Archive for April 8th, 2008

The Result of Our Industry’s Poor Marketing Message

Reason number 151 to ditch the virtual assistant term.

Came across a horrible press release about our industry (and of course, it’s written by some bozo who’s not even in our industry).

Here’s what the quote box said:

“Virtual assistants are the low-cost, low-commitment way to start getting some of that suffocating, time-sucking work off the desk, and into the hands of a professional who is trained to get it done correctly in the least amount of time.”

In the one breath, this guy says we’re “low-cost, low-commitment” while at the same time calling us professionals.

If someone is a professional who is “trained to get the job done correctly,” guess what? That’s going to cost something.

And working with clients who don’t make a commitment is one of the quickest ways to kill your business.

I don’t know about you, but I save my efforts for those who understand that a commitment is necessary for our work together. They are the most profitable clients to work with, and the most gratifying.

Sorry, Charlie. You got that completely backwards.

No way, no how, am I low-cost, low-commitment.

This industry has GOT to get off the pricing conversation.

Every single time you focus your marketing message on how “cheap” you are, on how much money clients will save over employees, you are focusing them on money.

Look how that message has educated this fellow.

And now he — an industry outsider — is in turn teaching your marketplace to expect you to be cheap and expect no commitment.

Is that really your message? Is that really all your solution has to offer? Is that the only value your work has for clients — a cheap way out? Is bribing people the only way you can get clients? Seriously?!

If you focus your message on “cheap” and “low-cost” and “low commitment,” guess what kind of clients you’re going to attract? You’ll get exactly what you asked for. 😉

You think you’re gonna grow a profitable, sustainable business and be able to make a real living that way? If you believe that, I’ve got oceanfront property for you in Sedona.

This industry really needs to change the conversation it has with our marketplace.

Here’s a shocking revelation for you:  You don’t need to talk about cost whatsoever in your message.

Instead, start thinking about what your services do for clients:

  • What results does your working together bring to their business?
  • How might their business growth and profits be positively affected?
  • What do they gain from working with you?
  • What does all that positively affect their life?

That’s the conversation you want to focus on.