Hi! I often get asked by clients how to put together a “media kit” to get the word out for their events and what-not. While I am good at some marketing things, this stumps me with the overwhelming, not so helpful examples and opinions on the Internet. If you can, please shed some light on this brain thumper for me. Thanks so much! —Chrissy Ford, Organized Resources, Etc.
Hi Chrissy! Thanks so much for the question.
Rather than getting into the ingredients and mechanics of what goes in a media kit, I want to talk about some business concepts and mindsets involved in this kind of situation.
As you mention, marketing is not your field of expertise. And of course it’s not. Because you’re an ADMINISTRATIVE consultant, not a marketing consultant.
So the first concept this brings up is the idea around hiring the right professional for the job.
What I mean by that is, for example, if you’re a plumber, it’s not your job to become a mechanic just because a client needs his car fixed. You’re a plumber. Fixing cars is not the business you’re in and not your field of expertise.
See what I mean?
Now, people aren’t going to be calling a plumber when their car breaks down because they know what a plumber does and what a mechanic does. We all understand the distinctions.
But the problem in our industry, particularly for those who call and market themselves as “assistants,” is that these distinctions are not as clear. And that’s because people see and understand assistants as gophers, not as experts in one particular anything.
For those calling themselves assistants, this is why they not only have a much more difficult time commanding professional fees (because gophers are not highly valued experts and people accordingly don’t expect to pay them well), but it’s why they are frequently asked to do things that have nothing to do with administrative support.
So the second concept has to do with business mindset and understanding that you are not a gopher, you are an administrative expert. That is your field of expertise. You need to lead and focus on a clear-cut definition of what you’re in business to do and what your expertise is so that clients easily see and understand what your professional role is.
This also entails that you stop calling yourself an assistant. If administrative support is the business you are in, call yourself an Administrative Consultant instead and see just what a difference it makes!
These concepts also directly relate to managing your business and productivity as well. You can’t be in business to do anything and everything. Those who try are spread really thin, really quickly, all the time. If you want to have a productive business that leaves you plenty of time for life, you can’t let yourself be led down rabbit holes by taking on work that you consider outside your field of expertise or is not the type of thing you’re in business to do. Let clients hire the right professionals for those other things.
So when you are asked by clients to take on something that isn’t your role in your business to do, you can handle it one of several ways:
- You could decline the request, indicating to the client that it’s your field of expertise, and that they would be best served by a [INSERT TITLE HERE] professional/consultant because that’s the kind of thing they are in business to do and are experts at.
- You could accept the request, letting the client know that it’s not your area of expertise, that you know as much as they do about the topic, and if they’er okay with that, while you’ll do your best, it’s not going to be the same level or kind of expertise as they’d get by going to the proper professional.
- If you accept the request, you could let the client know that their request is a special project and not something included in their administrative support plan, and that you charge separately for special projects of that nature.
I know that doesn’t answer your direct question, but I hope it brings up some other ideas that are helpful to you in your business. If you have further questions on any of this, please do post in the comments. I’m happy to continue the conversation.