0337 | Jodi Krangle

Hi, this is jodi crangle@audiobranding podcast.com and you're listening to EA interviews, EA interviews.

Episode 337, inspiration, transformation, success stories and the imperfect action round. Seven days a week. Join Mario Ficcini for today's Expert Authority effect interview. Expert Authority World. Have you ever thought about the power of sound and how much it influences our buying decisions in our daily lives? I am super excited to have none other than Ms. Is voiceover artist herself Jodi Krangle on the show and she has done some of the most amazing work I've known the past few years. And she doesn't even know this, but I've wanted her on the show for over a year now, year and a half. I didn't tell her this, but she is phenomenal and I'm going to. They keep moving. There's so many of them here. She has worked with places such as the American Red Cross, Ashley Bayer, Bissell, Bose, Cambria, Capri Sun, Jasper Dell, Kraft, Charisma, Joe DiMaggio, Jenn Air, HGTV. I'm trying to read this Joe to your website. I could speed up right now, but Global, Frito Lay, Elkhart Depend, Marriott, Nestle. Suffice to say, she knows what the heck she's talking about and the way she talks about it is is so phenomenal. I'm gonna bring her up right after we thank our sponsor. Every business needs a book, including yours. And that's why I'm launching my new book to help you, regardless of where you think your current writing abilities are. Visit eapublishingmethodbook.com today to learn the seven steps to publish and promote your nonfiction lead and profit generating business book in eight weeks. Once again, that's EA Publishing Method Book.

Here she is, ladies and gentlemen, the lovely Jody Crangle. Jody, how are you feeling today?

I'm doing great, Mario, how are you doing?

I'm doing a lot better now because I get to talk to you live and I love seeing your stuff. And you didn't know I was throwing that sizzle reel in there, but I just was like there's no way that I felt even my intro could do you justice. And as I was watching the sizzle reel, there was about 14, 15 more places you've helped out. I mean it's phenomenal. I want to know why did you get into.

Voiceover and what tell me about the power of sound.

Well, the first time that I had an experience with it was in 1995 when I volunteered my time at the CNIB, which is the Canadian National Institute for the Blind. And I was reading magazine articles onto reel to reel tape at the time and it was a lot of fun and I really liked doing it. And I liked the reason, you know, doing something to help others with the power of the voice, which I thought was very important. And I liked the tech of it almost as much as I liked doing the voicing itself. So the bug was bit and it kind of percolated for a little while actually, because I didn't actually end up getting into the industry until 2007 and then it was just nothing was going to stop me.

The power of sound. I mean like I talk about audio branding because it is so important for companies, especially these days, because we're all inundated with the visual so much and it's just so much noise at this point. The Internet, you know, everything that happens, all of the things that are assaulting our senses on a constant basis of all of it, sound cuts through, it actually makes it through everything and it hits us really hard, really viscerally and it gives us the emotional context of what we're seeing.

I couldn't agree more. And one of the examples I have used ever since I was a wee youngin. I have always loved video, I've always loved cinematography and I'm sure it never shows with anything I do. I am a very visual creature. I'm extremely visual. And the example I give, whether it's on stage or in my books or whatever, is imagine watching let's say Jurassic park or Titanic. Without sound.

The special effects don't matter, the colors don't matter, the acting don't matter. Or Die Hard, you know, a military movie like Battleship, semi military, still cool. Transformers, all this is happening and you're just like eh.

But you, you can have the visuals off and shut your eyes and you can still transport me through the audio experience. How do you do that? Because not everyone sounds good.

Some people should shut up a lot more than they talk.

And I think people like you should be given a bigger platform because you bring so much to the table. How do you make this connection about not just talking, but just bringing the transportation and really bringing someone into that moment.

Well, thank you, first of all. But secondly, I think it has to do with authenticity and the way that you are able to be authentic when you're performing a script is something that you get coached, reaching for. So being a voice actor isn't just turning on a microphone and recording on your computer. It's a lot more than that. Especially if you're going to represent a brand, you have to be a similar sound to what they want to present to the world. You are a part of their audio brand and that's important. So there's that aspect. But especially now in this day and age, people are so fed up with fakeness. People's BSO meters are so high right now that if you don't bring some genuine part of you to what you're doing, people know and they just tune you out. So you have to be a good partner for your clients, first of all. But also you have to bring that authenticity so that when you're performing something that represents their brand, people can connect with you and it looks like and sounds like you actually care what you're talking about.

Yeah. Imagine that. People actually caring about one another. That's a revolutionary idea and something we need a lot more of 100%. And I think companies, there's been a bad rap over the years, at least. This is my take on it and, well, it's my show, so I'm gonna share it.

Go for it.

I feel like people have acted maybe prior to Shark Tank coming out in 0809, that companies were the bad people, but the reality is the company. And I'm not saying they're all great. There's some horrible people out there that shouldn't be given a company or a platform. I think I said that about six minutes ago. But I feel like in movies and stuff, there's always the bad, evil corporations, this and that. But if you think about it, the companies and, you know, they're the people who drive everything forward. They're the ones who give us the clothes. I was gonna say the wheels, the cars, the, you know, Marriott. Fantastic company. I wouldn't want to be sleeping in an underpass versus a pool in a luxury hotel. I mean, given the option, if you ask me.

But I feel that so many of the companies, the good ones, it's the only ones I want to associate myself with, they don't convey. I talk to a lot of the CEOs behind closed doors, on the phone, in the meetings, and what they're telling me, and it's why I love helping them with the marketing and their business books, is because it's like what they're telling me and like, what you're sharing with me now candidly, may or may not be reflected to the world. And what I'm hearing is you are saying you need to have that inside reality match the outside perception with the audio. And what you're trying to convey in the snippets in the commercials, in the advertisements. Is that correct?

Oh yeah, definitely. And I think part of what people are running into right now is that companies are using the same background music that they got from a big directory of license free music. I mean, companies that have absolutely nothing to do with one another are using the same music. I mean, how does that make sense? If you're a big company and you have, you know, a logo that everyone recognizes, you use certain colors, you use certain fonts, you have a book or an intranet that everyone in your organization knows to consult before they do anything in print, and you don't have any of that thought given to your audio, you're missing out on a huge way of making a deeper connection with the people who experience your brand. And that audio should follow through with the detailed decisions you've made about your, your visuals. I don't see why more companies aren't doing that. It just, it boggles my mind.

No, I understand. Because when I was starting off, geez, it seems like decades ago and it was, that's why I think I was trying to say it seems like just yesterday, but it was really decades ago. No, it seems like decades ago because it was. There we go. I remember getting for video, we were specializing in video. We'll still do, but we're doing video stuff. And I got royalty free soundtrack bites in sound effects. And I remember then hearing it in Gladiator. The same one. Well, it was Sony's music collection.

And I, I get what you're saying because I was like, oh my gosh, Gladiator sounds just like our thing. Well, that's good for you, Mario, but maybe it's the other way around, but it really wasn't. But I get your point. When you have the opportunity to create like Disney's font, only Disney has that font. When you personalize, I tell my authors with this, with their books, what is your process? What is the system? What is the one thing that only you have that no one else does? And what I'm hearing is you're saying you should be doing it with the audio. So for expert authority, world listening right now, what would you say is something that they could do? Whether it's a big company, small, medium size. Because everyone has speculation on over what is a. I know I talk to people, they're like, oh, I have a small company, it's only doing 12 million this year. And I talk to other people that say I have a big company and it's doing less than a mile. Well, congrats on you for growing it to both points. But what is something that they could do right now to make that experience better for their prospects and their audience?

I think understanding who your company is is really important, not just in the visual spectrum, but also in the audio. Just thinking about it, if you have like a worksheet or something that you've put together to figure out how you made your visual logo, think about doing that for the audio portion of what you do and relate it to the way that you. That your logo is meant to evoke emotion in people. So, for instance, the International Sound Awards every year gives out awards for people who have been innovative in sound. And it's an initiative done by.

The.

Audio Branding Academy in Hamburg, in Berlin. And when they put this together, they're thinking of innovations in sound. What I saw in 2019 was I think that Costa Rica did a rebrand of their. Of like everything. But I think they did a sound rebrand. And when they did that, part of the things that they were thinking of was, well, our logo is a sun. So what does the sun sound like? You gotta sort of think outside the box a little bit because your brand has certain bits and pieces of it that make it uniquely yours and that has a sound component to it. You can bring that into the realm of audio and give that some thought and express that in a sound or a piece of music or, you know, or a voice. There's all sorts of ways that you can make that happen. It's just something to think about. And I don't think that it matters how big your company is or how small it is. I know MasterCard just did a whole audio branding rebrand because you need to know who you're dealing with in every touch point they have. And they have all sorts of these units that take transactions all over the place. And then you have Alexa and Google and all of these things that are audio only. How do you differentiate yourself? Oh, yeah. Did it start?

No, I. I love what you're saying because it's so true. And I am curious, what does the sun sound like?

You'd have to go to the International Sound Awards website and have a listen.

You have to go to the sun to find out. I'm like, yeah, right.

No, no, that would not be advisable.

But it's interesting because you could say, well, the sun to me is relaxing, it's soothing, it's calming. But for someone else who's working in it 24 7, maybe not willingly, you could say it's harsh, it's hot, it's.

Well, they're. They're a hospitality brand. Right.

So it's going to be calming, soothing and relaxing.

Well, or fun and happy and peppy. Like, you know, like all of these things. Right. The sun is bright and fun and wonderful. Right. Like this is what you want on a vacation.

So they're thinking of it in that aspect. But on the website, if you look at it, I'm sure you. I'm pretty sure that they do have the audio actually there on the site that you can have a listen to. Everyone's interpretation is definitely different. But I think in. In some aspects, we kind of have a. An archetype of these things. We understand that the sun is bright and warm and fun like that. That. I think if you said that to anyone anywhere in the world, they would probably agree that that is how they would interpret the sun.

Yeah. And the other thing sun evokes is summer. Yeah. You know, I know the sun is out in the winter, but if you're gonna say what reminds you of the sun, I wouldn't be like, oh, the dead winter. The dead middle of winter.

No, no, no.

It's there. It looks pretty in the snow and it's nice. You know, the one one day every month it comes out during the winter, especially here in Detroit. But I think of the sun, I think of the beach, I think the lake, I think of boating, I think of relaxing. Unless it's while traveling through the desert, then it's really hot. But that's where you can say, well, describe Mario to me. Well, depending on who you ask, I might be the nicest guy in the world or a complete prick. So it's important to know your brand.

Yes, definitely. Yeah.

What you want to convey, because it really is subjective, depending on who you're talking to. And I'm glad you brought in. Why knowing your audience and knowing your brand is so important. Is there anything specifically you do with your clients? Let's say it's a brand new client versus one you've worked with a dozen times.

Well, first of all, just to clarify, I don't actually do audio branding. That's not something that I do for clients. I'm a voice actor. That's what I. Oh, I understand.

I just didn't know if there was even a preliminary thing just to say, well, how do you want this to sound? And do you want me to.

Oh, yeah, definitely. A lot of what happens when I'm working with a new client is I ask them what the music is. That they might have behind the video that they're putting together, because that gives me the emotional context. It shows me what tone they're after. It gives me the idea of how bright or how.

You know, not bright that they want it to be. Even when you're talking about anything in healthcare, you usually have a hopeful tone. You don't have a, you know, down in the dumps kind of, this is what we're doing. No, you don't ever want that. People want hopeful when they're talking about weighty subjects. They don't want to be brought down, they want to have hope. So the music generally will reflect that. But there's a lot of ways that this can work. And the really interesting thing about audio branding is that when you find that signature sound, it generally translates really well depending on what instruments you use. Because you can change the instruments around the world. You don't need to have the same language to understand what an audio brand is. It's just there. We all have these human experience archetypes that is part of everyone's understanding as a human being. And, yeah, you could change the instruments and maybe you change the chords that come after one another because there are different chord progressions that resonate differently in different parts of the world. But in general, if you're making some kind of a sound of your company, it can translate no matter where you're sending it out anywhere in the world, which makes it really cost effective. If you think about it.

And you.

Bring up a good point about, you know, I've heard for years, especially while I was in band, choir and drama, music is the universal language. You don't need to be able to speak the language to understand, you know, everything's going well versus it's probably not. I mean, again with movies, I'll use Jurassic park because it's great orchestral parts and it's soothing and flowing. And then when it gets not so fun in the movie, like things go into chaos, you know, it's that deeper tone you're talking about.

Sure.

And depending on what you want to evoke and say, you know, one of the things I like to walk people through is what are you turn. How do you say what you want to say without saying it?

If we just sat here.

And didn't say a thing, what. What are we automatically giving off right now?

You know, I guess it depends on.

Who you're talking to.

Exactly. It's subjective, but. And I do want to say earlier when I said, well, depending on who you ask, I might be the nicest guy in the world. I would like to think that majority of people would answer that with the first, the former. Yeah, we all would have rectified the past. But moving along. So out of everyone you've worked with, tell me, who has been your mate? I don't want to say favorite client, but who have you been able to give the biggest transformation to? Like they really just. You blew them out of the water with. I'm sure it's everyone, but I don't know, just tell me a good story about something good, someone you worked with.

Oh, well, you know what? One of my favorite clients is a company that works with Joe DiMaggio, Children's Hospital and Memorial Hospital in Hollywood, Florida. And I love working with that, with that bunch of people because they're just, they're so appreciative, you know, which is.

Pardon me.

You're okay.

So yeah, it's wonderful working with them and the transformation of giving that hope to kids in particular and to their parents who are watching their kids go through all these difficult times.

It's transformational for a lot of reasons. And I love being their voice. It's just, it's an honor and a pleasure every time I get to do a spot for them.

That's fantastic. And it's heartwarming too because it's interesting. And this is what I wrote out before I started the show was the people I wanted to attract were obviously successful entrepreneurs like yourself, CEOs, but I wanted people with heart. And I've had people that just have the most incredible stories, much like yourself. And it's interesting because I would say upwards of 80 to 90% of them come back to something about how they help kids, how they help families, how they help the people. And it's not like, oh, our third quarter earnings were yada, yada, you know, whatever, I mean, so. Thank you for sharing that. I have one more question before we go to the imperfect action round. And you have no clue what it's going to be?

I don't.

Know.

That's exciting for me because I told you I was going to incorporate some surprises I got.

This will be the second out of the three and the other one I might add in or not. It was good in my mind, but here it is. It's the wheel of whatever. Whoops. This thing is about to fly off.

Cool.

Yellow or black?

Black.

Nice.

Matches my hair.

All right, question for you.

Uh huh.

What do you think it's gonna be?

I have no idea.

You're right. You don't. You think I'm gonna talk business or audio or podcasting.

I think you're gonna ask me some strange life question. Go for it.

Close. What is the bestest game on the face of ever?

The bestest game on the face of ever. Oh, Dungeons and Dragons. Are you kidding me?

Why? Why is it? Why is it the bestest game on the face of ever?

Because it inspires people to be creative and it helps with improv, which I need in my business. And it also helps with team building. It's a fantastic exercise for everyone playing, the person running, the people playing. It's all wonderful and it uses your imagination. That's what a game is for.

It sounds like more people should bring into the boardroom.

Yeah, actually, I think it would help.

Very, very great. I had a slight suspicion. I'm like, I know exactly what I'm asking. What do I do? Not having so much fun.

Yep. We're going to thank the sponsor and come back for the imperfect asheron. You've heard me say every business needs a book, including yours. And it's true. And that's why I'm launch my new book@eapublishingmethodbook.com so you can learn the seven steps to publish and promote your nonfiction lead and profit generating business book in eight weeks. But you know what, don't take my word for it. Take it from a few of my authors like Lori, I went from having.

An idea and a possibility to actually getting my book published.

Or Catherine, thank you for making my mom number one best selling author. Or Mary Alice, what he got done.

For me in three days regarding my book launch.

Unmanageable.

John Cody. I've worked with Mario over the phone and online and he's been very helpful in getting me where I needed to go with promoting my books.

Rocio, there's no way in the world I would have been able to do this with somebody else again. I've attempted it in the past. It didn't serve me. As a matter of fact, I ended up more frustrated than anything. So this has been a very seamless process.

Adele, if you're looking for an amazing business coach, I highly recommend Mario Ficcini or Bill Benner.

I can't make a higher recommendation than to work with Mario Ficini. He has been great for me and right now I won't work with anybody else except for Mario. Hey, their words, not mine. Visit eapublishingmethodbook.com to get your copy and I look forward to hearing your transformation as our next video success story. Once again, that's EA. Publishingmethodbook.com Jody Krangle are you ready to knock it out of the park even some more? What?

I'm gonna try even some more. Even some more. Who knows?

Who knows what's going on here?

So this is the imperfect action round. I got three questions for you. They are rapid fire answers that are less than 60 seconds. And the first one, you know what the first one is?

No.

Well, you should. I showed you the show flow. I'm teasing. The first one is what is the fastest path to the ca.

Oh, outsourcing. By all means. Because if you pass off what you don't want to do and what isn't in your best, you know what you don't do best?

Wheelhouse.

Your wheelhouse. Exactly. Yes. Very good. If you don't do that and you can concentrate more on what you really do best, you make more money. Just in general, you can concentrate on what you really enjoy. And that's where your zone of genius is. Right?

There we go.

Yeah.

Number two, what is the biggest problem you see your prospects making and the fastest way for them to fix it?

Think about your audio.

Just think about your audio. Doesn't have to be me doing your voice, but you should be paying attention to the voice that is representing you and the music that you're using and the sound effects and where you're putting them and all of that sort of stuff. It's all important.

Have you heard her? It should be you.

But I get your point and thank you for being cordial.

Number three, what is the best way to maximize customer lifetime value?

Oh, customer lifetime value. That's an interesting one.

This question will never leave the show. There's people who have, I felt answered one and two, like, kind of like, yeah, no big deal. No big deal. But some of the people, people that I thought would just take it with breeze and you just did it yourself. Yeah, that's a good one. I'm like, that is never leaving.

Yeah. So the value of. Can you repeat the question again? I'm just trying to.

Oh, thanks a lot.

What is the best way to maximize customer lifetime value?

I think being highly responsive. For instance, one of the things that I always get frustrated with people about is not answering their email as soon as they can. I really. That annoys the crap out of me. I'm sorry. People who let it sit for a day and a half and don't bother. I mean, I'm not expecting you to answer it in two minutes. I do, but I don't expect other people to do it.

I'm glad we're on a personal level because I actually have something in the bottom of mind that's like giving about 101 reasons why you probably won't hear back from me.

So I find it really frustrating, but I might just. I find it frustrating. I find it frustrating with the people who I outsource to. If I'm paying someone money, I want them to get back to me as soon as possible, which is why I get back to my clients as soon as possible. Because I know they don't have time to waste. I don't have time to waste.

True, true, true.

So, yeah, that's one of the biggies. You know, be fast. You don't, you don't have to take your time just because you can. You know what I mean?

No, I'm not saying take your time, but I, I know, I get what you're saying. Like, be professional about it and, you know, don't waste people's time unneededly.

Yeah, yeah. I mean, I know the advertising business works really fast. I know it does. So if I can get back to my client in 10 minutes, that just makes their job easier.

Absolutely. And I'm sure they love you for it.

I like to think so.

I don't think you'd have all the credential, the, all the credentials you do if you didn't. And I know that's part of it, so it makes. It makes sense. So thank you for that. Where would you know books? Ask about the books. Okay.

So one of the reasons I love helping authors publish their business books is because books are such a wealth of wisdom. And I always want to give more to expert authority world. What are some books that have made a big difference in your life?

That's an interesting question too. You know what? Seth Godin, just about anything that he's written, I love his point of view. I don't always agree, necessarily, but I like the way that he puts things and I like that he puts it in very bare bones terms. It's as simple as he can possibly make it. And it's in that simplicity that it actually makes more sense. That it actually makes sense that you can follow his train of thought and it becomes almost a new thought because it's so simple. That's kind of what I love about anything he does.

Yeah. Making it simplistic is there's a lot of people who can take a simple idea and make it complicated.

Yeah.

We need more people who go, okay, here's the world, here's the Point of it. Here's your job execute.

Yeah, but he just breaks it down to its bare minimum level and explains it in a way that almost makes it seem like it's an entirely new thought because it's so simple that it almost doesn't bear a resemblance to where it came from.

He's a great author and I appreciate the recommendation. Where would you like people to learn more.

About me you're talking about? Well, my voiceover website is@voiceoversandvocals.com and if you're interested in audio branding and I go through all sorts of things, so it's not all about advertising and marketing. It's also about healing and science and all sorts of different audio related topics. Storytelling, public speaking, all sorts of really interesting things. Then that's@audiobranding podcast.com and I think I'm on issue issue. Episode number 82, I think.

Okay, yeah. Well, I appreciate you saying that. And for everyone listening, just listen to her. Even when she talks, I'm like just amazed because it's so clear and concise and easy to understand and professional. You're definitely one of the best at what you do. And I want to throw in one more because, well, I can.

Okay.

For anyone listening, whether they have a podcast or not, I would like to think that they have a phone and a voicemail or an answering system or they have some sort of vocal mechanism for people to leave messages. How important would you say it is for someone to have a professional message on there?

I think it's really important and I think that the music that you put behind that voice, if you're going to leave on hold messages, going through there is equally as important. And I've said this elsewhere, but if you're a high end jewelry store and you have 80s hair band music on your on hold, that's a disconnect. You need to think about that.

That is a great point. Again, so many great points. Thank you Jody, for everything you've shared and I wish you the best. I know you're just going to take it to the next level even more.

Well, thank you. This has been a lot of fun.

All right, Expert authority world. Isn't she great? I wish we had more time, but we have another great episode here today. I'll see you tomorrow. Have a great day and God bless.

You're already the expert, but have you transformed your expertise into a tangible asset that will generate qualified leads while increasing profit for you 247 and if so, how well are you promoting it? With my new book, the Expert Authority effect publishing method. I take you through my process step by step. Visit eapublishingmethodbook.com today to learn the seven steps to publish and promote your nonfiction, lead and profit generating business book in eight weeks. Visit eapublishingmethodbook.com to get started. Now. Once again, that's eapublishingmethodbook.Com thanks for listening to today's episode. I would love to know what you enjoyed most from it if you haven't done so already. I invite you to connect with me on my new LinkedIn. You can go to it directly at eainterviews.com LinkedIn Once again, that's eainterviews.com lastly, check out the full eainterviews.com site for complete show notes, the full interview video experience, links to the resources we mentioned, and more. Have a blessed day and I'll see you on the next one.