Welcome to another episode of the podcast that teaches you how to be a ridiculously good virtual assistant.
Today I want to talk about standing out in what might feel like a crowded market of other virtual assistants.
Today’s Quote: “In a crowded marketplace, fitting in is failing. In a busy marketplace, not standing out is the same as being invisible.” – Seth Godin
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Connect with Tracey D’Aviero, VA Coach and Trainer
Episode Notes:
You’re a Virtual Assistant. You’ve invested time, energy, and money into your business. But here’s the reality: The VA market feels crowded. It feels competitive. Sometimes it seems like everyone’s offering the same services, the same skills, at the same prices.
Doesn’t it?
How do you rise above all that noise?
How do you stand out in a way that attracts your ideal clients and lets you build a business that’s both profitable and fulfilling?
That’s exactly what I want to unpack with you today.
Because the secret to standing out isn’t about trying to be the loudest or cheapest. It’s not about having the flashiest website or the most complicated service packages.
No, the secret to standing out is much simpler. And it starts with confidence and clarity.
Why Standing Out Matters
Let’s start with why standing out is so important in the first place.
When you blend in, you become just another option among hundreds of others of VAs. And as a result, clients don’t see the unique value you bring. They might hesitate to hire you, or worse, they pick someone else simply because they have a lower price or a snazzier sales page.
But when you stand out, you make it easier for your best clients to find you. You attract clients who need your specific skills. You can charge higher rates because you offer unique value. And you will build a VA business that feels authentic to you, you are not just a generic service provider
So standing out isn’t just a marketing buzzword. It’s a fundamental piece of building your sustainable VA business.
The First Secret: Get Clear on Your Niche and Specialty
One of the biggest mistakes I see VAs make is trying to be “everything to everyone.”
You guys know I talk about this all the time on this podcast and in all of the trainings I do.
Here’s the truth: When you try to serve everyone, you actually serve no one well.
Well, you might serve your clients well, let me be more specific.
If instead, you get clear on a niche – a target client – the specific type of client or industry you want to work with. And your specialty – the particular service or skill you do better than anyone else.
These two things are really important to get right. Why? Because they are the two things that make YOU unique.
This clarity is magnetic because it helps you speak directly to the clients who need you. It helps you tailor your marketing message so it resonates with your clients (make your marketing content work for you, don’t just do it). And of course you also position yourself as an expert, not just a one size fits all.
I used to offer everything under the sun too. I got clients. But I didn’t stand out. And you know what, I often found myself doing things I didn’t really want to do. Or I was learning new platforms or things all the time in an effort to get clients, or support them. And then you get into do you pay for the training or does your client? All that stuff.
But guess what? I was allowed to do just what I wanted to do. It took my business coach to tell me that. I didn’t have to do everything. I could just do what I loved. Which was virtual events. I liked client care, but I loved events! Voila. I branded myself as The Telesummit Girl (we called online conferences telesummits back then), and it became very clear to the coaching circle that I was connected with that if they needed a telesummit that I was the one to call. Bam. Higher rates, doing what I loved, and a clear message to the people that I knew, and the people that they knew.
If you’re thinking, “But Tracey, I don’t want to limit myself,” I get it. It feels scary to say no to some potential clients. But here’s the thing, when you target or niche, you actually open the door to better clients, more referrals, and higher rates.
The Second Secret: Show Your Confidence Through Your Communication
Confidence is the secret sauce that brings your clarity to life. I know, I talk about confidence a lot. But it’s the key to so many things in your VA business.
When you communicate with confidence, whether it’s in your emails, proposals, or social media posts, clients pick up on it. They trust you more. They feel assured that you can handle their needs.
Confidence isn’t about arrogance or pretending to know everything. It’s about owning your skills and experience. It’s about being clear on the value you provide to your clients. It’s about setting boundaries, including around pricing. And it’s about saying no when a client isn’t a good fit
I get it. I used to say yes to everyone. I negotiated my rates. I bartered. I discounted. I neeeeeeeded that client. But it never served me well. And I talk to VAs now every day who are doing the same thing. And it won’t serve them well. Yes you may get work today, but it won’t be long term work at the rate that you really know you want to charge.
If you struggle with confidence, that’s completely normal. It’s something I help VAs work on all the time. And it’s absolutely possible to build your confidence through small, consistent actions, like setting one boundary this week or practicing your client pitch.
Confidence doesn’t just magically appear. It often takes working with someone who has more confidence in YOU than you have in yourself. Confidence can be very difficult to build on your own. We can’t see ourselves objectively. So don’t beat yourself up if you are having a tough time with it. Just get help.
The Third Secret: Package Your Services to Highlight Your Unique Value
Most VAs sell services by the hour or offer one-off tasks. While that works, it doesn’t make you stand out.
Instead, think about packaging your services around the outcomes or transformations your clients want.
For example, instead of “I do email management,” you might offer a “Inbox Zero Starter Package” that helps overwhelmed entrepreneurs clean up and systematize their inbox in a week. Ongoing services for email management can still offer a promise of transformation as well – inbox zero all the time.
Packaging makes your services more appealing and easier to understand. It helps you show you have thought through your clients’ problems and that you understand their business. It also makes pricing simpler and can boost what you earn because you provide your clients with a complete package.
When I created packages for clients, they were custom. But they started with what they needed. So I would talk about what they did in their business, how many clients they worked with, what kinds of marketing tasks or client care tasks they did or needed done, how often, etc. From that I would figure out how much time I figured they needed every month (I had previously done task processes and priced those), and then I could very closely estimate how much their retainer would be. Some clients paid me more, some less – all based on the same billable rate, and how much time I needed to do their work. Packages don’t have to be cut and dried, but they do have to be defined. Custom worked well for me, and I can show you how I did it too.
If you haven’t done this yet, I encourage you to start by listing your core skills and then thinking about the main problem each skill solves for your clients. From there, build simple packages or bundles. When you change the way you think about how you help your clients, everything becomes so much clearer for you too.
The Fourth Secret: Build Relationships and Provide Consistent Value
Standing out isn’t just about what you say on your website or your pricing. It’s also about the relationships you build.
When you show up consistently, whether through your email newsletter, social media, or just your client communications, you build trust and credibility.
And when you provide value before you even get paid, like sharing helpful tips or answering questions, people see that. They start to see you as an expert worth investing in.
Relationships of all kinds are essential in business. Some people will be your clients, others will not but they could refer business to you if they understand what you do and think of you when they are talking to someone else who might need help in their business.
When you focus more on becoming a part of community, or building relationships with people, you genuinely become interested in what they do. Networking becomes easier and you actually enjoy that part of business. And the clients come.
Remember, people buy from people they trust and like. So show up authentically and be generous with your knowledge.
Overcoming the Fear of Being “Too Much” or “Too Niche”
Sometimes, VAs hold themselves back because they’re afraid of standing out too much or niching too narrowly. They worry about losing potential clients or being judged for charging more than other VAs.
These fears are normal but often unfounded. The truth is, the clients you want will appreciate your boldness. And the clients who don’t are not worth your time or energy. It is so much more draining to educate entrepreneurs about how a VA charges and how to work with them, than it is to find the people who just need stuff done and are willing to pay to get it done.
Starting anything can be scary. When we are doing things we have NEVER done before, there has to be an element of fear. You aren’t alone there. But you have to move through it, sometimes with help from someone like me, and you realize that now you are past that particular hurdle.
Remember, your business is your own. You get to decide how you show up. The world needs your unique voice and skills.
How I Can Help You Stand Out
I’ve shared a lot today about standing out, but if you’re thinking, “This sounds great, but I don’t know where to start,” or “I want someone to help me build this confidently,” that’s exactly why I’m here.
Working with me means getting clarity on your target market and ideal client. Buidling your confidence through mindset coaching and actionable strategies. Confidence often comes down to how you think about yourself, and not knowing what to do to move forward. We do both of those things.
Working with me helps you create service packages that sell, learning how to articulate your communicate your value in a way that feels authentic and effective, and that clients respond to.
Whether you’re just starting out or ready to grow, I offer coaching and resources designed specifically for VAs who want to break free from blending in and start standing out.
We can work together privately, in my group, or you can grab one of my self studies to get where you want to go.
Your Action Steps to Stand Out Starting Today
Before we wrap, let me leave you with three simple but powerful steps you can take right now to start standing out:
- Define your niche and specialty. Write down who your ideal client is and what problem you solve best. Don’t worry about being perfect; just get started.
- Craft a confident message. Write an email, social post, or bio that clearly says who you help and how you help them. Use confident language. No more apologies “I think” statements.
- Create one service package. Take a core skill and think about how you can turn it into a simple package that highlights the result clients want.
And if you want help with any of these steps, I’d love to support you.
Standing out in a crowded VA market isn’t magic or luck. It’s about showing up with clarity, confidence, and value. It’s about leaning into who you are and what you do best.
Do You Need Help?
I know you can do this. I’m here to cheer you on and guide you if you want. It’s the only reason I’m here at all, is to help you become a ridiculously good VA.
If you want to work with me or learn more about my coaching, courses, or membership programs, just visit YourVAMentor.com/links. You can start by connecting with me on your favourite social platform.
But if you want me to help you create a tailored offer or craft your marketing message? Let’s do it. Remember, standing out starts with one step. Take that step today.
Let’s revisit today’s quote: In a crowded marketplace, fitting in is failing. In a busy marketplace, not standing out is the same as being invisible.
Not standing out is the same as being invisible. Harsh words maybe, Seth, but you are right on the money_._
That’s all I’ve got for you this week. I’m Tracey D’Aviero, The Confidence Coach for VAs – and I’ll see you next time!