The Real Strategy for Repeat Voice Over Clients

Why You're Not Getting Repeat Voice Over Clients (And How to Fix It)

Getting repeat voice over clients is the holy grail for a stable freelance business. But it's a challenge.

Most voice actors think it’s only a matter of a viral video or a relentless barrage of emails to get repeat clients. That can be somewhat true, but it’s only a part of it. There is so much more to client retention than just the occasional desperate “do ya have more work for me?” email that, frankly, most clients have learned to ignore.

If you feel like you're on a "marketing treadmill," always chasing the next gig while past clients fade away, it's time to stop. You don't have a marketing problem; you have a systems problem.

Why Clients Disappear

No matter what you do, you will lose clients who will never come back. This is the "stuff happens" file. It's not (always) your fault, but you have to account for it. It's risk management.

Sometimes, clients leave for reasons that have zero to do with you:

• The company closes. These things happen. Back in 2012, I lost a huge client to Super Storm Sandy. It literally washed their business away. 🙁

• Your contact leaves. The new voice seeker at the company has their own internal roster and you're not on it.

• The company pivots. They stop using voice actors, either switching to AI (eek!) or shifting their business model entirely.

• Casting methods change. Maybe they stopped using the agent that represents you, or they started using a Pay-to-Play site that you’re not on.

• You're a niche voice. They loved you for that specific job, but they just don’t have any more work that fits your unique sound.

It Might Be You

Then there's the other list. This is the one we don't like to talk about. Sometimes, they don't come back because... well... you were hard to work with.

• You did a lousy job.

• You didn't take direction well.

• You had tech issues (bad internet, can't operate your DAW, etc.).

• You were just... a jerk.

The surest method to even be considered for repeat work is to do a good job. Be a good listener. Take direction well. Have a strong internet connection, mastery of your DAW, and deliver audio files properly. Make strong choices in your narration.

That's just the price of admission.

Doing a good job makes you a reliable vendor. It doesn't make you a memorable partner. Vendors are replaceable. Partners are indispensable.

Your Voice Over Client Retention Strategy

The occasional phone call, email, or newsletter can help, but only if it's strategic. Your real goal is to embed yourself into their workflow as a problem-solver.

Strategy #1: Become the Easiest Part of Their Day

This is all about reducing friction. The client is busy, stressed, and juggling 10 other things. Your job is to be the one part of their day that just works.

• Deliver your audio in multiple formats (WAV and MP3) without being asked.

• Label your files with obsessive clarity: ProjectName_TomDheere_Take1_FINAL.wav.

• Send a single, organized email with a link to a cloud folder instead of 20MB of attachments.

• Anticipate their needs before they do.

Strategy #2: Become a Problem-Solver, Not Just a Performer

This one shift elevates you from a performer-for-hire to a consultant. (And consultants get paid more and get called back.)

If you spot a line in the script that feels clunky, don't just read it. Politely offer an alternative. For example: "I noticed this phrase is a bit of a tongue-twister. For safety, I've recorded an alternate version with a slightly different phrasing, just in case you need it."

This shows you're thinking about their final product, not just your performance. You've just saved them a potential headache in the edit bay. That's a massive win.

Strategy #3: Master the Strategic Follow-Up

Your follow-up process is key, and it can't be "needy." It has to be professional.

• The Immediate: A simple thank-you email confirming they received the files and it was a pleasure to work with them.

• The Two-Week: A short email asking how the project turned out and where you can see/hear it. (This also gives you a chance to gather testimonials!)

• The Quarterly: A check-in via your CRM. This isn't a "got work?" email. This is a "provide value" email. Forward an interesting industry article or share a recent project you did that's similar to theirs. The goal is to stay top-of-mind by being helpful.

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NEWS AND NOTES

Wednesday, March 10th @8PM EST: the VO Strategist VO How-To webinar “Marketing Basics“.

Thursday, March 18th @8PM EST: the webinar “Tax Time!“

Thursday, March 25th @8PM EST: the webinar “The Sales Funnel“

SOLD OUT!!! Sunday, March 28th @5PM EST: “eLearning Performance Workshop“

HAPPY HAPPYS

Happy Banana Cream Pie Day and Floral Design Day!

QUOTE OF THE WEEK

We are not here to curse the darkness, but to light a candle that can guide us through that darkness to a safe and sane future. John F. Kennedy

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Tom Dheere is a voice actor with over twenty years of experience narrating just about every type of voiceover you can think of. He also helps voice talents navigate the voiceover industry as the VO Strategist. When not voicing or talking about voicing, he produces the epic sci-fi comic book Agent 1.22.