When I published my first book, I thought it would change everything.
Spoiler: It didn’t.
No flood of readers.
No media calls.
No client inquiries.
But something changed after Book #3.
And then again after Book #5.
By Book #8, I noticed a pattern:
– I was showing up in Google searches.
– My name was getting mentioned in comments.
– People were quoting my work before they met me.
That’s when I realized—books don’t just sell.
They brand you.
Each book became a digital breadcrumb leading back to me.
Each one said: “Hey Google, Neera Mahajan knows her stuff.”
So Google created a profile page for me.
I don’t even need a website now.
Google has put all my work under my name.
So here’s what I’ve learned:
Write what you want to be known for
Your book topic will become your Google identity.
Don’t chase trends.
Your book should age well, like a good wine.
(Or at least, a decent Shiraz.)
Think beyond the book.
Chop it into blogs, quotes, podcasts.
Be everywhere in your niche.
If you want people to find you
(clients, partners, media)
give Google something worth indexing.
For me, that started with a book.
And then another.
And another.
Category: Personal Story
Five years ago, I started writing online.
Here’s what the journey has looked like so far:
Terrible Writer → Confident Writer
Confident Writer → Author of 8 Books
Author → Course Creator
Course Creator → Book Writing Coach
Book Coach → Marketer
Not just someone who sells—but someone who truly markets.
Because marketing isn’t about pushing a product.
It’s about:
– Understanding your audience
– Building genuine relationships
– Solving real problems
– Sharing your story
One of my favorite definitions of marketing is:
“Marketing is the art of telling a story that resonates with your audience and convinces them to be part of it.”
If you want to build a brand,
promote your services or
build a business
You got to dive deep into the world of marketing.
Learn from the best.
Apply what fits.
Marketing isn’t optional. It’s essential.
Today I am going to share with you the secret of my success
I have written and published 8 books in 3 years.
– I coach aspiring authors to write their books
– I run a newsletter to help creators to write, grow and monetize their content.
– My secret is that I do everything NEW as an experiment.
This is not just a bold statement to shock you
But an insight I gained in the past 6 years of my creative life.
– When I started my blog, it was an experiment.
– When I started my newsletter, it was an experiment.
– When I wrote my first book in 7 days, it was an experiment.
– When I launched my coaching business, it was an experiment.
Believe me when I tell you to think in terms of experiments
(I have two half-PhDs in science, I know what I am talking about 😎).
When you do something as an experiment:
– You don’t expect too much from it.
– You’re not attached to a particular outcome.
– You keep your mind open to other possibilities.
– You follow steps in a certain order and make observations.
Even if your experiment fails, you learn something from it.
That ‘something’ could be what not to do next time.
Which leads to what ‘else’ to do to succeed.
The success lies in ‘doing’ all the steps
rather than ‘doing’ them correctly.
The outcome does matter.
Doing does.
P.S. What are you doing currently that could be treated as an experiment?
My story in nutshell
At 57, I retired from my job, unsure what came next.
But I had a dream I’d carried for years:
To be a writer.
Not just write a book, but become an author, a coach, a mentor.
So I did the only thing I knew how to do:
Started writing.
Published my first book.
Then seven more.
Wrote every day.
Learned everything I could
about publishing, marketing, and author branding.
Created a community — Author Circle — where aspiring authors could feel safe, supported, and seen.
Built a book coaching program.
Taught hundreds how to write and publish their books.’
Launched a podcast.
Interviewed incredible people.
Now, at 63:
I’ve published 8 books — aiming for 100.
I help professionals write books that build authority and attract clients.
I run a newsletter, coach authors, and speak about writing, branding, and reinvention.
You’re never too old.
It’s never too late.
The page is blank, and you hold the pen.
What are you going to write in there?
I never thought I’d be running a business in my sixties.
At 63, I should be slowing down.
Spending more time gardening.
Cooking for friends.
Maybe taking up knitting.
Instead, I’m building a business from scratch.
Not because I need to.
But because I want to.
Every morning, I write for at least four hours.
Not because I have to.
But because I want to.
I’ve “failed” at several things:
– Retiring quietly
– Staying in my comfort zone
– Accepting that the best years were behind me
But I’ve succeeded at a number of things:
– Writing and publishing 8 books (with 4 more in draft mode)
– Growing an audience on LinkedIn, Medium and Substack — all after 60
– Launching a newsletter business that brings in income and impact
– Building a community of writers who support each other
– Creating digital products, running live workshops, and launching a course
– Running a podcast where I interview amazing authors and publishing pros
– Becoming a book coach and helping others write the book that changes their lives
I don’t have a marketing team.
I don’t have a big following.
What I have is a system, a voice, and a relentless belief that it’s not too late to do anything you want.
My journey isn’t about “going viral” or chasing some big fancy title.
It’s about creating work that matters, on my own terms.
If you’re in your 50s or 60s or 70s and wondering if you missed your chance to build something of your own?
Let me say this again.
You didn’t.
The second act might just be your best one yet.
P.S. Are you building something in your second act? Or dreaming of it?
I’d love to hear what you’re working on.
Let’s cheer each other on.
Subscribe here to join fellow creators building meaningful, thriving businesses
Google Made Me A Profile Page
“You can’t have each day as an ‘exciting’ day,” said my friend.
“Why not?” I protested.
We were coming back from a parlor after having a facial.
It was the highlight of the day for us. Something we wanted to do for months. Something we were looking forward to all week.
“Because most days are mundane. The same job. The same housework. Even the entertainment is the same. There is nothing new. The same stuff over and over again,” she whined.
“Give me something to look forward to,” I pleaded. “I don’t want to wake up each day to cook and clean and tire myself with mundane routine. I want to wake up to do something special each day.”
“Good luck to you then.” She said.
We had this conversation just before I finished working and became a full-time writer. In my new life, I wanted to do interesting stuff. I wanted to have something to look forward to each day. I wanted to make each day count.
So, I learned new skills.
– I started my website.
– I wrote a blog post a day.
– I wrote and published books.
– I enrolled in online courses.
– I wrote on social media platforms.
– I interviewed interesting people.
– I got interviewed and made friends.
– I traveled and sketched and painted.
I am a published author now.
People in far corners of the world are reading my stories.
I have made friends in countries I still haven’t visited.
Google has created a profile page for me.
I am having ‘exciting day,’ every day.
Some nights I am so thrilled, I find it hard to sleep.
How are your days?
Are you having ‘exciting days?’
If not, what are you doing to make them ‘exciting days?’
