sue_wallaceOften, we assume that the best online marketers are young. I’m delighted to share this week’s profile because Sue Wallace shows us why that stereotype is dead wrong. I’ve known Sue for over a decade, and our conversations are always peppered with the new skills and technologies she’s learning. It’s been a joy to watch her enjoy year after year of success by consistently applying new ideas to her business.

In this interview, Sue takes us back to the mindset and priorities that provide her foundation, and how she continues to add new layers in building her business and her life.

Sue, let’s start with the most important question. How do you define success?

Success begins with finding work that you truly are passionate about and that makes a difference in the lives of others.

I’ve always tried to make decisions that benefit ALL parties involved. When you benefit others your own success comes naturally.

Frankly, success is a mindset – it all begins between your ears. You can’t be afraid to take risks and you need to be open minded enough to learn and utilize new skill sets.

Was there a time that you had a different definition?

I don’t think so. I’ve always been successful which is why I know that success is a mental attitude more than anything. You have to believe in yourself first.

One of my earliest mottos was: “Project it, until you perfect it!” I still practice that to this day because I’m still a work in progress. I’m not done yet!

Can you define a typical day in your life?

I’m an early riser. Minutes after waking up, I exercise for 45 minutes. After that I like to have my quiet time to read my bible and reflect and pray on what’s going on with my companies, my family, my clients, and my friends. Most days I also journal. If I wait to the end of the day, I may be too tired to get these important things done. Plus this helps me keep prayer top of mind throughout the day.

Next, I enjoy a light breakfast and head off to work.

I usually have at least one, if not multiple, meetings each day, which I have to work into my overall schedule. I typically get distracted from completing paperwork because I prefer the more dynamic/people-oriented challenges in my job.

At the end of the day I usually enjoy dinner with my husband of nearly 48 years and our beloved Yorkie, Bonnie. After dinner, I work from my home office for a couple of hours…often with a Texas Rangers Baseball game on in the background.

Then I go to bed and “sleep fast” for four to six hours. I’m working on trying to sleep more as a good health habit.

Do you have any particular habits or systems that you feel are essential to your success?

The primary habit is belief. I’ve never really worried about my business because I know I’m doing the right things for the right reasons. Because I believe I will land on my feet I always have.

I’ve always made it a habit to surround myself with dynamic people with talents that compliment or supplement my skill set.

And finally, I practice balancing confidence with humility. I have learned to recognize and honor the individual and unique gifts in others and myself. For example, I enjoy leadership-based projects but I need subject matter experts to help me execute the details and logistics. I guess it comes down to knowing myself, and the fact that I genuinely like people and look for the good in them.

Are there any habits that you’re working to develop next?

Yes! I want to help everybody and do everything…but I realize I am just one person and I can only do so much. I’m trying to learn to prioritize how I invest my time so I can have more balance in my life. I’m learning to schedule non-business related tasks into my schedule. I’m also learning how to say “No” and not feel guilty.

I’m also committed to learning how to use Facebook, email newsletters, and other social media venues to network so I don’t have to spend so much time driving to and from direct marketing activities.

These new technologies allow me to “touch” so many more people in a short period of time. It also makes me feel good because I can share my expertise with lots of people at once. For example last night I wrote a blog post describing a true story of a family that learned the importance (the hard way) of having an Advance Directive in place. With the help of my marketing virtual assistant (MVA) I can impart this knowledge with the 1,000+ contacts on my on email newsletter list, my 500+ “friends” on Facebook, and the hundreds of weekly visitors to my blogs.

Because I dedicated a set period of time each month to work with my MVA to develop these new skills, I’m becoming more comfortable with social media. I had to make it a habit first!


Sue Wallace founded Assisted Services, Inc. in 1994 after realizing “baby boomers” and their parents needed cost effective alternatives to remain independent in their chosen living environment. Assisted Services is a licensed personal assistance company which provides care in private homes, retirement, assisted living, and full care center communities throughout Tarrant County. In 2011, Sue received the Business Woman of the Year award from the Fort Worth Commission for Women.