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Welcome to this edition of Weekly VA Marketing Tip! This series is specifically designed to help virtual assistants avoid marketing insanity. Every Monday, my posts will prompt you to accomplish one specific marketing action to promote, brand or position your professional virtual business.

Implement these tips each week and I guarantee you’ll sustain your marketing momentum, increase credibility and visibility in your field, build stronger relationships, boost your ‘know, like and trust factor,’ get more ideal clients looking for you, and have a consistent marketing game plan for your virtual assistant business.

You might even start to like marketing!

Turn It Into An Article

Ask anyone who consistently implements article writing to promote their services and they’ll tell you it’s one of the most powerful marketing tools they use to establish themselves as an expert in their field. You can too, whether you’re an experienced virtual professional or new to the VA industry.

This week I’ll show you how by simply turning one of your speaking topics into a Top 5… or How To… article.

If you haven’t already developed speaking topics, stop reading now and take a few minutes to list 2 or 3 of the most challenging issues your current or potential clients face — you know, the ones that keep them up at night, the ones you have solutions for.

Remember, this marketing series is all about differentiating yourself from all the other independent virtual professionals out there. Don’t waste this credibility-boosting opportunity by writing ineffectual articles like Top 5 Ways To Delegate To a Virtual Assistant or How to Use a Virtual Assistant To Increase Your Productivity.

Like I said before, it’s been done to death. This cop out approach certainly won’t make you stand out. And because it doesn’t communicate a solution to the pain your audience is feeling, your article won’t get a second glance. The math is simple: They don’t read your article = You don’t get known, liked or trusted = You don’t clients.

Here’s how you do it:

1. Focus on a specific audience — even if you haven’t yet claimed your target market (this is key to leveraging; I’ll explain why and how in future issues of Weekly VA Marketing Tip).
2. Pack your article with useful, practical, and relevant content (offer concrete solutions).
3. Come up with a compelling title (highlight the key benefit).

Here are 2 article heading examples:

• How Real Estate Agents Can Use Social Media To Get Known Locally
• Top 5 Ways Real Estate Professionals Can Use Twitter To Get More Listings

OK, so I’m no article title expert, but I hope it demonstrates the importance of narrowing your focus (real estate agents), delivering a solution (how to use social media), and stating a clear benefit (to get known locally or to get more listings).

If you’re not in the habit of writing articles or if writing isn’t your strong point, don’t let this stop you. The key to article marketing success is simplicity :

1. Write a short introduction.
2. Expand each of your main points in a few sentences.
3. End with a short ‘n sweet concluding paragraph.

Write as if you’re helping a current client overcome the challenge you’re writing about.

Credibility Tip: Tangible solutions showcase your knowledge, abilities and experience. NEVER make the focus of your article about signing the reader up as a client.

Attention procrastinators: Aim for completion, not perfection.

Here are some resources to help you succeed at article writing:

• How to Get Free Traffic with Ezine Articles by Jimmy D. Brown
• How to write an article in 20 minutes by Copyblogger
• Write Smarter – 3 Strategies for Content Development by Linda Dessau
• How to stop knocking on client’s doors, and get them to call you instead! by Psychotactics
• Article Writing: Seven Mistakes To Avoid by Men With Pens

(I’ll add to this list as I find more.)

Once your article is written, get it proofread and ask someone for constructive feedback (use me for feedback if you have no one else).

Now you’re ready to show it to the world. Here are some ways to get your article out there:

• Send it to your mailing list as a newsletter.
• Print your article and mail it to past clients.
• Hand it out at your next networking event.
• Offer it as a guest article for someone’s newsletter who’s mailing list consists of your target audience.
• Present it as a guest post on someone else’s blog (a blog where your target market hangs out).
• Submit it on a few of the top article submission sites (choose from Top 25 Article Directories and Free Content Sites).

Notice I didn’t say anything about posting it on your blog? That’s because we’re going to cover that next time.

Don’t put off completing this cost-effective marketing tip! Have fun with it!

Have an awesome week!!

The Top 4 No-Brainer Shortcuts to Achieving Expert Status, Fast!

Independent service professionals often ask me how they can become a sought-after expert in their field, especially if they are just starting out. The secret lies in getting others to perceive you as an expert in your field. To achieve this, you must BE (and believe you are) an expert. After all, if you don’t believe you are an expert, how can you convince your audience that you are?

Done over and over again, the following four shortcuts will help cement your expertise in the eyes of your target market and potential clients, and keep you on their minds whenever they think of the topic that you specialize in.

1. Writing. There is no status-building strategy as effective and as cost-efficient as writing. Don’t let the common excuse of, “I’m not a good writer,” stop you from tapping into this credibility-boosting opportunity. I’m not necessarily the best writer, but I know that the more I write, the better I get. I also know that my audience cares more about content than about proper writing protocol. There are many different writing avenues that will get your name out there, such as:
   • Blog. This is my favorite form of writing, because I’m the kind of person who writes the way I speak. Blogs allow me to take a fun, conversational tone and to attract people who appreciate this approach. Write at least one longer post per week about the topic that you specialize in, that you can use as an article.
   • Article marketing. Submit your articles to online submission sites (like ezinearticles.com) to attract traffic back to your website.
   • Newsletter. Capitalize on your hard work by sending your articles to your mailing list as a newsletter. Many email broadcasting services are free when you have a small list, and are affordable as your list grows.
   • Other options. Write press releases about your new products and services, e-books that solve a problem your target market deals with; write a printed book, white paper or special report; contribute as a guest author on someone else’s blog.

   The key to using this status-building shortcut effectively is VALUABLE CONTENT. Avoid being overly general or blatantly promoting yourself; instead, inform and educate your readers, and be laser focused on their needs and concerns.

2. Speaking. Being a speaker instantly supercharges your status as an expert; it boosts your visibility and credibility and you become a sought-after and skilled professional. It is another highly effective and inexpensive strategy, and it’s another time to let go of the excuse that you’re not good enough to do it. Speaking does not need to mean giving a 45-minute keynote address in front of 500 people. Here are some simpler and less intimidating ways for you to gain expert status by speaking:
   • Volunteer to give a 5-minute presentation at local networking venues like Chambers of Commerce and Rotary Clubs.
   • Apply to be a speaker at online trade shows or expos.
   • Accept opportunities to be interviewed on radio shows or podcasts.
   • Teach a class at your local library.
   • Host a monthly teleclass.
   • Record 10-minute audios and post them to your blog, send them to your mailing list or submit them as a podcast.

If there are no events for you to speak at, create your own speaking opportunities:

The key to using speaking effectively is (can you guess?) VALUABLE CONTENT. Make sure you provide your audience with informative and educational content about a topic that they are interested in.

3. Information Products. In order to be perceived as an expert, you must consistently provide the information that your target market is searching for. Information products are the best way to give your audience this information without you having to actually “be” there.
   • Ebooks
   • Audio recordings
   • Membership sites that offer exclusive access to a variety of products
   • Special reports
   • Guidebooks
   • Ecourses
   • Tutorials
   • Teleclasses
   • Live training events
   • Coaching programs

Information products may include:

The possibilities are endless. While VALUABLE CONTENT is also the key to this strategy’s effectiveness, you will want to offer products in a wide range of price points (from free all the way to your big-ticket item).

4. Accessibility. This shortcut may not seem obvious, but as soon as you make yourself available, visible and accessible to your target market, you gain respect and people will seek out your advice. This doesn’t mean spending your day giving away your expertise on the phone or in emails. Instead, tap into the social networking scene. Let your “followers,” “friends” or “fans” know what you’re up to by updating your status. Post surveys. Answer questions relating to your field. Join groups where your target audience hangs out.

Showing up, in real time, and participating in these interactive forums will not only remind your audience that you are an expert in your area, but will also help you to gain the “know, like and trust” factor that is needed to cement your expert status.

Remember that the first key to gaining expert status in the eyes of your target market is to believe in your own expertise. Use these four strategies to share your knowledge in your own unique way, and you’ll be the first one your audience thinks of when they’re looking for an expert in your area.

© 2008 Cristina Favreau. All rights reserved.

ABOUT CRISTINA
Cristina Favreau specializes in teaching independent service professionals who struggle with marketing, so they get more visibility, build their credibility and increase their self-confidence. Get her complimentary “12 Mistakes To Avoid in Your 30-Second Intro” ecourse at http://www.cristinafavreau.com/index.htm

WANT TO USE THIS ARTICLE IN YOUR NEWSLETTER OR WEB SITE? You’re welcome to “reprint” this article online as long as it remains complete and unaltered, including the “ABOUT CRISTINA” info above. Please send a copy of your reprint to web (at) cristinafavreau (dot) com.

I’m so excited! A few months ago, I was approached by HP Logoworks to write an article for their newsletter, Inside Small Business - Small Business & Home Business Newsletter — an invitation I gladly (and nervously) accepted.

This week, my article got published. You can read the article here: Enough is Enough

Hope you enjoy it!

Here’s an article my long-time colleague, Tracey Lawton, wrote last year which generated good feedback. She re-published it in her ezine today, so I thought I’d pass it along to you. By the way (she doesn’t even know I’m telling you this), I highly recommend you take a look at Tracey’s Complete Article Tracking Toolkit manual and workbook (it’s worth a whole lot more than the selling price of $47). Enjoy!

3 Simple and Low-Cost Marketing Strategies to Create Visibility
by Tracey Lawton

Marketing your business is one of the biggest challenges for any solopreneur – it’s a task we all find quite daunting, and are simply overwhelmed by all the information that’s available. Below I have put together some information on 3 simple and low-cost marketing strategies, which you can easily implement right away to create more visibility for your and your business. They all work well for me!

To help you decide which is the best strategy (or strategies) for you, I have listed the pros and cons of each one.

Create a Blog
Pros

• You can really show off your expertise by posting on a regular basis.
• Blog posts don’t need to be very long – approx. 200-350 words.
• If you have some important information to share, you can instantly create a post – no waiting for your next newsletter to make your announcement!
• If you use a blogging platform such as WordPress, this is hosted on your website. Each time you post to your blog you are creating fresh content for your website, which the search engines love!

Cons

• You need to post regularly – at least once a week – in order for this to be an effective marketing strategy.
• You need to feel confident that you will be able to write fresh content regularly.
• It can be difficult to build a direct relationship with your reader.

Publish an Ezine
Pros

• Unlike a blog, readers sign up to receive your newsletter so you already have a connection with them.
• You can build a relationship with your newsletter reader and encourage one-on-one communication.
• You can go into more depth in your newsletter article than you can with your blog posts.
• Your clients/target audience can get to know you through your newsletter.

Cons

• You have to make a commitment to publish on a regular basis, otherwise your subscribers will see you as unreliable, and may even forget about you!
• There is more work involved in putting together a newsletter than writing a simple blog post.
• You will need to subscribe to one of the ezine distribution services – I strongly recommend you do this and not send your ezine via your email client!

Article Marketing
Pros

• If you are already blogging or publishing a newsletter, you have your articles written.
• It is highly likely that once you submit your article to one of the article submission sites, it will be picked up and published on other article submission sites.
• Regularly submitting your articles will elevate you to ‘expert’ status within your field/niche.

Cons

• You have to write the articles if you’re not publishing a newsletter or posting to a blog.
• It takes time to manually research suitable article submission sites and submit articles.
• In order for this strategy to be effective, you have to submit your articles regularly – at least once a month.

Conclusion: You can just pick one strategy to focus on, or you can do all three! Whichever one you choose make sure it’s the right one for you. The key is to be consistent in your approach. If you decide to go with a blog make sure you have the time and motivation to add new posts regularly – at least once a week. Don’t start a newsletter if you know you won’t be able to keep to a regular publishing schedule! And for article marketing to be effective you need to submit articles on a regular basis.

WANT TO READ MORE ARTICLES LIKE THIS ONE?
Visit Tracey’s Article Library

© 2007 Tracey Lawton

Online Business Manager & Virtual Assistant Tracey Lawton, has been helping professional speakers, coaches, and authors operate an efficient, organized, and profitable business. Learn how to create an efficient and organized office in 7 EASY steps, and receive free how-to articles at www.VirtualSolutionsEzine.com