Lessons From an Experienced Voiceover
When someone asks, ‘when’s a good time to up your rates’ I find it’s quite a telling indicator of where they are on their freelance journey and I mean no dis-respect by that.
One way to know that you’re providing more value than you’re charging for is when you’re sick of being burned. What I mean by that is that you’ve under-charged so much for the value you’ve provided, that it actually turns your stomach. It can actually feel like you’re paying the client and in terms of your time, you sort of are. As a free-lance Voice Artist starting out, its a rite of passage for most and I’m sure its the same in other creative niches.
Once you’ve been sizzled a few times then, is that the point to wake up, recognise your worth and up the rates ?
The inevitable answer is Maybe, as long as you’ve been learning along the way and your offer of professional services warrants it. When you start out as a freelance creative though, the initial goal is to gain credibility, rather than market traction.
How Valuable Are Freelancer Reviews ?
In the early days of your freelance business I’d say that reviews are everything, as you’re unable to trade on your reputation. Referrals won’t be coming in and you’re a good way-off having a steady stream of repeat clients. I cut my teeth as a voice artist on one particular pay 2 play platform and focussed on building credibility there alone. I fancied that my tone suited a documentary style best, which on reflection was me just playing to my strengths as a corporate guy. When I left the Military I went into healthcare at a senior level and this felt like the area to focus on.
Once I’d gained experience though, achieved a stellar ranking and grown in confidence, I realised there was so much more I was leaving on the table. I decided to fly solo, seek out my own clients and specialise in other areas. As a former Military Medic I had a head full of medical literacy that wasn’t being put to good use. So it was a no-brainer to major on Medical Narration for a while.
I now serve clients around the World with a broad range of services, but its ridiculous character work that really floats my boat.
In those early days, reviews were worth more to me than fees. They gave me the currency I needed to take the next step and the potential for future growth. When I look back at that period now, I’m glad I focussed on one area initially and see this as an approach that’s replicable at scale.
Does Longevity Alone Equal Improved Quality
It most certainly does not on its own. Learning the ropes like this and getting rinsed repeatedly is slow and painful yes, but it’s where the foundations are laid for your business.
Just because you’ve doing something for a while is not a justification in itself to up your freelance rates. It’s really an indicator of your mental endurance and longevity for sure, but if you’re not actively seeking ways to up-skill, remain current, keep up to date with technology and actively looking to improve your offer, can you really justify a price increase? Even the most experienced Voiceover Artists need ongoing coaching.
So below is a short list of things I thought would be useful for anyone thats currently in the early stages of their creative freelance business. It’s a time when you’re cutting your teeth, chasing bill paying work and wondering how you’re ever going to be able to scale. There are certain things you need to be doing concurrently to ensure the development and growth of your business. The list is based on the experience I gained in the early days. It’s a view from an experienced British Voiceover Artist but there are parallels across all creative industries:
Tips For Creative Freelance Businesses
1. Refine the quality of your audio – Broadcast Quality. You need independent feedback from experts (not friends). Then rectify the issues and go again.
2. Plan your daily activity – don’t confuse action with productivity.
3. Develop a Business Mind-set.
4. Have professionally made demo reels.
5. Have the necessary training in place, either formal training or the services of a good coach. There are also industry specific groups and societies that offer invaluable resources of training and advice. An example is: ‘Gravy For The Brain‘ for VoiceOver.
6. Have a great website, as you’ll need somewhere to showcase your talent. However, ‘build it and they will come’ is not a plan.
7. Learn how to be a ‘part time’, ‘full time’ digital marketing professional. Don’t just look at your peers to learn best practice, have a look at the ways other industries approach marketing also.
8. Invest in a good CRM. I’d can recommend Nimble for Voiceovers.
9. Find your own clients, diversify where you find them, nurture relations with those that offer fair rates, generate referrals and understand the market value.
10. Have a USP.
11. Have a specialisation.
12. Network, not only within your own skill community but also at local business forums and networking events. Approach networking from the point of view of what you can offer others, rather than the other way round.
13. Learn how to do out-reach effectively.
14. Have a plan and make sure you keep looking at it. Get it out of the book and onto the wall. Plan your day, week, month and constantly review. Most freelancers know they should be reviewing their objectives but rarely do. Set time aside once a week thats absolutely ring-fenced to do this. It’s also a great habit to get into for when things finally take off.
15. Improve your work-flows, automate them where you can, but never
16. Once you’ve developed a stable income, learn to out-source and then its all about scaling.
Real Growth is Based on Solid Foundations
Wondering whether or not you should raise your rates is not the right focus. A better one is raising the quality of your offer and consistently applying yourself to each of the areas above.
Over time you’ll find yourself naturally charging what you’re worth, which is a reflection of what’s proven successful for you to date.
I don’t like old school comments like:
‘you have to pay your dues’
Time served is not an indicator of quality. It might seem like a lot of stuff to tackle, but in the long term these 16 things done consistently, are much less likely to cause burn-out than 4 or 5 done inconsistently.
You’re a singleton entrepreneur with many hats and this process isn’t quick, so do yourself a favour and enjoy the journey.
I’m sure there are more that I’ve missed. Feel free to reach out if you’d like to talk more about this, or if you have a project that needs Professional Voiceover Services.
About the Author
James Fowler is an experienced Freelance Voiceover Artist, Composer and Multi Instrumentalist. As a former British Commando who describes himself as ‘accidentally mis-employed for 30 years’, he brings a unique perspective to the arts, along with a wealth of corporate experience.
James has over 50 Audiobooks under his belt, has a passion for character work and as an Ex Military Medic, delivers clinically literate medical narrations. He’s delivered eLearning courses for the Met Police, shouted orders on the Titanic and sold everything from hotel complexes to Apple Pie.
