Hello Internet Marketers! This week we are featuring Jennifer Shelby and her company Signature Leadership. Jennifer is in the fast rising industry of Virtual Assistants. If you are looking for ways to be able to focus on your business without all the time-consuming tasks that distract from doing what you do best, then a VA is what you need.
Read further to know more about this industry and Jennifer's approach. She is also a member of the International Virtual Women's Chamber of Commerce:
KB: Jen Shelby, thank you for
taking the time to participate in this interview for our readers.
To set the stage for this interview, would you please tell us a bit about
yourself?
JS: I
started my own business a couple of years ago, so that I could continue my
career part time and enjoy being a new mom.
I live in Santa Cruz, CA.
KB: Congratulations Jen! Nice city Santa Cruz. I really like that
you have mountains and ocean all a short distance from each other. The best of
both worlds in my opinion. Okay, give us your elevator speech, or 30-second
spiel, about what you do, about your business:
JS: I
work with women executives and woman owned businesses, which are looking to
sharpen their skills, grow their leadership capabilities and increase profitability. Women need new rules. We play such valuable roles at work and at
home, and I help them figure out how to bring all of themselves to their
careers and family. We have so much to
offer and truly can do it on our own terms.
We just need to zero in on how.
We are capable of so much more than we’ve allowed ourselves to think.
KB: You are absolutely right Jen. How
long have you been in business for yourself?
JS: 2
years.
KB: Why or
what was the determining factor for you in starting your own business?
JS: I
needed to keep my career moving forward, but needed to do so in a different
way. I had spent 15 + years, working in
corporate America, start ups, and more importantly,
doing a career that everyone around me wanted to do. So, when we adopted, I decided it was time
for me. My daughter became the
inspiration for me to start living my life.
I wanted to create something I could do part time and be meaningful, so
that as my daughter grows up, she has a role model that speaks to career and family,
and she saw first hand the power of combining both aspects. You don’t have to choose one over the other,
but you do have to understand your priorities and values. Once you know that, they will guide you to
pursue your dreams.
KB: How inspiring Jen, and what a great thing for your daughter to grow up
with! What, in your experience, has been the greatest benefit in running and
owning your own business? What do you like best about your business?
JS: I
do ultimately choose what and whom I work with, can set and create my own hours
and have the flexibility to spend true quality time with my daughter.
KB: That’s one of the many benefits of working from home – setting your own
hours. Of course that’s only for the self-motivated which you certainly seem to
be. Running a business takes a certain
“mindset” so tell us what is the most difficult or challenging part of having
and running your own business:
JS: Believing
and knowing that it will work out--- that it will happen and that you know what
you need to do to achieve your goals.
KB: From listening to your goals and outlook, I don’t think it “working out”
will be a problem for you Jen! Who is your primary target audience? How do you
attract them?
JS: Executives/managers,
sales professionals. Initially it was
through referrals. Now I am starting to
target women specifically, so it is looking at organizations that will allow me
to create some depth, become known as an expert.
KB: Can you share with our readers what you are currently doing to promote your
business? How do you integrate your online promotions with your offline
promotions?
JS: I
offer a complimentary coaching session along with a monthly
newsletter—Signature Moves. It is meant
to inspire, by highlighting the great things people are doing in business or
the community, and give people something to think about and apply to their own
lives. I also am targeting women owned
businesses and women execs, so I volunteer for a couple of orgs, and am starting
a direct mail campaign focused on increasing revenues and profitability.
KB: That sounds like good strategy and volunteering is a good experience too. Is your business primarily online or offline
or both? If offline, do you have a
website? If so, what is the purpose of that website and how do you
promote it?
JS: My
business if primary offline, phone or in person. I do have a website and promote it mostly via
the monthly newsletter. The website
gives people a sense of what I do, the type of people I work with and to a
large degree it communicates my brand, how I think, and my style if you will.
KB: What is your best source of
customers, prospects and/or clients?
JS: Referrals
from my “A” list, and people who have hired me in the past.
KB: That is something that comes up
continually- “referrals” they are our lifeblood. Since we’re are having this
interview on the International Virtual Women’s Chamber of Commerce channel, we
know you are a member of this organization but are you a member of any other
professional organizations? If so, would you please tell us a little bit
about them and why you chose these particular organizations to affiliate
yourself and your business?
JS: The
International Coaching Federation- they simply are the best. They provide the standards for the coaching industry
and create credibility.
WBE- Women
Business Executives. A group of women
executives who support each other throughout the stages of one’s career.
KB: Online networking groups are rising in number
so are you a member of any online networking groups?
JS: I subscribe to 5 or 6 e-ezines, industry
websites and magazine oriented sites.
KB: On average, how often do you visit
those networks? Do you post messages there regularly, or are you more of an
information seeker and lurker?
JS: I
probably spend 1-3 hours a week, and only post when I’m looking for something
specific.
KB: That sounds familiar Jen – exactly what I do! Moving onto a very vital subject in online
business, on average, how many email messages do you receive every day?
JS: 40-50
KB: That’s not bad really. How many of
those are from people you know or sources from which you requested mailings?
JS: 5
KB: Only 5, out of 40 – 50! Yuck, those spammers the bain of the Internet! What
is your number one complaint, if any, about email? ...and how do you think it
could be resolved?
JS: List
serv’s are tough, because if they are too frequent you tend to not read them,
but if they are too long the same thing happens. I think they need to be edited or a table of
contents would help the user to know what info is important.
KB: I agree Jen. In fact, I recently switched my email address and I didn’t
bother to notify most of the ezines I was subscribed to. I don’t have to time
to read most of them as they’re just way too long. Do you publish a newsletter / ezine? If
so, describe the content, frequency and delivery method you use.
JS: Yes, once a month, and I use Constant
Contact. It looks professional, is
affordable and gives you the admin needed to manage your list.
KB: Good deal! How about generating new subscribers? How do
you do that or is that even a consideration in your type of newsletter?
JS: I look
to add 5-10 quality emails per month. A
lot of it is based on the networking and referral focus you take on.
KB: Especially in your field, you don’t care so much about quantity as quality
and that’s great! Do you subscribe to
any newsletters? If so, what is the delivery format?
(email/autoresponder, online only, online with email notification, RSS, other)
JS: Yes, I
probably subscribe to 10 or so. They are
mostly html but some are changing to email notification.
KB: Are you familiar with RSS?
JS: No.
KB: That’s okay; many people aren’t even though it’s been around for sometime.
It’s just now making it into the mainstream but it will be a bit before
everyone understands what it is, even those of us who use it!
There are so many ways to promote ourselves online and off, and one of the most
touted and apparently great ways to do so online is to write articles. Do you
write articles for use on the internet? If so, describe the typical subject
you cover and tell us how you promote and distribute it.
JS: Yes. I am very interested in this area, and it is
something I am working on to better understand.
I am writing about sales, marketing and branding, and also I take my
monthly newsletter topic about business leaders and submit to various
sites. Sometimes I get published, and
other times not. Something that is
working well, is I do a monthly internet radio interview with a Computer
Association on Leadership. That is a great way to flush out your
ideas, put them on paper so to speak and give people a sense of who you are.
KB: Now that sounds like fun and a
great way to promote yourself! Have you ever submitted a press release?
JS: No,
but would like to…
KB: There are a lot of women in the
IVWCC who are good at doing just that – writing press releases and promoting
them. What is the most creative thing
you have done to attract customers?
JS:
Internet Radio interviews.
KB: Wow, I may have to find out more about that from you Jen. If there was one
thing you wish you had (other than time!) to help you grow
your business, what would it be?
JS: More
opportunities to speak to groups.
KB: I’m sure that will Jen as focused as you are. If you could offer a word of
advice to someone wishing to start a business in your field, what would you
tell them?
JS: Focus,
choose a niche, take a lot of deep breaths, believe in yourself and have some
patience--- you are doing better than you think you are.
KB: What excellent and encouraging
advice. Thank you again Jen for taking
the time to participate in this interview.
============= End==============
Jennifer Shelby interview
SIGNATURE
LEADERSHIP
Jen Shelby, ACC
Business & Career Coach
Sign up for my newsletter 'SignatureMoves' at:
http://www.signatureleadership.net
Interview conducted by member Kim Bloomer
