My business started 4 years before I launched it.

Unconsciously, I started marketing ‘Char PA’ Australia’s No.1 Personal Assistant, before I even knew what an ABN was. “Char, what are you talking about? Make it make sense?” If that’s what you just asked yourself…here goes.

T H E B E G I N N I N G:

Throwing back to 2018, I’m living with my cousin G and they’ve just released their first song, ‘About You’, 3 days earlier.

At this point in our lives, G and I are attached at the hip doing just about anything to be stupid and spend time together, no matter the commitment. For context I’d quit 3 jobs over the years just so we could hang out.

This night in 2018, we’re doing our usual evening routine of dinner and a bottle of Aldi’s finest $2.99 Elmfield Cab Merlot - they were simpler times.

We’re lounging around singing their unreleased music, I’m harmonising (not a great skill of mine) and yapping about how incredible their music is and how successful they’ll be. It was never a question of if, only when, their music exploded what would we do.

What would life look like? We began joking that “every musician needs their PA”, “and that’s how we’ll travel the world together”. So, what does being a PA involve?

“Pantsuits?”

“Yes!”

“Briefcase?”

“Naturally”

“Bluetooth Headset?”

“Obviously!! How else am I going to make hands-free calls?”

T H E J O K E:

We’re dying from laughter at this point and locked in for hours. Something that G and anyone in my life will tell you, when I commit to a bit, I commit hard.

So, in classic ‘me’ fashion I quickly created the Instagram @char.personal.assisstant and I’m running down to JB Hi Fi the next day to get what will become the hallmark of my brand, the Bluetooth headset.

I tragically confused the 16-year-old sales rep who’s never sold a bluetooth headset, let alone been questioned about one by anyone under the age of 50.

He starts directing me to different things with “bluetooth capabilities”, like speakers, TV’s and headphones. I stop him and in an attempt to demonstrate what I am after, I performed my now classic hand on the ear, I’m on a call “bit”…though he is still confused.

Even though he didn’t help me locate the bluetooth headsets, he did help me find my signature gag which lives through all Char PA content; even today…”Sorry, I’m busy on a call!” (See @char.personal.assistant for reference)

10 minutes later, *Bluetooth secured*

T H E E X E C U T I O N:

This same day I make my Instagram debut. A bio reading ‘no talent, just a great PA’ and a google image of an ugly office desk - a true masterpiece if I say so myself.

*First Instagram goes live*

I text G a screenshot of my new Instagram profile and they’re on the floor with laughter. They responded quickly requesting me to ‘please extend it, I need to see more, I need your face on a photo’, G confirming that my continuation of the joke is a hilarious success and they want to see more - so I immediately amend my profile picture, to a ridiculous headshot from my musical theatre days, which is truly diabolical and then we were off!

T H E P A Y O F F:

The whirlwind begins.

6 posts and 4 days later, the radio station Triple J posts an article reading “Personal Assistants for G Flip need not apply, the position has since been filled by their best friend/cousin.”.

A week later I’m being interviewed on the air with ‘a day in the life of a PA’.

2 weeks after that I’ve quit yet another job and I’m using my last pay check to buy flights for G’s first live show at SXSW in Austin, Texas.

Yep, it’s happening; we’re travelling the world together.

T H E R E A L I T Y:

At this point, I wasn’t actually working with G, as in “employed by”, but you better believe we posted as though I did.

Years go by, the content continues, @char.personal.assistant is growing but still very much a joke. My actual reality is back in Melbourne managing a travel agency, until COVID hit and the lock downs led to my redundancy (thats a whole story in itself).

T H E O F F E R:

2021, I’m surviving the boredom that is lockdown with everyone else when I get a text from G: ‘Char, will you be my PA?’

The most beautiful words I’ve ever heard. Years of committing to bits and being an idiot online has now become reality. I’m no longer pretending to be the PA for one of Australia’s biggest up and coming artists but staring at an actual pay check - Charlotte Johnston, PA. It feels reminiscent of those nights back in 2018; being silly at home but instead its admin and producing shows - hilarious - the classic joke to career pipeline in full swing.

T H E J O U R N E Y:

Opportunities popped up everywhere leading to part-time assistant work with Tones and I. So 2021 into 2022 I spent my time working between G and Tones.

Early 2022, I’m finishing up working with Toni, and at the same time G is moving to LA, so where does that leave the personal assistant now?

I’m having dinner and wines with housemates (I’m starting to see a theme here), and we’re chatting about what’s next. I know I want to work with creatives but not necessarily just one, I want to be accessible to everybody.

This is the night ‘Char PA’ is cemented.

A freelance PA to cater to your every need. Producing, tour management, content creation, to do’s, for a day, a week, a month; the possibilities are literally endless.

The next day I purchase the domain www.charpa.com.au.

T H E I N T E R V I E W:

Now I have the dream, but I don’t know how to get this off the ground straight away. In the meantime I apply for a few talent management roles…a girl’s got to eat.

A few days later I head to Day Management prepped and ready to get a job. To my surprise I’m already known in their office through socials. Flattered, I’m now convinced I’m a shoe in for the position.

I’m sitting across from Gen Day when she baffles me and says “I could hire you but have you thought about starting your own business? Freelance PA?” Great minds obviously think alike as only days ago I’m registering my website. I gloss over her comments mentioning that I’d had a similar idea but wasn’t sure how to start.

I still want to work with Gen, but she is hooked on this idea. This isn’t exactly how interviews normally go.

An hour later, I leave the interview overwhelmed and excited; not with the management position but instead, my first client. Brooke Blurton.

‘Char PA’ has launched.

T H E R E F L E C T I O N:

Writing about the beginnings of ‘Char PA’ has made me to reconnect with myself.

At a time when I have been feeling unsure, I’ve been reminded that I do know exactly who I am and what I want. I have an idea, I action it. I make a joke; I play it out. I have a feeling, I say it. I have never been one to sit on an idea for too long - I always keep it moving.

I think this is why I am so good at what I do. The way I connect with clients and why people hire me is because I inspire them to create action. I’m your back up for when you want to reach for the dream you think is too far away.

It’s scary doing things you’ve never done before and yeah, it’s even scarier to think that you might fail. But next time you have an idea - no matter how ridiculous it might seem - can you indulge me and just do it. Even if it doesn’t make sense. Even if you don’t know where it’s going.

Just do it!

All I did was buy a Bluetooth and posted a couple of silly stories and look where that got me.

T H E N O W:

So, what is ‘Char PA’ now?

I’m a Melbourne based freelance assistant that works with you to make your life easier. Mostly in the entertainment industry though recent projects have seen me connect with entrepreneurs and women in leadership, so really the sky’s the limit.

Offering freelance executive assistant services such as:

Life Organisation and Management Services
Producing
Content Creation

And to make it even easier for you, have combined some of these services into Creative Reset Packages which are designed to completely reset your calendar and your mind:

Stay tuned for the next Oat Cap post, where I will be going into detail about all my current casual services and packages.