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Kia Arian : Your Brand Is Not What You Sell, But Who You Help People Become
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Meet Kia Arian of Zine Marketing
Speaker 1My name is Kia Arian and the name of my business is Zine . Sometimes we call it Zine Marketing , but I go by Zine , sweet and short , and we serve attorneys , experts and trust-based professionals and we help them to create brands that stand apart and command attention . Our specialty is in marketing print marketing things like newsletters , magazines , books , things that you can touch and feel and have a physical presence .
Speaker 2Wow , I love that . That was very clear as well . Just a great mission statement . Now take me back . What drew you to creating Zine ? Give me a quick overview of your journey from the start .
Speaker 1So it's been about 20 years . So actually this August will be 21 years , so I will be legal , but 20 years that I launched design and we actually I launched it from a print shop that I had purchased . I was . I started off in information technology systems . That was what I studied in college and I actually fun fact that a lot of people are interested to know about I used to work with the Hubble telescope and so amazing job , amazing people loved the work that I did , but it just didn't light me up and so I thought , well , what can I do ?
Speaker 1I loved being creative , I had computer skills , I could do a lot of different things . I decided I wanted to get into design and so there was an opportunity to purchase a print shop , purchase the print shop . That's where I launched design . So I wanted the printing and the design to be separate so that I can build up the brand for having high-end design agency . So that's how Zine started . We actually went through several iterations reinventions , I call them , started off as a design agency and then we changed , we reinvented it into a marketing agency and today's iteration is a brand development agency , and I love it .
Speaker 2Amazing . I love that . I love that evolution Zine focuses on helping clients be known rather than viral . Can you share a story of when being known made all the difference for a ?
Speaker 1client . Yeah , let me share with . We have one client in two different industries . So I work with a lot of attorneys and , like I said , and who trust-based industries such as financial advisors , consultants and that type of industry . But we also have other people who are entrepreneurial . They've started their businesses and now they're scaling business .
Speaker 1Attorney , and what they would approach as , or they would present themselves as , was legal services , writing contracts , creating agreements , selling businesses , and that's what they sold .
Speaker 1However , when I went through our process with them and I talked to them , I saw that there was so much more to them and not only was more to what they offered their clients , but they were actually living it Like it was already part of who they were .
Speaker 1They just hadn't crossed it to their business , and so we worked together
Marketing Is Relationship, Not a Funnel
Speaker 1to create a business brand that wasn't just about we write contracts for you . It was we help you love your business and love your life , because that's what they were doing . And the way they helped them love their business and love their life was to maybe restructure their business so they could sell their business , bring in a partner , create new agreements with other businesses , and so we just they're still doing what they're doing , we just reposition them so that the message is actually the outcome that they provide and that they're also living , and the result of that for them was that they were able to increase their prices by 40% and they were able to take on less clients but bring in more revenue . So that was one example of how we help clients to really understand who their brand is like their true , authentic brand and how to bridge that gap into the work that they love and they're already doing .
Speaker 2Wow , that's an incredible story . Thank you so much for sharing that . You often say marketing is not a funnel , it's a relationship . What does that look like in action for your clients ?
Speaker 1So I love that you asked that question , because what I find is that business owners , business builders , leaders , entrepreneurs they get into business and there's so much information out there , isabella , I mean , there is no lack for information and literally I think it doubles every month now , especially with AI , so we're overwhelmed with information . But I have this saying that says this information was all we needed , we'd all be rich , happy and skinny . Information is not what we need , but what do we need ? So my contention is that we need relationship , we need connection , we need people , and so businesses get into business and they follow the rules .
Speaker 1People tell them what to do , how to run their business , how to market , what to say , how to run their business , how to market , what to say , how to say it , when to say it . It's all rules . And then they lose themselves . So the business owner , they lose what truly that fire that got them to where they were . And so we come in and I said just throw out the rules , let's just rewrite them for you and what matters to you and who you want to speak to , who you want to impact , Because one of my core beliefs is that you have a message within you that people need to hear from you that they cannot hear from someone else . Your message is built from who you are , your experiences , your wisdom , how you were made , how you respond to your experiences , and it's unique to you and there are people who are going to benefit from it . So that's why I say marketing is not a funnel . You can use funnels as a guide , but at the end of the day , it's relationships with the people that you're meant to connect to .
Speaker 2Absolutely . I love that it takes kind of the mechanical feeling out of running a business when you integrate a little bit more of who you are , who the business owner is .
Speaker 1That's right , that's what you said . You hit the nail on the head . It takes the mechanics and it brings the joy back in . It's beautiful .
Speaker 2All right . You help trust-based professionals build reputation capital . What's one overlooked step to earning deep trust in today's business world ?
Speaker 1That's a great question and you know what the answer is going to sound like , what everybody else says , but it just is it's authenticity . And it's authenticity not just I'm just going to be honest with what I'm saying , but really sharing not just your wins but your challenges and the places where you felt like a failure , where you felt you weren't enough . Being open about those things is really
Building Trust Through Authenticity
Speaker 1the start to building trust , because people want to know that you're human first of all , that they can relate to you , and they want to know that , wait , if they got through it , I can get through it , and that automatically creates a connection .
Speaker 2Yeah , it makes me think about I mean I can get through it and that automatically creates a connection . Yeah , it makes me think about I mean , my background is in music and the songs and the artists that I love most are ones that I connect with because I resonate with the story that they're telling . That's right and it feels personal and there are these personal details peppered throughout that I can kind of relate to .
Speaker 1So yeah , that's exactly right . It makes a lot of sense , it does .
Speaker 2How do you know when a ?
Speaker 1client has stepped into their next chapter with their marketing . I can tell in their writing or in their media .
Speaker 1So you know , we do print marketing , so we do a lot of writing and we see a lot of writing , but , and so one of our , one of our signature programs is print newsletters . So we put together these beautiful four page newsletters that get sent to their clients , their prospects , referral sources , and most of the time they will write at least some of the content , and I can sense the shift in the writing and I can tell that it comes from a place of authenticity and deep within , where they really have connected with the thing that lights them up and they're not afraid to talk about it and tell their readers , their clients about it . So that's how I can tell when they made the shift .
Speaker 2Yeah , it almost seems like maybe they see the value and what they offer kind of in a fresh way as well , now that they're more connected with themselves and more authentic or showing up more authentically .
Speaker 1So that's incredible , yeah , yeah .
Speaker 2How would you describe the culture at Zine in three words , and how do you foster that environment for your team ?
Speaker 1How do I describe the culture at Zine ? First of all , I love the culture at Zine . I'm just going to say I would describe it as I will give you one word it's freeing . It's freeing because I am not a micromanager . I look at you and treat you like you know what you're doing . You have talents and skills that you want to use .
Creating a Freeing Team Culture
Speaker 1No one's forcing you , and I know that if you're able to use them , you're just going to blossom and you're going to love life . And that's how I treat all my employees , my contractors , even my children that if I just give you the space to step into that , you're just naturally going to flourish there . To me , it's giving you freedom to make decisions , giving you freedom to make mistakes and giving you freedom to recover from it and just really taking ownership of the work that you do and making sure that people are positioned in places that they're operating in their genius . So what they love to do is what they're doing , and that's our team at Zine . Everybody that's there loves what they're doing and somehow it all works .
Speaker 2Yeah , I think all teams should be like that . It sounds like a dream and I really do think that putting people in positions that play to their strengths makes all the difference . I mean , then they have that passion to show up and do an amazing job at work every day .
Speaker 1Yeah , and that goes along with our vision , which is that you have a talent , you have a power that was given to you to use . And whether it's in your workplace as an employee , whether it's your business as an entrepreneur , whether as a parent with your kids , whatever role you're in , there's something innate in you that needs to come out and make that difference . And here's the trick to it , isabella what's in us ? We fail to recognize it because it comes so natural to us . We think what's the big deal ? But it comes so natural to us because that's our genius , that's the beauty in us that we don't see in ourselves , but others will see it , but we devalue it . And so that's the part I love about my job . I love seeing that in people and telling you do you realize how amazing you are ? Do you realize the gift that you are ? And you're like what I do it every day . I'm like exactly Now , understand how beautiful that is yeah .
Speaker 2Really getting people to see themselves and their strengths with a fresh set of eyes that's right , that's right . I themselves and their strengths with a fresh set of eyes that's right , that's right . I love that . What's one ritual or habit your team has that keeps creativity and purpose at the forefront of ?
Speaker 1your work . So we do . I'm going to give you two . One is our weekly calls , our weekly team meetings , where we go over projects and things . At the beginning of the call we always do a how was your weekend , how was your ? And that was so key for people , and we might spend 15 , 20 minutes on it , but we're all remote . So it really helps us really stay connected with each other . So how was your weekend ? And so we'll share .
Speaker 1The other thing that I do , which is probably the answer that keeps the culture , is that I have a , a monthly , what I call a team success call , and the purpose of that call is to everybody shares a win , they share observed wins in each other . They will share areas where they need support . It could be professional or personal , and even the wins and the observed wins could be professional or personal . So , like one of my team members she , you know , she got her kid through kindergarten right , like that was a big win . Or another one , he just recently moved , and so that was a big win . And then we also share where do you need support ? Where can we support you ? So maybe they're having some family issues , maybe they're dealing with just something really challenging and we'll just say , hey , I just need some extra support here . And then what I do is I share a company message , a CEO message , where I say here's our vision , I remind them of our vision , what we're doing , maybe some really big wins . And so that's been really really nice to pull us together .
Speaker 1And let me just give you a real quick example of where I just was like so I was just so in awe of my team . I don't know what it was . I had had a really tough something that week and I got on the call and actually broke down . And I broke down . I said , guys , I'm going to need to go . And they were like , yeah , just go , you're fine . And so I got off the call and then my calls get recorded with our AI team notes and I went back to look at the call and after I had gotten on the call , my team was like okay , you take this off for a plate , you take this off for a plate , you do this , I'm going to do this . If you need anything , call me , do not bother her . And I was like , oh my gosh , I broke down even more . That's team culture . That's amazing .
Speaker 2Yeah , have a great team . It sounds like many clients come to you after feeling burned out by trendy marketing . What's your process for reigniting their confidence and voice ?
Speaker 1I have a pretty in-depth process I call it the brand discovery intensive and I interview them . We go through this interview process two hours a day for about five days , back to back , and I ask them very specific , dialed in questions that may seem random but they're not . And I'll ask them about their market . I'll ask them
The Brand Discovery Process
Speaker 1about their challenges , breakthrough results , their career , their story , their ideal client , what problems they solve . So I just go through a bunch of questions and then , by about day three or so , we integrate it all and then , just by them expressing what they've done in their past , however many years they've been in business and why they did it and I'll drill down I'll be like well , why did you do that ?
Speaker 1What was it about that experience that made it enjoyable for you ? All of a sudden , the light bulb goes off and they're like oh , this is what I love , this is what makes a difference , like I did make a difference for those people . I am under charging for my services . I should be charging more here , and so the process that we use it seems kind of lengthy and people want to skip it , but it's a beautiful process of them coming to a place of you know what . What I do is valuable . I just haven't seen it .
Speaker 2Yeah , it reminds me . I took a lot of art history in college , but it reminds me of what you do , reminds me of almost like a sculptor kind of chipping away at like this incredible like person that's underneath , but just they can't see that for themselves until you kind of ask those questions and chip away and then reveal this like beautiful business person and just newly inspired person as well .
Speaker 1That's incredibly intuitive of you and that's exactly right . So I call it . You know , in our industry they do a lot of breakthrough . Let's break through , let's push through , let's do this and go after this and go after this . And my approach is just stay still and let's strip away the things that aren't you . It's not this hard , grind , hustle , push through . It's just stay and just release the things that aren't you , and it's a lot more fun . It's flow , it's rest and it's like a breath is what it is . Yeah .
Speaker 2Breath of fresh air . I love that If a client could only focus on one piece of content to build meaningful relationships , what would you recommend and why ?
Speaker 1So it would depend on where their strength is . Now I'm biased . I love writing . So to me , I think writing has staying power , it has presence , it's therapeutic . No one's born a writer .
Speaker 1When I started writing I just , I look at some of my old writings . I'm like , oh , but I look at some of my writings now and I'll read them five times . Cause I'm like , oh , but I look at some of my writings now and I'll read them five times . Because I'm like , oh , you're inspiring , you know , and so it's any with anything . It takes practice art , music no one's really maybe few people are , but no one's really born to do those things . So , but it depends on their gifts . So if they enjoy writing , I do recommend that they write . But if they're not writers and it's okay if they're not they may be more like auditory , where they like to speak or record videos . Just post videos . And those are really the media that people you know . You either like to speak it or you like to write it or whatever . I think that's it right . So , whatever they prefer , I would say , just start with either recording videos and posting them in social media or writing .
Speaker 2Yeah , I love that you talk about unlocking someone's legacy rather than just building strategy . How do you define legacy in business ?
Speaker 1So legacy is just for the most straightforward definition is the impact . It's the transformation that you bring about , not just to a person or to a people . It could be to a community , it could be to an organization , but it's the thing that pivots and shifts what was before . That puts it on a different trajectory . Because that's what people remember right . They may not remember that nice idea you gave them that maybe brought in more revenue , or the tactic that helped them do something more efficiently . And those are nice , those are strategies . But legacy is what can you give that changes the trajectory to something different , that brings them , takes them to where that they always knew they wanted to go .
Speaker 2Love that way of putting it . What can you bring that changes the trajectory ? Awesome . What part of your own journey may be a challenge or turning point ? Most shaped how you show up for your clients today .
Speaker 1Being in business for over 20 years , there's so many points that I can point to . There's so many pivot points that occurred for me ,
Writing Your Next Life Chapter
Speaker 1but to say , to just sort of give one overall and this has been a theme actually the past few days I've been sort of meeting with people and exploring new opportunities the thing that I would say made the biggest difference for me was keep showing up . Keep showing up , even if you think no one's listening . Keep showing up , even if you think you're not making a difference . Keep showing up , even if you think you're not making a difference . Keep showing up . Write the email , send the email , write the post , record the video , make the phone call , connect with that person , try that new campaign . Just keep showing up is really what I would say , because if you don't show up , nothing's going to happen , but if , if you show up , all of a sudden doors open that you wouldn't have thought otherwise and it feels better , I think , to show up , even in terms of building confidence with yourself .
Speaker 2if you know that you're showing up , it keeps that confidence alive . But it's when you feel like you haven't been showing up and you're scared to kind of get back into it and maybe there's a gap , that's a little bit harder . So I definitely agree , you're absolutely right .
Speaker 1The show up is because what if I show up and I fail ? What if I show up and no one notices ? What if I show up and I get ignored ? There's a what if , but switch the story , change your story . What if I show up and that opportunity opens up ? What if I show up and that new account comes in ? What if I show up and I make a difference for someone that showed up too ? So just change that story , flip the script .
Speaker 2I love that that is so beautiful . All right , I know that you're working or you just finished your manuscript for your book . Do you want to tell us a little bit about that ? Give us a little teaser .
Speaker 1Yes , I am so excited . So I just finished writing my business book . I actually I work , I have a role with a company called Million Dollar Author highly recommend where they write , publish and promote your business book in record time , and one of my role there is it's called a content strategist or book strategist where I will interview authors and I will help pull the content out , do exactly what I do in my business . Right , I'm just doing it for their books . So it's a beautiful process , so much like alignment and enlightenment and people like wow , like aha moments , and so I'm using their process to write my book and I'm really excited about it . So I just wanted to plug them because I love it . I recommend everyone to think about writing a book , even if they have nothing to say . Just plant the seed to write your book . Okay , so back to my book . So my book is about I have a working title for it , but the concept is and I'm not going to announce it yet , so whoever's listening to this , they'll have to come and come back , but the concept of it is what is on the other side of your success . So you've done everything , you've reached all your goals , you've made the money , you've made the impact . Now what ? What's next ? What's there to do now ?
Speaker 1And so a lot of entrepreneurs , people in the business leadership , they find themselves with this internal conflict of I should be happy , but why am I not happy ? And they have no one to tell . Because who are you going to tell ? They're going to be like , look at your life . They sort of like put you down , like of course you're happy , what are you talking about ? So my book is about that and I say I get it . You're at a place where you're looking for what is that purpose ? What did I do ? And so , through my book , I take them through a journey that says your business prepared you for this point in your life . Now here's the next step . Here's what I want you to think about , here's the questions that I want you to ask so that you can come into and write that next chapter of your life that feels perfectly aligned with what you were called to be . So I just love that book .
Speaker 2So exciting . Wow . Yeah , that's beautiful and a lot of our guests could probably benefit from that . I mean , we've had a lot of successful business owners with long careers and we just get a lot of people in the studio who maybe would be super interested in reading that . I mean , I want to read it and I haven't had a long career .
Speaker 1I'm going to give you a complimentary signed copy so you can read it . So exciting and one of the themes of the book is a new brand that I'm actually officially launching it this week , but I will announce it here . It's called the Muse's Pen , and so it's about writing the next chapter of your life from a place of more connected with your soul , from a more creative place , from a more inspired place , from a place of joy , from a place of rest , from a place that isn't proving anything , isn't striving , but is finally free . And that's what the muse is . The muse is giving you the freedom to be who you were called to be and giving you the pen so that you can write that next season of your life , the next chapter of your life . So the Muse's pen , it's coming in email , it's coming in my book and who knows what else .
Speaker 2Yeah , wow , that is so exciting . Thank you for giving us a little announcement For me . That makes me think about . I have my degree in songwriting actually , so we talk a lot about kind of the muse within a song and who you have to step into
The Muse's Pen and Final Thoughts
Speaker 2to be able to let go of judgment and be free when you are writing , so it doesn't inhibit your process . So what you just talked about kind of reminds me of that and I just am so excited to see what you do with it Because , even though , like I might not directly relate , I just I love hearing what you have to say and , yeah , you're so inspiring , thank you .
Speaker 1What you just said was nailed it without judgment . A place without judgment where you're free to just create , and how fun and freeing is that so fun .
Speaker 2I love it . Well , is there anything else that I didn't touch on that you want to let us know ?
Speaker 1on the podcast today Well , I loved your questions and this was an amazing interview . I think we touched on everything . The last thing that I would have wanted to say was the muses pen , so I kind of anticipated your question . But I would say for the viewers and your listeners is that I would love to stay connected with them . They can go to my website , zainmarketingcom , and just give me your email . You can subscribe . I send a weekly-ish email that I get a lot of good feedback on , and I also send a print newsletter that I get a lot of good feedback on , and we'll just stay in touch . I'm also on social media , so I would love to stay connected with anybody who wants to stay connected , and if you tell me that you watched this podcast and you found out about me here , I will send you a complimentary copy of my book when it publishes .
Speaker 2Amazing . Well , thank you so much , kia , for coming in and making the time to talk to me today about your journey and the Muses , pen and sign and everything , and for sharing your expertise . This has been just an incredible conversation and I know that our audience will love this episode and learn a lot too .
Speaker 1So thank you , isabella , it was so fun being here .