Tag Archives: I Hear Voices

3 Ways You Can Spend Part(s) of a Holiday Growing Your Business

With Christmas soon to be celebrated around the world, the temptation to neglect efforts to grow and enhance your entrepreneurial efforts reaches its apex.  The stress of all your extracurricular activities is at its peak, the demands on your already limited time grow exponentially, and you are already thinking about how slow the first quarter of the following year can be and how it will affect your pocketbook.  The good news is there’s good news!

With the exception of a few occasions, the world’s mileage varies when it comes to holidays.  Canada has already celebrated Thanksgiving, and every country has a different day, or multiple days, for celebrating other events, like their independence.  In the global marketplace, your holiday is just another day around the world.  Use a part of it to keep working your plan for growth and prosperity for your business!

Here are 3 things you could be doing before the holiday festivities begin in your back yard that will pay dividends……..

1) Shift your marketing efforts to foreign companies

Folks in your own country will have the day off, but folks in other countries may not.  Take an hour and send emails, postcards, etc. to introduce yourself to as many overseas prospects as possible.  They’re open for business and could need your services TODAY!

2) Send “thank you” notes to any existing foreign clients

It doesn’t have to be a hand written “thank you” note, although that is certainly going the extra mile and will be much more appreciated assuming there’s no language barrier.  Email is perfectly OK.  It keeps you at the top of the mind and is an extra mile that your competitor might not travel.

3) Check the calendar

As we’ve established, your holidays aren’t always their holidays.  Use your holiday to take some time and find out when their holidays are.  Find out how they’re celebrated, then use the knowledge to take a moment to wish them a great holiday when they occur.  It’s a nice marketing touch that will separate you from your competitor!

Down time is certainly precious, and I am certainly not suggesting that you not enjoy it on the rare occasions when you get it.  But a little time invested on a day off now could provide the seed to exponential growth down the road, and all because you took an hour to show your foreign clients a little extra love.

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In Defense of Cold Calling

A few weeks back, one of the Facebook groups on which I occasionally engage in professional discussion had someone mention that he was taking some time off from his “day job” to work on marketing and growing his voiceover business. One thing he had on his “to do” list seemed to inspire a backlash from seemingly out of nowhere, including some rather pointed words from a very well-known voiceover artist. Of all the ways we as freelancers put ourselves in front of prospective clients, none seem to generate such simultaneous endorsement and condemnation with no in between as cold calling to build a business. Count me as someone who appreciates the value of cold calling as a tool in your marketing arsenal. Done right, it might be the best way to build long lasting, and most importantly, profitable relationships.

If you’re still either on the fence or still vehemently anti-cold calling for any reason, i.e. nerves, the perception it doesn’t work, you think it’s intrusive and turns off potential clients, here are a few reasons why cold calling could be effective for you, along with a few humble suggestions on howto go about pulling it off successfully.

First, the “why”……

It costs you nothing!

In the current economy, you can’t beat free, especially when it applies to your marketing efforts. As long as you have a phone and an unlimited long distance plan, and most of us do these days, you can put it to good use to help establish yourself as you engage in a career for which you have a passion.

Personal connections still matter

In an age where email, social media, and texting rules, there is still nothing more powerful than being old fashioned. The spoken conversation still trumps the written one any day of the week when it comes to establishing relationships, both personal and professional. Cold calling proves that you’re a real live human being who can communicate.

The results are long lasting

The ultimate success barometer with cold calling isn’t gaining new clients. It’s gaining repeat, long term clients who sometimes become much more than partners in the growth of a business, both yours and theirs. They sometimes become friends as well.

So how should it be done? I certainly don’t even pretend to have all the answers, but here are a few pointers based on personal experience…….

Don’t sell them anything!

The initial goal of a cold call is not getting a “buy”. You only want a potential client to sample your product or service. As a voice talent, I’m interested in getting to someone who will agree to hear my demo, not hire me on the spot for their next project. Offering to customize the product or service and gear it to them is also very effective. No one likes pushy, and we all loathe the stereotype of the pushy salesperson. Be polite, keep it low key, and sell nothing.

Keep it brief

Time is money, and the companies you’re calling come in all shapes and sizes. This is a great way to perfect your “elevator pitch” while getting to the person who works directly with the service or product you have to offer. Assume that they’re busy and get to the point.

Treat it as an “audition”!

As a voice talent, cold calling can literally be my initial opportunity to prove I can do a great job as a company spokesperson. Regardless of what facet of media you represent, the world is your stage on a cold call. The value of a good first impression goes without saying, so make the world your stage when you make that call!

As a born introvert, cold calling was not something I looked forward to and took a while to get used to. There are far more introverts in the field of media and communications than those on the outside might ever imagine. Once you get a few under your belt, however, and realize that the worst case scenario you have pictured in your mind neverhappens, it can become quite the cash cow for you. Don’t knock it ’til you try it!

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He’s More Than Your Average Joe

As many of us….present blog writer included….work to successfully segue from radio to full-time, self sustaining voiceover talent, it’s good to have a point of reference, particularly on a day when it seems like we’re treading water.

Joe Cipriano has far exceeded his wildest dreams to have a place near the top of the A-list in our business, and now he chronicles his journey in “Living On Air” (available HERE). Some of us fell into radio by accident, and others are bitten by the bug at a very young age and never lose the passion. Joe is squarely in the latter category, and with the combination of talent, determination, hard work, and luck in various quantities, he became a major market on-air talent at 20. From Waterbury, Connecticut to Washington, DC to Los Angeles, he relives his journey and introduces you to characters we’ve all worked with or known at some point in our career.

“Living On Air” is the story of a guy having the time of his life, and many reading this blog will resemble his remarks when they read the book. Your career mileage will vary, and most likely has if you weren’t in a major market at 20. And while I wouldn’t recommend the path he took from point A to point B, it has worked out nicely for him and will be very relatable to those of us who fell in love with radio and would have done, and still do, anything to follow our dream as it has taken us from an on-air studio to a recording booth.

“Living On Air” reminds us that even on the worst days and most dire of circumstances, i.e. the dreaded “different direction”, format change, or misguided station management, what we do on the air or in the booth still beats working any day of the week…..and twice on Sundays.

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