Archive for March, 2010

Blue RibbonOccasionally, I receive emails from virtual assistants seeking advice regarding how to start their businesses. I suggest the usual; create a good website, craft a solid business plan, open up social networking accounts and have concrete business policies and contract documents in place but my main piece of advice is to join Virtual Assistant Forums (VAF) www.VirtualAssistantForums.com

And that suggestion is often met with surprise!

My reasoning is simple. When a new virtual assistant joins a community specifically designed for the virtual entrepreneur she/he will find all of the necessary answers to starting a new business. However, VAF is not only a ‘think tank’ for virtual assistants. Through participation, a new virtual assistant will receive the personal and professional support so necessary when jump-starting any new business.

As there is no ‘magic bullet’ to being a successful entrepreneur; there is certainly no reason for a new virtual assistant to go at it alone.

A winning virtual assistant business needs a strong starting point. VAF is available to all virtual assistants right out of the gate; from the sound of the starting bell to the finish line.

Most importantly, VAF is as vital to the continued success of a virtual assistant’s business even when the practice has been established. As the entity grows, an entirely new set of business situations occur. A concrete foundation is key to maintaining the momentum. So a VAF membership is beneficial long after that first client has been signed.

By nature, we are social creatures seeking out others with the same common interests.

Just by ‘being’, we are automatically part of a community called the human race. Within that structure we are part of other communities which centers around being a part of a family. As parents, we become constituents of the clubs we join such as PTA/PTO or Scouting groups. Many are members of our homeowners associations, of weight loss groups, the local gym and of chambers of commerce and hobby clubs. If we patronize stores we become members of a store’s reward and coupon programs. When we own pets we are members of pet-owner communities. It is our nature to gravitate toward each other when we find commonalities.

You may have heard that, “The whole is greater than sum of its parts.” Groups are often capable of producing higher quality work and make better decisions than an individual working entirely alone. So when a virtual assistant posts a problem or a need on VAF, often several members will offer an array of solutions.

Noted American psychologist, William Schutz introduced a theory of interpersonal relations called Firo: A three-dimensional theory of interpersonal behavior, which defined three reasons humans join groups: inclusion, control, and affection.

Without sounding terribly scientific here, a membership to VAF fulfills all three of these needs. VAs can feel included by participating in discussions. VAs feel in control when he/she offers expert advice while the need for affection is fulfilled when a member compliments another for a job well-done.

Any virtual assistant who wants to start their own business needs the support of those who have been in this business before. There are no better teachers than those who have spent nights wondering where that next client will come from. Virtual Assistant Forums is THE community where a VA can join and participate at any stage of progression.

And, we have fun on VAF. So it is not all about being so serious.

For example, Virtual Assistant Forums currently is celebrating its 3rd year in the virtual universe. Boasting more than 3000 members, several associates have joined together to form a planning committee to facilitate contests for all to enjoy. This year’s birthday theme is “Best of…” so members can nominate the ‘Best VA Business Blog’ or ‘Most Helpful Member’ or ‘Friendliest Member’. And, the prizes are phenomenal! Need an iPod Shuffle, a Genus Mouse Pen Graphic Tablet, a copy of The Toilet Paper Entrepreneur by Mike Michalowicz, a new Facebook Fan page, a new WordPress blog? This is just a small sampling of the great prizes to be presented to the winners. During VAF Birthday Bash Week, scheduled for April 19th to 23rd, three prominent authors and speakers will join members for free chats where drawings for even more prizes abound.

Another great reason to join Virtual Assistant Forums is to market your business even when you are not online to actively promote. Potential clients have access to the forum and can read the posts the virtual assistants create. If a client is seeking a WordPress virtual assistant and you have answered a question about WordPress, a client may find you and decide to make contact.

And there are the many virtual friendships formed on VAF….

Virtual Assistant Forums is a community where friendships are made every single day. Join a group such as Florida Virtual Assistants or the VAF Mentoring Group and now you have entered a subgroup of virtual assistants with whome you can have even more in common. Many VAs schedule to meet face-to-face through these subgroups.

Do you have a blog? Submit your blog feed and your posts can be showcased on the forums and indexed by the search engines for even more exposure.

If you have an e-newsletter there’s a VAF thread for that. Would you like to take a class but do not know which one is best for you, there’s a VAF thread for that.

Interested in live chats from expert bloggers, authors and social media experts? Check the VAF calendar and log on for that.

The absolute easiest way to become involved is to simply sign onto Virtual Assistant Forums and introduce yourself. Tell us about your business. You will receive a warm welcome and links to some of the best ‘getting started’ threads. If you have a specialty, we would like to hear from you.

Virtual Assistant Forum members are there to share, to learn and to just be ourselves. A few minutes a day and your VA batteries will be recharged.

And no doubt, one of the best perks of all to join is that Virtual Assistant Forums is that the membership is completely Free!

Axe Body Spray by Unilever“What IS that smell?!” I exclaimed.

Aghast by a strange, strong odor; my olfactory senses deemed this to be a combination of locker room sweat, cheap men’s cologne and something else indefinably carnal. I swiftly grabbed a nearby towel to cover my nose so that I could breathe!

I walked into my 14-year old’s media game room after his friend had left from spending the night expecting the more familiar ‘teen spirit’ aroma of stale popcorn and dirty socks. Appreciating that both pubescent boys had played physically interactive video games and watched ‘Ghost Adventure’ reruns until the wee hours of the morning, the over-offensive odor on this day was much more than I expected.

My son explained, “Mom, that’s Axe’s body spray. Everybody uses it.” I replied, “You mean people actually buy this product?” He nodded with a sly smirk.

It took several washings of the bed sheets and airing out the room with windows wide-open for a few hours until the odor finally subsided. Once my head and sinuses were clear, I decided to do a little research about this product that so appealed to teens. I was intrigued.

Who would spend money on this primal body spray? Why was it so appealing to teenagers? What is the name of this company who hit upon such a sure hit? It behooved me that teen boys were even using a body spray.

A little Googling and I found out that coincidently CBS Sunday News was running a report that weekend about the phenomenon of Unilever Company’s multi-billion dollar personal hygiene products, so I threw on the DVR to watch and record for later.

In the report, Axe brand manager Mike Dwyer explained, “Our target market is really 18-24.” He said that this age group is thinking about, “…gears and gadgets; sports and girls.” Even though my own son and his teen friends were classified in a younger age group, I was well-aware that 14-year old boys were thinking about the same topics as the adult young men; particularly girls, which explained why these products were equally as enticing to the younger crowd. Sales of men’s hygiene products, although marketed to 18-24 year olds now found its place for the 13-17 year olds simply by appealing to similar needs.

Hmmm….So Unilever found a niche market and then found a subset niche market for the same products! Clever! I find this particularly interesting because this subset (13-17) has largely been ignored by personal product manufactures until now. Further, body sprays are typically marketed toward women and girls! (I have never known a man to spray anything other than deodorant.)

As a marketing virtual assistant, I am intrigued when companies open-up products to new markets and shake up the status quo. I recall a line of garden tools for women was presented in the 1980’s which were designed for the softer, smaller hand; I thought then as I do now, that this was ingenious.

I am reminded of a humorous niche marketing situation on a Seinfeld episode; Kramer and Frank Costanza disagree over the name of a brassiere for men. (Kramer wants to call it the “Bro”, Frank Costanza wants to call it the “Manziere”) Both men want to market a traditionally female product to the male population albeit, unsuccessfully. But the same concept was applied. Market a product and then find more markets interested in the same item. Eventually, the item becomes so popular that it become its own brand name.

So what does Axe body spray for teens have to do with being a virtual assistant?

It has everything to do with niche marketing and branding. The Axe body spray is referred to as simply ‘Axe’ much the same that Kleenex is synonymous with the word tissue and the Jell-O name with gelatin dessert. When the name brand is used as the title of item itself, branding has reached its pinnacle.

A marketer’s dream!

“Please hand me a Kleenex” or “I’ll have the green Jell-O” are often the norm rather than the exception.

And this means that specific consumers will go directly to that product name when they need it.

That is what every business owner wants, including virtual assistants.

When the time is right and a client needs a marketing virtual assistant, I want to hear, “I’ll call Janine from Your Virtual Wizard.”

So I asked myself two questions, “Could my own target market be honed down to appeal to specific group of people much the same as the Axe body products appeal to the 13-17 year old market?” Could my company name then become the ‘go-to words’ once that target market is reached?

I want to be just like Axe body spray for the teen subset.

So I drew a simple bubble graph. Much the same as most virtual assistant companies, my market are small business owners. From that group, I offer my services exclusively to coaches. But even that market is quite broad. So I dug my heels in and sought out types of coaches; my subset. Life coaches, career coaches, healthcare coaches, nutritional coaches, marriage coaches, relationship coaches…and then suddenly my clientele became wide-open. I hit upon my own section of my target market much the same as Axe did with their body spray product.

But Axe body spray is not the only player in the competitive personal product division anymore. According to the report, Old Spice and others also offer body sprays to young men. But Axe has held strong to 80 percent of the share as they were the first company out of the gate.

“Could I offer a virtual assistant service which was so unique that my competition would scramble to imitate?” I’m not first out the gate. That would be difficult.

Tough question but the answer is rather simple. I am the unique product. There are other virtual assistant companies but it is I who cannot be duplicated. I may not be the ‘first’ and I am definitely not that last VA company to open but I am one-of-a-kind.

It is up to me to market my personality, my accuracy, my creativity, my skills and my tenacity…all the things which make my business stand apart from all others.

This exercise helped met to decipher my subset target market which now opened up to a much wider audience than I had before. I came to understand further what it is that makes my company its own brand. That would be me. I am the brand. I am Your Virtual Wizard.

Do I smell more business?

Understanding Non-Email Communicators

magic emailLately, I have had to practice a bit more open-mindedness when using email to communicate with non-email users. These are folks who are experts in their own industries but do not use email as a major means to communicate.

In my virtual assistant-world nearly all of my communication is through email but ‘on the outside’ I know there are many who are not familiar with email protocols. And that is OK.

After receiving several ‘iffy’ emails of late, I needed to rethink my reaction to non-user correspondence and view these messages from a special perspective. In other words, I did not let a ‘knee jerk’ reaction prevail when email etiquette was not applied.

Language is a learned skill. We speak what we have been taught to articulate. Vocabulary improves and increases as we age. Understanding and using proper email etiquette is no different than learning a language. Email users learn what is correct to communicate through practice and experience. Crafting a good email, which gets a point across in a manner that is pleasant, respectful and clear is a learned skill.

Lessons Learned

1) Appreciate first that people are experts in what they do for a living. Everyone has a specialty. A business owner may not use email as their main means of communication and without practice, they might not understand email protocols.

If you receive an email from a business owner who sends the message in ALL CAPS, I say, ‘let it go’. I tend to believe that the individual most likely does not know that ALL CAPS means ‘shouting’ and should not be used in an electronic message.

I received a notice from my Home Owner’s Association the other day written in ALL CAPS. The information was a directive so I only envisioned while reading the document that the sender was standing at a podium with a megaphone screaming this message to the entire neighborhood.

I am sure that was not the message this person wanted to send but it came across that way. Unfortunately, I do not remember what the message was about but I do remember the use of CAPS. Not only is this format difficult to read and interpret but the message can be lost through the use of CAPS.

Most know that CAPS is shouting but never assume that everyone understands this very basic rule.

2) People who do not use email might not understand that body language, facial expressions, fluctuations in voice and in tone can not be sent through an email.

For example, I emailed someone in academia who is best at being a teacher. I asked her about a date for a project and expressed my concern about this date. Her reply was, “I am not concerned about that date!” When I first read the reply, I read this as a negative message. However, after careful thought, I gave the teacher the benefit-of-the-doubt. I believe she was being matter-of-fact which often is the type of message better expressed verbally than through email correspondence…

Some messages should not be sent through email and it is best to pick up the phone and have a good, old-fashioned conversation.

Unfortunately her response left doubt in my mind which is what any good communicator does not want to do.

When objecting to a point through email it is best to qualify the message, first, with a positive thought. She might have said, “I appreciate your concern for this due date being so late but such-and-such date might be a better choice to finish the project.”

3) Using the standard true type fonts such as Times New Roman and Verdana are standard for a reason. Not only are these fonts simple to read and easily interpreted by most word processing programs but they are less distracting than fonts such as Comic Sans or Scrap Kids.

I received a business email in the form of a quote from a pool dealer written in Scrap Kids. The font was changed to red which also meant that I had to strain my eyes as the color was an enormous distraction. Red means ‘alert’ or ‘hot’ but the contents of the message did not match the urgent nature of the font color.

I suspect that this business man thought that by adding color and design to his emails, I would be impressed with his creativity.

That was not the case at all and I ended up contracting with another dealer because even though his quote was competitive, I felt his presentation was unprofessional.

My Own Lesson Learned

Even with my many years of email experience, I am still learning to fine-tune my own electronic correspondences. I found that I needed to be more aware of who I was emailing before I hit send.

Several months ago, I was corresponding with an expert blogger. This individual reads many, many blogs per day and writes as many blog posts. Blogging is his livelihood. I was sending him details in an email I carefully crafted because I wanted him to know everything contained in one document. I did not want to repeat myself later.

After I sent off my detailed explanation, he replied with a nice ‘thank you’. Well, the time came for me to work with him and he sent me several emails asking questions about the information I so carefully composed in my original text.

He did not retain any of the detailed instructions I sent to him.

I realized later that this person reads emails by scanning them for keywords. He reads quickly. As a blog expert, he leaves himself no time to absorb detailed information. What I should have done was to bullet some of the major details in a scanable format. I know now to think about by whom my email will be received and adjust my message to be better served with a different reading format.

As a virtual assistant, I have to be ready to receive and send communication in ways that I least expect. I made myself more aware that non-email users do not always know the rules of email etiquette and have made behavioral adjustments accordingly.

thank youI am often asked for my opinion about how to do something. It is the nature of the virtual assistant business. Having worked on a variety of projects, people believe I can either answer a question or at least give them the tools to find the answer themselves. I’m OK with that. I like to help.

I opened up my email Inbox today and found seven emails from people looking for an answer about how to do something. It took about an hour to get through all the responses and I was pleased to have answers to everything asked.

Of the seven, two responded with a ‘Thank You’.

Was I looking for a ‘Thank You’? Well, yes. It would have been nice. It would have been a validation of my efforts. Given the low response to the favor, a ‘Thank You’ from anyone actually would have helped that person to stand out from the crowd. This small gesture might have helped them receive future favors from me on a priority-status. That’s not to say I will dismiss their future requests but I might put the favor on a ‘low flame’ given the limited hours in my workday.

So why did only two people take the time to type two simple words and hit the ‘send’ button?

5 Reasons Why People Do Not Send a Thank You

1) They simply do not have good manners.
2) They take my good will for granted. They got what they wanted and as far as they are concerned, the query has ended.
3) They can not find the time to thank me.
4) They do not realize the value in a Thank You.
5) They forgot or they do not care, or both.

5 Reasons Why People Should Say Thank You

1) A Thank You shows appreciation for the time I took to handle their question. Very simple and very obvious.
2) They have good manners and their mother taught them well. A Thank You is automatic; without a second thought as it should be.
3) A Thank You is remembered by people who, in turn, are more likely to help them out in the future.
4) Finalizing an email with a note of thanks is indeed the proper way to actually end an email. It is a way to leave an appropriate ending to a piece of correspondence. A favor which is not ‘settled’ with a Thank You is the same as telling a story and not having a final solution or an ending to the tale.
5) The absence of a Thank You can mean that the efforts were not appreciated. You may have appreciated the favor but no one will ever know.

However, the bonus reason why people should should say ‘Thank You’ (drum roll, please!) is that performing this simple gesture is nearly FREE to accomplish which could reap benefits that might become profitable in the future.

The next time I open my Inbox and find several inquiries, I will respond to them but tucked in the back of my head will be the names of those who took a moment to appreciate my time. I might not spend an inordinate amount of time answering their questions because my time is valuable. I might steer them in the direction where they can find their own answers or I might wait to respond and do so only when my work hours are light.

Those who thanked me though, may get a faster response.

It’s human nature.

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