I’m sorry for not updating the blog for the last week.  I was lucky to get the flu and am just starting to feel better.  We have a great interview with Susan Berkley coming soon!

 Thanks

Interview with DB Cooper

This is the start of what I plan to be a weekly feature.  The goal is to have a different interview about the voice-over/radio industry every Friday.  Who better to kick this off then someone who’s mastered both!

Izzy:    How did you get your start in the business?

Deirdre:    Yoiks- I’m not sure what part of the business you mean.

I got started in radio when I was 10 as a feature in the afternoons at KGMB radio in Honolulu. I started doing production for a rock and roll station at 14, was in drama and band in high school.

I did on-air DJ stuff my 20’s. Produced and directed a set of regional theaters in my late 20’s- early 30’s, did some on-camera stuff and staff commercial work at a couple of Seacoast New Hampshire radio stations, and then settled into an on-air position for 6 years.  Built a home studio somewhere in there in the late 90’s, and being a production freak, I just kept working.  I know this isn’t very specific, but it’s been a wild ride getting here. 3 marriages and 2 kids, now grown.

I can’t really explain how I got to be where I am, except that I had some ideas, and just kept plowing away.  Thank goodness for non-linear editing and the internet.

Izzy:    How do you differentiate to clients from other voice-over artists of similar skill and sound?

Deirdre:    Do you mean “how do I tell them I am different”, or “how do I SHOW I am different?”

I don’t market myself with slogans that describe my voice.  My unique presentation includes myself, my personality, my website, and my demos.  There may be other women who have a similar sound, but I sure don’t know (and don’t really care about) anyone else’s skill range.  I know what I’ve got and I make sure it’s easy for people looking around my site to find that out.  I write letters, read books, attend conferences. I make sure I know as much as I can about the kinds of work I love, and that ends up being the kind of value clients appreciate.

Izzy:    What’s your perception of the “future” of voice over?

Deirdre:    More opportunity every day.  Stay sharp- people will always need to be read to, told about things, amused.

Thanks again Deirdre for sharing your time with us! 

You can get more information on Deirdre at her website: http://www.db-cooper.com/

Who would you like to see us interview next?  E-mail me your suggestion: isaiah at goldenknightmedia dot com.

 Just a few evenings ago my wife and I went out to dinner.  Not fast food but not a $100.00 a plate place either.  She just got a new job and we were celebrating her success.  She’s fresh out of college and is now doing what she’s always wanted to do, nursing (she’s the one on the right in the picture). 

The waiter was fantastic.  He was quick, kind and ready to serve.  When he said dinner would be right out, it was.  When I asked for something he delivered it promptly.  Obviously he wanted a great tip and was willing to work for it.  Perhaps it’s the area that I live in but the service tends to be mediocre at best when it comes to food and retail.  This guy was different and truly grasped what customer service is.  Because of that he got more then a 25% tip, which I rarely do.  He really impressed me.

I booked a podcast package a few months ago and the client paid on time and was a pleasure to work with.  As a way to show my appreciation I sent him a nice gift package.  He loved it and was happy with his entire experience with my company.  When I told an associate of mine that I had done this she couldn’t grasp why I did it.  As far as she was concerned the producer - client relationship was strictly order and deliver.  I disagree.  I’d rather be the waiter who’s great and is willing to work for that extra tip, or this case, a follow up gig - which I got.

In my opinion fantastic customer service is a great way to differentiate ourselves from our many competitors.  Not many will exceed their placed expectations.  Over deliver when appropriate and you could be the client’s hero.

 If you haven’t already I would recommend subscribing to “The Monday Morning Memo” by Roy H. Williams.  He’s an amazing writer and an out-of-the-box thinker.

In his last memo, “Clarity is the new Creativity”, he explains that many ads fail at convincing the consumer or retaining the ad.  Here’s how he resolves it:

In the language of Clarity:

• Can your product be differentiated?
• Can you point out that difference quickly?
• Can you explain why the difference matters?
• This is effective marketing.

To differentiate your product powerfully and clearly:

1.    See it though the eyes of the public. (Insiders have too much knowledge.)

2.    Ignore everything that doesn’t matter.

3.    Focus on what the public actually cares about.

4.    Say it in the fewest possible words.

5.    Close the loopholes by anticipating the customer’s unspoken questions.

Now to apply this to your voice-over business:  How is your voice or product different?  Can you explain why the difference matters?  What does the producer or end user care about?  How can you close the loopholes by anticipating the client’s unspoken questions - so you can close the sale?

Just what the world needed, another blogger!

 I started in radio at 17 at a daytime only AM station in (sortof) the Albany, NY (64) Market.  After 4 months they made me the production director and have been doing spots, imaging and voice-overs since.  I now have my own afternoon drive show that’s in DC, Fredericksburg and Richmond Markets.

I started Golden Knight Media roughly a year ago (one year in April).  I love doing voice-overs and production and have clients through out the country. 

Well that’s enough for now!

~Izzy