7 Keys To Voice Over Success (Harlan Hogan)

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Voiceover legend Harlan Hogan with seven lessons for voice over professionals who want to have a business, not just a job or a series of voiceover auditions. How to build a core of clients who are loyal to you...Why competing for jobs on the "pay-for-play" sites is a poor business strategy....

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7 Keys To Voice Over Success (Harlan Hogan)

  1. 1. If you do voice overs, do you have a real business? www.TheVoiceOverClass.com 1
  2. 2. Or is it just a series of jobs, and you’re continually having to scramble for the next one? www.TheVoiceOverClass.com 2
  3. 3. Which do you want? www.TheVoiceOverClass.com 3
  4. 4. Compete with thousands of other hopefuls for low-paying jobs on the “pay-to-play” sites… www.TheVoiceOverClass.com 4
  5. 5. Compete with thousands of other hopefuls for low-paying jobs on the “pay-to-play” sites… or Build a real voice over business with steady clients and virtually no competition? www.TheVoiceOverClass.com 5
  6. 6. In this video, I’ll share with you seven key lessons for any voice over professional. www.TheVoiceOverClass.com 6
  7. 7. I teach a class called Starting Your Own Voiceover Business because that’s how I want you to look at it. www.TheVoiceOverClass.com 7
  8. 8. I teach a class called Starting Your Own Voiceover Business because that’s how I want you to look at it. Not as a job, not even as a career, but as a business. www.TheVoiceOverClass.com 8
  9. 9. What’s wrong with looking at it as a career? www.TheVoiceOverClass.com 9
  10. 10. A career — even a successful one — has a predictable cycle: www.TheVoiceOverClass.com 10
  11. 11. A career — even a successful one — has a predictable cycle: • Struggling www.TheVoiceOverClass.com 11
  12. 12. A career — even a successful one — has a predictable cycle: • Struggling • Working www.TheVoiceOverClass.com 12
  13. 13. A career — even a successful one — has a predictable cycle: • Struggling • Working • Peak www.TheVoiceOverClass.com 13
  14. 14. A career — even a successful one — has a predictable cycle: • Struggling • Working • Peak • Decline www.TheVoiceOverClass.com 14
  15. 15. Think about the actors whose careers were red hot… www.TheVoiceOverClass.com 15
  16. 16. Think about the actors whose careers were red hot… “I remember when they were big stars!” www.TheVoiceOverClass.com 16
  17. 17. Or the band or singer who had a couple of hit records. www.TheVoiceOverClass.com 17
  18. 18. Or the band or singer who had a couple of hit records. And then they vanished. www.TheVoiceOverClass.com 18
  19. 19. Those are the lucky ones. www.TheVoiceOverClass.com 19
  20. 20. Those are the lucky ones. Most actors never hit it big. www.TheVoiceOverClass.com 20
  21. 21. Those are the lucky ones. Most actors never hit it big. Most singers never have a hit record. www.TheVoiceOverClass.com 21
  22. 22. No matter how hot they get, almost every career cools down. www.TheVoiceOverClass.com 22
  23. 23. A business, on the other hand, is something you strategically build. www.TheVoiceOverClass.com 23
  24. 24. Your voice over business should have a core of clients who are loyal to you. www.TheVoiceOverClass.com 24
  25. 25. Your voice over business should have a core of clients who are loyal to you... Who wouldn’t dream of deserting you for some cheaper talent. www.TheVoiceOverClass.com 25
  26. 26. “Oh, Harlan, you’re one of those ‘Old Pro’names, so the work just comes to you. But what about the rest of us?” www.TheVoiceOverClass.com 26
  27. 27. The name recognition and the voice recognition certainly help. www.TheVoiceOverClass.com 27
  28. 28. But there are a couple of things you probably don’t know about me. www.TheVoiceOverClass.com 28
  29. 29. Even after all these years, the work doesn’t just magically “come” to me. www.TheVoiceOverClass.com 29
  30. 30. I don’t awaken each morning to find a line of casting directors at my door, anxiously hoping that I’ll agree to voice their projects. www.TheVoiceOverClass.com 30
  31. 31. But I do have an advantage that you might not have: www.TheVoiceOverClass.com 31
  32. 32. But I do have an advantage that you might not have: For years, I failed! www.TheVoiceOverClass.com 32
  33. 33. I failed as a radio DJ and program director. www.TheVoiceOverClass.com 33
  34. 34. I failed as an advertising copywriter. www.TheVoiceOverClass.com 34
  35. 35. I failed as a computer salesman at Honeywell Corporation. www.TheVoiceOverClass.com 35
  36. 36. I knew less about voice overs than you do right now. www.TheVoiceOverClass.com 36
  37. 37. Honeywell Corporation taught me to think of voice overs not as “a job” but instead as “a business.” www.TheVoiceOverClass.com 37
  38. 38. That business-like approach set me apart from other equally ambitious, talented and hard-working voice actors. www.TheVoiceOverClass.com 38
  39. 39. To make certain you realize these lessons aren’t just for crusty old veterans who were lucky enough to be terrible computer salesmen... www.TheVoiceOverClass.com 39
  40. 40. I’ll teach you each of them from the words and experiences of some of my former students. www.TheVoiceOverClass.com 40
  41. 41. Lesson #1: www.TheVoiceOverClass.com 41
  42. 42. Lesson #1: Go Where The Business Is. www.TheVoiceOverClass.com 42
  43. 43. Lesson #1: If you’re looking for voice work on the various pay-to-play sites and you want to have a voice over business... www.TheVoiceOverClass.com 43
  44. 44. Lesson #1: You’re looking in the wrong place. www.TheVoiceOverClass.com 44
  45. 45. Lesson #1: There’s more and better paying voice over work down the street than there is online. www.TheVoiceOverClass.com 45
  46. 46. Lesson #1: Most struggling voice actors ignore the one place where demand is high and competition is low. www.TheVoiceOverClass.com 46
  47. 47. Lesson #1: Most struggling voice actors ignore the one place where demand is high and competition is low: In their own backyards. www.TheVoiceOverClass.com 47
  48. 48. Lesson #1: Your business shouldn’t depend upon national assignments. www.TheVoiceOverClass.com 48
  49. 49. Lesson #1: Marissa landed her first paid voice over assignment recording the outgoing phone messages for her financial advisor. www.TheVoiceOverClass.com 49
  50. 50. Lesson #1: That was quickly followed by a training module for a local business with whom she had been doing non-voice work... www.TheVoiceOverClass.com 50
  51. 51. Lesson #1: ...a training module for a local project management group... www.TheVoiceOverClass.com 51
  52. 52. Lesson #1: ...and a training video for a local software company. www.TheVoiceOverClass.com 52
  53. 53. Lesson #1: Ron’s first client was a local school district. www.TheVoiceOverClass.com 53
  54. 54. Lesson #1: Chip’s first two clients were regional websites. www.TheVoiceOverClass.com 54
  55. 55. Lesson #2: Go Where Your Business Is. www.TheVoiceOverClass.com 55
  56. 56. Lesson #2: A business that tries to be all things to all people is doomed to fail. www.TheVoiceOverClass.com 56
  57. 57. Lesson #2: You need to evaluate your own strengths, determine what the market wants from you… www.TheVoiceOverClass.com 57
  58. 58. Lesson #2: And give it to them! www.TheVoiceOverClass.com 58
  59. 59. Lesson #2: Claudio already was doing voice overs when he took my class. www.TheVoiceOverClass.com 59
  60. 60. Lesson #2: At the end of the four weeks, he reported: www.TheVoiceOverClass.com 60
  61. 61. Lesson #2: “Seems like Bilingualism is a great asset!” www.TheVoiceOverClass.com 61
  62. 62. Lesson #2: “I have been speaking 4 languages all my life, never thought anything else about it.” www.TheVoiceOverClass.com 62
  63. 63. Lesson #2: “Now I’m getting more French Canadian work than ever ... from U.S. companies as well.” www.TheVoiceOverClass.com 63
  64. 64. Lesson #2: “I am finding out that filling the right shoes makes me very popular.” www.TheVoiceOverClass.com 64
  65. 65. Lesson #2: “I am finding out that filling the right shoes makes me very popular.” “AWESOME!” www.TheVoiceOverClass.com 65
  66. 66. Lesson #2: Examine your bookings over the past two years and see where the demand is strongest. www.TheVoiceOverClass.com 66
  67. 67. Lesson #2: If you’re just starting out, explore all the various forms of voice work... www.TheVoiceOverClass.com 67
  68. 68. Lesson #2: Determine which interest you the most... www.TheVoiceOverClass.com 68
  69. 69. Lesson #2: Determine which ones you’re most suited for. www.TheVoiceOverClass.com 69
  70. 70. Lesson #3: Take Action. www.TheVoiceOverClass.com 70
  71. 71. Lesson #3: We have a private, members-only site for our past and current students. www.TheVoiceOverClass.com 71
  72. 72. Lesson #3: Students ask questions, share resources …and post their own progress reports. www.TheVoiceOverClass.com 72
  73. 73. Lesson #3: Remember Marissa? www.TheVoiceOverClass.com 73
  74. 74. Lesson #3: The day after our final class session ended, here’s what she posted: www.TheVoiceOverClass.com 74
  75. 75. Lesson #3: “My feet are tired from standing at the San Mateo County Business Expo...” www.TheVoiceOverClass.com 75
  76. 76. Lesson #3: “BUT I’m not too tired to review business cards of prospective clients.” www.TheVoiceOverClass.com 76
  77. 77. Lesson #3: Several weeks later she posted this: www.TheVoiceOverClass.com 77
  78. 78. Lesson #3: “So proud of meeting my goal of attaining my FIRST paying voice over gig before the end of the year.” www.TheVoiceOverClass.com 78
  79. 79. Lesson #3: Three days later, she reported: www.TheVoiceOverClass.com 79
  80. 80. Lesson #3: “Doing a mini happy dance….Speechless for the moment...as I study my brand new company’s paycheck for my first recording this past Monday!” www.TheVoiceOverClass.com 80
  81. 81. Lesson #3: And she added: www.TheVoiceOverClass.com 81
  82. 82. Lesson #3: “Okay, I’m done, time to continue working on my LLC paperwork.” www.TheVoiceOverClass.com 82
  83. 83. Lesson #3: She probably was intimidated by the idea of forming her own Limited Liability Corporation. www.TheVoiceOverClass.com 83
  84. 84. Lesson #3: But she took action, and it paid it off for her. www.TheVoiceOverClass.com 84
  85. 85. Lesson #3: “Nothing happens until something moves.” www.TheVoiceOverClass.com 85
  86. 86. Lesson #3: Want to have your own, real voice over business? www.TheVoiceOverClass.com 86
  87. 87. Lesson #3: Stop thinking about it. www.TheVoiceOverClass.com 87
  88. 88. Lesson #3: Stop putting it off. www.TheVoiceOverClass.com 88
  89. 89. Lesson #3: Stop waiting for a “more convenient time.” www.TheVoiceOverClass.com 89
  90. 90. Lesson #3: Take Action. www.TheVoiceOverClass.com 90
  91. 91. Lesson #4: Jump Into The Pool. www.TheVoiceOverClass.com 91
  92. 92. Lesson #4: Ron took my class two years ago. www.TheVoiceOverClass.com 92
  93. 93. Lesson #4: He posted this on our member site: www.TheVoiceOverClass.com 93
  94. 94. Lesson #4: “I’ve been paralyzed like a kid at the edge of a swimming pool this past year, too afraid to jump in...” www.TheVoiceOverClass.com 94
  95. 95. Lesson #4: “A friend at the school district was lamenting about having to use her voice in the school’s curriculum video clip...” www.TheVoiceOverClass.com 95
  96. 96. Lesson #4: “I said, ‘Maybe I can help...’” www.TheVoiceOverClass.com 96
  97. 97. Lesson #4: “I said, ‘Maybe I can help...’ “And it snowballed from there.” www.TheVoiceOverClass.com 97
  98. 98. Lesson #4: “The school district and I have reached agreement on a deal...” www.TheVoiceOverClass.com 98
  99. 99. Lesson #4: “To track 18 videos over the course of the academic year.” www.TheVoiceOverClass.com 99
  100. 100. Lesson #4: “To track 18 videos over the course of the academic year. “This may extend over a year-to-year basis.” www.TheVoiceOverClass.com 100
  101. 101. Lesson #4: “Suddenly, I have gone from 0 to 90, ironing out details...” www.TheVoiceOverClass.com 101
  102. 102. Lesson #4: “Getting a Tax ID...” www.TheVoiceOverClass.com 102
  103. 103. Lesson #4: “Working on scripts...” www.TheVoiceOverClass.com 103
  104. 104. Lesson #4: “And realizing I have to start planning for the long haul...” www.TheVoiceOverClass.com 104
  105. 105. Lesson #4: “And realizing I have to start planning for the long haul... “And fast.” www.TheVoiceOverClass.com 105
  106. 106. Lesson #4: “I need to go back and listen to the mp3’s.” www.TheVoiceOverClass.com 106
  107. 107. Lesson #4: “If you find yourself at the edge of your own swimming pool...” www.TheVoiceOverClass.com 107
  108. 108. Lesson #4: “I hope you find some encouragement from this instant chaos now upon me.” www.TheVoiceOverClass.com 108
  109. 109. Lesson #4: Don’t let fear prevent you from pursuing your dream. www.TheVoiceOverClass.com 109
  110. 110. Lesson #4: Don’t let fear prevent you from pursuing your dream. Here’s a secret: www.TheVoiceOverClass.com 110
  111. 111. Lesson #4: You don’t have to “have it all figured out” before you do anything. www.TheVoiceOverClass.com 111
  112. 112. Lesson #4: All you need to do is identify the NEXT STEP… www.TheVoiceOverClass.com 112
  113. 113. Lesson #4: All you need to do is identify the NEXT STEP… And take it. www.TheVoiceOverClass.com 113
  114. 114. Lesson #4: That’s the secret to achieving your dreams: www.TheVoiceOverClass.com 114
  115. 115. Lesson #4: One step at a time. www.TheVoiceOverClass.com 115
  116. 116. Lesson #4: Take Ron’s advice: Jump into the pool. www.TheVoiceOverClass.com 116
  117. 117. Lesson #5: Make Your Own Luck. www.TheVoiceOverClass.com 117
  118. 118. Lesson #5: Chip took my class last year. www.TheVoiceOverClass.com 118
  119. 119. Lesson #5: He landed two very good gigs providing voice work for a couple of prestigious websites. www.TheVoiceOverClass.com 119
  120. 120. Lesson #5: “Thanks for pepping me up all month long!” www.TheVoiceOverClass.com 120
  121. 121. Lesson #5: “...needed your advice and cheerleading.” www.TheVoiceOverClass.com 121
  122. 122. Lesson #5: “I was nearly out of gas...” www.TheVoiceOverClass.com 122
  123. 123. Lesson #5: “You gave me strength to carry on.” www.TheVoiceOverClass.com 123
  124. 124. Lesson #5: “Nothing extraordinary as far as marketing on my part, more luck...” www.TheVoiceOverClass.com 124
  125. 125. Lesson #5: “But I guess it is better to be lucky than good.” www.TheVoiceOverClass.com 125
  126. 126. Lesson #5: With most voice actors sending out spam, pretending it’s “marketing...” www.TheVoiceOverClass.com 126
  127. 127. Lesson #5: Simple, straightforward, strategic marketing can make a huge impact. www.TheVoiceOverClass.com 127
  128. 128. Lesson #5: Luck happens when you’re prepared. www.TheVoiceOverClass.com 128
  129. 129. Lesson #6: The Human Factor www.TheVoiceOverClass.com 129
  130. 130. Lesson #6: Kyrsten was one of my students two years ago. www.TheVoiceOverClass.com 130
  131. 131. Lesson #6: “Finding Work” and “Getting Work” www.TheVoiceOverClass.com 131
  132. 132. Lesson #6: “Two most helpful things from last night’s class...” www.TheVoiceOverClass.com 132
  133. 133. Lesson #6: “1) Casting directors/agents/clients want me to succeed.” www.TheVoiceOverClass.com 133
  134. 134. Lesson #6: “2) The work of VO work is getting the work.” www.TheVoiceOverClass.com 134
  135. 135. Lesson #6: “The second may seem obvious...” www.TheVoiceOverClass.com 135
  136. 136. Lesson #6: “But it is easy to rest on past and current contacts and let the prospecting slide.” www.TheVoiceOverClass.com 136
  137. 137. Lesson #6: “Thanks for the reminder that it’s all about relationships.” www.TheVoiceOverClass.com 137
  138. 138. Lesson #6: Do you know where ALL voice over jobs come from? www.TheVoiceOverClass.com 138
  139. 139. Lesson #6: Do you know where ALL voice over jobs come from? People. www.TheVoiceOverClass.com 139
  140. 140. Lesson #6: The agent WANTS to love your work. www.TheVoiceOverClass.com 140
  141. 141. Lesson #6: The casting director WANTS you to succeed. www.TheVoiceOverClass.com 141
  142. 142. Lesson #6: “When casting directors listen to your audition, the best thing you can do is give them an excuse to go home early.” www.TheVoiceOverClass.com 142
  143. 143. Lesson #6: If you decide to let me help you with your voice over business, you’ll hear me reiterate Kyrsten’s second point repeatedly: www.TheVoiceOverClass.com 143
  144. 144. Lesson #6: The work of voice over is getting the work. www.TheVoiceOverClass.com 144
  145. 145. Lesson #6: It’s about finding and creating opportunities that your competitors never see. www.TheVoiceOverClass.com 145
  146. 146. Lesson #6: People like to do business with people they like to do business with. www.TheVoiceOverClass.com 146
  147. 147. Lesson #6: Your goal should be to identify your strengths... www.TheVoiceOverClass.com 147
  148. 148. Lesson #6: Serve the niches where you can provide the most value… www.TheVoiceOverClass.com 148
  149. 149. Lesson #6: Be the kind of professional that people like to do business with. www.TheVoiceOverClass.com 149
  150. 150. Lesson #7: Aim High. www.TheVoiceOverClass.com 150
  151. 151. Lesson #7: Aim High. Remember Claudio? www.TheVoiceOverClass.com 151
  152. 152. Lesson #7: Here’s what he had to say a few months after he completed my Voiceover Business class: www.TheVoiceOverClass.com 152
  153. 153. Lesson #7: “Since the class ended, I have landed many corporate narrations for small, local businesses...” www.TheVoiceOverClass.com 153
  154. 154. Lesson #7: “As well as a worldwide partner of one of them.” www.TheVoiceOverClass.com 154
  155. 155. Lesson #7: “But what I’m most proud of is landing MY FIRST full-length documentary narration, soon to be on Animal Planet.” www.TheVoiceOverClass.com 155
  156. 156. Lesson #7: “Guys, the recipe works.” www.TheVoiceOverClass.com 156
  157. 157. Lesson #7: “The job of a voice over Talent is ...FINDING THE JOBS!!!!” www.TheVoiceOverClass.com 157
  158. 158. Lesson #7: “Aim high, guys...” www.TheVoiceOverClass.com 158
  159. 159. Lesson #7: “Hardly anyone does anymore, so the sky is all ours!” www.TheVoiceOverClass.com 159
  160. 160. Lesson #7: “Love it, live it.... this is OUR DREAM...” www.TheVoiceOverClass.com 160
  161. 161. Lesson #7: “Love it, live it.... this is OUR DREAM... “Remember?” www.TheVoiceOverClass.com 161
  162. 162. Lesson #7: Wow. www.TheVoiceOverClass.com 162
  163. 163. Lesson #7: It doesn’t require any more effort to aim high than to aim low. www.TheVoiceOverClass.com 163
  164. 164. Lesson #7: When you aim high, you face LESS competition because everyone else is scrambling around for those low-paying, low-satisfaction jobs. www.TheVoiceOverClass.com 164
  165. 165. Summing up today’s lessons: www.TheVoiceOverClass.com 165
  166. 166. • Go Where The Business Is. www.TheVoiceOverClass.com 166
  167. 167. • Go Where The Business Is. • Go Where Your Business Is. www.TheVoiceOverClass.com 167
  168. 168. • Go Where The Business Is. • Go Where Your Business Is. • Take Action. www.TheVoiceOverClass.com 168
  169. 169. • Go Where The Business Is. • Go Where Your Business Is. • Take Action. • Jump Into The Pool. www.TheVoiceOverClass.com 169
  170. 170. • Go Where The Business Is. • Go Where Your Business Is. • Take Action. • Jump Into The Pool. • Make Your Own Luck. www.TheVoiceOverClass.com 170
  171. 171. • Go Where The Business Is. • Go Where Your Business Is. • Take Action. • Jump Into The Pool. • Make Your Own Luck. • The Human Factor www.TheVoiceOverClass.com 171
  172. 172. • Go Where The Business Is. • Go Where Your Business Is. • Take Action. • Jump Into The Pool. • Make Your Own Luck. • The Human Factor • Aim High! www.TheVoiceOverClass.com 172
  173. 173. If you’d like to start making your own luck right now, I’d be honored to help you. www.TheVoiceOverClass.com 173
  174. 174. For as long as there are spaces available, registration is open for my Starting Your Own Voiceover Business teleseminar class. www.TheVoiceOverClass.com 174
  175. 175. Four intensive weeks during which I personally will help you identify where YOUR business really is... www.TheVoiceOverClass.com 175
  176. 176. Push you to “aim high...” www.TheVoiceOverClass.com 176
  177. 177. And do everything I can to help you achieve your dream. www.TheVoiceOverClass.com 177
  178. 178. To join me, just click on the link you see beneath this video. www.TheVoiceOverClass.com 178
  179. 179. To join me, just click on the link you see beneath this video. Answers any questions you might have about the class. www.TheVoiceOverClass.com 179
  180. 180. If there’s still space available, that link is where you... www.TheVoiceOverClass.com 180
  181. 181. Take a deep breath... www.TheVoiceOverClass.com 181
  182. 182. Take a deep breath. Jump into the pool and... www.TheVoiceOverClass.com 182
  183. 183. Begin a one-of-a-kind journey to your own voiceover business. www.TheVoiceOverClass.com www.TheVoiceOverClass.com 183

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