I shared in another blog about the trend of storytelling in business and what to consider for your own ‘story’.

But I skipped over one of the elements – and it’s an important one.

I’m talking about…

The Story of Transformation

Yes, of course, you want to be talking about your services to people. The Story of Transformation

They’re interested in the features of your service. How many hours you can give. What tasks you can take on. The process. The communications. The management of it all.

They’re interested in the benefits of the service. If you work for them, it saves them time, hassle and headaches, for example. For each feature, you should be able to state a benefit.

And that’s the point where many VA’s will leave it.

Features and benefits are strong parts of your product or service story. But there are a couple more things people want to know.

One is why they should choose you. The other, linked to that, is the difference your service will make to their lives and business.

People want to see a picture of the transformation you can create for them. The results. The outcomes. The difference it makes.

How do you that?

One way is to create a transformation matrix. This is a very useful exercise.

On paper, Excel spreadsheet or in Word, create a table. Make three columns: Feature, Benefit and Difference.

Take one of your services. In column one, list all the features of that service. In column two, write a benefit for each of the features listed. In column three (which requires the most space) describe how that makes a difference or transforms the client’s life.

For example, let’s say a company wants you to handle their social media posts for Facebook.

Feature #1 might be planning a schedule for posts. The benefit of that is it saves the client time and hassle. The ‘difference’ or transformation is “No more having to faff around with working out when to send or what to say – leaving you to focus on what you do best”.

Feature #2 might be creating 20 posts per month. The benefit is it saves the client time and adds to their marketing collateral. The transformation could be phrased as “Build a solid body of consistent, values-aligned content that gets your brand noticed by more people as the thought leader in your field.”

Feature #3 might be providing a monthly stats report on social media activity. The benefit for the client is they get a regular update on how things are going. The transformation could be something like “Get to see at a glance what your social media activity is doing for you – so you can adjust course and stay on track”

You get the picture.

Repeat the process for each service (or product) you provide. The exercise will really get you thinking about the difference you make for people. The bigger picture difference. The wider difference. The significant difference.

The Story of TransformationAnother way to highlight the transformation your work delivers is to share testimonials and case studies.

It’s why I include these on my website, and in my marketing and promotions. Like these ones, for example.

Here is Jane talking about the value of the one-to-one live training I do.


“One of the best things I did last year was to put Livvy, my PA, onto a 1-2-1 session with Shelley Fishel. She’s now flying on Teams and helping lots of our clients to figure it out too. Really, really great investment in both time and money. Liv found being able to have Shelley 1-2-1 was invaluable. #recommend”

Jane Rennie, Founder – The Extraordinary Training Company

This is what Inge said about my How to Use Microsoft Teams course.

“Shelley Fishel is very knowledgeable on Microsoft Teams. She talks you through every step of how to use it, making it all less daunting. But – unlike most IT training – also helps you understand why you would even need it, how it’s easier than what you are doing now, and how to integrate it practically with your ways of working.”

Inge Woudstra-Van Grondelle
Gender Difference Expert. Gender Diversity & Inclusion Consultant. Women Leadership Trainer at W2O Consulting & Training

And you can even include video testimonials, as you can see if you visit my page about Tomorrow’s VA – The Hub (my complete box set of online courses, also known as ‘The Full Monty’).

Make sure you are making use of testimonials and case studies to build up a picture of the kind of transformation your work as a VA can do for your clients.

It’s easy to assume people will ‘know’ the benefits or difference your work delivers. Never assume. Tell them.

Shelley Fishel

The session was well structured and the explanation was very clear. It was amazing how Shelley managed to squeeze so much info in just one hour and a half! Colin’s support and contributions were also very valuable, and so were “Virtual Veronica”‘s. Thank you for a most interesting and useful training session at the Miss Jones Virtual Summit!

Laura Carizzo- Royal Norwegian Embassy in Argentina

I haven’t used PowerPoint in 20 years, this has really boosted my confidence.

Lyn Parker

Course is packed with so much valuable information in a easy-to-understand and follow language, even for a complete beginner. I can respect the fact that sometimes it’s very hard for an expert to break the information down to basics. but Shelley has done it brilliantly. I was sure that I knew quite a bit but Shelley has proven me wrong even at the very beginning of the basics of PowerPoint. Lessons are short and precise which allowed me to easily transfer the new skill into practice without being overwhelmed and to carry on adding on more with each lesson. I had so many ‘Aha!’ moments and for most of them I couldn’t believe I used to pay graphic designer to do it for me, now, thanks to Shelley, I am looking forward to creating, designing, converting my presentations all by myself!

Iva Freeman – Vertex Human Capital

Shelley was very thorough and knew a lot of tip’s for using Teams, thank you 🙂

James O’Connor – Cavannah Homes

Very informative, constantly getting everyone in the meeting involved, loved every bit of it!

Dylan Teal Hopkins – Cavannah Homes
Fantastic and informative training and great to see all of the exciting functions with Microsoft Teams.
Laura Rigby – The Apprenticeship College
Shelley was really clear in her teaching and went at a pace that was helpful to us. We covered all we needed to know to get us started, as a small team, using MS Teams. She was also very helpful in the run up to the session, with check in calls and ensuring our platform was set up correctly. I would highly recommend Shelley to anyone wanting to learn to navigate their way around MS Teams.
Leigh Dowling – Innuous

Microsoft Teams One to One Training Session

Shelley was approachable, easy to work with, and agile with answering questions to apply the session to my specific needs

Melissa Marshall – Present Your Science

A course on Outlook had been on the top of my list when Shelley asked VA’s what they wanted to learn.

It was a real case of ‘so that’s how you do it’ or ‘I never knew that’. I have to say that I learnt so many great tips it has definitely improved the way I work in Outlook and my inbox is looking colourful and organised and I can’t wait to share this knowledge with my clients.

Jacqueline Leake – JLeake VA Services – Outlook

A great course with lots of examples and step by step instructions. I can now confidently create infographics and as a bonus, I learnt a lot of new PowerPoint functionality that will enhance all my PowerPoint work and save me so much time.

Jessica Bailey – Integral Resource

I really like Shelley’s courses. She has a clear and easy to follow teaching style. In ‘How to Create Fillable Forms’ I’ve learned about the functions of the Developer ribbon which will mean I’ll be able to create a bespoke Returns Form for a client who has an online shop

Freya Henderson – Virtual Office Orkney

Shelley was really clear in her teaching and went at a pace that was helpful to us. We covered all we needed to know to get us started, as a small team, using MS Teams. She was also very helpful in the run up to the session, with check in calls and ensuring our platform was set up correctly. I would highly recommend Shelley to anyone wanting to learn to navigate their way around MS Teams.

Sarah Clements – Inuous

Absolutely superb course, easy to follow and to refer back whilst putting it all into practice! I was unaware of the extent you can customise a presentation and it’s just made me want to know more – what’s next Shelley?

Denise Williams

I thought I had a pretty good grasp of Outlook until I did this course! In her videos, Shelley is clear and concise, and the language she uses is straightforward and jargon-free. Each module is broken down into manageable chunks, which helps keep your attention and means the course is easy to fit in around other commitments. I’ve created email templates and implemented rules that are already saving me time, and as all the other things I’ve learnt start to become second nature, the positive impact on my efficiency is fast becoming clear. This course has been incredibly beneficial and I would highly recommend it to anyone looking to strengthen their skills and boost productivity.

Pip Doleman VA

I thought I knew Powerpoint really well, but I wanted to specifically learn how to use Powerpoint to create better infographics, easily and quickly. Shelley explains everything in a very logical and clear way, so I understood everything the first time I heard it. The most useful thing I learnt was that Powerpoint can do so much more than I thought it could. By also using the short cuts that Shelley showed me I am much quicker than I have ever been and I thought I was already quick!

Susan Marot

Shelley Fishel of Tomorrow’s VA has a wealth of experience in Microsoft Office. I met her in person 2 years ago at the PA Show in London. I also saw her in action in a fab workshop and knew she was the whizz that everyone had told me she was. I have since bought a lifetime access to her HUB and all the courses in there are a MUST if you are a VA on a mission. The courses will give you confidence in all the Office 365 components and will catapult you to dizzy heights

Alex Hughes