Women Like Me Stories & Business

The Vegan Hype Woman

• Julie Fairhurst • Episode 154

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What happens when passion meets purpose in marketing? Sandra Nomoto, self-described "Vegan Hype Woman," is revolutionizing how plant-based businesses promote themselves in a crowded marketplace.

Sandra's journey began with an unexpected, intuitive reading that suggested she would write a book. Discovering that only one outdated resource on vegan marketing existed, she seized the opportunity to fill this gap. Her book "Vegan Marketing Success Stories" showcases approximately 100 case studies of successful vegan businesses, catapulting her into speaking engagements and establishing her expertise in this growing niche.

The conversation explores what makes vegan marketing distinctive – while the tools remain identical to conventional marketing, the messaging can incorporate varying degrees of ethical positioning. This principle extends beyond veganism: any business can differentiate itself by authentically communicating its values. As Sandra eloquently puts it, "Your superpower is who you are."

We dive into practical content creation strategies, with Sandra cautioning against over-reliance on AI without personalization. The discussion highlights the importance of maintaining consistency between your written voice and speaking style, especially crucial for authors planning to speak about their books. Her insights on self-publishing versus traditional publishing offer valuable guidance for aspiring authors, emphasizing how books can open doors to professional speaking opportunities.

Perhaps most valuable is Sandra's warning about digital vulnerability. Both of us have shared personal experiences with social media account hacking and arbitrary platform restrictions, underscoring the necessity of building your business on digital assets you control.

Connect with Sandra: https://sandranomoto.com

Buy Sandra's book, Vegan Marketing Success Stories: https://sandranomoto.com/products

Or get Chapter 1 Vegan Marketing Success Stories and all her free and low- http://eepurl.com/htHwoD



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Who is Julie Fairhurst?
Julie Fairhurst – Speaker, Author, and Founder of Women Like Me

Julie Fairhurst is a champion for women’s empowerment and the founder of the Women Like Me Book Program. Since 2019, she has published 30 books and 300+ true-life stories—at no cost to the writers—giving women a platform to heal, inspire, and reclaim their power. Dedicated to breaking generational trauma one story at a time, Julie’s mission is to uplift women emotionally and financially, helping them create better lives for themselves and their families.


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Speaker 1:

Well, welcome everyone to another episode of Women Like Me, stories and Business. I'm your host, julie Fairhurst. Oh, I'm really excited about today's guest because she is going to not only enlighten all of you, but I need to be educated on this as well. I'm very, very curious about it. So her name is Sandra Nomoto and she's written a book called Vegan Marketing Success Stories, and she coaches and helps businesses who have vegan products and services so totally out of my what I normally do. So, sandra, thank you so much for being here, and why don't you give us a little bit more information so people sort of understand? You know what it is that we're going to be chatting about.

Speaker 2:

Sure, thanks so much for having me on, julie. This is a real pleasure. So I'm Sandra Nomoto, I live in Vancouver, bc, canada, and I've got a couple different titles because I do a number of different things. So my first title is Vegan Hype Woman and as a hype woman, I help leaders of vegan companies as, either as an executive assistant or, primarily, a publicist. I can do a bunch of other marketing related stuff, but let's just leave it at that.

Speaker 2:

And if you're out there wondering, well, what's the vegan company? Well, it's any company that doesn't harm or exploit animals in their business. So a traditional restaurant probably not is not going to be vegan If you don't serve animal products. Great, you're a vegan restaurant, congrats, and so on and so on. So so those are the, those are the folks I jam with because I'm vegan and and, and those are the businesses that I want to support. And then my other bucket of clients are authors. So I don't really specialize in any particular type of author. I just I just say authors with impact. So as long as you want to impact people positively with the book that you're creating, I'd love to work with you so I can do that. As a ghost writer, editor formatter. I'm not a graphic designer, so I can't help with your cover, so you'll go to somebody else for that. But yeah, and then I can also help on the marketing side, for when your book launches. So yeah, that's me and my world. It's a lot of marketing words and then some veganism in there.

Speaker 1:

Yes, perfect, perfect. So you mentioned restaurants, so I'm curious. So then, would a vegan restaurant be one that doesn't use uh dairy products, or is it just? Or is it just meats?

Speaker 2:

that's correct. Yeah, so, uh. So if they don't use eggs or dairy, that's, uh, that would be a vegetarian restaurant, um, although I'm thinking of one locally that I think they still use egg and they call themselves vegetarian, but anyway, yeah. And then vegan is absolutely no animal products. So no honey in the salad dressing either. Yeah, no desserts with dairy, but we're in an era right now where there's so many great substitutes and and so many Canadian companies creating these as well, so if the restaurant is one that wants to use these substitutes instead of the actual animal product, then great. Those are places I love to support.

Speaker 1:

So how is the marketing different then? How is it different from traditional marketing? I mean, I understand that there would be a vegan aspect to that, but how? How does that flow?

Speaker 2:

Yeah, I've been asked that quite a few times since I launched my book and I've got two answers for that. So the first answer is there really isn't any difference. Because vegan folks asked me well, how can we capitalize, how can we stand above the rest? Well, we are still using all the same tools everyone else is. And so that brings me to answer number two, which is if you want to include some of that vegan messaging so, for example, why you should eat plants instead of you know animal products that might make your marketing different than a conventional company. Or if you want to include more of like a vegan activist message, and you know some companies might show you know animal, how animals actually get killed to get on your plate and that sort of thing. So it kind of varies like how much of that vegan message a company may or may not want to put out there. But I would say that's really the only difference, other than that we're using the same tools everyone else is.

Speaker 1:

Right, right. It made me think of because I work with a lot of women on their business stories and one of the things we find is what are you passionate about? And talking environmentally or we have in Women Like Me. We have a group of ladies in Kenya that we support. So we have 26 ladies in Kenya. They write books. They've written four books. We do fundraising. Any of those books that sell go to them. So when you come to Women Like Me, that is going to be part of what you're going to see. So is that sort of what you're like? I think L'Oreal. Now I think I'm not positive, but I think L'Oreal is no longer using animals like anything to do with animals in any of their makeups or anything anymore.

Speaker 2:

I think, right, yeah, yeah. I mean, I'm not sure if they're completely a vegan company, but I think I did hear that they've. Yeah, they're no longer participating in animal testing, which is great.

Speaker 1:

Yeah, so I think that it's. I think it sounds like they're you know so what. So I think it sounds like they're you know, so what you know. I think it's fabulous because they do stand out from the rest of you know, the rest of what's going on out there.

Speaker 2:

So how do you promote that? I mean, yeah, you can do that in a whole bunch of different ways, right? I? That's what I do recommend companies do, because there's so much competition out there and any factor that you can use that makes your company stand out above the rest or make it a little bit different is to your advantage.

Speaker 2:

So, for example, you were describing how you give a portion of your proceeds of book sales to these, these women in Kenya. That's, that's completely different than most authors. You know, we're just trying to sell books and you know, and keep whatever profits we can, but that, you know, is a differentiator for you as as an author, right? So, yeah, so I recommend the more good that you can do in the world that that can be. You can use that in your marketing, yes, because I would think you know consumers will pay attention to that and they'll be more likely to support you because they know that you're not testing on animals, for example.

Speaker 2:

That's why we have things like B Corp, the B Corp certification. That's what it's all about. These companies have to take quite a rigorous assessment. My agency from years past I certified twice as a B Corp as well, and you have to prove, through this assessment, that you are doing good for the world in some ways for the world in some ways. And then companies that have that B Corp seal, that's kind of a fast way that I can tell as a consumer that, oh, this company is doing some good things, whether it's for the environment or groups of people, or they're women owned or et cetera, et cetera, things like that I think again, they help you stand out and therefore they'll help you with your marketing.

Speaker 1:

Yeah, Well, let's talk about the book that you wrote so Vegan Marketing Success Stories. Oh, you've got it right there Success Perfect. So tell us what the book's about.

Speaker 2:

Yeah, it's a little similar than other marketing books, you might see. So mine came out three years ago now, so that'll tell you how old it is or current. But all of the case studies and the examples that I use of which there are roughly 100, are all vegan companies. So that's the difference with my book.

Speaker 1:

That's the difference with my book. And so what was the purpose? What was your passion about writing it? What sort of got you going on it? Was it just to be able to draw attention to yourself? Was it to show your expertise and what you're able to do for companies?

Speaker 2:

Yeah. So, interestingly, in 2021, I did an intuitive reading around the time of my birthday sometimes I do this and the person told me you know, your spirit guides are telling you you're gonna you're gonna publish a book or you're gonna write a book this year. Yeah, I went what? Because I just had no idea for a book. You know, I write nonfiction, I don't write fiction. So I just kept thinking to myself what would I even write about if I was going to write a nonfiction book? And then I thought to myself well, I'm in vegan marketing, so let's see if somebody's published a book. And there was only one book out there about the vegan industry, called Vegan Ventures, and it's 10 years old now. And so I thought to myself what an underserved market like. I guess I have to do this now because it'd be only the second book in this entire industry. So, so, yeah. So I got cracking in the fall and started reaching out. I reached out to almost 300 companies to say hey, tell me your success, your marketing success story, what makes you successful in terms of your marketing tactics? And then, by fall of 2022, the book came out and and it's not brought me any huge contracts. I have had clients come to me through the book, but I'd say the number one thing that it did. Well, I would say two things. So first, it really got my name out in the vegan world.

Speaker 2:

I was really an unknown prior to that. So, yeah, just all of the vegan podcasts started inviting me on their shows and asking me to talk about my book because it's the first of its kind out there. So I did that. And then I got invitations to start speaking at certain online or in-person events and, yeah, and I actually got paid to speak at a few of these last year. So that really taught me, you know, the power of publishing a book. Like, if speaking on stage is something that you want to do and it certainly wasn't for me and doing that professionally, actually, like getting paid to do that, like publishing a book is, is the best way to get you there. So so I, I, I. What do I want to say? I give that advice now to all the clients, or even potential clients, that come to me and I say is this a goal of yours? Like, do you want to raise your personal brand and start speaking professionally? Like fastest way to do that is to publish a book.

Speaker 1:

Absolutely, it just gives you credibility fashionally, like, fastest way to do that is to publish a book. Absolutely, it just gives you credibility Absolutely. Yeah, yeah, yeah, yeah, wow, so well, I think that that was very smart of you to be able to well it all lined up right for the book and and you're a vegan and and being able to help other people, other companies, to be able to to focus, focus that in their marketing. I think that that's a good tool for anyone who's interested in writing a book is to do some research about what it is that they want to write about. You know, is there a thousand books, which is okay if there's a thousand books, but try to find you know. Can you write one differently than the other thousand that are out there?

Speaker 2:

Yeah, yeah, yeah, exactly yeah. So if, if you have some expertise within marketing or within you know the business sector that you're in, um, and you find little or to no books about that, then that that gives you a sign that there's, there's probably a market for this. You know, it may be a niche market, but, um, but it's nice to be a big fish in the small pond, as they say.

Speaker 1:

Absolutely, absolutely. So. When you're helping entrepreneurs who are writing their own content, what do you think one of the biggest mistakes you often see them doing?

Speaker 2:

Ooh, my gut wants to say using AI, but I don't want to bash AI right off the bat here.

Speaker 2:

I think it can be a great tool, but I say that because you really again, it goes back to being distinct and being different. If you copy and paste whatever, for the first thing that chat GPT spits out at you when you say, hey, write me an Instagram post, that's not going to set you apart. You really have to give it all those differentiating factors. If you're a small company and you're the founder and you're kind of the face of the brand, maybe you want to give it a soundbite of how you actually speak, because the closer that you can get your content to speak like you and this is going to change over time, you know the less that you appear yes, again, the different. That that is what's going to make your content look and sound different from any other company.

Speaker 2:

Yes, that's what I would say.

Speaker 1:

Yeah, for sure. I think that I think you're so right. I think I remember in the beginning of when I started in 2019, and I remember like no AI, no AI. And now it's like did you use any AI? You know, because it's just, it's just the way of the world now, but I agree, I think that there's a way to use it.

Speaker 1:

You can't, I agree, you can't just say, hey, write me this, and then copy paste it and start throwing it into a book Because it has to be, it has to sound like you, it has to be you, it has to come from your heart. You can certainly put it in and say, can you help me write it better? Has to come from your heart. You can certainly put it in and say, can you help me write it better? And but. But I think it's so important to not lose yourself, especially, like you say, you got yourself on stage. How's that going to sound if, if your whole book was written without really a whole lot of your effort, just in terms of ideas and, like you say, all the research and everything you did?

Speaker 2:

and now you're going to go talk.

Speaker 1:

Yeah, yeah, there might be a disconnect between your speaking and what you've got actually in your book?

Speaker 2:

Yeah, absolutely, and we're, yeah, we're in this kind of muddy waters period with books where people are using AI to write it. And so, first of all, yeah, if, if you're, for the most part, copying and pasting the content it gives you, you have to actually disclose that on the platform that you use, so Amazon will put a nice big co-written by AI stamp on your book. And and if, if that doesn't attract readers, then then good for you. Um, you know all the success to you, but personally, um, I haven't written a book, I haven't bought a book co-written by AI. I'll tell you that because there's so many other great ones out there that aren't using AI.

Speaker 2:

Um, yeah, and then, and then, exactly what you said about the distinct, the distinction between your speaking voice and then what's in written in the book. And then you also got to think about audio books. Like, if you're going to make an audio book out of your book, are you comfortable speaking, speaking all the content that it comes out like? Because if it doesn't sound like you and then you're on like you're a professional speaker and going on stage, then, yeah, readers are going to be like like confused.

Speaker 1:

Yes, yeah, and the last thing you want to do is damage your credibility. Yeah, because it would be really hard to get that back. It's it, it's, yeah, could be tough. Well, what advice do you give to readers who feel stuck or afraid of not being good enough to write?

Speaker 2:

Wow, what a great question. I don't think the writing should be a barrier for anyone. I think everyone's got a story in them and therefore, if you want to be an author, you absolutely can be. There are ways to get around this. So, if you really want to get better at writing, hire a coach, join a group, write every day. I don't care how much you write it could be 500 words Just practice that tool. Just practice that, that tool.

Speaker 2:

I used to write a whole lot when, when I was a kid and, and that's now, my writing is kind of like more corporate and I want to go back to that fun, creative style and and it's a struggle because I've spent so many years like in the marketing yeah, just doing right writing for marketing. So that's what I would say. And then, if it's more of an emotional barrier than the writing, like you are, you know you're a good writer, but just, you'd rather clean your toilet than sit at your laptop and type um, yeah, again, that's where groups help. Um, ask your friends, ask your loved ones, you know, get some motivation from other people who can really give you that emotional boost. And if you still don't want to to write at a laptop, you can speak your book, this is how I work with other authors as a ghostwriter.

Speaker 2:

We hop on Zoom, I hit record and I let people talk and that's how you can create a manuscript Like I'll go in and I'll clean up you know your filler words and things like that. But for the most part, I I'm not the kind of ghostwriter who will, who will interview you and then create my own version of your story. I like to work with folks who want the book to sound like their speaking voice. Yes, so you can. Yeah, you can speak your book, whether it's with somebody like me or just with the tools that we have. Speak into your iPhone and then use, use an app to try to transcribe your text or your audio into text, and then you have yourself a manuscript when you've got at least 30,000 words.

Speaker 1:

Yes, yeah, perfect, perfect. And so what do you? What do you think about the difference between self publishing and traditional publishing?

Speaker 2:

the difference between self-publishing and traditional publishing. Yeah, I can't speak too much to traditional because I've never taken that path. Both of my books have been self-published and I learn with every book something new that I'm going to take with take to my next project. So there's always, you know, some trial and error there, but there's pros and cons, right. So I knew that I wanted to self-publish my second book. I had the experience of publishing on Amazon with my first and I knew I didn't want to just throw it up on Amazon again, so I went with a different platform. I really did it right. This time I or with the second the. The second time around, I hired a book coach. I hired almost a whole vegan team to help me. So it was really important to me that my editor was vegan, my marketer was vegan, my cover designer was vegan, so that was kind of cool. I kind of formed my little dream book vegan book team. That's awesome, yeah, and you can do it on your own schedule. You can launch when you want.

Speaker 2:

You don't have any of these barriers that traditional publishing has. Yes, anywhere in the world can buy your book online, but there's also pros to being traditionally published, so they will take care of all those of the services for you. They will make your book available in bookstores where people can buy them. Um, you won't have the freedom of timeline, so you won't get to choose when your book comes out. Um, because that's that's up to them. Um, your, your, your profit per book is going to be a little, a bit lower than it would if you were self-publishing. But again, there's, there's also pros to traditional. Um, yeah, just that prestige that comes with with working with a publisher, yeah, um. So, yeah, I think you just have to look at the different paths that are available to you and decide which which is best for you yeah, for sure.

Speaker 1:

So what kind of content are you, are you developing then when you're working with these, with these, uh, companies? I'm just trying to.

Speaker 2:

So let's say, somebody came to you and they said you know, I've got a small business and and I'm vegan and I need to get it out into the world. Yeah, I would start with a content strategy. That's where I advise all new or small companies start. So your content is your social media platforms, your blog, and I know a lot of people are like, well, what do I need a blog for? Well, your website needs to update itself frequently so that it can be found in Google searches and it can be found in AI apps. Now.

Speaker 2:

So having a blog on your site is a good thing, doing that regularly. And then same thing with sending out emails, because you own your email list, you don't own a social media platform. So those are kind of my three. And, of course, have a website. Do not just start your business on Instagram Because, again, like I said, you don't own Instagram, so you've got to have your digital home and that's your website. So those are like that's what I call like a content strategy, like doing that on a regular basis, whether it be daily, weekly, monthly, and then from there you can layer on everything else ads, you know, pitching your business to the media, and podcasts, appearing at events. Publishing there's like a book or a podcast, so yeah. So I always tell folks when you're starting out, you know, just have a solid content strategy and then everything else you can layer on on top of that.

Speaker 1:

So I, when you were saying about the social media, so I know a lady in Vancouver who recently and she's got like 30,000 followers, like quite several groups that she was managing Done Finished For no apparent reason other than they didn't like whatever it was she was doing. And and I thought, oh my goodness, you know, it scared the heck out of me, because my majority of my businesses is on, is on social media and Facebook. I mean I have website and all that other kind of thing, but but it just gets you thinking about, about, uh, like you don't want to put all your eggs in one basket. Yeah, Ask, like get an email address from all those people and so that you still got contact with them. Because I've been, I've been on social media for quite a while.

Speaker 1:

I do a lot of posting I've got I was in real estate and for 34 years, but two of my boys are still realtors and I handle their marketing for them.

Speaker 1:

So I putting out about 1300 posts a month across, yeah, I know my hand gets sore, but that's what you got to do. And and and of course, I do get from time to time where you know or Facebook will say, oh, that's not, that's against our guidelines and I'm like I don't even know what you're talking about, so I'll go and look and see what post it was. And I'm like I don't even know what you're talking about, so I'll go and look and see what post it was. And I'm like I'm not even. That's not even doing anything that you thought. But I don't argue, I'm just like I delete it right off the system because I'm not fighting with the giant, because I will lose. But that's the thing that it doesn't even have to be something really bad that you did. They just their algorithms and their bots and stuff. So, yeah, it's so important to to do whatever you have to do to make sure you keep that audience.

Speaker 2:

Yeah, 100% I. I've been coming across folks that have had the exact same thing happen to them. Like they, their accounts have been taken away, they don't know why, and then, and some of them have been able to get them back, which is great. But but yeah, you don't want your entire business operating from meta. Yeah, no, and I also know I, my my Instagram account was hacked last year. I had 2500 followers, nothing huge, but 12 years of content just gone. I spent for about four months trying to get it back and in the end, they said, oh, we say we see nothing wrong with this. You know disabled account or the account that was taken from me and and I started fresh with a new name anyway. So, yeah, just, you never know when these things can happen yeah yeah, well, that's a good lesson.

Speaker 1:

I mean, there's lots of good little tidbits in this, in this podcast, for people to to pick up on, but I think that that was a really good one. Is just careful, careful.

Speaker 2:

And, and, yeah, and, and. Have two factor authentication set up on all your social media accounts, because that's that's the mistake that I made. I wasn't secure enough with my Instagram password. It was just too easy for them to get in, so so, yeah, yeah, there's.

Speaker 1:

There's smarter people technology-wise than us out there and we have to be careful that they're not going to take advantage of us for sure. Yeah, so why is it? So let me just check again with okay, that's what I wanted to ask about a misconception. So what is one misconception that people have about vegan entrepreneurs or the vegan movement? Right?

Speaker 2:

Yeah, I would say there's a lot more about the vegan movement than entrepreneurs, because we still are, you know, a small group within a minority group. But I would say probably the biggest thing is that we're just a bunch of angry. You know protein deficient folks. We are angry because we know what happens to animals. It's this is how it usually happens. We see some sort of graphic video where an animal's killed and we think to ourselves does this really need to happen for me to have a meal? And then we learn you can actually have a healthy and thriving diet with plants. And so we're only angry because we just want everybody else to know what we know.

Speaker 1:

Right.

Speaker 2:

And and then there's a whole bunch of other science and vegan influencers that you can follow that debunk the protein myth and the fact that we're not getting enough protein or iron or B12 or whatever you know nutrient where you want to throw at us. Like you know, we can get it in the plant world or with supplements.

Speaker 1:

You know there's nothing wrong with taking supplements, and so I think I think those are the two biggest things, yeah wow, yeah, I think, yeah, I just, I just I love the, I love the niche, I love how you found it, I love the niche, I love how you found it, how you wrote the book, put it out there, speaking about it marketing, helping other people build their businesses. I just think it's a fabulous, fabulous idea. I know a lot of times people will be like, oh, I'm going to go work with this company because they're environmentally friendly and I don't like what's going on with the environment, so I'll go over here. So I think that it's for anybody in the small business world, I think it's so important that they have their cause.

Speaker 1:

And even if it's not environment or you know, maybe it's, maybe it's just your local food bank, I don't know, just something, but it's so important to have a cause because people will be attracted to that. They'll go. Oh, because we want to work with people that are like us and oh, she's just like me and you know. So I think that it's so important. So I love what you've done. And, for anybody that's listening, yeah, do your research, because you may find that, just like Sandra did, you may find that that there's a niche out there that needs to be filled.

Speaker 2:

Absolutely yeah. I like saying that your, your, your superpower is who you are, right, like. I'm a vegan woman of color. That's, that's my superpower, and and I feel so lucky to have been able to integrate my values as a vegan in with my business. I know not everybody can do that, but but, as you said, we've all got values and if you're running a business, it's to your benefit to talk about your values and what's important to you, and then you'll resonate with that audience that also shares those values. Every company that I see that does this is is attracting the right type of audience, not just for them, but encourages consumers to be more aware and to do better. Because you know who's not like me Jeff Bezos, right. Elon Musk, yeah. Mark Zuckerberg, yeah. And all those guys Like, yeah, I'm never going to be on their level, nor do I want to be. I might use some. You know I'm an Amazon user or whatever.

Speaker 1:

Yes, but yeah, yeah, yeah, no, I get it, I get it. Well, this, sandra, this has been a fascinating conversation, just really great, and I just love the, I just love how you found the niche. I think that is just so important and I just know that for people that are watching excuse me and listening, that they're going to get so many good tips from our conversation today, to get so many good tips from our conversation today. So, in closing oh, before I say in closing, I want everybody to know that Sandra's contact information is going to be in the show notes. So if you want to reach out to her to talk about the vegan world marketing authors, whatever it is that you're up to, that you might be in alignment with her. Her information will be there and you certainly, yeah, reach out to her, because you never know who you're going to connect with. So, that said, sandra, is there anything you'd like to say in closing to the audience that's listening?

Speaker 2:

Like, I just want to thank you, julie, because you are someone who really exudes your values through this podcast, and I've learned a little bit more about your books, too. I didn't know that about them. So I'm just so grateful to you for this platform and giving me this, yeah, just the stage to talk about what I'm passionate about, and, and, yeah, if you do want to learn more about veganism, I've got a whole of like. I've got a whole resource section on my website, just with my name, sandra Nomoto, and then you'll find all of my other services and businesses and book there as well. So so, yeah, happy to chat with you on social media and connect with whatever may have resonated with you in this episode.

Speaker 1:

Perfect. Well, thank you for that compliment. I appreciate it very much. You're so welcome. Thanks, okay, everybody. So that's the end of this episode and we will see you again next time. Take care, everyone. Bye-bye.

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