BRANDSTALK #147
Susan Friedmann
AVIVA PUBLISHING
FOUNDER | OWNER
✨”Publishing means giving some authenticity to a piece of work.“💫
Are you struggling to make your book stand out in a crowded market? Do you dream of becoming a recognized authority in your publishing niche?
I had the incredible pleasure of interviewing Susan Friedmann, a true powerhouse in niche marketing and book publishing. With over 30 years of experience, 18 books to her name, and a mission to help solopreneurs stand out, Susan brings a wealth of knowledge and insights that are simply invaluable. Our conversation delved deep into the importance of aligning your brand with your passions and the needs of your audience, the power of niche marketing, and the transformative role of storytelling in building a memorable brand.
The Journey of Rebranding: From Trade Shows to Publishing
Susan’s career is a testament to the power of pivoting and rebranding. She started as The Tradeshow Coach, helping clients master the art of exhibiting at trade shows. But over time, her passion for this niche faded, prompting her to explore new ventures. This led to the birth of Aviva Publishing, a company dedicated to guiding non-fiction authors towards mastery in their niches.
✨”If your heart isn’t in it, neither will be your audience.“💫
🔍 Key Learning: Susan emphasized the importance of aligning your brand with your evolving passions and audience needs. By transitioning to a focus on publishing, Susan found a renewed sense of purpose and a brand that truly resonated with her.
The Power of Niche Marketing
One of the standout topics we explored was niche marketing. Susan’s book, “Riches in Niches,” is a masterclass in how businesses can excel by focusing on specific markets. She shared valuable insights on how defining a clear target audience can make all the difference in branding success.
✨”Not everybody has to know who you are. Only the people who matter need to know and those are the ones whom you’re appealing to.”💫
🔍 Key Takeaway: Niche marketing allows you to become an authority in a specific area, making it easier to stand out and be recognized. Susan advises solopreneurs to ask themselves, “Who is this product for?” and “What do I want my brand to achieve?” These questions help narrow down the target audience and create a more focused and effective marketing strategy.
Storytelling: The Heart of Brand Identity
Another critical aspect of our discussion was the role of storytelling in branding. Susan highlighted how stories can create an emotional connection with your audience, making your brand more memorable and impactful. “Stories attach emotions to your brand, making it unforgettable,” she explained.
✨”People are attaching stories to their brand. And it’s because we love stories and that story is what people remember.“💫
🔍 Actionable Advice: Incorporate personal stories into your brand narrative. Whether it’s the origin of your business, the challenges you’ve overcome, or the successes you’ve achieved, sharing these stories can help build a deeper connection with your audience and enhance your brand identity.
Integrating Multiple Brand Offerings
Susan also touched on the challenges and benefits of unifying multiple brand offerings under one umbrella. With initiatives (individual brands) like the Book Marketing Mentors podcast and Author Marketing University, she has successfully created a cohesive brand architecture that offers a range of services to authors.
🔍 Pro Tip: Ensure that all your brand offerings complement each other and align with your overall brand message. This creates a seamless experience for your audience and enhances brand loyalty.
Navigating Trademark Challenges
We discussed the importance of thoroughly researching and protecting your brand name to avoid legal issues. Susan recounted her own experience of receiving a cease-and-desist letter, which led her to rebrand as The Tradeshow Coach.
✨”Don’t let a legal hiccup derail your brand. Be proactive in protecting it.”💫
🔍 Expert Advice: Always check that your brand name isn’t being used by others. Protect your brand by registering trademarks and staying vigilant about potential infringements. This not only safeguards your brand but also prevents costly legal disputes.
Book Marketing Mastery: Showing Off Your Expertise
I also asked Susan about how she guides authors in marketing their books to showcase their expertise and become recognized experts in their fields. Her approach is both strategic and personalized.
🔍 Susan’s Insight: “Marketing a book is about more than just selling copies. It’s about building your credibility and positioning yourself as an expert.” Susan helps authors identify their unique selling points and craft marketing plans that highlight their expertise. This involves leveraging social media, speaking engagements, and content marketing to reach their target audience effectively.
🔍 Actionable Advice: Susan recommends authors be clear about their goals and utilize their existing credentials and experiences. “Use your book as a tool to open doors to new opportunities. Whether it’s speaking gigs, workshops, or consulting, your book should serve as your business card,” she advised.
Key Takeaways – insights and practical advice for anyone looking to refine their brand identity
- Align Your Brand with Your Passions: Ensure that your brand reflects what you are truly passionate about. This authenticity will resonate with your audience.
- Focus on Niche Marketing: Define a clear target audience and strive to become an authority in that niche. This makes your brand more recognizable and respected.
- Leverage Storytelling: Use personal and authentic stories to build an emotional connection with your audience. This makes your brand more memorable.
- Integrate Brand Offerings: Create a cohesive brand architecture by ensuring all your initiatives complement each other and align with your overall message.
- Protect Your Brand: Conduct thorough research to avoid legal issues and protect your brand through trademarks and vigilant monitoring.
- Showcase Your Expertise: Use your book as a platform to build your credibility and open up new opportunities in your field.
Tune in and discover how you can transform your (book) brand and stand out in your market!
✨”Brands: It’s something recognizable that you associate with a product or a service with hopefully a person or a company.”💫
🔗 Tune into this episode on all major podcast platforms! Apple Podcasts, Spotify, Amazon Music, Google Podcasts, etc…
Susan has turned her 30+ years of experience into a mission to help solopreneurs stand out from the crowd. Through her company, Aviva Publishing, she’s guided hundreds of non-fiction authors toward mastery in their niche. She’s an absolute writing powerhouse, with 18 books to her name – the first selling more than 500,000 copies! She also hosts ‘Book Marketing Mentors’, an award-winning weekly podcast now in its 8th year, which ranks in the top 1.5 percent of podcasts worldwide. When she’s not changing the game for nonfiction authors, Susan living life to the fullest.From being chased by an elephant to hugging a tiger, from teaching yoga to being rescued by the National Guard, enjoying 3 grandchildren, and traveling with her life partner of 53 years, her life is brimming with incredible experiences and accomplishments – and she’s not done yet!
📹 Watch us Live
Get in touch with Susan Friedmann:
- https://avivapubs.com
- https://bookmarketingmentors.com
- http://BookMarketingBrainstorm.com
- LinkedIn: www.linkedin.com/in/susanfriedmann
Time Markers:
01:00 The Evolution of Brand Identity
03:11 The Niche Marketing Strategy
10:51 Branding and Book Publishing
33:16 Authenticity in Branding
