This Simple Strategy Attracts VO Clients

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You’re a voice actor with talent, training, and a demo that crushes. But unless you’re actively building relationships with potential clients, you’re just sitting in a padded room talking to yourself.

Marketing is how you get found. And email marketing is how you stay remembered.

Here’s my free lead magnet to help you build yours. See how that works? 😊 Click the image.

Before someone’s ready to open your newsletter or respond to a warm follow-up, they have to say yes to that first touchpoint. Your homepage doesn’t count.

That’s where lead magnets come in.

A lead magnet is your secret weapon for turning strangers into subscribers and subscribers into clients. It’s not a trendy tactic. It’s one of the most effective ways to build an audience of people who might actually hire you.

This post walks you through how to create a lead magnet that works for your voiceover business. Not noise or slop. Not freebies for other voice actors. A real, client-facing tool that grabs attention and earns you a spot in someone’s inbox.

First, what the hell is a lead magnet?

A lead magnet is a free downloadable resource that solves a small, specific problem for a very specific audience. In exchange, they give you their email address.

That’s the deal. They get something helpful. You get a direct line of communication. Everybody wins.

Here’s where voice actors often miss the mark. Your lead magnet isn’t supposed to be about you. It’s not your demo. It’s not your resume. It’s definitely not a “book me now” coupon code.

Your lead magnet should help your client. Not just in a theoretical way, but in a real, practical, tangible way. The more valuable it is to them, the more likely they are to give you their email, open your future messages, and think of you when they need a voice.

Who is this client, exactly?

Before you make anything, you’ve got to decide who you’re talking to. Not just “anyone who hires voice actors.” Way too vague. Choose one specific audience.

Is it a corporate video producer? An eLearning developer? A museum director? A podcast producer? Each one has their own challenges, timelines, and priorities. The more you understand the world they work in, the better your lead magnet will perform.

Of course, the best and easiest way is to use an ideal client profile from The Big Book of VO Client Avatars.

Once you’ve chosen your niche, you can stop guessing and start speaking their language.

Let’s look at two examples

Let’s say you specialize in corporate narration. You could create a short PDF titled “The VO Script Prep Checklist Every Corporate Team Should Use.” It’s not a deep-dive training. It’s a clear, polished list that helps them avoid common script issues like poor timing, unclear calls to action, or internal jargon that doesn’t translate well. That’s helpful. That gets downloaded.

Or maybe your focus is eLearning narration. You could offer a one-page guide called “How to Choose the Right Voice for Your Training Module.” Instead of just talking about tone, you walk them through considerations like pacing, clarity, and format. It helps them think more clearly and makes their job easier. Again, that’s useful. That builds trust.

Both of these examples are simple. They’re client-focused. And most importantly, they show that you understand the buyer’s point of view.

Now, don’t actually use these specific ideas. They’re just for examples and some lazy piece of shit will read this and try to use them. Don’t be that guy.

Keep it short, simple, and easy to use

This is not the place to show off your long-form writing skills. You are not writing an eBook or a white paper. You are solving a small problem in a fast, useful way.

Your ideal lead magnet should take five minutes or less to use. It should feel like something your client would print out, tape to their monitor, or forward to a colleague.

Think checklist. Think one-page guide. Think script template. Think a short video paired with a printable companion. Make it practical. Make it skimmable. Make it easy to finish in one sitting.

The goal is to make your client say, “That was actually helpful.”

How to build your lead magnet step by step

Step 1: Choose your audience

Start by getting specific. Don’t try to make one freebie work for everyone. That approach waters down the message and appeals to no one.

Choose one client type. It could be nonprofit marketing teams, explainer video producers, instructional designers, or event coordinators. Pick one and speak directly to their world.

Step 2: Identify one problem

What does this person struggle with that you can help fix or simplify?

Are they worried about hiring the wrong voice? Do they send messy scripts that cause production delays? Are they unsure how to match tone to content? Find the problem that shows up again and again in the work you do for this client type.

Once you’ve got that, you’re ready to build.

Step 3: Create your content

Write the guide, checklist, cheat sheet, or script starter. Keep the format simple. Use clean design. Brand it with your name, logo, and website.

You can use Canva, Google Docs, Word, or other tools like my personal favorite, Typeset (affiliate link).

You don’t need to overdesign it. But it should look like something they’d be comfortable sharing with their team. A doc crammed full of text won’t cut it. Use headers. Use spacing. Include examples.

Step 4: Name it wisely

Your title matters. Don’t get clever. Be clear.

A title like “5 Script Mistakes That Make Your Videos Sound Amateur” will outperform something vague like “Voiceover Help for Production Teams.” Choose a headline that reflects a problem they already feel.

Step 5: Save it as a PDF and set up delivery

PDFs are easy to download, easy to open, and feel professional. Once it’s ready, set up a simple opt-in form that collects their name and email. Use your website or email marketing platform to deliver it automatically.

Always test your setup. Make sure the email arrives. Make sure the link works. Nothing kills trust faster than a broken download.

Where should you promote your lead magnet?

Creating it is only the beginning. Next, you have to get it in front of the right people.

Put it on your website. Ideally, create a landing page that explains what it is and why they need it. Keep the page focused. No distractions. A headline, description, and opt-in form.

Feature it in your follow up outreach emails. Instead begging them to hire me you, lead with something helpful. “Saw you work on corporate training videos. I’ve got a quick checklist I give to clients that helps avoid VO delays. Want me to send it?”

Share it on LinkedIn. Use it as content. Post about the problem your guide solves. Tell a story about why you made it. Add a direct link in the comments or your profile’s Featured section.

What happens after someone downloads?

Once someone has downloaded your lead magnet, you now have permission to stay in touch. That’s the real value.

Send a short thank-you email. Make it personal. You can say, “Glad the checklist was helpful. If you’re ever working on something and want a second set of ears, I’m happy to help.”

That’s it. No sales pitch. Just a real message from a real human.

If you’re building a list, continue to send valuable updates. Highlight recent projects. Offer more tips. Share behind-the-scenes details that make you more relatable and trustworthy.

You don’t need to (and please don’t) email them every week. But staying in their inbox on a semi-regular basis keeps you top of mind when the next project comes up.

Mistakes to avoid

Don’t build a resource for other voice actors. This isn’t about community. It’s about client relationships. Your lead magnet should always serve the buyer, not your peers.

Don’t make it about you. Your client isn’t looking for your origin tale. They’re looking for tools that help them do their job faster and better. Keep the focus on their problems, not your resumé.

Don’t ask for too much information. Name and email are plenty. Asking for company size, job title, or budget just creates friction. Lower the barrier to entry and you’ll get more people on the list.

Why this strategy works

Lead magnets work because they’re based on trust. Instead of asking someone to buy before they know you, you’re giving them something useful first. That shifts the karma in your favor.

You’re not just another voice actor sending cold emails. You’re the helpful expert who already saved them time, reduced their risk, or made their job easier. That’s memorable.

It also gives you long-term leverage. If you ever launch a new demo, build a niche landing page, or send booked-out dates, you now have them in your CRM to notify.

Creating a lead magnet isn’t hard, but it does take clarity. You have to know who your client is, what they care about, their pain points, and how you can help in a small but meaningful way.

Most voice actors won’t do this because it takes a little work. They’ll keep posting on social and hoping someone stumbles across their demo. You can do better than that.

Start with one audience. One problem. One tool.

Package it up. Share it strategically. Follow up like a human.

Your future clients are out there. Give them a reason to remember you.