Adapting

Here we are: voice actors already weathering a sea-change in the industry, and then the economic challenges of a recession come squarely upon us. 

Are we in a recession-proof business?

I hardly think so… I'm not sure there IS one a business lucky enough to be recession-proof unless it's one of those operations that fixes up foreclosed homes.

Anyway, the question was posed in an online forum, and answered quite knowledgeably by Bill Smith of The Acting Studio in Denver, Colorado.

Read below to see a wonderful answer to the question.  Thanks for sharing Bill…excellent suggestions. 

CourVO

Q: "Is anyone changing their approach in consideration of the economy?"

A: "Not possible," said one of my college professors of economics. If

you're employed, you may be subject to "cutbacks". If you run a small

business, YOUR product/service might be the best in your market, but you

WILL lose clients who have lost their jobs.

The Prof offered this "credo". Yeah, to survive an economic downturn,
you need to work HARDER, and…. SMARTER. A "synergy" he called it.
And one last tip he gave me which made a BIG impression: A good business
plan anticipates fluxes and flows in the economy.

On my current to do list:

1) Review my client data bases. Eliminate those clients who are
"also-rans" and then…. focus on regular established customers.

2) Research to find brand new possible clients.  Start with local
resources…. talent agents, casting directors, ad agencies and
production companies.  Some locales have professional organizations or
state film/tv agencies which publish annual media guides.  Use google
and web resources to obtain more information on those companies.  Then
start to research national companies which need your vo services.

2) Maintain current rates. My time is just as valuable as it was a
year ago. No special price deals. Except when it will give me an edge.

3) Expand offered services, which sometimes means put a fresh twist on
them. And sometimes it means that I'll MAKE a time investment in
something that I've been procrastinating on for a couple of years, but
now know how to put in place.

4) In these "dire times", the FIRST thing you do as a sole proprietor
is to shift priorities. I have a list of items I'd like to buy….
new equipment, software. And they are now on the backburner. In
short, cut back on expenses, even of equipment which is tax deductible.
And YES, focus on marketing. But NOT mass marketing, rather targeted
marketing.

4) REMEMBER: I say to myself: "Do NOT panic." I have 40+ years of pro
credits in the biz and have survived lots of set-backs. Only to emerge
stronger. One adapts, IF one had patience, persistence and that
single-minded desire to make a life-time career at what one loves.

Final thought… the obvious: I think the thing that gets reinforced on
this group by my favorite pros…. the regulars…. and I won't mention
their names…. they all same the same thing…. you have to work
constantly on your craft and on the biz. Most VO wanna-be's expect to
make a living at VO within the first few months or year. And they come
and go, as witnessed on this group. Hey, it's "house-cleaning time!"

Break a leg,
Bill
–
THE ACTING STUDIO
http://gvtg.com/theactingstudio