Choice: The Evolution in Voiceover Rates

Having choices is a good thing. When I get my car washed I have a choice of three different levels. Silver, Gold, or Platinum and each level provides a bit more than its lower-priced sibling. I see the value of Platinum when compared to Silver and typically settle for Gold. I determine the value of my purchase and decide which suits my needs.

The idea of choice is something I’ve been considering for my studio. Offering three price points for professional services, each building on the services of the previous, just like the car wash. Would this give clients the perception of better control of their purchase or just confuse the process?

Currently, my rate per project includes a full range of services for one base price. This example is for non-broadcast and the size of the script and intended audience would impact the final rate.

Breaking things down into price point levels would look something like this:

The rate for the Green Package would be what I’d typically charge for a job. For example let’s say my current rate is $200 for up to 2-minutes of explainer video narration. With the tiered levels Green would be $200, White would be only 10% less than Green or $180. Purple would be 25% more than Green or $250.

I’m guessing I’d want the step-up between White and Green insignificant enough that clients would feel it was a good value for the small increase in price. The value proposition should still be in place between Green and Purple but maybe one that the client has to really consider before selecting it.

Another option is to create perceived value by pricing the Green and Purple identically. Numbers could be $200 for White, $250 for Green, $250 for Purple. According to a study by Dan Ariely, a professor of psychology and behavioral economics, when a group of MIT students were presented with price points like those outlined above, Green was totally ignored and Purple was identified as the best deal.

However, when Green was removed, the students selected White because there was too much contrast between White and Purple. The students became bargain hunters and convinced themselves they didn’t need the upgrade. Hmmm…

Is there another rate method that might work better? I’d like to know your thoughts and ideas. Please share your suggestions in the comments box below.

© 2015 J. Christopher Dunn

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A Fish Story and Your Studio

Lake Quinalt Lodge

A few weeks ago, Cameron and I traveled to the Olympic Peninsula to spend a few days at the beautiful, historic Lake Quinault Lodge. The weather was unseasonably perfect with sunshine and comfortable temperatures. It was a perfect getaway.

Before we made it to the lodge, we took a detour to Neah Bay to enjoy the Makah Museum and grab some smoked salmon Cam read about in Yelp. The museum was spectacular with many Native Makah artifacts and loads of historical references and information about the Makahs. It was well worth the drive.

Take Home Fish Co.

Our other destination, Take Home Fish Company, was quite a surprise. When Cameron told me about it, I imagined a well-lit store with a refrigerator case packed with smoked salmon and other delicious Pacific Northwest treats. To my shock, my imagined fish shop was nothing more than a garage, slightly modified to be used as a fish shack.

Diesel flavored smoked salmon swam through my thoughts.

We walked in feeling skeptical about the offerings. Diesel flavored smoked salmon swam through my thoughts. The guy behind the small counter presented us with a number of options, which were neatly vacuum packed and ready for immediate sale.

This was it? I admit, I hadn’t taken the time to check out Yelp to see what this place was about. I was close to walking out without spending a dime. Cameron was a more willing customer and decided on two vac-packs of smoked fish, one salmon the other deep sea black cod.

Makah Bay

As we drove away from Neah Bay with our purchase, I started thinking about the many voice talents starting out who create their magic from a closet, spare bedroom and other home areas that don’t resemble a studio, even remotely. If an area can be treated and used to record and the result is flawless fidelity, what does it matter?

I’ve read studio descriptions from established talent who don’t record in a closet or bedroom but have an acoustically designed booth of some sort. I congratulate them for making the financial decision to invest in their recording area. But, it’s uncool to trash talk those who work out of something less and still deliver amazing audio.

Evidently the clients don’t care as long as it sounds good.

The deliverable is what the client is most interested about. I’m pretty sure they care 1% or less how or where their ready-to-use sound was created. They know what sounds good for their project. I’ve read about jobs being done in hotel rooms with comforters, blankets and pillows used to create a satisfactory recording environment. Evidently the clients don’t care as long as it sounds good. It they did care where it was recorded few people, if any, would record on the road.

Lake Quinault

And, as for the smoked fish? Best. Smoked. Fish. EVAR! It was tasty and the perfect first meal at the Quinault Lodge. We gobbled down the fish along with some cheddar cheese, sourdough bread and a few glasses of port. Kimm, the owner of Take Home Fish Co. didn’t need a fancy store or state of the art tools to create what will be tough to beat by anybody else smoking fish. He had talent and an understanding of how to best use his workspace.

© 2015 J. Christopher Dunn

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Your Best Narration is Just a Breath Away

 

Do you find yourself meticulously removing every breath in recorded audio like a chimpanzee nit-picking fellow chimps? You may be afflicted.

It starts with difficult breathing brought on by nervousness and stress. It’s recorded as gasping for air or a huge sucking sound.

Common studio remedies include removal or the significant reduction of breath noises. This process can build to neurosis, where beginner to professional voice talent compulsively delete every obnoxious, normal and subtle breath recorded.

If this describes you, you may be suffering from Spiritus Aveho.

Spiritus – The Latin word for “Breath” and defined as: breath, breathing / life / spirit.

Aveho – The Latin word for “Remove” and defined as: to carry away / remove.

This OCD variant troubles many professional voice-talent and producers from beginner to expert.

Well, take a deep breath and relax.  Help is available. With treatment and self-help strategies, you can break free of the unwanted thoughts and irrational urges and take back control of your life and your breath.

Have you ever been asked not to breathe while talking? Have you experienced a conversation where you’ve been asked to repeat what you said, but to do so without taking a breath? Of course you haven’t.

Like conversation, narration is suited well for the inclusion of breath sounds. It’s OK.

Preventive Treatment

Most times, treatment is as easy as becoming familiar with your script and minimizing stress. Taking only a few minutes to prepare the words you’ll be reading with indicators to breathe will make you sound more natural and full of life. And, reduce stress by including deep breathing exercises as part of your daily warm-up routine.

Wake in the morning feeling alive and free to breathe and keep Spiritus Aveho out of your studio.

Killing the Microphone by rawmarius

Not to be confused with other oral noises such as mouth clicks, lip smacks, tongue ticking or spit bubble pops. Tummy noises may also happen during sessions, so make sure to eat ahead of recording, but avoid the foods which cause mouth clicks, ticking, smacks and pops. Staying hydrated and getting enough sleep also helps reduce stress.

Avoid Spiritus Aveho and breathe life into your scripts. Don’t become an unnatural sounding breathless voice-over zombie.

 

© 2015 J. Christopher Dunn

 

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