Why Loyalty Matters

by | Sep 7, 2014 | Analysis, Voice Over Hardware/VO Software & other VO Tools

loyaltyTuesday, Apple will be making some big announcements.  There will be some new iPhone models, a new iOS, maybe a smartwatch to be revealed.  Then Tim Cook will  offer at least one or two surprises, although it’s getting harder and harder to keep secrets in the land of geek.

I’ve been with iPhone since the first device came out.  Many’s the time I looked hard at the bigger-screened HTC’s and Samsungs, and Windows phones…but loyalty won out.  The Android Universe has many advantages, and it’s clear they’ve taken Apple to task in the marketplace.  I reserve the right to switch to any competing product at any time, but here are some reasons why it pays to be loyal to your device brand or OS:

  • COST  Moving to a new device brand means:
    • new apps
    • new peripherals, cases, cords, cables, plugs
    • new 3rd-party software add-ons
  • FAMILIARITY  Moving to a new device brand means adjusting to a:
    • different culture
    • different websites, support, billing
    • different mind-set
  • TIME  Moving to a new device brand will mean:
    • time spent learning new methods, keystrokes, and shortcuts
    • time spent adjusting to the way the company responds and supports
    • time lost in errors of old habits
  • DEPENDABILITY  Moving to a new device brand calls into question:
    • your ability to adapt to a new universe/approach/corporate environment
    • whether you’ll be comfortable with battery life and operating system
    • how often the new device cycles through updates
    • the quality of craftsmanship in a new offering

Playing the devils’s advocate here, there’s no guarantee that a new model in the brand you’re loyal to will be absolutely consistent with the quality you’re used to.  Remember the issue with the iPhone 4 antenna?

And yet, there’s a certain expectation…and understanding of where the company’s been and where it’s going, when you stay loyal to a brand.  The corporate culture has a vested interest in maintaining your allegiance, and that is often a key bargaining chip in negotiation support (if you can prove your longevity as a customer).

People seem shocked when they find out  I am, and have been, a loyal Microsoft computer user since 1991.  I’ve LIVED every iteration of DOS and Windows, and I’m absolutely facile, confident, and comfortable with the OS.  You could call me a loyal Microsoft customer…exuberant even.  The thought of going to a competing OS at this point is no more likely than my buying a Ford.  Er, sorry… no problem here if you are a loyal Ford owner or Apple computer user.  I salute your devotion and patronage to the product of your choice.

How does all this relate to voice-overs?  Well, aside from the obvious need for us all to use the digital tools that help us with our work and business, you might want to consider whether loyalty is working for you in these areas of your VO business:

  • Microphone, Pre-Amp, cables
  • Agent
  • Favorite Social Media platform
  • Accounting, CRM, or calendering software
  • Marketing strategies
  • DAW
  • Coach
  • Demo Producer

 Apply the four filters of Cost, Familiarity, Time, and Dependability to the above factors to determine the return-on-investment for your allegiance to the brands you’ve been using.




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