The Creative Muse. The story of a voiceover artist and far more…

By Keith Brunson

Let me introduce you to “The Creative Muse.” She’s Sheryl Bernstein, and she IS an original. Trained and still active in voiceover, Sheryl is a believer, teacher, and certified coach in the law of attraction. For the uninitiated, that’s neuro-linguistic programming. And you recognize it if you’re mainstream as Tony Robbins. But the NLP movement is Not new. It’s been around thirty years before author Rhonda Bryne made the 2006 movie “The Secret.” It was made for $3.5 million, the film grossed $65 million, and that was 16 years ago. So, what was the big deal with this “secret?”

Rooted in the basic philosophy that you can be, do or have ANYTHING, my first experience with NLP was reading Napoleon Hill’s book “Think and Grow Rich.” Thereafter came Earl Nightingale with “The Strangest Secret in the World.” Mind focus and goal setting are the regiments of NLP, and it’s been going on for a very long time, yet it continues to be repackaged, rebuilt, and reprocessed. You’ve no doubt come across it in some form or another, whether it has been in the last month or many years ago. It teaches people how to have the life they want and to achieve that by not just thinking positively but by being enriched with the promise of the future by virtue of your mind. “I’m happy to be alive,” says Sheryl. “I can’t wait for tomorrow.”

Sheryl is an instructor and teacher of this mindset and believes that anything is possible if you put your mind to it. “Practicing the law of attraction is not just a way of thinking; it’s a way of being,” says Sheryl. “You can create anything you want, but you have to know how to apply the law.”

Sheryl Bernstein, “The Creative Muse,” is a teacher, coach, and voice-over actor.

This metaphysical concept is just part of what makes up the voiceover artist, author, and teacher who IS Sheryl Bernstein. “There’s a lot more to me than that,” says Sheryl. And much of her past encompasses doing not just voice work but standup comedy, mentoring, writing, and all things of which are creative. https://www.SherylBernstein.com. But if you love the world of creativity, part of that world does, in fact, include the world of taking a page and making it come to life with your voice using a microphone. And Sheryl’s been doing for so Very long; there’s no reason to create an accurate chronology because Bernstein does live in the world “Of Possibilities.”

Thinking “positive” and believing that there is nothing more to success than that; has its’ critics. But Zig Ziglar, a popular yesteryear positive thinking guru, once spoke of it as originating in the late 19th century though its’ technically been around for hundreds of years. Sheryl still advocates the law of attraction and sincerely believes “you attract what you are.”  So as this applies to Sheryl, she always wanted to become successful at the profession of presentation. That includes all things thought of as some form of show business nowadays. And because succeeding in the business of show is so exceedingly difficult, Sheryl has a permanent place on the positive thinking landscape. Although it was my Professor, John Carr from the University of Tennessee, who once said, “it would be easier to become a cardiologist than to get anywhere in broadcasting, movie-making or writing books.” John went on to say, “Those who can’t Do, TEACH, which is why I am here,” said the Professor, “Those who can’t Do, Teach.” (John Carr/1980) RIP.

The Professor may have felt he was right when he delivered that banter to me in 1977, but I believe in the power of possibilities myself. If you can “hold it in here (pointing to my head), I feel you can have it here. (gesturing to my clasped hand).” But I didn’t write that. Well-known Canadian self-help author Bob Proctor did. And Bob is still lecturing at 87. Bob is still living in the world of possibilities. And so is Sheryl. But both Sheryl and Bob, Napoleon Hill, Earl Nightingale, and Esther Hicks all believe that if you think about it long enough, whatever it is you really want, you can manifest it into reality.

Sheryl helps others tap into the power of possibilities by offering coaching services.

If all of this is a little too “groovy” for you, then check the fruit on the tree. All these philosophers have one thing in common. They believe in creating your destiny, and you do it with your thoughts. And for the big dreamer who wants to be a voice in cartoons or the voice of an audiobook, you NEED strong support. It is no less different or complex than becoming a cardiologist, which is guaranteed if you interact collegially for (12) years following undergraduate. But the truth is, working in the voiceover business, in film making, in any form of creativity is a difficult science to master, but that’s one aspect of what The Voice Shop teaches.

 The Voice Shop, located in NYC, is where anyone can attend remotely or in-class and learn if they have the right stuff to become a voiceover talent. The curriculum is multi-layered from beginner to expert, and the fundamental reason it exists is to help talented people become who they want to be. The school is comprised of expert teachers who focus on your goals while you focus on their instruction. It’s a unique place of education that allows talented people to learn first-hand if they have the right stuff to succeed. It is not for everyone, but neither is a career as a heart surgeon. In fact, Sheryl herself, although not referring to The Voice Shop, explains it this way: “It’s all about mindset. It’s about a unique set of features to be confident.”

Voice coach Mike George guiding voice acting students at The Voice Shop in New York City.

So, if you have a unique dream that involves acting, singing, performing of any kind, you need to find your teacher, and you begin your journey with education with someone like Sheryl Bernstein or The Voice Shop itself. “It’s so easy to live in inspired action,” says Sheryl. “I’m a very happy person with students from England to Arizona.”  And if this resonates with you, consider this work as Your career. And in doing so, you’ll have an ah-ha moment that clicks. It may click to you. It may click away. And in doing so, as Sheryl puts it, “you can get out of your way.” Translation? You can find out if the thought in your head right now is a dream or a future reality. And that’s attractive.

Voice Over Trends for 2022

By Nate Myers

2020 and 2021 were both incredibly disruptive to all trades. Voice Over was no exception. With the initial shocks long out of the way, here is our list of voice-over industry trends in 2022:

Remote Recording

The practice of recording from a home studio has become the new normal for many professional voice artists. In the past, professional studios were the standard with various equipment and recording devices to ensure the best take was captured, edited, and sent off. These days many studio artists have had to procure their recording equipment, soundproof a room or closet, and make a living from their home. We believe this trend will continue to entrench itself as the new normal in our industry.

 Angela Ohlfest, voice over recording actor in her home studio. See how she went from being a car dealer to becoming a voice-over artist working remotely:  http://www.voiceshopcoaching.com/blog/2022/1/19/i-was-a-car-dealer-now-im-a-voiceover-artist

 Vodcasting Demand to Increase

With digital audio consumption at an all-time high, we will see an increase in the demand for Vodcasts. Many businesses and entrepreneurs have products and services that are much more extensive than a 30-60 second ad can cover. Vodcasts allow these businesses an infinite timeframe to explain the value they bring to the table and educate viewers about it. https://www.cmdnyc.com/podcast-studio-recording

Authentic, Conversational Voice Over

The modern consumer is confronted with ads of all kinds throughout their day. One of the best ways to cut through the noise is to be authentic. Companies will continue to seek extremely authentic, genuine, and honest voice-over talent in their presentation. The days when only extremely deep or seductive voices dominated the market are long gone. Nowadays, and into the rest of this year, conversational voice over will take the lead.  

Remote Learning Opportunities

Due to COVID swells in parts of the world, the ability to generate income from the comfort of your home has never been more important. Rather than attend an in-person class, many aspiring talents are looking to grow their voice over skillset at home. Remote training and learning opportunities will be significant for these future voice industry giants.  http://www.voiceshopcoaching.com/

 Equal Pay in Voice Over

For a long time now, voice over has been the great equalizer when it comes to pay for both male and female talent. VO jobs are paid based on intrinsic talent, effort, and experience. In a world struggling for equality, this is a significant trend that we hope will continue in 2022 and beyond.

Overall, we are extremely excited to see what the next year brings for the voice over industry.

Continued Growth of Online Voice Over Marketplaces

The demand for voice acting has continued to increase year after year, and 2022 will be no exception. When you choose the right talent, it allows your audience to understand and engage with the message you are trying to deliver. Online marketplaces like Voices make finding the right talent quick, easy, and stress-free.
Voices boasts more than 2 million registered Voice Over Artists. Since 2005, the biggest and most beloved brands have entrusted Voices to help them find professionals to bring their projects to life.

The Man with No Plan

By Keith Brunson

In 1974, 22-year-old David Darby hitched a ride from Louisiana to San Francisco. He had $230.00 in his pocket. No one was expecting him, and he had no contacts in California. He had no plan.

Being a southerner myself, I can tell you that those who live in the south see California as the promised land. And since David was in Alabama and then Louisiana, nothing appealed more than makin’ the scene following the national exposure of the Haight-Ashbury counterculture scene of the Bay Area in the 60s. So, David took on life headfirst, and it made all the difference.

David had been raised in Montgomery, Alabama, where his Father worked in television and was heralded as a celebrity. David spent time watching his Father, and from that observance beginning at five years old, he set the stage for a life in the arts that continues today at 69 years old.

A young and observant, David Darby.

David is now a film and television producer and an A-list voiceover artist. And he did it all with no plan. No contacts. No idea what would happen. But instead of talking about it, he just did it. You may recognize this voice. Listen in.

David Darby’s voice overs and voice work are featured
in a wide range of mainstream media.

Unique to this vagabond was his interest in education involving his passion for the world of creation. “I went to college and took a lot of classes,” because as David explained it, “learning is how you advance your life.” That philosophy would make all the difference in the world and fed his healthy habit of loving vintage cars.

David became a vintage car enthusiast pursuing his passions.

His attendance at San Francisco State University in 1975 led to a job at Furman Films, where he learned all the skillsets of filmmaking. It was there he made his first film and had his girlfriend Jane, who became his wife, voice the narration. That professional contribution to his film led to a bond that has lasted ever since between them. But it didn’t keep the two anchored for very long at all. Both decided to travel the country for six weeks. Vagabond living. It became a central theme in David’s life. THAT and Jane, whom he married four years later. The honeymoon was in Paris, and it lasted for three weeks. So much for concerns about professional life, right?

David & Jane Darby living on the road enjoying the “vagabond” life.

In 1980, the two were on the road again. This time relocating to New York City, with, of course, no plan. But within three months, David was at ICM Films, and this is where things finally began to take shape in voiceover. But he’d also been able to become a writer, a producer, and a director. A renaissance man. By now, David could do every job, and he used that to his advantage. After all, in 1986, his son was born, and it became necessary to add structure to his life. That’s around the time when everything that had been clicking got moved up a notch. A big notch.

David in the sound booth during a voice-over recording.

By 1990, the allure of the announce booth took on a special meaning. ‘‘It allowed me to speak to the world, from the privacy of a small private room, and I loved it,” says David. “I was a product of my Dad, and Dad loved voice work, and we sounded identical.’’   

From paint to airlines, SUV’s and credit cards, David Darby lends his voice to radio and TV commercials.

David then moved from voiceover to a serious career as a producer and director. And he’s still active. Along with a distinct group of superlatives, David remains one of the most dependable versatile talents of choice. He can write. He can voice. He can cast. He can direct. He can produce. And all of it came to be because of an influential Father whom he observed since childhood as someone to be just like. “I am a version of my Dad,” says David, “and he still affects my life each and every day.” David goes on to explain, “I knew what I wanted to do with my life, and it all began as I watched the life my Father led.”

And now, as yet another day rolls by, David lives in rural Connecticut. He works and still trains to remain up to date. His audio led to his directing career. And his life seems to be just like the kind of guy we’d all like to become. Not bad for a man with no plan.

The Voice Shop can help prepare you for a lucrative career in Voice Over, a rapidly growing 15 Billion Dollar industry. The Voice Shop is a voice-over coaching and education initiative. The Voice Shop’s mission is to establish and develop the skills necessary for you to succeed as a voice over professional. Whether you are a beginner or a seasoned pro, a wide range of voiceover classes, workshops, and private lessons are taught by esteemed industry veterans, both online and in person. The Voice Shop gives you the skills and industry-savvy knowledge of VO to take your career to the next level.
http://www.voiceshopcoaching.com/

I Was a Car Dealer – Now I’m A Voiceover Artist

By Keith Brunson

Imagine life as a car dealer. From sales to finance, all the jobs within it. All the customer deception. All the “noise” of daily operations. Now imagine you’re in that environment, and you’re a woman. Now imagine you’re a woman in the car business, and you stay in it for twenty years. Such was the case of Angela Ohlfest. “I love cars,” says Angela. “I do, but selling cars to people, well, that’s another thing.”

Angela pictured a red sports car in the high-pressure car dealership environment.

It was only a couple of years ago that Angela inhabited that world. Pressure to sell. Pressure to sell up. Pressure that yesterday’s success was null and void by the dawn of the next day. “You’re only as good as the day before, making Any day possibly your last without Any warning,” Angela comments, and “all of the signs were there that it was time to leave, so…I did.”

 Angela was unhappy with the pressures of working at a car dealership.

Now 45 and living in Scottsdale, Angela has completely reinvented her life as a voiceover artist, and it’s an entirely new world. There IS no pressure because there is no team. There is no supervision, and there is no boss. What’s there IS you. You and your creativity. That resonated for Angela, and so she reinvented her life in the world of voiceover artistry. Her specialty is in long-form delivery of content, emphasizing audiobooks. So, in the last two years, Angela has recorded over (90) titles. And this is unheard of. https://www.voiceoverangela.com

Her operation is a simple remote voice over home studio, using the Sennheiser 416 and computer recording software for editing and equalization. “I don’t know why things are working so well because I don’t think of myself as special,” she says. But tell that to almost a hundred authors, and you might get a different reaction. “I like being their voice and helping that self-publishing author get heard.”

Angela also teaches and mentors on-coming talent “because I wanted to provide the help that I couldn’t get when I started.”  This teaching mechanism covers everything a beginner needs to learn to become a voiceover artist. And that interest began because I love to read.

Angela enjoys reading and taking time to learn.

Oddly or not, Angela is very inward. “I’m a complete introvert,” she says, “and here in this little studio, it’s just me and the words,” and in that environment, Angela feels confident and happy.

Her T-shirt merchandise says it all. “I talk to myself in a padded room all day and get paid for it.”  Voiceover gives her a sense of security that the dealership business never did. And it provides her with a sanctuary. “Absolutely an introvert. I work alone. I think alone, and I am alone.”

Angela is happy in her “sanctuary,” the in-home voice-over studio.

When you work in a car dealership, every day is about selling more cars. So how did she do it? “I don’t really know,” she says, “but when the signs appear to you that it’s time to leave, you leave…and I did, and no one seemed to care

However, In her New life, everyone cares, and she teaches and mentors others to become who they want to be. She is, in fact, a voice talent that is in demand. She’s found a place where people express themselves, and your emotions matter to everyone. Because it is That emotion that drives the effort behind the people in the audiobook industry. “I do love cars, but I have found a way to keep that love without working in it.”

Angela Ohlfest found her way into a successful voice over career.

So, whether you work in retail or molecular biology, if your life experience in the working world isn’t offering you that big emotional payoff, look at Angela’s life, and maybe you can find Your way out.

The Voice Shop can help prepare you for a lucrative career in Voice Over, a rapidly growing 15 Billion Dollar industry. The Voice Shop is a voice-over coaching and education initiative. The Voice Shop’s mission is to establish and develop the skills necessary for you to succeed as a voice over professional. Whether you are a beginner or a seasoned pro, a wide range of voiceover classes, workshops, and private lessons are taught by esteemed industry veterans, both online and in person. The Voice Shop gives you the skills and industry-savvy knowledge of VO to take your career to the next level.
http://www.voiceshopcoaching.com/

The Story of Lia Perretti

By Keith Brunson

The leadership behind the workflow at Creative Media Design (CMD) is Lia Perretti. When you hire CMD, you're hiring Lia Perretti. And you're hiring a lifelong journey in the field of creative media that Lia decided upon early on.

Lia Perretti, Head of Production at Creative Media Design in New York City. https://www.cmdnyc.com/

Lia was born into the business. Her Father, Jim Perretti, was an award-winning creative director in the advertising agency business, and this translated to Lia following in her Father's footsteps. "He made my eyes open up to the world of creativity as a child, and it stuck," says Lia. While watching her Father lead and direct national commercials, Lia got the bug and still has it.

"I worked as Dad's stylist and production coordinator in the beginning, and I just loved the atmosphere and creativity that was all around me," she says. Lia was a natural in this business, and without hesitation, enrolled in the visual arts program at The School of Visual Arts https://www.sva.edu and then went on to graduate from Lynn University in Boca Raton. https://www.lynn.edu

Creative Media Design delivers voice-over work in (80) different languages and advertising services for Target, USTA, Schneider Electric, and GSK, to name a few. So, when you need a media organization to help you market your company, be it translations or production, marketing services, or what have you, Lia is your first point of contact. She's the Director of Production.

But Lia didn't just walk into CMD. Lia spent years in the ad agency business, learning how to put voice productions together. Starting in 1996, she was a production assistant at Pubicis Kaplan Thaler. So, Lia began at the bottom of the totem pole in production. She did not get special treatment because of her Father. For the uninitiated, the production coordinator is the person that is asked to do everything that others do not want to do. And that includes getting coffee and buying office supplies. Translation? Lia started at the bottom and literally "worked" her way up. That's a unique distinction for an advertising legacy. She sidestepped no job. She spent her early years devoted to the jobs that came along the way.

 In 1998, Lia went to work as an assistant producer Lowe Bozell McAdams. She spent three years developing radio and television for Bank of America, The New York Times, Bausch & Lomb, and Jergens. Her contribution to the agency is hallmarked by becoming instrumental in winning the account of Jergen's skin lotion. If you are unaware, getting that skincare product as a client got Lia noticed.

Lia moved into a career at Havas worldwide, the fifth-largest agency globally, and oversaw the production of a 500-person organization. It was here that Lia got heavily involved in large-scale campaigns in film production from script to screen. From Volvo to Intel, Lia was involved in the explosion of the Blue Man Group and its contribution to pop culture.

Lia Perretti with The Blue Man Group

"That was a career highlight and serves to this day as a memorable experience that still remains a very fond memory," says Lia. "I knew this was a defining moment in my career, and we filmed in London." The commercial would air internationally and become a true hit with the television viewing public globally. "I'll never forget it."

In 2004, Lia would migrate to yet another famous ad agency, McCann Erickson. Many ad agencies in New York determine a person's production standard in advertising, and this shop is at the very top. It was there that she'd oversee major client accounts of Exxon, Kohl's, and the highly notable account of Verizon Wireless. During this period, Lia was the centerpiece of the entire production department. Practically every piece of communication that involved making the advertising product passed through Lia. This would set her up for a self-assured career, unlike any of her experience beforehand. She traveled to Australia to shoot the Kohl's account. She interfaced with the client and the technicians to bring the product to screen and set the stage for a lifetime of constant achievements.

In 2010, Lia would venture into freelance producing. Freelancing is where you invent every job you do. There is no supervision, no one to report to. You INVENT your jobs from one to the other. It's a unique period for the producer because what you create is what you become. And that's when Lia got involved with the cause of Breast Cancer and the philanthropy surrounding the disease. During this phase, Lia would get involved in the Avon Foundation for Women Breast Cancer Walk. Once again, Lia was the person that put the project together and made what the writers wrote an actual on-screen reality.

In 2019, Lia joined Creative Media Design. And as has always been the case, Lia serves as the glue to hold the entire production together. If you like the work, it's Lia's credit. Because although we often think of the life of a producer as strictly executive work, the opposite is true for Lia. She casts, oversees, communicates with the client, and delivers the end product. And all of this began because of her Father's influence. Her Dad led her into the field, and she remained in the field. It brings to the forefront the title of the popular television series from 1954 on CBS starring Robert Young, "Father Knows Best." And if you asked Lia right now, she'd affirm that show title to ring true.

Can I Do Voice Over?

In this article, we want to address whether you (yes, you, the one reading) could make money doing voice-over! But first, let's set the stage:

Voice over is an over 15-billion-dollar industry. It's huge! Commercials, Radio Ads, Podcasts, you name it. The demand from companies for voice talent has never been greater. Before the pandemic, many of the best voice actors rented or owned a professional recording studio. They could go into the studio and record their voice with the highest quality equipment. This process had long been the industry practice. However, as with most things, March 2020 changed all that.

These days, most if not all voiceovers are recorded from home. The equipment and recording quality you get from Amazon or Sweetwater products like microphones, soundproofing, audio interfaces, etc., is professional grade. Existing and new voice talent alike have purchased the necessary equipment to make a living from home. Using their voice. We have several relevant blogs if you are interested in this process or the specific equipment needed:

Getting Started in Voice Over

 You Can Do This Voice Over Job from Anywhere

Long story short: You can get excellent quality recordings from your own home from a small investment of $500-$1,000, depending on which equipment you choose. This investment may seem like a steep cost to enter the industry, but it's relatively affordable compared to starting your own business, getting patents, physical location rental, etc. And with that small investment, you're set to start making money with your voice!

But can YOU do this? Yes! Absolutely! You can! When most people think of the "ideal voice-over voice," you probably think of someone with a deep voice like Morgan Freeman, or an attractive voice or a radio voice. This common perception is totally wrong. Companies these days aren't trying to impress you with a fantastic voice. They want someone that sounds relatable, real, human. Can you be those things? Of course, you can!

 Voice actors (from left to right), Kelly Wilson, Mike McGonegal, and Mary Catherine, create voiceovers from their home studios in locations across the USA.

Mike George is one of our Industry Expert Coaches who teaches in-person and remote classes for The Voice Shop. His overall focus is "Be Authentic." During his classes, he helps identify the characteristics that make you unique and helps enhance those bits of you. It's a thoroughly enjoyable process that also prepares you to take steps into the Voice Over Industry! We have class offerings for everyone, advanced, intermediate, or even beginners. Our Fundamentals of Voiceover class is a popular favorite, and we highly recommend giving it a try!

Voice coach Mike George provides voice acting instruction at The Voice Shop in New York City.

We have students from all walks of life, all age groups, and all demographics. Voice acting at this point is like the great equalizer. Everyone has a chance to succeed and begin making money, regardless of how your voice sounds. Isn't that a novel concept? It's true, though!

If you have any questions such as "How do I know which class to take?" "How can I connect with talent agencies?" or "How can I improve from where I am now?" you should schedule a free consultation with us! Send an email to: info@voiceshopcoaching.com and ask to set up a time with Jessica, our Director of Education.

Jessica can help you identify where you stand and what steps to take next in your journey to redefining "work."

The Fascinating Life of Voice Over Artist Bill Ratner

by KEITH BRUNSON

Voice actors in-training with voice coach Mike George at The Voice Shop in New York City.

In 1961, 14-year-old Bill Ratner took his first job as an errand boy in Minneapolis at an ad agency for $1.25 an hour. In 1968, he broke into theatre at 21. In 1971, he landed his first radio job at 24 years old for $175 a week.

A young Bill Ratner, during his first radio job in 1971.

Bill Ratner is now 74 years old and works as one of Hollywood’s most dependable and versatile voice-over talents and writers in the industry. He continues to educate himself with a coach frequently, but why? “To keep my vocal cords limber and to prevent them from aging uncontrollably,” says Bill. After 60 years of working in all forms of show business, Bill is still working… regularly, “and I want to hopefully discover new ways of delivering text vocally.” He voices audiobooks, animation and movie trailers. He writes essays and publishes poetry and remains relative to millions. Bill Ratner is truly living an extraordinary life. helznermanagement.com/?page_id=1222

Bill utilizes a vocal coach to keep his voice “limber” as he provides voiceovers for a wide variety of voice projects.

Bill is still booking and still impressing, as he ponders, “It never occurred to me that your voice could be such a marketable skill, and it took me years to understand how wrong I was.”

He has been the voice of Discovery ID, the voice of Robot Chicken, The Family Guy, and the voice of “Flint” in G.I. Joe. He’s been called back to voice “Flint” for 40 years. “But it was only 20 years ago that I realized a voice actor should treat their voice the way a ballerina or an NFL football player treat their body.” And from that discipline came the movie trailer business. http://bill2582.wixsite.com/billratner

Bill Ratner during a voice acting session.

Bill ventured off into the world of news voicing because he exercises control over his voice and became the voice of the Bloomberg News Network, “and there is something special to people when they hear the voice of authority.” He keeps that voice in tune by “treating it the same way that a Shakespearean actor does by investigating the possibilities of emotion, investigation and the preservation of the voice itself.” www.billratner.com

Voice acting requires control and training and to become the “voice of authority” as Bill has achieved.

Across the years, Bill would become a true renaissance man. Forty years ago, he entered stand-up comedy and has since become a nine-time winner of the Moth Storytelling Slam. Along the way, Bill became an author. One book he authored was titled “Parenting for the Digital Age,” and it remains in print today.

From radio DJ to comedian and author, Bill Ratner continues to leverage his voice and writing to build his business.

And through it all, from day one, Bill has been a student of the voice. Voice training is available no matter where you live remotely through The Voice Shop, headquartered in New York City. (www.voiceshopcoaching.com) “We all need continued instruction if we want to constantly improve,” says Bill. “I would have never been able to remain current without a voice coach.”

As a SAG-AFTRA member, Bill now collects a pension, makes residuals from past credits, and is provided health insurance. All the while still working 15 hours a week on new clients. Bill is the rare individual who takes his voice and his love of communication and turns it into not just a business but an empire. “I’ve always believed my voice would continue to improve until I was no longer able to stand up to a microphone,” says Bill.

He is a contributing voice of the Smithsonian Channel, the Discovery Channel, the Travel Channel, PBS and NPR. Commercially, you can hear him as the voice behind V-8, Sprint, Chips A-hoy, Pizza Hut and Hyundai. “And I do have a class next week with my coach, which I would not want to miss,” says Bill.

If anything can be learned from Bill’s story, it is to continue to educate yourself. Most anyone that is working in their mid-seventies has discontinued their training long ago. But Bill continues to be a student of the arts, getting constant instruction from an outside party that can benefit his life, “and it does improve mine, that’s for sure,” says Bill. This type of education is available to you remotely at The Voice Shop.

So, no matter who you are or where your aspirations lie, remember the lessons learned here the next time you contemplate a future in voice-over. Bill believes in today, and he believes in tomorrow, and because of it, Bill Ratner is truly living a fascinating life.

How To Turn Your Voice Into A Business

By Keith Brunson

Have you heard of Scooby-Doo, the cartoon character? Today, we'll learn about how the voice of that cartoon character turned his voice into a business. And he did it all, with talent, but most interestingly, his mind. Either way, "all my life, I've been chasing that dog," says Scott Innes, who served as the voice behind Scooby-Doo from 1998 to 2001, who replaced the original voice of Don Messick, who passed away in 1982.

A young Scott Innes started crafting his voice at an early age.

Scott started as a public address voice at 13 at a skating rink, "and I got fired for talking too much." He crossed the street to the bowling alley, where he got a job as the PA announcer once again. And that was when Scott was approached by a guy in radio who became his mentor into professional announcing. "You've got "the IT factor," Speck Rhodes of the Porter Waggoner show said Scott wanted it so bad, "I worked for free," he says. It was 1982, and "if I hadn't have done so, none of the doors I have walked through since would be present in my life."

Scott's mentor Speck Rhodes.

These kinds of stories are rampant. Teenagers who start a career in radio, music, or television by working for free then take it to the next level. Ambition can't be taught, but at The Voice Shop, introductory classes are available to teach someone how to begin. And this kind of skill is not taught in college, any college. Especially animation character voice work. "But we do," says Steve Tardio, a voice coach at The Voice shop who teaches that niche. Offered is a two-hour remote voice-over class on character animation.

Voice coach Steve Tardio helps students develop voice acting skills at the Voice Shop in New York City.

But back to Scott. As he was working without pay, he began to imitate the voice of Casey Kasem, "and that was when I realized I could mimic sounds of other fictitious characters." This led to doing the voice of Scooby Doo, Popeye, and Barney Rubble. "All of my life, moments of serendipity continue to happen." And so now, at 55, Scott carries a very heavy schedule. He's a songwriter and has won a CMA award. He publishes a family magazine called "Hug." He promotes concerts in Louisiana. He also works two on-air shifts on commercial radio. Mid-days on-air in New Orleans and the afternoon shift on-air on the classic rock station in Baton Rouge. But his utmost notoriety is cartoon voices, "and if you believe in yourself, it will happen, but you have got to believe." https://www.onescottshop.com

From making music to radio host and the voice of famous cartoon characters, voice actor Scott Innes has successfully turned his voice into a business.
Listen to Scott's character voices come to life:

The Voice Shop teaches voice acting classes remotely and in person. So, no matter where you're reading this from, if you want instruction, you can get it via zoom originating with instruction from their studios in Manhattan. There are nine instructors, all with a special niche to help you "find your voice." This is a reference to learning what it is about you that can make you marketable. And the school is a good way to learn what they are looking for in the voice-over market. https://voiceshopcoaching.com

And Scott Innes has a unique point of view. "Everything I have ever dreamed of has come true," says Scott, "all you have to do is speak it, and it will come into existence." You take a small kid, watching the movie "Grease," and you start thinking about what you want to become, and it becomes a reality." But having a deep desire to accomplish something is a subject that the late Mel Blanc spoke of. "It is better to take a job you love to do, and you'll be rich and emotionally happy."

Scott Innes followed his childhood ambitions and dreams to succeed as a voice actor.

Watch the video and hear Scott's voice "in action."

So, as you're reading this, If you think you might not be able to accomplish great things, think again. Turning your voice into a business is a function of turning yourself into your own business using your distinct voice. It may not sound like a voice you think would be of value, but the voice over world is full of niche voices that bring out the best in all types of voices, not just deep voices in a man or sexy voices in a woman.