Your local contacts may lead to the best-paying, longest-lasting, most fulfilling jobs in your voiceover playbook. Of course, it depends on the size of your market, but there is a rule of thumb that your VO business—though potentially global—should start locally.
Because many people don’t understand what we do or how we do it, curiosity is high. There’s a mystique to our profession. In this way, things may be in our favor when it comes to landing work locally.
Working against you? Most high-paying VO jobs are controlled at the corporate HQ—like an advertising firm or agency in a big city—or handled through local radio/TV commercial departments.
Either way, many producers may be relieved to know there’s a seasoned voiceover pro living in the community; you’ve just got to get them to notice you. While there’s always the direct mail or cold-call approach, your business might benefit more quickly from some local media coverage, be it TV, radio, newspaper, magazine, or trade publication. This type of exposure is free for you and instantly gets local notice.
So how do you get the local media to sit up and take notice of your VO talents, so much so that they want to feature your work in some way?
1. Volunteer to be the voice of a local non-profit.
Work on a PSA, PR video, or whiteboard presentation for the organization. Make sure your name is in the production or credits. You won’t get paid directly (you are volunteering for a good cause), but don’t be shy about asking for an invite to their next gala, fundraiser, golf tournament, etc. When schmoozing with patrons at the event, mention you volunteered your voice services. Carry business cards with you. Introduce yourself to any media covering the event and offer your story of support.
READ: Voiceover Training 101
2. Offer to speak to local civic organizations about your work.
These meetings are rarely covered by the media, but media people are in these groups and believe me, they’re always seeking new story ideas: “Local Entrepreneur Makes Good!” Also, business people who might need your services often attend these meetings. Network! Build relationships!
3. Approach your local community college about introductory VO classes.
This is a visual TV cameras love and, of course, you’ll be available for the interview, sharing your story and explaining how you’re just there to help others by answering questions about your most interesting vocation. Local four-year college and university professors are also interested in having guests visit for a day’s worth of classes to explain what you do. Make sure to let the local media outlets know about these higher-education events. You can also offer your audio engineering, marketing, or social media skills to those local schools in a guest seminar.
4. Volunteer to read at book programs in schools, libraries, and senior homes.
This may not sound very exciting, but acts of service are favored topics for journalists seeking to tell the story of how a local businessperson is “giving back” to the community.
In any of the above opportunities where you are, in a sense, creating a media event, be sure your notice to the local media is humble and not full of self-serving language. You’re “helping the community,” “sharing your knowledge,” and “giving other entrepreneurs a leg-up.”
Create relationships with local reporters. Watch their programs and read their publications to find out which ones have a heart for local news or feature stories. Follow those writers on social media, participate in their conversations, let them know you exist. When their editor asks for community-based stories, they may remember “that voiceover guy/gal” and call you. Help them see your unique business!
*This post was originally published on March 21, 2018. It has since been updated.