When I first starting working as a virtual assistant, I did what most do and created a laundry list of services that I offered and marketed myself as a virtual assistant that supports small businesses owners with their administrative needs.
I spent hours marketing every day. One of the biggest struggles amongst virtual assistants (and for any just about any freelancer) is finding their first client (and then the 2nd, 3rd, and so on). When you are competing with thousands of other virtual assistants who do the exact same thing as you do, and some overseas are charging rates like $5/hour, how can you compete?
The answer lies in how you market yourself and more specifically how you infuse your marketing with your personal story.
In today’s world, consumers are hit with marketing campaigns at a frenetic pace. On the radio in the car we hear advertisements. On Facebook, we see ads in the sidebar and in your news feed. We get random emails marketing some “amazing offer” that we never opt-ed in for. Let’s not even begin with television ads.
Then comes you.
You’re a virtual assistant, you’re vying for the attention of your ideal clients, and those ideal clients are inundated with marketing campaigns every day, just like I mentioned above. Because of the internet our attention spans are shorter than a goldfish! That means you have to work smarter, not harder to market your business.
So how can you rise up above the noise considering the average human’s attention span is…..oh, look a bird! The answer is you must tell a story. An inspiring, emotionally provoking story that connects your prospect with you immediately.
How do you tell an emotionally provoking story about your virtual assistant business?
I’ll start by telling you what not to do.
Do not write a story on your home or about page about where you born, your hobbies, how you love your children and go to church on Sundays and how much you love being a virtual assistant and helping small businesses get more time back in their lives.
Instead, start telling stories about the very issues your ideal clients face. But not just any story will do. Wrap that story up in a way that makes is personal for them.
Stories have the power to overcome any objections that your prospects have about working with you because throwing data (like a rate comparison calculator – I’ve seen these a million times) at them won’t convert them. It will bore them. They see hiring a virtual assistant as a risk and you have to overcome their fear of that risk.
Your job is to tell them a relatable story about how they are struggling in their business and want more than anything to get support but they are afraid to hand over their business baby to someone else for fear of losing control.
Tell them a story about a time you felt overwhelmed and describe that overwhelm with powerful words. Talk about the pivotal point in your life where you knew it was time to make a decision to move forward or stay stagnant and then paint the picture (again with powerful words) about the journey you went on to get from complete overwhelm to where you are now.
Show them through the power of your words the powerful transformation you experienced because you took a risk and made the changes to achieve your goal. Because let’s face it, creating your virtual assistant business was your big risk and you did it and THAT is a story worth telling.
Why is this so important?
The reason why marketing your business through stories is so important is that we as humans are rigged to zone in and focus when we hear a good story. It’s in our DNA.
Stories are relatable and we remember more information about a person when we hear them tell us a story. Here’s an example of my own personal story and how I can turn that information into marketable copy to convert prospects into clients.
“Back in college when I was a graphic designer major I had a complete and total breakdown one night. It was one year into my studies, I freaked out and was anxiety ridden about my future as a graphic designer. My left-brain kicked in and said, Reese, you can’t be creative every single day of your life, you need systems, structure and checklists.
I knew from then on out that my passion was in left-brained business creation systems, not in right brained creative projects. That’s when I left my major and took up business and years down the line I’m glad I did because I worked in a support role for some of the most successful CEO’s at Fortune 500 companies and an international venture capital fund. My heart was in the right place, making the magic happen behind the scenes of some of the biggest projects ever.
Let’s come up with your story! Leave me a comment below so we can show your next client why you’re the exact virtual assistant they need because there isn’t anyone in the world that has your skill set, life experience and personality. And THAT is a story worth telling.
Learn more about Reese's company here!