The clock has been reset. The slate has been wiped clean. You are back at day one. Now what? Do you put the pedal to the medal and go for broke, hoping for the best? Sure…if you want to crash and burn before February.
Look at January 1st the same that you would the first of any month. Just because the holidays are over doesn't mean that the fun, vivacious and jolly spirit you had for the last three months needs to end right along with them. However, it can definitely be tough to get the ball rolling after the holidays. You have to go back to reality – away from the close friends, new friends and family members that you became so close to throughout the holiday season. Whether your holiday season didn't pan out the way that you planned or you weren't quite ready for it to come to an end, it is very easy to shut down emotionally and mentally at this time of the year. For those of us who live in the Midwest, the cold and snowy January weather really doesn’t help us to put any pep in our step either. What are you supposed to do? What is the best way to break through this awkward period and get us back on track?
For voice talents, keep yourself pumped up with water and Vitamin D, make sure that your studio AND your face are both well-lit and get back to work! Even if you don’t have any solid sales or meetings coming up, fill up your calendar anyway! Schedule time to catch up with a client that you already have or a prospect that you've had in your funnel since last year. This will help you to keep your mind busy, blood pumping and energy flowing.
Take a look back at your business plan and make sure that it POPS! No, I don't mean to make it colorful, bright and filled with pictures. I mean – make sure that it P.O.P.S – Predict, Organize, Present and Stay up-to-date. Let’s break this down a little further.
Think about where you were able to take your business back in 2013, but focus on where you want it to go in 2014. Get back to basics when it comes to studying the market, searching for potential opportunities for growth as well as improvement. Network with other voice talents in the industry today to pick their brains and use the Internet wisely as a resource for further research and reference. Keep in mind that everything is not going to go as planned, so you have to be fully prepared for the bumps and roadblocks ahead while remaining optimistic.
Before you become too focused on how big you want your business to grow in 2014, make sure that you can afford to get it there. Consider all of your expenses for the year and make sure that you will have enough capital and generated revenue to stay afloat. Keep in mind that clients may come and go but remaining under budget will keep your business open forever. Maintain balance by considering a 10 percent cushion hypothetically – reducing projected revenues by 10% and increasing them by 10%. Develop a detailed marketing plan that covers your complete strategy when it comes to maximizing exposure, reaching new customers and getting more work from your old ones. Make sure that your marketing plan covers the online and offline worlds. Having a Facebook brand page has been extremely effective for me. Make sure to get one going this year! They show up not only in facebook searches but Google searches as well. Complement that brand page with an official website and traditional advertising methods (i.e. post-cards, business cards, etc.)
Whether you're marketing via snail mail or email, have some effective templates ready. Keep them brief. Prospective clients do NOT want to hear your life story or how incredibly awesome you think your voice is. Your demos should speak for themselves. Have a game plan in place. When I first started doing voiceovers from home, I built a spread sheet of potential clients that I discovered from directories on the Internet and Linkedin! Spend ample time putting something like that together before you make initial contact.
A perfect plan today is not necessarily going to be a perfect plan tomorrow. Think about the different loops, twists and turns that your business had to endure throughout the roller-coaster of 2013. Do you honestly expect anything different just because the year changed? Take the time to study and update your business plan periodically throughout the year, measuring your progress and searching for new opportunities for growth. Never be afraid to make changes, especially if those changes can potentially lead to you taking your business to the next level.
Go back in time to 11:59 PM – December 31, 2013. You are filled with hope, ambition and drive. You are pumped, motivated and excited. You are clearly ready to take on the world, making your professional and personal life so much better in the year to come. You can’t wait for the final second of the night to pass so you can get to work. Keep that passionate drive! Do not allow the change of date to change your pace and focus.