Second Acts, First Steps: Marketing for Your Post-Retirement Passion Project
Starting a solo business in retirement?
Ditch the hustle, keep the heart. Here’s how second-act entrepreneurs can market smarter—with clarity, not chaos.
Not long ago, I had lunch with a friend from The Olympia Peace Choir. Let’s call her Erin.
Erin’s retired, but like many folks these days, she’s still working—doing coaching on the side to bring in extra income and stay engaged. During our conversation, she brought up a project I’d recently launched: Chanterelle Story Studio, my expressive writing workshop business.
“I saw your website,” she said. “I was all in right away. I just love your marketing—it’s really good.”
That simple comment turned into a rich conversation about what it takes to market a small, purpose-driven business—especially when you’re starting something new in retirement or semi-retirement. We talked about how much noise there is in the marketing world, and how confusing it can feel to solo business owners who don’t have big budgets or time to waste.
What we both realized? There’s a real need for marketing that serves people like her: solo business owners, second-act entrepreneurs, and retired professionals starting something new—not with flashy tricks, but with clarity and connection. By doing less, charging less, and getting better results—because we nailed the right message first.
Why Start Something New Later in Life?
Plenty of people are starting side hustles or small businesses later in life—sometimes out of passion, sometimes out of necessity (and often, a little of both).
Maybe you’ve got a lifetime of wisdom to share.
Maybe retirement didn’t turn out to be the full stop you expected.
Maybe you want to stay mentally sharp, creative, and connected to your community.
Or maybe, like Erin, you want to do meaningful work and keep up with the rising cost of living.
Whatever the reason, building something new after 50, 60, or 70 isn’t just brave—it’s practical and often deeply fulfilling.
📊 The Rise of Retirees and Second-Act Entrepreneurs
Nearly 1 in 4 new entrepreneurs are aged 55 to 64. In 2021, 22.8% of new entrepreneurs fell within this age group, up from 14.8% in 1996. Ewing Marion Kauffman Foundation
Self-employment increases with age. Among workers aged 65 to 69, 46% are self-employed, and this rises to 68% for those aged 75 to 79. NBER
Experience and networks give older entrepreneurs an edge. Retirees often leverage a lifetime of skills and connections to build successful businesses. Business News Daily
“Skills and connections,” baby! Those are your superpowers. Let’s use them!
Where Marketing Gets Messy
Here’s the tricky part: marketing a second-act business often feels like learning a new language.
Erin said it well: “I know how to coach. I know how to help people. But I’m not sure I explain it in a way that makes people want to work with me.”
This is something I hear often. People who are very good at what they do suddenly feel unsure of themselves when it comes time to describe it in plain language—especially online. Add in the pressure to show up on five different platforms, figure out email sequences, and post videos every week and it’s enough to make you want to crawl back under your weighted blanket.
But here’s the thing: most of that isn’t necessary.
What is necessary is clarity.
Start With the Message, Not the Marketing
You don’t need a full-blown marketing strategy to start—you need a way to tell your story clearly.
That means:
Knowing who you help, and how
Explaining it in plain, honest language
Sharing your “why” in a way that feels true to you
When people understand what you do—and why you care—they’re much more likely to pay attention (and yes, to reach out).
Think about your own experience. When you land on someone’s website and instantly get what they offer and how it might help you? That’s clarity. That’s connection. That’s what effective marketing starts with.
Keep It Simple, Keep It Sustainable
You don’t need to be on every platform. You don’t need to hire a big agency. You don’t need to follow a rigid content calendar.
What you do need is a marketing setup that fits your life:
A simple, clear website (even a single page is a fine starting point)
One or two ways to connect with people (email, referrals, in-person networking—whatever suits you)
Messaging that feels natural and grounded
Marketing doesn’t have to be loud or flashy. It just has to be clear, consistent, and true to who you are.
A Final Word for the Second-Act Crowd
If you’re building something new later in life—whether you call it a business, a side hustle, a calling, or a project—know this:
You are absolutely allowed to do it your way. You don’t need to mimic corporate tactics or hustle culture. You don’t need to have it all figured out before you begin.
Start with what you know. Build from what you love. And when it comes to marketing, focus on connection over perfection.
The rest tends to fall into place.
I’d love to help. If you’re ready to take the first step, let’s talk. 👉 Book a 30-minute strategy chat →
