When I was a kid growing up in Baltimore, we had a chain of electronics and appliances stores called Luskin's. Jack Luskin was the seemingly affable company spokesperson and made himself known as "The Cheapest Guy in Town."
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As Seth Godin said recently, there are two ways to solve a problem and provide a service, either with or without drama.
If you’re setting and managing proper, realistic expectations, then why are you on a constant diet of crisis management?
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About a decade ago, I was interviewing for a job, and the CEO of the company asked me a question, "What drives you?"
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Voiceover is, at its best, a business of service. It's not just a service as opposed to a product, although the product is crucial. It's a business of service to others,
One way of understanding the service we provide it to look at it through the lens of Abraham Maslow's Hierarchy of Needs.
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I recently picked up a client because, as the GM of the recording studio later told me, the usual guy “is finicky” about coming into their studio to record. He prefers to do it at home.
He is shortsighted.
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At the risk of sounding like every other famous doormat in the wake of digital disruption, being replaced by Google Duplex does not scare me.
Here's why....
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The actual, physical voice you choose for your brand has a superpower: Voice humanizes brands.
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Sometimes auditioning for a job and not getting the voiceover gig doesn't mean not getting a gig. I recently was asked by Jeff Kelley of Kelley to submit an audition for an explainer video he was working on for one of his best clients, Dodson Property Management. I didn’t get the job.
That’s when things got interesting.
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So many of the issues I see in business, and in life, are caused by the violation of a single principle; one, that if it were really adhered to relentlessly, would change the world. It’s so simple to understand, and quite easy to practice when you know how. When followed, it makes life easier, better, more predictable, and more enjoyable, and less stressful.
It is this: Honor your word. And when you can’t, clean up the mess.
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