Building a Profitable Writing Business Off Social Media w/ Kent Sanders
This post was adapted from Writing Off Social: The Podcast, Episode 75. You can listen in here!
We’re so excited to share our conversation with Kent Sanders, host of The Profitable Writer podcast and a successful ghostwriter who helps writers increase their impact and income. Kent’s insights on building a writing business without relying on social media are both practical and refreshing.
From Ministry to Business: A Healthy Perspective
One of the most important topics we explored with Kent was whether Christian writers should view their work as ministry or business. His answer might surprise you.
“Whether something is categorized as a business or as a ministry is primarily just something that relates to taxes and the categorization that you have with the government,” Kent explained. He went on to share that every successful ministry needs funding to operate, and that funding often comes from profitable businesses.
Kent shared a powerful story from his days as a Christian college professor. At a fundraising event, he watched the college president pull out a $40,000 matching check from an anonymous donor. In that moment, Kent realized: “Wouldn’t that be cool to someday have a business where I could write out a 40 grand check to a Christian organization?”
This realization shaped his approach to building a profitable writing business. The more money you make, the more good you can actually do in the world.
The False Choice Between Ministry and Business
Many Christian writers struggle with the idea of charging for their work, believing that ministry work should be free. But as Kent points out, and we wholeheartedly agree, something has to fund that free work—whether it’s your household income or donations.
Kent’s solution: “Why not give some things away for free, but then you charge for some things?” He charges premium rates for his executive-level ghostwriting, which allows him to occasionally take on pro bono projects for great causes.
The biblical support for this approach is strong. Paul was a tentmaker, Jesus was a carpenter, Luke was a doctor, and Matthew was a tax collector. Business and faith have always gone hand in hand.
Building a Business Off Social Media
When we asked Kent if it’s possible to grow a business without social media, his answer was simple: “I have…so, yes!”
Kent’s relationship with social media is refreshingly healthy. He doesn’t love it or hate it—they’re just friends. While he appreciates the connections social media offers, he’s discovered that the vast majority of connections that have helped his ghostwriting business have come through other formats.
In fact, Kent admitted he’s barely posted on Facebook for the past few months while focusing on client work and family. His business hasn’t suffered at all.
How Kent Built His Ghostwriting Business
Kent’s approach to building his business centers on genuine human connection:
- Leverage existing relationships: His podcast interviews created hundreds of valuable connections. When he launched his ghostwriting business, he simply told people what he was doing and asked for referrals.
- Send handwritten notes: Kent keeps a stack of cards on his desk and regularly sends handwritten notes through the mail. “If I was gonna suggest one thing just to grow your business, just send stuff through the mail,” he told us.
- Give thoughtful gifts: Making people feel seen, valued, and validated goes a long way in business.
- Have real conversations: Instead of trying to figure everything out alone, have coffee with people. Get on phone calls. The best feedback comes from actual conversations, not emails or social media interactions.
The Power of Old-School Connection
Kent emphasized that our number one emotional need as people is to feel validated—to feel like we matter and that people care about us. You can meet this need through handwritten cards, thoughtful gifts, and genuine attention.
“Those qualities seem to be so lacking these days,” Kent observed. “It’s so easy just to send cards through the mail. That alone is such a magical, rare thing today that it will win you instant fans.”
We couldn’t agree more. We recently had a conversation with one of our students who wanted to send beautifully packaged book bundles with coordinating items and personal notes. We enthusiastically encouraged this approach—it’s exactly the kind of thing that stands out in today’s digital world.
Practical Steps to Get Started
If you’re inspired to view your writing as a business and want to start building something sustainable, Kent offers this simple first step: Have conversations with people.
Stop working in isolation. Get out of your house or office and have coffee with somebody. Connect with people who already understand your vibe and goals. These conversations will re-energize you and give you the creative input you need.
“Our brain is a closed system. We look at life through our own lens and we sort of live in our own little bubble most of the time. And the only way to get more creative input and to get something that’s outside of that system is to have different inputs.”
Before you dive in and start creating five new things, slow down. Talk to people. Get feedback. Then create strategically for a specific audience.
Setting Up Your Business (It’s Easier Than You Think)
Many writers feel intimidated by the idea of setting up a business, but Kent assures us it’s not complicated. Kent emphasized: “If I can do this, I promise you can too.”
Our own experience confirms this. Setting up an LLC takes a couple of hours, while filing for 501(c)3 nonprofit status can take three to six months. For most writers, an LLC is the simpler path.
And here’s Kent’s best advice: Hire a bookkeeper. Let professionals handle the things they’re good at so you can focus on what you do best.
Kent’s Life-Changing Tip
Kent left us with one final piece of advice that he promises will change your life: Keep handwritten cards and stamps on your desk.
“The reason that most of us don’t send cards is because we don’t have the cards, we don’t have the stamps, we don’t have the stuff actually on their desk,” Kent explained. Having everything readily available makes it easy to send cards regularly.
“You will send out more cards and that will greatly, greatly enhance your business, I promise.”
The Bottom Line
You absolutely can build a thriving writing business off social media. Focus on:
- Real conversations with real people
- Handwritten notes and thoughtful gifts
- Genuine human connection
- Strategic relationship building
- Viewing your work as both ministry and business
The writer’s life doesn’t have to be isolated. In fact, it’s so much better when it’s not.
Want to learn more from Kent Sanders? Check out his podcast, The Profitable Writer, where he helps writers increase their impact and income.
Ready to build your own audience off social media? We’d love to help you get started. You can learn more about our coaching programs and resources for writers who want to connect with readers in meaningful, sustainable ways.
This post was reformatted from our original transcript by Claude and edited for accuracy by Sandy.
