The Second Act Strategist

Build an online presence that fits who you actually are — with Substack at the center.

You have expertise and a lifetime of wisdom and experience.

You know it's time to build your own thing on your own terms and you need an online presence.

But this time, you're definitely not dancing for the algorithm.

Substack is the place for you.

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Tracy Friedlander, The Second Act Strategist

Free 2-Minute Quiz

What's Your Substack Creator Type?

Discover the creator archetype that fits how you actually think — and get personalized tips to grow your Substack faster.

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Two paths to building your presence on Substack the right way

1:1 Partnership

Work With Me 1:1

For second-act builders ready to build a real presence online with Substack as their focal point. Tailored to you and your unique talents and mission for what you're building.

For serious builders who want to save time by having a creative partner and Substack expert on their side
Built around your Creator Type, so the audience and the energy you have align
In 90 days, we turn your experience and ideas into a clearly positioned Substack business — with a recognizable body of work, a focused offer ladder and a publishing system designed to create revenue.
90-Day engagement with 1:1 direct guidance with Tracy for writing, branding, direction, voice development, content strategy and paid tier development: 3 payments of $1,000/mo. By application only.
Click here to apply

Substack

The Second Act Strategist

The Second Act Strategist

A Substack publication for people in their 40s and up building their dream lifestyle by creating income from their experience and expertise.

$100/year

Learn how to publish and grow an audience online using Substack, and how to create your paid tier so you can start earning on Substack.

Monthly mini-workshops on designing a paid tier people upgrade for
Writing a newsletter people actually read
How to build real connections and aligned collaborations for faster growth on Substack
Join here

From the Blog

Latest writing

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Find Your Voice

How To Write Substack Notes That Bring In Your People

The exact Notes strategy that brought me 79 subscribers in one week. These 6 'People Like Us' note types attract the right readers and repel the wrong ones — no viral moments required.

Read more →

Build Your Business

How To Make Real Money, Even With A Small Audience

How Substack rewired my brain on monetizing — and what actually works when you don't have tens of thousands of subscribers.

Read more →

Grow Your Audience

The Great Niche Debate

How to find your Substack niche to attract more subscribers and gain a following — and why most of the advice out there has confused everybody.

Read more →