Whether you’re an established voiceover talent or just starting out, the key to success in any project or marketing campaign comes from having a strong understanding of the three components of successful marketing: market, message, and media. Dan Kennedy, an American entrepreneur, author, and speaker, has developed a concept known as the Magnetic Marketing Triangle which is composed of these three components. It is his belief that if these three elements are used correctly and in sync with each other, your marketing will be successful.
Let’s take a look at Dan Kennedy’s Magnetic Marketing Triangle to see how identifying the appropriate market, crafting the right message, and selecting the right media can assist in creating a successful marketing campaign for your business.
Why Does a Voiceover Artist Need to Understand The Magnetic Marketing Triangle of Successful Marketing?
A voiceover artist needs to understand the Magnetic Marketing Triangle for a few reasons…
Reason #1 - So you can reach your target market and get more clients
If you understand how the Magnetic Marketing Triangle works, your VO skills will improve, you’ll be able to effectively reach your target market, and you will generate more leads and bookings.
Reason #2 - So you can be an effective voiceover artist!
As a voiceover artist, it's crucial to fulfill the needs of your clients. If we don’t understand how the Magnetic Marketing Triangle works for successful marketing campaigns and how we fit into the equation, we won’t be doing our jobs to the best of our abilities.
Reason #3 - So you can develop a strong personal brand!
When you’re clear on how the Magnetic Marketing Triangle works with identifying the target market, crafting the message, and selecting the best media for the message, you can create a strong personal brand for yourself. This is important because it allows you to stand out from your competition and create a recognizable identity in the industry.
Now, Let’s cover each of the three components of the triangle:
The first component of the Magnetic Marketing Triangle is the Market. This refers to the “high-probability target marketing that identifies only those most likely to respond.” In other words, it is critical to know who you are trying to reach, attract, interest, and persuade, as well as how they prefer to receive information and offers. This is the most important part of the triangle because it helps you identify the people who are most likely to respond to your message.
So how do you know who your market is? Start by asking yourself some questions:
Who are your target customers? Are they talent agents? Companies? eLearning developers? (and so on...)
What keeps them awake at night?
What are their frustrations?
What’s causing them pain right now? How can your product or service help?
What’s the biggest problem you can solve for them?
What do they desire most?
By having a clear understanding of your target market, you can craft a message using a voice that resonates with your audience and increases the chances of being heard.
How to Use The Market To Your Advantage As a Voiceover Artist
The Market refers to identifying the target market for a message or product. To be successful in your marketing efforts, you must first understand the needs and wants of your target audience. This involves considering various demographic factors such as age, gender, occupation, location, and interests. By having a clear understanding of your target market, you can craft a message using your voice that resonates with your audience and increases the chances of being heard.
Also, understanding the different types of audiences, niches, and the overall market share between commercial, narration, and other genres is super helpful for your marketing success. For example, did you know that about 80% of voiceover jobs are narration based, while only about 5-10% are commercial work? Knowing this, would you change the market you're targeting in your personal marketing campaigns? Something to think about.
Now that we have identified our target market, next we need to craft the message we’re sharing with them.
The second component of the Magnetic Marketing Triangle is the Message. This is “a truly compelling, preferably irresistible, marketing message.” Your message should be interesting and appealing to your market and should be tailored specifically to them. Voiceover artists need to consider the tone, language, and imagery of their message to ensure it resonates with the target market. They also need to consider the timing of the message, as well as the length and format. By crafting a message that is relevant to their target market and delivered at the right time, voiceover artists can maximize the impact of their message.
A few questions you can ask yourself to figure out the right message for your target market are:
How can your marketing message concisely and clearly tell your market, “Here’s what I do and why you should work with me”?
Why is what you say going to be interesting and appealing to your market?
What makes my voice unique and why would someone want to work with me?
How can I demonstrate the value I bring to a project through my voice?
How can I showcase my voice in a way that appeals to my target audience?
How can I position myself as an expert in my field and differentiate myself from other voiceover artists?
What is something you can offer your market that they can’t resist?
How to Use The Message To Your Advantage As A Voiceover Artist
It's time to create a message that will resonate with your target audience. Make sure to personalize your message for each potential client, demonstrating thoughtful consideration of the value you could bring to their project. A sample template with some general guidelines is below:
Dear [Client’s Name],
My name is [Your Name], and I am a professional voiceover artist. I came across your company while researching businesses in [Location/Industry], and I was impressed by your work in [Specific Project/Initiative] and your commitment to [Company Value/Goal].
I am reaching out because I believe that my voiceover services could be a valuable asset to your company. As a voiceover artist with [Number of Years] of experience, I have worked on a variety of projects, including [Project Type, e.g., commercials, explainer videos, e-learning modules, etc.]. I have a versatile voice that can adapt to a wide range of tones, moods, and styles, and I pride myself on delivering high-quality recordings that meet my clients' expectations.
I understand that finding the right voiceover artist for your project can be a challenging task. I would be more than happy to provide you with a sample recording that matches your project's requirements, so you can get a better idea of what I can bring to the table. You may also visit my website at http://anneganguzza.com for more information and demos.
If you're interested in exploring how my voiceover services can benefit your company, I would love to hear back from you. You can reach me at [Your Contact Information], and we can discuss your project's details, timeline, and budget.
Thank you for your time and consideration, and I look forward to hearing from you soon.
Your message encompasses not only traditional messaging, such as the text in the email message above - but also the message in your primary line of marketing materials - your Demos! Now is a great time to make sure your current demo fully resonates with your niche market, and if not, consider creating a Strategic Target Market Demo.
Strategic target marketing demos are essential for voiceover artists looking to stand out in the industry. Working with a coach to prepare for the demo is key to ensure it reflects what the artist can do and helps them to be competitive in the field. Additionally, branding and marketing the demo to match trends, markets, and casting specs is important to ensure the demo is memorable and sets the artist apart from their competition. Coaching and producing demos through a personalized plan is the best way to make sure the artist is ready for auditions and can land the perfect vocal moment.
Your demo is a showcase of your talent, and is an essential component of your marketing message. My unique demo creation process positions your vocal brand in front of its perfect audience using Strategic Target Marketing. I hone in on your individual skills, strengths, and styles as we work together, creating a demo that truly reflects your voice, marketing plan, and career goals.
The third and final component of the Magnetic Marketing Triangle is the Media. This refers to “the most appropriate, effective combination of media used to deliver your message to your market.” Your media choices are vast, and they keep expanding every single day. You can use social media platforms like Facebook, LinkedIn, and TikTok, as well as niche magazines and talk radio shows and/or podcasts. When choosing the right media for your campaign, remember to go everywhere your target audience is. Voiceover artists should consider the type of media that their target market is most likely to use, including radio, television, print, internet, and social media. By selecting the best media for the message, voiceover artists can ensure that their message is heard by their target market.
Here’s a list of places where your target market may be:
Events and conferences
Your demo is a showcase of your talent, and is an essential component of your marketing message.
How To Use The Media To Your Advantage As A Voiceover Artist
The final step in the marketing triangle is to identify the best media for your message. There are a variety of ways to reach your target market, including email campaigns, social media posts and/or ads, and even printed materials such as flyers or brochures. Email campaigns are a great way to reach potential clients, especially for voiceover artists who have an existing client base. Social media posts can also be beneficial, as they allow you to reach a broad audience quickly and easily. Printed materials can also be beneficial, as they are tangible and can be used in networking events and conventions.
If you’re looking for a way to get your voice in front of your desired audience, VO BOSS has a product called BOSS Blasts, which are branded & customized email campaigns directed toward potential voiceover clients across the U.S. The team creates designs and marketing concepts around the look and feel you've already established online, and any audio/video links included will point directly toward your website. Replies from your BOSS BLAST will be sent directly to your email address – all communication with prospective clients will be managed by you.
You Understand The Magnetic Marketing Triangle… Now What?!
Once you have your market, message, and media in place, the next step is to take action! This can include reaching out to potential clients via email campaigns, engaging with followers on social media, or even attending industry conventions and networking events. With the right market, message, and media in place, you can create an effective VO marketing strategy that will help you land the jobs you want.
Thanks for reading!
Keep on rocking your business like a #VOBOSS
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About Anne Ganguzza
Recipient of multiple Voice Arts Awards for Outstanding Narration Demo - Anne Ganguzza is California-based Voice Over Coach and award-winning Director & Producer specializing in target-marketed voiceover Demo Production. Anne's production team creates SOVAS-nominated demos across several genres, including Commercial, Corporate Narration, and eLearning, and her VO BOSS podcast is the winner of SOVAS Outstanding Podcast in 2022.