So…What Is Your “Big” Why?

Hey, there!

I’m sitting in Albuquerque as I write this, discussing with other entrepreneurs what their big “why” is.

We all have different businesses, and we each have a different “why” we do what we do.

And the conversation moved toward the sometime connection, sometime disconnection between your “why” and my “why.”

The reason customers engage with businesses may not coincide with what businesses think those reasons are.

And so, let me ask you, dear VO2GoGo 60 Second subscriber…

Why did you just click on the link that brought you to this post?

Why do you read these posts at all?

Why do you think I offer this information and coaching?

Why do you pay any attention to what I have to say, at all?

Why does what I offer matter to you, if it does at all?

Use the comments below to let me know.

Let me share with you my actual “why:” I do this because I love watching performers build satisifying, successful and profitable practices. And, because I love to help people succeed.

And further, why do I want that for performers?

It’s because I witness performers with experience and knowledge deficits make the same mistakes over and over, and often blame the business itself, and that makes me sad. I feel if I can share best practices in the art, the commerce and the science of performance, I can help performers prevent that idea from becoming a limiting belief.

But I want to know what your “why” is for being here, for engaging with me, for considering what I have to “sell.”. So look at those questions, and let me know what your answers are in the comments below.

Because I don’t want to have that disconnect. I want my mission to be as useful to you as possible.

Hope this helps.


32 Responses to So…What Is Your “Big” Why?

  1. Carol Herman March 11, 2015 at 12:10 pm #

    OOPS—my start vanished into cyberspace, so I start again. Every time I think about how discouraging the whole VO scene is for me—except for audiobooks, which I love doing, I think of how I got started in the whole ballgame–and then I think of you. How we met; how you’ve always been a booster and a friend and colleague, how I can trust your answers to my questions—and how every time I read one of your 60 second bits I find something to think about. How I am guaranteed that what you write will be cogent and thoughtful, and USEFUL. How even though I long right now to get to recording another chapter in the book I’m doing, when I saw I had a chance to read something else from The 17th, I grabbed it! So THAT is why I’m stumbling along with a reply. Got it? Good!! It comes from the heart.

  2. Marsha March 11, 2015 at 7:14 pm #

    Hi David…my why is….I know that I have something to give in this arena. stories to tell. fun to have. money to make. technology to make friends with. people to make friends with. I wanted to go to ‘school’ to get a full base from which to start may roaming and I was fortunate to find you, who offers insight, integrity, clarity, fun, and full
    understanding of this business. a great teacher and professional. In my opinion there really wasn’t anyone else to study with. that’s my why.

  3. Tanya Mills March 12, 2015 at 7:08 am #

    Hi David,

    I click on your links because I’ve learned firsthand what an awesome teacher you are. Not only do you have the expertise, you know how to present it in a clear and concise manner. And I need your help. The last thing I want to do is create a product or give a performance that isn’t my best and impacts negatively rather than positively. I’d continue clicking on your links even if I stopped doing this because I respect you and I respect what you have to say.

  4. Deborah Geffner March 12, 2015 at 7:18 am #

    I’ll tell you why. Because you have knowledge. You do things well, whether it’s vo, having a responsive website, acting advice, business practices,etc. and write about them well and with humor. And I like the way you think about things, and I want to be more like you – or how I perceive you – knowledgeable, efficient, successful. From time to time I have used your advice and benefitted from it. (For which – thank you.) That’s more than I can say about most “helpful” sites. That’s especially true in regards to the Rehearsal app – benefitted immensely.
    You want to help people; I value and want really effective, clever help, which you specialize in. Our wants, or “whys” intersect exactly. Thank you for all the great, helpful, interesting, engaging, funny, fresh thinking, and for wanting to be such a darn helpful guy. I appreciate it.

  5. Gina Manegio March 12, 2015 at 8:53 am #

    Yours are the ONLY e-mails/newletters that I receive, that I feel I MUST read every single time! Your headline’s are ALWAYS catchy/witty, which impresses me, but you ALWAYS, EVERY time have something valuable to share with your readers. I find that rare. Many “businesses” simply share their logo, or current special/discount of the day.

    As I’ve said before, I value your generosity & willingness to articulate and share what has brought you success & you know will help others…

    I find that many businesses/entrepreneurs send e-mails or videos, even hold classes, where they blab on and on, as I sit and think: “wow, will they ever get to the point? Do they even have a point? I’m so bored…” Then in the end, they say: “Sign up for [this] if you want to learn the REAL secret”. I appreciate that you do NOT do that. Every time I read your blog, watch a video or take a class of yours, I LEARN something or am reminded of something I could/should be doing to accelerate my endeavors in the entertainment industry.

    PS – I hope to start attending VO2GOGO LIVE classes again in July!!😊

  6. Marlon March 12, 2015 at 9:57 am #

    This entry might be most more successful if I compare it to my experience when searching for a real yoga guru 20 years ago. You can easily substitute VO teacher at any interval.

    I was amazed how many yoga seminars were out there, that were thinly masked sales nights for their $3K course elsewhere. Likewise no local studio would hire me until I specifically took their course, even though I had 1 1/2 years teacher training by a well-respected studio. Yet my gut told me, teachers I met did not hold the great depths of knowledge my soul absolutely craved. Though it was perplexing and frustrating to sort through many teachers, I was resolute that I’d find the truly esoteric teachings and accept nothing less.

    When I found that teacher, I remained in his courses for many years, eager at every step, engaged to the fullest of my capacity. I never felt sucked in or a sticky vibe. He was first a true yogi, then a teacher. He wanted no guru worship, no friendship, no romance, nothing personal. To this day, he’s a very successful teacher, whose articulation allowed me to transform.

    David exhibits each of these qualities. He’s a successful actor, teaching us what he does in VO. He continues to seek. The info shared comes efficiently. Inspired, I regard every morsel as a gem that puts me further at the helm of my career. There’s no sugar-coating, just navigation tools and calls to action. It is clear if I truly take heed, I will succeed. Reading the newsletter, keeps me on point.

    • Tansy February 26, 2018 at 10:45 am #

      Well said!

  7. Jerri Manthey March 12, 2015 at 10:52 am #

    Why do I listen to you David? Why do I pay money to you? Because you share ur knowledge honestly and openly. Because you, yourself are an example of success. Because you know how to have a winning strategy. Why do I have my own list of businesses? Because I don’t want to work for someone else. I want to be in control of my own life, make my own decisions. I only take direction from people who truly want to help make me better and see me succeed – and I’ve found there aren’t many of those in our world. But you are one of them.

  8. Jaxy Boyd March 12, 2015 at 11:42 am #

    I read your blog and pay attention to what you say, David, because, in my personal encounters with you, I’ve experienced your real expertise and generosity. And I’ve never felt up-sold or bait-and-switched; everything you present is very straightforward, no strings attached. I can trust that what you say is your well-researched, carefully-considered opinion; not gospel handed down from on high. Okay, that’s enough; you get my drift.

  9. jennifer m dixon March 12, 2015 at 11:59 am #

    I am here because I recognize experience and knowledge and wish to be kept au courant with all that is going on in the field. So far I have had no complaints. Thank you. Cheers! Be well. Jenny

  10. Richard Wilson March 12, 2015 at 12:51 pm #

    David, I am seeking expertise and best practices. I want to develop my skills and understanding to a very high level and engaging with someone with expertise accelerates that process. You have a unique set of viewpoints, actor, VO guy, tech tweak, and teacher. Like KFC, this gives you a secret blend of herbs and spices that makes you unique. I value all of these skills and your sincere desire to help others. As to why I do this?…I love to communicate and help others. I love the audio world. I become a studio rat decades ago and have never gotten it out of my system. This leads me to doing VO as one of th emix of things that I do.

  11. Chet Hanson March 12, 2015 at 1:11 pm #

    I tend to agree with all of the above points. Bottom line, I trust that you are a leader. By that I mean you are focused on the mission and the protection of those who listen is paramount to your world view. John Locke said “Man will usually do that which is in his best interest” Very few people rise to grasp that being of true service and gratefully accepting the rewards that that service brings is the best way to look out for self.

  12. Brad March 12, 2015 at 5:53 pm #

    Your posts are always thoughtful and insightful. You seek knowledge as well as share it. There is always something that sparks from your posts, whether it be an idea, an awareness or just a useful piece of tech that I might not have known about. I want to emulate what you do, in my life and career, to learn from your experience and to give back what I’ve learned. Also, regarding these 60 second posts in particular, as the name implies, they are short! I find myself extremely busy most days, and being able to read a quick inspiring, informational post over coffee is very nice. Thank you for your generosity and knowledge.

  13. Jerri Manthey March 12, 2015 at 6:15 pm #

    And in short…. U remind me to empower myself.

    Thanks David!

  14. Don Moffit March 12, 2015 at 9:26 pm #

    It’s because I trust you, David.

  15. Justin S Barrett March 13, 2015 at 5:07 am #

    I click, read, and pay attention because I’ve learned through absorbing some of your other materials here that you’re a trustworthy source of solid guidance. I also like how you keep things short and sweet. Some other folks out there also have regular newsletters and updates, but they feel like massive tomes that I need to set aside a lot of time to absorb effectively. You, however, are one of a few who have embraced the idea that smaller is better. A newsletter or blog post doesn’t need to be massive to be effective.

    Why do I think you offer what you do? Because you care about this industry and the people in it. Yeah, you have a business and want to make money, but if you didn’t care first, you would have had little-to-no desire to build the business. This exists because you care, and it thrives because you care.

  16. Dirk Thompson Hunt March 13, 2015 at 8:11 pm #

    It’s simple and straight forward David.

    I VALUE what you have to say and share.

    I trust your KNOWLEDGE.

    I PROFIT from what I learn from you.

    Thanks for everything you do for everyone of US.

    Dirk Thompson Hunt

  17. Emma Clark March 16, 2015 at 2:17 pm #

    I always look forward to reading anything from you, David, because it consistently contains highly useful and valuable information for me, and I also enjoy the entertainment factor, a.k.a., just you being you! In other words, I enjoy how you speak to your audience as though they are your friends, not your minions.

    You seem to genuinely care about improving others’ experiences in the areas where you have expertise. You have the candor to speak straight to a problem area without any fluff, but still respectfully. I love how you don’t let others (or yourself) off the hook, and how you are always looking for ways to raise the bar in your performance, whether in front of a camera or mic, or in a process or procedure. And I love that you believe fun must be an integral part of it all.

    Your history of success, the sheer excellence of what you have to offer, how you are true to your vision regardless of the status quo, and how you are able to instill those things in others, makes working with you a very empowering decision.

  18. Melissa Malcom February 26, 2018 at 5:14 am #

    David, I started reading because you took the time to get to know me at a conference and because I know I can learn more about being myself on camera from you. Your blog doesn’t focus on being on camera, but I always read it because it’s just so darn funny and well-written. I’ve picked up some good tips that still benefit my non-VO life. Keep it up. I’ll still be here.

  19. Arnold February 26, 2018 at 6:25 am #

    Hi David.

    My why is because you’ve made a living out of your creativity, and you’re easily accessible. I want to follow suit and pass on my own brand of knowledge, as well as, legacy.

    I tried the corporate route, with the little amount of time I spent there, and it just didn’t work out for me. Whether I quit, got fired or never even got past the application-to-interview session, there was no longevity. Based on my track record, creativity has been my main money maker, and I do want to provide a service as a voiceover artist to add to my repertoire.

    In a nutshell, that is my why.

  20. Jennie February 26, 2018 at 8:08 am #

    I clicked on the link because experience has taught me that more than 50% of the time, these blog posts contain valuable infoirmation about VO that I did not previously know and is directly relevant to my burgeoning VO practice.
    I think you offer this teaching and coaching because you have a mission to teach, and because you have consistently gotten positive feedback for this kind of sharing. It’s a self-perpetuating positive feedback loop between you and your clients. I have my own mission to teach (in another field) and I recognize the impulse; you have developed it into truly impressive business.
    Interesting that you ask why I pay attention to what you have to offer. In fact, it took a lot of convincing for me to begin working with vo2gogo. I had never participated in any online learning, and I feared that vo2gogo would be a scam to take my money, even though it was recommended to me by a friend who is on your faculty! But you and K-E took my concerns seriously and I truly appreciated that. I took the leap of faith, and learned SO MUCH by taking a number of the online VO courses you offer. Your feedback on homework was on point and your turnaround time shockingly fast. Your responsiveness makes me feel as if you really know who I am (out of probably hundreds of students!), and that you care about my progress. The relationship was consolidated for me when you took the time during a busy trip to NYC to visit my home studio and troubleshoot my Audacity and mic issues. That was incredible. You have proved again and again that you are a terrific teacher, a committed partner on my journey, a fount of knowledge, and completely trustworthy. That is absolutely incredible. I feel so incredibly supported by you and K-E as I move forward with VO. You have taken me from zero to my first audiobook, which I am LOVING.
    What you have to offer matters to me because it is substantive, methodically organized, a truly complete curriculum which has taught me about VO from nothing; and because everything that you offer online is backed up by your reliably interactive human presence. You have proven yourself again and again as a trustworthy mentor. And that is my “why” in a nutshell: your combination of trustworthiness and your ongoing mentorship.

  21. April Sugarman February 26, 2018 at 9:06 am #

    I’m here for the following reasons:
    1) You are just as savvy in the business of VO as you are in the skills of it and I know that I need both to succeed.
    2) You offer a lot of free advice/information through blog posts and videos and that information is really solid in and of itself — not just a tease to get me to pay for something.
    3) The classes I have paid for have paid for themselves by me taking the information I’ve gotten and applying it and making money in the VO world — the information is highly relevant and very complete.
    4) Most importantly, I trust you. It’s clear you really want to help others. You answer emails and respond to FB posts — you are a solid source of knowledge and support.

  22. Dina Wilson February 26, 2018 at 9:24 am #

    Because you have awesome insight and a great attitude. Your no bs approach is fantastic but it’s obvious you care about your fellow actors and their success. Thank you!!

  23. Shirley Smallwood February 26, 2018 at 9:36 am #

    You pull no punches or sugar coat any of your newsletters. When I get so frustrated or down in the dumps about the VO business, your articles always uplift me. When other folks ask me “how to get into the VO business?”, I tell them that there is nothing I can tell them because I am still learning myself and to check out your newsletters and sign up if they are really that serious.

  24. Chris Ansoff February 26, 2018 at 10:32 am #

    I joined Vo2gogo as a newbie to the field of voiceovers but something I always wanted to explore. I was impressed with the depth of information the Vo2gogo course offered. I was also impressed with you on the vast experience you had and that you were willing to share that with others. Since starting the course and taking the ACX master class, I have realized that I (and everyone else working with you) am extremely lucky to have found you as a teacher, coach, mentor. I know that you are giving me the real deal on all aspects of the business. Therefore, I want to read any messages from you as I know it will contain important information for me.

  25. Trev February 26, 2018 at 11:00 am #

    I admit: I came for the VO training. I stay to learn from your exemplary leadership, and personal and business practices.

    • David H. Lawrence XVII February 26, 2018 at 12:40 pm #

      That makes me so happy! Thank you, Trev!!

    • Tonya Cornelisse February 28, 2018 at 8:49 pm #

      same as Trev!!!! yep.

  26. Patricia Napolitano February 26, 2018 at 2:16 pm #

    I don’t think I can say this as well as the other answers above but here goes.
    I have always had the itch to act or perform in someway, but just never felt I had a clear path to run on. Now I think I may. There are other VO courses and teachers and just about every one offers something of value. But almost all are incomplete, focus on just one aspect of VO. And very many are overpriced, sometimes costing way more than than you for much less. But most importantly, your advice and info are practical, achievable and necessary, I guess that’s because you are a successful VO actor yourself. I feel you are an actor who teaches, not a teacher of acting. I also feel you really try to help and support your students. I love how organized and complete your courses are, and I would love to be as organized and expert as you.

  27. Valerie February 27, 2018 at 7:13 pm #

    I read your posts because I value your experience, knowledge and intention. You are successful in your field (to put it mildly) and genuinely enjoy setting your students up for the same. The work and feedback you give is patient, through and honest.

    Cheers to you sir.

  28. Karen Merritt February 28, 2018 at 5:23 pm #

    I value your experience, perspective, and genuine care for my success! I value the fact that you are accessible, and that you created a comprehensive program that addresses the many opportunities available in voiceover, and you give me the practical steps to get there. You treat each person with respect, and do not belittle others (which I’ve observed other voiceover instructors do). Your feedback is honest. You are generous with your advice, and go above and beyond to help your students achieve the next level. I think you offer this information and coaching as a service to voiceover artists who want to be much more successful in their work. You have a wealth of tools available to your students, and you constantly add to that tool box as industry and technology needs change. There is a fee for the classes and workouts, but I can vouch that you provide above and beyond the classes you provide by way of your generosity in help, advice, and commitment to excellence. I have been able to grow and advance in my career because of all the help I have received from you, and the monthly classes have given me a structured way to consistently hone my skills in the three areas of voiceover — the art, science, and business. I highly recommend your classes to anyone!

  29. Wes Melton March 1, 2018 at 4:38 pm #

    I did not click on a link to get to this page. I use a tool (Rehearsal Pro) you provide and have found that to be so valuable, I figure you have something that I can tap into to help me advance my career. While I haven’t taken advantage of your paid classes, the advice and tips you give out freely have helped me tremendously. I suspect your reason for doing this is the joy many teachers find, watching their students light up when they finally get a concept or learn a new skill. Keep it up!

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