Archive for the ‘Don’t Use These Words’ Category

How to Converse with a Ninny

How to Converse with a Ninny

Recently, something reminded me of a conversation I had a while back with a colleague.

She was frustrated by an interaction she’d had with someone in a networking group and wasn’t sure what to do about.

The person had asked what she did. She answered that she was an Administrative Consultant and attempted to relate some of the tasks she helped clients with.

The person’s response was “Oh, so you’re a virtual assistant?”

She wasn’t quite sure how to respond to that because she most vehemently did not want to be associated with that term whatsoever.

In all honesty, some people aren’t worth your time. And the person she was talking to was obviously an uncouth ninny.

On what planet does anyone dictate to you what your title or term is, especially after you have just told them?

(That was a rhetorical question. The answer is it is never anyone’s place to call you anything except what you have instructed/informed them to call you.)

However, a big part of the problem was in how she was describing what she did.

At the time, this colleague was resistant to pinning down a target market, and the kinds of things she said she did were so broad, vague, and generalized that it’s no wonder people were confused and wanted to lump her in as a VA.

That term has become a garbage dump for “anyone doing anything.” It’s basically branded itself to mean “cheap gopher.”

She got caught up in reciting lists of tasks instead of having the more abstract conversation about how she helps clients through the expertise of administrative support.

If you’ve found yourself in a similar conversation, and you deign to indulge in it with someone, here’s how you could respond in order to better educate said ninnies:

THEM: “Oh, so you’re a VA?”

YOU: “No, as I mentioned, I am what is known as an Administrative Consultant. That is something different and more specific.”

THEM: “But aren’t you basically an assistant?”

YOU: “No, that’s not an accurate way to understand the business-to-business relationship I have with my clients. Let me ask you this: As a coach/attorney/accountant/designer/(insert their profession here), are you an assistant to your clients?”

THEM: “No, I’m their coach/attorney/accountant/designer/(whatever their business/profession is).”

YOU: “Exactly! That’s how to understand my relationship with clients as well. You and I both run businesses that offer a specific service and expertise. We both assist clients, but that doesn’t make us assistants, right? What each of us does doesn’t matter. The fact that we run independent businesses, each delivering a specific service and expertise is the important thing. For me, I happen to be in the business of providing administrative support. But I’m not an assistant because 1) assistant is a term of employment and I am not an employee to my clients in any way, shape or form, and 2) I don’t act as an assistant to clients. I am a business owner and professional who provides a specific service and expertise to my clients; they turn to me for my expertise in providing ongoing administrative support and guidance. And the term we use for someone in that specific business is Administrative Consultant.”

This is how I have had similar conversations in the past. But what I’ve found is that once you a) stop calling yourself an assistant, and b) stop describing your business and the service you provide and how you work with clients in assistant-like terms, people get it, and you aren’t going to have to deal with too many ninnies after that.

Have you ever found yourself in a similar conversation as this colleague? How did you navigate it?

Freelancing IS Running Your Own Business

See, it’s phrasing like this that is troublesome:

“If you have previous experience freelancing or running your own business…”

Freelancing IS running your own business. It’s not an or; it’s the same thing.

Phrasing like that makes people think it’s something different and separate, which is incorrect.

That’s why we have so many people in the industry who don’t realize that they are not employees, that they are running their own business, that it IS up to them to set the contracts and dictate the rules, etc.

It’s also why you should never use the term “freelancer.” Because it gives everyone the wrong idea all the way around.

How Can They Have It So Wrong?

It’s astounding to me that there is an entire organization based wholly on a misunderstanding of the law.

While Freelancer’s Union has its heart in the right place, they are utterly wrong about its most basic premise.

Freelancers are not part of the workforce. Freelancers are not “workers.” Freelancers, by definition of law, are self-employed BUSINESS OWNERS.

With articles like this, Freelancers Union is actually perpetuating the idea to employers to continue to disregard and abuse employment laws.

People who are “self-employed” are just that: self-employed. They are not employees or “workers” nor part of the “workforce.” (Those are terms of employment, not business, and have no place in a business-to-business context.)

They are running their own business providing a service. And when you are running your own business, it is up to you — and only you — to provide your own agreements and determine and dictate when, where and how you work, what you charge and everything else that goes along with being self-employed.

If you’re going to combat the problem, THIS is the education you need to be having with the self-employed who don’t understand these legal distinctions.

Freelancers Union could do more good by abolishing the idiotic word “freelancer” because it does nothing to educate the self-employed about their role as a business owner and how to run their business like a business and not work with clients like an employee.

That right there is responsible for nearly 100% of their nonpayment problems. As it is, all they are doing is creating more victims.

Bargaining for Your Value Is Doing Nothing for Your Business

Bargaining for Your Value Is Doing Nothing for Your Business

You aren’t going to convince clients to pay your fees because you have taxes and bills to pay.

And telling them you are more affordable because they don’t have to pay for breaks and lunches is not compelling either.

(When is the last time you heard any other business professional use that kind of bargaining to market their expertise?)

All that does is put them even more in cheapskate mentality.

Calling yourself an assistant results in the same.

Your value also has no relation to what you or they charge per hour (and by the way, it’s high time you stopped charging by the hour anyway).

Your value isn’t in how little they pay (stop making that argument or you’ll forever be stuck with cheapskate clients who want everything for little to nothing).

Your value is in what they gain by working with you:

How many more clients are they able to work with? How much more marketing and networking are they able to engage in? How much more are they able to get done in a day, a week, a month? How much more free time do they have to brainstorm, develop their business, or plain live life?

Are they able to get those projects done that have been on the back-burner for forever? Are they finally able to write that book, complete that training program, or write that signature talk they’ve been dreaming of? How much have their revenues increased or have the potential to increase as a result? How many more dollars per year does that represent?

How do they profit in their life from working with you beyond money? How much easier and stress-free are their life and business?

How much are those results and accomplishments worth to them?

THESE are the things to be talking about, not “you only pay for time on task and don’t pay for office equipment, lunches, breaks or vacations.”

Do you see how silly and pedestrian the latter is in comparison?

Which do you think will excite potential clients more and fill them with the sense of abundance and possibility?

Use This Phrase Instead of “General”

Some folks use the term general when they talk about administrative support as a business.

But administrative support is not “general.”

Administrative support is a skillset, expertise and profession in and of itself. It’s the very backbone of every business in the world.

That is anything but “general.” That is something very specific.

Administrative support is also an ongoing relationship with a client; it’s not a one-off project here and there sporadically.

It’s about being an active right-hand in the client’s business and taking on specific areas of work and support for them.

Using the word general to describe your business relegates it to something menial, unimportant, homogeneous (as in same basic humdrum as everybody else), and of not much value.

That’s because general is code for menial which is code for cheap and mundane.

And when clients think of something as menial, they expect to pay paltry fees for it as well.

If you are struggling to get clients who recognize the work you do as valuable, important and beneficial to them, it could be because you are using language that is attracting un-ideal clients and/or putting potential clients in the wrong (i.e., cheapskate) mindset.

When marketing your business, you want to use words that position your business and portray it as something invaluable, not general.

Here’s an alternative to better articulate your value:

If you’re trying to get across the idea that you support clients across the board, instead of using the word general (and I advise anyone who wants to get more well-paying clients to banish that word entirely from your business vocabulary), use the phrase full service.

It has much better connotations about your value proposition and will have a much better impact on your marketing and the client perceptions it sets.

Take a look at your website today. Examine the conversation you are having with clients and the words you’re using.

Will you be making some changes?

Delete “Self-Employed Worker” from Your Business Vocabulary

Delete "Self-Employed Worker" from Your Business Vocabulary

Do you want clients who treat you like their beck-and-call employee or as a trusted business professional delivering a valuable expertise?

If it’s the latter, then delete the words “self-employed worker” from your business vocabulary.

When you are self-employed, you’re not a worker, you are a business, period. (That’s a legal distinction, not an opinion.)

This all goes back to properly educating clients about the correct nature of the relationship.

If you set the perception that you are some kind of little worker bee, that’s exactly how they are going to think of and treat the relationship.

The first place you nip that in the bud — so that you can get more ideal clients who properly treat and understand the relationship as a business-to-business one — is through the language and
terminology you use.

Shaping the Relationship with Your Words

Shaping the Relationship with Your Words

I never use the word “outsource” or “delegate,” and I don’t let clients use that kind of terminology with me either.

They aren’t delegating or outsourcing to me any more than they “delegate or “outsource” to their attorney or accountant or designer, etc.

I’m not their lackey. I’m a professional they engage so that they can benefit from my valuable expertise (in our case as Administrative Consultants, that is the expertise of administrative support).

We work together collaboratively (together being the operative word here) on administrative work and goals they have entrusted to me.

This kind of languaging changes the flavor of the relationship in the way I need for clients to see and understand it: as their business peer, administrative expert and trusted advisor.

Clients come to you with varying degrees of understanding about what you do, how you work together, and what the nature of your relationship will be.

Many may not have the faintest idea about what we do.

Others might have some vague notion that it’s like having an employee only you work from home for them (which would be wrong).

Others may have read an article filled with all kinds of misinformation and come to the table with the wrong preconceived ideas and expectations entirely.

This is why it’s always your job to educate and inform clients when they come to your website in the way you need them to be, so they have an accurate understanding about these things and approach you with the appropriate mindset and manner.

This makes for far more ideal client candidates and getting and working with those clients much easier.

The words you use are setting perceptions and expectations in clients, painting a picture for them of how to understand the relationship.

How are you educating yours?

Um, Hello?! Do You LIKE Being Devalued?

Telling people you cost less and that they’ll save money by hiring you is basically TELLING them to devalue you.

It’s a cattle-call to all the worst kinds of clients out there (you know, the cheapskates who want everything for nothing and think nothing you do is good enough).

You might think this is the sexy message it takes to attract attention, but what it gets you is the wrong attention from the wrong kind of clients.

All this talk about saving and lower costs and being affordable and cheaper than an employee, etc., puts people in poverty/scarcity mindset.

But you need for clients to stop clutching the purse strings in order to invest in you and themselves.

So, you’re defeating your purpose by making your marketing message all about the money.

Stop doing that.

Something worth having is worth paying well for. (And clients who pay well are worth having, believe you me. You want that for yourself, don’t you?)

Stop talking about the money, and start talking about all that clients gain from working with you.

My Challenge to You

Start a list of all the ways your clients’ circumstances are improved by working with you, all that they gain, how they benefit.

DO NOT list anything having to do with money or saving it in any way.

The resulting list (which you can keep adding to throughout the life of your business) is what your marketing message should be all about.

(Keep this list in a tool like Workflowy so you can add to it on the fly quickly and easily.)

You Are NOT a Remote Worker

I find it annoying when articles written about people in the administrative support business refer to them as “remote workers.”

People who are running businesses are not “remote workers.”

“Remote worker” is a term of employment meaning “telecommuter” (i.e., an employee who works from home).

Attorneys are not remote workers. Accountants are not remote workers. Web designers are not remote workers. Bookkeepers are not remote workers. Coaches are not remote workers. And neither are people who provide administrative support as a business remote workers.

These are professionals who are in business providing a service and expertise.

This stuff is so important to your mindset in business because how you think of yourself, how you understand your role, directly affects how potential clients see and understand your business as well, and it affects how your relationship rolls out from there.

Discussions like this are good reminders to always keep in mind that how you think about yourself and the service you’re in business to provide and the words and terms you use impacts how you portray your business and how would-be clients see it, and the kind of clients you attract.

If you don’t want clients who treat you like their employee, you need to portray your service in a more business-like (not employee-like) manner.

That includes not using employment terminology in any way — including the word “assistant” or “remote worker.”

***

How about you? Did you realize that “remote worker” is a term of employment? Is there content on your website that can be improved so clients are better informed about the nature of your
business-to-business relationship?

That’s Not How This Works, That’s Not How ANY of This Works

That's Not How This Works, That's Not How ANY of This Works

You know, we always see these articles constantly telling clients who want to get help from those of us in the administrative support business that they need to instruct us on this, tell us how to do that, yada yada yada… as if how the consultation will proceed, how our businesses and processes work, what we do and don’t do and how we do it are all up to them — like they were hiring an employee.

And all I can do is shake my head as I read these confounded articles and think:

“Um, no. That’s not how this works. That’s not how ANY of this works.”

First of all, clients aren’t (or at least shouldn’t be thinking they are) hiring a trained monkey.

Second of all, if a client is talking to anyone who doesn’t have the faintest idea of her own processes in her own business, that is not someone any client should be engaging with.

The client will be pulling her hair out before the month is out trying to elicit any form of independent thought or critical thinking from the person who is waiting to be told what to do every step of the way.

That’s no help to clients in the least little way.

Figuring it all out or having to tell you how to do everything isn’t a burden clients should need to bear.

That’s YOUR job as an independent administrative expert and business owner: to have your own consultation process that you lead clients through that works to elicit the information YOU need to form a picture of the client and their business, develop a plan of support, and guide, recommend and advise clients on where and how you can help them and the best place to start.

Of course, I should clarify that these articles are always written about “virtual assistants,” not Administrative Consultants.

That’s because people only understand the word “assistant” one way: employee.

So it’s no wonder they are confused.

But this is business — not employment — so they need to be disabused of the notion that they’re running things.

One way you do that is by not calling yourself an assistant in the first place.

They’re the client, not the dictator of how our businesses and processes work. It’s not up to them to tell you how things will proceed.

It’s their place to contact you to inquire whether you might be able to help them, and for you to inform them what the next step is in your process of finding that out and then leading them competently through your systems (as any independent business owner would).

Yet another example of why smart people in the administrative support business do not call themselves assistants. 😉