MI: Angela,
specializing in copywriting put you in a unique
category of Virtual Assistance. How did you come
to specialize in this field?
AA: I love the power
and the grace of a well-crafted sentence. I
enjoy phrases that give you pause for thought,
and those that make you visualize -- in full
color and vivid detail -- exactly what the
author describes.
In marketing and in
business, the ability to write is becoming more
important even as the number of people
specializing in writing and honing these skills
decrease. Most computer gurus are NOT language
lovers. Thus, there is often a shortage of
solid, skillful writing in many technology and
high-tech marketing arenas.
This is why writing and
marketing services are so well-suited to my VA
practice specialization. I launched
CumberlanDunes Consulting Services over two
years ago. A Wicked WordCraft, the spin-off of
www.CumberlanDunes.com, is the natural
product of my professional experience, my
"calling" as a writer, and my participation in
the Virtual Assistant Industry.
MI: Being a
writer myself, I certainly understand the
importance and power of the written word.
Specifically, how do you see your abilities
benefiting the typical real estate sales
professional?
AA: For your target
audience, Michael, pictures are important -- but
the description of a unique aspect of this
property or the exemplary spaciousness of the
home on the west side of town or the charming,
cozy surroundings of an attractive rural
property will make the difference in whether or
not a potential client becomes a satisfied
customer. And this "potential-turned-customer"
gilds the agent’s bottom line.
On the Internet, you have
only seconds to grab a site visitor’s attention
and promote them from visitor to interested
potential client. You have only a couple
paragraphs to elevate casual interest to action
-- to compel them to call you for what will
probably be the largest single financial
investment of their lifetime. You tell me how
important is the quality of the writing in those
couple paragraphs?
MI: You parrot
exactly what I speak about when covering what it
really takes to "create relationship" with the
Internet Empowered Consumer!
MI: One of the
marketing strategies I advocate to sales
associates is to produce their own custom,
highly targeted online newsletters. However,
most are not writers. How would you help them
with that process given that they are the
"content experts" in their field?
AA: Absolutely! A
well-written online newsletter is a powerful
marketing, tool. The first step toward this goal
would be an interview, where we determine the
anticipated or desired results of the newsletter
and the information to be covered. The agent is
the expert, I’m here to facilitate. If any
research is needed to flesh out the content, I
offer to provide that pending the agent’s
approval. I write the copy, format it, and send
it by e-mail or fax for the agent’s comments,
changes, and/or additions.
I can take the information
that the agent needs to present and write in a
manner that is attractive to both the human
visitor and the search engines by assuring that
it is keyword-rich and genuinely informative to
achieve the agent’s marketing and public
education goals. Knowing the differences between
traditional marketing and Internet marketing
gives me an edge in helping clients achieve
dynamic, effective web content.
The key to this type of
writing is developing a strong relationship with
the agent and learning not only their
prospective audience, but also how they
personally approach their business. This enables
me to access language that would be "natural"
and comfortable for them while helping them
reach their communication and marketing goals.
MI: When doing a
writing project for someone, do you attempt to
capture their unique "voice"/personality, or is
it yours that comes through in the words?
AA: Not mine. I
guide. I don't "overwhelm" the natural voice of
the client. I don't use my own voice unless
that's what they request. It's very much like
acting. I learn how they would say something in
natural daily speech and I modify that only as
necessary to help them reach their goals --
language is personal.
I consider what I do most
often as "polishing" for clients. They have an
image they want to project; they have a strong
personality that needs to be showcased. I help
them do that.
MI: What other
sorts of support services do you specialize in
that may be of interest to Realtors?
AA: My services
through www.cumberlandunes.com are more general,
and include small business consulting and
Virtual Assistance services. But my "baby" is A
Wicked WordCraft -- specializing in writing,
editing and marketing services.
MI: What minimum
requisites/qualities do you look for in a
potential client before you agree to work with
them?
AA: I want to be
sure that they have a grasp on what I can and
what I cannot do to help them. I try to assure
them that we are working from the same
perspective on where the project or undertaking
should lead. I try to have a "test" project
before agreeing to a long-term arrangement.
I want to keep my clients
happy and I want to be happy. The Virtual
Assistant Industry has offered me a platform to
build my dream business, live my ideal existence
and enjoy my life more fully. It’s not an easy
career. I’m the most demanding "boss" I’ve ever
had. But I’m following my bliss, and that’s an
exception to the work rule these days. I look
forward to my workday. Few people I know
(outside of this industry) say that after the
first few months in a job. I’m entering year
three and I still enjoy it every day. Making
sure that my clients and I are well suited,
keeps everyone happy and productive.
MI: What are the
most important qualities a REALTOR should look
for when looking for a VA?
AA: Skills are
number one. Hire a VA or VAs who possess
experience and skills in the areas you seek.
Equally important is the integrity of the
individual. Check references, get referrals, and
check credentials. As in any working
relationship, do a "trial" project first, to
"get to know" the individual and be sure that
you are a good "fit" personally and
professionally. A VA can be a fantastic asset,
but as with any relationship, it must be
developed.
MI: Last
question: What words of advice do you have for
REALTORS who are considering using a VA?
AA: It's one of the
best things you can do to help grow your
business. Finding a VA or several specialized
VAs can improve your productivity beyond belief.
Select carefully and you will enjoy the benefits
of more time to develop and increase revenues
and still have a more enjoyable, less stressful
personal life. More work completed, with less
stress -- what could be better?
MI: Angela,
thank you so much for sharing your "words" and
unique insight into the world of VAs and how
they can powerfully help others achieve their
dreams!
AA: Thank YOU,
Michael!
You can learn more about Angela Allen and her
copywriting services at her Web site (http://www.wickedwordcraft.com),
contact her via e-mail at
mailto:ala@wickedwordcraft.com or by phone at
606-787-1706. 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 that perfect VA
that will launch you to the top quicker and with
less effort than you ever thought possible!
