" was the sentiment around the table. Then the discussion turned to compensation. As a salesperson for most of my career, I know you don't get, and keep, a "superstar" without offering "superstar compensation." And a good salesperson is worth every penny.

But, for some reason, those around the table thought they could find someone willing to do the work inexpensively. I guess people believe anybody can sell... Believe me, a great salesperson will make his own money if you provide him with product and delivery, but you have to be prepared to write big commission checks. Think about it, the more he makes, the more you're making. What's tough about understanding that?

It's like voiceovers, you may have to pay me more than some others, but you'll get delivery and quality...guaranteed. What's so hard about understanding that? Yet people are always trying to get me to "deal" (and by deal, they mean "do it for less" without any concessions on their part).

A professional takes less time and provides superior results ( see my client testimonials at http://www.smooth-male-voiceover-talent.com/ , or recommendations at http://www.linkedin.com/in/billsharp ) and actually saves the client money.

The same is true of any sales pro...in the long run, a pro will make you more money than trying to save a buck on an untrained, untested, rookie.

All that being said, I guess I should pay better attention to my own advice when I complain about the fees I pay agents for bringing me work. They get the bucks because they bring me more than my fair share of work. What's good for the goose...

Use Message-on-Hold and Make Money Part II

Let's continue yesterday's stroll down memory lane covering an article from the past:

What you must remember

Remember, your caller had a reason for dialing your number, and it was not to listen to your M-O-H. Your number one job is to keep that customer from hanging up during the wait. Too often, new clients instinct is to try to include everything a caller might want to know about the company, their product lines, and the new website.

If you've have someone on hold long enough to hear all that, you're demonstrating a fundamental disregard for your customers' time, and no M-O-H can overcome that (Last week, I was on hold for over ten minutes...I stayed just to see how long it would be...but I won't call that hotel back!).

I always ask a new client how long they generally have customers on hold before they are connected with the party for whom they are holding. In general, most hope to have their callers on hold no more than 30 seconds, but we all know that is not always the case (in fact, the national average in closer to 45 seconds).

The ideal message

To accommodate a reasonable on hold time and make an impact with your message, I suggest copy not to exceed twenty (20) seconds in length. You may, and certainly should, have multiple messages on your system for those inevitable longer holds, but each should be concise (remember the billboard analogy).

Remember too, your message should ask the caller to take some action. You may choose to ask callers to ask their representative for further information about what they've heard, or check your website for details, or call the receptionist to be placed on the mailing list.

Music...the tie that binds

The style of music you choose for your “M-O-H” is more than personal preference. Music under the message and between messages should compliment your product and business. Music appropriate for a hospital or funeral home is necessarily different than that for a movie theatre or restaurant.

Whatever the style, the music should not overpower your message. You never want to hear callers complain your message interrupted the music, after all...the message is what you've paid for!

Speaking of paying, there are license fees required for use of music, these fees must be paid annually whether your production company bills for them separately or embeds the fee as a recurring part of your invoice.

A powerful tool

Message-on-hold is an opportunity that makes sense. Studies indicate over seventy percent of business callers are placed on hold; callers to educate, cultivate and motivate. Companies taking advantage of this “wasted time” may find new streams of revenue from existing and new customers alike. Don't miss out on this powerful tool. Copyright 2005 - Bill Sharp

Use Message-on-Hold and Make Money Part II

Concluding our discussion of yesterday:

What you must remember

Remember, your caller had a reason for dialing your number, and it was not to listen to your M-O-H. Your number one job is to keep that customer from hanging up during the wait. Too often, new clients instinct is to try to include everything a caller might want to know about the company, their product lines, and the new website.

If you've have someone on hold long enough to hear all that, you're demonstrating a fundamental disregard for your customers' time, and no M-O-H can overcome that (Last week, I was on hold for over ten minutes...I stayed just to see how long it would be...but I won't call that hotel back!).

I always ask a new client how long they generally have customers on hold before they are connected with the party for whom they are holding. In general, most hope to have their callers on hold no more than 30 seconds, but we all know that is not always the case (in fact, the national average in closer to 45 seconds).

The ideal message

To accommodate a reasonable on hold time and make an impact with your message, I suggest copy not to exceed twenty (20) seconds in length. You may, and certainly should, have multiple messages on your system for those inevitable longer holds, but each should be concise (remember the billboard analogy).

Remember too, your message should ask the caller to take some action. You may choose to ask callers to ask their representative for further information about what they've heard, or check your website for details, or call the receptionist to be placed on the mailing list.

Music...the tie that binds

The style of music you choose for your “M-O-H” is more than personal preference. Music under the message and between messages should compliment your product and business. Music appropriate for a hospital or funeral home is necessarily different than that for a movie theatre or restaurant.

Whatever the style, the music should not overpower your message. You never want to hear callers complain your message interrupted the music, after all...the message is what you've paid for!

Speaking of paying, there are license fees required for use of music, these fees must be paid annually whether your production company bills for them separately or embeds the fee as a recurring part of your invoice.

A powerful tool

Message-on-hold is an opportunity that makes sense. Studies indicate over seventy percent of business callers are placed on hold; callers to educate, cultivate and motivate. Companies taking advantage of this “wasted time” may find new streams of revenue from existing and new customers alike. Don't miss out on this powerful tool. Copyright 2005 - Bill Sharp

Use Message-on-Hold and Make Money

I'm currently producing a new message-on-hold for a client and was reminded of the following article I wrote some time ago...it's still good information.

Use Message-on-hold and Make Money

There is a sizable group of people who believe the creators of the “message-on-hold” (M-O-H) deserve to be held with the terrorists at Guantanamo Bay; I may be one of them. But when you're through with this article you'll know how to effectively use “M-O-H.”

The idea of “message-on-hold” sounds great...in theory. You are presented with a customer who, having called your office (understand that, the customer contacted you...obviously he/she has a real interest), is a qualified lead! An existing customer waiting to speak with someone...and an indeterminate number of seconds during which you may fill his/her mind with your pitch.

What should I say?

When working with a new M-O-H client, I begin by asking what message the client wishes the caller to hear. Surprisingly many have not actually taken the time to think about what they want to say during those precious seconds.

Like a billboard, the message-on-hold must be, by necessity, concise and targeted. Ideally, when connected with his party you want the caller to begin his conversation with something like, “How can I learn more about what I just heard?”

Introduce a new product, describe your award winning service, let the caller know how you can help them make more money. But don't make the mistake of trying to tell them everything you know. Keep each message brief.

Don't assume your existing customers know everything you offer. Amazingly, most customers think of their suppliers in a narrow context and may be going elsewhere for products or services you offer. Such opportunities are veins of gold you've never mined.

Continued tomorrow...or go to my website for the entire article.
Bill Sharp
www.smooth-male-voiceover-talent.com

Holy Smokes!

Holy Smokes! The skies have opened and I'm swamped with work and projects (paying and non-paying). I'm glad there's a recession...I couldn't handle all the work if the economy was healthy. Guess the much needed work on www.smooth-male-voiceover-talent.com will have to wait for yet a bit longer.

Here I go........