I love analytics.
Sometimes I love it too much. I used to obsess over them far more than I do now because I didn’t know which parts of my business were working or not. Nowadays they are a much more useful tool. I guess that’s due to experience insofar as knowing what I should focus on and more importantly, what I shouldn’t.
One trick I picked up from my buddy Adam Verner is examining Client Churn aka Customer Attrition.
Basically, that’s how many clients you gain and lose over a period of time.
At the end of each quarter I whip up a list of all the clients I worked with, how many voiceover gigs I booked, and how much revenue was generated. Then I compare that to the same quarter from the previous year and see what changed.
What’s fascinating about the process is discovering little (or big) surprises about your business. Usually the surprise involves a new client that seemingly popped up from nowhere or a great client that up & vanished for no reason.
TIP OF THE WEEK
Why does this matter? Though some of my less anal retentive friends think this is a waste of time, I have discovered that in the voiceover business being top-of-mind is everything. If a client stopped casting you on a regular basis and you didn’t even notice much less determine why, that’s your fault.
All relationships are based on communication and trust. If you aren’t effectively communicating with your clients, that’s on you. Take a look at your marketing methods and frequency. You may be shocked at what you find!
NEWS AND NOTES!
Remember the show I couldn’t talk about last week? Well, now I can. I was on the Rachael Ray Show!
That’s me in the back row, second from the left. Wassup, Rachael?! I was part of a dating profile panel and I had a great time. I’ll post a clip when it becomes available.
QUOTE OF THE WEEK
If she breaks my heart I’ll love it because I’ll know where it takes me. Christopher Cook
From my village to yours; this is Tom Dheere, GKN News…
Tom Dheere is a 19-year veteran of the voice over industry who has narrated thousands of projects for clients in over a dozen countries. He is also a coach at Edge Studio, voiceover business consultant known as the Voice Over Strategist, and is currently writing & producing the comic book “Agent 1.22”.