Welcome to another episode of the podcast that teaches you how to be a ridiculously good virtual assistant.
Today I want to talk about being authentically you in your VA business.
Today’s Quote: “The key to success is to find a way to stand out, to be the one that people remember.” – Seth Godin
Click the play button above to tune in, or choose your favourite podcast player below:
Connect with Tracey D’Aviero, VA Coach and Trainer
Episode Notes:
Today’s episode is a little about me, and a little about you! We are talking about being authentically you in your business – and therefore in your marketing (so that people can get to know you!)
Last month I had coffee with two people who had a huge impact on my business many years ago. Those people were Brian Stark and Paige Stapleton.
They were my very first business coaches, and their brand when we worked together was Authentic Marketing.
I learned a lot about it – and it has stuck with me ever since.
Marketing is not about pretending to be someone you’re not. It’s about being you. And when I had coffee with them again after so many years, it drove home a reminder for me – that so many VAs are still making marketing so much harder than it needs to be.
Have you ever looked at someone else’s social media and thought, “Wow, they are really good at this. I should be doing more of that”?
Maybe you see another Virtual Assistant posting consistently on Instagram. Their photos look great. Their captions are polished. They seem incredibly confident. They have a very clear niche, a very professional website, and somehow they always seem to know exactly what to say.
And then you look at your own business and think, “I should probably be more like them.”
Well, today I want to talk you out of that. Because one of the most powerful things you can do when marketing your VA business is also one of the simplest.
Be yourself.
I know that sounds almost too simple. Especially when we are constantly being told that we need to build a personal brand, create a content strategy, find our niche, have a professional presence, create reels, post consistently, and somehow make everything look polished and intentional.
It doesn’t sound like stuff we know or do regularly, so it seems like we have to move into being someone else.
But in fact, it should not. That’s exactly the opposite of what it should be!
Your personality, your experiences, your opinions, your sense of humour, your way of explaining things, the things you care about, and even the things that make you a little bit different can become some of your greatest marketing assets.
Those things not only make up YOU, but they make up your VA business. Your business is different from every other VA’s business – it is as unique as you are.
Why Authenticity Matters in Marketing
First, let’s talk about why being yourself is so important in your marketing.
- Trust and Connection – People do business with those they know, like, and trust. When you show up authentically, you create a real connection with potential clients. They get a sense of who you are, what you stand for, and whether you’re the right fit for them.
- Differentiation – The VA industry is always growing, and there are thousands of service providers out there. Your skills and experience matter, but what truly makes you stand out is you. Your personality, your approach, your unique way of solving problems. These are things no one else can replicate.
- Ease and Consistency – When you market yourself authentically, there’s no pressure to keep up a façade. You don’t have to remember to “act” a certain way or filter everything you do through a professional persona. It’s just you being you, and that makes consistency so much easier. Seriously, this is a big one.
- Attracting the Right Clients – If you try to be someone you’re not, you’ll likely attract clients who don’t align with your work style, values, or personality. This can lead to frustrating client relationships. When you market yourself authentically, you naturally draw in people who are a good fit for you.
Because being authentic is not about sharing every detail of your personal life online. It is not about turning your business into a reality show. And it certainly does not mean you have to become an influencer.
Authenticity in business is much simpler than that. It means showing up as the real you. When you do that regularly, the right people begin to recognize you.
Your Clients Are Hiring a Person
Let’s start with something that is easy to forget.
Your clients are not hiring a logo. They aren’t hiring your website or your Canva templates or even a list of your services. They are hiring YOU.
Yes, they want someone who can perform the work. Obviously. They need someone who knows how to manage their inbox, create their social media content, organize their calendar, handle their bookkeeping, update their website, manage their systems, or whatever services you offer.
And yes, your website or Canva templates or list of services may factor into their decision because it answers some questions they might have.
But what makes a client choose you?
It’s how you make them feel. Do they trust you? Can they communicate easily with you? Do they feel like you understand them? Do they feel like they could work with you?
Those things matter. Your marketing needs to give them the opportunity to go, yeah this feels like a good fit!
Authenticity Helps You Stand Out
The VA industry is full of people offering similar services.
Social media management, admin support, inbox management, bookkeeping, graphic design, website support, podcast management, project management, etc.
Maybe you offer some of these services, maybe you don’t. The point is, there is absolutely nothing wrong with offering a service that other VAs offer.
You do not have to invent a brand-new service nobody has ever heard of. But if your marketing sounds exactly like everyone else’s, it becomes very difficult for potential clients to remember you.
Imagine seeing ten posts that all say something like:
“Are you overwhelmed with your to-do list? I can help! As a Virtual Assistant, I provide professional administrative support so you can focus on growing your business.”
There is nothing wrong with that post. But after you’ve seen it ten times, it all starts to blend together.
Now imagine a VA who says:
“Your inbox should not be the first thing you see every morning. If you are spending 45 minutes answering emails before you’ve even had your coffee, we need to talk.” That feels different.
You can hear a person in that post, right?
Maybe you like her sense of humour. Maybe you relate to the coffee comment. Maybe you are exactly the business owner who spends 45 minutes every morning answering emails. And suddenly, that VA has your attention.
That is what authenticity can do. It helps people remember you.
You Don’t Have To Be An Extrovert
Now, I know some of you are probably listening to this and thinking, “Tracey, I am not comfortable putting myself out there.” And I get it.
You may be thinking that being authentic means constantly showing your face on video, talking about your personal life, sharing photos of your family, doing Instagram Stories all day long, or becoming some kind of social media personality.
It definitely does not. You can be authentic and private, introverted, without ever doing a Tictoc dance!
You authenticity shows up in your writing – your words, how you explain stuff, in the stories you tell, in the opinions you have about how business owners should use social media or organize their spreadsheets.
Maybe you are incredibly detail-oriented, or you always have three backup plans, or you really excel at helping overwhelmed business owners feel more organized.
Your brand is the thing that emerges from all of this. You don’t have to create something – it’s naturally you.
Stop Trying To Sound “Professional”
The other mistake VAs make is trying to sound “professional”.
They write things like: “I am pleased to announce that I am now offering administrative support services to entrepreneurs seeking to optimize their productivity and streamline their business operations.”
I have no idea who that person is. And more importantly, I don’t know why I should care.
I should also tell you that I have written MORE than my fair share of posts exactly like this. Ugh. They suck, truly.
What if you wrote: “I love taking the things that are driving business owners crazy and making them simple.” Now I can hear you!
Or: “If your business systems currently live partly in your head, partly in your inbox, and partly on sticky notes, you are my kind of client.” That has personality!
Do you see the difference? I sure do. You’re just talking about how you help clients, and that’s the whole point. And it’s still very professional!
So when you are writing your content, ask yourself ‘would I actually say this out loud, if this person was standing right in front of me?’ If the answer is no, then it doesn’t belong in your marketing either. Rewrite it.
If you would never use the phrase “optimize your productivity” when talking to a potential client, don’t use it in your marketing just because you think it sounds professional.
Talk like yourself. BE yourself!
How to Be More Authentic in Your Marketing
Now that we know why authenticity is so important, let’s talk about how to put it into practice.
- Define Your Brand Voice
Your brand voice is the way you communicate in your business. Are you casual and friendly? Are you more formal and polished? Do you have a sense of humor, or are you more no-nonsense?
The key is to make sure your brand voice reflects your personality, not what you think it “should” be. If you’re naturally warm and chatty, don’t force yourself into stiff corporate-speak. If you love a good GIF or meme, use them in your content!
I used to be so worried about my on-camera look (no fancy hair or makeup) that I shied away from doing video. But once I realized that I am who I am, I just did it. And video became one of the main ways I created content – until this podcast.
It was authentic of me to just show up from my living room or office and talk and teach. Find your authentic!
2. Share Your Story
People connect with stories. Your potential clients want to know who you are, how you got started, and why you do what you do. Sharing your journey—both the wins and the challenges—makes you relatable and builds trust.
You don’t have to share every personal detail, but offering some insight into your background, values, and mission will make you more memorable.
I still don’t share a lot of personal stuff (I do share more than I used to, but I don’t do tiktoks while walking the dog, or doing meal prep in my kitchen!).
Your stories can all be business-based – how you have helped clients or others, if it’s your volunteer work. When you still keep them focused on the clients, the messaging will land where you want them to.
3. Show Up on Video (or Audio)
Written content is great, but nothing builds trust faster than hearing your voice or seeing your face. Whether it’s Instagram Stories, LinkedIn videos, or a podcast like this, putting yourself out there helps people feel like they already know you before they even reach out.
If the idea of video makes you nervous, start small. Maybe do a quick intro video on your website, or try a few Instagram Reels. The more you practice, the more comfortable you’ll get.
This is a tough one for a lot of VAs, I know, many of us are introverts. But you really are just talking to one person on the video – and they aren’t even there with you! It gets easier and I will always tell you it’s the quickest way to create content. I know this because I do it!
4. Speak Directly to Your Ideal Client
When you’re authentic in your marketing, you don’t need to appeal to everyone. Instead, focus on speaking directly to your ideal client. Think about their struggles, their goals, and the way they like to be communicated with.
When you write a social media post, email, or piece of website copy, imagine you’re talking to just one perfect-fit client. This will help you sound more natural and relatable.
When you talk to just one person or one target, the message resonates. We talk about this a lot in this podcast. Targets are the quickest way for your people to find you.
5. Be Honest About What You Offer (and What You Don’t)
One mistake VAs often make is trying to be everything to everyone. They take on work they don’t love, say yes to projects they aren’t excited about, and stretch themselves too thin.
Being authentic means owning your strengths and setting clear boundaries. If you don’t enjoy bookkeeping, don’t offer it just because you think you “should.” If you love working with coaches but don’t enjoy working with real estate agents, focus your marketing on the right audience.
If you haven’t narrowed down your target yet, and you are having trouble finding clients, it’s almost certain the two are related. When I got really clear on my target, everything changed. My business coaches helped me do that! I could not do it myself, I just couldn’t see it. If you can’t see it, let me know. I can help.
It’s the only reason I’m here at all, to help you become a ridiculously good virtual assistant.
So the next time you sit down to create a marketing post and you find yourself trying to sound like someone else, stop.
Take a breath. Close the Instagram tab.
And ask yourself: What would I say if I were simply having a conversation with my ideal client? What if they were sitting right here with me? Then say that.
Because there is already another VA doing what everyone else is doing. There is already another polished, generic marketing message floating around online.
The market doesn’t need another version of somebody else. It needs you.
And that might just be your greatest marketing advantage.
If you take nothing else away from today’s episode, let it be this:
Your authenticity is not something you have to add to your marketing. It is something you already have.
Your job is simply to stop hiding it.
What do you think of that?
Authenticity in Action: Practical Next Steps
Let’s wrap up with some quick, actionable steps you can take today to bring more authenticity into your marketing:
- Review your website and social media profiles. Does your brand voice sound like you, or are you trying to fit into an industry mold?
- Write a social media post that shares part of your journey. Maybe a challenge you overcame or why you love what you do.
- Record a short video introducing yourself. Post it on your platform of choice!
- Evaluate your current clients. Are they the right fit? If not, how can you adjust your marketing to attract better ones?
- Give yourself permission to show up as you are. You don’t need to be “perfect”—you just need to be you.
I’m so grateful I took the time to have that coffee with Brian and Paige.
Sometimes the biggest breakthroughs don’t come from learning something completely new. They come from being reminded of something we’ve known all along.
Do You Need Help?
Marketing doesn’t have to feel fake. It doesn’t have to feel salesy. It doesn’t have to make you feel uncomfortable. The most powerful marketing you’ll ever create is simply letting people get to know the real you.
Authentically you!
Let’s circle back to today’s quote: “The key to success is to find a way to stand out, to be the one that people remember.” It’s not about posting, it’s not about marketing, it’s about being noticed and remembered.
When you change your goal to that, everything works better.
If you need help with your marketing, your messaging, or getting clients, be sure to reach out to connect with me wherever you are online.
You can find me at YourVAMentor.com/links.
That’s all I’ve got for you this week! I’ll see you next time!
