We're still amazed at home many people are gaining great insight from the 'Home Studio Equipment' series. If you record yourself, or your instrument(s) from home, it's a great way to get some insight on the proper setup.
For those who already have that setup - we'll now delve into how you can embark on making a profit from it. One great way is with an 'Elevator Speech'. Today's topic is written from the perspective of voiceovers. however, swap out voiceover with any business you do from your home, or even for a big business, and you might find a much more compelling way to perform - be it B2B sales, electronics repair or selling pet food.
So what is an "Elevator Speech"?
Initially it was called an 'Elevator Pitch' and was used as a way to talk to an investor - in the time it took to ride the elevator from the bottom floor to their top floor offices. If done well, you would win a new investor, an invite into their office to hear more, or at least schedule a time with their secretary.
Not a compelling pitch - you rode the elevator back down to the first floor.
The idea caught on - though it's focus has shifted. Now, it maybe the information you pass on to a local client who has no idea how your voiceover or your music is something they may need. Maybe you wrote a jingle that they have to hear, maybe your voice fits their product quite well. At the very least, it's what you can say to someone at a networking event, how you tell your neighbor that you now work from home. In essence, an "Elevator Speech" is a concise, carefully planned, and well-practiced description about your company. it should be simple enough that your mother should be able to understand what you're talking about and should still be said in about the time it takes to ride up an elevator.
However - that being said - you will want to write it longer than what can be said in a short elevator ride. More on that later...
What an "Elevator Speech" is not:
It is not really a "sales pitch." Don't get caught up in using the entire speech to tell a potential client how great your voice is. The Producer or Client is "buying" your professionalism and ability to get it done, not just your voice. At it's core, it's the basis for a coherent conversation. It's a way to speak about yourself without feeling like you're gloating. Aand always keep in mind this rule:, "If you don't connect with a client, they won't trust you can connect with their customers"
Section A - Creating the "Elevator Speech"
There are six questions your "Elevator Speech" must answer:
1. Why they need your service?
Describe what it is you do for clients. Do not go into excruciating detail.
2. Who is your market?
Briefly discuss what you specialize in, what your niche is.
3. How does a voice-over really drive or motivate people?
How is it that a voice-over would work, as opposed to just a PowerPoint slide show??
4. Who is behind the voice?
"Bet on the jockey, not the horse" is a familiar saying. Tell them a little about you, your background and achievements (as it relates to voice-overs) or what qualifies you so well for your work. Remember - people buy why you do it, not just what you do.
5. Who is your competition?
Don't have any? Think again. Briefly discuss who they are and what they have accomplished. Successful competition is an advantage-they are proof your business model and/or concept work - i.e. - why do so many movie stars do voice-overs?
6. What is your competitive advantage?
Simply being in an industry with successful competitors is not enough. You need to effectively communicate how you are different and why you have an advantage over the competition. A better voice, a lower cost, more timely turn around, understanding their company, product or service?
Section B - What your "Elevator Speech" must contain!
Once you've written the first part out, look to highlight these...
1. A "hook"
Open your speech by getting the potential client's attention with a "hook." A statement or question that piques their interest to want to hear more.
2. Not too much!
Your pitch should go no longer than 30-45 seconds (less is more)
3. Passion
Producers and potential clients expect energy and dedication from you.
4. A request
At the end of your pitch, you must ask for something. Do you want their business card, to listen to your demo, to speak more (in person or by phone), to ask for a referral/recommendation?
Section C - Evolve!
A good Elevator Speech doesn't just 'happen'. It will evolve over days, weeks or months. You'll learn where and how it needs to be modified. When it's best to use one, and that waiting for perfection means many lost opportunities. Use what you have today, and it will perfect itself in time.
Section D - Don't be a robot!
Your Elevator Speech is not something you should memorize and rehash to each person in exactly the same way. It's a framework you can use to speak to a specific client in a specific way. Memorize the parts and the pieces, and have a conversation with the client. It will be difficult to say everything in the limited time you have, so focus on having a memorable conversation and let parts of the overall speech enter into the conversation.
Example of creating an "Elevator Pitch"
Here is an example of what you might use in developing an Elevator Speech for a fake VO company - let's call it "YourVoiceOver". Remember - this isn't what you would memorize and repeat verbatim, you would try to memorize the 'bullet points' of the following, and flavor your conversation with a potential client by adding the following at the appropriate point in a conversation:
YourVoiceOver is changing the future of voiceovers - as part of a $12 Billion Dollar a year, and growing, industry - on a local level. While many are familiar with commercials - they represent only 20% of voiceovers being done.
YourVoiceOver offers producers or clients an efficient and interactive method for creating a standard voice across the spectrum for our clients that can represent them in commercials, in store announcements, presentations, voicemail and more - because YourVoiceOver has 24/7 access to a professional recording studio, which means no additional studio fees and quick turnaround time.
YourVoiceOver is a local company working with neighboring businesses and supporting the community by working with non-profits like Reading for the Blind and Disabled (or whatever non-profit you choose).
YourVoiceOver has specific experience the Producer or clients can tap into to represent their topic or industry - years of public speaking, specialized training (perhaps ProTools Classes with Your Audio Pro), industry specific knowledge (if applicable in the medical field, IT, Telecommunications, legal, automotive, etc.) recording training narrations or by working with similar clients at XYZ companies, etc.
Our industry continues to grow as more companies realize a professionally done voiceover humanizes a company at the consumer level - giving you a connection and therefore great potential advantages over a competitor who doesn't. As an example, Morgan Freeman, James Earl Jones and other actors, who have successful movie careers, continue to do voice-overs because they work so well that companies are willing to pay top dollar for star power.
YourVoiceOver is a professional business committed to representing it's Producers and Clients well, and working with you to assist in improving your bottom line. YourVoiceOver is not interested in rushing you through a process and will work with your timeline.
YourVoiceOver continuously improves our facilities, studio equipment, vocal training and accessibility by reinvesting a portion of our income.
Here's my business card, and I have a compelling demo I can send to you by email to let you hear examples of what I do for my clients. Do you prefer a link or attachment?
Now that you have this framework, start writing things down and make a call. Start with a friend and role play with them as if you were trying to get them to invest in you. Who knows, maybe you'll convince them!
To your future!
Mel - Your Audio Pro
For those who already have that setup - we'll now delve into how you can embark on making a profit from it. One great way is with an 'Elevator Speech'. Today's topic is written from the perspective of voiceovers. however, swap out voiceover with any business you do from your home, or even for a big business, and you might find a much more compelling way to perform - be it B2B sales, electronics repair or selling pet food.
So what is an "Elevator Speech"?
Initially it was called an 'Elevator Pitch' and was used as a way to talk to an investor - in the time it took to ride the elevator from the bottom floor to their top floor offices. If done well, you would win a new investor, an invite into their office to hear more, or at least schedule a time with their secretary.
Not a compelling pitch - you rode the elevator back down to the first floor.
The idea caught on - though it's focus has shifted. Now, it maybe the information you pass on to a local client who has no idea how your voiceover or your music is something they may need. Maybe you wrote a jingle that they have to hear, maybe your voice fits their product quite well. At the very least, it's what you can say to someone at a networking event, how you tell your neighbor that you now work from home. In essence, an "Elevator Speech" is a concise, carefully planned, and well-practiced description about your company. it should be simple enough that your mother should be able to understand what you're talking about and should still be said in about the time it takes to ride up an elevator.
However - that being said - you will want to write it longer than what can be said in a short elevator ride. More on that later...
What an "Elevator Speech" is not:
It is not really a "sales pitch." Don't get caught up in using the entire speech to tell a potential client how great your voice is. The Producer or Client is "buying" your professionalism and ability to get it done, not just your voice. At it's core, it's the basis for a coherent conversation. It's a way to speak about yourself without feeling like you're gloating. Aand always keep in mind this rule:, "If you don't connect with a client, they won't trust you can connect with their customers"
Section A - Creating the "Elevator Speech"
There are six questions your "Elevator Speech" must answer:
1. Why they need your service?
Describe what it is you do for clients. Do not go into excruciating detail.
2. Who is your market?
Briefly discuss what you specialize in, what your niche is.
3. How does a voice-over really drive or motivate people?
How is it that a voice-over would work, as opposed to just a PowerPoint slide show??
4. Who is behind the voice?
"Bet on the jockey, not the horse" is a familiar saying. Tell them a little about you, your background and achievements (as it relates to voice-overs) or what qualifies you so well for your work. Remember - people buy why you do it, not just what you do.
5. Who is your competition?
Don't have any? Think again. Briefly discuss who they are and what they have accomplished. Successful competition is an advantage-they are proof your business model and/or concept work - i.e. - why do so many movie stars do voice-overs?
6. What is your competitive advantage?
Simply being in an industry with successful competitors is not enough. You need to effectively communicate how you are different and why you have an advantage over the competition. A better voice, a lower cost, more timely turn around, understanding their company, product or service?
Section B - What your "Elevator Speech" must contain!
Once you've written the first part out, look to highlight these...
1. A "hook"
Open your speech by getting the potential client's attention with a "hook." A statement or question that piques their interest to want to hear more.
2. Not too much!
Your pitch should go no longer than 30-45 seconds (less is more)
3. Passion
Producers and potential clients expect energy and dedication from you.
4. A request
At the end of your pitch, you must ask for something. Do you want their business card, to listen to your demo, to speak more (in person or by phone), to ask for a referral/recommendation?
Section C - Evolve!
A good Elevator Speech doesn't just 'happen'. It will evolve over days, weeks or months. You'll learn where and how it needs to be modified. When it's best to use one, and that waiting for perfection means many lost opportunities. Use what you have today, and it will perfect itself in time.
Section D - Don't be a robot!
Your Elevator Speech is not something you should memorize and rehash to each person in exactly the same way. It's a framework you can use to speak to a specific client in a specific way. Memorize the parts and the pieces, and have a conversation with the client. It will be difficult to say everything in the limited time you have, so focus on having a memorable conversation and let parts of the overall speech enter into the conversation.
Example of creating an "Elevator Pitch"
Here is an example of what you might use in developing an Elevator Speech for a fake VO company - let's call it "YourVoiceOver". Remember - this isn't what you would memorize and repeat verbatim, you would try to memorize the 'bullet points' of the following, and flavor your conversation with a potential client by adding the following at the appropriate point in a conversation:
YourVoiceOver is changing the future of voiceovers - as part of a $12 Billion Dollar a year, and growing, industry - on a local level. While many are familiar with commercials - they represent only 20% of voiceovers being done.
YourVoiceOver offers producers or clients an efficient and interactive method for creating a standard voice across the spectrum for our clients that can represent them in commercials, in store announcements, presentations, voicemail and more - because YourVoiceOver has 24/7 access to a professional recording studio, which means no additional studio fees and quick turnaround time.
YourVoiceOver is a local company working with neighboring businesses and supporting the community by working with non-profits like Reading for the Blind and Disabled (or whatever non-profit you choose).
YourVoiceOver has specific experience the Producer or clients can tap into to represent their topic or industry - years of public speaking, specialized training (perhaps ProTools Classes with Your Audio Pro), industry specific knowledge (if applicable in the medical field, IT, Telecommunications, legal, automotive, etc.) recording training narrations or by working with similar clients at XYZ companies, etc.
Our industry continues to grow as more companies realize a professionally done voiceover humanizes a company at the consumer level - giving you a connection and therefore great potential advantages over a competitor who doesn't. As an example, Morgan Freeman, James Earl Jones and other actors, who have successful movie careers, continue to do voice-overs because they work so well that companies are willing to pay top dollar for star power.
YourVoiceOver is a professional business committed to representing it's Producers and Clients well, and working with you to assist in improving your bottom line. YourVoiceOver is not interested in rushing you through a process and will work with your timeline.
YourVoiceOver continuously improves our facilities, studio equipment, vocal training and accessibility by reinvesting a portion of our income.
Here's my business card, and I have a compelling demo I can send to you by email to let you hear examples of what I do for my clients. Do you prefer a link or attachment?
Now that you have this framework, start writing things down and make a call. Start with a friend and role play with them as if you were trying to get them to invest in you. Who knows, maybe you'll convince them!
To your future!
Mel - Your Audio Pro
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