The truth? I don’t write books for the masses. I write for one person.
When I sit down to write, I picture a single reader:
– someone who’s stuck
– someone who wants to write
– someone who needs encouragement
And I write as if I’m sitting across the table, talking to them.
If one reader finishes my book and says, “This helped me take the next step,” that’s worth more than a thousand unread copies on shelves.
My proudest moment wasn’t when I saw my book on Amazon.
It was when a reader emailed me: “Your book gave me the courage to start my own.”
I don’t write to impress. I write to impact, one reader at a time.
I never thought I’d be running a business in my sixties.
At 64, 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.
How to serve others
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.
Five kinds of stories that build trust
People don’t buy because you’re smart.
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?
Subscribe to my newsletter.
What’s the difference between an idea and an offer?
Having ideas isn’t the problem.
Turning that idea into something people pay for is.
If you’re like most creatives, your notes app is overflowing.
You’ve got book ideas, course ideas, content plans…
But no real offer.
Nothing that’s bringing in income consistently.
Here’s the difference:
An idea is what you want to create.
An offer is what someone wants to buy.
Big difference.
A solid offer speaks to a clear outcome.
It solves a specific problem.
It’s easy to say yes to.
Your idea becomes an offer
when you shape it around what they need,
not just what you want to teach.
Here is a story of two candle-makers that demonstrates how to create a solid offer.
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 offer 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 offer is being hired to do…
You’ll stop selling a candle.
And start selling a moment.
I replaced my entire marketing strategy with one powerful asset
And I’m not exaggerating.
Over the past 3 years, I’ve tried almost every marketing trick in the book to grow my online business.
– Posted on 3 different social media platforms
– Ran free webinars and discovery calls
– Created multiple lead magnets
– Gave away templates and freebies
– Even tried cold outreach and DMs
I followed the expert’s advice.
I worked hard.
But my marketing felt like a hamster wheel—exhausting and never-ending.
Until I did one thing that changed everything:
👉 I wrote my signature book.
Instead of chasing strategies, I created something solid.
Timeless.
Scalable.
A book that…
✅ Shares the exact process I use with my clients
✅ Builds trust and authority—before a single call
✅ Answers objections before they even arise
✅ Introduces my services organically
✅ Adds value with every page
Now?
My book generates leads while I sleep.
Clients come pre-sold.
I don’t have to explain what I do, they already know from reading my book.
No more scattered marketing.
Just one powerful asset doing all the heavy lifting.
If you’re tired of jumping from strategy to strategy, maybe it’s time to write your book too.
It’s the best business card you’ll ever create.