Early in my entrepreneurial career
I heard a piece of advice that stuck with me like superglue.

Just one simple, elegant line, shared by a man named Larry Winget.

It went like this:

👉 “Find your uniqueness and exploit it in the service of others.”

That’s it. That’s the line.

And it’s the best personal branding advice I’ve ever received.

Let me tell you why.
Three years ago, I was a struggling writer.
An author-entrepreneur figuring it out on the go.

I had expertise, but no clear roadmap.
I wanted to help others, but didn’t know how to make it sustainable.
I wanted to build a business, but didn’t want to lose myself in the noise.

Then it hit me:
The person I was back then… is the person I now serve.

Most of us aren’t trying to build a brand.
We’re trying to be useful.
We want to help someone.

To make something easier for the next person.
To turn our scars into roadmaps.

The shortcut to be able to do that is:
To find the people who are in the same place you were three years ago.

Because you are most powerfully positioned to serve the person you once were.

Not the person you admire.
Not the audience you think you should chase.
But the version of you from five, ten, or twenty years ago.

The one who felt lost.
Overwhelmed.
Unqualified.
Stuck.
Afraid.

You already know that person.
You know their struggles, their questions, and their Google search history.
You know what would’ve helped them most.

That’s your who.
And once you find your who, everything else starts to make sense.
And the truth I’ve learned is this:

👉 “You are most powerfully positioned to serve the person you once were.”

That’s your story.
That’s your brand.
That’s your business.

If you’re still in the messy middle, wondering if your journey matters. It does.
You’ve just got to turn around and reach for the hand of the person behind you.
I promise, they’re waiting.

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One of my long-time LinkedIn followers became a paid subscriber to my newsletter.

As I do with all the new paid subscribers, I asked her two simple questions. Her answers left me feeling deeply honoured, and grounded.

Question 1: What motivated you to become a paid subscriber?
This question helps me understand which one of my growth strategies are working

Her reply?
“I became a paid subscriber because you intrigue me. You are doing exactly what I would like to be doing. And, I believe 100% in you. You have always impressed me, and so it was a simple decision. I believe in YOU.”

We talk about building trust all the time. But this is what trust-in-action looks like.

Question 2: What’s your #1 challenge at the moment?
This one helps me understand how I can help my subscribers move forward.

She wrote:
“My number 1 challenge is creating a business that aligns with who I am now, at 65 (on Saturday!). I want a business like yours—sharing my knowledge and insights with others, while making some money at it. My challenge is trying to figure HOW to do that. Your PDF came at the right time… now I just need to follow your instructions, starting with creating a signature offer. That is my first step.”

In that response, I saw not just a hurdle—but a clear desire.

And at the root of it

Trust.

That’s the real currency of this creator economy. Not likes. Not followers. Not viral posts.

Trust that you can deliver.
Trust that you walk your talk.
Trust that you care.

If you’re building something online, don’t chase attention—earn trust.
That’s what turns followers into clients.
And readers into believers.
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You’ve got an offer.
You know it helps people.
But the moment you have to sell it, you freeze.
You don’t want to sound pushy, or desperate, or fake.

Here’s the mindset shift that helped me:
You’re not trying to convince anyone.
You’re just inviting the right people to take the next step.

When your content builds trust, your offer becomes a natural next move.
Not a pitch, just a suggestion.
No pressure.
No weird energy.
Just: “Hey, if this helped… I’ve got more.”

If you want to learn how to sell through trust, not tactics.
Subscribe to my newsletter.

They buy because they trust you.

You’re sharing tips. Posting value. Showing up every week.
But it still feels like your audience is watching, not buying.

Here’s the missing piece: story.

Not just any story but specific kinds of stories.

There are five types that build trust:

– Your origin story (what got you here)
– A transformation (yours or a client’s)
– A win that proves your system works
– A values story (what you stand for)
– And your mission story (why you’re doing this in the first place)

You don’t need all five in one go.
Start with the one that feels easiest.

Tell it in your words. Your voice. No polish needed.
That’s what makes it land.

Want more trust-building tools like this?

I send them out in my newsletter every week.
You can subscribe here.

Derek Sivers tells the story of two candlemakers.

The first candlemaker proudly says:
“I use the finest wax and the highest-quality wick.
Every candle is crafted to perfection.”
And he sells… a few dozen.

The second candlemaker says”
“I make prayer candles, the kind you light while you’re praying.”
His candles are of lower quality.
But he sells thousands.

Same product category.
Different result.
Why?

Because people don’t buy products.
They buy purpose.

The second candlemaker connected his product to something deeper:
Meaning.
Ritual.
Emotion.
Intention.

While the first focused on features,
the second focused on the story people told themselves while using the candle.

This is the mistake many creators, makers, and entrepreneurs make.

We fall in love with our product.
We polish it, perfect it, add more features…

And then we wonder why no one’s buying.
The truth?

People don’t care how perfect your candle is.
They care what lighting it means to them.

So if your incredible product isn’t selling,
don’t start tweaking the ingredients.

Start asking:
What does my course/offer/product help people do,
become, or believe about themselves?

Because when you understand the job your product is being hired to do…
You’ll stop selling a candle.
And start selling a moment.

How to find your signature offer? I explain it here.

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