When it comes to building a successful voiceover business, marketing is just as important as your vocal skills. Whether you’re an established voice actor or just starting out, understanding the core principles of effective marketing can help you attract clients and grow your brand. One of the most powerful frameworks for marketing success is Dan Kennedy’s Magnetic Marketing Triangle, which focuses on three key components: Market, Message, and Media.
By aligning these three elements, you can create a marketing strategy that gets your voice in front of the right clients, delivers the right message, and maximizes your chances of booking more work.
Why Voice Actors Need to Understand the Magnetic Marketing Triangle
Voiceover artists need to understand this framework for three key reasons:
Reach the Right Clients: Marketing isn’t just about promoting yourself—it’s about reaching the people who actually need your services. By defining your ideal market, you can focus your efforts on attracting clients who are most likely to hire you.
Deliver an Effective Message: Your marketing message needs to resonate with potential clients. If they don’t immediately understand the value you bring, they’ll move on. Crafting a compelling message ensures that your marketing efforts translate into real opportunities.
Use the Right Media to Stand Out: Whether it’s social media, email marketing, or industry networking, choosing the right platforms helps you reach your audience in the most effective way possible.
Let’s break down each of these three components and explore how they apply to your voiceover business.
The Market: Finding Your Ideal Clients
The Market refers to your target audience—the people or businesses most likely to need your voiceover services. Understanding your market is the foundation of all successful marketing efforts.
Defining Your Target Market
Start by asking yourself these questions:
Who are my ideal clients? (Ad agencies, e-learning developers, corporate clients, audiobook publishers, etc.)
What challenges do they face in finding the right voice talent?
What are their biggest pain points, and how can my voice solve them?
Where do they search for voice talent?
Understanding Market Trends
Did you know that approximately 80% of all voiceover jobs fall under narration rather than commercials? If you’ve been focusing only on commercial work, you may be missing out on a much larger pool of potential clients. By researching and understanding the industry landscape, you can position yourself strategically in the areas with the most opportunity.
How to Apply This to Your Business
Define Your Niche – Instead of marketing to “everyone,” focus on the industries that align with your skills and interests.
Research Your Clients – Study how businesses in your target niche find and hire voice actors.
Tailor Your Outreach – Use personalized messaging that speaks directly to the needs of your ideal clients.
The Message: Crafting a Compelling Story
Once you’ve identified your market, the next step is to craft a clear, compelling message that resonates with your target audience. Your message should instantly communicate who you are, what you do, and why clients should hire you.
Key Questions to Ask When Crafting Your Message
• How can I clearly and concisely communicate my value?
• What makes my voice unique, and how does it benefit my clients?
• How can I showcase my experience in a way that’s relevant to potential buyers?
Example of an Effective Outreach Email
Here’s a simple, effective email template you can customize:
Subject: Voiceover Services for [Company Name]
Hi [Client’s Name],
I came across your company while researching businesses in [industry], and I was impressed by your work on [specific project]. As a professional voice actor specializing in [your niche], I’d love the opportunity to collaborate with you.
With [X] years of experience in [eLearning, commercials, medical narration, etc.], I can provide high-quality voiceover that connects with your audience. You can listen to my demos here: [Your Website Link].
If you’re currently casting for a project, I’d be happy to send a custom audition. Let’s connect!
Best,
[Your Name]
[Your Website]
[Your Contact Info]
Your Demo Is Part of Your Message
Your voiceover demo is one of the most important parts of your marketing message. It should reflect your unique voice, skill level, and branding, and be tailored to the specific clients you want to attract.
Pro Tip: Consider creating strategic, target-market demos that cater to different industries. For example, if you want to work in corporate narration, your demo should include real-world examples of corporate training, explainer videos, and presentations.
The Media: Choosing the Right Marketing Channels
Now that you know your market and have crafted your message, the next step is selecting the right media to get your message in front of potential clients. There are countless platforms available, but you should focus on the ones where your ideal clients spend their time. Here are some of the best marketing channels for voice actors:
Social Media & Online Presence
LinkedIn – Ideal for networking with corporate clients and agencies.
Instagram & Short Video Platforms – Great for building brand awareness and showcasing personality.
YouTube – A powerful platform for sharing voiceover samples and behind-the-scenes content.
Email Marketing
Send personalized outreach emails to production companies, ad agencies, and potential clients.
Use email newsletters to stay top-of-mind with past clients.
Industry-Specific Platforms
Pay-to-Play Sites – Consider platforms like Voice123 and Bodalgo.
Freelance Websites – While not for everyone, platforms like Upwork and Fiverr can provide additional income streams.
Networking & In-Person Events
Attend industry conferences, trade shows, and voiceover workshops.
Join online forums and Facebook groups to engage with potential clients.
Now that you understand the Magnetic Marketing Triangle, it’s time to put your knowledge into action.
Marketing: Understanding Your Buyer with Pamela Muldoon
Learn what a Buyer Persona is and why developing them for your marketing is critical for developing successful target market content.
More at VOBOSS.com
Next Steps for Your Voiceover Business
Define Your Market – Identify your ideal clients and understand their needs.
Craft a Clear Message – Create a compelling demo and marketing pitch.
Choose the Right Media – Promote yourself through social media, email, and networking.
Take Consistent Action – The more effort you put into marketing, the more results you’ll see.
By combining the right Market, Message, and Media, you’ll position yourself for long-term success in the voiceover industry. Marketing isn’t about luck—it’s about strategy. And now, you have a proven strategy to help grow your business. Ready to level up your marketing? Let’s connect!
Thanks for reading! - Anne
Work with Anne
Anne Ganguzza is California-based Voice Actor, Voiceover Coach, and award-winning Director & Producer specializing in target-marketed Voiceover Demo Production.
