Remember What You Are Trying to Accomplish

Remember What You Are Trying to Accomplish

It’s useful to interact with colleagues: to support each other, share triumphs and foibles, get ideas, collaborate, and find resources.

Remember, though, that you’re trying to build a business, not belong to a club.

It’s not helpful to your business or your potential clients to look and sound the same as everyone else.

Your business needs you to express your individuality, your own thoughts and ideas, in your own unique way of speaking.

It’s one of the easiest ways to differentiate your business and make it stand out in the crowd.

You become much more interesting and compelling to your site visitors in this way.

Wishing You a Peaceful, Reflective Memorial Day

I wish we didn’t have wars where our men and women lose their lives so needlessly, that we didn’t have people in high places playing cavalier games with those lives.

I can only imagine the anguish their friends and loved ones go through who have lost someone in this way.

I imagine this is a very sad and somber day for many when they are reminded of their loss.

But maybe also a day where they share their pride and celebrate those lives.

My heart goes out to the families, and I honor the service and courage of our military men and women and the sacrifices they (and their families) made and continue to make in service to our country.

Much love to you all.

❤️

Newsflash: No One Cares About Your Brochure

Newsflash: No One Cares About Your Brochure

People would save themselves SO much wasted effort if they listened to me on this.

So many folks, when they’re new in this business, waste a lot of time and money putting together a brochure.

And 99% of them end up in the trash.

Why?

Among other reasons, it’s because your brochure is all about you and your business.

And clients don’t care about you. They care about their business and their problems.

Not only is a brochure an unproductive tool, it’s the wrong medium with which to reach your audience.

Clients have a problem they want solved. Your job is to identify their overarching problem and show them how you solve that problem.

But here’s the thing: even if clients generally have the same problem—lack of administrative support—that problem manifests differently and they experience that problem in very different ways depending on the specific field/industry/profession they’re in.

It’s impossible for you to speak to every aspect of this problem for every conceivable kind of client and industry/profession in the world all at the same time.

When you try, the result is more of the same boring, generic nothingness that everyone else puts out there, that doesn’t capture the interest or excitement of clients in the least.

Specificity is the key ingredient that will bring your message to life.

Which is why you want to identify their problem and address the way they experience that problem, along with the way you help solve that problem for them, within the context of their specific field/industry/profession.

Instead of putting together a brochure, your time is better spent identifying a target market.

(HINT: A target market is simply a field/industry/profession that you cater your administrative support to.)

Once you have a target market to focus on and give your efforts direction, identifying how they specifically experience the problem of lack of administrative support and how that manifests in their business—as well as how you can help them—is much clearer.

From there, you’ll have a much easier time creating your website marketing message that, instead of speaking generically and forgettably to “everyone,” will speak more uniquely, meaningfully and compellingly to that specific group—and get you clients!

Ditch the brochures. You don’t need them:

  1. No one wants your brochure (or your flyer or post card, for that matter).
  2. I guarantee, as a new business owner, you don’t know enough yet to make a good one that would pay off for all the time and money you put into it. You might as well flush that money down the toilet for as much good as they are going to do you.
  3. Most of your marketing isn’t going to be done in-person anyway.

Invest the time, money and learning instead in your website and making it the best it can be.

(And if you need help, which most people do, my guide will show you exactly how to structure it and walk you through creating a marketing message gets results.)

Using Terminology Correctly

It’s important to use correct terminology in business.

Communication, and ensuring there is understanding, hinges upon using language and terms correctly.

For example, a lot of people use the term “outsourcing” incorrectly.

Outsourcing is when a business (typically a large company) offloads specific functions, or even a whole department, to a contractor to perform that service independently.

Like when you call a company and they have outsourced their customer service to an offshore call center. That is both outsourcing and offshoring. There is little or no personal, collaborative relationship.

Or when a service subcontracts their client work out to a third party provider… that is also outsourcing. 

Administrative Consulting is the opposite of that.

Administrative Consulting is a one-on-one, direct and personal, collaborative partnership with the client providing a right-hand relationship of administrative support across-the-board. The client and Administrative Consultant work together closely and personally.

That’s not to say that someone can’t or shouldn’t be in an outsourcing business if that’s what they choose to do. However, that is not an Administrative Consulting business.

If you’re in the outsourcing business, you are not in the Administrative Consulting business.

Final Hours: Opportunity Knocks

FINAL HOURS: Take 25% off now through midnight tonight only!

COURTESY REMINDER:

Today is the last day to get 25% off everything in the ACA Success Store. After midnight tonight, there won’t be another chance.

I’ll be launching something brand new soon, and it’s pretty darn awesome, if I do say so myself.

This will be a getting back to basics of sorts and it’s going to fit the needs of both new and already started administrative support business owners.

And don’t worry. What it will NOT be is yet another huge program that is going to cost a small fortune. In fact, a large part of it is going to be completely free.

BUT (and this is the important thing), you are going to need all the pieces of my administrative support business system in order to participate. As with any education, there are required school supplies and materials you need to get. Same idea.

So, toward that effort, I’d like to give you a little leg up in the meantime:

From now until midnight tonight, take 25% off all  Success Store products with this code: opportunityknocks

Simply paste that code into the discount field when you checkout and it will give you 25% off your purchase price.

If you’ve followed me long, you know that I don’t do sales and discounts. These are top-level professional-quality business materials and information. So, this is rare opportunity you don’t want to miss out on because it won’t be offered again.

Plus, we have hundreds of reviews from colleagues like you who love the products they’ve purchased and are so happy they chose the ACA to support them in their business journey.

Head over to the Success Store and place your purchase now.

I hope you’ll avail yourself of this chance so you’ll be ready to partake in something amazing!

Opportunity Knocks (Time Sensitive Offer)

I received the loveliest review from my colleague Mary Culbertson the other day and wanted to share with you:

I’m always so thankful and appreciative to hear from my colleagues who have purchased my administrative support business products because I know we all lead busy lives.

So, when someone takes time out of their own busy day to let me know how I’ve been able to help them in their business journey, well, it’s just the best feeling in the world and makes my heart so happy.

Starting a business, any business, can be very daunting, especially if you’ve never done it before. It’s not just the practical stuff that you have to figure out, but there’s all this mental chatter and self-doubt that goes on in our heads.

The one thing that I know for a fact helps people get over those nagging self-doubts and feeling unsure of themselves is having a plan, a template, a system to guide our efforts all along the way. This is what each and every business guide, template and tool in the ACA Success Store gives you.

I’m going to be launching something soon and it’s pretty darn awesome, if I do say so myself.

I’m working on the finishing touches and if you’re on my mailing list, you’ll get the announcement (if you’re not on my mailing list, simply subscribe to this blog and you’ll be added).

This will be a getting back to basics of sorts and it’s going to fit the needs of both new and already started administrative support business owners.

And don’t worry. What it will NOT be is yet another huge program that is going to cost a small fortune. In fact, a large part of it is going to be completely free.

However, you are going to need the pieces to the system that I offer in the ACA Success Store to be able to participate.

So, toward that effort, I’d like to give you a little leg up in the meantime:

From now until midnight, Sunday (April 30), take 25% off all Success Store products with this code: opportunityknocks

Simply paste that code into the discount field when you checkout and it will give you 25% off your purchase price.

If you’ve followed me long, you know that I quit doing sales and discounts a long time ago, so this is a rare opportunity that would be foolish to waste. I won’t be offering it again.

Head over to the Success Store and place your purchase now.

I hope you’ll avail yourself of this chance. It’s going to be amazing!

Too Much Accessibility Is Not a Good Thing

Too Much Accessibility Is Not a Good Thing

Contrary to popular belief, too much accessibility is not a good thing.

This advice column is a good reminder of that.

It uses the example of a co-worker overstepping boundaries, but the same principle applies when it comes to clients: You don’t need to be so instantly available.

In fact, it can actually lead to the opposite effect of what you intend: poor customer service and unrealistic client expectations.

When you respond instantly to every beck and call, you are training your clients to think you have nothing better to do than sit there and jump as soon as they command.

That is NOT a good precedent to set in your administrative support business as it leads to all kinds of boundary overstepping, disrespect (of you and your time as a business owner with other clients to care for), and resentment (and resentment is a relationship-killer).

Keeping some buffer area around you is actually healthy for your business and the relationship.

This is why I’m always advising people in our industry to formalize their communication standards and turn-around times, and then inform clients about those policies and protocols so they know ahead of time how things work in your business and what to expect (as well as what they may not expect).

So whose fault is it when this becomes a problem?

Hint: It’s not the client’s.

That’s like getting mad at someone for calling you in the middle of dinner. You’re the one who answered the phone. They didn’t have a gun to your head. 😉

It’s you who has to adjust the behavior and set the standards.

I don’t let clients call or text me for several reasons:

  1. I don’t want to be chased around and sweated like that.
  2. I’d never get anything done.
  3. I’m not trying to be that technologically connected. Remember: healthy boundaries. Technology should be a tool, not an obsession. There’s a time and purpose for it, but outside of that, I don’t want it taking over and interrupting my life. For me, it’s a conscious decision to keep it to a minimum.
  4. I don’t want to have to chase after a million loose ends scattered all over a bunch of different channels. That just creates more work and chaos that is neither efficient nor a productive use of time and energy. Plus, it allows more room for error. Order is the name of the game.

I inform and instruct clients at the beginning of our relationship that all our communication is to be by email (with separate emails for each separate topic, by the way). Client calls are reserved for our regularly scheduled weekly meetings or by appointment otherwise.

This way, I can use my inbox as the central communication hub, have a “paper” trail (so to speak) for everything, and be able to keep everything organized, sorted and tidy in one place.

So, I tell clients: You can email me any time of day or night, but here is how and when your communications and requests are handled…

(I also explain why these standards are of value and benefit to them: because ultimately, they allow me to provide them with better service and support.)

And then I honor those standards I’ve set and don’t overstep my own boundaries.

Have you formalized your communication and turn-around standards and protocols? Have you incorporated that information into your client guide? Are you going over that information with clients in your new client orientations?

If not, make it a priority to do so now. You’ll thank yourself later, and clients will both respect and be impressed by it.

It demonstrates to them that you have good management skills which gives them greater trust and confidence that you will competently manage and deliver the work you do for them.

And, you’ll be modeling smart business practices that they can implement in their own businesses (with your help).

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.)

Better Yet, How Important Is It to YOU?

What Is Important to YOU?

A new colleague posed this question to would-be clients on another forum:

“On a scale of 1-10, one being low and ten being high, how important is it to you to connect on a personal level with your administrative support partner?”

What I want to know is how important is it to YOU to have a personal connection with your clients?

Once you know what kind of clients YOU want, you can focus on attracting the kind of clients who are ideal for you.

A few years ago a colleague came to me seeking help out of a desperate situation in her administrative support business.

She had inherited her business from someone who used others to do the work. So, the clients she also inherited had no personal knowledge or connection with the person(s) who did the work. They just barked orders and expected it to be done.

The problem with that is she came to resent being treated like a robot, like a human vending machine.

Because there was no personal, human connection, these clients treated her poorly, spoke to her disrespectfully, and on top of that, expected everything instantly, and, of course, wanted to pay little or nothing for it.

And there were virtually never any thank-yous or words or gestures of appreciation. That’s what happens when you have an impersonal, transactional relationship with clients: you get treated like a commodity, a human vending machine.

She also didn’t have a business website — and didn’t think she needed one since her practice was already full and she was having difficulty dealing with her current clients as it was.

I explained to her that without a website, she was missing out on the opportunity to humanize her business and fix the very problem she was having.

A website would allow her to put her face and personality on the brand, pre-educate potential clients about how her business works and the kind of clients with whom she was looking to work — thereby presetting expectations and organically prequalifying more ideal client candidates.

You can do the same.

Figure out who would make you most happy working with and gear everything on your website to speak to those types of clients and educate them about who is a fit for you.

This makes for a much happier, more fulfilling business.

You may have to kiss a few frogs before you perfect your client-qualifying criteria. Just don’t think that you have to accept any and every client who comes your way, or that you have to live and die by what clients (think) they want.

YOU get to decide what you want your business to look like and how you want to work with clients and what kind of clients you want to work with. Everything else will fall into place from there.

When you build your business to suit your needs and requisites first, the right clients will follow. You’ll get more ideal clients, and your business will be much more profitable and gratifying.

***

How about you? Do you have a business website or are you trying to get by with just a LinkedIn or Facebook account? How much of a personal connection do you prefer with your clients? Have you ever had clients who didn’t treat you like a person?

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?