Marketing and Goals


    Voice Over Expert Bob Bergen chats with you about “Marketing and Goals” in this wonderful podcast lesson. Bob stresses that the first thing you should do is set your goals. If you are generic or non-specific with your goals in marketing, your results will be generic and non-specific. Start with backward thinking and see where it takes you! Enjoy this whirlwind tour of how you can go from identifying a goal to the steps you need to realize it.

    Transcript of Marketing and Goals

    Julie-Ann Dean: Welcome to Voiceover Experts brought to you by, the number one voiceover marketplace. Voiceover Experts brings you tips, pearls of wisdom and techniques from top instructors, authors and performers in the field of voiceover. Join us each week to discover tricks of the trade that will help you to develop your craft and prosper as a career voiceover talent. It’s never been easier to learn, perform, and succeed from the privacy of your own home and your own pace. This is truly an education you won’t find anywhere else.
    This week is pleased to present Bob Bergen.
    Bob Bergen: Hi, this is Bob Bergen and today I’d like to talk about Marketing and Goals. One question I ask my students in my animation voiceover workshop is, “What are your goals?” I would say, nine out ten people will say, “I just want to work”, and my response to that is, “Well, who doesn’t? Everybody wants to work”. I think one of the problems people have in pursuing voiceover is their goals aren’t specific. Where in voiceover do you want to work? Animation, commercial, promo, trailer, narration, interactive games, audio books. Now the day to day activity in voiceover is commercial, so the commercial then probably the most important. Each genre of voiceover requires a tone demo. One thing people today have that I didn’t have when I was pursuing voiceover is video voicebank. Got a video voicebank and you can take a listen to everybody’s demo. The top actor is represented by the top talent agencies.
    But let’s talk about setting goals. By virtue of a demo you’re telling the world that you’re as good or better then everybody else represented or working today. So, if you’re generic or non-specific with your goals on marketing the result are going to be generic and non-specific. So, how do you make your goals and marketing more specific? Well, in pursuing voiceover most people do forward thinking. It’s starts with, I’d like to get in the voiceover, so I should take a workshop and you know maybe make a demo and see if I can break in a voiceover. Well, there’s a huge gap between that demo and working actor that most people kind of ignore, so instead of forward thinking let’s do backward thinking start with the ultimate goal you might have.
    Let say that ultimate goal is to be a promo network announce for a major television network, so here’s backward thinking. You’re now the voice of CBS comedies. How to get the job? You’re tested for it. How you test for it? You get a call back. How to get the call back? You had an audition. How to get an audition? Your agent sent you. Had your agent send you? Because on of your initial goals was to be a promo voice for a major TV network when seeking representation, you specifically marketed to those agent who’s clients do a lot of television promos. How do you find that agent? Did some research on video voicebank and through that research and listening to working actors promo demos, you contacted these actors but because most voice actors have a websites these days, and you pop them a note, pick their brain. Ask then how they got their start, who they studied with? Where they get their promo demos done, etcetera and from that research you’d probably hear names like, Marice Tobias, Joyce Castellanos or some of the other top promos instructor in the business and you study. You study until you’re ready to make that demo and you don’t make that demo until you’re absolutely ready because every listener will give you one opportunity. One bad demo can ruin an entire relationship.
    And through your research on video voicebank, you’ll notice that each demo is as individual as the actors are. Nobody in this business needs another voice. They need you. What you bring to the copy? Your personality, your style, your sense of humor, your brand through training and workshop, you need to establish your brand, so the buyers know who you are. They know your brand and when they have a property that matches your brand. It’s a marriage made through auditioning. So, I’ve kind the jump the gun a little bit but let’s go back to the backwards thinking. How did you eventually get that agent that deals with promos? Well, through your studies and networking and marketing and contacting and hopefully you’re also brilliant at this promos voiceover thing. You should have enough experience and enough people who know you and your ability and know your work, who can refer to an agent. Probably the best way to get representation is through an industry referral.
    And oh by the way let’s say you went on the first promo workshop and you realize, I’m over my head, I’m not quite sure what I’m doing here. Your green, your brand new, you’ve never done this before. You might want to consider improv classes and or acting classes before you spend a dime on voiceover classes because it’s all about acting, it’s all about what you do with those words. The script is a skeleton. You have to give it a body. What is the body? The body is your band. When your band is instinct, when you can bring your brand to any piece of copy without spending a lot of time consistently that’s when you’re ready for that demo, until then save your money. The business will always be there.
    So, I kind the jump all over the place but the bottom line is backwards thinking. Think about that ultimate goal, think high, think big because you aren’t specific, if you don’t think big, your network, your support system, your representation, they’re not going to think big for you and keep this in mind, they hold audition everyday because they need talent, they need new talent, you just want to have want it more or be willing to do more than everybody else out there and for every genre of voiceover that you’re looking to get into, do backwards thinking whether it would be audio books or commercials, animation, interactive games, narration, et cetera. Think backwards. It makes the goals and the journey a lot clearer.
    This is Bob Bergen and there will be more podcast for me. If you’d like check out my website at, pop me and e-mail at bob at and if you’re interested in any of my weekend animation workshops just pop me a note, I’m all over the country. Until next time and thanks for listening.
    Julie-Ann Dean: Thank you for joining us. To learn more about the special guest featured in this podcast visit the voiceover expects show notes at Remember to stay subscribed.
    If you’re a first time listener, you can subscribe for free to this podcast in the Apple iTunes Podcast Directory or by visiting To start your voiceover career online go to and register for a voice talent membership today.


    Bob Bergen, goals, marketing, demos,, voice overs, voice acting, animation.

    Links from today’s show

    Bob Bergen

    Your Instructor this week

    Voice Over Expert Bob Bergen
    Bob BergenBob Bergen has been a working voice-over actor for over 25 years. Since 1990 he’s been honored to be one of a handful of actors who share voicing the classic Looney Tunes for Warner Brothers, including Porky Pig, Tweety, Sylvester, Jr., Speedy Gonzales, Marvin The Martian, and Henry Hawk. Bob’s voice has been heard in movies such as Space Jam and Looney Toons: Back In Action, to television’s Tiny Toon Adventures and Loonatics, to The Six Flags theme parks, toys, commercials, games, recordings, and more. He’s an Annie Award nominee for playing Porky/Eager Young Space Cadet in the twice Emmy nominated series Duck Dodgers.
    Other credits include dozens of animated features, including The Hunchback of Notre Dame, Hercules, Iron Giant, Toy Story 2, Shrek 2, The Emperor’s New Groove, Cars, Finding Nemo, Spirited Away, Surf’s Up, and Food Fight. As a promo announcer he’s been heard on The Disney Channel, FOXKids, NBC, KidsWB, FX Networks, and CBS. Bob is the branding voice for radio stations throughout the country, as well as hundreds of commercials for such companies as Albertsons, H&R Block, Mitsubishi, Baskin-Robbins, Geico, Red Bull Sprint, Welches,, Jack in the Box, United Airlines, and Petsmart, to name a few. Bob is also one of the most in demand animation voice-over instructors in the US and Canada.

    Any comments for Bob? Add your thoughts!

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    Stephanie Ciccarelli is the Co-Founder and Chief Brand Officer of Classically trained in voice, piano, violin and musical theatre, as well as a respected mentor and industry speaker, Stephanie graduated with a Bachelor of Musical Arts from the Don Wright Faculty of Music at the University of Western Ontario. Possessing a great love for imparting knowledge and empowering others, her podcast Sound Stories serves an audience that wants to achieve excellence in storytelling. Stephanie is found on the PROFIT Magazine W100 list three times (2013, 2015 and 2016), a ranking of Canada's top female entrepreneurs, and is the author of Voice Acting for Dummies®.


    1. Hi Bob, I think that it is great that you got to work in the animation side of things. That is where I would like to end up working. I do find it hard to get any work as I have sent out close to 100 demos and nothing what so ever. It gets very frustrating as you could imagine. I live in Australia, Melbourne. I can do around 94 impersonations and I still find it hard to believe that my impressions are going to waste. I have been told I am like the Micheale Winslow version for Australia. This is comming from a well known Radio Jock. The one thing that does stand out is it is not what you know but who you know in the industry. Do you have any advise as to how I can get work please in the annimation.
      Thanks for your time and patience, keep up the good work.
      Stephen Bray


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