Virtual Assistant Forums | Work from Home

NZVAs · #1 (**permalink**) 11-01-2009

Tammi Metzler
The Write Associate

Client-Attracting Web Copy Specialist Tammi Metzler founded The Write Associate nearly two years ago so she could achieve what she calls the four f’s: Freedom, Flexibility, Fulfilment and Financial stability. Now, after spending countless hours and dollars researching internet marketing techniques and effective website copywriting, she’s on a mission to help other service professionals save time and money and grow their businesses quickly through client-attracting web copy and website marketing strategies. She believes that because the primary goal of internet marketing is to drive traffic back to the service professionals’ websites, which are the “hub” of their online presence, even the best internet marketing strategies will fall flat if potential clients aren’t directed to compelling, effective websites that cause them to take specific action.

To reach her goal to help as many service professionals as possible get more clients with their web copy and website marketing strategies, Tammi has filled her website, www.writeassociate.com, with loads of free information, including monthly teleseminars, a bi-weekly e-zine, and a special client-attracting web copy tips report available for immediate download.

Please tell us about why you became a VA, what inspired you and how you first came about the industry.

I first found out about the VA industry about two and a half years ago. I’d been working in the corporate world in various administrative positions for about 9 years at that point and had just completed a college degree in English. What I really wanted was to write for a living, but writing jobs in my area were few and far between, so the competition was scarce. Chances for someone like me, with no professional experience, to get a writing job were slim to none. So I started looking into ways to create my own path and become a writer on my terms, but I wasn’t really interested in freelance magazine writing. I wanted to do something that would help others, and I realized that I could potentially get paid to write marketing materials for small businesses.

The last four years of my corporate experience were in the marketing industry, so I’d picked up some knowledge on effective marketing techniques. I can’t remember now how I stumbled onto the term ‘virtual assistance,’ but it piqued my interest immediately! I knew this was something I could do on my own and potentially find success with.

So I spent about 6 months absorbing everything I could get my hands on about starting a business, but to be honest I was sort of dragging my feet a bit. I didn’t know anyone who had ever started their own business, and the idea was a bit scary for me. In November of 2007, though, I stumbled across the Virtual Assistant Forums and found all of these other people who were either operating as successful VAs or who were, like me, trying to get started, and it helped me take the final steps to officially launch my business.

I was also about 4 months pregnant with my first child at that time, and the thought of sending her to day care while I slaved away at a job I hated also helped push me over the edge and onto this exciting journey of business ownership! I left my full-time job in July of 2008, 3 months after my daughter was born, and while I’ve had my share of trials and tribulations, I have never regretted my decision to leave the corporate world.

What does a day in the life of your VA practice look like?

Right now, I’m actually working on completely re-vamping my business, basically overhauling it from the ground up, so my days of late have been filled with research, business development, and planning.

I’m working on a few programs that will walk service professionals through the process of effective website copywriting, so my days are filled with those plans as well. Finally, I’m putting together some training programs so I can bring more subcontractors into my business.

You are a well published copywriter, can you tell us what you enjoy most about copywriting?

Honestly, I love analyzing the results I get from my copywriting. I like checking my website traffic stats to see where I’m getting traffic from, and I like seeing how many of my visitors signed up for my e-zine and/or free teleseminar.

It’s all about the challenge for me – seeing what I can tweak to get better results. And, of course, I love being able to put my hard work, research and experience into articles and other products that will help make the path a little smoother for other service professionals who are trying to grow their businesses.

What thoughts and feelings did you find were prevalent during your early stages of business development?

Excitement. A bit of trepidation. A slight hint of fear. But for the most part, I woke up every day rejuvenated and ready to see where the new and exhilarating land of entrepreneurship would take me!

Were there any fears you had that you shouldn’t have had now that you are able to look back?

Yes, I struggled with uncertainty. I constantly wondered if I was really good enough to actually get paid for my work. If I could go back, I would remind myself that I offered great work that was truly needed by my target market and that I had the skills and knowledge to help them get results. Actually, I still have to remind myself of this sometimes, when I try to branch into new and unfamiliar areas and those feelings of uncertainty creep back in!

What resources have you invested in that you find constantly useful in your VA role?

I’ve recently started making a conscious effort to invest in ongoing education, and it’s worked wonders! For instance, I recently purchased a program called Boost Business With Your Own E-zine by Ali Brown, and I picked up tons of great tips that I instantly put in place and have been using to grow my newsletter subscribers for future follow-up. I also invest in an auto responder program (I use iContact) to run my newsletter, and it’s paid for itself time and time again in the time I save and the clients it brings back to my door.

Also, I don’t know if this would be considered a resource, but I recently decided to outsource my web design rather than having a boring template site, and I can’t even begin to tell you how much my web traffic has increased and how many new newsletter subscribers and interested clients I’ve gotten, just since launching the new site. It’s been truly remarkable!

How have these resources been useful?

They have saved me countless time and dollars! The first year or so I was in business, I tried to cut corners and save cash by trying to figuring things out and do everything myself, and in about the last month I’ve learned that I can save so much time and money (and start growing my business quicker!) in the long run by going to the experts. For instance, my specialty is in website copywriting, and I will never be the expert in, say, social media networking, but I do want to utilize social media networking to grow my business.

Instead of spending hours hunting down effective social media networking tips or trying to figure it out myself through trial and error, it would be much more beneficial for me to pay for a book or program that laid everything out for me. Or, even better, to pay a professional to take the task off my hands, as I did with my web design. That simple move allowed me to focus on developing and marketing my business rather than fumbling around, trying to figure out web design, and ending up with a site that looked awful or wasn’t effective. In short, I believe you get from your business what you put into it!

What makes your company a leader in the VA field?

My specialty as a website copywriter. I have spent the better part of two years studying, implementing, and analyzing website copywriting techniques, both in my website and those of my clients, so I’ve learned what truly works for a service professional’s website.

Make no mistake, effective website copywriting for service professionals varies widely from effective website copywriting techniques for product websites or even general small businesses, and I’ve honed in on what works and what doesn’t for website copy. Because of this, I’m able to help others in the VA industry improve their own websites so they become more effective.

When and how did you know copywriting was what you wanted to do?

I have always loved to write, going back to my childhood, when I would type out short story after short story. I dreamed of one day being a professional writer. I just didn’t know the specifics until I stumbled on the VA industry and realized that I could start my own business taking on writing and editing tasks that clients didn’t have the time, desire, or skills to complete on their own.

I actually started as a VA offering both administrative and writing/editing services, but I have never once attracted a client who wanted the admin work (maybe they knew better than I did that writing was my specialty!) so eventually I just dropped the admin offerings altogether.

Once I realized that most of my clients were hiring me for website copywriting, I started narrowing my focus even further and weeding out some of the services that my clients didn’t need or that didn’t fall into my area of specialty.

The new website looks great! Can you tell us what part of the website in terms of copy is the most important?

The single most important aspect of website copy for service professionals is honing in on the benefits clients will get through working with them. And I don’t mean just saying, “We can write great copy for you!” (like I used to do before I learned better) but spelling out exactly how your clients’ lives will be better by working with you. Will they get more time in their day? Will they be able to earn more money as a result of increased exposure from your marketing support services?
You have to be very specific and speak directly to your prospects’ needs.

You’re also an author for EvanCarmichael, ArticlesBase and eZineArticles - aside from that you’ve made a fantastic contribution to the writing community by sharing your expertise, how has this helped your business?

It’s helped me gain credibility in the eyes of others. When potential clients see that you’ve written several articles or blog posts on your area of expertise, they begin to realize that you truly know what you’re talking about. And then when they come to you for help, they will already have a pre-conceived notion of your worth, which makes them more willing to pay your rates in order to get results for their business.

Can you tell us a bit about the article writing process, how many articles you submit, what you definitely include and what you definitely exclude?

Brainstorming article topics can be a bit tough, especially if you try to do it once a week or once a month, so I will sit down one day, jot down at least a dozen article topics, and then actually write them out in a planner to fill the next few weeks/months. Then, on the days I write articles (which, for me, is every other Tuesday), I can just pull out my planner, see the topic for the day, and get to work on it.

As far as what to include, I make sure to highlight my expertise in an indirect way. For example, you can share a case study of a client you worked with that started with a specific problem and ended with specific results. Then walk them through the basic steps to get the solution.

The key is to give readers enough information to get value from your article without giving away all of your trade secrets.

Please tell us about your favourite article.

One of my most popular articles that I’ve gotten a lot of positive feedback on is called “Using Customer Testimonials To Help You Get Clients.” You can find it here.

What do you do to inspire yourself when you’re feeling down?

I talk to my husband. He always knows the right thing to say to change my perspective and help me see things in a new light. Or I visit VAF, where I also get fresh perspectives and encouraging words! The bottom line is that I’ve built a positive support system to keep moving me forward even when things look bleak.

What would you give a million dollars to know now that you didn’t know before?

I touched on this earlier, but it bears restating: I would have gotten better results faster if I had started out with the mindset that I don’t have to figure things out myself, and that I can (and SHOULD) get advice and support from others who have discovered the secrets to success.

I’m a bit addicted to audio learning these days...I’ll sign up for a teleseminar or purchase an audio book online, download the MP3 to my iPod, and listen while I’m running errands or doing other routine tasks. It’s a great way to stay educated on techniques to grow my business!

Action Jackson VA · #2 (**permalink**) 11-01-2009

I love Tammy and the work she does. Tammy has been an inspiration to me and so many others here at the VAF. It was so nice to read about her! Cheers to Tammy! thank you for sharing your spirit, knowledge and dedication to the Virtual community

Andrea~

Write Associate · #3 (**permalink**) 11-01-2009

Thanks so much, Andrea! The feeling is mutual.

And thank you, Lisa, for being such a superb interviewer!

TargetStars · #4 (**permalink**) 11-01-2009

I enjoyed learning more about you and thank you so much for all of the great advice!

D_Victoria_Virtual_Assistance · #5 (**permalink**) 11-02-2009

Having had Tammi on my podcasts and now recently having worked with her on a few projects -- her work ethic and outlook are always inspiring and motivating. This interview is yet another example.

Thank you Lisa and Tammi!

Write Associate · #6 (**permalink**) 11-02-2009

Thanks, LaTosha!

And coming from you, Darlene, the Queen of Inspiration, those words mean a lot!

virtual writing · #7 (**permalink**) 11-03-2009

Wonderful to hear you talk, at long last, Tammi! Thanks for this - and for all your support and friendship over the past couple of years. So glad you're blossoming beautifully with your biz. Here's to many years of excitement and success!

momofkings · #8 (**permalink**) 11-04-2009

Great interview, Tammi! Thanks for the Wordpress tips you sent me yesterday. They were just the thing I'm looking for.

Write Associate · #9 (**permalink**) 11-04-2009

Mary - thanks so much! I figured it was about time to break my silence.

I've enjoyed getting to know you too over the past few years and am looking forward to many more years of connecting here on my home away from home!

Dawn - I'm so glad the free report was helpful for you. Just let me know if you have any questions.

Karen Roth Ridder · #10 (**permalink**) 11-05-2009

Thanks for taking the time to interview. I am also a writer. When you were building your client base, did you start out local? Did you start with a web site?