Sharon Williams has been an executive VA since 1990. Yet, each new job focuses her on tried-and-true business and marketing principles. She consistently taps these basics and has written a series of books to help VAs and entrepreneurs, alike.

MI: What kind of work did you do before becoming a VA?

SW: Way back when, I was a Program Compliance Officer (adjudicating cases involving a city-run program) and the president of a sizeable union, representing more than 7,000 city government workers. Boy, were those the days!

MI: When and how did you first hear about “virtual assistance” and why was it appealing to you?

SW: First I should provide a bit of history. In 1989, I was laid off from my “good government job”, and decided never again would anyone control my ability to earn a living. In 1990, I opened a business consulting firm and assisted small businesses with start-up and management matters. Many of my clients lacked support staff to handle the back office operations and requested I assume this role, too. By assuming additional responsibilities, I became an integral member of my clients’ operations; add to that my allowing nationwide clients to contact me 24/7 and the popularization of the Internet, and it became a natural transition to label myself a virtual assistant.

I first heard “the term” virtual assistant around year 2000; and since I serviced clients throughout the US, I saw it as a natural connection – I worked for clients remotely already – and liked the sound of the name and what it represented. I also saw myself as part of the growth of a “new [then cottage industry] business frontier” and embraced the concept as something I definitely wanted to be a part of.

MI: What is your specialty as a VA and who makes up your client base?

SW: I can answer this question in several ways. First, The 24 Hour Secretary consists of a team of virtual assistants from around the globe. We are a one-stop shop for administrative, secretarial and internet-based support and marketing services. The company specializes in providing digital dictation, transcription and admin support services. However, we are passionate about marketing, public relations and event management.

Our ideal clients are busy and often overwhelmed executives, entrepreneurs and their assistants achieving their dreams and focused on income-generating responsibilities they are passionate about leaving the rest to us.

MI: What makes your services different from other VA providers?

SW: We are different from other VA providers in numerous ways. First, The 24 Hour Secretary has been in business for 17 years and consists of experienced, subject matter experts and niche specialists. Second, we develop operational manuals for every account, delineating every step of every process we perform on behalf of our clients. As a result, and even though clients work one-on-one with their VA, if needed, our backup support protocols can be implemented any time, day or night by any member of our team. Therefore, clients don’t suffer because of VAs scheduling vacation, family activities or personal illnesses, etc. Also, we stay abreast of the latest technologies and best office practices, ensuring our clients receive maximum benefit from our knowledge, technologies, and experiences. As a result, all responsibilities are performed by trained and experienced VAs. Finally, we believe in a bright future, and have a shared vision of success; not only for our company but also for our clients – our goal is to help clients achieve their dreams, because when they are successful, we are too.

MI: Please talk about how a solid knowledge of running a business, in general, is a must for a VA. What elements are necessary?

SW: It is vitally important to have a solid business foundation and common sense when running a Virtual Assistant business. First, it is important because, fundamentally, if the base isn’t fortified, the individual will probably be out of business in a few years. Tools to strengthen the business can be delineated in a basic written business plan (which can be as brief as 1 or 2 pages) inclusive of a vision and mission statement, objectives, demographics, strategies, rates, action items and budget forecasting along with on and offline marketing strategies and tools. After the plan has been developed, the aspiring VA should focus on segmenting her target audience/product/service; and emerge herself amongst the desired population, etc. There are just too many steps any new business owner should take for me to cover today, but I strongly believe the person should be prepared. Do your homework, develop the foundation and then go for it!

MI: How does having a true “entrepreneurial spirit” impact your business? Why is this an important factor in creating and maintaining a successful business?

SW: For me, entrepreneurial spirit is the inbred, invisible element that contributes to success. It fuels the passion that’s articulated in almost every decision the business owner contemplates. Entrepreneurial spirit drives your engine when you’re tired, feeling isolated, frustrated, overwhelmed and ready to give up! It makes you say, “I can do this” because you want to control my destiny, or “I want to stay home with my kids”, or whatever motivates an individual to open a home-based business. It’s the spirit within, and it’s normally inbred from generation to generation – someone in the family may have owned a business or tinkered on the side, or ran a part-time business, and passed that desire and drive to you. Without it, you will eventually give up and combined with other circumstances (maybe beyond your control) go back to working for someone else. But, if you have it, you never lose it, treasure it, as you may open your doors again. 

MI: Please tell us about the business books you have written and how they may be helpful to new or veteran VAs.

SW: Having more than 25 years of marketing, public relations and business management experience (inclusive of corporate, union and entrepreneurial components) and my strong belief in giving back and sharing information, I’ve had the fortunate opportunity to share my knowledge and experience through several publications, and am currently penning a 5-part series on the Domino Effect of Chain Reaction Marketing.

My first VA-industry-related book was Marketing Your VA Practice: It’s Not About Money, It’s About Having the Right Strategy (newest edition due to be released mid-July), profiles the industry, on and offline marketing resources and technologies, and practical applications to successfully build and market a VA business. The newest edition will consist of a manual, workbook, audio and PDF files.

The second publication is Nuts & Bolts of Branding: How to Identify Your Brand Promise in a Niche Market. This e-Book aids the reader in identifying nine elements of their true Brand Promise, and consists of the manual, personal defining techniques, exercises, and a consultation with the author.

In addition, I’ve also produced several marketing-related podcasts and presentation.

Because of my desire to assist aspiring and veteran VAs, I am a founding member of Virtual Business U, an online, interactive, entrepreneurial school for individuals ready to “Step Toward Their Greatness”. Several courses are designed specifically for individuals interested in becoming Virtual Assistants or VAs desiring to enhance their skills, knowledge and abilities.

Finally, I offer individualized mentoring and coaching to VAs located around the globe. Aspiring and veteran VAs are invited to contact me for details regarding publications, mentoring, coaching, and online educational opportunities.

MI: Thank you, Sharon, for sharing your expertise and advice on how to stay on top in the business world of virtual assistance and beyond!

You can contact Sharon Williams at The 24 Hour Secretary via email at info@the24hoursecretary.com or by calling 410-521-7001

Always remember to do a thorough due-diligence before hiring any kind of assistant. This interview is part of an ongoing series of VA profiles designed to help you find the perfect VA or VA team to help you get organized, profitable, and in control of your business.

(NOTE: Mr. Internet, his company and staff receive no compensation whatsoever from any third party vendors or service providers. Also any virtual assistant or consultant mentioned in this publication is not to be construed as an endorsement of their services by Mr. Internet or his company. Always remember to do a thorough due-diligence before hiring any kind of assistant.)