A New Perspective on Rates

with Liz Atherton

Rates and Dates – things that make us panic, but are the key to our VO financial livelihood. Get your pens and paper out folks – you are going to want to listen and take notes, and listen, again, as VO Boss and host, Anne Ganguzza, along with special guest, Liz Atherton, get into the nitty-gritty of the rate game!


Quick Concepts from Today’s Episode:

  1. Liz has a special perspective on rates – what an agent thinks!

  2. Effective/lasting rate change: The tail wagging the dog.

  3. The “collective” must stick to “what seems fair.”

  4. Rates should be based on conflicts.

  5. What work do you do that “excludes” doing similar work?

  6. What work are you potentially NOT getting?

  7. If your voice is out there you are effectively endorsing that product – a reason for developing several, non-similar voices!

  8. The GVAA rate guide is an excellent starting place for setting rates.

  9. The GVAA vets their rate assumptions with industry experts – this makes them extra good!.

  10. Watch your rates and increase for year-to-year usage.

  11. Rates are suggested and negotiated with agent/client and agent/talent.

  12. Let’s discuss how you negotiate rates with new clients.

  13. Agents make many daily assumptions and negotiations on behalf of their talent which, in effect, affect rates for everyone.

  14. All of your invoices should include: 1. Product, 2.Usage (Distribution): Where is the VO airing (Local: Your nearby city; Regional: Parts of a whole – cities should be named, etc),

  15. Usage: Commercial, Promo, ADR, etc., and Length of Buy: Usually cut up by quarter (In perpetuity is a DIRTY, BAD, AWFUL word)

  16. Don’t think of projects in terms of Union and Non-Union – think in terms of projects, distribution, usage, and rebuys!

  17. Rates – don’t panic! Relisten to this podcast and take more notes – this will help your pocketbook!

Referenced in this Episode

Direct links to things we brought up ++

  1. Check out the GVAA Rate Guide

  2. Find out about Castvoices.com 

  3. Recorded on ipDTL

  4. Awesome editing by Carl Bahner


>> It’s time to take your business to the next level, the BOSS level! These are the premier business owner strategies and successes being utilized by the industry has top talent today. Rock your business like a BOSS, a VO BOSS. Now let’s welcome your host Anne Ganguzza.

Anne: Welcome everybody, to the VO BOSS podcast. I’m your host, Anne Ganguzza, along with special guest cohost, queen bee Liz Atherton. Hey Liz. How are you?

Liz: Hey Anne. I’m good, how are you doing?

Anne: I’m doing good. I can’t believe we’re recording here, today.

[both laugh]