Leveraging Skills: Turn Your Expertise Into Multiple Offers - With Special Guest Susan Friedmann

Oct 28, 2024

Ask episode

Chapters

Transcript

Episode notes

Have you ever written a book only to wonder, “Now what?” Don’t let your hard work sit on the shelf collecting dust. Learn how leveraging skills can turn your book into multiple resources.

Today, as part of the Mastering Excellence series, Nikki talks with Susan Friedman, an expert in book marketing. She’s here to share her proven strategies for turning your book into multiple products and increasing your profits.

We know you poured your heart and soul into your book, but don’t stop there. Learn how to repurpose your content into checklists, tip sheets, and even online courses, giving your readers more ways to engage with your expertise—and more ways for you to get paid.

In this episode, you’ll discover how to take your book and create a variety of new products that can skyrocket your sales, whether it’s turning a chapter into a workshop or an article into a lead magnet.

We’ll also explore how leveraging your skills can help you build even more value, expanding your reach and impact.

Lastly, we’ll dive into the power of niching down—how adapting your material for specific audiences can open up fresh opportunities and grow your influence.

Listen in for tips on maximizing your book's potential, boosting your income, and leveraging your expertise in ways you never imagined. This episode is packed with actionable insights that will change how you think about book marketing.

Susan Friedmann is a badass in the world of nonfiction book marketing coaching and training. With over 30 years of experience, she’s on a mission to help authors sell books in bulk. Through her company, Aviva Publishing, she’s guided hundreds of non-fiction authors toward mastery in their niche.

She's a writing powerhouse, with 18 books to her name - the first selling more than 500,000 copies to one company!

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.

Nikki invites you to join the Sales Maven Society. Take advantage of this opportunity to work together with you and Nikki. Bring your questions, concerns, and sales situations; she provides answers and guidance. Join the Sales Maven Society here, click Join Today, and then checkout and use coupon code 47trial to get your first month for $47.00!

In This Episode:

[00:47] There is a structure to success. When you break down how someone is achieving a high level of success you can apply that structure in your life and business.

[02:14] Our topic today is about how to take a book and turn it into multiple products.

[03:01] We learn about Susan's first success on her own, niching down to trade shows. She began Aviva Publishing to publish her own work.

[04:21] Susan's book evolved into checklists for people attending or presenting at trade shows. This ended up 10xing her book sales.

[05:35] These checklists eventually evolved into tip sheets and then articles.

[06:33] The magic of recycle, repurpose, and reuse.

[07:08] Articles can also become mini books or ebooks or even lead magnets. Cut, slice, and dice.

[08:13] A book can be a door opening business card.

[10:27] Brainstorm and think about how many different pieces you have in the book that you could turn into other products. Break it down to the lowest common denominator.

[12:35] Think about who your market is and what you want the book to do for you.

[15:57] Do the multiple products refer back to the book? This would depend on the specific audience.

[18:44] Strategies like having a sponsor who sponsors the book to get it put in everybody's bag at an event. You both would need to have the same type of audience.

[23:19] The advantage of having established expertise.

[26:44] Your big fat business card (book) is a way to get your foot in the door.

[28:40] Speakers are usually expected to have a book.

[34:28] Nikki issues a challenge to have a brainstorm session about your work and see what other products you can turn it into.

[35:03] Book topics can also be taken and niched down for specific groups.

[37:07] Fun questions with Susan!

[39:16] Susan is also working on a book marketing crash course.

For more actionable sales tips, download the FREE Closing The Sale Ebook.

Find Nikki:

Nikki Rausch

nikki@yoursalesmaven.com

Facebook | Twitter | LinkedIn | Instagram