Strategy
Part 1
I speak to a lot of voiceover actors—-and I mean A LOT. I get dozens of DMs on TikTok and emails a day from people who are just not sure what their next moves should be.
Don’t get me wrong, I am delighted to be able to chat to them; but what they’re all missing always comes back to one critically important aspect: strategy. They lack both a holistic view as well as a microscopic view which in this industry, are both necessary. You cannot have a working business without seeing it from both angles.
So let’s talk about one of the puzzle pieces of building a business strategy in voiceover: list building.
Building your “Ultimate Client List”
This is often seen as a daunting step: prospecting for new clients as a voiceover actor. It may seem as if it’s impossible to find ‘new’ people, or just people in general who are interested in your services, therefore making the idea of purchasing a list from another voiceover actor extremely tempting. If I could Dumbledore-extract that thought from your heads, I would instantly. Purchasing a list is (most probably) a waste of your money, but I also believe it would ultimately be a waste of your time. How many people have purchased that list and are using it in the exact same way as you? How is that list compiled, vetted, etc? You have no idea. Why not use that time and energy building your own list that you KNOW is not only ethical but also appropriate for you and what YOU offer?
While many shy away from it, having a solid list of potential clients is key to consistently landing gigs and building your reputation. This post isn’t about a quick-fix, but rather the steady, mindful process of creating a list that keeps your pipeline full and your business thriving. And you can start right now. Today.
This challenge will guide you through building a prospect list over five days. By the end, you’ll have a clear roadmap for how to build on it moving forward. Grab a notebook, open your spreadsheet app, or pick up any tool that works for you, and let’s get into it. You CAN do this.
Day 1: Define your target clients
What industry segments are you most drawn to? Commercial, corporate, animation, e-learning? Start by listing out 2-3 specific verticals.
Identify 10 companies or agencies per segment. Use Google, LinkedIn, or voiceover directories to find them.
Today’s Goal: Create a list of 20-30 target companies and agencies.
Day 2: Dig deeper—find decision-makers
Having a company name is a start, but knowing who to contact is where the magic happens. Look for casting directors, marketing managers, or creative directors. I talk about this a lot in my Voiceover Actor Road Map business course.
Use LinkedIn and company websites to find specific names. So many organizations have different titles for the same job. Start researching and writing those things down. A decision-maker in eLearning might have a different title in interactive.
If you’re stuck, don’t be afraid to call the main line—-actually call! I know, I know. But it is part of a strategy you can try—- and politely ask who handles their voiceover casting or media. I also really encourage you to reach out directly to HR. They will know whose job it is that handles what you offer—-and will be more than happy for you to deal with them (which means they don’t have to deal with you).
Today’s Goal: Add at least one contact person for each company.
Day 3: Craft your outreach message
A compelling message is your way of saying, “I know you’re busy, but I’m here to make your life easier.” But saying that to people is kinda off-putting. Of course everyone is busy. But if you start your message with “I know you’re busy”, psychologically, they will think, “Yeah, way too busy for your shit- who even are you?” Think of ways to get to the point, educate them about what you do (since most people not in the voiceover indsutry have little to no idea how you can help them), and personalize your message to each company, focusing on what you can offer them specifically. Nothing is worse than reaching out to someone offering something they don’t need/do.
Draft a customizable template that’s warm, direct, and brief. I suggest you make a long underscore like this _______________ in places you need to customize so you never run the risk of sending the wrong email to someone. That. Is. So. Embarassing.
Highlight relevant skills that fit the needs of their industry.
Today’s Goal: Write a basic outreach email that you can adjust for each contact.
Day 4: Send out the first five emails
The key to successful list building is momentum. Don’t just sit on the info. You’ve gathered it, now fucking USE IT. Now it’s time to send out a few emails to test your outreach and get comfortable with the process.
Choose five contacts from your list and tailor your message for each one. I am a HUGE fan of creating customized content to accompany this email outreach, but to each your own. (The replay of my masterclass teaching you step by step how I do it is available).
Set reminders to follow up in 1-2 weeks with anyone who doesn’t respond. Reports and studies show that it takes 2-3 emails sometimes to get an open. But you should be tracking this data on your own. Seeing which email subject lines work. Which emails get opened, forwarded, clicked, etc. There are free services that offer this, and I like Boomerang.
Today’s Goal: Send five customized outreach emails.
Day 5: Reflect, refine, and expand
By now, you have the beginnings of a prospect list and have sent out a few initial emails. This is just the start, but consistency is what will keep your list—and your client base—growing. Staying stagnate or quitting after a few email sends because “no one got back to you” is not how this business scales. You have to give it a chance. I send out THOUSANDS of emails a year. And for me, the return is absolutely worth it—-about 50% of my business!
Reflect on any feedback or responses you received. Did a certain message get a better response? Subject line?
Commit to adding at least 10 new contacts every month. This small, steady effort will lead to big results over time.
Today’s Goal: Set up a monthly routine for updating and maintaining your list.
Stay consistent and get out of your own way
Intrusive thoughts are BOUND to invade your mind: “Am I giving a bad impression? This is so stupid and I can’t do this. Am I even cut out for this? Can I make this work? Do people even read my emails?” But quiet that part of your mind by staying active in the process.
After completing this five-day exercise, you’ll be on your way to developing a strong list of contacts. Each month, revisit and refresh your list, adding new companies and individuals as you go. This list is a living document—a foundation that will support your career and keep those voiceover gigs coming.
Building a solid list doesn’t happen overnight, but with dedication, it will serve you time and again. Whether you’re brand new to voiceover or a seasoned actor, consistently updating and maintaining your list is key. So, take this challenge and keep pushing forward—your future clients are waiting.