Anthony Mendez’ Post-amp

What happens outside of my voiceover studio 
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July 27, 2010
 

American Idolizationism

In this dog run, there is no dog. There is no owner. Hence, no pack order. So, obviously, there is no leader and no leader of the leader (i.e., the human.) That's what the picture says. That's what the photographer wants you to believe. The human. Me. Invisible. Standing there next to my dog. Also invisible. This is my morning routine. The walk. Then a stop at the dog run. Tea. Meditation. Almonds. Then the walk. Then home.

That bench is my throne. The park is my kingdom. On rare occasions, other humans and their dogs occupy my space. They just don't know it's my space and so I wait until they acknowledge me. Most of them are not entertaining (both human and dog.) I expect them to be. But that's selfish. Self-aggrandizing. And so I stop. Who am I to judge?

What are your expectations of others? Are they too lofty? Do you hate your boss or have clients you just can't satisfy? Do you have colleagues that you just find plain boring?

Is it time to do a little introspection and adjust your expectations of others? For many gurus, experts, and idolized creatives and talent alike - it's not only time, it's long overdue.

I will use social media the way I see fit. I will market the way I feel comfortable. I will not worship you. Instead, I will meditate and allow my voice to guide me. I will be "me." There are many facets of "me." There are many forms of expression. In each one, there will be varying degrees of "me" and varying degrees of expression. To expect them all to be the same is akin to expecting your chocolate candy bar to taste the same as hot chocolate or - God forbid - a chocolate truffle or - worse - a chocolate cake.

Now, pass the chocolate-flavored Yoo-hoo!

Are you guilty of idolizing those that put their pants on the same way you do? Let me simplify this - how many times have you posted to your "idol's" Facebook account or tweeted them only to receive no engagement whatsoever?

-Anthony

P.S. I know "idolizationism" isn't a word, so don't refudiate it.

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Filed under  //   being yourself   creative   idolizing   marketing   social media   voiceover  

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July 26, 2010
 

What was wrong with bars of soap?

I have to admit, I'm not walking around smelling like the man your man could smell like. Aside from Herrera for Men, whatever is underlying my cleanliness is usually compliments of what my wife puts in the shower. And most of the time, I don't mind it except for one very time consuming borderline-OCD-inducing aspect that seems to be a part of every cleansing product - little tiny pearls. They're like little ball-bearings that help my hands glide smoothly over my body. Sorry for the image. Back to the pearls.

According to the bottle, they're "softening serum pearls for soft, healthy looking skin." I know they're supposed to burst open or dissolve and unleash some oil or chemical that will make my skin as soft and smooth as a baby's bottom. However, I'm not quite sure that's what I need; Softening of my skin? Hell, I've avoided most labor-intensive work all of my life so my skin is plenty soft already, thank you very much. Put sand in that puppy and I'll buy it; something akin to Goop. If a grease monkey uses it to remove burnt automotive oil from his hands, then it's good enough for me. Don't get it twisted though, this is not a macho rant. I love pearls just as much as the next guy... just not in my soap.

The problem I have with these so-called "pearls" is not what they do (or are supposed to do,) but what they make me do. I don't have time to wait till they burst open and bless me with their miracle moisture, so I spend half of my shower time chasing them on my palm, with my index finger, trying to pop them. Almost as if I want to get our household budget's worth. Not a pearl unturned! But they're some slippery suckers and when they do indeed burst, I'm not sure my fingertip feels "softened." That's a problem. The benefits/time ratio is low. Not so with a bar of soap.

A bar of soap was efficient. It did what it was supposed to do - clean your ass and your body in one smooth motion (spare me - you know you've done it.) It even developed finger strength as you had to grip it for dear life otherwise risk getting slapped from behind by a wet wall or plastic curtain. A bar of soap let you know that it was time for a new one when it became so soft that you can hardly rub your chest without losing all of it in your chest hair only to pick it apart in pieces. Sorry about that image again.

Have we fallen prey to marketing? Sure I can man-up my bodywash, but that still leaves me with the emasculating task of having to dab a little on a vinyl luffa made in China that knows everyone in my family better than I do. I want my bar of soap. My own bar of soap. I think I'll buy one. I think I'll buy the cheapest bar of soap I can find. One that doesn't promise "soft, healthy looking skin." Then I'll carve my name into it with my teeth (the soap not my skin - I'm not crazy) and smile at everyone I meet that day. So that when they say, "Anthony, you have something in your teeth." I will proudly reply, "Hell yes I do! It's soap!"

Do what you do and don't try to entice me with your pretty little pearls.

Swan dive into that!

Are you with me?

-Anthony

P.S. I broke a nail typing this, so if you catch me at the nail salon around my way, that's why.

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Filed under  //   advertising   being yourself   brand   man your man could smell like   marketing   old spice  

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January 8, 2010
 

Don't Mind Your Business

This time of year, it's easy to get overwhelmed with all of the business advice you'll find online, in magazines (remember those?), and in casual chats with colleagues. Everyone seems to have the answer for achieving success this year in one form or another. A term that has been coming up with more frequency than the bad Chinese takeout I had last night (sorry) is ROI - return on investment (intentionally not capitalized.) While this is an important measure, it's not as crucial as it's made out to be; At least not for everyone.

As I mentioned in "More Than MoMA," the problem is that who we are as artists is frequently overshadowed by who we feel we need to be as entrepreneurs; Better still, whom we are made to feel we need to be as business people. It's the beginning of the war of art. It's also common sense. If your product is not fully developed (in voiceover your product is your voice... your read,) then it's not ready to be marketed. No amount of measuring ROI is going to help you redirect your efforts into productive marketing if no one wants what you have to offer.

The real answer is actually quite simple - spend more time working on your product; on yourself; on your read. If you start redirecting too early on in your journey, you might end up going in circles. This is indeed a journey. Every individual talent carves her own path. What works for someone else will, most likely, not work for you unless you factor in all of the variables that directly apply to your business and experiences. Don't use someone else's numbers as a benchmark for making decisions in your career... especially in voice-over.

Instead, be inspired by someone else's success. Congratulate someone else on their success. Wish as much success for someone else as you would for yourself. But do not, under any circumstance, attempt to duplicate their success based on what they did or didn't do to achieve it. To quote Hugh MacLeod (from his best-selling book "Ignore Everybody:"

  • You are responsible for your own experience
  • Everybody has their own private Mount Everest they were put on this earth to climb
  • Never compare your inside with somebody else’s outside
  • Avoid the Watercooler Gang
There are no real benchmarks in this business. If there are, I'd like you to show them to me. Someone else's numbers do not a benchmark make. Everything is in constant change; in flux. It's the way of the Universe. Therefore, any benchmarks that exist are no longer in the same place they were just a second ago.

Conclusion? Your ROI decisions are only as good as your ability to forecast! In voiceovers, some claim to do that as well. Don't get me started.

I wish you success this year - regardless of how you define it. Remember: Craft first. Business second.

I welcome your thoughts on this.

-Anthony

EDIT: Here's a quote from Investopedia:

"Keep in mind that the calculation for return on investment and, therefore the definition, can be modified to suit the situation -it all depends on what you include as returns and costs. The definition of the term in the broadest sense just attempts to measure the profitability of an investment and, as such, there is no one "right" calculation."

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Filed under  //   business   hugh macleod   marketing   ROI   voiceover   war of art  

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