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Why 77% of My VO Income Came From Direct Marketing

Updated: Sep 23

What exactly is Direct Marketing?


Here are some definitions I found on the Interwebs:


  1. The business of selling products or services directly to the public, e.g. by mail order or telephone selling, rather than through retailers

  2. A promotional method that involves presenting information about your company, product, or service to your target customer without the use of an advertising middleman

  3. An advertising strategy that relies on the individual distribution of a sales pitch to potential customers. Mail, email, and texting are among the delivery systems used.

  4. Contacting and influencing carefully chosen prospects with means such as telemarketing and direct mail advertising


Based on those definitions; every time you call, email, or send a postcard/demo/schwag to a voice seeker you’re using direct marketing.


To Market, or Not to Market?


How often should you be using directing marketing? It depends. Some voice talents love it, others hate it and avoid direct marketing at all costs. Those voice talents tend to rely on representation or online casting sites to find work and that’s totally valid, but I think you’re leaving money on the table if you don’t use direct marketing at least some of the time.


The Proof is in the Paycheck


I did the math (as I always do) and in 2018, 77% of the voiceover revenue I generated came from direct marketing to production companies, recording studios, and end-clients like eLearning companies by way of research or referrals. The rest came from representation and online casting sites.


Is Self-Marketing the Right Strategy for You?


Seeing that number might make you think you should drop everything and only do direct marketing. But the best strategy is always the one that fits your business, your goals, and your personality.


To help you figure that out, I shot a video that gives an honest look at the pros and cons of self-marketing vs. other methods. It's called "Is Self-Marketing The Best? An Honest Answer."


If you're wondering where to focus your marketing energy for the best ROI, this video will give you the strategic clarity you need.


NEWS AND NOTES


Thursday, July 11th @8:oo PM EST: “Business and Money 201” Webinar, ‘Cost/Benefit Analysis’. In this one-hour webinar, I’ll talk about determining how and why you generated your voiceover revenue.


Wednesday, July 17th @8:30 PM EST: The Summer Series continues with my webinar ‘Agents, Managers, and the Union’!

Here’s the blurb:

When entering the voiceover industry, most aspirants have the same questions: How do I get an agent? What’s the difference between an agent and a manager? Should I join the union? Tom Dheere will answer these questions and many more in Agents, Managers, and the Unions.


Thursday, July 18th @8PM EST: Marketing 201 webinar, ‘The Sales Funnel’. In this one-hour webinar, I’ll talk about what the Sales Funnel is and how to push voice seekers through it.

HAPPY HAPPYS

QUOTE OF THE WEEK

Nobody likes the person who goes to the potluck dinner and brings nothing but a fork. Amy Snively

Tom Dheere is a 20+year veteran of the voice over industry who has narrated thousands of projects for hundreds of clients in over a dozen countries. He is also a voiceover business & marketing consultant known as the VO Strategist and produces the comic book “Agent 1.22”. Subscribe to my weekly blog and the monthly VO Strategist Learnin’ Stuff Notice!

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