Serving Several Niches: The North Star Story

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February 2014
by Linda Carlson

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Brenda Avadian says she shudders when she has to talk numbers, but she has figures to brag about when it comes to direct sales: 75 to 90 percent.

The publisher at the Los Angeles–area North Star Books has another impressive number: 100 percent of her sales are “organic”—that is, not generated by advertising of any kind. Most significant of all in Avadian’s opinion: Her company has been in business for 22 years.

She established North Star Books in 1992 to issue Drive North in Your Career: The Five Types of Career Drivers, based on the dozen years she’d spent in career development. It was followed by books for caregivers of Alzheimer’s patients, a niche Avadian’s own experience led her to serve after her father fell victim to the condition.

The books led to speeches, and the speeches led to up-front and personal contact with caregivers, and now that work has led to helping them—and the rest of us—overcome another challenge: clutter. As she notes, caregivers have the responsibility of clearing parents’ homes of the possessions accumulated—and sometimes hoarded—over a lifetime. STUFFology 101: Get Your Mind Out of the Clutter, written with Eric Riddle, is her ninth title, just launched….IBPA Members – Click here to view the full article (login required).

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