VO B.O.S.S. - Episode 15: Identity Crisis

2 months ago
Feeling confused? Uncertain? Can't remember your name? Never fear! The Doctors are In! Dr. Ganguzza and Dr. Nistico specialize in voiceover identity crises ...

English subtitle

(upbeat instrumental music)
VO: Today's voice-over talent
is more than just a pretty voice.
Today's voice-over
talent has to be a boss,
a VO B.O.S.S. set yourself up
with business owner strategies
and success with your host,
Anne Ganguzza along with
some of the strongest voices
in our industry, rock
your business like a boss,
a VO B.O.S.S.
Anne: Welcome to the VO B.O.S.S. podcast,
I'm Anne Ganguzza along
with my beautiful cohost,
Gabby Nistico, hey Gabby.
Gabby: Who's that?
(Anne laughing)
Who's Gabby, I don't
know, what's going on?
Anne: My VO B.O.S.S. bestie.
Gabby: Who am I, what's happening?
Anne: You know I don't know,
who are you and who am I?
I'm having an identity crisis, Gabby.
Gabby: You are?
Anne: I am, I am, you know what I
think we should talk about it
for our podcast.
Gabby: I think so too.
Anne: How about that, who are you?
Business identity crisis.
Gabby: Well I know who I am, I'm
the Voiceover Vixen, dammit!
(Anne laughing)
Anne: And I am Anne Ganguzza,
my personal brand is just
Anne Ganguzza out there.
Gabby: It's all you need.
Anne: All I need out there with you know
hopefully a couple of good identifiers
so people understand who I am as a person
and like me and then want to hire me,
that's like marketing 101, right?
Gabby: Yeah.
Anne: People will buy from people
they know, like and trust
and so.
Gabby: Got Ganguzza.
Anne: That's right.
Gabby: It's what you need.
Anne: Anne Ganguzza, and it's always helpful
when you're tying to
get your brand out there
that you start to understand
who you are first.
(laughing)
Gabby: It is.
Anne: And then also listen to
how other people see you
or hear you.
Gabby: Yeah, I'm being goofy today I know,
but it's essential that
we have an understanding
of who we are in business.
And honestly, I think and this is so funny
because Anne has seen it, I've seen it.
Other coaches have seen it,
some of you may have seen it,
it's really funny when you have someone
who's relatively new to voice-over,
they've been training,
they've been taking classes,
they are on the cusp
of entering the marketplace
and they're literally asking other people
who am I?
Who am I in this business
and you know what's my brand?
And I'm like whoa,
that's pretty heavy stuff.
Anne: It is heavy.
Gabby: Because how can you enter
any marketplace in business
without having a clear
indication of who you are
and what you do?
And what makes you marketable?
Anne: I absolutely think that
other people can help
see you from their perspective.
Gabby: True.
Anne: However, you really
have to know who you are
and I'm gonna say, one of
the most important things is
who you are as a singular brand,
it doesn't necessarily
have to be all voice-over.
For example, my brand,
well at least I hope,
my brand that I want to portray out there
is smart, tech savvy,
you know that professional voice
that you want you know behind your brand
to bring that intelligence out.
And that is who I am, that
is who I want my brand to be,
so before you go and ask
100 people who you are,
try to ask yourself the same question
and bring in the principles
of your core personality.
Not like, oh how do I sound,
because it's not just about how you sound,
it's about who you are as a person
and who you are as a person,
what you bring to your
voice and your product
as a person, that doesn't necessarily say,
oh I'm raspy, friendly, conversational,
that's not just about that.
And Gabby, so important,
it's not just about a tagline,
it really has nothing
to do with your tagline.
Gabby: Hey!
Anne: Or it can have something
to do with your tagline,
but taglines are not
completely definitive,
(Gabby laughing)
of the brand, right?
Gabby: No they're not, they're not.
Anne: They're so much more.
Gabby: It's true, so there's
a couple points here
that I wanna make.
So the first goes back to what
you were saying a minute ago,
you can also reverse
engineer that process.
Sometimes you can start
out by first of all,
figuring out what you aren't.
Who am I not, is a great way
to narrow down your brand
because it eliminates
a whole bunch of stuff
and the other thing that
you have to ask yourself
is what do I want?
See now, Anne, you said
something really critical
when you said, I want to
be known or seen as smart.
And that's the key, what do you want?
Because what you want, ultimately,
is where the brand success comes from
and how you identify that market share,
that's what every business goes through
regardless of what they sell
or what service they provide.
What do you want, hugely important.
Anne: And then also keeping in mind though
that what you want is synonymous
with a valuable product
for the marketplace.
Gabby: Now it's not all in the tagline,
some people don't even need a tagline.
Anne: Right, I don't have one.
Gabby: Is it essential to have one?
Absolutely not, you
don't, I do, whoop-de-do,
you know what I mean?
Anne: Right.
Gabby: It's so not a big deal.
Anne: I had one, at one time.
Gabby: Some people have had them, not had them,
sometimes they work out,
sometimes they don't.
But here's what's critical
and this is what I see a lot
and I get asked this a lot
because I do have a tagline
and I have a tagline
that's fairly well-known.
People come to me all the
time with different ideas
and I shoot down probably
about 95% of them.
Anne: Yeah, me too.
Gabby: And the reason they
get shot down is usually
they're so generic, they
could be any voice actor.
Anne: Yes, absolutely.
Gabby: They aren't specific to the individual,
they're not personality driven
and they're just kind of fluff statements.
I think probably my all-time dreaded,
most hated one, because
I've seen it so many times
and I'm sorry if someone out there
is like using it actively,
but I gotta tell you it's not
original and it's not unique
so get rid of it.
The voice of choice.
Anne: Yeah, yeah, I've seen that--
Gabby: All time, all time--
Anne: Quite a few times.
Gabby: My most hated tagline
because I'm like who, what is that?
Anybody could be the voice of choice,
what does that mean?
Anne: You know what, Gabby, I
think if people were to sit
and let's think about this,
when you're looking for something, right?
You're online or whatever,
you're looking for something
that you're going to purchase
and let's say your potential client's
going to purchase your voice, right.
Are they gonna type in, the
voice of choice in the tagline?
No.
Gabby: No, of course not.
Anne: I want people to know me for me,
I want people to know Anne Ganguzza
and what I truly want, right,
like I always go back to Charmin,
like Charmin is my brand of choice.
You know I don't care--
Gabby: Yeah, yeah, we know, squeezy, squeezy.
Anne: I know it by name, that's right,
it's soft and it's pliable.
When people search, I want
them to know me by name,
I want them to search for Anne Ganguzza,
that is the brand that
I want them to look for.
Not the voice of choice.
Gabby: Thank you, I now have
the image in my head.
Anne: Of me squeezing Charmin.
Gabby: Of your, yes, of your
lovely caricature of you
that every one knows and loves,
squeezing the Charmin, that's awesome.
(Anne laughing)
So yeah, now I'm gonna be, thank you,
that's gonna be with me all day.
Anne: It's all about the Charmin.
(Anne laughing)
Gabby: Oh my God, how funny.
If you don't have a clear, at least idea,
a concept in mind right now
for who you are in voice-over
don't start asking a million people
and kind of randomly
throwing things out there,
it's not gonna get you anywhere.
And honestly it's kind of dreaded,
people sort of hate it,
I see people get fileted
on Facebook and social media all the time
for throwing these questions
out there, very randomly.
What you want to do, and
Anne, I don't know about you
but I really love this method,
is create a focus group.
Big companies, major
corporations, brand names,
put together focus groups all the time
when they're launching a new product
or when they're considering new ideas.
So you have to create your
own little focus group.
Anne: Focus group.
Gabby: It might be anywhere from
five to maybe 15 people,
I think anything more than that
might be a little excessive.
Anne: Yeah, that's a great idea.
Gabby: And you know what, ask them
very, very specific questions,
not open-ended questions, not you know,
well who do you think I am in voice-over?
No.
Anne: Right.
Gabby: Things that are
specific that can help you
to find your way to an answer.
One that I think is really important is,
what celebrity do I
remind you of, vocally?
Does my voice sound like
anyone that you know?
Does it remind you of a notable figure?
And the reason that's important is because
there might be an alignment there
through someone else's brand
that you can capitalize on
and make some changes to make it your own.
Anne: Strategic brand association.
Gabby: Yes.
Anne: That's what I call it, yes, absolutely.
Gabby: And it's really important.
Anne: It is, it's fantastic.
Gabby: Another question that I like for people
to explore with their focus group is,
(laughing)
and it's a little fruity, I know.
The question of feelings, how
does my voice make you feel?
Anne: Yes, absolutely.
I love that because you know what sells?
Emotion, emotion sells.
Gabby: Yeah, yeah.
Anne: It's not facts and figures that sell.
Gabby: No.
Anne: It's about an emotion that you evoke
when somebody comes
across you in social media
or somebody comes across you on a webpage,
I love that you just said that,
because you just got me all excited.
It's about the emotion and
the feeling that you create
or evoke out of a potential client.
And that's what's gonna make
them pull their credit card out
and say, here,
(laughing)
let me, you know, I'm
gonna buy your services.
Gabby: Totally, because if the
feeling of your company
and the feeling of their
company are the same,
that's what's gonna do it.
Anne: Right.
Gabby: And you're right, they are,
they're gonna whip out the card.
Anne: And if you make them feel good,
if make them feel good--
Gabby: Oh, yeah--
Anne: About their brand, that's even,
that's really I think the key to it,
is that you make them feel
good about their brand
because you're going to
help their brand elevate.
Gabby: Bingo, it's one of the areas in which
I actually think that
modern voice-over casting
and online casting has
done us a disservice.
The descriptive words, the
adjectives that used to be used
to describe a voice talent,
have become so overused,
in the online arenas.
So words like friendly and warm and--
Anne: Conversational.
Gabby: And guy next door and conversational
and the list goes on and on,
have become so over
used and over saturated.
Anne: They're not unique anymore.
Gabby: No.
Anne: And that in terms of
SEO, is a big thing, right?
Gabby: It is.
Anne: You're competing with everybody else
who is conversational.
So think about your
uniqueness in your brand
and what makes you different
from everybody else.
It's gonna help you all the way around.
Gabby: It is, and emotions are
gonna help you to get there.
Anne: Yeah, absolutely.
Gabby: Emotions are gonna help
to bridge that process
because you're gonna be
thinking about your voice
in a wholly unique way
as opposed to trying
to figure out what box do I fit into?
Forget the boxes--
Anne: You're your own box.
Gabby: Yeah, when you go to a pay-to-play
and you fill out a profile,
that's what you're doing,
you're checking boxes.
You don't have to conform to a box.
You want to kind of
reinvent the box a bit.
Anne: Well, I understand
the need for the boxes
on the pay-to-plays, that's just a tech--
Gabby: All I do is--
Anne: Well, that's the technical
backend of it, right?
But I love that you're telling people--
Gabby: But that has to do with their algorithm.
Anne: Not to conform.
Gabby: Yeah, with their algorithm.
Yeah, that all has to
do with the algorithm
and the way they're website functions
and the math that literally fuels it.
But what's interesting and
Anne you brought up SEO,
see what's happening is, guys,
clients are having to reinvent the way
they think about what
is they're looking for.
Anne: Right.
Gabby: Because when we go to a website,
when we go to Google and
we're looking for something
if we become inundated or
overwhelmed with choices,
what do we do?
We reinvent the search
cue, we change the language
of what we're looking for.
Anne: We can't just type voice-over,
you become inundated.
Gabby: Even a client who goes
to the web right now
and types in, conversational voice actor
is going to be inundated with results.
Anne: Overwhelmed.
Gabby: So instead, they're gonna find new ways
to describe what they're looking for,
they're gonna get more specific.
They might start saying things like,
well, we're looking for
a young, Millennial,
male, who is smart and conversational.
And that new search cue, is
gonna narrow down choices,
significantly.
So, it starts to change the way we brand,
it starts to change the way we market.
Anne: And again,--
Gabby: The more specific you are,
the easier it's gonna be to find you.
Anne: And what's so funny is that
everybody wants to be known
for voice-over, that keyword.
(Gabby laughing)
And the funny thing is,
is that that's not gonna ever happen.
Gabby: No.
Anne: Yes, i mean voice-over should
be in your website somewhere
because that's what you do,
that is a description of your business,
but all of those other
unique search words,
those are gonna be the ones
that truly get you found
for what you are special at
and what you are unique at.
And those are the ones
that you concentrate
on the marketing for.
And most people are afraid
to actually narrow down the choice
because they want to do it all,
but they really, it's the
first rule over and over again,
you read about marketing
is you need to really focus
and create a niche for yourself.
Create that uniqueness.
Gabby: Yes.
Anne: And that is how you
are going to get found,
over and over again.
Gabby: Yeah, because here's the thing,
and your right, Anne, the Voice123
and voices.com and other
pay-to-plays they've got it,
it's done, they have, their
website have that word
listed 50 to 100,000 times.
Anne: Well, exactly because of all
the people who are on them.
Gabby: Right, and they've bought,
they've bought the keyword in essence.
Anne: They have, they've purchased it.
Gabby: So sometimes I do this
when I'm working on branding
with a voice actor, you know
I hack into their source code
which is not hard by the
way, it's super simple to do.
And I look at people's
meta tags and I'm like,
no wonder you're not getting hits,
like your meta tag just
says like voice actor.
(laughing)
you know you're in a
sea and you're afloat.
You're getting lost.
Anne: SEO's going to be
another podcast I believe.
Gabby: Oh yeah, we'll get into that more.
Anne: That can be an entire new podcast.
Gabby: Yes, definitely.
Anne: But you're right, you're right
and you need to find those
words that are unique to you.
There's lots of tools out there
that can help you to find good keywords
and description adjectives
for your business
but I think it truly starts with you,
doing a little bit of fundamental
looking inside yourself
and asking yourself the questions,
what services do you offer?
What do you want to be known for?
In the community, in your business?
And then you can have your,
I love your focus group,
you can have a focus group,
people that can help you.
Because sometimes they'll
bring a perspective
to your business that perhaps
you didn't think about.
Gabby: Yeah.
And be true to yourself,
be true to who you are.
Anne: Oh, gosh, please.
Gabby: Be true to your personality.
Years and years ago, long
before Voiceover Vixen
ever existed, I was--
Anne: You were a vixen.
(both laughing)
But that describes you, that
describes your personality
to a T.
Gabby: It does, but see back in the day
I was trying to conform,
I was trying to be this business person
and I was trying to,
it was almost what I was doing early on
was too conservative, it wasn't me.
And it didn't work, it
wasn't until I embraced
my sense of humor, my personality,
my viewpoint on the world,
that Voiceover Vixen was born
and the language and every
thing that goes with it
came to be.
Anne: Yeah, and exactly again, remember
people hire people that
they know, like and trust.
Gabby: Yep.
Anne: And then your product too of course,
but notice how the order there,
they know, they like and they trust.
And because you know, Gabby,
you were able to embrace your personality
and embrace who you were
and myself as well,
people are initially attracted to that,
not necessarily,
I mean I'm sure they're listening
to your voice-over demos,
but it's so much more
than just that product,
it's the whole experience.
It's the Gabby experience,
it's the Voiceover Vixen
experience they're getting,
the Anne Ganguzza
experience they're getting,
because we are selling a personal brand.
It is an inherent part of this industry.
You know if we had a
product that we're making,
like Charmin, that would
be a different story,
then you're branding Charmin.
Gabby: Right.
Anne: But again, it's go
with your emotions first,
because know, like and trust,
have people get to know you,
have people like you and
then they will trust you.
Gabby: Very well put, and guys, here's the key
if you're going through an
identity crisis right now
you're not, you already know who you are.
Anne: You do.
Gabby: Just show us.
Anne: Yeah, everybody truly knows,
it's whether we've
decided to bring it out.
Even if there are parts of you
that you're not necessarily
sure of, those can evolve,
I don't want people to be frightened
that they're business
has to stay the same,
because goodness, God only
knows that we've evolved.
Our VO B.O.S.S. brand as time has gone on
as we found out what people
like, what people don't like,
we're evolving, I'm evolving as a person,
I'm evolving as a brand.
You know Gabby, the same for you,
we can evolve, we evolve
with the marketplace too,
and so don't--
Gabby: Everything.
Anne: Don't be in your box not
willing to come out of it
or to extend it or you know
change it up a little bit.
Because that's just growth.
Gabby: Yep, brands don't stagnate,
they really do, they evolve,
they grow, they change.
What it comes down to is does
your brand have longevity?
But that kids, is another podcast.
(laughing)
Anne: Yes, there you go.
Well Gabby, this has
been a whole lot of fun.
I know we can talk forever about this,
but I'd like to give a big shout-out
to our sponsor, IPDTL,
for this quality recording
and connection and you too
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Simply go to ipdtl.com
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Gabby: From all of us at the
VO B.O.S.S. podcast,
have a kick-ass week, stay focused
and rock your business like a B.O.S.S.
Anne: A VO B.O.S.S.
Gabby: Damn right.
Anne: That's right, don't forget
to Like us on Facebook
at VO B.O.S.S. podcast and Twitter
at vo_boss.
Gabby: And subscribe to us iTunes or Stitcher
and make sure to visit us on voboss.com
for those exclusive content and offers
and tips and more fun stuff
that Anne and I have for ya.
(upbeat instrumental music)
VO: Join us next
week for another edition
of VO B.O.S.S. with our host Anne Ganguzza
and Gabby Nistico.
All rights reserved.
Anne Ganguzza Voice Talent in association
with Three Moon Media.
Redistribution with permission.
Coast to coast connectivity via IPDTL.
(soft instrumental music)