You've spent plenty of time perfecting your craft, trying to catch every role that comes at you. Now you've hit a dry spell and you aren't sure why. Maybe it's time for a different approach. All the big players in VO say you need to find your niche, but what is that? Simply put, it's the thing you are better than anyone else at. It's the role people are going to come to you for, because you are perfect for it. It's your main selling point of your voiceover business. So it's time to figure out what that role is.
For me it wasn't hard, I simply realized what I'm getting paid for most often. Turns out people really like my 90s Kids' Commercial sound, and my other high-energy characters. How did I become so certain of that though? Well I spent plenty of time doubting myself and being unsure of who I was. For a while I was a terrible judge of myself. Everything I was doing was terrible, in my eyes. So I turned to a friend.
I asked my friend to describe me, not my voice. Me. He told me exactly what I needed to hear. So If you are having a hard time figuring out what your perfect role is, try asking a friend.
Finding a character type that you do a lot is a great way to nail down your niche. Typecasting yourself might seem like a self-limiting thing to do, but It's the perfect way to ensure that you are getting more work. There's no law that says that once you are typecast you can never do any other roles. Keep seeking out those other roles while you are doing the one that everyone agrees you're amazing at.
It might take some trial and error to nail down. You'll know you've found it when people are coming to you in droves wanting one type of character or role. This works for both character acting and commercial voiceover. If people are coming to you for that one specific thing, then you know you are doing it right.